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+Project Gutenberg's The Clock that Had no Hands, by Herbert Kaufman
+
+This eBook is for the use of anyone anywhere at no cost and with
+almost no restrictions whatsoever.  You may copy it, give it away or
+re-use it under the terms of the Project Gutenberg License included
+with this eBook or online at www.gutenberg.org
+
+
+Title: The Clock that Had no Hands
+       And Nineteen Other Essays About Advertising
+
+Author: Herbert Kaufman
+
+Release Date: August 1, 2009 [EBook #29562]
+
+Language: English
+
+Character set encoding: ISO-8859-1
+
+*** START OF THIS PROJECT GUTENBERG EBOOK THE CLOCK THAT HAD NO HANDS ***
+
+
+
+
+Produced by Jana Srna, Alexander Bauer and the Online
+Distributed Proofreading Team at http://www.pgdp.net (This
+file was produced from images generously made available
+by The Internet Archive/American Libraries.)
+
+
+
+
+
+
+
+
+
+  [ Transcriber's Note:
+    Every effort has been made to replicate this text as faithfully as
+    possible, including inconsistencies in spelling and hyphenation;
+    changes (corrections of spelling) made to the original text are
+    listed at the end of this file.
+  ]
+
+
+
+
+                           The Clock that Had
+                                no Hands
+
+                       And Nineteen Other Essays
+                           About Advertising
+
+                                   By
+                            Herbert Kaufman
+
+
+                                New York
+                        George H. Doran Company
+
+
+
+
+                            COPYRIGHT, 1908
+                         BY THE CHICAGO TRIBUNE
+
+                            COPYRIGHT, 1912
+                        GEORGE H. DORAN COMPANY
+
+
+                           THE·PLIMPTON·PRESS
+                                [W·D·O]
+                           NORWOOD·MASS·U·S·A
+
+
+
+
+Contents
+
+
+                                                   PAGE
+
+  The Clock that Had no Hands                         1
+
+  The Cannon that Modernized Japan                    7
+
+  The Tailor who Paid too Much                       13
+
+  The Man who Retreats before His Defeat             19
+
+  The Dollar that Can't be Spent                     25
+
+  The Pass of Thermopylae                            31
+
+  The Perambulating Showcase                         37
+
+  How Alexander Untied the Knot                      43
+
+  If It Fits You, Wear this Cap                      49
+
+  You Must Irrigate Your Neighborhood                55
+
+  Cato's Follow-up System                            61
+
+  How to Write Retail Advertising Copy               67
+
+  The Difference between Amusing and Convincing      75
+
+  Some Don'ts when You Do Advertise                  79
+
+  The Doctor whose Patients Hang On                  85
+
+  The Horse that Drew the Load                       91
+
+  The Cellar Hole and the Sewer Hole                 97
+
+  The Neighborhood of Your Advertising              103
+
+  The Mistake of the Big Steak                      109
+
+  The Omelette Soufflé                              113
+
+
+
+
+The Clock that Had no Hands
+
+
+Newspaper advertising is to business, what hands are to a clock. It is a
+direct and _certain_ means of letting the public know _what you are
+doing_. In these days of intense and vigilant commercial contest, a
+dealer who does not advertise is like _a clock that has no hands_. He
+has no way of recording his movements. He can no more expect a twentieth
+century success with nineteenth century methods, than he can wear the
+same sized shoes as a _man_, which fitted him in his _boyhood_.
+
+His father and mother were content with neighborhood shops and bobtail
+cars; nothing better could be had in their day. They were accustomed to
+_seek_ the merchant instead of being sought _by_ him. They dealt "around
+the corner" in one-story shops which depended upon the _immediate
+friends_ of the dealer for support. So long as the city was made up of
+such neighborhood units, each with a full outfit of butchers, bakers,
+clothiers, jewelers, furniture dealers and shoemakers, it was possible
+for the proprietors of these little establishments to exist and make a
+profit.
+
+But as population increased, transit facilities spread, sections became
+specialized, block after block was entirely devoted to stores, and mile
+after mile became solely occupied by homes.
+
+The purchaser and the storekeeper _grew farther and farther apart_. It
+was _necessary_ for the merchant to find a _substitute_ for his direct
+personality, which _no longer served_ to draw customers to his door. _He
+had to have a bond between the commercial center and the home center._
+Rapid transit eliminated distance but advertising was necessary to
+inform people _where_ he was located and _what he had to sell_. It was a
+natural outgrowth of changed conditions--the beginning of _a new era_ in
+trade which no longer relied upon personal acquaintance for success.
+
+Something more wonderful than the fabled philosopher's stone came into
+being, and the beginnings of _fortunes which would pass the hundred
+million mark and place tradesmen's daughters_ upon _Oriental thrones_
+grew from this new force. Within fifty years it has become as vital to
+industry as _steam_ to _commerce_.
+
+Advertising is _not_ a _luxury_ nor a _debatable policy_. _It has proven
+its case._ Its record is traced in the skylines of cities where a
+hundred towering buildings stand as a lesson of reproach to the men who
+had the _opportunity_ but _not_ the _foresight_, and furnish a constant
+inspiration to the _young merchant_ at the _threshold_ of his career.
+
+
+
+
+The Cannon that Modernized Japan
+
+
+Business is no longer a man to man contact, in which the seller and the
+buyer establish a _personal_ bond, any more than battle is a
+hand-to-hand grapple wherein bone and muscle and sinew decide the
+outcome. _Trade_ as well as _war_ has changed aspect--_both are now
+fought at long range_.
+
+Just as a present day army of heroes would have no opportunity to
+display the _individual_ valor of its members, just so a merchant who
+counts upon his direct acquaintanceship for success, is a relic of the
+past--_a business dodo_.
+
+Japan changed her policy of exclusion to foreigners, after a fleet of
+warships battered down the Satsuma fortifications. The Samurai, who had
+hitherto considered their blades and bows efficient, discovered that
+one cannon was mightier than all the swords in creation--_if they could
+not get near enough to use them_. Japan profited by the lesson. She did
+not wait until _further_ ramparts were pounded to pieces but was
+satisfied with her _one_ experience and proceeded to modernize her
+methods.
+
+The merchant who doesn't advertise is pretty much in the same position
+as that in which Japan stood when her eyes were opened to the fact that
+_times had changed_. The long range publicity of a competitor will as
+surely destroy his business as the cannon of the foreigners crumbled the
+walls of Satsuma. Unless you take the lesson to heart, unless you
+_realize_ the importance of advertising, not only as a means of
+_extending_ your business but for _defending_ it as well, you must be
+prepared to face the consequences of a folly as great as that of a
+duelist who expects to survive in a contest in which his _adversary_
+bears a _sword twice the length of his own_.
+
+Don't think that it's _too late_ to begin because there are so many
+stores which have had the advantage of years of cumulative advertising.
+The city is growing. It will grow even more next year. It needs
+_increased trading facilities_ just as it's hungry for new
+neighborhoods.
+
+_But it will never again support neighborhood stores._ Newspaper
+advertising has reduced the value of being _locally prominent_, and five
+cent street car fares have cut out the advantage of being "_around the
+corner_." A store five miles away, can reach out through the columns of
+the daily newspaper and draw your next door neighbor to its aisles,
+while you sit by and see the people on your own block enticed away,
+without your being able to retaliate or secure _new_ customers to take
+their place.
+
+It is not a question of your ability to _stand the cost_ of advertising
+but of being able to _survive without it_. The thing you have to
+consider is not only an _extension_ of your business but of holding
+_what you already have_.
+
+Advertising is an _investment_, the cost of which is in the same
+proportion to its _returns_ as _seeds_ are to the _harvest_. And it is
+just as preposterous for you to consider publicity as an expense, as it
+would be for a farmer to hesitate over purchasing a _fertilizer_, if he
+discovered that he could _profitably increase_ his crops by _employing_
+it.
+
+
+
+
+The Tailor who Paid too Much
+
+
+I was buying a cigar last week when a man dropped into the shop and
+after making a purchase told the proprietor that he had started a
+clothes shop around the corner and quoted him prices, with the assurance
+of best garments and terms.
+
+After he left the cigar man turned to me and said:
+
+"Enterprising fellow, that, he'll get along."
+
+"But he _won't_," I replied, "and, furthermore, I'll wager you that he
+hasn't the sort of clothes shop that will _enable_ him to."
+
+"What made you think that?" queried the man behind the counter.
+
+"His theories are wrong," I explained; "he's relying upon word of mouth
+publicity to build up his business and he can't _interview enough
+individuals_ to compete with a merchant, who has sense enough to say the
+_same_ things he told you, to a _hundred thousand_ men, while he is
+telling it to _one_. Besides, his method of advertising is _too
+expensive_. Suppose he sees a _hundred_ persons every day. First of all,
+he is robbing his business of its necessary direction and besides, he is
+spending too much to reach every man he solicits."
+
+"I don't quite follow you."
+
+"Well, as the proprietor of a clothes shop his own time is so valuable
+that I am very conservative in my estimate when I put the cost of his
+soliciting at five cents a head.
+
+"Now, if he were _really_ able and clever he would discover that he can
+talk to hundreds of thousands of people at a tenth of a cent per
+individual. There is not a newspaper in town the advertising rate of
+which is $1.00 per thousand circulation, for a space big enough in which
+to _display what he said to you_."
+
+"I never looked at it _that_ way," said the cigar man.
+
+It's only "_the man who hasn't looked at it that way_," who hesitates
+for an instant over the advisability and profitableness of newspaper
+publicity.
+
+Newspaper advertising is the cheapest channel of communication ever
+established by man. A thousand letters with one-cent stamps, will easily
+cost fifteen dollars and not one envelope in ten will be opened because
+_the very postage_ is an invitation to the wastebasket.
+
+If there were anything _cheaper_ rest assured that the greatest
+merchants in America would not spend individual sums ranging up to _half
+a million dollars a year and over_, upon this form of attracting
+trade.
+
+
+
+
+The Man who Retreats before His Defeat
+
+
+Advertising _isn't_ magic. There is no element of the black art about
+it. In its best and highest form it is _plain_ talk, _sane_
+talk--_selling_ talk. Its results are in proportion to the _merit_ of
+the subject advertised and the _ability_ with which the advertising is
+done.
+
+There are two great obstacles to advertising profit, and both of them
+arise from ignorance of the _real_ functions and workings of publicity.
+
+The first is to advertise _promises_ which will not be
+_fulfilled_,--because all that advertising can do when it _accomplishes
+most_, is to influence the reader to _investigate_ your claims.
+
+_If you promise the earth and deliver the moon, advertising will not pay
+you._
+
+If you bring men and women to your store on _pretense_ and fail to _make
+good_, advertising will have _harmed_ you, because it has only drawn
+attention to the fact that you are to be _avoided_.
+
+It is as _unjust_ to charge advertising with _failure_ under these
+conditions, as it would be for your _neighbor_ to rob a bank and make
+you responsible for _his_ misdeed. In brief, _advertised_ dishonesty is
+_even more profitless_ than _unexploited_ deception.
+
+The other great error in advertising is to expect more _out_ of
+advertising than there is _in_ it.
+
+_Advertising is seed which a merchant plants in the confidence of the
+community._ He must allow time for it to _grow_. Every successful
+advertiser has to be _patient_. The time that it takes to arrive at
+results rests entirely with the ability and determination devoted to the
+work. But you cannot turn back when you have traveled half way and
+declare that the _path_ is wrong.
+
+You can't advertise for a _week_, and because your store isn't crowded,
+say it hasn't _paid_ you. It takes a certain period to attract the
+attention of readers. Everybody doesn't see what you print the _first_
+time it appears. More will notice your copy the _second day_, _a great
+many more_ at the end of a month.
+
+You cannot expect to win the confidence of the community to the same
+degree that other men have obtained it, without taking pretty much the
+same length of time that _they_ did. But you _can_ cut short the period
+between your introduction to your reader and his introduction to your
+_counters_, by spending _more_ effort in preparing your _copy_ and
+displaying a greater amount of convincingness.
+
+You mustn't act like the little girl who sowed a garden and came out the
+_next day_ expecting to find it in _full bloom_. Her father had to
+explain to her that plants require _roots_ and that, although she could
+not _see_ what was going on, _the seeds were doing their most important
+work just before the flowers showed above ground_.
+
+So _advertising is_ doing its most _important_ work before the big
+results eventuate, and to abandon the money which has been invested just
+before results arrive, is not only foolish but childish. _It would be
+just as logical for a farmer to desert his fields because he cannot
+harvest his corn a week after he planted it._
+
+Advertising does not require _faith_--merely _common sense_. If it is
+begun in doubt and relinquished before normal results can be
+_reasonably_ looked for, the fault does not lie with the newspaper nor
+with publicity--the blame is solely on the head of the coward who
+_retreated before he was defeated_.
+
+
+
+
+The Dollar that Can't be Spent
+
+
+Every dollar spent in advertising is not only a _seed_ dollar which
+_produces a profit_ for the merchant, but is actually _retained_ by him
+even _after he has paid it to the publisher_.
+
+Advertising creates _a good will_ equal to the cost of the publicity.
+
+Advertising _really costs nothing_. While it _uses_ funds it does not
+_use them up_. It helps the founder of a business to grow rich and then
+_keeps_ his business alive after his death.
+
+_It eliminates the personal equation._ It perpetuates confidence _in the
+store_ and makes it possible for a merchant _to withdraw_ from
+_business_ without having the _profits_ of the business _withdrawn_ from
+_him_. It changes a _name_ to an _institution_--an institution which
+will _survive_ its builder.
+
+It is really an _insurance policy_ which costs nothing--_pays_ a premium
+each year instead of _calling for_ one and renders it possible to change
+the entire personnel of a business without disturbing its prosperity.
+
+Advertising renders the _business_ stronger than the _man_--independent
+of his presence. It permanentizes systems of merchandising, the track of
+which is left for others to follow.
+
+A business which is _not_ advertised _must_ rely upon the _personality_
+of its proprietor, and personality in business is a decreasing factor.
+The public _does not want to know the man_ who owns the store--it isn't
+interested in _him_ but in his goods. When an unadvertised business is
+sold it is only worth as much as its _stock of goods and its fixtures_.
+There is no good will to be paid for--_it does not exist_--it has _not_
+been _created_. The name over the door _means nothing_ except to the
+limited stream of people from the immediate neighborhood, any of whom
+could tell you _more_ about some store ten miles away which has
+regularly delivered its shop news to their breakfast table.
+
+It is as _shortsighted_ for a man to build a business which _dies with
+his death_ or ceases with his inaction, as it _is unfair_ for him not to
+provide for the _continuance of its income to his family_.
+
+
+
+
+The Pass of Thermopylae
+
+
+Xerxes once led a million soldiers out of Persia in an effort to capture
+Greece, but his invasion failed utterly, because a Spartan captain had
+entrenched a hundred men in a narrow mountain pass, which controlled the
+road into Lacedaemon. _The man who was first on the ground had the
+advantage._
+
+Advertising is full of opportunities for men who are _first_ on the
+ground.
