The Fulton County news. [volume] (McConnellsburg, Pa.) 1899-current, 1900-01-11

lie judges a store by the tenor Of its
announcements. Cheap advertising
gives the impression that the store ia
cheap Polished advertising reflects
q well-conducted establishment.
Advertising was never originated
nor intended for the purpose of sell
ing off plug-uglies and old undesirable
lots at II wholesome profit.
How many people make price the
first consideration? If we are to Judge
from the dry goods advertising of the
period, the great majority of citizens
must be of an economical turn. But
statistics prove the opposite. Most
people spend all the money they
make. Many spend more than they
make. Price-low price--is the weak
est of foundations for an advertising
campaign.
1.-THE CHEAP John" advertisers store
is seldom referred to by the public as
"good store" Anumber of bargain
bunters will always be attracted by
the "cheap John" man, but the peo-
pie who desire good goods" seldom
cross his threshold.
No advertiser who ever started ont
with the idea that the sure road to
success was to "humbug the public, 4"
ever "lasted" in business.
The 'superlative upon superlative"
advertiser has, in some instances,
been successful up to point, but he
never succeeded in reaching n digni-
fed and respected position in his com
munity.
Every advertiser should remem ber
that one of the easiest things in the
world is to mold public opinion. The
advertising can be written so that
people will come to regard the store
which it concerns as a trst-class store
OF as trashy establishment.
The advertising which doesn't
pay" is the advertising which is not
backed up by the merchandise. 1t is
folly to blow aud bluster about poor
stock of goods. Better indeed to keep
out Of print.
II is not every one who can write
good Advertising Men who are fitted
by native ability and education to
write discursive articles and editorials
often make a very poor hand at ad.
writing. The ad. man must possess
peculiar abilities. He must be OBJ
serving, be quick to grasp the'talking
points Of an article. 1t is not neces-
sary for him to be litterateur. If he
addresses himself to the public in
plain, common-sense English half the
battle. is avon. But the argument,
the logical argument, must be there.
Be brief and to the point. That
piece of advice is being continually
flung at advertisers. But there is
danger in brevity for all that. Some
ada. are so brief that they possess no
convincing power.
1t is only continuous advertising
that pays. Spasmodic efforts have
never been known to yield results.
The fellow who adyertises only when
trade is dull, OF rushes into print as a
last resort. is never going to build up
great business.
If you find that it pays you to run
page ad. don'ttry to reduce expenses
by changing it to half page.
One OF the gravest mistakes man
can make is to imagine that "big
words" make good advertising. They
don't any more than they make good
literature. The best writer's of both
literature and advertising are those
who use the simplest language.
1t is nice accomplishment to be
able to find just the right adjective
when and where it is needed. Some
ad. writer's must have q dictionary or
6 book of synonyms at their elbow all
tue time, Judging from the variety of
the superlatives which appear in cur
rent advertising. Aud some of them
are so inappropriate as to be ludicrous.
Dry Goods Economist.