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Pushing your business
ADVERTISING, once looked upon by some business men as
an expense, is now quite generally regarded in its proper
light as an investment.
The primary purpose of most advertising is to increase business.
Some advertising is done with other objects in view, but in most
cases now-a-days every dollar spent in advertising is expected to
come back, sooner or later, bringing many others with it.
Advertising is by no means a fixed science. There are no set
rules the observance of which will insure success to the advertiser.
But experience is a good teacher, and it need not all be your
own experience. In the past few years there has been a wonderful
advance in advertising knowledge and progress has been made in
the facilities for the preparation and distribution of advertising
matter to such an extent that advertising means much more than it
did even a decade ago.
The fundamental principles involved in financial advertising
do not differ from those of advertising in general. However, there
are some things in financial publicity that require special emphasis.
Hence this book.
All advertising should be confidence inspiring, but, more than
any other class of advertising, that of financial or investment institutions
must have this quality.
When a man turns over his money to the care of another and in
return gets for the time being nothing more tangible than a promise
to return it with interest at some future time, he needs the strongest
kind of assurance concerning the integrity and business ability of
the men who make such a proposition to him.
A good deal has been said about the necessity for dignity in
financial advertising. It is right, there should be dignity, and the
chief reason is because that helps to inspire confidence.
At the same time the advertising must not be so dignified that
it lacks in human interest, persuasiveness and the power of conviction.
In short, the problem is how to combine the right amount of
dignity with the requisite "pulling power."
It is to help solve this problem that this book has been written
and is placed in the hands of those upon whom falls the responsibility
of promoting the business of financial and investment institutions
The value of advertising is not to be measured only by the
direct returns from advertisements.
Honest, continuous advertising and making good on promises
helps to create for advertisers good will an asset of intangible
but very real value.
There are many other things that go to create and maintain
prestige or good will for a business, but the right kind of advertising
is the principal means to that end.
While it cannot be measured by the yard stick nor expressed in
dollars and cents, good will has an acknowledged value. A recent
court decision placed a valuation of ,000,000 upon the trademark
of a certain very large advertiser. A considerable expenditure for
general advertising, continued over a period of years, gave that
trademark its great value.
It will work just the same in your business if you are a persistent
advertiser and everybody connected with your institution
uses his best efforts to carry out the promises of courteous and considerate
treatment made in the advertising. All employes must
Lave a proper conception of the importance of each customer’s
good will and a sincere desire to gain it.
There is such a thing as the cumulative effect of continuous advertising.
The first time a person reads your advertisement he
may not be in a position to act favorably upon the suggestion you
make. In fact, he may not be ready for months, but if you have
kept your name before the public and used your advertising space
to good advantage by filling it with interesting, informing, convincing
copy, frequently changed, you have held that man’s attention
and when he is prepared to do as you suggest you are very likely to
get his business.
There is a secondary advertising of much value that comes to the
regular and steady advertiser. It arises from the daily talk of the
community when the name of your institution or company has become
a household word through persistent publicity. When you
have reached a point where the people take up your advertising and
voluntarily help to make your business better known, you are fortunate
It is the hope of the author that in setting down in this book
some of the results of wide experience and observation in the field
of financial advertising from the standpoint of advertiser, agent
and publisher he has done something which will prove of lasting
value to others in this field.
T. D. MACGREGOR.