Newspaper Page Text
MUST KNOW BUYERS
Man Behind Counter Should
Make the Best "Copy"
On* of tho leading members of ono
?sf the largest and beat-known adver
tising agencies In the country says
jthat there ls no secret in successful
That such success results from the
combination of bard work and experi
ence-the necessary contact with the
'haying public, which teaches the con
sumers' point of view, and makes an
.advertisement an investment Instead
tot a speculation.
, Without this experience, the most
"brilliant writer ls hardly worth his
prove-bial salt when it comes to filling
h.?h-priced space in which every word
may cost a dollar. While a persuasive
form of address is as important in an
..advertisement as in the individual
salesman, "slinging English" never yet
The plainest, most homely "copy"
tn some cases holds the records
against "cute" or pretty ads, and often
so-called clever productions may cre
_ ate much comment without resulting
in any startling inroads in the dealer's
Bat the man who has stood behind
the counter long enough to learn what
line of approach most often converts
. a difficult customer, who has noted the
various Idiosyncrasies that character
ize the buying public, and can visual
ise these experiences as he prepares
his ccpy arguments, is the man who ls
going to move goode through adver
Advertisements so written repre
- .sent the fine art of expert salesman
?ship, a natural endowment cultivated
%y experience, translated into type
?and illustration. The result is some
gigantic advertising success, and a
?copy writer who never has to look for
True, the art of converting high
-priced white space into F-m~~
xnents with which custom
is not an easy task. Great
.copy ls not lightly tossed
/S^*- resents- long hours of carer
tioa and more long hou
out the finished product.
~ . comparison of results.
Every ad written, howev?
?new ideas, broadens the po
and makes a better salesm
ls no surer means of incre
efficiency than by putting your ideas
Into concrete form of advertisements.
Don't Knock Competitor.
Your competitor's advertising
along lines similar to yours is
more apt to help your business
than to harm lt-don't knock
lt, don't even refer to lt in your
copy. Just make your adver
tising distinctively Individual,
and together you will create
new business-with increased
profits for both.
Knows Value of Advertising.
With a shop on the ground floor,
tho industrious, enterprising trades
man in a big city is almost bound to
succeed. Especially is this true If he
knows well how to advertise his
wares. A curious instance of business
sagacity comes from New Orleans. A
famous perfumery merchant in a
street in the Freren quarter has in
stalled an electric fan in a place where
?he can send into the street the frag
rance of his wares, and, when the
?sweet odors that naturally fill the
?tore become somewhat depleted, an
?employ? presses the bulb of a per
Ame atomizer behind the fan. so that
there may be no let-up in the tempta
tion to the passers-by to enter. Such
methods remind one, by contrast, of
the breakneck pace of the village
?torchant of former days, who chang
<*d his advertisement In the weekly
newspaper twice a year and dressed
?tris store windows almost as often.
Somewhere, somehow, perhaps, he's
-S?ll In business.
Newspaper Advertising Beet
When a traveler sees an advertising
jejgn along a country road, his first im
jpnlse is to take a club and smash lt,
gather than to buy some of the mer
jetnmdiso there offered. It is tho
toasty of newspaper advertising that
;lt never offends. It is omnipr?sent;
rfdeked up and read at a time and
jftlace when the people ar* In the mood
to think about business, and at times
when they are not in a mood for bust
me? lt ls not thrust upon thom.
We hear a great deal about system
these days, and we are apt to associ
ate it only with the great railways
and business concerns, and overlook
''the fact that our own daily work
needs it quite as much. If you think
?your work is drudgery^ apply this sys
'tem idea wherever you can and you
.wi2 And yourself taking's lively In
terest in what you are doing.
If you want to reach the trade,
Loosen up! Dont be afraid
Teil your story every day,
In a terse, convincing way,
Keep it up! It's bound to pay
If you're lagging in the race,
Business soon will take a brace,
Tell the public near and far
Who and where and what you
Let 'er flicker! Be a star
If your goods sre en th? square,
Always treat the public fair.
Be lt real estate or cheese.
