Show PLAIN COPY MAKES ADS PAY kill dont shoot over reads heads of people you want to reach W what hat an illinois merchant did by HINTON GILMORE much aluch Is said regarding the psychology of 0 advertising but there are plenty of fellows who never took a lesson in their lives who get returns for their advertising outlay kia in an illinois town of there la Is a dealer in mens furnishings who lot believes in advertising through the t via newspapers but it took him a long aitt tin to t 0 make it pay for years his copy possess the selling punch it nas as being written by a A 1 14 specialist and had won commendation h from people s posed to know good ky advertis advertising in copy when they saw it but it was costing money and j a getting the business so the dealer 1111 let et the specialist out and began writ ing his own copy he made a close analysis of pre previous 10 ad ertl and noticed such gems 14 as aa pluperfect plu perfect tallor lne ipg and acma of sartorial achievement wt ad it 14 adlo dawned upon hm that the copy a over the heads of the crowd when he sat down to write big first f ad he recalled a boyhood acquaint f ance buck ransome abe village bus driver back in the old home ham let now buck happens to be a man of low powered intelligence with a mere smattering of educational elements but the dealer seized upon him as a sort of composite customer and addressed that advertisement to i buck it was written so that hat buck could understand anything that seemed beyond ducks bucks gr grasp P I 1 was left out the result was that 1 ji the copy was plain as day the merchant kept up this simpli r fied ad writing sending typical buck aluck copy to the printer every day business spec began to pick up and its still hlll picking up twice a year buck Rans ornO receives a suit of clothes for his unwitting service as aa an advertisement model the fact that lie he know wheres the clothes are coming front from keeps buck worried |