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Show ,s . TALKS ON ADVERTISING By Nki.s Darling A DVERTISING pays if is the right kind. The best medium for retail merchants is the local newspaper, but many of you give the matter little or no attention. Advertising with some mercants is a side issue, a donation to the paper; considered as a liability instead of a great big asset. I know that some of you fellows will spend two hours and a half trying to sell a twenty dollar bill of goods, and on the other hand will give a regretted re-gretted ten minutes to writing a mighty poor advertisement ad-vertisement that costs you five dollars. Be honest, hon-est, you are just too tired or too negligent to make this five do some work. For this amount you can talk forcfully to a couple of thousand people in a way that will attract them and make them know-that know-that you are selling the goods they want at the right prices. Any merchant who can talk his goods to a customer can learn to write advertisements with the pulling power. Bear this in mind your advertisements ad-vertisements should always do these three things. First attract attention. Second hold attention and create interest. Third leave an impression that will last for some time. An advertisement about one article that is well described and priced is worth more than an advertisement adver-tisement about a dozen things touched upon in a lot of generalities. Most people of the community know what line of business you are in if you have been in town six months. Do not waste space and money telling them what they already know. If you handle stoves, tell them what kind, what you claim for jthem, what advantages they have over other i stoves, and the selling price. Do not crowd your I space. Make your advertisements talk tell something some-thing the people will be interested in knowing. f |