Show JI E. E tU By CHARLES B. B ROTH rr rf ADVERTISING'S NO MYSTERY COME OME of oJ us remember well when SOME iJ John Slattery started in busi busi- ness He couldn't have been over 25 and he had only a few hundred d dollars in capital But he di did have havea a wife and two fine boys He wanted to mal make e them com corn He quit his job ob went in m on his own At first he would 1 come to us and in r his fr frank mk likable way ask if we would woud buy from him We f liked John It flattered flattered flat flat- us to have him invite us to become his customers We with began trading Charles Roth him He treated us so considerately and so honestly he gave us such good service he was so grateful for our patronage that we enjoyed being his customers It made us feel good Others felt the same way His business business business busi busi- ness grew Then he began asking more people to trade with him than he could reach in person He Fie had to run small advertisements in the newspaper newspaper newspaper news news- paper which he wrote himself after store hours As he grew larger he ran larger advertisements and where in the beginning he had hada a a handful of customers customers customers cus cus- now he had several everal hun hun- dred lie He continued to advertise in the newspaper Ills His business continued to grow lIe He couldn't know all his customers by name now of course ourse but they felt that they could buy from him with confidence because he had been recommended to them by another friend whom they had always trusted This other friend who recommended recommend recommend- ed John Slattery was the newspaper which carried earned his advertising Whatever you read in the newspaper newspaper newspaper news news- paper you naturally feel fecI you can believe believe believe be be- lieve because you know that a reputable reputable reputable table newspaper will not accept advertising advertising advertising ad ad- from any but honest and reliable concerns Because this young man starting in business made use of that aid he built his business As his business grew he was able to give his customers customers customers cus cus- I better service and more for their money Although few of the persons reading reading reading read read- ing his advertisements and becoming becoming becoming becom becom- ing his customers realized it they were all indebted to the newspaper for its service in bringing to their attention an opportunity of getting more for their money by publishing advertisements of this enterprising young oung man Advertising is serving us in this thi same way every day by bringing information of where we can buy most advantageously by helping us to find what we want the lowest I possible prices to I B. B Roth |