Keowee courier. (Pickens Court House, S.C.) 1849-current, March 16, 1921, Image 2
I A Tl I Ult XKPTUXM AND NAVY
Weird (Vromouios thal Aro Kncoun
torod While Crossing Kqimtor.
When a ship of tho American nav;
(losses tho equator thora ts alway
n nt ting ceremony performed. Th
older men of Hie navy, who hav
crossed the line before, take it up
on themselves to initiate the "rook
ies" of the ship's company into th
solemn mysteries of the "Domain o
Neptunus Rex."
Since the earliest days of th
American navy this tradition ha
been handod down, and tho practlc
tn ns much In VOKUC to-day as lt eve
wits.
Iv very provision' t'bv to-" re?opit??
of ' .'. . pin i) n . Hex'' ahd hi* i'oli '
tor ls reached, and as the costunu
are prepared (secretly) and Hi
large tank constructed on the fori
raslie-where ugly bears and se?
serpents are wont to lie in wait in
for land-lubbers-crowds of new a
rivals on board can be seen huddle
together, conversing in low tones (
the mysteries for the morrow. A
evening quarters every man is bant
ed a summons to appear befoi
"Ills Majesty's Scribe" and to nccor
most heartily, and with good graci
lin? pains and penalties that will h
Sound Advice to
Prominent <
F. B. Shackelford Poic
Building Program ir
Chamber <
Tho following address was deli
erod recently before tho Rota il Me
chants' Bureau of |the Rock Hi
Chamber of Commerco and is repr
duced from tho Rock Hill Herald:
Business conditions aro in a co
stunt state of chango and evolutio
Tho mind of tho buying publ
changes with the change of cont
Hons. Last year we merchants wc
ried ourselves trying to find goo
elaborate and expensive enough
meet the public taste; there was
demand for everything we could .i
euro, lt was a seller's market.
To-day we are confronted with
exactly opposite set of COnditlOl
Sales must be forced - unusual v
ties offered to coax the shy doll
from its retirement, lt's a buy?'
market.
The Rotarians have t- slogan whl
says, "He prollts- most who son
best," and with a buyer's marl
ahead of us for 1921, ll will be w
for tho retailers to keep those wot
(n mind.
What sort of service will fo
business ahead in 1921! Are we ?
ing to meet tho damand for lov
prices by lowering the standard
merchandising? | think not. C
customers have had a taste of
best, and they are not going to
satisfied with inferior goods. A ta
for tho luxuries remains, e1
though the purchasing power 1
?been reduced.
How, thou, shall wo meet th
conditions?
Lower wholesale prices are.
courso, going to help somo and g
sp, ; f* *
ill(llctod upon Iiiin th.ii ho may bi?
como an honored "Shellback."
t "Neptune's Messenger" hails tin
ship from afar the following morn
lng. He is assured that the ship i
ready for the king, and that "lib
Majesty" is invited to inspect bet
! ollicers and crew. From some un
' known nook or corner the "Royal'
j visitor and his assistants appear ot
i the quarterdeck. The party is con
; ducted to the forecastle, where tin
! bears, pollywogs and sea-serpents o
every kind are waiting. The scrihi
produces the names of those mern
hers of the ship's company who havi
Mot yet been initiated Into the "Or
dor of the Deen." or th*> "Ordo>- o
I Noptuqufi :;"\\
"Nop hi be/' secoTOpfiniod hy hi
. lovely Vii fr, "?itipli?trUi iv k?s h i
MI th- royal i .;i ovoH??kin
the tonk and operations. Thc Mrs
name is called; the man answers
(if he does not a royal polieomti
will he sent after him), the cour
judges pass sentence upon his cai
cass, and the fun begins. Tho trust
.'Shellbacks," who have crossed th
line, and who have been accepted b
isis "Royal Highness" as fit "sui
Jects." station themselves at point
of vantage overlooking the ceremc
nies.
Tho "Royal Harber" shaves an
otherwise trims the "rookie.'' an
letailers by if l^H^
olumbia Merchan
i Out Constructive Sale
Address to Rock Hill
Commerce.
us greater merchandise values to o
fer than wo have had for seven
years. Hut wo are goiir? io go dee]
or than that into tho matter of so
vice, and trim our margins of prol
vory closo if we ai o intending I
forgo ahead.
