The Anderson daily intelligencer. [volume] (Anderson, S.C.) 1914-1915, 1915-03-06
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, RETAIL ADVERTISING
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| at the meeting OF the Anderson Ad
Club by the president, MIR. Harry
| Geisberg:
What | have to say applies TO every
man here tonight. Though it may not
in a direct way IL will indirectly. Ad-
vertising is essential to every line of
business. There are. certain men in
| every town and city who when the
| question OF giving their business
more publicity arises fortify them
| selves in the position with the ideas.
| Il will leave well enough alone.
! am doing fairly well the way l am
! running my business and will not
! permit myself to be talked In TO
spending lol OF money unnecessari-
| ly, but will continue to do business as
my father and my forefathers did be-
| fore RE. Their methods were success
| ful and there is no reason why they
] cnould not be successful for me. All
| this talk about advertising Is bosh."
To those merchants who do not see
the necessity of conducting their bus
| mess differently from the methods of
| their forefathers and who Just as soon
have their place of business situated
out in the woods, five miles from no
where-who do not sell goods to
their trade, but permit their trade to
| come in their store whenever the
| spirit moves them. and buy whatever
| they choose to buy. 1t brings to mind
] the following paragraphs from the
| pen or John Nicholson Beffel, which
| shows this world Is on the jump all
| the time.
To make our city aad our nation
| greater we must make our individual
selves greater. There is nothing sell
fish In saying, II am strong, can
do things, believe in myself" Only
the narrow minded will look on the
man who speaks thus as an egotist.
The day Of the humble ia passing.
This is the age of the strong. of
those who can make good. Success is
not for him who stands back. To do
big deeds we must broaden our out
look. No success is greater than
the outlook of the man who achieved
1t. Marrow minds and knockers go
hand in hand. We knock our neigh
bors and forget our own shortcopl-
| ings.
| Lots of us fear to attempt new
things because we are afraid to aban-
don the old. We must become better
| optimists. There Is too much fear IN
our hearts-fear of the unknown.
When business slows up, too man, of
us stand around and tell how bad
1t is instead OF devoting effort to
bring about betterment. We stop
planning for the future The minute
we begin to plant gloom pictures we
admit that the gods have us guessing,
and we are duly qualified candidates
for the toboggan.
wonder IL we belong to the class
who think advertising is good
thing, but that our plac IS SO we'll
known that 1t does not need any pub
licity. If We belong to that bunch
let's ask ourselves, why, IL 1t is good
for the other fellow why isn't it a
good thing for us.
air. John Wanamaker of New York
and Philadelphia is tbs Merchant
Prince" of this country and he has
advised all merchants to use printers
ink and use IL literally. He himself
practices what he breaches. Mr..
/ Wanamaker is as well known In
New York and Philadelphia as any
other man in either city, then il he is
doing wrong by advertising sc much
he Is certainly wasting lots of money.
On the other hand if he; is correct,
that is--if advertising makes money
for him the man who fails to do his
share is losing money every day.
dare say every merchant carries
fire insurance. 1t is ridiculous to
think otherwise. Suppose a merchant
has all the. trade that he wants or
could take care Of. He has no guran-
tee from anyone or any source that
1t will stay with him. Advertising,
that of the persistent kind, Is the
II f,ot hA
| fire insurance Is SO really necessary
that we think IL is absurd to think of
4 not eEen carrying any. why not think
a little about trade insurance? From
actual results we are more apt to suf-
! fer loss Of trade than loss of fire.
Nothing succeeds like success and
i you will find that 90 per cent of the
successful merchants today are the
1 persistent advertisers. And too adj
lvertising viii pay the small man as
much as the large man. II is a giant
for q giant but It goes hand in hand
with the child il the child has the
ability ana tine ambition.
i A good plan think for the adver-
Users, is to first determine about how
much you wish TO spend in q years
time. Then arrange to have contin-
uouH news in the papers. This /
think. is as necessary as the keeping
open of ones place Keep your name
before the public an the time and
don't use up your advertising space
In d few big ads and then have to
be idle for weeks and months. 1t is
far better 10 have a small al daily
4 than d few large advertisements DUR
| ing your busiest season. Gentlemen,
the old methods OF store keeping
are now obsolete. The merchant of
today, 60 be successful, must be wide