Fitzgerald leader enterprise and press. (Fitzgerald, Ben Hill County, Ga.) 1921-1964, 1923-03-01

salesman selling merchant a thou
sand dollars worth of dining room
furniture.
Give the Reason.
An advertiser who offers a spc-
cial price should always tell the rea-
son for the reduction. | like to illus
tratc that with the story of some
parasols with brittle handles sold by
department store in Detroit. They
were bought to sell at SIS and we're
beautiful parasols, but they came
baCk-alwaya with broken handles
The store advertised them as SIS par
asols for $l98 A few we're sold,
but the average woman doubted she
could buy SIS article for $l98. Dur
ing the next few days most of these
which sold at $l.98 came back-with
broken handles. In place of selling
parasols at SIS and giving SIS back
the store was selling them for ST 90
and trading $l98 for them. The
department manager went to the ad-
Vcrtislng manager with his troubles.
The resulting newspaper advertis-
mcnt, that the parasols were bought
TO sell for SIS, were worth SIS, but
because they had brittle handles they
would be sold for $198, and sug-
geSted that a woman who was care
iul with her things could use one of
them for long time. Before II
o'clock the next hprning all the re-
naming parasoisl ! were sold and
none were returned, because the GUS
tomres had bought them with their
eyes open.
Don't be afraid to take your Gus
toners into Your confidence. They
will appreciate it, declared the
speaker.
What will this article do for my
customer? That is the one question
to ask, because the customer buys
from you not the article or service.
but its usefulness.
Different Problems.
In selling the chair to that wo-
man / spoke Of, we asked her ques-
tons to find what we needed to meet
IN her mind. But advertising is mass
selling, and the problem is a bit diff
ferent. In this case we must know
what many customers ask, what COM
ments they make, and many alert
retailers meet this problem by
spending a great deal of their time
on the floor of the store, listening
to comments and questions from GUS
toners. However cute and pretty a
little play suit for Willie may be
mother will not buy it, perhaps, if it
is hard to iron. If merchant finds
this common objection the mer-
chant will buy play suits which are
easily Numbered and will advertise
this as one of their talking points.
Now one word about selling to
retailers. If | am merchant what
do you sell me? You don't sell me
goods; don't want goods. YOU sell
me the profit | will make on those
goods and the opportunity which
arises from the fact your goods are
all right, and you will give satisfaction,
TO make permanent friends of my
customers. Again you are selling
not goods, but the use which I, your
customer, will make of those goods
Edwin Markham Addresses Editors
Belief that the lowly crushed work
or protrayed in the poem, "The Man
With the Hoe" will disappear in the
development of great civilization
was the view expressed by Edwin
Markham, author of that poem. ad.
dressing the Georgia editors this
morning.
The time will come when this type
of oppressed worker will disappear
He based his conclusion upon thu
development of a greater civilization
and the saving of manual labor b,
machinery.
Beauty, benevolence and brothe
hood of a human being will dawl
upon the man with the hoe, he added
Mr.. Markham hayed the poem writ
ten in answer to his as uu-Americar
and inhuman.
Honorary Member.
Mr. Markham was unanimousl
voted an honorary member in tn
Georgia Press Association. Before
crowd representing editors iron
practically every part of the state ant
numbering in the hundreds. MI
Markham declared his devotion t
the newspaper profession. He ais
spoke of his love for his newt
adopted state, Georgia. have beel
here five days, he naively added
He lauded Georgia upon her grea
gift - American literature
In accepting the honorary mem
bershhip, he said: The sincerity o
the South has always made me real
ize the true steadfastness of its PEG
pie. This makes ME more thar
pleased in accepting an honorary titlt
of Georgia editor.
Recites Poem.
AS is always the case in the au
thor's lectures, the unanimous de.
mand for the recitation of The Man