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Show THE VALUE OF THUTls Some Valuable Hints to the Men Whi Advertise That May be Worth Heeding. IT IS POOR POLICY TO DECEIVE. To Save "The Angelus"A Tou.cb.iugl Beautiful Story of Maurice De SuSfc . " OF TWO advertisers the- one who tolls tho whole truth con ceruing an article will i. time bo more successful tha. Ik; who tells only a portion o tho truth, says tho Dry Good Economist. This does not mean that al verlisers or salesmen sha talk simply for the pleasure of show iug how much. they km concerning the goods. Experience tmf fully demonstrated the truth of tho slang phrase, "Talk's cheap," and it is well known that tho salesman who talks incessantly in-cessantly is not the man who sells the largest quantity of goods, nor is the longest long-est advertisement the one that is most frequently read. But if it becomes necessary nec-essary to go into detail about an article do not equivocate concerning it. Some advertisers will deliberately go out of their way to lie a hard, but nevertheless nev-ertheless a true statement. "This cloak f.ri; worth $12." "This beautiful cashmere cash-mere 95 cents; worth $1.50." Tbo man on tho "inside" knows that a house would not, and indeed could not, sell staple goods ull the year at a loss, and consequently there must be a lie somewhere. Tho public may be taken in for a time, but there will surely be a reaction. A merchant once said: "Of course, if we were doing business in a Binall town we could not play the public with these constant baits.'but we calculate calcu-late that by the time one class of people has become dissatisfied, another class of the ever shifting population will step in and take their places." This is a bad principle upon which to do a permanent business, and judging from the change in tho stylo of this same merchant's advertisements, adver-tisements, he also has become convinced that it is bad. There is another style of advertising which is practiced in some of our best establishments. No lio is told, but the truth is expressed in a manner intended to mislead a species of acted lie. During tho past season there was a tiruo when fur capes could not bo delivered fast enough. Everybody wanted them, and the merchant who was fortunate enough to have a stock of these goods could turn them over at a fair profit. Astrakhan was one of the popular furs. The capes brought about $12 and the muffs about $3.50 and 4 at retail. No wonder, then, that many ladies were allured by a sign on a cape in an up town store which read, "Remarkably cheap, only $3.75." Tho writer was in the store when a lady asked to be shown one of the $3.75 capes. "Oil! that sign don't mean the cape," said the clerk, "it is tho muff that is $3.75." "Then why," asked tho lady, "do you put the sign on the cape and not on tho muff?" , . , "I'm sure I don't know. I suppose that the lirm lake it for granted that nobody no-body would expect to got a fur capo at that price, and that tho $3.75 must refer to tho muff." "That may be as you say, but it is neverthelosB an attempt to deceive." This was the customer's verdict, and she was entirely correct. When the customer had gone inquiry was made and the fact elicitod that for some reason the trade had fallen off wonderfully for the two days that the sign had been exhibited. ex-hibited. It was plain that the ladies, feeling feel-ing indignant at an attempted imposition, turned away from that department without with-out making' any purchase.- ' |