Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-04-26
THE MERCHANT AND THE COMMUNITY

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The small town merchant is a necessity, and that which is necessary
needs the community cash.
his obligations. '
Many of them fall by the wayade because OF their .norance 81 o.
indifference to the rights OF the public.
FIFTY years ago the town merchant sat in his store and waited for
business to con to him.
Today the successful. merchant is a hunter-he mus g nut cunning
Tor eustomers-and his ammunition is his stock in trade and his gun is
the local newspaper.
Country people OF today ar as intelligent and Up to date as their
city cousins, and they gauge the merchant by his own actions.
II he is a huster-if he keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
But BIZ. a {, clean store neatly displayed goods and newspaper advertising
are not the only requisites o a successful mercantile career.
h country merchant should bank to- much o n the fact that he
is a necessity.
means OF lettering the condition of the consumers and acouantne them
Of the fact He should consider their welfare, as we'll as his "
The merchant should have iron creed. and that creed should
never be broken: He should treat all customers alike, never msrepresent
ms goods, and keep his shelves well stocked with truth.
He should join intellectually in movements TO building up and ex-
their rights are as great as his own. They do Of W the town.
Heshould join intellectually in movements for building up and X
pandng the business interests of tine community, for success is only found
o IN the topmost rounds of the ladder.
The merchant who has built up a reputation as a public spirited nan
a n who labors for the well being OF the whole community, never lacks
for customers at his store.
They migrate toward his door as naturally as the birds fly south in
winter.
Such merchants gain the confidence OF the people, for the people
know that the anne intelligence andLair mindedness which he exerts III
chl life.
the community is the better off for their presence.
You invariably find their advertisements in the local papers, telling
of the merits of the warest they have to sell, and giving the people that
information to which they are clearly entitled.
Such business mn are successful, because their methods of business
and their very attitudes breathe uccess
They have many customers, because the people admire a hustler.
This town is located in a splendid community and it should have
a bright future ahead Of il.
But it depends upon us alone.
We have some good business men in this town.
They are well supplied with brains, and those brains are capable 0,
accomplishing great results
Individually they car do much, but collectively they can revouionnze
trading conditions of this community.
The money that is being daily sent away for goods might just is
well be spent in our local stores-and would be, if the merchants arose
to the opportunities before them.
1t is the easiest thing in the world to keep the money at home, for
customers are not fools.
Just keep the goods the people want, and OF the quality they want
Sell those goods at a fair margin of profit, thereby competing i'll
quality and price with the outsider.
Then advertise persistently-keep the home goods constantly in the
mind OF the consumer-awakenh him to the fact that it is as much to his
interest as to yours to keep his money in circulation at home.
When convince the consumer that you have the goods that he
wants and that they can be purchased here just as cheaply a elsewhere,
he will keep his money al home by trading at nome.
The people want a live community and are willing to support live
business men.
Who is in the live class? Speak up, gentlemen. Speak up!