Fayetteville observer. [volume] (Fayetteville, Tenn.) 1850-1966, 1872-12-26
Common Sense.
Extract from an Essay on Adver-
Using by Geo. r. ROweu.

tensive advertiser in the United
States; aud his opinions based up
on experience, are certainly entl-'
tied to the consideration OF all
business men. He says:
The obj-c of business is to
make money. When two or
more persons are engaged in the
same trade, and under the same
circumstances, the largest will not
only make the money, but will
make the largest percentage of
net profit. For example: a
sells $4,000 worth OF goods,
which allow him an average gross
profit Of % pr cent, or So, 600
year. For store rent, he pays
$500, for assistant, $500; for fire
and light, 500; for miscellaneous
expenses, 5000, or total OF So
600.
In the same town, in a similar
store, B, an old merchant, longer
established and better known,
sells $4,000 per annum. d gets
along with about the same rent,
clerk hire doubled, cost ng B ST.
900 where A pays but $500 BIS
entire expenses for the year are
S., 600, while his profits ere Sl0,.
600, leaving him $1,000 net prof,
its, or III per cent, on his busl-
ness, while A made but 10 per
cent. Any business man of ex-
perience will pronounce the above
exhibit fair. Any plan which
will enable A to increase his bust.
ness TO an amount equal to that
done by B without reducing bis
percentage of profit, will be worth
to A the sum of 1000 per year.
If an expenditure of $1,000 per
year in advertising will do it.
such an expenditure would GER
tainly be justifabIe. If an ex-
penditure of 1000 will make AS
trade double BIS, that will be justi-
fable for on the $4,000 of bust
ness there will be $4,000 profit
and deducting the expenses, in
creased to 81, 500, and $4,000
paid for advertising, we still have
Sl0,50O profit, or $500 more
than 3 makes.
If A has the capacity to con-
duct the large business, and is 10.
Gated in region where the pop
ulation and distributing facilities
are equal to the support of SO
large a trade, it will pay him to
secure it by advertising,
No man can do business unless
he deals in something that peo-
pie want. Unless he has a clear
field and no competition, he must
not only have it of the better
quality, at a cheaper price, or
serve it in a more satisfactory
manner than his competitors, 9TH
erwise he will attract only his
share of the trade. Every sue
cessful business man must secure
more than his share. In all trade
it is important that the profits
shall be fair, and as the markets
are SO open to all dealers that the
quality of goods offered by one
may be as good as any other can
afford at the same price, the style
of serving customers becomes the
natural avenue through which to
force an increased trade. Sup.
pose, then, that the price Of your
goods is fair, full market price,
the quality the best, selected with
care and always reliable, Atten-
ton must now be paid to the APP
pointments for the Transaction Of
trade, efficient assistants, prompt
dealing, ready and pleasant adj
justment of errors and careful
attention to all wants of custom.
ers. With all of these a good
trade can be secured, provided the
customers exist within a conven.
ent radius, and are MADE AWARE
if the facilities which are offered
for their accommodation.
The usual methods of attract
ing business are we'll known, and
are to certain extent effective.
Every dealer has sign TO show
his name and trade. A hand
some display of goods attracts
casual observers. Better than
these are the commendatory words
OF customers who are pleased
with their transactions. A word
in favor OF a business house is of.
ten worth much. If one PERSONS
good words are worth something,
the concentrations of ten will be
worth ten times as much, and of
an hundred, an hundred times as
much. Life is short, and it is
every mans ambition to make
fortune. Every thing is sought
which will tend to hasten the hap.