How to advertise a retail store, including mail order advertising and general advertising; a complete comprehensive manual for promoting publicity

Front matter

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1 1...

Preface

The writer is convinced that no apology is necessary for presenting a new book on advertising.

He has done his best to make the present volume of practical use to both the small and the large advertiser, the novice and the expert.

He considers it but fair that he should acknowledge the fact that the trade and advertising papers of America have been of great assistance to him in preparing this volume. Where extracts have been reprinted from these, due credit has been given. In most cases, however, single ideas have been taken and incorporated with others, and these of course it is impossible to trace to the original source.

An apology is due those advertisers whose advertisements and advertising methods have been adversely criticised. In these cases the individual has to suffer for the common good. It was found necessary to use examples to illustrate the different ideas and it was decided that actual advertisements were more valuable for this purpose than specially prepared models. The advertisements selected for this purpose were clipped from newspapers published in all parts of the United States and Canada. Some of these examples were prepared by the merchant in the country store, while others were prepared by the highest salaried advertising men in the world.

The writer asks that the faults of the book be not magnified and that the book be judged as a whole rather than any part of it be selected for criticism.

A. E. Edgar,

61 Bruce Ave.,

Windsor, Ont.

December 7, 1907.

ADVERTISEMENTS never quit work on holidays.— Fame.

The modern store Hves on new ideas, new ways, new methods. — Dry Goods Economist.

Spurt advertising, Hke a short-winded race horse, never wins the race. — Age of Steel.

Spasmodic advertising, even when made on a large scale, is disappointing. — Dry Goods Chronicle.

Advertisements that pay make money easier than any other way known to sell goods. — Profitable Advertising.

We have never advised anybody to spend one penny on advertising, save in the manner of investment. — Brains.

Every advertiser must hoe his own row in his own way, but the experience of others will reveal many short cuts. — Advertisirig Experience.

Artistic advertising may be admired for its beauty, but the kind that is full of ideas is the kind that secures results. — AdveHisers" Guide.

The most successful advertiser is not the man who spends the most money, but the man who spends his money in the best way. — Printers' Ink.

It is not the amount of money you spend in advertising, but it is the amount of advertising you buy for your money that tells. — The Ad-Writer.

PART I Newspaper Advertising

CHAPTER

I A Few Words About Advertising

II The Dummy or Layout of an Advertisement

III How Much Space to Use ....

IV Firm Name and Address ....

V The Headline or Catch-Phrase .

VI Illustrations ......

VII The Introduction or Argument .

VIII The Description of the Article Advertised

IX Prices ........

X Display . . . . . . . .

XI Puffs, Reading Notices, Want Advertisemei^ts, Etc.

XII Classes of Buyers .....

XIII Timeliness in Advertising ....

XIV The "Talking Points" of the Article Advertised

PART II Supplementary Aids to Newspaper Advertising

XV Store Papers . ...

XVI Booklets, Leaflets, Folders, Etc.

XVII Circulars, Advertising Letters, Mailing Cards, Etc XVIII A Follow-up Campaign for the Retailer XIX Calendars, Blotters, Picture Cards, Etc.

XX Advertising Novelties . . . .

XXI Package Inserts and Envelope Enclosures XXII Dodgers and Handbills

XXIII Window Advertising

XXIV Outdoor Advertising XXV Advertising at Country Fairs

XXVI Opening a New Store .

XXVII Spring and Fall Openings .

PART III Schemes and Selling Plans

XXVIII Little Selling Helps . . . . ,

XXIX Guessing and Voting Contests

XXX Drawing Contests ....

XXXI Schemes That Have Brought Business

XXXII Schemes to Attract Boys and Girls .

XXXIII The Greatest Scheme of All — Premiums

153 157

160 189 198

Xll

CONTENTS

PART IV Sales Advertising

CHAPTER page

XXXIV Advertising Special Sales ....

. 205

XXXV The Special Sale

. 207

XXXVI Clearance Sales

. 213

XXXVII Leaders and Bargains ....

. 225

XXXVIII Novel Sales Plans

PART V Advertising of Specific Lines

XXXIX Banks and Trust Companies

. 263

XL Carpets, Rugs, Etc. . .

