| Show Fi 6 ff y The co Country M Merchants Merchant's Advertising The country merchant is is mat mal ng a great reut talk about the the mail houses s in the bi big citi cities s y who o oI I ire are getting trade trade apt way away ay f from rem him but hut with all his on outcry cry ho lie is really real real- ly lv V making no serious effort to prevent pro pre vent it says the Advertising World You cant can't stop people from buying where they think they can buy the the cheapest simply limply by the use invective Tho The only way th the country merchant can hope to tJ compete with the mail order houses is by by meeting them on t their own ground by ad nd- There is absolutely no hope for forthe forthe forthe the business of the country merchant merchant merchant mer mer- chant until he ho col rests a few o ohis of f his time worn theories about ad nd Adv Advertising is simply y telling what you hive have to sell an anthe and d the price prie It makes no difference if your ads are not written by an expert or illustrated b y a a. a high big h priced pricell artist you can make them effective and result-producing result if y you m bear in m mind the one point that an ad should tell about what you have to sell and not no simply about abon yourself The advertising lone tone by the average country merchant merchant mer mer- chant is usually something fright fright- ful fat He does docs not consi consider er a advertising advertising adver adver- ver- ver a force by which be ho is to directly increase his business but butas as ns a kind of a leg pulling proposition proposition tion on the art local newspaper news news- paper paper A Aby y old thing will d hi Him A i 41 J W n Any of bf n t and the smaller the tho space the editor will let him down own with the better the bargain ho imagines imagines' he has made Some merchants carry nothing but a stereotyped card year in inand and year-out year yet if they stopped to think they find that I Ithe the they have dozens of things they could sell at less than re regular ular prices and which if made known would i attract many buyers who would otherwise send to the big cities for them The secret of the success of the mail order firms is simply because their advertisements advertisements advertisements advertise advertise- ments tell something Any Apy kind of advertisement is of course better than none All adv advertising advertising ad ad- v g pays in some way or another but the merchant who floes does s no no no- noa a advertising g all because he heis heis heis is not riot able to afford big pages makes on one large mistake If you cant can't do the best advertising do the best you can cnn W What hat the best is that you ou can do may seem ver very y small but advertising is something something some some- thing that pays for itself itsell rind and i it t increases ri right ht alon along |
