Perth Amboy evening news., 1922-05-12
ELLEN YOUNG
DOCTOR OF SALES
By Ruth Leigh
Author Of 1.-THE Human side Of Re-
tail Selling" ''Ths A d c Of Retail
Ing" etc.

Richard Draper, president of the
Lyon Metal Products Company.
laughed Is Ellen Young spoke Of a
plan.
Everything seems to be run by a
plan these days. I judge from what
you say, Miss Young. Office routine.
clothes buying, advertising, and even
! our own lives"
J IF there were q little more plan.
| ming, and q little less aimless guess
ing In business today. more busi-
ness people would be making money
I believe" commented Ellen Young,
grimly. Take advertising, for ex-
ample. Your advertising Is fairly
well handled. Mr.. Grapes. but you
have no idea how many advertisers.
retail and wholesale, go to work
year after year spending money
without a plan"
You mean they don't outline
where they're going to spend it?"
asked Draper.
Not only where. but how and
| how much. That is what I mean.
Every advertiser, no matter how
small his business, should sit down
at the beginning of every business
| year and say to himself: How much
can / afford to spend for advertising
| tiiS yCdi lId utPtido oh A&o
| total sales. The custom among re-
t~ailers. for instance, is to set aside
q certain amount Of money each
| year, based on the volume of bust
ness Of the previous year. The av-
| erage in most retail stores is a little
over 2 per cent of sales. The aver
age In department stores is 4.67 per
cent of sales"
"Then having decided how much
he is going to spend, it's up to the
advertiser. / suppose, to decide
where he's going to spend it?"
That's all part Of the budget
making plan." agreed ELLEN Young.
1.-THE retailer sits down and lists the
best advertising media. How much
for newspaper advertising? How
much for circulars and letters? How
much for window signs? Is there to
be a store paper? And so on. You
see, to get the best value for youE
money, no matter what you're go
ing to spend it for. it's only common
sense to decide before you spend it,
where to spend 1t. SO that you'll get
the most for your money"
after the advertiser decides what
media. he's going to use. what
next?"
Then he gets down to specific
cases. He has decided in the be-
ginning how much he's going to
What papers? This he investigates
with the same care and exactness
as he plans his advertising appropri-
alton. You see, MI. Draper, this is
what ! always point out to adver-
Users. You have a definite message
to put across. Now if you start be-
forehand and say: How best can /
put across this message?' you are
planning your advertising intelli-
gently. On the other hand. If you
go around scattering energy. brains
and appropriation in a careless I'M
systematic fashion, you scatter the
force of your message. Instead Uf
aiming direct. hard, hammer blows
in definitely planned directions, you
scatter your fire and lose force. If
planning your advertising does moth
ing more than concentrating adver-
Using energy, it pays in the long
rum"
In other words. unless you know
what you're trying to do, before
hand, you can't do it, commented
That's all. A little more ad-
vanced thought, and a little less in
spirational hit-or-miss advertising
would save many a concern money"
In talking to a group Of salespeo-
pie at the McLane Department Store.
Ellen Young said:
Il wonder how many of you ap-
peal to the senses of your customer
when you sell them?"
The members of the group looked
puzzled, but interested.
How do you appeal to the
SCIENCES OF customers in selling? Ellen
Young will tell you tomorrow.
Let Miss Leigh answer your bust
ness questions on buying. selling, adj
vertising, employment and 90 on.
Ask your questions clearly, and give
all the facts. Questions re-
quiring technical nsw will be
sent by mail. Others will be an
swered in this column.