Just Salesmanship III
Continuing from
Some advocate large type and big headlines. Yet they do not admire salesmen who talk in loud voices. People read all they care to read in 8-point type.
Our magazines and newspapers are printed in that type. Folks are accustomed to it. Anything louder is like loud conversation.
It gains no attention worthwhile. It may not be offensive, but it is useless and wasteful. It multiplies the cost of your story. And to many it seems loud and blatant.
Others look for something queer and unusual. They want ads distinctive in style or illustration. Would you want that in a salesman? Do not men who act and dress in normal ways make a far better impression?
Some insist on dressy ads. That is all right to a certain degree, but is quite important. Some poorly-dressed men, prove to be excellent salesmen. Over dress in either is a fault.
So with countless questions. Measure them by salesmen’s standards, not by amusement standards. Ads are not written to entertain. When they do, those entertainment seekers are little likely to be the people whom you want.
That is one of the greatest advertising faults. Ad writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause.
When you plan or prepare an advertisement, keep before you a typical buyer. Your subject, your headline has gained his or her attention. Then in everything
Here’s a quick and easy way you to grow your business three ways without having to spend more money on advertising.
Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.
Don’t try to be amusing. Money spending is a serious matter.
Don’t boast, for all people resent it. Don’t try to show off.
Do just what you think a good salesman should do with a half-sold person before him.
be guided by what you would do if you met the buyer face-to-face.
If you are a normal man and a good salesman you will then do your level best.
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