clever, is only wasted space.

You force your salesmen to keep to solid facts--you don't allow _them_
to sell muslin with quotations from Omar or trousers with excerpts from
Marie Corelli. You must not tolerate in your _printed selling talk_
anything that you are not willing to countenance in _personal
salesmanship_.

Cut out clever phrases if they are inserted to the sacrifice of clear
explanations--_write copy as you talk_. Only be more brief. Publicity is
costlier than conversation--ranging in price downward from $10 a line;
talk is not cheap but the most expensive commodity in the world.

Sketch in your ad to the stenographer. Then you will be so busy "_saying
it_" that you will not have time to bother about the gewgaws of
writing. Afterwards take the typewritten manuscript and cut out every
word and every line that can be erased without omitting an important
detail. What _remains_ in the _end_ is all that _really counted_ in the
_beginning_.

Cultivate brevity and simplicity. "Savon Francais" may _look_ smarter,
but more people will _understand_ "French Soap." Sir Isaac Newton's
explanation of gravitation covers _six pages_ but the schoolboy's terse
and homely "What goes up must come down" clinches the whole thing in
_six words_.

_Indefinite talk wastes_ space. It is not 100% productive. The copy that
omits prices sacrifices half its pulling power--it has a tendency to
bring _lookers_ instead of _buyers_. It often creates false impressions.
Some people are bound to conceive the idea that the goods are _higher
priced_ than in _reality_--others, by the same token, are just as likely
to infer that the prices are _lower_ and go away thinking that you have
exaggerated your statements.

The reader must be _searched out_ by the copy. Big space is cheapest
because it _doesn't waste a single eye_. Publicity must be on the
_offensive_. There are far too many advertisers who keep their lights on
top _of_ their bushel--the average citizen _hasn't time_ to overturn
your bushel.

Small space is expensive. Like a _one-flake snowstorm_, there is not
enough of it to lay.

Space is a _comparative matter_ after all. It is not a case of _how
much_ is used as _how it is used_. The passengers on the limited express
may realize that Jones has tacked a twelve-inch shingle on every post
and fence for a stretch of five miles, but they are _going too fast_ to
make out what the shingles say, yet the two feet letters of Brown's big