Muskogee Daily Phoenix (Muskogee, Oklahoma), Vol. 10, No. 293, Ed. 1 Thursday, November 30, 1911 Page: 2 of 12
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MUSKOGEE DAILY PHOENIX
THE EFFECTIVENESS OF ADVERTISING, like that of every other force, however great or small, will depend, of
course, on the manner in which it is used. And, like every other force, its power is variable.
WHETHER YOU GET MUCH OR LITTLE OUT OF ADVERTISING will be governed largely by how, where
and in what way you advertise. Just now it is as to the first of these conditions that some suggestions w.U be
AN IMPROPERLY WRITTEN AD WILL NOT ACCOMPLISH AS MUCH as a properly written ad, even
when conditions are exactly the same in all other respects*
IF ONE WOULD WRITE AN EFFECTIVE AD, an ad that will bring results in large measure, he must get a firm
grasp of the functions which an ad performs and the service which is done by the advertising columns o any
ADVERTISING HAS A NEWS VALUE, and a steadily growing news value, and it serves the purpose of a directory
in a large office bui'ding. The first of these services it performs chiefly for the benefit of prospective buyers, and
the second of them it performs chiefly for those who wish to sell.
SOCIETY IS ALWAYS DEVELOPING NEW NEEDS AND NEW DESIRES, and the sciences, arts and crafts
are ceaselessly at work devising ways to serve the old needs and desires better as well as ways to serve the new
ones, and thus increase the joy of living.
WITHOUT THE FACILITIES WHICH JOURNALS OF GOOD REPUTATION and large circulation afford
to spread the news of what has been done to minister to the needs, comforts and p.easures of society, most
things which the sciences, arts and crafts devise would become shopworn before any considerable number of peopk
woJd know of their existence. Thus, not only would skill and energy lose a powerful incentive to work, but so-
ciety would be deprived of a large part of what is being done for the enrichment ot lite.
ADVERTISING PERFORMS THE FURTHER SERVICE of enabling prospective buyers to deliberate on _ their
expenditures. The mind is nine-tenths made up before the thing to be bought is seen—the sale <s made, not in the
shop, but in the quiet of the home or office, before the open paper, with the ad acting as promoter and counsejl .
It is not your salesman, but your ad writer who makes these sales. He sits at his desk and talks persuasively
hundred thousand where your best clerk can scarcely talk to a hundred during an entire day.
IN STATING THE SERVICE WHICH AN AD PERFORMS FOR PROSPECTIVE BUYERS, one converse-
ly states the service which it performs for those who wish to sell, for their own seiling power is measured by the
degree with which they serve the potential buyers.
AN AD SERVES THE SELLER IN INFORMING SOCIETY of the existence of things that have been devised to
minister to its needs, comfort and pleasure, in directing them where those things can be tound, and, above all, it
serves to inspire confidence, for the man who has a thing to sell and advertises it thereov publicly demonstrates his
faith in the merit of his commodity and the value which he sets on it.
WITH THESE SUGGESTIONS IN MIND AND OTHERS that will occur to every reflecting man, as to the
service and functions which an ad performs, the importance of preparing it propeny, 11 one is to get all the benef
which an ad if capable of conferring, will immediately become apparent.
IF VOU HAVE AN ARTICLE OF MERIT TO SELL, and at a price which fairv fixes its value, you can in-
S desirelor'it andenfarge the demand for it, first, by spreading the news o: its existence, and, second, by
setting forth its merits in a terse, graphic and honest way.
THF riRH IS POSTER METHOD OF ADVERTISING, which is that of making extravagant, absurd and dis-
wi be of no v,W. Fo, . .tan whil. i. mo, of b . «
eventuaLy result in putting you out of business.
-run ddcdada ttom OF AN AD IF IT IS TO BE DONE PROPERLY, requires care and deliberation. If
™E °F,J«L oiSuS #1?I* pUoo,Ifc D«i.y /W* wil tap*
confidence in you and your establishment, attract to you people who are discriminative cuyers and be a tonic to
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Muskogee Daily Phoenix (Muskogee, Oklahoma), Vol. 10, No. 293, Ed. 1 Thursday, November 30, 1911, newspaper, November 30, 1911; Muskogee, Oklahoma. (gateway.okhistory.org/ark:/67531/metapth351502/m1/2/: accessed October 15, 2018), The Gateway to Oklahoma History, gateway.okhistory.org; crediting Oklahoma Historical Society.