THE MEN WHO DON'T ADVERTISE.

Kaipara and Waitemata Echo, 21 August 1914, Page 3

THE MEN WHO DON'T ADVERTISE.

"The sucujssiul business man will convince >ou in a very little wliiJe that judicious advertising does pay and i jivss big" J'ii bo»in wifh it is admitted that that man dona nut live in this prugi-es-sivo day— (hut is the man who doesn't advertise hiuu-elf—or his business—at least by his own personaity. liut this is directed to the business man who does not advertise his business as it should bo 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 bo advertised. There isn't any question about the business needing j advertising—a business does—and it's it needs advertising and does not get it he is paying 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 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 —-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 fur 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 everybody 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 em 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 same as 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 possibilities of more business and he is living up to the possibilities of better business. HHHHHflfl^^^K 6 's going forpace each and using to live up to he goes to 1' f°r an even. the worry from for or year. Adand confidence because and confidence see his busia clearer vision with a greater will co!i> while that juHJHBHHP6 pay> and p&ys