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Show WRITING EFFECTIVE ADVERTISEMENTS Tho supposed difficulty In writing skillful advertising, In tho caso, of some merchants, Is a bugbear in tho way of publicity work. It occasionally occasion-ally happens that merchants nover, advertlso becauso tlioy feel that thoy have too llttlo time, or too llttlo brains, to write advertising that shall havo selling power. Yet a well written advertisement is not-a matter of smart sontencos, hum- orouB conceits, or literary gifts. It Is simply the art or talking directly about your goods and their prices, as u merchant would talk to a man over tho counter. 'Anyone "who is ' i '.i able-id conduct a store can do It. The' forcejof these statements was finely lllustratedln an actual. experience experi-ence that came to tho ears of Uio writer ashorti time agq.Onoot his friends Is a business man who had had some success In advertising and selling a 'proposition ot his own Invention. In-vention. Ho had no special gifts or tricks ot expression, Yet he succeed-ed succeed-ed Jn selllng'hts goods. Feeling perhaps that a trained advertisement ad-vertisement writer could do still better, ho sought out a competent 'ind highly trained man In that lino In tho nearest largo city, talked over nls proposition, nnd showed him flies of his provious publicity work. The professional writer took tho matorlnl and put quite a lot of work Into producing pro-ducing a form lottor. It had all the car markB of professional nd writing work. It was smooth, personal. Intimate In-timate and clover. The work was accepted and sent out to tho mallng list. Tho promoter of tho proposition liked tho letter so much that he expected doublo returns. re-turns. But to his surprise, tho re turns woro only about a third as large as those ho had previously secured from his own simple oft hand tale, told In a conversational way, as htj would talk to tho man acrosa tho counter. The incident teaches Its own lesson to all who are cooking publicity for their goods. |
