The Birmingham age-herald., 1913-05-15

The following rulings on applications
for rehearings were announced today
by the court of appeals:
Virginia Carolina Chemical company
VS.. ". L. Mayson, from Montgomery
city court application ovcrruled.
George Williams VS.. state. from Ell
more circuit court; application over
ruled.
directing the minds of other persons to
ourselves or orr business. Anything that
attracts attention to us or conveys a
mental impression of us is advertising.
When we get that idea of advertising we
see that the modes of manners in which
we can advertise are virtually unlimited.
As individuals, we are advertising our
selves Every minute of our lives In
which we are in contact with our fellow
men, by our appearance, speech and dress
and our business is advertised every
time any one comes In contact with it
The impressions which we create wheth-
er good or bad, is advertising, and right
here | wish to call attention to very
important rule in advertising through
newspapers or any other standard
medium, and that is never to create an
unpleasant impression. Advertising that
knocks your competitor will sooner or
later react on yourselves. This is lit
orally the Golden Rule for good advertis-
ing.
mo man in trade should forget the
fact that people expect to be solicited for
their custom. 1t is a fundamental trait
OF human nature. a part of the vanity
that is common to us all. Having no
competition .ioes not absoive the mer-
chant from the necessity for advertising
In fact, advertising VIII protect him to
great extent from competition A man
win think twice before he enters a field
that is covered by live advertising.
Appearance of Store Big Factor
1.-The store, no matter whether it be in
the city or at the cross roads, is its own
strongest advertisement. BY that l mean
the appearance of the store and the ar
rangement of the stock can be made won
derfully attractive or powerfully detrac-
tive.
advertising is largely suggestive, and
the arrangement of your stock In such a
manner as to bring the seasonable and
immediately useful things right in the
line of the customers vision as they en-
ter the store, will make them buy many
articles which they didn't realize they
needed until they saw them on your
shelves or on your floor.
Now [ want to ask a question of any
city merchant who may be thinking of
putting on an extensive advertising cam
pagn. Have you looked over your store?
Do not advertise until you have care
fully examined your store and your or
ganization and are sure that both are
ready to back up any statement you may
make in your advertising. A customer
who goes into a store of his own voli-
ton and gets disappointed will take part
of the blame upon himself He will say,
Well | was a fool for walking in there,
and let it go at that. But, when he
Is invited to enter by advertisements
which lead him to expect what he really
does not receive. whether it be goods
or service, he will cherish and express
a resentment that will kin a lot of trade.
You know the old saying is that every
body has at least 10 friends. Conse
quently before you advertise, act on Da-
vid Crockets's motto, Be sure you are
right dn the store) and then go ahead -
Il would advise country merchants
to use space regularly in your coun-
try paper. Don't be bluffed by the
thought that you can't write ads You
can If you VIII. II you are a natural
born salesman no power on earth can
keep you from getting some selling
power into your advertisements, no
matter how crudely they may be writ
ten. You Will improve with practice,
and will soon wonder how you ever
ink
Advertise Systematically
'"rhe only advice I have to give city
merchants is to advertise systematical
ly. Don't make the mistake of running
big ad now and then, with great
gaps OF silence between. You will simp
ly be burning up your money. The pub
lie is the quickest forgotten you ever
saw-you have to keep pounding at its
hn rneg 10 .it
with which your advertisements appear
will inspire confidence in your house.
as well as bring direct trade results.
IT Is not absolutely essential. that your
ads should be in the papers every day.
but you should run your ads on we'll
defined schedule. How much space you
should use Is largely a matter for your
own judgment. Nothing smaller than
five or six inches, single column, is
worth while, and if you make your ads
that size you should be able to run
them daily, and change them every
day. l have in mind some very at
tractive and effective advertising which
is being done by a Birmingham house
in your line with small ads about the
size | have indicated. You can tell that
those ads are written In the store by
man who loves his business and IL
making everybody else love it.
"rhs raises a very important point.
store ads should be prepared IN the
store. You cannot get the spirit of the
store into them in any other way. If
you are employing a professional copy
writer insist that he make frequent
visits to your store and stay there
long enough to absorb its atmosphere.
You cannot have store advertising
written at long range. If you cannot get
n professional copywriter, who is will
ing to stay in the store long enough,
every time he calls, get the news
values and color tones, you had better
do your~. advertising yourself, or en-
trust it to some capable clerk.
"If I have succeeded in making the
word advertising have a deeper,
broader meaning to you, and have
shown you some of the innumerable
ways in which you can apply the prin-
! ciples of advertising to your own bust
ness, | shall feel that | have not mis-
used the time you have so courteously
given me-"