Stocks and bouda or guber peas,
Fling your banner to the
M A Dc RAIN BRING BUSINESS
Druggist Discovered Way to Make
Capital Out of Weather Which
"Yes, weather does make a con
siderable difference," said a druggist
whose store is at one of the transfer
junctions in a city. "People do a good
deal more shopping on bright days
than they do on gray ones. I have
beaten the weather twice, though.
"The first time was when I was
walking downtown on a rainy day and
passed the windows of an electric
lighting concern. Everything was lit
up in there, and the whole place
seemed bright and cheery. Now, when
ever the sky grows the least bit dark,
and people's spirits get darker at the
same time, I light up my entire store.
The result ia that it seems the one
sunny, cheery spot in the street, and
people just naturally gravitate there.
"The second time came about in
this fashion. One day as I got off the
car near my shop I noticed quite a
crowd gathered in front of a store a
few doors away from mine. At first I
thought lt was an accident or some
particularly good window display, but
when I investigated I found that it
was just a crowd of people taking ad
vantage of the small awning at that
store in order to keep out of the rain.
"So I said to myself, there ls no rea
son why I shouldn't be able to anare
tVio ITTPRt tr?trolIT>? nnWIn ?.>?.? I? !??'.>
."_MWMraunuQ mm) waul.
or something they think they do. Not
only have I gained many permanent
customers in that way, but I get a
really remarkable patronage from
transients who take just that minute
while they are waiting for a car to
buy something they could Just as well
obtain from the druggist in their own
r.pi?hborhood. I give them protection,
and I save them time."
ADVERTISING NOT A GAMBLE
Expert Says There Are Still Too Many
People Who "Take Flyer?" In
J. George Frederick in "Advertising
and Selling" says: "There are too
many people today who still 'take fly
ers' in advertising. They shut their
eyes, grit their teeth, dig into their
jeans and let fly.
"Thia is so, not only of the small
advertiser, who risks $500 on this 'fly
er,' but also of the large advertiser
who risks hundreds of thousands or
dollars. There are actually advertis
ers spending a great deal of money,
running into millions, who today in
some degree still inRist and seriously
attempt to maintain that advertising
ls necessarily a sort of 'flyer* for any
"Here is the key to the whole situa
tion-the conditions. The man who
takes a little 'flyer* and the man who
takes a big 'flyer' In advertising,
whether they do lt on a gamble or
whether they delude themselves with
schemes of averages, are both ignor
ing conditions. These conditions ar?
concrete, even though they may be
conditions of mind ic consumer? and
"The thing to do ls collect, chart
and analyse the conditions and spread
them out In front of one and look
them squarely ?n the face; build the
sales and advertising plan according
to them, and not according to any
theory or scheme or picturesque
Make First Shot Ring the Bell.
The huntsman who misses the first
shot usually loses the game. He has
had the opportunity and he has lost.
There's a parallel in advertising. Make
the first shot-the main heading, the
picture that gets first attention-hit
what you're aiming at. If an article
ic going to be bought for comfort,
mention the peculiar kind of comfort
and the article, in the head if possible.
Then elaborate. But don't expect a
reader with a want for your article to
read your sales talk If confronted by a
heading that gives no idea of what
you are talking. Make the first shot
Br si Prize
THE. 100? CROP PRODUCER
SUPERINTENDENT OF EDUCATION
J. o. MCCULLOUGH, saperintudm
KTNCSTOEE, I. C.
Ffefcatere Fertiliser & Phosphate Co.,
Charleston, 8. C.
Your one-half ton of Planters Soluble Guano 8-3-3,
has been awarded Master Marven McCullough for making
the largest yield on one acre. Ninety-five Bushels of
Corn. The report of same has been given to the County
Record for publication.
Very truly yours,
(Signed) J. G. MCCULLOUGH,
_ Supt. of Education.
Ask our Agents for brands or write us direct for infor
mation and prices. See that our trade-mark is on each
bag-it's your protection against inierior brands.
Planters Fertilizer & Phosphate Co.
Charleston, South Carolina
We UM only the best S. C. Phosphate, Fish Sor ap, Blood. Tankere.
German Potash, etc.
