Richmond daily register. (Richmond, Madison County, Ky.) 1917-1978, 1920-01-24

pCF WILT CitC0tdl IUu OI dUUuC IUO.
There were two papers in the town.
One was a nonpartisan and the other
an old "stand pat" paper and they
brought out this advertisement in both
papers. That Saturday afternoon
when the sale opened was in another
city. My brother had charge of the
store. telephoned him: SLOWS it
] going2" a@5.qs
/ Opens Branch. Store.
II wish you could be here to see It,"
he said. That's all right" I said,
"but are you doing any business?" He
said: "oh! think it will run about
$4,000" The sale ran little over 3d..
/ 200. We sold in that country store to
the ladies, coats for $40, $3.50 and
$685.. Shoes at SIS and SIG. All they
wanted was the opportunity to buy.
That is why these mail-order houses
are doing business. There were cata-
logues sent out there to. do just that
kind Of stuff. Can you blame them for
/ buying when these people have their
catalogues right at their door? These
people are making an appeal in high
class way. We ran that sale and con-
tinued it for week, and it was very
attractive.
The next Saturday I said to my son:
eWe ought to make real good show
| ing since we started out SO well. You
have friend with a Curtiss airplane.
Phone the boy and see if you can
| RI, .1x,ifI hi r1o ~
He came up. We put AN ad in the
! paper about it-that we were going
to give them ride in the plane and
to come in. When the day came, the
young man took those people out for
Sl5 for Is minutesand SO much for
each succeeding minute. l know one
fofs the farmers stayed up As minutes
after the allotted time al
After we ran that sale. we wanted
to clean that store. We replaced all
the stock and put all the old stuff in
the basement for a reconstruction sale.
1t was all out-of-date stuff. Some of
the stock was in the store for Is and
16 years. L remember there We're some
ladies' jackets with. pulled sleeves. We
didn't try to deceive the people about
1t. We told them we were going to
sell this stuff for 81 or SIS, and the
material could be worked out by the
housewife. so that 1t could be used.
Then Saturday we cleaned most of it
up.
have asked great many mer-
chants gatherings: "Have you ever
written q personal appeal to the pep
pie in your territory, asking them for
their patronage; that you would like
to have them come in and see you?"
1t is once out of ten times that mer-
chant will ever say he has done that.
Don't you believe you could get in
touch with your people personally?
Through the medium of the press, you
can get in touch with them right along,
and the snapper you make your ad,
the closer you are going to get in
touch with them"
There is wonderful thing in serv-
Ice. We have one price to all. A
child twelve years old could come into
the store and buy exactly the same as
an older person. We not only give
service, but protective guarantee
= with every sale. It is wonderful
thing, 7 think. can remember one
Illustration. Some of these cheaper
garments don't wear very we'll. A
school teacher came into the store to
buy coat. She bought one, and
came in later, saying 81 had to pay
$75 for this coat and see how it has
worn off. Do you think IT is giving
satisfaction2" She had very worried
look on her face. sent the coat into
the house. and they said they would
do the best they could. They wanted
to do their share. 'eWould it be all
right to go 50,50?" Z said that would
be all right just for the satisfaction it
would give that girl.
| Three Per Cent for Advertising.
To nay mind. if you are not spending
in the clothing business per cent of
the gross sales for advertising, you
are losing wonderful opportunity
Mr.. Hart said to me last week in Chi.
cago: "Don't spend less than pc,
cent. If you went out shooting ducks
duU ndu q UOQO1C OdAiSA SuOISu1, you
wouldn't think v.hat the cost of the
other shell was. You would Gre botf
barrels" Let's give thef> 18th bar
rels.
I Some one then asked: II
cat the present time In tne city o.
Dubuque, the merchants are doing 6
certain amount Of businesy. The
largest stores that do the most adver
Using are doing the largest business
The smaller stores that are doing lit
tie or mo advertising rare not dom,
as large business IL these smalle
stores Increase their, advertising space
which would Increase their busin ess
would 1t not affect the stores that are
now the largest advertisers? Would
their business not be affected IL the