Custer weekly chronicle. [volume] (Custer City, S.D.) 1890-1931, 1895-09-07
HOW TO BECOME GREAT.
SOME VARIED OPINIONS UPON A
SUBJECT OF REAL INTEREST.

but 1t IL Ingenious Advertising that
Tells In the Long Run-Many In
stances that Prove This True.
Every man who is worthy OF that title
desires public recognition. Socially ne
would bs better known and respected. III
he assumes to ignore what Is generally
known us society he surely turns 10
some other kindred ambition. Politics
may engross his attention, and, II he
would rise In that line he must, by per-
sonal address, by party services, or by
public speaking, win the confidence anu
good will not only of his own party. Dut OF
the wider public. If as a student lie
buries himself in a library, and works
through lonely days and nights, still, II
Is only in the hope of leaving some work
so writ, as future ages shall not WILING
ly let die" Socially, politically, in ART or
literature, yes, even ia commerce, the de-
sire for q wider publicity is inspiring n
c~nnobling.
Ambition Is IA strong virtue until IL steps
beyond prudence or proper modesty' by
that sin fell the angels, and thousands OF
thoughtless mortals who try to rush IN
where the better angels fear To tread, de-
stroy all hopes of public approval. Their
rudencss ruins them socially. Their Gag
erness for office defeats their political as
pirations. Their ambition for rapid rec
ignition clouds their literary efforts. Their
penny dips" are blown out before they
have set the river alire. In business Ut
tie fools ape the actions of successful men
until whole hordes are following wan
amaker's advertising or initiating the Ris-
Ing Sun stove polish, or copying the plans
Of really successful houses. The public
measures them qu~ickly--they are asses
clothed in lions skins
The first rule Of real success Is TO be
original. Not strangely, queerly original
but that every act and utterance shal
spring from an honest interior. * Is mol
possible to achieve greatness by imitation.
Real greatness often comes 10 men OF
humble birth and surroundings, whose
hearts are true and firm, while III times
which try the souls of men the feeble anu
vacillating ones are swept aside as 10y Il
plague. Arnold of Winkelried was a pri-
vate soldier, but his brave act in burying
q dozen spears in his own breast 10 make
way for his fellow soldiers won him a de-
served immortality. Bunyan's simple but
heart-told story surpasses in wide pub
Lefty any literary effort of the greatest
OF scholars. The simplest articles nave
built UP the greatest trade successes. IL
was a farmer who was kindly trying to
amuse hi. little children who invented the
now famous Pigs in Glover" and. il paid
him better than Il gold mine. But as an
instance Of solid success, built up by
honest mems, used TO popularize a simple
but original article, Sapolio gives us q
capital Illustration. 1t is u solid cake of
securing soap, but II is the best OF Its
kind-its manufacturers have never alter
ed or neglected its quality. 1t is an article
naturally of moderate consumption, but IT
Is used everywhere. Not III the United
States only, where, from California 10
Maine, il is Il household word, but in In
dia. China, and Japan, IN Australia aud
all the countries Of South America, 1t
marks the progress of civilization by Its
mere presence. Its travelling statesmen
can claim in common with itself that they
scour the world! The methods used la
conducting its vast business rival in care
full consideration the conduct of enter
prises apparently more important, but the
secret OF its success Is that no honest
method of obtaining and of retaining pub
lie attention is neglected. Look at the
simple little cake of Sapolio, lying half
used. perhaps, on the kitchen sink, and
try to realize that the sun never sets on
Its sales. Consider that il cost you but q
few cents, although It's manufacturer
hpenu LUXURIOUS Oh lDDusunus I'LL huNtftlS-
ing IL TO the millions whom they wish 10
remind. Ii Is like a fairy tale. Aladdin
rubbed his lamp 10 no better purpose than
,he public does Sapolio, for, as a universal
servant, its services are without measure,
and its worth brings back golden returns
to its owners.
How has such vide popularity been OBJ
tainedf BY original merit and patient
perseverance. Probably the most interest
ing side of the story lies in the %well-known
advertising which has been used. We can
reveal some of its methods. Its adyer-
Using department Is presided over by n
man who talks proverbs Mt breakfast.
Dime and supper. and twists them 10 III
Sapolio while the rest of the world sleeps.
An artist Is employed by the year. MI
though countless sketches and idens ara
contributed by outsiders. Poets-not mere
rhymesters-are paid TO tell its merits in
original verses, and the most novel
schemes are made use of TO attract atten-
ton. Two hundred and fifty thousand
boxes of dominoes were sent out last year
Japan furnished twenty thousand feath.
cred owls and NIT, thousand puzzles. be-
sides thousands of hand-painted panels.
Domestic puzzles passed away long ago
but not until millions of them had been
used. Pamphlets are printed In vast mum.
bers, and the famous Sapolio alphabet has
nearly reached its tenth million. Five
hundred dollars VIII rent n large farm. but
it goes TO pay for one half-page insertion
in a daily paper. Yes, one thousand dol.
lars has been paid for n single column in
a weekly paper, but of course the circulo.
ton, like the consumption of Sapolio. was
enormous. Bold methods they NAV we'll
be called when over two thousand dollars
is paid for the rental of one sign on fhe
most prominent building in America. A.
odd methods we may mention the emnIov-
ment Of an advertising orator" who maio
stump speeches In all the principal cities
and the posting of signs reading AK cen
off the Grass" on all the snow banks ~
New York after its great blizzard. Rmt
our readers know only too well how thor.
oughly II is advertised. Every city. town
and railroad IL decorated with its signs.
the magazines publish its pictures. ths
street cars are enlivened by Its proverbs.
the newspapers continually remind tho
public Of Its merits. Bur ever IL IL was
not 80 prominent in its own behalf. tho
dozens of imitators who try to impose
their wares on the public, as 'just as
good as SapOlio." would prove to the world
that IL was the standard.
Who can read the bright verses which
tell us 10Y to maxi this world brighter
without the tribute of n smile? Who can
glance ut their pictures without admitting
that advertising is an art Itself? We have
not room for many, but feel that this ar
ticle would be incomplete without some
specimens OF them.