The Virginia enterprise. [volume] (Virginia, St. Louis County, Minn.) 1893-19??, 1895-09-27
now TO BECOME GREAT.

sAOW ~ BECOME GREAT.
SOME VARIED oPlNloNo UPON 4
SUBJECT or REAL iNTEREOT.
Why Social. Political, Litsrary and
business Ambitious EnGhain Msn,s
81 Observation-Disclosures, Perseverance,,
@ and Genius May 10 Of Some Help,
but Il u Ingouious Advsrtisins that
Tells In the Long Run-Mauy In
stances that Provo This True. -
Every man who Is worthy Of that tit,v
deaires public recognition. Socially hs
would be better known and respected. II
I he assumes to ignore what II generally
known az ''society,' he snroly turns to
some other kindred ambition. Politlcs
may engross his attention. aud. II he
/ would rlso In that limo tho must, by Der.
sonal address, by party services. or by
public speaking, win the confidence aud
\ good will not only Of his own party, but Of
the wider public. II a. a student he
buries himself In library, aud works
through lonely days and nights, still, 1t
70 only In the hope of leaving some work
SO writ, as future ages shall not willing
y let de-" Socially, politically, In art Or
literature, yes, even In commerce, the de-
sire for wider publicity Is inspiring aud
ennobling. ~
Ambition 10 strong virtue until It 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
rudeness ruins them socially. Their eag-
erness for Office defeats their political as
pirations. Their ambition for rapid rec
ognition clouds their literary efforts. Their
penny dips are blown out before they
have set the river aiire. In business lit
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 quickly-they are asses
! clothed In lions skins.
The first rule of real success is to be
original. Not strangely, queerly original
but that every net and utterance shall
spring from an honest interior. 1t is not
possible to achieve greatness by imitation,
Real greatness often comes to men of
humble birth and surroundings, whose
hearts are true and firm, while in times
W1lch try the souls of men the feeble and
Sac'liating ones are swept aside as 10y q
plague. Arnold of Winkelricd was pri-
. vate soldier, but his brave act in burying
way for his fellow soldiers won him de-
served Immortality. Bunyan's simple but
neart-told story surpasses in wide pub
Lefty any literary effort of the greatest
OF scholars. The simplest articles have
built M. the. grea test trade successes. 1t
was farmer who was kindly trying to
amuse his little children who invented tho
him better than a gold mine. But as III
instance of solid success, built up by
honest means, used to popularize simple
but original article, Sapolio gives us
capital Illustration. 1t is u solid cake of
securing soap, but it is the best of its
ktnd-its manufacturers have never alter
ed or neglected it's quality. 1t is an article
is used everywhere. Not in tho United
States only, where, from California to
Maine, it is n household word, but iu In
dia. China, and Japan, in Australia and
all the countries Of South America, it
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 in
conducting its vast business rival in care
FIJI consideration the conduct of enter
prises apparently more important, but the
secret of Its success is that no honest!
method of obtaining und Of retaining pub
lie attention is neglected. Look at the,
simple little cake Of Sapolio. lying half
used, perhaps, Oh the kitchen sink, and
|. try to realize that the sun never sets on i;
its sales. Consider that it cost you but a;
few cents, although its manufactured
spend hundreds of thousands in advertise
ing it to the millions whom they wish toj
remind. 1t is like fairy tale. Aladdin,
rubbed his lamp to no better purpose THANH
The public does Sapolio, for, as universals
servant, Its services are without measure,
and its worth brings back golden returns}
to its owners.
How has such wide popularity been OBJ,
tanned? BY original merit and patientI
perseverance,. Probably the most interest.
advertising which has been used. We can.
reveal some of its methods. Its advert
Using department is presided over by III
man who talks proverbs at breakfast. .
dinner and supper, and twists them to ft3
Sapolio while the rest of the world sleeps-,
An artist is employed, by the year. al
though countless sketches and ideas arej
contributed by outsiders. Poets-not nereJ
rhymesters-are paid to tell it's merits inl
original verses, and the most noveIt
schemes are made use of to attract attend
ton. Two hundred and fifty thousande
boxes of dominoes were sent out last year ]
Japan furnished twenty thousand feath- I
sides thousands Of hand-painted panels.
Domestic puzzles passed away long upo.
but not until millions of them had been1
used. Pamphlets are printed in vast num-l
bers, and the famous Sapolio alphabet hasl
nearly reached its tenth million. Five}
Il, vol 1o11 L.
It goes to pay for one half-page insertiont
In daily paper. Yes, one thousand doll
lars has been paid fora single column i,,l
weekly paper, but of course the circuloJ I
ton, like the consumption Of Sapolio. wasi
enormous. Bold methods they may welli
be called when over two thousan nd doliars1
is paid for the rental of one sign on the.
odd methods we may mention the employ.
ment of an advertising orator" who made.
stump speeches in all the principal cities -.
and the posting of signs reading 'Keepi
off the Grass" on all the snow banks IN,
New York after its great blizzard. Butt
oughly it is advertised. Dvery city, town,
and railroad is decorated with its signs:
the magazines publish its pictures: the:
street cars are enlivened by its proverbs:
the newspapers continually remind the;
public of its merits. But even If It WINS.
uOL 81 PROMINENT III ltS OWu OeQalf. the,
dozens of imitators who try to Impose,
their wares on the public, as 'just as
good as Sapolio," would prove to the world
that It was the standard.
I WHO can read the bright verses which,
tell us how to make this world brighter'
without the tribute of smile? Who can
glance at 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. 49,. 80
,$s# Abou Ben Kelly.
Abou Ben Kelly (may her tribe increased
Was much disturbed one night and had no
20 peace;
For there upon the wall within her room,
Bright with the moonlight that dispelled
,~ the gloom,
A man was scribbling with wand of
A.. gold.
Now, Mrs. Kelly was q warrior bold, .
And to the presence In the room she said,
"What .writest thouY" The scribbler