The Columbus journal. (Columbus, Neb.) 1874-1911, 1911-09-14

IL Is the best anu cheapest you can Duy-
This efficient use of space in your
local newspaper has been called sales
manship on 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 force that may surely be
called the best promoter on your staff.
| The results that are obtained from this
salesmanhip depends on the selling
ability used.
But no matter what results are OBJ
tanned, the quality of salemanship
Necessary is much greater than that
required inside the store.
The big mail -order houses reckons
that they must pay SO much money for
ever inquiry they get. The amount of
this same is ascertained by dividing
all the money spent on advertising and
selling literature by the number of
letters received i'm answer to the same.
This refers to inquiries only. Not
every inquirer becomes customer.
The securing of actual customers costs
more. The money that mas To be spent
Germs would astOniSh the local retail
er. 1t is usually not less than the
amount spent on several week 5 adver-
tiSing by the average LEGAL stOrekeep-
er. The craftsmanship on paper that
is necessary To do all this is the finest
that Ice got for noney and it is con-
sidered cheap at the enormous price
paid for it because it is engaged i'm
building up big mail order business
with new material.
The local retailer can apply a les
son from this himself. If those mail
order houses spend 50 much money to
get one new customer, why should
retailer not make an effort the same
direction? Why should he not adopt
the same means of attractive sales
manship on paper? If he can bring
even one new customer a week to his
store with an expenditure that is
many times below what a mail order
houS, has to pay for the same results,
it rs worth while paying closer atten-
ton Ia this successful method of sell
ing. If he can influence more than
one customer. and IT would be- poor To-
cal newspaper advertising indeed that
! could not do that. he would be accom-
pliShinr 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 To himself
| that he had i'm his advertisement the
cheapest salesman on his force.
Ii l., of course not always possible
To readily get this strong, convincing
selling matter in your newspaper
space. You may not be able yourself
Ia write it and you may not have any
local person to whom you can turn.
But that need not deter you. There
are now on the market one or two
Syndicated advertising services that
are designed especially to suit cases
| like yours. These services are sup
piled in series of fifty-two advertise
mentS with accompanying copper plate
| engravingS. one for each week i'm the
year, at prices ranging from one dol
lar per week up. Many of the adver-
| tiSements have been classed by auth
critics as equal to the best that have
made successes for the big city de-.
partment stores and national advertis-
| erS. Reduced fac SMILES of several
of these advertisements will be seen
at the top of this column.
The advertisements shown above
have received many testimonials from
experts. For instance, VIM. II.
UkerS. President of the Grocery and
Allied Trades Press Association of
America Ga combination of the entire
American Grocery Trade Press and
editor of the Tea and Coffee Trade
journal. New York, writes:
II consider your advertisements
| the best | have seen i'm a long time"
The Retailers journal, Chicago.
| writes:
I'VE believe the samples of Your
advertisements sent us are the best
| We ever have seen.
After expressions like these from
menwho have spent long lives amongst
the kind of advertising that has
built fortunes for the shrewd users,
the local merchant who neglects the
opportunity now offered him to obtain
some of these success making announ-
dement's is missing the chance of his
life time.
The editor of this paper will be
glad to supply further particulars of
the syndicate whose specimen ads
adorn the top of this column and l ad-
wise early application as only one of
these service will be supplied to each
jstorekeeper in his own town.