Albuquerque evening herald. [volume] (Albuquerque, New Mexico) 1911-1914, 1913-02-20

or to big manufacturer n IL OF
very great Importance 10 the em-
plOyer Uf a large number Of men. that
they are we'll aLd strong and all the
time on the Job and not on the sick
list
And the HEALTHsEEKER. Don't
overlook him. \ lot Of NJ here ~
New Mexico are aud we're hyalth
seekers. Aud some eft ne are good
citizens Build up your sanntOriumH
and Welcome Mr.. Hcnlthsecker. Above
an let him know what YOU have 90
oncr. There isn't one physician in
ten back cast who really knows whore
10 send his T. y patients.
In connection with au advertising
campaign. J Sish 60 emphasize the
great difference there VIII be- in your
citizens and the great additional
pride they viii take iu their city after
you have entered the publicity held.
You viii all become gre8tcr boosters.
You Will boost nii the time.
Concentration b. tho key note ~
advertising In all cases every cuuii
should be- used 90 get before the pco-
pie who are most likely Go Dee inter
csted IN your proposition and th'n
talk 90 them wit4l Your advertising as
you would if YOU had man Iu your
store and was trying Co sell him 70
bin OF goods. From years of cNpcr-
ienCe aud observation I think ] am
safe IN saying that this is where mos,
cities fall down. m YOU have iul-
lowed the advertising Of the various
cities you have noticed that the adj
vertising BE- made up mostly OF gem
cTalities and the literature sont out
" usually big hook showing pictures
81 lot of churches. public BUILDINGS.
etc. with no real appeal To- convince
the recipient that YOU have what ne
wants Too often the book Is 20
Nouminous that the busy business
man has not the time o. wade
through and trs o. md what he is
looking for
n r. man came into your store Co
buy something YOU wouldn't force
him tu hook at 70 lot of goods he did
not SHnt or was not looking for be
fore showing him that about which
he had inquired
Albuquerque can undoubtcdly take
care of certain Industries to better
advantage than nthers Why not
pick out one or two uf the most like
Is az time. Center every Ctfnrt on
locating these aud GO down the line
I This viii strengthen your work nom
! beginning Co end and you can save
money ia your work You won't have
/ 90 buy u lot of waste circulation. Nuu
, viii know just where 90 seek the man
YOU want 10 reach. Your literature
can be prepared 50 that when a man
writes for Information about CoT-
tain thing he will get fun infurmn-
ton on that very subject put up In "a
| concise and convincing form and car
/ rying an the facts he b. apt to want
| He won't have 10 write q dozen let
tiers tp obtain Information which
should bee laid before him the min
ute hr munifcsts an interest In your
| City.
with specific concentrated ads and
specific concentrated literature YOU
viii be sure uf results. because Won
| will hD putting every shot where u
| belongs and not shooting up in the
air with % bot OF goncralitirs. hoping
that some one may take hold. I have
no hositancy la saying that. according
Co mN ideas lack of specific talk ana
| concentration rs the reason for nu-
nervous failures In city ana Commun
| as advertising There b. absolutely
no necessity for failure, unless the
city advertising has nothtng 90 ouet.
| In which event q city has NO husl-
ness advertising
In your campaign do not make the
mistake so often made. Use 70 few
! good publications Ia the territory
| from which YOU can logically expect
est spread IL on thick and talk o.
your readers often enough ana long
enough to convince them. Don't trN
10 see how many publications you
can use and how much of the coun-
TRY YOU can cover. thereby dissipating
| your resources and spreading II on
! va thin that you can't talk 90 anyone
long enough Co really get him.
| invest your power In the matter o'