ELEMENTS OF SUCCESS IN BUSINESS.
In order to succeed in business life, it is necessary to cultivate and develop certain qualities and traits of character. These are a portion of the capital of the successful man, and a more essential portion than money or goods.
Counsel and Advice.COUNSEL AND ADVICE
"Sharp practice" may bring a temporary gain but in the long run of life that man will be far ahead who deals squarely and honestly at all times. A thoroughly honest clerk will command a higher salary than one of equivocal habits, while the merchant who has a reputation for honesty and truthfulness in regard to the quality and value of his goods, will on this account he favored with a considerable custom. The business man whose "word is as good as his bond" can in any emergency, control large amounts of capital, the use of which brings him a rich return, while the man who sells his neighbor's good opinion for a temporary gain, will find that he has discounted his future success, but taking an advantage at the cost of ten tines its value.
No other quality can take the place of this, and no talents of mind, however excellent, will bring success without labor; persistent systematic labor. The young man who expects to find some royal road to success with little or no effort, or who imagines that his mental abilities will compensate for a lack of application, cheats and ruins himself. Horace Greeley probably never said a grander thing than this: "The saddest hour in any man's career is that wherein he, for the first time, fancies there is an easier was of gaining a dollar than by squarely earning it." and Horace Greeley was himself an example of success through industry.
It is not genius, but the great mass of average people, whowork, that make the successes in life. Some toil with the brain, and others toil with the hand, butall must toil. Industry applies to hours in business and out of business. It means not only to perform all required work promptly, but to occupy spare moments usefully, not to idle evenings, and to rise early in the morning.
Anemployeeshould not confine himself to his mere obligatory duties. He should be ready to work sometimes over hours or in other departments if it is desired of him. Willingness toworkis one of the finest qualities in a character, and will compensate for many other deficiencies.
This faculty, always so useful, is pre-eminently so to the business man. It must be both retentive and quick. By proper training this faculty may be so cultivated that names, dates and events to a surprising number may be readily recalled. The ability to greet a customer by calling him by name is considered very valuable in any class of business. It makes a very agreeable impression when a man who has not seen us but once or twice, and who is not expecting us, meets us promptly as we enter his store, with, "Why, Mr. ——, how do you do? Glad to see you. When did you leave Newark?" We feel as if we had occupied that man's thoughts since we saw him before. He appreciates us, and we feel like patronizing him. Whereas, on the other hand to meet a customer with a blank, inquiring expression, and greet him with, "Your face is familiar, but I can't recall your name." is unpleasant and tends to drive away custom. Every hotel keeper knows the value of this greeting of customers. Facts, figures and dates are very necessary to remember in business, and these often form the basis of a business transaction or venture by which large profits are made. Superior ability in remembering prices and their fluctuations has been the secret of more than one brilliant success.
Desultory reading injures the memory, while close application to a subject, recalling the various points therein, tends greatly to improve this faculty. The clerk or employe in receiving instructions from his principal should endeavor to impress every point clearly on his mind, and retain them there until they are carried out in action. Carelessness and forgetfulness often causes the discharge of otherwise worthy and competent young persons, as employers do not like to repeat their orders.
A very essential element in the character of the business man is promptness. Filling all engagements at exactly the appointed time, answering letters or forwarding goods with promptness, the man of business finds that much more can be accomplished and with far greater accuracy, than by a loose system of putting off till to-morrow, or according to convenience. Not only so, but competition in business is such that the merchant or tradesman who does not deal with promptness can hardly expect to hold his custom. Young men starting out in the world should form the resolution of doing everything on time. Better to be ahead in the performance of duties than behind. This promptness then acts as a stimulant in itself, and is oftentimes the means of winning success in an enterprise.
A thing that is worth the doing, ought to be done quickly when the time is ripe for it. A prompt man or woman is valued, as he respects his word and has due regard for the convenience of others.
Pond Flourish.
Wavering, timid and uncertain, the man without executive ability never achieves distinction in active life. Intelligence to decide on any measure, firmness in adhering to the decision, and force of will in carrying it out, constitute executive ability, and are as essential to the business man as his stock in trade.
The timid man never makes up his mind until after the opportunity is past, or decides, then recalls his decision, and feels incapable of promptly estimating all the facts in the case. This weakness is oftentimes natural, but more frequently it is a bad habit which should be broken up.
