THE SECRET OF SUCCESSFUL ADVERTISING

Otago Witness, Issue 3864, 3 April 1928, Page 7

THE SECRET OF SUCCESSFUL ADVERTISING

. What is the secret of successful advertising? This was the question to which Mr G. H. Leeson, chairman of the Publicity Club at Bradford, set out the answer at a recent meeting of that body. The points he made are of unusual significance, and we therefore venture to print a synopsis of his speech (say a writer in an exchange). Britain has, for the last two or three years, been telling the world that- it is being beaten by its rivals; that it is difficult, if not impossible, to withstand competition from abroad. These statements may have been made for home consumption only, but through the influence of the Press they have been broadcast to the. ends of the earth. “ What ye have spoken in the ear in the inner chamber shall be proclaimed upon the house-tops,” This parade of our troubles and problems creates a false impression abroad which seriously prejudices the country’s future prosperity. This must not be meant to imply that obstinate optimism is effective or that anything can be gained by the cry of “ Peace, peace, when there is ho peace.” The probing into causes and the search for remedies are signs not of fear, but of alertness. Querulous and impotent complaint, however, is dangerous. There is no harm done in the publicity occasioned by a reasoned debate, say, on the subject of the merits of the safeguarding of industry. Our rivals abroad thmselves protect their home markets, and if we choose to adopt a similar protection we need fear no lessening of our commercial prestige on that account. The real danger lies in the collective advertising of our difficulties. The impression thus created must be destroyed before prosperity can be achieved. Foreign visitors naturally expect, from this persistent advertising of our shortcomings, that they will discover a country from which the glory has departed. Who can blame them for their prejudices and suspicions when asked to buy our wares? Of course, the manufacture of goods is the first consideration, but unless the market can be found and sales arc profitable, any business will soon come to an inglorious end. The art of selling has not received the attention it ought. Sometimes it is haphazard and antiquated; often almost non-existent.

The twin brother of salesmanship is advertising. If British goods, for example, were in a happier day known to the world without the need for advertising, that day, alas, has. gone! Advertising, to be effective, must be continuous. Continuity pays. One insertion of an advertisement may result in successful business, but no one has any right to expect such good fortune. Those curious people who think in terms of single insertions remind one of the butcher who owned a Great Dane, and allowed the dog the freedom of his shop. “ Isn’t that risky ? Won’t he take some of the meat?” the butcher was asked. “ Oh, no,” replied the butcher, “ he’s very good; he never takes any meat. He only licks it.” So long as advertising is haphazard, so long will results be disappointing. The mere spending of money in publicity is not advertising. Advertising is the right use of money with the aid of the expert who can give his mind and experience to the study of the particular problem involved.

Attempts have been made by some industrial to advertise their particular advantages. After three attempts Bristol, in 1922, obtained the right to spend £5OOO annually to advertise its docks. A city scheme, setting forth, for example, the advantages of Bradford goods, would at least serve as a corrective to the general campaign of pessimism. The Sheffield Chamber of Commerce last year appealed to British manufacturers to advertise the superiority of British goods. The appeal included the following: “German, Belgian, and other foreign competitors are booking much business in quarters which were formerly something like British preserves. Our products are not adequately advertised and pushed. The great superiority of British steel products for railway work ought to be set out agaipst the cheapness of foreign goods.” Sheffield, however, failed to get power to rate itself for advertising, therefore the appeal was made to individual manufacturers.

Collective advertising must be continuous to strike a blow at haphazard methods. The funds at the disposal of a united organisation are naturally larger, and result in more effective display. The advantages of large and effective display in one or two periodicals rather than small insertions over a number of papers should be realised. The worthy display, attracting attention and favourable comment, brings the best business. Collective advertising can afford to take large spaces in journals, excellent positions on the or issue high-class booklets and folders, and can, in fact, develop thoroughly whatever forms of publicity may be preferred.

One of the rules of successful advertising is the ability to deliver the goods advertised. That is to say, the selling organisation must be ahead of the publicity. Incapacity to deliver the goods is fatal. - ' ?

By judicious advertising, demand can be created for the better quality goods, but it is only dpne by making known the merits of the goods. There must be the open mind, the old spirit of adventure allied to new scientific and economic methods. There must be readiness to recognise new resources and to use them to the utmost.