The Middleburgh post. [volume] (Middleburgh, Snyder Co., Pa.) 1883-1916, 1901-10-24
NUMBER 42
PROFITABLE ADVERTISEMENTS.

"V' tpN
The business man who does not be-
lieVe III advertising, in these days, Is SO
far back that he does not belong to the
class of business men. The thing that
| troubles the business world most il
what manner of advertising is best
suited to the needs of each particular
case feel safe in saying that there
Is no busiEcss of whatever nature that
can not be improved with newspaper
advertising. The newspapers and the
magazines form the backbone of all
kinds of publicity. There are also the
circulars, folders, booklets, catalogues,
street ears and posters. Statistics show
that there is expended by American
business men 100000, 600 every year
for advertising. This is divided among
about m Million houses.
Unfortunately n great deal of money
is wasted IN advertising or rather in at
tempting to advertise. Certain prin-
ciples of advertising are immutablc and
rs reliable and as steady ms the fixed
stars. The manner of applying these
principles in everyday use, on the
other hand. are rs intricate and uncer-
tain as panic on Wall Street. Too
many men rush hcadlong into II pro-
position To advertise extensively with
out knowing whether they are on the
right track or not. The wrong mediums
might be selected, the space purchased
might not be used properly. 1t is al
ways safe to 80 slow at first, select your
mediums carefully; do not try to cover
too much territory at the beginning
and do not att nlpt to say all you know
about what you have to sell, in the first
ad.
Use plenty of space to say what you
have to say as one way to waste money
is to spend too little of it for advcitis-
ing space. Every business man should
spend considerable time for planning
and writing his advertisements. II he
can not do that, he should cmplJy a
specialist to look after that part of the
business for him. Too few business
men really understand the art of get.
ting ALL the value out of advertising
space. Advertising, and doing it right,
is rs much II part of business as buying
and selling. Space in II newspaper or
a magazine is II commodity the same
rs dry goods and it is much easier
matter for II business man to buy Il
space of that character than it is to de-
terminc how to use it. His success will
depend upon the latter.
Statements made in ads. should be
truthful. They should contain not only
the truth, but all the truth that buyer
should know. Make your ads talk LIKE
you or your clerk talks to the custom-
eis over the counter. The same argu-
ment used in the store or Office to con-
vince one man of the merits of your
goods, if effective, will, if used in your
ads, touch the hundreds or thousands
or hundreds of thousands who read
your ad. in the papers or magazines.
BE clear concise and TO the point.
study your ads carefully before you
send them out. If possible, let some
one else read them and criticsc them
for you. All sentences should he short
and clear. Tac important words and
lines should be neatly displayed. Prices
aud descriptions should he given so the
buyer will have II fair idea the article
you have to sell. Try with your ad. to
create desire for your article. Make
the ad. sell the article. That is what
you want,