NDARS, 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., until they have gone into the fine arts, and spared no expense
to captivate the public.

LETTERS.

More effectual than circulars, and nearest a personal interview, is a
personal letter. As an advertisement the letter impresses itself upon
the mind of the person receiving it, in an unusual way. A prominent
firm employed clerks, and had written several thousand letters, at
many times the cost of printed circulars, which they mailed throughout
the country, calling especial attention to their line of goods. Even
the two cent postage stamp, and the envelope being sealed, impresses
the person receiving it with the thought that it is of importance,
and one of the largest dry goods houses in Chicago, when issuing any
circular which they regard as special, seal the envelope and place a
two cent stamp thereon. They consider that this gives their circulars
a preference over ordinary printed matter. Certain it is, that the
public accept advertisements largely at the value and importance
attached to them by their owners.

DRUMMERS AND AGENTS.

Personal effort exceeds all other means of advertising, and
competition in many branches of business has become so strong in these
times, and the facilities for travel so excellent, that large numbers
of solicitors and agents traverse the country. Good personal address,
a thorough understanding of the business, a knowledge of human nature,
together with social qualities, constitute a good drummer.

HOW TO WRITE AN ADVERTISEMENT.

Before writing an advertisement, one should always place before his
mind what is the most important thing to impress upon the public. If
he is advertising an article of established trade, it is the name and
location of the house selling it which must be the more prominent, or
at least equally so with any other part; but if he be introducing some
new article, or seeking to extend the sale of something littl