How to Write Retail Advertising Copy j

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THE DA1IA SUN GAINESVILLE FLORIDA SEPTEMBER 8 1909 r r L L ° MA TERS SALE Notice ia hereby given that under and by virtue of a final decree of foreclosure of lien made and render ed by the Hon J T Wills Judge of the Circuit Court Eighth Judicial Cir- cuit of Florida in and for Alacbua county i a certain chancery cause therela pending wherein the City of Gainesville a municipal corporation under the laws of Florida is complain- ant and Primus Johnson Rachael Johnson Louisa Johnson Phlscllla Walker anti W T Walker her bus band Katie Johnson and Israel John her kunband Torn Johnson and Peter JokaraB are defendants which saM taal decree wan aaade and ren dered oa the 13th day of July 1909- I tbo Undersigned as Special Master- in Chancery will sell at public out cry to the highest and best bidder for cash before tile Court House door in the City of Gainesville Florida on Monday tile tk day of September 1909 between the legal sale tile following described land situ ated and being la the City of Gaines- ville Alachua county Florida and described as follows towlt Tho West Half of mock Thirteen 13 of Browns Addition to Gaines- ville Florida except the following part thereof towlt Commence at the Northwest corner of said West Half of said Block 13 run thence East 148 feet thence South 150 feet thence West 148 feet thence North ISO feet to tile polat of beginning Together with all and singular the tenements hereditaments and to the same belonging or in anywise appertaining Terms cash Said sale to antiafv said decree and costsCHRISTOPHER MATHESON Special Master in Chancery W S BROOME Solicitor for Complainant MASTERS SALE Under and by virtue of a decree of foreclosure of mortgage made and rendered on the 1st day of July A D 1909 by the Honorable J T Wills Judge of the Circuit Court of the Eighth Judicial Circuit In and for Alachua county Florida wherein T H Cato is complainant and W J Howell and Sarah Ann Howell his wife are defendants and wherein I was appointed as a Special Master to execute said decree and to sell the property hereinafter described 1 will sell at public outcry before the Court- House door In the City of Gainesville Alachua county Florida on Monday the Cth day of September A I 11K D being a legal sale day between the legal hours of tale the following property towlt All that piece tract or parcel of land situated lying and being in the County of Alachua State of Florida and particularly known and described as follows East halt of Sec lion Twentyone in limn m e South of Range Nineteen La t CM talnlng three hundred and twenty acres of land more or less said to be sold as the property of the said W J Howell to satisfy and pay the said decree fees and costs Terms cash W S E- Special Master In Chancery SHERIFFS SALE Under and by virtue of divers sundry executions limited out of Circuit Court Eighth Judicial Florida in and fur Alachua county Florida ou the 1Jtli day of May A D 1909 In certain CUULH therein ponding wherein 1 Muhr Suns art plaintiffs and M B halls defend ant and It C Small IH plaintiff M U Davis IH defendant I P i Ramsey as hherlfT nf Alachuu count Ilurida hue lvitd upon und will veil before the Court UUIIM door In tialnusvlllo AlHcliua county Florida on Monday the Gth day of September A U 1HH botwvtiu that hours of tale on saki day tttv dcwcribvd real estate lying and IM Ink In till County tif Aluhua