Coeur d'Alene evening press. (Coeur d'Alene, Idaho) 1907-1929, 1909-07-01
population of only six thousand peo-
pie would not support him.

population of only six thousand peo-
pie would not support him.
For the first year 1t looked as
though public opinion was right; bus
mess did not come with a bound, and
while Jones prices were necessarily
low, he had to offer every induce
ment possible.
One thing he did do, however-he
advertised. He used newspaper space
from the very start, buying a choice
flve-inch sapce in the local paper. He
changed his copy once week, and
kept live, interesting facts before his
customers.
To this day he has never allowed
an issue OF the papers to go out with
out carrying his business message.
Smith did not advertise. Located
In the best part of the town, where
hundreds OF people passed his door
every day. he felt there was no need
to advertise and, judging from the
progress he made In the frst year al
against the progress that Jones made,
It looked as II he were right.
Then settled change commenced
to take place. Gradually Jones ad-
vertising commenced to bear fruit,
and one by one HIS list of customers
increased. Yet he was not taking Gus
toners away from Smith. To all APP
pearances Smiths business was doing
pretty well.
Another year told the story.
Smiths business was not increasing
fast enough to keep pace with the
stock that he was obliged to carry
and at the end OF three years he had
a good many pieces of old stun on
his shelves, whereas everything that
Jones had was. thanks to his annual
clearing sales and his advertising,
fresh and new each season. / heard
Just the other day that Jones had
bought Smith out, and that Smith
was now working for him.
Does the story OF Jones success
mean anything to you?
What Jones has done, others can
do, too. Some fellows have kicked
against their own town and say that
II only they were in a better place
they could make a success OF their
business. They say the people in
their town don't want the goods they
have to sell. have heard dealers
say that the men In their towns have
not the taste for good clothes. This
Is a mistake; human nature Is about
the same all the world over. II the
men Of your town haven't a taste for
good clothes, Its up to you to edu-
cate them to the desire for something
better. As one successful dealer put
II In his advertising: IF you are not
well dressed, It is not my fault"
That's to the point. isn't Il? Adyer-
tialng. intelligently used and properly
done. win make your business a sue
cess every time, Talk about your
goods and about the special facilities
OF your particular shop. And don /
waste your advertising space running
down the other fellow; you have
plenty to talk about without that.
Give good values--better values
than your competitor, II you can
and let people know It. Get away
from glittering ganerallties in your
advertising and use plain descriptions
Of some one article In each advertise.
ment. telling what you know about
your goods In few well-chosen
words, Just as you would II Gus
toner were with you examining your
stock with a thought of buying
That advertisement viii draw
trade.
Don't be ridiculous. Too many
business men say such ridiculous
things in an advertisement that they
defeat their own object. Get right
down to the level and Just talk, Donf
soar, Remember that 10 all the
stories that are heard about the in,
habltants OF the clouds are true. they
don't need your goods.
Just tell your story to your Gus
TONERS. The Advertiser.