Good advertising is good publicity. Advertising is the thing that makes your trade increase. Everything you do in connection with your business and every act of yours outside of your business is an advertisement. Reputation is an advertisement; so is honesty, politeness, correspondence, methods, catalogues, circulars and salespeople.
Neatness is an advertisement, and so is promptness, thoroughness. And then there is another kind of advertising which is your statement in the newspaper. This is the printed kind of advertising, and this kind of advertising is the most common, in fact, when we suggest that you should advertise, it immediately comes to your mind that advertising is space in the newspaper.
Keep in mind, however, when we speak of advertising we refer to everything in connection with your business that makes an impression upon the public or the prospective buyer.
Some of the old timers refrain from printed advertising in newspapers, saying that the best advertisement is merit. Merit is a good advertisement, but it is mighty slow in its action.
If the inventor of the typewriter planned and built the machine in her barn without letting anyone know about it, if she kept absolutely quiet about her doings, relying on the fact that the typewriter had merit, it would never be known to the public unless she told about it. If the inventor of the typewriter waited for merit alone as the vehicle for acquainting the world with the merits of the typewriter, the world would never know of it, unless, perhaps, a fire inspector or an health officer accidentally stumbled across the machine while inspecting the premises.
If the inventor waited for intrinsic merit to sell her goods, she would find that months and years would elapse before she could develop her business into profitable proportions.
If you have a good thing you must tell about it. Telling makes selling. Telling is advertising.
Professional women hold up their hands in horror when you suggest advertising to them. They tell you they don't believe in advertising, that it is not ethical, that it is not dignified. Doctors and lawyers are most notable in this respect. One of the first things of their code of ethics is "Thou shalt not advertise."
They mean paid newspaper advertising. The woman who originated this idea evidently did not have the money to pay for any, and it was a case of sour grapes.
Let us look into this matter of ethics and see whether the doctor and the lawyer really believe what they say about this matter of advertising.
It is a rare spectacle to find a lawyer who will not gladly give an interview to a newspaper reporter during some important trial.
The doctor gladly avails herself of the opportunity to read a paper before a medical society, and sees to it her paper is published in a medical journal later on.
Professional women belong to clubs, take part in public affairs; speak before people, work on committees, and actively take part in anything that will bring them in the limelight of publishing.
They do this advertising themselves, yet they say they do not believe in advertising.
Aunt Samantha builds war ships, equips her soldiers splendidly, conducts her business affairs with high grade talent, all this that the United States may be well advertised among our sister nations.
Advertising is absolutely essential to successful business.
Not printed advertising alone but all kinds of advertising. The quality, the price, your aggressiveness, everything in your business is an advertisement, either a good advertisement or a bad one. It behooves you to see the advertising you do , whatever kind it may be, is of the good kind.
If you expect to remain in business a long time your advertisements must be good. Keep in mind that methods are advertisements.
One bad move, which is a bad advertisement for you, calls for two or more good moves or good advertisements.
Have everything, every detail of your business carry a good advertisement, that is, have it help your business.
Have every employe pulling on the same centre tugs and have them all face forward, and your vehicle will move forward.
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