The Wichita daily eagle., 1897-12-16
Southern Kansas Business Men.

If you want to say something at length.
| say II even if you have TO use the very
| smallest type.
Silsbee & Scott, Hutchinson. write this
and It is very good. indeed: Groceries well
bought are half sold.'
You can not win the public with gener-
alties. You must get down to details in
your advertisements.
The glorious time OF Christmas should
not be desecrated by too many price quo
tations. Get in little sentiment with the
Arabic figures.
After you have written an advertise
ment imagine yourself a mere reader Of II
and read 1t again, just as the man who you
want for a customer would read it.
The use of very small type in large space
is attractive 20 certain people as a novelty.
Lots of people delight In reading the small
! type conditions on their fire insurance pol
ices.
The Star clothiefs OF Hutchinson speak
| OF an overcoat as "an opportune gift be-
cause ii reflects the warmth OF the giver' 5
sentiments and brings warmth TO the re-
ceiver"
1t doesn't pay to follow the advice Of
most Of the eastern expert writers OF ad-
vertisements. They are not experts. A
good many Of them are the biggest asses
ever entrusted with pen and ink.
As a rule the theoretical advertiser thinks
he knows more about advertising than the
actual advertiser. The world is full of
unsuccessful merchants who can tell what
they would do IL they were advertising.
In announcing a dry goods festival"
Irvan & Brown of Hutchinson say this and
il Is said exceptionally well: "A bold de-
parture from hackneyed methods. II VIII
be the innovation OF a new idea. original
str.king-unique-a benefit TO the peopi5
worthy OF the leaders. We acknowledge.
with hearts fun Of thankfulness. the court
esy Of the people, Of cur friends and 90
toners. for the last eight months for our
great success. and We want TO reciprocste
with something more than mere words O.
thanks; We want 10 give You al hand
snake that means something. We viii
have no bands OF music, no flowers and dec
orations. 10 souvenirs. We wan; 10 offer
you hing far better-somsthing tha;
vii make a lasting impression We re-
quest the public % take advantage OF ogr
grand Offering" After this the prices that
follow are sure 20 have careful attention"
In the course Of an article on the sEs
of advertising the ST. Log.s Globe Demo
crat editouzlly says. There was tine
when TIE advertising columns of TIE news
paper presented a mo1ofOnous zppearzncs
from dsy 70 day. They we're written u e
fo-sna. style and condensed % feE OF
unes A look nov through the zdvsrtss-
.ug matter OF a live newspaper - inter-
sstiuz. and 20 many even fascinating BIT
AZ examination OF !; & far more tran .
pzsti-1e- II is fuE of vziuzbie buEl lress
points and opportunities. and brings clear
Il 20 mlrl CovyeTs thought q = nap =
busy lfe is auc;uaLous. ard rs vast cCz-
csr-s Wa an Increase q vitality - az
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