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Show Promotion Is IsSecret9 I I'Secret ' Secret9 'Secret Secret ' Iey Ivey IeyTo IveyTo KeyTo ( To SuccessAdvertising Success SuccessAdvertising ' Advertising AJvertising ( Essential to toRapid toRapid Rapid Turnover in Busi Busi- Business Business Busi- Busi Business - - ness , , Merchants Told . By MERLE THORPEEditor THORPEEd'or THORPE THORPEE Ed'or Edor Editor E < tn , ' r rV 01 of / Nadon Nation /V V / ti n . Business Bu.lneu Bulneu BusinessA Bu.lneuA . A wl wise < and successful businessman business businessman businessman man once one * said aid to me ' . Big Btg business is without excep excep- exception exception exception - - tion a little lltti * business crown grown up Onlya Only a few smaU small smaUenterprises mall enterprises ever become becomebig becomebig becomebig big Why WhyT ? There Is ! no differencein dltferenceto dltference difference to In the technique Each buy buys , display dls die dlsplays dieplays plays . , sells seUs watches charge ac accounts accounts accounts counts establishes credit , . is cour courteous courteous courteoua teous tries to render a service to tocustomers tocustomers tocustomers customers . . There is one crucial dll dif dllference difference difterence ference In the decree degree of emphasis emphasisthe emphasisthe emphasisthe the successful business places placu plocee uponone upon uponone uponone one practice That Is promotionHe promotion He considers almost first the meth method8 methods methods od8 ods of getting getUog more customers-and customers and customersandholdJng customersandholding customers - andholding holdJng holding them Observe the bust busi bustne8ses businesses busnesses ! ne8ses nesses around you and see ( If f I m mnot mnot mnot not right . . That was years ago I have ob observed ob- ob observed observed - - served . . I 1 m ready to go flo him a step stepturther stepfurther stepfurther turther further and say that the main rea roe rea80n roeson reason 80n son most small businesses that do donot donot donot not set get ahead la is the lackof lack of appre appre- appreciation appreciatlon appreciation - - ciation ciatlon of of , . . or lack of ability to pro promote promote promoteNow promote mote moteNow Now promotion promoUon * ' to some has abad 8 a 8bad abad bad flavor But I use it in the die dic dieUonary dictionary dietlonary Uonary tionary meaning , . to encourage tomove to tomove tomove move forward to provide the Ineen incen IneenUve incenlive incentlve Uve live Promotion In a business is isknown isknown isknown known technically as 8S merchanduing merchanduingIIel merchandls merchandis merchandlsing merchandistog ing tog inglIelplng toghelping lIelplng helping IIel lBg a Busiicss Business 1\lao 1 lao Man 1laoI ManI \ M a aI I talked with a business man theother the theother theother other day who thought I could help helphim helphim helphim him He H * rid said he wasn wean t doing so sowell sowell gowell well He had recently set up in busl buss buslness bussness busness ! ness having raised and Bnd put $10 10 $10000 10000 $10000into $ 000 000Into 000Into into the venture This Included includul tncludtd his hisstock hisstock hisstock stock of 01 goods something left oVt'r oVtr over oVt'rfor overfor overtor ' for rent rent . , clerk hire telephone ni I at i t tlights ilights ilights lights stationery etc He had It Itbudgeted itbudgeted itbudgeted budgeted down to a nickelWhen nickelWhen nickel nickelWhen When he lamented that the elec clec clectalc dectrie elecklc klc talc sign with his name on it cost costblm costhim costhim blm him $30 30 $ $ that people didn dldn t respond respondas respond.s .s s as . he expected that gave me n y ycue ycue ycue ycueHow cue cueHow cueHow How much did you set st't stt ' n aside ldt ' tor torpromoting torpromoting ( orpromoting promoting this new veil vel vcr t 111 H tt e ' ? ' ' J I Jasked Iasked 1asked 1askedHe asked askedHe He looked at me blar blal klyI klyI kly klyI I explained Here you have everythirig ev everyU everything eryU erythirig ng to take care of o ( cuilo custo Gusto