The Cairo bulletin. [volume] (Cairo, Ill.) 1872-1878, 1874-06-06

business man of experience will pro-
nounce the above exhibit fair. A plan
which will enable A to increase his
business to an amount equal to that
done by B without reducing his per-
centage of profit, will be worth $4,000
a year. If an expenditure Of $4,000 a
year in advertising will do it, such an
expenditure would be justifiablo. If
an expenditure of 81, 900 will make As
trade double that Of BIS, then such nm
expenditure will not be imprudent; for
on the $50, 900 of business there will
be $40, 900 profit, from which to de
duct the expenses, increased $500,
and $4,000 paid for advertising, we
will have s10,50O profit, or 81, 800
more than made by b. Il. has the
larger trade because he is better known;
the facts that he is an old merchant,
and long established, are of no value
further than they have contributed to
make him we'll known. They have ad-
vertised him. If A has equal advan-
tages Of character, capital and capac-
! ity, and is doing business in u REGION
wncre the population and distributing
facilities are equal to the support of so
large trade, he may equal that Of b
as soon as he convinces the public Of
the actual truth concerning his facil
tiles. Advertising is the means of in
forming the public. Advertising at
tracts new customers. If they are well
treated they remain and bring their
friends. 1t is the report of those who
trade will. him that makes the reputa-
ton Of the merchant. One who has
never visited store cannot speak OF
it from experience. Advertising brings
the customer. He MUST BE RETAINED
BY BEING WELL SERVED. No man
can do business unless he deals in
something that people want. Unless
he has a clear field and no competition,
he must not only kave what is wanted,
but must have it of the b ,tter quality,
at cheaper price,or serve it in more
satisfactory manner than his competit-
ors, otherwise he will attract only his
share OF the trade. Every successful
business man must secure more than
his share. In trade it is important
that the profit shall be fair, but as the
markets are equally opened to all, the
quality of goods offered by one dealer
may be az good as any other can afford
at the same price, the style Of serving
customers therefore becomes the natu
raj avenue through which to force al
increased trade. Suppose, then, tina
the price at which goods are to be sole
is fair, full, market price, the qualit.
the best, selected with care and Away
reliable; attention must now be pal,
to the appointments for the transac
ton Of trade Efficient assistants mus
be secured and trained to understdn
the full value of prompt dealing, read
and pleasant adjustment of errors an
= careful attention to all wants of Gu,
toners. With all Of these a good trad
can be secured, provided the custom
: ers exist within convenient radius
and are made aware of the faciliti,
: which are offered for their accommod,
Q ton. The usual methods of attractin
|, business are well known, and, to ce
r tain extent, elective. Every man has
II sign to show his name and trade.
# handsome display of goods attract
IT casual observers. Better than the,
" are the commendatory words of cui
= toners who have been served an
o pleased. A word in favor OF a bus
ness house is often worth much.
i one persons good report is worth somC
=" thing, the concentrations of ten will !
/. worth ten times as much, and Of a
II hundred still more. Life is short an
" It'll every mans ambition to make
2 fortune. Every thing is sought whic
'f will tend to hasten the happy tin
J. when that fortune can be counted
d made. Every man prefers to tra(
:, where he has formerly traded. III
n shrswd business man is therefore an,
: ious to secure the first possible ordC
v from every man who has an order
IN give. The earlier the first order is 81
y cured the better prospect there is
making Il regular customer at an ear
day. A man intending to do busine
H. must first prepare himself to meet Il
e. requirements Of his customers; ne
~ he must let every possible or probab
n