The weekly Iberian. (New Iberia, La.) 1894-1946, 1911-07-22
PERSISTENT ADvER-
Using BRINGS
BUSINESS SUCCESS

II the money that is spent every
year by occasional" advertisers were
added up IT would he found to amount
to a large sum. Bv ~occasional' al.
vertising mean the using Of space al
irregular periods in your newspaper.
Local publicity is often done this way
under the excuse ofhelping the paper,
but the real reason, IL the advertiser
could be got to admit II, is that he IL
halthcarted about the matter. lie
partly looks upon advertising rs a lux
ury anyhow, and 40 curtatls his expen-
diturc on II to the lowest limit.
Although the retasler may regard
publicity as n luxury, il yet seems to
be dream on his part that one day he
will make some real success and a
handsome fortune through adveftis
ing. Indeed. down deep in all retail
ers' hearts IL a eeling that money can
positively be- made through advcrtis-
ing. They know that huge fortunes
have been and are being piled up by
retail merchants with the aid of this
ljmitiess force, and they have secret
hopes that one day they also may
strike the royal road to success. II
they but knew II that road lies straight
and plain before every retailer IN the
country if he would only open his eyes
to see It. =,
John Wanamaker. the great New
York and Philadelphia retail mer-
chant. on one occasion said: "Advei-
Using doesn't jerk; II pulls" II he.
gins very gently Mt first. but the pull
r. steady. II il likencd to team pull
ling heavy load. A thousand spas.
modic. ierky pulls will not bulge that
load. while one half the force IN steady
effort will start and keep IL moving"
Here il the solution in nutshell
steady effort. The merchant who uses
newspaper space occasionally If
simply wasting his efforts. It is the
steady pounding-and pounding again
that makes success in advertising al
in everything else. All advertising II
GOOD in prOportionate degree to how
Il il done. and even occasional adver
Using has some value, but to be sue
cessful 10 the point OF permanently IN
creasing your bank account, II mus
be done persistently and systematica'
What would You say about clerl
IN your store who waited on your Gus
toners for a day or two and then "a
down TO rest for few more days
leaving the customers TO attend u
] themselves? You know how lOnl
yoor business would last under sucl
conditions. It is the same with news
paper advertising. Publicity in you
newspaper is simply salesmanship OF
paper, and the same rules apply to !
M apply TO salesmanship in your store
Continuous effort and eternal polish
ING M oil ideas and methods are ne
ccssary 10 make success either ~
| personal salesman IN your store or u
n salesman in your newspaper.
You advertise TO sell your goods ant
keep your name in front OF the people
| II il only reasonable to suppose tina
Won will be better able to do this will
nersistent effort than with spasmodi
attempts. IT, you were To tell a maj
or woman daily about the quality ant
Drices OF your wares you would pro
duce more effect than ii you were u
,alk 10 him or her mt uncertain inter
walls. !,
The question of changing the sales
manship or copy" in your adyertis
ing space il an important one. i act
this way. Suppose you had pile
some. special goods for sale. Suppos
Won were determined TO sell some o
those goods to some particular custom
Ter. Aftcr you had asked that custom
er TO buy those goods would you, tn