The Montgomery advertiser., 1904-08-01
SUCCESS IN SMALL ADS.
Remarkable Results Told by Chic"so

J. Il. Williams In CnlcaBo liiouc' A man might through single ciass- fled ad, lay the foundations or pig business. It is certain that advertising through the classified columns Of the big city dailies is the cheapest ana most effective way to reach the two million people of Chicago, buyers aic consumers of everything
 The first insertion may bring you the
 man you want.
 myself know of an instance where
 a single insertion of an ad in ciassi-
 fled column of a daily newspaper saved a man from ruin This man-wen say
 he lived in Kansas City, because he doesn't-had been manufacturing guns and through a misunderstanding with the firm who had been handling his output, he found himself all at oncc without a market. Heretofore ne nad
 known nothing of worry and nothing of the market; he had simply turned out so much of his product each year and received q check for it. Now lie
 was suddenly thrown on his own re-
 sponsibility. He must either find d
 market for his goods or go out of bus
 mess Up to this time his responsibil-
 ities had been slight and his profit cor respondingly moderate, and so the cash on hand was a small amount. He was badly worried
 Uses "Ad' in Desperation. Somebody told him there was just
 one thing to do: advertise. This was Greek to him. He listened doubtfully l to the stories of how men had sue cessfully marketed their goods by ad- vertising but he had to do something at once, so he put a small ad in the classified columns of big daily paper. | In his mail the next morning there was one lonely envelope, having this ad- | dress printed up in the corner: Jim Jones. Sporting Goods. Omaha, Neb. He ripped open the letter and read: l Kindly send me catalogue or full de- l scription of the guns you advertised
 in Mondays paper. If the guns are in | accordance with your description, l | think we can do business"
 | The gun manufacturer looked around | belples sly. He had never had any use | for a catalogue and he was not good
 at letters, but he was a thorough
 sportsman and he knew the gun busi-
 ness from to E. He threw a sample
 of each gun he made into a case and | started for Omaha.
 The first order that Jim Jones placed was for $2,000.
 That $2,000 was the foundation of the | manufacturers present great success. | Without that oash he would have gone
 under. This money tided him over q | few days, and established his conh- dence for good. because 1t proved to | him that he could handle his own | goods since he knew how to get in touch with his market. This experi- ence that meant so much to him, cost | him 90 cents. This Is an actual occur | renee, every detail of which Is well known to me. only 1t didn't happen in Kansas City. It is just one illustration | lf,f iCrht ba Market Place of Many. The little ad that you put into the classified columns of your daily paper
 is read by thousands of people. some of whom will be interested in your
 proposition. You may strike the man
 you need the first time. All kinds of
 people run down these columns, look
 ing for all kinds ot opportunities. The
 poor man who is looking for dftch
 to dig, the man who wants place to
 board, the typist. the widow with !
 thousand dollars to invest. and the pro- motcr. who is interested in anything
 that looks like money. The man who l is looking for n place to board might
 also be in the market for a gun, and | the promoter might want a diamond ring. The woman who Is looking for
 rocmers has a household that must be
 kept going; she is a possible buyer of I
 It is true that the man who Is look
 ing for a job turns directly to the coli
 umn headed Male Help Wanted" put
 while he is looking for that column he sees a particular make of dog bis
 cult advertised. or phonograph, CT d
 second hand bicycle. any one of which
 may appeal to him.
 Affords Start for Mail Orders.
 Suppose man has s20O to invest. He I .I.tx 1Ax but he wants to do businc.3s directly with
 the people One way is to start a mai
 order business. He can use the classi- | fled columns to good advantage either | to sell direct to the people or to get
 canvassers or sell on commission. Sup pose he decides to sell shirts. He
 goes to the manufacturer and finds out
 for how much he will make him spe- cial quality of shirt. He places small order, as the manufacturer will agree
 to make him a small order at the same | price that he would charge for large
 order. provided he thinks the man will ] make "go" of it.
 The man going into this business
 knows the people he wants to reach; | men of t5e working and middfc classes. | and he has to decide on the particular
 ncwspap per that gives him the best chance at them. He skould give great deal or atCentlOn to the pTepar-
 ation of his copy. the wording of rls ad. He mag think best to embody the | most striking points of his proposition
 or he may use single word or phrase l that will arouse interest or curiosity.
 A great deal depends on right choice.
 Before inserting his ad in the news | papers he should have everything ready | for busness-stock, price lists, and at least two follow up letters, so that there will be no delay. For he will not be getting the worth of his ad If ne is slow in answering inquiries or in sending goods
 Unises Capital and Industry. Here is another case. A man sells twenty loaves of bread by peddlIng it aroNnd the neighborhood where he l lives. If he wants to increase his trade
 but lacks the capital with whicn to do 1t. he may insert an ad in one of the big dailies for 30 cents. The dr5t in- sertion may catch the eye of l pro- moter or of some one who wants 70 invest money In an active pusin"Ss, either one of whom would furnish the money with which to build ovens and hire employees.
 Here is tailor who has a little shop, he is willing to make clothes on time for people holding good positions. Men on salary usually keep in touch with the classified columns to see whether they cannot better their positions. The | tailor's first ad may give him encour- agement to make him keep it up till h htrtl de tu