Greene County herald. (Leakesville, Miss.) 1898-current, 1912-11-29
NON-ADvERTISERS
ALL BENEATH SOD
Every Thought and Action Is
PubIicity-Pointer for the
Merchant.
BY FRANK D. BLAKE.

vertise. All men are advertisers
some good. some bad, but there are
no exceptions Every time you speak
to a man, every time you do something
to attract attention to who you are,
what you are or what you have, you
are advertising Every time you Gre
ate an impression, favorable or unfa-
vorable, you advertise. The only man
who does not advertise is under the
sod-and then his friends carry on
the campaign for him. They dope
up his obituary with the conventional
sob-stuff and usually everyday the
facts with the reckless abandon of g.
circus copy man. This "splurge
mote the technical advertising terms)
is followed up" by the epitaph which
Is the advertisers last Standing ad.
1t ranks with the professional cards
in the newspapers-and results are
about the same.
Some men would have you believe
that they do not advertise Some go
SO far as to ridicule advertising as
business builder and tonic. Such men
have a confused idea of what adver-
Using really is. They err in assum-
ing that advertising is business con-
versation embalmed in printers ink
always this and nothing more. II
this theory were wholly true then half
the successful business men of today
would go broke very soon. because
no business can prosper without some
sort of advertising. But right here is
food for thought.
Has the Distance Flag.
When it comes to cheap and rapid
transit for information, the modern
newspaper has the distance flag in
the face of all competition. It never
has been defeated. You skeptic, you
traducer OF newspaper advertising. try
this: If you are modest man of
good reputation, get some exuberant
reporter to feature you in racy scan
dal. one insertion In the paper. mind
you, and see how long it will take
you to live down the impression Gre
ated.
Thousands of business men are
adopts in certain forms of advertising
but are sorry novices when it comes
to producing results from newspaper
space-and these are the fellows who
pose as non-advertisers. They are
honest in their opinion, but deluded.
People do read the papers. They are
Influenced by what they read. They
read everything in the paper that in
terests them. They are influenced bq
what appeals to their Judgment II
your business story in the paper is
not read, or IL read, fails to create a
favorable impression, then there is
something the matter with your propo-
sition, its setting or the way you tell
1t. You are as unfortunate as the
litigant who loses good case on ac-
count of bum lawyer.
Analyze Your Business Problem.
Common sense has It's uses In ad-
vertising. Now don't laugh, this Is a
new idea to most folks. Analyze your
business problems. The public cares
nothing for your personal ambitions
remember that. People want to
know the advantage to them in trad
ing with you.
Classify your advertising under two
heads. With a certain amount OF it
create an atmosphere" around your
store. The individuality that fits" is
the one that wins. A Marshall Field
"air" could not be created around a
ten-cent store no matter how much
money you spent for advertising
There Is nothing mysterious about
store atmosphere" 1t Is the element
that causes people to think of you
whenever they think of such goods
as you sell. 1t is store reputation. It
is what makes people want to trade
with you even when no special induce
ments are offered.
Create Store Atmosphere"
Have you an advantage of location?
Remember, other things being equal
trade follows the line of least resis-
lance. II competitors have the advan-
tage of you in the matter OF location,
then you must some way overcome the
handicap. To what proportion of the
buying public do your goods appeal?
You may have goods that are prime
as to quality and rightly priced. still
they may appeal TO but limited class
The possibilities of increasing such a
trade are few--such combination
does not make an advertising propo-
sition. Remember these thing when
trying to create store reputation
store atmosphere" Overlook them
and you fail.
Advertising to create and maintain
store reputation should be continuous.
Alas, that this statement should be
pertinent A man expects the sea-
sons to change, taxes to repeat. rent
| to continue. He never figures that
clerk hire paid this month will cancel
his payroll forever. His clothes wear
Il -