Alma record. (Alma, Mich.) 1878-1928, 1916-07-13
ADVERTISE and
YOU'LL SUCCEED
Flight Catalogue Houses With
Their Weapons.
PRAIRIE FIRE AN EXAMPLE.

Western Farmer Successfully CoPes
With Conhssrstion by Little Blaze
of His own-Why Not Try His Tao
tics on the Mail Order Menaoef
Printed Matter q Great Help.
Copyrighted. 1914. by Thomas J. sullivan1
The concern which persistently ana
consistently advertises brings to itself
great reward In the form Of increased
business. Fences, rocks and trees are
covered with 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 mails
G;;s;sTins Advertising M=ze.
The only road to commercial success
leads through a glittering maze OF ad
vertising.
Great boats, bearing on their sails
huge advertisements. sail mp and down
places and now and then a rain OF
advertisements comes from a wander
ing aeroplaDe.
When daylight fails the magic cleo
trio light throws advertisements on
large screens I'm conspicuous places in
both large and small cities
Shout From Mountain Top.
Climb TO the mountain top and shout
for a solution of the retail mail order
evil, and back over the hills will come
the answer in the echoing cry "Adver-
tisep'
The life. the fame. the success. the
hope and future of commerce lie in
that one magic word.
Advertising is unquestionably the
weapon which will make the communi-
~ worthless for the retail catalogue
houses, but 1t is not absolutely neces-
sary that printed matter be the whole
thing.
Personal and individual advertising
is most helpful Ii is such advertising
that gives retail mail 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
fire with little fire OF his own. which.
kept always under control, he so uses
| ha ftfat
there on which to feed. sweeps by and
leaves him safe.
So. In your 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 a 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.
1t is through printed matter that the
retail mail order house offerings are
constantly made. and, II 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 ali
his wants.
Originality Best Method.
The local merchant should dwell at
length on the fact that be delivers
after the goods have been seen and be-
fore the money has been paid for them.
and when 1t comes to making good.
should anything go wrong he Is right
at hand. not thousand miles away.
reputa tion for originality is con-
tlnually being sought by most mer-
chants. and one can get 1t more easily
by being natural In every move Ad-
vertising that sounds like yOu is not
only sure to bring the greatest results,
but IL is also the one kind OF advertis-
Ing your competitor cannot successful
ly initiate.
IL Is true that some self styled ad-
vertising experts have studied the die
tionary. the grammar and the type
specimen books until they are able to
talk a jargon that makes Advertising
by which we mean printed matter
seem very much of n mystery to the
average man
Read the Record and Trade at Home.