The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-01-30
Southern Kansas Business Men.

II is a. sensible thing 10 talk continually
10 the same audience 20 adopt a tone IN
an advertisement fashioned for people
who have read your previous advertise
mcnts.
The phrase. ''High qualities for tow pr
ces." il stu very effective one. but u
will lose power gradually the more u f.
used a synonymous phrase Is even now
better.
At home In the evening n merchant
should take an advertisement and re-
write n over ard over again. and then
take the first copy and the last copy and
see what an improved advertisement real
~ is.
The practice OF making dominantly
prominent the name Fl the nrm advertia-
ing is so prevalent that an advertisement
can be made prominent b. putting tbs
name % the firm ia an obscure place aHd
IN very small type.
If exclamation points are % be uasd
al ali. they are more valuable when they
are left out az tks advertisement. but
are present in the store conversation. than
when put IN the Advertisements and leit
out % the store couverratign.
The fast merchants % have their side
walks free from snow on a winter morning
are tho merchants who advefiiss. net
that they DO ~ beeauHe they ndvcrtiHe.
bg- bccaufe the same enterprise wtich
suggests ADVERTISING. suggests "A SAFE
passage 90 the store.
The prime requisite in advertising e
sincerity Earuum could never have adj
v.rsi-st hia show " he bad not feaiiy be-
Iieted that u WAS TIE greatest show 90
es-rh. SIC was sstarsted WITH that belief.
The man who wrots bis advertisements
usa aoaked sltb the idea
Why does wonan admire hon
stitched usndkerehfaf7 Il ~ not because
% the Immense atH7gut ~ work perform
81 uoan So WHi nos the saue woman
te attracted - al advertisement utH~4
Snow c4sefsi painst-iking cgfnpoaitiDa
and tt7n away from ore tAat 1as iEs-
dashed cs .foa the counter
u sou are = merchant and have any per-
s0uaiifV 80 az faud you WI urf succeed
~ you have neJ that personality vii per-
sade tha store People vii come 20 Hay
that s-gasr store iH jazz ike ygl- sa'ffF
Remaining e. favora1fy. norua DnfaFaF-
ably. - you are - get thr best rca1tif
f~ora - sers3Tlnv g1u m4sf haFs FyIt 20
verttsefnenfs Ia tome vifh FDgr Store and
-ssur personality f1ust cozaiHat1 fas fas.e
ln wh4cn ° srs wrff@n.
yvsee savertlainx .s esatir7ous per-
faruarr~ If BEGINS wlfh tte proper
frsc.s~ ~ stocks. 81 seeE GO q afffart
r-sf,te alteration - Che stocks aud shes
81 fsH AID fkeu1 ~ ssnr.sf Tfaf.-its work
81 s.e4ar aar- tf Eae made fFieEds sss1
= -rass Aafs flarl. SD ere HAr ~ 90
tfEs s. is appeal eoettr sfaifF - fhstr ir-
t--eef f.T ns..ss1slirE 81 often a. paas-h5e -
.safr asf-s-se-set Fsa stores ere - ssf-
Irsa~-sffrlr tt1s fhrg esn asi uzske -
--a Il - s55f faaFaeter
F1r Holr-sa ~ me Eosten Hs-as.
u.-tt.tv ~ sFH Tark FEeaaare. aaya-
nee faraar Tatce lnaaeucsa hgnff~,fs
whefs tbe da.,V press. Sllh TIE wou1rgssa
Taeraa-ltrn ~ 50 rornrazr8 tf1uen-ss
md crztga,a FsillssEa Yet fH.e harnza
Fe.ae essn e. ~ aSzsTfiafnE rnefisrs. O.
me- - - teeplsed In fact TIE irsf a..
r--fts ~ e cot merely fhaf Nhirh drazs
= great crowd - re911@ hssf sAat ~hlea
sxuGs fbsn a~aF - satisfied tat fh<sr
tfaxaes trsfiseffEeiT conf1nsss - rs.ls-
ss-a - p1llieltT Nhses inE an1 typs 49,
Ean-
So fsz rstr sSsr 80 sage s.d haYs
tnero as hsstH - suost 81 Vsos Ths ast-
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lire 49, 80 ess cs fh~ns go iaesstfsst
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