i rers rersBut en enBut ersBut But what provision and thought have haveyou haveyou haveyou you given to get getting ling the custon en era ento erato ersto to come la In and give you Y0U iii a trial7Do trial ? ' Do you think that when they hat ha I ) pf'll pfll pcii pciidown pf'lldown pendown ' down this way they are g r g t tdrop tdrop tdrop drop in 10 just because yui yu yo i a e ea ea ea a new store1 store " ' ' Out ot of o ( curiosity " ' ' ' Do Do70U Doyou Doyou 70U you trade that wy WilY way " ' ' ' Perhaps Pprhaps so i 1 ) e eone eone eone one disgiuntlea dugtW111ea dlsg untlea w th tb t1 his presentWerchant presentmerchant present 1erchant Werchant , , , may give gl\e gl e gne \ you a trialBut trial trialBut trialBut But trade kade does doe not 1I0t lopt t101't t101t 0opt ( ' arour d hit hitor hitor hitor or miss It must mu t have a reasul reasor reason Drexslag 'Dressinc Dressinc Dressing ' V Up Helps"Now Uelpa Helps Uelpa"NOW . "NOW NOW 'Now " ' , , you 70u appreciate this a tittlewhen little tittle littlewhen littlewhen when you put up a sign aign , . and dressyour dress dressyour .our our your , . window willdow But you let it 1\ 1 ri 1stop \ stopthere stop stopthere stopthere there You have bave not faced the th ne nec necessary neeessary e.ar.r ear.r earr essary . . item items itemsas . , a as . necessary aa as rent rentu rentw I u ' ) light IJght Qr or r beat heat beat . . , the Item of encour encouraging encouraging encouraging aging customers customer1l to come m in in . . . Sue Suc SueceutUI Successful SuecexaCul ceutUI cessful merchant merchants rcuuits ) . after they are es- es establbhecf establtsbed e etablished - -tablished tablished - tablbhecf tabltsbed set aside aalde from 2 to 5 S percent per percent percent cent of 01 their A1e sale lef _ to be spent apent ( In 10 Inp n nbolding bolding p tng their oJd old Id customers cuatomera customer . and at- at attracting attrseUng at attracting - tracting trseUng new stew oaes ODU ones by advertlslne advertising advertlslneWhen advertisingWhen advertisingIfhea When Ibq.ere Uujr Ibq they wen -.ere .ere were - . getting eeWn started .tarted tarted . . , ast asId asI as I- I t - I7f 7f ' > Id + y i1J1 I < r qr ' rr 1'L 1L . ' you 70U are , they bad had to set aside much muchmore muchmore muchxnora more * . ' How lIow simple starting a business businesswould businesswould businesswould would be and how hazardous carry carryIng carrytog carryIng Ing tog on an established one if all allthero allthero allthere thero is to do Is to open shop and andcustomers andcustomers andcustomers customers would come a running runningfrom runningfrom runningfrom from other merchants merchantsI I doubt It If 10 per cent of your yourprospective yourprospective yourprospective prospective customers pass pa s your yourstore yourstore yourstore store and see your sign and wind w wEven wEven wEven Even those who do sec see nothing but buta buta buta a sign they feel no pers ( < nality nallty n nhuman nhuman nhuman human pull no apccial special informal Inlormat Informat nof n nof nof of what you have to give thim them th m f rtheir r rtheir rtheir their patronage Oh yea yes you i L b , i ) I t Ichurch tchurch tchurch church join a lodge or civic group groupand groupand groupand and thus you give lip st service > rvice t pro promotion promotion promotion motion But Dut you must figure flgur out outways outways outways ways to induce all prospects to try tryout tryout tryout out your goods and services Youmust You Youmust Youmust must consider this as important as asany asany aiany any other phase of your undertak undcrtak undertaking undcrtaking undcrtaking undcrtakingTurnover ing ingTurnover ingTurnover Turnover is tl tI e 1 I fc fe blood of any anybusiness anybusiness anybusiness business A $10 10 $10000 10000 $ 000 stock ought t tturn > ) turn over three times timt ; > s a year $30 30 $ 000In 000 000in 000in in sales warrant from $800 800 $900 900 $ to $1 1 $ 500a 500 500a 500a a year in advertising Stocks won tturn t tturn tturn turn unless there if Is cfT etT off rt The ad addltlonal additional additional