The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1909-12-10
The A B c and X Yzof
ADVERTISING
sHRiHs or TEN TALKS ON ADVERTISING NJ 6
written BY seymour Baton Of Philadelphia 1NO. c

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 $40 now $12. .5O' bargain offer has
been done to death. The people buy the $3.50
article because $t2 so is 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 two others shoo-ed off by the rol-np
tumble-up throw up your money hurrah.
An honest bargain properly announced is always
good advertising If controlled newspaper page /
should oneshird of it. down the side, for legiti-
mate bargains. should put the word Bargains or
'Todays Bargains at the top and with the descrip-
tons Of the articles should give selling prices only
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 gnation 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 contrasts by using the remainder Of the page
to advertise my regular priced always stock cloth
ing and dress goods and carpets and furniture and all
that sort of thing; and should make this department
SO full OF life and spirit and enthusiasm for the goods
as to make my counters irresistible.
The store that breaches is in the second class.
Preaching isn't advertising. 1t may be entertaining
and instructve may analyze to nicely the ethical
policy Of the store it may impress the weak minded
with the fact that this store 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; il
doesn't even draw crowd
The formal, refrigerator, my brass plate iss suffi-
cient advertising in the third class 1t has all the
dignity and drawing power of corpse. Mark you, |
am not criGcising the idea Tie 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 it eats, to drink what it drinks
to wear what It wears to buy where 1t 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
greatness and people pay big money for greatness,
even for the varnish 1t is the adver-
Using that is bad 1t might easily quadruple the
trade and yet keep within the boundaries Ex-
elusive people don't think You put on their
tails They follow leader like loof sheep Your business
advertiser is to capture the Of the
set The rest is easy The others will pay privilege
of standing in line.
Enlbalm and bury the brass-pat advertising Use the
space to talk to your Some Of them adver
sements. If poor pebean should happen about
your goods and wander into shop by mste let him do
the worrying.