+
+There are hundreds of advertising passes waiting for some one to occupy
+them. The first man who realizes that his line will be helped by
+publicity, has a _tremendous opportunity_. He can gain an advantage over
+his competitors that they can never possess. Those who _follow_ him must
+spend more money to _equal_ his returns. They must not only _invest as
+much_, _to get as much_, but they must as well, spend an extra sum to
+_counteract_ the influence that he has _already established_ in the
+community.
+
+Whatever men sell, whether it is actual merchandise or brain vibrations,
+can be _more easily_ sold with the aid of advertising. Not one half of
+the businesses which _should_ be exploited are appearing in the
+newspapers. _Trade grows as reputation grows and advertising spreads
+reputation._
+
+If you are engaged in a line which is waiting for an advertising
+pioneer, realize what a wonderful chance you have of being the first of
+your kind to appeal directly to the public. You stand a better chance of
+leadership than those who have handicapped their strength, by permitting
+you to _get on the ground_ before they could outstrip you. You gain a
+prestige that those who _follow_ you, must spend more money to
+_counteract_.
+
+If your particular line is _similar_ to some other trade or business
+which has _already_ been introduced to the reading public, it's up to
+you to start in _right now_ and join your competitors in contesting for
+the attention of the community. The longer you _delay_ the more you
+_decrease_ your chances of _surviving_. Every man who outstrips you is
+another _opponent_, who must be met and grappled with, for _the right of
+way_.
+
+
+
+
+The Perambulating Showcase
+
+
+The newspaper is a _huge_ shop window, carried about the city and
+delivered daily into hundreds of thousands of homes, to be examined at
+the leisure of the reader. This shop window is unlike the actual plate
+glass showcase only in _one_ respect--it makes display of _descriptions_
+instead of _articles_.
+
+You have often been impressed by the difference between the decorations
+of two window-trimmers, each of whom employed the same materials for his
+work. The one drew your attention and held it by the grace and
+cleverness and art manifested in his display. The other realized so
+little of the possibilities in the materials placed at his disposal,
+that unless some one called your attention to his mediocrities you
+would have gone on unconscious of their existence.
+
+An advertiser must know that he gets his results in accordance with the
+_skill_ exercised in preparing his verbal displays. He must make people
+_stop_ and pause. _His copy has to stand out._
+
+He must not only make a show of things that are attractive to the eye
+but are attractive to the people's needs, as well.
+
+The window-trimmer must not make the mistake of thinking that the
+showiest stocks are the most salable. The advertiser must not make the
+mistake of thinking that the showiest words are the most clinching.
+
+Windows are too few in number to be used with indiscretion. The good
+merchant puts those goods back of his plate glass which nine people out
+of ten will want, once they have seen them.
+
+The good advertiser tells about goods which nine readers out of ten will
+buy, if they can be convinced.
+
+Newspaper space itself is only the window, just as the showcase is but a
+frame for merchandise pictures. A window on a crowded street, in the
+best neighborhood, where prosperous persons pass continually, is more
+desirable, than one in a cheap, sparsely settled neighborhood. An
+advertisement in a newspaper with the most readers and the most
+_prosperous_ ones, possesses a great advantage over the same copy, in a
+medium circulating among persons who possess less means. It would be
+foolish for a shop to build its windows in an alley-way--and just as
+much so to put its advertising into newspapers which are distributed
+among "alley-dwellers."
+
+
+
+
+How Alexander Untied the Knot
+
+
+Alexander the Great was being shown the Gordian Knot. "It can't be
+untied," they told him; "every man who tried to do so, failed."
+
+But Alexander was not discouraged because the _rest_ had flunked. He
+simply realized that he would have to go at it in a _different_ way. And
+instead of wasting time with his _fingers_, he drew his sword and
+_slashed_ it apart.
+
+Every day a great business general is shown some knot which has proven
+too much for his competitors, and he succeeds, because he finds a way to
+_cut_ it. The fumbler has no show so long as there is a brother merchant
+who doesn't waste time trying to accomplish the impossible--who takes
+lessons from the _failures_ about him and avoids the methods which were
+their downfall.
+
+The knottiest problems in trade are:
+
+  1--The problem of location.
+
+  2--The problem of getting the crowds.
+
+  3--The problem of keeping the crowds.
+
+  4--The problem of minimizing fixed expenses.
+
+  5--The problem of creating a valuable good will.
+
+None of these knots is going to be untied by fumbling fingers. They are
+too complicated. They're all inextricably involved--so twisted and
+entangled that they can't be solved singly--like the Gordian knot _they
+must be cut through at one stroke_. And you can't cut the knot with
+anything but advertising--because:
+
+  1--A store that is constantly before the people makes its own
+  neighborhood.
+
+  2--Crowds can be brought from anywhere by daily advertising.
+
+  3--Customers can always be held by inducements.
+
+  4--Fixed expenses can only be reduced by increasing the volume of sales.
+
+  5--Good will can only be created through publicity.
+
+Advertising is breeding new giants every year and making them more
+powerful every hour. Publicity is the sustaining food of a _powerful_
+store and the only strengthening nourishment for a _weak_ one. The
+retailer who delays his entry into advertising must pay the penalty of
+his procrastination by facing more giant competitors as each month of
+opportunity slips by.
+
+Personal ability as a close purchaser and as a clever seller, doesn't
+count for a hang, so long as other men are equally well posted and wear
+the sword of publicity to boot. They are able to tie your business into
+constantly closer knots, while you cannot retaliate, because there is no
+knot which their advertising cannot cut for them.
+
+Yesterday you lost a customer--today they took one--tomorrow they'll get
+another. You cannot cope with their competition because you haven't the
+weapon with which to oppose it. You can't untie your Gordian knot
+because it can't be _untied_--you've got to _cut_ it.
+
+You must become an advertiser or you must pay the penalty of
+incompetence.
+
+You not only require the newspaper to fight for a more _hopeful
+tomorrow_, but to keep _today's_ situation from becoming _hopeless_.
+
+
+
+
+If It Fits You, Wear this Cap
+
+
+Advertising isn't a crucible with which lazy, bigoted and incapable
+merchants can turn incompetency into success--but one into which brains
+and tenacity and courage _can_ be poured and changed into dollars. It is
+only a short cut across the fields--_not_ a moving platform. You can't
+"get there" without "going some."
+
+It's a game in which the _worker_--not the _shirker_--gets rich.
+
+By its measurement every man stands for what he _is_ and for what he
+_does_, _not_ for what he _was_ and what he _did_.
+
+Every day in the advertising world is _another_ day and has to be taken
+care of with the same energy as its _yesterday_.
+
+The quitter _can't survive_ where the _plugger_ has the ghost of a
+chance.
+
+Advertising doesn't take the place of business talent or business
+management. It simply tells what a business _is_ and _how_ it is
+managed. The snob whose father _created_ and who is content to live on
+what was _handed_ to him, can't stand up against the man who knows he
+_must build for himself_.
+
+What makes _you_ think that _you_ are entitled to prosper as well as a
+competitor who _works twice as hard_ for his prosperity?
+
+Why should as many people deal at _your_ store, as patronize a shop that
+makes an endeavor to _get_ their trade and shows them that it is _worth
+while_ to come to its doors?
+
+Why should a newspaper send as many customers to _you_, in _half_ the
+time it took to fill an establishment which advertised _twice_ as long
+and _paid twice as much_ for its publicity?
+
+This is the day when the _best_ man wins--after he _proves_ that he _is_
+the best man--when the _best_ store wins, when it has shown that it _is_
+the best store--when the best _goods_ win, after they've been
+_demonstrated to be_ the best goods.
+
+If you want the _plum_ you can't get it by lying under the _tree_ with
+your mouth open waiting for it to drop--too many other men are willing
+to climb out on the limb and risk their necks in their eagerness to get
+it away from you.
+
+It is a _man's_ game--this advertising--just hanging on and tugging and
+straining all the time to _get_ and _keep_ ahead. It is the finite
+expression of the law of Competition, which sits in blind-folded justice
+over the markets of the world.
+
+
+
+
+You Must Irrigate Your Neighborhood
+
+
+Half a century ago there were ten million acres of land, within a
+thousand miles of Chicago, upon which not even a blade of grass would
+grow. Today upon these very deserts are wonderful orchards and
+tremendous wheatfields. _The soil itself was full of possibilities. What
+the land needed was water._ In time there came farmers who knew that
+they could not expect the streams _to come to them_, and so they dug
+ditches and _led the water to their properties_ from the surrounding
+rivers and lakes; they tilled the earth with their _brains_ as well as
+their _plows_--they became rich through _irrigation_.
+
+Advertising has made thousands of men rich, just because they recognized
+the possibilities of utilizing the newspapers to bring streams of
+buyers into neighborhoods that could be made busy locations by
+irrigation--_by drawing people from other sections_.
+
+The successful retailer is the man who keeps the stream of purchasers
+coming his way. It isn't the _spot itself_ that makes the _store_
+pay--it's the _man_ who makes the _spot_ pay. Centers of trade are not
+selected by the public--they are created by the force which _controls_
+the public--the newspapers.
+
+New neighborhoods for business are being constantly built up by men who
+have located themselves in streets which they have changed from deserted
+by-ways into teeming, jostling thoroughfares, through advertising
+irrigation.
+
+The storekeeper who whines that his neighborhood holds him back is
+squinting at the truth--_he is hurting the neighborhood_.
+
+If it lacks streams of buyers, he can easily enough secure them by
+reaching out through the columns of the daily and inducing people from
+_other_ sections to come to him. Every time he influences a customer of
+a competitor he is not only irrigating his _own_ field but is diverting
+the streams upon which a _non-advertising_ merchant depends for
+existence. Men and women who live next door to a shop that does not
+plead for their custom will eventually be drawn to an establishment
+_miles_ away because they have been made to believe in some advantage to
+be gained thereby.
+
+The circulation of _every_ daily is nothing less than a _reservoir_ of
+buyers, from which shoppers stream in the direction that promises the
+_most value_ for the _least money_.
+
+The magic development of the desert lands, has its parallel in
+merchandising of men who consider the newspaper an irrigating power
+which can make _two_ customers grow where _one_ grew before.
+
+
+
+
+Cato's Follow-up System
+
+
+If a man lambasted you on the eye and walked away and waited a week
+before he repeated the performance, he wouldn't hurt you very badly.
+Between attacks you would have an opportunity to recover from the effect
+of the first blow.
+
+But if he smashed you and _kept mauling_, each impact of his fist would
+find you less able to stand the hammering, and a half-dozen jabs would
+probably _knock you down_.
+
+Now advertising is, after all, a matter of _hitting the eye of the
+public_. If you allow too great an interval to elapse between insertions
+of copy the effect of the first advertisement will have worn _away_ by
+the time you hit again. You may continue your scattered talks over a
+stretch of years, but you will not derive the same benefit that would
+result from a greater concentration. In other words, by appearing in
+print _every_ day, you are able to get the benefit of the impression
+created _the day before_, and as each piece of copy makes its
+appearance, the result of your publicity on the reader's mind is more
+pronounced--you mustn't stop short of a _knock-down impression_.
+
+_Persistence is_ the foundation of advertising success. Regularity of
+insertion is _just as important_ as clever phrasing. The man who _hangs
+on_ is the man who _wins out_. Cato the Elder is an example to every
+merchant who _uses_ the newspapers and should be an inspiration to every
+storekeeper who does _not_. For twenty years he arose daily in the Roman
+senate and cried out for the destruction of Carthage. In the beginning
+he found his conferees very unresponsive. But he _kept on_ every day,
+month after month and year after year, sinking into the minds of all the
+necessity of destroying Carthage, until he set all the senate thinking
+upon the subject and _in the end_ Rome sent an army across the
+Mediterranean and ended the reign of the Hannibals and Hamilcars over
+northern Africa. _The persistent utterances of a single man did it._
+
+The history of every mercantile success is _parallel_. The advertiser
+who does not let a day slip by without having his say, is bound to be
+heard and have his influence felt. Every insertion of copy brings
+stronger returns, because it has the benefit of what has been said
+_before_, until the public's attention is like an eye that has been so
+repeatedly struck, that the _least touch_ of suggestion will feel like a
+blow.
+
+
+
+
+How to Write Retail Advertising Copy
+
+
+A skilled layer of mosaics works with small fragments of stone--they fit
+into more places than the _larger_ chunks.
+
+The skilled advertiser works with small words--they fit into _more_
+minds than _big_ phrases.
+
+The simpler the language the greater certainty that it will be
+understood by the _least intelligent reader_.
+
+The construction engineer plans his road-bed where there is a _minimum
+of grade_--he works along the lines of _least resistance_.
+
+The advertisement which runs into mountainous style is badly
+surveyed--_all minds are not built for high grade thinking_.
+
+Advertising must be simple. When it is tricked out with the jewelry and
+silks of literary expression, it looks as much out of place as _a ball
+dress at the breakfast table_!
+
+The buying public is only interested in _facts_. People read
+advertisements to find out _what you have to sell_.
+
+The advertiser who can fire the _most facts_ in the shortest time gets
+the _most returns_. Blank cartridges _make noise but they do not
+hit_--blank talk, however clever, is only wasted space.
+
+You force your salesmen to keep to solid facts--you don't allow _them_
+to sell muslin with quotations from Omar or trousers with excerpts from
+Marie Corelli. You must not tolerate in your _printed selling talk_
+anything that you are not willing to countenance in _personal
+salesmanship_.
+
+Cut out clever phrases if they are inserted to the sacrifice of clear
+explanations--_write copy as you talk_. Only be more brief. Publicity is
+costlier than conversation--ranging in price downward from $10 a line;
+talk is not cheap but the most expensive commodity in the world.
+
+Sketch in your ad to the stenographer. Then you will be so busy "_saying
+it_" that you will not have time to bother about the gewgaws of
+writing. Afterwards take the typewritten manuscript and cut out every
+word and every line that can be erased without omitting an important
+detail. What _remains_ in the _end_ is all that _really counted_ in the
+_beginning_.
+
+Cultivate brevity and simplicity. "Savon Français" may _look_ smarter,
+but more people will _understand_ "French Soap." Sir Isaac Newton's
+explanation of gravitation covers _six pages_ but the schoolboy's terse
+and homely "What goes up must come down" clinches the whole thing in
+_six words_.
+
+_Indefinite talk wastes_ space. It is not 100% productive. The copy that
+omits prices sacrifices half its pulling power--it has a tendency to
+bring _lookers_ instead of _buyers_. It often creates false impressions.
+Some people are bound to conceive the idea that the goods are _higher
+priced_ than in _reality_--others, by the same token, are just as likely
+to infer that the prices are _lower_ and go away thinking that you have
+exaggerated your statements.
+
+The reader must be _searched out_ by the copy. Big space is cheapest
+because it _doesn't waste a single eye_. Publicity must be on the
+_offensive_. There are far too many advertisers who keep their lights on
+top _of_ their bushel--the average citizen _hasn't time_ to overturn
+your bushel.
+
+Small space is expensive. Like a _one-flake snowstorm_, there is not
+enough of it to lay.
