The Bemidji daily pioneer., 1915-12-10

DAILY llli,l = PIONEER lpq
that he ought to be deprived Of the
child pleasure he gets in life. But
at the same time it is mistake to
Advertise, for failures exclusively.
IF you advertise that just over
the hill in your town is pot of gold
at the end of the rainbow and it is
not even necessary to dig for it, all
the failures in the United States will
answer your ad. They will bring
their own failure with them and
raise another failure off the same
stalk In our enthusiasm we are apt
to issue an invitation to failures and
they are the easiest people to accept
Invitations you can find anywhere.
When we are telling the story it is
better to be under the mark than to
bring failures. Their coming will
not help them and it will not help the
rest of us.
''To avoid that error, find some way
of testing your matter on another
mind. Either by getting it to some
one outside, or by imagining how it
would sound to the man you have IN
your minds eye, you can keep away
from the error of advertising for
failures Otherwise we are very apt
to talk about our country the way
the writeup talks about John Smith.
It doesn't tell the truth to anybody
but him-the same as looking in
mirror.
! 1.-THE other essential to telling the
truth is to get your message into the
hands of the man you are trying to
reach.
Different Publicity.
| "Not long ago was talking with
a man about publicity scheme and
he said, II don't believe in publicity.
Two years ago I was coaxed into buy
ing two hundred booklets, and I've
got them all now back there in the
closet"
| 81 don't believe in that sort of
publicity either. It is not publicity.
| "Printed matter is not publicity.
Printed matter is the tool Of publ
city. Just as the hammer and saw
are not carpentry, they are the tools
of carpentry.
1.-THE plan of distribution is in
many cases the most different part Of
your publicity campaign. I took
part once, if you will excuse a per-
sonal experience, in campaign
where large edition of booklets was
issued. We had an excellent scheme
of distribution as I thought then,
but it did not work. Because most
of the subscribers insisted on getting
their proportion of the booklets.
They could not realize that they
were paying for publicity; they
thought they we're buying so many
copies of the booklet. When they
got them, they did not know what to
do with them and probably half of
1.-THE booklets were either stacked up
ion the back shelves or scattered round
home. They were meant to tell the
truth to the people in Iowa and IL
linois and Southern Minnesota about
a splendid opportunity up here and
they we're distributed among people
who were here already. They got
the booklets and threw away the
publicity.
Distribution Important.
IF you ask Fred Sherman or Max
field I think either of them will tell
you that distribution is the hardest
part of the scheme. I am not going
to try to tell how to get good distri-
button because every plan has its
own best way of getting results. Your
own experience will often point out
q practicable way or any man who
has studied the problem can help you
after he knows whom you are trying
to reach and what you are trying tC
accomplish and what means you have
of connecting your publicity with
the selling end after you have got a
man interested. But do think we
do not always realize the Importance
of distribution and we sometimes
vast good deal of effort and money
for want of giving proper attention
to the publicity end of publicity
campaign.
Will Produce Results.
II have used up my time without
saying anything about the subject
set for me-Advertising as a force l1
DEVELOPMENT. I'm going to skip that