THE Liquor Book

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