The post. [volume] (Middleburg, Snyder County, Pa.) 1864-1883, 1878-11-14
Advertising.

"lna little book published many
years ngo, entitled "How to gei
Moucy."I find the iollowing remarks
on advertising "wbatevcr yon,
occupation or calling may be, ifi,
needs support from Tho public, sd-
vertisc IL thoroughly and efficiently
in some shape or other that will ars
rest public attention. There may
possibly be occupations that d. not
rcxuirc advertising ; but I cannot
we'll conceive what thcy are. Men
in business will sometimes tell you
they have tried Advertising. and that
IL did not pay. This is only when
advertising is done spsringly and
srudgingly. Homeopathic doses of
advertising will not pay, perhaps ; i,
ia like half a porti N Of physic max .
ing the patient sick, but eifec,in &
uothiog. Administer literally. and
the cure will DO permanent. Sjme
say they cannot afford to advertis Q.
They mistake they cannot afford
not TO adycrtisc."
IF that was truo frty years ogo,
II isstill more ft:cibly true to dsy.
Business has thrown of many. of the
forms that hampercd men engag ed in
II Retailers no longer ito their trade
ono house, nor expect to be person-
ally acquainted with each one of
their customers. People buy cf the
party who offer tho best bargains
he he friends or strangers. Al
thoneh the Young firm Of Sharp 3
Beaten are selling goods very low,
II Is not known around the town, aud
they have no trade. Slow u Steady
have q good stock, are we'll known.
AMI claim TO sell a. cheap as the
cheapest. Sharp Il Beaten must do
something to inform the public that
they have q better stock Of goods
aud are selling cheaper than Slow&
Steady they must advertise.
Tomorrow IL will de heraldcd
about the city that Sharp & Beaten
are selling goods cheaper than any
firm in tho city. People will wonder
if it is true they will call "iust to
price things buy much or little,
and go their way. Slow Il Steady
notice thai great deal of their old
trade is going across the way :;
what shall they do TO regain it I
They conclude they must advertise
and in this way advertising is I'm abb
solute necessity. To gain customers
We must advertise we must adj
vertise to keep them. We must
create demand for new goods by
keeping their good qualities before
tho public.
"Every business should be ad,
Vertised, no matter where or what
t is. If moderate custom was
sure among circle of friends and
in given locality, it
would still be to the merchants in-
crest to advertise and Increase his
5rade Tho main expenses of doing
business will be abont so much, be |
he amount transacted greater or
ess A largo business can be done
1t much less percentage OF cost
han small one. A man can better
'fford to sell ono hundred thousand
ioilars worth Of goods Mt profit OF
.eu per cent, than fifty Thousand at
fifteen per cent. A merchant may
,Spect to hold trade by selling low.
)ut he must have first made it |
Known in some way that he is
'eady to sell low, or he will not get
he customers.
Ways advertising are az numer.
'us as the busy brain Of man can
invent.
"Pos,ers on the wall are good, |
,ut they are there only few days,
md then they are covered by anoth-
or advertiser. Signs nailed to trees
llong the country roads are eflectual
while they last, but they soon be.
,ome old, or are rendered of no val.
10 by a dozen others being nailed
over and under them.
THE most unmitigated humbugs
IN soliciting advertisements are the
nen who have "hotel cards. depot
cards" "bnsiness cards." maps
md similar denominations. Men
will invest in these wildcat enter.
prises who think an advertisement
IA tho daily or weekly paper is 80
much money thrown away
~ retailer should advertise in
every legitimate way. II by circul-
lrs, they should contain but o very
lew lines, and ought to have some,
thing about them to attract the
reader. But tie retailer should in
rest ninty>nine dollars in The COLI
nns Of his tocat paper 10 ecery one
hat he erpenas Tor circulars, hand
bills or cards. His name should
DO constantly before the buying
public. But q small card OF half q
lozen lines, paid for by the year and
never changes, is of doubtful value. ;"
-Ertract from son the Road to
IL