Warren sheaf. [volume] (Warren, Marshall County, Minn.) 1880-current, 1908-12-31
A SERIES OF TEN TALKS ON ADVERTISING
written by Seymour Eaton of Phladelphi:

Most department store advertising may be
divided into three classes: bad, very bad and
damned bad
Bargain advertising is in the first class It does
sell goods; but if we'll done it could easily make
three blades of grass grow where one grows now.
The worth $40 now $12. 5O' bargain offer has
been done to death. The people buy the $3.50
article because $12 so is much they want to pay;
because they have the goods; because they
have intelligence enough to know that they getting
there are two others shoo-ed off by the roll-up,
tumble-up throw p-your- money hurrah.
An honest bargain properly announced is always
good advertising If controlled newspaper page
should third of it, down the side for legiti-
mate bargains. I should put the word Bargains
Todays Bargains at the top and with the descrip-
tons of the articles should give selling prices only
say nothing in figures about values or cost prices
use that space for describing the goods. should
make the descriptions brief possible, leave
everything to the imagination of the customer except
the selling price; and now and then should omit
that let the customer to the store to find out
Then should make these bargains look like charity
by very contrast by using the remainder Of the page
to advertise my regular priced, always stock cloth
ing and dress goods and carpets and furniture and all
that sort Of thing; and should make this department
full Of life and spirit and enthusiasm for the goods
as to make my counters irresistible.
The store that breaches is in the second class
Preaching isn't advertising. It may be entertaining
and Instructive may analyze to nicely the ethical
POnCy OF the store II may impress the weak minded
with the fact that this store is great public benefactor
powerful influence for good in the community sort
Of merchandise university which ought to be endowed
by the State But preaching doesn't sell goods; it
doesn't even draw crowd.
The formal refrigerator my brass plate suffi-
Gent advertising is in the third class It has all the
dignity and drawing power Of corpse Mark you, I.
am not critcsing the idea. The idea is fine To be
chosen people clothed in purple and fine linen; to
bask in the sunshine Of wealth. Of aristocracy or
Of fame to eat where it eats to drink what it drinks
to what it wears, to buy where it buys, to talk
what it talks to dress your poodle dog with what it
dresses its poodle dog; to be somebody exclusive
two removed or second hand that is
greatness; and people pay big money for greatness
even for the varnish veneer. It is the adver-
Using that is bad. It might easily quadruple the
trade and yet keep within the boundaries of the elect
elusive people don't think You don't need to salt their
tails They follow leader like lot Of sheep Your business
advertiser capture the leader the beWeter Of
The easy The others will pay privilege
Of standing in line
Embam and bury the brass.plate advertising. Use the
talk to customers Some Of them read adver
dsements IF poor plebeian should happen
Your goods and wander into your shop BY mistake let him
the worrying