Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-03
The Merchant and the Community

The small town merchant is a necessity, and that which is necessary
should be protected. The community needs his wares as much as he
needs the community cash.
But not every small town merchant is alive to his opportunities and
his obligations.
Many of them fall by the wayade because OF their ignorance of or
indifference to the rights of the public.
Fifty years ago the town merchant sat in his store and waited for
business to come to him.
Today the successful merchant is a hunter-he must go u cunning
or eustomers-and his ammunition is his stock in trade and his gun IS
Country people of today are as intelligent and up to date a their
city cousins, and they gauge the merchant by his W actions.
If he is a hustler-if he keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
tracts the public eye, and the public follows its eye.
But a clean store, neatly displayed goods and newspaper advertising
are not the only requisites to a successful mercantile career
The country merchant should not bank too much IN the fact that he
IS a necessity.
He should be progressrve-constanty bidding for trade-deviang
means Of lettering the condition Of the consumers and acquanting them
of the fact He should consider their welfare, as we'll as his own.
The merchant should have iron creed, and that creed should
never Be broken: He should treat all customers alike, never misrepresent
his goods, and keep his shelves we'll stocked with truth.
He should join intellectually lin movements for building up and x
neither does he.
-Heshould join intellectually in movements for building up and X
o the topmost rounds Of the ladder.
as n n labors o the well beng OF the whole community, W lacks
for customers at his store.
They migrate toward his door as naturally as the birds fly south in
Such merchants gain the confidence OF the people, for the people
behalf of the community will be extended Ito his customers in CONNER
cia1 life.
Most country towns have a few such merchants in their midst and
the community is the better off for their presence.
You invariably find their advertisements in the local papers, telling
of the merits of the wares they have o sell, and giving the people that
information to which they art clearly entitled.
and their very attitudes breathe success.
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 it.
But it depends upon us alone.
We have some good business men in this town.
They are we'll supplied with brains, and those brains are capable Of
accomplishing great results.
Individually they car do much, but collectively they AN revoutionze
trading conditions of this community.
The money that is being daily sen away for goods might just as
we'll be pen in III local stores-and would be, if the merchants arose
to the opportunities before them. !
1t is the easiest thing in the world tic keep the money al 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 in
quality and price with the outsider.
Then advertise pershstently-keep the home goods constantly in the
mind of the consumer-awakenh him to the act that it Is as nucht 70 his
as to yours to keep his money in circulation at home.
When you convince the onsume that you have the goods that he
wants, and tina. they can be purchased hee just as cheap1y a. elsewhere,
he will keep his money at hcme by trading at nome.
men.
Who is in the live class? Speal; up, gentlemen. Speak up!