The weekly true Democrat. (Tallahassee, Fla.) 1905-1912, 1909-05-21
ABOUT ADVERTISING-No 10
The Man Who Retreats
Before His Defeat!
By Herbert Kaufman.

Advertising isn't magic. There is no element of
the black art about it. In its best and highest form
it is plain talk sane tal-seing talk It's results are
in proportion to the merit of the subject advertised
and the ability with which the advertising is done
There are two great enemies to advertising
profit and both of them caused by ignorance of the
real functions and workings of publicity.
The Oneis to advertise promises which will not be
FULFILLED, because all that advertising can do when it
0ccOmPIishes most is to influence the reader of your
copy to Investigate your claims.
If you promise the earth and deiver the moon ad-
Uertising will not pay you.
If you draw men and women to your store on
Pretense and fail to make good, advertising will have
harmed you because has only drawn attention to the
fact that you are to be avoided
1t is unjust to charge advertising with failure
under these conditions it would be for your egbor
to rob bank and find yourself indicted for his misdeed
In brief, advertised dishonesty is eOeH brofheSS
than HHexpLOaed deception.
The other great error in advertising is to expect
more out of advertising than there is IN it.
Advertising is seed lCIck merchant plants III the
confidence OF the community He must allow time for
it to gro1O Every successful advertiser has to be
patient The time that it takes to arrive at results
rests entirely with the ability and determination you
display in the effort But you cannot turn back when
you have Travelled half way and declare that the path
is wrong.
You can't advertise for a Ueek and because your
store isn't crowded say it hasn't paid you It takes
certain period to attract the attention of readers
Everybody doesn't what you print the first time
it appears More will notice your copy the second day.
great many more at the end of a month.
You cannot expect to- win the confidence of the
community to the same degree that other men have
obtained it without taking pretty much the same
length of time that they did But you can cut short
the period between yCur introduction to your reader
and his introduction to your counters by spending
effort in preparing your copy and displaying greater
amount of CONTINGENCIES.
You mustn't act like the little girl who planted
garden and out the neat day expecting to find
in fell bloom Her father had to explain to her that
plans require roots and that although she could not
what going on he seeds Uere doing their most
important uOrk Just before the fOuerS skODed above
ground.
So advertising is doing its most important work
before the big results eventuate and to abandon the
money which has been invested just before results
arrive is not only foolish but childish. II aonh b.
Just logical for farmer TO abandon his fields becdusy
he could not harvest his Ceek after he planted it,
Advertising does not require fditt-merely cont
# it is begun in Doubt and deserted before
normal results be reasonably looked for the fault
does not lie with the newspaper with publicity
it rests entirely upon the head Of the coward viO
retredted bclore Le lg1S 5efca'cd
Copyright 1905 Corrpsnv Cai---o)