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?2 ADVERTISING MAN MUST KNOW BUYERS Man Behind Counter Should Make the Best "Copy" Writer. On* of tho leading members of ono ?sf the largest and beat-known adver tising agencies In the country says jthat there ls no secret in successful advertising. That such success results from the combination of bard work and experi ence-the necessary contact with the 'haying public, which teaches the con sumers' point of view, and makes an .advertisement an investment Instead tot a speculation. , Without this experience, the most "brilliant writer ls hardly worth his prove-bial salt when it comes to filling h.?h-priced space in which every word may cost a dollar. While a persuasive form of address is as important in an ..advertisement as in the individual salesman, "slinging English" never yet sold goods. The plainest, most homely "copy" tn some cases holds the records against "cute" or pretty ads, and often so-called clever productions may cre _ ate much comment without resulting in any startling inroads in the dealer's ?tock. Bat the man who has stood behind the counter long enough to learn what line of approach most often converts . a difficult customer, who has noted the various Idiosyncrasies that character ize the buying public, and can visual ise these experiences as he prepares his ccpy arguments, is the man who ls going to move goode through adver tisements. Advertisements so written repre - .sent the fine art of expert salesman ?ship, a natural endowment cultivated %y experience, translated into type ?and illustration. The result is some gigantic advertising success, and a ?copy writer who never has to look for ?a position. True, the art of converting high -priced white space into F-m~~ xnents with which custom is not an easy task. Great .copy ls not lightly tossed /S^*- resents- long hours of carer tioa and more long hou out the finished product. ~ . comparison of results. Every ad written, howev? ?new ideas, broadens the po and makes a better salesm ls no surer means of incre efficiency than by putting your ideas Into concrete form of advertisements. Don't Knock Competitor. Your competitor's advertising along lines similar to yours is more apt to help your business than to harm lt-don't knock lt, don't even refer to lt in your copy. Just make your adver tising distinctively Individual, and together you will create new business-with increased profits for both. 3_-1 Knows Value of Advertising. With a shop on the ground floor, tho industrious, enterprising trades man in a big city is almost bound to succeed. Especially is this true If he knows well how to advertise his wares. A curious instance of business sagacity comes from New Orleans. A famous perfumery merchant in a street in the Freren quarter has in stalled an electric fan in a place where ?he can send into the street the frag rance of his wares, and, when the ?sweet odors that naturally fill the ?tore become somewhat depleted, an ?employ? presses the bulb of a per Ame atomizer behind the fan. so that there may be no let-up in the tempta tion to the passers-by to enter. Such methods remind one, by contrast, of the breakneck pace of the village ?torchant of former days, who chang <*d his advertisement In the weekly newspaper twice a year and dressed ?tris store windows almost as often. Somewhere, somehow, perhaps, he's -S?ll In business. Newspaper Advertising Beet When a traveler sees an advertising jejgn along a country road, his first im jpnlse is to take a club and smash lt, gather than to buy some of the mer jetnmdiso there offered. It is tho toasty of newspaper advertising that ;lt never offends. It is omnipr?sent; rfdeked up and read at a time and jftlace when the people ar* In the mood to think about business, and at times when they are not in a mood for bust me? lt ls not thrust upon thom. System. We hear a great deal about system these days, and we are apt to associ ate it only with the great railways and business concerns, and overlook ''the fact that our own daily work needs it quite as much. If you think ?your work is drudgery^ apply this sys 'tem idea wherever you can and you .wi2 And yourself taking's lively In terest in what you are