With overhead expense still hig
how aro wc going to offset the lo:
of close-trimmed profit margin;
Thero is but one answer to thal que
Hon: Increased volume of sales ar
quicker turn-over, and buy lo-da
sell to-morrow, and buy again ne
day. That will keep stocks clean ai
allow us to tako advantage of fal
ing markets. If some of us had pu
sued that policy In 1920 we wou
hova put in less sleepless nigh
when prices began to hit the tobo
gan and we wero loaded with goo
bought at the high peak figures.
I sometimes think that merchan
have not got deep enough Into tl
study of turn-over; they have pa
little or no attention 40 the long
of time merchandise has been in t
'house. They have bought and ?tor
away goods until such time as mon
became an urgent neel to meot c
ligations, then they h .. sold mad
and furiously, without consider!
cost. A store should be like a cl
water main-there should be a cc
slant How of goods from tho ba
door through to the front. Wli
merchandise is selected with ca
when due thought is given to t
demands of your (lass of trade.wh
buying is done conservatively a
discounts taken, there is no reas
for goods remaining in the hon
thon he is passed on to tho "Hoya!
Doctor," given a pill of tar that
would choke an ox, treated to an
electric euro tor insomnia, rubbed
with an ointment of molasses, glue
and paste, the victim then appears
be fore many other "members of he
court," ami las'ly is seated in tho
"Chair ot' Honor." Here ho got* an
cleo! ric shock and afterwards is lit
erall> dumped into the water ai tho
mercy of tho sea-serpents. Needlers
to mention, Hie inhabitants of this
mysterious body of water perform
their duties as only experienced
sb? Ubachs cnn.
' herc ure no members of thc crew
oxcepted; all of thom, oliicers and
enlisted men alike, who have not or
cannot show a certificate signed and
sealed by the "Royal Scribe or His
Majesty." must suiter tho same fate.
In the days when the /navy was
"wet" officers were sometimes shown
a little leniency If they would agree
tc. "splice the main brace" after the
ceremony was over, and after "Nep
tune and his Court" had left for "re
gions unknown."
In ono known instance a lieuten
ant was directed to shine the "royal
coffee potv" An ensign ?peut an
hour shining the shoes of "Neptune"
and his pretty "Amphitrite," and
still another officer was ordered to
be more liberal in giving ?hore leave
tn h!<? division. \
j By cry man ed ls given u
I "Noptnno Certificate" t. //ove thal]
j he ls an "Honored Shellback/1 and
? he ls never again expected '<> pre-"
sent himself for the ceremony. The
certificate In question is a very
stately-looking document, done in
colors and signed by the. "King."
sealed by the "Royal Secretary" and
handed to the man the following
day.
Wvery man who has crossed the
equator om an American man-of
war can: tell you, first-hand, who
"Neptunus Rex, the Ruler of the
Raging Main," is, and he can also
recall at a glance the signature of
"Davy Jones, His Majesty's Scribe."
If, perchance, mistakes aro made in
purchasing, lower tho prico at once
and clear the merchandise without,
delay.
And, now that we aie on the sub
ject of quick selling and rapid turn
over, let me say a few words about
tho great force that makes quick
selling possible-ADVERTISING! I
find that some merchants do not
like tho picturo that tho word ad
vertising brings up. Whon you men
tion that word they havo visions of
forced sales, sacrificed profits, big
bills from newspapers, and a general
feeling like "the morning aftor."
When you find a merchant who
feels like that about it. go and look
at some of tho advertising he hus
put out. Read some of tho state
ments ho has expected tho public to
believe and respond to. I venture to
say you do not havo to search far to
find tho true reason for tho head
ache. Advertising has been horribly
misused. In many instances it has
carried thoughts and word? that a
merchant would not dare to pass
out to his customers over tho coun
ter. It has been looked upon as a
means of framing up cheap tricks,
with tho idea that the public believes
everything that is seen in print. It
has failed, and it has deserved to
fail.
On tho other hand, there ls anoth
or kind of advertising that has no
force because it says nothing. A
merchant goes to the markets and
spends days In selecting new and
attractive goods, with all sorts of
selling features that havo appealod
j to him when buying thom. Does
ho put these attractivo features Into
I his advertising? Does ho tell coh
I Vlnclngly Just why the values aro
'so astonishingly good, tho styles so
? striking and attractive? Ho does not.
I He buys a quarter-page of fepaco In
j which to say something as dry as
dust-something that does not cre
1 ate a ripplo of excitement after lt
ls read, if, indeed, anyone reade it
at al). This is a sample of the usual
stock statement:
"Our buyorts have Just roturned
from tho Northern markets with a
full Uno of tho new spring merchan
dise. Your inspection is invited.
