The Hooker Advance (Hooker, Okla.), Vol. 9, No. 15, Ed. 1 Friday, May 17, 1912 Page: 5 of 10
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1
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Advertising
1 Talks
E
ooooooooooooo
El
LOOT WAS QUICKLY RETURNED
Advertising of a Mexican General
Whose Word Was as Good as
His Bond Brought Results.
Parral, Mexico, has Just illustrated
th« old adage that It pays to adver-
tise. And the Illustration is so pleas-
ing to those people who believe In
advertising that it Is worthy of com-
ment.
Recently General So-and-So gave
out an interview to the afternoon pa-
per there which said that, unless the
people who had been working at col-
lecting loot changed their ways he
would cut their heads off. There had
been a pretty fairish battle or two
in Parral streets and while the sol-
diers were engaged in combat others,
not so busy, swiped nearly everything
< that was loose. So the general said
that in homes where loot was found
it would make it necessary for him to
amputate the heads of the guilty per-
petrators. The paper printed it, and,
from the time of the appearance of
the first copy on the streets there was
a stampede to be the first to return
stolen property.
By the break of dawn the next
morning the streets in front of the
city building were a mass of drays,
wagons of all descriptions and per-
sons in carriages, on horseback, with
many "citizens on foot," with loot to
a fare-you-well. A quarter of a mil-
lion dollars' worth of plunder was
taken back and deposited with the best
wishes of the plunderers in front of
the magistrate and thus one of the
biggest advertising campaigns was
proven efficient.
In the bunch were shoes worth fifty
thousand dollars, shoes of all sorts
and sizes and conditions. There were
English shoes, Lynn, Massachusetts
shoes and home talent shoes from
Mexico.
There were mantillas, for a milli-
nery store had been looted, and there
were ready-made clothes, for these
emporiums had also been included in
the plundering.
But the advertisement of
THE POLICY OF THE STORE
Merchant Should Have Confidence and
Co-operation of His Employes—Sat-
isfying Customers Pays.
Ask the average merchant to out-
line his store policy*for you and nine
times out of ten he will be unable to
do so. 1 This is not because the mer-
chant has none, but because he has
never figured out just what It is. The
same question is never answered
twice in the same way. The majority
of merchants will allow personal feel-
ings, prejudice or favoritism to sway
them in one way or another.
Very often a number of policies will
be found in the same store, the pro-
prietor has one and each of the clerks
has a pet policy.
One, for instance, relating to a sat-
isfactory purchase guarantee to ev-
ery customer should never be allowed
to be broken. No man relishes the
thought that he has been "done." Yet
the merchant is "done brown" many
times. But if he is a live one he will
usually win out in the end. Every
time the merchant is "done" by a cus-
tomer he gets many dollars' worth of
advertising out of it and does not lose,
but gains, from the transaction.
There are always a lot of petty
grievances arising that are better
smoothed over than fought against
Take the matter of exchanging goods.
It is a necessary evil. The clerk must
smile at the customer who is actually
accusing him of trying to "beat" him
The clerk that cannot smile and
smooth out all such cases is of ques-
tionable value to any store.
Not long ago a young man pu>-
chased a working shirt for fifty centi
He found it was too small, so took .*
back to have it exchanged for a lary-
er one. Before trying it on he had
FREE ADVICE
TO SICK WOMEN
Thousand* Have Been Helped
By Common Sense
Suggestions.
Women suffering from any form of fe-
male ills are invited to communicate
promptly with the woman's private corre-
spondence department of the Lydia E.
Pinkham Medicine Co., Lynn, Mass.
Your letter will be opened, read and
answered by a woman and held in strict
confidence. A woman can freely talk of
her private illness to a woman; thus has
been established a confidential corre-
spondence which has extended over
many years and which has never been
broken. Never have they published a
testimonial or used a letter without the
written consent of the writer, and never
bas the Company allowed these confiden-
tial letters to get out of their possession,
is the hundreds of thousands of them in
their files will attest.