Rashness is to decide and act without taking the trouble to weigh intelligently the facts in the case. This is inexcusable folly, and always brings serious trouble sooner or later.
Through executive ability the labor or services of one man may be made to produce largely, or without proper direction such services may be almost worthless; and in the case of many employes under one executive head, the results of this combined labor may be great success, or where executive ability is wanting, a great failure.
The successful farmer, merchant, manufacturer, banker, and professional man must have this combination of ability, firmness, and will power.
Those who put their minds on their work, whatever kind that may be, and persist in its thorough execution; who get interested in something for their own advancement, that they may become more capable as men and women of sense and tact; such persons have a lively appreciation of the fact that success is never more certain to be gained by any other course.
These people have a just pride in learning the best methods of giving expression to the faculties and powers they possess, and which they desire to make the most of. It is incumbent that they do all in their power for their own and other people's good. Feeling this, an ever present incentive keeps them employed, and they are never idle.
Beehive
If one does not succeed from persisting in doing the best he knows how, he may conclude that the ministry of failure is better for him than any worldly success would be.
Good behavior is an essential element of our civilization. It should be displayed every day through courteous acts and becoming manners.
Politeness is said to be the poetry of conduct; and like poetry, it has many qualities. Let not your politeness he too florid, but of that gentle kind which indicates a refined nature.
In his relations with others, one should never forget his good breeding. It is a general regard for the feelings of others that springs from the absence of all selfishness. No one should behave in the presence of others as though his own wishes were bound to be gratified or his will to control.
In the more active sphere of business, as in the larger localities where there is close competition, the small merchant frequently outstrips his more powerful rival by one element of success, which may be added to any stock without cost, but cannot be withheld without loss. That element is civility. A kind and obliging manner carries with it an indescribable charm. It must not be a manner that indicates a mean, groveling, timeserving spirit, but a plain, open, and agreeable demeanor that seems to desire to oblige for the pleasure of doing so, and not for the sake of squeezing an extra penny out of a customer's purse.
unidentified illustration
The sole reliance of a business man should be in the integrity of his transactions, and in the civility of his demeanor. He should make it the interest and the pleasure of a customer to come to his office or store. If he does this, he will form the very best "connections," and so long as he continues this system of business, they will never desert him.
No real business man will take advantage of a customer's ignorance, nor equivocate nor misrepresent. If he sells goods, he will have but one price and a small profit. He will ere long find all the most profitable customers—the cash ones—or they will find him.
If such a man is ever deceived in business transactions, he will never attempt to save himself by putting the deception upon others; but submit to the loss, and be more cautious in future. In his business relations, he will stick to those whom he finds strictly just in their transactions, and shun all others even at a temporary disadvantage.
The word of a business man should be worth all that it expresses and promises, and all engagements should be met with punctilious concern. An indifferent or false policy in business is a serious mistake. It is fatal to grasp an advantage at ten times its cost; and there is nothing to compensate for the loss of a neighbor's confidence or good will.
The long-established customs and forms of business, which in these times are assumed to be legitimate, already have within them enough of the elements of peculiarity, commonly termed "tricks of trade," or, in the sense of any particular business, "tricks of the trade." Therefore it does not behoove any active man to make gratuitous additions of a peculiar nature to the law of business. On the contrary, all should strive to render business transactions less peculiar than they are.
Lake Flourish
One may rest in the assurance that industry and economy will be sure to tell in the end. If in early life these habits become confirmed, no doubt can exist as to the ultimate triumph of the merchant in attaining a competency.
There should be no antagonism between economy and a generous business policy. Narrow selfishness is to be avoided in the use of money or means. In buying goods, one should not take advantage of another's necessities to beat him down to a figure which leaves him little or no profit, perhaps a loss, because he musthave money. This is against manhood and is a ruinous policy, because it tends to picayunishness and chicanery. A sacred regard for the principles of justice forms the basis of every transaction, and regulates the conduct of the upright man of business.
If economy is wealth, it is not so because of a niggardly and parsimonious policy. Perhaps the simplest, fewest and best rules for economical business are these, by observance of which a noted merchant amassed a large fortune: 1. Obtain the earliest and fullest information possible in regard to the matter in hand. 2. Act rapidly and promptly upon it. 3. Keep your intentions and means secret. 4. Secure the bestemployeesyou can obtain, and reward them liberally.
