The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1908-04-10
60 OUT FOR TRADE
MERCHANT SHOULD BE AE TX
PERT lN Hls LINE.
WISE USE OF PRINTERS INK
How Advertising BY a Specialist Was
Turned to Profit BY a Wide
Awake Country Store
keeper.
WISE USE OF PRINTERS INK

One Of the latest deals Of the town,
to-towa man is the working up Of sales
for SOME local merchant He enters
the town and contracts with some
storekeeper to hold a weeks sale.
What goods the merchant cannot sup
ply he win have shipped in TO add to
the stock on hand. He is a worker for
the percentage on the gross sales. and
stands the advertising bills. He is
postmaster in the art OF country town
advertising. He knows how to get out
an attractive poster and how to reach
the town people and the farmers as
well. He covers the front Of the store
with signs calling attention to the
sale. He has a force Of specially
trained clerks He makes business
fairly hum. unless he bucks up
against another merchant in the town
who knows a few things about getting
business himself.
Not long ago in ore Of the small
western cities one Of the expert"
opened up a sale for merchant who
had a considerable stock of stale
goods. particularly boots and shoes.
on hand. The front OF the store build
ing was covered with attractive signs,
thousands of posters and handbills
were sent throughout the city and
country, and the advertising began to
show results. There was one live
merchant in the town who saw a
chance to reap a benefit from the eff
forts OF the expert" The sale had
only fairly gotten under way when the
dealer-up-to-date commenced placard-
ing his store in the same block He
was not slow in the advertising line.
When the sale manipulation hung out
his sign, Finest shoes in the town,
$3.50 per pair" the up-to-date man met
It with: These shoes don't look like
kid, they are not paper but they will
wear better than anything you can
get for twice the money-only $t.05."
Other signs called attention to hon
est values; that there was no special
sale on hand; 1t was regular business
and regular prices-but prices were
right, the goods were right and honest
values, and invited comparison with
@any other stock In town." and the
people were interested.
FarT8ers understand the bargain
sale deal, and at the end Of the flrsl
day the up-to-date man had sold 1876
pairs OF shoes and rubbers. He didni
have to cut prices. He gathered W
all his odds and ends Of stock, placard
ed them so as to yell the people thel
we're little out Of style, but homes
bargains, and he did business in vol
umes as great as the expert bargain
man. and convinced his customers
that not alone on one day could thel
get full value for their money, but OF
any day
1t is we'll for the merchant in tn
small city to do judicious advertising
This will bring as good results, an
save the percentage paid the expert.
In fact If the merchant would take tn
amount that would be paid out to tn
expert and use it in advertising in hi
home paper he would be the winner i
the end Then. again, the expert"
out to make sales. and he makes then
sometimes in such way as to tur
away the trade Of those who wei
good customers of the merchant.
d. M. CARR