The Ladysmith news and Ingram news. [volume] (Ladysmith, Wis.) 1905-1906, 1905-11-11
The Way They Do 1t.

W6ll-KnOWn Dranu Oh SuOLSuH, say
! the Smith Hammerless, and offer it at
| $25. This gun they describe with a
| few lines and send a small cut or pic
| ture of it.
Next page they will use a large cut
of their own brand of gun, and what
they do not say about this gun is not
worth saying. This wonderful gun
they price at s19.87, and according to
| description this gun is worth a great
| deal more.
The reader orders the $19.87 gun, on
t which the supply house makes proht
| of SO per cent, while if he had ordered
| the $25 gun they would not have made
5 per cent. But listing a well-known
| brand at a cheap price establishes con-
| fidence and helps them gain their point
| to sell their own brand at big profit.
| 1t would set city people wild if these
supply houses actually had values with
style and quality. They would not need
| to leave their own large cities to sell
at the prices they quote, as the city
| people would go wild over the bar
gains. But with style and value lack
| ing they dare not show their goods IN
| the city where the prospective Gus
! toner would have the opportunity for
| comparison, but by cleverly WOrded
and exaggerated description they make
| the country people believe they are
offering more desirable wares than the
| country merchant keeps at a less
price, and having no opportunity for
comparison before buying many peo-
| pie are actually duped
Bats of Leaders.
We know it is fact that many ar
ticles are priced in these catalogues
cheaper than you can find them in
your home stores. Have you ever
| thought Of the reason why that is? 1t
| is not because he cannot get these
goods and sell them to you at just as
low prices, but it is because he is
afraid to sell you articles that have no
| merit and because you can reach him
daily and expect him to make it good.
You expect to get goods of satisfac-
| tory quality or he may lose your trade.
He is your personal friend and is afraid
to sell you goods he cannot recon-
| mend. If he had never seen you nor
expected to, and is several hundred
miles away and could get the money
| first, he would be in different posi-.
| ton.
Remember we don't want to say that
you can't get good goods from these
concerns, for we know that you can,
but these better grades cost you as
much and more than they do at home,
with the exception of few bats and
leaders.
There is still one more thing to bear
in mind and which we think a serious
one. Supposing the mail order houses
could sell goods cheaper and every
body would order their goods from
them-the local stores would soon be
no more and you would then be oblig-
ed to send for everything. Remember
a store cannot be kept up with the
small purchases if the money is sent
away for the big things. You have then
succeeded in running your home trade
and you have helped to build up an
enormous corporation in some far
away city. Your home consumption
and market would decrease, the value
of your farms and houses would be-
come less valuable, for you well know
f town goes back the value of it and
it's surroundings decrease. Sending
your money away you get nothing but
the goods; spending it at home it
will come back to you in better towns,
better stores, better schools, better
! churches and better social advan-
tages.