The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1908-05-13
UP TRADE
SOME THINGS THE MERCHANTS
SHOULD NOT OVERLOOK.
POPULARITY WINS SUCCESS
Methods Of Advertising to Bring De-
sirable and Lasting Results
Comparison Of city and
Country Stores.


"How can make my store a popular
trading place. is the question asked
by hundreds Of retailers The answer
is simple just make it popular but
how? asks The merchant. There are
various ways, but like the eleven hun
dred sects comprising Christianity
with the reaching of Heaven the aim
Of ALL each way is to attain the same
end, and that is publicity In these
days Of live competition It Is the live
up-todate merchant that gets there
every time. This class Of retailers
will have his store a model one, the
arrangement Of his well-selected as
sortment Of goods so as to give the
greatest display and attractive to the
eyes Of his customers; will keep fully
informed as TO latest trade methods,
have clerks who are statesmen, and
must be iudicious and excellent adj
vertiser
There is little use in filing the col
umns Of the papers with attention.at-
tractors and not be able to make good
when the expected customer calls at
the store IN the small town the
merchant who tries to follow some Of
the methods Of the city stores will
fail Above ali other things he must
be honest IN his advertising. He must
value the truth when telling in the
columns OF the local paper what bar
gains he has. His customers are gen
orally steady ones: week in and week
out they visit his place Much trade
In the cities Is Of migratory class.
The keepers Of shops are out for the
money, and they little care how they
get it. If they can sell the visitor to
the store suit OF shoddy clothes for
what pure wool is worth, all right.
He may be from some country town,
and not know the difference. Sell the
same class OF clothes in your home
town to the same buyer. you might
lose not alone bis trade but the trade
Of his neighbors It pays to be hon.
est in your advertising.
The merchant who has gained the
reputation for square dealing has a
capital that is sometimes better than
money He Is sure to gain and re-
tain customers. and his reputation
goes big distance with the jobbing
houses. In fact. he will get the best
Of the deal all around.
Unless advertising brings returns II
is money thrown away But whether
advertising makes good or not de
pends upon how it is done. Ethics ol
the medical profession prohibits doc
tors doing other advertising than the
simple publication OF a card giving the
title and address. The Quack, who
I realizes that there is virtue in prin
ter's ink, publishes column after col
umn or full pages when he advertises
He makes it win. He tells the people
ia an interesting way that he has
the goods 10 deliver whether he has ol
not and he makes them believe him
J , heA AhN sim PIC chaNtUlfnL tldl AEOiNt
Brown & Co, Grocers, are located in
certain town, hasn't much pulling
power. 1t is money given to the prin
ter Just to help him." The printer
does not need such help. He want.
his paper to be a trade puller, to bene
fit its advertisers. The wise editoi
will see that his merchant advertiser
use advertising space properly. It il
to his advantage as we'll as the meT
chants advantage that this is done.
When you advertise, consider thl
amount il costs the same as YOU dl
the money that you pay for goods. Thr
only difference is that you can pa,
money for goods. keep them on you
shelves for years Il the people don
know that YOU have them; the none,
you pay the printer is for letting tn
people know that you keep goods 70
sale and 10 make the selling part easy
Judicious spending Of money for tn
right kind Of advertising cannot fai
to win In the end and pay a better pei
centage Of profit than is afforded il
the same amount being spent in good.
D. NJ CARR