The Oskaloosa herald. (Oskaloosa, Mahaska County, Iowa) 1885-1919, 1907-02-14

| You may be making living. paving
your rent, owning your owa stocks
out Is that all you want? The ad.
E9rtlslng man comes along ami Won
don't need to advertise. Nothing do.
ing Nothing 1oing. Do you sup.
pose there would ever have been a
merchant prince if he hadn't aiyer.
used? Do you suppose a big store
VIII build up IN Marshalltown IL Won
don't advertise? You may be making
hving' but that is not enough. You
must make enough TO retire ON in
comfort, or you should not be salts.
ned. This is an age of things, for a
man Is always young so long as he
does things, and when he quits doing
things he is old, don't care how
many or how few years he has lived.
Don't wait until somebody comes
TO town from Chicago or New York
and puts in a store which will walk
right away from you the first year be-
cause it advertises. Don't follow. Be
a leader. Why, well remember my
experience as an advertising man in
Nashville. I thought l knew how to
advertise then, but l didn't. A new
store came to town. We said it would
fail in a year. 1t walked right away
from us. That man came from Dss
Moines, and he knew how to advertise.
l studied his ads. ald learned some
thing, out he put our firm out of bus,
mess.
why, Chicago is getting business
right out Of your own town. am
getting lots of it and I'm going to try
to get more. The women here are
sending away for goods which you
oughS to advertise. Montgomery
Ward C 90. are getting the money OF
your farmers by the millions, yet this
catalogue business is in less favor
now than it was. You ought to pu'.
out a catalogue of your own and ad-
vertise in your own locality stronger
than the outsider can. Fight the
devil with fire. That is all there is
to it."
When Mr.. Bright had closed several
questions were put to him. Mr.. Ingle-
due wanted to know what per cent OF
sales should be spent in ADVERTISING.
Quick as a flash Mr.. Bright replied:
IF you have small, sick business, 5
per cent. If you have large, going
business, you ough- to cut it down to
8 per cent"
Mr.. Lay wanted TO knaw whether it
was better advertising to talk quality
Or name prices. Quickly again Bright
replied: Qualify every time. Read
my ads. for Mandel Brothers, and you
will see that / am great on prestige
Advertising" Then he held up 70
view a specimen page on art pottery.
Mr.. T. d. Smith asked if he thought
peopel would read all that was in that
Id. With instantaneous resource
Bright called for an elocutionist, if
one We're in the room. Professor Gill
bert was crowded forward, who read
the ad. at length, with expression, and
it was recognized at once to be a su
perb editorial on art pottery, contain.
ing both information and convincing
as to why art pottery should
be bought at Mandel Brothers store.
Mr.. Abbott wanted to know whether
IN ad. should present some one arti-
Gle or mention the whole line. Con.
on one thing" said Bright.
John Jo1es-Dearer in Boots and
Shoes-Repairing Neatly Done is
lead. Noah and Adam both had it.
FELL them some one thing newsy about
he store"
Mr.. Sinclair asked whether there
was not great danger of putting too
much into an ad. Bright said there
vas. when you are through, STOP"
ne replied, but it was apparent from
MS specimen ads. that he was not
lverse to telling some one story com.
olete in detail in his advertising.