The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1910-04-06
HESITATION
VERY COSTLY
Putting OF TIL Tomorrow Is as
Wrong in Advertising as in
Other Lines Of Business-"Do
It Now" Is Golden Proverb.

Strange how We are inclined some
times to wait until the last day of
the week or the last month of the
season to do the thing that is most
important.
That phrase do 1t Now" is the
pCrsonilicatiOn of brevity, but it car
ries a world of logic.
There was one crucial time during
Peary's dash to the pole, when, if
he had hesitated for a minute, his
good ship The Roosevelt would
have been ground to pieces by the ice
foes that We're hurrying fast upon
her from all sides. Destruction of the
vessel seemed inevitable.
He saw a possible escape just
ahead of him in a narrow channel,
filed with broken ice. He knew it
was a case of DO 1t Now or never,
and he gave orders for full speed
ahead.
Peary had proved his worth. The
powerful engines of the sturdy ice
lighting craft responded in a manner
that was truly wonderful and soon
she pressed forward to the open wa
ter beyond, to a position of tempo
rarY safety. Then the monstrous ice
foes came together with a nightly
crash at the spot where the ship had
been apparently trapped but a mo-
ment before.
But this was only an incident. There
was trouble ahead every hour OF that
perilous journey and the men in COM
mand rested neither night nor day
Their eternal vigilance was re-
warded for a few weeks later when
the Roosevelt pushed her nose to the
fartherest point north ever attained
by ship.
1t is nat same indomitable spirit
that won glory for the American ex-
plorer that makes money kings of
small merchants.
Eternal vigilance is the price OF
success.
This rule is more applicable to adj
vertising than to any other branch of
your business.
It's through eternal vigilance in
the use of printers ink that you keep
yourself and your goods fresh in the
minds of the public.
Keep everlastingly at it through
the newspaper columns-the news
paper which goes regularly into the
homes Of the city where you are
transacting business.
Every day, everywhere there's a
man or a woman who wants to buy
some particular thing. Let him or her
know that you have that article. Let
the people know all the time what
goods you carry and what their mer-
its are-send one OF your advertis-
ing talks direct to their homes every
time the newspaper is issued. If you
do this, how can you help but draw
trade? How can you help but win
victory?
Now some fellows wait until the
busy season comes along, when they
have so much to do they can't get
their hats off, and then rush to the
printer with advertising.
Then when the dull season is upon
them they stop advertising ano worry
about how they are going to pay the
rent.
Advertising is the best tonic for a
dun season you ever saw. If you have
! not tried 1t, order case and keep it
on hand.
Once in a while, some enterprising
merchant finds this out, and scoops
| in all the business, while his neigh
Dor signs his name to a note in order
to pay the rent.
Don't quit advertising and cut off
your nose to spite your face.
gentleman from Arizona, so we
are told, once hanged himself to the
bed post by his supenders. The YER
dict Of the coroner's Jury was:
Deceased came to his death by
coming home full and installing him
self for his pants"
Don't mistake yourself for your
pants