Marketing (September-December 1908 & January-December 1909) . latter. It simply makesus book buyers. Our task is more difficult than thatof the book-agent. We want to annexall his enthusiasm—all the human naturehe throws into his task, and leaven thewhole with solid and lasting reason. Ourobject is not to sell, but to create a de-mand for the goods. Our copy shouldarouse no ephemereal, but lasting desire—a desire strong enough and abidingenough to send the consumer into thestores to buy our product. General copyfor the newspapers or magazines shouldbe strong enough to do all that. Tradepaper c
Marketing (September-December 1908 & January-December 1909) . latter. It simply makesus book buyers. Our task is more difficult than thatof the book-agent. We want to annexall his enthusiasm—all the human naturehe throws into his task, and leaven thewhole with solid and lasting reason. Ourobject is not to sell, but to create a de-mand for the goods. Our copy shouldarouse no ephemereal, but lasting desire—a desire strong enough and abidingenough to send the consumer into thestores to buy our product. General copyfor the newspapers or magazines shouldbe strong enough to do all that. Tradepaper copy should make the dealer waiton your roadmen. Few ad-writers inCanada can create a lasting desire amongdealers for a certain product. By lasting,in this instance, I do not mean for anindefinite period; but lasting enough tobesiege the roadman with questions aboutthe product from one end of his terri-tory to another. The perfection of theproduct can alone create a permanentdemand. Effective copy for the manufacturerthe general advertiser—is copy thaf. Fault=Proof Clothes MEN arc becoming a Suit or Overcoatdoesnt fit exactly as it should —the Customer talks right out aboutit in plain terms. And when the Tailor or Cloth-ing Dealer says Ill fix it rightup in. iiffy — They oay No siree — no HoPressing Nov/ for my Clothes. If you can alter the Garment,and I doubt very much if you can — you can go ahead — but it must-e made right for me — not merely doped into a semblance of rightby Old Doctor Goose—the HotFlat Iron — Now Clothes wearers are Criti-cal of their clothes because 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 hast
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