Jasper County Democrat, Volume 14, Number 99, Rensselaer, Jasper County, 23 March 1912 — ADVERTISING AND SERVICE IMPORTANT [ARTICLE]

ADVERTISING AND SERVICE IMPORTANT

By WM, C. FREEMAN.

One of the young men associated with me suggested the following quo* tatlon from Bacon as the basis for an advertising story: "Reading maketh a full man; conference a ready man; and writing an exact man," and, if he were alive today, he would undoubtedly add to this—- " Advertising Maketh a Successful Man.” The application of All Four of these things Is very Important to any business. Plenty of reading makes a man full of wisdom; a Willingness to Confer with associates makes him more responsive to the touph of iris business; if he writes a great deal, he will form, the habit of being exact In what he writes; and If he Advertises Steadily, he cannot help but become Successful. That is pretty good Baconian philosophy brought down to modern times. To advertising, however, must be added "Service,” because without good service to customers advertising Is of adsolutely no help to a business. The Advertlsiiig Attracts the customer, but It Is the Service given to the customer when he goes to the store that Holds His Trade. There is .Always a Ready Response to Advertising Chat frankly makes a bid for business—that gives straightforward facts. The policy of the house must* be made very clear in the advertising, however, and there must be no question about the truth told concerning the merchandise. If a merchant would only bring the same amount of Judgment and Intelligence to' bear upon his advertising policy as he spends upon the selection of his merchandise, advertising would surely make him a big Success. Every merchant owes It to himself to gather together all the facts be can about this advertising propaganda, and he will find Capable advertising men in every community willing to honestly assist him.