THE Liquor Book

6 THE LIQUOR BOOK.
Do not fall into the common error of telling- people
that you sell all kinds of g-ood brandies, whiskies, g"ins,
wines, ales and beer. They probably know that already.
If they don't, there is nothing- particularly interesting- in
it, anyway. Nobody is going- to come or send for all
these thing-s.
Pick out one thing- and harp on that. If you advertise
port wine, for instance, and praise it up to the skies, you
will catch the attention of a certain number of people
who want port wine, or will think they want it when
they read your ad.
You can catch the trade of some of the people who
are in need of the article you offer, but if j'ou offer every-
thing- at once, you will scatter your shot so widely that
you won't hit anybody at all.
If you can afford the space, always use a cut in 3'our
advertisements. This is the ag-e of cuts in advertisingand
in a newspaper where cuts are allowed the ad that
is not illustrated stands a prett}' slim chance of being-
seen and read.
On the other hand, if you have an attractive cut you
are sure of catching- the eye of nearly ever3'bod3' who
opens the paper, and when you have once attracted their
attention the chances are that the}- will g-o on and see
what it is you have to say.
When it is possible to do so, use cuts that have some
connection with the article you are offering-, or with
liquors g-enerally. Make your talk as terse and simple
as is possible. Do not think that it is necessary to use
long adjectives or pompous phrases. The best advertising
is always the simplest
Plain, frank, sensible statements carrj- conviction
with them. The shorter and simpler your statement is
the more likely people will be to believe it. When ^-ou
commence to cover up what you have to say with bigwords
and extravag-ant statements, just that moment