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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<strong>THE</strong> LIQUOR BOOK.<br />
people understand that you know that your beers are<br />
brewed from pure malt and hops under conditions of<br />
perfect cleanliness, and that they have no superior either<br />
in point of flavor or healthfulness.<br />
Do not try to advertise your whole store and everything-<br />
in it at one time. Take one thing, or one or two<br />
thing-s of the same character, at a time. Tell all about<br />
them and then stop. Leave other thing-s for other times.<br />
Always state in your advertising the prices of the<br />
g-oods, and state whether you deliver them free or other-<br />
wise.<br />
If your store is located centrally you can profitably<br />
use all the newspapers, or all the g:ood newspapers, in<br />
town. If you are not centrally located there is probably<br />
some one or two papers which cover pretty thoroughly<br />
all that section of the town which you can reasonably<br />
hope to bring to your store.<br />
Unless you are in a very large city, you can afford to<br />
use the paper which is most widely read in your vicinity.<br />
In a large city, of course, the advertising rates of a newspaper<br />
are so high as to seem almost prohibitive, but even<br />
if the rates are high you will find it will pay to use a<br />
small ad even if you can only do so once or twice a week;<br />
that is, of course, if you advertise wisely.<br />
Under no circumstances run what is called a "stand-<br />
ing card" in a newspaper. If it does you any good at all<br />
it will be almost miraculous.<br />
Whether your business is in a large city or a small<br />
one newspaper space is too expensive to waste by putting<br />
your name and address in it and letting it stand. Never<br />
use the same ad in two successive issues of the same<br />
paper. Change it every time.<br />
In every ad devote your space to the description of<br />
some one thing and give its price. Urge people to give<br />
it a trial and tell them that if they do not find it precisely<br />
as represented you will cheerfully refund their money.<br />
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