The Hawaiian star. [volume] (Honolulu [Oahu]) 1893-1912, 1896-08-22

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any other month. The largest part of
the clothing stock of the wise clothier
of San Francisco is composed of med
ium-weight fabrics, in all-the-year-
round colorings. Of course the
fashion in cut of the clothing, the
weave and coloring of the cloths are
changed every few months to conform
with the advanced styles, and certain
amount of lightweight and heavy
weight goods are carried to cater to the
tastes of those who cannot forget the
hot summers and severe winters of
their previous places of residence.
Clothiers should find July and August
profitable months in which to adver-
tise. Food must be had every day in
the week. Furniture gets broken or
wears out, and must be replaced. Even
the ieweler and dealer in art goods,
who say that their wares are only in
demand at Christmas time can find a
ready sale for the right thing every
business day in the week. Never day
passes without wedding, and bridal
gifts come from the jeweler and art
dealer Then there are the birthdays
to be remembered suitably by pretty
gifts frofh loving relatives and friends,
and the young man of the period
squanders his substance for presents
for his best girl, and people redecorate
their homes, and in fact the whole
mechanism of everyday life runs
certain kinds of merchandise can only
! be sold at Christmas time, why do bus
mess men keep their stores open the
other ten months of the year, and pay
rent and wages and pay for light and
all the other numerous expenses, eN-
cepting advertising, which come in the
ordinary routine of business.
81 do not mean to say that as much
merchandise can be sold in July or
August as in April or September, but I
do say that much more could be sold
during those months by some mer-
chants if they would publish sugges-
! tive, honest announcements of what
they have to sell, and what they are
willing to sell it for. Advertisements
that would suggest to the mind of the
possible customer some unthought of
article, creating certain desire to
possess that article. This want can be
created by honest, sensible descrip-
tions of the articles that are in the
store for sale. No false statements
about selling it for less than cost, etc,
are needed. OF course, if you can
really sell it for less than cost, it is a
good plan to say so, but never forget
to tell the reason why, and let that
reason be convincing. Stocks may be
broken-perhaps only ii few of a size
or color or kind left. Undoubtedly
there is somebody in San Francisco
who can wear the sizes that you have
possession would be becoming, and to
whom the styles remaining would be
pleasing.
Find these people, by advertising
the goods that you have truthfully
and clinch your convincing arguments
by price so low that the ones who
are in need of the article cannot af'
ford to overlook the chance offered tc
them to purchase it.
II do not believe that one has tC
be great writer to prepare convinc
ing advertisements, but one should
know something about the goods they
offer for sale-should give the public
the credit of having brains and com
mon sense, and taln to them in the
newspaper column just as he would
talk to them over the counter, tel
them exactly what the goods are, ant
relying upon their judgment to decid,
whether they are cheap and profit
able investment for the price ht
charges or the contrary.
you must catch your hare before
you cook it'-you must get your Gus
toner before you can sell him you
wares. Try little good common sens,
summer advertising-no telling how
long you have been in business, wha
; lovely show windows you have, hov
hard up" you are and a thousand ant
one other matters of a strictly person
al nature, but tell what you have tt
sell, how it looks, what it is made of
: what it is good for, and above all how
much you will sell it for
: Practical Aid.