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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 72

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 72
strength of the buying motives that ac-tuate him. You can entice attention farther on the sameoffer, however, by clean-cut and sympathetic wording,by arrangement and typography that transmit yourideas with the slightest friction. If you find your copy unread, get closer to yourproper tone of sales… … CHAPTER XWriting In the Reasons Why IN advertising a laundry soap, a manufacturer wordedas follows his appeal to housewives, through variouswomans journals and other mediums reaching thehome: Cleaner Soap is different from other makes. It ismade to do things which other soaps will not do—tolather…

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