The diamond drill. (Crystal Falls, Iron County, Mich.) 1887-1996, 1908-05-23
BUILDING UP TRADE
SOME THINGS THE MERCHANTS
SHOULD NOT OVERLOOK.
POPULARITY WINS SUCCESS
Methods Of Advertising 10 Bring De-
sIrzble and Lasting Results
Comparison of City and.
Country Stores.

How can make my store q popuiaw
trading placer" Is the question asked
by hundreds OF retailers. The answer
is simple--just make II popular. But
how7 asks the merchant. There are
various ways, but like the eleven hum
dred scots comprising Christianity,
with the reaching OF Heaven the aim
Ipf all, each way is 70 attain the same
end. and that is publicity. In these
days OF live competition II IL the live.
up-to-date merchant that gets there.
every time. This class OF retailers
will have his store model one. the
arrangement OF his well-salected as
sortment OF goods SO as to give the
greatest display and attractive TO the
eyes OF his customers. will keep fully
informed as 20 latest trade methods,
have clerks who are statesmen. and
must be a judicions and excellent ad-
vertiser.
There Is little use in filing the COL
umns OF the papers with attention-at-
tractors and not be able TO make good
when the expected customer calls at
the store In the small town the
merchant who tries TO follow some OF
the methods Of the city stores will
fail Above all other things he must
be honest in his advertising. He must
value the truth when telling Ia the
columns OF the local paper what bar
gains he has. His customers are gen
orally steady ones: week in and week
out they visit his place Much trade
in the cities Is OF migratory class.
The keepers OF shops are out for the
money. and they little care how they
get II. II they can sell the visitor 10
the store a suit OF shoddy clothes for
what pure wool Is worth, all right.
He may be from some country town.
and not know the difference. Sell the
same class OF clothes In your home
town 10 the same buyer. you might
lose not alone his trade but the trade
Of his neighbors. II pays to be hon
est In your advertising.
The merchant who has gained the
reputation for square dealing has a
capital that Is sometimes better than
money. de is sure 20 gain and re-
tain customers, and HIS reputation
goes a big distance with the jobbing
houses. In fact, he will get the best
OF the deal all around.
Unless advertising brings returns II
Is money thrown away. But whether
advertising makes good or not de-
ponds upon how IL Is done. Ethics OF
the medical profession prohibits DOC
tors doing other advertising than the
simple publication OF card giving toe
title and address, The quack. who
realizes that there Is virtue IN petsi-
ter's ink, publishes, oolumn afte~ ooa-
umn or full pages when he advertises
He makes Il win. He tells the people
in an interesting way that he has
the goods 10 deliver, whether he has Or
not, and he makes them believe him.
Just the simple statement that George
Brown & Co, Grocers," are looafed M
a certain town, hasn't much pulling
power. II is money given to the prtn-
ter "just 10 help him" The printag
does not need such help, He wents
his paper 10 be a trade puller, 20 bene-
ct its advertisers. The wise editor
will see that his merchant advertisers
use advertising space properly. " Is
70 his advantage as well as the mnp-
chants advantage that this Is done.
When you advertise, consider the
amount II costs the same as you do
the money that you pay for goods. The
only difference is that you can pay
money for goods. keep them on your
shelves for years II the people don't
know that you have them; the money
you pay the printer Is for letting the
people know that you keep goods for
sale and 70 mako the selling part easy,
Judlcious spending OF money for the
right kind OF advertising cannot fail
10 win IN the end and pay a better per
centage Of profit than is afforded in
the same amount being spent In goods
u, NJ CARR.
investment Of Surplus Cash.
n Al 49,. fm.~tt4....N.. ...r~..