The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1917-12-29

after rear you can depend upon IL
that they are giving fun value for the
money they ask. and what Is true Of
the big concerns Is true % the small
err once.
T1sr Public as n partner.
The buying public IL a partner and
the chief partner IN my mercantile
business. without this partner no
business can exist very long. and the
ONE ABSOLUTELY BEST WAY fcr
you Mr.. Merchant. 20 inform he
largest number Of your partners OF
the condition o. your and his business
IL by REGULAR NEWSPAPER AD-
vERTfsING.
Your partner. the public. has the
right to know about things he buys
from you, about their quality and
uses. Often your partner doesn't
know whether he needs a thing or
not. and even when he knows he
needs n ne doesn't always know when
Is the best time for him 20 buy, and
you as the inside partner shopld keep
him informed 80 he will be an intel
ligent buyer. There Is no service
your partner VIII appreciate more.
Nowadays people like Ia know
about the things they huy, and good
Instructive advertising will make your
partner. the public. not only a more
intelligent buyer. but a more frequent
and larger one Furthermore. the
more your partner knows about an
article the easier IL ~ TO- sell.
Repeat @ n Repent.
There js no power on the human
mind as great as the power Of repeti-
ton. and repetition Is reputation. In
advertising IL II either repeat or re-
pes;. and the business man who
doesn't repeat. who isn't a consist
ent advertiser. Is sure 10 repent-that
IL. he will be sorry he spent his
money.
What you say "a a man once n year
or nee a month he forgets entirely.
what You say to him every other day
or so lie cannot possibly forget. It's
the inai blow HAT drives the nail
home. and unless you make "a clinch
fast. IL won't last.
II you were locked IN a stone CELL
and wanted 10 reach the outer air and
sunshine you would start to make a
hole. and you would keep boring al
THE SAME SPOT. That Is repeti-
ton. The merchant who is locked
within the stone walls Of competition
and wants TO step out into the sun
shine OF increased sales, bigger and
better business. MUST DO WHAT 4
PRISONER WOULD DO IN HIS
CELL 80 KEEP BORING At THE
sAME SPOT.
No merchant can do business on q
small pre-sale profit unless he makes
A GREAT MANY SALES. and no
merchant ever makes a large volume
OF sales unless he oes a lot OF ef-
fectiye newspaper advertising; hence
II is a matter Of self-interest for tbs
buying public 10 p%atronize the wei
advertised store. WHERE FfNEI
EXPENSES DO NOT HAVE TO BE
EARNED FROM a SMALL NUM-
Der OF DAILY SALES. and the av-
erage customer Is well acquainted
with these facts.
we Don'I Have 10 Advcrflsc.5"
1--WE don't have 90 advertise W.
are handling q staple line or we
have been in business 40 years ey'
erybody knows US aud what we sell
I don't know how many times n
the last ten years I have had appaf.
entity sane merchants tell me that
II Is n great line OF chatter To- hand
out as an argument or az q reason foi
not advertising but those who make
II entirely overlook the fact tha'
there are other In the SAINT
staple lines that have sprung into eN
istencr. The new concerns have. IL
mine casaa uuf of ten. built ~ then
business by advertising. not by pas
1 performance.
we don't have Go advertise De
1 cause We handle % -tapl" line 10
other words when anyone wants any
I thing in our line they Will come 90 ul
maybe they will. some Of them. bu