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Show WHY DEFINITENESS PAYS IN ADVERTISING Hero nnd thero ono finds n merchant mer-chant who says ho has tried ndver-.tlslng ndver-.tlslng but never made It pay. Tho chances are ten to ono that ho simply sim-ply needs to study dellnlteness. Tho prlnclplo of tho specific fact, and tho specific instance, affect all writing and speaking. They make ono man's advertising a partial fall-ure, fall-ure, while another's Is a money getter. get-ter. If one man visits a strange city, ho comes back talking something llko this: "It wns fine, grand, splendid." His talk evaporates Into vague, general gen-eral phrases. Tho people that hear, him talk know no moro nbout that city than before. Ho has few listeners, listen-ers, whatavor his subject of conversation conver-sation may bo. Another man remarks about the samo town that It Is full of buildings twenty stories high, that the streets' wero so crowded ho had to wait ton minutes nt one cross walk to got over, and, that peoplo wero always In, a hurry nnd tho street railway conductors con-ductors always said "Stop Lively." After such a man has talked a tow moments, you get somo Idea nbout tho plnco ho describes. You see It with your own eyes. Evory man who ever mado a sue cess as a newspaper writer has learn-od learn-od that you must glvo personal Incidents In-cidents nnd actual happenings to mako any kind of news artlclo Interesting. Inter-esting. If the reader can't see tho thing with his own eyes, the copy won't sell. Just tho samo In advertising. If you merely sny "Best stock ln town" tho reader may or may 'not bellovo you. Try picking out-the host values li our store, give a few details about Ihem so the purchaser' can get come Idea what they are, thpu, name tho price. Tho reajlpr'the,!)- sees tho. bargain bar-gain with hlssoj'nxj.ej'es,,!'vlnterontod and feols a'dfslrp'to'hujt That Is all thero is to goocl advertising. adver-tising. It does not renulro wit, nor literary nor technical skill. Just "como down to brass tacks.'1 Glvo tho plain facts about, an artlclo i.s ou would tallf to a buyer over the counter. Try it and see! |