davidaulloa/AmericanStories huggingface dataset:
The Mt. Sterling advocate., 1921-06-28
How Shall . Retail
Dealer Advertise?
By Seth Brown

About the best retail store adver-
tising l ever did was for an Irish
man named O'Brien. He had one
of the largest stores in city of
about 100000 population, on a side
street. He was always out in front
on the floor. "How do you dof" was
his greeting to everybody. His adj
vice to customers was always help
full and he would make the clerks
jump around lively. With him the
customer was the whole thing.
l suppose he hired me because his
English was not quite straight But
what / wrote for him was straight
Irish. His way Of talking. It was
all O'Brien.
We used six inches single column
every day in the newspapers, in spe-
cial position, almost all converse
ton. I would go into the store and
pick out a few attractive items and
talk about them in the O'Brien way.
Those ads built up a big amount
of new business; everyone in town
was talking about them. They were
reproduced in the trade papers. Their
low cost made them the best invest
ment in his business.
l am telling you this at first to
anchor with you the idea that your
advertising must be YOU.
If every merchant had the ego"
O'Brien had, advertising would be
easy.
Every dealer has a mannerism of
his own. The reason you are in bust
ness is because there is sometime
different about your way of doing
things that some people like. To the
extent that this difference is good,
it draws trade, whether you ad-
vertise or not. To the extent that
you can reflect this difference in
your advertising, your advertising
will be profitable.
The Mt. Sterling advocate., 1921-06-28
Have a Regular Time for
-
WRITING Advertising

|
An advertisement can't get higher
than its source, and if it is some
thing foreign to your business it
won't pay.
The first thing to do is to have
something good to advertise. Then
the value of your advertising will
multiply.
Too many dealers put off their ad-
vertising copy writing until the last
minute. While the printers boy is
waiting they make frantic effort
to "get up some advertising" And
their advertising shows it.
If customer comes in while they
are writing their advertisement they
will stop and wait on her. As
matter of fact, quite a large number
of customers and some who should
he. are waiting for advertising at
tention, which too often is just
mess of meaningless words, thrown
together in a hurry with the hope
that the printer will make something
out Of it.
I know, because I was a printer
for many years and used to try and
figure out from the dealers copy
what he wanted to say.
When such a dealer comes to pay
for the space he is generally cross.
He snarls and is quite sure advertis-
ing does not pay.
Good and bad advertising cost the
same by the inch.
A store that is profitable to its
owners is profitable to its customers.
Your store is a place of human
service. You should and can make
your advertising as much of serv-
ice to your trade as waiting on GUS
toners.
Next to good store service moth
ing benefits customers so much as
good advertising. When it expresses
the definite convictions of the dealer
it multiplies his usefulness.
This is the reason good advertising
paws. 1t multiplies opportunities of
service.
A good merchant owes his crsto-
mers GOOD a'vN~t'sing as much &c he
owes them sixteen ounces for everv
pound.
Most dealers think of their od-
vertising as something that thew
must do W thoir own behalf. and
overlook the fact that the Store
News is something people are en-
titled to, to justify their continued
troda.
Here is something more that YOU
should know about good advertising,
We are all more careful after havinc
made definite statements about on
ideals and RESPONSIBILITIES.
Having made them deliho"at"'v
we are careful to see that thNv ere
lived up to. The spirit of se'"''ce is
held up before salespeople. Then if
thev slip they realize il better than
by the scoIding of the proprietor
OF course if a merchant fills his
advertising space with generalities
il doesn't make much Of an impress
SION on anyone. II is just talk,
which no one pays much attention
to. anyway.
Never paint anything in your ad-
The Mt. Sterling advocate., 1921-06-28
vertising that you would not say to q
customer.
One Noon Hour Devoted
TO Advertislnu

