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Show TALKS ON ADVERTISING. The best way to advertise is Just to advertise. Get at it with a view to having hav-ing the people know what you most desire to sell, and incidentally letting: them know that the specified items doi not represent your full stock. Say interesting in-teresting things about interesting goods and have the goods to talk. Men talk of the secret of successful i advertising, but it is all very plain. The; essentials are to offer what people; want, at fair prices, and to offer it in a way that will make readers know they want it. The art in writing an advertisement is to,, speak as the interested inter-ested and well-informed merchant would speak to a prospective customer. The mere appearance of a business man's name and address in every Issue of a leading newspaper will do work to. increase his trade. Every business man,; however, is able to give facts about his, establishment which will encourage people to deal with him. To state such, facts clearly in a newspaper is the principal prin-cipal secret of successful advertising. The idea that It takes a number ot impressions to make the average advertisement ad-vertisement effective is not new. Forty years ago an Enfltsh advertiser said years ago an English advertiser said to the publisher of the Cornhill Maga-ilne: Maga-ilne: '"We don't consider that an ad-t ertlsement seen for the first time by a reader is worth mueh. The second time It counts for something. The third time the reader's attention is arrested;: the fourth time he reads it through audi thinks about it; the fifth makes a purchaser pur-chaser of aim. It takes time to soak in." |