Little Falls herald. [volume] (Little Falls, Morrison County, Minn.) 1889-1950, 1909-06-04

Mombor sc Gordon ! FER
guson Company Says To-
cal Paper Is Best

was Fo8Q Oo9Ot0 tho Minnesota Retail
| Merchants convention, and IL very
much to he point Read it.
| The subject of advertising is one
that ia OF interest to every merchant,
big Or little. wholesaler or retailer.
who has anything to sell. because
every merchant advertlses, I suppose
you think that il q pretty strong
statement, but It's a fact and before
have finished I think you will agree
with me-. 81
No merchant can get along without
advertislng and there are q good many
Of as who do a lot of advertising that
is poor and doesn't pay: Some of us,
when we realize that the advertising
we are doing isn't bringing results, are
apt to charge the failure to advertis.
ing IN general without trying to find
out the real cause. Too many men
look upon advertising as an experiment
IN business and poorly directed ad-
vertising bringing scanty returns Is
enough to damn the whole idea tortn-
with.
statesmen
You all know how necessary sales.
manship is aud are quick to recognize
the value of q good salesman. You
know poor salesman will rarely sell
profitable merchandise or do what is
just as important-make friends for
our store. Your course in handling
the salesman problem is perfectly
simple. If you have poor man you
get rid of him and replace him with a
good one, and it isn't always easy to
do it the first time either. Good sales
men are not plentiful but you keep on
the lookout until you find one that is
what you want, and you know when
you have him.
Advertising is just as great a factor
in your business mind, I say is-as
statesmen are, and should be treated in
the same way.
Keep at 1t, if you don It get the right
kind at first. until you find your busl-
ness responding to the advertising you
are doing. You will know the right
kind quickly enough when you run
across 1T.
'@' AN ILLUSTRATION
have stated that every merchant
advertlses and that advertising is
factor in every business. Let us see
whether am right or not.
John Smith starts IN business John
has done a good many things since he
got that big advertisement from
Pocahontas and l think It's safe to
assume he has at some time started
the retail business.) One of the first
, things he does is to put sign over
the store advertising the fact that
John Smith is there. If it is neat
looking sign it IS good advertising.
| His stock arrives and John gets
busy putting it in order, arranging 1t
attractiVely on shelves and counters
and again he does some good advertis.
ing.
Customers come in, are pleased with
the appearance Of his store and talk
about it. Advertising, again, and
good, too. -. 2. %'6e .
SALEsMANsHIP IN PRINTED
Z. FORM
! The underlying principle of adyer-
Using is craftsmanship IN printed form
and for the retailer who is IN daily
communication with his customers adj !.
veItisements should be straight and
to the point. Good merchandising is
handling what people want. Good
advertising is telling them about it.
THE LOCAL NEWSPAPER
There is nothing so good for q town
as live newspaper. It doesn't make
any difference how small it is If it IS q
live one it will grow and it will bring
business to every merchant who adj
vertises in it, Not an occasional
half hearted ad to help the proprietor
along but systematic, vigorous
campaign to help his business along.
just as the storekeeper thrives on
the patronage of the community IN
which he lives. SO does everyone else
and the pulse of the town is its news
paper. Find bright lively paper and
you are always sure that the people
round 1T are the right kind
There isn't any help that is stronger
in your fight against catalog houses
than your home paper. I don't mean
in its editorial columns or news
columns. What IS written there helps
but the real story to the consumer is
told in the advertising columns by the
home merchant.
BEATS CATALOGs
Right here let me say that a we'll
assorted stock of merchandise that
people can select from personally
backed by the right kind of advertls-
ing, will beat any catalog that was
ever published.
The kind of campaign that Is
going to win for us all is the one that
has no end. We can never let up on
any competition but most of all on the
picture book kind, that uses the u. s.
mail to try and knock out the small
towns that are the real strength of the
United States.
The picture book with it's vivid de-
scription may hurt q sleepy town but
it will never seriously lnjure a wide
awake community. Half q dozen live
merchants in any town, hustling for
business with the merchandise to back
up their statements will win out
against two ton catalog.
Farmers are just like anyone else,
They have to be shown-but show
them. advertise to them, keep ever.
iastingly at it and you will find them
dealing with the men they know and
have confidence IN. =
@-Just added to our stock, a small
hHN SYA lN~ nE Nc,