. Breeder and sportsman. Horses. 14 THE BREEDER AND SPORTSMAN [Saturday, June 9, 19: ADVERTISING HOGS. By Ft. H. Whitten, of Los Angeles. [Extracts from his paper before California Swine Breeders' Association at University Farm, Davis, last week.] Remember this: Tou cannot expect a paper to get the inquiries for you. True, some publications have larger circulations than others. But no matter how good a paper may be, it can only act as a dis- tributing medium for advertisements. It merely takes what you have to offer and places it before several thousand persons. The effect that the adver- tise
. Breeder and sportsman. Horses. 14 THE BREEDER AND SPORTSMAN [Saturday, June 9, 19: ADVERTISING HOGS. By Ft. H. Whitten, of Los Angeles. [Extracts from his paper before California Swine Breeders' Association at University Farm, Davis, last week.] Remember this: Tou cannot expect a paper to get the inquiries for you. True, some publications have larger circulations than others. But no matter how good a paper may be, it can only act as a dis- tributing medium for advertisements. It merely takes what you have to offer and places it before several thousand persons. The effect that the adver- tisement has upon those persons depends upon you, not upon the magazine. What the Reader Sees. But a reader does not answer every advertisement in a magazine. . He very seldom notices the commonplace, conventional advertisements; he prac- tically never answers them. Consequently, no mat- ter if your stock is better than that of some other breeder, you must not expect a magazine reader to buy it in preference to his unless your advertisement also is better. Advertising is simply salesmanship in print. And salesmanship is an exact science, governed by un- alterable laws. Success comes from working in ac- cordance with these laws; failure comes from dis- obeying them. There is no luck or chance about it. Attention; Desire; Resolve. Thus, in writing an advertisement you should aim to first secure attention, then create desire, and finally inspire the resolve to order your stock or to send for your literature. Don't use general statements, either. Such head- lines as "For Sale," "Notice," "Attention" and "An- nouncement" don't connect with a reader's needs; they don't strike a point of contact; they don't hit him in a vulnerable spot. Start your ad with some such expression as "Make Hogs Pay," "Breed Up Tour Herd," "Money in Hogs," "Do Tour Hogs Pay?" or "Hogs For ; Amount of Advertising. Ho
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Keywords: ., bookcentury1800, bookdecade1880, booksubjecthorses, bookyear1882
