Atlanta Georgian. [volume] (Atlanta, Ga.) 1912-1939, 1912-11-23


Naturally that merchant first pay the clerk his
two dollars out of the ten dollars that you pay for the
goods That twenty per cent profit to start with
for the clerk alone
And then the store, which represents high rent must
take its part of your purchase money for rent for heat
for taxes, insurance.
And the proprietor must take his part.
Where the who does not advertise pays two dol
lars the clerk and two dollars for rent and dollar for
insurance and delivery and sells ten dollars worth Of
goods HE MUST TAKE FIVE DOLLARS FOR Elk
PENSEs AND AT LEAST THREE DOLLARS FOR
HIMsELF-AND YOU GET TWO DOLLARS WORTH
OF GOODS.
A man with the same clerk and the same store AID
vERTISING can sell one hundred dollars worth Of
goods, that cut of hundred dollars he can pay
the clerk and the rent and the taxes and the overhead
and take the profit that he wants-and the whole thing
amounts less than onetenth of the amount taken in
ADVERTISING DOUBLES THE EFFICIENCY OF
THE CLERK, THE VALUE OF THE STORE, THE
POWER OF THE MERCHANTS ORGANIZATION
Only child under five years of age could fail to
that the who advertises persistenty, ntelgenty
and truhfuly saving the money of those that purchase
from him-inasmuch he is making IL possible for the
SAME organization, the equipment, to do many
times the of business that it would do without
advertising And he take for himself three four
five per cent profit his salesinstead of forty per
cent as the nonadvertiser must do-and with his small
percentage of profit he can become infinitely richer
lief of the ignorant that when they buy goods they pay
for the advertising They do nothing of the kind The
advertising pays for part of the goods and makes
sibe to deliver the goods cheaper.
If had the room to do So it would be interesting
here to emphasize the Importance of the really able adj
vertsing man. advertising agent advertising writer
The business who grudges a commission to an ad-
vertsing agent who thinks 'he can do 1t hmsef" is
usually about intelligent he would be if he grudged
the commission Of the architect and decided to build his
store for himself.
He would save the commission of the architect but
ruin the store.
This is the age in which one man DOES ONE THING.
You can run your BUSINESS. Find man who Can
RUN YOUR ADVERTISING.
And the advertising agent, able TO get and manage
and place business foolish if he underestimate the
man that can WRITE ADVERTISING. To write adj
vertisement is difficult than to write anything else
for he who writes advertisement completes with thou
sands Of writers and he is trying to do the most difficult
thing, which is TO INTEREST ANOTHER MAN IN
THAT WHICH INTERESTS YOU.
The writer of editorial the writer of fiction, the
writer of jokes has task that is easy He the
reader; it is easy to get such reader.
The advertiser the man who prepares the advertising,
is THE CLERK WHO TALKS TO ALL OF THE Gus
TONERS. And the merchant especially should remem
Der this.
If any merchant had clerk who talked to every
toner before that customer came to the store the mer
chant would consider price too great pay for eff
cient service of that kind.
How many merchants and other business fail to
remember that the advertising man is THE CLERh
THAT TALKS 10 ALI? More than that he IS the man
who forms public opinion to the policy of the mer
chant or the other business which he represents.
He is the voice-the man who represents not merely
the bargains, the cash Inducements BUT THE CON
SCIENCE OF THE BUSINESS.
It would be possible to write many pages concerning
the difficulties of the art Of preparing advertising
For to-day it is sufficient to indicate the fopc great
points in advertisement writing.
First Your advertisements must be seen If it is not
looked at, it is lost Make it CONSPICUOUS
Second Your advertisement must be read If it n1
read it is wasted Make it SIMPLE.
Third Your advertisement must be understood. i IL
is not understood it is again wasted Make IL an
And fourth, WHAT YOU WRITE MUST 81 81
LTEVED. The power of convincing is the greatest pow
He who can make others believe and who is sincere
believes himself, f@st Of ali She successful man =
cye line,