delivered twenty addresses on
the subject Of advertising before
Commercial Clubs in Mid-Westerr
State. 1t was an endeavor to helr
merchants to understand what they
had right to expect from good ad-
vertising; to know just where ad.
vertising fitted into their business
and strengthened others. A good
deal Of what l said to them is con-
tanned in this article.
While talking with some mer-
chants in the club rooms note
from one of the dealers having the
largest store in the town was handed
me. 1t read: 'Will you come over to
my store during the noon hour and
tell me about advertising'"
It developed that this merchant
felt that he could afford the time at
noon because then he was relieving
the cash girl while she was out to
lunch. Although he had the largest
store-inherited from his father
his trade was slipping.
As he was a member of the club
he felt that as l was getting a fee
for my service it was my duty to
come over and administer to him an
advertising hypodermic.
l returned his note, on the back
of which | wrote, "Betier stay where
you are, so the sheriff will find you
when he calls"
That man was excepting store"
And be thought that the store would
keen him. But it didn't. He had to
sell out within a year to one of the
smaller merchants who took his bus
mess seriously-one of the men who
improved his business by following
my suggestions.
On that trip I found that the idea
that advertising was a part of the
business and not a side issue, was
new to many dealers.
/ showed them that its goodness
was measurable by the convictions
and responsibilities of merchants.
Write Advertising as You
Sell Goods
Now / want you to forget all about
advertising. Think only of the way
you and your clerks talk to GUS
toners.
But, do I hear someone say: "But
I would not think of writing adver-
tising as we talk in the store"
Oh, if you only could, it would
he good advertising. The trouble be-
gins when you "take your pen in
hand" You get writer's cramp and
stage fright. You commence to think
how every word is going to Sound"
and then slip down to the kind Of
talk that is just about the same as
almost every other me; cha ut uses;
talk that is no more like Your real |
self than black is lik, white
I've done good advertising for
manv different kinds Of stores, and |
have always got nv hest ideas and
expressions from some good clerk.
Manv times I have Chang around"
inst for that purpose. Often I have.
found the boss" was not the hest
Source of inspiration.
The Mt. Sterling advocate., 1921-06-28

time after the announcement ap-
pears.
Once, when advertising for
large jewelry house, / was alwass
in hot water when l insisted on really
selling the goods advertised. They
wanted me to generalize too much
talk about the house and its stand
ing. When / advertised particular
pattern they would run out of>stock
and customers were disappointed.
My advertising was doing only half
duty.
1t was an exclusive store, catering
to the best trade. Buyers of moder-
ate means seemed to think it was too
expensive store in which to buy
ordinary plated ware, low-priced
watches and other articles within
their means. As matter of fact it
was the best place for them to buy
such goods, as the house was on the
square, carried low-priced goods,
which they sold at fair prices. 4
But because their trade was large
ly Of the more exclusive characterl
they did not carry large stocks on
the lower priced merchandise.
After they decided to change this
policy, carry a more liberal amount
of medium priced goods, / featured
it in my advertising and the results
were very satisfactory. We not only
built up a large amount Iof new
trade, but found that the so-calleds
exclusive buyers had more conf
dence in price quotations as result
of this advertising. The average in
crease per month for the year was
$4,000.
The Mt. Sterling advocate., 1921-06-28
Advertising Should Pay for Itself
And Earn a Profit

1t is all right to bring new Gus
toners to the store. That is what
advertising is for, but it should earn
its living at the same time in actual
sales. In no other way can you know
whether or not it is doing its duty.
Making permanent customers who.
call for the special articles advertis-
ed should be the aim, but you cannot
measure this value except by sales.
The Mt. Sterling advocate., 1921-06-28

People like to do business with
the man who keeps his own worries ;
and troubles to himself and listens
willingly to their hard luck stories.
The Mt. Sterling advocate., 1921-06-28
ave Encuuh of the Goods
Advertised

An advertisement lis an implied
guarantee that the goods offered
will be on sale for a reasonable
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

A. b. ENGLAND FREED
BY JUDGE LOWE
Stanley, July IA. B. England of
Minot, charged with receiving stolen
goods in connection with automobile
stealing in Minot several weeks ago,
was freed in the district court here
yesterday by Judge John C. Lowe.
England was bound over to the dis
trict court in Minot last week and
MCGEE 4 Goss, his attorneys, made
application to Judge Lowe for a writ
of habeas corpus which was granted
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

tional board for injuries sustained in
the Argonne forests Of France.
Claire McKone, member Of the
1921 class Of the Minot high school,
returned from Wesby, Montana, Sum
day where he has been engaged as
principal of the Westhv schools for
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

