On Writing of Ads

Perhaps it hasn't struck some of you that the first step in writing an ad is to have something to write.

Many of you have FILLED NEWSPAPER SPACE with WORDS-but horv manv ads did vou ever WRITE?

Olendorfi could converse in- French a6out the straw collored cat of his aunt, but that wasn't a particularly interesting subject for many people.

You can mention "Wood, Cement, Lime and Coal," but that doesn't give MUCH food for thought to the man who has a MAPLE FLOOR or a HEN HOUSE in mind. Chances are he doesn't even THINK of WHAT THOSE THINGS HE WANTS ARE MADE OF.

Just go over WHAT YOU HAVE TO SELL; even if you don't write a single ad, that investigation will be of value to you, for it will show you a lot of things you didn't know you had.

How dbout STOCK? Plenty? What kinds and amounts? What sorf of things can be made from that stock ? If ow about prices ? How about condition ? Any special grades or species or materials ?

Then horv about SERVICE? Deliveries? Accounting? Credits ? Plan-book services ? Information ? Construction aids ?

Before you write "an ad" you should know thoroughly two things-at least-and those are lst, WHAT YOU HAVE TO SELL, and,2nd, HOW THAT THING WILL BENEFIT YOUR READER.

And if your ad doesn't contain the answers to those two points, your ad is worse than wasted.

So then, when we speak of the "writing of ads," we speak of the preliminary work of "getting ready to rvrite the-ad."

How about your OFFICE? Pleasant? Clean? Sugges- tive Displays ?

These are a few ofthe FIRST and MAIN THINGS to consider

Listthem-ANSWER THEM-and the first thing you know you'll find the best ads you ever wrote lying on the paper in front of you.

It's a great indoor sport these days. Give it a whirl.