Proprietors of institutions will early discover that order, and neatness, are necessary as economical agents in prosecuting a successful business. And the youth who would grow up to become well-to-do, to gain complete success, to be a valuable member and assume a position in society, should take pains to acquire habits of cleanliness, of order, and of business.
To this effect each one may early learn the simple rules of health and good order by paying reasonable attention to those so-called minor details, which pertain to the well-being of the person, and which must be faithfully observed in order to avoid failure and win success.
A person, young or old, in or out of business, may keep a memorandum-book in his pocket, in which he notes every particular relative to appointments, addresses, and petty cash matters. An accurate account of personal expenses should be kept, which should be balanced each week. By this means each individual will be more careful and economical in his expenditures, and generally live within his income. He must be reasonable in spending, or his memorandum or record-book, if it be honestly kept, will stand to his discredit.
A well-kept memorandum-book is often very useful, as it is very convenient, and sometimes serves to settle a troublesome query, arising in other minds, by which the possessor is absolved from the prejudice of doubt. Young people who expect to labor with their hands for what they have of this world's goods, or rise by their own efforts, should by all means acquire habits of economy, learn to save, form correct habits, and no time will be required overcoming these. So surely as they do this, so surely will they be in a situation to ask no special favors. Every man wants to learn to look out for himself and rely upon himself. Every man needs to feel that he is the peer of every other man, and he cannot do it if he is penniless. Money is power, and those who have it exert a wider influence than the destitute. Hence it should be the ambition of all young men to acquire it, as well as to store their minds with useful knowledge.
Plants in Urn Flourish
In seeking a situation, it is always best to appear in person if practicable. A business man who requires the services of a salesman or clerk, a bookkeeper, stenographer, or some one to remain in his employ a considerable time, usually prefers to see an applicant and have a few words with him about the work that is to be done.
If an application has to be made by letter, it should be done in the handwriting of the applicant. It may be brief, and should include references.
It is best for a young man to learn a trade. In this country the trades offer more stable means of subsistence than do other departments of active life. His knowledge of a trade will form no bar to any effort he may afterward make to rise to a higher or more congenial calling.
When a position has been obtained by an applicant, he should at once proceed to render himself indispensable to his employer by following up the details of his work in a conscientious and agreeable manner. Thus he will gain confidence and grow in favor with men who are quick to recognize merit, and who respond to that which contributes to the success of a meritorious man.
There is always room in every business for an honest, hard-worker. It will not do to presume otherwise; nor should one sit down to grumble or concoct mischief. The most perilous hour of one's life is when he is tempted to despond. He who loses, his courage loses all. There are men in the world who would rather work than be idle at the same price. Imitate them. Success is not far off. An honorable and happy life is before you. Lay hold of it.
DETECTING COUNTERFEIT MONEY.
Fancy T.
The desire to accumulate property is one of the noblest that nature has implanted in man, and it is through the successful results of this desire, we are enabled to point with unerring certainty to the disembarking line, which so surely characterizes the advanced educated, refined and civilized man from that of the wild savage, whose highest desire is to slay and rob his fellow men, and proudly exhibit their scalps, or the plunder he has acquired, as evidence of his cunning or courage.
It is through this inborn desire to accumulate that man is willing to labor, toil, suffer, and forego present gratifications for the hope of future greater satisfactions; that has resulted in the building and equiping the mighty ships of commerce, whose white, spreading canvas dots every sea where commerce may be known, or where the interests of God's creatures may best be served. It is through this desire, coupled with unremitting toil, that we owe everything of permanent enjoyment, of enlightenment and of prosperity. The millions of dollars of paper money which is handled every day as the natural fruit of toil and saving through the many and diversified transactions in the vast, illimitable and ever rapidly developing field of commerce, is but the representative of ownership of property.
If this representative is what it purports on its face to be, each and every one who receives it in exchange for services or commodities, owns not merely a piece of paper, with designs, words and promises printed or engraved thereon, but an interest or an undivided whole in a farm, a block of buildings or a store well stocked with merchandise, which, in his estimation, at least, is more desirable to him than the labor or commodity for which he has voluntarily made the exchange; but, if on the contrary, it is other than what it purports on its face to be, he finds that he is the owner of a piece of paper whose value isnil.
