Writing an advertisement; a analysis of the methods and the mental processes that play a part in the writing of successful advertising (1915)
Hall, S. Roland · Boston and New York, Houghton Mifflin Co. · leaf 24
inds that natural questions, why this? whythat? asked from the readers or customerspoint of view, afford the quickest and surestway of bringing the essential information tolight. Neither ordinarily uses all of the factsfoxmd, for some of the facts are likely to be un-interesting or of secondary… … The unitrecord desk, shownabove, is a concrete exampleof the Library Bureau Idea. The first desk of this kind wasmade for a bond house. Theirproblem was to put several thou-sand cards in shape to be handledby one clerk. The obvious thing was to sellthem a flat-top desk and four orfive card…
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