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Short Talks on Advertising
It has been truly said that the time to advertise is all the time. In business there is no such thing as standing still.
Short Talks on Advertising
The first insertion of an advertisement very seldom pays. That is to say if you have never advertised before in a certain paper it will take some little time for its readers to get acquainted with you.
Short Talks on Advertising
John Wanamaker has said that To discontinue an advertisement is like taking down your sign.
Short Talks on Advertising
The advertisement of the future will be one that will leave out any idea of being funny or catchy. It will tell store news plainly, clearly, honestly.
Short Talks on Advertising
The best newpaper in a community always brings ample returns to its advertisers. The best newspaper covers the cream of the trade in any section.
Short Talks on Advertising
No man has reached the acme of business success. Heights that we do not dream of will be attained by twentieth century merchants.
Short Talks on Advertising
No man ever yet made a success of business without advertising of some sort. Maybe he didn't call it advertising, but it was advertising just the same.
Short Talks on Advertising
The best place to put an advertisement is in the paper that enjoys the confidence of the community. I believe that the standing of the paper reflects on the advertisements it carries.
Short Talks on Advertising
The truthful advertisement is the one that brings business, and most all advertising is truthful, just as most all men are truthful.
Short Talks on Advertising
Advertising is the most useful of all the tools of business, but it has a razor edge. The man who handles it carelessly is sure to wish he hadn't.
Short Talks on Advertising
The best business lever is advertising—newspaper advertising is the longest lever and the quickest to move trade.
Short Talks on Advertising
Advertisements won't work miracles. They won't sell ice in Greenland nor snowshoes at the equator.
Short Talks on Advertising
Every advertisement that goes into a newspaper ought to contain some definite information.
Short Talks on Advertising
Every advertisement should have careful consideration. All the discrepancies should be eliminated. No careless statements should be allowed.
Short Talks on Advertising
The use of illustrations in advertising is becoming more and more general and more and more intelligent.
Short Talks on Advertising
When you advertise something of special interest in the papers, fill the window with it and have it prominently displayed in the store.
Short Talks on Advertising
People generally read advertisements more than they did a few years ago. The reason is to be found in the advertisements themselves.
Short Talks on Advertising
Don't be too distinctly original in your advertising. Don't try to startle people with your wit.
Short Talks on Advertising
A good advertisement will always bring profitable returns, if placed in a paper whose price for space is based on an honest circulation statement.
Short Talks on Advertising
You'll get more benefit from a regular advertisement, of sufficient size, in a paper that is looked up to in its community, than you will from half a dozen smaller ads in a weaker paper.
Short Talks on Advertising
The advertiser who keeps his business prominently before people and asks persistently and often for their trade is the one who will get the most business.
Short Talks on Advertising
All men who advertise are not successful, but, with rare exceptions, all successful men have been advertisers.
Short Talks on Advertising
Advertising a new business is, to a certain extent, like advertising in the dull season. It is the after effect that must be looked at and not the immediate returns.
Short Talks on Advertising
How do you expect your advertising to pay unless you give it proper attention? You wouldn't plant seed in a garden and never look at it again.
Short Talks on Advertising
Advertising by circulars and such things undoubtedly is sometimes profitable. In the manufacturing or jobbing business this is more likely to be true than not.
Short Talks on Advertising
Probably no other single sentence ever hurt business so much as the remark by P. T. Barnum that "the American people like to be humbugged."
Short Talks on Advertising
The chances are that a one-time advertisement, or a very small advertisement, will not pay. It is only continuous, persistent effort, and effort that is strong enough to make an impression, that will be found adequately profitable.
Short Talks on Advertising
It is a first rate rule never to do any advertising from which it would be impossible to trace any results.
Short Talks on Advertising
If you do not advertise in the Summer—if you do not push the ball at all—it will stop. If you do not advertise in the busy season, business will go on for a certain time at a slow rate of speed.
Short Talks on Advertising
What you say in an advertisement, and how you say it, doesn't matter nearly so much as where it is said.
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