There is, at the present writing, 1884, nearly eight hundred million dollars of paper currency in the United States, consisting of greenbacks and national currency, a great portion of which is in actual circulation, and it has been estimated by eminent authorities, who occupy positions of trust in the various departments through which the financial machinery of this vast sea of paper money is daily circulated, that there is in circulation nearly one-fifth of this amount in counterfeit money, or about one hundred and sixty million dollars; and not one dollar of this counterfeit money owes its circulation to any excellence of the work in its manufacture, but wholly to the general ignorance of those who handle it, as to what is required to constitute a genuine bill. The time will come when the United States will redeem all of its issue of paper money, when those who are holding any of this counterfeit money will have to stand the loss to the extent of the sum in their possession. To all of those who are willing to take a small portion of their time each day for a few weeks in learning just what it takes to constitute a genuine bill, there need be no necessity of ever losing anything by counterfeiters, as it is impossible for them to make bills which will in any way approach the beauty and exactness of the genuine ones. There is not at the present time, nor has there ever been in the past, nor will there ever be in the future, a counterfeit bill made that cannot be detected at sight; and the positive knowledge of how to know at all times when a bill is genuine and when not is within the reach of all those who may have the privilege of reading the following information or infalliblerules with a genuine desire to bebenefittedthereby.
Various devices are resorted to by a numerous gang or body of persons, to get on in the world without turning their attention to legitimate and useful employments. This class includes many that are not engaged in the practice of counterfeiting and putting forth bad money, but who make themselves felt in various ways through vain tricks and schemes, which are, to all intents and purposes, frauds.
Business men are generally apt at detecting and turning off petty schemes, but they find it best to have the means with which they may deal successfully as against regular swindlers, forgers and counterfeiters.
Detecting Counterfeit MoneyDETECTING COUNTERFEIT MONEY
As indicated above, counterfeit notes are issued and put into the channels of circulation in abundance every year by those engaged in the practice of counterfeiting. These notes are often such good imitations of the genuine that it is quite difficult to discern the difference.
That he may protect himself, each business man should have some definite knowledge of a genuine bank-note.
The engraving of a genuine bank note, in most all of its parts, is done by machinery, and it is more exact and perfect. On the contrary, most all parts of counterfeit notes are done by hand.
Counterfeiters cannot afford to purchase machinery, such as is used for the production of genuine notes. The cost of such machinery is between $100,000, and $150,000, and if it were in wrong hands it would be always liable to seizure and confiscation.
In order to prevent the forgery of bank-notes, a great deal of ingenuity and art has been expended on their production. The principal features of the manufacture are described as a peculiar kind of paper and water mark; an elaborate design, printed with a peculiar kind of ink, and certain private marks, known only by the bank officials.
The work of counterfeiters can never equal that of the makers of genuine notes, whose skill and facilities for producing the highest grade of work known to the art, are the best that the world affords.
Unless one is somewhat learned as to the quality of engraving, that he may be able to distinguish a fine specimen of the art when he sees it, he is likely to become a victim of the counterfeiter's operations.
When the genuineness of a bank-note is doubted, the Lathe Work on the note should first be closely scrutinized. The several letters of denomination, circles, ovals, and shadings between and around the letters in the words, etc., are composed of numberless extremely fine lines—inclusive of lines straight, curved and network. These are all regular and unbroken, never running into each other, and may be traced throughout with a magnifying glass.
Without the skill or machinery, by which the genuine is produced, the same quality of work cannot be done. Therefore, in a counterfeit, the lines are imperfect, giving the paper a dull or hazy aspect, that may be all the better appreciated by comparing it with the genuine. The lines in the counterfeit will be found now and then irregular in size, and broken: not uniform in course, sometimes heavy, sometimes light: no two stamps or dies on the same note being exactly alike.
The fine, uniform, shade-lines, with which the letters on the genuine are embellished, are wrought by a machine that cannot be reproduced by counterfeiters, nor used for other than legitimate purposes, by authority.
The fine line is the characteristic of the various and beautiful figures which are seen on a genuine note. This line is produced by what is called the Geometrical Lathe. The patterns made by the geometrical lathe are of every variety of form. They are not engraved directly upon the bank-note plate, but on pieces of soft steel plate, which are afterwards hardened. The impressions are then transferred to a soft steel roller, which, in its turn, is also hardened, and the impressions remain there, in relief. This roller is then capable of transferring the same designs to the bank-note plate by means of the transfer press.
