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Show Local Merchants Can Kill Mail Order Houses Mail order business Is that department depart-ment of business whereby through the medium of advertising merchandise merchan-dise is sold to the customer by mail. This business has grown in leaps am! bounds, because the local merchant does not keep pace with the increasing increas-ing demands of an increasing population. popula-tion. The fiive big mail order houses 1:; Chicago receive on an average 250.-J00 250.-J00 orders a day. And this enormou; business comes from communltie;-whose communltie;-whose natural trade belongs to the local merchant. The local merchant must make more effort to hold hi: business or the big concerns win make greater inroads. He must beat :he mail order house at their own game. lie can do this by handling honest goods at honest prices and telling about the goods in such a way people will believe him. Fault finding find-ing or appealing to local pride is of no avail. It is the careful, elaborate, systematic system-atic and half truthful description ir mail ordor advertising that has buil up the big mail oruer uus.ness. i. the local merchant will be carefu systemalic, elaborate and truthful i. all his local advertising he will w.i The advertiser who is eno-getio a p. truthful will in the end get the bus: ness. The pjblic can never know what aierchant has to sell unless he t:' about it. There is no better mear of publicity than the local paper. IS' ery merchant who carries on a syr cematlc advertising campaign in Ik local paper, properly describing will' he has for sale, will find his busines-;n busines-;n no way affected by mail order con petition. j |