The Columbus dispatch. (Columbus, Miss.) 19??-1922, 1919-06-22

vertising
Judicous advertising in the local papers is of the
merchants best aids in building up profitable retail
business Hundreds of stores remain small because of
their neglect of it. The financial agency of Dun Co
report that in 1918, 81 cent of the failures
retail and butchers were of men and firms who
did not advertise
Advertising is simply way of telling the public about
the goods you have for SALE 1t is invitation to the
public to your store and it must give at the
time for their coming You must talk to the
public through the papers as you talk to them in the
store simply and directly Simple words and plain state
ments be used Big words and involved sentences
will not be read The public doesn't care to know how
well acquainted with the dictionary you are 1t wants
to know what you have to SELL its quality and its price
Do not crowd your ads 1t is poor economy to try to
tell about all your goods in issue The ad. should
describe but article at time one line of goods.
If adj deals with line of goods only it will catch
the eye but it is crowded with many ideas it will not
be read 1t not the number of articles you advertise
that counts but the number of persons who into
your store to buy the goods you advertise.
do not mean that you have large space you should
it all to tell of article halfpage page adj
is really collection of smaller ads to each of which the
principle stated should apply Each should tell of but
one line of goods.
Some printers the idea that lots of curly ques
in type and deliberately designed borders desirable
They may be- advertisements for the printer, but
what you want to advertise your goods Use simple
type-insist upon it. And if you borders let them
be plain Don't have anything in your ad that deracts
from the idea that you have quality goods to sell at
price that is right
Choose style series of type and stick to it. Peo-
pie will connect it with your store and if the you
tell about what you have to sell is interesting ads
will be read Especially, be to style of type
for the of your store Use it wherever name
appears.
In newspaper advertising keep the same space that
when peopl eget to looking for your offerings they will
know just where to find them.
Make your ads different Don't try to copy what 9th
story about your goods just you would tell it in the
store your ad just like everybody elses will not
be read.
Cuts are good if they really illustrate but bad cut is
than Don't use cut that isn't just what
you want simply because you get it from synd-
cate cheap.
If get syndicate to plan advertising be sure
you get individual attention Readymade ads do not fit
we'll ready clothes and will not get real results
for your store
In preparing your ads write them out the best you
can; then say the thing in half many words;
then cut it again if you can The result will be better
In writing ads place yourself in the position Of the
you writing to- The kind of ads you read
the kind that will interest the other fellow.
AS general rule it is well to give prices. If you don't
give them the reader may that the price high
If you are advertising high grade goods place the
phass quality and mention the price in an Incidental
way
Be absolutely honest in your advertising Put your
reputation into every statement. You may leader
occasionally sell goods below COST but don't overdo the
below cost SALE Everybody knows you can't afford to
do business that basis
And don't advertise every week "The Greatest
Value Ever offered" 1t stamps you amateur and
destroys confidence in your statements
Keep your advertising ahead of your business, not
behind it. Make it pull your business along 1t will give
you reputation up-to-the-minute merchant.
Your advertising is your store news. If you haven't
any, make line of goods; cut prices
want tn rs cas- lOh IN oct
news if you watch for the opportunities.
Don't spend few dollars in advertising and then say
advertising doesn't pay" Advertising does pay at
tested by thousands of merchants who have become
cessful through its USE though sometimes it takes
little time for it to bring maximum returns Make it
part of the continuous policy of your store and you will
not be disappointed with results
Select your advertising medium carefully Its value
depends certain extent upon the goods you sell and
the conditions under which you sell them Except for
the small store serving district of large city, how
people be reached oftener and at less
pense by newspaper ads than in any other way. The
merchant who is not using them is missing splendid
opportunity to increase his business.