On The Writing of Ads

Perhaps it hasn't struck 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 how many ads did you, ever WRITE?

Glendorff could converse in French about the straw colored cat of his aunt, but that wasn't a pariicularly 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.

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 WOULD BENEFIT YOUR READER.

And if your ad doesh't contain the ansrvers 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 write an ad."

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

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

How about your OFFICE? Pleasant? Clean? Suggestive Displays ?

These are a few of the FIRST and MAIN THINGS TO CONSIDER.

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

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

GET PRICES EISEWHERE THEN COME TO US-

OUR PRICES ARE LOWER.

Such notices posted in Lumber Offices not only invite competition, but in plain language, you are advising the public that it is foolish for them to pay a legitimate price for Building Materials when, through competitive figuring, they can be bought at practically cost.

It ie because of thoughts like these, and the fact that you have allowed the public and contractorg to put a selling price on your merchandise, that you are reluctant to take a gtand and make your busineee a one-price establishment.

During the past few years California's prosperity has created demands for such a volume of lumber that, had legitimate prices been secured, it would have refected a wonderful business, yet at the expira' tion of each year your books showed little if any profit. You simply scratch your headr, remark that rotten competition is Hell, and continue with your pencil pushing, helping conditions to grow worse.

LUMBERMEN'S SERVICE ASSOCIATION are in t}eir small way helping by making available for you to apply-a Building Plan Service that will create business where properly applied, and we are bold enough to tell the world that the Lumber Merchants in California who are enjoying the most proGtable business are members of our association.