. 268

XLI Cigars and Tobacco .

. 271

XLII Men's and Boys' Clothing

. 274

XLIII Women's Clothing

. 279

XLIV/COAL

. 285

XLV Department Stores \ . .

XLVL^Drug Stores ....

. 288

. 313

XLVII Furniture ......

. 315

XLVIII Gas and Electricity .

. 319

XLIX Hardware, Paints, Etc.

. 322

L Haberdashery ....

. 325

LI Hats and Caps ....

. 330

LII Jewelry, Precious Stones, Etc.

•

. 333

LIII I^AUNDRIES .....

. 336

LIV Millinery

. 340

LV Music and Musical Instruments

. 342

LVI Real Estate ....

. 345

LVII Shoes

. 348

LVIII Things to Eat ....

. 352

LIX Trunks and Bags

. 356

Part VI

LX Mail Order Advertising LXI The Big Catalogue Houses LXII A Retailer's Mail Order Department

361 363 367

PART VII General Advertising

LXIII The General Advertiser .....

LXIV The General Advertiser's Campaign LXV The Value of an Inquiry and the Follow-up System LXVI The Value of a Trade Mark or Trade Name

379 384. 388 393

CONTENTS

Xlll

PART VIII Technical

CHAPTER

LXVII Points About Types ......

LXVIII Borders and Ornaments ....

LXIX Something About Cuts .....

LXX Practical Hints on "How to Prepare Copy"

LXXI How TO Read and Mark Proof . . . .

LXXII The Grammatical Use of Words and Sentences

LXXIII Miscellaneous Information ...

LXXIV Technical Terms ......

PAGE

PART IX Miscellaneous

LXXV Advertising the Neighborhood Store LXXVI An Advertising Campaign .

LXXVII What Shall a Business Man Read .

LXXVIII Headlines and Catch-Phrases .

LXXIX Introductions and Store Locals

Topical Index of Advertisements Reproduced .

Index of Advertisements Reproduced

458 462 471

489 498 501

Chapter I A Few Words About Advertising

Advertising is not, as some suppose, a modem art. It was practiced by the

/-\ ancients of Egypt and Babylon as far back as there are records of the customs

of these peoples. It is true that the style of advertisements has materially changed

since that time, and the modes of gaining publicity have been enlarged, but the aim of

the advertisement has always been the same, and will always be the same — to disseminate

information.

With the retail merchant it is information of what he has for sale. Every merchant should keep that aim in view, first, last and all the time.

The progress of advertising in our own day has been so great that the amount of money invested in publicity is greater perhaps than that invested in any other single commodity.

Advertising is so broad a subject that it is seemingly impossible to decide where it begins and where it ends. Every action of a merchant, or of his employees, advertises the firm. How long the effect of the action goes on before it ceases operations merely offers food for speculation.

So it is with a merchant's printed publicity, which we are now to deal with. It is known in many cases that years and years after an advertisement was printed that sales were made from it.

The three objects involved in advertising are worthy of close attention; first, to familiarize the public with the name of the firm or individual; second, to acquaint them with the class, quality and style of goods; third, to make sales.

The local retailer must learn the difference between advertisements adapted to the general advertiser, and those suited to his own business.

There are principles in advertising that must be recognized and appreciated before success can be expected. A good advertisement is a good salesman. It takes the subject in hand, and presents it to a large audience, explaining the merits of the article to many people over a given territory.

One of the foremost advertisers in New York has said, that "the art of advertising is merely presenting attractively the absolute truth concerning goods to be sold." When the proposition is carefully thought out, its aptness will be fully realized. What should be sought in the use of any medium of advertising is the relating of facts concerning that which the merchant has for sale.

There is no luck nor chance in advertising. It is a straightforw^ard business proposition from beginning to end. Advertising is a legitimate, reasonable means of gaining an end. The advertisement that appeals most is that which is planned with the greatest intelligence, contains the greatest volume of honest intention, and speaks in frank, unequivocal words about reliable goods, and about the painstaking methods of those who are handling the business, and presents in the best way logical arguments for the purchase of the goods from the merchant in question.