David ? I us k v,
WholeaaJe and Retail
Tin piste, galvanised corrugated iron shingles, rubber ro?fag,
etc. Galvanised iron cornice and sheet metal work, skylights, ste.
Stoves, range*, mantels, tiling, grates, paints, oils, varnishes, ?tc
1009 Broad St., AUGUSTA, GA.
Fruit Store and Rest*?*?**
Oysters served all styles.
Edgefield Fruit Company.
Barrett & Company
Your cotton solicited.
It will receive our personal
? J. C. LEE, President F. 1. Gibson, Se?, ano Treao. ||
I FARMERS, MERCHANTS, BUILDERS,
If you are going to build, remodel or repair,
we invite your inquiries.
COMPLETE HOUSE BILLS A SPECIALTY.
We manufacture and deal in doors, sash, blinds
stairs, interior trim, store fronts and fixtart?,
pews, pulpits, etc., rough and dressed tomber,
lath, pine and cypress shingles, flooring,
Distributing agents for Flintkote roofing
Estimates cheerfully and carefully man*.
Woodard Lumber Co.
Corner Roberts and Dugas Streets,
Our Motto: ?
People's Oil Company
I am now representing the People's Oil Company in
this section, and will sell these products at reasonable
prices. Send me your orders for Kerosene and Gaso
line and'delivery will be promptly made.
John R. Tompkins
Edgefield, S. C.
Leading Jewelry Store
When in Augusta come in and iuspect our
?Jggjt.irge stock of Cut Glass, China, **Sil vervrare,
^Jewelry, Watches, Diamonds, Etc.J
We bny from the leading manufacturers and
Your repair work solicited.
A. J. Renkly
706 Broad Street, Augusta, Georgia.
INo matter what your walk
in life, or what your station
may be, you have an opportu
nity to be the possessor of a
bank account, and it only re
mains for you to realize the
importance of this one thing,
to render you indedendent.
OFFICERS: J. C. Sheppard, Pros. ; B. E. Nicholsoa1 Yisa
pres.; E. J. Minis, Cashier; J. H. Allen, assistant Cashier
DIRECTORS: J. C. Sheppard, J. Wai. Thurmond, Tsoe. H.
Rsinsford, John Rsiniford B. E. Nicholson, A. S. Tompkins, C.
C. Fuller, J. H. Allen
TRACT WO. 1. 213 a ern eae
milo thie aide Haft Croea Roads
eld May place.
TRACT NO 2. 221 ecSM, Benia
pla?, edjeima Saba Jefcnooa place.
TRACT WO 3. 473 acron, Ja?!
Oorloy Isis, aeet Cleer*,
TBACT HO. 4. 495 acras, ?uk
alm?rtagas pla?, ?aar Isa??.
TBACT WO. 5. 31 acr?3, Basas
tract near Kura Talleri pia?.
TBACT BO. S. ll? acres Ami
TRACT BO. 7. 42 ?cree, dar
ter Do bey place, Antioch road.
TRACT BO. 8. 60 acres, part of
Holaon landa, Antioch road.
TRACT WO. 9. 50 acsaa, part
of said Hnlson placa.
TRACT WO. IC. 52 aerea, an
other tract of said Holson lands.
BO. li. 1M aeree ef
TRACT BO. 12. S3 aerea Teak
le? farm, meer Rad Bill.
TRACT BO. 13. 57 acree. lease
Barr?a place en Aa ti eek reed.
TBACT BO. 14. 4? acree, test.
Cobb piece, aeer Ceuaty Berne.
TRACT BO. 15. Acree Cealreee
place adjoin? A. A. Ida asia ia
TRACT NO. IS. lilt sens,
tho Burt place, the flneat farm ia
TRACT WO. 17. 17? aereo ?ear
Edgefield, 2 milea north, highly
improved in avery way.
TRACT WO. 18. 5 acree ia
Edgefield lying between two atreeta,
4 good lots.
TRACT WO. 19. Dwelling and
lot well furnished and ornamented,
gil have a good horse and buggy and would take pleasure in showing you
over these places.
E. J. NORRIS, Real Estate and Insurance.
Edgefield, S. C.