~Advertising.--~While publicity and advertising are one and the same thing in that both of them make known to the great body of buyers the merits of your invention I have _arbitrarily_ divided them into two classes calling (1) everything that is printed as straight reading matter in a paper and free of charge _publicity_ and (2) all that is displayed to attract the attention of the reader and paid for at space rates as _advertising_.
You can begin an advertising campaign with a very small outlay of capital by running a ½ inch, one column wide ad in ten or a dozen papers or magazines as a starter. To have your ad _displayed_ as you want it, that is the style of type and the illustration that goes with it, get your local printer to set it up and have as many _electrotypes_ made from it as there are papers you intend to buy space in. Then all you have to do is to mail one of these electrotypes to the publisher and it appears in his paper exactly like the type from which it was made and it can be used over and over again.
This _stereotyped_ kind of an ad which meets the reader’s eye in nearly every publication he picks up will finally get through the pores of the calcium salts which form his skull and impress the sensitive area of his brain, or, to use the language Evelyn doesn’t like, it _gets on his nerves_ and he will read it. Every time he sees it after that he will remember its message and then when the _psychological moment_ arrives and he wants your product he will send to you either for a catalogue and price-list or for the thing itself.
Larger ads should have the reading matter and the cut changed frequently, but it is always well to use some design, or a name (see Chapter XII), which stands out boldly in relief so that it will flag the attention of the reader immediately he turns to the page where it is displayed. The rest of the ad must then be catchy enough to induce him, or her, who sees it to read it, and last of all it should contain some gem or germ of knowledge which he, or she, will carry away and think over and always to the end for which your ad was written and designed--and that is to buy your product.
Writing alluring ads requires inventive ability but of an order very different from that which produces a new machine. Hence there are inventors who make a specialty of writing ads but they are content to call themselves originators.