THE MEN WHO DON'T ADVERTISE.

Kaipara and Waitemata Echo, 14 August 1914, Page 3

THE MEN WHO DON'T ADVERTISE.

"The succ.:sb:ul busings man will convince u»u m a very Jitth* while that judicious advertising dors pay and I'liys big"

To In-{.'in with it is admitted that that man dops not live in this progressive day— that is the man who doesn't adverti&i; himself—ol hi.s business—at least by hi.s own person aity.

But this is directed to the business man who does nor. advertise his business as it should bo advertised by present-day advertising.

Ynu'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 jay. But the man is fooling himself. He does advertise in a personal way and he ispaj'ing a price for the advertising that he is not getting.

He's paying for advertising. He may think tha^ his business does not need to be advei'.ised. There isn't any question about the business needing advertising—a business does—and ifs it needs advertising and does not get it he is payir.g for the advertising at a greater price than so much per inch.

He is paying in time that he loses in turning bis stock, in marketing hit pioduct, or selling his 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 not many years ago —wlk n 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 automobile to annihilate time and distance almost eveiybody knew the man in business - that is all of those who weie his possible customers—who did not advertise.

--* But with the advent of all mo crn 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 i-Miie hs another—distance makiDg 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 possibility 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

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.

Adverlisingnuikes him sep his business problems with a clearer vision and he goes aft them with a greater energy and enthusiasm.

The successful businessman will coa^ vince you in a very little while that judicious advertising does pay, and pays biff.