The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-01-18
Southern Kansas Business Men

! J.B. Lynn & Son, dry goods, at Winfield,
| closed a very successful cost sale last
! Saturday night.
The proverb that what is worth doing
| at all is worth doing well, was never true
| of anything so much as advertising.
Brady Brothers 6, Co, of Winfield, be-
gin a special sale of cloaks January p.
when, they announce, these goods will be
"at your mercy" That phrase is not at
| all bad.
Be very careful and do not put an ex-
! cIamation point behind platitude. Don't
! ask the people to be astonished unless
YOU tell them something which Will aston
| ish them.
An advertisement should be so phrased
| that il will strive to make everybody a
| friend and not a single soul an enemy.
/ Some advertisements are written with the
| idea that it will pay to make an enemy or
| two. The theory is wrong.
! The original advertiser was the mer-
| chant, who in the days before newspa-
pers, thought of isuing little circulars to
| the public telling the public. not that he
was in business or that he was prosper
| Gus, but the price Of the things he had 10
| sell.
| ThetroubIe with most merchants is that
| they do not insist as much in their stores
| on saving money as they do in their adver-
| tisements. In other words. the tone Of
| their clerks conversation in the store is
| not identical with the tone Of the public
1 advertisement as IL should be
In fifty years no man viii go into bust
ness without the intention Of letting the
/ public know his goods and prices through
| the newspapers Every year the man who
goes into business with the idea Of divid-
| ing other mems business. not with Great
| ing his own, is becoming less and less
| This is an age Of price-reading and
| price-hunger. Twenty years ago people
| Maid no attention 10 the wheat market
| Today thousands OF people who never see
! a grain Of wheat, VINO do not invest in
| il daily read the fluctuations Of wheat,
I lust for the enjoyment they fEd In IT.
Brown. the druggist at Winfield. uses
I this and Il is good: The glad hand is the
hand that passes out a good cigar What
/ is a good cigar? That depends upon your
Individual taste. We cater N Individual
| tastes and give fun value AZ every price
| All we ask is for you 70 give Us trial
/ The assumption win which all people
rea5 is thatthe man who Is writing knows
! something they do not know Ever Hri-
( tor ~ advertisements should bear this
| in mind when he writes. We are s-u
/ ~ the same old stand" or soFe such triy-
/ ialftv. he IS turning the reader away from
( his matter.
The 81. Louis GIobe-Denocrat declares
! that -one reason why Is: Is going 10 b.
a better business year than issl vas j.
( that everybody thinks u vii be- - Popular
/ judgment is not always lnfalible: but
/ thinking certainly has biE eject on bus
! mess. And 50 far as the retail business
! * concerned. Il f. the advertisers who
! practically control the thinking.
4 prominent New York clothing house
advartfses another great scoop. Truly.
/ tie advertisers are beginning 20 Use TIE
wsrnacuLa- al tze uewsEathe-eTs and :.
/ y q natural instinct for advertising and
nAv-s tend steadily toward co-Tergeuce-
/ PERHAPS they may never le perfectly blez-
sAd- bat II has zlreedy been established
thar ne advertising whlch has a usEa -
+ euaea II Il Is The Kid E1ich briags pa
irons IN eroors-
4 Matthew Marshall. q The Neg York
( So tfstaks thai While & IS a tendency
a. he ;lrn1s for the Big stores - make
re harder for some a The smaller ozea,
,rsv can only crowd out those EhscA are
( ~-,nsre,,sus- The rsxg All rezassz D.
/ ~ause tser arc neeeed % perform
/ 4grcttoa for whsch they eTe PECULIARLY
/. fitted. ard 0. which - ccZ2ellt1o1 ca