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AT ^Advertising galles ADVERTISING MAN MUST KNOW BUYERS Van Behind Counter Should Make the Best "Copy" ? Writer. Os* of th? leading members of one .at the largest and best-known adver tising agencies in the country says .that there ls no secret in successful Advertising. That such success results from the combination of hard work and experi ence-the necessary contact with the buying public, vrhich teaches the con sumers' point of view, and makes an .advertisement an investment instead .of a speculation. , Without this experience, the most 'brilliant writer is hardly worth his proverbial salt when it comes to filling L.0h-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 hofnely "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. But the man who has stood behind ihe counter long enough to leam what iline of approach most often converts a difficult customer, who has noted the varions idiosyncrasies that character Jie the buying public, and can visual ise these experiences as he prepares his copy arguments, is the maa who is going to move goods through adver tisements. Advertisements so written repre sent the fine art of expert salesman ship, a natural endowment cultivated ny experience, translated into type ?and illustration. The result is some ?gigantic advertising success, and a pcopy writer who never has look for ta. position. True, the art of converting high priced white space Into F~,U-- -? ments with which custom is not an easy task. Great .copy ls not lightly tossed resents long hours of caref tion and more long hou out the finished product . comparison of results. Every ad written, howev? 'new ideas, broadens the po and makes a better sal es ix ls no surer meanB 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 it-don't knock it, 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 profite for both. Knows Value of Advertising. With a shop on the ground floor, the industrious, enterprising trades man in a big city is almost bound to succeed. Especially ls this true if he 'knows well how to advertise his wares. A curious Instance ot' business sagacity comes from New Orleans. A famous perfumery merchant in a street in the French quarter has in stalled an electric fan in a place where ?he eau send into the street the frag rance of his wares, and, when the ?sweet odors that naturally fill the store become somewhat depleted, an ?mploye presses the bulb of a per tfame 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 merchant of former days, who chang ?od his advertisement bi the weekly newspaper twice a year and dressed ?ais store windows almost as often. Somewhere, somehow, perhaps, he's ptill In business. j Newspaper Advertising Best When a traveler sees sn advertising ?sign along s country road, his first im ?pnlae is to take a clur; and smash lt, .ystaer than to buy sora of the mer* Mwndise there offered. It is tho %-ty of newspaper advertising that jit sever offends. It it omnipresent; rpieked up and read at a time and ;slace when the people are in the mood te think about business, and at times wfasn they are not hi a mood for bust* lt is not thrust upon them. 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 fjroTiT work is drudgery, apply this sys 'tem idea wherever you can and you .will find yourself taking/a lively In torest in what you are doing. 8 <>o<xx><><x><>oo<xxx>o<? Advertise. If you want to reach the trade, Advertise. Loosen up! Dont be afraid Advertise. Tell your story every day, In a terse, convincing way, Keep lt up! lt'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 ycu are, Let 'er flicker! Be a star Advertise. If your goods are en the square, Advertiso. Always treat the public fair, Advertise. Be it real estate or cheese, Stocks and bonds or guber peas, Fling your banner to the breeze. Advertise. ooooooooooooooo<x> MADE 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 is 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 it 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 snare tYia ff-rPat travnltn* mihlln fKet I?, K?U _.vuivtmiig litmy "HUI. 