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Editorial
August 18, 1915
Carson City Daily Appeal
Carson City, Ormsby County, Carson City County, Nevada
What is this article about?
Editorial advises Carson City local merchants on losing business to mail order houses and large city merchants due to their extensive advertising. Urges merchants to advertise systematically in the local paper to regain trade and build buyer confidence.
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CARSON CITY DAILY APPEAL WEDNESDAY, AUGUST 18, 1915
WHY THE LOCAL MERCHANT DOES NOT SELL MORE GOODS
You no doubt wonder, Mr. Merchant, why you do not sell more goods. But you shouldn't, for it is no secret.
If you are not selling the goods you think you should it is not wholly because the people are not buying. It is because some other fellow is getting the trade you ought to have, and that other fellow is most likely the big mail order house.
For positive proof of this assertion, just watch the parcels post mail that comes to this postoffice, and watch the carloads of goods that come in by freight or express-all from the big mail order houses.
The fact that the people of this community are your friends is no reason why they will trade with you unless they are convinced that you can do as well by them as the mail order man or the large city merchant does.
The people-even your friends-will spend their money where they can get the most for it, and you can not keep them from doing so. You probably are doing the same thing yourself.
Mail order houses and large city merchants advertise extensively the year round, and in this way they gain the confidence of the people. And the buyer invariably travels the road in which he has most confidence.
He has been led by the mail order man and the city merchant to believe that they can do better by him than you can do, and once he gets that idea into his head you lose and they have got the trade away from you.
You can get much of this business back if you want to, but the only way you can do it is to advertise, and keep on advertising. The successful business man of today keeps a watchful eye on his competitor, and meets him half way.
A well written advertisement will eventually draw the people to the advertiser. The advertising, however, should be done systematically and the copy should be attractively prepared and frequently changed.
When people spend their own money they unquestionably have a right to buy when and where they please. It would therefore seem the part of wisdom for the local dealer to convince the buyer that home is the best place to trade, and this can only be accomplished by appealing to their reason through intelligent and persistent advertising in their home paper.
We will cheerfully assist you in preparing such copy at any time, if you so desire. Are you ready for a chat?
WHY THE LOCAL MERCHANT DOES NOT SELL MORE GOODS
You no doubt wonder, Mr. Merchant, why you do not sell more goods. But you shouldn't, for it is no secret.
If you are not selling the goods you think you should it is not wholly because the people are not buying. It is because some other fellow is getting the trade you ought to have, and that other fellow is most likely the big mail order house.
For positive proof of this assertion, just watch the parcels post mail that comes to this postoffice, and watch the carloads of goods that come in by freight or express-all from the big mail order houses.
The fact that the people of this community are your friends is no reason why they will trade with you unless they are convinced that you can do as well by them as the mail order man or the large city merchant does.
The people-even your friends-will spend their money where they can get the most for it, and you can not keep them from doing so. You probably are doing the same thing yourself.
Mail order houses and large city merchants advertise extensively the year round, and in this way they gain the confidence of the people. And the buyer invariably travels the road in which he has most confidence.
He has been led by the mail order man and the city merchant to believe that they can do better by him than you can do, and once he gets that idea into his head you lose and they have got the trade away from you.
You can get much of this business back if you want to, but the only way you can do it is to advertise, and keep on advertising. The successful business man of today keeps a watchful eye on his competitor, and meets him half way.
A well written advertisement will eventually draw the people to the advertiser. The advertising, however, should be done systematically and the copy should be attractively prepared and frequently changed.
When people spend their own money they unquestionably have a right to buy when and where they please. It would therefore seem the part of wisdom for the local dealer to convince the buyer that home is the best place to trade, and this can only be accomplished by appealing to their reason through intelligent and persistent advertising in their home paper.
We will cheerfully assist you in preparing such copy at any time, if you so desire. Are you ready for a chat?
What sub-type of article is it?
Trade Or Commerce
What keywords are associated?
Local Merchants
Mail Order Houses
Advertising
Trade Competition
Business Advice
What entities or persons were involved?
Local Merchants
Mail Order Houses
Large City Merchants
Carson City Daily Appeal
Editorial Details
Primary Topic
Local Merchants Competing With Mail Order Houses Through Advertising
Stance / Tone
Advisory And Promotional For Local Advertising
Key Figures
Local Merchants
Mail Order Houses
Large City Merchants
Carson City Daily Appeal
Key Arguments
People Buy Where They Get The Most Value, Even From Mail Order Houses
Mail Order And City Merchants Gain Confidence Through Year Round Advertising
Local Merchants Lose Trade Due To Lack Of Advertising
Systematic And Attractive Advertising Can Regain Business
Local Paper Offers Assistance In Ad Preparation