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Yet a vast amount of the best paying advertising shows that
people do read much. Then they write for a book, perhaps - for
added information. There is a fixed rule on this subject of brevity.
One sentence may tell a complete story on a line like chewing gum. It may on an article like Cream of Wheat. But, whether long or short, an advertising story should be reasonably complete.
A certain man desired a personal car. He cared little about the
price. He wanted a car to take pride in, else he felt he would never
drive it. But, being a good business man, he wanted value for his
money. His inclination was towards a Rolls-Royce. He also
considered a Pierce-Arrow, a Locomobile and others. But these
famous cars offered no information. Their advertisements were very short. Evidently the makers considered it undignified to argue
comparative merits.
The Marmon, on the contrary, told a complete story. He read
columns and books about it. So he bought a Marmon, and was never sorry. But he afterwards learned facts about another car at nearly three times the price which would have sold him the car had he known them.
What folly it is to cry a name in a line like that, plus a few brief
generalities. A car may be a lifetime investment. It involves an
important expenditure. A man interested enough to buy a car will
read a volume about it if the volume is interesting.
So with everything. You may be simply trying to change a woman
from one breakfast food to another, one tooth paste, or one soap.
She is wedded to what she is using. Perhaps she has used it for years.
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