The Robesonian. [volume] (Lumberton, N.C.) 1870-current, 1909-02-01
PERSISTENCE IN ADVERTIS-
ING.
Importance of Keeping Ever
lastingly as it Discussed.

IdStHlkty do IL AAoSuSoCu'
A well known advertiser once
said that he would have failed a
dozen times if he had not posses
ed a well nigh impregnable per-
sistency and perseverance and
an enthusiasm and confidence
nearly supernatural. 1t is too
true that a very large percentage
of the commercial failures can
be directly traced to a lack OF
stability or an absence of such
persistency as make obstacles OF
no moment.
A young man once wrote to
the editor of an advertising
journal and inquired if this edi-
tor knew of any plan or scheme
in which he would advise one to
embark which would prove
profitable from the very start
and also in which the results
from the initial copy would more
than recompense for the placing
of the copy. | think the editor
replied that if he did he would
go at it himself.
This very idea or opinion that
advertising is something magical,
whereby the very first attempt
results in a steady inflow of cash,
has resulted in many dissappoint-
ments. There is probably more
money squandered in small sums
from SIS up to $50 and 500 than
there is in large amounts, fol-
invariably these small, unpre.
pared, unequipped advents into
the advertising arena are but Of
short duration. For a man tt
believe that he can become ;
success when the cost of adver
Using becomes of primary i'm
portance on a basis of $25 or $5'
or 500 is the veriest idiocy
vet the failure of hundreds ha
caused no lessening OF these at
tempts.
Persistency is a very great es
sential in any commercial under
taking, putin an enterprise wher
advertising and its necessar
outflow of cash are concerned
becomes an absolute, ironcla
necessity. 1t needs no repetitio
here on my part pointing to tn
successes in the eleventh hour
That this has happened agai
is sufficiently we'll known to nee
no recalling by me, but do wis
to bring to your attention tt
fact that but for a sublime col
fidence in their proposition an
a perseverance unalterable man
of the greatest advertising su
cesses of today would be pointe
out as a sort of bette noire.
Persistency, however, must
coupled with good judgment
it totally fails of the purpo:
for which it was intende
Though a campaign of adve
Using may have been launch
and well under way, should the
come to light certain things viii
would go to prove that the fun
alnental principle of the propo:
ton was wrong it would be tn
suicidal to a commercial succe
to continue without eliminate
these things, which will cripl
and undermine the whole ca
paign. A clear, cool, farseei
judgment must be coupled Wi
advertising or all the persisten
in the world amounts to We
little.
1t is net so important, no
ever, that l bring to your
N tention this characteristic
- sound judgment as that l Gle
ly show you how almost inval1
bic to any success is a pro-
amount of persistency. WI
the bank account shows signs
depletion, expenses increas
and with orders yet to mater
ize to any considerable amor
is the time when every bit
bulldog stick-to-it-iveness m
rise to the surface, bringing
every latent force of persisten
R. D. Cassmore in Judici
Advertising.