Newspaper Page Text
What On? pf lb? Country'? Great
eat Advertisers Has to Say
3 RULES FOR ADVERTISERS
Be Honest, & j Sensible, Be Per-1
sutent-Wfite tn Words of
Newspapdri Best Medium.
. ul think, ow we whole, that aewn-j
papers are tink bc st advertising me
diums," said jityrh Chalmers, ol pie- j
trott, speakinmeu "Advertising lr mn
a Business Min'* Standpoint," at thc
banquet ol tig j Pittsburgh Publicity
Association. ^People buy newspapers
te read the' nee.?,** he auld, "and they
stumble Into the advert Ising." This
Verdict of one of the ?rent advertisers!
of the country man given as the result
of years of practical experiments with j
all sorts of mediums and represented
tee belief of'-., a concern j hst hss
achieved phenomenal success ia the
.ale of automobiles through nc?sim
per advertiste, m discussing the
general propoWkm. of, advertising Mr.
Chalmers said? among many other
Problem of Distribution.
The big problem In business today
is the problem of distribution, the get
sing of goods from where they are to
?where they ought to be. The chics
factors In distribution aro advertising
and salesmanship. Advertising ls
salesmanship pins publicity; sales
taanshlp ls advertising plus getting
the order signed. If yon want out
wore: that takes the place of both of
these-that word ts teaching, bc
cause In all advertising and ia nil
lalenmanshlp you are trying to tench
people te believe ia yon and the things
you have io sell, Ia salesmanship
the salesman rarely ever talks to
?ore than ope or two i^ople at a
Toonga leland, s. C., Nov. 33. mt,
fTo get r.tarted with you wa mag*
you the following otter. Send us $1.5*
for 1,000 Frost Proof Cabbage Planta,
grown la tho'open air and will stand
irOWing, gr?yvii trOm the Co??brates
Seed of Bolgina & Sou and Tkorboa
4b Ga, and I will send you 1,0)0 Cab?
hage Planta additional FREE, and you
?an repeat thia order as many time?
aa you like. I will give you special
prices on Potato Seed and Potato
Planta later, We want the account*
et close buyers, large and small. Wa
tag supply alL
J SAYRE & BALDWIN
: ??iT*8 :
* Bleekley Bldg. Anderson, 8. C. *
* Citliens National Bank Bldg. *
* Raliegh, N. C. .
e ? .
of joor. c^droev made at ymir
Keep ? record of yocr Cbild,
|t wt? be a ?eftsure m old age.
tat m btav woes te caSL
On The Square*
lim?', while in advertising you arc
talking (o hundreds and thousands,
und. in Sinuc publications, several
taillions of people? Ho it muy very
properly he stiled that ad vert king
re?dnettf u puhlii' school, while stiles?
i uiuushlp ?hes Individual lessons.
All Men Advertise.
Every business mun is un adver?
tisor whether ho udmits it or nut. Tho
Merchant ?lo?n tho Hired nd vert Nett
tho appearance of his -it iv. ?in
dints, hy tho rendition of ids horufi
ninl wagons, hy tho cleanliness of his
stur?', hy th?? courtes) nr. dlurourienj
of hi? clerk1-. Non, nil these things
udverttse u mini whether ho udmits it
or not. Whether ?ir not we dav??
un.1 thing to soil, wc, HS Individual**,
ai. advertisers. Every nulli wants lu
appear Moll before Iii? foll?n rmu.
Some ot* us hine a hurd time over*
coming the habits of nur youth ii
getting up In the morning und look
ing ut tho cuffs on our shirt to see, If
they won't do for another ?layj per
haps the only reasou we don't wear it
another day Is not thut we will not
be sntMled, but we uro afraid that
some one will Kee it; hence hud adver
tising for us.
There ure ouly two reusons why a
jiinn should not advertise, und, after
all, they nre not reasons, but ex
cuse?. In most cuses. I learned n
long time ngo. as a salesman, thc dif
ference between a reason mid nu ex
cuse. However, thc man who makes
these excuses will say: **I have so
much business I don't have to adver.
tlsc," or M have so little, 1 can't lil
ford to advertise."
Now, if a man Is looking for an ex
cuse, he has one nf these two to effet
all the time.
How Do You Know Them?
