The Highland weekly news. [volume] (Hillsborough [Hillsboro], Highland County, Ohio) 1853-1886, 1874-06-25
Simmons LsOsr Regulator, or Medicine,
The Object of Advertising.

The object of doing business is to make money.
trade, under the same circumstances, the one
whose transactions are largest viii not only make
most money, but the largest percentage of net
profit. For example: A sells $4,000 worth of
goods, which allows him average gross profit of
25 per cent, or 5000 year. For store rent, he
pays ssOe; for assistant, $500; for fire and light
sloO; for miscellaneous expenses, $500, total of
s, 900, leaving net profit of $1,000.
In the same town, in similar store, B, an older
merchant, longer established and better known,
sells s4O,O per annum. B gets along with about
the same rent clerk hire doubled, costing him
81 900 where pays but $500. BIS entire expenses
for the year 5000, while his profits are $4,000
gross; $1,000 net or 17H per cent on the business
done, while A made but Is per cent. net. Any
business man of experience will pronounce the
above exhibit fair. A plan which viii enable A to
increase his business to an amount equal to that
done by without reducing his percentage of profit
will be worth s., 900 year. If an expenditure of
81 900 year in advertising viii do it, such an ex
penditure would be Justifable. If an expenditure
of s., 900 will make AS trade double that of B,
then such an expenditure will not be imprudent; /;
for the $50, 600 of business there will be $4,000
profit, from which deduct the expenses, increased
to $4,000, and s, 600 paid for advertising we will
have 500 profit, or 500 more than that made
by B.
has the larger trade because he is better knoirn
the facts that he is an old merchant and long es-
tablished, are of no value further than they have
contributed TO make him well known. They hape
aduertisei him. If has equal advantages Of capt
ta character and capacity and is doing business in
region where the population and distributing fa-
cilites equal to the support of large trade,
he may equal that of as soon as he convinces the
public of the actual truth concerning his facilities
Advertising is the means of informing the public
Advertising attracts new customers. If they are
well treated they remain and bring their friends 1t
is the report of those who trade with him that
makes the reputation of the merchant One who
has never visited a store cannot speak of it from
experience. Advertising brings the customer he
MUST BE RETAINED BIZ BEING WELL SERVED.
No man can do business unless he deals in some
thing that people want. Unless he has clear field
and no competition, he must not only have what is
wanted, but must have it of better quality, al q
cheaper price, or serve it in a more satisfactory
manner than his competitors otherwise he will at
tract only his share of the trade Every successful
business man must secure more than his share In
trade it is important that the profits shall be fair,
but the markets are equally open to ALL the quail
ity of goods offered by one dealer may be as good
as any other can afford at the same price, the style
of serVing customers therefore becomes the natural
avenue through which to force an increased trade
Suppose then that the price at which goods are to
be sold is fair, full, market price, the quality the
best selected with and always reliable; atten-
ton must now be paid to the appointments for the
transaction of trade. Efficient assistants must be
secured and trained to understand the full value of
prompt dealing, ready and pleasant adjustment of
errors and careful attention to all wants of custom
ers With all of these good trade can be secured,
provided the customers exist within a convenient
radius, and are MADE AWARE of the facilities which
are offered for their Accommodation.
The usual methods of attracting business are
well known, and to a certain extent, effective
Every man has a sign to show his name and trade.
A handsome display of goods attracts casual OBJ
servers. Better than these are the commendatory
words of customers who have been served and
pleased. A word in favor of q business house is
often worth much. If one persons good report is
worth something, the Communications of ten will
be worth ten times as much, and of hundred still
| AdAS 10 IL Is every
to make a fortune. Every thing is sought which
will tend to hasten the happy time when that for
tune can be counted as made. Every man prefert
to trade where he has formerly traded. The shrewG
business man is therefore anxious to secure the
FIRST possible order from every man WHO has al
order to give. The earlier the first order is
the better prospect there is of making regular
customer at an early day.
man intending to do business must first prepare
himself to meet the requirements of his customers
neat he must let erery possible probable cttstome
kaOac that he is so prepared. In q very small plact
he may TELL all the people what he can do. In
large village printed handful, poster or circular
properly distributed, will be eficacious, but WHO
EVER IS IN A PLACE LARGE ENOUGH TO SUPPORT 4
4 NEWSPAPER WILL FIND THAT THE CHEAPEST
MEDIUM THROUGH WHICH TO ADDRESS THE PUB
L1c.-[Rowell's Reporter.