The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-09-26
ADVERTISING ADVICE.
FOR THE MERCHANT
Branch of Business That Re-
quires Careful Study, But
Brings Good Returns.

attention as is given to buying goods.
truthful and not to exagggeFate- There
is no necessity for using big words or
flowery language. Eighty-1ve per
cent. of the people to whom. you are
appealing in your ads do not under
stand big words If you use them, and
it is that IS per cent that you want to
get into your store. Have your adver-
Using copy read simple and direct, SO
that child can understand. And after
you have written an ad, read 1t over
yourself and see how 1t sounds. Set
aside certain hour or period of your
business day to your advertising, just
the same as you open your mail when
you go to the store the first thing in
the morning. 1t is the right arm Of
your business, and it can make or
break you. Give 1t your thought and
attention. Study your competitors
advertising and compare it with your
own.
Urges Use Of White Space.
Use cuts or pictures to illustrate
your ads if you can, and use white
space. Don't endeavor to fill up every
nook and corner of your space. A
small ad we'll displayed, with an at
tractive illustration or white space
around inside the border, will many
times attract more readers and bring
better results than larger ad crowd
ed with type. The same Is true Of
your windows. Don't try to put ak
your merchandise in your display win
dows. A few articles tastefully dis
played, with price tags or descriptive
lines, in an attractively decorated win
dow will reach more people than fll-
ing up that window with lot of stun
which people look at, and then pass on
without remembering anything they
have seen.
Clerks Should Read Ads. j
Insist upon your clerks reading
your ads and paying particular atten-
ton to them. l would not have a clerk
in my store who did not take a daily
newspaper and who did not take
enough interest in his or her work to
read my ads, not only to know whether
anything was being advertised in their
department, but also endeavor to i'm
press them with your desire to have
their suggestions in regard to selling
more goods in their department. A
great many times a wide-awake clerk
can suggest to department head or
manager that a certain line of goods
Is not selling, and an ad with cut
price on these lines the next day will
start them moving.
Insist that your clerks familiarize
themselves with your store and your
store policy, and in every possible
way make them appreciate that they
must go out Of their way to please
every customer, and give as much at
tention and be as pleasant with GUS
toner buying five cents worth OF
goods as one buying $50 worth. The
five-cent customer today may be a $50
customer tomorrow.
George Fitch on Advertising.
George Fitch, the humorist, in a
recent article on advertising, said;
advertising began when the eager
merchant went out on the street and
logged the pedestrian by the elbow to
get his attention. This was wearisome
work, and sometimes the pedestrian
hit back Nowadays the merchant
can jog a million men by the elbow
through the public print, while he him
self is beating a worried golf ball out
of sand pit.
advertising is a peddler who
brings the wares of the world into the
house each day and tells you how
cheap and good they are.
"By advertising man can dispose
of a mountain Of sawdust at one dollar
per ounce, Troy weight. Without ad-
vertising he can offer frankincense
and myrrh to all corners free Of charge
until the stuff spells on his hands.
Advertising makes millionaires and
presidents, makes great actors. out Of
fur coats with Indifferent filings, sup
plies widows with husbands, babies
with homes and deserts with people.
Advertising gets some people into So
ciety and others into Jail. Advertising
supports literature and makes nations
boom. The country which advertises
wakes exceeding great in immigration
problems, while the land which has no
press agents crumbles away and is
discovered by archaeologists in the
dim presently.
advertising made Homer great
thousands of years after he was born.
and introduced Rameses to admiring
friends 1000 years after he had re-
tired from circulation. Chicago con-
sists Of Goshen, Ind, plus advertising.
Advertising has kept Sarah Bernhard
young and attractive for sixty-several
years-and the lack Of it made Poe
starve at forty"
The Engine Of Business.
Advertising is tie engine of business.
but even an engine needs coal and
water before it can accomplish any
thing. Advertising needs your thought