The herald and news. [volume] (Newberry S.C.) 1903-1937, 1916-06-06
TANL AC'S SUCCESS IS
Due TO MtRIIS
HOT AIR WILL PIT Up A BAL
LOON, But IT WON'T KEEP IT
Up" SAYS 4 NOTED AD-
YERTISER
TANLACls RECORD Is SUPREME
Should Value Be Lacking, the Gen.
eral Public Long Ago Would
Have Lost Faith in
Tanlac.

This is an age of advertising, and
everyone is familiar with the popular
saying, 1T pays to advertise"
Advertising is a business force. 50
potent is the charm cast by its spell
it has been known to perform mar
velous feats and to accomplish phen-
omenal results.
1t caanot be truly said, however,
that everyone who advertises sue
ceeds for unless full value underlays
the article advertised the advertising
would ultimately fall OF its own
weight. In this connection We must
not forget the words of the immor-
tai Lincoln. who said: "You can TOOL
some of the people all the time; you
can fool all of the people some OF the
time but you cannot fool all OF the.
people all of the time So If there Is
not behind every advertisement a dol
Jars and cents value to the article au-
yertised, no amount of advertising
will stimulate the sale on such an
article beyond a certain point. ThlS
! APPLIES to every line of business ana
tho modern business man or hrm can
onlv succeed through honest adVertls-
ing and fair dealing.
Ono NJ the most successful adver-
tisers in America today is l. T. Coop
O., the manufacturer of the new med
icine Tanlac. On one occasion Mr.
cooper said: "Hot air will put bal
loon up. but it won't keep it there
When / offered Tanlac to the world
something over a year ago, did SO
with the firm conviction that l was
Offering to the people the best sno
purest product of its kind on Sne
American market today and ] did not
hesitate to expend vast sums Tor al :
vertising because 1 knew the more
the people kew about it the more
they would buy it.
The success of the preparation was
immediate, and the people every
where were quick to recognize us
eenuine merit and wonderful cura-
tive movers. 1 have never claimed
Tan1ac to be a "cure aI' Or that Il
wosld perform unheard OF wonders
but I stated facts, stated them In a
strsisht-forward and business-llke
wav and in a. manner that has com
manded confderce in the consefVa-
tive claims set forth.
Underlying these claims has neen
real value. not from dollars and
cents point a.o, e but from nealth aS
we'll. The. pheomenal success Ine
nroparation has now achieved is ia
m;I1ar to everyone. No matter Where
Won go TarIac is household word
If has brought a new romance to the
modern business world. 1t IS story
NJ an accel tance and appreciation OF
uerit never before obtained by
proprietary medicine. Conservative
business men, to whom the actua'
fgares of the production of Tanlac
rave been presented, have secuted
them until the proof was shown.
TIE production of Tantae now
stands at the rate of almost s,Vao'-
600 bottles per year, or to be more
corre>t 100000. The sale of 1,0o0'-
Oo0 bottles during the first nine
months probably exceeded any record
e,er before made by proprietary
raedielne.
Through the ATLANTA office alone
approximately 100000 bottles have
been sold and distributed since De-
cember 1st, and the South alone now
requires over 100000 bottles per
year.
These enormous sales mean but
one thing, and that is merit. One
bottle is sold in a neighborhood
through advertising, but ten more are
sold after the first bottle produces
results. People are always willing
to tell about their ailments, but they
are more than willing to tell others
of any medicine that helps them. 1t
is something they can't keep to them
selves because the impulse to SYM
pathize with fellow sufferers and
want to help them is one of the
strongest as we'll as one of the big
gest things in human nature.