Out of the vast volume of experience
which they have to draw from, it is more
than possible that they possess the very
knowledge needed in your case. Noth-
ing is asked in return except your good
will, and their advice has helped thou-
sands. Surely any
woman, rich or poor,
should be glad to
take advantage of
this generous offer
of assistance. Ad-
iress Lydia E. Pink-
ham Medicine Co.,
(confidential) Lynn,
Mass.
Every woman ought to have
torn out the size-label, which is sewn j Lydia E. Pinkham's 80-page
in the neckband, and in doing so had ; Text Book. It is not a book for
torn the colth about half an Inch. general distribution, as it is too
The merchant himself served th> expensive. It is free and only
lad when he took back the shirt fo.- I obtainable by mail. Write for
exchange. He refused to exchange it It today.
on the grounds that it was damaged. -...
He kept it and had it mended. Tht 1 A Sad Handicap,
lad therefore had to make three tripu "Sad case of the fellow on the
to that store for a shirt that was most :tour,h floor!"-
unsatisfactory to him. j "What's that?"
The merchant had explained care- "He P^ys the cornet for his own
LIKE THE WOLF AND LAMB
fully how unfair it was for a custom-
er to ask to have a damaged article
exchanged, and no doubt thought he
had convinced the youthful purchaser
of the righteousness of his refusal to
exchange the unsatisfactory article.
amusement, but he got so hard up
lately that he had to pawn the in-
strument."
"Well?"
"Now he can't borrow a dollar In
the entire building because everybody
As the youth was leaving the store, 's afraid he'll get the blamed tooter
after getting the mended shirt, hti 3ut of Pawn."
said: "I've always come here for my |
whose word was known to be as good • ttlin«s because dad traded here, but Even a woman never learns to
as his bond, as any advertiser's should
be, brought the business and so much
of It the city was almost put out of
Joint as the result.
COLUMBUS POOR ADVERTISER
I'll not buy anything else from you. «neeze gracefully,
you old 'tightwad.'" The last four ;
How He Might Have Made His Fa-
mous Voyage of Discovery a
Profitable One.
"The man who invented the print-
ing press certainly started some-
thing." Lawrence G. Sherman Repub-
lican candidate for United States
senator from Illinois, told the mem-
bers of the Chicago Advertising asso-
ciation in a speech the other day. "It
remained for the advertiser to add to
the top story so the public could use
it. The resulting volume of activity
since the original iuvention is some- ]
thing astounding.
"If Columbus had been a good ad- J
vertiser. the queen would not have '
been compelled to pawn ber Jewels j
to outfit his investigating committee.
He could have sold space on his three |
schooners for money enough to ti- I
nance the whole enterprise. He was j
too modest, however, and -so the fam-
ily diamonds had to go. History has
preserved everything but the name of
the pawnbroker. If he had been a
good adveniser his house would still
be in business and loaning money to
the crowned beads of Europe who are
short on rash
words were uttered with a venom that BABY'S TERRIBLE SUFFERING
showed how much pent-up injury ran-
klH lD h,L8 ,breasl ' "When baby was six months old
It would have paid that merchant to his body was completely- covered with
have torn up that shirt and used it for iaree 6orp„ that 1?™!, ♦ ' !?Z 7
dust cloths and to have exchanged it 1 11T ? tCh SDd
for a new one. We spend good money : J."™* Ca"Se terribl* Buffering,
in advertising to obtain new custom- \ eruPtlon began In pimples which
ers; for goodness sake let us use a lit- wou,d °Pen aDd run, making large
tie judgment and try to retain our old sore8< His hair came out and finger
ones. ; nails fell off, and the sores were over
The merchant who makes it a pol- I the entire body, causing little or no
icy of his business to satisfy every Bleep for baby or myself. Great scabs
purchaser (if that is possible) will find would come off when I removed his
Inoffensive Creatures Most Unjustly
Charged With Sudden Attack
of Bloodthirstiness.
A mifi who was caught in the act
of skinning a neighbor's sheep, cov-
ered his embarrassment by declaring
that no sheep could bite him and live.
