The Wichita daily eagle., 1898-01-09
Southern Kansas Business Men.

As general thing. the advertiser who
would be considered sincere might better
be always serious.
A change of location r. a dangerous
thing. simply because OF the cas;-iron
habit which rules tho conduct Of most
people.
The basis Of all entertainment is instruc.
tion. Frivolity in an advertisement. be-
hind the counter In conversation anyV
where. will not sell goods.
The mind is always attracted by minut.
description. People unconsciousiy expect
the man selling them something TO donate
with Il information about IL.
Perhaps the day II coming when the
merchant who thinks he can excite The
public every day with startling claims will
disappear. The best advertisers have long
ago dropped 81.
new customer n always rough ma
terial 20 shape thsrcfrom that diamond
the regular customer. The natural tcB-
dency OF mankind Is 20 pa;ronizs one
store from habit.
We are becoming n highly sympathetic
highly descriptive. and highly touchy peo-
pie For that reason a diagpsfed look on
the face OF a sslespcrzon will sOmstimes
drive a customer away as quickly as a
harsh word.
Ia tagging goods IN a window display
the tags can be made too large. In seii-
INK goods the price II always made second
ary 20 the goods. with good reason and
the same thing should be followed in
window dlsplsy.
There Il nothing whatever good IN a
- 49,.
are utterly incapable of writing any
thing. No man a. a distance can write
a general advertisement VAleh will q,
your Individual case veil
The qsaIi;y of ths bargain hunter usu-
siiy is a minimum % cash with a rna1i-
mum 0f time ssill that can not be made
into an invariable rule. Many people with
money are keen cicksrers- IN fact, that
- the way they keep their money.
So long a. intstiIEsn; Information. ss-
seripfion ard price quotations can Be run
IN newspaper. u - .wondsrfgi hos many
merchants insist on gassTnssainz sh~ fas,h
the public wsusa IKE 20 have r. their Ut
tsranoez - the use - extrsrns claims ans
ioud-sogacinx boasts
z&tssrneion is Gsvsr 70 tempting as
xhen yon see - esf- A rsaa seeing a cas-.
va eaF.ftA' #eFsaFt AfAtFa u ~ tEaE Efl1
thcrc. Freshness ard neruszs arr rrsa,
infBcencniE man Hho receives a
present IN boK hall hsz fur IN xsstfrx
ihs box op~n- a. advertiser skosid irnrsr.
sorns of - enthusiasm - oDs-inz a cazS.
% ;ss psbiic IN 4 lively. descriptive .dvsr-
tiser1sn,
.AtTsrflslnE- + frSsr a yreneh VOID
-hseh Ess taksn from Lain word mean
,ng turning TsAf is. g tssrn ths ors,,-
SC atisnfien te yoSr Eoo6. Eu, u has
grown away frpaa ia orixtnai rs.szainr.
Advertising rot oriY rle4ns a turrsnx u
stteliioa row. euf IL rssars = sssse.ai q
.nforsnaiisl n regard % ths goods al
ih@ir price A Sgt soare ear - a.. zssr~-.
'insnsat. Sc; if Ia cot TIE modern ads-s-
'lEsrasat
Ae-upry - .ke rsos- iru91r.zr. function
= tie ersla." SAYS q ns~iT passssh-ss
'rorks tssrsfsrs- azyfnsng zhlra asGs 80
memory "a ar 'Etsi,setsxi esessgnz. TNs.-
= - seess gsefas ns-snSry joxxss a. 49,
in7z - ne sssr tk4a a. acT.rtss--,~o,
= z@zso1. surh aH s6yertiseruers ssv.t
'-1in ;issss ard felizrs sn ts< ~sess -
ore chrls;1ass, sn6 thsT are 70, sosax
- iens sH.o9Tszss s~sizs In thsa~ Ne.
Is@s S2sa