THE Liquor Book

4 THE LIQUOR BOOK.
liquor and wouldn't know what to do with it if it had it.
You can g-et the trade of both these classes by talking-
to them in the right V7a.y. The rig-ht waj^ is not the
vague, general style of advertising-. Don't expect to g-et
business by printing- 3'our name and address and simply
adding-, "Fine wines, liquors and cigars."
Nowadays, you have to tell people precisely what you
have to sell, how and why it is g-ood, and what the price
is. Take the public into 3'our confidence full}-. Tell
just why 3'ou are able to serve them satisfactorily and
why it is 3'OU can g"ive them the best goods at a money-
saving- price.
The most important thing- in the liquor business is
the perfect purit}^ of your g-oods. Alwa3's harp upon
that point and never fail to make it emphatic in all your
advertising-.
Tell people how long- you have been in business, how
wide your experience has been, and make it plain to them
that you know what the best liquors and wines are,
where they are to be secured, and how to buy eco-
nomically.
Tell them all about your leading- brands of whiskey,
gin, wine, etc., where they come from, how old they are,
and how you know they have no superior. Tell them
that you buy 3-our liquors onlj- in original packag-es, and
when liquor comes from the bonded warehouse, always
make mention of that fact and point out that its age and
purity are g-uarantced b^^ the United States Government.
Tell them that everything they buy of you goes to
them just as it came to you, without any adulteration,
blending, fixing- or anything- of that sort.
Point out all the details in regard to your port, sherry
and other wines, just as you do in regard to your whiskey
and other liquors.
If 3'ou care to build up a bottle trade in beer and ale
tell what sorts you handle and all about them. Make