THE MEN WHO DON'T ADVERTISE.

Kaipara and Waitemata Echo, 17 July 1914, Page 3

THE MEN WHO DON'T ADVERTISE.

"The successful business man will convince you in a very little whiJe that judicious advertising does pay and pays big-" To bejnn with it is admitted that that man dop^s nut live in this progressive djiy— 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 bo advertised by present-day advertising. Yoii'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 iv a personal way and he is paying a price for the advertising that he is not get ting. He's paying for advertising. He may think that his business does not need to be arlvei'Jsed. There isn't any qiustiun about the business needing advertising—a business does—and ifs it needs advertising and does not get it he is 1-ayir.g for the advertising at a greater price than so much p.er inch. He is paying in time tnat he loses in turning his stock, in marketing hit pioduct, or selling his service—in fcho opportunitit-s of business that are getting by because he fails to tell his business stoia in a convincing way. Time vas - and not many years ago —when many businesses were run without t. lephonpaft But the man who runs a business* to-day has his telephones si ml considers them a profitable investment or pays fur them in tho 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 \re\e his possible customers—who did not advertise. But with tho advent of all mo orn necessary conveniences —including ad vertising— 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 fame 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. The man who advertises helps his business in two ways, he is taking advantnge of the possibilities of more business and he is living up to the possibilities of better business.

Always and forover 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 next week, or month, or year. Advertising gives him faith and confidence in himself and hia 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 eon^ vince you in a very little while that judicious advertising does pay, and pays biff.