How to Write Advertisements That Sell; How to Plan Every Step in Your Campaign--Using Sales Points, Schemes and Inducements--How to Write and Lay Out
This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1912 edition. Excerpt: ...the word, phrase or sentence that will flash your message. Write this message down; then study it. Consider closely what each element in the sentence adds to it, and measure again this total idea by your feeling, your realization of your real appeal. Precisely by this method we have determined with the copywriter, that "Gas Heaters for Bath Rooms" is not the best headline, and have worked from it to the one actually chosen. The first paragraph of the advertisement might have been written: "If so, it is your own fault." Had you so written it, would you not at once have felt that "your own fault" was antagonistic? Note how the phrase "badly managed home" not only avoids this antagonism, but also strikes subtly at the prospect's pride. In writing your own copy, seek, as here, to make your correction do double service--eliminate a fault and add a new appeal. Step three touches pride in "Out-of-date water heat ing facilities," and the money motive in "85-cent gas." If we omit the last four words of Step three, and the first word of Step four, these two paragraphs fall into one longer single sentence. Why didn't the writer put it this way? Because he had his audience vividly in mind. He knew that the longer paragraph might discourage some of his readers before they had begun to read it. For the same reason, he divided the whole copy into short, plain type paragraphs, with ample white space between and a liberal white margin. Step three closes with the words, "is a big mistake." This phrase not only breaks the two paragraphs, but challenges the reader's interested "Why?" Step four answers, and does a great deal more. It appeals to the love of family motive; the money motive...
- Paperback | 32 pages
- 189 x 246 x 2mm | 77g
- 28 Jun 2012
- Miami Fl, United States
- Illustrations, black and white