Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1900-07-05
Way to Advertise.



Farm Implement News, Chicago
! am pleased to axe advantage of the
opportunity to offer some suggestions
that may be of value to retail imple-
ment dealers in the matter of adver-
Using in local papers. / assure you
that, to the extent Of my ability, l am
ever ready to assist the dealers and if
through the courtesy of the Farm I'm
Qlemert News l am able to aid them,
| am content.
To come at once to our subject, in
the writer's opinion most local dealers
are apt think that the people in
their immediate vicinity are fully
aware Of the kind of goods they
handle, forgetting that the public is
not as much interested in their BUSH
ness as they themselves are. In fact,
not one-half of the community are at
all acquainted with their line and that
same half do not know, for example,
that their dealer, John Smith, is SELL
ing disk harrows as well as peg spring
tooth harrows, and, not knowing this,
the buyer has bought his disk harrow
elsewhere, and Smith wonders why he
did not make the sale.
Space in local papers is not expens-
i've and reasonable amount of this
space, il we'll used, is a paying invest
ment The dealer at once asks: How
will we use this pace well? my an
swer is: Tell briefly and Honestly the
merits Of your line of implements; do
not say too much, fearing you will
not get your moneys worth; but be
brief. After writing out what you
want to say, cut It down and down
until nothing remains but solid facts;
no foam, no fake. An extravagant
statement will throw a doubtful light
on your entire advertisement, no mat
ter how true the rest may be; nor does
the public like a fake advertisement
any better than it does fake goods.
Whenever you can use the illustra-
tons of any implements you are men,
tioning, be sure and do so. Pictures
appeal to men as truly as they do to
thihhASh w hob 10 INC uAtClGn De-
tween an illustrated catalogue and one
with no Illustrations? You at once
say: A great difference" So there is,
and it is the same with a newspaper
advertisement; the illustration should
be there to catch the eye, and your
wording must be to the point and we'll
displayed to hold the attention to the
end. See the proof of your advertise
ment before ii goes to press and be
sure it suits you. Do not allow it to
look shabby. The public will Judge
you by it. Let the editor or compost
tor know you are interested and he is
much more apt to be interested.
Change your display often, giving CIV
ing evidence of life and stir; it will
help you.
When you have succeeded in doing
all well as outlined, do not expect your
advertisement to sell the goods. 1t will
not. 1t is ony 1.-The silken thread by
which yoa draw up the stronger rope"
and with that rope you may pull the
treasure to your purse. Keep your line
OF implements up in good shape where
they can be seen, clean and in a good
place; not out in a shed where the
hens roost or the pigs stay. Give the
tool a chance. Unless you do this, all
the space in your local paper will do
no good. Get the best line of imple-
ments obtainable; then be posted on
them so you can explain their strong
features. Be as courteous as your ad-
makes out you are; be as
earnest after business as your ad-
indicates. Handle good
goods, as well displayed in your store
as in your advertising space, and you
will succeed.-Courtney C. Avery, ad-
manager ID. NJ. Osborne &
Co., Auburn, n. Y.