Milford chronicle. [volume] (Milford, Del.) 1878-1974, 1896-02-14
Dull limos.

Five parts of alleged know 50, four
paris Of guess so, one part OF something,
and you have the composition OF business
depression,
There is reason for everything, but
mighty little of anything IS founded on
reason,
Half the people are sheep, and half the
rest are lambs.
Ten per cent. Of the folks in every com
nuniiy do the thinking for ninety per
cent.
The reason in most people is what they
think is reason, without thinking much
about it, anyway.
He who Is sick would not be half 50
SICK if he dind't think he is twice as SICK
as he is.
Confidence is success.
Lack Of confidence IS failure.
Path in business is business
What YOU think is so is practically
nearer 20, than that which IS really so.
He who thinks he is successful, gener-
ally is successful.
In every ailmeul, physical, menta,or OF
business depression, something IS genel-
ally the matter, but Imagination magni-
fies that matter to hundreds of diameters
When there is slight excuse Tor ousi-
ness depression, and money becomes iis al,
because each individual makes II tisht
by locking up everything be mas; de-
maudigg payment from deDtors' ana re-
fusiug 20 pay creditors, there IS reason ior
depression, but there is no reason ior lhls
reason
In nine cases out Of ten, business owes
its depression TO the depressed thoughts
ffIF1 thew are
depressed because they think they are
depressed.
How long would steamboat captain
hold Ills los. who banked his fires, and
slowed down during storm The sue
cessful navigator crowds on steam, not an
Unsafe amount, but enough to keep MS
vessel moving as rapidly in storm as IN
calm, and sometimes more rapidly
This il equilibrium in motion.
equilibrium is safety.
Most business men as soon as they hnd
business is dull, refuse to look Tor the
cause, and simply work themselves up III! o
a frenzy OF depression, cut expenses III
every way, talk hard times, show nara
times in their faces give hard-ume ap-
pearance to the store, and get eXactly
what they eSpect-no trade
The progressive merchant arranges MS
counters more atlractiveig, piles his goods
higher than usual, decorates his WINDOWS
( burns more gas. brushes up everything
nuts a new coat of paint OF the outside,
/ looks animated dihuses his enthusiasm
into every clerk, advertises more eXlen
sively, and gets the bulk Of the business
There are selling seasons, and there
always will be, but people wear out clothes
aud shoes as much in dull times as IN
flush. aud the dull-time stomach Will nave
/ its accustomed food. anyway.
There are few men Who punish thelr
stoinachs for tie SINS of their business.
People eat about tbe same. and all the
time. There may be a slight economy III
their eating but still they eat.
Men may not buy as much furniture III
dull times, nor a good many other things
which they can wait for, but they buy ne
cessities. aud perishable luxuries, toi
their slomachs must be filled, aud theiI
bodies must be clothed.
The majority of men in dull times Zee
the want ofthose things, which they lhlnR
they cannot have more keenly than oar
iirys- I llre-seaso1l- when they can afford tC
have what they want; therefore they SEE
a great many things they think they
want because they think they can't nave
them.
Ia hard times they select many new
articles. to be purchased when ume
change, and the progressive man, VINO pre-
SCENTS his goods prominently before TN
pnblic when they think they can't alior'
ito have them, is the man who will sell Tn
bulk OF thcse things When times Decom
Better; and times always do become bet
Ter -, %,
The leading magazines are hlled VIII
advertisements. Their difference in quau
tity is imperceptible, whether the Time
be flush or bad
The local dailies, AID the local weei
lies, coutaim almost as much adVefusiu
in dull times as i'll flush, because the oil
logies pull out. aud the progressive mel
increase their space
D, The statement make, tnal dull l"ls
offer an unusually good opportunity il
: general local trade-pusIns and adVeru'
ing, l back with the experience OF man
wears. and the positive knowledse OF hui
, dreds.i if not thousands, Of advertisers VIII
=, never think of eating publicity expense
, during dsl times, Dnd who advertise thei
I first. because II always pays TO adVeflis=
second, because they pull trade away lrol
the drones who are afraid TO advertise an
!. thereby bnild up trade for keeps thlr'
y because people make UP their mi d.
}, bav when good times come, and VIII III
of The man who makes the best hard-tin
am rouucemeuis. Advertise III The Oiikol
IL. Ice