The Julesburg grit-advocate., 1909-04-09
TO WIN HOME TRADE
ADOPT BUSINESS METHODS


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In this the age Of printers ink there
is inst one vay for home ,nerch. mt. 40
compete With mail order hou.es. ana
that IL to advertise. 1t does M pood
simply to abuse the mail order homes
and ayaiIs little to appeal merely tn
local sentiment. The mail order houses
must be met both in prices and nuh-
licity. In this competition the home
merchant has the natural ADVANTAGES
Of time. Of freight rates and Of the
local newspapee. He can deliver Goods
at once, whereas the order houes re-
auires weeks. He can deliver direct
without transportation charges. In
his home paper he has an avenue for
advertising which the order house
lacks With such factors In his favor
it is his own fault II he does not win.
People trade with mall ordae houses
because they think thsy get goods
cheaper. Investigation shows that on
the whole this II a mistake. Consider
ing the quality Of goods sold. local
merchants can and In most cases do
sell just as cheaply as the order
houses. What they need u to acquatnt
the public with this fact They can
do 10 through advertising.
Advertising. however. u science.
1t must be done persistently and In
diligently II 1t IL to bring results. Ad-
vertising copy should be changed ev-
cry insertion. 1t should be made sim
pie. honest. definite, direct. It should
be personal, the merchant talking to
his patron. 1t should be striking
enough to attract attention and with
sufficient interest and Information to
hold the attention attracted. 1t should
not only bring customers to the store.
but should bring them looking fos
some definite article or line Of articles.
Shopping now II mostly done by won.
en-, and the woman shopper eagerly
scans the advertising columns.
Customers Of mail order houses
have learned that many Of the goods
sold are not durable. This ID the dis
advantage Of buying without inspec-
ton. Here Il another item favoring
the home merchant, but In order that
it may be telling the home merchant
must use 1t. He must fight the order
house with its own weapons fight
publicity with publicity, price with
price. The order house makes Its
campaign by the use of printers ink.
The home merchant must make his
campaign by the use Of printers ink.
The order house tells In detail what 1t
has to sell without the use OF sur
plus words, but covering all points
that the customer wishes to know.
same tactics. The order house Il
scrupulously honest In returning every
cent II more than the right amount Is
sent, or If prices have fallen. or II some
article ordered Is out OF stock. The
home merchant must show the same
scrupulous honesty. The order house
ts most careful to give even the small
est customer to understand that his
wants are being promptly looked after.
The merchant must have the same
prompt, businesslike way. Indiffer-
ence never pays. There Is nothing 80
wins business as business methods.
Cash follows confidence. Success comes
from knowing and doing. Advertising
always pays If the advertiser knows
how and keeps at 1t.
The advertiser must put himself in
the readers place. Let him think what
would catch his eye, what would hold
him, what would awaken in him de-
sire to buy and finally what would
clinch the matter and take him to the
store. There are some ads. one sim
ply cannot help reading. There are
some ads. that convince one Of their
honesty and sincerity. They do not
arouse incredulity by overstatement.
They are not like every other ad.. but
have an individuality of their own.
Thev covar only ono article or ono limo