The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1908-11-23
ABOUT ADVERTISEMENTS 10
The Man Who Retreats
Before His Defeat!
By Herbert Kaufman.

Advertising ISN'T magic There is no element of
the black art about it. In its best and highest form
it is plain talk sane talk-seIing talk It's results are
in proportion the merit of the subject advertised
and the ability with which the advertising is done
There two great enemies to advertising
profit and both of them are caused by ignorance of the
real functions and workings of publicity.
The one is to advertise promises which will not be
fulfilled, because all that advertising can do when it
GccoDtpshes most is to influence the reader of your
copy to Investigate your claims.
Il y'on promise the earth and deliUer the moon ad
vertising 1VtU net pay yon.
If you draw men and women to your store on
retense and fail to make good advertising will have
harmed you because has only drawn attention to the
fact that you to be avoided
1t is as unjust to charge advertising with failure
under these conditions would be for your eghbOr
to rob bank and find yourself indicted for his nisdeed
In brief advertised dishonesty is e1es more broftess
than naexbloited deception.
The other great error in advertising is to expect
more ont OF advertising than there is in it.
Ad0ertfs'ng rs seed Which merchant plants in the
competence OF The community He must aow time for
1T to gro1O Every successful advertiser has to be
patent The time that it takes to arrive at results
rests entirely with the ability and determination YOU
display IN the effort But you cannot turn back when
you have travelled half way and declare that the bath
is wrong fN'
You can't advertise for 1veek and because YOUR
store isn't crowded say it hasn't paid YOU It takes
certain period to attract the attention of readers
EVERYBODY doesn't see what you print the first time
IL appears More will notice your copy the second dav
great many more at the end of a month
You cannot expect to win the confidence Of the
community to the same degree that other men have
OBTAINED 1t without taking pretty much the same
length OF time that they did. But YOU can cut shor
the PERIOD between your introduction to your reader
ana hs introduction to your counters by spending more
enot IN preparing your copy and displaying greater
amount of CONTINGENCIES % " 6i''0i
You mustn't act like the little qirl who r1or+od
garden and came out the next dav e1xrectr7o to find
II IN 7f4 6loo Her father had to exD1ain to be +b+
Plas require roots and that although she co11d not
see what was going on, the seeds aeere doi,,o fE t
ground T 0"e" @O00e
So advertising is doing its most i,,torto,t ,o-r,
Deole the Dig results eventuate and to abandon tho
money Which has been invested lust before ai+
alIiVe IS not only foolish but childish It mould he
lt aS ,0gaed 7or farmer abandon his fields boc
no 'oa MOI har0est has corn week after he bL4rted IL
,.o, ausertiSing does not require fait-merelv COM
on sense. II 1T IS begun in Doubt and deserted bf
results can be reasonably looked for the f1t
uoes not lie with the newspaper or with rb1;cit
sentrely upon the head of the coward who
'eHectea before he sas defeated "Ao
Opsrieht 1905 by Tribune Company cb,caeo,