The Brinkley argus., 1914-06-05
Advertising
 alks
SELLING GOODS
 WITHOUT aTALk"
Printed Advertisement Is Sitsnt Salesman That Works Twen-
 N-Fonr Holne a Day.

Ssss9aes o0N w - vsVtV
 ty-Four Hnlne a Day.
 By TROMaN A DE WEEaE.
 Thaae are other aavameaess h tA, printed woud over ths old sEyiA ol -sslaEmAnsh4p by cpaVuBBae1on Is true that you Onn rendh thoaannda through the pElnhod woed wh1le yoG are ta1king to one cnGtousr- --bu4 tlal fsn't the only edSautngs ee the prtut cd paes in ttD nouspnpsr over thG talk of tho olA42mS dnmsssr. .
 The man vho tz1ss to ssd eDo1l 01casA tllk wastss tDannnds q words--and evsRy thownnd voras uneans quartar q a hoR. HD~ cdten hnve you ssen . 1uQuhe1pha sAaesman lahortug fm @ hour tO 0n . two-dollar axkicle tho pruat - which might be as mnch as 70 cenAs; If the sAlssman received four 0uaiazu . day, how ml.ch proat dAd the ovna1 ef the store malne on that anle!
 You not only reach . larger and ence through the prfufad advert11ng but you cabch the pToapuct1ve custom CT in receptive mood If he is read Ing his nswspapar he 1s h . menkal attitude that makes him respnnsire to argument He is far away from the distractions of his own busineaS He is ready to be couvinoed of some thing. Moreover, he cnn't talk bac1 to an advertisement He cannot heckle 1t with frivolous .que1Gtons He cannot engage 1t in ccrtrseerky.
 -But am not in the mailordoI business" says the mrrhanH. My goods have to be sold hy salesmem It is matter o6 talk, egen though do adverttse B01l3e4 there is the personal tuuch--t1ne in0usmce of per emahty, which you cannot exut thrungh printed advertising
 In this the merchant is labrine under two ds1asinns. In tho frsl place. advert1sing t1wt b propsr4y done sells the gootls before the cus tnmer cumB in
 Now, all th4s appaies to retail cd vertiaing in a neuspaper = well q to national adver41nlnG. If . merchanl makes his adveEt1sang edncat1osly descriptive from daU to dAy tho tAdnGu that ars leadess in h1s advert1IlnG should be sold to the custnmar be fore he eatsrs thesators. In hts ovu .undnd the custnmerthas already bouuhl the artcle- He is merely coming tl the stone to supply the waut already C1eated thpuGh a(iwea<in1ng. It Il plainly obvious tha4 the clerk who at tempts to sell him azh1r he has besn -snad" Is was<fng fAs ttme of his em pt0yer. It is cnm0gfvJhke tliak tAe olD toner might want to supptamsnt q confirm what he has already learuad through the adSe1tf1ing, and 1t ny be afvisable and 1t may be win q answer a few qlnssf1uns. bnt the VI uable clerk wiu not encnEzEe hia conversational powaxB beyund rsnnn' able hmitA The printed adg1
 should be nswUy, informative. taBsa and to the point. It should wasts ID Uor1k
 Now, about tho -Harnnna1tty. lm sahesmanak1p. It q pnsaih1e tO pul pEpmaiity into pr1nked adver11slng. fype is tho silen1 aaaesnsn thA1 wurks aSter tho store Is clnosd on hnltdays. Sundays. whens the msnsl1amt . Gonk or we1l-and yet 1t is poaniAls tO iuyat thda silent salesman vim . listinot psrsunneity.
 Some men who neyer talk AASs more peRsonal3ty than fhs m0at A1r- Suaous aalsman in fnae H is tAe AA vertising into uhAch ths ulnslak hna put his personality thnt lsgsD no 1nnlly mslw . da0uife lmpgesai0R Thsnngh the priuhad upe the nmI ahant can prn1rrt his 0Nn pR6ty- It soon bsruues yihazuf v1fA his weli 1mown pecu1lmoGlnsA Hbu can seo>and hear John WaunmGaker winn you-Ssnl h1s adver<1n1nG, It . 6ne1naE0 dl2 1erent. You qx1ck1y dlzzessnli1Ee ' from all oehw aAsf2ulnx. and yuu som l1ud you.1K 1un11ng fue 0ha Whnnma1Ear maaBaEe eyeRy MupEu1zG e ev1ning in your nsMunpsr. II haa tlhe Wannunksr aknun,lnsso-dnd the advsg11u1ng sfnm1s for sVarylAfng q hsnasty. DnGuDn1zy os als,sssey t1lml may be aGDnG11sd with tlaf nnnnA
 The pupnse Of sdmss4Asing 1s . multiply sa1es. The xraat ,mescAnntl