Marketing (September-December 1908 & January-December 1909) . se wevebeen telling some trade secrets-—weve been giving inside infor-mation about the way certainclothes are made—to appear Goodwhen they are not Good. And weve been telling thisInside Information because wemake clothes that can stand themost rigid and searching inspec-tion— the fiercest criticism: —Sincerity Clothes— Sincerity Clothes are not im-properly or hastily cut and tailored — then merely doped into alook-like resemblance of clothes by the Hot Flat Iron, Old DoctorGoose—as are most clothes — onthe contrary, Sincerity Clothe
Marketing (September-December 1908 & January-December 1909) . se wevebeen telling some trade secrets-—weve been giving inside infor-mation about the way certainclothes are made—to appear Goodwhen they are not Good. And weve been telling thisInside Information because wemake clothes that can stand themost rigid and searching inspec-tion— the fiercest criticism: —Sincerity Clothes— Sincerity Clothes are not im-properly or hastily cut and tailored — then merely doped into alook-like resemblance of clothes by the Hot Flat Iron, Old DoctorGoose—as are most clothes — onthe contrary, Sincerity Clothesare cutandtailored by experts—theShape —Style and Fit are tailoredpermanently into the very fabric— Test a Sincerity garment anyway you can — examine it as care-fully as possible — criticise it asseverely as you know how — It will answer every test —every examination — every criti-cism, more than satisfactorily. See Sincerity Clothes at youtbetter class clothes shop—Lookfor the label in the next Suit orOvercoat you buy —. A G 1 Sample of Modern Pniitintr 26 Economic Advertising Sept., 1908 will create the biggest kind of a demand for the goods in theshortest time at the lowest cost. Copy that actually sells goodsis not, and should not be, written for any but mail order adver-tisers. I am aware of the fact that this article is likely to cause somewarm discussion. One cannot knock slabs out of any creedwithout having to answer for ones views. It is nice to believethat our copy sells goods; but it is not logical nor in harmonywith the facts. The best copy we can produce for the generaladvertiser is the kind that creates a preference amongst retailersand their customers for his product. However weak our generalargument may be, that much, at least, must be conceded. The trouble is that we are annexationists—not aptly turned sentence appeals to us more powerfully than acondensed dose of common sense. We annex the former atonce, have
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