The Rock Island Argus and daily union. (Rock Island, Ill.) 1920-1923, 1921-02-18
TODAY IN ALEDO7
AND MERCER COUNTY


Advertising, how to advertise.
when to advertise and where to adj
vertise was the subject Of last
nights lecture given by DR.. Stan
ley L. Krebs, who is conducting a
and community insti-
tute under the auspices Of the
Aledo Kiwanis club this week.
Five points which should always
be taken into consideration, in
preparing an advertisement, wheth-
er it is the merchant or the pro-
fessional advertisement writer who
is preparing the advertisement
were the main points Of last nights
lecture. The first point was that
Of iteration, that of suggesting a
thing to another person until he
begins to accept . the suggestion
and act.
II an article that you are SELL
ing has a good point repeat the
suggestion that it would be q good
purchase for the customer. Don't
force, don't hurry, simply suggest
and let the customer have time to
reason out why he wants the ar
ticle, after you have suggested to
him that he does want it.
Indirect suggestion was given as
the second point to be observed in
advertising, as we'll as in selling.
AS every force follows the line of
least resistance, SO will your ad-
vertisement have the same effect
on . reader il it is planned to, fol-
low this rule.
The law of postives was the third
point as illustrated in DR.. Krebs'
talk. Watch your advertisements,
never have negative word in
them. Make them all positive
make your reader think in positive
terms, that he desires the article
and when he does this he will buy
Never word q letter or advertise
ment. Don't you want this or don't
you that. Immediately the reader
thinks In negative terms and the
result is just what you wished to
avoid. Use positive words and
phrases"
Attractiveness was the fourth
law Of advertising. Not only did
this law cover the mere attractive
ness of the advertisement, but the
appeal to the understanding and
will of the person for whom it was
written. STUDY your field" said
DR.. Krebs. IF you wish to reach
the farmer, study him, find Out
what he is interested in and make
your advertisement appeal to him
Have a slogan. Use it in every
advertisement, both by the direct
and indirect method. Find ouI
something that some famous mar
has said about something that you
carry. in your stock and use it
Aristotle could be used to adver.
use woman's wells and Elijah auto.
mobiles. There isn't an article
manufactured but what some noted
man has said something about
Study, find out what these are and
| use them"
The filth law was that of expect
ant attention. by the use of tn,
first law, iteration, you get the in
terest of the customer and then i
you succeed in getting him to asl
you the first question about YOU
t, goods you know that the battle il
half over. At the second question
you know that you have LANDED
him. If you are going fishing
you've got to know where the fist
are, and you've got to have the bal
to catch them"
Following last nights lecture
questions from the audience, whicl
included everything from How cal
a shoe merchant get a lady Gus
toner to remove her shoes whel
she wants to purchase a new pai
OF Shoes" to why DR.. Krebs dram
SO much water before beginning
lecture were asked and an attemu
was made to answer them. To
nights lecture, which is the last G
the series, will begin at Z o'cloc
and will be on the subject, "Civi
Pride and Improvement" Hig
school students are especial
urged to attend tonight's fneetin,