The West Virginian. [volume] (Fairmont, W. Va.) 1914-1974, 1915-01-09
ADVERTISE and
YOU'LL SUCCEED
Flight Catalogue Houses With.
Their Weapons.
PRAIRIE FIRE an EXAMPLE.


With cenflasration BY Little Blaze
ofHls own-Why Not Try His STae-
tics on tbs Mali Order Msnaee7
Printed Matter Great Help. 3
fcopyrtshted. INA by Thomas J. suiliyan.l
The concern which persistently aud
consistently adyeruses brings to Itself
great reward in the form Of increased
business. Fences, rocks and trees are
covered wIh print and paint The
shower Of advertising in the shape of
handbills Is incessant They are put
into ones hand at every step-at the
church door and in hotels. in public
vehicles, thrust under private doors
and sent by millions through the malta
elitterins Advertising Maze.
The only road to commercial success
leads through a gllttertng maze Of ad-
vertising.
Great boats, bearing on their sails
huge advertisements, sail up and down
all season before crowded watering
places, and now and then rain Of
advertisements comes from a wander
ing aeroplane.
When dayiight fails the magic elec.
trio Light throws advertisements on
large screens in conspicuous places In
both large and small cities.
Shout From Mountain Top.
Climb to the mountain top and shout
for solution Of the retail mall order
evil. and back over the hills will come
the answer in the echoing cry "Adver.
tiser, 81
The life. the fame. the success. the
hope and future Of commerce lie in
that one magic word.
Advertising Is unquesuonably the
weapon which will make the communi.
II worthless for the retail catalogue
houses. but It is not absolutely neces.
sary that printed matter be the whole
thing.
Personal and Individual advertising
Is most helpful tits such advertising
that gives retail mall order houses
their trade.
And through advertising the local
merchants can deprive them OF much
Of the trade that comes from their
community.
Fight the Prairie Fire.
The western farmer fights the prairie
|, Are with q little Dire Of bis own. which.
kept always nnder control, he SO uses
that the bigger FIRE. finding no fuel
there on which TO feed, sweeps BY and
leaves him snfe. is
So. in yonr advertising. you have
your saving fire with which to fight
the consuming competition OF retail
mail order houses.
The printed matter, Of course. must
continue to be the main reliance for
urging people to enter your store.
Show windows. however good. are
sure to be seen only BY few OF those
who might need to trade With you.
while personal invitations cannot be
given quickly enough to a sufficient
number to answer everyday purposes.
Its through printed matter that the
retail mail order house offerings are
constantly made. and. IL for no other
reason than to prove the determination
at least to match their efforts for
trade In your community. use the local
press and printed matter enough to let
no one whose trade should be yours
forget that you are In a position to all
bis wants.
Originality Best Method.
The local merchant should dwell at
length on the fact that he delivers
after the goods fave been seen and be-
fore the money bias been paid for them.
and when II comes to making good.
should anything so wrong. he Is right
ut hand. not thousand miles away.
A reputation for originality Is con.
tinually being sought BY most mcr.
chants, and one can get It more easily
BY being natural In every move. Ad.
vertising that sounds like you Is not
only sure to bring the greatest results,
but It Is also the one kind OF adyertis.
Ing your competitor cannot successful.
~ initiate.
It Is true that some self styled adj
vertising experts have studied the die
uonary. the grammar and the type
specimen books until they are able to
talk a Jargon that makes Advertising
by which we mean printed natter
seem very much OF mystery to the
average man. II
Operate Like Plekpocksts.
The mall order house system experts
in the advertising art IRE something
like the pickpocket who. in an attempt
to divert suspicion from himself. joina
the throng and shouts .stop their as
loudly as any one. Look through the
mail order catalogues and you VIII find
that nearly all of them win tell you
that their houses are tho cheapest
places 10 buy; that they have the best
facilities.
They will intimate that the other Eel:
low.is the one to avoid Il you do not
want to get trimmed" and that It ,is
the other fellow that handles the trash.
Wheniai dog bites yon the first time
blame the dog; e he bites you again
blame yourself. Il the mail order
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