The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1915-02-04
ADVERTISE To
GET BUSINESS
is ADVICE OF AN ADVERTISING
EXPERT BEFORE GATHERING
OF MERCHANTS
ADS SHOULD Be LIVE AND ATTRACTIVE
Merchant Must Make intelligent Use
of VehicIes-lndustry and Alert
ness are Prime Necessities

Last week the Commercial Club of
Sioux City conducted a merchants
short course, which was largely at
tended by business men of the North
west. One of the best addresses, a
talk on advertising, was given by Her
bert II. Bigelow of st. Paul, and was
reported as follows by the Sioux City
Journal:
Advertising, indirect and direct, is
the best method of obtaining business,
and no feature that will make the ad-
vertising more attractive or appealing
can be overlooked without loss by the
merchant, said Herbert II. Bigelow, of
st. Paul, who addressed visitors to the
merchants short course.
Cleanliness and order were called
the first essentials. Smiles were said
to rank second as bringers of business
to the country merchant. Newspaper
advertising was rated by Mr.. Bigelow
as the best form of direct advertising.
But it must be kept alive and attrac-
tive to be effective, he admonished.
Eve won Adam by giving him an ad-
vertising specially, according to the
speaker. Also, that transaction con-
veys to the merchant a warming as to
the nature of specialties which safely
may be offered, he added.
advertising is anything that turns
favorable attention toward YOU under
taking" said Mr.. Bigelow. "In fact,
every act inside or outside of business
creates either a favorable or an un-
favorable impression in someone's
mind, and in so doing is advertising.
The man who has the only red
vertising. The same may be true of
the medicine vender who wears long
hair. However, both may produce
only notoriety and not trade building.
If the only thing that recommends the
store to me is because it has a red
front, | cannot imagine it an asset.
eff my windows are the cleanest in
the town, then that becomes an adver-
tisement. and a good one. In my mind
there is no better trade building factor
than cleanliness and order. The dirt
lest, most disheveled tramp respects
cleanliness and order. A clean store,
an orderly one, is one of the best ex-
rrocc;onc ,f rnrcnno1itu thot non
think of, as far as a trade building
factor goes. 1t begets confidence, the
corner stone of business building.
eff you employ delivery wagons |
can think of no better advertisement
thar clean rigs and we'll fed, comfort
able looking horses. 1t causes a feel
many people to see dumb animals of
any kind mistreated and unconscious
ly one draws away from a concern
that overworks its horses or it's help.
lone Of the best trade building
assets l know of is to see everyone
aroun you happy and contented,
whether they are dumb animals or hui
man beings. Sunshine makes things
grow and all business thrives on
smiles. Even a grouchy bookkeeper
is a liability.
Another thing I would do that some
of you men think unimportant is to in
sist on regularity of working hours.
| should open my store on the minute
every morning. My noon hours would
be subject to fixed rules. When clos
ing time came l should close on the
dot. 1t gives any institution a bust.
ness air to work while you work and
play while you play.
BE seen in public places, putting
your shoulder to the wheel with either
a donation or time. You will place
many people in debt to you and some
of it will come back to you many fold,
if you at the same time always remem-
Der in all things you do that you are
Jones, the Candlestick Maker and
not simply Mr.. Jones.
1--WE now come to direct advertising,
the kind you pay for with real money,
and under this head we find your local
newspaper. billboards, signs. calen-
dars, advertising specialties or novel
ties, circular letters, etc. The mistake
that all too many merchants make is
to assume when they invest in any of
these various methods that they have
bought some advertising. They have
not yet bought advertising. They have