Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1908-05-12
With that end in view advertising

matter should embody either or both
of the following facts:
Argument or reason as to the ad-
visibility Of having q banking ac-
count. whether checking or saving
a sort of logical reasoning on the
subject-a matter which will impress
the reader that failure to have
banking account endangers his mon
ey, occasions him inconvenience, de-
bars him from privileges, forfeits his
claims for financing a project. And
then comes the second idea, the i'm
preston that your institution offers
safety, strong directory, conserva-
tive management, central location,
progressive methods, courtesy to la
dies, and all the other features which
may influence them to favor your in
stitution.
And now as to the medium of ad-
vertising. They are so many and so
varied as about to bewilder. First
and foremost, the writer stands for
newspaper advertising rightly done;
not spasmodic on the one hand or
sleepy, prosy advertising on the other.
Advertising for short period of
time to see how it turns out reminds
me of the Indian who being told how
pleasant it was to sleep on a feather
bed, tested the information by plac-
ing one lone feather between his
shivering body and the cold rock. On
rising in the morning he gave vent
to disappointment by saying, white
The writer believes in a good loca-
tion-guaranteed position if possible
columns next to the reading matter
preferred, and then a change of copy
frequently, daily If practicable. 1t
costs more money. Yes-but you pay
more rent for q place on the main
street than for a place. on the side
street. 1t takes time and trouble TO
write ads. YeS-but it takes time to
dress your front windows and display
your goods. Abstain from scarce
headlines. Desist from too wordy
COPY. Let the matter be catching so
that the reader has absorbed the en-
tire subject without being conscious
of having read an advertisement.
Point out the strong features OF
your own institution but positively
desist from rejecting directly or in
directly on your competitors. Adver-
tise in a medium circulating among
those whom you can reasonably eX-
pect to secure depostors, utilize your
local daily or weekly, and if you are
catering to accounts of banks patron
ize the financial journals. Advertis-
ing to pay must be judiciously done.
Far be it from the speaker to low
er the dignity or standing OF the
banking business. But times change
and men and methods must change
with them. Men charged with the
MANAGEMENT of banks must realize
that they are dealing with a growing
population. The patrons of banks to-
day are unmindful of the conditions
or ideas prevailing half century ago,
They only see a number of banks
within close proximity catering Tor
business Gust like so many other
business houses) and they are going
to favor the institution which i'm
presses them that it is desirous or
business, offers facilities and is con-
servatively managed.
Just how best to create this I'M
preston is for bankers to determine.
In the opinion Of the speaker, per-
sonal work and bank advertising will
accomplish the desired end.
The man who whispers down well,
About the goods he has to sell,
Won't reap as many golden dollars
AS he who climbs tree and hollers
Moral-Advertise.