Fitzgerald leader enterprise and press. (Fitzgerald, Ben Hill County, Ga.) 1921-1964, 1921-05-04
HoW To Get Most Out of RETAILING
Is Lecturer Subject Last Mig1t
National Cash Register Com
pany Lecturer Tells Mer-
chants How to Advertise


gathering of merchants and business
men in the Courthouse by w. F
Brennan of Dayton, Ohio, represen-
tative of the National Cash Register
Company. Accompanying the lecture
was "The Troubles of Merchant" q
moving picture showing how the mar
who "guesses about the various pro,
cesses of his business will certainly
be more or less of failure and sure
to be the first to go to the wall ir
time of stress.
The lecture and picture were ar
ranged by the Chamber of Commerce
of Fitzgerald 1t covered methods Of
advertising, craftsmanship, and many
of the points of the best modern bus.
mess practice.
During his talk the lecturer laid EN-.
phasison the value of newspaper ad.
vertising to the retail merchants He
said in part; 81 believe I am safe ir
saying that ten merchants fail today
because they advertise too little, to ev.
cry one who fails because he adver-
tises too much. Hundreds of stores
have remained small because of this
neglect.
Advertising is simply a way oil
telling possible purchasers about the
goods you have for sale. To be easy
to understand, an ad must be made OF
simple words, short sentences, few
ideas. Big words and involved SEN
fences will not be read The pur-
chasing public does not care how well
educated you are--It simply wants to
know what you have to sell, its quail
", and its price
Your advertisement should take
the reader over the five steps of self.
ing; Attention, interest, desire, conf
dence, action. Some people, some
times, only glance at ads. If the
headings are schemed to make com.
p!ete impression, the ad gets both the
"glancers" and the readers" Illus
| trations must be suited to the sub
ject; they could cover on the ideas O.
the text Desire must be stimulated
by attractive details, but it is mostly
aroused by pictures. Variety is one
of the best means of keeping interest
in your ads. Change your offer
ings.
"As general rule it is we'll to give
prices in your ads. If you do not give
them, the reader may assume that the
price is high. If you are advertising
high-grade goods, place the empha-
sis on the quality and mention the
price in an incidental way.
BE absolutely honest in your ad-
vertising. You may as a leader, oc-
casionally sell goods below cost"
but don't overdo the below-cost sale.
Everybody knows business cannot
be conducted on that basis.
ITO give individuality to your ads,
it is well to have q specially desigl
name-plate for the name of your firm
or store.
MAKE your ads different Dc
copy what other people say Put
your personality inro them. Tell
the story about your goods just as
you would tell it in the store. If
your ad is just like everybody eIse's,
it will not be read.
Cuts arc good if they really illus
trate, but a bad cut is worse than
none. DON'T use a cut that isn't lust
what you want, simply because you
can get it from syndicate cheap. If
you get syndicate to plan your adj
vertising, be sure to get individual
attention. Ready-1nadc ads don't al
ways apply to your particular bust
ness, and will not get results for your
store. To make a favorable impress
sion, an ad must have an attractive
appearance, by having symmetrical
form, attractive lettering, and ap-
pealing illustrations.
Don't spend few dollars in adj
vertising and then say, advertising
don't pay Advertising does pay as
attested by thousands of merchants
over the country who have become
successful through its judicious use.
It may take a little time to secure
maximum returns, but in you make
it a part of the continuous policy of
your store you will no. be d.sap-
pointed with the results.
Select your advertising medium
carefully. Its value, to a certain ex-
tent, depends upon the goods you
>ell and the conditions under which
you sell them. Except for the small
store, serving district in large
city, more people can be reached Of
tener and at less expense by newspa-
per ads than in any other way. The
merchant who is not using them is
miSsinb a bio oDD ,rtunitv"