The Lancaster news. [volume] (Lancaster, S.C.) 1905-current, 1916-07-18
THE LANCASTER NEWS
Met Mail Order House Competition

We but recently returned from
Philadelphia where we attended the
convention of the Advertising Clubs
of the World. an enormous gather.
ing of business men bent mostly on
pleasure, with little work sandwich
ed in on the side. All large conven-
tions are that way. but they bring
men together who are working
along similar lines and make them
acquainted. and they exchange ideas
and are better able to do business to-
gether afterwards.
Then there are addresses, listen
I'd to by the more serious-minded.
and much valuable information Is
brought out. Also resolutions are
passed and the whole tendency is
toward better. cleaner advertising
and honesty In the merchandising OF
, goods.
We were much Interested in the
address OF a small merchant named
Moon. from a little town of about
800 inhabitants. ten miles from
south Bend. Ind. He told how he
built up his business from $4,000
year to $4,000 Il year. and in less
than three years at that.
Now we want to outline briry a
few OF the things he d'd in accom-
plishing this wonderful result 1,
may put some o! oar merchant read
ers to thinking. or perhaps you may
consider it Of enough impOrtar ce
yourself to show il to the dealer
with whom you do business.
I'm the first place" said Mr..
Moon. we cleaned up tha store and
painted it AMI put in new front
with real show windows like city
stores. and electric lights. ami We
made IA display of some OF ;he things
We had to sell. and did it in an at
tractive manner. Furthermore, we
changed these displays every few
days and worked those windows to
finish. Just because ours was Il
mball town and there were no big
crowds going by was no reason why
we should sit down and cover our
selves up in darkness and wait for
people to dig us out to buy some
thing There were real customers
going by every once in while who
bought sure enough bills OF goods,
customers that were worth having.
Yes. We learned the value of light
and We made our store look cheer
full and our goods attractive. and
we were always there with the glad
hand: we were proud OF our estab-
lishment.
Not only that, we knew we were
giving our customers square deal.
We went through our stock OF goods
To see that we were not making too
much profit on any one thing. and
we cut this down wherever We
could. We found that with a small
profit we could turn our goods over
more rapidly and do more business
and make more money in the course
of year. 1t is the volume Of bust
ness that counts.
/ Another thing: We made II 4
practice to carry in stock nationally
advertised goods. especially such
such lines as were advertised in tn.
farm papers that were taken by ouI
customers l made II my business
to read and study these papers
closely and notice the things that
I werewere advertised. Then | put in
4 supply of them. l let my trade
know / had them. In other words
! did a little advertising myself.
Now when l advertise in our
: local paper / always make it a point
| to have some one article as leader
some special bargain, and ] took
pains to describe it and tell just
why il was bargain. i made II a
! point to explain to my customers
that we carried the standard articles
that they saw advertised; that i diu
/ so because these goods were stand
ard and OF known quality; that they
could very well understand tha'
| these manufacturers could not al