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 PS well obtain from the druggist in their own neighborhood. I give them protection, and I save them tl" ." ADVERTISING NOT A GAMBLE Expert Says There Are Still Too Many People Who "Take Flyers" 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. "This 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 tl ".ands or dollars. There ere act?a? advertis ers spending a great deal of money, running into millions, who today in some degree still insist and seriously attempt to maintain that advertising is necessarily a sort of 'flyer' for any concern. "Here 1B 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 it on a gamble or whether they delude themselves with schemes of averages, are both ignor ing conditions. These conditions ara concrete, even though they may be conditions of mind hi consumers 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 In the face; build the sales and advertising plan according to them, and not according to any th ec ry or scheme or picturesque gambling Instinct" Make First Shr-t Ring the Bell. The huntsman who misses the first ?hot 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 is 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. first Prize QRBushels to theAcra HE USED PLANTERS SOLUBLE GUANO I THE 100* CROP PRODUCER im ? wm OF*nCE OF SUPERINTENDENT OF EDUCATION WILLIAMSBURG COUNTY J. 0. MCCULLOUGH, SopeHotamUmi UNGSTBSB, I. C. Planters Fertilizer & Phosphate Co., Charleston, 8. C. Dear Sire: 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 0/ same has been given to the County Record for publication. Very truly yours, (Signed) J. G. McCUIXOUGH, _ 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. M&nufuftnrers Charleston, South Carolina We UM only the best S. C. Phosphate, Fish Scrap, Blood, Tankage, G orman Potash, etc. David Slushy, Wholesale and Retail ROOFING MATERIALS Tin plate, galvanised corrugated iron shingles, rubber roetag, etc. Galvanised iron eornice and sheet metal work, skylights, etc. Stoves, ranges, mantels, tiling, grates, paints, oils, varnishes, etc 1009 Broad St, AUGUSTA, GA. Fruit Store and Rests...**"* UvstePS served all styles. Edgefield Fruit Company. Barrett & Company -Cotton Factors Your cotton solicited. It will receive our personal attention. Augusta, Ga. i (1 J. C. LEE, President F. H. Gibson, Se?, and Trees. || FARMERS, MERCHANTS, BUILDERS, If you are going to build, remodel or repair, we invite your inquiries. COMPLETE HOUSE BILLS A SPECIALTY. We manufacture and dell in doors, sash, blradi stairs, interior trim, store fronts and fixture*, pews, pulpits, etc., rough and dressed lamber, lath, pine and cypress shingles, flooring, ?ai&sf and siding. Distributing agents for Flintkote roofing Estimates cheerfully and carefully mana. Woodard Lumber Co. AUGUSTA, GEORGIA. Corner Roberts and Dugas Streets, Our Motto: ?32 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. "Jit Leading Jewelry Store When in Augusta come in and iuspect our hrge stock of Cut Glass, China, "Sil vervrare, Jewelry, Watches, Diamonds, Etc.J We bny from the leading manufacturers and importers. Your repair work solicited. A. J. Renkl, 706 Broad Street, Augusta, Georgia. ymi DOM,? * Copyrieht 1909, br C. E. Zimmerman Co,--.Vo. 10 No 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 independent. OFFICERS: J. C. Sheppard, Pres. ; B. E. Nicholson.1 Tias prei.; E. J. Minis, Cashier; J. H. Allen, assistant Cashier DIRECTORS: J. C. Sheppard, J. Wm. Thurmond, Thoa. H. Rainsford, Jolm Rainsford B. E. Nicholson, A. S. Tompkins, C. C. Fuller, J. H. Allen REAL ESTATE 1 TfiACT WO. 1. 213 aa? sae milt this aid? Mays Cross Eoade .Id Hay place. TRACT NO 2. 221 SCAM, Harri* placa, adjeias Hobo Jokneoa place. TRACT BO S. 473 acres, Joe! Qorioy laid, sear C?cera. TRACT KO. 4. 405 acres, ?ask ?weatiagea pla??, asar Rsfsr*. TRACT HO. 5. 39 ocreS, lassa tract osar Vera Talbert siam TRACT MO. ?. ll* sens Btera Talbert piso?. IR ACT HO. 7. 42 seras. Ciar ley Doboy place, Antioch read. TRACT HO. 8. 60 seres, pert of Holsou lends, Antioch road. TRACT NO. 9. 50 acm, part of said Holson placo. TRACT NO. 10. 52 acree, aa otber tract of said Holeon lands. TRACT HO. ll. Ill aeres ef said tract. TRACT HO. 12. 63 seres Teak le? fara, asar Red Hill. TRACT HO. 19. 57 aerea. lease Harris place en Aa ti eek rees. TRACT HO. 14. 41 acres, Ree*. Cobb place, sear Cesare Bene. TEkf HO. IS. Acre* Ceklrese j place aujolna A. A. Beaaaas la Collier township. TRACT NO. 16. Ill? scree, tho BM rt place, the ."'est farm ia j Edgefield County. I TRACT NO. 17. 171 aeree asar ! Hdgefield, 2 miles north, highly improved iq every way. TRACT NO. 18. 5 acre* ia Edgefield lying between two streets, 4 good lots. TRACT NO. 19. Dwelling and lot well furnished and ornamented, in Trenton. pl have a good horse and buggy and would take pleasure in showing you over these places. i E. J. NORRIS, Real Estate and Insurance. Edgefield, S. C. ?