Show Merchant Rates Superior on Ad Copy As Aim Is to Sell Goods Not Vanity chologists have tertned the "Little dacs Horner fallacy of business-me- n Please address Dr George W Crane Hopkins Syndicate Mel lott Indiana Send a dime and a tamped envelope for advice By Or George W Craae Case Sol P aged 42 it successful department store owner "Dr Srane I didn't get a perfect score on your 'advertising test' today" he smiled as he shookI my hand following an address had given before his large Rotary club "But I rated 'superior' As a result of your test I already see some mistakes I've been making in my store's advertising copy "For example in today's news- Bf I am now announcine in letters our 25th anniversary Je "But your 'advertising test' showed me that people are more interested in their baby's first 0: CAT birth day than In our 25th day So I'm going to shift the em phasis hereafter" e k primary purpose pf advertising however is:to sell: goods or merchandise not manufacturers or banks In order to sell you must first interest yourigoods cuspotential tomers But I have already stated the psychological axiom jthat people are more interested in themselves than in anything else So try to show people how your brand of merchandise will increase their o? Even a layman will jiuwent to that truism Then why do so many intelligent merchants fall into the "Little Jack! Horner" tomers or "Narcissus" fallacy and plaster primarily interested in So they may waste valuable adMerchants thus try to sell "mer- their ads full of photographs of vertising space running their own chants" instead of "merchandise:" themselves or their factories? Bscauae they are so closb to their pictures or patting themselves on They demonstrate what we psy- product that they have lost perwhich includes their spective sense of humor j This applies whether you be president of the United States or president of a toothpick factory If you haven't a copy of my new 7500-wor- d bulletin on "Sure-fir- e Sales and Advertising Strategy" then enclose a 3c stamped self-a- d dressed envelope artd a dime j It also includes this advertising test that Sol mentions today Copyright by The Hopkins Syndicate Inc) j 1847 or-th- n self-intere- self-evide- Tax Teiling' -- w f BONDED MESSENGER FUR STORAGE 1 Slip-cove- j ! SCOTCH '¥mmmLw irr if W Bj Cwri Kowtekeep3t VHMdhsV mwmwuJMWlt no's"" MfJ-MtS-Ab- rs iAH - 500 more pupils yet we can hire 50 more teachers" Bennion only said of the Salt Lake City situation "We should hire 80" he Heat comes on like volume in your radio little or much depending on how far you turn the knob It's so easy so simple so sure to cook with an L&H All you do is turn the Van-Spee- d switch for any surface unit Nc positions no "jumps" from low to medium to high You get any beat you want from simmer to intense heat or anywhere between : added The increased load here would mean an additional two students on the average ner classroom for an average of 31 per class 'Tuck-Awa- y' s ru§em ' tA But dm i ookinq heat vou want for Qu) cookinq purpose on anesiM III JSew ajssflsWlPlM i - for the finest in BEST BUY in imported ffffjr SALT LAKE CITY April 20 AP) r- Dr M Lynn Bennion sun 'erintendent of Salt Lake City schools believes the "ceiling" on local school taxes Should be raised by the next legislature If it is not he told a meeting of 600 teachers yesterday the state's school children will be ''cheated" as teachers' loads 'are increased and teachers will become discouraged as additional work is them at no increase in- payassigned No Additional Fundi Under the present law hp said no additional funds for teachers salaries will be available The "local leeway" tai should either be raised or eliminated altogether Bennion said leaving it tb local boards to determine how much to tax He favored raising cent above the to 40 per stent l IVe Should Hire NT "Next year we're going to have to take care of approximately 2- - 5 IK?'' 5rr '' Today's Here's the way you want your new bedspread to look! Colorful dramatic exciting! A spread to be proud of! embroidered by you Outline siagle-stitc- h and French knots Pattern 550 transfer one 134x19 three 2x3-i- n motifs Laura Wheeler's improved pattern makes i crochet ana knitting so simple with its charts photos and concise Idirections Send 20 cents in coins for this P O pattern to Needlecraft Depfc Box 5740 Chicago 80 111 Print plainly pattern number your name and address New ideas for your home in our Laura Wheeler Needlecraft Book! Send 20 cents for your copy today Crochet embroidery knitting for beginner and expert rugs needlepaintings cuddle toys personal accessories Free pattern printea in me dook j e two-thir- nt Boost in School R 00 st MmM THE OODEN (UTAH) STANDARD-EXAMINETHURSDAY EVENING APRIL 20 1950 WASHINGTON April 20 (AP) The interior department said today it made considerable progress during 1948 in protecting the white pine forests under its control from blister rust Secretary Chapman said crews worked through more than 49000 acres of forests in western states and destroyed about 3481000 currant and gooseberry bushes Interior administers almost 700-0acres of white pine forests Currant and gooseberry bushes — hosts for the disease — have been eradicated from about of the area Chapman said back by boasting about being their product Up Your Ads in business tor Z5 years or since Pep The 1 Narcissus Complex Success Ads Sol has been a very successful The average customer doesn't whether a merchant is merchant partly because he has a much care or blonde bruet old or can mind brilliant and pick up handsome or ugly for he isn young t buyideas quickly "manuthe "merchant" ing The gist of my speech before the facturer!" No he is only buying the letRotarians that day was simply that bread or hose or supporters or ter's more in are interested people automobiles or life insurance or themselves than they are in mer- banking service But business men chants or manufacturers lose their sense of hufrequently Alas this law also holds true mor and spend so much money of the latter for they too are advertising themselves that one often more interested in them- wonders if they haven't really selves than they are in the cus- overlooked what the customer is J fir 'Progress Cited On Blister Rust adveruOpHplg ° delighted tising "What a Bright Boy Am I" that they make their advertising mirror their own Vanity instead of j birth-th- la Technicolor - m± - W— jag m ' ruarw £muI I Compare the low prtm with other Fine Scotches distilled and bottled In Scotland THE RANGE THAT ffl AKES GOOD COOKS BETTER" WLJb Kng William IV BLENDED See Jt WLm m I 9LJB " 'Jr WzJw § B Bl SCOTCH WHISKY 868 PROOF I'D NEW KENNELD IMPORTERS 24tit Street at Kiesel Ave YORE ToChoo5e EfeeMe Ranges -f- astest cooking in Ngidaire history! 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Go ahead — take the afternoon off Just put the food in the oven and set the timer Nothing will happen 'til four o'clock Then the oven will turn itself on to the proper temperature — and when dinnertime comes there's your meal perfectly cooked! And that's just one modern feature of the new electric ranges to cook th°" W' pott hundred idea on how JpBrtrJk for°nt FREE PICKUP folU 'eej worn "" " rf they mojor 1 are raaotj I 4520 f Wash Blvd i r miwf compflnv i ' UTAH Home Ownership POWER -A & LIGHT CO TAX FATING COMPANY - Local Control K |