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ARGUMENTS THAT CAN BE USED IN
IN ADVERTISEMENTS TO BRING MORE AND
BETTER RESULTS If you are a buyer of clothing let us reason a little profit on them, sells them to people who together. We have a store in which to do appreciate buying splendid merchandise for albusiness—we advertise to get business and we most nothing, and guarantees every sale as give honest value to keep business. We've been above. It buys from manufacturers, importers here for about twenty years, and we expect to
and wholesalers in every part of the country, the be right here for twenty years to come. How best, newest and brightest goods in every seaare we going to do it? We've got to depend on son, at the lowest prices cash will command, you—we've got to please you. We plan by day and brings them here and sells them at the lowand dream by night to do this. When we have est prices that are to be found in any market. thoroughly satisfied you, then we have made a These things are a part of the short history of friend, and you know that friends count. Our this store. They are the foundations on which it customers leave the store only to return again rests. They form the mortar, steel, cement and Last fall's customers are with us this fall, and granite that compose the edifice of this big white we're going to serve them and serve you so that store. you will all be with us next fall and each suc- How much agony has been occasioned by putceeding fall.
ting a foot in the wrong shoe; the foot was all Some Advertising Cannot Be Bought by the right but the shoe was all wrong. Some people Inch. We mean the kind of advertising which think a customer should fit the foot to the shoe. keeps a store busy with customers right through That order of things is reversed here. We fit the
A newspaper advertisement attracts shoe to the foot. Your feet were not made to the attention of a few people who are in need order. Our shoes are. of the article advertised just at the time. But Everybody is welcome. Nobody's enjoyment is if their impression of the advertised goods after to be marred by importunity to purchase. examination is not favorable and they do not Malapert attendants will not demand a statebuy, or having bought, are dissatisfied with their ment of your wants—a reason for your presence. purchase, then the newspaper “ad” is lost, and But the careful attention of everybody here is their friends are apt to get the benefit of their subject to your command. experience.
Our Refrigerators are Cool Articles, but Hot But if the goods are good-as good as adver- Bargains! Finest line in the city. They embody tised or a little better then the few who first all the latest improvements. Are economical in respond to the newspaper "ad" are pleased, and the use of ice and freeze like a January blizzard. they tell their friends about the good values and Vanity always finds a mirror. Our vanity is the friends go and buy, and are pleased and tell
our workmanship and our wheels are the mirtheir friends---so the news spreads-a kind of ror.
Where's your mirror? Perhaps we can advertising which can only be secured through
make you see the real thing right. fair, honest treatment of all and selling good, Swinging in the grape vine swing can't comreliable merchandise at the lowest prices. We pare to swinging in one of
Hammocks strive to secure this kind of advertising. We be- for comfort, rest and luxury. lieve it is the best.
We are fertilizing and cultivating the clothing This is not a "regular" store. It's not a store field thoroughly. We do not allow things to wilt that conforms to the creed of any leader, in or thistles to take root. Old methods of the “old the field of "regular" merchandising. It has a timers" are fast falling into disrepute and disbusiness creed and method of its own. It never favor, leaving them in the darkness of their own has and never will belong to any combination little commercial world, while ours grows brightor monopoly to hold up prices. It buys its goods
er and larger every day. where they are to be found at the lowest prices.
This department reminds us somewhat of a It sells its goods at the narrowest margins of
baited field. Every time you throw out bait the profit for spot cash. It puts a guarantee on every sale that is backed by every dollar it owns,
birds are drawn from a greater distance, and each and that guarantee says, “If the goods don't suit
time in greater numbers. Every time we adverfor any reason, bring them back and get your
tise millinery the crowd grows larger and larger,
because the hats come prettier and prettier, and cash.” It buys the stocks of merchants who have failed and sells those stocks to needy peo
the price comes lower and lower. These hats and ple at less than cost of making. It buys the sa!- these prices will more than double the attendance vage of stocks that have been in a fire, places of any former sale.
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How to Advertise a
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BY ALBERT E, EDGAR
TEACHES How to lay out advertising copy. How much space to ase. How to design an attractive space-saving, name plate. What a head lice should accomplish. How to get and use proper illustrations. How to write your advertising introductory. How to describe an article so as to make sales. What style and method of pricing you need. The preparation of effective, free advertising: How to find and properly use selling points. The making of story papers, booklets, leaflets, folders, advertising letters and mailing cards. The organization of a follow-up system. The uses of calendars, blotters, post-cards, advertising novelties, package enclosure and hand-bills. Proper methods of wiudow advertising. Correct outdoor advertising. Spring, fall and other openings advertising. Two-hundred-fifty selling helps, guessing and voting contests, drawings, schemes to attract boys and girls, premium schemes. The son-ible advertising of special sales and clearance sales. The uses of leaders and bargains. Many novel sales plans. The promotion of business in a number of specific retail lines-this department alone occupies about 100 pages. Mail order advertising and general advertising. Points about tyne, borders, ornaments and cuts. Nearly 20 pages of practical and helpful hints on how to lay out advertising copy. How to read prouf and technical terms.
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