|
That is so in personal salesmanship as in salesmanship-in-print.
Fine talkers are rarely good salesmen. They inspire buyers with the
fear of over-influence. They create the suspicion that an effort is
made to sell them on other lines than merit.
Successful salesmen are rarely good speech makers. They have
few oratorical graces. They are plain and sincere men who know their customers and know their lines. So it is in ad writing. Many of the ablest men in advertising are graduate salesmen. The best we know have been house-to-house canvassers. They may know little of grammar, nothing of rhetoric, but they know how to use words that convince.
There is one simple way to answer many advertising questions.
Ask yourself," Would it help a salesman sell the goods?" "Would it
help me sell them if I met a buyer in person?" A fair answer to those questions avoids countless mistakes. But when one tries to show off, or does things merely to please himself, he is little likely to strike a chord which leads people to spend money. Some argue for slogans, some like clever conceits. Would you use them in personal salesmanship? Can you imagine a customer whom such things would impress? If not, don't rely on them for selling in print.
Some say "Be very brief. People will read for little." Would you
say that to a salesman? With a prospect standing before him, would you confine him to any certain number of words? That would be an unthinkable handicap. So in advertising. The only readers we get are people whom our subject interests.No one reads ads for amusements, long or short. Consider them as prospects standing before you, seeking for information. Give them enough to get action. Some advocate large type and big headlines. Yet they do not admire salesmen who talk in loud voices. People read al they care toread in 8-point type.
|