Mini State of FhNMa towit lots 3 ami I In Itlock 11 Stun ut mllroN in tto TWWN of llaM Fiona HMJ trmtk Kat i f t n TowH lllt South H KAM IV Kiut- routnlnl 4 viiW IMI uu fourth u MI a irlU lu Iw11- MH Oft t ri tf i of Aluu f Hiiit 1 rir t UmMlur with MH ku r tin lvWtmtMi kn utiHM iM anti i t riw t ItU in 01 if- ff tfco l l MXttttlilft h- P U UMHKY Ma riff RJVCJIil l A THJUttHKK- Ait r IHikHlir- Uie AppttMttttM fr Ta taw 4 IT fur Hh th- 4gjl If- IB MM- l f M kl IM- i Hi 4 k I life lit VI- I KM I Uktttl OIl bour lOt town I and the Circuit- of Iii anti 1 folio the u t Iaar Ito 1 1 I laW It led 14J l J fur < t f tMplil 111 A lR I wi 1 MIte P it s jI let Utl t I II It- eHM I I It- I I I I t I I 4 lit I r appur- tenances de- scribed prop- erty l legal ula the pit ncr uteri k t twKta l 3MWS I cat li41- Mdst WliI r Laws of Plef 1- 1It I t trt l that W ps I4 faelit a- lra IMivd Mt HM Sryh1W P Is 11A atd rn1A 1 IBI fad t- h4lSM 9 Mat lltsll It1tV hs al- igrfhyllr Ise Neill Ntllpltw- tkpli IoSuwhN ne 4 t- tklt4 U tMml 1 1 1 f ta- ltlIt e tilt 1 NN RI elf el IMM tl 1 11 la w 11 IeeeA I > t field e 1j1 I rnd ll d t U- Wh wl s I 1 1 I t- e 0 ¬ ¬ ¬ ¬ ¬ ¬ ¬ ¬ > < < < < < < < + + SHERIFFS SALE Notice is hereby given that undo and by virtue of the execution Issuei out of and under the seal of the Cir cult Court of Marion county Florida- on the 21 t day of July A D UHIS certain cause therein pending wherein Mcllwalne Knight and Walter G Dun nlngton copartners doing business under the firmname and style of Me- Ilwalne Knight Company are plain- tiffs and Orlando S Clyatt and C W Rush copartners doing business un der the firmname and style of Clyati Rush are defendants I have levied upon and will offer for sale public outcry before the front of County Court House In Gainesville Alachua county Florida on the first Monday in September A D 1999 the same being the Gth day of said month and a legal sales day vlthln the le- gal hours of sale the following de scribed property said property having been levied upon as the property o the said Orlando S Clyatt towit Lots 2 and 3 Block 14 Lot 5 flock 15 Lots 2 3 and 4 Block 19 of the town of Trenton Alachua county Florida as per plat of said town duly recorded In the office o the Clerk of the Circuit Court of said county Also S of NEVi and NEV SW and SEVi of Section 10 Town- ship 10 S Range 15 E 280 acres Alachua county Florida Section 10 S Range 15 E SO acres Alachua county Florida Terms of sale cash Purchaser to ay for title P G RAMSEY Sheriff Alachua County Florida Notice of Application for Tax Dste Under Section 8 of Chapter 4SS8 Laws of Florida Notice is hereby given that J L and R D Medlln purchasers of Certificate No 211 dated the 3rd day of July A D IMS have flied said certificate in my office and have made application for tax deed to Issue In accordance with law Said certificate embraces the following described property situated In Alachua county Florida towlt Commence at intersection of N line of Sec 2 with N line of Fernandez Grant run S 89 degrees W 1435 ft S Hi degrees W JH5 ft S fi W 758 ft S r 4 degrees W 230 ft S 07 degrees E 5050 ft to corner of Hamioa land and X 2125 ft and N fiO degrees W 332S ft Tp 8 to beginning R 1S19 251 acres The said land being assessed at tlu date of the Issuance of such cert HI cafe In the name of J II Stanley Unless said certificate shall be re- deemed according to law tax deN will Issue thereon on the Cth day September A D 19 Witness my