Rock Island Argus. (Rock Island, Ill.) 1893-1920, 1914-05-08

suit in waste. AS his business ex-
pands he may reasonably consider cir
cular advertising or the like.
Merchants in advertising don't go
far enough. They start a good line of
advertising. discontinue right at the
time results are being unconsciously
obtained, and therefore lose the bene-
fit of their entire investment. Armour
& Co. the Chicago packers, are an
example of such advertisers. They
have a reputation for never finishing
an advertising job. In six cities in
Illinois they contracted TO use 5000
inches in six months. In two months
they had used 5000 inches. Thinking
the returns poor, they ceased adver-
Using right at the time people were
getting firmly fixed in their minds
who the Armour company was and
what it had to offer. 1t takes nerve
and good judgment to advertise.
The most disgusting thing in the
advertising field is the plan of bring
ing sales managers into a city to cor.
duct sale. Better let your local man
start a correspondence school in ad-
yertising for the benefit of merchants.
Ad Writers Hit.
The greatest wrong in advertising is
the attempt of an ad writer to crafty
personal vanity This pretty and ride
ulously snappy stuff is not business
proposition in an ad. 100 many men
are spending money for ads on the
ssis of what ad men, without an hon
est purpose. tell them
Greatest and 'stupendous' as words
in ads have been overworked. Make
your ad tell a straightforward story so
different from the ordinary class OF
exaggerated ads that the buying pub
lie will be attracted 70 it because of its
frankness. Don't represent anything
I'm your ad unless you can support your
representations with the goods you
have to sell. once wrote an ad for
an Aurora merchant who desired some
thing in an ad which would make an
exclusive appeal. This in substance is
Uba, wrote: Tomorrow morning at
least ten merchants in Aurora will ad-
ver,ise that they have the greatest bar
gains 10 be found in the city for one
day. They may be right in their as
sertions Il is the purpose OF this al
to set forth facts. This store does
not claim TO have the greatest bargains
in the city. but il does assert TO rep
resent it's goods honestly. II you come |
IN our store tomorrow. buy and II you
find our goods misrepresented, the pur-
chase price of your article VIII De re-
funded
..It Is not necessary for me to add |
that that merchant sold out his stock |
in half the time the other merchants
did.
I'VE are having too many bargain
sales. There was a time when we had
yo dull months in the summer and
number in the winter.
Now II is hard to figure out four good
,,onths in the year. What is the trou-
tIo7 Too many bargain sales. They've
got TO stop. Soon IT will be that bus
ness men cant hope for normal
month in the year. In Aurora Iast
christmas one merchant put on sale
The FIRST week I'm December, right at
he season when he should be reaping
he biggest profits from goods at their
best price.
"Get your bargains. when you have
saIes. down where the people can see
bem. People always want something
or nothing. but when you display them
close 20 the buyer IN n way that he
thinks he is getting something for half
II nothing # IS more successful.
we will never go back 10 the small
,paces. Be free with your advertising
,ccording 10 your field. and tell the
ruth strong. The advertiser who hrst