The Anderson daily intelligencer. [volume] (Anderson, S.C.) 1914-1915, 1915-02-07
PUBLIC MAY FORGET
YOU'RE IN BUSINESS

and, In some publications, several
millions of people. So 1t may very
properly Ee stated that advertising
conducts ii public school, while sales.
manship gives individual lessons.
All Men Advertise.
Every business man is an ad,cr-
tiSer whether he admits II or not. The
merchant down the street ndyrrfiSes
lr the appearance Of his show win.
dows. by fhc condition OF his horses
and wag0ns, by the cleanliness OF his
store. by the courtesy or discourtesy
OF his clerks. Now, all these things
advertise IA man whether he admits II
or not. Whether or not we have
anything 10 sell, we, as individuals,
are advertisers. Every man wants TO
appear well before his fellow men.
Some OF us have II hard time over
coming the habits of our youth
getting up I'm the morning and look
Ing at the cuffs on our shirt 10 see, II
they won't do for another day; per.
liaps the only reason we don't wear Il
another day Is not TINT we will not
be satisfied, but we are afraid that
some one will see IT.; hence bad ndyer-
flslng for us.
Two Excuses.
~ There are only Two reasons why a
man should not advertise, and, after
all, they are not reasons, but ex-
cuses, In most cases. learned
long time ago. as salesman, the diff.
ference between n reason and an ey.
cuse. However. the man who makes
these excuses will say: 81 have so
much business don't have TO adyer.
tise," or @I have so little, i can't ai.
ford to ADVERTISE"
Now, IL n man Is looking for an ex.
cnse, he has one Of these two to offer
all the time.
How Do You Know Them?
There are some mea who say they
never read advertising and are not
affected by II. win wager that any
one In this room, and almost nny one
In Pittsburgh who reads at all, wnl
know what i am talking about when
mention the following things. You
may not be able to recall q single llue
OF advertising of any of these cont
panies, but I will wager that every
one here knows the companies that
these selling slogans apply 10. Did
| you ever hear of "It Floats,'' Ills
Masters Voice.. "Gold Dust Twins
",There's n reason,. "Ask ihe Man Who
Owns One, and last that good old
slogan of Mr.. Heinz, "The 50 VAR
| ieties o.
fundamental Principles.
A good deal Is said and WEfften
nowadays about the psychology OF
advertising. Now don't know much
about the psychology of II. / hardly
know what the word means If L
liwere asked TO define advertising
shon,I do It in one sentence by say.
ing Ii Is having the right idea and
using 1t ut the right tine. To my
mind. there are Just three fundamen-
tai principles In advertising; BE
honest. BE sensible. BE pcrsIs.
tent.
Honesty.
say "be honest" because ad,er.
tising doesn't create value, It merely
tells OF It. The goods you advertise
must possess merit In themselves, all
the printers ink In the world will not
add to nar detract from the quality
Of the goods. After all, when we talk
about honesty, do You know that near
" all business men realize that u
man Is an absolute fool who Is not
from any ethical or religions stand.
point, eItheri
Reason.
Now, the second II to he sensible,
because most people who read adyer.
tisements hnye good common sense,
and yet IL is strange that great many
people, when they go to write adver-
ttii5inS copy, tniia about e,crything else
but the thing they should talk about
to interest people in the thing they
have 70 sell. i believe this main thing
to do Is to put down on paper what
you world he likely to say orally II
yoH were talking 80 n person.
Suitability"
I say. sbe persistent because peo.
pie soon forget The hardest thing to
lind today Is yesterday's newspaper;
u ron don't think so, TRY and faad
one. when the news Is gone the nd.