The so-called “cost and result” schedules are usually only valuable to the advertiser who prepares them as a result of his own experience. To all others who consider them, they are a delusion and a snare. Suppose an advertisement of an inch is placed in a list of publications by a watch dealer, a picture dealer, a medical advertiser, a novelty man and an agents’ supply house. There will be quite a striking difference in the ratio of results in each instance. A paper that pays one may not pay the other. We have seen this demonstrated so many times that we know whereof we speak.
Advertising Axioms.
“Virtue increases under a weight or burden” and results increase with a comprehensive expenditure of money in good advertising mediums.
“Better late than never.” The golden opportunity is still open to him who would enrich himself by judicious advertising. None other way will pay.
“Mind moves matter.” Therefore exercise your mind to advertise so as to stir the gray matter of the brains of the people and affect their pocket-books.
Good goods will sell to good people constantly. Poor goods only once. Don’t let people say, “after having praised their wine they sell us vinegar.”
“There is no lock but a golden key will open it,” except that of the people’s pocket-book. First class ads will do this with golden results. When people think they want a thing, they do want it and they get it.
To be prominent anywhere one must have marked characteristics. So it is with an advertisement in the crowded columns of newspapers and magazines; in order to produce the best results it must be clear, definite, conspicuous and fresh. Is yours of this character?
Free.
There’s the catch word of all humanity. Fifty years ago it was the most potent word in the language, and all the advertising experts who have developed since have not succeeded in devising one to succeed it.