THE ART OF SELLING

Hawke's Bay Tribune, Volume XIX, Issue 64, 2 March 1929, Page 3

THE ART OF SELLING

LOW COST OF ADVERTISING It costs something, in the terms of money value, to sell anything Selling costs are often as high as manufacturing costs, and. of course, they must be recovered in the selling price. Trying to sell goods without the aid of advertising is always costly. Cheap methods ot selling—the pedlar’s basket, the costermonger’s barrow, the stall in the marketplace—are not recognised as efficient. A great deal of personal energy has to be expended to take the selling apparatus to the place w.here buyers are likely to be found, and to r‘.tract their attention, tin a higher scale of commerce the trader’s shop in a crowded street, his window fitting and display, represent the same 1 id of endeavour, but in the case of shopkeeping, the merchant can do something to attract buyers into his shop. He can display his wares attractively and employ skilled salesmen to impress his customers; but unless he does more than this he is trading on the chance that some buyer wil] come down his street, look at his window, enter his shop and listen to the salesman’s talk. All this selling effort costs money and much of it has to be expended in the form of rent and wages and general expenses in any case. Let the merchant or manufacturers spend a little more money on Newspaper advertising, .-nd ne will attract the maximum often tion to his goods at the minimum cost. Newspaper advertising is a cheap and efficient method of selling goods. It can be used to any extent to achieve any desired result,—“Newspaper News.”