Posts Tagged ‘newspaper advertising’

How Alexander Untied the Knot

October 03, 2011  |   Advertising and Marketing   |     |   0 Comment

How Alexander Untied the Knot

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman Alexander the Great was being shown the Gordian Knot. “It can't be untied,” they told him; “every man who tried to do so, failed.” But Alexander was not discouraged because the rest had flunked. He simply realized that he would have to go at it in a different way. And instead of wasting time with his fingers, he drew his sword and slashed it apart. Every day a great business general is shown some knot which has proven too much for his competitors, and he succeeds, because he finds a way to cut it. The fumbler has no show so long as there is a brother merchant who doesn't waste time trying to accomplish the impossible—who takes lessons from the failures about him and avoids the methods which were their downfall. The knottiest problems in trade are: 1—The problem of location. 2—The problem of getting the crowds. 3—The problem of keeping the crowds. 4—The problem of minimizing fixed expenses. 5—The problem of creating a valuable good will. None of these knots is going to be untied by fumbling fingers. They are too complicated. They're all inextricably involved—so twisted ...

The Perambulating Showcase

October 01, 2011  |   Advertising and Marketing   |     |   0 Comment

The Perambulating Showcase

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman The newspaper is a huge shop window, carried about the city and delivered daily into hundreds of thousands of homes, to be examined at the leisure of the reader. This shop window is unlike the actual plate glass showcase only in one respect—it makes display of descriptions instead of articles. You have often been impressed by the difference between the decorations of two window-trimmers, each of whom employed the same materials for his work. The one drew your attention and held it by the grace and cleverness and art manifested in his display. The other realized so little of the possibilities in the materials placed at his disposal, that unless some one called your attention to his mediocrities you would have gone on unconscious of their existence. An advertiser must know that he gets his results in accordance with the skill exercised in preparing his verbal displays. He must make people stop and pause. His copy has to stand out. He must not only make a show of things that are attractive to the eye but are attractive to the people's needs, ...

How to Write Retail Advertising Copy

September 13, 2011  |   Advertising and Marketing   |     |   0 Comment

How to Write Retail Advertising Copy

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman A skilled layer of mosaics works with small fragments of stone—they fit into more places than the larger chunks. The skilled advertiser works with small words—they fit into more minds than big phrases. The simpler the language the greater certainty that it will be understood by the least intelligent reader. The construction engineer plans his road-bed where there is a minimum of grade—he works along the lines of least resistance. The advertisement which runs into mountainous style is badly surveyed—all minds are not built for high grade thinking. Advertising must be simple. When it is tricked out with the jewelry and silks of literary expression, it looks as much out of place as a ball dress at the breakfast table! The buying public is only interested in facts. People read advertisements to find out what you have to sell. The advertiser who can fire the most facts in the shortest time gets the most returns. Blank cartridges make noise but they do not hit—blank talk, however clever, is only wasted space. You force your salesmen to keep to solid facts—you don't allow them to sell muslin with ...

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