West Virginia argus. [volume] (Kingwood, W. Va.) 1877-1946, 1915-03-25
| dAdoertisiing
| Talks
TALK ON RETAIL AID PRoBLEMs
Seek for Cheerfulness, Avoid Super
Iatises and Write Intelligent.
Careful Copy.

prdctSai talk on advertising was
given at a noon luncheon OF the Pub
licity Club of Springfield. Mass. the
other day by Willard T.. Freeland. as
sistant secretary of the Worcester
board OF trade and secretary or the
Worcester Publicity Association. His
subject was "a Plea for More En-
cient Retail Advertising"
In my own mind" said Mr. Free
land II have always divided the ad.
vertiser's problem into FIVE grand d.
visions: Appropriation. media. copy
and cuts, layout, cooperation. The
appropriation. the first.-and with
many advertisers the last and the
middle-is a real problem remem
Der one big shoe manufacturing firm
that was saved from failure by the
lnsistence of one of the partners that
all costs should be figured on the
basis of the largest production not on
ly when the factory was running at
capacity but at all other seasons. J.
thoroughly believe that the retailer
should absorb some of this idea and
should plan his appropriation for the
year on the business OF his best sea
son.
When you see cut or display lire
That is likely to be associated with the
readers former experience" said Mr..
Ereeland in discussing the question OF
copy, you have established bond
that VIII make him read further. Why
then waste time ana money on pretty
cuts and pretty sayings that are not
In some way linked up to your story?
Why make the mistake of placing an
attractive and catchy cut below your
legend so that the eye will lump
down 10 II and then go on TO the
next fellows ad? Why not cater to
that sense of pleasure in every hui
man being by properly dividing the
proportions of your advertisement in.
stead of offending the eye and ere.
ating an unconscious state OF rebel.
lion in the readers mind?
Il decry the use of the superlative
There is something wrong with
mans mental process when he thinks
TO impress people with the use OF
such words as greatest, stupendous.
extraordinary, gigantic and the host
Of other eXtravagant words that meet
our eye in every newspaper of the
land. I am not a believer in the use
Of comparative prices. Many of the
strongest retail concerns have
dropped the use of this feature OF
the usual retail copy and | have yet
to hear of the concern which has gone
back to such use.
IF you have occasion to make
sweeping reductions be sure and in.
clude in your copy a full statement
of the reason for such reduction.
couched in such truthful and sensi
BILE terms that the reader will he able
to see logical reason therefor. II
your buyer has made an error of
Judgment and overloaded some de-
Dartment, say so: It won't hurt YOU
People will be IMPRESSED with The
fact that you are frank and truth.
ful and that you are only human like
themselves BE sure and state prices
always. Give adequate description OF
the goods you offer. Do not by d.
rect statement or by innuendo men
ton your competitors or competing
lines. 1t serves only to distract at.
tention. the one thing that YOU are
most desirous of retaining. Study
the wonderful powe=r of habit. Make
all use possible OF this universal
habit. Keep your business always be
fore the reo e by continuity in nd
yertising. Have some one thing In
your advertisements. some special
name cut, some special face or tyre.
some general arrangement OF copy
that will bring you and your business
to the readers mind at even a cur
sorry glance.
"A word about cooperation. Note
the method OF national and technical
magazines and endeavor to get on
the same page with your CONNECT.
tors, that you may all share in the
assured result of cumulative advertis.
ing. When You boost your. competi.
tors game you are boosting Your own.
Be honest in your copy and be honest
in your goods and selling methods
Make sure that every clerk knows pre.
clseiy what you are advertising for
the day. Change your windows IN
agree with your ads. Employ cheer.
full ads and cheerful clerks. Use ev.
cry means to create an air of con.
fdence end good will and optimjsm.
Thus viii YOU create trade for vour.
sell and your community. strengthen
the faith OF the public in the printed
word and make OF advertising what
II should be-your most successful
salesman"