TRADE NECESSITY.

Hokitika Guardian, 20 March 1926, Page 4

TRADE NECESSITY.

XE\VSPARER AT)VEII TI SI XG. LONDON. March 26. The business advantages of publicity combined with intelligent consideration for window dressing, were extolled in a speech delivered by Sir Charles Mighani. ■■ You retailers do not advertise enough.” he said. " You do not seem to understand that if newspaper advertising nays Barkers. Harrods mid Selfridges. as it does, it will also pay you. Aon cannot, expect the public to come to your shop and buy goods, if you do not ask them to. It is not what you pay for the space in a newspaper i that wants to disturb you, it is what you put in. If you believe in the goods you sell, advertise and tell the people of your district. Do not hope for people to come to your place of

business, make certain of it. Newspaper advertising is the only' way I know of. "AYhen the people get to your shop.” he proceeded. "do not let them imagine. by looking in your window, that you are unable to serve them well, due to the fact that either the goods are dusty, or are so-old fashioned that they know you have had them tor a long time. Dress your window often. It is true it is a little trouble, hut then you pay half your rent lor your window. Do not let the public decide they do not want the goods before you have had a chance to tell them how good they are inside your shop. Get J them in. and then have value for them I when you get them in. Small profits and a quick turnover is the way to make a success of a business nowadays. The only way to get quick turnover in your business is to advertise. If you have a certain line of goods, and you think they are good value, you should tell your customers why you think they are, and why they should buv them, and they will respond.”