THE Liquor Book
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade. The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade.
The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable
field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
6 <strong>THE</strong> LIQUOR BOOK.<br />
Do not fall into the common error of telling- people<br />
that you sell all kinds of g-ood brandies, whiskies, g"ins,<br />
wines, ales and beer. They probably know that already.<br />
If they don't, there is nothing- particularly interesting- in<br />
it, anyway. Nobody is going- to come or send for all<br />
these thing-s.<br />
Pick out one thing- and harp on that. If you advertise<br />
port wine, for instance, and praise it up to the skies, you<br />
will catch the attention of a certain number of people<br />
who want port wine, or will think they want it when<br />
they read your ad.<br />
You can catch the trade of some of the people who<br />
are in need of the article you offer, but if j'ou offer every-<br />
thing- at once, you will scatter your shot so widely that<br />
you won't hit anybody at all.<br />
If you can afford the space, always use a cut in 3'our<br />
advertisements. This is the ag-e of cuts in advertisingand<br />
in a newspaper where cuts are allowed the ad that<br />
is not illustrated stands a prett}' slim chance of being-<br />
seen and read.<br />
On the other hand, if you have an attractive cut you<br />
are sure of catching- the eye of nearly ever3'bod3' who<br />
opens the paper, and when you have once attracted their<br />
attention the chances are that the}- will g-o on and see<br />
what it is you have to say.<br />
When it is possible to do so, use cuts that have some<br />
connection with the article you are offering-, or with<br />
liquors g-enerally. Make your talk as terse and simple<br />
as is possible. Do not think that it is necessary to use<br />
long adjectives or pompous phrases. The best advertising<br />
is always the simplest<br />
Plain, frank, sensible statements carrj- conviction<br />
with them. The shorter and simpler your statement is<br />
the more likely people will be to believe it. When ^-ou<br />
commence to cover up what you have to say with bigwords<br />
and extravag-ant statements, just that moment