The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-03-06
Southern Kansas Business Men.

J-pon the whole. attempts 20 surprise
/ the general public with low price which
does not surprise your competitor OF your
self viii fail An astonishing statement
must be backed Up with IA astonishing
/ fact.
/ Customers ike money. who come easy.
go easy a sale made through a mis-
/ representation Is easily made. hui nine
/ chances out Of ten - makes ono less
probably permanent customer on the
/ taglyyord.
There ls only one monarch in this coun-
I try-the buyer. He rs petuiaut sometimes
selfish nearly all the time and dead 10
hiss own advantage none ~ the time He
must be petted. cuddled and cajoi"d Tie
can not be driven-hc can only BE- drawn
by an inducernent. and a. must De strong
There are periods with every business
man when the tempter iu th" shape -
a desire for relaxation. Induces him 20
grow careless and un~rthusisatic. But
the successful merchants hEht On the
temptation 90 give up. success Ia any
thing includes sacrifice ~ good many
/ personal inclination.
A Hterar, authority has obas~v~d tAat
[ often single significant detail viii
throw more light on q character than
paRes n comment" TIE same holds as
true in p description % au article ~ uer-
chaudlae r. la the xiKuifcarf detail which
tells IN advertising. and ths detail which
is not that is worse than a1rpiuzaEe--lt
&C. positive distraction.
Mr. Frederick Law Knowles i1 nr-'y
published series % hints 20 authors. aaya.
I Know what details 90 leave out TorE
descriptions ere usually bore LET cer-
fe4a STRIKING rsprsseutst!Ys details stand
FOR an KroNflE what 90 iease ogf is
81 important .n writing an advertisement
sr Del writing novel D. .s tee bright
leaving oat shat often uakcz Pc ths az
ference betResu success and failure
4 Canadian Journal har Been critical q
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