The Harvester World: Volume 8, number 11, November 1917

              DEALERS WHO MAKE IKIONEY

Advertising Copy for Country Newspapers

MOST retail dealers would be perfectly willing to sign a contract with the publisher of a local paper if it were not for the tug of preparing copy each week thereafter to fill that white space.  This article is written for dealers who feel that way about writing advertisements.   In it we shall try to show them that there is a kind of copy they can use which is not hard to prepare and which brings customers in ready to buy if the goods and service back up the advertising.
There are in use today two kinds of newspaper copy that are known to bring customers to the buying point. Both kinds are effective. Both of them interest men and women with money to spend. Neither of the two is copyrighted. Any merchant can use either of them. Neither of them require any clever writing; only   a  knowledge of the  goods  to  be  sold  and
of the people who are to can be used effectively in the smallest newspaper as well as the largest. One of them is busily at work every day in every rural community, as many a dealer can testify.
One kind of advertising that is known to have pull¬ ing poweris the copy used by advertisers in the large city dailies. We have tak¬ en one specimen from a Chicago morning paper just by way of illustra¬ tion to show how retail copy for newspaper adver¬ tising is prepared by men who have had experience with all kinds of plans for bringing in customers with money to spend. Their ex¬ perience has taught them that a newspaper is the very best and cheapest medium to use. Through experience, they know the kind of newspaper copy that pulls best. Here is one of their efforts. Let us see if we can get something out of it for our own use.

Phoenix silk hose

You might just as well wear silk hose. If you buy Phoenix silk hose you'll find them just as economical, just as "lasting" as heavy, ordinary cotton hosiery. Phoenix silk ¦hose are here for you in black, white and all good colors.
55c    80c    $1.05
Chuago headquarters for Phoenix silk hose
Maurice L Rothschild
S. W. Corner Jackson and State
Money cheerfully refunded

The Rothschild store occupies an eight-story build¬ ing on Chicago's main street. It deals in "good clothes and nothing else, " but it sells standard brands of every article of wear for men and boys. The management evidently believes in handling nationally-advertised goods, such as Phoenix silk hose, and also in advertis¬ ing the store as a place where nationally-advertised goods are sold. Now let us look at their advertisement.
Out of all the assortment of goods in an eight-story building, this store chose one item for this advertise¬ ment—that is one point to remember. Ina few words, they appeal to the good taste of men who might "just as well wear silk hose"—the appeal is made to just the class of customers they wish to reach. That is point numbertwo. They then suggest the economy of silk by comparing it with cotton. That is a selling point to influence the careful buyer. Last, the colors and prices are mentioned. This is information every buyer wants. While many other Chicago stores sell Phoenix hose, this store is evidently so sure of the completeness of its stock as compared with others, and so proud of its con¬ nection with thisnationally- advertised article that it does not hesitate to call it¬ self "Chicagoheadquarters for Phoenix silk hose." That helps to give the store a standing in the minds of possible customers, who Icnow the quality of Phoe¬ nix hose from reading the Phoenix advertisements, but have never dealt with Rothschild's.
Thestore's policy, "Mon¬ ey cheerfully refunded," is also included in this small advertisement together with the definite location of the store on the southwest cor¬ ner of the street crossing. Everything is done to make it as easy as possible for readers of the advertise¬ ment tobuyatRothschild's. Now, note the display. The border merely sepa¬ rates this advertisement from others, as a border should. The illustration and the headline tell us at a glance that this is an ad¬ vertisement for Phoenix (Continued on Paee 15)
Just by way of illustration