The Columbus journal., 1911-08-30

Persistent Advertising Brings Bust
ness Success.
If the money that is spent every
wear by Occasions" advertisers Were
added up it would be found to amount
to a large sum. BY" occasional ad-
vertising l mean he using of space at
irregular periods in your newspaper.
Local publicity is often done in this
way under the excuse of helping the
paper, but the real reason, if the ad-
vertiser could be got to admit it. is
that he is half hearted about the mat
ter. He partly looks upon advertising
as luxury anyhow. and so curtails
his expenditure on it to the lowest
limit.
Although the retailer may regard ad-
vertising as luxury. it yet seems to
be a dream on his part that one day
he will make some real success and a
handsome fortune through advertis-
ing. Indeed, down deep in all retail
ers' hearts is feeling that money
can positively be made through adver-
Using. They know that huge for
tunes have been made and are being
piled up by retail merchants with the
aid of this limitless force. and they
have secret hopes that one day they
may also strike the royal road to sue
Cess. If they but knew it that road
lies straight and plain before every
retailer in the country if he would
only open his eyes to See it.
John Wanamaker. the great New
York and Philadelphia retail merch-
ant, on one occasion said: "Advertis-
ing doesn't jerk; it pulls" 1t be-
gins very gently at first, but the pull
is steady. 1t is likened to team
pulling a heavy load. A thousand
spasmodic, jerky pulls will not bulge
the load, while One-half the force in
steady effort will start and keep it
moving"
Here is the solution in a nut shell
steady effort. The merchant who
uses newspaper space occasionally
is simply wasting his efforts. 1t is
the steady pounding pounding
again-that makes success in adver-
Using as is in everything else. All
advertising is good in proportionate
degree to how it is done. and even Oc-
casiOnal advertising has some value.
but to be successful to the point OF
permanently increasing your bank ac-
count, it must be done persistently
and systematically.
What would you say about clerk
in your store who waited on your
customers for 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
conditions. 1t is the same with news
paper advertising. Publicity in your
newspaper is simply craftsmanship on
paper, and the same rules apply t.
craftsmanship in your store. Con.
tinual effort and eternal polishing W
of ideas and methods are necessary t.
make success either as personal sales
man in your store or as salesman
in your newspaper.
You advertise to sell your goods and
keep YOUR name in front of the peO
ple. 1t is only reasonable to suppose
that YOU will be better able to do thi:
with persistent effort than with spas
modic attempts. If you Were to tel
a man or woman daily about the quail
ity of your wares and prices you woul'
produce more effect than if you We're t
talk to him at uncertain intervals.
The question of changing the sales
manship or "copy" in your advertis
ing pace is an important one. 1t act
this way. Suppose you had pile o
some special goods for sale. Suppos
YOU had determined to sell some o
these goods to some particular custom
er. After you had asked that custo
mer to buy those goods would you. tn
next time you, approached her, us'
exactly the same language and argu
ments? You know you would not
You would hunt up new ideas to at
= tract her attention, new ways OF con
yincing her and new methods to get he
to buy, You must apply the sam
principles to your advertising. 70
must be continually hunting up ideas
+ new arguments and new ways Of at
. tracing and holding attention. Sales
manship in newspaper space is jus
the same as craftsmanship behind you
counter.
The trouble the ordinary storekeep
! er is up against is securing this sales
] manship on paper l have outlined
! He can purchase advertising spac
readily enough and so long as he buy
enough space for long enough perio
to make successful display he ha
done all that the successful merchar
can do in that respect. But when
n comes to filling the space the ques
t ton assumes different shape.
VI Advertisement construction is pre-
fession like medicine or law. Whe
you are sick you 60 to a physician
When your business wants toning VI
why should you not 60 to a busine: