The Oskaloosa herald. (Oskaloosa, Mahaska County, Iowa) 1885-1919, 1915-05-27

Where II IL used intelligently 1t re,
duces the selling costs, because IT re-
duces the costs OF personal salesman
ship. Personal salesmanship is one
Of the most expensive forms OF sell
ing force. The pack peddler repre-
sents all personal salesmanship. II
he rents q room. displays his wares,
places q sign over his door, etc, he
extends or reaches out and gathers
other selling forces. Just to the ex-
tent that he marshals the selling
forces within reach does he broaden
his mercantile activities.
II concern depends upon printed
matter, only or other methods known
as advertising forces: to sell its
wares, 1t uses the other extreme and
INDUCES in the next most expensive
/ form to distribute.
Known articles require but little
personal salesmanship expense to dis
tribute. Advertising makes people &C
quainted with the goods. The public
wants goods they know about, have
favorable knowledge Of Advertising
is a means Of conveying thought about
things people want, or creating a
want by teaching people the conven-
ience or saving. in using or having
the article advertised, . p
Advertising creates more wants.
The advance Of nation or the pro-
CESS OF civilization is marked by the
increased wants OF the people.
hal hof
ing is form of tax that they pay for
when they buy the goods. They say
the consumer pays 1t all but they
fail to see or understand that adver-
| Using eliminates to a certain degree
other items Of expense in the dstri.
butive chain that are more expensive,
therefore, reducing the total Of costs
That many merchants fail in under
standing this, is not at all surprising.
I predict a bright future and won
derful help to retail merchants when
our Business Extension Course at the
Iowa University Ia more fully under
stood.
Every merchant should advertise,
advertise truthfully, tell the people
what he has for sale. He should talk
to them in his advertising as he talks
to them over his counter. He should
give 1t his attention, his best thought
and never forget that the circulation
Of the paper is his audience and list
of prospective customers. They are
| entitled to be talked to as though
they had good sense. They are SEN
sible and like sensible talk. They
| like to be told what a merchant has
for sale, and the new things he has to
offer. ,'-.
The merchant who lies in his ad-
vertising will soon advertise himself
out OF business. If he tells the truth,
acts the truth, lives up to the ethical
standard, sci. in his ads. observes the
other necessary rules for successful
merchandising, the public will trade
| with him.
He can reduce the ratio OF expense
per volume OF business, increase his
trading radius, reduce the cost OF
goods to his customers, and create a
more healthful condition In his own
business.
1t Is interesting to know that some
! OF our largest concerns do not ad-
vertise TO sell more goods but because
1t reduces the selling costs In the
volume of business they already have
There isn't any secret about adVer-
Using. It's just being yourself, talk
ing nationally about your own bust
ness what you have for sale and your
reasons for believing you can render
service to the public that 1ustiries
your business existence.
II you haven't anything worth tell
| ing about don't advertise, and don't
any OF you editors encourage a mer-
chant to advertise If he hasn't any
thing worth advertising, for he'll GER
tainly send, you in lying ad, and
that depreciates the value OF truthful
| advertising in your paper.
An honest merchant should not be
compelled to have his truthful ad as
sociate In the same paper with an un-
truthful ad. When you knowingly
print a lying advertisement you are
| a party to the deception, and wrong
the truthful advertiser, and reduce to
certain extent the value Of every
other ad in your paper.
II you run a whiskey ad on one
page and q temperance editorial on
another, people have the right to
think you take your pay for the ad In
the product of the advertiser.