Muskogee Daily Phoenix (Muskogee, Oklahoma), Vol. 10, No. 295, Ed. 1 Saturday, December 2, 1911 Page: 3 of 10
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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 suggesttons will be
offered*
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
publication.
ADVERTISING HAS A NEWS VALUE, and a steadily growing news value, and it serves the purpose ot a directory
in a large office building. The first of these services it performs chiefly for the benefit of prospective buyers, an
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 t e 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 pleasures of society, most of the
things which the sciences, arts and crafts devise would become shopworn before any considerable numb p p
woid 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 is made, not m the
shop, but in the quiet of the home or office, before the open paper, with the ad acting as prompter and counse lor.
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-
™2es the servi« which informs for those who wish to sell, for their own selling 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 tilings can be found, and, above all, it
serves to inspire confidence, for the man who has a thing to sell and advertises it thereby 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 properly, if one is to get all the benefit
which an ad if capable of conferring, will immediately become apparent.
IF YOU HAVE AN ARTICLE OF MERIT TO SELL, and at a price which fairly fixes its value, you can in-
crease the desire for it and enlarge the demand for it, first, by spreading the news of its existence, and, second, by
setting forth its merits in a terse, graphic and honest way.
TUB riRnrc POSTER METHOD OF ADVERTISING, which is that of making extravagant, absurd and dis-
wS iSS, w« beof penmen, value. For a short while it may cause an increase of sales, but it will
eventualy result in putting you out of business.
THE PREPARATION OF AN AD, IF IT IS TO BE DONE PROPERLY, requires care and deliberation. If
THE PREPARA ^ ^ ad ^ ^ and circuUte h in th, right pke and through the Daily Phoenix, it will inspire
confidence in you and your establishment, attract to you people who are discriminative buyers and be a tonic to
your business.
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Muskogee Daily Phoenix (Muskogee, Oklahoma), Vol. 10, No. 295, Ed. 1 Saturday, December 2, 1911, newspaper, December 2, 1911; Muskogee, Oklahoma. (https://gateway.okhistory.org/ark:/67531/metapth351580/m1/3/: accessed March 28, 2024), The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.