Wheeling Sunday register. [volume] (Wheeling, W. Va.) 1882-1934, 1893-01-29
local Advertising--Points for BusinsA
Man.

OutECGS. Inv NooC Al SbAA Sa'
Local Adyertising.-Points for BusintA
Men,.
W. 4. RmgTJord IN Dry Goods Economist.
%Paradoxical, but Woodworking
pays and doesn't. Judicieus advertls-
ing pays. Success will come 70 all who
a v something good TO sell, have 10
Interestingly and instructlvely written
up, then properly displayed and con-
s~picuously placed in the right medium
IL is strange that business men, count
ed smart and shrewd In other dlrec-
tlons, know little or nothing about The
true science OF a advertising, for judiciof
advertising is really a true science
You may write excellent business ~
nouncements and waste their force by
placing them in poor mediums. You
nav know the best mediums and then
not be able to write cuisines bring
ing" advertisements. You may know
the best mediums, and be able 10 write
good business announcements, and yet
not receive the fullest returns possible
through unattractive display or unde-
slrable position.
Test every medium you see. Secure
IT'S sworn circulation. insist upon a prici
consistent herewith, and test eq
medium for a given time with spe4
articles or inducement readily traceSO1o.
Do not expect too much, ard above
all do not expect instantaneous results.
II such come so much the better. Ad-
vertising is accumulative and, all things
being equal, the results from the last
four months OF q year should almost
equal the first eight.
Word your announcements plainly,
honestly, forcibly-talk In the papers as
you would by word OF mouth.
Underestimate rather than oyeresti-
mate.
Shnn sen~sationalIsm or Lny language
calculated 10 lower your personal az
nifty, the character OF your merchan1Se
or the standing OF your establishment.
Keep In mind that permanent results
are what you are aiming TO secure.
You can make an announcement 20
the public that will put thousands In
line awaiting the opening OF your doors
but unless you give them fully what
you led them to expect IL Is bad adyer-
Using.
The sole object OF advertising Is TO
create new business-new customers
continuously-to show a marked In
crease in your business month after
month Snd year after year. Unlessk'
does this the advertising or the stores
at fault.
Right here 10 Is well TO remark that
all the advertising possible 70 do will
not make q business continuously and
permanently successful unless the store
is ~rlght-unless the goods are bought
right and sold close; unless legitimate
competition is met-unless the business
Is honestly conducted, thoroughly Sys-
tematized, under brainy management,
assisted by competent, neat and polite
employees. q
1t is not a science Or a secret 10 con
duct a business successfully. A man
who thoroughly understands his busik
ness and Is constantly alert 10 the re-
aulrements OF bis patrons, commercially
abreast OF the times" has a little fore
sight, tact, enough common sense 20 be
honest and will advertise, can become
successful.
Study seriously this question OF adj
yartlsing. Do not permit your early adj
yertising experience 70 be so costly as
to shake your confidence In It's ultimate
efficacy.
Go fast slowly.
Fight shy Of all single issue mediums;
that is, fair, entertainment aud other
programmes and ~spasmodically issuef
journals.
BE wary OF hotel blotters and regis
tiers, maps, clocks, directories and thou
sands OF similar schemes.
Any advertising from which trade
cannot be directly traced IL not the best
Advertising. While IL Is advisable 10
many instances 70 print catalogues.
pamphlets, brochures, circulars, &c,
explanatory Of your business or q feat
ure or two, they are not necessary eI-
cept where a until order" business Is
done.
Newspapers are absolutely the very
best mediums for advertising. and the
time will come when n~ine-tenths OF e
advertising money will go into themb
Firms are frequently judged By their
business announcements, and IL 10 ex-
ceedingly important that the tone" OF
our announcements should be clean,
clear and foTcible 10 order that q good
impression may DO created.
II you have not the time, inclination
or talent 10 write your advertisements
place the matter 10 the hands OF some
competent, intelligent and trustworthy
advertisement writer or agency. just %
you would give Jour legal business TO .
lawyer.
- all
closely. have system, conduct your busi-
ness upon q generous, honest, straight
forward basis, keep abreast Of the
times" make these facts known
through the newspapers and your sue.
cess Is assured.