THE Liquor Book

Advertising a Liquor Store*
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The averag-e liquor store neg-lects almost entirely one
of the most profitable branches of the business— the
famih' trade.
The liquor store that is satisfied with the trade that
naturally comes to it overlooks a very fruitful and profit-
able field. If a man is satisfied to sit quietly on his
particular corner and take what trade comes to him, it
is safe to say that he will never amount to much in the
business, comparatively speaking-.
Of course if a man sells g-ood liquors, has an attractive
and pleasant store and treats his customers properly he
will, in course of time, build up a profitable and measur-
ably satisfactory business.
The ambitious and energetic man, however, should
look for something more than neighborhood and tran-
sient trade. He should not be satisfied with serving
people well who come to him, but he should try to bring
pvople who would never think of coming, or bring them
oftener than they would naturally come.
He can do this through the right sort of advertising.
Of course, he must have the right goods and the right
sort of store and be able to serve his patrons with what-
ever they wish and to please and satisfy them in every
instance. That is pre-requisite to success in any line of
business.
Having the right store, the right goods and the right
location, any liquor dealer can build up a very handsome
business by advertising— a business which he would not
otherwise get and which perhaps nobody else would get.
A certain percentage of the population knows that
it wants liquors and is going to get them. A far greater
percentage does not know what it wants in the line of