The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1897-08-26
Southern Kansas Business Men

| NJ B. Kerr, dry goods, of Winfield, IS
| making a run on mackin toshes.
Earl Underwood, jeweler at Arkansas City.
| is advertising opal rings exclusively.
The big advertiser sums up the desid-
eratum IN advertising by saying: First
| catch the eye; then hold it,"
No one should enter the advertising field
until he has conquered the entire meaning
and worth of the word Continuity"
The fruit seller who displays his apples
| prominently and rubs them bright. sells
| the most apples. The same thing Is true
| OF any other business.
There is very little to be learned from
the saloon, but many an untdy clerk can
| learn a lesson from the neatness OF bar
| tender in his white apron.
Make your advertisement lens. and word
1t so it will focus public attention, not on
your whole store, which is impossible, but
on a single article in your store.
II is scarcely the thing for a merchant
TO tell people 10 look over other stocks and
then come to him. The invitation should
be 20 look over his stock first and then
look over the others.
W. H Pottle, dry goods. OF Arkansa.
City. speaks OF his exquisite designs n
silks for waists" Silk is the prettiest thing
quisi.e" here Is all right.
The mightiness OF truth IS nowhere SO
apparent as in advertising. Ephemeral
success viii follow A lying advertisement,
but permanent prosperity from dishonest
statements is impossible.
II is only in the smaller towns OF southern
Kansas that any merchants are satisfied
with the mere publication Of their names
and Their style Of business. In all the
larger towns they tell something 10 tae
readers.
People hunger for knowledge. Reading
is a search for knowledge. Make your ad-
vertisements sources OF Information A
grocer. for instance. can make people buy
tap.oca BY explaining how and where II IS
obtained.
4 very attractive advertisement can be
built Up Oh some Veil-knogn historical
fact, tsrseiy related. But L should no. be
TOO well knova. George Washington and
the cherry tree. for instance. would 10; at
tract attention.
The best specimens % advertising IN this !
country II years have beer the bicycle cat
rGer a store-hoase OF knowledge IN regal /,
70 the working OF carbon steel The same 1
possibilities are hidden IN any other trade
ve-users study the public & may Be pointed /.
out tia; as the circu.i bicycle races tlave. 4
ever Kansas TIE merchants IN re sue
cessfve towns a. break cut luto blcTcie
advertisements ~ Arkansas City ore i
ne-chsn: a9verti-es bicycle oil exclusively 4
he csanot sell much bicycle CT. because
very little OF Il 5 use5, but IL Is esrtzinly
IN the push
Here = A. attractive aas readable stve--
ts=-neni fran Brady Brothers a CO. %
Winfield Enthusiasts crowds ~ We
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