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Below is repeated the summarized check fist given in Chapter 1. It was given in that chapter because it applies to headlines. It is purposely repeated here because it is so important—and because, of course, it also applies to the writing of your copy. So here is the summary of the two broad generalizations. First, the plus one: Show people—in words, or pictures, or both—what they can save, gain, or accomplish with your product And here is the minus generalization: Show people—in words, or pictures, or both—what risks, worries, losses, mistakes, embarrassments, doubts, drudgery, or other undesirable conditions your product will help them to avoid, lessen, or eliminate Now let's get specific How can you tie up the particular advantages of your product with the personal desires of the greatest number of your readers?

This list of strong and specific advertising appeals will help to guide you: Better Health: Greater strength, vigor, endurance.

The possibility of longer life. More Comfort: Ease. More Money: For spending, saving, or giving to others. More Leisure: For travel, hobbies, rest, play, self-development, etc. Greater Popularity: Through a more attractive personality or through personal accomplishment. Pride of Accomplishment: Overcoming obstacles and competition.

Better physical build. Business Advancement: Better job. Security in old Age: Independence. Provision for age or adversity. Social Advancement: Moving in better circles. Social acceptance. Increased Enjoyment: From entertainment, food, drink, and other physical contacts. They want to DO If you will tie up the advantages of your product with what people want to gain, be, do, and save, you will make them want to buy. And if you will check back now over the motivating forces just fisted, you will realize that Napoleon was not merely being cynical when he said, "There are two motives to action: self- interest and fear.

At the end of it one of the girls finally remarked, "Well, I wouldn't want to be made to look like a fool. I'm not sure that I know the right thing to do in this case, and I wouldn't want to risk doing the wrong thing. If I did, I would be awfully embarrassed and people would think I didn't have any education or manners or anything. I'd never live it down.

But there were other overtones and undertones in the conversation, touching on pride, protection against embarrassment, popularity, self-consciousness, inferiority complex, desire for praise, and others. So I began to wonder about the background behind a specific copy appeal, for, obviously, this background covers a great deal more territory than the copy man may envisage or realize when he as we do above uses a very general term, covering only a word or two, to identify it.

For example, when we write copy based on the appeal of money, or health, or security, or popularity, what area are we actually traversing, as far as the thoughts and feelings of the reader are concerned?

What selling arguments of ours will best dovetail with the mass attitude of the average person in relation to those particular appeals? Your reader—the product of his past I decided that it might be helpful to writers of advertising copy for me to try to delve into the psychological background behind the advertising appeals which we usually designate by just a few words. Inevitably it could not be otherwise, for the average human mind is a montage of hasty impressions, fuzzy generalities, bromidic wall-motto sentiments, self-justifications, and sentimentalities.

Yet, since these areas are truly so lacking in clear delineation, it is important that the copy man try to chart them. By doing so he may be able to propel his copy appeals more accurately and effectively.

And, even though the viewpoint of each person on any given human desire or appeal may differ in some measure, yet each undoubtedly falls into a fairly general pattern. So here are suggested the background attitudes behind ten of the more common copy appeals.

They are not based upon scientific psychological study. They are simply an attempt to set down, in the average person's own words, some observations which try to convey a picture of at least my own impression of how he thinks and feels mostly feels, of course in relation to basic human desires. Money and better job I'm interested in making more money and getting a bigger job. I am tired of worrying all the time where the next dollar is coming from.

I don't know where my money all goes to. Life seems merely a succession of bills—and worry about how to pay them. In my job with the company, it's the same old seniority, dead men's shoes.

My work isn't appreciated as it should be, and my bosses do not credit me with my full ability. I've got lots on the ball. There's plenty of good stuff inside me. And I'm as capable as others. But I never seem to get a break. Lord knows I work hard enough! But our place is rife with favoritism. Those who ingratiate themselves with the boss seem to have all the luck.

And I'm sick of having people hint all the time about how well others are doing. Sure, nothing succeeds like success—those who have, get. I'd even like to go into business for myself sometime. My children must have the means to go to college and to have a better chance in life than I had. I am fed up with the grind and will go nuts unless I can make more of my life.

There must be some kind of easy short-cut to getting ahead faster. I can't seem to lay anything by, or have enough to spend, or save, or to just give away if I feel like it. It isn't that I do not have ideas— I have lots of them and I think they are good. But other people seem to put theirs over and I just haven't been able to. But I'll show 'em. I'll turn the tables on them. I don't want to take orders all the time. I want to give 'em—have some power over other people.

But I won't cringe and knuckle down in order to push myself ahead. I just wouldn't stoop the way some people do. Of course, I've muffed a few good chances but it wasn't my fault. I'm not really greedy about money. I don't care about being really rich, just comfortably well off. This transparent disavowal reminds one of Abraham Lincoln's story about the farmer who said, "I ain't greedy about land. I only want what jines mine! I have worked hard all my life. When I get along in years I want to be able to take it easy.

