Show A CLIPPING For Those Who Talk to the Public The following comments on advertising advertis-Ing made by the advertisement writer for the Postum Cereal Co Lim of Battle Creek Mich may Interest some who have been attracted by the rather unique articles from his pen Make up the stories why yes to be sure they are dressed and trimmed some but they are all founded upon factThat That is for instance a mail carrier car-rier clerk lawyer or what not with whom I may be talking tells me his experience with Postum His story possibly is long enough for two columns of solid matter if reported re-ported verbatim I take the main facts and boil down the talk until we can afford to run it as a pleasant bit of shop talk with our friends and customers the public and not bankrupt us I always stick to the facts as I consider that when a man advertises he simply talks to his customers cus-tomers and if he lies in his advertisements advertise-ments he will lie in the face to face chats Tell the truth it Is more fascinating than all the romances one can spin up When you write an advertisement tJ and look upon yourself as conversIng convers-Ing with or explaining to some one who wants to know about the article you have to sell They are interested and they want to know hownear your goods will fit their needs Tell them as plainly as possible without exaggeration or subterfuge just what you have and leave them to judge whether they want it or not Dont tell them to buy this or eat hatThe The public know about what they want to do and the duty of the ad writers is to explain facts in an easily understood way First be sure you have an article of true merit and then tell the people about it Tell them the truth and you add a goodly percentage of dignity and character to your business and to the product you are furnishing Wily grocers sometimes work in cheap imitations of Postum Cereal coffee cof-fee If the customer will stand it |