Perth Amboy evening news., 1910-08-17
New Readers
Look For The
Special Specials
BY MIR. MUNNIMAKER
The Famous Profit-W Wizard of the
News Classified Advertising
Columns.

Yesterday, when Mr.. Munnimaker
was in a downtown retail store, in
conversation with the proprietor. he
saw a clerk lettering a display card
with the words, LOOK ON THIS
TABLE EVERY DAY FOR OUR
NEW SPECIALS"
WELL" said Mr.. Munnimaker to
the proprietor, those specials ought
to do a lot to bring customers into
your store at frequent intervals"
Yes" said the proprietor, that's
what l calculate" But isn't it a
fact" said Mr.. Munnimaker, that
the only people who know about to-
days specials are the people who
happen to come into the store today"
True enough" said the proprietor.
well, now, isn't it also a fact
that most of the people who come
into the store today would come In
anyhow-not drawn here by these
specials, but coming In for some de-
finite purpose"
is also true, Mr.. Munnimaker."
YES" said the proprietor, that
80 really, the best way In which
to get the full benefit of those very
attractive specials on that table,
would be If you could make those
specials known to people who had
not intended to come to your store
today. The way you have them now,
they are simply a little extra adj
vantage for people who do happen,
to come to the store. But If you
would use them right, you could
make those specials draw to your
store today a great many people who
would not otherwise have dropped
in"
How do you mean," said the
proprietor, with rising interest.
81 mean" said Mr.. Munnimaker,
that the main usefulness OF those
specials is to draw people to your
store, and you are simply wasting
your chance If those specials are
known only to people who do come
in. What you ought to do Is to make
them known to people who do no
come into the store. Advertise them.
Just let the readers of the NEWS
know hat a special corner of the
Market Place of the Munnimakers,
the classified columns Of the NEWS,
will contain your message every day,
and then, every day, tell them about
some especially attractive, advanta-
RSOuS SptCldI "HlSh 10 Wd1h'h5 "
them If they will come in. Don't
crowd your advertisement with q
whole list of specials, but every
day feature one attractive special.
Do it in a way hat really trains
readers, both those who are your
customers and those who ought to
be your customers-to o every
day in the classified ads for your an
~nouncement. You can train them
not only by making the ADVERTISE
ment interesting and attractive, out
also by letting them know that your
attractive specials are to be FOUND
in the NEWS columns"
Mr. Munnimaker and the retailer
put their heads together in consul
tation for a few minutes, and then
the merchant called his clerk to him
and said, 1--WE won't put up that dis
play card over the counter of spe-
ciais. Just make another card,
worded like this:
"a Special Special Every Day,
Look for an Announcement of II IN
The Market Place of the Munnt-
makers, The CLASSIFIED Columns OF
The News"
Mr., Munnimaker, as everybody
knows, is the presiding genius OF
the classified columns of the News
the busy Market Place of the Munnt-
makers. He is full Of bright, practi-
cal. useful suggestions like this, to
increase trade, to get new customers,
and to keep old customers interested.
He is always at the service of any
readers of the NEWS, whether an
individual or a business man, and he
can always be reached, If you will
simply lift the receiver of the hook
| and telephone No. 400-401, to Mr..
Munnimaker, at the ofiee OF the
NEWS.