FOR ADVERTISERS SMALL AND GREAT.

Taranaki Daily News, Volume LII, Issue 198, 25 September 1909, Page 4

FOR ADVERTISERS SMALL AND GREAT.

SOME OF THE VITAL NEGATIONS. "J have endeavored to give you some of the essentials of good advertising with suggestions. In order to assist you in distinguishing between good and kid advertising, 1 have prepared a list of Don'ls," writes Jane F. Sheldon, in "The Business Philosopher." Don't go to the expense of equipping yourself for business and then fail i.j lell people, about it. Don't iiilmv Dignity lo supplant Dividends. Don't forget the waste, basket is the real enemy of advertising. Don't blame poor returns when faulty methods prevail. Don't forget' that every penny over your fixed expense nieaus'vclvet. ' Don't be afraid of a little white space around your ads. It improves the looks. Don't overcrowd your space. Save something for the next time. Don't expect other people to believe what you uut in your ads if you do not. Don't approach people in' an apo!o-j getic way. You are liable to create a I peculiar impression. Don't try lo he a "spell binder"; use plain, simple, forceful English. Mere people understand it.

Don't try to take a "pot shot" when writing an ad. Rather address what you have to say as though you wore talking to one person. Don't get funny—comical savings amuse, hut never bring business. Don't promise a good story in your catch lines and then fail to deliver tl-■■• goods. Don't use ready-made ads, the "catch lines" and rending part reminding yo i of the boy's pants that were one color] anil the seat another,

Don't fail to become the recipient, occasionally, of one of your own bouquets. Be careful to use a spraying bulb. Never smear it on with a paddle. Don't exaggerate. It's extremely had advertising. Don't use "cheap John" stationery. The recipient is liable to judge tile cloth by the sample. Don't spread your advertising appropriation out too thin. Take Maik ■ Twain's advice, "Put all vour cg"s in one basket and watch that' basket."

Don't forget, after all is said anil done, that a satisfied customer is the best advertisement vou can have, and it doesn't cost anything.