We’ve learned that Americans are extravagant. They want bargains but not cheapness. They want to feel that they can have the best, and still afford to eat. Cheapness is not an appeal, so don’t use it in your ads.
Consumer’s judge a product or service, largely on price. In the British National Gallery, in London, England. There is a painting which is announced in the catalog to have cost £750,000. Most visitors to the museum at first pass it by without so much as a glance. Then, as they reach further in their catalog they learn what that painting actually cost. They return and surround it with amazement.
In the same way it is found that an offer limited to a certain class of people is far more effective than a general offer. For instance, an offer limited to veterans of war. Or to members of the large, or select group. Those who are entitled to any seeming advantage will go a long way not to lose out on that advantage.
Any reader of your ad is interested, otherwise he would not be reading your ad. You are dealing with someone willing to pay attention to what you are saying in your message.
Only use pictures when they form a better selling argument, that the same amount of space in text could not.
Advertising pictures should not be eccentric.
Your main appeal lies in your headline. Overshadow that and you kill it.
The picture must help sell the goods.
Many pictures tell a story better than type can do.
Toothpaste may tend to prevent decay. It may also beautify the teeth. Results show that the latter claim appeals many times more stronger than the former.
A soap may tend to cure eczema. It may at the same time improve the complexion. The Eczema claim may appeal to one in a hundred while the beauty claim will appeal to nearly all.
We must learn the percentage of readers to whom our product appeals.
Impressive claims are made far more impressive by making them exact. It’s important to use the actual figures. For instance: a drink is sent to the laboratory, and the results are that the drinks food value is 425 calories per pint. One pint is equal to six eggs in calories of nutrients. That claim makes an impression.
An ad must be made simple, to appeal to simple people. Don’t get clever or creative, otherwise a lot of people might not understand what your message is trying to say.