The Manning times. [volume] (Manning, Clarendon County, S.C.) 1884-current, 1889-08-28
Anecdotes Of Advertising.

4 retail dealer in hats was once hearC
to say, at the time Of paying a bill fol
single city newspaper for little more
than two hundred dollars for adver
tising special grade of hats: The en-
tire invoice of those hats was less thai
two hundred dollars, and this bill is les:
than one-ffth of the total amount paic
for advertising them; yet, am satisfied
that the advertising has paid" Inc
explanation was that the hats were pc
culiar-not such as were often seen, but
had certain reputation with the pub.
lie. Men who habitualIy bought hats al
other stores dropped in to look at the
novelty offered, and decided, after
seeing, that it was not anything spe'
cially desirable for their use. but OBJ
serving that it was a hrst-class hat
store, had the newest styles, and a
greater variety than the place they had
previously patronized, ended by buying
hat, although not of the sort adyer-
tised. The dealer thus made his two
hundred dollars worth of novelty sell
many times their cost in other and more
standard goods, and among the custom.
ers who were thus induced to make OF
him their first purchase, some of them
doubtless continued to patronize his
shop for years afterwards.
A similar experience is recalled OF a
clothing dealer, who advertised 'au
wool overcoats for nine dollars" he
had the coats and they were as stated,
and well worth nine dollars; but as a
matter of fact he had great lines. of
other goods which were worth more or
possibly could be sold for less money.
The promise of call wool'' was what at
tracted the notice of those who wanted
overcoats, but when once in the store,
the seeker was generally inclined to take
another coat-a better one, probably,
and pay, nc. doubt, higher price. Yet,
the coat act1aH!y sold could not have
been advertised in amy way which would
seem to specially promise bargain:
This dealer. referring No the adver-
tisement which had that informing ap-
peared, said, Git was aans-ts YEARS 7sggoj ::
II bad Edward Everett in here this
morning before half-past nine"
s.Did be want an 'all-wool. overcoat
for nine dollars2'" was asked. "Ies,.
that was what he looked for. 1t was
for his coachman. We showed him the
goods, and he was pleased with them,
but finally selected better coat, and
paid seventeen dollars for it."
In this case it was Cali wool for nine
dollars" in the advertisement that made
the sale, and possibly FIVE hundred dol
lars worth of such coats would bring so
much trade as to justify an outlay of
five thousand in extending the publica-
ton of the announcement which had act
ually proved to have tie power OF at
Uracting customers.
When the last "all wool" garment
was sold, the advertisement must be
withdrawn. for although customers
bought something else, they would In
sist upon first seeing the exact thing
which had been promised, and were
this not forthcoming, and of quality
calculated to favorably impress the
would-be purchaser, he would retire dis
satisfied, and could never again be IN
du:ed to visit that store. Advertisers
must keep faith with their patrons ana
be prepared in all cases to give them
exactly what was promised.