MARKETING FARM PRODUCTS 



for their trade but who make of the casual 

 visitor a regular customer and one who will 

 speak a good word to others. In other words, 

 genuine effort must be made to identify the 

 location as a place to which buyers will wish to 

 return as they do to any other place of business 

 that gives satisfactory service. In this way the 

 operator distinguishes himself from his fly-by- 

 night competitors who exist during a week or 

 two when surpluses of commodities are available 

 at low prices and who have no thought beyond 

 that of the immediate sale. 



Wherever possible, the attention of the pass- 

 ing consumer should be directed to the stand 

 before he reaches it so that he will be prepared 

 to stop when he comes upon it. Signs of this type 

 on either side of the stand, but some distance 

 each way from it, are more important than is 

 generally recognized. They constitute invitation 

 cards and should be so worded as to excite 

 curiosity and create a feeling in the intending 

 purchaser's mind that he will make no mistake 

 in stopping to fill his wants at the stand. It 

 goes without saying that both the advertising 

 and the stand itself must be so planned as to 

 attract the purchaser, and every effort should be 

 concentrated on the psychology of such an 

 appeal, avoiding any appearance of slouchiness, 

 which would be more repellent than attractive. 



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