THE MEN WHO DON'T ADVERTISE.

Kaipara and Waitemata Echo, 19 June 1914, Page 3

THE MEN WHO DON'T ADVERTISE.

"The successful business man will convince 3ou in a very little while that judicious advertising does pay dud pays big-" To begin with, it is admitted that that man does not live in this progressive dny—that is the man who doesn't advertise himself—or his business—at least by his own person aity. 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 paymgTor advertising. He may think that his busiuess does not need to bo :> 'vpi'Jsed. There isn't any qiicMiufi it:,uut the business needing H'ivci-tiMcy—;i business does—and it's is in. (Is a'iwrtiMTig and does not get r, In- i-. |.a\ ii.^ fur the advertising at a yn ,-:if: ;ric than so much per inch. lit; U paying in time that he loses in 1 urning his .stock, in marketing hit puxluct, or st.'Jliny hi» service—in the opportunities of business that are getting h\ b--c-::uso he fails to tell his buMiH-Ms «!"i\ in a convincing wavt Tiuio w»s and not many years ago —when i>:i:ny businesses were run without '.< !■'phones. But the man who runs a i.•sisin^ss to-day has his telephone's nil 1! considers them a profitable invebtn;<■::.! or pays fur them in tho business Ui.it is lost. Befoi-t- tho advent of the steamship the railiv.i.l, the trolley, and the automobile to annihilate time and distance almost everybody knew the man in business that is all of those who weie his possible customers—who did not advertise.. But with tho advent of all mo crn necessary conveniences —including ad vertising—making it as easy to trade one place as another, to get anyone of many different products in the same line, to secure the services of one man the tame as another—distance making no particular diiferenco—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. £he 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 furward —he is setting a newpace each day, week, month and year and using every ounce of his ability to live up to it. And after his dny'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 next 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. Ad vertising makes him see his business problems with a clearer v; ' and he goes at them with a grc energy and enthusiasm. < The successful businessman will; vince you in a very little while tha dicious advertising does pay, and' big.