Keowee courier. [volume] (Pickens Court House, S.C.) 1849-current, 1911-11-08
BUSINESS BUILDING.
by DUNDAS HENDERSON,
Advertising Manager Chicago Ill

your newspaper is simply salesman
ship on paper, and the same rules
apply to 1t as apply to salesmanship
IN your store. Continuous effort and
eternal polishing up Of ideas and
methods are necessary. to make sue
cess either as a personal salesman in
your store or as salesman in your
newspaper
You advertise to sell your goods
, and keep your name in front Of the
people. 1t Is only reasonable to sup
pose 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 produce more effect than If
you were to talk to him or her at un-
certain intervals.
The question Of changing the
salesmanship or copy" in your ad-
vertising 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 particu-
lar customer. After you had asked
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 would not. You would hunt up
new ideas to attract her attention.
new ways Of convincing her and new
methods to get her to buy. You
must apply the same principles to
your advertising. You must be con-
tinually hunting up ideas, new argu-
ments and new ways of attracting
and holding attention. Salesman
snip in newspaper space is just the
same as salesmanship behind your
counter.
The trouble the ordinary store
keeper is up against is securing this
salesmanship on paper | have outlin-
ed He can purchase advertising
space readily enough and so long as
ne buys enough space for a long
enough period to make a successful
display he has done all that the Sue
cessful merchant can do In that re-
spect. But when It comes to filline
the space the question assumes a Diff
ferent shape.
Advertisement constructing is a
profession like medicine or Law
When you are sick you go to a ply-
slclan. When your business wants
toning up, why should you not 20 10
a business dociOr?-an advertisipn o
expert? There are on the market a
number of what are called syndicate
advertising services. These can be
obtained for as low as one dollar her
week They give you precisely me
same service as is given to depa lt.
ment stores and national advertisers
by first-class individual advertisinls q
managers. These services are usu-
any supplied In series Of fffty-tro
advertisements, one for each week in
me year, ioG@tnar with Hhy-two q
phrpiolc cut> of high grade ilust
non drH"n ny high-"alaricd artists.
The advertisement are conStrnctaJ
by MritCrs of ru,ionaI rnputaiion
@Hu win great experience, mon Who
nave made success for thousands Of
other retailers in the same position
as yourself. The low price charged
FOR these advertisements is only
made possible because Of thousands
OF the same advertisement that are
sold TO different merchants through
out the country Only one merchant
III each town is allowed to use the
service for his own trade.
particulars of the best of these
Syndicated advertising services may
De mad from the editor of The Keo-
wee Courier, and | earnestly advise
YOU, as an up-to-date merchant, to
get them at once. "Thc early bird
catches the worm" is a true saving
ana 1T Is nowhere better eXemplified
'han IN this case; the retailer who
uses service of this kind here now
VIII start himself on a near-cut 10
independence and fortune.
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