+
+Space is a _comparative matter_ after all. It is not a case of _how
+much_ is used as _how it is used_. The passengers on the limited express
+may realize that Jones has tacked a twelve-inch shingle on every post
+and fence for a stretch of five miles, but they are _going too fast_ to
+make out what the shingles say, yet the two feet letters of Brown's big
+bulletin board on top of the hill leap at them before they have a chance
+to dodge it. And at that it doesn't cost nearly so much as the _sum
+total_ of Jones' dinky display.
+
+Just so advertisements attractively displayed every day or every other
+day for a year in one big newspaper, will find the eye of _all_
+readers, no matter how rapidly they may be "going" through the
+advertising pages and produce more results than a _dozen_ piking pieces
+of copy scattered through _half a dozen_ dailies.
+
+
+
+
+The Difference between Amusing and Convincing
+
+
+An advertiser must realize that there is a vast difference between
+_amusing_ people and _convincing_ them. It does not pay to be "smart" at
+the line rate of the average first class daily. I suppose that I could
+draw the attention of everybody on the street by painting half of my
+face red and donning a suit of motley. I might have a sincere purpose in
+wishing _to attract_ the crowd, but I would be deluding myself if I
+mistook the nature of their attention.
+
+The new advertiser is especially prone to misjudge between amusing and
+convincing copy. A humorous picture _may_ catch the eyes of _every_
+reader, but it won't pay as well as an illustration of _some piece of
+merchandise_ which will strike the eye of every _buyer_. Merchants
+secure varying results from the same advertising space. The publisher
+delivers to each _the same quality of readers_, but the advertiser who
+plants _flippancy_ in the minds of the community won't attain the
+benefit that is secured by the merchant who imprints _clinching_
+arguments there.
+
+Always remember that the advertising sections of newspapers are no
+different than farming lands. And it is as preposterous to hold the
+publisher responsible for the outcome of unintelligent copy as it would
+be unjust to blame the soil for bad seed and poor culture. _Every
+advertiser gets exactly the same number of readers from a publisher and
+the same readers_--after that it's up to him--the results fluctuate in
+accordance with the intelligence and the pulling power of the _copy_
+which is inserted.
+
+
+
+
+Some Don'ts when You Do Advertise
+
+
+    The _price_ of the gun never hits the _bull's eye_.
+    And the _bang_ seldom rattles the bells.
+    It's the _hand on the trigger_ that cuts the _real_ figger.
+    The _aim's_ what amounts--_that's_ what makes _record_ counts--
+    Are _you_ hitting or just _wasting_ shells?
+
+_Don't_ forget that the man who writes your copy is the man who aims
+your policy.
+
+When you stop to reflect what your _space_ costs and that the wrong talk
+is just _noise_--_bang_ without _biff_--you must see the necessity and
+_sanity_ of putting the _right man behind the gun_.
+
+_Don't_ tolerate an ambition on your ad-man's part to indulge in a
+lurking desire to be a literary light.
+
+People read his advertising to discover what your buyers have just
+brought from the market and what you are asking for "O. N. T." They buy
+the _newspaper_ for information and recreation and are satisfied with
+the degree of poetry and persiflage dished up in its _reading_ columns.
+
+_Don't exaggerate._ Poetic licenses are not valid in business prose. The
+American people _don't_ want to be humbugged and the merchant who
+figures upon too many fools, finds _himself_ looking into a mirror,
+usually about a half hour after the sheriff has come to look over the
+premises.
+
+_Don't imitate._ Advertising is a _special measure_ garment. Businesses
+are not built in _ready-made_ sizes. Copy which fits somebody else's
+selling plans, won't fit your store without sagging at the chest or
+riding up at the collar. Duplicated _argument_ and duplicated _results_
+are not twins. Your policy of publicity must be _specially_ measured
+from your policy of merchandising.
+
+_Don't put your advertising in charge of an amateur._ Let somebody else
+stand the expense of his educational blunders. Remember you are making a
+plea before the bar of public confidence. Your ad-writer is an advocate.
+_Like a bad lawyer, he can lose a good case by not making the most of
+the facts at hand._
+
+_Don't get the "sales" habit._ "Sales" are stimulants. When held too
+often their effect is _weakening_. The merchant who continually yells
+"_bargain_" is like the old hen who was always crying "fox." When the
+real article did come along, none of her chicks _believed it_.
+
+_Don't use fine print._ Make it easy for the reader to find out about
+your business. There are ten million pairs of eyeglasses worn in
+America, and every owner of them buys something.
+
+_And Don't start unless you mean to stick._ The patron saint of the
+successful advertiser _hates a quitter_.
+
+
+
+
+The Doctor whose Patients Hang On
+
+
+Out in China _all_ things are _not_ topsy turvy. _Physicians are paid
+for keeping people well_ and when their patients fall ill, their weekly
+remittances are stopped. The Chinese judge a medical man not by the
+number of years _he_ lives, but by the length of time his patrons
+survive.
+
+An advertising medium must be judged in the same way. The fact that it
+has _age_ to its credit isn't so important as the _age of its
+advertising patronage_. Whenever a daily continues to display the store
+talk of the same establishment year after year, it's a pretty sure sign
+that the merchant has _made money_ out of that newspaper, because no
+publication can continue to be a losing investment to its customers over
+a stretch of time, without the fact being discovered. And when a
+newspaper is not only able to boast of an honor roll of stores that have
+continued to appear in its pages for a stretch of decades, but at the
+same time demonstrates that it carries _more_ business than its
+competitors, it has _proven its superiority_ as plainly as a mountain
+peak which rises above its fellows.
+
+The combination of _stability and progress_ is the strongest virtue that
+a newspaper can possess. _Only the fit survive_--reputation is a
+_difficult_ thing to _get_ and a harder thing to _hold_--it takes
+_merit_ to _earn_ it and _character_ to _maintain_ it. There is a vast
+difference between _fame_ and _notoriety_, and just as much difference
+between a _famous newspaper_ and a _notorious one_.
+
+Just as a manufacturer is always eager to install his choicest stocks in
+a store which has earned the respect of the community, just so a
+retailer should be anxious to insert his name in a newspaper which has
+_earned the respect of its readers_. The manufacturer feels that he will
+receive a square deal from a store which has age to its credit. He can
+expect as much from a newspaper which is a credit to its age!
+
+The newspaper which outlives the rest does so because it was _best
+fitted to_--it had to _earn_ the confidence of its readers--and _keep
+it_. It had to be a _better_ newspaper than any other and _better_
+newspapers go to the homes of _better_ buyers. Every bit of its
+circulation has the element of _quality and staying power_. And it is
+the _respectable_, _home-loving_ element of every community--not the
+touts and the gamblers--toward which the merchant must look for his
+business _vertebrae_--he cannot find buyers unless he uses the
+_newspaper_ that enters their homes. And when _he does_ enter their
+homes he must not confuse the sheet that comes in the back gate with the
+newspaper that is delivered at the front door.
+
+
+
+
+The Horse that Drew the Load
+
+
+A moving van came rolling down the street the other day with a big
+spirited Percheron in the center and two wretched nags on either side.
+The Percheron was _doing all the work_, and it seemed that he would have
+got along far better in single harness, than he managed with his
+inferior mates _retarding_ his speed.
+
+The advertiser who selects a group of newspapers usually harnesses two
+_lame_ propositions to every _pulling_ newspaper on his list, and just
+as the van driver probably dealt out an _equal_ portion of feed to each
+of his animals, just so many a merchant is paying practically the same
+rate to a _weak_ daily, that he is allowing the _sturdy profitable
+sheet_.
+
+Unfortunately the accepted custom of inserting the _same_ advertisement
+in _every_ paper acts to the distinct disadvantage of the _meritorious_
+medium. The advertiser charges the sum total of his _expense_ against
+the sum total of his _returns_, and thereby does _himself and the best
+puller an injustice_, by crediting the less productive sheets with
+results that they have _not_ earned.
+
+It's the _pulling power_ of the newspaper as well as the horse that
+proves its value, and if advertisers were as level headed as they should
+be, they would take the trouble to put every daily in which they
+advertise _on trial_ for at least a month and advertise a different
+department or article in each, carefully tabulating the returns. If this
+were done, fifty per cent of the advertising now carried in weaker
+newspapers would be withdrawn and the patronage of the stronger sheets
+would _advance_ in that proportion.
+
+_There are newspapers in many a city that are, single handed, able to
+build up businesses._ Their circulation is solid muscle and sinew--_all
+pull_. It isn't the number of copies _printed_ but the number of copies
+that reach the hands of buyers--it isn't the number of _readers_ but the
+number of readers with _money_ to spend--it isn't the _bulk_ of a
+circulation but the amount of the circulation which is _available_ to
+the advertiser--it isn't _fat_ but _brawn_--that tell in the long run.
+
+There are certain earmarks that indicate these strengths and weaknesses.
+They are as plain to the observing eye as the signs of the woods are
+significant to the trapper. The _news_ columns tell you what you can
+expect out of the _advertising_ columns. A newspaper _always finds_ the
+class of readers to which it is _edited_. When its mental tone is _low_
+and its moral tone is _careless_ depend upon it--_the readers match the
+medium_.
+
+No gun can hit a target _outside_ of its range. No newspaper can aim its
+policy in _one_ direction and score in _another_. No advertiser can find
+a different class of men and women than the publisher has found for
+himself. He is judged by the company he keeps. _If he lies down with
+dogs he will arise with fleas._
+
+
+
+
+The Cellar Hole and the Sewer Hole
+
+
+A coal cart stopped before an office building in Washington and the
+driver dismounted, removed the cover from a manhole, ran out his chute,
+and proceeded to empty the load. An old negro strolled over and stood
+watching him. Suddenly the black man glanced down and immediately burst
+into a fit of uncontrollable laughter, which continued for several
+minutes. The cart driver looked at him in amusement. "Say, Uncle," he
+asked, "do you always laugh when you see coal going into a cellar?" The
+negro sputtered around for a few moments and then holding his hands to
+his aching sides managed to say, "_No, sah, but I jest busts when I sees
+it goin' down a sewer._"
+
+The advertiser who displays lack of judgment in selecting the newspapers
+which carry his copy often confuses the _sewer_ and the _cellar_.
+
+All the money that is put _into_ newspapers isn't taken _out_ again, by
+any means. The fact that all dailies possess a certain physical
+likeness, doesn't necessarily signify a similarity in character, and
+it's _character_ in a newspaper that brings returns. The editor who
+conducts a journalistic sewer, finds a _different_ class of readers than
+the publisher who respects himself enough to respect his readers.
+
+What goes into a newspaper largely determines the class of homes into
+which the newspaper goes. An irresponsible, scandal-mongering,
+muck-raking sheet is certainly not supported by the buying classes of
+people. It _may be_ perused by thousands of readers, but such readers
+are seldom purchasers of advertised goods.
+
+It's the clean-cut, steady, normal-minded citizens who form the bone and
+sinew and muscle of the community. It's the sane, self-respecting,
+_dependable_ newspaper that enters their homes and it's the _home_ sale
+that indicates the strength of an advertising medium.
+
+No clean-minded father of a family wishes to have his wife and children
+brought in contact with the most maudlin and banal phases of life. He
+defends them from the sensational editor and the unpleasant advertiser.
+He subscribes to _a newspaper which he does not fear to leave about the
+house_.
+
+Therefore, the respectable newspaper can always be counted upon to
+produce more sales than one which may even own a larger _circulation_
+but whose distribution is in ten editions among unprofitable citizens.
+
+You can no more expect to sell goods to people who _haven't money_, than
+you can hope _to pluck oysters from rose-bushes_.
+
+It isn't the number of readers _reached_, but the number of readers
+whose _purses_ can be reached, that constitutes the value of
+circulation. It's one thing to arouse _their attention_, but it's a far
+different thing to get _their money_. _The mind may be willing, but the
+pocketbook may be weak._
+
+If you had the choice of a thousand acres of desert land or a hundred
+acres of oasis, you'd select the fertile spot, realizing that the larger
+tract had less value because it would be less productive.
+
+The advertiser who really understands how he is spending his money,
+takes care that he is not pouring his money into _deserts and sewers_.
+
+
+
+
+The Neighborhood of Your Advertising
+
+
+Circulation is a commodity which must be bought with the same common
+sense used in selecting potatoes, cloth and real estate. _It can be
+measured and weighed_--it is _merchandise_ with a _provable_ value. It
+varies just as much as the grocer's green stuff, the tailor's fabrics
+and the lots of the real estate man.
+
+Your cook refuses to accept green and rotten tomatoes at the price of
+perfect ones. She does not calculate the number of vegetables that are
+_delivered_ to her, but those that she _can use_. When your wife selects
+a piece of cloth she first makes sure that it will serve the purpose she
+has in view. When you buy a piece of property you consider _the
+neighborhood_ as well as the _ground_. Just so when you buy
+_advertising_ you must find out how much of the circulation you _can
+use_. You must judge the _neighborhoods_ where your copy will be read,
+with the same thoughtfulness that you devoted to selecting the spot
+where your goods are sold.
+
+A dealer in precious stones would be foolish to open up in a tenement
+district, and equally short-sighted, to tell about his jewelry in a
+newspaper largely distributed there. Out of ten thousand men and women
+who might _see_ what he had to say not ten of them could _afford to buy
+his goods_. These ten thousand readers would be mass without muscle. He
+could make them _willing_ to do business with him, but _their incomes
+wouldn't let them become customers_.
+
+One of the greatest mistakes in publicity is _to drop your lines where
+the fish can't take your bait_.
+
+Circulation is, as you see, a very interesting subject, but very few
+people know anything about it. It would surprise you to know that this
+ignorance often extends to the business offices of newspapers. I have
+known publishers to continually mistake the _class of_ their readers
+and have met hundreds of them who had the most fantastic ideas upon the
+figures of their circulation.
+
+While I would not be so harsh as to accuse them of anything more than
+being _mistaken_, none the less their tendency to infect _others_ with
+this misinformation renders it extremely advisable for _you to_ become a
+member of the Missouri society--and "_be shown_."
+
+Don't rely solely on circulation statements. You don't understand the
+tricks in their making. Make the newspaper which carries your
+advertisement show you the list of its advertisers. A newspaper which
+prints the most advertising, month after month, year after year, is
+always the best medium. This is equally true in New York, Chicago,
+Philadelphia, Kenosha and Walla Walla.
+
+
+
+
+The Mistake of the Big Steak
+
+
+Watch out for _waste_ in circulation. Find out _where_ your story is
+going to be _read_. Don't pay for planting the seed of publicity in a
+spot where you are not going to _harvest_ the results.
+
+The manufacturer of soap who has his goods on sale from Oskaloosa to
+Timbuctoo doesn't care _how widely_ a newspaper circulation is
+scattered. Whoever reads about his product is near to _some_ store or
+other where it is sold--but you have just _one_ store.
+
+Buying advertising circulation is very much like ordering a steak--if
+the waiter brings you a porter-house twice as big as your _digestion_
+can handle, you've paid twice as much as the steak was worth to _you_,
+even if it _is_ worth the price to the restaurant man.
+
+You derive your profit not from the circulation that your
+_advertisement_ gets, but from circulation _that gets people to buy_.
