The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1909-11-11
SERIES OF TEN TALKS ON ADVERTISING
written by Seymour Eaton Of philadslphla

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 grows now
The worth $20-now So. SO" bargain offer has
been done to death The people buy the $3.50
article because $3.50 much they want to pay
because they have seen the goods; because they
have intelligence enough to know that they getting
good value for the price, but for every who buys
there are two others shoo-ed off by the roll-up
tumbe-up, throw-up- your money hurrah.
An honest bargain properly announced is always
good advertising. If controlled newspaper page
should use one-hird Of it. down the side, for legii-
mate bargains. should put the word Bargains or
'Todays Bargains" at the top and with the descrp-
hons Of the articles should give selling prices ony
say nothing in figures about values or cost prices
use that space for describing the goods should
make the descriptions 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 the 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 regularpriced, always stock cloth
ing and dress goods and carpets and furniture and all
that sort Of thing; and should make this department
full Of life and spirit and enthusiasm for the goods
as to make my counters ire sistibe.
The store that breaches is in the second class.
Preaching isn't advertising. 1t may be entertaining
and Instructive it may analyze to nicely the ethical
PoAey oi ING StOIe IL may impress the weak ml1ded
with the fact that this great public benefactor
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; ii
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 yosl /
am not criticising the idea The idea is fine To be
chosen people clothed in purple and fine linen; TO
bask in the sunshine Of wealth. Of aristocracy or
OF fame to eat where eats to drink what drinks
to wear what it 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 second hand that is
sreatness and people pay big money for greatness.
even for the varnish or veneer. 1t is the adver-
tsing that is bad. It might easily quadruple the
trade and yet keep within the elect
elusive people don't think You don't put their
tails They follow leader like lot of sheep business
as advertiser to capture leader becther of the
set The rest The others will pay privilege
of standing in line.
Embalm and bury the brass-pate advertising. Use the
space to talk TO your customers read adver-
tsements II pebean should happen to about
your goods and wander into your shop by mistake let him do
the worrying.