f1erlSSCau represented the state.
When England returned to Mino
after being freed by Judge Lowe h.
was subpoenaed by Sheriff A. P. SEQ
field to appear as witness Frida,
afternoon at the preliminary hearing
Of Gunnard Olson, Lionel johnson anc
Verne Clause, arrested in Minneapo
lis Monday and brot back to Minot to
stand trial on charges Of stealing au.
tomobiles. At England's preliminary
hearing he implicated Olson and
Clause in the thefts. According to
Sheriff Scofield, Olson and Clause i'm.
plicated England in their statements.
The three men were held to District
court, Olson and Clause furnishing
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

Nv. c. 4. SAFEGUARDS GIRLS
oners Protection Without Profit to
Girls in All Localities.
Fnrgo--Due to the recent tragedy in
which Miss Marie Wick, 10, of Grygla.
MINI, was assaulted and murdered nt
the Prescott hotel In Fargo, n. d., on
the night of June 6, the Board OF
Directors of the Young Women's Chris
tian Association feels the necessity OF
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

WillistOn Man Heads Telelag
At the annual convention of tn
Telelag, held in Minot last week, tn
following officers were elected:
c. A. Houge, Williston, president
Thorvald Rue, Minot, vice president
Mrs. lsak Mattson, Minot, secretary
On invitation of the new president
Williston was selected for the 1872:
convention to be held June 1926 ant
plans have already been started tt
make this che biggest stevne in the
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07
tNH's "rueSpr"IH HUbl1clty 70 the f0cl
that the Young Nomen's Christian

ASsocatlOn Is ail institution organized
primarily to give protection to women
and girls.
The Y. W. G. A. is not money.
making institution neither does it com.
Ylpfa with hatolr Inf
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07
story OF the organization.

The following resolutions Wer
passed:
Whereas, The 1921 Convention o
the Nordvestre Telelag which ha
convened in Minot, North Dakota
June 26, q and % has been success.
from every viewpoint due largely t,
the Willingness; assistance and hospi
tally of so many of the citizens O.
the city and neighborhood,
Be 1t Resolved, That we the Com
mittee in behalf of the Nordvestr,
Telelag express our sincere gratitud,
and appreciation for the many cour
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

N. e. ID completed.
Mrs. C. A. Clapp left for Toronto,
Canada. on Sunday in response IN a
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07
wCSV W CHe MONC8Il8 1lUI ana VIII
include all If tho nnrfhorn socf;op M

North Dakota to the Canadian boun,
Diary. Mr.. Humphreys will make Mi.
not his headquarters. He has haG
much experience in the printing game
which will serve him we'll in his new
position. He is we'll liked among
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

north DAKOTA news
The Mouse River Loop Chautauqua
opened at Tolley July 3.
Morse Hanger, aged Is, of Makoti,
passed away in st. Joseph's hospital
in Minot last week from tuberculosis.
Thieves entered the home of John
Anderson, section man at Garrison,
stealing some clothing, watch and 9TH
er valuables.
Mrs. A. J. Beaudry of Berthold, has
returned from Buffalo Lake, Mimi,
where she was called by the death
of her father.
A young deer found in the woods
along the Missouri south of Garrison,
is being reared successfully on the
| Loudenbeck farm.
H. E. Delameter is publisher Of
the Knox Advocate and manager of
the Knox Telephone Exchange. No
wonder the Advocate Is 50 newsy.
Norman b. Black, publisher of the
Fargo Forum, has been chosen one
of the eight vice presidents Of the In
ternational Rotary in convention at
Edinboro, Scotland. /
Chief Big Head, aged 81, we'll
walton, is dead. He was in the SER
vice of the government at Fort Blu
ford and was member of the Order
Of Scouts. ~, $780,
The body of Ed Koehler, who was
killed while serving his country in
France, is expected to arrive in Glen
burn any day, now, as his relatives
near Glenburn have beer notified by
the war department the body IS en-
froEte
"Dick" Copeland, pioneer newspaper
man of McHenry county, has started
a paper in Pablo, Mont. Mr.. Cope
land is "a years old, or young as you
choose to call it. Old timers in this
county will remember this hardy pio-
neer.
Gunder Olson took his office as COL
lector of Internal Revenue for the
district of North Dakota July l, re-
lieving w. E. Byerly of Velva who
held the position for more than year.
Mr.. Olson was treasurer of North Da-
kota for years.
J. G. Yarrow, for a number of
years in the drug business at Antler,
died in that city Monday evening fol-
lowing an illness Of couple of years
duration. The remains were ship
ped to the former home in Minnesota
where interment will be made.
During the Brinton trial for per-
jury, H. H. Maddox, secretary of the
Industrial Commission, testified that
the Consumers United Stores Co. had
ten shares of stock of which VIM.
Lemke owned seven. This was the
first time the ownership of the con-
Germ had been established in court.
The beautiful park at Sherwood is
attracting much favorable notice and
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07
tesles rendered by the good people
tho Mo-; Ci4sx. E...4La AI4