official signature seal this the 3rd day of August A U 1909 S II WIEXOKS Clerk Circuit Court Alachua County Florida IIILL Fait ClVOKCfI- D the Circuit Court Klahth Judicial Circuit Uctiua Count Horkla In Chaucerr Minnie Maine T W U Mulne OrJcr IJL- Itcatljn Itl I Divorce- It i earinff br affidavit to the Ml died In the above Ntntol enu c that V U Maine the Orfenlau ihrrvln nu re Ulein n the State Of KlorM but I a leap dent ot Wrhterlv KU Hl Uutvl that there l no rion In tbU th orrrlce of a sub lH cnit ujion whom wouul bind tild defrnd nat nnl tbal be U over the age i t t entvonir rear It therefore or tiered that lil klvnt ilefrmlant bo am be U hereby rrnulrrt to m i ur to tic IHI o- Iorrplalnt tiled In raW cauvc on or b or Monday the lib dar of October A U lfl otherwise the alleuatlonkof MM bill wUI a confessed br ruM drfrridact- Il K furtUcr vH lrrctl that thlN under b M nr 1 o wrek fur our oonMoutivt- weekH In The ialncivt Suit ncw iaiK t u Usiictl In mil ooJi tv wn I t ie- A true c Hir i ina1 Sea S H WIFE s fiwk nireult Court II M CtiKViCS I J A VIIIIAMS Hkit f ii r CottiiHalrmni- IIILL TOU DIVOKCK In the OrcHlt fourt IXbU Ju IKUI Circ i4i- AlUClMXIl UMVJ PMHi lM IbOIHtTV- MI 4 le nr v Mil vr II yil VHr lllil- twr Ulvot IVtfcr IuolliMUwtt It i rr IT n ui vlt i MtM M tl in thr- MU HIiH IH the itlNiit laud MI C that MlUi- VJ u 4i hrfin U- wftU bat w- iiul hi C HT I i r ui ir n i j I 1 Mt tt4 rf ui IM IM- M lM l l U Ik vl 4 I l fii 4lk- t l 11 lit I to- U I i II a at the of Also of W 2S Tax SW of and for attended tt l tat I non b- etaken pub a Thlr f I t 1 14 urN 11 11010 to h t Ilt4p- oIfI I 111- eI 11 II r 1 I alt L I VIII- T UtI tla UWI t laaI- II II s f 4 I h h- t I I lot 11 I I I h 1 t tf II 1 41 J it ft- I a I or 1 h I tit l It t h- I If r t 11- 1I I I It- at IIIiI JLJI IIIM It Q iu A N4 N Town- ship de- grees named i a Auurt 1In Ll t t ttC a- Miw M IIiht4 Ik SN111tf 1 w t lM at M tkV cure Ic- Wrt Ielttw Ile ale td v t lesr t t rl 4 rrt t Ae rr hr hteu I t r hi Illtdl- I tu h LV l rur N M W- LIIM111UN Itt4 tItRterLl W flu I IrtltYrof il Ili by 1l u 4 r r l p1- It I lu I1 W1ttl IMt IM sr hr 3Iwtt ut MNI tf MINlpeu i- fora lusts wee a s e- Mat w4 rhl 5Iat- 1ih1tti A S N N ILatit I teat l- A 1 e of ttr ul H tt1 LM wptrp a lnni K s I prtl 4 i4 11 h tNtM- MIb4I Nl I e rtt h- 1lad l5 r 1 hl 1N 4Iru tint IA J k t n sruwl re I 4 1l fl4tN L 14 rid Ih1 k i 1 1 lw r 1 l- le iSM r tae 1 w w r w r 4r I 11 t 1 N IM l 4 ti l I IM 11 Pt l M ltl- 1t fwl a wr r45 I M 4 l n t a 1 u11- Nis tw Y- tl trier MlIMrQbat Ilf My 4 la o r 1 4 N n Ie- tr 1 ia r IS In11 u 1 W- yy Y ta f U a pelwl4 rltllamWY 1rN NNI- 11Tkttle rlt N ltle et let K > > < < < > > > > > > > > < < > > > > > > > > < + + + + + + BUSINESS CARDS DR GEO S WALDO DENTIST Graham Bulging EM MaIN N 51 AIM Un OtoURM- DaVZRE B MORBlb DENTIST T r GAteMTllle NftttoMl But PfcOM M- 9JR J H ALDEftMAN DENTIST OBee over Datum ft Coo Bu Phone 289 Gl e vllle FU E BAKER ATTOBNEYATLAW SOLICITOR IN CHANCERY GAINESVILLE AlMbnt Oe FU- Ofiee IB HayKnaa Bloek PERDINAND BAYER ATTORNEY AT LAW Can tall jour aity property ia proved aad phosphate t trucking lad faraBtng lead lit of what you over for tale 2142 J A CARLISLE ATTORNEY AT LAW Lad Solicitor la Equity Res1 Estate ral Jfraeiiee All btuiaeH pro ptlj- tueadad to Office next door to Suo- ffloe GAIKCRTILUI FLORIDA FRANK CLARK THOS W FlELDlNl CLARK FIELDING LAWYERS Practice IB all Courta state sat Over Gainesville Nato Bank Oalnesvllle