The pioneer express. [volume] (Pembina, Dakota [N.D.]) 1883-1928, 1890-06-27
TELL THE TRUTH ALWAYS.

Some ial"ts tn Advertiser That May -
Worth lIeetling.
or two advertisers tho one who teIls
tho whole truth concerning an article
will in time lc more successful than he
who tells only a portion Of the truth.
This does not mean that advertisers or
statesmen shall talk simply for tho pleas.
urc Of showing how much they know
concerning the gnsls Experience has
fully demonstrated the truth of the slang
phrase. Talks cheap" and it il well
known that Ill" salesman who talks in.
rcssantly is not me man who sclls the
largest quantity 81 gu,ds. nor il the long.
rSt advertisement the one that is most
frequently read. Tut il It becomes nee.
essary I" go int" detail about an article
do not esIuivtratc concerning it.
Some advertisers will deliberately 80
out Of their way To liza hard, but ncv.
crtl,cIcss u true statement. This cloak
Il: worth $i:." This beautiful cash
mere o. cents: worth $1.!N."
Tho man on I'll" "insi,lc" knows that
house would not. and indeed could not,
sell staple gn,l> all the year at n loss,
and consequently there must te lie
somewhere. The public may he taken
in for u time. hut there will surely be q
reaction. \ merchant once said: "Of
course. il we were ,loing business in
small town we could mot play the public
will, these constant bats, hut We calcu.
late that 10y the time one class of people
has become dissatisfied. another class Of
the ever shifting population will step in
and take their places" This is q bad
principle upon which, to do a permanent
business. and Judging from the change in
the style of this same merchants advcr.
tisemcnts, lie also has become convinced
that it is bad.
There is another style Of advertising
wl,icl, is rracticc,l in some of our hest
establishments. No lie is told, but the
truth is expressed in manner intended
10 mislcaI II species Of acted lie. During
the past season there was time when
fur calm.s could not liz delivered fast
enough. Everybody wanted them, and
the merchant who was fortunate enough
to have u stock Of these goods could turn
them over at fair profit. Astrakhan
was one Of the popular furs. The capes
brou ;l,t about f1a and the nufrs about
S3.:,D aud s. at retail. No wonder, then.
that many lNlics were alluretl by a sign
on cape in an up town store which
read, Remarkably cheap. only $3.15."
The writer was in the store when a lady
asked Z" liz shown one of the 1915 capes.
"Oh! that sign don't mean the cape"
said the clerk. lit is the muff that is
3.s5."
"Tl,cn Why" asked tho lady, ''do you
put the sign on the cape and not on the
mufE:"
lin sure l don't know. suppose
that tho firm take it for granted that no
body would expect to get q fur cape ut
that price. and that the S3.7S must refer
to tho muff.
THAT may he as you say, but it is
nevertheless an attempt to deceive"
This was the customers 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 OK.
hibitcd. Itwas plain that the ladies, feel
ins indignant at an attempted imposition,
turned away from that department with.
out making any purchase.-Dry Goods
Economists.