The Democratic press. [volume] (Ravenna, O. [Ohio]) 1868-1901, 1891-02-04
The Salem Republicans Man About Town
has the following to say about advertising:
HOW TO ADVERTISE.

HOW ~ ADbtK1lSb
The question of method in advertising is one
having infinite range. The matter is one of the
very first importance, and cannot be too care
fully studied. One thing about it may be set
down as true, is that every mans advertising, IN
its language and style, should be characteristic;
characteristic of the man, characteristic of his
stock, characteristic of his commercial position.
For every man has his peculiarities of develop
ment. When he speaks we know it is he, though
we may not be looking at him, and his adver-
tisement should represent him like his voice.
He should put his experience, his industry, his
enterprise, into his advertising. 1t is astonsh-
ing to see how merchants who are tireless in
their ndustry-at the store early and late, close
buyers, eager seekers after business, quick to
embrace opportunities for enlargement of lines
and extension of trade-it is surprising to see
how such business men coctinue their advertis-
ing in the language of the old rut,and announce
in the same words and the same type that did
duty for them years ago, that B. Franklin Tor
any other man, the name doesn't matter) is still
to be found at the old stand with choice stock
of dry goods. notions, ETC., etc" (The two
etc's are Indispensable in an "ad'' of this kind)
There is another and better way to do: If
a merchant has any snap, any energy, in him
self, let him show it in his advertising. If he
has any bargains in his store, let him say so. If
he has connections which enable him to sell
better goods, or the same goods at lower prices.
than anybody else, let him say that; say 1t
plainly, strongly. and in way to carry convic-
ton of truthfulness and on the same principle
that leads him to treat visitors to his store SO
that they will call again, let him write his ad-
vertisement SO that his NEXT advertisement will
be locked for. II you get persons attention
once, try to hold it. The whole thing is sum-
med up in this One should STUDY advertis-
ing he does every other department of his
business. Advertising is a science, simple it is
true, as to its main elements, but requiring
more thought and system than many of our bu-
siness men have been accustomed to give it.
Advertising matter should be plain in compost
ton, it should suggest the individuality of the
advertiser, and it should be continued indeh-
nitely in use.
In mercantile advertising where display is
used, it is well to make one advertisement have
| relation to another which is to follow. Havin g
secured the attention of a reader for his an
| nouncement, the advertiser can catch him for
| the next by line inviting particular notice to
| the proclamation which will appear in the same
paper the next day or the next week. as the case
may be.
The study of IN sthods is one which every ad-
vertiser can make very profitable. Newspaper
advertising is necessity for the good business
man. and pays him WELL but he can multiply
l its returns by using his space with energy and
judgment.
| ALWAYS HAVE LEADER"
The merchant who would secure and hold a
large CUSTOM should make it point to always
have some leader something he can rec
ommend as unusually good value for the mon
ey, or unusually desirable for some reason
Customers may come TO buy the " leader, on
which the margin of profit is apt to be quite
narrow but good salesman can usually sue
ceed in broadening the horizon of the aver
age purchaser, if he once gets him in hand, and
has honest goods and plenty of them in suttl
cient variety. Leave some advertising to be
A POINT FOR THE ADVERTISER.
Pay your readers the compliment of assuming
that they will understand what you have to say
to them, even if it be technical. If you make
or sell first class dry goods, tell where your:
differ from any one else's, point out how to tel
good cloth or lace, whatever you sell. Show
the economy in buying the kind that you carry
or if you carry more than one grade, of buying
the best.
THE NoN-ADvERTISING CLASS GOING.
1t is an age of STIR. Men must MOVE, anc
man who doesn't advertise in the newspaper i
a back number. Men regard him as curiosity
a relic-and the boys ask him where he got hi
hat. He is behind the times. The race tt
which he belongs is nearly extinct The adver
tiser has most of the business the relic used tt
have, and will soon have the rest. And whert
will the relic be then? What can he do but Il
retire from the unequal struggle, and join hi
ancestors in that silent city where nobody ad
vertises-that place whose inhabitants are notet
for being unanimous and for letting wei
enough alone ?" No trade revolution is NOR
complete-none better established-than tn
change which has been worked in the matter O
newspaper advertising. The merchant wh'
doesn't use the newspaper columns freely,
doomed. The merchant who uses them free
and judiciousy must reap great rewards.