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the modified idea which results from thinking has somehow become capable of being applied, with equal propriety, to a number of sufficiently similar objects."
[11]
IDOLS OF BUSINESS
In other words "Short" forces generalizations, like "best," for instance, and specific differences wrapped up in the term that would give advertisement and advertiser individuality and distinction are lost to sight.
Brevity of the right kind limits unnecessary words, adds all necessary words, and when faced with limitations of expensive space (at $6 per line or thereabouts) sells an INQUIRY but not a SALE.
Remember that selling an Inquiry and selling a Sale are as a rule two totally different and distinct operations and that the principle involved operates with the same force in direct-mail selling as it does in periodical advertising. The method differs in direct mail because circumstances are different. That is all.
D
ON'T worship "advertising" as a thing apart U from business - a mysterious power that somehow gets results. It should be nothing
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