THE MEN WHO DON'T ADVERTISE.

Kaipara and Waitemata Echo, 25 September 1914, Page 3

THE MEN WHO DON'T ADVERTISE.

"The successful business man will convince you m a very little while that judicious advertising does pay and pays big""

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

But this is directed to the business rnau 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 apersonal 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 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 tho 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 W9re 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 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 m 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.

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 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 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 enthiisia&in. The successful businessman will con-* vince you in a very little while that ju~ dicioua advertising does pay, and pays big.