Advertising A Dressmaking Establishment
( Originally Published 1902 )
A dressmaker may do excellent work, yet if her abilities are not known she stands an excellent chance of going into bankruptcy.
Although but few of her kind consider advertising, yet it is a most important point. If she would give half the hard thoughts to advertising that she does to "band and gusset and seam," she would make more money. This may sound a trifle dogmatic, but it is based upon a solid substratum of truth.
Again I will fall back upon the local paper to help me out in this little advertising talk. What better medium is there to cover a town than its local paper? What medium is there so good? What medium is there anywhere near as good? Common sense answers with emphasis, " None!" The local paper is the medium for about all local enterprises to be advertised in.
Following this trend of thought the proprietor of a dress-making establishment should advertise in her local paper. During her " seasons" advertising should be increased. Having arrived at this conclusion the next point to consider is how the space should be filled. If the lady has some trepidation about penning advertising, she can appeal—seldom in vain—to the business manager of the paper. Should he fail to produce good advertising, it is an easy matter to secure the services of one of the several advertising writers who give themselves publicity in the advertising press.
The advertising arguments to use are:
The unimpeachable correctness of the styles. The excellence and thoroughness of the workmanship. The service and fashion features of the fabrics. The first-class trimmings and linings. The attention given to securing a perfect fit. The business-like promptness given to each order. The consideration given to even the smallest details. The moderate prices, which are quoted in the advertising.
With these points in her mind's-eye, and whatever individual business features the establishment may possess, the writer can prepare a series of striking and sensible advertisements to the advantage of the season's trade.
At the beginning of a season announcement cards can be sent out with advantage. These cards—which should be excellent examples of the printer's art may be mailed not only to her regular patrons, but also to such other women in her vicinity as may be induced to patronize her.