The Canon City record with which is consolidated the Canon City cannon., 1920-07-08
EXPERT Tells LOCAL MERCHANTS
THAT Advertising IS ESSENTIAL
TO SUCCESSFUL BUSINESS CAREER
w. F. Brennan of National Cash Register
Company Lectures on Civic Betterment
and Modern Business Methods.

tertainingly preached to a good sized
audience of Canon City at the Elks
club building Wednesday evening by
W. F. Brennan. expert lecturer foi
the National Cash Register Company,
Of Dayton. o. Mr.. Brennan stressed
the necessity for liberal, judIcious ad-
yertising as one of the essentials OF
commercial success.
The lecture was illustrated by the
means of moving pictures and was
made especially suggestive and pleas
ing in that way. He complimented
the people of this community on hav-
ing an active, energetic Chamber OF
Commerce to promote the public wei
fare, and said its reputation for effec
tive work on behalf. of the people here
had reached many points in the East.
and was fine publicity for the town
and its surroundings.
Cooperation not cut-throat COM
petition. is the keynote of today's
business" declared Mr.. Brennan. and
he showed further on in his address
hoW lht lHt DdHhti
are both partners of the retail mer-
chant in these days" He showed
how by proper organization of store
the burden of the business cam be
shared by all the help and the owner
so that all the weight need not bear
down on the one mind which should
be most free of care-namely. the
owners
In emphasizing the value of news
papers to retail merchants, Mr.. Bren-
nan said in part: Il believe | am
safe in asserting that 10 merchant
business men fail today because they
advertise too little, to every one that
fails because he advertises too much
Hundreds of stores remain small be.
cause of neglect to use printers ink
in carrying on business propaganda
Advertising is simply way oil
telling possible purchasers about the
goods you have for sale. To be easy
to understand. an ad mHst be made
OF simple words. short sentences. few
ideas. Big words and involved sen.
tences win not be read. The purchas
ing public does not care how well edu
Gated you are-it simply wants tt
know what you have to sell, its quail.
ity and its price.
For many people to read it, an ao
must be set IN plain type and must be
uncrowded and unconfused by need
less cuts, borders and ornaments. II
an ad tells of but one line OF
goods, it may catch the eye, but if IL
is crowded with many ideas. the
chances are it will not be read 1t is
not the number of articles you adyer
tise that counts, but the number of
persons who some into your store to
buy the goods you advertise. | do not
mean that il you have large space
you should use it to tell of one arti.
Gle. A half-page or page ad is
really collection OF smaller ads. 10
each of which the principle stated
should apply. Each should tell OF
but one line of goods.
"Curly-cues in type and elaborately
designed borders are not desirable
Use simple type and plain borders. In
order to respond to an ad. people
must be able to read it easily, be able
to understand it easily, ana receive a
firm impression easily, favorable and
definite.
TO give individuality to your ads.
1t is well to have a specially designed
name-plate for the name of your firm
or store.
Make your ads different Don't
copy what other people say. Put
your personality into them. Tell the
story about your goods just as you
would tel i. in the store. If your ad
is just Ike everybody's else, 1t will
not be read.
Cuts are. good if they really illus.
trate, but bad cur is worse than none
at all Don't use a cut that isn't
Just what you want simply because
you can get it from a syndicate cheap.
III you get syndicate TO plan your
advertising. be sure to get individual
attention. Ready-made ads don't a. :
ways apply to your particular bust.
ness, and will not get results for your
store. To make favorable impress.
sion, an ad must have an attractive
appearance, by having a symmetrical
form, attractive lettering ard appeal
ing illustrations.
Promptness, courtesy, especially
to children. accuracy. appreciation Of
the customers point of view. desire ia
oblige, absolute honesty as to the
goods, and knowledge of the goods are
all features in good salesmanship and
store service. A good clerk said
Mr. Brennan, Should know: First,
what goods the store keeps; second
where they may be found; third
everything possible about the goods
and their prices"
Especial courtesy should be shown
TO newcomers to town or district