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Show A , Talks with the Business VW Man. Knowledge is power. It pays to I know how. Advertising is an invest- I nient that declares dividends and large ones, if the business man but learns how. Every retail denier should give much attention to this art of adverti- j sing, because times have changed. 1 There was a time when selling goods 1 at retail was all a personal matter, j a deal through aequainteneesliip. friendship and personal contact. This Iis not true to-day, for friendship and acquaintanceship are not such potent 'actors in the got tine of business ( hey once were. In 1'nct some folks eem to prefer to buy ooes from iiieonc at a distnro. They are ueneod by the careful and clever cataloguing, advertising and pricing of goods. Retaid dealers you must advertise adver-tise your wares and their prices not yourselves. Some people enjoy the advertisements advertise-ments in the magazines almost as much as they do the articles and the stories. Do you know why? Because the advertisements are often interestingly interest-ingly illustrated and because they toil something they contain information. informa-tion. The average advertisement in the country newspaper does not give much information. There is often a great repetition of meaningless statements, state-ments, hence a great waste of space. Any retail business man can learn to write fairly good advertising that will get results. Here are a few donts to be observed in writing newspaper advertising. Don't give a list of goods that are always carried in a store of your kind, without giving prices. If you are in the dry goods business, people know that you carry calicoes the price is what interests them. Don't run the same adv. week after week, but change your copy at least every other issue, or better still, every eve-ry issue of the paper. Don't use twenty inches of space and try to put forty inches of advertising adver-tising hi to it. One thing well advertised adver-tised is worth more to your business than a dozen articles poorly exploited Don't write your advertisements hurriedly. Anything that is worth doing at all, is worth doing well. Don't get the copy of your advertisement adver-tisement to the newspaper at the last minute. Have it ready and in the hands of the editor several days before be-fore the date of publication: Don't advertise just now and then, but keep at it all the time. A small space used constantly is worth more in final results than a large space used occasionally. This short talk is one of negations. My next will tell of things to do. |