There are many ways of advertising, but newspaper advertising is the best and most efficient for the retailer. He can talk to its readers, daily or weekly, and if his speech is intelligent, convincing and attractive, it is sure to amply repay him for what it costs.

The following quotation entitled "Ideals," gives a very good description of what an advertisement should be.

"Ideals are seldom reached in any line of work. Their chief value lies in the trend they give to what is accomplished. The ideal advertisement is short, yet comprehensive. It grasps the essentials, and in a simple manner lays them before the reader. It does not take up his time; it does not omit features that would specially interest him, features w^hich he should have before he decides to buy. It does not exaggerate. It does not weave senseless words into a cloak to throw around the article advertised, but rather with a few bold strokes it uncovers it to show its beauty and worth. It inspires confidence. It seems true and good, but not too good to be true. It leaves a little unsaid, for the customer to learn when he comes to buy. It takes proper classification and leaves something to say the next time. It talks of quality first, then the price, It usually quotes -the price. It is the work of a salesman holding up the goods for the best view, telling its merits simply, giving the price. If it talks to a'person who has no need for it, it makes so good an impression that this person will regard it only as a type of the other things in the store which he does want, whether they are advertised or not. It will leave with him an impression that when he wants such an article, that is the one to buy, and that is the place to buy it."

It sometimes happens that dealers advertise their competitors more than they do their own goods. It is not a prudent method of advertising to so advertise as to attract attention to a competitor's merchandise rather than to one's own lines. The retailer should have an eye single to his own needs and wants, and free himself from drawing odious comparisons between his goods and those of his competitor. He can push the good qualities of his goods to the front so as to make them appear the best in the market, without allusion to what his competitor has, or is doing.

Every reference to a competitor advertises that competitor more than it does the goods intended to be advertised. The retailer wishes to advertise himself and his own goods, not his competitors and their wares.

There are subjects to be most religiously avoided in advertisements. Sometimes circumstances will tempt a man to introduce into his announcements matter that sober thought ought to convince him would be better untouched.

Everything that borders on controversy, especially of that kind where people take sides with any degree of warmth, should be kept out of advertisements. Political and religious issues should be particularly avoided, as people are usually touchy on these subjects. Even harmless allusions may be wrongly interpreted to the disadvantage of the advertiser.

Prejudice is a nasty thing to arouse, and a very difficult thing to dissipate. Let the advertiser be original, catchy and interesting, but by all means let him steer clear of sarcasm, innuendo, venom, and all that kind of thing.

We all make mistakes, and the man who never does anything foolish is to be regarded with suspicion, as either too good for this planet or as an arrant hypocrite. In advertising there is abundant opportunity for a man to discover how absolutely he can violate every principle of common sense.

A smart advertisement is not always a good one. The man who writes advertisements merely to set people talking or to show how clever he is, misses his mark. An advertisement should sell goods, and when it fails on this one point it is not worth the paper it is printed on.

An advertisement may be as sharp as a steel trap, but if it is not built to catch it is a waste of thought. Combine smartness with efi^ectiveness and an advertisement will serve its purpose well. Advertisements should be as smart and clever as possible, but they should not merely be blank cartridges with only flash and report.

Successful advertising is not that which is done by fits and starts; neither is it that which is prepared because the space has been purchased and must be used. Space filling is not advertising. There should be something to advertise before the merchant sits down to write an advertisement.

The merchant who spends too much time in producing a real literary gem is as apt to miss the mark as the one who grabs up a piece of wrapping paper and rapidly scribbles

THE DUMMY OR LAY-OUT OF AN ADVERTISEMENT 5

off an advertisement while the parcel boy looks on and admires his dexterous handling of the pen.

The merchant who cannot afford to hire an ad-writer must get down to study unless he wishes to drop behind in the race for business. The more advertising there is being done the more there will have to be done by all merchants. The one who does the most advertising intelligently is sure to get the most business. His gain in most cases is some other merchant's loss, although advertising creates a great deal of new business.

