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Our magazines and newspapers are printed in
that type. Folks are accustomed to it. Anything louder is like loud
conversation. It gains no attention worthwhile. It may not be
offensive, but it is useless and wasteful. It multiplies the cost of your
story. And to many it seems loud and blatant.
Others look for something queer and unusual. They want ads
distinctive in style or illustration. Would you want that in salesman?
Do not men who act and dress in normal ways make a far better
impression? Some insist on dressy ads. That is all right to a certain degree, but is quite important. Some poorly-dressed men, prove to be excellent salesmen. Over dress in either is a fault.
So with countless questions. Measure them by salesmen's
standards, not by amusement standards. Ads are not written to
entertain. When they do, those entertainment seekers are little likely to be the people whom you want. That is one of the greatest
advertising faults. Ad writers abandon their parts. They forget they
are salesmen and try to be performers. Instead of sales, they seek
applause.
When you plan or prepare an advertisement, keep before you a
typical buyer. Your subject, your headline has gained his or her
attention. Then in everything be guided by what you would do if you
met the buyer face-to-face.If you are a normal man and a good
salesman you will then do your level best.
Don't think of people in the mass. That gives you a blurred view.
Think of a typical individual, man or woman, who is likely to want
what you sell. Don't try to be amusing. Money spending is a serious
matter. Don't boast, for all people resent it. Don't try to show off.
Do just what you think a good salesman should do with a half-sold
person before him.
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