Of the various mediums offered for advertising there are none better than the local newspapers and street-car signs. If these two mediums are properly worked they should produce in time a rich harvest of prospects from among which the plumber, by the exercise of the quality of salesmanship, should land a number of orders. It should be borne in mind that advertising does not sell goods; it merely creates the desire to own them, and, the prospective purchaser having signified his intention to buy, or desire to own, it remains for the salesman to complete the transaction.

In addition to newspaper and street-car advertising very good results can be secured by sending out to home owners a well-printed, nicely illustrated little booklet, showing various bath-room interiors, laundry arrangements and kitchen equipments. By this means the woman of the house has brought before her in pleasing form the possibilities and benefits of plumbing fixtures, and inseparably connected with this impression is the name of the business man who sent the booklet. If such advertising literature is to produce the desired results, however, the paper must be good, the illustrations very fine and the typography excellent. If the booklet is poorly arranged, printed or illustrated, instead of making a good impression it will be valueless, or actually do harm.

Advertising Returns

The benefits of advertising are cumulative, and must not be expected to bring immediate and overwhelming results. It is the constant, steady hammering away at the same subject which ultimately counts. Nobody can foretell just how far-reaching certain copy may prove, and if the store is not besieged by interested persons the day after an advertisement is inserted do not grow discouraged, for as late as a year after people will call on business who were first attracted by the common sense and reasons in your advertisements.