The Laurens advertiser. (Laurens, S.C.) 1885-1973, 1911-08-23

be in business anyhow-fun to have
the landlord come for the rent
screaming fun to have to send a
cheque for all those funny bills that
come in regularly every month and
simply irresistible fun 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 kno wfrom bitter experience
that there is nothing funny about bus
mess. You do not pay your bills
from any sense of humor and neither
do people give you credit from the
same cause. There is little fun in
paying the wages of first-class
salesman who has to assist you in
making money to pay your creditors
and allow you to tuck small sum
snugly away in your bank against a
rainy day. 1t is all solemn, deadly
reality. 1t requires all the thought
and sales help of the highest grade you
can get at reasonable price to car
~ thloh6h luc uully lIdSSuy
Why should you think it fun to
write your ads? DO you realize that
1t is just as necessary to have sales
manship outside your store as it is
to have it in it If you wish to be sue
cessful? And il you are anxious to
increase your business to the point
where 1t will he classed as amongst
the best producers Of the kind, you
will find that "toutside" salesmanship
of the finest order is absolutely nee
essary.
Outside salesmanship means ad-
vertising that brings business. In
this category you must put your news
paper advertising-that is to say, you
put your newspaper advertising in
that class If it produces results. 1t
is this production Of results that
makes all the difference. Only adver-
tising space that contains real sales
manship will get real returns. And
the construction uf that salesmanship
makes all the difference between sue
cess and failure.
The writing of successful advertis-
ing is an art or science like photo
Sraphy or medicine 1t cannot be
used successfully by amy one who has
not studied 1t as closely as any other
art or science. The man who, there
fore, tries to practice 1T for fun is
only wasting his money and time.
You would not allow an unframed
clerk or amateur to come into your
stoGe and sell your finest goods to
your best customers. And you would
call anyone else who was guilty of
such foolishness, bad merchant.
Further, you would not expect a
clerk whom you had engaged to sell
to compound prescriptions
or repair watches. 1t is just the same
with advertising salesmanship. I'm
less you know the rules OF the bust
ness you cannot successfully write ads
that are absolutely sure to bring Gus
toners into yonr store and money in
to your cash drawer
If 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 newspa-
pe"s foolishly. But if you are I'm bus
mess for money, it is better to get
to write them for You who
knows how to bring customers to your
store and. incidentally, swell your
bank account
Just let me tell you how easy it
is to write ads and then tell me how
much fun there is in constituting ads
on which the increase OF your busf-
ness depends and on which you have
to build great part OF your future.
There are four points TO every sue
cessmul advertisements: First, you
must get and hold the attention of
the possible customer in competition
with every other advertiser I'm the pa
per; second, you have to create inter-
est in the goods you are selling; third,
you must bring settled conviction in
to the customers mind that she wants
the goods more than the money I'm 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
1t Easy, isn't 1t?
There ere well defined rules for
doing all this but those rules have
20 be learned. After those rules have
been acquired. you mug. apply cy-
'hology and many other 'oligies" to
get the desired results, the kind ~
results that has built iarc. 1ortunes
or Wanamaker, The great detachment