7 viz 3Nke6tN ivy 1UI ClCI C1IdC a Cup,
Of this resolution be published in al
the papers in the city and also in
corporated in the minutes of our lag
o. A. Houge,
Mrs. Isak Mattson,
Toilet B. Etland.
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07
Uuy humphreys 10 BECOME F0per

Salesman
Guy F. Humphreys, for years op
orator Of the Humphreys Linotyp
Plant, will begin Aug. l his duties a.
representative. of the Paper Suppl,
Co., one Of the largest Twin City pa
per concerns. His territory will ex
tend from Thief River Falls, MINI,
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

wire that her mother was seriously
i'll at her home near Toronto. Mr..
Clapp accompanied her as far as the
Twin Cities. returning home Wednes.
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

Finder please notify O. E. Hatley
.Deering, N. D. 6-3O-2
FOR SALE-Four 8-foot Mcconnell
binders, in good running order. b
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

or time for $4,000 for tractor an
plows. Guy Frank, Minot, N. D.
6/3Ot
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

sESTRAYED-One three year-old ba
udaro c0lf frnra 1aloco Lost Ami
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

years Old, $IUOUU t0f team. On
All Work Tractor, with triple pillow
in good shane Prica-cash 5000 M
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

FOR SALE-One binder, one binde
hitch, one moving machine, on
disc, one GOOD. team o. mares, /
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07
comment. There are 1886 growing
trees as follows: Box Elder, 612;
ASH, $50. elm, 7SS, The DARK DOaI

plans to collect seed from the trees
from which a Replacement nursery
will be started at the west end of
the grounds; trees will also be grown
for city identifying.
No trace has been found Of the
three-year-old Notion boy who be-
came lost in the dense underbrush
along the Missouri near Underwood
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

FOR SALE-One used Ford, CONNER
ciol car Diana QeQW a.. ,.,,.;&o I'll
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

Ter Motor Co., Minot. ,6-3O-15tci
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

n. Templeman, Sawyer. TIT
FOR SALE-One registered Short
horn bull, was year old on Marcel
%. This is an especially fine ami
NAL. Ole Den, Minot, N. D., RID.
a6-30-t2*
POISONED 0ATS Couornn,on,
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

- V n III tI1Ut Guy HHU IIIHKe II
their headquarters.
The Young WOmen's Christian Asso.
citation stands for service to women
and is ever ready to help them in INV
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07
III OlOTeS {

On Every d
.1:9c. L
Per Yard D.,
CretOnne Per,
36-1nch, for Aprons and g. Inch st.
Comfort Coverings |ales, light
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07


employment are urged to seek out the
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

!: CLASSIFIED ADS
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

Freeport, ILL.,, July 5.-The weathe,
man will continue tn have comnetit;or
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

HIS JOB AS WEATHER
PROPHET IN III IINOI
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

in predicting the arrival Of spring il
Carroll county The hoard of sunar
The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1921-07-07

mas been costing the county an aver
age of 500 day, with no apparen
diminution in the number of the AM
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

FOR SALE OR EXCHANGE The
extra choice improved SWA 5,
125-42 on Glacier Trail between Nor
r1s and Donnelly. Easy terms. Con-
slider unimproved quarter or choice
town property If clear. e. G. White
head, Sherburn, Minnesota. If
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
Infantile Paralysis Subsiding.

