The Delta independent., 1907-08-09
How to Sell Goods.

An interesting address on advertising
was recently delivered by c. S. Connor
of the International Time Recording
Co., who spoke on The Value of
Newspaper Advertising to the Re-
taller" before the Merchants and Ad-
vertisers association of BinghamptoD,
N. Y. From this address the local
merchant can get many good pointers:
'Blow your own horn and give every
customer square deal.
The business of selling goods has
changed wonderfully in the last few
years, and all progressive merchants.
to succeed. must adjust their business
to the new conditions. In olden days
sign over the door and few thrillers
like Go to Jones for prunes and hog
powders painted on country fences and
barns was about the limit of publicity.
An occasional card in the weekly papers
and few dodgers and hand-bills. just
to help along the printer, was down.
right plunging and caused no little
comment in the business community.
Today the printing press is domin-
ating the civilized world and the mer-
chant who fails to take advantage of
the avenues of publicity open to him,
and blow his own horn, soon finds him
self among the ninety and five per cent
who fail within business life time.
Judicious advertising is the cause of
the new era in merchandising. and has
lifted the art of selling goods to the
plane of a science. Yet today many
merchants look upon advertising as
gamble. Not few take a flier at it
and because big results are not prompt
ly obtained, quit. Gentlemen, the quit
ter in any walk of life never achieves
success. 1t takes constant, persistent
scheming and plunging in every branch
of business to obtain profitable results.
Profits. larger profits, more profits is
the goal you are striving for. Very few
men profit from gambling. Why gam
bic in advertising?
The modern business man is begin
ming to realize that advertising is a
science, based upon known causes and
producing known results. 1t is a plain.
straight forward proposition. governed
by the same laws that rule any other
branch Of your business. Like every
thing else- the whole secret hes in two
words: Know how The world makes
way for the man who knows how. You
know how to buy right, how to rent
right. how to hire right. and you ought
to know how to advertise right.
The first step in advertising is the
intelligent purchase Of space. Fill it
with good copy and you'll get good ad-
vertising.
What is good copy? It's straight
away selling talk in simple. plain. ef-
fective language, that can be under
stood by the least educated. telling the
truth about the goods for sale, quoting
prices, guaranteeing the quality, and
value, and suggesting the readers need
of the article and the reason they
should buy now, and from you. State
facts and give reasons.
'If a merchants S business is too large
for individual attention, he hires skilled
assistants to buy and sell for him.
Likewise should he hire skillful ad.
vertising man to conduct his advertis-
ing for him. AS good buyer saves
much by his knowledge of goods and
prices. so does the good advertising
man save money by his ability to select
proper mediums, intelligcntly buy and
use space and produce advertisements
that sell more goods with greater ag-
gregate profit. at least expense.
There is one more point that is vital
to all advertisers. Don't plunge. Lay
out your campaign as does the archi-
tect and builder. Know what you can
afford to spend, and be judicious in
spending. Don't contract for big
space because the discount is attractive
unless you can use it protitably. IL is
the injudicious advertising that causes
many to fail.
Will Talk Drainage.
Prof. PAUL has word that C. +.