The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1918-05-06
What Is the USE of An Adver-
Using Agent?-NO. |
Why Not Write Your Own Advertising Save the Agents
Commission, and Tell Your Story Exactly As You
Would Like to Have 1T

The question at the top which represents the double
titled quntSSOsncs of foolish questioning is asked in good
faith BY men otherwise able and well informed.
The business asks seriously 'What would be the
value Of an advertising agent to my Arm7
Answer him with this question:
''WhAt IL the value Of your VOICE 70 yourself7''
Advertising Is the Of bEsiass The intelligent ad
yertisng man. the specialist whom other business
writer replace the individual who makes the voice
Of business ART1CULATE.
The man who doesn't learn to understand good ad-
vertistng mans value nsglscts his own interest.
The who imagnes that It doesn't take any special
ability to write advertisement that anybody who
caa w4tO pretty well write advertising may prohtaby
consider the following.
The two most conspicuous publishers in the United
States william Randolph Hearst Of New York and other
cities and Cyrus q. K. Curtis, Of Philadelphia
Hearst owns Q dossn newspapers and half dozen Of
The biggest mAgaSnsS
Curtis UwaS two newspapers and at least three maya
eof which gathers In annually many millions of
dollars Is to put Il In class ell by itself.
M Business Man you win admit that Curtis and Hearst
might be excused they thought THEY knew how to attend
their advertising believed that they could find
some writer among their employees to do the advertising for
them 'bettsr than any agent could do IT,
They both deal in advertising the tune Of tens Of mil
lions annually.
They both employ the Abest writer's that be en-
plOyed regardless Of what the writers cost in
hundred thousand year and to single writer
Yet Hearst and Curtis both hire advertising agents they
important advertising done.
Curtis for instance spends hundreds Of thousands of
dollars annually for advertising OF this amount he gives
fifteen per cent to the advertising agent who KNOWS HOW
TO MAKE ADVERTISING MOST EFFEoTTvE.
the same with Hearst and the same with all Of those
that really examine and understand the question Of profitable
publicity for business
lawyer for yOuf will architect for yoHr hoHss an advertising
specialist for yoar business prosperity The ne buyers of good
#Tihng' does not cover it.
Mr. Business Man. if you had good carpenter in your
house you wouldn't let him cut on your gangTened leg
the theory that he could well anybody You
would send for q surgeon.
There is as much difference between hrstclass advsr
Using and first class writer Of any other kind as there
Is between carpenter and surgeon
: "GOOd writing and the writing of good advertising
are absolutely different
The advertising must enter into the nature of your
business he must understand the psychology Of your GUS
toners
BE must automatically and with a certain eye see lust
how he can do FOR YOU the five important things
First, make people SEE your advertisement.
Second make them READ it.
Third, make them UNDERSTAND it.
Fourth make them BELIEVE it,
Fifth, make them WANT what you offer.
This war while it lasts and after it ends is going to
change this world and the business world It is going to
create opportunities and DESTROY opportunities
Men that now consider themselves safe and will go
down. Others never heard Of will come up.
Get the plant get the idea get the product and then GET
THE BUSINESS VOICE, the advertising agent He will
make what money can't buy and SANDER hard times can
kdI-THE NAME.
Business not well advertised Is like q man deaf and
dumb
Il may mean well, but it cannot interest the public
More Of this later. It is selfish advice.
For the profitable part Of this and every Newspaper is
A0VERTIsNG. The profit Of q newspaper depends upon
the prosperity Of the business
And that business prosperity depends extent that
few appreciate upon THE INTELLIGENCE OF THE AID
YERT1SING AGENT-the publicity specialist.
Alb.