The Richmond Virginian. (Richmond, Va.) 1910-1920, 1910-12-13

Il u,res. Advertising and publicity are
I. the greatest builders of confidence
known TO. the business man. Zig adj
veftising Hooks like big sales: IL makes
the public familiar with the seller
OF the goods and win create conf
tience In those goods Some people mis-
take advertising eor merit. Pleas
bear in mind tnGi advertising never
ADDED ons dcsllr 10 the value Of any
article aaeortised, Advertising inefet!
taie thc atue. II does NOT cfsat" II
Gss,Aas must ma e merit IN thcin i@ sell.
ma tn.s must asse maze merit Wnen
soia to stay sold. \ sale does not
end with tne making ~ It ne'v -a-aaSst
~ never t.nua ms tong as tire man Is
using the ,rticie yeu sell.
Make Yourself lear.
sYou csnnet sell ta auyhod2 unless
he unaerstanas wnat ven are taking
about. isn sure your explanation y
plain atld particularly To- those wh"
are in techuici.i business, because
half thu people DO not know technical
terms remember George W. ger
ksns telling tnis story ~ an experience
as insurance solicitor In Cleveland RE
said he rad been trying TO place
policy fer 81 %. zee, hut NJ had been
trying to place paiicy for stoo,eeVs
but he eoaid not do il and the othef
mar get the business. Mr.. Perkins
asked the man. HON did YOU insure
Mr. Burroughs tried FOR ave years
and eoufa not ct nfm The man
renft,sd ! don't wish 10 bG oi.I"-
s.pect4tlf h.it be said he dtdH ( under
stand half fhe tim" what You Weie
talking about lie satd Hoa talked L.
him about 'tsHtine' politics and en-
aowment' insurance. and he didn't
know whether yoa vert settling nc ~
surance ar hair oil.
Health Is Important.
There are certain qualities have
been asked ta give which believe
we should have in business 10 hc sic
ssssful We are all statesmen. every
man Is irving Ia sell his own good
qualities To his fellow citizens. That
is why h puts on a clean collar ana
a clean shirt and everything that goes
with It, because he wants to sell his
good qualities.
The first essential is 10 he healthy,
TO have health Most of us are paid
tor having good Iivers> but unfortu-
Yateiy some have bad ones. There is
nothing helps Il man 80 much a. "a
take care ef himself Most of VIZ have
injurious habits; VIC smoke too much.
we cat too much, or we drink too
much. we are handicapped In that
way. / know men with good minds.
Put their bodies are not healthy. and
81 would rather take my chances with
~ .aeaithy mind In a healthy body.
THE next quality Is honesty. ] do
not refer tn 1t in the baser sense, be
cause q man is "A food nowadays unless
he il absolutely honest. There IL an
old maxim. Honesty is the best poll
cy.' There Is nothing hest" about
Ii, honesty Is the only policy.
ThTee Kinds Of Men.
II find just three kinds of men in
this world: Tho kind you tell once to
10 a thing and YOU can bet your life
Il 10 done. The second class YOU have
TO tell four or five or "A dozen times
to do 1t because they do not think
The third class Is the great class OF
men who have made this country what
II is--men with initiative; men who
do things. who do things before you
have a chance to tell them what to
do.
"Cne thing has helped me in my
business. make 1t a point to keep
before me- the ten most important
things ] have to do. / have q little
pad on my desk upon which are Noted
the most important things there
might be seven, or ten or twelve, but
this most important ara daily before
me. II ] go tn business man and
gay, What are the ten most important
things you have to do in your husi-
ness?' and ne says. ! really don't
know, II he doesn't know how Is he
sure he In doing them II IL good
thing to keep them before YOU and as
things come up mark them. Every
morning my stenographer has on my
desk the ten most important things
which | must attend to-