The logic of thiB is equaled by that
of the Yankee BOldier who once had a
narrow escape from an enraged gan-
der. The men of a certain Maine regi-
ment, which was In the enemy's coun-
try In 1862, considered the order "no
foraging" an additional and uncalled-
for hardship. One afternoon about
du6k, a soldier was seen beating a
rapid retreat from the rear of a farm-
house near by, closely pursued by a
gander with wings outspread, whose
feet seemed scarcely to touch the
ground, and from whose beak issued a
succession of angry screams. The
fugitive was not reassured by the
cries of the gander's owner: "Hold
on. man, hold on! He won't hurt
you!" "Call off your gander! Call
him off!" shouted the fleeing soldier.
'Neither man nor gander stopped until
inside the camp lines, when the sol-
dier's friends relieved him of his
fierce pursuer with the aid of the butt
of a musket. "Did that gander think
he could chase me like that and live!"
the soldier exclaimed, as he surveyed
the outstretched bird; but he said
nothing of the baited hook, with cod-
line attached, which might have
thrown light on the unfortunate gan-
der's 6trange actions.
The Ruling Passjon.
Little Willie was an embryo elec-
trician. Anything relating to his
favorite study possessed absorbing in-
terest for him. One day his mother
appeared in a new gray gown, the
jacket of which was trimmed in flat
black buttons showing an outer circle
of the light dress material. Willie
studied the gown critically for a mo-
ment, then the light of strong ap-
proval dawned in his eyes.
"Oh, mamma," he cried, "what a
pretty new dress! It's all trimmed in
push buttons."—Judge.
Received
Highest
Award
World'* Pare
Food
Exposition
CALUMET
.BAKING POWDER
l The wonder of bak-^
I ing powders—Calumet,
f Wonderful in its raisine }
f powers — its uniformity,
its never failing results, its
purity.
Wonderful in its economy.
It costs less than the high-price j
trust brands, but it is worth as
much. It costs a trifle more than j
the cheap and big can kinds— t
it is worth more. But proves its j
real economy in the baking.
Ux CALUMET—the Modem
Baking Powder.
At all Grocers.
W. L. DOUGLAS
SHOES
$2.50 $3.00 $3.50 & $4.00
For MEN, WOMEN and BOYS
W.L. DOUGLAS $4.50 & $5.00
SHOES EQUAL CUSTOM BENCH
WORK COSTING $7.00 TO $8.OO
Wear W. L. Douglas Shoes. You
can save money because they are more
economical and satisfactory in style, fit
and wear than any other makes. W L
Douglas name and price stamped on
the bottom guarantees full value and
protects the wearer against high prices
and inferior shoes. Insist upon having the
genuine W. L. Douglas shoes.
If your dealer cannot rupply W. L. Doajjlaa tboem write W. L.
pouplaa, Brockton, Matt., for catalog Shoes sent everywhere
delivery charges prepaid- Fast Color Eyelet* used.
Easily Overcome by Counsel.
"The trouble is," said Wilkins as !
he talked the matter over with his
counsel, "that In the excitement of |
the moment I admitted that I had been
going too fast, and wasn't paying any
attention to the road just before the
collision. I'm afraid that admission
is going to prove costly."
"Don't worry about that," said his
lawyer. "I'll bring seven witnesses
to testify that they wouldn't believe
you under oath."—Harper's Weekly.
No More Fear of Punctures.
LIPTON'S TEA
OVER 2 MILLION PACKAGES SOLD WEEKLY
a few cases of this kind when he will
feel justified in "taking a 6tand," but
he had better not do so. Better lo
lose a half-dollar than a customer.
Customers are worth many dollars.
It is the same with refunding mon-
ey. "Your money back if you want it"
is now the rule in the most up-to-date
stc os all over the country. Where
this system prevails the customers
Peck's Nu-Rubber. a compound to preserve
rubber tires and heal all pofou* or punctured
boles in auto, motorcyle or bicyle tires, bas
used in Wichita, Kansas, for 14 years.
