The Hartford republican. (Hartford, Ky.) 18??-1926, 1911-11-17

The most pernnk1lh qusSslOn u Ie-
taller must think about when he start
out to consider the question of fill
ig the adNerdsig SPACE he has bought
In the local newspaper is, hciw can
sell my goods successfully through
this Newspaper? The bsst answer TO
the question is undoubtedly another
question. He must ask himself: II
i had to ssll thsse goods in my store
how would l approach my customer
how could inbarest her and in what
way should l convince her?' Last OF
adj he must ask himsalf WHISTLER he
is as capable Of doing all this in the
newspaper space as we'll as in his
store.
When a merchant has answered
these questions satisfactorily he may
commerce compiling his advertisements
But until h > realizes that salesmanship
is just as necessary in the newspaper
space as in his store when selling
goods, he can never hope TO get the
value he has ayaiy right to expect
from thu space
Successful newspaper pubNcidy has
been called salesmanship on paper.
Whsn ratailer can distinguish shat
kind of salesmanahip and appreciate
its value. h. is long way on the
road TO advertising eucc5ss.
If retailer employed inexperienced
or amateur h5lp in his store TO sell
his best goods he would be classad as
a fool. Why should he not also be
Iait in that category if h. employs
amateur salesmanshp in his nsHspa-
per space? He pays good money for
both and should aA the aIme dagap
of satisfaction for his eNp,nnl-
ture.
Four main points enter into all sale
manahip whather personal or on paper
FirJt, the attention on the possible Gus
TONER must be Obtained; S cond, in
teres1t must tle craard IN the goods
you are going 10 sell; ChiId, the
cUstomr must be conv.nc d that sha
wants the goods. andl at but by no
means bast, She mua5 DsnGuc.d 20
make a purchase
In planning his advertising iherV-
fore, tine merchant has to apply these
principles in such way that, from
his annOuno an m S, results aus obtain J
as a maltr of coursa. But he must
namambar always .hat craftsmanship
on paper is more difficult than EaLls-
nlarhship in p arson because hs canm
make his selling arguments falt in
the same digree as whsn he mll5s
has customer faoe TO face.
Unless a merchant ran apply thpss
four principles successfully 10 his
salesmanship through advertising his
publicity Will gat no MOLE rdlrrns
than a bud salesman i'm his store And
1t mo Hate hane chat no ordinary
merchant can get dhe higihsst grade
OF saLssmanship in the nawsrapzr
space Wi hout outside halp. Thsma
are many raasons' for this. III has bee
found, for instance. that the b.st way
20 SECURE attention lis TO use go0d
illustration Nothing has a surer hui
man intln st sifect or gus quicker
action than a wffl sabao,sd plctur.
To g'at such Illustrations you ncad net
only a high grade experienced artist
but ons who has first class knowledge
OF advertising art. Then, it raquirvs
considerable study and experience in
descriptive interest in goods-evn in
those you are selling daily. Again
10 bring conviction 10 the mind OF
read-r surely and successfully, ntces- {
states a knowledge of how it has
baen done i'm thousands of other cases
AN this means that the up-do-date
merchant who desinas 10 make his
ADVERTISING scientifically Certain must
eifher studyr e.ail advertising as part
OF hds business tH'ainirg or employ an
eNpensanocd advertising constructor
theme is more in planning and writing
a successful advertisement than the
ordinary rtailsr rallies And uhe
smaller the advertisement the mons diff
cult the process. Only those who have
made big success by the employment
of advertising in its most efficient
forum know the true value OF salesman
ship through advertising.
The time is now due for the ambi-
tious ratadbar 70 learn som thing about
this art II he does not care about
plodding at acquiring the necessary
himself there sne plenty Of 6
means Of securing the right kind Of
craftsmanship ON paper. the kind that >
will enable him 20 set one hnnta,sd
per cent value from hds advertising
lpace. One OF the best means b To y