The Indianapolis daily herald., 1865-11-27

" hat - Worth Doing at all IL Worth
Doing " eli--6 Hints To Business Wen
ana - W nom

and - " hoEs "a may Concerns
Advertising i an art that cannot he disputed.
snd mar lev are posted In II, j. equally indis-
putable. and only those s4lcreed in il who are
posted IN II. None comprehend it, power or
reap II fruits but those who 1T IL down a. an
arr 70 De- learned like any other art. and A busi
ne. u BE- prosecuted like any other bushes.
e,lae adkertisers- Ike pcet>. are born, but
the bulk Of them are made. There i occa-
sionaily man who has downright liking FOR
The art of adv ertising. and knows how 10 DO il
by nature. or there l. occasionally a man who
really and naturally likes and knows how 10
trade IN dry goods and hides. But the great
MAJORITY 81 men are driven to business under
the lash 81 necessity and learn how 10 do II bv
the expenditure Of brains or pains IL j. %
with the business. or science or art or what
ever You may choose % call ii. Of Advertising
II ! taught by experience; and learned only
thfouZh me exercise Of Wit and the eXpendi-
ture Of industry.
What j. adyertisings The art ofmaking your
wares known. Giving your business. and the
ret u your business j. % give publicity 10
Your business. You may have your wares.
others have wants. III l. your interest To fiji
the wants with your wares-to bring producer
and consumer, tradcsman and purchaser To-
gether. That i what signs are for tastefnllv
arranged windows and the like. They are 10
captiyate the eye. The eye j. the sentinel of
the VIII. Capture the sentinel and YOU will
carry the will. Impress the senses and Won
move the choice. The feet follow the eyes See
how they pause at the shop window and how
they coyet what is in il. They "haynt the money
about them" or they would step i'm and pur-
chase. some Of them step i'm and INQUIRE the
price; others step in and buy, not because they
need the article, but because they had the
money about them, and because the winning
window won it away from them.
This i what an advertiser assaults first and
last OF all. the eyes. Ii il in vain 10 reason
with your customers. Customers do not rea-
son, do not arrive at a purchase by the slow
method OF " military approaches" impelled by
an elaborate ratiOcinatiOn, but carry the COW
eted commodity by sudden assault. pricked
up 10 IL by the indOmitable bayonets of the
artists in advertising
II i this untiring, unremitting. everlasting.
Observation-Disclosures appeal TO the ewes
Of the people who want their hair 10 grow
+ by the people who have something for sale
which they say will make the hair grow, that
carries the day, splatters the hair tOnics over
innumerable scalps, and puts fortunes in bank
/ To the credit OF the-adyertiser.
/ Poor Kate, why did She spend the 81 30
/ for the bottle Of Shocks Infallible Restorer,
when that amount would have half paid for
the shoes for which she is absolutely suffering!
/ Poor Kate Is "A victim Of advertising. How
could she help giving the tonic just one trial :"
when her eyes, let her turn them whithersoev-
er she would, were logged and pestered with
the one idea 80 sad to her that her raven locks
/ were thinning out, and with the other idea so
glad to her that her raven locks could only be
restored to her by the application of Snook's
infallibe mixture. And then, what's the use
of one bottle simply! Whatever is worth try
Ing at all Is worth trying well. And so poor
Kate tries bottle after bottle, while the shoes
wear into hole after hole. The advertiser
grows richer and richer, and Kate poorer and
/ poorer.
But this is the dark side of the great Ameri-
can art. Every sort Of employment has its
dark side. There are few who get rich with
out impoyerishing few
Have good article, an article that will do
/ good. and then stick il at them. Hit them in
the face with il, slash them over the eyes with
/ il. This is the art of advertising. Say you
have hat-a good hat, n hat that is
worth having on anybOdy's head Well
put it on evcrybody's head. You can do
/ il by advertising il. Other matters NAV
make a living, you shall make fortune
by advertising. In all New York
/ there i only one hatter-knoX. In Philadel-
phia there are imposing piles of brownstone
owned by DIR. Jayne. They are built out Of
/ advertising. In New York there is a huge
| pile on Broadway, worth its weight i'm gold
and an acre Of ground of fabulous Costumes,
the property of DIR. Brandreth. All of il goes
4 to the credit Of advertising. Brandreth's pills
are household wOrds-because Brandreth was
an adept in adyertising-on this and nothing
more. There is proof on every hand. then, that
there i money in advertising. But il can only
be got out by "pegging away" The first and
tAiltl MY dlilih-A Nllt oniN. tIidllUtaIlon Tor
successful advertiser l. pertinaeity To be the
only halter in town YOU have only to keep saw
ing you are somewhere, where people will see
You say il. To have the only hair tonic or
pill, or bitters that the people need. you have
/ only to poke their eyes with the assertion that
you have. There j. only here and there one i'm
any branch ofmoney making that looms up and
fills the public eye, and monopolzes the public
purse. These are they who understand the
art of advertising, and appreciate the indis-
putabe fact, that the way To make money out
of advertising is TO stick TO il. The first nav.
perhaps the one hundred and first, advertise
ment is thrown away, if with that YOU cease
advertising. just a. the one hundred and first
stone thrown into the lake for the purpose of
filling itup. l. thrown away, lift j. the last that
l. thrown i'm. Only few see the matter i'm this
light; hence so much advertising that comes TO
naught The occasional advertisement j. mon
ey thrown away. To make advertising paw il
must bc stuck 10 with all that pertinacitv
which l. indispensable TO success in the prose
eution of every other art. There are some men
in this country who spend fifty thousand and
others who spend one hundred and fifty thou
sand dollars per annum i'm advertising And
every one of them are getting rich out of adj