Polk County observer. (Monmouth, Polk County, Or.) 1888-1927, 1911-09-25

DO you like the fun OF writing you
ads9 Fine fun, isn't it? 1t is fun t
be in business anyhow-fun to hav
the landlord come for the rent
screaming fun to have to send
cheque for all those funny bills tina
come in regularly every month an,
simply irresistible fun to have to bu,
bread and butter for the family anC
plan for the future Of the children
Yes, Mr.. Retailer, it is fun-perhaps
You know from bitter experience
that there is nothing funny abou
business. 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 il
paying the wages of frst-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 a solemn, deadly
reality. 1t requires all the thought
and sales help of the highest grade
you can get at a reasonable price to
carry through the daily tragedy.
Why should you think it fun to
write your ads9 Do you realize that
it 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 if you are anxious to
increase your business to the point
where it will be classed as amongst
the best producers of the kind, you
will find that outside" salesman
ship of the finest order is absolutely
Outside Salesmanship.
Outside salesmanship means adver-
tising that brings business. In this
category you must put your newspa-
per advertising g-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 advertising
space that contains real salesmanship
will get real returns. And the con-
;truction of that craftsmanship makes
all the difference between success and
failure.
The writing of successful advertis-
ng is an art or science like photogra-
1hy or medicine. 1t cannot be used
iuccessfully by any one who has not
studied it as closely as any other art
II science. The man who, therefore,
ries to practice it for fun is only
Wasting his money and time.
You would not allow an unframed
lerk or amateur to come into your
tore and sell your finest goods to
our best customer. And you would
all anyone else who was guilty of
uch foolishness, a bad merchant.
further, you would not expect a
Jerk whom you had engaged to sell
roceries, to compound prescriptions
+ repair watches. 1t is just the same
nth advertising salesmanship. I'm
sss you know the rules of the busi
ess you cannot successfully write
dis that are absolutely sure to bring
ustomers into your store and money
ITO your cash drawer.
Four Essential Points.
There are four points to every sue
essful advertisement: First, you
lust get and hold the attention of the
ossible customer in competition with
very other advertiser in the paper;
,eond, you have to create interest in
le goods you are selling third, you
ust bring settled conviction into the
mind that she wants the
pods more than the money in her
Dcket or bank roll; and last but by
} means least, you must get the Gus
'mer into your store to-actually buy
le goods. That's all there is to it.
asy, isn't it7
There are well defined rules for do
,ing all this, but those rules have to
, learned. After those rules have
zen acquired, you must apply psy-