The Laurens advertiser. (Laurens, S.C.) 1885-1973, 1911-07-19
Persistent Advertising Brings Bust
ness Success.

If the money that is spent every
year by occasional" advertisers were
added up it would be found to amount
to a large sum. BY occasional" adj
vertising ] mean the using of space
at irregular periods in your newspa-
per. Local publicity is often done
this way under the excuse of helping
the paper. but the real reason, if the
advertiser could be go. to admit it,
is that he is half-hearted about the
matter He partly looks upon adver-
tisng as luxury anyhow. and so cur
tails his expenditure on it to the
lowest limit
Although the retailer may regard
publicity as a luxury, it yet seems to
he dream on his part that one day
he will make some real success and
a handsome fortune through adverts-
ing. Indeed, down deep i'm all retail
ers' hearts is a feeling that money can
positively be made through advertis-
ing. They know that huge fortunes
have been and are being piled up by
retail merchants with the aid of this
limitles force, and they have secret
hopes that one day they also may
strike the royal road to success. If
they but knew it that road lies
straight and plain before every retail
er in the country if he would only
open his eyes to see it.
John Wanamaker. the great New
York and Philadelphia retail merchant
on one occasion said: advertising
doesn't jerk; it pulls" 1t begins very
gently at first, but the pull is steady.
1t is likened to a team pulling a heavy
load thousand spasmodic jerky
pulls Will not bulge that load, while
one-half the force in steady effort will
start and keep it moving"
Here is the solution in nutshell
steady effort. The merchant who US
es newspaper space occasionally" is
simply wasting his efforts. 1t is the
steady pounding-and pounding again
that makes success in advertising
as in everything else. All advertising
is good in proportionate degree to
how it is done and even occasional ad-
vertising has some value, but to be
successful to the point of permanent
ly increasing your bank account, it
must be done persistently and system
atically.
What would YOU say about clerk
in your store who waited on your Gus
toners for a day or two and then sat
down to rest for a few more days,
leaving the customers to attend to
themselves. You know how long your
business would last under such CON
ditions. 1t is the same with newspa-
per advertising. Publicity in your
newspaper is simply craftsmanship on
paper. and the same rules apply to it
as apply to craftsmanship in your store
Continuous effort and eternal polish
ing up of ideas and methods are nee
essary to make success either as a
personal salesman in your store or as
Il salesman in your newspaper
You advertise to sell your goods and
keep your name in front OF the people
1t is only reasonable to suppose that
you Will be better able to do this with
persistent effort than with spasmodic
attempts If you were to tell man
or woman daily about the quality and
prices of your wares you would pro-
duce more effect than If you were to
talk to him OF her at uncertain inter,
vais
The question of changing the sales
manship or copy" in YOUR advertis-
ing space is an important one 1t acts
this way. Suppose you had a pile of
some special goods for sale Sup
pose you were determined to sell some
of these goods to some particular Gus
toner. After you had asked that Gus
toners to buy those goods would you.
the next time you approached her, use
exactly the same language and argu-
ments You know you would not. You
'""t up new ideas to attract
new ways of convincing
methods to get her to
ust apply the same prfn-