The San Francisco call., 1896-11-09
BACKING UP ADVERT
MENTS.
Why Three Tenths of the Advertising
Fails.

Fails.
Business men as a rule expect too much of
their advertising Advertising by itself does
not sell goods. 1t is simply the connecting
link between buyer and seller. When it has
brought the customer to the door its work is
done. If the prospective buyer is not we'll
looked after when he reaches the store the ad-
vertising will show loss.
There is no factor more important in trade
than the salesman. A careless, ten-dollar-a-
week salesman can kill the effect of thousands
OF dollars worth of the very best advertising.
know OF half dozen stores in this City
who are ontinually advertising tremendous
bargains" genuine values" etc. When a
customer inquiries for any of the articles ad-
ver;ised the clerk will first make a determined
effort to sell something bigher-priced If per-
sistently urged he will finally show the arti-
cles, but with remark that the goods are of a
very poor quality, would not suit the pur-
! chaser, etc. Should the customer insist upon
purchasing the cheap article, the disgust of
the clerk is apparent, and the buyer is made
10 feel that 1T was some thing to be ashamed OF
to desire to purchase any thing cheap.
Not long since was in a store watching the
progress OF special sale. Piled upon a coun-
ter near the door were number of articles of
wearing apparel, slightly damaged, which had
been that day advertised. A prospective buyer
who had been attracted by the advertising
came in and stood looking over the articles for
some moments, then stepping over TO the floor
walker, he asked if they had any similar arti
eles not damaged at about the same price The
question, perfectly civil and reasonable one,
was received as though it conveyed deadly
insult, and the fippant answer, "Of course
not; do you want the earth?" was hardly sat
isfactory TO the would-be customer, and of
course he turned away never 10 return.
know man who went into shoestore in
this city last week. where three clerks were
"busy" tO telling iuuny stories IN the rear
After waiting for five minutes. one of the
clerks came forward and asked if anything
was wanted. While the "trying on process
was in progress, friend of the clerks came in
and the customer was left to his own rehec-
tions for an other five minutes, while social
topics were discussed by the friends" This
man told me that no amount of advertising
would ever induce him to trade in that store
again.
These are not isolated instances; dozens of
similar cases could be named.
We read many advertisements which invite
us in beautiful language 10 ''come in and look
around without thought of buying" Well
now, you try that in San Francisco, and will
guarantee that in the majority of cases if you
say you Ire ''just looking round" you will be
treated like an interloper and made to feel
like one; and should your examination of
goods cause you to ask for information or as
sistance you will be made to feel welcome
ana at home" by attention SO grudgingly be-
slowed that it borders on insult, to state it
mildly. And this is not an exaggerated state
ment but cold, bare fact.
Another point which initiates greatly
against successful advertising is the, gener-
ally, absolute indiffer ence of clerks 10 the sub
stance OF the firms advertisements. Suppose
an advertisement brings reader to the store !:
he asks pertinent question about the article
advertised. Should the salesman not be quick
and decisive with his answer, but hesitate or
possibly go to another salesman for help he
Immediately creates a suspicion in the mind
of the would-be buyer that the promises of the
advertisement are not to be carried out
statesmen should be constantly in touch with
the advertising of the firm they represent
Nor are these drawbacks the only features
that advertising is looked TO to overcome. 1
am frequently asked by business men why re-
tail advertising in San Francisco is not pro-
ductive OF as quick returns as in other cities.
believe we have not far to go to find the rea-
son. We are simply suffering from an over
dose of "faking.'
Time was, and not very long ago, when the
extravagant expressions cost ''below cost"
"half price," etc.. were the key to crowded
houses. Then the advertising was strictly
carried out in the store. But unscrupulous
people look advantage OF thelr nelghbors' sue
cess and as soon as business was dull made
haste to put ''sale" ad in the paper and
"sale" sign over the door, then sat down in
their Offices TO watch the suckers come in
The prices in the store were not changed, ana
in many instances even the window prices
were left the same.
Prices are published to-day with values at
tached that would have astonished us several
years ago. Now they create scarcely any COM
ment. People have learned from Bitter expert
ence that something cannot be given, and is
not given, for nothing. The consequence is
that faith in all advertising has been shaken.
The>legitimate merchants are suffering with
the "fakers." If people do not believe adver-
tisements they will not answer them.
The remedy, l think, is TO cut loose from
tremendous adjectives, come down to ordinary
everyday language and to tell absolutely
nothing but the truth. That famous Abe Lin
coln-ism is as true to-day as the day it was
uttered-'No success can be lasting that is not
established on a solid basis"
CLEMENT WILDER.
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