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