The Laurens advertiser. (Laurens, S.C.) 1885-1973, 1911-07-26

keeper that his cheapest salesman is
his advertisement in the local news
paper he will laugh at you. He will
laugh because he does not know what
salesmanship means. 1t is the mere
| showing vi his gouds To any customer
that has the good luck to come into his
store, according to his lights. He does
not realize that 1t is possible for GUS
toners to be enticed to his store to
actually demand goods that they never
thought they wanted before.
1t Is a comparatively easy matter to
sell woman or man goods when you
have them in your store and can lay
the wares right in front of them. In
such case much more than nine
tenth of the selling act has already
been accomplished by the coming OF
your customer to the store Even
then salesman who can get big re-
suits in the store is classed as high
grade, and his salary, no matter how
large, is considered reasonable ex-
penditure and, In many cases, cheaply
spent.
To cause a customer to have a de-
sire to come to your store, where no
desire existed before requires sales
manship of high order. Such sales
manship makes new customers
your business and lays, In short, the
foundation of your fortune. No retail
business of modern times can make a
great success without such salesman
ship-without, in other words, the
proper utilization of space in your
local newspaper. Considering the re-
suits this kind of salesmanship OBJ
tains, it is the best and cheapest you
can buy.
This efficient use of space in your
local newspaper has been called sales
manship or paper, If you fill the space
with forceful matter that will create
attention, cause conviction and bring
results, You have an addition to your
sales torce that may surely be called
the best promoter on your staff. The
"esults that are obtained from this
Saltsmanship depend en- the selling
ability used But no matter what re-
suits are obtained the urality of sales
manshiD necessary is much greater
than that required inside the store.
The big mail-order houses reckon
that they must pay So much money for
every inquiry they get The amount
OF this sum is ascertained by dividing
all the money spent on advertising and
selling literature by the number OF
letters received in answer to the same.
This refers to Inquiries only. Not ev-
cry inquirer becomes a customer. The
securing Of actual customers costs
more TIE money that has to be spen
TO get one new customer by those con
Germs would astoni3h the local re-
taller. 1t Is usually not less than the
amount spent OH several weeks ad-
Vertising by the average local store
Keeper. The salesmanship on paper
that is necessary to do all this is the
finest that can be got for money and
1t Is considered cheap at the enormous
price paid for It because it Is engaged
in building UP big mail order bust
ness with new material.
The local retailer can apply a lesson
from this to himself If those mail or
der houses spend so much money to
get one new customer why should a
retailer not make an effort in the same
direction? Why should he not adopt
the same means of attractive salesman
ship on paper? If he can bring even
one new customer a week to his store
with an expenditure that Is many times
below what mail order house has to
pay for getting the same results. i:
Is worth while paying closer atten-
tion to this successful method of SELL
ing. III he can influence more than
one customer, and 1t would be poor
local newspaper advertising indeed
that could not do that, he would be ac-
complishing far more than the mail
order houses with their highly paid
selling experts. And. as a business
man. he could congratulate himself
on a good investment He could say
tohimself that he had in his advertise
ment the cheapest salesman on his
force
Ii Is, OF course, not always possible
to readily get this strong. convincing
selling matter In your newspaper
space You may not be able yourself
to write II and you may not have any
local person to whom you can turn