The Glenwood post., 1910-10-15
THE ART OF
ADVERTISING
By ELBERT HUBBARD

The things that live are the things
that abide are those that are strongly
maintained, ably defended. well ex-
pressed
All literature is advertising, and all
written advertising that grips atten-
ton is literature.
The world accepts man or an in
ptttution at the estimate it places on
eeseH. To let the rogues and fools
pxpound and explain you to the multi
fude. and you yourself make no sign.
b to allow the falsehood to pass as
current coin.
And soon it becomes legal tender.
Acoordfng to the common law Of Eng
land path across your property onoe
used by the people Ms theirs for all
kline.
In America millions of dollars are
now being expended by certain sue
lcessful firms and corporations to cor
Fsct wrong impression that has been
allowed to get foothold in the public
mind concerning them.
You must advertise, wisely and dis
Preetly. SO as to create a public opin-
lon that Is favorable to you.
To stand still is to retreat.
To worship the god Terminus is to
have the Goths and Vandals, that skirt
The borders OF every successful ven
fure. pick up your Termini and carry
them inland, long miles, between the
letting of the sun and his rising.
To hold the old customers. you must
lEet out after the new.
When you think you are big enough,
there is lime in the bones of the boss,
and noise like buccaneer is heard
In the of11ng.
The reputation that endures, or the
pnst1tution that lasts, is the one that
b properly advertised.
The only names in Greek history
that we know are those which Her
odotus and Thucydides graved with
deathless styli.
The men Of Rome who lived and
tread the boardwalk are those Plut-
arch took up and writ their names
large on human hearts.
All that Plutarch knew of Greek
heroes was what he read in Herodo-
kus
All that Shakespeare knew of clas-
pic Greece and Rome, and the heroes
Eof that far-off time, Is what he dug
out of Plutarch's lives. And about all
that most people now know Of Greece
and Rome they got from Shakespeare.
Plutarch doomed his Roman friends
and matched each favorite with some
Greek. written of by Herodotus. Plu-
karch wrote of the men he liked, some
'of whom we know put up good ma
lzuma to cover expenses.
Horatius still stands at the bridge,
1ibecause a poet placed him there
Paul Revere rides adown the night
giving his warning cry, because Long
FELLOW set the meters In a gallop.
Across the waste Of waters the enc
my calls upon Paul Jones to surrender,
and the voice of Paul Jones echoes
back. Damn your souls. we have not
yet begun to fight!' And the sound
'of the fearless voice has given courage
Ito countless thousands to snatch vic
tory from the jaws of defeat.
In Brussels there is yet to be heard
"a sound of revelry by night only be-
cause Byron told of 1t.
Commodore Perry, that rash and i'm
tpulsive youth of 26, never sent that
message, I'VE have met the enemy
and they are ours" but good report
er did, and the reporters words live,
while Perry's died on the empty air.
Lord Douglas never said:
The hand of Douglas is his own,
And never shall in friendship grasp,
he ha nd nf nch Mari ola
Sir Walter Scott made that remark
on white paper with an eagles quill,
and schoolboys' hearts will beat high
as they scorn the proffered hand on
Friday afternoons, for centuries to
come.
Virginius lives in heroic mold, not
for what he said or did, but for the
words put into his mouth by man
VINO pushed what you call virile pen
and wrote such an ad for Virginius as
he could never have written for him
self.
Andrew j. Rowan carried the mes
sage to Garcia all right, but the deed
would have been lost in the dust bin
of time, and quickly, too, were it not
for George H. Daniels, who etched the
act into the memory of the race, and
fixed the deed in history, sending 1t
down the corridors of time with the
rumble of the Empire State Express,
so that today it is a part of the cur
rent coin of the mental realm, legal
tender wherever English is spoken.
All literature Is advertising.
And all genuine advertisements are
literature.
The author advertises men, times,
places, deeds, events and things. His
appeal is to the universal human soul.
If he does not know the heart-throbs
of men and women, their hopes, joys,
ambitions, tastes, needs and desires.
his work will interest no one but him