Richmond daily register. (Richmond, Madison County, Ky.) 1917-1978, 1919-07-16
GAVE MERCHANTS
some GOOD IDEAS
National Cash Register Lecture
and Picture Shows Successful
Modern Methods.

K. II. Kennedy, OF the National
Cash Register Company, gave
business men, merchants, clerks
and others very sensible lecture
and an instructive moving picture
show on successful modern
methods at the Alhambra theatre
Tuesday night. His talk and his
pictures showed very plainly the
reason why so many business
men do not make the money that
they ought out of their invest
rnent.
Primarily the lectures and pic
ture are an educational advertise
ment for the National Cash
Register, and it is mighty good
advertising. But it is well worth
the time of any man who is in
business, to hear him and see the
picture for it presents a striking
lesson in modern systematic
business principles, without which
no business is going to get along
these days.
During his talk, mr.. Kennedy
referred to newspaper advertis-
ing, and he told the local bust
ness men some things that they
ought to heed just as much in
this connection, as along the
other lines of his lecture. He
said in part:
l believe l am safe in saying
that ten merchants have failed
because they advertise to little,
to everyone that failed because
he advertised too much Certain
ly hundreds of stores have re-
NAMED small due to this neglect
Dun & Co. report that 81 per
cent of the retail grocers who
failed in 1918 were men who did
not advertise in the local papers,
About the same proportions are
found in all lines.
Advertising is simply way OF
telling possible purchasers about
the goods you have for sale.
Simple words and direct state
ments should, therefore, be used
in preparing your ads. Big words
and involved sentences will not be
read. The purchasing public
doesn't care how well educated
you are. 1t simply wants to
know what you have to sell, its
quality, and its price.
Don't crowd your ads. If an
ad tells of one line of goods only
it may catch the eye, but if it is
crowded with many ideas, the
chances are it will not be read.
1t is not the number of articles
you advertise that counts, but
the number of persons who come
into your store to buy the goods
you advertise.
do not mean that if you have
large space you should use it
all to tell of one article. A half
page ad or a page ad is really a
collection of smaller ads to each
of which the principle stated
should apply. Each should tell OF
but one line Of goods.
Some printers have the idea
that lots of curly cues in type
and elaborately designed borders,
are desirable. They may be, as
advertisements for the printer,
but what you want to advertise
is your goods. Use simple type
insist upon it. And if you use
borders let them be plain. Don't
have anything in your ad that
detracts from the idea that you
have quality goods to sell at a
price that is right.
Once you select style Of
type stick to it. People will
cofnect It with your store and II
the news you tell about what you
have TO sell is interesting your
ads will be read. Especially, be
sure to use one style of type fol!
the name of Your store Use it
wherever your name appears. y,
In newspaper advertising keep
the same space SO that when
people GET to looking for your
ads know where to find them.
Make your ads different Don't
trygto copy what other people
say Put your personality into
them Tell the story about your
goods Just as you would tell
it ID the store. If your ad us
justtlilSe everybody else's it will
not Be read.
Cuts are good If they really
Illustrate but2a bad cut is worse
than none. Don't use a cut that
isn't Just What you want, simply
bccause you can get ii from q