The time has come when the merchant must advertise or retire from business. He must not only advertise but he must do what he advertises he will; he must offer the same values at the same prices that he says he will in his advertisements. "We do as we advertise" is almost as familiar nowadays as "Your money back if you want it." Both are new features in modern merchandising. With their advent came many other new and really good ideas that are helping to make the merchant's life an easier one.

Quicker methods of doing things mean shorter hours to do them in. Easier ways of doing things mean pleasanter relations between customer and salesman.

Modern publicity must be given the credit for the inception of the new life in commercial circles. Advertising is the parent of every modern method. Advertising is forcing new methods and new ideas into existence every day.

No one can adequately estimate the future of advertising. It would be foolish to undertake to do so. As it has advanced in the last decade so will it advance in the decade to come, increasing in force and power as it becomes more scientific and its principles become more generally known.

Chapter II The Dummy Or Lay-out Of An Advertisement

NEWSPAPER advertising offers the best field to the retailer for promoting business. It is through the medium of the daily and weekly press that most advertising successes have been made.

A persistent and judicious use of space, daily or weekly, as the case may be, will always prove more resultful than spasmodic efforts, no matter upon what scale they are carried out.

Not only must advertising be persistent but it must be a persistent use of plain, common sense statements and arguments in favor of the goods for sale and the store, or firm that has them for sale.

For the purpose of aiding advertisers in preparing their own advertisements we will proceed to analyze the newspaper advertisement and make an effort to point out the way in which they should be presented to the public.

There are eight distinct parts to the perfect retail advertisement, viz.: 1. Size of space to be used. 2. Firm name and address. 3. Headline or catch phrase. 4. Illustrations. 5. Introduction and argument. 6. Description of articles advertised. 7. Prices. 8. Display. In constructing an advertisement the merchant must take all of these parts into consideration. Sometimes the illustrations can be dispensed with without impairing the productiveness of an advertisement, but when any of the other parts are omitted the advertisement must necessarily be imperfect.

It is our purpose to show here the process, whether consciously followed or not by the advertiser, of preparing a retail advertisement. In following chapters, each of the component parts of an advertisement will be taken up separately and discussed at length.

As a usual thing, the retail merchant has a yearly contract with his newspapers for a certain number of inches in each issue. In that case he must construct his advertisement to fit his space.

We will presume, then, that a shoe dealer uses ten inches of space in his weekly paper, and wishes to write an advertisement to fit that space. In nearly all cases the ten inches will be used to cover two columns in width, making the advertisement five inches deep.

The first thing he does is to make a dummy, showing the exact size of the advertisement as it is to appear in the paper. This is done by ruling ofl^ a space 40 inches wide by 5 deep.

Newspaper columns vary from 2J to 2^ inches in width. In all cases a rule should be used, so that the advertiser can make his dummy exact.

Having ruled off his dummy he proceeds to indicate where the firm name is to appear. The name and address is the most important feature of an advertisement. If this is omitted, the advertisement is practically valueless, although it is stated on good authority, that when, through an oversight of some one, the name plate of a large department store was omitted in a New York daily, the style of the advertising done by this firm was so well known to the public that a large crowd responded to the advertisement. This is probably the only case on record where an advertisement has not suffered through an oversight of this kind.

Whether the name and address should appear at the top or bottom of the advertisement is a debatable question. Some experts maintain that the top position only should be used by retailers, while others, equally as expert, prefer the bottom of the advertisement.

Custom seems to have favored the bottom position for the name and address for advertisements of this size, so the merchant in question follows in custom's footsteps and places it there.

The space allotted to the name and address should not be too large, as it is then a waste of valuable space ; at the same time it should have sufficient space to make it prominent.

A distinctive name-plate, to be used in all announcements, can be procured for a small sum, and its distinctive features, in contrast with ordinary type, will make it stand out well, while occupying considerably less space than is usually devoted to the names set in type.

When illustrations are used in an advertisement their position should be the next thing to decide. Type matter can be compressed into small space, but an illustration cannot. The necessary space then must be marked off in the position it is to occupy. In this case, an illustration of a lady's shoe is used. As it faces toward the left it is placed on the right-hand side. It is always better to have illustrations facing the reading matter of an advertisement than away from it.

