The Point Pleasant register. [volume] (Point Pleasant, W. Va.) 1909-1939, 1910-11-30
KEEP oVERsoLD BEST POLICY
Advice q MUCH chalmorn, Wo,LKno~n
EsesE 20 Cuisines Men Of
q Minneapolis.


Hugh Chalmers. the wel-known ad.
verttsing expert recently discussed
-salesmanship as q Fine Art before
the advertising and business men Of
Minneapolis. He said among other
things:
-Ana goods are solditn three ways:
First by the word 5of 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 a continuance OF
trade. Now some people say that
when you are entirely sold out you
want to quit advertising. There was
never a greater fallacy told to bust
ness e One OF Dur stockholders
said to me not long ago. Are you
reasonably sure Of selling your years
output? l said. Yes, sir Then why
don't you quit Advertising he asked.
How much can you save between
now and the first Of Julyg' l said:
Between $4,000 and $4,000. anen
why don't you save it?' he said. My
answer was that II l were dead sure
We had all sold this year Of 1910 and
up to 1912. Iwould not spend a dollar
less.
Il 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. Ny be-
Ing in business is not confined only I
1872. and / am q firm believer IN keep
ing oyersold. 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 its sourc Of supply in the
rive. q mile and q half distant. You
can get the superintendent to shut It
on. but you will not notice any differ.
ence right away; you will see 1t go
down a little at a time until there Is
no more water supplied. You shut
on the source OF supply when you stop
advertising. You must send the best
possible appeal to a million minds in
order to sell a few thousand easily.
and you must keep on appealing. You
must keep on II you wish to keep
up your business
There is no mystery about this ad-
vertising and selling Of goods. Some
would ave you think so. and some do
not take 1t up because they think It Is
too hard. 1t is nothing but plain. com
mon sense, plus printers ink. and some
OF the best copy l have yer seen was
written by men who were never
known as advertising men. but the:
sold the goods and made their copy
accordingly. I once heard it said that
q man with a little idea always used
big words to express himself. because
he wants to surround his idea with as
big words as he can: whereas the mar
with the big idea uses little Anglo
Saxon words to express himself, be-
cause the idea is so big It needs no sur
rounding. When you come to write
copy bear that In mind. Write 1t so
plainly that the mai without an edu-
cation can understand what you are
talking about. and then it will be a
cnch that the college graduate car.
or ought to. undertand 1t.
y believe advertising copy should
be 80 written that Its first two lines
shall be the attractive feature OF It,
because II a man starts to read your
copy and does not finish reading 1t,
don't blame him-blame yourself. be.
aus he gave !ou the chance"