The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-01-23
Southern Kansas Business Ne.

II Is a noticeable trait Of all successful
advertisers that they are rarely funny.
but they are always vfvaciOus.
A man who can tell you what a fame is.
Of its myriad minute combinations and Tho
real nature thereof can sell you coal
The store where II is not possible 90
make clerk come down IN the price -
something individually 10 you. Is some
how. always successful store
A smart advertiser says: what you
sec too often. you don't see. and what YOU
hear ali the time. you don't hear AT all"
Every merchant ought TO uuderstan5
what that means.
II Is we'll 20 remember that a LARGE part
Of humanity would rather pay a higher
price 10 a gentle-voicsd. courteous Eer-
chant than a lower price to loud
mouthed and uncoufh buil-dozer.
No one viii believe tho story Of a no
torious exaggerator. Nothing viii kin an
advertisers reading public OF a. quickly
as a mon0tonous repetition 81 The word
wonderful" aad similar EXPRESSIONS.
The man who dominates a store should
write its ertisements. Or dictate them
20 some one who does write them. There
are too many wlolc-souled advertisements
which invite customers - harrow souled
stores.
Women. as All newspaper publishers
know. can give a fash and vivacity and
iightness 70 society column which a
man can rot initiate. Why FhouIan', No
men write the best dry goods advertise
ments7
II sou have a brizht. edurateA aaugh-
ter. submit your advertisements . her. II
may De that advertising. particularly -
81 1fs frr Ra -.
ter ~ a century. Eravltate wholly into
the hands Il the women.
II the merchant VINO vii not charge
hia acyeTtiaemoat. has a striking clock
81 his house. be viii find on inqulfinR q
hia Eife that ere never hears 81 strike.
with that "a p basis he may kn9u fhat
other mems wives % not zee his adyss-
tiaement-
There is a magic about t1rireaa ttlst -
mysterious a. life Itself Why some stores
should have such q welcoming. h0us~-
Ike atmosphcre ard smother store shosl1
mol have g. iE b-you1 analysts ar1 ~
PLANTATION Tire bez; man can a.. y bfz
store has uot zoi lt naturally. L. q try
and RlYs 2 are imitation q u
IN ABE good osG days. Advertisements
were written ~ occasional pro- iafusfiers
s.. .Vondeffalt Houaerfuls Worderfz5'
Sat MINUS -e-4'a * af-HNrs hfeH sFF
god merchant Come one Gene ziff-'
Eut ire proclamation style has Easrssi
away ard 2 merchant who makes hia a.
verfizeuzsHt Daily store uewspapsg has
eros1e1 Hr. Jgzrs eur q bushes.
This So very zig ard very earfssss
world Psarfe be3isRea that ths seslrr
FsarhIus naal9 cause 14nf0ig rzsss-y - 4
million u1or seNinR women. u ei1--t
Pt8roErnstfra originally fEoaTht fHzt
sfratsr1f lspt1gFapay woaslc hart f4e.r
hsss1FEs. lf Giant. 4 hair csnfzry axo
rnarr sasr~5aats believed tsaf aeserslef-s-
vas 5ezssfzlness. aaf would o1sn6 fss
pzh.-e. fserisiatnE Aks frs eoefsra TEA
noaf. aH1 ghst TIE fszn Nno adverusst
E01at fsA lie dieaL
~. 1os Ss1srssa. Ep=aksaz ca stage
craft befeFs ne Nsastsrrfh Cersurs sisss
- &es York. recspflT. SD. --Fes,es@ Is
Csc - ths rsfalaal g.oinsz- A. auA4eaes
can fet f1ek 81 fuo a1ints a. oaee. r.
ft.rE 81 stage sEana Feeasag = tkss e.
zfseafl1n = tss ssCss6es should - el-@-,.
- - ~ Esh!sef tAea Necessary 10 -
e,nfs1fFe1 &othtoE e gore fahs-io-ss
taaa taiEaT b5-g.aJ TIE asv~rsissss~-.
1asresses vss,iT AsrEer audirsse 49,
GEES tae parse audience q $3.50
i-affn~ard s. can ehsnzs 80 sftra~ft.-..
1z4sF - tseSs respects il = sr~- s.---,
fse i&sssitaisens ~ re psag Yss IL 3 -
iae 3ssisfssa Sea = So EaefEl IL ssoro-
49, - - staEscs4ts.