Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-06-17

The advertisement which reads
BEST PIANOS
at
JOHN SMITHS
undoubtedly has certain amount of bust
ess-bringing in it, but 1t can never do as
much good for John Smith as it would if he
lad something else 10 say about his pianos
man that they are ''the best"
The discipline of experience has taught
me 10 advocate constant change of style in
advertising. 1t has made me believe that
no one style of advertising, no matter how
pr0ti,aDle or how much it be recommended,
j. worth anywhere near as much as it was
Wien il was new and fresh for the adVer-
iser.
Whether the style be modern or that of
the poster style in the backwoodS weekly,
!, cannot retain for the advertiser who uses
il. the fun vigor of business bringing
strength after it has run the course of a
car Thy plea reading-letter style of adj
reriising has paid, it is now paying, and it
may continue TO pay for ages, but 1t cannot
be worth as much as it was when its bright
Less was undimmed by age.
The man who advertises by descriptive
faattt. this Month, had better advertise by
more open matter next month.
The man who has persisted in the primer
sty!e Of advertising for three months can
well consider the advisabiily of hunting
up some new style for the next three
months.
The primer style is good. 1t was invented
b. one Of the brightest advertising experts
which the world has produced. 1t was pre-
sgu'ed 10 the American reader at time
when advertisement writing was going
back 10 the conventionality Of the dark
ACES The public was delighted. Some
thing new under the advertising sun had
come to II The well-written primer, par
,itl!arly that written by this genius in
primer writing, is work of business liter
atUre. ! believe that any advertiser can to
-reat advantage use the primer style, but /
do not believe III persistently using it after
it, good rs it may be, becomes a catalogued
chestnut.
10 man thinks Of keeping on his counters
The same goods arranged III the s;L1le way,
indefinitely The Shrewd business man
buys new goods. or rearranges his old ones.
He is constantly changing things so to be
up with the times if not little ahead OF
them. He is putting down d new carpet in
lis Office, embarrassing his walls up goes
anew sign perhaps he is building a new
store.
Tie quantity of business sagacity is
shown BY the ever constant endeavor TO
make people see that the business man is at
tending 20 business, and ready for more
business
There is no part of business which so
absolutely requires constant change, origin
atty, different style of expression, and man
Lar q expressing il. than does the adyer-
lSement.
know that I am putting myself against
the argument that the proof of the pudding
Is in the eating of =" that that which has
paid had better be persisted in until the
end OF time. if 1t continues to pay.
Because man has always done business
under gas light, is there good argument
acainSt the electric light?
Is there any sense in persistilg in one
line Of action without branching from it
sufficiently TO discover other lines or
branches, which although not of material
rnaIgo are sufficient to attract those people
who have never before been reached!
No one believes more than 1 do that radi-
cal changes are dangerous. | know that
The business man who has made q success
w0rnn" along one path had better keep
h feet in that path until they step off OF it
forever. hIt the feet can be in the path,
while the arms are reaching out for newer
and ircsher things, while the head is bob
Elr from one side TO another. inhaling the
higher air IF enterprise. sending to the feet
new circulation born from the mother of
tle'iwss.
Tie old fosy idea CT persistently follow
ing N the old ruts, because the old rutS
have held the business, is absolutely sure
10 bring ne new business, and it even may
Rot hold the old.
The store which can get new business is
generally the sore which holds all the old
business
The man who IS advertising in dignified
way need not, for sake of change. advertise
HF.RT 4
-.l1s Of dignity as there are of anything
E.Se
An advertisement is that which a man
sends out from his store 70 ask the people to
me to him. Would the same man think
u asking his wife's sister on Monday to
Zone to see u.s." on Tuesday to Come to
zee Us; and repeat the same hackneyed in
'iAnon for the ba;ance of the week, and 50
N until the woman dies or comes to see
am If the same man ask the same woman
. come 10 see his family on Monday, and
She does not come on Monday, to say to
Ter on Tuesday, I'VE are going TO have
Efawoerry Shortcake for supper, why not
lrop around TO see usl'' he adds an induce
o2lt which appeals to her palate. If she
aces not accept it, on Wednesday he may
Say: We are going TO take ride TO the
ais: would you like to accompany my wife
iHc l'' Here no adds still another induce
--sAt. SpHelnlnS winch Appeals 10 another
ice Of her natural desire The plain inyi-
alton is still there, but so framed, that it
becomes Interestingly cordial. 1t is simply
! different way of saying the same thing,
Win the weight of the invitation increased
Vy ne attractiveness of it. The advertise
Gent IS nothing more or less than this sort
" invitation, only ii is more general: but
!, must be varied as often rs any other in
ttlllIon 10 attract the new as well as to hold
!he old
, / an willing TO stake my reputation upon
The statement that no style of advertising,
20 matter how good, retains 80 per cent of
Us pulling power to the advertiser after it
Las become year old.
The advertiser who finds his advertising
S NOT drawing had better investigate the
iauJ in himself before he investigates the
fault III the paper, or that in the not-yet-
'ome-to,him customer.
On general principles. the more space an