+
+If two newspapers offer you their columns and one shows a distribution
+almost entirely within the city and in towns that rely upon your city
+for buying facilities, your business can digest all of its influence. If
+the other has _as much circulation_, but only _one third_ of it is in
+_local territory_, mere bulk cannot establish its value to _you_--_it's
+another case of the big steak_--you pay for more than you can digest.
+That part of its influence which is concentrated where men and women
+can't get your _goods_ after you get their _attention_, is _sheer
+waste_.
+
+By dividing the number of copies he prints into his line rate, a
+publisher may fallaciously demonstrate to you that his space is sold as
+low as that of his stronger competitors, but if half his circulation is
+too _far away to bring buyers_, his real _rate_ is double what it seems.
+He is like the butcher who weighs in all the bone and sinew and fat and
+charges you as much for the _waste_ as he does for the _meat_.
+
+
+
+
+The Omelette Soufflé
+
+
+There is a vast distinction between distribution for the sake of
+increasing the _circulation figures_ and distribution for the sake of
+increasing the number of _advertising responses_.
+
+There is a difference between a circulation which strikes the _same_
+reader several times in the _same_ day and the circulation which does
+_not_ repeat the individual. There is a difference between circulation
+which is concentrated into an area from which every reader can be
+expected to come to your establishment, if you can _interest_ him, and a
+circulation that spreads over half a dozen states and shows its greatest
+volume in territory so far from your establishment that you can't get a
+buyer out of ten thousand readers.
+
+You've got to weigh and measure all these things when you weigh and
+measure circulation figures. It isn't the number of copies _printed_,
+but the number of copies _sold_--not the number of papers _distributed_,
+but the number of papers distributed in _responsive_ territory--not the
+number of readers _reached_, but the number of readers who have the
+price to _buy_ what you want to _sell_--that determine the value of
+circulation to _you_.
+
+You can take a single egg and whip it into an omelette soufflé which
+_seems_ to be a _whole plateful_, but the extra bulk is just _hot air_
+and _sugar_--the change in form has not increased the amount of egg
+_substance_ and it's the _substance_ in circulation, just as it is the
+_nutrition_ in the egg, that _counts_.
+
+
+
+
+[ Transcriber's Note:
+
+  The following is a list of corrections made to the original. The first
+  line is the original line, the second the corrected one.
+
+  pronounced--you musn't stop short of a _knock-down impression_.
+  pronounced--you mustn't stop short of a _knock-down impression_.
+]
+
+
+
+
+
+End of Project Gutenberg's The Clock that Had no Hands, by Herbert Kaufman
+
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+  <head>
+    <meta http-equiv="Content-Type" content="text/html;charset=iso-8859-1" />
+    <title>The Project Gutenberg eBook of The Clock That Had no Hands, by Herbert Kaufman</title>
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+<body>
+
+
+<pre>
+
+Project Gutenberg's The Clock that Had no Hands, by Herbert Kaufman
+
+This eBook is for the use of anyone anywhere at no cost and with
+almost no restrictions whatsoever.  You may copy it, give it away or
+re-use it under the terms of the Project Gutenberg License included
+with this eBook or online at www.gutenberg.org
+
+
+Title: The Clock that Had no Hands
+       And Nineteen Other Essays About Advertising
+
+Author: Herbert Kaufman
+
+Release Date: August 1, 2009 [EBook #29562]
+
+Language: English
+
+Character set encoding: ISO-8859-1
+
+*** START OF THIS PROJECT GUTENBERG EBOOK THE CLOCK THAT HAD NO HANDS ***
+
+
+
+
+Produced by Jana Srna, Alexander Bauer and the Online
+Distributed Proofreading Team at http://www.pgdp.net (This
+file was produced from images generously made available
+by The Internet Archive/American Libraries.)
+
+
+
+
+
+
+</pre>
+
+
+<div id="tnote">
+<p class="center"><b>Transcriber's Note:</b></p>
+<p>Every effort has been made to replicate this text as faithfully as
+possible, including inconsistencies in spelling and hyphenation;
+changes (corrections of spelling) made to the
+original text are marked <ins title="transcriber's note">like this</ins>.
+The original text appears when hovering the cursor over the marked text.</p>
+</div>
+
+<p class="center" style="font-size: x-large; font-style: italic;">The Clock that Had<br/>
+no Hands</p>
+
+
+<div id="title-page">
+<h1>The Clock that Had<br/>
+no Hands</h1>
+
+
+<div style="font-size: large;">
+<p class="center">And Nineteen Other Essays<br/>
+About Advertising</p>
+
+<p class="center">By<br/>
+<big>Herbert Kaufman</big></p>
+
+<div class="figcenter" style="width: 80px; margin: 4em auto;">
+<img src="images/logo.png" width="80" height="81" alt="" title="" />
+</div>
+
+<p class="center" style="line-height: 1.5em;">New York<br/>
+George H. Doran Company</p>
+</div>
+</div>
+
+
+<div id="copyright">
+<p class="center">COPYRIGHT, 1908<br/>
+BY THE CHICAGO TRIBUNE</p>
+
+<p class="center">COPYRIGHT, 1912<br/>
+GEORGE H. DORAN COMPANY</p>
+
+<p class="center" style="margin-top: 8em; font-size: 0.9em;">THE·PLIMPTON·PRESS<br/>
+[W·D·O]<br/>
+NORWOOD·MASS·U·S·A</p>
+</div>
+
+
+
+<h2 class="new-h2">Contents</h2>
+
+
+<table id="toc" summary="Contents">
+<tr>
+	<th colspan="2" class="right">PAGE</th>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Clock_that_Had_no_Hands">The Clock that Had no Hands</a></td>
+	<td class="right">1</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Cannon_that_Modernized_Japan">The Cannon that Modernized Japan</a></td>
+	<td class="right">7</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Tailor_who_Paid_too_Much">The Tailor who Paid too Much</a></td>
+	<td class="right">13</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Man_who_Retreats_before_His_Defeat">The Man who Retreats before His Defeat</a></td>
+	<td class="right">19</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Dollar_that_Cant_be_Spent">The Dollar that Can't be Spent</a></td>
+	<td class="right">25</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Pass_of_Thermopylae">The Pass of Thermopylae</a></td>
+	<td class="right">31</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Perambulating_Showcase">The Perambulating Showcase</a></td>
+	<td class="right">37</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#How_Alexander_Untied_the_Knot">How Alexander Untied the Knot</a></td>
+	<td class="right">43</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#If_It_Fits_You_Wear_this_Cap">If It Fits You, Wear this Cap</a></td>
+	<td class="right">49</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#You_Must_Irrigate_Your_Neighborhood">You Must Irrigate Your Neighborhood</a></td>
+	<td class="right">55</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#Catos_Follow-up_System">Cato's Follow-up System</a></td>
+	<td class="right">61</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#How_to_Write_Retail_Advertising_Copy">How to Write Retail Advertising Copy</a></td>
+	<td class="right">67</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Difference_between_Amusing_and_Convincing">The Difference between Amusing and Convincing</a></td>
+	<td class="right">75</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#Some_Donts_when_You_Do_Advertise">Some Don'ts when You Do Advertise</a></td>
+	<td class="right">79</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Doctor_whose_Patients_Hang_On">The Doctor whose Patients Hang On</a></td>
+	<td class="right">85</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Horse_that_Drew_the_Load">The Horse that Drew the Load</a></td>
+	<td class="right">91</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Cellar_Hole_and_the_Sewer_Hole">The Cellar Hole and the Sewer Hole</a></td>
+	<td class="right">97</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Neighborhood_of_Your_Advertising">The Neighborhood of Your Advertising</a></td>
+	<td class="right">103</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Mistake_of_the_Big_Steak">The Mistake of the Big Steak</a></td>
+	<td class="right">109</td>
+</tr>
+<tr>
+	<td class="smcap"><a href="#The_Omelette_Souffle">The Omelette Soufflé</a></td>
+	<td class="right">113</td>
+</tr>
+</table>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_1">1&ndash;2</a></span></div>
+<h2><a name="The_Clock_that_Had_no_Hands">The Clock that Had
+no Hands</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_3">3</a></span></div>
+<p class="second-heading">The Clock that Had
+no Hands</p>
+
+
+<p class="drop-cap"><span class="first-word">Newspaper</span> advertising is to business,
+what hands are to a clock. It
+is a direct and <em>certain</em> means of
+letting the public know <em>what you are doing</em>.
+In these days of intense and vigilant commercial
+contest, a dealer who does not advertise
+is like <em>a clock that has no hands</em>. He
+has no way of recording his movements. He
+can no more expect a twentieth century
+success with nineteenth century methods,
+than he can wear the same sized shoes as
+a <em>man</em>, which fitted him in his <em>boyhood</em>.</p>
+
+<p>His father and mother were content with
+neighborhood shops and bobtail cars; nothing
+better could be had in their day. They
+were accustomed to <em>seek</em> the merchant instead
+of being sought <em>by</em> him. They dealt
+&ldquo;around the corner&rdquo; in one-story shops
+<span class="pagenum"><a name="Page_4">4</a></span>which depended upon the <em>immediate friends</em>
+of the dealer for support. So long as the
+city was made up of such neighborhood
+units, each with a full outfit of butchers,
+bakers, clothiers, jewelers, furniture dealers
+and shoemakers, it was possible for the
+proprietors of these little establishments
+to exist and make a profit.</p>
+
+<p>But as population increased, transit facilities
+spread, sections became specialized,
+block after block was entirely devoted to
+stores, and mile after mile became solely
+occupied by homes.</p>
+
+<p>The purchaser and the storekeeper <em>grew
+farther and farther apart</em>. It was <em>necessary</em>
+for the merchant to find a <em>substitute</em> for
+his direct personality, which <em>no longer served</em>
+to draw customers to his door. <em>He had to
+have a bond between the commercial center
+and the home center.</em> Rapid transit eliminated
+distance but advertising was necessary
+to inform people <em>where</em> he was located and
+<em>what he had to sell</em>. It was a natural outgrowth
+of changed conditions&mdash;the beginning
+of <em>a new era</em> in trade which no longer
+relied upon personal acquaintance for success.</p>
+
+<p><span class="pagenum"><a name="Page_5">5&ndash;6</a></span>
+Something more wonderful than the
+fabled philosopher's stone came into being,
+and the beginnings of <em>fortunes which would
+pass the hundred million mark and place
+tradesmen's daughters</em> upon <em>Oriental thrones</em>
+grew from this new force. Within fifty
+years it has become as vital to industry as
+<em>steam</em> to <em>commerce</em>.</p>
+
+<p>Advertising is <em>not</em> a <em>luxury</em> nor a <em>debatable
+policy</em>. <em>It has proven its case.</em> Its record
+is traced in the skylines of cities where a
+hundred towering buildings stand as a
+lesson of reproach to the men who had the
+<em>opportunity</em> but <em>not</em> the <em>foresight</em>, and furnish
+a constant inspiration to the <em>young merchant</em>
+at the <em>threshold</em> of his career.</p>
+
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_7">7&ndash;8</a></span></div>
+<h2><a name="The_Cannon_that_Modernized_Japan">The Cannon that Modernized
+Japan</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_9">9</a></span></div>
+<p class="second-heading">The Cannon that
+Modernized Japan</p>
+
+
+<p class="drop-cap"><span class="first-word">Business</span> is no longer a man to man
+contact, in which the seller and the
+buyer establish a <em>personal</em> bond, any
+more than battle is a hand-to-hand grapple
+wherein bone and muscle and sinew decide
+the outcome. <em>Trade</em> as well as <em>war</em> has
+changed aspect&mdash;<em>both are now fought at long
+range</em>.</p>
+
+<p>Just as a present day army of heroes
+would have no opportunity to display the
+<em>individual</em> valor of its members, just so
+a merchant who counts upon his direct
+acquaintanceship for success, is a relic of
+the past&mdash;<em>a business dodo</em>.</p>
+
+<p>Japan changed her policy of exclusion to
+foreigners, after a fleet of warships battered
+down the Satsuma fortifications. The
+Samurai, who had hitherto considered their
+<span class="pagenum"><a name="Page_10">10</a></span>blades and bows efficient, discovered that
+one cannon was mightier than all the swords
+in creation&mdash;<em>if they could not get near enough
+to use them</em>. Japan profited by the lesson.
+She did not wait until <em>further</em> ramparts were
+pounded to pieces but was satisfied with her
+<em>one</em> experience and proceeded to modernize
+her methods.</p>
+
+<p>The merchant who doesn't advertise is
+pretty much in the same position as that
+in which Japan stood when her eyes were
+opened to the fact that <em>times had changed</em>.
+The long range publicity of a competitor
+will as surely destroy his business as the
+cannon of the foreigners crumbled the walls
+of Satsuma. Unless you take the lesson to
+heart, unless you <em>realize</em> the importance of
+advertising, not only as a means of <em>extending</em>
+your business but for <em>defending</em> it as
+well, you must be prepared to face the consequences
+of a folly as great as that of a
+duelist who expects to survive in a contest
+in which his <em>adversary</em> bears a <em>sword twice
+the length of his own</em>.</p>
+
+<p>Don't think that it's <em>too late</em> to begin because
+there are so many stores which have
+<span class="pagenum"><a name="Page_11">11</a></span>had the advantage of years of cumulative
+advertising. The city is growing. It will
+grow even more next year. It needs <em>increased
+trading facilities</em> just as it's hungry
+for new neighborhoods.</p>
+
+<p><em>But it will never again support neighborhood
+stores.</em> Newspaper advertising has
+reduced the value of being <em>locally prominent</em>,
+and five cent street car fares have
+cut out the advantage of being &ldquo;<em>around
+the corner</em>.&rdquo; A store five miles away, can
+reach out through the columns of the daily
+newspaper and draw your next door neighbor
+to its aisles, while you sit by and see the
+people on your own block enticed away,
+without your being able to retaliate or
+secure <em>new</em> customers to take their place.</p>
+
+<p>It is not a question of your ability to
+<em>stand the cost</em> of advertising but of being
+able to <em>survive without it</em>. The thing you
+have to consider is not only an <em>extension</em>
+of your business but of holding <em>what you
+already have</em>.</p>
+
+<p>Advertising is an <em>investment</em>, the cost of
+which is in the same proportion to its <em>returns</em>
+as <em>seeds</em> are to the <em>harvest</em>. And it is just as
+<span class="pagenum"><a name="Page_12">12</a></span>preposterous for you to consider publicity
+as an expense, as it would be for a farmer
+to hesitate over purchasing a <em>fertilizer</em>, if he
+discovered that he could <em>profitably increase</em>
+his crops by <em>employing</em> it.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_13">13&ndash;14</a></span></div>
+<h2><a name="The_Tailor_who_Paid_too_Much">The Tailor who Paid
+too Much</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_15">15</a></span></div>
+<p class="second-heading">The Tailor who Paid
+too Much</p>
+
+
+<p class="drop-cap"><span class="first-word">I was</span> buying a cigar last week when a
+man dropped into the shop and after
+making a purchase told the proprietor
+that he had started a clothes shop around
+the corner and quoted him prices, with the
+assurance of best garments and terms.</p>
+
+<p>After he left the cigar man turned to me
+and said:</p>
+
+<p>&ldquo;Enterprising fellow, that, he'll get
+along.&rdquo;</p>
+
+<p>&ldquo;But he <em>won't</em>,&rdquo; I replied, &ldquo;and, furthermore,
+I'll wager you that he hasn't the sort
+of clothes shop that will <em>enable</em> him to.&rdquo;</p>
+
+<p>&ldquo;What made you think that?&rdquo; queried
+the man behind the counter.</p>
+
+<p>&ldquo;His theories are wrong,&rdquo; I explained;
+&ldquo;he's relying upon word of mouth publicity
+to build up his business and he can't <em>interview
+<span class="pagenum"><a name="Page_16">16</a></span>enough individuals</em> to compete with a
+merchant, who has sense enough to say the
+<em>same</em> things he told you, to a <em>hundred
+thousand</em> men, while he is telling it to <em>one</em>.
