METHODS OF SELLING.

Manawatu Standard, Volume XLIX, Issue 291, 7 November 1929, Page 7

METHODS OF SELLING.

ERA OF PRINTED WORD. ' SIMPLICITY IN ADVERTISING. “The ideal advertisement tells the ‘story’ as convincingly and emphatically as the salesman,” said Mr F. W. Petterd, who spoke at the Auckland Advertising Club’s convention' on “Typography and Display.” The methods of selling by the printed word can be as varied as the efforts of the door-knocking canvasser or the spell-binding ‘stunt’ salesman,” he said. , . In the beginning the negotiations between buyer and seller were conducted by word of mouth, an appeal to the ear, the lecturer said. To-day the greater proportion of business transactions was made by an appeal to the senses through the eye. _ Times had changed personal selling into printed selling, or advertising. Mr Petterd said he thought he was on safe ground in asserting that the nearer advertising could approach personal selling the greater the possibilities of satisfactory results. The test of advertising was how nearly did it approach the perfect personal presentation. , . . ~ . The quality of advertising could be tested by examining its individuality, the logical sequence of its arguments, whether it engendered confidence, and whether it stimulated desire or action. The object of the advertising man was t« interpret these things in printed words and designs. Proceeding to deal in dotail with tho composition of advertisements and the duties of those responsible, for the various processes involved, Mr Petterd said that one great disadvantage that handicapped advertising was that it had to tell the ‘story’ in competition; it had to do what the salesman was rarely called on. to do, to shout the other fellow down to attract attention. Therefore the power to attract attention the determination not to be overlooked, was one of the first essentials of an advertisement. Coming to the technical aspect of his subject, Mr Petterd dealt with the composition of newspaper advertisements “The simplest advertisements are the best,” he said. “That is why the most expensive spaces are used in the simplest style, with an absence of tricks, mannerisms and ‘stunts, just as vou would have tbe ideal salesman. Emphasising the need, of legibility of type and brevity, directness and convincing qualities in the text of advertisements, Mr Petterd asked: “How much of the Smart Alec stuff that is put over as advertising would be tolerated if spoken by a salesman ? When you Tead advertising copy, visualise how it would sound if spoken.