The Scranton tribune. [volume] (Scranton, Pa.) 1891-1910, 1899-02-11
ACKNOWLEDGEMENTS:
Brief Chats
X
With Advertisers
,l.NNN,NNN9el N9tV.iV9G.N.o, .o,N.tt.tsS,s9glfH =

Honest advertising is the only kind
that pays continually. Shrewd bust
ness men realize this fact and should
therefore always keep faith with the
public. AS an example of such a pol
icy we herewith cite an instance which
is somewhat interesting:
\ well known retail shoe house in
New York city recently advertised eX-
tcnsivcly the fact that they had bought
the entire stock of another concern at
a receivers sale and among the goods
included in the sale was large lot of
a well known 81 shoe. which they would
sell between certain hours for S2 be-
ing able to do so on account of the low
figure at which they had purchased
the stock. The ads. did their work to
perfection. and long before the APP
pointed hour for the close of the sale,
the bargain shoes We're exhausted.
The people continued to stream in,
however. ard everybody who arrived
after the special lot was gone-but be-
fore the advertised hour for closing
received pair of 81 shoes of popular
make taken from the regular stool, Of
the store.
BY selling from the regular stock
at the bargain price until the hour
advertised, so as not to disappoint
those brought to the store in Response
TO his advertisements, this merchant
greatly decreased or may have COM
pletely wiped out. his margin of profit
Yet he says il was good busirt IS: for
II he had turned those away who camc
before the hour for closing the sale
without the shoes at the advertised
price, he would no doubt have made
many enemies. As it was, he made
friends, and all the purchasers left
his store perfectly satisfied. knowing
full well they had secured a bargain.
Another great fault in many stores
Is the dom care manner in which
small buyers are sometimes treated.
In this connection, we submit the fol-
lowing, which appeared i'm the last is
sue of the National Advertiser: John
Wanamaker advertised a few days ago
that he would sell at his New York
store large assortment of books at 10
cents apiece. a young man in Brook
lyn sent 30 cents by mail with the
titles of three volumes that he desired.
One of the books could not be supplied
The firm took the trouble 10 write tho
customer polite letter informing him
that one book was our of stock. Three
or four DAYS atterWard the Brooklyn
man received from Wanamaker a cred
it check for 10 cents.
Here is an example OF the kind of
St"rekeeping thai makes business. It
has been frequently and truly said that
advertising is of little avail unless Il
is backed up by the right sort of treat
ment after ihe customer has been
brought into direct relations with the
advertiser In matter involving 10
cents, Wanamakor took the trouble to
see that tn" customer was perfectly
satisfied. The very form of the let
ter is model. 1t is brief. without be-
ing curt ara the language could not
he more scrupulously polite if a sale
Of hundreds Of dollars worth of goods
rad hung in the balance. Many small
advertisers who do not take the
trouble to please their customers are
likely to grumble at the advertising
and insist that it does not pay in pro-
portion to the cost of il"