Retail Advertising

( Originally Published 1902 )

New Year Resolutions.

The holiday rush was over.

John Smith, the leading merchant of Smithtown, now had time to think.

And his thoughts様ike the ruminations of all good merchants at New Year's謡andered in the direction of what he had accomplished in the last year of the nineteenth century, and what he ought to accomplish during the first of the twentieth century.

He saw where clever bits of enterprise pushed along his business-where stupid mistakes did damage to his pocket and reputation.

From the mistakes of the past he determined to gather knowledge for the future and opening a new blank book he inserted on its virgin pages the following:

New Year Resolution, No.1. To get rid of all the leftovers from the Fall and holiday trade right quick! Profits and ast prices must be forgotten謡henever there is a legitimate bargain chance give people bargains and they will appreciate them-such a sale advertises my store and accumulations of old stock or dead stock are eyesores to the eyes of all good merchants.

New Year Resolution, No 2. To make this year as far superior to last as is in the power of my ability to make it. To pay cash for my goods, thereby making my standing stronger in the wholesale world and thus getting all advantages of discounts. As a consequence I can sell goods a shade lower than my competitors. As far as possible I will sell for cash and by buying for cash and selling for cash, I will have a clean, quick business that will afford me pleasure as well as an income.

New Year Resolution, No. 3. To turn my stocks over quickly溶ever to let goods accumulate擁f an article does not sell at a price, to make a price that sells. Goods were bought to sell, not to show, and being sold were sold to satisfy.

New Year Resolution, No. 4. To master the science of advertising as far as possible葉o express in a concise, business-like manner the merits of my offerings葉o offer only goods worth talking about葉o fulfill every printed promise so that when people see my story in print they will say " that's so!"葉o discuss in an easy, entertaining way the fashions when they are new and forcibly put facts when prices are at their lowest葉o use the proper amount of advertising space (no more, no less) and to give every department in my store and every paper on my list due consideration in my advertising scheme.

New Year Resolution, No. 5. To remember that there is trade to be reached by mail as well as trade that comes to the counter and to perfect my mail order department accordingly. To mention my mail order department occasionally in my ads and from time to time to send my mail order customers circulars and booklets just to show that such a department is very much alive to their interests. And to fill all mail orders promptly and carefully.

New Year Resolution, No. 6. To get people in my employ who know葉o see that they will give me their full service in return for which I will give them liberal salaries and a just treatment-to have them about my establishment as a constant advertisement of neatness, enterprise, honesty and politeness.

New Year Resolution, No, 7. To back up my advertising in every conceivable way葉o have a good store system葉o have liberal varieties of the right goods at the right prices葉o have artistic and striking show windows and plenty price tickets葉o have styles up to the minute葉o-