The Bennington evening banner. (Bennington, Vt.) 19??-1961, 1916-10-24
ADVERTISE AND
YOU'LL. SUCCEED
Fight Catalogue Houses With
Their Weapons.
.PaAIRlE FIRE AN EXAMPLE.

Western Farmer Successfully Copes
With Conflagration by Little Blaze
of His Why Not Try His Tac-
tics on the Mail Order Mensec7
Printed Matter Great Help.
copyrighted 1914. by Thomas J sullivan.i
The concern which persistent!y and
consistently advertises brings to itself
great reward in the torn 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 mt every step--at the
church door and in hotels, In public
vehicles. thrust under private doors
ana sentby millions through the mails
Glitterng Advertising Maze.
The only road TO commercial success
leads through glttering maze OF ad
vertlsing
Great boats, bearlng on their sails
huge advertisements. sail mp and down
all season before crowded watering
places. and now and then o rain OF
advertisements comes from wander
ing aeroplnne.
When daylight fails the magic eIec-
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 ana shout
for solution OF the retail mail order
evil, and back over the hills will come
the answer in the echoing cry "A"Ver
tise.'
The life. the fame the success the
hope and future OF commerce lie ~
that one magic word
Advertising is unqnestionaby the
weapon which will make the commune
ty worthless for the retail curAiogEe
houses. but it 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 nonses
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 lights the prairie
fire with little lire of his own. which.
kept always under control. he 50 uses
that the bigger tire, finding no fue
there on which TO feed. sweeps by and
leaves him safe.
So in your advertising. YOU have
your saving tre with which TO fight
the consuming competition OF retail
mail order hOnscS.
The printed matter. Of course. must
continue TO he the main reliance for
urging people to enter your store.
Show windows. however good. are
sure 10 he seen only by II tow or Those
who might need to trade with vuu
while personal INVITATIONS cannot be
given quickly enough t. u sufficient
number TO answer everyday purposes
II * through printed matter that the
retail mali order n0uSr offerings are
mude. ana. II for no other
reason than 70 prove the determination
ut least to match ,llelr efforts fol
trade in your community. use the local
press ana printed mniter ennueb TO lrl
no one whose trade should TIE Yours
forget that yon are IN "a position 10 Ill., +.
his waists
Mace Sale.
"rhat new man Is a salesman. all !
right"
"Whnt did he dor"
"IIc mad a lady in tow Just now who
looked at rcfrigcrators desks, porta-
bic bungalows, bathiag suits, porch
furniture, imported rugs, llrclcss cook
ers and grand pianos. Nothing suited
her. Some follows would haye let lor
get away"
And hc;'
"iIc sold her a spool OF thread
Louisville Courier-.lonrnal.