The Norfolk weekly news-journal., 1905-12-08
MADE IT ALL BY H0LlERlN'
Unique Reply Of Fruit Vendor to
Question About His Success.


tho following;
This was the reply OF n street fruit
vendor 10 q lady who asked him how
he had made his moncy-"Mndc II all
by hollerin'." you've got To hollor."
he said "if YOU want to do business
Now there was n folor selling black
berries: his father was a sort Of gcn'le-
man, and Dnnl he sort OF felt bovo
his occupation. He sncakcd round the
alleys sayin' 'Blnckbcrrics!' (imitat-
ing the boy In Quavcring whisporD
Danl thought It was very gen'lomanly
to say II that way, and mebbe It was,
but he didn't sell no blackborries until
he got to hollorin' Black berries!
like the rest Of us. Yes, ma am you've
got To holler your way through the
world II you want to make anything,
you just bot!"
This is "hollerln'," advertising age,
A patent medicine maker says that. II
he were given ten thousand dollars to
start with, he could bottle ordinary
water so attractively and, under an
impressive name push II so persistent
ly as remedy for certain diseases
fortune. and also n great reputation
for his remedy" People seeing II
advertised long and pcrsistontly would
come, he said, to associate with II pow.
erful medicinal qualities which II new
er possessed, but the thought acting on
M
cial results that he could easily obtain
scores of testimonials for marvellous
cures.
Whether this statement is entirely
reliable or not, there Is certainly the
basis of great truth in It, The inilu.
the eyes and holding before the mind
the name and qualities of an article
is bound to make an impression more
or less permanent, so that. when the
person thus impressed wants anything
in the line of the article he has so
long seen advertised, he will, by the
law Of association, be more likely to
get that one which has made such a
strong impression on his mind than
something with which he Is less ia.
miliar.
The experienced advertiser knows
that the great majority of people are
imitators or followers. Tho tobaccon-
ist who advertises that he has sold a
million cigars of certain brand
knows very well, whether his state.
ment is true or not. that thousands of
people will follow the suggestion he
what others have done, reasoning that
what so many others have bought must
have merit. The same is true of the
grocer, the dry goods merchant, the
druggist-of all those who have any.
thing to sell. They appeal to the i'm.
agination and to the natural credulity
of the people, as well as to their in.
stinct to initiate and follow.
In the days of primitive advertising
n large representative dealer in drugs
would hire people to go around to drug
stores to inquire for certain article
This fictitious demand would induce
druggists TO buy the particular article
in order to fiji what they thought a
real and normal demand. Then, hav
ing the thing on hand. they would rec
ommend IL to customers. who, hearing
its merits eXtolled, would in their
turn, be induced to buy. The same re
suit is now obtained through advertis
ing in newspapers. magazines and the
other ordinary channels OF today.
There are a great many inferior ar
ticles on the market which have ar
enormous sale because OF ingenious
and extensive advertising, while supe
rior articles. for lack of such advertis
ing, remain unsold. Whatever is kept
in the background, no matter how
good 1t may be, is distrusted by the
masses. Many of us think that we are
not influenced by advertising; but, un
consciously, we are. Advertisers
know this. They know that the ma
jority of people will call for that which
they see extensively advertised. They
realize that the widely heralded and
"seen everywhere" article will appeal
to the average man and woman.
Thousands of people read a partic
ular book, not because II is the best
they can find. but because they have
seen it so widely advertised and have
heard so much talk about it, They
take it for granted that book which
has created demand for so many ed
itions must be the proper thing to
read, although it may be nothing but
trash compared with other books that
have never been even mentioned in
the newspapers.
1t is conspicuous, persistent adver
tising that sells. If quality can be
combined with effective advertising
success is assured for almost any pro
duct. The best toilet soap in the
world would probably never obtain a
large sale If IT were not advertised