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MUST KNOW BUYERS
Van Behind Counter Should
Make the Best "Copy"
Os* of th? leading members of one
.at the largest and best-known adver
tising agencies in the country says
.that there ls no secret in successful
That such success results from the
combination of hard work and experi
ence-the necessary contact with the
buying public, vrhich teaches the con
sumers' point of view, and makes an
.advertisement an investment instead
.of a speculation.
, Without this experience, the most
'brilliant writer is hardly worth his
proverbial salt when it comes to filling
L.0h-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 hofnely "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
But the man who has stood behind
ihe counter long enough to leam what
iline of approach most often converts
a difficult customer, who has noted the
varions idiosyncrasies that character
Jie the buying public, and can visual
ise these experiences as he prepares
his copy arguments, is the maa who is
going to move goods through adver
Advertisements so written repre
sent the fine art of expert salesman
ship, a natural endowment cultivated
ny experience, translated into type
?and illustration. The result is some
?gigantic advertising success, and a
pcopy writer who never has look for
True, the art of converting high
priced white space Into F~,U-- -?
ments with which custom
is not an easy task. Great
.copy ls not lightly tossed
resents long hours of caref
tion and more long hou
out the finished product .
comparison of results.
Every ad written, howev?
'new ideas, broadens the po
and makes a better sal es ix
ls no surer meanB 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 it-don't knock
it, 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
profite for both.
Knows Value of Advertising.
With a shop on the ground floor,
the industrious, enterprising trades
man in a big city is almost bound to
succeed. Especially ls this true if he
'knows well how to advertise his
wares. A curious Instance ot' business
sagacity comes from New Orleans. A
famous perfumery merchant in a
street in the French quarter has in
stalled an electric fan in a place where
?he eau send into the street the frag
rance of his wares, and, when the
?sweet odors that naturally fill the
store become somewhat depleted, an
?mploye presses the bulb of a per
tfame 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
merchant of former days, who chang
?od his advertisement bi the weekly
newspaper twice a year and dressed
?ais store windows almost as often.
Somewhere, somehow, perhaps, he's
ptill In business.
j Newspaper Advertising Best
When a traveler sees sn advertising
?sign along s country road, his first im
?pnlae is to take a clur; and smash lt,
.ystaer than to buy sora of the mer*
Mwndise there offered. It is tho
%-ty of newspaper advertising that
jit sever offends. It it omnipresent;
rpieked up and read at a time and
;slace when the people are in the mood
te think about business, and at times
wfasn they are not hi a mood for bust*
lt is not thrust upon them.
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
fjroTiT work is drudgery, apply this sys
'tem idea wherever you can and you
.will find yourself taking/a lively In
torest in what you are doing.
If you want to reach the trade,
Loosen up! Dont be afraid
Tell your story every day,
In a terse, convincing way,
Keep lt up! lt'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 ycu
Let 'er flicker! Be a star
If your goods are en the square,
Always treat the public fair,
Be it real estate or cheese,
Stocks and bonds or guber peas,
Fling your banner to the
MADE 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 is 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 it 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 snare
tYia ff-rPat travnltn* mihlln fKet I?, K?U
_.vuivtmiig litmy "HUI.
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 PS well
obtain from the druggist in their own
neighborhood. I give them protection,
and I save them tl" ."
ADVERTISING NOT A GAMBLE
Expert Says There Are Still Too Many
People Who "Take Flyers" 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.
"This 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 tl ".ands or
dollars. There ere act?a? advertis
ers spending a great deal of money,
running into millions, who today in
some degree still insist and seriously
attempt to maintain that advertising
is necessarily a sort of 'flyer' for any
"Here 1B 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 it on a gamble or
whether they delude themselves with
schemes of averages, are both ignor
ing conditions. These conditions ara
concrete, even though they may be
conditions of mind hi consumers and
"The thing to do ls collect, chart
and analyse the conditions and spread
them out In front of one and look
them squarely In the face; build the
sales and advertising plan according
to them, and not according to any
th ec ry or scheme or picturesque
Make First Shr-t Ring the Bell.