I don't want to be dependent on others. I want to hold my head up and not take any charity. I don't want to live on anybody.

I want to do the things I've always dreamed about, go where I want, and not be worried all the time. A person ought to be able to get away from the battle when he's older, and look on for a while, in safety and security. What's the use of battling every day unless you can have some peace and quiet to look forward to later. There's a lot of things I've wanted to do all my life, but I've never had time or money to do them. What travel have I done? When I was a kid I dreamed of seeing the whole world.

Year after year that hope was squeezed out of me. Before I could get going on any of my dreams the responsibilities piled up and kept my nose to the grindstone. There must be some sure, safe way to become independent before you're too old to enjoy it. Popularity I'm interested in making myself more popular. It's fun to be asked out all the time, to be "wanted" by everyone. There's no fun being a wallflower.

I'll never forget that wonderful chapter in Booth Tarkington's Alice Adams where Alice stood there for hours, praying for someone to pay some attention to her, to dance with her. It was enough to tear you apart. Some people I know have their phone ringing all the time with invitations. I don't like to push myself forward for attention, but I suppose I am a little too self- conscious and inclined to stand in the background.

Sometimes I seem able to become quite the hit of the party. Some people I know seem to get asked all over because they flatter others. They haven't any better personality or more charm than I have, but I just won't be insincere in order to win a lot of attention. I get so sick and tired sometimes of waiting for the phone to ring or hoping that the postman will bring me invitations.

I've got lots of good points. I'm intelligent and not bad looking and I can talk interestingly—when I want to. But I guess I "hide my light under a bushel. Praise from others I'm interested in getting recognition from others for the qualities I know I have.

I don't like flattery but there's no harm in having people tell you that you have intelligence, that the clothes you are wearing look attractive, that some of your possessions are obviously not inexpensive or that your choice of something indicates that you have good taste and good judgment. There are some things that I think I'm even an authority on and it is nice when people recognize it.

I like hearing it said that I am a good parent and have done a good job with my children. Of course, what I do for them I do for their sakes, but I can't deny that I like it when they reflect credit on me, too. I don't mind hearing myself praised as being up-to-date. And anyone can see that I appreciate things that are cultural and beautiful, that I am creative and efficient, and that I am often in the lead and "first" in many things.

After all, I really do things well and I have overcome many obstacles and difficulties. Praise from others is a nice thing to get and I like to get it when I deserve it—and I often do. More comfort I'm interested in things that add to my comfort. I work pretty hard and have done so all my life. I deserve a little ease and luxury once in a while. You couldn't call it self-indulgence.

It's just that I really rate some relief from work and inconvenience and worry once in a while. I deserve more leisure, too—for travel, or hobbies, or rest, or play, or for self- development in some of the things that I have thought about so many times. I am not pitying myself or putting up a hard-luck story. But I do know that a lot of people who are really not as industrious or capable as I am seem to have more comforts, more conveniences, and more freedom from a lot of the worries that beset me.

So why shouldn't I spread myself once in a while? Social advancement I'm interested in moving up into better social circles. Not that I want to "keep up with the Joneses"—not showing off, but just advancing myself socially. There's nothing wrong with that, is there? I'm certainly good enough. This is a democratic country and no one has to stay on the wrong side of the track. I could do myself credit in any circle that I know of. I'm not trying to be snooty but unless you try to push yourself forward, you are bound to go back.

I don't want to lose any chance I can get to meet and associate with the better people of this town and I'm going to think carefully about the groups I join. Also, I want my children to be able to mix with anyone. And if the head of the firm or anyone else important visits me or takes an interest in me I want to carry it through with credit.

Improved appearance I'm interested in improving my appearance. Other people make a great deal of themselves, people who have less than I have to start with. It's awfully nice to have people tell you how attractive and well dressed you are.

It's everyone's job to make the most of himself. There's no such thing these days as the necessity of being homely. There are too many things to do about it. Some people whose features are exceedingly commonplace have succeeded in becoming almost beautiful. No person has the right to fail to make himself more prepossessing to others. If I had the time and the money that some people spend on themselves—would I show them! Personal prestige I'm interested in doing things right.

There's nothing so embarrassing as making mistakes that cause other people to misjudge you and to consider you less educated or cultured than you really are. I may not have come from a blue-blood family but that doesn't mean that I don't know, or can't learn, how to do things properly. Thank goodness, in this country you are not held back by any handicaps you've had in life. I just don't want to do or say anything that stamps me as not as good as the next one. I can make up for whatever I have missed and I am going to see to it that my children can prove that they have parents they never need be ashamed of.

Nobody is going to look down his nose at me! I don't ever want to give any offense to others. I want to hold up my head and keep my self-respect and not run any risks of making a fool of myself.

Better health I'm interested in better health, and in strength, vigor and endurance. I used to feel wonderful all the time, but I don't know what's gotten into me lately. I suppose I don't take the best possible care of myself, but I just don't get time to be coddling myself all the time.

