Show mm THU 1 91 9 1 about ADVERT R A by CHARLES B ROTH PLEASE PASS THE CUSTOMERS HERES one muscle in the human T THERES anatomy which was named by a humorist with boardinghouse boarding house experience it is called the board ing house muscle beca because tise it la Is the muscle which enables you abu to extend your arm and reach it took its name of course from the dining tables of board boardinghouses boarding ing hous houses es where to reach tar far was to get more to eat at a table where everybody was so engrossed in his plate he have the time or the inclination W 4 cli to pass R anything to anyone else reach won in business it Is reach also that wins one of the chief val A aes aea of advertising to charles caries roth the advertiser Is that it gives him a reach for customers every business must both reach customers and reach for or them it it is to exist the business man whose reach la is longest or most skilled Is the man who brings the most customers customer 1 into han store and those who reach thi th t b st have the best stores and can five lve the best values the chief concern concern of every business is its customers who are tiey eyt where do they the uvel why should hould they trade with me how cin cia I 1 tell them of the advantages of my business every business man asks these questions every successful business man answers them in the reach tor for customers it a muscle which does the trick it Is advertising A man starts a store somewhere aro are men and women who should buy from him ile he is sincere in his desire to serve but unless he does something about it his store will tall fall before enough customers ind find their way to h his is doors he has to reach out for them he begins to advertise where cuI customers omers will see in the newspaper one reads he Is convinced ile he koes goes to the store ile he Is well treated he buys lie he likes what he bought he returns to buy again gradually as more advertising appears more customers come buy return to buy again the reach for customers Is building a great business but dont you see that the business man to is not the only one who has benefited in the process every customer who found there here a better place to buy a place where lie he could set get a little bit better merchandise cl adise and a little bit better service at a little bit better price also benefited the customer benefits as much from advertising as the business man if not more 0 charles charlesb Char letB 13 roth both |