Carrizozo outlook. [volume] (Carrizozo, N.M.) 1910-1945, 1915-03-26
ADVERTISING ADVICE
FOR THE MERCHANT
Branch Of Business That Re-
quires Careful Study, But
Brings Good Returns.

Advertising copy should be prepared
with care and should be given as much
attention as Is given to buying goods
Every effort should be made to be
truthful and not to exaggerate. There
Is no necessity for using big words or
nowery language. Eighty-ive per
cent. OF the people to whom you are
appealing In your ads do not under
stand big words II you use them, n
Il Is that So per cent. that you want 10
get into your store. Have your adyer'
Using copy read simple and direct, 40
hat n child can understand. And after
you have written an ad, read II over
yourself and see how II sounds. Sci
aside n certain hour or period OF your
business day to your advertising, just
the same as you open your mail when
you go to the store the first thing In
the morning. II Is the right arm OF
your business, and II can make OF
break you. Give II your thought and
attention. Study your competitors
advertising and compare II with your
own.
Urges Use OF Whlte space
Use cuts or pictures TO illustrate
your ads II you can. and use white
space. Don't endeavor TO oil up every
nook and corner OF your space. A
small nd well displayed. with an at:
tractive illustration or white space
around Inside the border. will many
times attract more readers and bring
better results than Il larger ad crowd
ed with type. The same Is true OF
your windows. Cont try to put all
your merchandise In your display win
dows. a few articles tastefully dis
played, with price tags or descriptive
lines. In an attractively decorated win
dow will reach more people than NH
Ing up that window with a lot OF stun
which people look at. and hen pass on
without remembering anything they
have seen.
Clerks Should Read Ads.
Insist upon your clerks reading
your ads and paying particular atten'
ton to them, | would not have q clerk
In my store who did not take a daily
newspaper and who did not take
tiinuHH llAflNhh III mn VI hNA MoAh w
read my ads, not only to know whether
anything was being advertised in their
department, but also endeavor to I'm.
press them with your desire to have
their suggestions In regard to selling
more goods In their department A
great many times a wide-awake clerk
can suggest to a department head or
manager that a certain line of goods
Is not selling. and an ad with n cut
price on these lines the next day will
start them moving.
Insist that your clerks famlllarize
themselves with your store and your
store policy. and In every possible
way make them appreciate that they
must go out of their way 10 please
every customer, and give al much at.
tention and be as pleasant with a Gus
toner buying Ave cents worth Of
goods as one buying $50 worth The
lve-cent customer today may be a $50
customer tomorrow
George Fitch on Advertising.
George Fitch. the humorist, In a
recent article on advertising. said
Advertising began when the eager
merchant went out on the street and
logged the pedestrian by the elbow To
get his attention. This was wearisome
work. and sometimes the pedestrian
hit back Nowadays the merchant
a jog a million men by the elbow
through the public print, while he him
self Is beating a worried golf ball Out
OF a sand pit.
Advertising Is a peddler whC
brings the wares OF the world Into th,
house each day and tells you how
cheap and good they are. r
"Ry advertising a mar can dispose
OF a mountain OF sawdust At one dollar
per ounce. Troy weight. Without ad
vertising he eau Offer frankincenst
and myrrh 10 all Corners tae Of charg,
until the stun spells on his hands
Advertising makes millionaires and
presidents. makes great actors out Of
fur coats with Indifferent Filings, sup
plies widows with husbands. babiei
with homes and deserts with people
Advertising gets some people into 80
eiety aud others into Jail Advertising
supports literature and makes nationI
boom The country which advertiser
wakes exceeding great In immigration
problems, while the land which has M
press agents crumbles away and Il