Warren sheaf. [volume] (Warren, Marshall County, Minn.) 1880-current, 1916-03-15

ice cream, are properly advertised
together; but don't include in this
advertisement that fact that you
have mule for sale. Honor the
mule with a separate advertisement.
Don't conclude that you must buy
very large space in the newspaper.
Sometimes, through mistaken zeal, a
publisher will try to induce you to
buy large space when small space
will probably answer all purposes.
Just because the local department
store or the largest hardware store
may use quarter page, it does not
follow that an advertisement of your
pigs cannot be effective in space one
column wide and a few inches deep.
Much depends, of course, upon
what is to be advertised and the
quantity you have. There are ac-
casions when the farmer may be
justified in taking space in two news
paper columns wide and four, five or
six inches deep.
At any rate, try to get the editor
to put your advertisement alongside
of a column of good reading matter
or close to home news. A position
in general reading is not nearly so
good as location close to live local
items.
When you start to write an adver-
tisement don't attempt to be clever
or humorous. For some mysterious
reason a great many people when
they first begin advertising think
that they must say something
startling or smart. There are a few
people in the world who can be hui
norists while being statesmen, but
very few. Unless you are a born
humorist you would better just be
earnest and simple.
You know what your impressions
are when the salesman who tries to
sell you something shows how clever
or smart he can be. You are suspi-
cious. You become diverted. The
purchase or merchandise that you
expect to use and for which you are
going to pay your good money is a
serious matter, and you are not look
ing for humor or entertainment.
It is so in advertising. You are
not trying to make people say:
"What clever advertisement" You
want them to say: ''There is some
thing I am going to buy"
Frankness and sincerity in adver-
Using pay as they do in face-to-face
selling. The headline II Have More
"Hey, There, Mr. Mani" smacks of
"Hey, Tere, Mr.. Mani" smacks of
smart-Aleckism.
The best way to write an adver-
tisement that will catch the attention
of people and interest them in what
you have to sell is to write almost
exactly what you would say to per-
sons if they came to the farm to look
at what you have for sale.
Try to forget that advertising is
process of writing. Just put down
your talk, or tell another member Of
the family the good points about
what you are selling and have that
member put into writing.
If you had a fine litter Of pigs on
the place and they were for sale, tsis
thing that you would naturally say
to visitor who was a prospective
purchaser would probably be some
think like "Want Nice Pig?" Then
you would go on to describe the pigs
! and tell him finally what price you
had put on them.
Now, "Want Nice Pig?" is a fine
headline for pig advertisement
and it would catch the attention Of
most readers Of the local paper who
were in the market for pigs.
A great deal of the effectiveness
Of an advertisement depends upor
the headline. Study the headlines Of
newspapers and stories and see how
they are composed with a view tt
bringing out the interesting points
of what the articles or stories dea
with. ......
Such headlines as "Notice,'' "T<
the Public" "For Sale," and thu
like, are too general. They dom
connect with anybody's wants. The!
don't strike what advertising me,
call "a point Of contact. They ar
not likely to awaken interest O.
curiosity.
For example: Let's suppose you
wife has made up for a sale a goo,
, stock of two different kinds of pre-
serves. If you want to 60 the limi
in curiosity-appealing headline yo'
could start in this fashion: IN,
Wife and I Differ About It Sh
thinks her pear preserves this sea
son are the best she ever made
while I think the ounce is her best,
and 50 on. But be sure the headin,
connects logically with what follow
it.
Headlines ought not to be NOR
than six to eight words at the most
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