EVERYBODY ADVERTISES

Taranaki Daily News, Volume LV, Issue 271, 8 April 1913, Page 8

EVERYBODY ADVERTISES

A FEW WORDS TO THE "I NEVER ADVERTISE"' MAN. Probably you may remember hearing the story of the short-sighted manufacturer who waved away the advertising canvasser with a flourish, saying, "1 don't advertise," and you also may remember the latter's witty reply of "Don't you believe it, sir; every move you make, every word you speak, is really advertising; and when you say you don't advertise you really advertise yourself as a man badly in need of enlightenment." Nothing truer was ever said, than that men registering impressions on the minds of other men by words and deeds, are really advertising themselves.

Stories of the wonderful business successes which have been attributed to advertising prove that business, after all, is but a composite personality, and the wonder is that men do not give more thought to advertising themselves, or, to put it in a well-known phrase, "blowing their own trumpet." Whilst we have no sympathy with the swelled-headed individual who will try to make us believe that he knows all about everything, we cannot refrain from pitying the timid man of ability who keeps in .the background, and "hides his light under a bushel." The world generally takes you at your own estimate, and you should, therefore, look to it how you advertise your worth.

If you want to be appreciated, personally, and if you want your work or your goods to be appreciated, try to contract the friendship of everyone with whom you deal—advertise, but always remember that there are two ways of advertising, a wrong way and a right way, and even as in the moral world, so it seems that in advertising the wrong way is generally the easiest. Just a few truisms on the subject. For instance—

"The reason men do not accomplish more is because they do not advertise more."

I "In the world of advertising be sure you are right; then go ahead." '■Dace to have a purpose linn, dare to make it known"—by advertising. ) "Advertise, and the world is with you; I don't, and you walk alone." After reading the foregoing wo sugj gest that you should give us an opporI tunity to help you to advertise the right j wav "all the time." How to Obtain Commercial Success. Time and money are two requisites «1. sclute'y necessary to every commerci • success, but the right kind of advertisi"" will shorten the time necessary to be listed in getting the business, and give money the opportunity to do more than it could possibly do without advertising Where Ilonestv Pays.—Advertising is not a formula for getting rich quick, or even one of the lights that illuminate the road to success: but it is a painstaking study o- your own business, and the pr-sible customers you desire to li,-ivc and are prepared to serve; its first and most important requisite is honesty. 'J'!.? "Only Way" to Permanent Suc-coss.--There are businesses that have succeeded with very little or practically no advertising. There are also businesses that have succeeded without personal canvassing or representatives, but the permanent successes have been built by the judicious use of both.