The Norfolk weekly news-journal., 1905-12-15
TOOK FIRST PRIZE
J. Earle Harper of Norfolk, Formerly
of Plainview, Wrote It.

of PlainveW, Wrote 1t.
j. Earle Harper of Norfolk, former
ly of Plainview, read a paper before
the state meeting of druggists at FIRE.
mont year ago which took the first
prize for all papers read. The sub.
iect was Advertising" So many
good ideas are expressed in the paper
by Mr.. Harper that it is deemed wor-
thy of reprinting in Norfolk. Follow
ing is the paper:
There are none too many ways of
advertising right, but the number of
chances there are for wasting money
in trying to advertise, is simply appal-
ling.
Advertising is an art in itself, and
one that should require special atten.
ton.
The retail druggist has few ways of
advertising his goods, and he should
take advantage of every possible
means.
Among the first things to be consid-
cred, is in regard to his windows.
The windows can be made to bring
many a customer into the store, if
only attended to properly.
The wise druggist siezes every op-
portunity to dress his windows with
new and unique "pullers," designs that
attract attention and favorable COM
ment
| believe that the window display
should correspond with your newspa-
Eer advertising, in that, if you are
making run on a certain article, ad-
vertise it in the newspaper, and dis
play it in the window.
Suppose you are advertising per-
fumes, say roses, through the news
paper, make a small flower-bed in the
window, with dirt, and place in some
artificial roses.
Have the window tastily decorated
perfume.
The ad. that is not attractive is like
the bitter pill, it doesn't please the
man who needs, but the ad. that is
attractive and bright resembles the
sugar-coated pill, and is easy to be
taken,
Get lot of odds and ends, in Ger
tain line of your stock, and make a
big display, then advertise it.
Besides selling the article adver-
tised, it will sell other things, to those
who come in.
The amount of household drugs are
not sold by the druggist, that should
| be.
| Such drugs as sal-soda, turpentine,
borax, household ammonia, ETC., add
materially to the druggists income,
besides it gets people into the habit
of buying at the drug store.
But in some localities, the idea pre-
walls that the druggists prices for
such articles are high, and so they go
to the grocer and hardware dealer.
How is this to be remedied?
First, the druggist must buy in
quantities, and sell as low as his COM
petitors; and second, he must adver-
tise.
The druggist has the advantage in
this respect, in that he can tell of his
knowledge of chemistry, and ability to
test drugs, as to their purity.
Say nothing that reflects upon the
goods or methods of others, otherwise
you may advertise your competitor in
stead Of yourself.
Be very careful Of punctuation. it
is as essential as the wording OF an
ad., and above all things, don't have
Prescriptions carefully compounded"
and Rough on Rats" in the same ad.
Very few drug stores are minus a
soda fountain, therefore it is neces.
sary that it should be paying propo-
sition. Some of the most essential
things around the fountain are, to
have things neat and clean, tastily ar
ranged, neat and courteous attendants,
highly charged soda, and good syrups.
After these have been looked after,
then advertise.
If the drinks put up are all right,
and served right, they are an adver-
tisement in themselves.
Put some stickers on the windows,
changing them every morning, letting
the people know you are out for busi-
ness.
During the holiday season, the ad.
in the newspaper should be changed,
especially in the city, two or three
times a week, and better yet, every
day.
In your ads, talk about one thing at
time, explaining their value, etc,
and not say you are dealer Of
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