Pine Bluff daily graphic., 1910-10-09
KEEP OVERS0LD BEST POLICY
Advice of Hugh Chalmers. We;i-KnoWn Expert, to Business Wen of
 Mime polls.

Hugh Chalmers, the we i--;own ad vertising expert, recently discussed
 Salesmanship as a Fine Art before the advertising and business men of Minneapolis. He said among other things:
 All goods are sold in three ways: First, by the word of mouth; second, by pictures and illustrations, and third, by printed matter. That practically sums up the ways there are of selling goods. But advertising is more than selling. There are two objects in advertising. One is to sell your goods, and the second is to establish a good name and insure continuance of trade. Now some people say that when you are entirely sod out you want to quit advertising. There was never greater fallacy told to busl- ness men. One Of our stockholders said to me not long ago, Are you reasonably sure of selling your ears output?' said, Yes. sir Then why don't you quit adveEtising?' he asked. How much can you save between now and the first of July said: Between $60,0vv and s75,000. men why don't you save it? he said. My answer was that if I were dead sure we had all sold this year of 1910 and up to 1912, I would not spend dollar less
 T am speaking not only from the standpoint of the theoretical adver- tiser, but also of the man who buys the space and pays the bill. My be- ing in business is not confined only to 1912, and am firm believer in keep ing oversold You have got to deal with human nature, and human nature always has wanted and always will want those things which are hardest to get. Now, then, said to this gen. tleman, Look at that fountain; see that water gushing forth. The foun- tain has it's source of supply in the river mile and half distant. You can get the superintendent to shut 1t of, but you will not notice any differ ence right away; you will see it go down a little at a time until there IS no more water supplied. You shut off the source of supply when you stop advertising. You must send the best possible appeal to million minds in order to sell few thousand easily, and you must keep on appealing. You must keep on If you wish to keep up your business.
 There is no mystery about this ad- vertising and selling of goods. Some hir,ly md do not take 1t up because they think it is too hard. It is nothing but plain, com mon sense, plus printers ink, and some of the best copy have ever seen was written by men who were never known as advertising men, but they sold the goods and made their copy accordingly. 1 once heard it said that a man with little idea always used biz words to express himself, because he wants to surround his idea with as big words as he can; whereas the man with the big idea uses little Anglo Saxon words to express himself, be- cause the idea is so big 1t needs no sur rounding. When you come to write copy bear that in mind. Write it so plainly that the man without an edu- cation can understand what you are talking about, and then 1t will be a cinch that the college graduate can. or ought to, undertand it.
 "I believe advertising copy should be so written that its first two lines shall be the attractive feature of 1t, because If man starts to read your copy and does not finish reading it, don't blame him-blame yourself, be- cause he gave you the chance"