Orleans County monitor. [volume] (Barton, Vt.) 1872-1953, 1913-01-01
STORY WORTH READING
Inside facts Of Jewelry and Optometerist
Lines Fully Exploited.

one OF the hardest propositions in the
publicity line from the fact that it is
not like advertising certain brand of
groceries which are eaten or dry goods
which wear out. You all know that
most of the stock Of a jewelry store is
the kind that will practically wear for
life, while other parts Of the stock are
also more or less Of an endurable
nature.
For over 20 years we have endeav-
ored to advertise our business in such
a way that the people of this section
would be properly advised of what we
have had in stock from time TO time
and thereby more firmly establish our
business relations.
1t is true that mistakes have been
made during all these years but no
business can run without some few err
rors creeping in at times. We are
just human like everybody else and
not infallible, and knowing our fail
ings, We have tried to speed ly rectify
our errors whenever discovered We
have done so eagerly. But that is not
what we started to say.
The point is from this on we are go
ing to take the people into our conf
dence to such an extent that they will
surely agree that there is a whole lot
to the jewelry business that the gener-
al public as a rule knows nothing
about.
For instance we placed a whole page
ad in this paper on Dec. 4 announcing
our Christmas bargains. A whole
page is calculated to bring in consider
able business but this ad did not draw
as well as it should. 1t was repeated
on Dec. II with few changes in the
text and presto; its effect was felt al
most as soon as the papers reached the
To-
that we again used a page on Dec. Is
with even better results.
All this came about because a few
people who read the first ad came in
to see if we really had the goods de-
Scrlbed at the low prices advertised.
1t seems that many were Skeptlcal as
to some of our statements. The more
venturesome who came in first found
that our ad spoke the truth.
We had the goods exactly as repre-
sented at the prices advertised. This
fact gave those people confidence and
when they went home some of them
told their neighbors that they had
found the goods as advertised. Many
people must have told their friends of
this fact, for the number who came in
creased very rapidly every day. 1t
seemed to US that one satisfied custom
er made two new ones and the two
new ones made four new ones and so,
for the number increased to such an
extent that few times our store was
so crowded that it was impossible to
wait on customers with satisfaction.
1t is an old saying that it pays to
advertise. and it does, providing the
store tells the truth in the ads. An
untruthful ad is very dangerous and
will drive away more business than a
good ad could ever hope to secure.
In our Christmas ad we spoke the
truth. Those who read the advertis-
ing and bought of us know that we
spoke the truth. They are the ones
who told their friends that our goods
and prices were as represented-and a
neighbor's word goes long way when
it comes to establishing confidence.
We have taken up about all the space
allotted in explaining our pos ION and
with a few more words we will be
done. We are about to take our semi
annual inventory, stock taking is the
general word for it, and we dislike
very much to carry over anything.
Therefore we are going to give you
20 per cent discount on everything in
sight until this stock is reduced to the
right proportion for stock taking, and
we will pay a reward of $500 to any
one who proves we have marked up
GIlS OIl dIly CHllS OllOfGu lOr CnlS
sale.
Besides this our Watch Bargains
will be continued for time These
bargains are really genuine and We
assure you that every watch adver-
tlSed is priced at or below actual cost.
We guarantee them to be just exactly
as represented. If at any time in the
future You discover we have made a
Misrepresentation in any way come
back to US and we will buy back the
watch in question at the full price
paid.
In closing we call attention to our
repair department and assure you that
all work will have careful personal at
tention. The work will be cotton out
without any unnecessary delay and the
prices will be moderate. Every piece
of work will have our unconditional
guarantee.
You all know about our Optical
Department and YOU all know that
Geo. G. Lang's reputation in this line
graduate of The Parsons Neurological
and Optical Institute of Indiana, now
that the Christmas rush is over will be
able to give personal attention to all
repairs left with us and to the fitting
of all varieties of glasses.
Mr.. Lang has had Is years expert
ence which eminently qualities him,
and you have the benefit of all this
without the exorbitant charges
usually made by old established con-
Germs. This experience is worth much
to you, for no one wishes to have their
eyes attended to by an inexperienced
person. This same idea prevails when
you buy a watch or wish one repaired
You wouldn't go to carpenter shol
if you wanted groceries, neither woulc
you call in a piano tuner if you were
ILL., Instead you would call for g
specialist in the line required A
grocer is specialist in his line, JUS
the same as a blacksmith is in his