Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28
ApyEHr,sExrNr
The showing means FOOD
copy. presentafion--sel selling
ability. Si ff@.

copy. pressntafion-sellinp
ability. 3b f}@
CAMPING ON A GOLD MINE
The advertiser using space in
FIVE Philadelphia newspapers !,
advertising to at least a million
families whose aggregate pur.
chasing power is enormous. f
II such an advertiser has soine,h;,o
those families vanf, il he can give them
better service at the same price, or IN,
same service at a lower price, rrsa,
economic forets Ore behind HI, eampai,a
If he knows how to utilize them; ifH,
does not, if his publicity under such
circumstances is not fully productive.
he is, in sober truth, camping on gold
mine without knowing il.
The clerk, overworked bookkeep.-
or "ad school" graduate that writes II,
copy, by his inability to write The rish
Kind Of copy, is keeping such man
from his heritage and birthright.
And few thousand otherwise bright
men in this prolific land Of Americ,
are being thus innocently defrauded.
They blame conditions; selling COD,
would alter conditions. =
Old-time scientists once thought Of
electricity as a feeble force by which
they made handkerchiefs cling together
OF light pith-balIs engage in a merry
dance. t'@ ...
They were playing with terrific
power without knowing It.
This is the position Of many adver.
tisers earning money through statesmen
or other channels, paying it out for
space which, in the absence Of selling
copy, is not giving them a fraction Of
the returns it should. They are simply
playing with their space.
1nstinctively they feel that publicity
is a business power. So it is when
harnessed to selling copy, as fire is a
power when harnessed beneath water
in steam boiler. ..
The combination Of publicity and
salesmanship is needed to drive til.
business-engine ahead.
When that combination is effected,
the contrast is as between pith-balls
and dynamos, teakettles and steam.
engines.
THE MIRACLE OF WORDS
Some genius will yet arrive who,
with Miltonic inspiration, will write
an epic on the power Of words that
will grip the hearts Of men.
Consider what they do. d.. ...@.
They suggest MoagAfs--and every
thing man creates is crystallized
thought. l....
Men suppose" said Bacon, "tha,
their reason has command over their
words; still it happens that words in
return exercise authority over reason"
Reading" said Schopenhauer, "is
thinking with another's head instead
Of ones own"
Thought, the compelling force, is
frequently taken captive by the ~ord'
put before it.
Words-right words-bring mind in
harmony with mind, and, said carlyle;
There is still real magic in the
action and reaction of minds on on.
another. The casual deliberation Of a
few becomes, by this mysterious
reverberation, the frenzy Of many.
Men lose the use not alone Of the
understanding but Of their bodily
senses, while the most obdura, :, I'M
believing hearts melt like the r.st."
Post thought Grape-nuts WIS the
finest health food that ever hapt ened.
Eighty million fellow-beings had no
such thought, but Post, crystalizing
his conviction in tpordJ, brought r.inds
in harmony with his own till a million
thought as he wanted them to think,
acted the way he wanted them to act
and gave him the fortune he had
deliberately aimed to get.
And don't forget the miracle W"
performed by words. -
Let me write the copy" said Post
"and my Office boy can make the
advertising contracts"
The copy is vastly more important
than the space or the picture or the
border or the style of type.
In the world Of commerce the power
Of words is stupendous. Hourly, they
make sales and break sales; they
build up and tear down; they bring
ruin and bring fortune. -,
Men frequently attribute their handl'
caps, the financial difficulties, the stress
and strain under which they labor
to circumstances; in reality, the con,
dition springs from the w0rd' used
and misused-the words their sales
men are capable Of speaking, the
words used in their business presen'
ta,ion--ever these potent magiclaan'
are working by faction. and reaction
on mind"
The effect Of that power is seen IN
| .ba h,,,;ns,c u,h;cb ,,nder ire Influence,