doing. Advertise. If you want to reach the trade, Advertise. Loosen up! Dont be afraid Advertise. Teil your story every day, In a terse, convincing way, Keep it up! It's bound to pay Advertise. If you're lagging in the race, Advertise. Business soon will take a brace, Advertise. Tell the public near and far Who and where and what you are, Let 'er flicker! Be a star Advertise. If your goods sre en th? square, Advertise. Always treat the public fair. Advertise. Be lt real estate or cheese. Stocks and bouda or guber peas, Fling your banner to the breeze, Advertise. M A Dc RAIN BRING BUSINESS Druggist Discovered Way to Make Capital Out of Weather Which Hurts Trade. "Yes, weather does make a con siderable difference," said a druggist whose store is at one of the transfer junctions in a city. "People do a good deal more shopping on bright days than they do on gray ones. I have beaten the weather twice, though. "The first time was when I was walking downtown on a rainy day and passed the windows of an electric lighting concern. Everything was lit up in there, and the whole place seemed bright and cheery. Now, when ever the sky grows the least bit dark, and people's spirits get darker at the same time, I light up my entire store. The result ia that it seems the one sunny, cheery spot in the street, and people just naturally gravitate there. "The second time came about in this fashion. One day as I got off the car near my shop I noticed quite a crowd gathered in front of a store a few doors away from mine. At first I thought lt was an accident or some particularly good window display, but when I investigated I found that it was just a crowd of people taking ad vantage of the small awning at that store in order to keep out of the rain. "So I said to myself, there ls no rea son why I shouldn't be able to anare tVio ITTPRt tr?trolIT>? nnWIn ?.>?.? I? !??'.> ."_MWMraunuQ mm) waul. or something they think they do. Not only have I gained many permanent customers in that way, but I get a really remarkable patronage from transients who take just that minute while they are waiting for a car to buy something they could Just as well obtain from the druggist in their own r.pi?hborhood. I give them protection, and I save them time." ADVERTISING NOT A GAMBLE Expert Says There Are Still Too Many People Who "Take Flyer?" In Publicity Game. J. George Frederick in "Advertising and Selling" says: "There are too many people today who still 'take fly ers' in advertising. They shut their eyes, grit their teeth, dig into their jeans and let fly. "Thia is so, not only of the small advertiser, who risks $500 on this 'fly er,' but also of the large advertiser who risks hundreds of thousands or dollars. There are actually advertis ers spending a great deal of money, running into millions, who today in some degree still inRist and seriously attempt to maintain that advertising ls necessarily a sort of 'flyer* for any concern. "Here is the key to the whole situa tion-the conditions. The man who takes a little 'flyer* and the man who takes a big 'flyer' In advertising, whether they do lt on a gamble or whether they delude themselves with schemes of averages, are both ignor ing conditions. These conditions ar? concrete, even though they may be conditions of mind ic consumer? and buyers. "The thing to do ls collect, chart and analyse the conditions and spread them out In front of one and look them squarely ?n the face; build the sales and advertising plan according to them, and not according to any theory or scheme or picturesque gambling instinct." Make First Shot Ring the Bell. The huntsman who misses the first shot usually loses the game. He has had the opportunity and he has lost. There's a parallel in advertising. Make the first shot-the main heading, the picture that gets first attention-hit what you're aiming at. If an article ic going to be bought for comfort, mention the peculiar kind of comfort and the article, in the head if possible. Then elaborate. But don't expect a reader with a want for your article to read your sales talk If confronted by a heading that gives no idea of what you are talking. Make the first shot ring true. s; S? m Br si Prize 9&Bushcls totheAcra HE USED PLANTERS