A person who desires to make an impression must stand out in
some way. Being eccentric, being abnormal is not distinction to
covet. But doing admirable things in a different way gives one a
So with salesman, in person or in print. There is uniqueness
which belittles and arouses resentment. There is refreshing
uniqueness which enhances, which we welcome and remember.
Fortunate is the salesman who has it.
We try to give each advertiser a becoming style. We make him
distinctive, perhaps not in appearance, but in manner and in tone.
He is given an individuality best suited to the people he addresses.
One man appears rugged and honest in a line where rugged
honesty counts. One may be a good fellow where choice is a matter
of favor. In other lines the man stands out by impressing himself
as an authority.
We have already cited a case where a woman made a great
success in selling clothing to girls, solely through a created
personality which won.
That's why we have signed ads sometimes - to give them a
personal authority. A man is talking - a man who takes pride in
his accomplishments - not a "soulless corporation." Whenever
possible we introduce a personality into our ads. By making
a man famous we make his product famous. When we claim an
improvement, naming the man who made it adds effect.
Then we take care not to change an individuality which has
proved appealing. Before a man writes a new ad on that line, he
gets into the spirit adopted by the advertiser. He plays a part as
an actor plays it.
In successful advertising great pains are taken to never
change our tone. That which won so many is probably the best way
to win others. Then people come to know us. We build on that
acquaintance rather than introduce a stranger in strange gue.
People do not know us by name alone, but by looks and mannerisms.
Appearing different every time we meet never builds up confidence.
Then we don't want people to think that salesmanship is made
to order. That our appeals are created, studied, artificial. They
must seem to come from the heart, and the same heart always, save
where a wrong tack forces a complete change.
There are winning personalities in ads as well as people. To
some we are glad to listen, others bore us. Some are refreshing,
some commonplace. Some inspire confidence, some caution.
To create the right individuality is a supreme
accomplishment. Then an advertiser's growing reputation on that
line brings him ever-increasing prestige. Never weary of that
part. Remember that a change in our characteristics would compel
our best friends to get acquainted all over.
Return to Book Intro and Chapter Index: Scientific Advertising
Continue to the next Chapter: Advertising Negative