The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1911-02-11
IT'S A GREAT FIELD.
VIM. Galloway Tells of Importance of
Advertising

81 think advertising is one of the
greatest fields in the country today"
said William Galloway, commonly
known as plain "Bill' Galloway of
Waterloo, Ia, in his Introductory re-
marks in speaking before seventy re
members and friends of the Ad club
Friday evening. advertising is a field
that is puzzling everybody.
Everything has to have a start, so
Will tell you how we made our start.
When / was a travelling salesman 1
ran across a good-natured Dutchman
who said he had a good article he
would like to have me sell for him.
My first contract for advertising called
for the expenditure of $50. Once a
small cash mail order came to US for
the machine we were selling and that
is the spark that gave us a start in
the mail order business
IAN inquiry is but a third of sale;
that is, it is the working of an inquiry
into a sale that is the strenuous thing
in the mail order business.
advertising is sometimes called an
expense. Now, advertising is not an
expense. Our door is always open for
the advertising man; our business
wouldn't run two months if it wasn't
, for the newspaper men.
1--WE find that good illustrations pay
in advertising. You absolutely have
to illustrate in order to have good
advertisement-you have to catch the
eye.
man when he gets one of your arti-
cles will remember you and purchase
something else. You have to have
confidence in your goods and conf
dence in your customers-and you've
got to deliver the goods.
"Good advertising has very little
competition. You must be particular.
The main secret is to get in the adver-
Using right and get out a combina-
ton of goods that will match: 1t
doesn't pay to fool with trick adver-
Using.
IAN advertisement properly named
will turn the course of river-that is
it will be productive of great results.
You know there's a lot in name. II
I had a new article 1 knew people
would want 1 might spend month in
finding a suitable name.
at doesn't make any difference
what your business may be, it pays
to advertise. If 1 were a doctor 1
think I would advertise. Even man
who tends peanut wagon would find
it to his advantage to advertise"
H. E. Kiester, representative OF
Mr.. Galloway, who is president of the
Town Criers' club in Waterloo, live
business and boosting organization,
was the next speaker on the program
1--WE believe in feeding the men az
our meetings" said he. "A man Will
sit and listen intently to a speaker
when his stomach is full and he has a
cigar in his mouth, when on an empty
stomach your would have to have an
orator to hold his attention.
eve conduct a chautauqua for business
men, The trouble with the average bust
ness man is that he doesn't rest, and
either gets a pug nose or gets 1t rubbed
off entirely.
1.-THE associated Ad clubs of Iowa have
framed up a bill which stands in favor
priation the object being to teach people
CONCERNING the assets Of Iowa Jowa j., Part aqs Of
trade mark and if the bill becomes a
law the right to use it will be given to
those who satisfy board that they are
manufacturing goods of quality.
Mr.. Galloway addressed the Farmers
institute Yesterday at Berryton. with
nearly three hundred farmers and their
wives present.