The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1908-08-09
:
The Essence of Advertisement
By Don
So SO e y s - - - -

store stopped to admire. then hurrie,
in to buy.
Soon the tiIls were ernptied of silvel
change. and the manager was caIlet
lup and notified TO that effect. He i'm
nnediately reported to the proprietor
the happy state of affairs.
Beaming like a sunbeam in clover
and dew, the proprietor received the
news. rubbed his hands, patted the
manager on the shoulder, and without
a word of notice increased that gen
tleman's salary a hundred dollars q
month.
s'It was the Essence of Advertise
ment that did the trick the manager
felicitated himself. What lucky
stroke it was that listened to the lit
tie inventor and didn't turn him away,
| as l was about to do
The clerk sent out for that purpose
brought in two large sacks of silver
change. yet the cashiers Office barely
got through the day without sending
for more silver, SO heavy were the aft
ernoon's sales.
oh. what delicious fragrance of
violet" exclaimed a certain lady
patron, typical OF all the bazaar's pa
irons, and turning to the solicitous
salesman she ordered a dozen silk
shirtwaists. whereas she had visited
the store intending to purchase but
one. What a perfectly exquisite fra
GRANGE! It reminds me of when I was
a happy. care-free little girl,''
The next morning, when the in
ventor called to learn what success
had attended his essence, he was met
with wide-open arms. Policy would
have cautioned the proprietor and the
general manager to have received the
little gentleman but lukewarmly, that
they might beat down the cost of the
perfume-which was 500 a quarter
forestall the price being advanced.
But the stuff had proved such bril-
liant success that these two gentle
men cast all policy to the wind, and
when E. Dodge finally took his leave
he had booked an order for $4,000
worth of the essence. with the one con-
dition that for six months he should
not sell any of the precious fluid to
any other dry goods store in San Fran
cisco.
AS the inventor had guaranteed, The
Essence of Advertisement proved
success; a success so astonishing that
within a week, and Notwithstanding
the fact that Copeland withdrew all of
his customary heavy advertisements
from the papers, he was forced to
engage four additional buyers to keep
his stock replenished, and he and his
general manager felicitated them
selves on having fallen into a bed of
clover.
But suddenly they found burs in
the clover. While thousands daily Wis
tied the bazaar and purchased heavily,
the astounding fact was soon discover
ed that once having bought from the
of the emporium the patron
rarely returned.
Could it be that the Essence, while
crowding the store with transient GUS
tom, was driving -~ay all steady
A letter was hastily written to Mr..
E. Dodge. laying the facts before him
and asking for advice. Two weeks
later the advice came. 1t was as fol-
lows:
Martin Copeland, Proprietor Copeland
Dry Goods Emporium.
Dear Sir: The reason why patrons, |
once having purchased at your store, |
rarely return, is to be explained by |
the fact that you are using the Es- |
sence Of Advertisement in too pure |
state. 1 send you herewith a recipe |
for its dilution; have a druggist attend !