Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1911-01-11
ADVERTISING AN INVESTMENT
Give II The sane Study, Thought and
Attention as Every Other Branch
OF the Business.
Nv Henry Nathan,

Advertising, II inquired as dlVlQenu-
paying, Investment and an asset IN
good will, instead Of direct expense
against your earnings. should have
the same careful consideration that
you give to the selection and purchase
Of your stock in trade.
Ask any sales manager what he
considers his most valuable asset. and
he will reply: my advertising copy"
If this is true, and experience has
taught us that 1t Is. then why not give
the same time and consideration to
this valuable asset that you would to
your other investments In order to in
crease Its earning power.
When you send your salesman into
new territory. do you consider his sal
ary, expenses and equipment a direct
expense against the income of your
firm or an investment that should
bring you a certain percentage Of
actual profit in dollars and cents, be-
sides a valuable asset in good will?
You equip this salesman with the
best samples Of your products, you
make his display as convincing, at
tracdve and appealing as possible.
you furnish him with price list In
which the selling price Of every arti-
Gle Is based. not only on the actual
cost of production, but on the selling
investment commonly called selling
expense). What Is the main object
in view of all these preparations? To
get the prospective customer interest
ed in your line, to influence him, to
convince him, to make him-buy.
Your advertisement is also sent out,
whether 1t be through the columns OF
a newspaper, magazine or trade
journal or in the form Of letter, cir
cular. booklet or catalog. Its same
objective point is the same prospec-
tive custo::er and 1t delivers the same
message Have you given the same
amount of time, thought and study to
the equipment and preparation of this
representative as you did to your trav-
cling salesman?
When soldier is sent to the front
to fight, he is equipped with the best
ammunition obtainable to yanQuish
his opponent-to hit the mark. When
your advertisement goes forth to bat
tie competition, is 1t equipped with the
necessary ammunition of suggestion,
conviction and. sales force to rout
competition?
The salesman throws his personal
ity, his enthusiasm, his very life into
his sales arguments. Do you live in
your advertisements? Is the person
ality of your firm represented in ey-
cry word of your advertising copy?
Do you make your advertisements as
suggestive, as appealing and as con-
vincing as you expect your salesman
to make his argumetns?
You are convinced that your goods
are as good. possibly better than
those produced by any Of your CON-
petitors; you believe you can give
your customers better service; you
are certain that your prices are the
fairest consistent with the high quail.
ity of your goods. Have you ever
taken the trouble to consider, why
your goods are the best, why your
service! is superior. why your prices
are right? Because you have taken
time and given thought to the consid-
GRAFTON Of the investment you made
in your raw material, in your labor, In
your equipment and in your sys-
tematic production Of your products.
Now that you have these goods for
sale, is it not as important that you
give the same thought to the proper
investment of your sales organiza-
ton? Is it not essential that to Gre
ate a demand for your product, your
advertisements must "hit the mark?"
The buyer does not always know
what he wants, therefore your adver-
tisement must tell him-must educate
him. He wants to be told and is
often willing to pay premium to pro-
cure the right goods and to get the
proper information about the goods he
buys. Let your advertisements sug-
gest to him the proper course to fol-
low in the selection and purchase of
his goods.
In other words, study your custom
er's wants, study the buyers condi-
tions and environments. Give as much
time and thought to the preparation
of your advertising copy as you do
to the manufacture of your goods, and
the installation of your equipment,
handle it in as systematic manner
as you handle your highest salaried
employees and your advertisements
will prove dividend paying invest.
ment bringing In dollars for every
NANNY aDapt