Democratic messenger. [volume] (Snow Hill, Md.) 1869-1973, 1882-09-02
A WORD ABOUT ADVERTISING.
The Advice OF One of the Firm of
Brown. Jones & Robinson.
BY ANTHONY TRoLLoPE.


Different great men have promul
gated the different means by which they
have sought to subjugate the world
Audacity udacity-audacity, was
the lesson which one hero taught. Gag.
-agitate-agitate, was the coun,
sci of second. Register register
register" of third. But l say, Adver.
tise, advertise, advertise | And | say il
again and again, Advertise, advertise,
advertise 1t is, or should be, the
Shibboleth of British commerce. That
it certainly will be SO, /, George Rob
inson, hereby venture to prophesy, feel
ing that on this subject something but
little short of inspiration has touched
my eager pen.
Well, say again and again to all
young tradesmen, Advertise, advertise,
advertise; +; and don't stop to think too
much about capital. 1t is bugbear.
Capital is bugbear and 1T is talked
about by those who have it-and by
some that have not so much of it neither
for sake Of puttjng,down competition,
and keeping the market to themselves.
Credit is the polished shaft of the
temple. But with what are you to pol.
! ish it? The stone does not come from
the quarry with its gloss on; mans
labor Is necessary to give it that beau
teous exterior. Then wherewith shall
we polish credit ? I answer the ques-
tion at once. With the pumice stone
and sand-paper of advertisement.
Well, there you are-a young trades
man, beginning the world without cap
ital Capital, though it's bugbear,
| nevertheless it's a virtue. Therefore,
as you haven't got it, you must assume
it. That's credit Credit l take to be
the belief of other people in thing
that doesn't really exist. When you go
into your friend Smiths honse, and find
Mrs. S. all smiles, you give her credit
for the sweetest OF tempers. Your
friend S. knows better; but then, you
see, she's had wit enough to obtain
credit. When / draw bill Mt three
months, and get it discounted, I do the
same thing. That's credit. Give me
credit enough, and don't care II brass
button for capital. Ii / could have but
one wish, would never ask fairy for
second or third. Let me have but
unreserved credit, and I'll beat any
duke of either aristocracy.
To obtain credit, the only certain way is
to advertise. Advertise, advertise, ,adver-
tIse. That is, assume, assume. assume.
Go on assuming your virtue. The more
you haven't got it, the more you must
assume it. The bitterer your own heart
is about that drunken cook and that idle
husband who will do nothing to assist
you, the sweeter you must smile. Smile
sweet enough, and all the world will be-
lieve you. Advertise long enough, and
credit will come.
Bnt there must be some nous in your
advertisements; there must be system,
and there must be some wit in your sys-
TEN. 1t won't suffice nowadays to stick
up on blank wall simple piacard to
say that you have forty Thousand best
new hose just arrived. Any wooden
headed fellow can do as much as that.
That might have served IN the olden
times that we hear of, twenty years
since; but the game, TO be successful
in these days, must be played in
another sort of fashion. There mnst
be some finish about your advertise
ments. something new i'll your style.
something that will siartle IN your
manner. If man can make himself q
real master in this art, we may say that
he has learned his trade, whatever that
trade may be. Let him know how to
advertise, and the rest will follow.