The Richmond Virginian. (Richmond, Va.) 1910-1920, 1916-09-24

search for the big fact to advertise
seemed to strike them N something
very intangible. They don't know adj
vsrtising when they think that way.
They have not had the services of .
real advertising man II they think
analysis Of their business Is only
bunk
THE analysis is the hardest part
Of the job and by the time you have
that done. writing the advertisements
il only q matter of details. Your ad-
vertising> man can then write the ad
vertisements. booklet, form letters or
whatever Is needed almost as fast a.
he can push a pencil.
II am going to stick with this line
OF thought a little longer. because !
think it is really the only message !
have for you. shall illustrate what
l mean by digging and analyzing by
referring to several propositions that
I am handling in this city.
The Mail Order Business.
II will start with a mail order bust
ness. Their proposition 10 q general
stock of merchandise sold through
the distribution OF q catalog listing
something over 5000 articles. How
should this business be advertised
They sell country people mainly
and the chief medium for reach
ing. them Is the farm papers,
The big fact of this business
is low prices. Low prices coupled
with low freight charges and quick
shipment to the territory to which
on which they concentrate. They need
to get fresh, nSW names all the time
Every farmer - a sxcellsnt pros
peoI and the moro they have writing
in for their cAtaiog the more goods
they ON sen. How are they to roach
their people most e6sct1vsly7 It was
decided after much thought and e1-
pertinent that the best plan was to
take q number Of items Of every day
use and run small Advertisements on
each in NEUTRALITY-SUSPICIOUS. - many
~ six or eight in . single issue ana
widely scattered through the paper.
The thought IL that the farmer Is
pretty sure to be In need Of some one
Of these items most any time you
strike him and when he secs the ad-
verttsement OF what he needs he will
write for the .catalox. The advertise
ments are small are set close and
do not attempt 70 do moro than nag
the reader and interest him to the
which they rely to sell the goods.
The name Of tho article II almost AL
ways mentioned IN bold type in the
headline. Usually 1t Is illustrated.
Another point that Is featured II the
catch line. The South's Mail Order
House. The management OF the
company considers that this phrase
tends to establish 4 friendly bond with
their customers who are 6outherners.
Can you not see from my descrtp-
ton OF the Epotless Company's adver-
Using that It u based on . study OF
their business7 defy any living ad
vertising man. no matter how brilliant
he may be. to jump into this business
and produce advertising that will pay
until he learns the inner workings OF
their business. This 10 why mail or
der houses seldom call upon men out
side OF their organizations to write
their Advertisements. The outsider
ordinarily cannot give the time need
ed to q study OF their business.
"New Flavor"
wifi touch briefly on one or two
other propositions. Chewing gum. for
instance. Whist II the big fact about
Honey Fruit Gum7 It's flavor IL diff
fer>nt and happens to appeal to
lArys percentage of gum chewers. All
right. we hammer away on new ma
vor, Big smashing advertisements
that are 90 nashy that you can't miss
them IN the paperA We don't say
much In the advertising except new
favor It isn't necessary to score
more than one point 20 get people to
try q nve-cant article. am glad to
say the new favor has proved all that
is necessary to sell the goods like
hot cakes wherever advertised.
Now we will take 4 wholesale
house. This In 4 little different 1t
Is mighty hard to md q big fact about
wholesale business where no special
brnnds are pushed in the advertising.
worked with the Richmond Dry
Goods Company long time before
felt had found anything big TO fea-
ture. 1t finally came about by acct
dent. The head OF the concern was
a member OF the National Whoiesai-
erS Committee to help the retailers
OF the country to develop more eff
cheney in their business methods. This
10 . subject to which the retailer Is
kesnly alive. 20 We get out a monthly
paper which We try to MI with help
full suggestions along these lines On
tho back pages we list special values
and enclose samples of goods 1t is
my belief that IL the retailer gets
anything helpful out Of this little pa
Per he IL EoinK to feel grateful to the
Richmond Dry Goods Company and
It will servo to get his good will and
with that . part Of hts trade. At any
ing an effort to help his customers
under the head OF indirect advertis-
ing. but doesn't It appeal to you as
good advertising?
retail furniture house. maintain