The Washington times., 1919-05-09
This Man Thought of Something
New in Advertising
By Doing 1t He Helped YOU as Well as the Store
That He Advertised.

no great display of the item Nobody interviewed The
news was promptly forgotten by most Of those who read it.
But Mr.. Powers had made more people spend money
than any other in America
Millions of people opened their pocketbooks because ne
suggested it.
For forty years he had been the who said: Here
is something you want. Buy it. Buy it Of Me-
Not one in a hundred thousand Of the people he adj
dressed knew who he Somebody ese's name was
always signed to his messages For he was ADVERTIs
ING man.
It was almost half century ago that he devised the
style of publicity known as conversational advertising
BE originated the idea of putting salesmanship on
paper.
What the clerk said to the customer in the store he
was good salesman Mr. Powers said the possible buyer
at his home.
In that way he gained the advantage of the first hear
ing, the benefit Of the opening argument
BE believed that people liked be talked to- and when
it evident that he getting audience other adver
Users and other advertising writers copied his style and his
methods
took more space to tell the stores Stories but paid
It isn't what you pay for thing that determines
omy profit It is what it returns to you what you get
out of it.
Advertising has grown nightly since Mr. Powers first
announcement published.
Some of the producers that thought his style Of adver
Using any other STYLE useless have long ago dis
appeared, along with their products
soap that when he began writing ads the biggest
seller and best known laundry article in the world and the
trademark of which judged by the courts to be worth
more than million dollars is heard Of WHY?
Because the who made it thought he didn't need
advertise.
Other men with perhaps no better soaps but better
brains displaced the mondollar name to the point Of
disappearance.
tooth powder that forty years ago literally in
everybody mouth followed the same course of arophy
the same reason
Atrophy means to wither away Mr. Powers would
have used the word in Of his advertisements
because he used plain words, easy to understand
Scores and scores of other good products have failed
because of the lack Of publicity.
Advertising never failed to build business if the thing
advertised was worth buying TWICE.
With good thing to sell and good advertisement in
good medium to sell it, success is certain
No good newspaper will advertise bad thing it
knows it is bad Morally it isn't right do it. selfshly
it isn't good business.
TRUTH is the foundation of all GOOD advertising.
Advertising is the superstucture the building the arch
lecture Of which either attracts or repels buyers.
Rules for advertising are rules for all writing:
SPEAK BRIEFLY. Nobody is interested in a long
story. o. Henry has got good many readers in
Washington than has Dickens Say enough to tell your
story so people will understand it and then stop
SPEAK PLAINLY Use short words. Use easy, under
andabe words Write short sentences that be quickly
read. Fighters depend on short sharp blows to win
AND KEEP AT IT TILL YOU WIN
This city plasered from head to foot just with
advertising of the Victory Loan.
If those posters had been put up day and taken
down the next do you think that they would have been
any great value?
is the keeping everastngy at it that gets results If
you keep hitting big rock with small hammer the rock
will eventually break Hitting it doesn't make
dent
Mr.. Powers did great deal for advertising, and in
doing that he did great deal for the public This editorial
is only poor tribute to a worthy LIES work