The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1919-10-31
LECTURER TELLS MERCHANTS
HOW ASSURE SUCCESS
CONTINUED from page -

tells Of one line of goods only it ma,
catch the eye, but it is crowded
viii many ideas, the chances are Il
viii not be read. 1t is not the mum
Der OF articles you advertise thai
counts, but the number Of persons
who come into your store to buy the
goods You advertise.
Keep your advertising ahead OF
your business not behind it. Make
il pull your business along. 1t will
give you a reputation as an up-to
the minute merchant
Your advertising is your store
news. If you haven't any, make
some A new line of goods; cut
prices on goods you want to turn
over. It's easy enough to get news
if you watch for the opportunities.
Don't spend a few dollars in ad-
vertising and then say advertising
doesn't pay Advertising does pay
as attested by thousands OF mer-
chants who have become successful
through its use, though sometimes
it takes a 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 It's value depends, to a
certain extent, upon the goods you
sell and the conditions under which
you sell them. Except for the small
store serving a district Of large
city, however, more people can be
reached oftener and at less expense
| by newspaper ads than in any other
way. The merchant who is not us
ing them is missing an opportunity
Window Display Valuable.
Another means of advertising that
is available to every merchant is the
window display, explained Mr.. Bren
! nan. The hundreds of possible pur-
/ chasors who pass the store window
each day can be attracted to buy i'll
the display space is properly used,
he said,
"Thc same principles that are used
in newspaper advertising can be ap
Piled in the displays" the lecturer
declared. ut is important to ar
! range tho display SO that ho-passer-
by viii see something ne wants The
best display shows only one kind OF
goods or only goods that are related
in use. Arrange your display sym
metrically so that the eye will nat
urally be attracted to a certain point
then put at that point the big fact
that you want to get over AS a rule,
it is well to show prices. Have plon-
ty Of light, but place it SO it will
shine on the goods, not in the eyes
of the passerby. 1t is important to
have the windows and sidewalk
clean and attractive. The passer-by
gets his impression of the cleanli-
ness of the store fro mthe appear
ance of the windows, store-front and
sidewalk.
Promptness, courtesy, especially
10 children), accuracy, appreciation
Of the customer'sR point of view. de-
sire to oblige, absolute honesty as TO
the goods. and knowledge of bhe
goods are all features in good sales
banship and store service as pointed
aut by the lecturer "A good clerk =
he said. should know: First, what
goods the store keeps second where
they may be found; third every |
thing possible about the goods and
their price" Especial courtesy |
should be shown to newcomers to a
town or district. 1t brings business,
in handling complaints follow the
Golden Rule. Never try to force /
sale. Talk quality. Let the custo-
mer decide. Educate the clerk TO
realize that the customer is the
boss" in the last instance. by that
big merchants thrive. Show all the
goods you can even to the customer
who is simply looking around the
stock. These hints Mr. Brennan gave
to clerks present.
Finally the lecturer showed that
the modern store owner knows, where
the old fashioned owner simply
guesscs. And with the aid of sec
ond film he pictured the steady
strides of tho White store to surpass-
ing success following the visit OF an
expert in store systematizing who up
built again the confidence of banker
and wholesaler in the tottering struc'
ture of ]. Whites good busines abil-
ity sadly undermined as it was by
these prevontable losses. The result
was the installation through renewed
credit of a proper business system,