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And what you fail to tell him in that ad is something he may never know. Some advertisers go so far as to never change their ads. Single mail order ads often run year after year without diminishing returns. So with some general ads. They are perfected ads, embodying in the best way known all that one has to say. Advertisers do not expect a second reading. Their constant returns come from getting new readers.
In every ad consider only new customers. People using your
product are not going to read your ads. They have already read and decided. You might advertise month after month to present users that the product they use is poison, and they would never know it. So never waste one line of your space to say something to present users, unless you can say it in your headlines. Bear in mind always that you can address an unconverted prospect.
Any reader of your ad is interested, else he would not be a reader.
You are dealing with someone willing to listen. Then do your level
best. That reader, if you lose him now, may never again be a reader.
You are like a salesman in a busy mans office. He may have tried
again and again to get entree. He may never be admitted again. This is his one chance to get action, and he must employ it to the full. This brings up the question of brevity. The most common
expression you hear about advertising is that people will not read
much.
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