West Virginia argus. [volume] (Kingwood, W. Va.) 1877-1946, 1906-11-08
TRUTH IMPORTANT.
Merchants should Make No Statements
They Cannot Back Up.

| 49, ~NNASSSinb my fSnatkS 10
the retail merchant, and regret to
say that SO many demand immediate
results and cry for schemes, ignoi.
ing the future for the sake OF tenn
porary profits, says Joseph Sigmund
in the Rocky Mountain News.
Business, like chess, depends upon
a series of consecutive successful
moves. The first move must be
made with a certain knowledge OF
what will follow in certain events.
Each consecutive move depends
upon the move already made, and
the moves made all depend upon
the moves to be made. Legitimate
schemes in business publicity may
be likened to the fools gambit in
chess-it is wasting time aud in
viting defeat II tried upon intelli
gent opponents.
To be successful merchant or a
successful general or successful
advertising man the plan Of the
campaign must be carefully con-
sidered.
There must be a policy. The
clerks or the soldiers must be in
terested In the issue. There must
be enthusiastic devotion of all to
the common cause. Think of the
contagion OF real leader and then
consider the cumulative force when
multiplied by the number of men
connected with an enterprise.
Scheming is not necessary ele-
ment OF successful merchandising,
or, rather successful advertising,
but building is essential, and what
builder proceeds without plans2
What merchant worthy OF the name
can expect to compete without
policy1 Let the policy of the store
and the policy of the stores pub.
licity be fashioned on legitimate
lines.
Build on reputation, nurse your
trade, make friends OF every Gus
toner, not necessarily personal
friends, but friends for the store.
II you promise something in return
for the response to your advertising,
b. sure TO fulfill your pledge to the
customers satisfaction. IL you
promise your boy a clicking" be
sure he gets il. II ever you find
the licking was undeserved, apollo
gize, make amends, and this same
thing holds good in advertising.
Advertise attractively, advertise
magneticslIy, advertise judicially,
advertise best features if you wish,
advertise highest prices If you be.
lieye they will attract some, ad
vertise bargains # you are after the
masses; but; for mercy's sake, Mr..
Merchant, don't make a published
statement that you can't back up in
your store.
People want quality and will al
ways be anxious to trade at the
store where quality can be had.
They are willing to consider the
merchants argument and are ready
and attentive when they know such
an argument is presented in a truth
ful yet enthusiastic manner.
People want TO be told about
goods the merchant has TO sell, but
they will never find out unless the
merchant himself puts up the al
gument and makes il reasonable.
The store that does not advertise
because the proprietor cannot do il
himself IS not treating his trade
right. He will be surprised to see
what a difference can be made in
his business il he will arrange to
place some one in the store in
charge OF the advertising and will
arrange to keep that person supplied
with advertising service that may
be used regularly from season to
season.
In the local newspaper you have
reliable friend tbs, fills its mission
q more family 6resides than do
many Of the metropolitan dailies.
Treat the news Of your store,
Mr.. Merchant, as the editor w1uld
treat the news OF the world. aud you
will have done the best possible adj
verlising could advise. Cut out
the scare heads and tell the truth as
you know il ought TO be-. But II
you'rea "dead one" and your busi-
ness 'fsn't what i, used to be-"
then wake up unless YOU wan, TO
make your competitor happy by
not advertising.
NOtice OF Dissolution Of Partnership.
Notice is hereby given that the
partnership Of Novels & Bonafede,
engaged in the construction Of the
.gl:,... A.. - LIT 81,