The Wichita daily eagle., 1897-12-23

Southern Kansas Business Men.

An advertiser can occasionally empha-
size a statement by enclosing II conhden-
TALLY in parentheses.
The reading public is the thinking pub
lie. The more an advertisement appeals
to thinking people, the more successful that
advertisement will be.
If you have struck upon an advertise
ment which you think is unexceptionaliy
fine. run it once and then kill it. No adver-
tisement is so fine that it can stand a
second printing.
The Christmas season is about over. In
counting up profits the merchant who mas
kent standing a petrified advertisement
should not kick If his bank account ism /
as big as the man who gave the public
fresh advertisement every day.
If the casual advertiser will keep his eyes
open in the next two weeks, he VIII see
that the successful advertisers never re-
treat moment from the duH tunes OF
January and February.
II g we'll to remember that every great
business man has succeeded In the begin
nirg by small economies. Every people OF
commercial dominancy in the history OF
the world has been famous for the smaH
economies it has practiced.
This is a curious statement from the
Crescent Jewelry company OF Arkansas
City: 1--WE buy and sell band rings by
weight and that makes the price lower
than IL is elsewhere" That statement VIII
bring people into the store.
II newspaper should publish the same
half column of reading matter day after
day for a week and label It as news
the public would kick. In the same way
It detracts from a newspaper as news
paper to have standing and unchanged ad-
vertisements.
No matter what your hne Of business is.
you must possess a superior knowledge
of 4. And It Is your business 70 explain
the details Of your wares 20 the public
through ADVERTISEMENTS; explain Il. not
with technical and trade terms, but IN Ian
gusge which the public can grasp.
Under the heading; Not a-song sf-di
dance. This means you" g. E sumner
saws IN the Cloud Chief Herald: To all
whom I have accommodated unti they
could get their crops gstaered-Tou have
lad arnpie time now and need what yon
owe me ans must have II. can't wall
or you sny longer. Soscome IN aad setile
a. once"
some men are born for great tAiHsz
Others are not The man zao IS not born
for great MANAGEMENT looks Ei:a SofTor
On the uaar who manages an estabhsH-
rnent through clerks. and wonders Thy
he sr,cceess when ss does nothing but
manage. when BE. ne man born for E.na.l
things. Discharges q clerk o. two. and ;riss
70 ts salesman and employer al II him
self.
Primer statements are not as effective
"a ones addressed 20 rHinking people- The
general pubic IS very dScrtnalnatinS- II
easily deslg7atss dramatic company a.
..-r,sta7-' or GOD + p-scks ogt a 6-zlny
u7sacAer from q ;1rssors one 50 u car
s-,orecszte ar advertisement written
.hcuSatfuliy. ard 50 = condemns ore
which l. took 70 mental e1o-r 20 co7ssT1Ss
and 10 mental efo-t 20 read
TarorrA esr business -nen scrtssTn ha1- I
"a. r.l eveotuslsy becons fszaoss tcT -
h,,ss-e~s stceaoency. rs business H@E =
day are uso-. energetic ard s--s1si.o1E tssa
.hose ot any Ike s@c-soa a area - tas
ucrsd. And 81 tazt resfec- q . interest
~ 70 remember ia. tie s-sz q sc1.s- (
81 Eanszs u sesAs % tA2. c. ire i0~izaes 1
Of Fsz-se-s BoIi4ns ard t5e Hzrsestl- /
IesSse wh.eA srr centuries controise. tzs i
nuIk of tts corn1sr-s cf :as ~oTst
TIE ssys are rot lozs srcusa for az ssss I
Car.st-aas ssor7izg. ao1 tze bzEsze-s ss- 4
lad e BE extsa1el g=t-l = o'esoe< a. H-saf