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A man is talking - a man who takes pride in his
accomplishments - not a "soulless corporation." Whenever possiblewe introduce a personality into our ads. By making a man famous we make his product famous. When we claim an improvement, naming the man who made it adds effect.
Then we take care not to change an individuality which has
proved appealing. Before a man writes a new ad on that line, he gets into the spirit adopted by the advertiser. He plays a part as an actorplays it.
In successful advertising great pains are taken to never change our
tone. That which won so many is probably the best way to win
others. Then people come to know us. We build on that acquaintance rather than introduce a stranger in guise. People do not know us by name alone, but by looks and mannerisms.
Appearing different every time we meet never builds up confidence. Then we don't want people to think that salesmanship is made to order. That our appeals are created, studied, artificial. They must seem to come from the heart, and the same heart always, save where a wrong tack forces a complete change.
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