Jasper County Democrat, Volume 20, Number 17, Rensselaer, Jasper County, 26 May 1917 — HOW TO ADVERTISE TO EFFECT [ARTICLE]

HOW TO ADVERTISE TO EFFECT

A newspaper advertising solicitor went to a retailer one day to induce him to carry more space in the local paper. He found him painting on the display window with a- brush and some white substance that would wash off easily when dry. . “Oh, I don't know how to write ads,” said the merchant. “You don’t?” countered the solicitor. “Seems to me you are doing a pretty good job of it on your window there.” “But this isn’t an ad; it's just a sign.” "What’s an ad but - *a sign, and what’s a, sign but an ad? If you would write your newspaper ads as easily'and readily as you do those signs you paint on your windows you would get a much larger audience and a greater business.” The merchant saw the point and began to writs his ads about as he would paint something on the window. He learned thereby to write good ads that- pulled business for hint. - Of course, .he could say more in a newspaper ad than he could with a paint brush on his front window, but not much more, and he learned that the first and best thing for him was to have -a real message, and the next thing to tell it as quickly and clearly as possible. That’s about all there is to “How to Advertise,” and still a man may write and ptudy advertising all his life and never get out of the kindergarten when we consider what there is left to know about it.—Business Chat.