The Hillsdale standard. [volume] (Hillsdale, Mich.) 1851-1909, 1852-10-26
Road TO Wealth.

As we'll might one expect the plant or treeto
thrive with scanty supply of moisture to pro:
duce it's, sap, as to anticipate !apid sale OF
goods without advertising them. And 1t is OBJ
viously more essential to notify hundred than
ten individuals, and thousand than hum
dred, as the number of customers will depend
considerably on the extent and manner OF ad-
vertising. 1t would be preposterous for him to
emulate the miser in boarding his goods, or TO
Law virtual embargo on his threshold, as an
enemy bockades a port in wartime. The
merchant must publish his wares to the world
as he would describe invisible phenomena, as
pleasure or pain, to friend, or as the traveller
describes distant lands and people to those
who cannot visit them. He should place this
information i'm conspicuous position, where
people cannot only see it, but where they can
not avoid seeing it, He should adroitly thrust
il directly in their way.
He may indeed display his signs, and sam
pies of his wares at the door or otherwise, for
tho consumers inspection, as, in the economy
of tho universe this revolving, variegated, in.
habited earth is presented as a specimen OF
Gods stupendious works; but he must still
farther initiate the great pattern before him OF
natures magnificent operations, In It's untcer-
solity and system Everything is there adver-
tised broadcast, without stint, and uniformly IN
pleasing light, before the eyes and ears OF all.
Tho astronomer points his telescope to the
celestial, side, while the naturalist applies tho
microscope to tho terrestrial columns OF the
same universal and systematic ADVERTISED.
They find the animalcula as perfectly hnished
as the elephant: the grain OF sand complete as
the PLANETARY orb. And we accordingly. learn
that the more extensive and iudicious the ad-
vertsement, the greater is the advantage to
the advertiser-Hence he must Simultaneous
ly spread far and wide intelligence of all the
merchandise Within and keep the fact contin-
ually before the people, not by fits and starts,
but permanent as is his desire to sell the arti-
cles for there are more consumers ABROAD VINO
never pass his door, and cannot examine ms
samples, much loss be acquainted with the in
terror of his warehouse; and there are many
passers-by who never notice his goods nor read
his sign. And most Of these read the netospd-
pers. Proper inducements would attract some
| of them to purchase. Perseverance, then' is
requisite i'm this as in every other pursuit.
Advertising is no small part of the traders
duty, hardly less important than opening his
doors and shutters.
He finds that the wider his circle of pur-
chasers extends, the greater are his sales
The extension Of this circle then is the great
desderatum, the very vitality of trade, much
more conducive to prosperity than ever SO
bulky catalogue of social acquaintances, and
often relied upon by many. Extensive ana
quick sales require less profit; this will reduce
the price; and this reduction will rivet the Gus
toners. Like the low prices Of railroad trav-
cling, it will multiply the custom. twill make
him more frequent and larger purchaser from
the original sources, from the wholesale mart
There he will buy at better advantage, be
furnished with superior articles at tho lowest
prices. and thus be able to sell lower; this will
swell the already humorous throng Of CUSTOM
ers.