Wadena Pioneer Journal
to the voluntary quarantine measures
adopted by the local public the infan-
tile paralysis epidemic is again sub
siding, according to DR.. J. J. McKin-
non of the county board of health
With but one new case reported in
this city since last Saturday morn
ing the prospects for stamping out
the disease again assumes more en-
couraging proportions.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

MR.. FARMER, the sale season will
soon be here. Let's get ready for
it. You will need an auctioneer-
that's me. / have cried hundreds of
successful sales, nearly twenty of
them right here in the vicinity of
Donnelly some of the most successful
sales held last winter. If you have
never heard us, ask any one I ever
cried a sale fora few of them are
Mr.. Otto Olson, Mr.. John Van Blair,
Mr.. VIM. Kloos, Mr.. Roy Bucklider
and others. Ask them or either bank
in Donnelly. Then see or write me
before you date for your sale for
isten-as farm prices are down I
am making a deduction in my prices,
altho my past record will show that l
am able to get the high dollar with
the best of them. now have num-
Der of sales dated. Better see me at
once. Let's talk it over. L. H. Yost.
. Route 2, Donnelly. "a At.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
English Lutheran Church

Morning service at 1890. Bishop
Eastvold will speak at Chokio at
1890 Sunday morning, at Alberta at
200 o'clock and at Hancock at 500
o'clock in the evening. All are cordi-
ally invited.
Alfred Bredesen, pastor.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
Methodist Church.

Morning Subject, religion That
Changeth Things"
Sunday school HAS.
Epworth League 7:15.
Evening service 500.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
ROOMS FOR RENT
FARMS FOR sALE-RENT.
PAGE Q

FARM FOR RENT.-Will rent my
farm three miles west of Donnelly.
Farm is fully equipped with horses
and machinery. Good buildings in
Guiding silo. Would like to sell
equipment to tenant. Will rent on
share, cash, or livestock partnership
basis Tenant must be a good live
stock man. P. s. Jordan, Morris,
Mimi.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

FOR SALE.-164 acre front, on state
road No. 2, with boat route to Hud-
son Bay; ~ acres cleared, rest In
beautiful pine grove; must be sold
to settle estate at once; price very
low. Louis G. Levine, Mack, Itasca
county, MINI. 33p.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
ReQue Lutheran Church.

Service, August 14th, conducted in
the Norwegian language at Dry
Wood at 1890 A. NJ, at Long Lake,
900 P. M. and at Rogue 500 P. M.
A. A. Reece
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

FOR SALE-FOrd touring car. First
class running condition. $165.
Haase Garage.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
AMONG THE CHURCHES
Lutheran Services.
H. A. Hopp, Pastor

German Lutheran services will be
held at the Evangelical Lutheran
Sunday, August 14th at 2 pm
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

LOCAL MANAGER WANTED:- At
once by the largest concern of it's
kind in the world, to develop and
handle local business. No investment
or experience required. $4,000 to
$4,000 profits first year, according
to population, and wonderful future
possibilities, as ours is staple com
modify with constant unlimited de-
mand and we undersell all competi-
ton. Guarantee Coal Mining Com
pany, 449 Como Bldg, Chicago. 32p
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
MISCELLANEOUS

WANTED TO TRADE-A restaurant
or will buy for cash good farm
in this location. Flake & Son.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

FOR SALE.-Some Poland China,
Orange breeding hogs, both male
and female. Sire is Ace the Second,
son of famous Ace the First, now in
South America. These are all good
high-backed hogs and stand up we'll
on their toes. Also two high grade
Guernsey bull calves. Moorehead
and Sons. Alberta. If.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
LOST AND FOUND

LOST-A crank to a Maxwell car. w.
Richards.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

LOST.-A gold pin made out of a
piece of money. Finder return to
Mrs. G. Neudick, 80 East 9Th st.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12

FOR SALE-One team horses, weight
about 5000, also one set ga in.
breeching harness. L. S. Jewett, Rt.
4 32p.
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1921-08-12
TWIN CITY Tractors and trucks, for
sale by Oscar Dolven. Morris. If.

GOOD SECONDHAND CAR for sale.
Inquire of Stevens County Oil Co.,
Morris. If.