The Salt Lake tribune. [volume] (Salt Lake City, Utah) 1890-current, 1911-02-19

force to back M that advertising,
a form of advertising. that is often
overlooked is courtesy. 1t does not cost
the very best advertising Ineffective.
Doubtless you can call To mind some 9TH
erwise good advertising campaign, the
influence of which was diminished by the
lack OF close attention to small and ap-
parcntly insignificant details,
Let me give YOU one very striking il
lnstration. 4 friend in Chicago and l
were selected as committee of two TO
purchase jcwelry gift for a banquet.
large and widely advertised iewclry
store Is located across the street from
my friends office. Having frequently
seen the advertisements OF this store !
suggested we go there. My friend said
mo, we will 20 down To so and SOS;
they are more reliable" This store was
several blocks away and It was an un-
comfortable evening.
As we walked along my friend re-
marked TO me- did YOU notice the clock
in front of the iewelry store I did no;
looked al it. II was ten minutes slow.
lie then remarked: THAT clock is rarely
correct and don't want TO spend my
money with "A jewcler who does not keep
his own clock running correctly
The old story OF the battle lost for the
want OF a horseshoe nail.
Simple Story Effective.
! am sometimes approached by busi
ness men who say they would like 10
advertise. but do not know how. They
want To throw around advertising sort
of mysticism. They seem 10 think that
dulgc in stunts something out OF the
ordinary. What a falacy, Advertising
after all is TO tell your story simply and
directly. the plain. Understandable. every
day English, through a medium tina,
goes TO the people you want to reach.
Take the public into your confidence.
teach them TO feel about your merchan-
disc as YOU yourself feel about II. and
when they are I'm your store he sure that
your merchandise has every quality
claimed for IL.
There are others who state that they
are interested in advertising, believe in
IT. but honestly think that their bust
ness wont admit OF il. / can't imagine
any business OF a reputable nature that
would not admit OF and profit by the
right sort OF advertising. BE sure you
load your gun To suit your game. Some
time ago / spoke in "A western city TO
an advertising club and had occasion to
make much the same statement this.
After dinner. as was standing In the
lobby OF the hotel, rather pompoUss
gentleman approached me and immcdi =
ately took issue on that particular state
ment. He seemed 10 pity me in my ig
norance. and as n final word threw out
his chest and said: advertising is all
right Tor some people, but In my buSi-
ness advertising would not be the proper
thing"
replied to him: MY friend. IL / was
in n business so disrcputable that /
could not afford 10 advertise 1t I would
get out OF the business
With much Indignation he informed
me that he was a banker. | assured him
that | meant no offense. but that 7
knew of no business that responds more
readily 10 advertising thap that OF bank
ing.
In Seattle there is certain bank that
was fifteen years getting its savings de-
pOSitS
riod n certain young man had worked up
10 "A position OF some authority, He went
before the hoard OF directors and sug-
gested advertising. They were duly
shocked. In fact some were even indiE-
nant. Hadn't they been advertising all
these years. publishing at stated inter-
walls their financial condition? Hadn't
they gotten out booklets showing the
front of the building and the burglar
proof vaults? Hadn't they issued cal
cndars and souvenirs, all in strictly
diGnifed way?
The young man. however. persistent
as well as logical finally secured an ap-