The Mankato free press. [volume] (Mankato, Blue Earth County, Minn.) 1879-1924, 1922-05-12

deal with u.s. In the same way we
must do business with people whose
good will we retain. because If we
get Ill will they dya't have to, ana
won't buy from ~. Emerson said:
The only way to have friend Is
to be one You can drop back fur.
Their than that II you wish, to find
the motto Of successful selling to-
day: Whatsoever ye would that men
should do to you, do even so unto
them; for this n the law and the
prophets and Arthur Freeman OF
New York suggests that we may
spell that last word, 'prodts.
ut IL a fact that the good will
Of our customers, which the success
OF our business depends; no less
than the reeiainaiag OF 81 percent
OF sales which might be and are
not made as tho result Of our i'd.
yertisiag, rests Ia the hands OF re.
ing to dc about it2 What are we
going to realise that So percent 81
test Ealss7 Tha answer must be
found In esueatisr. Realizing that
the average is not in a position to
answer that problem for himself.
we have decided to put on a cooper
alive campaign for the training OF
retail sales people. We have prepared
a short, simple comprehensive re-
tail course in selling, so cheap I
wouldn't dare to mention the price
to you, because you might value this
course by its price II is a practical
course. 1t has been tested out IN
many ca& es and found to add ap
proximately % per cent TO the vol
ume of sales Of the salespeople who
took and applied the course. Any
thing of this kind has got to be
simple. The United States Bureau of
Education once stated that about 81
percent OF all the people in the Uni
ted States never got beyond the
fourth grade OF grammar school.
Think of that, you write advertising.
build sales talks. It isn't what you
put into a sales talk or into your
advertising copy that gets results;
its what the customer takes out of
it. And what the customer gets out
OF your copy doesn't depend upon
you reducation but on his, So il
you put anything int othe copy or
sales talk that is above the inteHi-
gence of the fourth grade Of IRAN
mar school, you are aiming your
weapons at only six percen. OF your
prospects,.
'If you, the retail merchants Of
America are interested in training
clerks to become salespeople, as
sure you from the experience OF
hundreds of other retailers. q, that
this short course which the Associ-
ated Advertising clubs of the World
have brought together and place III
the hands of their local Advertis-
ing clubs in order TO speed VI lu-
siness will accomplish the result.
To-day we must speed UP elsinass.
and it is function of an Advertising
tiGing clubs exist for the practical
purpose OF studying and applying to
that condition better business me-
theds. If you are not now q member.
get in touch with the offices OF
your local club and let them shar.,
the results and then work with y L."
Careless writing of copy for news
paper advertising was given solar
plexus blow bv Mr. Macintosh. who
said that this is what makes more
than one merchant rant over the
fact that he is not getting results
from his advertising. The fault lies
with the merchant himself AS
usual thing. he PUTS off writing the
copy for his Advertising until the
last few moments of the eleventh
hour. and then rushed to the back
of the store, tears of piece of
wrapping paner and scribbles down
what he thinks in his haste is what
he wants to advertise.
The speaker suggested that eony
for DISPLAY advertising should be
couched in the simplest of language,
so that both the rank and file OF the
public can thoroughly srasp it, fer it
is not ones own education that
counts in the wording of an adver.
tisement. but the other fellows edu-
cation and ability to grasp the
meaning of the terms of the adver-
tisement. Sincerity in advertising is
an absolute essential. The value OF
advertising is strictly in proportion
to the confidence which can be plac-
ed in it. ->