V. Clinching Results
When you have attracted the attention of your reader and carried him along through a logical argument to the conviction that he wants your goods, one thing more remains. He must be induced to act upon his conviction. Up to this point his part has been passive; he has been asked merely to sit in his easy chair and read what you have to say. Now he must be aroused to activity; he must be brought to the point of putting on his hat and coat and going out to buy your goods. The strongest language form at our command is required here, the direct urgent imperative. Involuntarily people tend to obey orders that are given them. The appeal must, of course, be courteous, so as not to offend; but it must be strong enough to induce action. Compare the strength of “Sign here for free booklet” with “If you will sign on this line, we will send you our free booklet.”
When your reader has been aroused to action, his way should be made as easy as possible. Every direction that he may need should be plainly before him, every convenience that will reduce his action to a minimum. He should be told clearly how and where he can get the goods that you have convinced him he wants, your name, your address, your telephone number, and everything else that will enable him to reach you promptly and certainly.
VI. Assignment III
Write a compelling sentence for each of the advertisements constructed in Assignment II (a), adding the necessary conclusion.
Construct a series of five advertisements, each dealing with a single attractive feature of one of the articles selected in the preceding work. Each advertisement should carry its argument through from attention to action.
VII. Suggested Reading
James Parton’s Captains of Industry.
VIII. Memorize
THE PULLEY
When God at first made man,
Having a glass of blessing standing by;
Let us (said he) pour on him all we can:
Let the world’s riches which dispersed lie
Contract into a span.So strength first made a way;
Then beauty flow’d, then wisdom, honour, pleasure;
When almost all was out, God made a stay,
Perceiving that alone, of all his treasure,
Rest in the bottom lay.For if I should (said he)
Bestow this jewel also on my creature,
He would adore my gifts instead of me,
And rest in Nature, not the God of Nature;
So both should losers be.Yet let him keep the rest,
But keep them with repining restlessness:
Let him be rich and weary, that at least,
If goodness lead him not, yet weariness
May toss him to my breast.George Herbert.
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