La Grande evening observer., January 30, 1918, Image 3

LA GRANDE EVUN LNG OiSSiiitViat
Advertising
The
Greatest
Business
s
er
-It Requires Persistence Am
Consistency
3
1
i
WITHOUT IT BUSINESS IS DUMB "QUITTER"
SHOULD LEAVE IT ALONE, SAYS
SAYS JOHN TTANAMAXIR
Persistent Advertising Creates Prestige, Begets Habitr
The Buying Public Becomes a Partner in Your
Business Enterprise Through Regular
: . Newspaper Advertising .
By CHARLES STEWART WALSH,
(Advertising Manager Canandaigua (N. Y.) Messenger)
Every business man, no matter what line of merchan
dise or kind of service he is offering the public, should
advertise persistently and consistently because advertis
ing is the GREATEST BUSINESS BUILDER, and every
one of them should study the subject of advertising dili
gently because advertising is the MOST IMPORTANT
SCIENCE IN THE AVORLD TODAY.
Advertising is the speech of business and is to busi
ness what PRINTING AND' LANGUAGE ARE TO '
THE HUMAN RACE. Without it business is dumb. It
is the cheapest, most productive and simplest businesis
weapon not an added expense, but an investment that
has proved its ability to earn dividends far in excess of
what ordinary stocks, bonds or mortgages pay a gilt edge
security that has never failed to bring substantial results
to the investor.
There are a great many very good reasons why every
, business, man should advertise PERSISTENTLY-AND is
CONSISTENTLY, and, as John Wanamaker says, "If '
there is one enterprise on earth that a ''quitter' should
leave alone it is advertising." To make a sure success
of advertising, one must bp prepared to stick like a bar
nacle to a boat's bottom. He should know beforehand
that he must spend money. Somebody jnust tell him also
that he cannot expect to reap returns early in the game.
Advertising does not jerk, it pulls. It begins gently at
first, but the pull is steady. It increases day by day,
year by year, until it exerts an irresistible power.
Persistent Advertising Win
The occasional advertiser, whether wholesaler, manu
facturer or retailer, does not get much of a run for hit
money. Persistent advertising creates prestige and be
. gets habit. The- regular advertiser builds, the prestije
and gets us into the habit of buying his goods, and there
.are regular advertisers in all lines. They argue with ub
the year round; they prove to us that they are safe, reliable
folks to patronize, and so when the now and then adver
tiser jumps into print with hiB undoubtedly perfectly
good suspenders, he finds we have already formed the
habit of buying our suspenders somewhere else. Why
should wc shift our trade to him on his mere say so We
shouldn't, and, as a rule, we don't.
The time was when virtue was its own Veward, but
that time has gone by. Nowadays if a man doesn't ad
vertise his virtues judiciously, the public will not believe
he has any. .
Only honest men invite attention, and if advertising
were merely an expedient to dispose of inferior goods
or a method to obtain excess profits, shysters and crooks
would be leading users of printer's ink. When you Bee
firms and products on record in the same publication
year after year, you can depend upon it that they are
giving full value for the money they ask, and what is
true of the big concerns is true of the smaller ones.
! , The Public as a Partner ! ;
The buying public is a partner and the chief partner
in any mercantile business. Without this partner no busi
ness can exist very long, and the ONE ABSOLUTELY
BEST WAY for you, Mr. Merchant, to inform the largest
number of your partners of the condition, of vours; and
his business is by REGULAR NEWSPAPER ADVER
TISING. . 1 - ; . '-; ' .. ' ' ' ;;.:
Your partner, the public, has the right to know about
the things he buys from you, about their quality and uses.
Often your, partner doesn't know whether he needs a
thing or not, and even when he knows he needs it, he
doesn't always know when is the best time for him to
buy, and you as the inside partner should keep him in
formed so he will be an intelligent buyer. There is no
service your partner will appreciate more.
Nowadays people like to know about the things they
buy, and good instructive advertising will make your
' partner, the public, not only a more intelligent buyer, but
ji more frequent arid larger one. Furthermore, the more
your partner knows about an article the easier it is to sell.
Repeat or Repent
';' There is no power on the human mind as great as tin
power of repetition, and repetition is reputation. Tn ad
vertising it is either repeat or repent, and the .business
ihun who doesn't repeat, who isn't a consistent adver
tiser, is sure to repent 'that is, he will be sorry he spent
his money. , -. - . .. ; iV.'. i's.
What you say to a man onee a year or once a month
he forgets entirely. What you say to him every other
day or so he cannot possibly forget. It's the final blow,
that drives the nail home, and unless you make a -clinch
fast it won't last. ,
If you were locked in a stone cell and wanted to reach
the outer air and sunshine vou would start-to make a
hole, and y4.11 would keep boiling AT THE SAME SPOT.
That is rt jH'l itiou. The irn-tvliant who is locked within
the stone' .-illrt of competitiiuj and wants .to step out into
the sunshine of increased srdes bigger and better busi
ness MUST DO WHAT A T'I'ilSON bill WOULD DO IN '
HIS CELL KEEP BORING AT THE SAME SPOT.
No merchant can do business1 on a small pre-sale profit
unless he makes A GREAT MANY SALES, and no mer
chant ever niakeB a large volume of sales unless he does
a lot of effective newspaper advertising; hence it is a
matter of self interest for. the buying public to patronize .
the well advertised store, WIlERE 'FIXED EXPENSES
DO NOT HAVE TO BE EARNED FROM A SMALL
DUMBER OF DAILY SALES, and the average customer
is well acquainted with these facts. '
"We Don't Have to Advertise"
" We don't have to advertise; we are handling a staple
line," or "We have been in business forty years. Every
body knows us and what we sell."
don't know how many times in the last ten years
1 have had apparently sane merchants tell me that. It
is u great line of chatter to hand out as an argument or
as a reason for not advertising, but those who make it
entirely overlook the fact that there are other concerns
in the same staple lines that have sprung into existence.
The new concerns have in nine cases out of ten built up
their business by advertising, not by past performances.
"We don't have to advertise because we handle a
staple line," in other words, when any one wants anything
ia oar line, they will come to us maybe they will, some
vi them, but in the meantime, while the thirty year estab
lished concern is waiting for some one to want something,
the newer concern is by suggestive advertising creating
the want, and. it's a ten to one shot that TII K STORE
THAT CREATES THE WANT WILL SATISFY IT.
"We've been in business thirty years, everybody
knows us and what we sell."; I don't know whether that
expression is copyrighted or not it certainly sounds good
to those who use it, and I guess they hand it around to
one another for all the merchants who have said it to me
were in the same class "thirty years in businu:; and
thirty years behind the times."
Why wait for some one to want for something. While
yen are waiting, just sharpen your pencil and your wits,
write some good suggestive advertising and create a want
then satisfy it and go on creating some more wants, in
other words, keep busy advertising and advertising will
keep you so busy you will ljave little time for waiting.
Create the Want Suggestion
Some people buy things because they need them, some
buy things because they are curious to know about them,
others buy things because Somebody else buvs them, but
EVERYBODY buys things because they want them. Per"
sistent advertising creates fully 75 per cent of the wants,
good merchandising meets tb- in. Successful advertising
written ;! :inau.' hip h '-interwoven with successful
inerchand v:-. ", an-1 vice vei,,.
SuggcKlir.n is the' great s.) force in human existence.
Action follows suggestion. -"Repeated action makes habit
and habit is the strongest impulse of man. By repeated
suggestions you can increase your business.
To make business better one of the first steps necessary
is to awaken more or larger or better wants, and regular
newspaper advertising will-do the trick as nothing .-an.
.