Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1915-02-23
0PTiCIAN
IN FRONT RANK
BY ADVERTISING
On Sl00 william C. Beck of Chicago Es-
tabiisheG a Business 10 Years Ago-NOw
Owns Third Largest RetaiIs Establish
ment in Great City.

The most dubious lttiln. niue dtoFh YOU
can imagine. my first six months a. an
independent business man. That is. I'M
certain Of my next months existence as
an establishment
The speaker WAS VIM. a.. Beck. owner
of the third largest retail opticians estab
.liShmeni in Chicago.
You see III continued. the first ~
Tt month IL An awe inspiring time a. y
~. Niles youngStcr. who has had tn
har,lihopd 20 throw down the gauntlet To
the business world
One day | was standing IN my front
window. watching the "rowdS going past
door. when IN walked a well dressed.
imposing looking man.
~'NoGng man.. he began ~ >toad at
attention. what dn you know about
ewes"
That depends. ! replied. moved to
~frahkucS> hy the directneSS of his ques-
ton and look. Sometimes I'm very sure
| know all about 'cm. aud sometimes.
VII y I'm balancing my books ! wonder
what I'm IN the optical business for. amy
way"
You haven't any corner on >ach self
.communing>." a. returned. But sc
what vuu make ~ this eve Of mine. 30
- $500
| examined him fer glasses.
Afr I'll finished he remarked. as
though il Just occurred 90 him." How
on earth Ia All vou fellows keep going.
anyhow Where 10 Won draw your trade
from"
Well" | replied. when Ne draw il. il
comes mostly from occuliSts.'"
"'Nou don't seem a. need 4 speed limit
an ynur success"
oh" ! returned getting started j.
slow in amy business. Its only a QueS-
ton OF holding ou a while. I've been
here only six months"
That's alright ion.' ~ replied. Blu
why don't Won 20 atrad aud make money
While you'fe hanging ON What are Won
gaining. sitting here waiting for people
"a discover yuu?'
Suggest an alternative. ! demanded.
~.Ndv rtiSr i'll the Newspapers. he re-
turned. That's the only Way in the world
TO make quick money in your business.
from what ! can See Now. here's an
idea"
II hadn't known IL but H. Was one of
the best known ADVERTISING writer's in
town. and We put our heads together AMI
mapped nHt Il campaign ID keeping with
INV very nl'Htt'~i lf~bNffN~.
II was skcptical az H. doing much
good. and hated 10 part with mu"h of my
diminniive capital. l;ut my customer
and adviser was al~n an nptimist. and
carried me along on his high cXpu.t atoms
~ the end Of the fitst month ~ y
newspaper advertiser | was the most en-
thu>iaSiic and irreprc>Sihlc convert he
had ever made
The more ] made the more | advertised
and the more advertised. the more
made. That's where ! got his Smile."
Won didn't know what you were call
ing forth. when YOU asked me If newSpa-
per advertising was beneficial ii the op
.ticiln. did von? Well You Just happened
10 touch on one If my hobbicS."'
How often do You indulge in it," |
asked.
Every dav ~ The year" he replied.
But not. 4 how | advertise. | have no
bargains. on sales. | make no free exam
nations. Nv ads are for the purpose Of
keeping pcnpln continually conscious
that Beck" stands for 'nptician.' and
'opiici IN stands for Beck"
How did Won come to adopt this work.
Mr. Beck" | asked
Chiefly because | obtained nv first
job. III nn Optical u" '~r. suppose. II
was IN the capacity ~ an GRAND boy. and
| felt my SponSihiliiic~ 10 such "a de-
gree. il seems. that | discharged them RI
Their better than was expected.
ANYHOW ii Wasn't long before he
came y salesman. and III due time mana
ger. Finally | became u city salesman
fer a wholesale concern.
The next step was this business of my
own. \ short while ago | mrauirrd the
f.cnSc for grinding and selling one piece
hi iacalS ia Chicago an investment great
rr than my entire receipts during the
iir>t half wear ~ my business. before I
bcc ~ advertise.
And 50 We umc back ~ advertising"
| suggested. a. an assistant switched OF
The lights IA the trout store. Initiating
that III Cur was 80 ana | rose IA act
ON the suggestion
Wed better not" he rrtortcd. If were
to get out Of here tonight. Bat there's
Just this about il: Constant. conSpic1.
on> and digniiirl. sane advrr-
ti>ing - the one int;iSp"nS ihlc ingredient
10 big SucrcS> for the uptici:n. Eighteen
years aga | started with a capital # n
Scant >l00. To-day there are only two lar.
Ger establishments in Chicago than
mine.
The business streets Of every citv have
countless small concerns besides opti-
clans establishments that have mo- more
reason for remaining smah than | had.
It's time ncaple realized and era>ped the
opportunities that NEWSPAPERS afford
them. They're opportunities that can't
Lc duplicated-nor can the results
The man vho started me 10 advcrfiS.
ing = ono u my best friends toiav-and
! never TAIL u spread his creed whenever
nnnnrlnniiA n-ar>- ~. liz tnrn.d IL. l..