The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1907-12-05
How To Advertise.
The Value Of Featuring One Special
Article.
W ashington Post.

w tOh oSU.
There is no trlck-it IT may be called by
so mean q word as "trick more sue
cessful for drawing custom toyOur store
and making permanent customers out OF
people who may never have traded with
you before, than the scheme of advertis-
ing some one special 'fier'' to be sold at a
certain low price on a specified day
1t may be that you already practice
this plan of campaign. If SO, you already
know it's splendid advantages as bust
ness bringer. If not, a few suggestions
would probably come in well.
\ furniture dealer will advertise a rock
ing chair or sewing table or any other
individual piece of goods which can be
sold alone, and advertise it for sale on q
specified day at an unheard-O of low price.
When the ad is properly constructed
and placed in good medium, the result
is almost magical.
People who may meyer have intended
to buy the article advertised, or who
may, it is more than likely. have had the
purchase OF this article in mind for a
seem to be attracted like flies to honey
pot by this sort of special ad. ,--.-~
Many retailers find it immensely profit
able to advertise some such special piece
OF goods at a price actually below the
price which it cost them.
This is for two reasons. The first is
| that it attracts to the store. as observed
before, many people who have never
dealt with the house before The second
| is that there are very few purchasers,
| especially women, who could go to a
well-arranged store, where attractive
stock is displayed. and not see something
! which they want, although they hadn't
| really thought of getting it before.
A striking casein point is that one of
| the largest New York department stores,
one Of the largest in the world-has a
habit Of advertising one special line of
| merchandise at 8 cents apiece for each
one of the articles. AS matter of fact
| this price of cents is way below the
cost OF this particular piece of goods to
| the house The house, keen money maker
as it is, really loses hundreds of dollars on
| this article every time they run this sale.
But what is the result? The immense
| store is crowded with customers, at
tracted by this special sale, and really
not intending to buy anything else, but
| going away-nine out Of ten of them
carry articles which they had not thought
Of buying when they came into the
| store.
Furthermore, this scheme OF special
| sales OF some one article gives a store a
reputation for low prices which some
| times is not gained in years by selling
| everything at exceptionally low cost.
| One thing especially to be borne in
mind in advertising such a sale is to make
| your entire piece OF copy-your illustra-
ton, if you use one, and all of your ar
puments-hpar entirely mon the sale in
| hand. Don't think, because you may be
using a larger space than usual, that you
! must lug in other articles to talk about.
| or that you must give up sentence or a
| paragraph to talk about the principles
| OF your business. Don't do it. Load
| your entire gun on this occasion with the
| ammunition of this one sale alone.
Just try this, and see!