Tazewell Republican. [volume] (Tazewell, Va.) 1892-1919, 1911-08-24
BUSINESS BUILDING.
The "Fun" of Writing Advertisements.

Manager of the C. E. Zimmerman
} Co, Chicago.
Do you like the fun of writing your
ads? Fine fun, isn't it? 1t is fun to be
IN business anyhow-fun to have the
landlord come for the rent-screaminr
fun to have to send cheQue for all
those funny bills that come in regularly
every month and simply irresistibEH On
to have to buy bread and butter for the
family and plan for the future of the
children. Yes, Mr.. Retailer, it is fun
perhaps.
You know from bitter experience
that there is nothing funny about bust
ness. You do not pay your bills from
any sense of humor and neither do peo-
pie give you credit from the same cause
mere is little fun in paying the wages
OF first-class salesman who has to as
slst you in making money to pay your
creditors and allow You to tuck a small
sum snugly away in your bank against
rainy day. 1t is all solemn, deadly
reality. 1t requires all the thought and
sales help of the highest grade you can
get at a reasonable price to carry
through the daily tragedy.
Why should you think it fun to write
your ads? Do yoI realize that it is lust
as necessary to have salesmanship out
side your store as it is to have it in it if
you wish to be successful? And if Won
are anxious to increase your business to
the point where it will be classed as
amongst the best producers of the kind,
you will find that outside salesman
ship of the finest order is absolutely
necessary.
Outside craftsmanship means adyer-
Using that brings business. In this
category you must put your newspaper
adyertising-that is to say, put your
newspaper advertising in that class if it
produces results. 1t is this production
of results that makes all the difference.
Only advertising space that contains
real craftsmanship will get returns. And
the construction of that salesmanship
makes all the difference between suc-
cess and failure.
The writing of successful ADVERTISING
Is an art or science like photography or
medicine. 1t cannot be used success
FULLY by any one who mas not studied it
as closely as any other art or science.
The man who, therefore, tries to prac-
tice 1t for fun is only wasting his money
and time
You would not allow an unframed
clerk or amateur to come into vour
store and sell your finest goods to your
best customer. And you would call any,
one else who was guilty of such foolish
ness, bad merchant. Further. Won
would not expect clerk whom you had
engaged to sell groceries, to compound
prescriptions or repair watches. 1t is
Just the same with advertising sales
manship. Unless you know the rules of
the business you cannot successfully
write ads that are absolutely sure to
bring customers into your store and
money into your cash drawer.
IT you are In business for fun it is
wise to write your own ads for there is
nothing easier or ''funnier" than to
spend your money on newspapers fool
ishly. But if you are in business for
money, it is better to get someone to
write them for you who knows how to
bring customers to your store and, Incl.
dentally, swell your bank account.
There are four points to every sue
cessful advertisements: First, you must
get and hold the attention of the posi-
BILE customer in competition with every
other advertiser in the paper; second,
you have to create interest in the goods
you are selling; third, you must bring
settled conviction into the customers
mind that she wants the goods more
than the money in her pocket or bank
roll; and last, but by no means least.
you must get the customer into your
store to actually buy the goods. That's
all there is to it. Easy isn't it?
There are we'll defined rules for doing
all this, but those rules have to be
learned. After those rules have been
acquired, you must apply psychology
and many other ''oligies" to get the de-
sired results, the kind of results that
mas DullC large fortunes for Wanama-
ker, the great department store mer-
chant, and others.
If you cannot readily get local man
to construct your ads, subscribe to a
syndicated advertising service. There
are several on the market. Much of the
advertising in those services has been
classed as equal to the best that has
made success for the big city depart
ment stores and national advertisers,
Full particulars of what is probably
the most successful of those advertising
services may be obtained from the edi-
tor of this>paper.
We earnestly advise retailers to make
early application for only one service
can be sold in each town, and if you are