The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1914-07-23
ADVERTISE AND
YOU'LL SUCCEED
Fight Catalogue Houses With
Their Weapons.
PaAIRiE FIRE AN EXAMPLE.
Western Farmer Successfully copes
With Conflagration by Little Blaze
Of His Own-Why Not Try His Tao
tics on the Mai! Order Menace7
Printed Matter Great Help.

Printed MaETEr a threat ffStps
Copyrighted. 1914, by Thomas j. Sullivan.l
The concern which persistently and
consistently advertises brings to itself
great reward in the form of increased
business. Fences, rocks and trees are
covered with print and paint The
shower of advertising In the shape of
handbills is incessant They are put
into ones hand at every step-at the
church door and in hotels. in public
vehicles, thrust under private doors
and sent by millions through the mails,
GIittering Advertising Maze.
The only road to commercial success
leads through glittering maze of adj
vertising.
Great boats, bearing on their sails
i huge advertisements sail up and down
all season before crowded watering
places, and now and then rain of
advertisements comes from a wander
ing aeroplane.
When daylight fails the magic cleo
trio light throws advertisements on
large screens in conspicuous places in
both large and small cities.
Shout From Mountain Top.
Climb to the mountain top and shout
for a solution of the retail mail order
evil, and back over the hills will come
the answer in the echoing cry "Adver-
tise!,
The life, the fame, the success. the
hope and future of commerce lie in
that one magic word
Advertising is unquestionably the
weapon which viii make the communi,
ty worthless for the retail catalogue
houses, but it is not absolutely neces-
sary that printed matter be the whole
thing.
Personal and individual advertising
is most helpful. 1t is such advertising
that gives retail mail order houses
their trade.
And through advertising the local
merchants can deprive them of much
of the trade that comes from their
community.
Fight the Prairie Fire.
The western farmer fights the prairie
fire with little fire OF his own, which,
kept always under control, he so uses
that the bigger fire, finding no fuel
there on which to feed. sweeps by and
leaves him safe.
So In your advertising, you have
your saving fire with which TO fight
the consuming competition of retail
mail order houses.
The printed matter, of course. must
continue to be the main reliance for
urging people to enter your store.
Show windows, however good. are
sure to be seen only by few of those
who might need TO trade with you,
while personal invitations cannot be
given quickly enough to a sufficient
number to answer everyday purposes.
It is through printed matter that the
retail mail order house offerings are
constantly made, and, If for no other
reason than to prove the determination
at least to match their efforts for
trade in your community. use the local
press and printed matter enough to let
no one whose trade should be yours
forget that you are In position TO ill
his wants.
Originality Best Method.
The local merchant should dwell at
length on the fact that be delivers
after the goods have been seen and be
fore the money has been paid for them,
and when it comes to making good,
should anything go wrong. he is right
at hand, not thousand miles away.
A reputation for originality is con-
tinually being sought by most mer-
chants, and one can get 1t more easily
by being natural In every move. Ad-
vertising that sounds like you Is not
only sure to bring the greatest results.
but it Is also the one kind OF advertis-
Ing your competitor cannot successful
| ~ initiate.
1t Is true that some self styled al
vertising experts have studied the die.
tionary. the grammar and the type
specimen books until they ara able to
| talk Jargon that makes advertising
by which we mean printed matter
seem very much Of. mystery TO the
average man.
Operate Like Pickpockets.
The mail order house system experts
in the Advertising art are something
like the pickpocket who. In an attempt
to divert suspicion from himself. JOINS
the throug and shouts stop thief.' as
loudly as any one Look through the
mail order catalogues and you viii and
that nearly all of them Will tell you
that their houses are the cheapest
places TO buy; that they have the best
facilities.
They Will intimate that the other fei'
low ia the one to avoid IL yeu do not
want TO get "trimmed" and that ft ts
the ether fellow that handles the trash
When a dog bites you the irst time
blame the dog; Il he bites yon again
blame yourself. e the NAH order
houses get ths- best Of yen oncs blame
them: It they do IL again blame your
self FOR neins sueh an untninkable
ehump
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