( Originally Published 1902 )
Bigness and generosity always attract humankind, especially when that humankind is womankind. So in your bargain stories, give plenty of items and prices.
Newspaper space is too valuable to be wasted with poor, pointless advertising. Let every word in your ads tell, let every sentence convey a clear cut idea.
In advertising to women, don't waste wordsówith men, be briefer still. Men hate detail, women rather like it; but its rather expensive to indulge in muthly.
The advertising man should know type and its uses. Many a good ad is spoiled by poor typographical arrangement in the hands of a hasty or careless printer.
Retailers, always give prices in your ads. They're to the initiatory folk what the train is to the engine; the noise and fuss only serves to swing them into view.
Don't be hypocritical in venting your ideas on paper. Many a good idea has never gone through the sieve of criticism be-cause the critic was too small-minded to appreciate its worth.
Always be good-humored in your ads. Good humor is like sunshine, it lightens up many roads; it is always pleasing and attractive, and is a great lift on the road to advertising success.
The ability to prepare a "write-up" on every subject is possessed by few. The line between too much advertising and too little advertising is a thin and narrow one and discoverable by only really clever advertisers.
Retailers, in your ads give plenty of quotations. Don't have a Niagara of words and a rivulet of items and prices, that's too suggestive of a poor house puddingólots of wind and very few plums.
Don't expect results from your ads in amoment. "Rome was not built in a day," and it takes time for your arguments to simmer in the brains of people who are occupied with affairs of their own.
Ideas come from all sources. The office boy's glance may mean an inspiration; the fluttering of leaves may suggest a train of thought. Quick perceptions see them everywhere and utilize them in advertising.
Size up an advertising medium as you would aman. If the publication has a well-fed, sleek, healthy appearance, it is thriving, and as a publication rarely thrives unless it his a right to, then it deserves consideration.
Brevity is the soul of wit; 'tis so in advertising. Study brevity as you would spend money; endeavor to lesson your flow of words as you would your flow of cash, yet see that the flow of both is sufficient to do execution.
Top 0' Column is all right and so is Next to Reading Mat-ter, but the main point, after all, is the ad itself. See that it is strong in argument, beautiful in appearance and satisfactory in general. Then try and get it a good position.
When an idea strikes you, jot it down. When another comes along, pin that down, too. In this way the bright advertising writer can keep his ideas constantly on file for reference, instead of their going astray through memory's window.
After all, the greatest study of mankind is woman, with man as a side issue. The advertiser should never overlook this point. When he conquers Her Serene Highness, the American Woman, he is on the highway to success.
Ideas move the world. Every action, great or small, has its root in an idea. In writing advertising use ideas. If you can't think easily, or are too busy to think, get some one to do your thinking for you. Here's where the modern ad writer comes in.
Make your sentences short, likewise your paragraphs. Re-member the egg in this, it is a small affair, but very meaty and easily digested.
Hard horse sense is the prime requisite of an advertising man. From the first preparation of copy till its final appearance in a newspaper this qualification is demanded.
The perceptive faculties must be well developed in an ad-writer. He ought to grasp ideas from every source, to see points that escape the average, all of which he can utilize in his profession.
In preparing an ad be your reporter first and editor after-wards. As reporter, get all your best thoughts on the subject down on paper, as editor, trim, polish and elaborate until your ad is perfect.
Take a thought and express it quickly and easily with one sentence. Treat the second the same way before you venture upon the third. Let each idea stand by itself, never intermingle or jumble them up.
Be natural. Be honest. Be sincere. Be all these to your-self in writing your advertising. The public will recognize these qualities for they are human and touch all.
In the average body of the average ad Small Pica lower case answers very well. It makes a clean appearance, is easily read and is used by good advertisers like Rogers-Peet Co. and others.
Advertising is analysis. It is an analysis of the good points of what you have to offer. Analyze your offerings carefully, bring to light all the good points and let the full glare of publicity shine upon them.
The advertising writer is like a sponge, he absorbs every idea within reach. If he does not use suggestions the moment they come to him, they are absorbed in his mental receptacle, to be fished out when occasion req.. ires.
When you set out to prepare your ad have a mental picture of the space you are to fill. Pill this space right, with neither too many words nor too little. The organ of casuality (as phrenologists call it) is very necessary in an ad-writer.
When you see a particular style of set-up that you would like to apply to your own ad don't bother marking type. It is quicker for you and easier for the printer if you paste a bit of that style on your copy with the words " follow this style."
The advertising writer must use his imagination. Imagination is the sun that lightens up dark places. It lends a charm to prosaic subjects. Bare facts are pills that are more easily digested when covered with a coating of a good writer's imagination.
It takes time to make impressions. The first appearance of your ad may be scarcely noticed, the second noticed but not remembered, the third may make a slight impression, but the succeeding insertions impress by present and past appearances.
Clearness, brevity and point are the triple virtues that the advertising writer must remember. Originality in expression, beauty in typography and all around nicety are minor virtues, yet all are good and should somehow be squeezed in the ad.
It is not a bad plan to once in a while go around and inter-view the compositor or head of the composing room where your ads are set up. An interchange of ideas is mutually advantageous and welcome.
To write a good ad you must have a keen interest in the goods themselves. Handle them, fondle them, get acquainted with them consider the richness, beauty and many attractions óthen when you have imbibed the right sort of impressions let them flow naturally from your pen.