Evening Republican, Volume 21, Number 66, Rensselaer, Jasper County, 20 March 1917 — SHORT CHATS WITH MERCHANTS [ARTICLE]

SHORT CHATS WITH MERCHANTS

If you don’t think it worth having, don’t advertise it. It’s a mistake to write dollar quality into a ten cent article. Let your advertising be a cordial handshake to your customer. Make your volume of busines grow by making good on your merchandise promise. The goodness of the business day is vertising copy. It makes no difference what you say, unles you say it so that people can understand it. High quality, high claim, high price, high profits and high satisfaction, all go together. r When all other things are right, advertizing never fails to open the flool gates bTbusihess. ~ ’ Have the best advertising, reflecting the best business and you will have the best profits. Just tell what you have to sell and why it is worth buying—that makes good advertising copy. Just a little psychology—just a little advertising and the dullest day may be brightened up. What makes advertising success is what you save the customer, rather than what you make yourself. Watch, pray and smile and you will be doing something for your fellows, you comunity and your country. Advertising to be successful must get 4>efore people who can apreciate it. You can’t sell diamonds to rag pickers. When seventy-five cents buys one dollars worth of satisfaction, then vou stand a chance of making a two dollar sale.