The printed circular goes out to the public as the
representative of the house; it should, therefore, in order to command
attention and respect, have about it, an air of appropriateness and
attraction. Such a circular will perhaps be carefully preserved for
years, while another which was of not enough importance, apparently,
to the proprietor or firm issuing it, to command their taste and
skill, will soon be thrown aside as of no importance to the person
receiving it.
Several circulars must often be sent in order to command the attention
and secure the custom of a person. Where circulars referring to the
same article are repeatedly sent out, the attention of the person who
receives them is likely to be arrested at last, and his response may
be made in the form of an order.
Perhaps thereafter he becomes a constant customer, buying himself, and
recommending his friends to do likewise.
CHARTS, CALENDARS, ETC.
An important idea in advertising is to enlist the services of others,
by making it to their interest to advertise your business. This is
often done by sending out charts, calendars, etc., containing useful
information, together with the advertisement. These, when properly
arranged and prepared in an attractive manner, will be placed in
a conspicuous place in the store, office, or home of the person
receiving them. Railway, insurance, and other corporations have vied
with each other in the elegance and attractiveness of their charts,
etc.
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