The mirror. (Stillwater, Minn.) 1894-1925, 1917-03-29
That Teasing Clerk

That Teasing Clerk
A certain clerk makes it point to hold in his
hand the thing that the customers wants to buy.
He watches the customer very closely. When the
prospective buyer reaches out for the article, the
clerk sometimes let's him take it and sometimes he
does not. Again. he will place the article carefully
the COUNTER allow the customer to handle it
just minute and then pull it back again. He says
it makes the customer more anxious. Pretty soon
the customer commences to feel he just must have
that article and handle it to his hearts content A
sale results
Armed with one small book the Proprietor or
Chief Executive can know more about advertising
than his Professional Agent-that is, unless the
Advertising Expert possesses the same little book,
too, in which case they talk as equals.
This new book, The Elementary Laws of
Advertising and How to Use Them, is product of
the researches of Henry S. Bunting, who spent six
years investigating the subject in the Novelty,
News Laboratory of Business Economies, and dug
to bedrock. You can't get any deeper in this SUBJ
ject with the present state of knowledge.
Of pocket-size, not 200 pages in length but
large of type, this book reveals Fifteen Fundamental
Mathematical Laws, newly discovered, which rule
the selling power of every conceivable kind of
advertising put out and predetermine the profit of
waste of with the precision that characterzes
all laws of Dature-which of course, these ad-
vertsing laws are, laws of the Natural Forces with
which new deals in business land, alas, too often
disregard with the kind of smash that comes
from ignoring the law of gravity.
1t is the simplest, shortest, sanest little book
penned on advertising direct to the point
the thrust of rapier. 1t is dedicated to the man
who pays the bills" The author is one of them.
1t is book for the boss or the executive who
buys publicity; for those who direct it, and for all
those who must live off of it.
You have this book made-to-order for your
coat pocket bound handsomely in old cloth, gold
stamped, for one dollar, delivered
Many cigar smokers fnicky about their
cigars and their choice in based whim and
caprice quite much good judgment of
tobacco However, the buyer is always right and
should always be humored. Down in Virginia
tobacco store has hit upon the place of laying aside
boxes of cigars from which individual customers
have selected satisfactory cgars thus if man
expresses himself as we'll pleased with cigar.
the dealer tells him that he will preserve the box
considerable size and the store had cabinet
made which held twenty compartments, each COM
partment having space for two boxes of cigars.
Each drawer had place for the customers
and number which was also stamped the keys
Customers took quickly the idea. 1t was fiat
tering to have an individual drawer in the store,
especially as the name was shown on the drawer
Customers brought their friends in to treat them and
bought several cigars at time. The interior
cabinet soon became inadequate and house across
the street was rented and about 500 cabinets and
large show case were installed by way of extending
the original plan. The gist of the story is that it
pays to cater to the whims Of the trade.
The business man admits that he is in business
to make money He seldom lays claim to the dis
tnction of altruistc motive. On the other hand,
the professional man admits that his major
is to serve his fellowman with but small regard 10
his own pecuniary reward for this service. The two
ideas are exactly opposite. How, then can speak
consistently of business profession?
The truth of the matter is that business men are
and always have been much better than they pre-
tended to be. Shylock was persona non grata to