Crittenden record-press., 1915-02-11
How Write Advertising Copy
BY HERBERT KAUFMAN
A,,bor Of "Do Something! Be Somefhhg'

SKILLED laver of mosaic works with small fragments o
~ stone-thev fit places than the larger cnuh g.
The skilled advertiser works with small Wofus-"'9 Nv Z
Into minds than big phrases .u,
The simpler the language the greater certainty "'' W."
understood by the least intelligent reader
The construction engineer plans his roadbcd Where "''
minimum of gade-he works along the lines OF least
The advertisement which into mountainous style O'DV
surveyed-al minds not built for high grade uhang'
Advertising must be simrAe When IT Is ricked out "'' f
,er and silks OF literary expression looks much out o
place ball dress at tho breakfast tablet
The buying public is only interested in facts People re"u "
vertements find out what you have to sell
The advertiser who fire the most facts in the Sno,' %
gets the most returns cartridge make noise but mey 90
not hit-bank talk however clever, Is only wasted space
You force your statesmen keep solid actsou don't allow
sell muslin with quotations from Omar or trousers ~
excerpts from Core You not tolerate IN your P'eu
selling talk anything that YOU are not wiling to co""e "
personal salesmanship . g..
Cut out clever phrases II they are inserted the sacrifice OF
clear explanaons-wrte copy you talk only be more one
Publicity coster than conversaton-ansng IN pce downward
$40 line; talk not cheap but the most expensive '''!
in the world.
Sketch in your pd to senogaphr Then you will be so
busy Saying hht you will have time to bother about INC
gewgaws OF writing Afterwards take the typewriter ahusI'
and cut out every every line that can be erased without
emitting an important detail What remains in the end all that
really counted in the beginning.
smarter people will understand French soap S isaac
Newton explanation Of graytaton covers six pages but the school
boys terse and homey Nha goes UP must come uo"" N
the whole thing in six words. /
Indefinite talk wastes space 1000 productive The
tendency to bring lockers buyers often creates false
impressions Some people bound conceive the idea that the
goods are higher priced ea,yo,h by the token
are Just as likely that the prices lower and go away think
ing that you have exaggerated your statements.
The reader must searched by the copy. Big space is
cheapest because single Publicity must be on
the offensive far many advertisers who keep their
lights on top their bushee citizen hasn't time TO
| your bushcl.
Small space expensive Like efake snoworm there IS
enough OF it 20 lay.
space is comparative. matter after all l, is a of how
much used The passengers the limited
press realize that Jones has tackled welyeinch shngle
every post and stretch Of miles but they going
what the shingles the twoeet letters
of Browns big bulletin top the hill leap them before
dodge And that II doesn't nearly
l so such as the total OF Jones dnky display.
Just advertisements aravy displayed every day
for newspaper will find the Of all readers
matter rapidly they be going through the advertising
pages produce results than dozen png pieces Of copy
scattered through half dozen papers
!