We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
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effective copy than it is to write fancy, elaborate copy. All you need for the latter is dictionaries — and they are cheap. What you need for the former is an understanding of human nature and a fund of common sense, and this cannot be picked up at a corner book store.
Interest.
It is one thing to have the reader understand your words. It is another thing to interest and convince the reader. Interest depends very much on what can be called the "tone** of your copy. You are selling excitement, fun, entertainment, and pleasure. It should be easier for you to write interesting copy than it is for the advertiser who is selling monkey wrenches or lubricating oil. Yet many a time the advertiser of these latter products will put more interest and more humannature appeal into his text than will the advertiser who has to sell the most interesting thing that is sold — entertainment.
"You" Copy.
Interest is seldom won completely by advertising impersonally, such as "It is a photoplay of the Western Prairie." Use what is called "you" copy. This copy talks in a personal way to the reader and makes him feel that he is a part of the message. For instance, "You will feel yourself swept along the spaces of the Western Prairie." Notice how the words, "You will feel yourself swept along," because of that personal touch, develop more interest than the first example of impersonal copy. Of course, this is a flat example and a brief one, used only to indicate the difference of the style advocated. If you write as though you were talking with enthusiasm and personal interest tq one of your friends, you will come nearer to effectiveness, than if you feel that you are writing an essay for some high-brow professor to blue-pencil. Write as though you were looking your reader in the eye and could give to your message the personal touch of a smile, a wink of the eye, a pat on the back, and a handshake. Feel your reader's response as you go on. See his face — don't look at a blank page. Forget the pencil. Talk!
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