The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1913-04-24
The Alb c and XYzof
ADVERTISING
a SERIES OF TEN TALKS ON ADVERTISING Nj Q
written T seymour Eatoa Of Psiadslphla 1NO. O

Most department store advertising may be
divided into three classes: bad, very bad, and
damned bad
Bargain advertising is in the first class Ii does
sell goods; but if well done il could easily make
three blades Of grass grow where one grows now.
The worth $20-now-$ So. so" bargain offer has
been done to death The people buy the $3.50
article because $3.50 much they want to pay
because they have the goods; because they
have intelligence enough to know that they are getting
good value for the price but for every one who buys
there are two others shoo-ed off by the ro-aps
tumbe-up, throw-up-your- money hurrah
An honest bargain properly announced is always
good advertising. If controlled newspaper page
should third Of it. down the side for legiti-
mate bargains. | should put the word Bargains" or
Tcdays Bargains at the top and with the descrip-
hons Of the articles should give selling prices only;
say nothing in figures about values or cost prices
that space for describing the goods should
make the descriptions as brief as possible, leave
everything TO the Imagination Of the customer except
the selling price; and and then l should omit
that let the customer come to the store to find out
Then should make these bargains look like charity
by very contrast; by using the remainder Of the page
to advertise my regular priced always stock cloth
ing and dress goods and carpets and furniture and all
that sort OF thing and should make this department
50 full Of life and spirit and enthusiasm for the goods
as to make my counters irresistible
The store that breaches is in the second class
Preaching isn't advertising 1t may be entertaining
and instructive may analyze to nicely the ethical
policy Of the store it may impress the weak-mnded
with the fact that this store great public benefactor
powerful influence for good in the community a sort
Of merchandise university which ought to be endowed
by the State. But preaching doesn't sell goods ii
doesn't even draw a crowd
The formal, refrigerator my brass -pateis suffi-
dent advertising is in the third class 1t has all the
dignity and drawing power Of a corpse. Mark YOU
am not critcisng the idea. The idea is fine To be
chosen people clothed in purple and fine linen; to
bask in the sunshine Of wealth. or of aristocracy or
Of fame to eat where il eats to drink what it drinks
TO wear what II wears to buy where II buys to talk
what it talks to dress your poodle dog with what
dresses its poodle dog 10 be somebody exclusive,
even one or two removed or second hand; that is
greatness; and people pay big money for greatness,
even for the varnish veneer. It is the adver-
Using that is bad. Il might easily quadrupie the
trade and yet keep within the boundaries of the elect Ex
elusive people don't think You don't need to put salt on their
tails. They follow leader like If sheep Your business
as advertiser IS to capture tne leader bewehe of the
set The rest IS easy The others will pay the privilege
Of standing in line
Embalm and bury the brass-pate advertising Use the
space talk to your customers Some them read adver
hsements # poor pebean should happen read about
your goods and wander into shop by mistake let him
the worrying
n,,on ~,