Little Falls weekly transcript. (Little Falls, Morrison Co., Minn.) 1894-19??, 1897-08-20
HOW TO KEEP LOCAL TRADE.
Merchants Should Acquaiut Local
Buyers With Local
@r Advantages.

The people of Little Falls and
Morrison county would rather
trade with local dealers than to
,end money away to the large
cities. When sending away the
purchaser does not have a chance
to examine the goods, and has to
depend entirely on the good faith
of the seller. Often he is .disap.
pointed. Yet it is certain that
great many people living in this
city and county do send outside
for goods that are for sale in the
local market.
There is a plain, simple reason
for this. The large city houses
that are after this trade use ap'
proved business methods forreach'
ing it. In the papers that cover
the entire Northwest they publish
their advertisements, quoting
prices, suggesting seasonable
goods, urging their ability to save
the buyer money, and making such
and representations as
shows will have the
right influence toward the end de.
sired. This main advertising
effort is supplemented by circulars
and catalogues-with prices,
prices, always. The city dealer
thoroughly understands the best
methods of publicity, and he goes
after business and gets it.
His best country and small city
field is the locality in which the
business men are least active in
advertising and who do not use
his own methods in counteractlng
the effect of his work. The
sent out of the community
by the numerous buyers who are
influenced to purchase from the
large cities, results in local advant.
sge to no one. The buyer gets no
more than he could from the local
dealer, but by the different systems
Of advertising employed, he is led
% believe that he can do better.
The local merchant loses this
trade, when he is able to supply it
% the mutual advantage Of buyer
and seller.
There is a loss to the coummu.
1ity with a gain to no one-except
he large city dealer. That is the
most conservative view. AS a
natter Of fact the buyer is often a
,eavy loser as the goods that he
,uys on representations are not
What he expects, and not as good
IS could be supplied by the local
lealers for the same or less money.
often the "comblnation'' order
ystem is an inducement to buy
outside; and the purchaser invests
money in a number of things that
le does not need or desire in order
o get other articles at an apparent.
y low price.
That is but a proof Of the effect
printed advertisement has on
purchaser. That judicious newspa.
,er advertising pays the merchant
s beyond question; that 'out-of-
eason, unattractive newspaper
'dvertising is not good invest.
nent is equally certain.
Some business men proceed on
he practice that when business is
,ood they can afford to pay a Ger.
ain amount for advertising, and
rive little careful thought as to how
is invested. When business is
,oor they do no advertising,
whether or not they have especial
y good bargains to offer.
A merchant can succeed to some
xtent without the use of printed
advertisements, the same as he can
" neglecting many other methods
# attracting trade that the most
uccessful and shrewdest dealers
dept. Adertising itself is not a
guarantee of success, but has been
me of the causes of success Of all
he great merchants. The most |
uccessful is tho one who uses the |
'reatest skill in all the transac.