Hundreds of recommendations from u«ers.
Resident apents wanted in every county and
city in the United States. A money-maker and
satisfaction riven to the users. Write at
once for particulars to Chas. Payne, General
▲gent, Box 913, Wichita, Kans.
Bhirt.
"We tried a great many remedies,
but nothing would help him, till a
friend induced me to try the Cuticura
Soap and Ointment I used the Cuti-
cura Soap and Ointment but a short
time before I could see that he was
improving, and in six weeks' time he
was entirely cured. He had suffered
. ... ,. . about six weeks before we tried the
,a n„Jif J"!, ?? It °0t ud" ' Cuticura SoaP a** Ointment.although
ed. not completed until the article has we had tried several other things, and ro drive orr mauru
doctors, too. I think the Cuticura Rem- j tbe om su.nda'rt " h^vks" ta8tr1hs5
edies will do all that is claimed for SKIfcrKS?Cto ^yTO?n£,«U5 *t%
them, and a great deal more." ;J?2?^Ji^8!®P17..VBiEL^?An.dJr<)n !r-.a ivinw!
(Signed) Mrs. Noble Tubman, Dodson,
Mont.. Jan. 28, 1911. Although Cuti-
cura Soap and Ointment are sold by
druggists and dealers everywhere, a
sample of,each, with 32 page book.
Getting Americanized.
It does not take long for America's
future citizens to adopt American
styles. He had just landed at the Bat-
tery, and was toiling up Broadway
with his big canvas-covered trunk up-
on his back. A bright orange tie set
off his crisp black locks, and a long,
heavy ulster flapped at his heels. But,
i rownlng glory of all—perched on his
head, and toyed with by the biting
winds that swept in from the sea, was
a bratd-new American straw hat—a
fitting crown for a citizen in a country
where every man is a king.
been accepted as entirely satisfactory.
If for any reason the purchaser de-
sires to return it, either for refund or
exchange, he knows that he is at per-
fect liberty to do so, and that no em-
barrassing questions will be asked. It
is this feeling of liberty, of security,
that makes the patron favor one store
more than another.
In the stores where money is freely
"After one has a good thing, he I refundetl 11 has been proven that tbe
actual percentage of "refunds" is a
negligible quantity and not worth con-
sidering. Yet some merchants maku
such a wry face and set up such a
"holler" over refunding a dollar or two !
that the customer is convinced that It I
must be a considerable sum in tbe j
eves of that merchant.
The merchant should periodically
A QUARTER CENTURY
BEFORE THE PUBUC
Over Five Million Free Samples
Given Away Each Kear.
The Constant and Increasing
Sales From Samples Proves
the Cenuine Merit of
ALLEN'S FOOT-EASE.
Shake Into Your Shoes
Allen's Foot-Euro, the antiseptic
powder for Ike Itet Are you a
trifie sensitive about the ilxe of
your ahoee? Many people wear
shoes a size amaller by shaking
Allen'a Foot-Ease into them. If
you hare tired, swollen, hot,
tender feet, AJlcn's Foot-Ease gives
Instant relief. TUV IT TO-DAY.
'Sold everywhere, iS eta. Do not
accept any substitute.
rwee TMIAL PACKACC sent bTmrnlL
TUV^s Mother Gray s Sweet Powders,!
f •«.**.- !
where. Trial i ck cv ntt. Address <
ALLEN S. OLMSTED. LE ROY. Ti. Y. \
J
The Fanner's Son's ,
Great Opportunity
Why wait for the old farm to become
your Inheritance? Br gin now to
prepare for your future
prosperity and indepen-
dence. a great oppor-
tunity awalta you la
Manitoba.Saskatchewan
or Albert*, where you
can secure a FreeHome-
steadorbuy Land at rea-
sonable prices.