I am really not a "hypo," who is always complaining about nothing. Whenever I don't feel too well it is due to ailments that are not imaginary. I could do so much more if I felt marvelous all the time. I am not really old and I don't feel any older than I did a year ago. It's just that I don't seem to have the drive and the energy I used to have.

I've had a pretty strenuous time all my life and it's no wonder that it may be beginning to tell on me a little bit. I just haven't thought enough about myself. I always seem to be thinking and considering other people and sort of letting myself go. People always tell me that I think of myself last. There must be lots of quick short-cuts for getting back the kind of health I used to have.

Increased enjoyment I'm interested in as much enjoyment as I can get from entertainment, food, drink, and other pleasures. You're only here once and you just can't take it with you. After all, I work hard, I do the best I can about things, and I try to do what's right. So why shouldn't I get as much enjoyment as I can?

I'm not really thinking of myself all the time, but if I don't consider myself once in a while, who else will? So it is not being selfish for me to have things I will get some enjoyment out of.

Life is not so full of constant happiness that I should pass up things and sacrifice pleasures that will make up for some of the disappointments and troubles I have had.

A composite "portrait" of the average person And so it looks as though we have some sort of composite of the average human being—after having made an attempt to portray the background which he brings to your advertisement and which influences, favorably or unfavorably, his personal reaction to it.

In this background portrait are some of the myriad variations and combinations of training, education, traits, feelings, superstitions, and "personal philosophizing" that make him up. This undoubtedly oversimplified portrait may be at variance with your own conception of him. Your portrait may show him to be more commendable, more intelligent, more clear-cut in his attitudes; and less self-pitying, self-indulgent, self-seeking.

Perhaps, however, this delineation may help you to visualize your own concept of the average person to whom you are directing a specific appeal. And your new message will either combat or concur with his own strongly held or partly jelled viewpoint.

People are more likely to agree with you if you first agree with them—by showing them that you have a sympathetic understanding of how they already feel. Your own composite portrait may be more heroic than this one, or it may be even more filled with human frailties. But it is a good thing to have such a portrait in your mind when you are trying to move the average person into action.

New Trends for Old Now that we've finished our attempt at a dissection of the average individual, it is likewise beneficial for the copywriter to know the broad social trends which have a bearing upon his work.

To help you do this I have condensed and paraphrased a lengthy statement I once read. And, to those people with enough years of observation of the human race behind them, there is obviously sufficient validity to these trends to justify their inclusion in the copywriter's frame of reference. Now which advantage or advantages are you going to feature in your copy, in your illustration, or perhaps in both? Which appeal, based on a human desire, will move people most naturally and surely toward your product?

How will you present it most dramatically, convincingly? To be a keen judge of appeals, and to present them well in copy and illustration, you have to become "people," not merely remain a "person.

The advice of Horace, the Roman poet, to writers was that they must weep first if they wished to make their audiences weep. So don't get out of touch with the thinking and feeling of ordinary, average people.

Remember that the more successful an advertising man becomes, the more he risks the influence of what Hal Stebbins calls "country-club thinking"— and the loss of his down-to-earth understanding of the very people whose mass response to his work has made him successful. He has to be able to "walk with Kings —nor lose the common touch. Nicholas, managing editor of This Week, put it this way: It is very nice to be an executive, but on the other hand, to the very extent that you climb up in your job, you tend to leave behind you the people on whom all power, influence and success depend.

It is like climbing a mountain. As you go up and pass the timber line, the fog rolls in and you lose sight of the valley down below If you are not careful you will forget those plain people from whom all your strength must come.

If you are not very careful, you lose the wave length that goes into their lives and thoughts. And if that happens, then all the tricks, all the reader surveys, all the typographical devices in the world will be of no avail. Carrying this thought a step further, Mark O'Dea once wrote: "To know the mass mind is no simple matter—to interpret what to do when one learns it is a greater problem.

The inclination of an advertiser or writer who lives a conservative life is to be conservative in addressing others, possibly using an intellectual approach, whereas his audience can be moved only by the emotions.

In fact, three of the most expensive words in advertising are perhaps "My wife says. If you pay much attention to such reactions you are likely to be doubly misled: qualitatively, because they are probably not representative of the mass-market mind; and quantitatively because even regardless of that there are not enough of them to give an accurate sample.

For example, statisticians have figured— using the law of probability—that a vote poll would probably be 20 per cent wrong; 1, votes, 6 per cent; 50,, 1 per cent. The error grows smaller, of course, as the number of ballots mounts.

Meaning no disrespect to the American consumer one of whom I am proud to be , the advertising man must always keep in front of his mind and his typewriter the old adage, "It's not the taste of the angler that counts: it's the taste of the fish. University Advertising Request Form 4. Event Advertising Form 5. Program Book Advertising Form 6. Playbill Advertising Form 7. Advertising Order Form 8. Advertising Booking Form 9. Advertising Form in PDF Basic Advertising Form Program Advertising Form School Advertising Form.

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