The principal prop to the advertising structure in this case is the catalogue or booklet. (Whether it is a booklet or catalogue, it is usually called a catalogue). Naturally its preparation is a matter of more than passing care and study.
The author of such a work first analyzes the good points of an educational institute. He propounds a series of questions after this order:
How is the location? It is on high, dry ground.
How are the health conditions? Very good. There are no malaria, typhoid or such fevers as are induced by impure air, poor water and defective drainage. As a rule, the health of our pupils is excellent. We have a doctor on the premises.
How are the surrounding conditionsscenic and otherwise? The scenery is beautiful. (Describe the scenery). The town is three miles distant. (Describe briefly the immediate surroundings).
How is your place reached? (Describe the various railroads ‘ running to your vicinity).
What comprises your course of studies? (Detail them). Who are your teachers and what are their qualifications? (Detail this fully in answering).
What are your terms? (Give terms for full course and special course. Include with this living and incidental expenses).
In what special features does your school excel others? (Study this carefully for it is an important advertising argument).
How long does it require a student to take a course? (Answer fully).
How many pupils do you usually have? (Answer).
What recreations can you give pupils? (Answer in detail as this is a feature in which youngsters are interested).
When are your vacations and holidays? (Tell them).
The catalogue maker writes down all this information and whatever else he may consider important. He studies the subject again and againadding a fresh thought here-eliminating a paragraph or sentence there, and presently he has the facts desired in complete get-at-able form.
In the meantime he has some illustrations madeusually half-tonesshowing interior and exterior views of the institution.
Then he proceeds to write out in full his catalogue.
His first draft is rarely satisfactoryhis second better, but still not up to the markthe third is near perfection, and about the fourth or fifth time he feels that the letter-press is all it should be.
The pictures are worked in where they should gothe final typographical and literary touches are marked, then it goes to the printer.
At this juncture let me emphasize the importance of giving the book to A GOOD PRINTER.
A poorly printed catalogue of any thing is a poor salesman. It misrepresents instead of represents.
The printing of advertising matter emanating from an educational fount of any kind should be scholarly, dignified, business-like and impressive. A poor printer cannot give such printing.
Before the catalogue is ready, take out the vital points and compress them in one, two or three-inch ads. Write and rewrite these ads with the utmost care, for they go where every agate line is expensive and where every line counts.
The advertising for publications usually goes through advertising agents-the best course.
Having gotten through with the catalogue and advertising, the next point is the correspondencea most important point, for few pupils come until several letters have passed.