Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1911-06-23
alks
HOW TO FIND AND KEEP TRADE
Newspaper Advertising Best and
Easiest Way but Must Be Done
In an Intelligent Way.

Newspaper advertising is the best
proposition on earth if you work 1T
right" declared Edward P. Trefz OF
Chicago to the retail grocers of Iowa
at their convention in Cedar Falls
the other day.
Tell the story in your own way,
take plenty of space to do it in and
keep at it. A twoinch space away
down among the undertakers' ads
once a week won't bring you any
thing.
You must not forget that the
greatest and most important feature
in all advertising and selling is con-
fidence. You have got to have the
confidence of your community in
your goods and your service. When
you advertise a brand of goods which
you know is not reliable you are not
one whit better than the two story
man who robs your house, and you
ought to be sent to the penitentiary
along with him. If you are going to
compete with your neighbors you
have got to keep posted. Read your
trade papers.
Don't put an ad in the paper each
Monday or twice week and expect
it to bring results. You have got to
keep everlastingly at it, and If you
keep at it and have the goods and the
confidence of the people and give
them service you can't help being
successful. The mail order house is
booming it's advertising into your
community almost every day of the
year
"a finely furnished store and
good stock of goods won't bring the
business. You have got to keep ever
lastingly at it in keeping the fact
that you have a store before the pub
lie. A good many of you are great
on dress parade but you are lame on
fight Keep your name before the
community. Attend church once in
while, and join lodge or two.
There are two ways in which to
find a customer, the direct and the in
direct way. The indirect way and
the one largely followed by business
men in the past and is being follow
ed today by doctors or undertakers,
possibly by men who wonder why
they are not success. That Is, the
indirect way of finding a customer
is trying to impress yourself upon
the community that you need not
ever use any medium of advertising
in any way. shape, or form and hop
ing that you will get people by and
by to come into your establishment
and purchase goods.
advertising is based upon two
great principles: First, to attract
and then to convince. l have often
heard it said that this man was
successful advertiser because he hap
pened to have peculiar instinct. It
does not require any more instinct
to be a successful advertiser than 1t
requires a peculiar instinct to become
a successful salesman. But first Of
all when a man goes into a cOmmu-
nifty or opens up an establishment
or when he decides he is going to in
crease his business by finding a larg-
er number of customers he had got
to realize first that he must know
the community in which he lives. the
kind OF people who live there, and
then he must realize too, that there
is only one way to find the customer,
and that is by making plea or max
ing an appeal to the confidence of
the customer. What will get the Gus
toners confidence and keep it first,
last and all the time, should be the
great inquiry and study of the bust
ness man.
advertising ought to be persist
ent Keep it up; go at 1t all the time.
You have noticed the signs along the
railroad crossing, Stop, look and
listen" You saw those signs there
last year, and you will see them there
Aext year The railroads have warn
ed them, and warned them, but they
are not taking them down after sew
eral warnings. They are keeping
them there The fellow that stays
with the game ultimately wins out"