The daily morning Astorian. [volume] (Astoria, Oregon) 1883-1899, 1894-03-21
THE ART OF ADVERTISING
Novelty is the Key to Sueeess--Be Original
and Your Fortune Is lnade.

n OES advertising pay? You are often
puzzle over this problem. Some
times you think 1t does, and then again
you are not certain.
There are days when an attractive ad-
vertisement just packs your store
with trade, and inquiries come dribbling
in for a month afterward for articles
advertised that day. But some days
the advertisement seems to fall fiat. 1t
is on these days that your faith grows
shal5y, and if you do not doubt the util-
ity of advertising you blame the card.
If you write your own advertisements
and lose confidence in yourself, you had
better employ some one who makes ad-
vertising his special business.
To write an original advertisement,
every day in the year. on the same
never-changing theme, is very much
like taking ten yards of dress goods and
making a new and entirely different
dress of il 800 times in succession. 1t
takes a clever head to do either He
must see the store side of the advertise
ment and the customers side Of it, the
one as clearly as the other Unwise ad- |
vertising can pull down trade and eX-
haust your finances more rapidly than |
good advertising can build up the one
or add to the other
Think of a house which, in the busy
season." when everybody is buying cost
ly outer garments, wasting its advertis-
ing space on three cent and five cent
notions, often not mentioning their val
liable stock once in a whole week. 1t is
like a sportsman who wastes his am
munition on sparrows when ducks are
flying overhead The harvest time for
expensive merchandise is at best but a
short month or two. The cheap, little
profit stuff, like the poor we have al
ways with us. If an advertiser does not
possess business wit, along with literary
ability, he will never make a success of
his calling. We often see advertise |
ments without the slightest literary
merit, written in faulty English and set Y
great advertisements-great in their Q
power of attracting people. They were n
full of business, even though they lack u
style" n
The kind of advertisements which
would prove success for one store
night not do at all for another, even
hough in the same line of business,
md perhaps located right next door.
rhe capacity for knowing his audience r,
must be innate in the writer; so must IN
he business sense. G
Remember there are other stores, Just fc
S good as yours, who sell at equally ~ol
Nv prices. Your only advantage-and h,
is yours if you take it's to have O.
etter advertising than they. This does -
OF necessarily mean larger advertising
more costly, for it is not the size of II
le space that tells, but what is said ty
nd how it is said that attracts notice tn
nd exci'cs suriosity. 10 10
wi
If you cannot spend $1,000 a week in tsi iG
lvertising' spend 5000 If you cannot tn IN
'end so much, spend slOO, and if your Al Al
'siness win not allow more than SO to Co
su
SO invested spend that Do not say
ere is no advertising except in a :
rye way One might as well say that usi
hVe-eent package of seeds from the rer
FiSt VIII not grow as well as the same tho
81 bought in bushel quantities. Have wa
ca seed and Plant it in good SOIL in COZ
ier WORDS write a good advertise cry
'n' ana put it in a good paper. Ten etc