The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1908-11-18


ally. The better the advertising the
better the ally. 1t Is the advance
agent OF the salesman. 1t predis-
poses the dealers and the public. and
clears the route Of the salesman of
many OF Its thorns. Good salesman
ship Is the ability to induce people to
buy your things equally with, or in
place of. the stuff that others have
to sell. II judicious Advertising will
assist In creating a demand for or
anges II will add much to the chances
OF the success Of the salesman in his
work. That 1t will do this may be
predicted on what 1t has done In
other fields. II you look for evidence
OF the results OF advertising, you may
pick It up In the things you do every
day.
Smoking Advertising"
II was much impressed by the re-
mark OF character IN short story
In a recent magazine. In a conversa-
tion regarding rival establishment
the author makes him say THAT stores
stock is not as good as mine; the GUS
toners smoke advertising" The re-
mark implied that the people who get
things at the rivals place thought
they were getting better articles. be-
cause the advertisements OF that con-
cern told them so: and 1t was so to
them--as long as they believed t..
Why do people eat modern breakfast
foods? Why do you call for white
Rock" or "Clysmic." or "Sun Ray"
water? Is II because the food, or the
water. Ia really superior to all others :?
1t Is because you must have that par
ticular brand; that you can't get
along without It? Thousands Of peo-
pie now wear nothing but Douglas
shoes. other thousands none but EN-
erson or Hanan. or some other make.
II is not In the least unfair to either
OF the firms mentioned to assert the
material which has been most potent
In securing and retaining this or
that thousand persons. Is the adver-
Using.
You have already grasped the
point wish to make: that is, that
there is no limit to the things that
may be probably advertised. Surely
IL the stan Of life. and the graveyard
can be promoted by this means there
In chance for the orange. II this
be true. then we have only to give
our serious attention TO the low Of
the advertising: consider the charac-
ter. and search for the very best
method. Just as there are good
managers. and bad: good and bad
salesmen. and oranges. so also Is there
good and bad advertising: some very
bad. More often. however, advertis-
Ing fails because Of lack Of appropri-
ateness-like unto the right man In
the wrong place. or vice versa. In
deed II IL not difficult to nnd men
who can utter high sounding phrases
rothers who can make beautiful
pages of type drawings. These things
are In themselves of no earthly value.
unless as instruments in the hands OF
those gifted with the temperament
who by practical experience have
mastered the subtleties Of the most
subtle OF all the business OF this rap
Id age. Experience Is of much great
err value than ability.
LET US start with a full realization
that We live In an age OF specializa-
ton. Your own business of selling
oranges Is an illustration of this fact.
The grower is all right as a grower;
when IL comes to marketing ne Is
not In 1t. That Is your speciality. The
picked fruit represents the full COM
plement Of his investment In capital,
Intelligence, and labor In the orchard.
You do not invade his field Of activity.
His speciality Is in studying grating
and planting and spraying. and the
many other problems and secrets Of
the still life of the grave--the plowing
and irrigating.
As to the mediums to be used. you
know. of course. that the most direct
and most easily employed means at
our ready command for use in edu-
eating desire is the newspaper.
Reading the newspaper Is as inti-
mate part OF our every day life as
sleeping and eating. 1t Is a rare per-
son who does not at least glance over
his daily or weekly paper. and to the
great majority OF people 1t is the only
avenue open to their minds accessible
TO things who have things to sell.