The Lee County journal. (Leesburg, Ga.) 1904-19??, 1911-12-28
RETAIL sTORE ADvERTIsING
ParticularIza On Goods and Emrhaslzs
Quality and hllsatass-
monks Are Bcomeranqs.

SO many retail storekecpers he~die
their own advertising and write tFeir
own vrrtiaements- land ~ That.
without giving the subject the study
II deserves, that this cry so often
heard that advertising doesn't lay
10 not to be greatly wondered at Ad-
vertising worthy OF the name does
pay. and pays we'll Advertising has
been the subject OF tons OF reading
matter. every advertising expert tard
otherwlsel Ia al lines. having 81 some
tine aired his Views on II, and yet for
this very reason that II does pay, and
Il So inseparabiy allied to the subject
Of profit making. and also because y
IL a subject so broad and versatile
IN It's aspects that each exponent
may throw light upon new phase q
Il. II sfilI continues TO be the most
interesting Of studies to the business
man.
The retail store advertiser has one
great obstacle removed, In that he 10
not seriously troubled about choice
OF media. The newspaper that goes
home" Il universally accepted as the
best possible conveyance for hts adj
vertislng, and with the great majority
the choice Of the best--often II 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 b ~When 70 adysr
tise?" II seems there can be only
one answer to this, for the retailer
at any rate. People are buying 70
some extent, always: and even ~ the
seasons when trade Is hghtest. the
progressive business man. although
be may curtaii advertising space and
expense, still does sufficient OF It TO
keep his store before the public eye;
because, while 1t may not have the
force to overcome some Temporary
local condition that intefferes with
trade, the store that advertises and
is kept before the public will be the
one that viii get under way most
usckly, and get the largest share OF
me business, once buying IS renewed
i It's normal scale No one who An.
iertakss TO advertise thoroughly
With the welI-detined psrpoee O
ringing in trade, can. afford for any
art Of the time 10 allow bis esaims
10 be lost sight Of IKE allowing
ong naid-on insurance policy 10 lapse,
re may escape loss. but the risk y TOO
sreat to take lightly.
One mistake that the advertiser
reauontly makes. especially 10 ths
mall town is that Of tTtmDing his
ais TO correspond to what has main
competitor ia doing he fCfgets that
he inferiority OF his competitors
dvertirtng. or even the complete
ack of ii. will not sell his goods
ach one must exert his own sales
larship, and the more enthusiasm
nd personality put into Il. the better
I'll be the results,
Another necessary point IN Adyere
issng Is to partjcularize. The ad
hat proclaips store to be the best
hardware store In town hasn't one
ier cent. Of the interest that It wo1ld
,aye to Say 'sWe are selling extra
GOD shovels.s The majesty q peo-
lie aren't thinkers, and II doeant Oc-
,ur 10 than readily that beca.use q
tore Is large there is rsasoks for Y;
nd that because It has 3 reputation
live up to. they are likely 20 ass
he best service from II; but the a&ear
It good quality IN some particular
Inc. at right prices, carries an aaii
.ediate and Irresistible appeal.
Following this closely Is ~shs hsa
ii vsrscity IN advertisements TAs
whole OF the selling stery should be
told, II it can be dons hriaty. and u
is salesmRnship to tell the Advantages
u each grade Of q line withont s'g
resting the disadvantaSe q wAAeh
one quality places aDcth~; ~ g
,vardraw claims. or mtsstate. y .
boomerang that wiz klll more bast
ness than can be worked up hg per.
,ormance IN all other methods, sad
neaas ultimate failure