3
Don't be wooden!
Wooden people never change their
minds. What was good enough for
grandma is good enough for them.
They prefer flannel petticoats, and
external sanitary pads, shun nail
polish. They are often more to be
pitied than censured.
I
Think for yourself!
No one else can ever make your
decisions for you. No one can ever
order you to try Tampax internal
sanitary protection. We merely ask
that you look at Tampax calmly,
coolly without prejudice. Talk to
friends. Talk to older women. Talk
to your doctor, if you wish. Find
out if they don't agree that Tampax
is normal, natural and nicer.
What Tampax does for its users
is all but do away with differences
in days of the month. It's invisible
in place. Unfelt. Prevents odor
from forming. Ends disposal prob
lems. Carries readily in purse or
pocket. But is Tampax really easy
to insert and change? Again talk
to users. Their views will surely
help you think for yourself.
Tampax is available in a choice
of 3 absorbency sizes: Regular,
Super and Junior wherever such
products are sold.
TA AADAV Incorporated,
I r"ll, IrnA Palmer, Mass.
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PIMPLES!
Don't pick, scratch, squeeze
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Doctors know that acne or pimples
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Get liquid Zemo, Ointment, too.
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So You
Want to m
Win Contests!
An expert reveals the magic combination for
completing that prize jingle or those "25 words or Jess"
By STANLEY ARNOLD
Stanley Arnold, an independent contest
promotion executive for the past several
years, probably knows more about winning
contest jackpots than anyone else in this
specialized field. He has successfully staged
' nationwide contests with prizes as unusual
as an island in the British Empire, shares
in every company listed on the Stock Ex
change, and a summer vacation in the re
sort palace of the president of France.
A former supermarket executive and ad
vertising promotion man, Arnold began
early in his career to earn a reputation for
creating ideas that sell. Today, as a contest
consultant, he draws clients from here and
abroad. All of them are looking for bigger
and better contest ideas which Stanley
Arnold is quite willing to supply.
People are always interested when they
learn I'm a "contest expert." I can al
most guess their first remark to me:
"How can I win one of those big prizes?"
I have to disappoint them by saying I
don't know any sure way. But I can set
down some formulas used byjudges to
grade entries. One follows this pattern:
originality, 25 percent; humor, 20; points of
product superiority, another 20; lucidity, 10
percent; rhythm, still another 10; literary
expression, 5 percent; alliteration, S per
cent; and follow-through, 5 percent.
I would say that the cardinal rules for
contest winning are these:
Have You Really Studied the
Product?
The goal of the contest is to sell a prod
uct. Look at the product from every angle.
Why do you buy it? How do you use it?
Look at the product ads and see what the
advertiser ays about his brand. Avoid par
roting him, but think up fresh new ways
to express the same ideas that he feels.
List the Key Sales Points
Jot down all the sale's points you can find
in the manufacturer's advertising, his radio
and TV commercials, and on his product
label. They'll group themselves and pretty
soon you'll have an exact picture of all the
points he's stressing in his marketing. Then
think up better ways to express these
Family Weekly, February 26, 1961
. points. Don't pick the obvious phrase right
off, though, because judges discard entries
that correspond too closely to the norm in
order to avoid ties.
Remember, You're Writing
a Testimonial
The sponsor wants a prize-winning an
swer that indicates the contestant knows
. and uses the product, and that what the
contestant says can make others use the
product, too.
Work with Words
Rhyme, comparisons, contrasts, repeti
tion,, analogies, word play these are the
. icing on the cake that can win prizes by
the baker's dozen.
Most Important, Follow
the Rules
Big-time contest judging is an assembly
line process at least at the very beginning.
Professional contest-judging firms have
their work down to a science. These firms
can easily spot the ghostwritten slogans
of professional contestants, the plagiarized
entries, and the pressure letters ("My
mother is dying and I need the money").
Your entries are checked for the exact
number of words; the required box top or
label; whether you have mailed your entry
within the required closing date; followed
all instructions; included your name and
address (amazing how many entrants for
get this); and have written legibly. This
last is important. In most contests, your
answer is transcribed for final judging,
so typists must be able to read it. And any
fancy art work you've appended never gets
before the final judges so don't bother.
Finally, Enter All the
Contests You Can
The reason so many people from smaller
cities win contests is that they enter more
and devote more time to them.
Concentrate properly on top-quality con
test thinking. But you ought to consider
some of the smaller contests as well as the
top-money puzzles. Too many rookies ex
pect to crash the majors on the first try.
With contests, as with anything, it's ex
perience and determination that pay off,
so good luck!