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Show BELATED MERTI1G The writer notices the quantity or Parcel Post matter coming into our Post Office during this on-coming Holiday Season; there are a great many persons who obey the admonition admoni-tion "Shop Early" and they shop early with the Mail Order houses. Step into the Post Office and look on the floor of their mail room; when have you ever seen so much matter addressed to individuals: When have you ever seen so much being purchased out of town? And why? Because for weeks and weeks the Mail Order houses have been persistent per-sistent in their fetching advertising; advertis-ing; appeal after appeal is addressed to Mrs. Housewife's purse.. Catalogs have been in her hands for weeks; your prices and their have been care fully compared with the closest sent, tiny; and some how or other, the appealing ap-pealing selling argument of the Mail Order Houses is more effective in making sales than silence of the local lo-cal merchant. The first principle of effective au vertising, especially Direct-by-maii methods, is to put over copy it U "Selling Argument" in it; mero name publicity of the house or product pro-duct is not enough; go right after a sale in print. That is the keystone of Mail Order methods. In other words, eastern nouses have been addressing your customers for weeks, have been bombarding them with illustration and price appeal; ap-peal; and locally, the fall advertising advertis-ing of 1922 is mostly limited to one single shot just before Christmas Already many have made their purchases pur-chases and laid them away. By persistent per-sistent and good advertising started start-ed early and kept up through the campaign, many dollars could be dl verted into local sales that now find a way out of town. And we do note that. .when it comes to selling goods, effective; advertising ad-vertising does It. It tloB3 j-jfoi those who try it, and It will for you. u " . v " ' ". r |