After the space is marked off on the dummy for the name and address, and for what illustrations are to be used, it shows just how much space there is for the reading matter. The advertiser should govern himself accordingly. It is far better to drop out a point or two, and take it up in a future advertisement than to try to get in all the good points of an article, and by doing so crowd the advertisement.

The head-line comes next. Here is where a great many merchants fail in making an attractive advertisement. A head-line should be full of meaning. It should convey some definite thought to the reader of the advertisement.

Of course the real function of the head-line is to be a catch-phrase— to catch the eye. It should not be lengthy. Three or four words are better than eight or more. But it should also mean something and should convey that meaning at a glance.

"Faultless Fitting Fall Footwear" has been chosen as a fitting head-line, suitable to the object of the advertisement, and as having a message for the public complete in itself.

THE DUMMY OR LAY-OUT OF AN ADVERTISEMENT 7

The head-line is usually written or printed on the dummy, showing just how much space it is to occupy.

After the head-line follows the introduction or argument of an advertisement. The introduction should be made as meaty with argument, or "reason why," as it is possible.

It should be so convincing that the reader will become persuaded of its truthfulness, and so impressed that he will remember it. As "fit" is the keynote of the advertisement, the following introduction will serve. It will harmonize with the head-line very nicely :

"If a woman's shoes look well her feet will look well, but a handsome foot counts for nothing in an ill-fitting shoe. It's the fit of a shoe that produces foot beauty and comfort.

"In our fall selections of Peerless shoes every size and width possible to procure are shown in all the new styles. It's so easy to get a proper fitting shoe at our store, because our expert salesmen have such a large number of different sizes and widths to draw from."

As this portion of an advertisement is generally too lengthy to write on the dummy, without crowding and making it illegible to the compositor, it is usually written on a separate sheet of paper.

Whenever the introduction or description, or any other portion of an advertisement is written on a separate sheet of paper, it should be numbered, either with letters

FauUles.S

% 3 5Kut

7^ o s y- o

>'7/

LAYOUT FOR ADVERTISEMENT

Reduced from 4^x5 Inches or figures, and the space it is to occupy correspondingly marked on the dummy. In this case the introduction is lettered " (a) " and the space on the dummy is marked to correspond.

Descriptions of merchandise should never be made too general. The more particulars that are given the better, providing they are in favor of the article being described. In the advertisement under construction the merchant is endeavoring to paint a word picture of the line known as "Peerless Brand." He cannot, in this case, go into particulars as he would if he was advertising a particular shoe. But he does particularize by telling how the shoes are made, the materials used and then compares them with other lines of shoes at a higher price. Here is what he says:

"Goodyear welts and hand-turned soles.

"All leathers— Vici Kid, Patent Kid, Gun Metal Calf, Velours Calf, etc.

"Fifteen different snappy styles.

"As stylish as any $3.50 shoe."

This description is indicated on the dummy by "(b)," and is so marked on the separate sheet on which it is written.

Now comes the price. An advertisement without a price is lacking in one of its most convincing features. It is not necessary that the price be a reduced one to be published. It is not even necessary that it be a low price. It is just as necessary to print the price in an advertisement of $5 or $7 shoes, as it is of a $2 shoe. If the shoe is worth $7 it is right to tell the public that it is a $7 shoe and worth it.

If automobile manufacturers are not afraid to advertise their $G,000 and $8,000 "autos" in the face of automobiles advertised for $1,000 and much less, the retail merchant need not be afraid to advertise his prices.

It is not necessary that the price be printed in type a foot high. Prices should be given a little more prominence than the balance of type matter, and usually when appearing in the text should be printed in black-face type.

In this case the merchant, for the purpose of attracting attention to the "Peerless" line has displayed it together with the name of the brand. An examination of the dummy will show how this has been done.

A good, bold border will help to make an advertisement stand prominently out from the surrounding matter. The border singles out an advertisement as an entire and separate advertisement.

A judicious use of white space will also give prominence. Rules and ornaments have no place in a small advertisement, except occasionally where the rule is used as a box, to separate or make prominent some particular portion of the advertisement.