Florida Dr A Dolan Mild Medicine Treatment for Horses und Mules Eyes Gainesville Florida a r n i n f t i Take lived He sure to lone an ah tract of the farm or lot you ari con slilerliiK tMrrl HliiK before you Invest You will know Ikea to the mallft detail j tin kintury of tilt iMircel U If hate HS druw H lh- ttx trart ANHItU ly accurate work and rutujt- AUCHUA COUNTY AISTRACT CO i VOYLE VOYLE Farms Owcllinys Lots For Sale Abstracts of Title Made Fire Insurance r t Phone DB 0 W i WWA Oosveyanelag ilea VederaL ices J V J hat I I Flfllia- I REAL ESTATE I I I I II I I III I I 1 I i L l JI Stre Sell e IOH4ISYLLLa a Z Net you 4 ttIIr 4P I I I I t t rI u i w I I tww II N + + ABOUT ADVERTISING NO 0 to Write Retail Advertising Copy j By Herbert Kaufman A skilled layer of mosaics works with small fragments of stone they fit into more places than the larger chunks The skilled advertiser works with small words they fit into more minds than big phrases 1 he simpler the language the greater cer- tainty that it will be understood by the least intelligent reader The construction engineer plans his road- bed where there is a minimum of grade he works slang the lines of least resistance The advertisement which runs into moun- tainous style is badly minds an not built for high level thinking Advertising must be simple When it is tricked out with the jewelry and silks of literary expression it looks as much out of place as a ball dress at the breakfast table The buying public is only interested in facts People read advertisements to find out what you have to sell The advertiser who can fire the most facts in the shortest time gets the most returns Blank cartridges make noise but they do not hit blank talk however clever is only wasted spaceYou force your salesmen to keep to solid dont allow them to sell muslin with quotations from Omar or trousers with excerpts from Marie Core You must not tolerate in your printed selling talk anything- that you are not willing to countenance in personal salesmanship Cut out clever phrases if they are inserted- to the sacrifice of clear explanations writ copy as you talk Only be more brief Publicity- is costlier than conversation ranging in price downward from 600 a line talk is not cheap but the most expensive commodity in the world Sketch in your ad to the stenographer- Then you will be so busy saying it that you will not have time to bother about the gew- gaws of writing take the type written manuscript and cut out every word and every line that can be erased without omit- ting an important detail What remains in the end is all that really counted in the beginning Cultivate brevity and simplicity Savon Francais may smarter but more people understand French Conp Sir hmc tons of nation covers JY pages but the schoolboys tcrx What i ust t me dun dimlies the whole in That Which Is Wort Having Is Worth Advertisinj For- Th old Ma g tUrtt what w wttith Imvinff is wtrth dk- PW UIINK y M wnt whttliw it u a u d juuue w a Urn wl iWr it u ar mlynt a bwiutu r n IMI M ok i u aUtum Hl rw lily thrtugli oilvtriliin with WANT ills I NO S- How i I I f surveyedall factsyou y Afterw t t I ak will N c lon a b Ul SUp II t II i- urrrlrh1 TI i H t- r A f UO AuILttiIoo NH I Is ItU user mtNOh hft of I I I I tllUt threagit I iI a II n n U nit U 11 a Y rj E i as eXpltn t Y- s six R 11- itrlnt Rwt ws lh i r r R 1 s l r 1MI fit true true of taw tolllly Meek and ultt wart rut all wiser ulttut- 1tlLV SUN 11 ItII ¬ ¬ >

