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4. The sin of being noisy. Everybody hates the bugler, but a good many advertisers believe they
have to make a big noise in order to get readers to stand at attention. If you have some
thing interesting to say about a subject of interest to readers, there's no need to set your
hair on fire in order to catch their eye.
5. The sin of being messy. Nobody likes the man who is messy, dirty, or inconsiderate. A lot of
advertising, unfortunately, can be so described.
6. The sin of trying to be cute. Don't be a smart-aleck in industrial advertising. Deliver your
story in as straightforward a manner as possible — you'll get more applause from your
audience than if you put on an act.
7. The sin of being dull. Of all the deadly sins of industrial advertising, the worst by far is
being dull. About all an advertising man is expected to do is enliven the sales message
with a crisp presentation of visual elements and some fast-moving copy.
PAUL BRINGE'S ADVICE FOR COPYWRITERS
Many years ago, Paul Bringe offered this valuable advice, which is just as true today and it was
when he wrote it:
■ A good copywriter isn't in love with words, he is in love with people. All kinds of
people, everywhere and anywhere. He is intensely interested in people, watches them
closely, listens when they talk, lives their bad moments with them and rejoices in
their victories. He is so interested in other people he forgets all about himself, his
own needs and wants, and after a time he knows why they think as they do. And he
recognizes himself in them and knows what they do he is capable of doing whether
it is good or bad. The way to write believable copy is to love people. Know what
every living person fears, hates, loves and rejoices just as you do. Let everything you
write say to your reader, "I understand you. I have been in your shoes, I can help you,
please let me try."
BOB SILVERMAN'S "PEOPLEISMS"
Bob Silverman, whose Cleveland direct marketing service organization was one of the most creative
"lettershops" in the country, once suggested that writers must recognize — and overcome —
a number of common "peopleisms":
• People are procrastinators. Be sure to give them at least one reason to act promptly.
• People are skeptical. Make sure your message is believable.
• People are lazy. Make it easy for them to respond.
• People avoid risk. Include iron-clad guarantees to help them feel comfortable.
• People pay little or no attention to things which don't interest them. Mail to targeted audi
ences.
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