The Lexington intelligencer. [volume] (Lexington, Mo.) 1901-1949, 1917-06-29

NNe vi IS Wdh OfhSI mOUaSOs
Printed Matter a Great Help.
copyrighted. 1914. by Thomas J. Sulllvan.l
The concern which persistently and
consistently advertises brings to Itself
great reward In the form Of increased
business. Fences, rocks and trees are
covered with print and paint. The
shower Of advertising in the shape OF
handbllls Is lncessant. They are put
into ones hand at every step-at the
church door and in hotels, in public
vehicles, thrust under private doors
and sent by millions through the malls.
elitterins Advertising Maze.
The only road to commercial success
leads through a glittering maze Of ad-
vertising.
Great boats, bearing on their sails
huge advertisements, sail up and down
all season before crowded watering
places, and now and then a rain Of
advertisements comes from a wander
ing aeroplane.
When daylight fails the magic cleo
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 and shout
for a solution Of the retail mail order
evil, and back over the hills will come
the answer In the echolng cry "Adver-
tiseT'
The life, the fame, the success, the
hope and future Of commerce lie In
that one magic word.
Advertising Is unquestiOnably the
weapon which will make the communi.
ty worthless for the retail catalogue
houses, but 1t 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 houses
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 fights the prairie
are with a little fire of bis own, which,
kept always under control. be so uses
that the bigger FIRE, finding no fuel
there on which to feed. sweeps by and
leaves him safe.
so, In your advertising, you have
your saving fire with which to aght
the consuming competition Of retail
mail order houses.
The printed matter, OF course, must
continue to be the main reliance fol
urging people to enter your store
Show windows, however good, are
sure to be seen only by a few Of those
who might need to trade with you
while personal Invitations cannot bs
given quickly enough to q sufficient
lumber to answer everyday purposes
1t Is through printed matter that tht
retail mail order house offerings arr
constantly made. and. II for no othei
reason than to prove the determination
at least to match their efforts FOL
trade in your community, 8 the loca
press and printed matter enough to le
40 one whose trade should be your
forget that you are IN a position to 81
his wants.
Originality Best Method.
The local merchant should dwell a
length on the fact that be deliver
after the goods have been e and be
fore the money has been paid for them
and when 1t comes to making good
; should anything go wrong. he Is RICH
: at hand. not a thousand miles away.
A reputation for originality Is con
tinualIy being sought by most mel
chants, and one can get II more easil.
BY being natural in every move. Ad
vertislng that sounds like you is no
only sure to bring the greatest results
but It is. also the one kind OF advertls
ing your competitor cannot successful
ly initiate.
e II is true that some self styled az
yertIsIng experts have studied the di'
tionary. the grammar and the typ
specimen books until they are able I
: talk a jargon that makes advertising
By which we mean printed matter
seem very much Of a mystery to u
average man.
Operate Like P~ickpOckets.
The mail order house system expert
in the advertising art ARE Somethin
Ike the pIckpocket who. N mn aiteinI
to divert suspicion from himself lo'l
the thnong and shouts "Slop turf" q
loudly as any one. loos Though q
mail order catalogues and vou VIII M
that nearly all uf them viii teli W
that their houses are TIE h'ape'
places to buy: that They have tnr ".
facilities
They will Intimate that the - y
low Is the one 70 avoid = rn' ~
want TO rel "irmms4t auu ilnl %
the other fellow that hapars me t7''
when q dog pites auo ihs nr,' tn
; bau,e the dog; II he mites you 'ss
blaine ,unrselt II me inW 'iH
bonses eet the hest OF You 1pef o''p