The county record. [volume] (Kingstree, S.C.) 1885-1975, 1914-03-12
dlsE And
iud'LL SUCCEED
Flight Catalogue Houses With
Their Weapons.


Printed NJ after SreaS F1eiP.
Copyrighted 1914 by Thomas J. Sullivan
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
Glitterins Advertising Maze.
The only road to commercial success
leads through glitteripg maze Of ad.
vertising.
Great boats. bearing on their sails
huge advertisements, sail up and down
all season before crowded watering
places and now and then rain OF
advertisements comes from wander
ing aeroplane.
When daylight fails the magic elec-
tic light throws advertisements Oh
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 he In
that one magic word.
Advertising is unQuestonably the
weapon which will make the communi,
.ty worthless for the retail catalogue
houses, but 1t 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. s"'
Fight the Prai.is Fire.
The western farmer fights the prairie
fre with a little fre Of his own. which.
kect always Under control, be 80 uses
that the bigger Hre, finding no fuel
there on which to feed. sweeps by and
leaves him safe.
SO. In your advertising. you have
your saving Gre 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. ara
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 sufficient
number to answer everyday purposes.
It Is through printed matter that the
retail mail order house offerings are
constantly made, and. II 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 fll
his wants.
Originality Best Method.
The local merchant should dwell at
length on the fact that he 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 90 wrong, he Is right
az hand, not thousand miles away.
A reputation for originality is con-
tgnualiy 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
ly initiate
II is true that some self styled sd-
vertising experts have studied the die
donary, the grammar and the type
specimen books until they are able to
talk jargon that makes Advertising
By which we mean printed matter
seem very much Of a mystery to the
average man.
Operate Like Pickpoekets.
The mail order house system experts
In the advertising art are something
ike the pickpocket who, in an attempt
to divert suspicion from himself, joins
the throng and shouts "Stop thief!' as
loudly as any one. Look through the
mail order catalogues and you will find
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 fel-
low is the one to avoid II you do not
want to get trimmed" ard that 1t Is
the other fellow that handles the trash.
When a dog bites you the first time