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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 51

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 51
es schemeknow the strength of your main appeals and find whatsecondary appeals are necessary; determine the char-acter of the scheme you need—whether to compare theadvantage of your goods with the disadvantage of otherproducts or none; whether to emphasize an intricatepoint in the construction of… … CHAPTER VIIHow to Use Pictures and Samples PRINTED pages give up their message slowly; wordsspeak inaccurately. Picture writing not only wasthe first advertising copy, but is still easiest, quickest andmost attractive to read. Stronger yet in advertisingappeal is the actual sample, carrying proof…

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