The Responsive Chord in Advertising
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ADVERTISING is just Salesmanship-on-paper.
It is a means of multiplying the work of the Salesman,
who writes it, several thousand-fold.
With the salary paid a single Salesman it is possible,
through Advertising, to reach a thousand customers for every
one he could have reached orally.
It is also a means of discovering, and developing, new customers
where they were not previously known to exist.
These facts are mentioned here because few Business Men have a
correct idea of what true Advertising should consist of.
To start with the wrong point-of-view, on an advertising campaign,
is to grope, experiment, and speculate, with an appropriation which
should have been invested as intelligently as in merchandise.
True Advertising is just Salesmanship multiplied.
When we multiply nothing by ten thousand we still have
nothing as a result.
When we multiply a pretty picture, or a catch-phrase,
or the mere name of a firm, or article, a thousand times
we have comparatively nothing as a result.
But when we multiply one thousand times a good, strong, clearly
expressed Reason-Why, a person should buy the article we want
to sell, we then have impressed, through advertising, one
thousand more people with that reason than if it had been told
verbally to one person by the same salesman.
Of course, cold type usually lacks the personal influence of
the Salesman and, because of this even Salesmanship-on-Paper
needs to be stronger - more convincing and conclusive than
Salesmanship need be by word of mouth.
Besides, when we multiply anything a thousand fold, at a…..
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