Hot Springs weekly star. (Hot Springs, S.D.) 1892-1917, 1915-02-12
ADVERTISE TO
GET BUSINESS
Is ADVICE OF ADVERTISING Ex.
PERT TO MERCHANTS
ADS SHOULD BE LIVE
MERCHANT MUST MAKE intelligent
Use OF VEHICLES OTHER
INTERESTING FACTS.

INTERESTING FACTS.
Last week the Commercial Club Of
Sioux City conducted Q merchants'
short course. which was lsrgly attend
Cd By business men of the northwest.
One OF tho best addresses, . talk on ad-
vsrtising, was given by Herbert H.
Bigslow. Of st. Paul, and was reported
- follows by the Sioux City Journal:
Advertising, indirect and direct, is
the best method Of obtaining business,
and no feature that will make the ad-
vertising more attractive or appealing
can 30 overlooked without loss by the
merchant, said Herbert 81, Bigelow, of
st. Paul, who addressed visitors to the
merchants short course.
Cleanliness and order we're called
the frat essentials. Smiles were said
to rank second as bringers OF business
to the county merchant. Newspaper
advertising Was rated by Mr.. Bigelow
as the best form Of direct advertising.
But 1t must be kept alive and attrac.
tive to be effective, be sdmonished.
Eve won Adam by giving him an ed.
vertising speciality, according TO the
speaker. Also, that Transaction con-
veys to the merchant q warming % to
the nature OF specialttes which safely
may be offered, he added.
"Advertising is anything that turns
favorable attention toward your under
taking" said Mr.. Bieelow. TN fact,
every cot inside or outside Of business
creates either favorable or an un.
favorable impression in someone's
mind, and In so doing is advertising.
"The man who has the only red front
store in town may consider IL sdvsr-
ttsing The same may be true Of tho
medicine vender who wears long hair.
However, both may produce Only no
toriety and not trade building. II the
only thing that recommend, the store
TO me is because It has red front. I
cannot imagine It an asset.
IF my windows are the cleanest In
the town, then that becomes an adver-
tisement, and good one. In my mind
there is no better trade building factor
than cleanliness and order. The dirt
lest. mcst dishevsled tramp respects
cleanliness and order. A clean store.
an orderly one, Is one Of the best sx-
prssstons Of personality that 1 can
think Of, a. far 40 trade building
factor goes. Il begets confidence, the
corner store Of business building.
"1f you employ delivery wagons can
think Of no better advertisement than
clean rigs and we'll fed, comfortable
looking horses. It causes feeling Of
resentment in the minds of many
people to see dumb animals of any
kind mistrested and unconsclously one
draws away from q concern that over
works ito horses or its help.
''Ons of the best trade building "a.
sets know Of is to sse every one
around you happy and contsnted.
whether they are dumb animals or hu.
man beings. Sunshine makes thines
grow and ell business .thrives on smiles.
Even Q grouohy bookkeeper 10 Q lis-
bility.
"Another thing would do that some
OF you men think unimportapt is to In.
sist on regularity Of working hours. /
should open my store ON the min ute
every morning. My noon hours would
be subject to dxed rules. When clos-
ing time come ! should close on the
dot. Il gives any institution Q busi-
ness Air to work while you work and
play while You play.
"Be seen In public places, putting
your shoulder to the wheel with either q
donation or time. You will place many
people In debt to you and some Of Il
will come back to you many fold, II you
ct tho same time always remember In
all things you do that you are Zones
the Candlestick Maker and not simply
Mr.. Jones.
I'VE now come to direct advertising
the kind you pay for with real money
snd under this head We flnd your local
uewspsper, billboards, signs, calendars
advertising spscialties or novelties
circular letters, etc. The mistake tina,
all to many merchants make il 20 a.
sumo when they invest In any Of these
various methods that they have bought
some advertising. They have not 70,