Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1913-04-30
SUSTAINED EFFORT
IN BANK ADVERTISING
The Only Kind That Is Effective
and Productive of Re-
suits.
BY WARREN r. GILLIAN.

our mornings mail a request from a
banker in the middle west to send
some one to tell him how TO advertise
his bank so that he could get his
money back-plus profit
1 went to see him, and he told me
that his bank had been established in
the community ever since the town
was little more than crossroads"
He related how the farmers settled
on the land nearby, increasing in num-
bers every year; how the bank grew.
how the town took on" electric lights
and later paved streets. Then how an
other man, seeing an opportunity
started bank on the corner across
the street. and how it grew. Finally
he foresaw the probability OF still an
other competitor coming to town." so
he got together" with the bank
across the street and jointly they
bought or otherwise secured control
OF all the available bank corners in
town (for they had monopolistic ten
dencies), thus blocking the inroads of
the probable newcomer
Several years passed during which
the town and surrounding country
continued TO increase in population
and wealth.
One day the ghost" appeared in
real life and began to make inquiries
regarding choice locations for starting
a third bank. He was a young man
with push and energy plus, but be-
came nearly discouraged when he
learned there were no corners avail
able in the business section. and If
he were to so ahead. it must be on u
corner a couple of blocks "out OF
town"
However, he organized his bank
and opened for business lin the coun-
try Immediately he formulated a
definite advertising policy and pro-
ceeded, via the mailing list and local
papers, to tell the community not
only the name of his bank, but Just
what 1t stood for. He encouraged
thrift by advertising the savings de-
partment from every angle under the
sun, he explained the methods OF
building credit. he pointed out the con-
venience OF the check book, he work
ed up a patronage for every sort of
banking service he had to extend, and
he never told the same story twice.
He went on the theory that IL the
public only knew how helpful a good
bank could be. there would be no lack
OF patronage, and he is not yet through
telling them how TO use his bank to
their advantage.
The two old banks In that town
have recently combined, but their ag-
gregate deposits are not equal to the
bank lin the country" True, all three
are good, sound banks. but the bulk
OF the growth has come to the new
one, and my client admits that "Sus-
tanned Effort" in intelligent bank adj
vertising has had a practical demon
stration in his town: that he has been
convinced OF the wisdom of it and
now wanted our organization to take
hold and direct the new advertising
appropriation into profitable channels
Newspaper space is the cheapest
commodity on earth If il is properly
used. yet many bankers have told me
they considered their newspaper ex-
penditure as merely a donation to-the
local papers (These are the sort of
advertisers who use a standing card
and imagine they are advertising
Such advertising is not wanted by
live papers, and II the donation" is
discontinued there will probably be no
grief in the newspaper ofhce)
Let's get right down to brass
tacks,' Mr.. Banker. and apply the
same cold scrutiny TO this advertising
proposition that you do to the collat-
eral Of the trembling applicant for
loan Being equipped by nature and
training TO hold all sorts Of business
propositions up to the daylight and
turn them inside out, you have a hab-
it Of wanting your money back
Then let's play the game according
TO the rules What are the rules?
Formulate a definite advertising pol
icy IF you are inexperienced, get
some help Then when you have
made your appropriation, part of
which should go to your local papers.
get some competent person to write
your copy, which should be education.
al In character, and by all means
newsy. yet digniled
NEVER print Jhe same copy Twice,
imagining that people are going TO
read it the second time-why, they
won't even read about a Kansas cy-
clone twice. Why should they read
your ad AGAIN.
Then get the habit Of Sustaining
your Effort" Remember that the re-
suits are cumulative. You must ed.
ucate your public and you can't do It
IN a few lessons either Every bank
or ought to realize this and he ought
to know Just why Il Is so.
Knowing why will not only save him
great deal Of expense, but will make
him a great deal OF profit Some
minds respond quickly to convincing
argument Some are gradually, but