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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 60

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 60
That Copy WillIlluminate Headline Idea. m Back to I If Anticipation Is NotRealized in Copy If Anticipation IsRealized in Copy m Advertisement Conveysto Reader Another Idea. \5\ Reader Will Read Your Li-Advertisement and Purpose ofHeadline Is Accomplished. I Back to 1 I ~ >. The well-chosen… … CHAPTER VIII Attention-getting Headlines andDisplays WHY use headlines? Why put extra thought andtime into the arrangement of an advertisementwhose sales talk is strong? First of all, to make the reader stop—to get atten-tion. The surest way to flag the reader is to give your head-line and display…

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