The Redwood gazette. [volume] (Redwood Falls, Minn.) 1873-1940, 1911-07-18
BUSINESS BUILDING
By Dundas Henderson
Zimmerman Company of Chicago

as salesman in your newspaper.
You advertise to sell your goods
and to 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 wom-
an weekly about the quality and pri-
ces of your wares you would produce
more effect than if you were to talk
to him or her at uncertain intervals.
CHANGE IS IMPORTANT
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.
Suppose you were determined to-
sell some of those goods to some par
ticular customer. After you had ask :.
ed that customer to buy those goods
would you, the next time you ap-
preached her, use exactly the same
language and arguments? You know
you'd not. You would hunt up new
ideas to attract her attention, new
ways of convincing her and new
methods to get her to buy.
HUNT NEW IDEAS
You must apply the same principe
to your advertising. You must be
continually hunting up ideas, new
arguments and new ways of attract
ing and holding attention.
Salesmanship:in newspaper space
is just the same as salesmanship be-
hind the counter.
The trouble the ordinary retailer
is up against is securing this sales
manship on paper l have outlined.
He can purchase advertising space
readily enough and SO long as he
buys enough space for long enough
period to make a successful display
he has done all that the successful
merchant can do in that respect.
But when it comes to filling that
space the question assumes a differ
ent aspect.
GO TO A SPECIALIST
Advertisement constructing is a.
profession like medicine or law.
When you are not feeling we'll
you go to physician. When your
business wants toning up why should
you not go to a business doctor?-
an advertising expert? There are a,
number of what are called Syndicate
Advertising Services on the market.
These can be obtained for as low
as one dollar a. week. They give you
precisely the same service as is CIV
en- to department stores and nation
al advertisers by first-class individu-
al advertising managers.
These services are usually supplied
in series of ffty-two advertise
ments, one for each week in the
year, together with ifty-two copper
plate cuts of high grade illustrations
drawn by high salaried artists. The
advertisements are constructed by
writer's of national reputation and
with wide experience, men Who have
made success for thousands of other
retailers in the same business as
yourself.
REASON FOR Low PRICE
The low price charged for these
advertisements is only made possible
because of the thousands of the same.
advertisements that are sold to diff,
erent merchants throughout the
country. Only one Merchant in each
town is allowed to use the service
for his own trade.
Particulars of the best Of these
syndicated advertising services may
be had from the publisher Of The
Redwood Gazette and | earnestly
advise you, an up-to-date merchant,
to get them at once.
1.-The early bird catches the worm"
is true saying, and it is nowhere
better exempted than in this case;
the retailer who uses a service of
this kind here now will start himself
on near cut to independence and
fortune.