"John Smith & Co."
That, my friends, is not advertis
ing at all in the modern sense of iho
word, lt is merely a contribution io
the support of your local newspaper.
lt should go down in your ledger lu
the column reserved for charitable
contributions; it should not bo
charged to advertising because lt ls!
not advertising. I
Advertising ls nows, lt should j
carry the same human interest ap
peal that causes people to buy and
read !) newspaper. If you can get
that isoniothing into your advertising
which will Instruct and Interest tho
people-tell them something about
ibo goods und market conditions,
service, style features-real news
about the things they need and want
ld buy-you won't have to beg or
force Hiern to read. They will read
out of pure self-interest and come
into the store anxious to buy your
goods. The right kind of advertis
ing i's a real service to your custo
mers, because it tells them things
they really want to know. Advertis
ing is service. "Ile profits most who
serves best."
In connection with this subject li
must say a word about tying up your
window displays with newspaper
advertising. When yon feature new
goods or special values in your news
paper ad., always arrange a window
display of the goods, so thal the two
sales-forces will work together. If I
the price l's the attractive feature,
put a price card on the article dis
played in the wintlow. Post sevevrl
of your newspaper ads. about the
store Whore clerks and customers
can see them. Always be sure that
your clonks know what you are ad
vertising. Have the advertised arti
cles prominently displayed in tho
store and ea!sy to get at.
In reaching up for thc goal of
quick turn-over we must not over
look the possibilities contained in
our selling organization. Every cus
tomer who comes into the store is a
prospect for other merchandise than
that which has brought him in. Tho
bright clerk will size up a custo
mer's possibilities at a glance and
stimulate desire by showing new
things In which he hos ita-son to be?
llevo th? . . stomer wir. i<< I uto vee ted,
I'ako thc trouble to teach von.- dorks I
salesmanship; it will stimulate
your own ability along that line. .
Have your clerks study the goods |
they sell; let them be in a position
to answer any question a customer
may ask. That creates confidence
and strengthens the customer's de
sire to buy. Nothing is so appalling
I as Ignorance of merchandise on the
part of a tsalesman. On being shown I
two grades of neckwear, one nt f>0c.
and one at $1.00, a customer said:
"Yes, they aro both very pretty, but
what ls tho difference?.rho dif
ference-the difference?" said the
clerk. "Why, the difference is Just
50 cents." That bit of salesmanship
was not calculated to sell the $1.00
tie.
Bo timely in exploiting your mer
chandise Keep your eye on the so
cial calendar in tho newspapore, tho
club meetings, the births, deaths,
weather reports and goings and com
ings of the people. Thus you will be
In a position to take advantage of
fleeting merchandising opportuni
ties that your competitors may over
look. Being ready to supply a press
ing need ls a sure way to build per
manent butelness through service.
Bear In mind constantly that the
dollars In 1021 are going to him
who roaches out for them through
tho sound inducements of value and
service. It will bo a hard year for
mossbacks and those who cannot get
In tune with present-day conditions.
It will bring a lean cash drawer to
thoso still walting for the return of
the silk shirt dayls of 1910 and 10 20,
but it will be a glorious year of op
por'unlty for thoso who aro up and
doing six days in the week. Tho
year 1021 is going to prove what
kind of a merchant you arc -1021
will reward fighters.
Give Sick, Bilious Child
"California Fig Syrup"
"California Syrup of Pigs" is tho
best "laxative physic." to give to a
sick, feverish child who is bilious or
constipated. Directions for babies
and children on bottle. They love Hs
fruity taste. Beware! Say "Califor
nia" or you may not get the genuine
recommended by physicians for over
thirty years. Don't risk injuring your
'childs tender stomach, liver and
bowels by accepting an imitation fig j
syrup. Insist upon "California."-adj
The Willard was first,
The Willard is better built,
The Willard lives longer,
The Willard is used most.
THEREFORE, You want and must have
The Willard Battery
in Your Car.
Wc have a complete line on hand. The name Willard
is a guarantee of perfection in the battery world. Our personal
guarantee goes with every battery.