In counterfeit engraving, the design is made directly upon the plate, and not by transfer, as in the productionof plates for genuine notes. The essential difference between the two methods of production is, the counterfeit is made by hand, and is inexact and imperfect, while the genuine is made on geometrical principles, and is therefore exact, artistic and beautiful.
In all the government issues the geometric lathe work is liberally used. This should be studied carefully, as it constitutes the chief test of genuineness.
Fine lines, of unerring exactness, never broken, are seen on the genuine medallion heads, or shields, upon which the designation of the note is sometimes stamped. This nicety cannot be given by hand, or with the use of imperfect machinery. By close scrutiny the lines will be found to break off in the pattern, or appear forked, irregular in size, and not well defined throughout.
On most counterfeits the vignettes are not well engraved, and the portraits have a dull appearance; the letters are usually wanting in clearness; the printing is sometimes faulty, by which some features of the note are obscured.
five and ten
In Ruling Engine Work, as it is called, the fine line is present, also. The engraving is produced and transferred in the same way as the geometrical lathe work. In this they are parallel and not in circles. Those which constitute the shading of letters are so fine that they form a perfectly even gray shade. They may be printed so that the shading will appear darker, but the aspect will be uniform. The spaces between lines are exact, whether the lines be horizontal or diagonal. The lines are also made crooked or wave-like, not absolutely parallel. Ruling engine work is generally used for shading of names of banks, and also for the names of town, state, etc.
While lathe work and that of the ruling engine are invariably machine work, and therefore cannot be successfully reproduced by counterfeiters, the Vignettes are chiefly the work of the hands. In all genuine work they are made by first class artists, who are well paid for their services, and who therefore have no incentive to exercise their skill for illegitimate purposes.
Sometimes water and sky are done with the ruling engine, and when they are, no counterfeiter can successfully imitate them. Fine vignettes are seldom seen on counterfeit notes. If the lathe and ruling engine work be genuine, an ordinary vignette cannot make a note counterfeit, and if that be counterfeit, no vignette can make the note genuine.
The vignettes on genuine notes are executed by men at the head of their vocation, and are very life-like and beautiful. Counterfeit vignettes usually have a sunken and lifeless appearance. Genuine vignettes, as seen upon government issues, consist of out-door scenes, portraits, historical pictures, and allegorical figures. They are all exceedingly beautiful, and it is not likely that such work will ever be successfully imitated.
The lettering, or solid print, in genuine work is done by a first-class artist, who makes that kind of work his exclusive concern. The name of the engraving company is always engraved with great pains and is very accurate. It will be seen on the upper and lower margin of the note. This, in counterfeits, is not quite uniform or even. The words "one dollar," as on the one dollar greenbacks, are to be considered as a sample of solid print.
Bank-notes are printed upon paper composed of linen, the qualify of which is not always the same, and it varies in thickness. Therefore, the paper is not always a sure test, but it is important. The manufacture of this paper is a profound secret, as carefully kept as the combinations to the great vaults where the government's millions lie awaiting further river and harbor bills. It is made only at the Dalton mill, which dates back almost to colonial days. What its combinations are nobody knows except those intimately connected with its manufacture. The secret of the paper-making is jealously guarded, as is also the paper itself. From the moment it is made until it gets into the treasury vaults it is carefully guarded. It goes there in small iron safes, the sheets carefully counted, and all precautions against its loss being taken both by the government officials and by the express companies which carry it.
Sometimes genuine notes are stolen before they are signed; then the only thing about them made counterfeit is the signatures. Those who are familiar with the signatures of the officers of the bank where notes are purloined, may not be lead into error, as such signatures usually appear more or less cramped or unsteady; but there is no sure protection against a counterfeit of this kind for those who do not have special knowledge of the signatures.
US Treasury Building, Washington D.C.UNITED STATES TREASURY BUILDING, WASHINGTON, D.C.
Bank-notes are altered in two ways, namely: raising the denomination, and changing the name of a broken to that of a responsible bank.
First, in altering a note, it is scraped until thin: then figures of larger denomination are pasted over. A pasted note may be detected by holding it up to the light, when the pasted parts will appear darker, as they are thicker.