The huntsman who misses the first
?hot 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
is 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
QRBushels to theAcra
THE 100* CROP PRODUCER
SUPERINTENDENT OF EDUCATION
J. 0. MCCULLOUGH, SopeHotamUmi
UNGSTBSB, I. C.
Planters Fertilizer & 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 0/ same has been given to the County
Record for publication.
Very truly yours,
(Signed) J. G. McCUIXOUGH,
_ 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 Scrap, Blood, Tankage,
G orman Potash, etc.
Wholesale and Retail
Tin plate, galvanised corrugated iron shingles, rubber roetag,
etc. Galvanised iron eornice and sheet metal work, skylights, etc.
Stoves, ranges, mantels, tiling, grates, paints, oils, varnishes, etc
1009 Broad St, AUGUSTA, GA.
Fruit Store and Rests...**"*
UvstePS served all styles.
Edgefield Fruit Company.
Barrett & Company
Your cotton solicited.
It will receive our personal
J. C. LEE, President F. H. Gibson, Se?, and Trees. ||
FARMERS, MERCHANTS, BUILDERS,
If you are going to build, remodel or repair,
we invite your inquiries.
COMPLETE HOUSE BILLS A SPECIALTY.
We manufacture and dell in doors, sash, blradi
stairs, interior trim, store fronts and fixture*,
pews, pulpits, etc., rough and dressed lamber,
lath, pine and cypress shingles, flooring, ?ai&sf
Distributing agents for Flintkote roofing
Estimates cheerfully and carefully mana.
Woodard Lumber Co.
Corner Roberts and Dugas Streets,
Our Motto: ?32
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
hrge 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. Renkl,
706 Broad Street, Augusta, Georgia.
ymi DOM,? *
Copyrieht 1909, br C. E. Zimmerman Co,--.Vo. 10
No 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 independent.
OFFICERS: J. C. Sheppard, Pres. ; B. E. Nicholson.1 Tias
prei.; E. J. Minis, Cashier; J. H. Allen, assistant Cashier
DIRECTORS: J. C. Sheppard, J. Wm. Thurmond, Thoa. H.
Rainsford, Jolm Rainsford B. E. Nicholson, A. S. Tompkins, C.
C. Fuller, J. H. Allen
REAL ESTATE 1
TfiACT WO. 1. 213 aa? sae
milt this aid? Mays Cross Eoade
.Id Hay place.
TRACT NO 2. 221 SCAM, Harri*
placa, adjeias Hobo Jokneoa place.
TRACT BO S. 473 acres, Joe!
Qorioy laid, sear C?cera.
TRACT KO. 4. 405 acres, ?ask
?weatiagea pla??, asar Rsfsr*.
TRACT HO. 5. 39 ocreS, lassa
tract osar Vera Talbert siam
TRACT MO. ?. ll* sens Btera
IR ACT HO. 7. 42 seras. Ciar
ley Doboy place, Antioch read.
TRACT HO. 8. 60 seres, pert of
Holsou lends, Antioch road.
TRACT NO. 9. 50 acm, part
of said Holson placo.
TRACT NO. 10. 52 acree, aa
otber tract of said Holeon lands.
TRACT HO. ll. Ill aeres ef
TRACT HO. 12. 63 seres Teak
le? fara, asar Red Hill.
TRACT HO. 19. 57 aerea. lease
Harris place en Aa ti eek rees.
TRACT HO. 14. 41 acres, Ree*.
Cobb place, sear Cesare Bene.
TEkf HO. IS. Acre* Ceklrese j
place aujolna A. A. Beaaaas la
TRACT NO. 16. Ill? scree,
tho BM rt place, the ."'est farm ia j
TRACT NO. 17. 171 aeree asar !
Hdgefield, 2 miles north, highly
improved iq every way.
TRACT NO. 18. 5 acre* ia
Edgefield lying between two streets,
4 good lots.
TRACT NO. 19. Dwelling and
lot well furnished and ornamented,
pl have a good horse and buggy and would take pleasure in showing you
over these places. i
E. J. NORRIS, Real Estate and Insurance.
Edgefield, S. C.