There nre some men who say thej
never read udrertlsiiig und ure uni
affected by lt. I will wager that nuj
I one In this room, and almost any om
In Pittsburgh who reads at all, wfi
know what I nm talking about wini
I mention the following things. Yoi
may not be able to recall a single Hui
of advertising of any o? these com
panics, but I w ill wager that et er;
one here knows the companies tba
these selling slogans apply to. VI
yon ever hear of "lt Floats" 'HI
Muster's Tolce," "Hold Bust Twins,'
??There's a reuson," '?Ask ?he Man Wh
Owns one," und lust that good oh
singan of Mr. Holme, ''The il Var
A good deal'is said and vvrrltei
nowadays about the psychology o
.advertising. Kow I don't know muri
?bout the psychology of lt. I iutrdl
know what the word menus. ' If
?were asked to define advertising
shoii..! do it In one sentence by say
lng lt is having the right idea au
using It at the right time. To m
mind, there are just three fundamen
tal principles In advertising t B
honest. Be sensible. Be pcrsh
I say "be honest," because aili ci
Using doesn't create value, It morel
tells of it. The goods you advert]?
must possess merit In themselves t a
the printer's Ink In the world will n<
add to nnr detract from the quail!
of the goods. After all, when we tal
about honesty, do you know that neai
ly all business men realise that
maa ls an absolute tool who is ni
from any ethical or religious stan?
point, til her :
Now, the second is te be senslbl
because most people who read adve
tlsements have good common sens
and yet it Is strange that a great mai
people, when they go to write adve
ti??ag copy, WMV about everything el
bat the thing they shonld talk abo
to Interest people ta the thing th?
kare ta sell. I believe tbs main thli
to do Is ita pst ?own OB paper wh
yoa woald be likely te say orally
yon were talking to a person.
I s?y, "be persistent,'* because pe
pie soak forget. The hardest thing
Hud today is yesterday's newspape
If yon dont think so, try ead iii
ene. wara the BOWS Is gone the s
vertlsements are gone toe, se ti
yesterday's advertisements will a
sell today's goo?.'?. . Every maa, w
maa and child In this country ka<v
that a railroad crossing ls danger01
yet the railroads do not take dm
their -Slop, loak ead listen" slgi
They leave them np a? a warning
fhe people. New what these rnilro
crossing signs are as a wanting
danger? advertising ts to a bnslnos
lt ls a constant reminder te pen,
that yan are tn buslnes? nnd calif
?j '. ^^iiiiH
German Raider Koenigst
Tlio dramatic story of the staking i
of tin; German raider Koenigsberg, (
on the coast of oast Africa; hat? just
been l-jld by Captain WU loti of the ;
I ?r i i i ? li merchant ship Newbridge. ;
The koenigsberg, which was a light
cruiser of about the same class as thc i
Emden, Dresden, and Karlsruhe, I
mounting univ 1.1-Inch guns, was in i
company with a smaller German ship
wheo chased by the British squadron, '
which included.,ft is believed, several I
armored cruisers of the County class. I
The smaller ship was sunk, but the
Koenigsberg succeeded in getting be- <
hind the Mad? islands and some dis- ?
tance up tlis* river, where ?he was I
completely screened by tho bend of i
their attention to the things you have !
to sell. i
Every once in awhile a raun will i
say, MI don't have to advertise* every
body knows I am in business? and why
should I advertiser' Ile reminds me
very much of the story of the fellow
with hine goggles who wss winking
at a girl-he knew he was winking,
but the girl didn't. This man knows
he is in business, hut perhaps the
public may forget.
Objects of Advertising.
There are two objects in advertis
ing: 1. To sell goods immediately.
To create prestige' or goad will.
Of course, lt is necessary to adver
tise \o sell goods immediately, hut it
ls equally as important to advertise to
create a reputation for fair dealing
to create that thing which we call
prestige. In many businesses prestige,
or goad will, is worthy as much lu
the su le of the business as the artual
unset* themselves. Yen take any ol
your good retail stores here in i'ltts
burgh who have been doing nd ver (isl mr
and who are known as reputable cou
cents j li they should burn out tonight
they would only be out of business
long enough fer them t<< re-stock and
reopen, because the thlug which ls of
the greatest vaine to them-their
prestige or good will and their repu
tation in this territory are the things
which no dre could destroy.
Speaking of reputation, gentlemen,
you know that very few men live long
enough tn make one. You young men
here tonight .v.ant to remember this:
don't think you ran travel on thc
wrong road a certain length of fiitnvj
and then change nt your will, because
yon will lind that you can't do that.
