| Show TRUTH about advertising by CHARLES B BROTH OTH GYPS I 1 STOOD for an hour watching a pitch man coining money he was selling a useless gadget worth a dime at the ten cent store by clothing it with mystery and high power sales talk he sold this gadget like hot cakes at a dollar and the crowd pressed around for 77 more I 1 thought it must be wonderful to have a business like that I 1 it if only it would I 1 last a st it if only the customers would come back for more but I 1 knew they two days later I 1 charles roth both passed the doorway where there the pitch man had been operating but he had de camped where was he in some other city probably miles away going through the same tricks these pitch men almost without exception die broke inspired salesmen really with a talent for persuading people that amounts to genius they nevertheless fill pau pers graves and spend their old ages in cheap rooming houses the trouble with them it hard to find they do not give ave value they depend upon talk to replace quality tricks to do away with honesty they lose as very every dishonest maick man must most you have never seen been an advertisement ti of one of 0 these gyps you never will there are two reasons why one is that no reputable newspaper will accept their advertising because a newspaper takes its obligation to its readers so seriously that it investigates advertisers and rejects those that do not give honest value the second reason is that advertising is an investment and not a gamble and these pitch men are gamblers the man who advertises says in effect to you 1 I am operating a business in your service I 1 will offer goods you want my prices w will W be reasonable I 1 have become a definite part of this community my bly money is invested here here I 1 intend to remain a part of your community life I 1 sell good goods and in my advertising I 1 tell ell the truth ruth about them because you have been gypped gyp ped by buying wild cat brands and by patronizing itinerant peddlers and door to door solicitors without a responsible place in the community you now buy advertised goods from merchants who advertise this is the course which I 1 Is followed by the shrewdest buyers buyer it is the course they have discovered which pays them the best it will wih also pay you best beit fi a charles B roth |