+Besides, his method of advertising is <em>too expensive</em>.
+Suppose he sees a <em>hundred</em> persons
+every day. First of all, he is robbing his
+business of its necessary direction and besides,
+he is spending too much to reach every
+man he solicits.&rdquo;</p>
+
+<p>&ldquo;I don't quite follow you.&rdquo;</p>
+
+<p>&ldquo;Well, as the proprietor of a clothes shop
+his own time is so valuable that I am very
+conservative in my estimate when I put
+the cost of his soliciting at five cents a head.</p>
+
+<p>&ldquo;Now, if he were <em>really</em> able and clever
+he would discover that he can talk to hundreds
+of thousands of people at a tenth of
+a cent per individual. There is not a newspaper
+in town the advertising rate of which
+is $1.00 per thousand circulation, for a space
+big enough in which to <em>display what he said
+to you</em>.&rdquo;</p>
+
+<p>&ldquo;I never looked at it <em>that</em> way,&rdquo; said the
+cigar man.</p>
+
+<p>It's only &ldquo;<em>the man who hasn't looked at
+<span class="pagenum"><a name="Page_17">17&ndash;18</a></span>it that way</em>,&rdquo; who hesitates for an instant
+over the advisability and profitableness of
+newspaper publicity.</p>
+
+<p>Newspaper advertising is the cheapest
+channel of communication ever established
+by man. A thousand letters with one-cent
+stamps, will easily cost fifteen dollars and
+not one envelope in ten will be opened because
+<em>the very postage</em> is an invitation to the
+wastebasket.</p>
+
+<p>If there were anything <em>cheaper</em> rest assured
+that the greatest merchants in
+America would not spend individual sums
+ranging up to <em>half a million dollars a year
+and over</em>, upon this form of attracting trade.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_19">19&ndash;20</a></span></div>
+<h2><a name="The_Man_who_Retreats_before_His_Defeat">The Man who Retreats
+before His Defeat</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_21">21</a></span></div>
+<p class="second-heading">The Man who
+Retreats before His
+Defeat</p>
+
+
+<p class="drop-cap"><span class="first-word">Advertising</span> <em>isn't</em> magic. There
+is no element of the black art about
+it. In its best and highest form it
+is <em>plain</em> talk, <em>sane</em> talk&mdash;<em>selling</em> talk. Its
+results are in proportion to the <em>merit</em> of the
+subject advertised and the <em>ability</em> with
+which the advertising is done.</p>
+
+<p>There are two great obstacles to advertising
+profit, and both of them arise from
+ignorance of the <em>real</em> functions and workings
+of publicity.</p>
+
+<p>The first is to advertise <em>promises</em> which
+will not be <em>fulfilled</em>,&mdash;because all that advertising
+can do when it <em>accomplishes most</em>,
+is to influence the reader to <em>investigate</em> your
+claims.</p>
+
+<p><span class="pagenum"><a name="Page_22">22</a></span>
+<em>If you promise the earth and deliver the
+moon, advertising will not pay you.</em></p>
+
+<p>If you bring men and women to your
+store on <em>pretense</em> and fail to <em>make good</em>,
+advertising will have <em>harmed</em> you, because
+it has only drawn attention to the fact that
+you are to be <em>avoided</em>.</p>
+
+<p>It is as <em>unjust</em> to charge advertising with
+<em>failure</em> under these conditions, as it would be
+for your <em>neighbor</em> to rob a bank and make
+you responsible for <em>his</em> misdeed. In brief,
+<em>advertised</em> dishonesty is <em>even more profitless</em>
+than <em>unexploited</em> deception.</p>
+
+<p>The other great error in advertising is to
+expect more <em>out</em> of advertising than there
+is <em>in</em> it.</p>
+
+<p><em>Advertising is seed which a merchant plants
+in the confidence of the community.</em> He must
+allow time for it to <em>grow</em>. Every successful
+advertiser has to be <em>patient</em>. The time that
+it takes to arrive at results rests entirely
+with the ability and determination devoted
+to the work. But you cannot turn
+back when you have traveled half way and
+declare that the <em>path</em> is wrong.</p>
+
+<p>You can't advertise for a <em>week</em>, and because
+<span class="pagenum"><a name="Page_23">23</a></span>your store isn't crowded, say it hasn't
+<em>paid</em> you. It takes a certain period to
+attract the attention of readers. Everybody
+doesn't see what you print the <em>first</em> time it
+appears. More will notice your copy the
+<em>second day</em>, <em>a great many more</em> at the end
+of a month.</p>
+
+<p>You cannot expect to win the confidence
+of the community to the same degree that
+other men have obtained it, without taking
+pretty much the same length of time that
+<em>they</em> did. But you <em>can</em> cut short the period
+between your introduction to your reader
+and his introduction to your <em>counters</em>, by
+spending <em>more</em> effort in preparing your
+<em>copy</em> and displaying a greater amount of
+convincingness.</p>
+
+<p>You mustn't act like the little girl who
+sowed a garden and came out the <em>next
+day</em> expecting to find it in <em>full bloom</em>. Her
+father had to explain to her that plants
+require <em>roots</em> and that, although she could
+not <em>see</em> what was going on, <em>the seeds were
+doing their most important work just before
+the flowers showed above ground</em>.</p>
+
+<p>So <em>advertising is</em> doing its most <em>important</em>
+<span class="pagenum"><a name="Page_24">24</a></span>work before the big results eventuate, and
+to abandon the money which has been
+invested just before results arrive, is not
+only foolish but childish. <em>It would be just
+as logical for a farmer to desert his fields
+because he cannot harvest his corn a week
+after he planted it.</em></p>
+
+<p>Advertising does not require <em>faith</em>&mdash;merely
+<em>common sense</em>. If it is begun in
+doubt and relinquished before normal results
+can be <em>reasonably</em> looked for, the fault
+does not lie with the newspaper nor with
+publicity&mdash;the blame is solely on the head
+of the coward who <em>retreated before he was
+defeated</em>.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_25">25&ndash;26</a></span></div>
+<h2><a name="The_Dollar_that_Cant_be_Spent">The Dollar that Can't
+be Spent</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_27">27</a></span></div>
+<p class="second-heading">The Dollar that
+Can't be Spent</p>
+
+
+<p class="drop-cap"><span class="first-word">Every</span> dollar spent in advertising is
+not only a <em>seed</em> dollar which <em>produces
+a profit</em> for the merchant, but is actually
+<em>retained</em> by him even <em>after he has
+paid it to the publisher</em>.</p>
+
+<p>Advertising creates <em>a good will</em> equal to
+the cost of the publicity.</p>
+
+<p>Advertising <em>really costs nothing</em>. While it
+<em>uses</em> funds it does not <em>use them up</em>. It helps
+the founder of a business to grow rich and
+then <em>keeps</em> his business alive after his death.</p>
+
+<p><em>It eliminates the personal equation.</em> It
+perpetuates confidence <em>in the store</em> and makes
+it possible for a merchant <em>to withdraw</em> from
+<em>business</em> without having the <em>profits</em> of the
+business <em>withdrawn</em> from <em>him</em>. It changes
+a <em>name</em> to an <em>institution</em>&mdash;an institution
+which will <em>survive</em> its builder.</p>
+
+<p><span class="pagenum"><a name="Page_28">28</a></span>
+It is really an <em>insurance policy</em> which
+costs nothing&mdash;<em>pays</em> a premium each year
+instead of <em>calling for</em> one and renders it
+possible to change the entire personnel of a
+business without disturbing its prosperity.</p>
+
+<p>Advertising renders the <em>business</em> stronger
+than the <em>man</em>&mdash;independent of his presence.
+It permanentizes systems of merchandising,
+the track of which is left for others to follow.</p>
+
+<p>A business which is <em>not</em> advertised <em>must</em>
+rely upon the <em>personality</em> of its proprietor,
+and personality in business is a decreasing
+factor. The public <em>does not want to know
+the man</em> who owns the store&mdash;it isn't interested
+in <em>him</em> but in his goods. When an unadvertised
+business is sold it is only worth as
+much as its <em>stock of goods and its fixtures</em>.
+There is no good will to be paid for&mdash;<em>it does
+not exist</em>&mdash;it has <em>not</em> been <em>created</em>. The name
+over the door <em>means nothing</em> except to the
+limited stream of people from the immediate
+neighborhood, any of whom could tell
+you <em>more</em> about some store ten miles away
+which has regularly delivered its shop news
+to their breakfast table.</p>
+
+<p><span class="pagenum"><a name="Page_29">29&ndash;30</a></span>
+It is as <em>shortsighted</em> for a man to build a
+business which <em>dies with his death</em> or ceases
+with his inaction, as it <em>is unfair</em> for him not
+to provide for the <em>continuance of its income
+to his family</em>.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_31">31&ndash;32</a></span></div>
+<h2><a name="The_Pass_of_Thermopylae">The Pass of Thermopylae</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_33">33</a></span></div>
+<p class="second-heading">The Pass of
+Thermopylae</p>
+
+
+<p class="drop-cap"><span class="first-word">Xerxes</span> once led a million soldiers
+out of Persia in an effort to capture
+Greece, but his invasion failed
+utterly, because a Spartan captain had entrenched
+a hundred men in a narrow mountain
+pass, which controlled the road into
+Lacedaemon. <em>The man who was first on the
+ground had the advantage.</em></p>
+
+<p>Advertising is full of opportunities for
+men who are <em>first</em> on the ground.</p>
+
+<p>There are hundreds of advertising passes
+waiting for some one to occupy them. The
+first man who realizes that his line will be
+helped by publicity, has a <em>tremendous opportunity</em>.
+He can gain an advantage over
+his competitors that they can never possess.
+Those who <em>follow</em> him must spend more
+money to <em>equal</em> his returns. They must not
+<span class="pagenum"><a name="Page_34">34</a></span>only <em>invest as much</em>, <em>to get as much</em>, but
+they must as well, spend an extra sum to
+<em>counteract</em> the influence that he has <em>already
+established</em> in the community.</p>
+
+<p>Whatever men sell, whether it is actual
+merchandise or brain vibrations, can be
+<em>more easily</em> sold with the aid of advertising.
+Not one half of the businesses which <em>should</em>
+be exploited are appearing in the newspapers.
+<em>Trade grows as reputation grows
+and advertising spreads reputation.</em></p>
+
+<p>If you are engaged in a line which is
+waiting for an advertising pioneer, realize
+what a wonderful chance you have of being
+the first of your kind to appeal directly to
+the public. You stand a better chance of
+leadership than those who have handicapped
+their strength, by permitting you to <em>get on
+the ground</em> before they could outstrip you.
+You gain a prestige that those who <em>follow</em>
+you, must spend more money to <em>counteract</em>.</p>
+
+<p>If your particular line is <em>similar</em> to some
+other trade or business which has <em>already</em>
+been introduced to the reading public, it's
+up to you to start in <em>right now</em> and join your
+competitors in contesting for the attention
+<span class="pagenum"><a name="Page_35">35&ndash;36</a></span>of the community. The longer you <em>delay</em>
+the more you <em>decrease</em> your chances of
+<em>surviving</em>. Every man who outstrips you
+is another <em>opponent</em>, who must be met and
+grappled with, for <em>the right of way</em>.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_37">37&ndash;38</a></span></div>
+<h2><a name="The_Perambulating_Showcase">The Perambulating Showcase</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_39">39</a></span></div>
+<p class="second-heading">The Perambulating
+Showcase</p>
+
+
+<p class="drop-cap"><span class="first-word">The</span> newspaper is a <em>huge</em> shop window,
+carried about the city and delivered
+daily into hundreds of thousands
+of homes, to be examined at the leisure of
+the reader. This shop window is unlike the
+actual plate glass showcase only in <em>one</em>
+respect&mdash;it makes display of <em>descriptions</em>
+instead of <em>articles</em>.</p>
+
+<p>You have often been impressed by the
+difference between the decorations of two
+window-trimmers, each of whom employed
+the same materials for his work. The one
+drew your attention and held it by the grace
+and cleverness and art manifested in his
+display. The other realized so little of the
+possibilities in the materials placed at his
+disposal, that unless some one called your
+<span class="pagenum"><a name="Page_40">40</a></span>attention to his mediocrities you would
+have gone on unconscious of their existence.</p>
+
+<p>An advertiser must know that he gets
+his results in accordance with the <em>skill</em> exercised
+in preparing his verbal displays.
+He must make people <em>stop</em> and pause. <em>His
+copy has to stand out.</em></p>
+
+<p>He must not only make a show of things
+that are attractive to the eye but are
+attractive to the people's needs, as well.</p>
+
+<p>The window-trimmer must not make the
+mistake of thinking that the showiest stocks
+are the most salable. The advertiser must
+not make the mistake of thinking that the
+showiest words are the most clinching.</p>
+
+<p>Windows are too few in number to be
+used with indiscretion. The good merchant
+puts those goods back of his plate glass
+which nine people out of ten will want, once
+they have seen them.</p>
+
+<p>The good advertiser tells about goods
+which nine readers out of ten will buy, if
+they can be convinced.</p>
+
+<p>Newspaper space itself is only the window,
+just as the showcase is but a frame
+for merchandise pictures. A window on a
+<span class="pagenum"><a name="Page_41">41&ndash;42</a></span>crowded street, in the best neighborhood,
+where prosperous persons pass continually,
+is more desirable, than one in a cheap,
+sparsely settled neighborhood. An advertisement
+in a newspaper with the most
+readers and the most <em>prosperous</em> ones, possesses
+a great advantage over the same copy,
+in a medium circulating among persons who
+possess less means. It would be foolish for
+a shop to build its windows in an alley-way&mdash;and
+just as much so to put its
+advertising into newspapers which are
+distributed among &ldquo;alley-dwellers.&rdquo;</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_43">43&ndash;44</a></span></div>
+<h2><a name="How_Alexander_Untied_the_Knot">How Alexander Untied the
+Knot</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_45">45</a></span></div>
+<p class="second-heading">How Alexander Untied
+the Knot</p>
+
+
+<p class="drop-cap"><span class="first-word">Alexander</span> the Great was being
+shown the Gordian Knot. &ldquo;It
+can't be untied,&rdquo; they told him;
+&ldquo;every man who tried to do so, failed.&rdquo;</p>
+
+<p>But Alexander was not discouraged because
+the <em>rest</em> had flunked. He simply
+realized that he would have to go at it in
+a <em>different</em> way. And instead of wasting
+time with his <em>fingers</em>, he drew his sword and
+<em>slashed</em> it apart.</p>
+
+<p>Every day a great business general is
+shown some knot which has proven too
+much for his competitors, and he succeeds,
+because he finds a way to <em>cut</em> it. The
+fumbler has no show so long as there is a
+brother merchant who doesn't waste time
+trying to accomplish the impossible&mdash;who
+takes lessons from the <em>failures</em> about him
+<span class="pagenum"><a name="Page_46">46</a></span>and avoids the methods which were their
+downfall.</p>
+
+<p>The knottiest problems in trade are:</p>
+
+<ul>
+<li>1&mdash;The problem of location.</li>
+
+<li>2&mdash;The problem of getting the crowds.</li>
+
+<li>3&mdash;The problem of keeping the crowds.</li>
+
+<li>4&mdash;The problem of minimizing fixed
+expenses.</li>
+
+<li>5&mdash;The problem of creating a valuable
+good will.</li>
+</ul>
+
+<p>None of these knots is going to be untied
+by fumbling fingers. They are too complicated.
