Milford chronicle. [volume] (Milford, Del.) 1878-1974, 1896-01-31

sod-tImes buyIng IS oyeIonio.

1nys little anyway Many Titles
must make much.
After the rush. most shop keepers
pull down the blinds, cover up the
counters, discharge some Of the helm.
and 90 into their usual quiescent
quarters, ia wake up when the brisk
hreezes Of trade fan them back into
life.
is there a man of you with a wife,
sister, or mother-in-law, who has not
heard her say again and continually
that she will buy that cloak, or that
hat, or that something else, after the
rush. She buys so called presents
during the season, and waits for the
active trade to be over before pur-
chasing expensive as well as econ
omical necessities
She is waiting for two reasons:
First, better selections can be made
when stores are less crowded; second,
prices are lower, and she proposes to
benefit by discounts.
You will not make as much money
by selling at discount after the rush
as you do at full price during busy
season., You have a certain number
of goods left over If you want the
money more than the goods, you can
afford to make a discount for the
money Now the QUESTION is, will
you keep the goods, or have the
money? If you make a discount,
and people don't know it, you might
Just as wellnot make discount If
you make a discount it is evident
you are willing to sell all you. have
at discount for the sake Of the
money. Then why not sell out all,
instead of selling a little, or q party5
The majority of people in every
community are waiting for the after
season bargains. They are scanning
the papers and reading the adyer-
tisements.
The man who has the blindness to
be an extensive advertiser after the
holidays and other seasons is the
man who will exchgnge his goods
for money, and will obtain for him
self permanent customers, which he
may never have seer during the rush
Of selling season.
When the majority Of merchants
, do not advertise in after seasons, the
liberal advertiser shines all the
brighter by the singleness Of his
progression,
One reason why trade is dull after
season is because the majority of
merchants make it dull by letting
down the bars of business, and sit
ting on the rail Of discomfort. They
imagine that they cannot sell goods,
and therefore they don't.
In every community there are a
few progressive merchants who push
for trade at all times and especially
when the other fellows are not push.
ing. These are the men who get bus
mess away from competitors, and
who do the bulk of the business all
the year around.
There cannot be dull times in a
live store.
People must buy things no matter
= how great the depression, and they
. will buy of the concern that does
not appear to notice the hard times
, They like to enter the store of hustle
where business is on every face
They don't care for the crowds but
, they do like to see progressive bus
mess progressing.
Ifyou can invent any other way
of letting people know that you have
afterseason bargains and dull time
inducements, than regular, persis ent
and extensive advertising in the
local newspapers, then you are the
discoverer of a new way Of building
business,
My experience is that local bus
mess can only be byit up by local
advertising in local newspapers, and
that there is no better time in the
year for extensive advertising, if that
advertising be rightly written, than
following the holidays, or any other
flush time of business, for then your
competitors crawl iuto their holes,
and leave the field to you.
Printers, ink is the only fertilizer
for the field of trade, and newspapers
the most economical spreaders of it.
When your competitors see you
are doing a great business because
you are a liberal after season adver-
tiser, they may follow suit, but the
man who follows never does the bus
( mess of the leader. They will not
realize what you are doing, until
you have gotten the bulk Of the bus
mess.
The majority of business men are
uncourageous. They curtail expen-
SEES when they should spend more
money. They assist in making dull
times duller. There is the best OPP
portunity for the progressive man to
obtain, by heavy advertising; the
bulk of the after-seasan trade "a
trade which exists, and which will
will come to him il he will but spend
a reasonable amount of money to
obtain it.
Nothing is free in this world.
Something for nothing isn't busl-
ness.
He who has big bargains must pay
something to let people know Of
them, or his big bargains will be like
a grand spectacular show on the bare
face Of the moon, worthless because
it is without audience.