How's theTime
—iwt a year from now,
when land will be bigta-
-5—Uer. The profits secured
from tbe abnndant crops of
Wheat, Outs and Harley,
aa well as cattle raising, are
can sing a steady advanie in
irtce. ooverntuent returns show
hat tbe number oi set
must let others know about It. They
may not hunt bim up It is bis
business to bunt tbem up or reach
them with desirable information. The
medium of communication must be
Instantaneous Few people will solve
puzzles to find out the name of some- I
thing to buy Advertising is an art. i
"An advertisement must be truth-
ful A falsehood cannot survive. Ail
Easily.
Howell—He has a prosperous look.
Powell—Yes, you could tell at a
will be mailed free on application to glance that he was a single man.
"Cuticura," Dept. L, Boston. —
The Faxton Toilet Co. of Boston.
Mass.. will send a large trial box of
I'axtlue Antiseptic, a delightful cleans-
ing and germicidal toilet preparation,
to any woman, free, upon request.
Explained.
"The count has a painfully snobbish
air. What does he base it on?"
"Why. his father, the marquis, was
the victim of a duel."
"A French duel?"
"Yes."
"Impossible."
"Not at all. m The marquis climbed
Ask for
this
Box
price.
that tbe number OI settlers
I" Western Canada frdM
the V. 8. was BO per cent
largrer In luio than the
prevlooawear.
Many fkrmorj hare paid
for their land ont of the
proceed* of one crop.
"es Homestead* of ISO
®eres and pre-emptions of
'«° rres at *3.oft an acre.
eacejfalnt rafcjSyftM-UltS^
Ki.r pamphlet "last Best West."
particulars as to suitable location
and low settlers' rate, apply to
Supt of lmmieiaUon. Ottawa,
Can., or to Canadian Govt Agent.
W. H.ROGERS
125 W. Ninth St.. Kanaas City, He.
n«—e write to tbe agent neareet yo«
■ " ^ • v pri U'UIUIil/ I — ""'4 1 iuai V^UIB uitliuru
; take his clerks into his confidence. He 1 tree to Set of the way, and fell
legitimate business must be perma- should tell them of his aims, his plana, i and broke his neck."
nent It can endure only wben | bis dreams even, and aslr them to co- I
founded on merit and truth. Advertls. i operate with bim. If he does this the
ing must be on current terms, or pre- policy of t\>e store Is to stand togeth-
pared so as to attract. It is designed **r and everyone knows that there U
for live persons wbo are busy most or I strength in concerted action. The '
the time." merchant must treat his help as hu-
| man beings. He must educate them
A girl's kisses are like pickles In a
bottle—the first is hard to get, but
the rest come easy.
Not Telling All of It.
"Does you fiance know your age,
Lottie?"
"Well, partly."
It's the
goodness
of this root>
beer as well as its
tonic properties that"
make it so gTeat a favorite.
Oas paetag* aikn • gallons. If year gro-
c*risa'tiappli 4.wtwtilm*ilrosapaek-
ag« ca receipt of 2S«. rieaee ji e hi.oamo.
Wrife for Premium Puxxlm.
THE CHARLES E. HIRES CO.
^BN^res^t^Usielpkiaj^^
READERS-
of this paper desiring to buy any-
thing advertised in its columns should
insist upon having what they ask for,
refusing all substitutes or imitations.
FOR TRADF PTactic lll. new Stock
c.f Men's 6lothlne,
Flirrilnhini?^ ti . . ^ _. . « . . ■ I
Coated tongue, vertipo, constipation are
all relieved by Garfield Tea.
A kitten Is almost
^senseless as a flirt
THE NEW FRENCH REMEDY. o.|.*o.*.llo^.
THERAPION
as frisky and r'ilis cmRo<fic^hCcaiS s\'"iin-pri^ss!uraiaIk
ONLY CLOTHING. D. G.. SHOES. ETC.. SToaB
In town; pup. 1.100; 7 yrs. eotabl ; paving cask
brick blilg.; rent low; smelters, cement a&4
brick plant*. 1«> farm trade: will sacrifice- f«*
cash only; «,ono deal. THK MODEL. Gaa. Kaa.
w. N. u., WICHITA. NO. lfr-1912.
