Sherman Daily Democrat (Sherman, Tex.), Vol. 40, No. 162, Ed. 1 Friday, December 31, 1920 Page: 2 of 8
eight pages : ill. ; page 26 x 14 in. Digitized from 35 mm. microfilm.View a full description of this newspaper.
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DAILY DEMOCRAT, SHERMAN, TEXA& FRIDAY, DECEMBER 31, lMt
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Many people look upon advertising as a great mystery. They seem to think
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that the pulling power of a well written ad vertisemerit is akin to hypnotism. The
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is. however, nothing strange or myster ious about advertising. It is a
ed selling talk and that is all. There is .an d should be nothing in a good advertise-
ment but what a real salesman would use in his selling tal^to a prospective oua- .
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J > A pulling advertisement is just a sell ing talk, logical in every statement, truths
ful in every particular, with the argumen ts arranged in proper sequence. The price
argument is the last consideration. If th e argument has beei rightly presented
$howng the necesgi^ for posse^sio^ ojfc;the ,,thes.article, its usefulness and the benefits
whicfi ownership of it will confer and the reader's interest has been centered on
the selling talk the announcement of the price becomes a subordinate * matter. If
t^ie price be high its statement will not sho ck the reader's sensibilities, while if low
it will be merely a clincher in the arguments preceding it. , .
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^ The only difference between the sell ing talk of a good salesman and an equally
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good advertisemeilt is that the salesman holds an audience of one while the adver-
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tisement reaches thousands. The printed sales talk, however, must take into ac-
count the varied intelligence and charact eristics of the larger audience and must,
therefore, be more carefully and simply written to appeal to the classes addressed.
An advertisement writer who knows his business would • not use the same
method of appeal nor the same language h\ the selling of overalls that he would in
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selling silver-ware or jewelry. That is t he only mystery in advertising—the fitting
of its words to the class to whom it is addressed. ~ <.
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The more nearly an advertisement c an be kept to the telling of a single story
the more emphatic that story will be, and the more clearly it will present its mes-
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Sherman Daily Democrat (Sherman, Tex.), Vol. 40, No. 162, Ed. 1 Friday, December 31, 1920, newspaper, December 31, 1920; Sherman, Texas. (https://texashistory.unt.edu/ark:/67531/metapth194180/m1/2/: accessed July 18, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; .