Orleans County monitor. [volume] (Barton, Vt.) 1872-1953, 1890-04-21
Tell the Truth Always.

OF two advertisers the one who
tells the whole truth concerning an
article will in time be more successful
than he who tells only portion of the
truth.
This does not mean that advertis-
ers or statesmen shall talk simply for
the pleasure of showing how much
they know concerning the goods. Ex-
perience has fully demonstrated the
truth of the slang phrase, ''Talk' S
cheap" and it is we'll known that the
salesman who talks necessarily is not
the ma n who sells the largest quanti-
ty of goods, nor is the longest adver-
tisement the one most frequently
read. But if it becomes necessary to
go into detail bout an article do not
equivocate concerning it.
Some advertisers will deliberately
go out of their way to Liza hard, but
nevertheless true statement. This
cloak So; worth SIP. This beautiful
cashmere 50 cents worth $3.50.
The man on the "inside" knows
that a house could not sell staple
goods all the year at loss, and con-
sequently there must be lie some
where. The public may be taken in
for time, but there will surely be a
reaction. A merchant once said !:
ssOf COURSE if we were doing business
in a small town we could not play the
public with these constant bats, but
we calculate that by the time one
class of people has become dissatis-
fed, another class of the ever shifting
population will step in and take their
places. This is a bad principle upon
which to do a permanent business,
and judging from the change in the
style of this same merchants adver-
tisements, he also has become con-
WINGED that it is bad.
There is another style of advertis-
ing which is practiced in some of our
best establishments. No lie is told,
but the truth is expressed in manner
intended to mislead-a species of act
ed lie. During the past season there
was time when fur capes could not
be delivered fast enough. Every
body wanted them, and the merchant
who was fortunate enough to have
stock of these goods could turn them
over at fair profit. Astrakhan was
one of the popular furs. The capes
brought about SIP and the muffs
about $3.50 and 81 at retail. No
wonder, then. that many ladies were
allured by sign on cape in an up
town store which read, "Remarkably
cheap. Only s3.75.' The writer
was in the store when lady asked
to be shown one of the 1919 capes.
ooh! that sign don't mean the
capes," said the clerk, est is the muff
that is 1915"
"Then why" asked the lady, edo
you put the price on the cape and not
on the muff %
81 don't know. suppose that the
firm take it for granted that nobody
would expect to get a fur cape at
that price, and that the $3.75 must
refer to the muff.'
'That may be as you say, but it is
nevertheless an attempt to deceive"
This was the customers's verdict,
and she was entirely correct. When
the customer had gone inquiry was
made and the fact elected that for
some reason the trade had fallen off
wonderfully for the two days that the
sign had been exhibited. 1t was plain
that the ladies, feeling indignant at
an attempted imposition, turned away
from that department without making
any purchase. -Mdnchester Journal.
How ABOUT THE HoRsEs?-If they have heaves,
give Weare's Heave Cure. If they have worms,
appetite is poor, need tonic, give Weare's Condi
ton Powders. Sold by b. C. Pierce.
Weare's Poultry Powder is a for chick
Ell cholera and roup, and greatly improves the lay
ing qualities. Sold by III. c. Pierce.
E. r. Smith, Bristol Springs, Ontario Co., N. Y,
says that "Agoi gives magic relief in pinkeyes and
listemper in horses and asthma and rheumat in
man, Sold by IL. c Pierce.