Only Makes Success Greater. ,3to hl* own wa>' aDd lnto thinking I ro<|m "
Advertising is a potent force in the a* he doe8 He ^,u, only do ,hta b* I 1 °ften Bn,oke when rm °ut. but
building of a business and the broad- I havln* a well-defined policy for the I lt'" a'way8 tor tbe first time!"
cning of Its sales. But It is not all conduct ot bi« business—A. E. Edgar.
powerful The only people who can |lu Crean> c,t* Ware champion When Your Eyes Need Care
use advertising as to realize on Its! j *ry Murine Eye Remedy
Her Cigarette.
"I never smoke except in my own
PUTNAM FADELESS DYES
Color morf ffOfv)s hrichtrt inH MW Mka* • M
Color more roods brighter and faster colors than any other dye. One 10c
Oyeany garment without ripping apart. Write foi
&&&ttS8o£2aJ5iSr>tiiS&iastesisr'
wdye. \
. Oalacy, 111.
. Yone
its I
maximum possibilities are those who
could succeed on their own sales abil-
ity without printed advertising Ad-
vertising helps to make their success
greater. It doesn't supply the princi-
ples of success
Her Cyclone Toilet
I' *aa in tfce cyclone season, and a
bad storm having come up In the'
n'ght. Mrs Hall rouas d her family, j
and they hurried Into their clothes. (
preparatory to retiring to tbe cellar
Tfce IS year-old daughter, who was
Just begriming to be particular as to
An Anatomical Novel.
She struck him on the spur of
moment, and then, after stabbing him
in tbe interval, threw herself on
generosity
He overlooked ber violence, az.4.
drawn toward her by ber wiles, kiss ad
ber on ber protestations of repen-
tance.
metly. No Smarting—Peels
ti"*—Ai.t" WuielOjr. Try it for ReJ, Weak.
? IP a'*? ?n<1 6™u>ol«,e<> Eyelids. Iliue-
Naturally.
"That child actor has a part which
fits like a glove."
"Yes—sort of kid glove."
Murine Eye Remedy Co
*« Chlcaco
and damped his ai
Feeling for her w
ed at her proposal.
Very Different.
"Is It true that your daughter In-
tends to study for the stage?"
"No. she hasn't any such
WLat she intends to do la to become
rakness. he Juap an actress."
Mru. Wtnslow'a Soothing Syrup for Children
teething, aoflena tbe gnmn. reduces Inflaama-
uoa. aUaya pain, enrea wind colic. 26c a boUia.
When the bachelor Is landed by a
leap year girl, be can Imagine about
how a fish out of water feels.
Garfield Tea keepa the liver normal. Drink
before retiring.
It's wonderful what large catalogues
from small garden seeds win grow.
"For Every Little
Family Ailment"
Vaseline
"Vaseline is the purest, simplest, safest home remedy
known. Physicians everywhere recommend it (or its
sonening and healing qualities.
Xothlng so good aa "Vaaellne" foe all affections of the akin
acralche*. eoree. etc. Tahen*iternally. reileTc. coida and oougUa'
For aale everywhere In attractive g.aaa bottle*.
A.ieft a# mhtitwtt frr 'I'mmUmT
£5* tT** "' aeeam MS roe nasy nn la w«M
"VaaeUaa'may l aaf l teyea. ifrm forVwar- «n>y Mag!
Chetebrough Manufacturing Company
' " New York
r-stained face ne
, *be 'ramp
r'ng. In
you
een
'though hall
r "Aunt
ffw bobble skin if
-loutb s Companion.
a drowning man
explanation, and. (
meaning, kissed ber on the spot.—CI
i clnsaii Enquirer, r
You Look Prematurely Old
, gnxnj, amy nalr*. Uee "LA i
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Hiebert, A. L. The Hooker Advance (Hooker, Okla.), Vol. 9, No. 15, Ed. 1 Friday, May 17, 1912, newspaper, May 17, 1912; Hooker, Oklahoma. (https://gateway.okhistory.org/ark:/67531/metadc272314/m1/5/: accessed June 9, 2024), The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.