our publicity on the reader's mind is more
pronounced--you mustn't stop short of a _knock-down impression_.

_Persistence is_ the foundation of advertising success. Regularity of
insertion is _just as important_ as clever phrasing. The man who _hangs
on_ is the man who _wins out_. Cato the Elder is an example to every
merchant who _uses_ the newspapers and should be an inspiration to every
storekeeper who does _not_. For twenty years he arose daily in the Roman
senate and cried out for the destruction of Carthage. In the beginning
he found his conferees very unresponsive. But he _kept on_ every day,
month after month and year after year, sinking into the minds of all the
necessity of destroying Carthage, until he set all the senate thinking
upon the subject and _in the end_ Rome sent an army across the
Mediterranean and ended the reign of the Hannibals and Hamilcars over
northern Africa. _The persistent utterances of a single man did it._

The history of every mercantile success is _parallel_. The advertiser
who does not let a day slip by without having his say, is bound to be
heard and have his influence felt. Every insertion of copy brings
stronger returns, because it has the benefit of what has been said
_before_, until the public's attention is like an eye that has been so
repeatedly struck, that the _least touch_ of suggestion will feel like a
blow.

How to Write Retail Advertising Copy

A skilled layer of mosaics works with small fragments of stone--they fit
into more places than the _larger_ chunks.

The skilled advertiser works with small words--they fit into _more_
minds than _big_ phrases.

The simpler the language the greater certainty that it will be
understood by the _least intelligent reader_.

The construction engineer plans his road-bed where there is a _minimum
of grade_--he works along the lines of _least resistance_.

The advertisement which runs into mountainous style is badly
surveyed--_all minds are not built for high grade thinking_.

Advertising must be simple. When it is tricked out with the jewelry and
silks of literary expression, it looks as much out of place as _a ball
dress at the breakfast table_!

The buying public is only interested in _facts_. People read
advertisements to find out _what you have to sell_.

The advertiser who can fire the _most facts_ in the shortest time gets
the _most returns_. Blank cartridges _make noise but they do not
hit_--blank talk, however