The Brinkley argus., 1913-09-26
Advertising Talks
ADVERTISING ADVICE
 FOR THE MERCHANT
Branch of Business That Re- quires Careful Study, But
 Brinqs Good Returns.

attention as Is given to buying goods. Every effort should be made to pc truthful and not to exaggerate. There is no necessity for using big words or 1lowery language Eighty-nve per cent. of the people to whom you are appealing in your ads do not under stand big words if you use them, and 1t is that 85 per cent. that you want tos ret 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 tho same as you open your mail when you 20 to the store the hrst thing in the morning. It Is the right arm or your business, and 1t can make ol break you. Give it your thought and attention. Study your competitors advertising and compare 1t with your own.
 Urges Use of White Space.
 Use cuts or pictures to illustrate your ads if you can. and use wnite 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 or your windows Don't try to put all 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 ill 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.
 Insist upon your clerks reading your ads and paying particular atten- ton to them. would not have clerk in my store who did not take 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 endoavor 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 wideawake clerk can suggeststo department head or manager that 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 fve-cmt customer today may be g $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 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 fcheap and good they are.
 By advertising man can dispose of mountain of sawdust.at one dollar per ounce. Troy weight. Without ad vertising he can offer frankincense and myrrh to all comersrfree of charge until the stun spells on his hands.
 Advertising makes mdllionaires 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 waxes exceeding great in immigration problems. while the land which has no press agents crumbies 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 l friends 1000 years after he had re tired from circulation. Chicago con | sists of Goshen, Ind, plus advertising. | Advertising has kept Sarah Bernhardt young and attractive for sixty-several years-and the lack of 1t made Poe starve at forty"
 The Engine of Business. Advertising is the engine of business. but even an engine needs coal and
 water before 1t can accomplish any thing. Advertising needs your thought ful study and . personality and sense |