rhood 55

Cato's Follow-up System 61

How to Write Retail Advertising Copy 67

The Difference between Amusing and Convincing 75

Some Don'ts when You Do Advertise 79

The Doctor whose Patients Hang On 85

The Horse that Drew the Load 91

The Cellar Hole and the Sewer Hole 97

The Neighborhood of Your Advertising 103

The Mistake of the Big Steak 109

The Omelette Souffle 113

The Clock that Had no Hands

Newspaper advertising is to business, what hands are to a clock. It is a
direct and _certain_ means of letting the public know _what you are
doing_. In these days of intense and vigilant commercial contest, a
dealer who does not advertise is like _a clock that has no hands_. He
has no way of recording his movements. He can no more expect a twentieth
century success with nineteenth century methods, than he can wear the
same sized shoes as a _man_, which fitted him in his _boyhood_.

His father and mother were content with neighborhood shops and bobtail
cars; nothing better could be had in their day. They were accustomed to
_seek_ the merchant instead of being sought _by_ him. They dealt "around
the corner" in one-story shops which depended upon the _immediate
friends_ of the dealer for support. So long as the city was made up of
such neighborhood units, each with a full outfit of butchers, bakers,
clothiers, jewelers, furniture dealers and shoemakers, it was possible
for the proprietors of these little establishments to exist and make a
profit.

But as population increased, transit facilities spread, sections became
specialized, block after block was entirely devoted to stores, and mile
after mile became solely occupied by homes.

The purchaser and the storekeeper _grew farther and farther apart_. It
was _necessary_ for the merchant to find a _substitute_ for his direct
personality, which _no longer served_ to draw customers to his door. _He
had to have a bond between the commercial center and the home center._
Rapid transit eliminated distance but advertising was necessary to
inform people _where_ he was located and _what he had to sell_. It was a
natural outgrowth of changed conditions--the beginning of _a new era_ in
trade which no longer relied upon personal acquaintance for succes