Sketch in your ad to the stenographer. Then you will be so busy “saying it” that you will not have time to bother about the gewgaws of writing. Afterwards take the typewritten manuscript and cut out every word and every line that can be erased without omitting an important detail. What remains in the end is all that really counted in the beginning.
Cultivate brevity and simplicity. “Savon Français” may look smarter, but more people will understand “French Soap.” Sir Isaac Newton's explanation of gravitation covers six pages but the schoolboy's terse and homely “What goes up must come down” clinches the whole thing in six words.
Indefinite talk wastes space. It is not 100% productive. The copy that omits prices sacrifices half its pulling power—it has a tendency to bring lookers instead of buyers. It often creates false impressions. Some people are bound to conceive the idea that the goods are higher priced than in reality—others, by the same token, are just as likely to infer that the prices are lower and go away thinking that you have exaggerated your statements.
The reader must be searched out by the copy. Big space is cheapest because it doesn't waste a single eye. Publicity must be on the offensive. There are far too many advertisers who keep their lights on top of their bushel—the average citizen hasn't time to overturn your bushel.
Small space is expensive. Like a one-flake snowstorm, there is not enough of it to lay.
Space is a comparative matter after all. It is not a case of how much is used as how it is used. The passengers on the limited express may realize that Jones has tacked a twelve-inch shingle on every post and fence for a stretch of five miles, but they are going too fast to make out what the shingles say, yet the two feet letters of Brown's big bulletin board on top of the hill leap at them before they have a chance to dodge it. And at that it doesn't cost nearly so much as the sum total of Jones' dinky display.
Just so advertisements attractively displayed every day or every other day for a year in one big newspaper, will find the eye of all readers, no matter how rapidly they may be “going” through the advertising pages and produce more results than a dozen piking pieces of copy scattered through half a dozen dailies.