The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1908-04-29
BANKER on ADVERTISING.
SUCCESSFUL BANK PRESIDENT
BELIEvES In PUBLICITY.
Col Wilson G. Harvey Of Charleston
Gives Some Mighty Good Advice tn
the Bankers' Association at Its Re.
cent sessiof. y,

duorooS Oh COi. wilson u. harvey, or
Charleston. before the Bankers As
ISOLATION 'of South Carolina. should
be read and carefully considered by
every business man who is dependent
for success upon public patronage.
Col. Harvey, has made study OF
profitable publicity and knows where
of he speaks:
There II nothing 50 valuable In a.
wakening the habits Of economy and
increasing the savings Of a communi-
~ as education. We must realize thae
We cannot arouse the people OF our
several communities to the advantage
OF saving in any better way than by
keeping them thorougly informed as
to the scope. character. strength. safe.
ty. methods. purposes and dement's of
their banking institutions.
The question now comes up as to
how and when to advertise. The lat
ter part OF this can be- best answered
by the simple statement advertise
perHistently." In other words spas.
modic advertining Is not advantageous
advsrtisins& There are two objects in
advertisine;' One 10 to impress upon
the mind Of the reader the advantage
which he (tl,s reader) Is to derive
from having a banking account with
some institution; the second is to i'm
press upon the mind Of the reader the
idea that your particular institution
Is where he will secure the advan-
tases Of q banking account.
A With that end In view advertising
matter should embody either or both
Of the following facts:
Argument or reason as\ to tho ad-
visibility OF having banking account.
whether checking or saving-a sort
OF logical reasoning on the subject
matter which will impress the read
or that failure to have q banking ac-
count endansers his money, occasions
him inconvenience. dsbars him from
privileges. forfeits :, claims for
financisrins prbiect' And then
comes the second idea. the impression
that your institution offers safety.
strong directory. conservative man
agsmsnt. central location. progressive
methods. courtesy to ladies'. and all
the other features which may infiu.
snos thsp TO favor your institution.
And now - to the medium of ad-
yertisins. They ere % many, and %
varied a. almost TO bewildsr. First
and foremost the writer stands for
newspapeA advertising rightly done,
not spasmodic on the one hand or
sleepy. Drosy advertising on the 9th.
or. Advertising for = short period OF
time to zee hoy II turns out reminds
me Of the Indidn who. being told how
pleasant II was to sleep ON q feather
bed. tested the Information by plac-
Ing one lone feather between his
shivsring body and the cold rock. On
rising In the morning he gave vent
to disappointment by saying
White mans feather bed heap damn
fraud"
The writer believes in a good loca-
Ition-guaranteed position IL possible
columns next to the reading mat.
ter preferred. and then q change of
copy frequently. daily II practicable.
II costs more money. Yes-but you
pay more rent for q place ON the
main street than for q place on the
side street. II takes time and trou-
bic to write ads. Yes--but It takes
time to dress your front windows and
display your goods. Abstain from
scare headlines. Desist from too
wordy copy. Let the matter be
catching 30 that the reader has alb
sorbed the entire subject without be-
Ing conscious Of having read an ad-
vertisement.
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 as depositors. utilize
your local daily or weekly. and II you
are catering to accounts Of banks
patronize the financial journals. Ad-
vertising to pay must be judiciously
done. have read that
Too much advertising wastes
money.
Too little advertising wastes
money.
Too much copy In too little space
wastes money.
Too little copy In too much spaco