CHAPTER 3 MONEY IN TRADE.

                                CHAPTER III.

                            MONEY IN TRADE.
What Kind of Advertisements Pay—“Don’t Fail to See the Blizzard Saturday Night”—The Keynote of a $20,000,000 Sale—Selling Goods by the Mile—Watches for Bait—How to Get Five-Year Customers—“Trade With Me and Get a House and Lot”—Why Trade at Push and Pluck’s?—Bargains in Buttons Often Means High Prices in Broadcloth.

Thousands fail in business every year when an idea put into practical operation would have tided them over the trouble and opened the road to a competence. This chapter will tell you how to succeed. No man with common ability and industry who puts the half or even the quarter of these ideas into practice can possibly fail. The great thing is to make people buy your goods. But to induce them to purchase you must first of all call attention to what you have to sell. Here are a few of the ways in which this is to be done. The following methods will fairly compel the people to trade with you, but you must bear in mind that as soon as the influence of one device begins to flag it must be immediately succeeded by another.

17. The Interlined Advertisement.—Advertisements are not read unless persons are looking for something in that line. This is because they are all placed by themselves. Your bid for patronage must be put in the midst of the reading matter if it is to attract general attention. Many publishers will not do this, but your chief and only point in appearing in the paper is to have your advertisement read, and it pays better to insert it in a journal with 5,000 readers who will all see it than in one having 100,000 subscribers, hardly 100 of whom will glance at the advertisement. You can afford to pay handsomely if the publisher will give you a line of black-faced type to eight or ten lines of news.

18. The Picturesque Name.—Have a name for your store such as will easily fit everybody’s mouth. “The Beehive,” “The Blizzard,” “The Buttercup,” or “The Bonanza,” are suggestive titles. Many customers are attracted by the talk of their acquaintances, and it is much easier to tell a friend that you bought an article at “The Hub,” or “The Sun,” than to attempt the unpronounceable name of a proprietor, or to give a forgotten number. Successful men in several lines of business assert that they owe much of their good fortune to the happy hit of a popular name.

19. The Pictorial Wreck.—A writer with the gift of a lively imagination can write something interesting in the way of a fanciful battle between customers and goods. Head lines, “Great Slaughter in —— (the taking name of your store),” “Wreck of Old Conservatism,” “Smash of High Prices,” “Ruined by the Rush.” Then would follow a graphic description of the charge of customers upon wares in which the store was almost wrecked by the enormous number of people who took advantage of the under-cost prices. People enjoy this kind of pleasantry, and the impulse to follow the crowd is almost irresistible. A certain New York house grew from a small to a great one by this method of advertising.
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