The herald-advance. (Milbank, S.D.) 1890-1922, 1912-11-08
WHY LOCAL MERCHANTS
OFTEN FAIL IN BUSINESS.
Advertising Not Part Of Their Stock In
Trade-Succcss 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 one or more 80
on the list. Sometimes they have in
vested their last cent in an undertak-
ing with nothing in reserve for an
emergency. They soon find themselves
~hopclessly involved with debts COR
stantly creeping UP around them until
the pressure of creditors is so great
that they can no longer sustain 1t, and
bankruptcy is the result.
The wages Of thoughtle&sness is fail
ure. Go into business with your eyes
fully open and know what You are
doing. If you have $500 to $1,000 or
more to invest in n local enterprise
keep out ut least % per cent as q re
serve fund, This will help to tide you
over any difficulties which may arise.
When you start in Il small way and
overburden yourself by accepting too
great a credit from some wholesaler on
n capital invested o at n invite
difficulties, Unless you have a remark
able III 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 II you are indebted to the whole
saler for the amount Of ali 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 a
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 to
live and expand. The partner at once
paper which read: Our homemade pies
are good enough for Mayor John.
Aren't they good enough for you? 7" The
personality entered into In this ad
tisement at once focused attention to
1t. The mayor was running for re-.
election at the time. and the advertise
ment helped him also.
This was only the starter. Others
ever more original were brought before
the people through the medium Of
the local paper and at once caught and
held the attention OF all. Day after
day new features were tried. Their
methods teemed with life. They show
ed 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 new store at once adver
tised brooms and paint and other nee
essary commodities at reduced prices.
Recently It started on Its W account
a town beautiful campaign. adding to
its stock many things that could be
used In this connection. thus creating
a bigger leld In which to work out
the owners ideas.
The returns on the original invest
ment have enabled the partners to open
two other stores IN nearby towns,
where the same plans for getting bust
ness are being successfully used.