The Eureka sentinel. [volume] (Eureka, Nev.) 1902-current, 1912-11-09
why LOCAL MERCHANTS
OFTEN FAIL III BUSINESS.
Advertising Nos Part Of Their Stock IN
Trade-Sueesss Means Keeping
Wide Awake.

Thousands of business failures are
recorded annually. Small dealers make
UP the largest part OF these. In al
most every community n or more 90
on the list. Sometimes they have in
vested their last cent in al undertake
in= with nothing IN reserve for an
emergency. They soon find themselves
hopelessly involved with debts con
SANITY creeping up around them until
the pressure Of creditors is so great
that they can no longer sustain Il. and
bankruptcy Is the result.
The wages of thoughtlessness is fall
IRE. Go into business with your eyes
fully open and know what You are
doing. If you have $500 to S1.U00 or
more TO invest in a local enterprise
keep out at least % per cen as a re-
serve fund. This will help to tide you
over arr difficulties which may arise.
When you start in a small way and
overburden yourself by accepting too
great a credit from ONE wholesaler on
the capital invested you at ONCE invite
difficulties. Unless YOU have a remark
able run Of business when you first
open up your heavy obligation to the
wholesaler will come due and 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 at
the right time is the best means of
stirring up trade. Several years ago q
man who had learned the grocery
business in a large city went back to
his home town and started In a small
way. He was a 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 a 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 tc
live and expand. The partner at once
inserted an advertisement in the loca
paper which read: 'Our homemade pies
IRE good enough for Mayor John
Aren't they good enough for you?" Th'
personality entered into in this adver
tisement at once focused attention t
it. The mavor was running for re
election at the time. and the advertise
nent helped him also.
This was only the starter. Others
even more original were brought before
the people through the medium o.
the local paper and at once caught ant
held the attention Of all. Day afte
day new features were tried. Thei
methods teemed with life. They show
ed clear mental vision and an insigh
into human nature. The advertisement
offered the things that people needed.
Last year the town had a CLEANUP
week. The new store at once adver
tised brooms and paint and other nee
essary commodities NJ reduced prices
Recently ii started on its own accoun
n town beautiful campaign. adding f
its stock many things that could b.
used in this connection. thus creatin'
n bigger fed in which to work on
the owners ideas.
The returns on the original invest
menth have enabled the partners to ope'
two other stores in nearby towns
where the same plans for getting busl
ness are being successfully used.