Do not jump at it. Give some thought to it. Very few sales are gotten up in such a hurry that a day or two cannot be given to the consideration of such points as special cuts to be made, special spaces to be contracted for, special notices to the written up and strong, business bringing advertising prepared.
The newspaper end of the sale demands thought and so do the problems within the store. Window tickets, inside display cards and price tags must be prepared. Special spaces must be reserved in the portion of the store where the sale will take place.
From the receiving room down to the delivery department all must be put in readiness for abusiness-like handling of the event.
Let us assume that the event is a clearance sale of $7.50, $io.00 and $12.00 suits for men and youths. The clearance price is fixed at $5.00.
Such a sale usually opens Saturday, for Saturday is the best day for selling clothing.
Make the preparations as above stated.
The idea is to have the sale last at least a week. It may-last a fortnight. The prime point is to run it as long as it is a trade winner.
Prepare these ads. One is for Friday evening (for Saturday’s trade.) The second is for Sunday (for Monday’s trade) and the third for Monday (for Tuesday’s trade.) The first ad should be the largest. That it should be well-written, illus-‘trated and printed is understood. The second ad should be in the strain of ” The Sale Is Now On.” The third ad follows the idea of the second with the added information to impart to an expectant public that “Success Has Marked the Course Of This Sale.”
Now we have the sale well under way and will consider:
How Should the Sale Be Engineered? Here is where the ingenuity of the advertising writer shows itself. For every day in the week something new must be said about the progress of the sale. He will receive his best inspiration by going into the clothing department and watch the actual course of the sale.
It is extremely essential that the advertising writer work in harmony with the manager of the clothing department and the clearer is the understanding among everybody concerned in the sale the greater is the chance for success.
Both heads-the head of the advertising department and the head of the clothing departmentwatch the progress of the sale. If it shows any signs of cessation the advertising man pours fresh, strong copy into the columns of the papers and the clothing man pours fresh, bargain-great stocks on his counter.
A week goes by. Saturday evening brings the two managers together to compare notes and conclude if the sale is to be pushed another week
The second week is practically a repetition of the first. If the sale possesses unusual elements of vitality it is swung along into a third week.
The only excuse a sale can give for its existence is that it pays. When it begins to ooze forth the meagre returnslike a half dry pumpthen it is time to consider
flow Should the Sale Be Dropped? Do not drop it with a dull thud in the middle of the week. Before dissolution there is usually a last rally of the vital forces, a last gasp, as it were, and this last effort in the clothing sale can be turned into a very respectable end-of-the-week finish.
Then drop the sale.
As long as it was a business bringer it was operatedthe moment it lost its drawing powers that moment was it dropped!
Have a Reason for That Sale.
Much printer’s ink, as well as time, thought, work and money, is thrown away in a certain kind of advertising.
This is the order of advertising that is a simple tale of items and prices,a dreary waste of recitals without any logical reason attempting to show the cause for such values.
There is a reason for everything. Never yet was a price cut or a new lot of goods bought without a cause. Cause dominates effort. Therefore if you are advertising thirty-six inch unbleached muslin worth seven cents at five cents per yard, tell somewhere in the general heading or body of the ad your reasons for making such offerings. Tell the public that you secured a snap from some overstocked muslin manufacturer or importer, or that you wished to move your cotton dress goods department to your basement, or that carpenters are tearing the heart out of your store, or that the end of the active season is approaching and that you do not care to carry these goods over. Always have a reason, and come out with that reason boldly and honestly.