dltlonal ditional $1000 1000 $1 1 $ 000 In sales nets more morethan morethan morethan than the first $10000 10000 $10 10 $ 000 Overhead rea rez ree re reBIS BIS a z e Z b c A Av AMLRLE v MLRLE l\ILRLE l ILRLE \ TIIOKI'L TIIOKIL THORPL TIIOKI'Lnils TIIORJ THORPLn > ' L n'll nll n nils nl ' S , the mme same It s the li II it H'lSe HlSe reise H'lSethtt reiseth re " ' scth thtt th it br'bs brbs br hr i ' fcs ks the rrodt rroH Iroflt ! Go Lo ut afterII afterU after 11 U .1 1 . dt tt I Id tl ti titut Ja lal tut 1 10 i r cr er cei cel t t'Storekeeper I IStorekeeper Storekeeper .tort"kt"t"per .tortkttper tortkttper 'Storekeeper . ' " " " or r McrchaBt Mrrchal 1\1 1 \ C"rchant Crchant " * . ' This n an wi wt Sit s i r t d .1 1 a . n r hant hantII hantlls hantIU lls II vns sits HI a st t rckiepcr rekteper r'k rk ( ' < 'per per ' Itre 11tre 11 ( < r ( ' is avast a avost avast vost vast d ITi-rnice ITi rnice tYlrulce iTtrence - Tl 11 I1 st t rtkeeper rtkeepertits r < keept kceperI ; > r rI tits I ita Its a iii sg s n g r t sl s I ! 1 I It I i ier I ; < . > cr r and andhlnes andwhines andwhines \\hlnes hlnes whines \ at al t its I 1 g t l I r ty or orunnece orunneces orunncces orunnccesiry unnece unneces -iry iry - ry exit cxi eXI i < S si se lie Ate II I ' n n er erc erct erct c ct ! ant spend spends * t n c e ( ' 11 II u I r [ r I 1 | r rif I Reach Reachot't'k g . each eachweek eachweek \\ot't'k ot't'k ottk week ot't'kon weekott \ ' ' on ott infer l I alt'r altr [ ' r f\ f v.t vt fs v.tIlt what . . \ s\\ s Ilt sw \ \ \ t w \ Id sayt say t 1 I K)0 K0 JOG 000 ( ( ) pr spccts spects it If i t i rail call d < 1 Up upon uponthen uponthen ll llth'n th'n thn then ( ' pers i r ally He lie r r I Ik > k s it rt the thefirst thefirst thefirst first tell lei let i on h , . , v w ' " , kly ill lil ik d.r dr d-r d r d.rAs drAs d- d drAs . - , - rAs As delir denr deft te Ie to u Q a ch ri rl rt as flS pel per R g up upi i 1 ) the i r r K I g : r .end end send . g t h s e et sI sI I t 11s lis us n the th ( ' first t\r t r \ t t f ( u m in i r It tI U Adtht A d dth dthe th the . c e st ct t f ( stnd send s nd i Ig t g th Ih ths b s lers ler r ers il II rl inv in inVtflto inv Vtflto v tat o n int fat th the . t 1 s < , fissile fissilec f i t [ ss t liec Ie IeG c G t t r i rshe rs he I t 1 d sr 8 i tasa t as a ex exr t txI x xI I r s : > but Il as a i 1 vest vet , e t ' t a as II IIpurl i t r rport ipurl purl port lId it tl d n ccssiry cess\ry cess ry cessnry ' \ a as ' ! the tht ' su S/.l S.l S .l l sun / . De tie De.I tiea neu /.I .I a / . i i 1 ui ur t n II it .sled sled tsted ( . s tN In gods g od ods s 01 or tie tieshetves U 0 e eshehes eihelves eihelvesMJ shehes shetves shehesM shetvesMa M MJ Ma . y succ ssful busli bus1 bush ! ess css ( ' . n to toWire < n 'lre lre Wire 'lrec WireC ' irec c C- CIk - Hi III Ik jut 1 b t few are ch su sir s .i i . 1 the thehuy lhbio he hebu bu huy ) K g I i . blic stands rea reu reay \y y Iy ly \ to re reSl resr rfcsi Sl sr d tu to ersonallty ersonaJity Iersonality i leal teal st'n stn sere ' er\ er erce \ ce cc eXI exert xtert crt buying oppurtu opportu ty tymay tymay tymay may be there The storeke storeketper . ier I er isthere IS ISthere isthere there waiUng wailIng waiting but the public d de desr e esr 1 tknow t tknow tknow know and Is woefully v.oefullJ voefullJ woefuiry . ' Indinerci IndlfYncl indiTerei ! i t to toftndlna to9nding tofinding ftndlna 9nding out . . The atorekecper storekeeper takes takestoo takestoo takestoo too literally Uterally the ' Emersonian Emer.onlan Emeronlan Emeraonlan . act net tlct onthat on onthat onthat that the people will learn In some somemysterious somemyslerlous tomemysterious mysterious myslerlous way of the better mouse mOUSf- mOUSf mouse- mOUSftrap mousetrap mousetrap " - trap and h be he walta waits The merchanton merchant on the other band hand loses 10SH no merchantI tune time In IntelUnI intelling intelling I telUnI telling the people about the bet better better I Itar tar ter mousetrap mousetrsp , , tor for be r realizes rt'Alizea rtAlizea ! ' tba that thattime thattime t ttime time is money |