Start on the right road and stay
Preparation of Copy.
?Now. another suggestion about th?
wording of advertising copy ; you
should use small words to express
yoarself. line words of ?nc and two
syllables as much aa possible. Write
ami talk la a way that the man with*
out an education can understand whst
yon are talking about, and then it is
a certainty that the man with an
education will know, or at least hr
ought to know. Write from the point
of contort of the maa who reads thc
copy, and not from your point of con
tact as a manufacturer or merchant,
We are all selfish; we listen to anmne
who ls tal kins about ear affs'rs, bu!
we dont always weat to gtatrm to the
?.t,__ _?-- > A-.* ?' - ?..--.
".'.mn nan in nilling ??nun twa
ness. New I could aal but lelp asl
think thai this was prov** tonight.
When the flash-light picture was tai
nt and passed among us tonight ever)
man here, including oar good, friend,
the vire president, looked st himself
first In that picturet he had Uaw
enough to look at his neighbor after
hr had first looked at hts own face
in toe picture.
Advertising Helps /'Every BUSH
I am a Arm believer that every bun
ines* maa can profit by the right kimi
oj advertising. A great many nsevt
say i "I sell only to a very restricted
class of trade, no there Is no noe ls
my wasting Money sd ve rt Ising . lu
general pnM leaf lons.- While, super
?erg Sunk When Airship !
ho river, and whore Hie British i
I ea vier draft ships could nut follow
1er. They also, it appears, landed a i
li ta? liment who mounted Bonto light
runs on the bank as a defense agalntt
ittnek hy a liritis!* bout expedition.
The Iiritish, however, contented j
heuisclves with bottling " up tho ;
M>? niirsliorg by sinking Captain Will
yt's Bhip in the emanuel. They then
waited for the arrival of a seaplane, i
which Hew up the river and indicated j
he poul! ion of the German cruiser '
iy dropping Bomke bombs.
Tile GermunB lind nid thir ship
?lose to the hank, under cover of
tome nalia groves and had covered
lier with foliage. The aviator, how
ever, was allie to make her out and
lieially speaking, there seems to lie
?onie logie to these contentions, still
I'i!o not believe tlint there is a bus
iness under the sun that could not be
benefited by a lille of the right kind
ii advertising. F.very business is
?orth more just through the fact of
Itaving more people know the business
ls In existence and is prospering, and
[.very business is In n stronger po
sition through having people generally
i ci] ii niai cd with the fact thnt there
ls such a business, even If they have
nothing to sell to the general public.
Nothing Important Without Pub
Nothing becomes really Important
lu the world until large numbers of
people in the world know about it.
This is true whether it Is a discovery'
of a new country,, a discovery of n
new fart In science, or a new article
of commerce, er ' hat not The big
gest mau 'in the world today ls the
man the most people knuw about and
believe In, whoever he msy be.
You cunstantly hear men saying:
''Well, of course, I want good ndver
(islng; hut how 1 am to know whether
sn advertisement ls good or natl .1
don't know murh about advertising, so
can't you git o me .some standards tor
judging an advertisement." This is
didlcult to do absolutely, because you
can't exactly meusure it with a yard
stir k. Yet there are certain standard?
that a man eau hove in mind in judg
ing that will be very helpful to him,
and I believe in the following ten
tests would be helpful to anyone in
The advertisement must be hours!
It must be free of all exaggerations
and superlatives, using under-state
inent rather than overstatement
It must lie timely.
It must look welt
lt mnst be expressed In simple
words nnd sentence?,
It mnst bate human interest, and
be written from the reader's point of
It must avoid "knocking."
It must treat the subject In a broad
way and endeavor to create a desire
for the article advertised.
1? jmrirt ...... i..:.. II... .:.._.?.. i-1"
? t M.n, ^ V minn .nv ?napa o , ? mil -
It east express In picture* in word,
la general appearance, strong selling
Ideas abewt the article advertised.
Above all, ii must express the spirit
that ssakCn the ecmpany -
ninny buildings, filled with so many
machines operated by so many mea.
It mast express the spirit that makes
that company different from any elfter
nader the sun.
Has raed Chamberlain's Cough Be
. u. med) for 8? Years.
"Chamberlain's Cough Remedy has
been used In my household for the
past twenty^years. . I began, giving it
to n-.y c hildren when, they were small.
