Willmar tribune. [volume] (Willmar, Minn.) 1895-1931, 1911-07-12
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Advertising q The q F. Zimmerman chicago

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You advertise to sell your goods
and keep your name in front Of the
people. It is only reasonable to sup
pose that you will be better able to
do this with persistent effort than
with spasmodic attempts. # you.
were to tell man or woman daily
about the quality and prices Of your.
wares you would produce more effect
than if you were to talk to him or
her at uncertain intervals.
The question Of changing the
craftsmanship or "copy" in your adj
vertising space is an important one.
It acts this way. Suppose you had
q pile Of some special goods for sale.
Suppose you were determined to sell
some Of those goods to some parti-
cular customer. After you had ask
ed that customer to buy those goods
would you, the next time you APP
preached her, use exactly the same
language and arguments? You know
you would not. You would hunt up
new ideas to attract her attention,
new ways Of convincing her and new
methods to get her to buy. You
must apply the same principles to
your advertising. You must be con-
tinually hunting up ideas, new ar
guments and new ways Of attracting
and holding attention. Salesman
ship in newspaper space is just the
same as craftsmanship behind the
counter.
The trouble the ordinary store
keeper is up against is securing this
craftsmanship on paper l have out
lined. He can purchase advertising
space readily enough and so long as
he buys enough space for long
enough period to make successful
display he has done all that the sue
cessful merchant can do in that res
pect. But when it comes to filling
the space the question assumes a
different shape. 81
Advertisement constructing is a
profession like medicine or law When
you are sick you 60 to a physician.
When your business wants toning up
why should you not go to a business
doctor? - an advertising expert I
There are on the market number
Of what are called Syndicate Ad-
vertising Services. These can be
obtained for as low as one dollar per
week. They give you precisely the
same service as is given to depart
ment stores, and national advertisers
by first class individual advertising
managers. These services are usual
ly supplied in a series Of fifty-two
advertisements, one for each week
in the year, together with fifty-two
copperplate cuts of high grade illus
trations drawn by high salaried art
lists. The advertisements are con-
structed by writer's of national re-
putation and with great experience
men who have made success fol
thousands Of other retailers in the
same position as yourself. The low
price charged for these advertise
ments is only made possible because
Of thousands Of the same advertise.
rent 5aat are sold to different mer-
chants throughout the country. One
only merchant in each town IS allow
ed to use the service Tor his own
trade. ~.
Particulars of the best of these
syndicated adv ertising services may
be had from the editor of this jour
nal, and earnestly advise You, as
an up-to-date merchant, to get
them at once. "The early bird catch
es the worm is true saying and il
is nowhere better exemplifed than
in this case; the retailer who uses
service of this kind here now will
start himself on near cut to indie
pendence and fortune.