The Ontario Argus. (Ontario, Or.) 1???-1947, 1918-06-27

natically 20 suggest TO Purchasers.
Catalogue Houses Use Pictures.
copyrighted. 1914. by Thomas J. sullivan.I
If there ever was concern on the
face OF this earth that has studied the
theory OF suggestion It Is the retail
catalogue house
In It's early beginning II fooled rail-
road men and pinery workers, securing
names and addresses>in some way or
mother. after which Il forwarded each
individual a nice brass watch, finished
In gold. However. II was cautious.
never sending a watch 10 the prospec-
tive customer on credit
The railroad man or woodsman nev-
er ordered the watch. aud Of course a
mistake happened.
According to the malt order man. II
wQs wrongly addressed. but the watch
was there at the express Office. and II
be would take II and pay Tor Il large
reduction would be made.
This suggested 10 the prospective
purchaser that he was In need OF a
watch. got him." and II he did not
have the money 10 pay for II be would
borrow the necessary amount or draw
on his salary account.
Tho power OF suggestion soon con
vlnccd the willy mail order man that
he was ON the right track. aud he then
brnnched out into furniture. clothing.
machinery. hardware and other lines
OF manufacture.
Great Power of Suggestion.
lt IL very probable now that n large
proportion OF Merchandise sold is
through suggestion. II people bought
only the bare necessnrics of life only
what they actually need. there would
be but few business houses and civil
zation would halt.
The power OF suggestion Is what
builds up great business houses and
keeps the world on its progressive
march.
Advertising n one OF the most power
ful and nc the same time easiest meth
ods 90 suggestion. hut there are many
others very much akin TO the popular
conception OF advertising.
Therefore II behooves the merchant
who would be- successful and 20 be
numbered with the progressive OF his
kind 10 study well the theory and prac-
tice OF suggestion. its qualifications
are many and varied.
Msks . Coed iraprsssien.
II IL not alone IN the preparation OF
copy for ncwsliater., 'lr,lilnr 80 vthsr
printed forms for advertising that thIs
principle OF suggestion must lie oh
served and followed ont
While IL is NIL Important to observe
the rules OF suggestion Ia getting up
such copy. the idea should he carried
into every feature OF merchandising.
The handling OF good merchandlse
and square dealing. accommodating
store policy suggest 10 a customer that
he has found the right place 10 trade.
and he II not liable easily 90 forget his
irst impression.
The arrangement OF stock. the win
'lou display. the pttitnde OF proprietor
aud clerks toward customers. deliver
les. methods Of collections fact.
every action suggests 20 the naturally
receptive mind OF a purchaser and
brings him back sgaln.
On the other hand. the neglect 90 oh
serve all these things implants a aug
PES tl0n Ia the mind OF the public thar |
'annot he overcome. even by offerlng
sl;iirrinT bargains.
Suggestion an Art.
Som, of the hest salcsnen ln the
business are those who know how dip
60 suggest 10 purchasers
else that would be TO theli
advantage Ia buy.
This sort OF suggestion II a kind OF
irt aud unless used With the finest
act aud discretion Ia liable 20 make =
'ore Of salesman.
The retail catalogue house system Il
'antions. However, there II no law
lgalnst exaggeratlng pictures when
me conhnes himself 10 an actual de
of the article. This II wherr
he mail order house system covers
tself
The pictures are suggestive TO the
prospective buyer
. The description OF the article con.
aims Latin phrases. trade terms aud
anguage that Is foreign 10 many con.
umers and Is not understood by them.
As an Illustration OF picture book
uying through mental suggestion our
eaders might profit by reading the
ollowing poem, which illustrates the
oily of hmying mail order house trash:
HE QUIT
ito owned retail catalogue house car
To ride In il was heaven
lie ran across a ries'e ~ glass
Hiii, NAsI
lie took his frie, nt for a ridA
Twas good 60 h,' alive
TIE carburetor spraug leak.
Ail $40 S
He started on a little tonr
The nnest sort Of fun.
DE stopped too quick asd stinp
gears
Xiii ~ 81
Ne spent bis little pile ~ cash
Aud then IN anguish cried.
I'm pat mortgage on the hous
hnd take iesl one mors rsir"