The L'Anse sentinel. (L'Anse, L.S., Mich.) 18??-current, 1912-11-09
WHY LOCAL MERCHANTS
OFTEN Fail. IN BUSINESS.
Advertising NOT Fart of TIER stock In
Trade-Suceess Means koepin0
Vice Awake.

Thousands of business fixtures are
recorded annually. small dealers make
dp the largest plrl Of these. IN ~
I most every community ono or more 20
on the list Sometimes they have IN
! vested their las, cent in IN iindcrtak-
! ing with nothing in reserve for IN
emergency They soon find Themselves
/ hopc,rs,ly Involved witt. debts con
I staptly cropping nj around ihom 'lnt!I
I the pressure Of creditors Is 81 great
I that they can no. longer sustain il, ana
halbrup-cyis tho result.
The WAGES OF thouChtlcSsncSs IS fail
urc Go into business with yonr eyes
fully open ana know what You are
doing Il you have $500 to $1,000 or
more 10 invest Ia local enterprise
keep out at least - Per cent as n re-
scrve fund This will help to tide you
over ar. difficulties which may arise.
Wien yuu star; in n small way and
oycrbrg2cu yourself by accepting too
great q credit from some wholesaler on
the capital invested you al once invite
difficulties. Unless YOU have Il remark
able run OF business when you first
open NJ your heavy obligation to the
wholesaler will come due ana you will
find yourself entangled.
At once you will try to borrow money
to protect yourself, but this IS hard to
get if YOU are indebted to the whole
saler for the amount Of all the goods
In your store. ..'
One Of the chief causes Of failure Is
the lack Of ideas by which to make
your business attractive to customers.
Advertising in the right, way and Mt
the right time Is the hcst means of
stirring mp trade. Several years ago n
man who had learned the grocery
business in large city went back 10
his home town and started in small
way. lie was willing, hard worker,
but through lack Of ingenuity and
initiative he had to close his place,
losing the money he had invested
Two years ago, with resourceful
silent partner. he again went into bust
ness in the same town. This time
with the assistance OF his partner the
business was given life and made to
live and expand. The partner at once
inserted an advertisement in the local
paper which read: Our homemade pies
are good enough for Mayor,.John.
Aren't they good enough for ydu?" The
personality entered into in this adver-
tisement at once focused attention to
It, The mayor was running for re-
election ut the time. and the advertise
ment helped him also.
This was only the starter. Others
even more original were brought before
the people through the medium OF
the local paper and nj once caught and
held the attention Of all. Day after
day new features were tried Their
methods tcemed with life. They show
Cd clear mental vision and an insight
into human nature. The advertisements
offered the things that people needed.
Last year the town had a cleanup
week The now store at once adver-
tiscd brooms and paint and other nee
csSary commodities IT reduced prices.
Recently il started on-its own account
town beautiful campaign. adding 10
its stock many things that could no
used In this connection. thus creating
q bigger field in which to work out
the owners ideas
Tho returns on tho original invest
ment haYc cnablcd, the partners to open
two othcr stores in nearby towns,
whore the same plans FOR getting husi-
ness are being successfully used.