The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1908-11-23
The A BIC and w of
SERIES OF TEN TALKS on ADVERTISING NJ Q
written S Seymour Eston of PhiIsdslphia mo. o

Most department store advertising may be
divided into three classes: bad, very bad, and
damned bad
Bargain advertising is in the first class II does
sell goods but if well done it could easily make
three blades Of grass grow where one grows now.
The worth S20-now- 81. so" bargain offer has
been done to death. The people buy the $3.50
article because S12 SO much they want to pay
because they have seen the goods; because they
nave intelligence enough to know that they getting
good value for the price but for every one who buys
there are two others shoo-ed off by the roll-up
tumble-uP throw-upyour- money hurrah.
An honest bargain properly announced is always
good advertising If / controlled a newspaper page
should use one-third Of it. down the side for legt-
mate bargains. should put the word Bargains or
Iodays 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 as brief as possible. leave
everything TO the Imagination Of the customer except
the selling price; and and then | should omit
that let the customer to TIE 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
SO 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. II may be entertaining
policy Of the store; it may impress the weak minded
with the fact THAI this store great public benefacor
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-
cient advertising is in the third class 1t has all the
dignity and drawing power of corpse. Mark you l
am not criticsine the idea. The idea is fine To be
a chosen people clothed in purple and fine linen; to
bask in the sunshine of wealth or of arstocracy or
Of fame to eat where it eats drink what it drinks
to wear what ii 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,
even one or two removed or second hand; that is
greatness; and people pay big money for greatness,
even for the varnish 1t is the adver-
Using that is bad. 1t might easily quadruple the
trade and yet keep within the boundaries elect Ex
elusive people don't think You don't put on their
tails They follow leader like lot of sheep business
advertiser to capture the leader beeher
set The rest easy The others will pay privilege
Of standing in line.
Embalm and bury the plate advertising Use the
space to talk your customers Some them
hsemens poor plebeian should happen read
your goods and wander into shop by mistake let
the worrying.