Rock Island Argus. (Rock Island, Ill.) 1893-1920, 1897-07-17

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In advertising, always be
As honest as you can:
Be sure it's merchandise you SELL
And not your fellow man.
Chicago Post
The advertisement that impresses
the reader Is being true is better
than one that strikes him as being
clever.
As advertisers come to understand
the knack of preparing their copy,
they find that the readers will turn
more or less eagerly to their space to
see what they have to say.
-
In writing ads never leave the
roader in doubt. Say exactly what
you mean 30 1t can be easily under
stood. 1t may cost few cents ad-
ditional but it pays in the end.
50
There may be cheaper methods Of
advertising than doing it in news
papers, and there may be papers
that will do it little
cheaper than The ARGUS, bst
when a man comes to you and
cuts THE ARGUS prise don't forget
that he knows he cannot give as
good service, for if he could. why
would he cut the rate? He knows
best what he gives in return and
makes the price accordingly.
Don't wait until the fall DAYS come
when you are busy marking goods to
outline your advertising. During
these dull days figure out to your
self about how you will conduct your
advertising for fall and winter. De-
eide now on your course and when
the time comes you will know about
what You want to do. It will be
quicker for you and easier to write
your ads, and more satisfactory all
around.
When you are writing your check
for the payment Of your advertising
bill and the thought comes to you
that you are paying for . ..dead
horse" remember then that your
business success depends largely on
your faith in advertising and that
faith without works is dead. It is in
supreme moments like these that
the christian stands the test when he
says: .'Get thee behind me, Satan. :"
Once he has overcome the temptsr
he is stronger in his faith and
he redoubles his energy and am
bition to win the fight. So it is
in advertising. Oitentimes when
a man has made q worthy effort,
has plodded along day after day.
making no great visible Roadway,
but still gaining ground slowly,
when he has reached the point when
he is almost ready to round the goal
of success, it is then in business, like
in religion. that the tempter comes
and for few pieces of silver takes
from him the rich reward that his
long days Of toll have almost placed
within his grasp. Advertising bills
are just as necessary in conducting
business as bills for insurance,
lights. heat, clerk hire and the other
items that go to divide the profits Of
merchandising, and it is only when
imbued with q spirit of false econo-
my that men forsake that which
gives greater returns than anyother
agency in building up business.
~
There was man who advertised
But once-a siugle time,
In spot obscure placed he and his ad
And paid for it a dime.
And Just because it didn't bring
Him customers by score.
"All advertising is fake"
He said, or, rather swOre.
He seemed to think one hammer tap
Would drive a nail clear in,
That from a bit of tiny thread
A weaver tents could spin.
II he this reasoning bright applied
To eating, doubtless he
Would claim one little bite would feed
Ten men century.
Some day, though. he will learn that to
Make advertising pay,
He'll have to add ads to his ad
And advertise each day.
New York Sun.