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 ... that increase returns how 146 shrewd adverti

A.w. Shaw Company


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 Excerpt: reaches the senses as well as the brain; it reminds the prospect of the discomfort and vexation he felt only a few days before when, wishing to take a bath, he found the water cold. To make your copy interesting you must begin right. You must have not a faint mental image of the work of your copy, but a vivid one. Feel the task of your copy; feel it strongly, and you can scarcely help thinking of 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 vew 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 Step three touches pride in "Out-of-date water heat ing facilities," and the money motive in "85-cent gas."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 hefore they had begun to read it. For the same reason, ...

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