This section is from the book "Complete Self-Instructing Library Of Practical Photography", by J. B. Schriever. Also available from Amazon: Complete Self-Instructing Library Of Practical Photography.
Writing Advertisements. In writing advertisements there are a few essential points that should be considered:
827. First, take the natural desire which you have a right to expect the public to have already for photographs, and try to fan that desire into a very keen desire. Never start out by telling what you have to sell, but always talk from the view point of the customer. Then,
828. Second, show the customer just how the photographs you produce will help him to satisfy his desire; in other words, appeal to his common sense.
829. Third, say something to prove your statements, for the ordinary person thinks that the majority of adver-
PORTRAIT STUDY Study No. 37.
Illustration No. 98 Section of Advertising Booklet.
(Front Cover and First Two Inside Pages)
See Paragraph No. 833 tisers exaggerate, and proof is necessary to instill confidence in him.
830. Fourth, write your advertisements in that energetic, enthusiastic, forceful, friendly style, that will make the reader feel like coming to the studio immediately.
831. Fifth, state exactly what you want the reader to do. Many advertisers fail because when the reader has read the advertisement he is somewhat confused in regard to what he is expected to do, and so he puts the matter off and forgets all about it. There must be something specific, something that will enthuse the reader with a desire to come to your studio.
Use Of Booklets In Advertising. One of the most effective forms of advertising is the mailing of special neatly prepared circulars to a list of carefully selected addresses. The booklet should appeal directly to the reader and convey to him precisely the information you wish to give, and as it is complete in itself it avoids the possibility of being overlooked, as would be the case if you inserted a display advertisement in a newspaper where it would be swamped by a multitude of other similar announcements. By properly selecting your list of names, practically every copy should reach the actual person for whom it is intended. In addition to this, if you have prepared the booklet in an artistic and attractive manner it is very probable that it will not be thrown into the waste-paper basket, but will be kept where others besides the recipient will see it.
833. There is almost a limitless number of forms that may be attractive for the preparing of circular matter of this kind. In all circulars or booklets, however, it will add to the appearance to include at least one or two reproductions of your work. If the booklet is printed on rough paper your half-tones may be printed on regular calendared paper, and these trimmed and the upper edges pasted in proper reserved spaces in the booklet. On the other hand, if an enameled paper which will readily take half-tones is employed, it would be possible and advisable to use three or four reproductions of your best work throughout the booklet. Under no circumstances should you have the pages crowded. Leave large margins and have the type of good size and style so that it will be perfectly readable. A booklet may be made any size. A very suitable size, and one that will give you plenty of white margin, can be made 5x7 inches, with not more than from eight to sixteen pages. We reproduce herewith illustrations of a booklet which will serve to offer suggestions. See Illustrations Nos. 98, 99, and 100.
834. In mailing out the booklet, a city or town directory may be employed and from this directory a list of names selected of the class of people you particularly desire to reach. Suitable envelopes should be provided for the booklet and the envelope should be sealed so as to be received as first-class mail. To use a cheap envelope or to mail it unsealed, requiring but a one-cent stamp, cheapens the undertaking and causes it to lose its value. When catering to good trade, circular envelopes are liable to find their way into the waste-basket, while if mailed under first-class postage, the extra expense amounts to nothing, as a few new sittings from such customers will many times pay for the extra postage and in fact for the entire printing of the booklet. Then, too, their patronage may be the means of bringing their friends, so on the whole, it is poor policy to cheapen a proposition in any way, even by using third-class postal rates.
Illustration No. 99 Section of Advertising Booklet (Third, Fourth, Fifth and S:xth Inside Pages) See Paragraph No. 833.
Illustration No. 100 Section of Advertising Booklet.
(Seventh, Highlit and Ninth Inside Pages}
See Paragraph No. 833