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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 78

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 78
of to it by invitinga personal visit. Every advertisement has in it a place for the reasonsthat should support the desires of the buyer. These maybe reasons for purchasing a product in class A orclass B, or they may be genuine reasons-why designedto decide the buyer in making a choice between… … CHAPTER XI How to Word Inducements and In-sure Response BY good copy, through which runs the persuasive cordof a clever sales plan or scheme, your prospect hasbeen brought to attention, to interest, to the attitude ofsaying: Thats exactly what I ought to get, but—. The advertising man who can…

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