Perth Amboy evening news., 1922-04-01
ELLEN YOUNG
DOCTOR OF SALES
BY Ruth Leigh
Author of The Human side of Re-
tail Selling" 'The A b G OF Retail
ing" etc.

Visiting some family friends. Ell
len Young, Doctor OF Sales, was
rather amused at the desperate eff
forts of young Billy Osborne, aged
nineteen, as he struggled over a
piece of advertising copy.
Gosh, this advertising course is
hard" he told her. To-day we must
write a national advertisement for
Ink. and I'll be darned If 1 Know how
to start. Trouble is, Miss Young, 1
never know whether to write one of
those snappy, interesting advertise
ments, or of those long explana-
ton ones. Sometimes, Mr.. Billion.
our teacher, says one kind is good,
then he'll praise another"
They're both right, Billy, when
used properly. 1 think I know what
you're getting at" Ellen Young sat
down at the table next to him, pencil
and paper in hand. I'm writing any
advertisement you have your choice
of two kinds OF copy: what adver-
| Using men call reason-why copy,
| which makes its main appeal to the
| reason, and human-interest copy,
| which makes it's chief appeal to the
| senses or the emotions of the read
err" :.
yep. that's right, Miss Young"
| put in Billy Osborne enthusiastically,
',just what Mr.. Billion calls 'em. I
! couldn't think OF those terms"
"Of course you can have a COM
bination of both kinds, too" Ellen
Young assured the young man.
'Sometimes, reason-why copy in
cludes much human-interest, but the
| distinctive point about the Former
| type of advertisement is that 1t pre-
| sents a logical argument in a quiet,
persuasive way"
Take this automobile ADVERTISE
ment, Miss Young" Billy osscrne
| pointed to an open magazine befols
! him. That's reason why. isn't it?"'
Yes and no. Now in the case OF
automobiles, competitive conditions
| have made it necessary for n man
| ufacturers to create q desire not
| merely for automobiles in general,
| but for the particular make Of auto
J mobile that is advertised. That is
! why automobile advertisements are
usually a combination OF both types
| of copy"
| scratched his head, lis a fellow TO
| know when to use one kind and
| when the other?"
"Of course, it's impossible to make
| rules, Billy, but in general, just for
purposes of classification, we might
consider that a reason-why adver-
| tisement could be well prepared for
| articles bought for business. for az
| r%icultural or for industrial purposes,
! such as machinery, Office appliances,
tools. Then take building articles,
such as roofing, lumber, wahboard;
any of the automobile accessories:
| rubber boots ;stocks, bonds, real es-
tate; they all usually, need reason
why copy, the kind that psychologists
call long-circuit copy because it In
wolves elaboration and choice"
"Oh, and human-interest adver-
tisements are usually best for wom-
ems goods. is that it?"
Ellen nodded. "Of course, they're
excellent for mems advertisements,
too, such as life insurance, tobacco,
cigarettes. 1 should say that in SELL
ing luxury articles, or goods that
appeal to ones senses primarily, Il
Is better to use human-interest copy.
Advertising experts call human-in-
terest copy 'short-circuit COPY be-
cause 1t appeals to enses or emo
tons, and does not involve much
elaboration. A readers response to
such an advertisement is generally
NEUTRALITY-SUSPICIOUS. being thought
out"
Billy Osborne was sitting back
thoughtfully biting the ends Of his
pencil.
Nov, in my ink advertisement"
he said slowly, 81 guess I'd do best
to write a reason-why advertise
ment, eh?"
Good. You're learning. Billy.
Yes, / should. Don't forget. how
ever, that all advertisements must
have some human interest to make
them readable. And So" concluded
Ellen Young. with a laugh. lends
our little sermon on advertising
copy"
1T guess I must ask you for an
other sermon, Miss Young" said
Billy later. after his struggle with
the ink advertisement vas over.
I'm going to look for q job during
the summer. when college is closed,
but I honestly don't know how to go
about it. l mean, of course, / know
the regular things to do, but isn't
there some better, shorter way to
get a good Job today than the regu-
lar old hackpeyed answering of want
advertisements"
Don't miss Mondays talk II you
want some worth while information
to help you get a better job.