The silver state. [volume] (Winnemucca, Nev.) 1909-1925, 1919-12-20

Advertising never sold goods, and never WILL While its object is the
selling Of merchandise, the selling is 40 the direct result of the advertising
This may sound somewhat peculiar to the layman. But let is SEE Adver-
Using is psychology. 1t makes the suggestion to the mind But the selling
First, the quality Of thu goods. the price. III service, which
includes courtesy o. clerks. If the advertised article is displayed in a
slovenly manner in the store. if clerks arc inattentive o rude. If prices
cen greater than they should be, or the quality Of the goods is below par,
that advertising is worse than wasted.
So many merchants will tell the~advertising man that they don't need
to advertise because they are already known throughout h countryside.
This is a foolish thing for any merchant to say, and perhaps it is Of
the big reasons why ninety per cent o all business men fail. The idea that
a merchants business depends upon his acquaintance is a travesty upon
merchandising. The thought is a relic of the old crossroads snre-the
only n within a radius of fory-seven miles.
There are 40 farer or squarer business lei anywhere than sol of the
big, wellknown mail-order houses. Yet there are no greater investors in
advertising than these sam houses. In fact, they are direct competitors
of the local merchant There are very few men in city o. country but who
would rather trade with the local merchant than with the mailorder house.
and pay higher prices at that The great reason why the mail-order house
has the advantage to date is because the local merchant has failed to grasp
the ne potent point, which is the psychology of the transaction. Make
the suggestion to the public mind and the public mind will respond Just
as surely as day is day or night is night
This impression is not made with the san old advertisement u week
after week without change. The advertisements must be seasonable and
timely. There are very ew newspaper people but who delight to do BUSH
ness with the merchant who sees the point an conducts his advertising
accordingly. because the newspaper knows that the merchant is lot doing
out charity to them, but considers he is getting his moneys worth in
service rendered.
Too many merchants advertise a s though they thought the newspaper
needed the money. and they were willing % donate their share to its susie
,ance. Thanks. brother. TO your kindly feeling. We certainly appreciate
III motives, but condemn your judgment
The greater the need of a merchant or business, tn greater his need
of the newspaper Many a fatering. tagging business has been redeemed
by the judnious use of printers ink; but more have fallen by the wayside
for the lack of it. Which side are you Oh Mr.. Business Man?
Think it rel and get in line ito increase your business and buck the
mai-order houses. 1t does absolutely n good to rail at the mail-order
houses o at that part of the community which patronzes them. That is
wasted energy. You have the advantage of location and proximity. You
can reach these people at less than half the expense OF the mailorder house
business they get from you. cussins never did any good unless it was
at a mule. o r a typesetting machine