About Advertising and Printing: A Concise, Practical, and Original Manual on the Art of Local Advertising (Classic Reprint) - Hardcover

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Excerpt from About Advertising and Printing: A Concise, Practical, and Original Manual on the Art of Local Advertising

Any one can write an advertisement, and almost any one can write it to please the advertiser; but often the advertisement which is so gratifying to the writer will hardly attract a passing notice from the possible customer. Whether or not the advertisement be pleasing to the pride of the writer or advertiser is a question of small consideration, but vital importance hinges upon the capacity of the advertisement to attract the people, and, by attracting them, gain their intelligent attention, which, once obtained, must force the gist of the advertisement into their minds, and, if they be available customers to the line advertised, impress upon them the wisdom of an inspection of the goods advertised.

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