El Paso herald. (El Paso, Tex.) 1901-1931, 1920-02-06
To Make An
5 I'D Sell Goods,
Is TOHAdclub

advanced By Percy MontEomery. eN-
pert advertiser. before the Fl Paso
Adclub at its luncheon at the cham
Der Of commerce rriuay AT NOON
He said IN part
la writing is difficult. TIE writer
addresses himself 20 a group Of minds
and must write in a general way
can talk 20 you as man to man and
Won viii understand me. I seriously
doubt II any man can write letter.
involving some complicated subject
and make himself absolutely clear,
Advertisements. above everything
else. must be plainly written-the
eir,n1er and the shorter written Tho
better. 7 am not speaking here o.
special forms Of advertising, dealing
with technical subjects or with trade
subjects where the reader under
stands the fine points Of the thing
described. but refer 20 that general
form Of advertising used by the aver
age business man.
The ad writer must understand that
every product advertised concerns the
mos pective expenditure OF money
Separating a man from his money IS
a host OF reasons FOR keeping his
money. The first step is 10 seize
upon these important objections 70
expenditure and to meet them Wlth
argument direct or subtle. and de-.
strov them. This is your foundation
proper is put forth in myriad form
Necessity for Art and Humor.
Text books designed for the use
of children are profusely Illustrated,
because the eve learns quickly.
pbod al writer must be capable OF
psoducfnE word pictures- possessing
reality. Everyone likes 70 laugh The
I'D writer who can tell his story with
a little sunshine mixed in that story
"a an Al man
TRY an experiment when you read
YOUR paper tonight Turn to an ad-
page and pick ont the adj 3
vertisement which first strikes your f.
eve. You viii find u is the one which /
contains the greatest amount Of {
white snacer This is because printed I
matter loses itsem IN the SURROUNDINGS
matter A street lamp cannot be seen
IN the DAYTIME. at night the lamp can I
be seen plainly Advertisers often OBJ I
iect TO what thev call waste space or 4
what avail &c publish page, II this
advertisement is not read- We must
have advertising which looks well. II I
Is an asset-it is a seller OF goods.
Kinds Of Advertising
IA campaign Of advertising must
always be educational The public
knows its needs; the advertiser mere
" tells the buyer THAI his article fits
the need Il does not make any dir
ference TO the buyer how beautiful
1r practical a thing may be. unless ne
wishes 10 buy 1.-THE seller must
make the buyer think he wants the
lrticle and then prove to him that he
The selection OF illustrative cuts
II drawings TO accompany your copy
s important
Frequency Of Advertising.
aTou are familiar with the neces-
sity Of repetition. We use the tele-
phone book repeatedly to find she
number Of a man with whom we con-
;tahliy 90 business The human mind
-annot retain detailed facts The
BUSY man has no time for memory
eats. The advertiser must constantly
ell and reten his story. Repetition Isl :
.hoslutelV essential 10 success IN the
dvertising field
Most Of you believe you can write :
You can But YOU
annot write as good advertisements Z
Is a man who does nothing else The
.veraEe man knows he can cure him
eli Of a cold by the soCalled homo {
emedies- He does not seek the serT- Z
ces Of physician until his cold gets :
he better OF him. Then he turns TO
he medical man and in 90 cases out
Z loQ. is cured offhand because
he doctor knows his business The
rained advertising writer is labora- ]
ory man
Getting the Trade. A
The merchant who does no adver- /
ising. has for his customers only peO- ?
le who pass his store and who come 81
n Of necessity The merchant who
dvertises has for his customers
very man. woman and child who
eads his advertisements-th seek .
is store and increase his sales. II !
is advertisements are incorrectly :
rritteu or Inadequate in any way IN :
irving power the merchant is vast :
ls money II advertising Is written =
y ar expert II increases business. :
ne ad writer Is an executive. like the q
resident OF a railroad, or Of q bank.
nd upcl his ability, as much as upon r.
he ability Of any ether man. depends :
BE- success Of the business which h. =
epresenrs. Business men should not z
Experiment. with advertising copy.
II IS Improper and dishonOrab Bile y
or man 10 advertise IN grandilO- a
uent manner that his firm possess for \
ale any particular thing and then TO =
ave buyers come and find his stock =
inadequate II is an untruth 70 rep 3
esent a business as possessing facll- z
les which IL does not possess. even / J
! the sale OF a paper Of pins Once q
on lose the confidence Of a customer II
OF have sown the seed Of danger. The &
isappointed customer, in addition 10 Il
sfusing 70 buy from you. VIII tell n
Is experience 70 another person and e
ljure YOU This is human nature. "
Advertising n Necessity 81
Z Is necessary 70 advertise; II is
sing Most important Of all. every
ord or COPY and every drawing. IL
isrratinE that copy must be under
-ood as dealing with the peculiar
orkings OF the human mind Please
bur reader and prospective customer
-humor him Let him convince hin.-
II rather than convince him yourself.
you viii autagoniZe his vanity,
nd We are all vain. Advertising
lould amuse and educate. II il does \
y 90 these two things, il is fail-i Ii
Explosive Expert speaks. $
9lr. montgomery was followed by T
Of. John i. Taylor OF the bureau Of 81
,plosives Of the railroad administra- a.
on, who urged the members 70 know %
ioroughly the goods which they ?
ansported so they could trust In o
len but not fool with them. He e
"a .rhat when war broke out the y
threads Of the country were called "
DOE 70 transport 1000, 100000 pounds
nigh explosives, and this wes done
18th the loss OF only one life. ID rer-
rs injured snd- property loss Of
.ssllQ. This was accomplished. he
i'd because the railroad men knew
.e DANGERS Of T. y. T. and other ex-
as not hgndld according TO eertainl
Ell defined laws and acted accord
Following Col Taylor's talk. the va 6
Gus committees submitted their re-
1T The natter Of bringing the al n
uh convention to Fl Paso was dis
ssed and reports made that the ho-
Is could handle the delegates. plenty
auditorium space was available
I'd better all around facilities and :
nusements could be furnished than p
as done IN Ncw Orleans.
Entire Esate OF Te1nn can De covered - :.
e lowest possible rate with the largest