Show advertising many merchants do not appreciate the possibilities of newspaper now paper advertising as a means of or increasing tho the volume of a business ton often advertising ver is doled dolea cut to tiro the local newspaper in the manner of a char contribution too little at t I 1 is given to the tha cop and the most powerful adjunct to modern busin business cis advertising a black eye cowic the results do not seem commensurate with the expense there is no other form of advertising that will bring such big returns upon so small an investment as the local newsy newspaper aper if you want people to know who you are and what shat you have for sale you must tell them it is not sufficient for you alone to know that your merchandise is of high quality and your prices and business methods fait fail and reasonable you must get this information into the minds of the people whose dollars you seek it is a poor idea to put one cents worth of thought into ten dollars worth of space space that is worth buying is worth filling with ith direfully cire fully thought out copy the old style of flamboyant bragging is no longer used by good merchants tor for good goods and lov lo 10 prices go 90 to smiths emporium no longer is looked upon as filling the requirements of business compelling copy knocking competitors is also out of date space costs too much to ube u it for anything but simple direct and logical appeal for patronage before writing an advertisement ask yourself the question why should people come here and buy this merchandise then put the answer into your copy place yourself in the position of the prospective buer try to see the rea reans ans which will appeal to him and influence him to the point of coming into your store and trading his money for your goods sensational advertising is seldom ju justified stifled and only under special circumstances cum stances will it bring business A store that continually runs scare mare heads and circus poster copy will find that such advertising wears itself out the boy cried 46 wolf I 1 wolf I 1 so many times that when the wolves really did come the people heeded him not they had grown indifferent to his wild alarms it is infinitely infinite better to underestimate one s case than to overstate it let your advertising possess a certain dignity and since sincerely let people fild in time that our goods are really better than you claim and anti your prices always fair considering quality there are ara comparatively few people today who still believe the earth to be flat and yet et there ara ar multi tul lucce lc of people who believe that advertising ver does not pay advertising does pay and the form of advertising that pays best most continuously and most certainly is the local newspaper people read newspapers and thoy read the advertisements in the newspapers they buy v bibat they see advertised in the news newspapers pipers for the retail me merchant newspaper advertising is the best first last ind always |