The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1865-12-10
ADvERTISING, AND HOW TO
DO 1T.
Lecture by Prof. HI. G.. Eastman,
OF POughkeepsie. &

n seE luttrtsliuR anu Instructive lecture
was delivered by II. q. Eastman Ii. D.. of
Poughkeepsie. New ork, in the large hall of
Eastman National Business College. The
hall was well filed. The subject was ..Ad-
vertising, and how to do it successfully" The
lecturer gave much valuable information to
those wishing to advertise, and showed that
advertising to be successful must be frequent,
generous and well considered
The following is an outline of the lecture
Prot. Eastman opened his lecture by say
ing that advertising was not a common subject
for lecturers. Few would undertake TO saw
much about this subject. But advertising was
not properly taught. There were not over
three men in the United States who thoroughly
understood advertising. Men who could
advertise business properly could always
get good salaries. There were thousands at
the moment he was speaking who were en-
deavorlng to write proper advertisement for
the morning papers. But the proper method
of advertising could be gwen in four words.
Four words could explain it. The principle
contained in those four words was that which
had made men rich by its practice The
advertising man of Stewart got So. 900 for
his talent in this respect. But that So 600
spent for a good advertiser got SlO0,OOO In
return.
There is great deal Of talk about adyer-
tising men; that they are humbues-Barnun
humbugs but was any man who visited Bar
mum museum, and paid therefor TWENTY-FIVE
cents. willing To say that he had any the worse
museum because he advertised il so we'll?
One of the largest pencil manufacturers in
the world had succeeded by advertising.
This man lived in Paris. At first he was un.
successful IN his business. although he made
better pencils than any one else but al last
H.. Il rtts sa1 in D. 10
think Of that would secure the attention OF the
public. that would create ali excitement and
finally became one of the largest manufacturers
OF pencils in the world But be made good
pencils. and people soon became aware OF II
All the large business houses in this country
advertised largely, and spent immense
amounts of money for that purpose. The
Metropolitan hotel was advertised by It's
pudding. That pudding was put upon the
hotel table and it attracted the attention of
the guests and was worth TO the establishment
a hundred thousand dollars.
The four words referred to were Excite.
but never satisfy Excite the public. but
never satisfy them. They must not be satisfied
until they Bought the articles and then, if
the articles were good. las they ALWAYS ough,
to be- customers would come again. TO
illustrate the truth of this. the lecturer related
L.
Louis, remarking in the first place that a
lawyers business was generally supposed TO
be difficult to advertise. The young lawyer
being short of money and having no business.
requested the lecturer to lend him S25 to pay
his expenses 10 Cincinnati. The lecturer
asked him what was the matter. He said he
had no business. and had spent all his money
The lecturer said he would not give him the
money, but he would advertise for him. and
promised him that, if the advertising did not
succeed he would pay the expenses and the
twenty live dollars beside He requested the
young man TO go TO his room and write an
advertisement, which he did, making long
one, and, when handing it to the lecturer, re
marked that he would have it put in the
cheapest part of the newspapers. That would
not do. the lecturer told him the advertise
ment was too long it must be short and put
into the most prominent part Of the paper, and
wrote one himself. the only words used being
.'E. \. Bates. 10 Pine street. attorney aud
counsellor at law, the surname being in
large letters, the initials very small the
attorney and counsellor at law in very large
letters. Thus. the prominent fact WAS that
there was man named Bates, and he was an
attorney and counsellor at law. This attracted
attention, and after while his name became
we'll known, and because well known IFS owner
was supposed to be a good lawyer. The
result was that this Mr.. Bates, OF IL Pine
street, was now one of the most wealthy law
yers of St. Louis.
But whatever was advertised, no matter
what it was, must be of the best quality. This
was the case with the Paris pencil man this
was the with Barnum S museum. Anoth-
er example of this was the case of Mr.. Bar
mum. Mr.. Barnum paid $500 for his muse
um, with debt of $4,000 upon it. The man
to whom the money was due. once visiting
Barnum, found him eating a cold dinner, and
was told by him that he should eat only cold
dinners till the $500 was paid. Mr. Barnum
thought of advertising. ond finally hit upon
the following plan He employed number Of
painters: making them promise not to say any,.
thing about what he was going to do, aud Or
dered them to paint pictures of all the ami
mails in the country, and q few that never were
in any country. These were one night stuck
all over the front of the building. When
people came past in the morning, they won
dered where they had all Come from and be-
fore the day was over the museum was crowd
ed. And this was repeated, day after day,
when st last he saw several thousand on the
outside, unable to get in. He then made
passage to Ann street, and advertised that he
had tan egress'' in his museum, which drew
greater crowds than ever; whom he showed
throsgh the etress to Ann street
In Poughkespsie the speaker got man to
delivern lecture at his college. People said
thatit would net succeed--it would not draw
an audience. But he was determined to have
an audience, and pever failed. The tickets
were put at high price, to create an excite.
ment. Then he went to printer, and order |
ed him to print ! lot Of tickets with the sim
pie word schss upon it. This created great
excitement People could not understand It,
and asked of each other, and Of the printer,
what it meant, bat the answer was everywhere
the same-no one knew what it meant The
next day an announcement was made that
such a lecturer would deliver an address-the
being placed under the word
sches The result was full house.
{ To succeed IN business, men must be hon.
est. = The lecturer had never known men to |
succeed unless they were honest EVERYTHING |
must be good that would sncceed.
The proper way to advertise was TO advertise
only one article q time. As, for instance,
advertise Sugar - Sugar - Sugar. People |
would hsve tkeir ettentiOn attracted by that
one word, 1na Nk1y would buy sugar. The
result wcdn ~ 4kat large sugar business
would Be eGl1e med But If people adver<
Used ~ ~ ID got to sell, they would not
'aecseds boopss their advertisement would