The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1915-12-30

cataog claim that they able to sell goods
cheaper the retail merchant because they manu-
facture goods in large quantities
business scale This argument appeals
great many people, but the facts just
mail cannot sell cheaper than the aver
age heavier selling expense
amounts paid rent, clerk hire
proportion Sales very much lower
than those Of the big mail order houses
in big item of for postage and advertising that the
small merchant does not have to consider.
Here is the way merchant looks the matter: He
says II knock the mail order house
fair and square and legitimate competition they
give better value than they entitled
tell my customers that all want or ask is a
comparisons if the mail
the cheaper place for them buy
and help them to make out the they
have all the advantages the mail house.
buy of the sell to the people
of has to have profit My clerks don't cost
their caaogs them. My rent, incidental
expenses much lower. In other words my selling
expenses than theirs The average
glad give his fellow the advantage an
break So the mail order house has actually my
prices I get the business"
One of the best things retail can do is to
get hold of mail order catalog and study carefully
contains some valuable information which be applied
in profitable way his business Here instance
is typical mail order appeal for trade:
BUY WHERE YOU CAN GET THE BEST
AND THE MOST FOR YOUR MONEY
What's the use of paying IA cents pound
cookies from for s cents pound?
What's the of paying So for pair of shoes
when you get stout comfortable dirt-proof
shoes from for So?
What's the of paying $3.50 for a blanket
when you get plaid fleece blanket from
for $1S5?
You gain nothing when you pay big profits
small dealers and agents for your merchan-
disc But you Why send us your
order for this months supplies - groceries,
clothing, bedding furniture, hardware, every
thing-to the Worlds Greatest Store? Why
not make up a fairly large right now
and send it to Wards, the store that carries
complete and uptodate stocks of merchandise?
We guarantee that you will be satisfied with
each article you buy. If you not will
refund your money and prepay all transporta-
ton charges.
How many merchants make a broad bid for bust
any wonder that the houses get such
strong holds their customers?
retailer who takes for granted the extent of
business is limited who come to his
making serious mistake just as practical
profitable him 60 the mail order business
it is for the calog houses In the merchants case
the c0Tt should t.; directed getting
orders by mail, keeping after by
constantly he she will learn patronze the store
IF you have been unsuccessful in getting people buy
at home, you may be occupying the position that
a merchant did whom / heard story about. This
merchant standing in his store door day. accosted
farmer passing by who carrying package
just received by express Chicago
mail order house.
why didn't you buy these goods from lner-
chant asked ST could you the express and
besides, you would been patronizing home store
which helps pay the taxes and builds up this locality
The farmer looked at him moment and then said
"Why don't you patronize your paper and adver-
tse? read it and didn't know you had this
The only practical solution Of the mail order problem
lies in advertising 1t is directly responsible for
growth of the cataog house. and the local
expects this competition must adopt their
methods
He should advertise literally in his home paper and
ALL he should get cataog year.
this cataog liberal illustrations and
descriptions of the goods selling for that
secrets of the mail order house their catalog
everything is pictured and described in way
customer knows just what he she is getting. good
mailing list is valuable thing to have in fighting
order competition If you have such list you
begin to compile Get the of all families
your community letters other advertising
matter a while let them know that you want
their business
stays interesting experiment. along this
line was tried recently by man in town in Arkansas.
He started dollar bill by purchasing
product the recipient of the dollar in turn doing likewise
each time placing the signature and the article bought with
profit made slip of paper which accompanied
dollar In two weeks time it changed hands many times
the showed It is called the Stay Dollar
the motive to show what money kept
circulation towards enriching city community
instead Of sending it off a mail order house