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Show TIMELY TALKS ON ADVERTISING Nels Darling; Offers Some Good Advice to the Business Busi-ness Men Advertising pays if it is the righ kind. The best medium for the retail merchant is the local paper, pa-per, but many of you give the matter mat-ter little or no attention. Advertising Adver-tising with some merchants is a side issue, a donation to the paper; considered con-sidered 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 wTill give a regretted twenty minutes to writing a mighty poor advertisement, 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 forcefully to a couple of thousand thous-and people in a way that will attract at-tract them and make them know 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 pull-ing power. Bear this in mind your advertisements should always do these three things. First, attract at-tract attention second, hold attention atten-tion and create interest third, leave an impression that will last for some time. An advertisement about one article ar-ticle that is well described and priced pric-ed is worth more than an advertisement advertise-ment about a dozen things touched upon in a lot of generalaties. Most people in 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 al-ready know. If you handle stoves, tell them what kind, what you claim for them, what advantages they have over other stoves, and the selling sell-ing price. Do not crowd your space. Make your advertisements talk tell something the people will be interested inter-ested in knowing. |