Bismarck daily tribune. [volume] (Bismarck, Dakota [N.D.]) 1881-1916, 1908-07-19
ADVERTISING.

We obtain many valuable sugges-
tions for advertising from the news
paper end of the bargain but not so
many from the business men who are
the chief benefciaries of good adver-
Using. 1t is interesting, therefore,
to read a part of an address deliver
ed by w. M. Baldwin, retail mer
chant, at the meeting of the retail
Merchants association at Grand
Forks, who says: :z.
'sThe best advertisers this country
have produced has no hesitation in
saying that the most important form
of specific or, direct advertising is
through the newspapers. In selecting
this or any other medium too many
get cold feet before they give the
campaign a chance to materalize.
They expect continuous results from
one or two advertisements. Such are
the men who claim that advertising
does not pay, but it is only the meth
cd that is at fault. Success is the
result of keeping everlastingly at it.
Suppose that one Of you decide to
advertise and you enter the cam
paign with the determination to do it
as it should be done. After selecting
the article, anticipate the class like
ly to purchase this particular mer-
chandise. The arguments that ap-
peal to the woman who buys five
dollar curtain will not interest the
buyer of a twenty dollar curtain.
Very recently I received from a must
cal concern a catalogue and literature
advertising organs. The whole
bunch went to the waste paper bask-
ct because I wasn't in the organ
class. A North Dakota concern re,
Gently advertised Oriental rugs and
Haviland china-goods that are uni.
versally high priced and purchased
only by the better classes. Yet the
ad appeared in weekly paper that
know is read mostly by laboring men
This point evidently was not consid
cred, and it looked to me like a CASE
of filling space and wasting money.
advertising is not a branch o
the business like bookkeeping or ste
biography It is the underlying prin
ciple of any business, and men sue
coed in an enterprise just SO far a.
they apply to it's promotion the cor
vect form of publicity. Continuou
sowing of good seed will inyariabl.
bring harvest. By good seed,
mean, direct, clear, strong, straight
from-the-shoulder statements ant
facts-plain .Anglo-saxon and NOTHING
else.
In your advertisement is the frs
impression a reader gets, and
should be made to say something
Upon it depends the attracting o
sufficient interest to read the rest O
the announcement. Barnum's state
ment that the people like to be hum
plugged is no longer true. Today tn
public demands knowledge. Adyel
Using must be educational. The see
ret of success is talking in your ad
vertisements just as you would owe
the counter-to the people, not owe
and above them. The only differenc
is that when talking in your advel
tisements you cannot waste word
They cost money One must be a
brief as possible without bein
abrupt. Avoid long introductions an
beating about the bush. Make
a point to get to the kernel in
hurry
.4Ten years ago found it one I
the hardest tasks to give full detail
3 In writing an advertisement not dr
n to carelessness, but because had NJ
learned their value on paper. Tods
+ write with the thought always b
fore me that my readers do not kno
the first thing about the article b
ing advertised. Such a plan is
great help in bringing out detail
Imagine salesman saying to
man who had just made inquiry 4
shoes, the new fall styles have ju
arrived, and nothing else. He
many shoes would he sell? But "
say salesman would Immediate
talk more about the shoes. II he q
dersfands his business he won
dwell upon the At, the durability Al
the leather, the tanntng, easy swim
ing toe, the perfect instep arch, T