Tulsa daily world. [volume] (Tulsa, Indian Territory [Okla.]) 1905-1919, 1917-01-02
6-STORY Y BUILDING
FOR TULSA STORE
CoNrINIEn rRoM rNaE oNE


interest creates dcslre-thosc three
things in the order named attention,
interest, desire.
You see, the advertisement has
really made its reader wish he owned
what YOU have for sale, but il does
not follow that the advertisement has
been successful why not Wen,
there are many reasons
IN the lirt place, even here in
Tulsa. the person in whom the in
tercst is created may not have the
money
Then again the reader may re-
gard the advertised article as an oN-
ttaNHFance.
And you know how easy it is for
one to forget
Maybe the reader may be located
many miles from your store and does
not know of your biz mail order bust
ness.
'On the shopping expedition the
reader of the advertisement may go
To some other store before he reaches
your store aud find the same thing
on sale at exactly the same price.
These and many other similar CON
dltions present themselves as so many
separate problems for the advertising
man To handle. That old wedge about
many a slip 'twiXt the cup and the
mp applies with equal force to the
advertisement and the sale
with all these stumbling blocks
in the way before the customer even
gets 10 the store. YOU can readily un-
derstand why the alert advertising
man Is anxious to bridge the gap be-
tween ms publicity and the customer
when the advertisement brings the
customer into the actually be
fore the counter and the goods.
How Tan This BE Done?
There is but one answer, accord
ing TO the best authorities, and that
is educate, educate. educate the sell
ing forces
Now, suppose Mr.. Smith should
say in your public announcements to-
morrow morning that every cmploye
IN the Hallihurton- Abbott store
is continually educating himself OF
herself that the customer may receive
better service -- cavalier service -
which shall give fuller satisfaction
from day To day and one that shall
more nearly meet our idea would
such statement harmonic with ac-
tual conditions at the store?
Talking about service in the news
papers is one thing and rendering
service is another. By this | mean
that anything said i'm the advertise
ments is valuable insofar as it accords
with the actual store service. For
1t is in service that the individuality
of a store ccnters. The something
distinctive and good that separates
the Scott Ilalliburton-A Abbott store
from it's competitors is service.
There is service in merchandise Of
quality, service i'm low prices, service
in courteous treatment of customers
10y salespoople and service in all the
numerous little things which become
great when properly executed.
There Is service in the prompt eX-
change of an article, service in trying
To have anything a customer may
want. service in making every state
meut of value absolutely truthful,
service in conducting a store that ap-
peals to the best people, so to speak,
and service in making the Scott Hal
hburton-Abbotts store the most attrac-
tive of all stores to trade.
Now | trust | am not presumng too
much ON your time If | take up some
of these divisions OF service and give
YOU a few details At the very outset
am reminded of story which Mr..
Abbott has probably heard, and doubt
less some of the others around this
board have heard. An old woman en-
tered the Wanamaker store in Phila-
OtllNla ana EdIcU dIoNuu dH mo SUt
were looking for some one. The floor
manager approached her and asked
If he could serve her
"I am looking for the gentleman
who waited on me the other day she
replied.
The floor manager inquired as to
the department and the old lady told
him to the best of her ability. They
walked on thru the store, looking tor
the man who hVd served her, when
suddenly the old woman said: There