Show truthful advertising to restore good will between merchant and customer by T K KELLY banker minneapolis existence of good will between the average retail store and t the lie customer lias has taken a dam dangerous erous tumble since 1020 prior to that year yea r almost every store lind had a standing list of customers on whom most of tho the business stood customers had confidence in their merchants and traded consistently with them this confidence however has slipped because of false advertising lack of courtesy cour tesi etc unless the descent is checked thousands of merchants clothiers clo thiers bankers and many others face disaster the remedy that is within roach reach and what ir ia quite probably the only remedy available is threefold truthful advertising rebuilding of good god will arid and regaining the confidence of customers two and ft a half per cent of the gross receipts of all sales rates should be turned into newspaper advertising the returns will speak for th themselves m every acry advertisement should bo be so dramatized that the reader reade r will see bee a shiow in every article that is ia for sale in this connection competition will bo be so strong t that every otince ounce of brains must be energized to crea create t e new ideas in conducting an old business it will be the final example of survival of the fittest |