Hughs Garage,
Main Street, !-! Walhalla, S. C
"Satisfied Customers" is Our Motto.
i?* @ @ ? ? ? ? & @ & @ *$ isJ ? fs$ jg ^ & i?ji ^
Here's Your Chance
$1.50
Progressive Farmer,
$1.00 year,
The Keowee Courier,
$1.00 year,
Either paper well worth Combination
Price of Both. Order yours 'now.
For
Both
For 12 Months
A S 01 iJlilte SK) : MK. WILSON.
Puris Tapers (Javo Expression to
Vlewa on tho Subject.
The newspapers of Paris, of all
shades of political opinion, devoted
not a little space to comment on thc
change af administration at Wash-j
ington on March -llb, and in this
comment President Wilson's depar
ture from tho seat at. the head of the
government ls given moro promi
nence than is allotted to spec
ulation on the ascendency of Presi
dent Harding. The Temps says:
"President Wilson is an apostle;
ho believes in principles as ono be
lieves in God. Ho has failed in his
noble effort, as all aro bound to fall
in an effort to put a noble act above
human nature as it is constituted.
"Woodrow Wilson will remain,
however, as a man who understood
that young America's place was at
the side of the Allies, and who dared
to unsheath tho sword to defend
right and llborty. For this alone he
will romain forever in history as a
great American."
La Victoire says:
"President Wilson leaves the
White Houso less triumphantly than
when ho entered lt four years ago.
There is a tragic grandeur in tho po
litical and physical collapse of a man
who two years ago was tho moral
dictator of tho Allied nations."
Tho Radical, which represents tho
Left Center party, says:
"History has rendered Justlco td
Washington and 'Lincoln ; wo do not
doubt that, it will place Wilson
among the best servants of thc Uni
ted States. The work of Wilson was
worthy that of Washington and Lin
coln."
Piles Cured in 6 to 14 Days
Drudi?st? refund money If PAZO OINTMENT falls
to cure Itching, mind, utecdln* orProtfudln* Pilo?.
Instantly relieves Itching Piles, and you can jjet
restful ulccp cher tho first nnnllcation. Price 60c.
Aged Rector Resigna.
Charleston, March 9.-Rev. John
Kershaw, I). D" for over 25 years
rector of St. Michael's church, has
tendered his resignation because of
ill health. Dr. and Mrr.. Kershaw aro
now visiting their son at North Au
gusta. Under advice of his physi
cian, Dr. Kershaw will need a long
rest to restoro his health. The vestry
of St. Michael's has accepted his res
ignation with deep regret that bia
physical condition makes his with
drawal from activo duties as rector
necessary. No arrangements havens
yet been made for filling his place.
WOMKN M AV VOTE-NO POLL.
i
Tho Now Law Ikies Not Carry Prov!?
sion for Tax is General Opinion.
(Tho Slate, March 10.)
Women of Soutn Carolina will not
he subject to poll tax in the coming
years because of their pa .-tioipntion
in elections and primario* in South
Carolina, according to ilia, opinion
of a number of lawyers. The bill
passed by thc last L?gislature gives
women equal rights In all elections,
but does not refer to poll tax or any
tax, merely placing the constitution
al requirements on them the same as
on men.
Tho constitution says that a voter
must have paid "all taxes," includ
ing poll tax, before being allowed to
participate In a general election. The
section in regard to tho voting usos
tho word "him" in all instances and
never mentions "her."
Attorney General Wolfe has al
ready held that tho women will not
bo subject to tho tax and reiterated
his former statement when asked
about the matter yesterday. The
Federal constitution gives women
tho right to vote In all general elec
tions, and tho recent law here gives
them primary rights equal to those
of men. The Sapp bill, passed, rati
fied and now law, giving tho women
this primary right, is as follows:
"To confer upon women the right
to vote In all elections. Be it enact
ed by the General Assembly of the
State of South Carolina:
"Sec. 1. That hereafter all women
who have attained the ago of 21
years and upward shall have and en
joy all .the rights and privileges of
qualified electors, upon complying
with all the provisions of the consti
tution defining the right of qualified
elector;; for men, and shall bo enti
tled to vote as such electors, when so
qualified, in all elections hereafter
held in the State: Provided, that
disqualifications of tho constitution
now applying to men shall also apply
to women."
Tho ancient Greeks aro known to
have played on bagpipes.
. ?J..j.?j.?j, ?J??J. I>.j..j.i-t..j,.-??.?J??*?
Palmafesta
(PALMETTO STATE FESTIVAL,)
Columbia, March 28 to April 2
4.4^4.4.4.4.4^.4.4^4^4. ****