How to Make Business.

Manawatu Herald, 5 June 1894, Page 3

How to Make Business.

The Sheffield Telegraph contains the fol* lowing item, which will be read with interest by business people and well l'epay them for the perusual : — " There is nothing on earth so mysteriously funny as the way in which so many business men treat an advertisement. The prime, first, last, and all-the-thne object of an advertisement is to draw custom. So the merchant waits until the busy season comes, aud his store is so full of custom he can't get his hat oft", and then he rushes to his printer and goes in lor advertising. When the dull season comes along, and theve is no trade, and lie wants to sell his goods so bad that he can't pay his rent, he stops advertising. That is, some of them do ; but occasionally a levelheaded merchant doc.* more of It, und scoops in all III? business, while his neighbours are niiiking mortgages to pay the gas bill. There are times when you couldn't stop people from baying everything in the .store if }-ou planted a cannon behind the door, and that's the time the advertisement is sent out on his holy mission. It makes light work for advertising, for a chalk sign on the sidewalk could Jo all that was needed and have a half holiday six days in a week ; but who wants to favour an advertisement ? They are built to do hard work, and should be sent out in the dull ■day*, when a customer lias to be knocked down with hard facts, and kicked insensible with bankrupt reductions, aud dragged in with irresistible slaughter of prices, before he will spend a cent. That's the aim an^l end of advertising, and if ever you open a store don't try to get them to come when they are already sticking out of the windows, bnt give them your adivrtineme/d right between the eyes in the ilaU season, and you will wax rich, and own a fa<4 horse, and perhaps be able to smoke a cigar once or twice a year. Write this down where you'll fall over it overy day."