ABSTRACT
They don't buy that way." "Make them cry." "Make them mad." "Make them jeCl.lous." ''Make them envious." "Don't try to be funny.'' ''Don't try to be cleyer.'' Other qualities besides a passion for conversion
are needed by the good advertising copywriter. One is facility with the pen. Writing must be to him a natural expression of individuality. He should have a certain amount of business sense.
