The Glenwood post., 1911-03-11
Advertising / |
Q | Talks Q |
FOR THE COUNTRY MERCHANT
Consistent and Persistent Advertise
ments, Truthfully Told, Bring Re-
suits, Declares Expert.


before the Inland Empire Retail Deal
ers association In that city the other
day. Mr.. Green is recognized as one
of the live wire" ad men in the city.
He treated the advertising idea from
simple and unpretentious standpoint.
Following is the address in part:
Il want to read something to begin
with which l clipped from an adver-
tising journal the other day that will
exactly illustrate the points | am
about to make.
Everybody knows that we're in
business. We have been here for
years and they know where we are
and what we SELL
Yes, and they don't give a d-n.'
This apt retort was made the other
day by an experienced advertising
man and it rather staggered the man
who used the everybody knows ar
gument Yet all of it is literally true
People know that you are In business,
and they do not give d-n. 1t is up
to you to make them sit up and take
notice. The only thing that they will
sell and what the price Of 1t Is. They
don't know that. and they will be in
terested If you will tell them of the
items In your constantly changing
stock
The advertising problem that con-
fronts the country and small town
merchant is in many respects the
lo
Gated in larger centers. The merchant
little or big, who expects to make a
success must use the means at hand
to let the people know what he has
for sale.
The questions are: What means?
How shall the story be told? How,
much can be spent profitably In tell
ing 1t?
ITO start with, you must tell the
truth about your goods, for the mer-
chant who takes his customer for a
sucker has the label on the wrong
man. He wants to hunt for the suck
er with looking glass.
The country merchant can usually
use several mediums to advantage.
lIS luele is HIS lOCdl DdptI
4 consider the following absolutely
worthless for the country or city mer-
chant and have for years refused to
use them or advise others to use
them. Programs, menus, hotel regis
ters and cards, bulletins in hotels.
church and social AFFAIR programs,
and in fact, the thousand and one
hy
travelling fakirs. who blow across the
country, clean up stake and blow
, out.
III you use the newspaper, have a
new ad every issue. People won't
read stale ads any quicker than they
will stale news. Make your headings
tell the story in few words. Talk
about your merchandise. talk to the
point, talk as though it was worth the
price you ask for it. and don't ask any
Eore than it is worth.
7 Don't try to get funny. Separat.
ing people from their money is seri.
Gus business.
1T has long been maxim that
goods well bought are half sold, but
goods well bought and well adver
tised are completely sold is the new
version of it. What have said about
copy applies equally well to copy for
newspapers. circulars. dodgers. let
ters, etc Always have a story TO tell
about your goods, Tell it and then
stop.
II believe in quoting prices all the
time | don't believe in price wars
they're suicidal for both parties. The
merchant who is most nearly bomb
proof in the price war is the one
who has built a reputation for square
and honest dealings. That kind of a
store persistently and consistently ad
yertised year in and year out will
build up a clientele that is practically
competition proof. so long as thai
standard is maintained
II believe the average country mer
I chant should devote from to 21a
| per cent. of his gross sales for adver
tising
Again, nothing destroys confidence
| in advertising quicker than to have a
clerk confess ignorance OF an adver
| tised article when a customer asks
| for it, or to be unable to find 1t.
Summing it all up, the store, little
or big in the city or country, tha,
carries dependable merchandise, keeps
constantly telling the fact to the
people and backs these up by store
service which makes every customer a
| friend has the least to fear from the
big city store or the mail order con
Germ"
Would Make Advertisers Honest
The Town Criers' club of ST Paul