The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1924-05-01
TELLS OF SCIENCE
OF ADVERTISING
G.. E. Robinson, Sales Ex-
pert, Tells Kenoshans
Advertising Pays.
MUST BE KEPT UP
Advertising Like Riding a BIZ
cycle, He Says; Stop Ped
aling and You Fall.

Three hundred and fifty Kenosha
business men and women from the
banks, stores and factories assembled
in the Washington high school audi
torium last evening and listened to the
first of series of three lectures on
Craftsmanship and Scientific Advertis
ing"
The trouble with too many advertis
ers is that they stop pedaling.
Such is the opinion of George Edwin
Robinson, sales expert and head of the
research department of the American
College of Scientific Salesmanship, Chi
cago, who lectured in Kenosha last
night. He said advertising is like rid
ing a bicycle. If you stop pedaling
you fall, if you stop advertising you
fall behind.
Local Papers Best Medium.
"The local newspapers are the Al
medium for the local merchants" Mr..
Robinson stated. "The folks they
want to reach read the home town
newspaper. Merchants can reach more
customers at less expense in this man.
ner than any other known to the ad-
vertiser. And the greatest of all ma
tional advertisers are coming to see the
local newspaper more and more, for
they find it pays and pays big"
Mr.. Robinson gave his first lecture
to crowded house Of business and
professional men at the Washington
high school auditorium last night.
Americas greatest resources are not
in its mines and forests but in the
minds of it's people," the speaker said.
"There are only two great forces, ply
steal and mental. The only difference
between the plodder and the conner is
difference in training. The success
full man has no more legs, arms or
eyes than the failure, but he has learn
ed to better use the equipment he
has. The enrolment in advance
schools and colleges has more than
trippled in the past five years. The
time is here when an unframed man
is not only handicapped, he is posi-
lively lost-left out"
Few Realize Cost of Service.
Few people appreciate the cost of
service, the educator pointed out. eve
can step into a dark room, just press
button and it is flooded with light.
But Edison spent years, endangered
his life and risked fortune to make
that possible" the speaker said. For
two little pennies we can speed let
ter to New York or the Philippines,
yet it took so years and an outlay
Of $500, 100000 to bring the postal sys-
tenn up to it's present efficiency"
Mr.. Robinson is the inventor of the
"human piano." on which the sales
man can learn to play with the match
less skill and splendid results that
Paderewski or Hoffman obtains on the
musical piano and while a person can
comprehend this invention of Mr.. Rob-
itson's in a few weeks, it took him
years, large outlay of money and
called for the cooperation of leading
educators to find this method of teach
ing how to arouse the prospective buy
er's desire.
Illustrations Most Advisable.
"The use of illustrations in adver-
Using is more than desirable. It's es-
sential," he said. zone firm found
that a description of it's catalog
brought Ia requests out of possible
900, but the same announcement with
an illustration brought 104 requests.
An advertisement of refrigerator at
q reduced price without picture sold
Is. The same advertisement, well IL
Illustrated, moved 145. An unpictured
advertisements sold three sets of dish
es, the same copy we'll illustrated sold
90
"Not only is the picture important
but the kind of picture means much.
All illustrations should show the ar
ticle being used and enjoyed by the
purchaser. The photograph of loung-
ing chair was shown with a man re-
clining in it and with look of con-
tentment on his face"
The speaker said the big successes
in selling find some new angle to
reach the prospects. The same old
appeal became worn out.
AS Lord Northcliffe pointed out, If
a dog bites a man, no one is much in
terested, but if man bites dog
that's news. Finding story about an
old product is scientifically forward
step in selling it. A manufacturer of
yeast found that it had medicinal use
and this discovery has multiplied his
business many fold. One sure way to
get the interest Of the prospect is to
find new way to present the PROPOSE
ton and interest is an early and most
essential step in successful selling.
Sell People What They Need.
"The real salesman sells people
what they need, not what they want.
No one wanted typewriter when they
were invented. Business men thought
longhand writing was all right. They
didn't want the machine, but good
salesman, through demonstration,
proved the need of such an invention
and success followed. People didn't
want automobiles or radiophones or
but they needed them to
enjoy life to the full and they were
sold, not on their wants but on their
needs.
(Which is the more important side
Of your store 2" Mr.. Robinson asks
retail merchants. "An electrical goods
dealer was much surprised to find that
goods displayed in a certain show
case moved like the well-known hot
cakes, but equally as good merchan-
disc, in other parts of the store, were
slow sellers. It was finally pointed |
out to him the the showcase at the |
right side of the store fitted into the |
habits of the people. We are taught
to turn to the right and that's what