Worcester Democrat and the ledger-enterprise. (Pocomoke City, Md.) 1921-1953, 1922-02-11
FOUR RULES FOR
WRITING AN AID
Make People See 1t, Make Them
Read 1t, Understand 1t, And
Make Them Believe 1t.


This should be the first stated law
of advertising-the measure by which
ii is judged.
The selling prices of many gener
ally advertised articles are forced to
bear legitimate selling expense,
plus a heavy advertising expense.
This advertising expense the buyer is
forced to pay directly over and above
the legitimate selling price. In other
words, the advertising creates de-
mand at an inflated and fictitious
price-it puts water in the stock
sand in the sugar-and empties the
pocket book without an adequate re-
turn.
If it is real advertising it increases
sales and reduces cost of selling-also
under some conditions, prices. 1t is
an economy. And it is not expense,
but an Investments weapon to beat
down costs and hold up profits.
Advertising will save for you-if
you use it rightly.
In your advertising you should
keep in mind that you have but one
object to accomplishing sell the
goods. An advertisement is a sales
man. A salesman's ability is meas
ured by the amount of goods he sells
and an advertisements merit should
be measured by the same standard.
Advertising is craftsmanship on pa
Ter.
Then be painstaking in preparing
your advertising copy. Make it SIM
pie and direct. Write it as you would
Your will-leave nothing to be CUES
sed at. But remember that Harri-
man willed hundred million.
in a hundred words. Tell the
people plainly and in the simplest
manner what you are going to do
and then do it. Never break a prom
Use to the public when it is once made
but be careful in making it.
Describe goods exactly as they are
never exaggerate. If you misrep-
resent, the public will surely find it
out sooner or later and your advertio-
ing will do you more harm than good
Make the people see your ad.
Make them read it.
Make them understand it.
Make them believe it.
These rules form the standard of
good advertisement.
Don't advertise to help the editor.
He is not a pauper If he is the
chances are he is running a news
paper not worth advertising in. Ad,-
vertising is not charity. 1t is sound
investment.
In preparing printers ink adver
Using, remember people do not care
to hear what a fine store you have.
They don't particularly care to know
what you think of your merchandise.
1t is only natural that you should
boost your merchandise as something
well worth having. People expect
you to say such things and in fact
that you do say them does not neces-
sarily add great deal to the pull!
ing power of your advertising. The
only reason a woman will read your
advertisement is that she is inter
ested in knowing where she can buy
things to the best advantage.
What are the best methods for a
store to use in carrying its printed
message to the people?
From our many years of experience
the printers ink end of business car
best be attained to through the fol
lowing media:
Handbills, Store Papers, Newspap-
ers, Circulars, Souvenirs Personal
Letters.
In all your advertising here l.;
something to remember: Advertis
ing is not necessarily printers ink.
This is only one feature of advertis-
ing. Everything about your store adj
vertises it-favorably or unfavorably-
We know a merchant who declared he
did not believe in advertising and
would not spend cent for such
purpose. At the same time this mer-
chant had spent money to put in
modern store front and was making
the best window trims in his town.
Yet he insisted he wasn't advertising!
Good window trimming is one of
the very best methods of carrying
your store to the people If your store
is well located. Many other things
go to make your stores advertising
symmetrical and complete. A well
kept, clean store; price tickets; neatly
dressed, attentive clerks; fair prices;
a reputation for square dealing;
cheerfulness-thes are a few of The
things every merchant can utilize to
make his store better and more fav-
orably known.
And when all this is said and done