Connecticut western news., 1874-11-13
A CHAPTER ON ADVERTISING.
Hints for those who would Profit by
 what they Read.

A Hints for those who would Profit by what they Read.
 Advertising costs money" So does store rent, so do all good and useful things. The object of advertising is not to cause a man to expend money, but to make it.
 It costs less to print advertisements than to send out salesmen. A good ad- vertisement is seen and read by more people in one day than most salesmen call on in a year.
 If advertising has failed with you, try it on another track. A good thing is worth fair trial. If one business man finds his account in advertising why should not anotherP If you are suddenly asked, "Who among merchants have made the largest fortunes in the shortest time in legiti- mate business ?" will not your reply naturally be. "judicious advertisers" If life insurance companies had been in business in Palestine at the time, wouldn't Methusaleh have been 8 healthy risk-life policy, for instance, annual premium, from his twentieth to nAo oOoeA JSsAs
 Because man may be unable to see at once the fullest result of his adver- tising it is no reason why he should hastily judge it of no effect. It is better to watch and wait than to make a nasty judgment.
 An advertisement tells it's own story. It makes no mistakes a solicitor might do, and states exactly what the mer- chant wants to say, neither more nor less. Advertisements are honest and faithful servants.
 Advertisements are the quiet s0lici- l tors who never intrude, but who never fail to make themselves known, and are seen and remembered despite the will of the reader, who could not forget them if he would.
 "I am we'll known, why should I advertise ?" "In order to become bet ter known" "But I am as well known as my rivals2" eff you were better known than they, you would have a legitimate advantage over them"
 "Goods speak for themselves" but it is only after they are bough that they can do so. An object in advertise ing is to induce people to buy them and test them. If goods speak for them selves, good advertisement may also speak for the goods.
 You may be we'll known in your town without advertising, but you need to be well kept in mind ss well as well-known, and you should strike for other towns than yours. There is no special merit in getting fair trade among your own friends.
 "An advertisement" said one of the cross ones, "has an effect like that of taking horses to the water-you may do so, but you cannot make them drink. VI No; but you certainly cannot do so ii you don't take them to water. It Is doing something to do that.
 Look at it as we will. advertising carries with it certain moral influence Most people cannot resist the impress sion that man who advertises large stock of fresh goods is more likely tc have tham than one who does not dc so. Advertising has at least one good chance in its favor.
 Think over all possible ways of en. larging your business and ask yourself honestly which will soonest, most surely and most largely contribute to that result W1Gn GQ0 16aSb 04U6nSos LIE not the answer found in advertising, which while it talks for the merchant also leaves him free to attend to all who are moved to do business with him?
 A wealthy merchant is reported as having said: "I always feel happy when I am advertising, for then know that, waking or sleeping, I have strong, though silent. orator working for me one who never tires, never sleeps, never makes mistakes, and who is certain to enter the households from which, 1t at all, my trade must come" sB
 Why are advertisers able to sell at the lowest prices2 Is it not because they obtain the largest custom, by the most reasonable expenditure, and are really able to buy lower than theil neighbors. Many people imagine that the effect of advertising is only to en' able 8 merchant to sell. The re-active effect on his power to buy well is ofter lost sight of.
 There is quiet courtesy and modest unobtrusiveness about a wise adver tisement that create certain responsive feeling of sympathy in the reader. W. all like to be solicited, and 1t is natura to suppose that he who most politely , clearly and consistently solicits u' , stands the best chance for our trade The familiar advertisement of loca papers now cover these points wltf great tact and ingenuity.