+They're all inextricably involved&mdash;so
+twisted and entangled that they can't
+be solved singly&mdash;like the Gordian knot
+<em>they must be cut through at one stroke</em>. And
+you can't cut the knot with anything but
+advertising&mdash;because:</p>
+
+
+<ul>
+<li>1&mdash;A store that is constantly before the
+people makes its own neighborhood.</li>
+
+<li>2&mdash;Crowds can be brought from anywhere
+by daily advertising.</li>
+
+<li>3&mdash;Customers can always be held by
+inducements.</li>
+
+<li>4&mdash;Fixed<span class="pagenum"><a name="Page_47">47</a></span> expenses can only be reduced
+by increasing the volume of sales.</li>
+
+<li>5&mdash;Good will can only be created through
+publicity.</li>
+</ul>
+
+<p>Advertising is breeding new giants every
+year and making them more powerful every
+hour. Publicity is the sustaining food of a
+<em>powerful</em> store and the only strengthening
+nourishment for a <em>weak</em> one. The retailer
+who delays his entry into advertising must
+pay the penalty of his procrastination by
+facing more giant competitors as each
+month of opportunity slips by.</p>
+
+<p>Personal ability as a close purchaser and
+as a clever seller, doesn't count for a hang,
+so long as other men are equally well posted
+and wear the sword of publicity to boot.
+They are able to tie your business into constantly
+closer knots, while you cannot
+retaliate, because there is no knot which
+their advertising cannot cut for them.</p>
+
+<p>Yesterday you lost a customer&mdash;today
+they took one&mdash;tomorrow they'll get
+another. You cannot cope with their competition
+because you haven't the weapon
+<span class="pagenum"><a name="Page_48">48</a></span>with which to oppose it. You can't untie
+your Gordian knot because it can't be
+<em>untied</em>&mdash;you've got to <em>cut</em> it.</p>
+
+<p>You must become an advertiser or you
+must pay the penalty of incompetence.</p>
+
+<p>You not only require the newspaper to
+fight for a more <em>hopeful tomorrow</em>, but
+to keep <em>today's</em> situation from becoming
+<em>hopeless</em>.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_49">49&ndash;50</a></span></div>
+<h2><a name="If_It_Fits_You_Wear_this_Cap">If It Fits You, Wear
+this Cap</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_51">51</a></span></div>
+<p class="second-heading">If It Fits You, Wear
+this Cap</p>
+
+
+<p class="drop-cap"><span class="first-word">Advertising</span> isn't a crucible with
+which lazy, bigoted and incapable
+merchants can turn incompetency
+into success&mdash;but one into which brains and
+tenacity and courage <em>can</em> be poured and
+changed into dollars. It is only a short
+cut across the fields&mdash;<em>not</em> a moving platform.
+You can't &ldquo;get there&rdquo; without
+&ldquo;going some.&rdquo;</p>
+
+<p>It's a game in which the <em>worker</em>&mdash;not
+the <em>shirker</em>&mdash;gets rich.</p>
+
+<p>By its measurement every man stands
+for what he <em>is</em> and for what he <em>does</em>, <em>not</em>
+for what he <em>was</em> and what he <em>did</em>.</p>
+
+<p>Every day in the advertising world is
+<em>another</em> day and has to be taken care of
+with the same energy as its <em>yesterday</em>.</p>
+
+<p>The quitter <em>can't survive</em> where the <em>plugger</em>
+has the ghost of a chance.</p>
+
+<p><span class="pagenum"><a name="Page_52">52</a></span>Advertising doesn't take the place of
+business talent or business management.
+It simply tells what a business <em>is</em> and <em>how</em>
+it is managed. The snob whose father
+<em>created</em> and who is content to live on what
+was <em>handed</em> to him, can't stand up against
+the man who knows he <em>must build for
+himself</em>.</p>
+
+<p>What makes <em>you</em> think that <em>you</em> are entitled
+to prosper as well as a competitor
+who <em>works twice as hard</em> for his prosperity?</p>
+
+<p>Why should as many people deal at <em>your</em>
+store, as patronize a shop that makes an
+endeavor to <em>get</em> their trade and shows them
+that it is <em>worth while</em> to come to its doors?</p>
+
+<p>Why should a newspaper send as many
+customers to <em>you</em>, in <em>half</em> the time it took to
+fill an establishment which advertised <em>twice</em>
+as long and <em>paid twice as much</em> for its
+publicity?</p>
+
+<p>This is the day when the <em>best</em> man wins&mdash;after
+he <em>proves</em> that he <em>is</em> the best man&mdash;when
+the <em>best</em> store wins, when it has shown
+that it <em>is</em> the best store&mdash;when the best
+<em>goods</em> win, after they've been <em>demonstrated
+to be</em> the best goods.</p>
+
+<p><span class="pagenum"><a name="Page_53">53&ndash;54</a></span>If you want the <em>plum</em> you can't get it by
+lying under the <em>tree</em> with your mouth open
+waiting for it to drop&mdash;too many other
+men are willing to climb out on the limb
+and risk their necks in their eagerness to
+get it away from you.</p>
+
+<p>It is a <em>man's</em> game&mdash;this advertising&mdash;just
+hanging on and tugging and straining
+all the time to <em>get</em> and <em>keep</em> ahead. It is
+the finite expression of the law of Competition,
+which sits in blind-folded justice over
+the markets of the world.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_55">55&ndash;56</a></span></div>
+<h2><a name="You_Must_Irrigate_Your_Neighborhood">You Must Irrigate Your
+Neighborhood</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_57">57</a></span></div>
+<p class="second-heading">You Must Irrigate
+Your Neighborhood</p>
+
+
+<p class="drop-cap"><span class="first-word">Half</span> a century ago there were ten
+million acres of land, within a
+thousand miles of Chicago, upon
+which not even a blade of grass would grow.
+Today upon these very deserts are wonderful
+orchards and tremendous wheatfields.
+<em>The soil itself was full of possibilities. What
+the land needed was water.</em> In time there
+came farmers who knew that they could not
+expect the streams <em>to come to them</em>, and so
+they dug ditches and <em>led the water to their
+properties</em> from the surrounding rivers and
+lakes; they tilled the earth with their <em>brains</em>
+as well as their <em>plows</em>&mdash;they became rich
+through <em>irrigation</em>.</p>
+
+<p>Advertising has made thousands of men
+rich, just because they recognized the possibilities
+of utilizing the newspapers to bring
+<span class="pagenum"><a name="Page_58">58</a></span>streams of buyers into neighborhoods that
+could be made busy locations by irrigation&mdash;<em>by
+drawing people from other sections</em>.</p>
+
+<p>The successful retailer is the man who
+keeps the stream of purchasers coming his
+way. It isn't the <em>spot itself</em> that makes
+the <em>store</em> pay&mdash;it's the <em>man</em> who makes the
+<em>spot</em> pay. Centers of trade are not selected
+by the public&mdash;they are created by the
+force which <em>controls</em> the public&mdash;the newspapers.</p>
+
+<p>New neighborhoods for business are being
+constantly built up by men who have
+located themselves in streets which they
+have changed from deserted by-ways into
+teeming, jostling thoroughfares, through
+advertising irrigation.</p>
+
+<p>The storekeeper who whines that his
+neighborhood holds him back is squinting
+at the truth&mdash;<em>he is hurting the neighborhood</em>.</p>
+
+<p>If it lacks streams of buyers, he can
+easily enough secure them by reaching out
+through the columns of the daily and inducing
+people from <em>other</em> sections to come
+to him. Every time he influences a customer
+of a competitor he is not only irrigating
+<span class="pagenum"><a name="Page_59">59&ndash;60</a></span>his <em>own</em> field but is diverting the
+streams upon which a <em>non-advertising</em> merchant
+depends for existence. Men and
+women who live next door to a shop that
+does not plead for their custom will eventually
+be drawn to an establishment <em>miles</em>
+away because they have been made to
+believe in some advantage to be gained
+thereby.</p>
+
+<p>The circulation of <em>every</em> daily is nothing
+less than a <em>reservoir</em> of buyers, from which
+shoppers stream in the direction that promises
+the <em>most value</em> for the <em>least money</em>.</p>
+
+<p>The magic development of the desert
+lands, has its parallel in merchandising of
+men who consider the newspaper an irrigating
+power which can make <em>two</em> customers
+grow where <em>one</em> grew before.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_61">61&ndash;62</a></span></div>
+<h2><a name="Catos_Follow-up_System">Cato's Follow-up System</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_63">63</a></span></div>
+<p class="second-heading">Cato's Follow-up
+System</p>
+
+
+<p class="drop-cap"><span class="first-word">If</span> a man lambasted you on the eye and
+walked away and waited a week before
+he repeated the performance, he
+wouldn't hurt you very badly. Between
+attacks you would have an opportunity to
+recover from the effect of the first blow.</p>
+
+<p>But if he smashed you and <em>kept mauling</em>,
+each impact of his fist would find you less
+able to stand the hammering, and a half-dozen
+jabs would probably <em>knock you down</em>.</p>
+
+<p>Now advertising is, after all, a matter of
+<em>hitting the eye of the public</em>. If you allow too
+great an interval to elapse between insertions
+of copy the effect of the first advertisement
+will have worn <em>away</em> by the
+time you hit again. You may continue
+your scattered talks over a stretch of years,
+but you will not derive the same benefit
+<span class="pagenum"><a name="Page_64">64</a></span>that would result from a greater concentration.
+In other words, by appearing in print
+<em>every</em> day, you are able to get the benefit
+of the impression created <em>the day
+before</em>, and as each piece of copy makes its
+appearance, the result of your publicity on
+the reader's mind is more pronounced&mdash;you
+<ins title="musn't">mustn't</ins> stop short of a <em>knock-down
+impression</em>.</p>
+
+<p><em>Persistence is</em> the foundation of advertising
+success. Regularity of insertion is <em>just
+as important</em> as clever phrasing. The man
+who <em>hangs on</em> is the man who <em>wins out</em>.
+Cato the Elder is an example to every
+merchant who <em>uses</em> the newspapers and
+should be an inspiration to every storekeeper
+who does <em>not</em>. For twenty years he
+arose daily in the Roman senate and cried
+out for the destruction of Carthage. In the
+beginning he found his conferees very unresponsive.
+But he <em>kept on</em> every day,
+month after month and year after year,
+sinking into the minds of all the necessity
+of destroying Carthage, until he set all the
+senate thinking upon the subject and <em>in the
+end</em> Rome sent an army across the Mediterranean
+<span class="pagenum"><a name="Page_65">65&ndash;66</a></span>and ended the reign of the Hannibals
+and Hamilcars over northern Africa. <em>The
+persistent utterances of a single man did it.</em></p>
+
+<p>The history of every mercantile success
+is <em>parallel</em>. The advertiser who does not let
+a day slip by without having his say, is
+bound to be heard and have his influence
+felt. Every insertion of copy brings stronger
+returns, because it has the benefit of
+what has been said <em>before</em>, until the public's
+attention is like an eye that has been
+so repeatedly struck, that the <em>least touch</em>
+of suggestion will feel like a blow.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_67">67&ndash;68</a></span></div>
+<h2><a name="How_to_Write_Retail_Advertising_Copy">How to Write Retail
+Advertising Copy</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_69">69</a></span></div>
+<p class="second-heading">How to Write Retail
+Advertising Copy</p>
+
+
+<p class="drop-cap"><span class="first-word">A skilled</span> layer of mosaics works
+with small fragments of stone&mdash;they
+fit into more places than the
+<em>larger</em> chunks.</p>
+
+<p>The skilled advertiser works with small
+words&mdash;they fit into <em>more</em> minds than <em>big</em>
+phrases.</p>
+
+<p>The simpler the language the greater
+certainty that it will be understood by
+the <em>least intelligent reader</em>.</p>
+
+<p>The construction engineer plans his road-bed
+where there is a <em>minimum of grade</em>&mdash;he
+works along the lines of <em>least resistance</em>.</p>
+
+<p>The advertisement which runs into mountainous
+style is badly surveyed&mdash;<em>all minds
+are not built for high grade thinking</em>.</p>
+
+<p>Advertising must be simple. When it is
+tricked out with the jewelry and silks of
+<span class="pagenum"><a name="Page_70">70</a></span>literary expression, it looks as much out of
+place as <em>a ball dress at the breakfast table</em>!</p>
+
+<p>The buying public is only interested in
+<em>facts</em>. People read advertisements to find
+out <em>what you have to sell</em>.</p>
+
+<p>The advertiser who can fire the <em>most facts</em>
+in the shortest time gets the <em>most returns</em>.
+Blank cartridges <em>make noise but they do not
+hit</em>&mdash;blank talk, however clever, is only
+wasted space.</p>
+
+<p>You force your salesmen to keep to solid
+facts&mdash;you don't allow <em>them</em> to sell muslin
+with quotations from Omar or trousers with
+excerpts from Marie Corelli. You must
+not tolerate in your <em>printed selling talk</em>
+anything that you are not willing to
+countenance in <em>personal salesmanship</em>.</p>
+
+<p>Cut out clever phrases if they are inserted
+to the sacrifice of clear explanations&mdash;<em>write
+copy as you talk</em>. Only be more brief.
+Publicity is costlier than conversation&mdash;ranging
+in price downward from $10 a line;
+talk is not cheap but the most expensive
+commodity in the world.</p>
+
+<p>Sketch in your ad to the stenographer.
+Then you will be so busy &ldquo;<em>saying it</em>&rdquo; that
+<span class="pagenum"><a name="Page_71">71</a></span>you will not have time to bother about the
+gewgaws of writing. Afterwards take the
+typewritten manuscript and cut out every
+word and every line that can be erased
+without omitting an important detail.
