you might fix up with the banks or some friendly paymasters to enclose in their pay rolls a small advertising card that would just fit the pay envelope.

If your store enjoys a large children's trade a "Children's Change Envelope" could be used to some advantage to advertise your store and to emphasize the point that it is perfectly safe for your customers to send their children to your store to make purchases. The envelope could be printed, with a blank space left for you to fill out the amount of change that should be in it, also a line to the effect that you pay special attention to children and never take advantage of them, etc.

A scheme used with good effect by the writer was the distribution of a store paper through the Sunday papers. A friend who had charge of distributing all the Sunday papers had his boys fold one of the writer's store papers in every Sunday paper on one Sunday of each month. This assured getting the store paper into a family on the day that they usually spend in reading. These store papers had to be folded about five o'clock Sunday morning, when the papers arrived by train. This scheme was progressing nicely when a jealous competitor wrote to the publishers about it, who in turn wrote their local agent, requesting him to discontinue the practice, also reminding him that the Sunday papers were not published to be used as free advertising mediums for exploiting any single merchant's business.

CHAPTER XXXIV.

WRITING ADVERTISEMENTS.

SELLING POINTS.-To make an ad. attract attention, create desire and convince, you must first analyze the article that you intend to advertise, the object being to secure its selling points. Your first step is to find out the selling points of an article that will create desire and convince, rather than

search for a method of attracting attention. As the reader looks at the ad., of course it must attract his attention before he can have any desire created or be convinced to buy the article.

But when you prepare your ad., find out first what there is about your article to create desire and convince. After that, consider how to attract attention. Then in ad. writing you do not follow the logical order of the three essentials of a good ad. To create desire in the mind of your reader you must know what he wants, then tell him how he can have his wants gratified by buying your article.

To make another man want and buy something that you want to sell him is the basis of ad. writing. It requires some knowledge of human nature. Any quality of your article that appeals to one, two, or all of the five senses constitutes selling points. If your customer can see it, taste it, smell it, hear it, touch it, you can appeal to him on any of these points. If a fancy basket, he can see how pretty it looks, a brand of chocolates, how nice they taste, a new perfume, how nice it smells, a new phonograph record, how nice it is to hear it, a surgeon's silk sponge, how nice to touch or feel it.

You can appeal to them through their different prejudices, hobbies, preferences. Just as in salesmanship, you find a person's hobbies and you can make sale after sale by talking of goods that will satisfy his desires. Do the same in ad. writing. Advertising is salesmanship on paper.

Souvenir post cards is a big hobby with many people. You can sell sig quantities of them by writing your ads. so as to appeal to those who nurse this fad as their particular hobby. Then you can advertise post-card albums, telling them of the benefits to be derived from the proper care of their post cards and how to classify them by grouping them in state collections, trip collections. You can persuade them to buy a separate post-card album for each collection of post cards. Many people traveling abroad make collections of post cards of the different places they visited, and upon their return buy post-card albums, one album for the post cards

of each country visited. Others belong to post-card clubs and exchange cards from all sections of the world.

Other selling points appeal to your readers' comfort, health, habits. Others have for selling points the qualities of economy, durability, service. Then you have articles suitable for gifts to friends and relatives. You can appeal to a person's sympathy and gratitude. For instance, nearly everybody who has been well treated in a hospital feels so grateful to the nurse that took care of them that they like to remember her in some way. A fancy box of perfumery, a fancy basket of confectionery, are appropriate for such occasions.

Many articles you carry are suitable for birthday gifts. Many people are charitably inclined and send medicines, hotwater bottles, and sick-room requisites to those in need. There is no end to the many strings you can have to your bow to appeal to your customers. Always try to find selling points of the most convincing nature, they are the most valuable..

When you write an ad. for your own blood medicine you can still further ignore the logical sequence of the three essentials of a good ad., and write your ad. to convince first and create desire afterward. That is, convince your reader that his blood really is in bad condition, that he has that "tired feeling," that he is more tired when he wakes up in the morning than when he goes to bed at night; then create desire on his part to buy your blood medicine, and his ills will vanish like snow under a mid-day sun. If you notice the many booklets that you receive from patent medicine concerns, you will readily see that they are written to convince a person first that he or she is in bad shape, in a serious condition, and if they don't want to depart this life they must buy a bottle of Honduras Sarsaparilla or Davenport's Nervine at once, $1.00 a bottle, six for $5.00. Six bottles will restore you to perfect health, and so on. Free trials, guaranties to refund the money, testimonials, are all convincing arguments.

Always try to find a distinctive selling point in every article you analyze and advertise. Then make it prominent

in all your ads. Make your readers know the chief selling point of your article that distinguishes it and makes it better than similar articles on the market. Bring out its strong "difference point."

DIFFERENCE POINT.-Your hot-water bottles are made of a fine quality of rubber, different colors, will not leak, stopper attached by a chain to prevent its being lost, etc. But many other hot-water bottles have the same qualities, then you remember that the salesman told you when you gave him the order that the bottles were made from one piece of rubber, so as to eliminate the seams which cause most bottles to leak. Here is your "difference point" and you want to pound hard on it.

Your tooth brushes have the bristles baked into the composition handles so they can't come out. Here is a "difference point." Your toilet powder is made from Italian tale, a superior tale; your special perfumery odor is made from the best perfumers' pomades, not from synthetic oils and chemicals; your witch hazel is made from witch hazel twigs while in blossom, entirely first runnings, 1000 pounds of brush to the barrel; your headache powders do not have a bad effect on the heart; your tooth powder has for its basis "sugar of milk," which is not only good for the teeth, but excellent for the stomach, etc. You can find a "difference point" about every article you advertise, if not about the article, about the box or package in which it is put up.

You will notice in the magazine ads. that they are written to bring out a distinctive selling point, as-Prudential Life Insurance Co. strength-Ivory Soap, 99 per cent. pureInternational Correspondence School, salary raising education.

Some ads. emphasize as the chief selling point not the qualities of the article, but of the package, as-Mennen's Talcum Powder, the box that lox, Colgate's Dental Cream, flat like a ribbon-National Biscuit Co., in-ner-seal packageConklin's Fountain Pen, built like a camel.

SERIES OF ADS.-A series of ads. is better than a single ad. repeatedly inserted, because each gelling point of the article

Our Hidden Department

Our Prescription Department is entirely separate from the rest of the store. This feature is in many respects a notable one and is not yet found in one drug store in a hundred, although it should be found in all. The compounding of prescriptions can be car. ried on under ideal conditions only when this department is removed from all noise and confusion and other distrac tions. As we have it arranged here the prescriptionist is able to concentrate his entire thought and attention upon the work in hand. This is an insurance against error and is valuable in many other ways. This feature is for your benefit, and we hope you will remember it when next you have a prescription to be filled.

Cunningham's Drug Store

EXAMPLE OF AD. EMPHASIZING "DIFFERENCE POINT." HIDDEN PRESCRIPTION DEPARTMENT FOUND ONLY IN ONE DRUG STORE OUT OF A HUNDRED, ETC.