The Highland weekly news. [volume] (Hillsborough [Hillsboro], Highland County, Ohio) 1853-1886, 1874-07-02
The Object of Advertising.

The object of 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 win 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
e5 per cent, or $500 yesr. For store rent. he
pays $500; for assistant, $500; for fire aud light,
500; for miscellaneous expenses, $6On, total of
s., 600, leaving a net profit of 5000.
In the same town, in a similar store. B, an older
merchant, longer established and better known,
sells 81, 900 per annum. gets along with about
the same rent, clerk hire doubled, costing him
81 900 where pays but $780, BIS entire expenses
for the year So OOO while his profits are $4,000
gross; $1,000 net; or l7 per cent. 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 will enable A to
increase his business to an amount equal to that
done by without reducing his percentage of profit,
will be worth 200 a year. If an expenditure of
81 900 year in advertising will do it, such ex-
penditure would he justifable. If an expenditure
of 500 will make AS trade double that of p,
then such an expenditure will not be imprudent
for the QUO of business there will be $50 600
profit, from which deduct the expenses, increased
to q, ,5OO and 81 OOI paid for advertising we will
have s10500 profit, or S, 500 more than that made
by B.
has the larger trade because he is better kslopn;
the facts that he is an a merchant, and long es-
tablished, are of no value further than they have
contributed to make him well known. They haze
adrertSei him. If A has equal advantages of capi-
tal character and capacity, and is doing business in
region where the population and distributing fa-
cilities 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 art
well treated they remain and bring their friends. Il
is the report of those who trade with him thai
makes the reputation of the merchant. One who
has never visited a store cannot speak of it from
experience Advertising brings the customer. Hi
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 ielC
and no competition, he must not only have what i:
wanted but must have it of better quality, al
cheaper price, or serve it in more satisfactory
manner than his competitors, otherwise he will at
tract only his share of the trade. Every successfu
business man must secure more than his share. Ii
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 gooC
as any other afford at the price, the styL
Of seruing customers therefore becomes the natura
avenue through which to force an increased trade
Suppose, then, that the price at which goods Il
be sold is fair, full, market price, the quality th
best, selected with and always reliable; atten
tion must now be paid to the appointments for tn
transaction of trade. Efficient assistants must b.
secured and trained to understand the full value o
prompt dealing, ready and pleasant adjustment o
errors and careful attention to all wants of custom
ere. With all of these good trade can be secured
provided the customers exist within a convenien
radius, and are MADE AWARE of the facilities whic
are offered for their accommodation.
The usual methods of attracting business ar
well known, and to certain extent, effective
Every man has sign to show his name and trade
A handsome display of goods attracts casual OF
servers. Better than these are the commentator
words of customers who have been served an
pleased. A word in favor of q business house
often worth much. If one persons good report
worth something, the comm sndations of ten wi
be worth ten times as much, and of hundred sti
more. Life is short, and it is every mans ambitio
to make fortune. Every thing is sought whic
will tend to hasten the happy time when that fo
/ tune can be counted as made. Every man prefei
to trade where he has formerly traded. The shrew
business man is therefore anxious to secure IL
FIRST possible order from every man who has q
order to give. The earlier the first order is secure
the better prospect there is of making regull
customer at an early day.
man intending to do business must first prepa
himself to meet the requirements of his customer
Tert he must let every possible probable custom,
kIlOw that he is so prepared. In very small pla,
he may TELL all the people what he can do. In
large village printed handful, poster or circua
properly distributed, will be eficacous, but VIII
EVER Is IN PLACE LARGE ENOUGH TO SUPPORT
q A NEwsPAPER WILL FIND THAT THE cHEAPE:
g MEDIUM THROUGH WHICH TO ADDRESS THE Pu
LIc.-[Rowell's Reporter.