[Sidenote: Heading and first sentence introduce a subject of vital interest to publishers.]
What would it be worth to you to have a dozen more local advertisers buying your space regularly?
[Sidenote: Facts and arguments which show that the writer knows conditions.]
How much money would it mean to have in the paper regularly just a few of those who advertise poorly and spasmodically for a short time, then drop out and whine that "advertising doesn't pay?"
[Sidenote: As he has had such wide experience he understands the situation and his words carry conviction—touch a tender spot with every publisher.]
I know your problems. I have had soliciting experience as well as broad copywriting experience. I served three years on the advertising staff of THE BALTIMORE NEWS—the paper for which Mr. Munsey recently paid $1,500,000. I know how hard it is to get a certain class of local advertisers started. I know how hard it is to keep them going after they once start. Of course YOU know why some advertisers come in the paper but won't stay. They can't see where their money comes back, AND THE PLAIN TRUTH IS THAT OFTEN IT DOESN'T COME BACK simply because these advertisers don't advertise intelligently.
Your solicitors are not all skillful copywriters. Soliciting ability and copy-writing ability rarely go together. Even if your solicitors were all good copy-writers, they wouldn't have time to study each advertiser's proposition exhaustively.
But if you expect to keep your advertising receipts up to the high-water mark, you can't always do ALL SOLICITING and NO HELPING. You must assist the advertiser to get the full value of the money he spends with you. How? This letter answers the question.
[Sidenote: Clear and logical.]
Read the attached SECRETS OF SUCCESSFUL ADVERTISING. They are short, but they are interesting and they are practical. Note the plain examples of the good and the bad. These talks will encourage advertisers to begin and will help those who come in to get the worth of their money. If you sent all of your customers and prospective customers a book on Advertising—even if a suitable one were available—it might insult some. Perhaps only a few would read it thoroughly. Besides, it would probably cost you a hundred dollars.