The gazette and Democrat. (Lancaster, Ohio) 1860-1860, 1860-04-12
General rules. &c for fi' suseess N any Kind OF

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To tie trVsesman whose facilities ena. t
be him to gil orders promptly, in his /
line on favorable terms; the attainment of /
an adequate publicity is a matter Of pri. 8
mary concern, If his circle of trade lies q
10 The. county adjacent to HE lOcationi
then, he should take adequate measures {
to let every family in The county know
what he sells, and on what terms. 1t is
folly to. speak Of,eOst, as sn impediment'
1t would be as wise to object to shelter
ing his goods, or his stock from bad wealth
er; prot, citing them from thieves, or deal
ing thsm out to his customers, on account
of tie expense it would involve. All the
other costs of his business are incurred
without adequate motive or reiurn.l II this
one essential element, (ddrertiSiag, lis left
out, or stinted. If he fully and thor
oughly inform every family within the
sphere of his business, upon all the essen,
tial points Of his trade, the r@tnrn to hi"
must; inevitably, sooner or later, be
large per cent. it may not como speedily
but it will come. The mau who refuses
or neglects to incur the cxpensel"f letting
the public know what he IS prepared 10 do
will necessarily increase his expenses. in
tie form Of Of light, fuel, clerk hire, rents
&C., from one 10 ten per cent on:his ag-
s,cgate salel; thereby renderiagit impOs
iible. tina. he can. sell as cheap, or on as
accommodating terms as'his more enter
prising rivals; who advertise extensively.
He virtually and voluntarily chooses, to
remain in tho rear ranks Of his calling.
A There are those, who know the value Of
advertising, bu. who yet .confnc their no.
: tices to journals Of their own creed orPar>
: ty. This would be tight, if they desired
. only to trade with their faith: but if1hey
n would like to have TIE whole public for
:. customers, then the case assumes very
different Importance. This sel6shness
however. it IS to be hoped is very limited
;. indeed.
r. Much vanity is often displayed in the
columns Of newspapers, in the form of
:. dull wit; doggsrel poems and exiravagant
N boasting, which, though il may serve to
}. exhibit tie detects of the aspirant, will at
D. the same line he stale and unstractive
), to the public. Let buffoons joke and
a play the clown for money, hut let busi'
t. ness men spcak and ac. with directncss
n. and decision; Tho fewest words that will
convey the intelligence the advertiser in'
Of tends 10 give are the better ones.
ID Those WHO are Indifferent to the impor.
30 lance of liberal adyertis pg, do not per.
y hsps reflect upon the universal diffusion
s. Of printed journals in some form, amongst
IL the masses and that the more people read
'c the more they are inclined TO read. Only
ID q few years since the circulation Of a few
T. thousand copies Of anewspaper was re
'" garded as very large. Now. there is nj
U.s. city Of 10000 and upwards, but what ha
- its dailes: and thore are journals, who's
" daily issue is as high as, so to so thous
'te and. 1t would bo difficult, to find q fam
u lily now. in which, is no. read, from OH
w to hall dozen newspapers; so that tn
i'S computation is fair that a newspaper ad
vertisement will reach from 8 to 10 time
'h us many eyes now, as it would have don
ny twenty years ago. So thatnow, it wou
" be easy to pace single Advertisement
isl where, it would reach hundred thou:
!" and persons in a day or Two; and by usin
re- half a dozen papers, 10 attract the after
MS ton of millions. Another error int
cal which business men sometimes allo'
Tse themselves to fall, is. that people do NJ
. read advertisements. THIS is PARTIAL
true in cities. where people read only th'
Tho which seems in their line; whilo the pee
pie of the country read everything. Tho:
ia then, who neglect to advertise their bus
ness adequately, will End ultimately. th'
ov, they simply rob themselves of fair az
vantages, and bes'Ow the spcils on the
ar. more enterprisirg rivals.
IA. 1--we refer to the practical history
,uch names as John Jacob Aslor, 81
en-. phen Girard, the Rothchlds, in short, q
millionaires, as we'll as men of easy 10
adj tunes, which have been acquired by mo
sly camille life; the vending Of patent med
cines; manufacturing. &C., we shall fr
=, Is that the key to their success. lies main
ing in making their business widely and sc
orally known.
of POLITENESS,
'ost We extend our remarka on ,he art
success in business, to the indispensab
'c"- necessity Of the habilual and consto
lev. practice of true and unieigned politene
to on the part of business meL. To leave
4 A. ,,,;nlo