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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 copy--choosing prospect lists and mediums--tests and records that increase returns; how 146 shrewd advertisers plan and place their copy (1912)

A.W. Shaw Company, John W. Hartman Center for Sales, Advertising & Marketing History. NcD · Chicago, New York [etc.] A.W. Shaw company · leaf 17

An illustration from 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 copy--choosing prospect lists and mediums--tests and records that increase returns; how 146 shrewd advertisers plan and place their copy, 1912, leaf 17
. Unless you studyit closely and practice in classifying various productsby its aid, you may make a fundamental mistake inplacing your sales problem upon it. If, however, you will go over your problem in fieldand office, shop or factory until you can say with cer-tainty that your product fits the… … CHAPTER II Rousing the Motives that MakeMen Buy BEHIND his decision to buy or not to buy, everyone of your store or factory prospects has a motive.He may have many motives. And the average of these individual motives, orgroups of individual motives, will give those strongestsprings of action to…

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