An n quick relief for croup, whooping
cough, and ordinary cold*, it has no
equal. Hoing free from opium and
other harmful drugs. I nevor felt
afraid to give it to the children. I
have recommended it to a large num
ber of friends and neighbors, who
have used it and speak highly of lt,"
writes Mrs. Mary Minke. Shortsvtlle.
K. Y, Obtainable everywhere.
Found Her Hiding.
LO direct tho fire of tho Hrilish ships
?o accurately by signals that tho
cruiser was completely destroyed.
Increase your chance to share in our profits.
If you have bought a Ford since Aiigurt 1st,
help, us to sell your friends. Remember, if
we sell and deliver 300,000 new Fords before
next August, you'll get.your share of from $40
Fo*rl Sedan $975; Coupelet $750; Town
Car $690; loaring Car $490; Runabout $440.
Fully equipped, f. o. b. Detroit.
On display and sale at
TODD AUTO SHOP
Portland, Me., March 7, 19 . 4.
Mr.? Walter DeC. Moore, General Agent,
The Mutual Benefit l ife Insurance Co.,
Portland, Me. ?
Dear Mr. Moore:
This is my 69th year as a policyholder with the Mutual Benefit Life
Insurance Company. My policy now contains-privileges and bene
lits not dreamed of at the time it \*as written, but to-day deemed es
sential to modern life insurance. Trusteeship of a hig' order is evi
dent,in all this and I want you to consider me as first in admiration for
the successive managements of the Company, which have made
such results possible, as well qs'first in age of insurance.
My policy is for $3,5oo insurance. I have msde actual payments
to the Company o* $1,345.38, and the Company would now pay to
me for the policy a cash surrender value of $3,244.29. i could, there- ;
-fore, receive back all of my original investment and $1,898.91 more
than I paid for the policy, a return ever my investment of 5V?r $2?.c<o
a year for each of the sixty-nine years that 1 have been insured.
You tell me that-my policy is th? oldest on the books of the Mutual
Benefit, having been issued in 1846, one year after the Company's
organization and the first year it did business in Maine. What I
bought was a "Die to Win" policy, but it has proven to be a "Live
lo Win" policy in a Company which has always made SECURITY
and MUTUALITY the first considerations. My policy is now as thor
oughly MODERN as the market to-day affords.
T write this letter in the hope that it will influence many to secure
the benefits which 1 have enjoyed.
* Very truly yours,
JOSEPH L. WINSLOW.
THIS SERENE AND CARE-FREE MEMBER'S
v/Sth thc Mutual Life Insurance Company, of Newark, N. j., was issued
on January 21, 4846. lt was an Ordinary Life policy on the life of
Mr. Joseph L. Winslow, of Portland, Me., for $3,500, the annual
premium being $54.60. Mr. Winslow was then only 15 years of age.
To-day his. is the oldest policy on the books of the Mutual Benefit
l ife 'nsurance Company. It bears "No. 795.
Although; as originally issued Mr. Winslow's policy contained no
cash or other non-forfeiture values, the Company would now pay a
total of $3i?44.29 in ?vent of surrender of this policy during 1914.
All dividends have been used to reduce the yearly cost. The net
outlay for sixty-nine years has been only $1,345.38. The gross
premiums for sixty-nine years have amounted to $3,767.40, but Mr.
Winslow has received dividends amounting to $2,422.02, so that the
average yearly cost per thousand of insurance has been only^$5.5?.
Mr. Winslow could now surrender his policy for cash and receive
nearly $2.5o for every $1.00 paid to the Company.
The. regular dividend pf 1914, as shown byi the notice printed on
the last page, amounts io $54.84 which is twenty-four cents greater
than the gross premium. The policy, therefore, is in every way an
Asset and in no way a liability. In addition to the rezular dividend
Mr. Winslow will receive a 1914 special dividend of $10.97. The
total credit balance payable by the Company, therefore, amounts this
year to $11.21. Mr. Winslow, furthermore, is entitled to all advan
tages now available to policyholders insured under modern contracts.
. With the Mutual B?~.iei)i every policy is ALWAYS UP TO DATE.
M. M. MATTISON, General Agent
C. W.WKBB, Dlstrtt Agen*. J. J. TROWBRIDGE, ?peela! Agent.
? Weekley Bldg.,
AX DE H.SON, H. f. .