The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1900-02-11
Southern Kansas Business Men

Successful advertising Is an investment
not an expense, and there's just as much
unwisdom in over investing in advertis-
ing as in over stocking on any other
article Of merchandise
Get shoulder TO shoulder with your
competitor and help boom your town II
will bring you more trade than quarrel
ing with him and 1t will not derange
your organs Of digestion.
The ad-writer who uses the space his
EMPLOYERS pay for to let the people know
how clever he Is can do a store almost
as much harm as the smart" salesman
who knows exactly what each customer
wants better than the customer does him.
self
Don't you know. Mr. Merchant. that II
a housewife is looking for bargains in bed
spreads, she doesn't want 10. and Will not
wade through a wilderness Of words
about garden hose and horse blankets.
before she learns the price Of bed
spreads Talk about one thing al
time, and talk TO the point
The most ardent advocates OF advertls-
ing do not claim that II viii bring the
dead 10 life or that IL even approx
mates cure all" It's only tonic.
which. II rightly administered, IN broken
doses, a little Of the same idea worded
differently every day, will stimulate the
pulse Of trade until your till IS lined with
gold.
It takes somewhat Of a genius 70 fol-
low exactly IN the footsteps Of the sue
cessful. but ordinary. common. plain.
every day horse sense IS all that bust
ness man needs 70 steer clear u the
stumbling blocks % failure-poor quail
ties, Misrepresentation and nigssrdd-
ness-these three. and the greatest OF
these IS ulsrepreseltation
Oil and water won't mix. BY the same
token you may know that politics and
business are antagouistic. Just because
the publishers Of a little ok sheet in
your town and you are politically - The
same complexion IS no reason for insert
ing an ad IN hts paper. You might as
well throw your money g. t1e birds
But don't Advertise six days Ia the week
in the paper that has the largest circula-
ton, and change you al every day
It is 20 be said that good wine needs
no bush That vas when advertising
vas comparatively unknown. and when
no one dreamed % competition Ike that
OF today. Nowadays alert merchants de-
pend little upon the bush Cor stare sign.
but make the 6esiraonity q tnetr wares
publicly known By means II daily news
PAPER advertisement The store SIGN
forces Itself upon the notice Il a fes
hundreds Of paEsers-hy i IL Be novel and
attractive. bst the advertisement en-
cages the attention q hundreds % th1lls-
ands q Newspaper readers.
Advertisiuz novelties are often a good
thing 70 give away. Taey possibly ars
not Directly pronLabIe &c TIE matter %
sales, but they keep fhe nsnse ~ TIE ad-
verJiser prominent u the rnlndz - ne
people ard - more towards fanliariz-
Tx the people wlth aay ilne ~ bussrass
Than anything else TIE nevelty boz
ever. must %. II possible. soraetai-z rev
and something = merit A agFeity whsch
has a. fsrthsF feature tran s3mpiY b.
lDE nuTes f9g a n1meut Wst have geFT
.ittls advertising qgaiity s9metziHE
whtch can0i b. easily f1rsottFn. 1guse-
taE1z watch VII 81 APPRECIATED every
day VII better srrwe- ere yarpass an8
ose can AFFORD 70 paT mach larger price
tor noys;fy - this 5eacTiFtl1a tAan f5r
Gre which = gol1s . b oaiT = rrs1zsen-
izrS Yzius
AsvertlEias nuEt Be 5aeks1 - - Ia
sli35g tse promises wci-a T5u rake
fts-sia- You zsT 90 a nse1s1t attract
atse1tlon b. Z particular atFsT;issryaslt
Bat ~ fhe prorzlaas zsicb yos rake are
n1t cares ok. s1d Tea hzvs u.issspTs-
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sEsrs 70 re-zcs zo1a E1a SCI the fsfa-s
ard rs E1ss 81 tse laaE ~ s. zpea
greater t1an re gan zhi-h ga have
rzssss tsrE g8Fsrtfy- TIE enly Nzy - So
cessfztlV advertise ls - . - air AZ
11-esty ar1 fT1tE WasE retail stores
asTertlssEsEfs are reAs faey are rsrsss.s
fsv tie 1l9-1szt tszeFe4 - 1He saa6er
As1r < Has afterwsrss caraaa - Fear
ssaFe ard 2n4a wAst gsoz save aas =
aaE tree sAe Eot cay aeaeYsz taat 80
have fes1 fslseA-se 10 skss eess. Eas
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