Jasper County Democrat, Volume 17, Number 83, Rensselaer, Jasper County, 23 January 1915 — BRAINS IN BUSINESS. [ARTICLE]

BRAINS IN BUSINESS.

This is a clay of brains and they command a premium in every walk of life. This is conspicuously true in mercantile affairs® The merchant who would be successful must use his brains, and the use of .brains prompts him also to the judicious use of advertising space in his local nwspaper. If he-expects his establishment to become a permanent fixture in the town he is equally desirous of leaving with his customers a feeling of satisfaction and the inclination to return. Therein lies the secret of his success, but to accomplish this he must first consider three salient points. First, his goods must be of the standard required by the people of his community. Second, they must be reasonable in price. Third, they must be brought to the attention of the buying public. It is a simple matter to buy the goods and fix the price, but keeping them in the public eye is the problem. it is the stumbling block upon which the hopes of many merchants are wrecked. The merchant who makes the most conspicuous success is the one who brings his wares to the attention of the public through the medium of well written advertising matter. Whenever you find a merchant advertises judicously but persistently in his local paper you will invariably fihd a successful and growing business, a business founded Upon solid principles, and one which commands the respect of the community. It is the brains of the merchant Piloting him safely through the in-

tncate perils of commercial life., Advertising is the product of the brain, and is the greatest of all aids to business success and eminence. The well written advertisement of seasonable goods will always bring results, for it must be borne in mind that the buyer, as well as the seller, is possessed of brains, and those brains will be utilized to his own advantage. This is essentially an advertising age, .and the business man who persistently declines to recognize the requirements of the public will in time have no patrons to affront by his indifference to 'their The people of Jasper county have the ad reading habit. It is as much a part of their daily life as ? are the ordinary pursuits’of the day. It is simply a matter of brains forging to the front, for while the merchant employs his brains in the selling of his goods, the buyer utilizes his brains in the disbursing oi his funds to his own best advantage. And the advertisement—frehh and crisp, and to the point—leads the buyer direct to the seller, directs his footsteps to the spot where he may find that which he seeks without delay and the consequent loss .of time in “looking around.’’