Re tail Ad. Writin g a

DON'T try to write an hd unless you have something definite to TELL, any more than you would write a business letter to a firm you know very little, without having something specific to say to them.

The first step in ad writing is to have a REASON, further than simply the necessity or desire for filling some space. Don't EVER write or run an ad just to fill space. Save your money.

Before beginning the actual writing of an ad, discover two things for certain: What you have TO SELL, and how the purchase of same would BENEFIT THE READER.

And if your ad doesn't contain those two propositions, your money and effort are worse than wasted.

Go over what you have to sell. Even though you don't eventually write the ad, that investigation of the specific things you have to offer the public just at this time will be of distinct value to yotr, for it will show yout a lot ,of things you haven't even been thinking of'

How about STOCK? Plenty? What kinds and amounts? What will it MAKE that your trade NEEDS at this time of the year? How about prices? Anything INTERESTING to tell your trade about that? How about specials? Haven't you something you could offer specially at a special price, that your stock would be well enough without, and the sale of which might'bring people to your place of business and perhaps interest them in'other things?

How about SER\rICE? Deliveries? Accounting? Credits? Plans? Ideas? Information? Suggestions? Constructive aid ?

How about your OFFICE? Pleasant? Clean? Attractive? Thought provoking?

'fhese are a few of the FIRST and I\{AIN things to be considered.

List them. ANSWER THEM. And the first thing you know you'll be writing the best ad you ever wrote in your life.

IT'S a great indoor sport these days. Give it a whirl.