The dummy is for the guidance of the printer in setting up the advertisement. It serves the same purpose with him in constructing the advertisement as the plans of an architect do for the contractor or builder in constructing a house. It is necessary, then, that care should be taken in laying out the plan. It must be feasible. A printer cannot squeeze a hundred words into a space where there is only room for fifty.

When the merchant has gained an idea of type styles and sizes, he can indicate just the size and style to be used. Unless his knowledge warrants this, it is far better to leave it to the discretion of the printer. In another chapter, the study of type styles and sizes will be taken up thoroughly.

When a merchant sees a good catchy advertisement, he should clip it for future use. By attaching an advertisement of this kind to his copy, and giving the printer instructions to follow its make-up, he will get a good catchy advertisement for his own business. It is not always possible, however, for the printer to reproduce exactly every advertisement that may be thus clipped, because, sometimes the equipment of his office is meager, but he will do the best he can.

Every mark, every word on copy and dummy are supposed to mean something, and the printer will try to interpret it and place it in type. It is absolutely necessary, then,

THE DUMMY OR LAY-OUT OF AN ADVERTISEMENT 9

that no marks, signs, symbols or words that are not intended to mean something in the finished advertisements should be there.

A study of the dummy reproduced with this chapter and a comparison of the advertisement set up from it will help any merchant to understand some of the difficulties he has had in making his advertisements appear to advantage.

There is one thing the merchant must understand, and that is that it is impossible for

I Fatultless

I Fitting

I Fall Footwear

^^ If a woman's shoes look well her

^^ feet wi.l look well, but a handsome

^ foot counts for nothing in an ill-fitting

^ shoe. It's the fit of a shoe that pro-

/|^ duces foot beauty and comfort.

^fc In our Fall selections of Peerless — v|^

^ Shoes every size and width possible to procure are shown in all the ^

^ new styles It's so easy to get a proper fitting shoe at our store because ^

lf-^ our expert salesmen have such a large number of different sizes and ^jv

^ widths to draw from. ^

<jr p I Goodyear Welts and Hand Turned Soles. ^

4» *^®®** ess All Leathers— Vici Kid — Patent. Kid — Gun ^

♦ $3 Shoe Metal Calf- Velours Cdf, etc. 4^

4)» ,^ 15 Different. Snappy Styles. ^

% JOHN SMITH CSL CO. |^

^ 303 Main Street PHONB MAIN 563« Y

X Boston, Mass. ^

a printer to set up an attractive advertisement at a moment's notice. He should get his copy into the hands of the printer early if he expects attractive advertisements.

A merchant who rushes off an advertisement to the office at the eleventh hour will never have satisfactory display. His advertisements will never be above criticism. They will and must show hurried composition. Not only has the printer to get this advertisement into type in a hurried manner, but it is nine chances in ten that the merchant prepares the advertisement in a hurry also. Good copy requires considerable time in preparation. Every point should be taken up separately. Then it should be seen that all harmonize. Advertising copy that is prepared in a hurry and set up in a hurry, usually looks it, and even the readers of the newspapers can recognize it.

While persistent revision of "copy" is beneficial to the beginner, there is a point at which he should cease to tinker with words and put his whole story onto paper as quickly as possible, depending upon his earnestness and enthusiasm to carry weight rather than upon a nicety in language. Too persistent revision is almost always fatal to the effect of a fresh, sincerely written advertisement, and should be practiced only until a certain readiness of writing is acquired. The great French author, Flaubert, was in the habit of chalking sentences from his work upon a large blackboard, sitting and regarding them for a day at a time, studying ways of substituting words to make his meaning more colorful. Some of his manuscripts were revised continually for more than five years, and it is said that several pages in "Madame Bovary" became so interlined, criss-crossed and hentracked with alterations that the great stylist eventually forgot how to read them himself. This story is usually told in connection with that of John Stuart Mills, who revised a chapter in his "Principles of Political Economy" until it became so intricate that he forgot what it meant! Such extreme methods are not needed in advertisement writing, however, for advertisements are written for the moment, for readers who cannot take time to untangle intricacies and who do not read advertisements for their beauties of style.