The Richmond palladium. [volume] (Richmond, Ind.) 1855-1875, 1861-09-07
Words for the Wise


Words for the Wise.
I From til New York rrihune.)
Sitting with friend the other evening
I in restaurant In Broadway, we overheard
an animated conversation between two per-
sons in the adjoining box. who seemed un-
conscious of the neighborhood of others.
The evening was tar spent, though We had
weary hours before US on returning to our
desk; the restaurant had been deserted by
all others than those described; and in the
silence that prevailed. the lively voices Of
The hungry twain in the ad AGENT box were
so distinctly audible that We did not lose a
word. One Of them asked of the other:
"Doing much now. George?"
"Greatr' was the reply, rather thick and
mumbling. doubtless from the presence of a
mouthful inconveniently large for conyer-
sational display.
"Selling many goods!"
"Monstrous!' was Georges answer, but
his brevi,y induced US to believe that he
must have added even q large mouthful to
The first.
..Ges through at bank to day." inquired
the other, in q tone modulated to the gentlest
soothing, as if. from what he knew of his
friends severe discipline in that line, be
supposed slight stringency in the money
market might have turned up among his
| other experience
paid 'em ali y exclaimed George, with
Al emphasis even louder than the pop of q
fresh bottle which he uncorked at the same
instant.
..Big shave. George?" and we know he
must have winked across the table. though
unable to see it.
'.No more shaves; Tom; no more notes;
| have paid 'em ALL" replied George. with
deliberate clearness that satisfied US he
had washed down the last big mouthful Of
steak.
..What do you mean, George?" inquired
the other. unable to realize the full force OF
the unexpected announcement.
Il tell you. Tom. have doubled my
business. Yes, some days my sales are
'ha, have paid a. hfi nia%s i. SO plsn''iuly
/ none out"
"But what's broke loose? How can you
do it 10 these simesl You used to pay $50
. week for shayes''
''The more fool me. Tom," replied
George. throwing himself suddenly back.
We knew he did so. for his head struck
ad dass ya hds6.a Rs65i4& ais and another
cork which JUS. then popped up to the cell
ing. and came boancing over the top of the
partition, falling en- the table before which
we sas, wc knew eould h.-a been drawn by
no other than the jocund fellow who had
that day paid up the last of his notes.
I'm tell you, Tom," he resumed, "you
know I've had a hard time of it, especially
now-two per cert. a month. sometimes
three. and when missed borrowing from
you about new year. it was a quarter per
cent. day. These sh,ves were eating me
up-cost me sometimes twenty dollars
week. probably more, rs l was always
10 ascertain how much by consulting my
cash book. Two moaihs ago | determined
to cut off this expense by making my goods
sell by means of extensive advertising. l
tried it; it cost money. but it brought more.
Where l had one customer | now have
twenty. Don't open your eyes. l am as
much astonished as you can be. But the
fact is just as l say. Three hundred dollars
srent in advertising has saved me. don't
owe dollar Oh rotes. aud if you want
small lift tomorrow, Pm on hand for you.
Don't tell me the people have no money to
spend; l know better"
Now. this Is literal. There was more of
it. bus just then our steak came smoking on
the table. and We fell to. We had heard
enough, yet 1t was nothing new in our ex.
perience. We can name a dozen men in
this city who have grown rich by simply
advertising what they had for sale. Others
are growing rich even now. by resorting to
the same expediens. A great rarity may
sell without advertising, because OF its
rarity. An article comparatively worthless
often soils freely by thoroughly advertising.
but he who has anything really good. any
thing that the community usually buys,
will never fail to find customers by persist
ent advertising. The sign-board over your
door IS put there as an advertisement. No
one sees it but such happen to pass
But there are men here and elsewhere who
gratuitously circulate a million OF almanacs
annually, TO get their wares before the peo-
pie. 1t costs money. but yet it pays. The
device has made them what they are. In
fact. the creates, piles of masonry among Us
are enduring monuments Of tie value o!
judicious advertising.
1t Is idle to say that when times are hard,
IS ., present. nobody has money to spend.
This conclusion is . most erroneous one.
There are thousands among US whom the
hard times do not reach, who have as much
money to spend as they ever had. and who
now spend 1t more freely than ever. because
things can be had as lower prices than
formerly. Everybody is moi poor, As every
body seems to think he is. These are the
very times 10 which business men ought TO
exert themselves TO draw TO their counters
the thousands who have money to spend.
Let any reader of this take note. for in-
stance, of those retailers who advertise
freely. and they viii 6nd every one of them
to be crowded with customers We knew
parties who. in the crash of four years ago.
saved themselves from protest. paid oil their
notes. and came out flush. by thorough ad-
ver,ising. Shrewd men are doing the same
now. Men whose goods hang heavy on
their hands should take courage. and Is
customers fall OF. increase their efforts to
bring them back. 1t is no time TO sit blue
and moping ever the idea that people have
no money X is . fatal delusion-she peo-