SOLUBLE GUANO THE. 100? CROP PRODUCER SUPERINTENDENT OF EDUCATION WILLIAMSBURG COUNTY J. o. MCCULLOUGH, saperintudm KTNCSTOEE, I. C. Ffefcatere Fertiliser & Phosphate Co., Charleston, 8. C. Dear Sirs: Your one-half ton of Planters Soluble Guano 8-3-3, has been awarded Master Marven McCullough for making the largest yield on one acre. Ninety-five Bushels of Corn. The report of same has been given to the County Record for publication. Very truly yours, (Signed) J. G. MCCULLOUGH, _ Supt. of Education. Ask our Agents for brands or write us direct for infor mation and prices. See that our trade-mark is on each bag-it's your protection against inierior brands. Planters Fertilizer & Phosphate Co. Manufacturers Charleston, South Carolina We UM only the best S. C. Phosphate, Fish Sor ap, Blood. Tankere. German Potash, etc. David ? I us k v, WholeaaJe and Retail ROOFING MATERIALS Tin piste, galvanised corrugated iron shingles, rubber ro?fag, etc. Galvanised iron cornice and sheet metal work, skylights, ste. Stoves, range*, mantels, tiling, grates, paints, oils, varnishes, ?tc 1009 Broad St., AUGUSTA, GA. Fruit Store and Rest*?*?** Oysters served all styles. Edgefield Fruit Company. Barrett & Company -Cotton Factors Your cotton solicited. It will receive our personal attention. Augusta, Ga. r ? J. C. LEE, President F. 1. Gibson, Se?, ano Treao. || I FARMERS, MERCHANTS, BUILDERS, If you are going to build, remodel or repair, we invite your inquiries. COMPLETE HOUSE BILLS A SPECIALTY. We manufacture and deal in doors, sash, blinds stairs, interior trim, store fronts and fixtart?, pews, pulpits, etc., rough and dressed tomber, lath, pine and cypress shingles, flooring, and siding. Distributing agents for Flintkote roofing Estimates cheerfully and carefully man*. Woodard Lumber Co. AUGUSTA, GEORGIA. Corner Roberts and Dugas Streets, Our Motto: ? 1 People's Oil Company I am now representing the People's Oil Company in this section, and will sell these products at reasonable prices. Send me your orders for Kerosene and Gaso line and'delivery will be promptly made. John R. Tompkins Edgefield, S. C. ? Leading Jewelry Store When in Augusta come in and iuspect our ?Jggjt.irge stock of Cut Glass, China, **Sil vervrare, ^Jewelry, Watches, Diamonds, Etc.J We bny from the leading manufacturers and importers. Your repair work solicited. ra A. J. Renkly 706 Broad Street, Augusta, Georgia. ero INo matter what your walk in life, or what your station may be, you have an opportu nity to be the possessor of a bank account, and it only re mains for you to realize the importance of this one thing, to render you indedendent. OFFICERS: J. C. Sheppard, Pros. ; B. E. Nicholsoa1 Yisa pres.; E. J. Minis, Cashier; J. H. Allen, assistant Cashier DIRECTORS: J. C. Sheppard, J. Wai. Thurmond, Tsoe. H. Rsinsford, John Rsiniford B. E. Nicholson, A. S. Tompkins, C. C. Fuller, J. H. Allen REAL ESTATE TRACT WO. 1. 213 a ern eae milo thie aide Haft Croea Roads eld May place. TRACT NO 2. 221 ecSM, Benia pla?, edjeima Saba Jefcnooa place. TRACT WO 3. 473 acron, Ja?! Oorloy Isis, aeet Cleer*, TBACT HO. 4. 495 acras, ?uk alm?rtagas pla?, ?aar Isa??. TBACT WO. 5. 31 acr?3, Basas tract near Kura Talleri pia?. TBACT BO. S. ll? acres Ami Talbert place. TRACT BO. 7. 42 ?cree, dar ter Do bey place, Antioch road. TRACT BO. 8. 60 acres, part of Holaon landa, Antioch road. TRACT WO. 9. 50 acsaa, part of said Hnlson placa. TRACT WO. IC. 52 aerea, an other tract of said Holson lands. TRACT aald tract. BO. li. 1M aeree ef TRACT BO. 12. S3 aerea Teak le? farm, meer Rad Bill. TRACT BO. 13. 57 acree. lease Barr?a place en Aa ti eek reed. TBACT BO. 14. 4? acree, test. Cobb piece, aeer Ceuaty Berne. TRACT BO. 15. Acree Cealreee place adjoin? A. A. Ida asia ia Collier towaahip. TRACT NO. IS. lilt sens, tho Burt place, the flneat farm ia Bdgefield County. TRACT WO. 17. 17? aereo ?ear Edgefield, 2 milea north, highly improved in avery way. TRACT WO. 18. 5 acree ia Edgefield lying between two atreeta, 4 good lots. TRACT WO. 19. Dwelling and lot well furnished and ornamented, in Trenton. gil have a good horse and buggy and would take pleasure in showing you over these places. E. J. NORRIS, Real Estate and Insurance. Edgefield, S. C.