Scientific Advertising

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists

text book on advertising.

We learn that cheapness is not a strong appeal. Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as though they could not and they resent your attitude.

The service of the product, not the name, is the important thing in advertising

general letter is never used until it proves itself best among many actual returns.

The ones you act on or the ones you keep have a headline which attracted your interest. At a glance they offer something that you want, something you may wish to know.

Tell people what to do, not what to avoid

We are attracted by sunshine, beauty, happiness, health, success. Then point the way to them, not the way out of the opposite

Picture what others wish to be, not what they may be now.

Show a bright side, the happy and attractive side, not the dark and uninviting side of things. Show beauty, not homeliness; health, not sickness. Don’t show the wrinkles you propose to remove, but the face as it will appear