Second, the denomination of a note is raised by taking out a low one with an acid, and printing in a higher one with a counterfeit stamp. The ink used in genuine bank-note printing is a peculiar kind, and not easily to be obtained by counterfeiters: therefore, their printing will not appear as clear and bright as that of the government, which is done with ink of the finest quality. If the ink is black, it gives a clear and glossy impression, without any of that smutty appearance, as is sometimes seen in counterfeit bank-notes. It is almost impossible to imitate the green ink that is used by the government, and it is nearly as difficult to imitate the red and other colors. Counterfeit inks look dull and muddy, while genuine inks have a glossy appearance.
In the case of a note altered by the use of acid, it may be noticed that the acid, by spreading more than was intended by the counterfeiter, has injured parts of other letters, and the paper will appear more or less stained by the acid.
A counterfeit should be compared with one that is genuine, in order to familiarize one's self with the distinguishing features which have already been indicated.
It is best to acquire the habit of giving each note as received a searching glance, turning it over to see the back, and if there be any defect, it will probably catch the eye. If there be the least suspicion, a criticalexamination of all its parts should be made.
In case of doubt, the lathe work should be carefully examined, and it may be compared with a perfectly good bill; then examine the shading around the letters, and search for any sign of alteration in the title or denomination of the note. If there are any medallion heads or shields, notice the lines; if there is any red letter work, designed to appear on both sides, look at the character of the work on the face, then turn the note and examine the back. If the printing is not exactly alike on both sides, but varies in any part the note is counterfeit. Then observe the vignettes and portraits, to see whether their style and perfection compare well with the work on genuine notes. Then examine the solid print and engravers' names, as well as the printing, ink, and paper. By such thorough examination, one can hardly be at a loss to determine the status of the note.
Good magnifying glasses are necessary, in most instances, to bring out the fine lines on bank-notes. Sometimes a microscope of great power is required to discern the genuine line.
Counterfeiters sometimes make ten bills of nine by what is termed piecing. Thus, a counterfeit note is cut into ten pieces by the counterfeiter, and these pieces are used in piecing nine genuine bills, from each of which a piece has been cut. The nine genuine pieces, thus obtained, are then pasted together, and with the tenth counterfeit piece added, make a tenth bill, which is the gain.
Piecing bank-bills is not a very successful practice. One who possesses such information as here given, can readily detect the difference between the counterfeit and the genuine. This difference is, however, made less apparent by the counterfeiter, who defaces the counterfeit part, so as to give the note a worn appearance. Counterfeiting is rendered very difficult in consequence of the remarkable excellence of the work on the government and national currency, as also from the difficulty of imitating the green. But this currency, if successfully imitated by counterfeiters, will repay large outlay and care, as the greenbacks pass anywhere in the nation, and a counterfeit may be carried to other states or sections as it becomes known in any particular locality. National bank currency may be counterfeited by preparing a plate, and then with simple change in the name of the bank the counterfeit can be adapted to the various towns where banks are located. This much is written, not to lessen the value of or confidence in the issues of the government, but to admonish the public against the dangers of a false security.
End of Chapter Flourish
HOW TO ADVERTISE
HOW TO ADVERTISE flourish
Typesetter
Volumes might be written on the necessity of, and the various methods employed for, advertising. Many prosperous men owe their success in life to judicious and liberal advertising. In this age of strong competition in the various avenues of trade, he who does not advertise his wares will probably be outdone by a more ambitious dealer, with perhaps a poorer article, who advertises liberally. People go where they are invited, and the merchant who advertises freely, places his store and windows in attractive order, and leaves the door open, will do far more business than he who does not cater to the public, is indifferent about appearances, gruff, and complaining of hard times.
Horace Greeley laid it down as a rule that a merchant should advertise equal to his rent. This, like all good rules, ought to have exceptions. An old and well established business would not require so much, while a new enterprise would require more than this amount expended judiciously in advertising. The merchant should decide at the beginning of the year about, what amount he may expend in advertising during the year, and then endeavor to place that amount in the best possible manner before the public.
An advertiser should not be discouraged too soon. Returns are often slow and inadequate. Time is required to familiarize the public with a new article or new name. Some men have given up in despair, when just on the eve of reaping a harvest of success by this means. Many of the most prosperous and wealthy business men in this country have at times been driven hard to meet their advertising bills, but they knew that this was their most productive outlay, and by persistently continuing it they weathered the storm.
