Tazewell Republican. [volume] (Tazewell, Va.) 1892-1919, 1911-08-31
The C.E.ZIMMERMAN CO. Chicago.

Inc N.S.ZtI9r1LhFlAN w. SncQgO.
When you are attacked by someone
who wants to do you bodily injury. if
you are the average American man,
you straighten out your body and give
the miscresnt a direct hit from the
shoulder that lays him out-a candidate
for the hospital
That is called punch.
But there are other kinds of punch.
Every kind Of human action originated
by human being may be strong or
weak according to the energy put into
IL by the person. The effect of those
actions on the rest of the world, or on
any particular person, when those &C
tons make deep and parslyzing i'm
preston. is called punch. We tslk
about the punch of a theatrical plav.
meaning the strong permanent blow of
It's action on the feelings of the audi
ence- A story has punch and the most
ordinary clerk in your store can give
punch to his daily work and life that
will leave lasting impression on the
people with whom he comes in contact.
1t Is punch that makes you successful
without punch you cannot even hope to
start on the road to prosperity.
Punch should enter into every action
Of your life. If you pray, put punch
into 1t. If you sell goods in your store,
put punch into the selling talk Punch
shows sincerely just the same as that
blow from the shoulder on the part of
the man. If you look a woman or man
In the face, and put punch into the ar
guments and suggestions you use to sell
your goods, you will create an Impress
ion that you believe in what YOU sell
ana that fact alone goes long way to-
wards contamination of the sale.
When you look carefully over the
written accounts of the men and women
who have made history and been really
great in all walks of life, you will find
lnnumerable instances of punch, show
ing clearly that success was built on it.
as much as on their other actions.
Many men and women believe all that
Is necessary to secure success in life is
to conceive an idea or set of ideas and
carry out the actions in connection
Herewith along well defined rules.
They even become initiative and follow
the rules laid down by the great men
and women l have enumerated. That
Is the road to failure. No matter how
good your plans are or we'll laid the
methods of carrying them out, YOU
must put punch into their execution to
make them successful.
When you want to make vour bpsi-
ness a success, and you know that the
highest grade of craftsmanship, both in
side and outside your store is necessary
10 that success-be sure you also allow
Tor punch IN the execution of your plans.
In your publicity, for instance, YOU
need punch an the salesmanship used.
No matter what your business, you re-
qulre punch in that craftsmanship to i'm
press your goods on the minds of the
people and make them remember YOU
sn1hclently long and earnestly to buy.
1t IS just the same punch as is referred
to In connection with the theatrical
play. Unless that play has punch it
would not leave sufficiently good i'm
preston on the play-goers to make
tnem crltlclse it to its advantage. Use
punch, then, in your advertisements.
Punch home straight from the should
er" into the minds of the prospective
customer and he or she will remember
you longer and more favorably than all
possible rivals.
AS you already know, there are four
points to a successful advertisement
that must be made operative before it
can be successful. 1t must capture the
attention of the prospective customer:
It Will have to create interest in his or
her mind and it must afterwards bring
conviction that the goods are what thew
are represented to be and that they are
needed by the prospect. Lastly, the
advertisement must cause the actual
purchase of the goods.
Any man who has studied ADVERTISING
closely can very easily combine all
those principles in some sort of a wav.
but 1T requires an expert to combine
them successfully.
A salesman in your store may easily
apply all the rules of selling to the Gus
toner that comes in, but he may not be
successful through lack of forcefulness
punch. 1t is the same with an adver-
tisement. You need punch-the ap-
pearance of forceful honesty and con-
vincing power in the wording and ex-
preston of the ad to bring the reaultsl
that you have a right to expect from it.
1t Is punch that makes all the differ
ence between success and failure in the
advertisements of our greatest retailers.
1t is punch that will bring success to
you through your announcements and
unless you are able to incorporate punch
into them, you may as well do no adver-
Using at all.
The best way to get advertisements