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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 35

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 35
the prospects mind. Buyers do notsee your stock every hour in the day. Your advertisingmust either paint mental pictures of your goods or bringprospects to you. The mail order catalogue—or the store advertisementof wished for offerings and the resulting visit of pros-pects to your store—is… … CHAPTER V Combining Appeals to Win theAverage Prospect TWO partners in a mens clothing business werearguing over a piece of umbrella copy ad-dressed strictly to men. One of the partners claimedthat the advertisement should also appeal to women. Heinsisted that women had often come into the store…

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