Advertising Leather Goods And Harness
( Originally Published 1902 )
The harness store in a town nowadays is usually the repository of all kinds of leather goods, such as pocketbooks, shopping bags, traveling bags and trunks, card cases, cigarette cases, writing tablets and needs of such order.
The advertising of such goods can be made readable and profitable. The advertiser can, from time to time, give out advertising novelities made by himself to illustrate his hand craft. An anniversary or holiday souvenir in the shape of a card case is something not be despised. It will be remembered and appreciated by the recipient lucky enough to get it.
As for the local newspaper advertising that should be the mainstay of the advertiser. Constant study of his goods and prices and an intelligent expression of the results of his studies represent the sum total of his advertising labors. The worth of the advertising exactly mirrors the ability of the man who does it. If the advertising is bright, logical and convincing then there is an able man directing it:—if weak, wishy-washy and purposeless then there is an incompetent at the advertising helm.
Having settled down upon a plan of advertising which should mean the expenditure of from two to five per cent. of the business and should include newspaper (principally newspaper), circular and novelity advertising—then the advertiser should proceed to analyze the good points of the offerings and present them to the public.
Generally, the two principal points about leather goods are, or should be, durability and appearance. When a man buys a harness he wants a good strong harness, that will stand plenty wear and tear and present an attractive appearance. The next feature is price. If there are any further features they are in varieties to choose from, courteous attendence, a pleasing, well lighted store and prompt deliveries.
Traveling necessities made of leather should also be durable and presentable. A trunk is an article that oftentimes passes through strenuous periods and if it is not strongly built it becomes a misadvertisement for the dealer who sold it.
The advertiser of these goods can say something fresh and good in every ad. Let him put himself in the place of a salesman in the store talking to a customer and he is then in the right attitude to write advertising.