Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-10-25
RETAIL STORE ADVERTISING
Psrticuiarixe on Goods and Emphasize
Quality and VaIue-Misstate-
ments Are Boomeranas.

So many retail storekeepers handle
their own advertising and write their
own observation-disclosures at that,
without giving the subject the study
IL deserves. that this cry so often
heard that advertising doesn't pay
is not TO be greatly wondered at. Ad-
vertising worthy OF the name does
pay. and pays well. Advertising has
been the subject OF tons OF reading
matter, every advertising expert land
ofherwise) in all lines. having at some
time aired his views on It. and yet for
this very reason that IT does pay. and
Is so inseparably allied to the subject
OF profit making. and also because II
Is subject so broad and versatile
In lts aspects that each exponent
may throw light upon a new phase or
IL, IL still continues to be the most
interesting of studies TO the business
man.
The retail store advertiser has one
great obstacle removed. in that he is
not seriously troubled about choice
OF media. The newspaper that goes
home is universally accepted as the
best possible conveyance for his ad-
vertising. and with the great majority.
the choice OF the best-often IL is
limited to the better of two only
is easily made. and this problem that
racks manufacturing advertisers
quickly disposed OF.
Another much discussed question in
this connection is when TO adver-
tse?' 1t seems there can be only
one answer to this. for the retailer.
at any rate. People are buying TO
some extent. always: and even in the
seasons when trade is lightest. the
progressive business man. although
he may curtail advertising space and
expense, still does suffice OF IT to
keep his store before the public eye:
because, while it may not have the
force to overcome some temporary
local condition that interferes with
trade, the store that advertises and
is kept before the public will be the
one that Will get under way most
quickly. and get the largest share OF
the business, once buying is renewed
on its normal scale. No one who un-
dertakes to advertise thoroughly,
with the well-defined purpose OF
"a ihe@ihS III II dut. CtiH duOIu LOT any
part Of the time to allow his claims
TO be lost sight of; like allowing a
long paid-on insurance policy to lapse.
he may escape loss, but the risk is too
great to take lightly.
One mistake that the advertiser
frequently makes, especially in the
small town. is that of trir1ming his
sails TO correspond to what his main
competitor is doing. He forgets that
the inferiority of his competitors
advertising. or even the complete
lack of it. will not sell his goods
Each one must exert his own sales
and personality put into it. the better
VIII be the results.
Another necessary point in adver-
Using Is TO particularize. The ad.
that proclaims q store TO be the best
hardware store I'm town" hasn't one
per cent of the interest that it would
have to say We are selling extra
good shovels." The majority OF peo-
pie aren't thinkers. and it doesn't oc-
cur TO them readily that because a
store rs large there is a reason for 1t:
and that because II has reputation
TO live up to. they are likely TO get
the best service from ii: but the idea
of good quality III some particular
line. at right prices. carries an i'm
mediate and Irresistible appeal
Following this closely is the idea
OF veracity I'm advertisements The
whole of the selling story should be
told. II 1t can be done briefly. and IL
is craftsmanship to tell the advantages
OF each grade OF a line without sug-
costing the disadvantage at which
one quality places another: but to
overdraw claims. or misstate, is a
boomerang that will kill more bust.
ness than can he worked up by per
means ultimate failure
In conclusion. while It is well TO
particulariZe on the goods offered, EN-.
phasizing the points of quality and
value. the place that service holds in
the drawing of trade should not be
overlooked. Custom flows easily TO
the store where arrangements are
made for patrons conveniences. where
clerks are courteous and well-in.
formed; where errors are few. and If
made, cheerfully rcctifed All these
things are potent factors in attracting
buyers and pity tbs. It's true"
this Is one line in which there is a
dearth OF competition The store
keeper who can conscientiously do so.
should lose no opportunity OF adver-
Using the service rendered. and then
exercise the eternal vigilance neces-
sary to see that his claims are lived
up to. II Is an old adage that. ire
spective OF price. nothing IS cheap
that one buys and does not use
And 10 allow custom that has been
bought by good advertising TO drift
away again from lack of attention 60
store methods IS n double loss.