+What <em>remains</em> in the <em>end</em> is all that <em>really
+counted</em> in the <em>beginning</em>.</p>
+
+<p>Cultivate brevity and simplicity. &ldquo;<span lang="fr" xml:lang="fr">Savon
+Français</span>&rdquo; may <em>look</em> smarter, but more
+people will <em>understand</em> &ldquo;French Soap.&rdquo;
+Sir Isaac Newton's explanation of gravitation
+covers <em>six pages</em> but the schoolboy's
+terse and homely &ldquo;What goes up must
+come down&rdquo; clinches the whole thing in
+<em>six words</em>.</p>
+
+<p><em>Indefinite talk wastes</em> space. It is not
+100% productive. The copy that omits
+prices sacrifices half its pulling power&mdash;it
+has a tendency to bring <em>lookers</em> instead
+of <em>buyers</em>. It often creates false impressions.
+Some people are bound to conceive the idea
+that the goods are <em>higher priced</em> than in
+<em>reality</em>&mdash;others, by the same token, are
+just as likely to infer that the prices are
+<em>lower</em> and go away thinking that you have
+exaggerated your statements.</p>
+
+<p><span class="pagenum"><a name="Page_72">72</a></span>The reader must be <em>searched out</em> by the
+copy. Big space is cheapest because it
+<em>doesn't waste a single eye</em>. Publicity must
+be on the <em>offensive</em>. There are far too many
+advertisers who keep their lights on top <em>of</em>
+their bushel&mdash;the average citizen <em>hasn't
+time</em> to overturn your bushel.</p>
+
+<p>Small space is expensive. Like a <em>one-flake
+snowstorm</em>, there is not enough of it
+to lay.</p>
+
+<p>Space is a <em>comparative matter</em> after all.
+It is not a case of <em>how much</em> is used as <em>how
+it is used</em>. The passengers on the limited
+express may realize that Jones has tacked
+a twelve-inch shingle on every post and
+fence for a stretch of five miles, but they
+are <em>going too fast</em> to make out what the
+shingles say, yet the two feet letters of
+Brown's big bulletin board on top of the
+hill leap at them before they have a chance
+to dodge it. And at that it doesn't cost
+nearly so much as the <em>sum total</em> of Jones'
+dinky display.</p>
+
+<p>Just so advertisements attractively displayed
+every day or every other day for
+a year in one big newspaper, will find the
+<span class="pagenum"><a name="Page_73">73&ndash;74</a></span>eye of <em>all</em> readers, no matter how rapidly
+they may be &ldquo;going&rdquo; through the advertising
+pages and produce more results than a
+<em>dozen</em> piking pieces of copy scattered through
+<em>half a dozen</em> dailies.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_75">75&ndash;76</a></span></div>
+<h2><a name="The_Difference_between_Amusing_and_Convincing">The Difference between Amusing
+and Convincing</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_77">77</a></span></div>
+<p class="second-heading">The Difference between
+Amusing and Convincing</p>
+
+
+<p class="drop-cap"><span class="first-word">An</span> advertiser must realize that there
+is a vast difference between <em>amusing</em>
+people and <em>convincing</em> them.
+It does not pay to be &ldquo;smart&rdquo; at the line
+rate of the average first class daily. I suppose
+that I could draw the attention of
+everybody on the street by painting half
+of my face red and donning a suit of motley.
+I might have a sincere purpose in wishing
+<em>to attract</em> the crowd, but I would be deluding
+myself if I mistook the nature of their
+attention.</p>
+
+<p>The new advertiser is especially prone to
+misjudge between amusing and convincing
+copy. A humorous picture <em>may</em> catch the
+eyes of <em>every</em> reader, but it won't pay as
+well as an illustration of <em>some piece of merchandise</em>
+which will strike the eye of every
+<span class="pagenum"><a name="Page_78">78</a></span><em>buyer</em>. Merchants secure varying results
+from the same advertising space. The
+publisher delivers to each <em>the same quality of
+readers</em>, but the advertiser who plants
+<em>flippancy</em> in the minds of the community
+won't attain the benefit that is secured
+by the merchant who imprints <em>clinching</em>
+arguments there.</p>
+
+<p>Always remember that the advertising
+sections of newspapers are no different
+than farming lands. And it is as preposterous
+to hold the publisher responsible for
+the outcome of unintelligent copy as it
+would be unjust to blame the soil for bad
+seed and poor culture. <em>Every advertiser
+gets exactly the same number of readers from
+a publisher and the same readers</em>&mdash;after
+that it's up to him&mdash;the results fluctuate
+in accordance with the intelligence and the
+pulling power of the <em>copy</em> which is inserted.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_79">79&ndash;80</a></span></div>
+<h2><a name="Some_Donts_when_You_Do_Advertise">Some Don'ts when You
+Do Advertise</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_81">81</a></span></div>
+<p class="second-heading">Some Don'ts when You
+Do Advertise</p>
+
+
+<p class="drop-cap" style="width: 27.5em; margin: 2em auto;"><span class="first-word">The</span> <em>price</em> of the gun never hits the <em>bull's eye</em>.<br />
+And the <em>bang</em> seldom rattles the bells.<br />
+It's the <em>hand on the trigger</em> that cuts the <em>real</em> figger.<br />
+The <em>aim's</em> what amounts&mdash;<em>that's</em> what makes <em>record</em> counts&mdash;<br />
+Are <em>you</em> hitting or just <em>wasting</em> shells?</p>
+
+<p><em>Don't</em> forget that the man who writes
+your copy is the man who aims your policy.</p>
+
+<p>When you stop to reflect what your
+<em>space</em> costs and that the wrong talk is just
+<em>noise</em>&mdash;<em>bang</em> without <em>biff</em>&mdash;you must see
+the necessity and <em>sanity</em> of putting the
+<em>right man behind the gun</em>.</p>
+
+<p><em>Don't</em> tolerate an ambition on your ad-man's
+<span class="pagenum"><a name="Page_82">82</a></span>part to indulge in a lurking desire
+to be a literary light.</p>
+
+<p>People read his advertising to discover
+what your buyers have just brought from
+the market and what you are asking for
+&ldquo;O.&nbsp;N.&nbsp;T.&rdquo; They buy the <em>newspaper</em> for
+information and recreation and are satisfied
+with the degree of poetry and persiflage
+dished up in its <em>reading</em> columns.</p>
+
+<p><em>Don't exaggerate.</em> Poetic licenses are not
+valid in business prose. The American
+people <em>don't</em> want to be humbugged and the
+merchant who figures upon too many fools,
+finds <em>himself</em> looking into a mirror, usually
+about a half hour after the sheriff has come
+to look over the premises.</p>
+
+<p><em>Don't imitate.</em> Advertising is a <em>special
+measure</em> garment. Businesses are not built
+in <em>ready-made</em> sizes. Copy which fits somebody
+else's selling plans, won't fit your store
+without sagging at the chest or riding up at
+the collar. Duplicated <em>argument</em> and duplicated
+<em>results</em> are not twins. Your policy of
+publicity must be <em>specially</em> measured from
+your policy of merchandising.</p>
+
+<p><em>Don't put your advertising in charge of
+<span class="pagenum"><a name="Page_83">83&ndash;84</a></span>an amateur.</em> Let somebody else stand the
+expense of his educational blunders. Remember
+you are making a plea before the
+bar of public confidence. Your ad-writer
+is an advocate. <em>Like a bad lawyer, he can
+lose a good case by not making the most of
+the facts at hand.</em></p>
+
+<p><em>Don't get the &ldquo;sales&rdquo; habit.</em> &ldquo;Sales&rdquo; are
+stimulants. When held too often their effect
+is <em>weakening</em>. The merchant who continually
+yells &ldquo;<em>bargain</em>&rdquo; is like the old hen
+who was always crying &ldquo;fox.&rdquo; When the
+real article did come along, none of her
+chicks <em>believed it</em>.</p>
+
+<p><em>Don't use fine print.</em> Make it easy for the
+reader to find out about your business.
+There are ten million pairs of eyeglasses
+worn in America, and every owner of them
+buys something.</p>
+
+<p><em>And Don't start unless you mean to stick.</em>
+The patron saint of the successful advertiser
+<em>hates a quitter</em>.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_85">85&ndash;86</a></span></div>
+<h2><a name="The_Doctor_whose_Patients_Hang_On">The Doctor whose Patients
+Hang On</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_87">87</a></span></div>
+<p class="second-heading">The Doctor whose
+Patients Hang On</p>
+
+
+<p class="drop-cap"><span class="first-word">Out</span> in China <em>all</em> things are <em>not</em> topsy
+turvy. <em>Physicians are paid for
+keeping people well</em> and when their
+patients fall ill, their weekly remittances are
+stopped. The Chinese judge a medical man
+not by the number of years <em>he</em> lives, but by
+the length of time his patrons survive.</p>
+
+<p>An advertising medium must be judged
+in the same way. The fact that it has <em>age</em>
+to its credit isn't so important as the <em>age
+of its advertising patronage</em>. Whenever a
+daily continues to display the store talk of
+the same establishment year after year, it's
+a pretty sure sign that the merchant has
+<em>made money</em> out of that newspaper, because
+no publication can continue to be a losing
+investment to its customers over a stretch
+<span class="pagenum"><a name="Page_88">88</a></span>of time, without the fact being discovered.
+And when a newspaper is not only able to
+boast of an honor roll of stores that have
+continued to appear in its pages for a
+stretch of decades, but at the same time
+demonstrates that it carries <em>more</em> business
+than its competitors, it has <em>proven its superiority</em>
+as plainly as a mountain peak
+which rises above its fellows.</p>
+
+<p>The combination of <em>stability and progress</em>
+is the strongest virtue that a newspaper
+can possess. <em>Only the fit survive</em>&mdash;reputation
+is a <em>difficult</em> thing to <em>get</em> and a harder
+thing to <em>hold</em>&mdash;it takes <em>merit</em> to <em>earn</em> it and
+<em>character</em> to <em>maintain</em> it. There is a vast
+difference between <em>fame</em> and <em>notoriety</em>, and
+just as much difference between a <em>famous
+newspaper</em> and a <em>notorious one</em>.</p>
+
+<p>Just as a manufacturer is always eager
+to install his choicest stocks in a store which
+has earned the respect of the community,
+just so a retailer should be anxious to insert
+his name in a newspaper which has <em>earned
+the respect of its readers</em>. The manufacturer
+feels that he will receive a square deal from
+a store which has age to its credit. He can
+<span class="pagenum"><a name="Page_89">89&ndash;90</a></span>expect as much from a newspaper which is
+a credit to its age!</p>
+
+<p>The newspaper which outlives the rest
+does so because it was <em>best fitted to</em>&mdash;it
+had to <em>earn</em> the confidence of its readers&mdash;and
+<em>keep it</em>. It had to be a <em>better</em> newspaper
+than any other and <em>better</em> newspapers go to
+the homes of <em>better</em> buyers. Every bit of
+its circulation has the element of <em>quality
+and staying power</em>. And it is the <em>respectable</em>,
+<em>home-loving</em> element of every community&mdash;not
+the touts and the gamblers&mdash;toward
+which the merchant must look for his business
+<em>vertebrae</em>&mdash;he cannot find buyers unless
+he uses the <em>newspaper</em> that enters their
+homes. And when <em>he does</em> enter their
+homes he must not confuse the sheet that
+comes in the back gate with the newspaper
+that is delivered at the front door.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_91">91&ndash;92</a></span></div>
+<h2><a name="The_Horse_that_Drew_the_Load">The Horse that Drew
+the Load</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_93">93</a></span></div>
+<p class="second-heading">The Horse that Drew
+the Load</p>
+
+
+<p class="drop-cap"><span class="first-word">A moving</span> van came rolling down
+the street the other day with a
+big spirited Percheron in the center
+and two wretched nags on either side. The
+Percheron was <em>doing all the work</em>, and it
+seemed that he would have got along far
+better in single harness, than he managed
+with his inferior mates <em>retarding</em> his
+speed.</p>
+
+<p>The advertiser who selects a group of
+newspapers usually harnesses two <em>lame</em>
+propositions to every <em>pulling</em> newspaper
+on his list, and just as the van driver probably
+dealt out an <em>equal</em> portion of feed to
+each of his animals, just so many a merchant
+is paying practically the same rate to a
+<em>weak</em> daily, that he is allowing the <em>sturdy
+profitable sheet</em>.</p>
+
+<p><span class="pagenum"><a name="Page_94">94</a></span>
+Unfortunately the accepted custom of
+inserting the <em>same</em> advertisement in <em>every</em>
+paper acts to the distinct disadvantage of
+the <em>meritorious</em> medium. The advertiser
+charges the sum total of his <em>expense</em> against
+the sum total of his <em>returns</em>, and thereby
+does <em>himself and the best puller an injustice</em>,
+by crediting the less productive sheets
+with results that they have <em>not</em> earned.</p>
+
+<p>It's the <em>pulling power</em> of the newspaper
+as well as the horse that proves its value,
+and if advertisers were as level headed as
+they should be, they would take the trouble
+to put every daily in which they advertise
+<em>on trial</em> for at least a month and advertise
+a different department or article in each,
+carefully tabulating the returns. If this
+were done, fifty per cent of the advertising
+now carried in weaker newspapers would be
+withdrawn and the patronage of the stronger
+sheets would <em>advance</em> in that proportion.</p>
+
+<p><em>There are newspapers in many a city that
+are, single handed, able to build up businesses.</em>
+Their circulation is solid muscle
+and sinew&mdash;<em>all pull</em>. It isn't the number
+of copies <em>printed</em> but the number of copies
+<span class="pagenum"><a name="Page_95">95&ndash;96</a></span>that reach the hands of buyers&mdash;it isn't
+the number of <em>readers</em> but the number of
+readers with <em>money</em> to spend&mdash;it isn't the
+<em>bulk</em> of a circulation but the amount of the
+circulation which is <em>available</em> to the advertiser&mdash;it
+isn't <em>fat</em> but <em>brawn</em>&mdash;that tell
+in the long run.</p>
+
+<p>There are certain earmarks that indicate
+these strengths and weaknesses. They are
+as plain to the observing eye as the signs
+of the woods are significant to the trapper.
