THE MEN WHO DON'T ADVERTISE.

Kaipara and Waitemata Echo, 8 May 1914, Page 3

THE MEN WHO DON'T ADVERTISE.

"The successsu business man will convince you jn a very little while that judicious advertising does pay and pays big-"

To begin with it is admitted that that man does not live in this progressive day—that is the man who doesn't advertise himself—or his business—at least by his own personaity.

But this is directed to the business man who does not advertise. his business as it should be advertised by present-day advertising.

You'v run across a man in business almost every day who tells you that he does not advertise—that it is too expensive—doesn't pay. But the man is fooling himself. He does advertise in a personal way and he is paying a price for the advertising that he is not getting.

He's paying for advertising. He may think that his business does not need to be advertised. There isn't any question about the business needing advertising—a business does-—and its it needs advertising and does not get it he is payitg for the advertising at a greater price than so much per inch. He is paying in time that he loses in turning his stock, in marketing hit product, or selling hia service—in fcho opportunities of business that are getting by--because he fails to tell his business story in a convincing way. Time "was,- and Dot many years ago —when many businesses were run without telephones. But the man who runs a business to-day has his telephones and considers them a profitable investment or pays for them in the business that is lost.

Before the advent of the steamship the railroad, the trolley, and the auto* mobile to annihilate time and distance almost everybody knew the man in business— that is all of those who were his possible customers—who did not advertise. But with the advent of all modern necessary conveniences —including advertising—making it as easy to trade one place as another, to get any one of many different products in the same line, to secure the services of one man the ?ame as another—distance making no particular difference—the world made a long step forward. And advertising has come to be the principal factor in this new state of business—as the compelling factor of business.

The man who advertises helps his business in two ways, he is taking advantage of the possibilities of more business and he is living up to the possibilities of better business.

Always and forever he is going forward —he is setting a new pace each day, week, month and year and using every ounce of his ability to live up to it.

And after his day's work he goes to the quiet of his home or for an evening of entertainment without the worry of where business is coming from for the nest week, or month, or year. Advertising gives him faith and confidence in himself and his business, because it gives the public faith and confidence in him and his business.

Advertising makes him see his business problems with a clearer vision and he goes at them with a greater energy and enthusiasm. The successful businessman will coi» vince you in a very little while that jn~ dicious advertising does pay, and pays big.