Transcript of How to Write Retail Advertising Copy j

Page 1: How to Write Retail Advertising Copy j

THE DA1IA SUN GAINESVILLE FLORIDA SEPTEMBER 8 1909

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MA TERS SALENotice ia hereby given that under

and by virtue of a final decree offoreclosure of lien made and rendered by the Hon J T Wills Judge ofthe Circuit Court Eighth Judicial Cir-cuit of Florida in and for Alacbuacounty i a certain chancery causetherela pending wherein the City ofGainesville a municipal corporationunder the laws of Florida is complain-ant and Primus Johnson RachaelJohnson Louisa Johnson PhlsclllaWalker anti W T Walker her busband Katie Johnson and Israel John

her kunband Torn Johnson andPeter JokaraB are defendants whichsaM taal decree wan aaade and rendered oa the 13th day of July 1909-

I tbo Undersigned as Special Master-in Chancery will sell at public outcry to the highest and best bidder forcash before tile Court House door inthe City of Gainesville Florida onMonday tile tk day of September1909 between the legal saletile following described land situated and being la the City of Gaines-ville Alachua county Florida anddescribed as follows towlt

Tho West Half of mock Thirteen13 of Browns Addition to Gaines-

ville Florida except the followingpart thereof towlt Commence atthe Northwest corner of said WestHalf of said Block 13 run thence East148 feet thence South 150 feet thenceWest 148 feet thence North ISO feetto tile polat of beginning

Together with all and singular thetenements hereditaments and

to the same belonging or inanywise appertaining Terms cashSaid sale to antiafv said decree and

costsCHRISTOPHER MATHESONSpecial Master in Chancery

W S BROOMESolicitor for Complainant

MASTERS SALEUnder and by virtue of a decree of

foreclosure of mortgage made andrendered on the 1st day of July AD 1909 by the Honorable J T WillsJudge of the Circuit Court of theEighth Judicial Circuit In and forAlachua county Florida wherein TH Cato is complainant and W JHowell and Sarah Ann Howell hiswife are defendants and wherein I

was appointed as a Special Master toexecute said decree and to sell theproperty hereinafter described 1 willsell at public outcry before the Court-House door In the City of GainesvilleAlachua county Florida on Mondaythe Cth day of September A I 11K D

being a legal sale day between thelegal hours of tale the following

property towltAll that piece tract or parcel of

land situated lying and being in theCounty of Alachua State of Floridaand particularly known and describedas follows East halt of Seclion Twentyone in limn m eSouth of Range Nineteen La t CMtalnlng three hundred and twentyacres of land more or less said

to be sold as the property of thesaid W J Howell to satisfy and paythe said decree fees and costsTerms cash W S E-

Special Master In Chancery

SHERIFFS SALEUnder and by virtue of divers

sundry executions limited out ofCircuit Court Eighth Judicial

Florida in and fur Alachua countyFlorida ou the 1Jtli day of May AD 1909 In certain CUULH thereinponding wherein 1 Muhr Suns artplaintiffs and M B halls defendant and It C Small IH plaintiffM U Davis IH defendant I P iRamsey as hherlfT nf Alachuu countIlurida hue lvitd upon und will veilbefore the Court UUIIM door Intialnusvlllo AlHcliua county Floridaon Monday the Gth day of SeptemberA U 1HH botwvtiu that hoursof tale on saki day tttvdcwcribvd real estate lying and IM

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SHERIFFS SALENotice is hereby given that undo

and by virtue of the execution Issueiout of and under the seal of the Circult Court of Marion county Florida-on the 21 t day of July A D UHIS

certain cause therein pending whereinMcllwalne Knight and Walter G Dunnlngton copartners doing businessunder the firmname and style of Me-

Ilwalne Knight Company are plain-tiffs and Orlando S Clyatt and C WRush copartners doing business under the firmname and style of Clyati

Rush are defendants I have leviedupon and will offer for salepublic outcry before the front ofCounty Court House In GainesvilleAlachua county Florida on the firstMonday in September A D 1999 thesame being the Gth day of said monthand a legal sales day vlthln the le-

gal hours of sale the following described property said property havingbeen levied upon as the property othe said Orlando S Clyatt towit

Lots 2 and 3 Block 14 Lot 5flock 15 Lots 2 3 and 4 Block 19of the town of Trenton Alachuacounty Florida as per plat of saidtown duly recorded In the office othe Clerk of the Circuit Court of saidcounty

Also S of NEVi and NEVSW and SEVi of Section 10 Town-ship 10 S Range 15 E 280 acresAlachua county Florida

Section10 S Range 15 E SO acres

Alachua county FloridaTerms of sale cash Purchaser to

ay for title P G RAMSEYSheriff Alachua County Florida

Notice of Application for Tax DsteUnder Section 8 of Chapter 4SS8Laws of FloridaNotice is hereby given that J L

and R D Medlln purchasers ofCertificate No 211 dated the 3rd dayof July A D IMS have flied saidcertificate in my office and have madeapplication for tax deed to Issue Inaccordance with law Said certificateembraces the following describedproperty situated In Alachua countyFlorida towlt

Commence at intersection of N lineof Sec 2 with N line of FernandezGrant run S 89 degrees W 1435 ftS Hi degrees W JH5 ft S fi

