Webster City freeman. [volume] (Webster City, Hamilton County, Iowa) 1884-1946, 1921-07-18

have a very sharp effect on suit
which passes through dozen or more
pay rolls between the time it reaches
you. Herdsmen, shearers, freight
handlers, sorters, dyers, spinners,
packers tailOrs and statesmen all draw
money from that wool as it passes.
And il the herdsman, for instance,
draws three-quarters Of cent instead
of a cent from the amount of wool that
goes into your suit, that isn't going to
figure very much in the price that you
have to pay.
70 a friend Of mine, who also runs a
store in Harrisburg, came customer
in a fine heat of Indignation. You are
all out to make money-first, last and
all the time," said the customer.
Them" answered the retailer, why
don't more of us make money!"
z. r No Gold Mine.
On the whole, the retail business is
no gold mine. Can you remember a
millionaire who made his money In it:
There are of course, men like the late
Marshall Field, whose names are
known to everyonc-knOwn because
they are the startling exceptions that
prove the rule. There are in America
thousands upon thousands Of small
merchants, and very few of them are
the Marshall Fields of tomorrow. In
stead, there are more failures in re-
tail trade than in any other form Of
industry.
Advertising is most vital part Of
business. There is no such thing as
an, advertising campaign"-unless you
want to admit there is such thing
as a breathing campaign" or Il bath
ing campaign" You can stop breathing
and let the lungs rest, as Stephen Lea
cock once said, but more Of you will
soon be at rest than your lungs. Just
so with advertising. 1t goes on all the
time-your advertising or your COM
petitor's advertising. You can make
short, special drive in some one city If
you are manufacturer or a retailer,
and you can call that campaign. But
the bread-and-butter advertising,
which you do for living, can't be de-
fined by any such limited word.
When Billy Sunday, who is great
advertiser, was in Pennsylvania some
time ago, a minister told him that his
conversions were not permanent.
Neither is BATH" said Sunday. II
you have something to sell-cOmmOd~
ity or scryice-yOu must tell the world
about it. You can't expect that people
will remember you If you give them
any interval at all to do the quickest
and easiest thing in all the world.
which is to forget you.
The slogan of our store is always
Reliable" We print it in every adver-
tiscment. Not long ago farmer made
some purchases from us, and was told
as he left that if for any reason he
didn't like them lie could return them.
"Oh, l know that" he answered. II
have read it In all the papers"
He had read it, not only as the
statement or boast of our store about
itself, but as matter of information,
of news. of fact. He believed 1t and
made it part of his attitude toward our
store.
Every store ought to have an ad-
vcrtising writer Of its own. And he
should he trained to base his copy
not so much on goods as on service.
And he should never promise too
much. Any retail enterprise should
advertise its service, and should not
advertise more than it can perform.
If anything, you should advertise Il
little less than you can perform, be-
cause it is better to. give man more
than he expects than not as much.
Lying advertising spells sure ruin.
/. Many retail, stores like ours devote
from 3. to 4 per cent of their revenues
to advertising. Because of savings in
other directions, we have been able to
devote more than per cent, or about
$4,000 last year.