Select the newspaper which circulates among the class of persons desired to reach. Do not advertise a special article or business designed for a limited class of customers, in a general newspaper. Almost all trades and occupations in these latter days have their special journals, and these afford the best means of reaching that class of persons. The purpose of the advertiser then should be to discover, first, the character of a paper's circulation, and second, the extent of its circulation. On these two essentials may then be based an estimate of its value as an advertising medium. The character of a paper's circulation is easily determined by the quality of the reading matter which the paper contains, and the general tone imparted to it by its conductors. The extent of a paper's circulation bears chiefly on the rates of advertising, which, other things being equal, should have a direct ratio to it. The extent of circulation is a matter of almost constant misrepresentation on the part of publishers or their agents.
As a rule, the most prominent and costly part of the paper is the best. In country weeklies the "local items," or next to them, is preferable. In city journals containing a large amount of reading matter, a well displayed advertisement on the outside pages is perhaps the best for most classes of business.
Place the advertisement before the public at the proper time, just when people are beginning to feel the need of such as the article advertised, as furs, when winter sets in. An advertisement may, however, profitably be kept before the public constantly, and increased or diminished as occasion requires.
There are many well established firms who will not advertise in the newspapers at all. They believe that the same amount of money spent in circulars, catalogues, etc., sent direct to the persons whom they desire to reach, pays better than newspaper advertising. This is more direct, and affords the advertiser the opportunity of setting forth his claims more fully. Circulars, cards, catalogues, etc., also afford a means for the display of taste in their typographical arrangement and appearance, and often times this has as much to do in making an impression on the person who receives it, as the reading matter contained therein. The printed circular goes out to the public as the representative of the house; it should, therefore, in order to command attention and respect, have about it, an air of appropriateness and attraction. Such a circular will perhaps be carefully preserved for years, while another which was of not enough importance, apparently, to the proprietor or firm issuing it, to command their taste and skill, will soon be thrown aside as of no importance to the person receiving it.
Several circulars must often be sent in order to command the attention and secure the custom of a person. Where circulars referring to the same article are repeatedly sent out, the attention of the person who receives them is likely to be arrested at last, and his response may be made in the form of an order.
Perhaps thereafter he becomes a constant customer, buying himself, and recommending his friends to do likewise.
An important idea in advertising is to enlist the services of others, by making it to their interest to advertise your business. This is often done by sending out charts, calendars, etc., containing useful information, together with the advertisement. These, when properly arranged and prepared in an attractive manner, will be placed in a conspicuous place in the store, office, or home of the person receiving them. Railway, insurance, and other corporations have vied with each other in the elegance and attractiveness of their charts, etc., until they have gone into the fine arts, and spared no expense to captivate the public.
More effectual than circulars, and nearest a personal interview, is a personal letter. As an advertisement the letter impresses itself upon the mind of the person receiving it, in an unusual way. A prominent firm employed clerks, and had written several thousand letters, at many times the cost of printed circulars, which they mailed throughout the country, calling especial attention to their line of goods. Even the two cent postage stamp, and the envelope being sealed, impresses the person receiving it with the thought that it is of importance, and one of the largest dry goods houses in Chicago, when issuing any circular which they regard as special, seal the envelope and place a two cent stamp thereon. They consider that this gives their circulars a preference over ordinary printed matter. Certain it is, that the public accept advertisements largely at the value and importance attached to them by their owners.
Personal effort exceeds all other means of advertising, and competition in many branches of business has become so strong in these times, and the facilities for travel so excellent, that large numbers of solicitors and agents traverse the country. Good personal address, a thorough understanding of the business, a knowledge of human nature, together with social qualities, constitute a good drummer.
Before writing an advertisement, one should always place before his mind what is the most important thing to impress upon the public. If he is advertising an article of established trade, it is the name and location of the house selling it which must be the more prominent, or at least equally so with any other part; but if he be introducing some new article, or seeking to extend the sale of something little known or rare, these items are of far less importance, and the name of the article itself should be more prominent. The advertisement should be so constructed as to claim the attention of the reader, and retain that attention until he has read it through. "Excite but never satisfy," is the principle pursued by many successful advertisers.
The advertisement should never contain anything repugnant to refined taste, and nothing grotesque or ridiculous. The most meaning should be condensed into the fewest possible words. The wording should often be changed, and an attractive typography should be used. It is well to choose an attractive heading, followed by fairly spaced paragraphs, with appropriate sub-heads.