The county record. [volume] (Kingstree, S.C.) 1885-1975, 1915-02-18
MERCHANT ASSERTS
ADVERTISING PAYS,
DECLARES THAT RIGHT KIND
RUN IN WEEKLY NEWSPA.
PER IS HIGHLY PROFITABLE.

1
by E H Burritt of Leroy, N Y, re-
Gently at a public meeting of adver-
tising men and advertising agents.
AS an expert in the art of adept and
adequate advertising, we dare say
he has few superiors, having been
for many years advertising manager
for a big mercantile concern. 1t
will be time we'll spent for every one
Of our merchants and business men
to read carefully his views on ad-
Vertlsing as expressed in the fol-
lowing:
In a very large measure the fu-
ture of the country merchant will
be determined by his ability to grasp
the idea of the great Importance of
the right kind of advertising in such
weekly papers as may be available.
he has been extremely slow to see
the direction from which comes his
greatest opportunity. He has wasted
vast sums of money on what he has
called advertising.
Today you will find many country
merchants using the same copy sew.
eral weeks in succession and COM
planning that advertising does not
pay. We believe this is due to
laziness fully as much as to igno-
rance. 1t takes carefully prepared
copy to be worthy of publication
and repeating.
Not infrequently you will see ad-
vertisements that make you think
the author is advertising to make a
reputation for himself by trying to
be funny. Jokes have their places,
but it is not in copy that is written
to sell merchandise.
Those who appreciate the value
Of advertising that rings true haye
been pleased with the nationwide
effort that is being made to stamp
out untruthful advertising. If you
tell a customer, over the counter,
the absolute truth year after year
he has confidence in you and will
stand by you with his patronage.
This holds good in your advertising
as well, and the community will
read your copy as a matter of edu-
cation as we'll as interest to the end
that they will be better buyers on
account of the truthful Information
found week after week. If there is,
ever any doubt, give the pubic the
benefit thereof. In doing this year
after year you will unconsciously
build a reputation that will stand
greater financial stress than a re-
serve bank account.
The spasmodic advertiser becomes
quickly discouraged and will tell
you that newspaper advertising does
not pay. The hardest rock in
stone quarry is not broken by few
mighty and rapid strokes, but yields
only after continuous and steady
stroke by the patient worker. The
same principle holds good in ad-
vertising. The man who does thor
ough and continuous advertising,
week after week and year after year,
will win. This does not necessarily
mean that he will always use the
same size space, but that he will
have something interesting for his
customers 81 times during the year.
Much advertising space is wasted
through lack of vital knowledge
about the thing you are trying to
advertise. Know your goods" is
an old but very important truth.
The advertiser very frequently
makes the mistake of trying to
make fowery language hide his ig-
norance of the thing he is trying to-.
sell. After thoroughly knowing his
goods he should condense his
thoughts as much as possible, max
ing each statement clear beyond a,
doubt.