The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-10
HOW ADVERTISING
SHOULD Be DONE
w. A. Jackson Of Quincy Gives keo-
kuk AID Club Some Pointers
Along Various Lines
Last Night.
TELLS OF POSSIBILITIES
Above All However, He Emphasized
Fact That Truth Should Prevail
and Honesty Should be
Keynote.
TELLS OF POSSIBILITIES

The Keokuk Ad club met in a joint
session with the Keokuk Retailers
league last night, and following the
completion of the leagues business
meeting, President Justice turned the
meeting over to j. O. Boyd who pre-
sided in the place of j. J. Chapman,
president of the club. who is in Mus
catine. A. f. Odell of Quincy was
called on for short talk and re-
sponded by telling of his pleasure
at being present with the KeokulS
bunch. j. E. O'Hare then introduced
w. A. Jackson, president Of the
Quincy AID club, and man who is
interested in advertising, and who
gave a very comprehensive survey Of
the field
Mr.. Jackson's topic was Direct Ad-
vertising, and he discussed this and
kindred subjects for over an hour.
He gave Keokuk a motto, Keep
Every Optimist Keyed Up Keen"
which he admitted he thought up on
the train. 1t uses every letter in the
name of Keokuk. "And then take
the pessimist out and kill him." he
added. Mr.. Jackson urged the mem
bers of the league and of the AID
club to stick with the club, and pre-
dicted success if they did.
He spoke of the mail order cata-
logue as the most perfect example
of direct advertising. The farmer
who contributes to these houses,
however, is helping just that much
to deteriorate the value of his farm,
he said. If Keokuk is live town,
the farm land five miles out is much
more valuable than if the city is
stagnating, and the farmer who
spends his money in the city is help
ing to keep the values UP on his
farm.
At the conclusion of his address,
J. B. Wells motion that vote of
thanks be extended was carried by
rising vote.
Great Possibilities.
Mr.. Jackson. among other things,
said:
There are more power and posi-
binties in the word advertising than
in any other word in the language.
It must be honestly used, however,
and the man who does not apply the
truth commits commercial suicide.
The crux of the whole matter is the
truth nothing but the truth. Analyze
your needs in business. Anything
you need in your business you pay
for, whether you get it or not. Ad-
vertising is nothing more than sales
manship craftsmanship is only adver-
Using Columbus was the first trav-
cling man this country knew any
thing about-and he was some sales
l. 1T,
convince Queen Isabella of the
sanity of his plans. but he kept at
it until he did, So don't get cold feet
on the proposition.
"How do you advertise? Do you
put the finest furniture in your store
and then turn your ads over to your
lowest priced man? Don't do it
give it to your brainiest man. You
can't give too much thought and care
to your ads. When you pay good
money for space, you ought to put
something good in it. And by the
way, the newspaper owes you some
thing. The newspapers have got by
much easier in the past than they
will in the future. Do they take
your copy and give it to a cub
printer who sets all ads in the same
style? Do they use old worn out
type? See that you get what you
pay for; see that the proper person
atty goes in your ad. See that it 1s
set I'D right and goes to right people.
Advertising Powerful.
Properly used advertising will do
more than any other power for your
business. 1t should tell the truth,
however The Associated Ad-
vertising clubs of the world
are doing more to make ad-
vertising truthful. Fake medical
ads are taboo in good newspapers
You should educate your newspapers
to the fact that you want clean
pages.
every move that you make inside
your store or out, is advertising. The
Ad club is the best organization for
your town there is. It makes the
merchant in love with his business
Stop thinking about profit in bust
ness and get down to the pleasure
YOU have in selling him that mer-
chandise. Deliver pleasure with your
business. You must be dreamers,
too: if you weren't dreamers you
wouldn't be good business men.
81 don't care how big or how little
merchant you are, you can't be
with AID club boys without getting
lots of good out of it. You get to
thinking. And I'll tell you there's
too many business men too busy roll
ing barrels and boxes around when
they should be rolling ideas around.
And let me tell you that the way to
a parents purse is through courtesy