The Highland weekly news. [volume] (Hillsborough [Hillsboro], Highland County, Ohio) 1853-1886, 1874-07-09
The Object of Advertising.

Ine oD)ect oil doing business is to make money.
If two or more persons are engaged in the same
trade, under the same circumstances, the one
whose transactions are largest will not only make
most money, but the largest percentage of net
profit. For example: A sells $4,000 worth of
goods, which allows him an average gross profit of
25 per cent, or 5000 year. For store rent, he
pays $500; for assistant, $500; for fire and light
500; for miscellaneous expenses, 5000, total of
$4,000, leaving net profit of s., 900.
In the same town, in similar store, Z, an older
merchant, longer established and better known,
sells $4,000 per annum. gets along with about
the same rent, clerk hire doubled, costing him
$1,000 where a pays but $500. BIS entire expenses
for the year 5000, while his profits are $4,000
gross s., 900 net; or 17 per cent. the business
done, while A made but IL 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 ofproit,
will be worth $1,000 year. If an expenditure of
$4,000 year in advertising will do it, such an ex-
penditure would be justifable. If an expenditure
of $4,000 viii make AS trade double that of B,
then such an expenditure will not be imprudent;
for the 900 of business there will be $50 900
PlOhi3 NUN WhiSh IuCTcdScu
TO 1850, and s., 900 paid for advertising, we will
have s1O,5OO profit, or $500 more than that made
by B.
has the larger trade because he is better klotgn
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 hare
aduertised him. If has equal advantages of capi-
ta character and capacity, and is doing business in
region where the population and distributing fa-
cilites equal to the support of so 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 tie customer He
MUST BE RETAINED BY 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, at q
cheaper price, or serve it in 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 as the markets are equally open to ALL the quail
ity of goods offered by one dealer may be as good
as any other afford at the same price, the style
of serUing 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-
-, ~.
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 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 certain extent, effective
Every man has 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. word in favor of a business house is
often worth much. II one persons good report is
worth something, the comm 9ndations of ten will
be worth ten times much, and of a hundred still
more. Life is short, and it is every mans ambition
to make fortune. Every thing is sought which
will tend to hasten the happy time when that for
tune can be counted as made. Every man prefers
to trade where he has formerly traded. The shrewd
business man is therefore anxious to secure the
FIRST possible order from every man who has an
order to give. The earlier the first order is secured
the better prospect there is of making a regular
customer at an early day.
man Intending m do hus ,,r,e+ CT