W 758 ft S r 4 degrees W230 ft S 07 degrees E 5050 ft to

corner of Hamioa land and X2125 ft and N fiO degrees W 332S ftTp 8 to beginning R 1S19 251

acresThe said land being assessed at tlu

date of the Issuance of such cert HI

cafe In the name of J II StanleyUnless said certificate shall be re-

deemed according to law tax deNwill Issue thereon on the Cth daySeptember A D 19

Witness my official signatureseal this the 3rd day of August A U1909 S II WIEXOKS

Clerk Circuit Court Alachua CountyFlorida

IIILL Fait ClVOKCfI-

D the Circuit Court Klahth Judicial CircuitUctiua Count Horkla In Chaucerr

Minnie Maine T W U Mulne OrJcr IJL-Itcatljn Itl I Divorce-

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BUSINESS CARDS

DR GEO S WALDO

DENTIST

Graham Bulging EM MaIN N51 AIM Un OtoURM-

DaVZRE B MORBlb

DENTIST

T r GAteMTllle NftttoMl ButPfcOM M-

9JR J H ALDEftMAN

DENTISTOBee over Datum ft Coo Bu

Phone 289 Gl e vllle FU

E BAKER

ATTOBNEYATLAW

SOLICITOR IN CHANCERY

GAINESVILLE AlMbnt Oe FU-Ofiee IB HayKnaa Bloek

PERDINAND BAYER

ATTORNEY AT LAW

Can tall jour aity property iaproved aad phosphate ttrucking lad faraBtng leadlit of what you over for tale 2142

J A CARLISLE

ATTORNEY AT LAW

Lad Solicitor la Equity

Res1 Estateral Jfraeiiee All btuiaeH pro ptlj-

tueadad to Office next door to Suo-ffloe GAIKCRTILUI FLORIDA

FRANK CLARK THOS W FlELDlNl

CLARK FIELDING

LAWYERS

Practice IB all Courta state sat

Over Gainesville NatoBank Oalnesvllle Florida

Dr A DolanMild Medicine Treatment for

Horses und Mules Eyes

Gainesville Florida

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Take lived He sure to lone an ahtract of the farm or lot you ari conslilerliiK tMrrl HliiK before you Invest

You will know Ikea to the mallftdetail j tin kintury of tiltiMircel U If hate HS druw H lh-

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AUCHUA COUNTY AISTRACT CO i

VOYLE VOYLE

Farms Owcllinys Lots

For Sale

Abstracts of Title Made

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ABOUT ADVERTISING NO 0

to Write RetailAdvertising Copy j

By Herbert Kaufman

A skilled layer of mosaics works withsmall fragments of stone they fit into moreplaces than the larger chunks

The skilled advertiser works with smallwords they fit into more minds than bigphrases

1 he simpler the language the greater cer-tainty that it will be understood by the leastintelligent reader

The construction engineer plans his road-bed where there is a minimum of grade heworks slang the lines of least resistance

The advertisement which runs into moun-tainous style is badly minds annot built for high level thinking

Advertising must be simple When itis tricked out with the jewelry and silks ofliterary expression it looks as much out ofplace as a ball dress at the breakfast table

The buying public is only interested infacts People read advertisements to find outwhat you have to sell

The advertiser who can fire the most factsin the shortest time gets the most returnsBlank cartridges make noise but they do not hit

blank talk however clever is only wasted

spaceYou force your salesmen to keep to soliddont allow them to sell muslin

with quotations from Omar or trousers withexcerpts from Marie Core You must nottolerate in your printed selling talk anything-that you are not willing to countenance inpersonal salesmanship

Cut out clever phrases if they are inserted-to the sacrifice of clear explanations writcopy as you talk Only be more brief Publicity-is costlier than conversation ranging in pricedownward from 600 a line talk is not cheapbut the most expensive commodity in the world

Sketch in your ad to the stenographer-Then you will be so busy saying it that youwill not have time to bother about the gew-gaws of writing take the typewritten manuscript and cut out every wordand every line that can be erased without omit-ting an important detail What remains in theend is all that really counted in the beginning

Cultivate brevity and simplicity SavonFrancais may smarter but more people

understand French Conp Sir hmctons of nation covers JY

pages but the schoolboys tcrxWhat i ust t me dun dimlies

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That Which Is Wort Having Is

Worth Advertisinj For-

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