Mountain Home Republican. [volume] (Mountain Home, Idaho) 1915-1946, 1924-11-07

ing to do it.
Advertising certainly has many
sides. 1t can scream, talk or whis-
per, it can attract the eye or befuddle
it. 1t can be an interesting story,
or uninteresting piffle. There are
are just as many kinds of advertising
as there are things to advertise.
There is the sincere kind that
breathes honesty and truthfullness,
and which carries the reader right
through to the end, and then again
-tere is the kind of advertising
that says, Beware, / am Just trying
to attract attention; / don't mean
what l say, and = don't intend to
make good on the extravagant claims
I am talking about"
Newspapers, however, are not in
the habit of publishing misleading
advertising, and for that reason the
public has unlimited confidence in
newspaper advertising.
nc W uO Will
ure on spending two per cent of his
gross receipts for newspaper adver-
Using and one-half of one per cent
for direct mail advertising, such as
letters, post cards, ETC., and prepare
this advertising the same as if he
were talking to his customers when
they come in his store, there would
be no need to complain about quiet
trade
You may say, How can l educate
myself to write advertising?" I
know many successful merchants
who have gained their advertising
education through reading and study
ing good trade publications which
publish splendid articles in every is
sue. No one can prepare advertis-
ing for the goods you own and offer
for sale as goo das yourself. The
merchant who is open-minded and
visualizes his opportunity, getting
his subconscious mind in working
order, is not going to experience dull
trade.
Like the bathing suit manufacture
er short time ago who originated |
a picture of a beautiful young lady |
wearing a bathing suit. He had an
actual photograph done in colors and
it was so unique and attractive that
have nticed thousands of these ads
pasted on automobile windshields.
One of the most successful small
town merchants who has been in
business for forty years has the hap
py faculty of getting lot of free ad-
in his local newspapers.
Upon his visit to the New York mar
kets twice yearly he writes letters
10 the two newspapers of his town,
telling about New York. He explains
about the various improvements
here that have taken place since his
asst visit-he tells about the mer-
market; he even goes so
ar as to give brief history of the
as well as the economic,
tide of New York life.
Hundreds of families in his terri
DRY look forward to reading his let
ers. You must capitalize upon ev-
srything pertaining to your business
n order to get the public excited
lbout your store.
Department stores in the large
titles today never neglect to have
heir buyers, who go to foreign coun-
ries, send thousands of letters to
heir customers and prospective
telling about the huge
they have made of foreign
-oods. / have received many letters
rom representatives of large Min
eapolis stores mailed from aPris,
,ondon and other European points.
hey tell what time their goods will
rive in this country, they explain
bout the new unique styles, fabrics
nd values.
l am great believer in taking
~ newspaper as partner in my
usiness. Every newspaper has
of leads that are workable
nd profitable that they are only TOO
lad to pass on to retail merchants a
"a newspaper is clearing house of
leas especially pertaining to retail
and I wonder some time If =
e try to get as close to our news $
aper as we ought to. as they would
ke to have u.s. If you are interested
your newspaper they will be in
rested in you. and If you follow up n
'ur advertising with attractive win
wv displays, combining that with Z
aiming your clerks and keeping up e
-Ir direct by hail advertising. such a
sending out letter or poet card y
onthly, you will find that your t.
'wspaper ads have greater pulling d
lWer than if Won demanded on ~