+The <em>news</em> columns tell you what you can
+expect out of the <em>advertising</em> columns. A
+newspaper <em>always finds</em> the class of readers
+to which it is <em>edited</em>. When its mental tone
+is <em>low</em> and its moral tone is <em>careless</em> depend
+upon it&mdash;<em>the readers match the medium</em>.</p>
+
+<p>No gun can hit a target <em>outside</em> of its
+range. No newspaper can aim its policy
+in <em>one</em> direction and score in <em>another</em>. No
+advertiser can find a different class of men
+and women than the publisher has found for
+himself. He is judged by the company
+he keeps. <em>If he lies down with dogs he will
+arise with fleas.</em></p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_97">97&ndash;98</a></span></div>
+<h2><a name="The_Cellar_Hole_and_the_Sewer_Hole">The Cellar Hole and the
+Sewer Hole</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_99">99</a></span></div>
+<p class="second-heading">The Cellar Hole and the
+Sewer Hole</p>
+
+
+<p class="drop-cap"><span class="first-word">A coal</span> cart stopped before an office
+building in Washington and the
+driver dismounted, removed the
+cover from a manhole, ran out his chute,
+and proceeded to empty the load. An old
+negro strolled over and stood watching
+him. Suddenly the black man glanced
+down and immediately burst into a fit of
+uncontrollable laughter, which continued
+for several minutes. The cart driver looked
+at him in amusement. &ldquo;Say, Uncle,&rdquo; he
+asked, &ldquo;do you always laugh when you
+see coal going into a cellar?&rdquo; The negro
+sputtered around for a few moments and
+then holding his hands to his aching sides
+managed to say, &ldquo;<em>No, sah, but I jest busts
+when I sees it goin' down a sewer.</em>&rdquo;</p>
+
+<p><span class="pagenum"><a name="Page_100">100</a></span>
+The advertiser who displays lack of
+judgment in selecting the newspapers which
+carry his copy often confuses the <em>sewer</em> and
+the <em>cellar</em>.</p>
+
+<p>All the money that is put <em>into</em> newspapers
+isn't taken <em>out</em> again, by any means. The
+fact that all dailies possess a certain physical
+likeness, doesn't necessarily signify a
+similarity in character, and it's <em>character</em>
+in a newspaper that brings returns. The
+editor who conducts a journalistic sewer,
+finds a <em>different</em> class of readers than the
+publisher who respects himself enough to
+respect his readers.</p>
+
+<p>What goes into a newspaper largely determines
+the class of homes into which the
+newspaper goes. An irresponsible, scandal-mongering,
+muck-raking sheet is certainly
+not supported by the buying classes of
+people. It <em>may be</em> perused by thousands
+of readers, but such readers are seldom
+purchasers of advertised goods.</p>
+
+<p>It's the clean-cut, steady, normal-minded
+citizens who form the bone and sinew and
+muscle of the community. It's the sane,
+self-respecting, <em>dependable</em> newspaper that
+<span class="pagenum"><a name="Page_101">101</a></span>enters their homes and it's the <em>home</em> sale
+that indicates the strength of an advertising
+medium.</p>
+
+<p>No clean-minded father of a family wishes
+to have his wife and children brought in
+contact with the most maudlin and banal
+phases of life. He defends them from the
+sensational editor and the unpleasant advertiser.
+He subscribes to <em>a newspaper which
+he does not fear to leave about the house</em>.</p>
+
+<p>Therefore, the respectable newspaper can
+always be counted upon to produce more
+sales than one which may even own a larger
+<em>circulation</em> but whose distribution is in ten
+editions among unprofitable citizens.</p>
+
+<p>You can no more expect to sell goods to
+people who <em>haven't money</em>, than you can hope
+<em>to pluck oysters from rose-bushes</em>.</p>
+
+<p>It isn't the number of readers <em>reached</em>, but
+the number of readers whose <em>purses</em> can be
+reached, that constitutes the value of circulation.
+It's one thing to arouse <em>their
+attention</em>, but it's a far different thing to
+get <em>their money</em>. <em>The mind may be willing,
+but the pocketbook may be weak.</em></p>
+
+<p>If you had the choice of a thousand acres
+<span class="pagenum"><a name="Page_102">102</a></span>of desert land or a hundred acres of oasis,
+you'd select the fertile spot, realizing that
+the larger tract had less value because it
+would be less productive.</p>
+
+<p>The advertiser who really understands
+how he is spending his money, takes care
+that he is not pouring his money into
+<em>deserts and sewers</em>.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_103">103&ndash;104</a></span></div>
+<h2><a name="The_Neighborhood_of_Your_Advertising">The Neighborhood of
+Your Advertising</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_105">105</a></span></div>
+<p class="second-heading"><ins title="sic">The Neighborhood</ins></p>
+
+
+<p class="drop-cap"><span class="first-word">Circulation</span> is a commodity which
+must be bought with the same common
+sense used in selecting potatoes,
+cloth and real estate. <em>It can be measured
+and weighed</em>&mdash;it is <em>merchandise</em> with a
+<em>provable</em> value. It varies just as much as
+the grocer's green stuff, the tailor's fabrics
+and the lots of the real estate man.</p>
+
+<p>Your cook refuses to accept green and
+rotten tomatoes at the price of perfect ones.
+She does not calculate the number of vegetables
+that are <em>delivered</em> to her, but those
+that she <em>can use</em>. When your wife selects
+a piece of cloth she first makes sure that it
+will serve the purpose she has in view.
+When you buy a piece of property you consider
+<em>the neighborhood</em> as well as the <em>ground</em>.
+Just so when you buy <em>advertising</em> you
+<span class="pagenum"><a name="Page_106">106</a></span>must find out how much of the circulation
+you <em>can use</em>. You must judge the <em>neighborhoods</em>
+where your copy will be read, with
+the same thoughtfulness that you devoted
+to selecting the spot where your goods are
+sold.</p>
+
+<p>A dealer in precious stones would be
+foolish to open up in a tenement district,
+and equally short-sighted, to tell about his
+jewelry in a newspaper largely distributed
+there. Out of ten thousand men and
+women who might <em>see</em> what he had to say
+not ten of them could <em>afford to buy his goods</em>.
+These ten thousand readers would be mass
+without muscle. He could make them
+<em>willing</em> to do business with him, but <em>their
+incomes wouldn't let them become customers</em>.</p>
+
+<p>One of the greatest mistakes in publicity
+is <em>to drop your lines where the fish can't
+take your bait</em>.</p>
+
+<p>Circulation is, as you see, a very interesting
+subject, but very few people know anything
+about it. It would surprise you to
+know that this ignorance often extends to
+the business offices of newspapers. I have
+known publishers to continually mistake
+<span class="pagenum"><a name="Page_107">107&ndash;108</a></span>the <em>class of</em> their readers and have met hundreds
+of them who had the most fantastic
+ideas upon the figures of their circulation.</p>
+
+<p>While I would not be so harsh as to
+accuse them of anything more than being
+<em>mistaken</em>, none the less their tendency to
+infect <em>others</em> with this misinformation
+renders it extremely advisable for <em>you to</em>
+become a member of the Missouri society&mdash;and
+&ldquo;<em>be shown</em>.&rdquo;</p>
+
+<p>Don't rely solely on circulation statements.
+You don't understand the tricks
+in their making. Make the newspaper
+which carries your advertisement show you
+the list of its advertisers. A newspaper
+which prints the most advertising, month
+after month, year after year, is always the
+best medium. This is equally true in New
+York, Chicago, Philadelphia, Kenosha and
+Walla Walla.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_109">109&ndash;110</a></span></div>
+<h2><a name="The_Mistake_of_the_Big_Steak">The Mistake of the Big Steak</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_111">111</a></span></div>
+<p class="second-heading">The Mistake of the Big
+Steak</p>
+
+
+<p class="drop-cap"><span class="first-word">Watch</span> out for <em>waste</em> in circulation.
+Find out <em>where</em> your story is going
+to be <em>read</em>. Don't pay for
+planting the seed of publicity in a spot where
+you are not going to <em>harvest</em> the results.</p>
+
+<p>The manufacturer of soap who has his
+goods on sale from Oskaloosa to Timbuctoo
+doesn't care <em>how widely</em> a newspaper circulation
+is scattered. Whoever reads about his
+product is near to <em>some</em> store or other where
+it is sold&mdash;but you have just <em>one</em> store.</p>
+
+<p>Buying advertising circulation is very
+much like ordering a steak&mdash;if the waiter
+brings you a porter-house twice as big as
+your <em>digestion</em> can handle, you've paid
+twice as much as the steak was worth to
+<em>you</em>, even if it <em>is</em> worth the price to the
+restaurant man.</p>
+
+<p><span class="pagenum"><a name="Page_112">112</a></span>
+You derive your profit not from the circulation
+that your <em>advertisement</em> gets, but
+from circulation <em>that gets people to buy</em>.</p>
+
+<p>If two newspapers offer you their columns
+and one shows a distribution almost entirely
+within the city and in towns that
+rely upon your city for buying facilities,
+your business can digest all of its influence.
+If the other has <em>as much circulation</em>, but
+only <em>one third</em> of it is in <em>local territory</em>, mere
+bulk cannot establish its value to <em>you</em>&mdash;<em>it's
+another case of the big steak</em>&mdash;you pay
+for more than you can digest. That part
+of its influence which is concentrated where
+men and women can't get your <em>goods</em> after
+you get their <em>attention</em>, is <em>sheer waste</em>.</p>
+
+<p>By dividing the number of copies he
+prints into his line rate, a publisher may
+fallaciously demonstrate to you that his
+space is sold as low as that of his stronger
+competitors, but if half his circulation is
+too <em>far away to bring buyers</em>, his real <em>rate</em>
+is double what it seems. He is like the
+butcher who weighs in all the bone and sinew
+and fat and charges you as much for the
+<em>waste</em> as he does for the <em>meat</em>.</p>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_113">113&ndash;114</a></span></div>
+<h2><a name="The_Omelette_Souffle">The Omelette Soufflé</a></h2>
+
+
+
+<div class="new-h2">&nbsp;</div>
+<div><span class="pagenum"><a name="Page_115">115</a></span></div>
+<p class="second-heading">The Omelette Soufflé</p>
+
+
+<p class="drop-cap"><span class="first-word">There</span> is a vast distinction between
+distribution for the sake of increasing
+the <em>circulation figures</em> and distribution
+for the sake of increasing the
+number of <em>advertising responses</em>.</p>
+
+<p>There is a difference between a circulation
+which strikes the <em>same</em> reader several times
+in the <em>same</em> day and the circulation which
+does <em>not</em> repeat the individual. There is a
+difference between circulation which is concentrated
+into an area from which every
+reader can be expected to come to your
+establishment, if you can <em>interest</em> him, and a
+circulation that spreads over half a dozen
+states and shows its greatest volume in
+territory so far from your establishment
+that you can't get a buyer out of ten
+thousand readers.</p>
+
+<p><span class="pagenum"><a name="Page_116">116</a></span>
+You've got to weigh and measure all
+these things when you weigh and measure
+circulation figures. It isn't the number of
+copies <em>printed</em>, but the number of copies
+<em>sold</em>&mdash;not the number of papers <em>distributed</em>,
+but the number of papers distributed in
+<em>responsive</em> territory&mdash;not the number of
+readers <em>reached</em>, but the number of readers
+who have the price to <em>buy</em> what you want
+to <em>sell</em>&mdash;that determine the value of
+circulation to <em>you</em>.</p>
+
+<p style="margin-bottom: 120px;">You can take a single egg and whip it
+into an omelette soufflé which <em>seems</em> to be a
+<em>whole plateful</em>, but the extra bulk is just
+<em>hot air</em> and <em>sugar</em>&mdash;the change in form has
+not increased the amount of egg <em>substance</em>
+and it's the <em>substance</em> in circulation, just as
+it is the <em>nutrition</em> in the egg, that <em>counts</em>.</p>
+
+
+
+
+
+
+
+
+<pre>
+
+
+
+
+
+End of Project Gutenberg's The Clock that Had no Hands, by Herbert Kaufman
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+</pre>
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+</body>
+</html>
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+Project Gutenberg's The Clock that Had no Hands, by Herbert Kaufman
+
+This eBook is for the use of anyone anywhere at no cost and with
+almost no restrictions whatsoever.  You may copy it, give it away or
+re-use it under the terms of the Project Gutenberg License included
+with this eBook or online at www.gutenberg.org
+
+
+Title: The Clock that Had no Hands
+       And Nineteen Other Essays About Advertising
+
+Author: Herbert Kaufman
+
+Release Date: August 1, 2009 [EBook #29562]
+
+Language: English
+
+Character set encoding: ASCII
+
+*** START OF THIS PROJECT GUTENBERG EBOOK THE CLOCK THAT HAD NO HANDS ***
+
+
+
+
+Produced by Jana Srna, Alexander Bauer and the Online
+Distributed Proofreading Team at http://www.pgdp.net (This
+file was produced from images generously made available
+by The Internet Archive/American Libraries.)
+
+
+
+
+
+
+
+
+
+  [ Transcriber's Note:
+    Every effort has been made to replicate this text as faithfully as
+    possible, including inconsistencies in spelling and hyphenation;
+    changes (corrections of spelling) made to the original text are
+    listed at the end of this file.
+  ]
+
+
+
+
+                           The Clock that Had
+                                no Hands
+
+                       And Nineteen Other Essays
+                           About Advertising
+
+                                   By
+                            Herbert Kaufman
+
+
+                                New York
+                        George H. Doran Company
+
+
+
+
+                            COPYRIGHT, 1908
+                         BY THE CHICAGO TRIBUNE
+
+                            COPYRIGHT, 1912
+                        GEORGE H. DORAN COMPANY
+
+
+                           THE.PLIMPTON.PRESS
+                                [W.D.O]
+                           NORWOOD.MASS.U.S.A
+
+
+
+
+Contents
+
+
+                                                   PAGE
+
+  The Clock that Had no Hands                         1
+
+  The Cannon that Modernized Japan                    7
+
+  The Tailor who Paid too Much                       13
+
+  The Man who Retreats before His Defeat             19
+
+  The Dollar that Can't be Spent                     25
+
+  The Pass of Thermopylae                            31
+
+  The Perambulating Showcase                         37
+
+  How Alexander Untied the Knot                      43
+
+  If It Fits You, Wear this Cap                      49
+
+  You Must Irrigate Your Neighborhood                55
+
+  Cato's Follow-up System                            61
+
+  How to Write Retail Advertising Copy               67
+
+  The Difference between Amusing and Convincing      75
+
+  Some Don'ts when You Do Advertise                  79
+
+  The Doctor whose Patients Hang On                  85
+
+  The Horse that Drew the Load                       91
+
+  The Cellar Hole and the Sewer Hole                 97
+
+  The Neighborhood of Your Advertising              103
+
+  The Mistake of the Big Steak                      109
+
+  The Omelette Souffle                              113
+
+
+
+
+The Clock that Had no Hands
+
+
+Newspaper advertising is to business, what hands are to a clock. It is a
+direct and _certain_ means of letting the public know _what you are
+doing_. In these days of intense and vigilant commercial contest, a
+dealer who does not advertise is like _a clock that has no hands_. He
+has no way of recording his movements. He can no more expect a twentieth
+century success with nineteenth century methods, than he can wear the
+same sized shoes as a _man_, which fitted him in his _boyhood_.
+
+His father and mother were content with neighborhood shops and bobtail
+cars; nothing better could be had in their day. They were accustomed to
+_seek_ the merchant instead of being sought _by_ him. They dealt "around
+the corner" in one-story shops which depended upon the _immediate
+friends_ of the dealer for support. So long as the city was made up of
+such neighborhood units, each with a full outfit of butchers, bakers,
+clothiers, jewelers, furniture dealers and shoemakers, it was possible
+for the proprietors of these little establishments to exist and make a
+profit.
+
+But as population increased, transit facilities spread, sections became
+specialized, block after block was entirely devoted to stores, and mile
+after mile became solely occupied by homes.
+
+The purchaser and the storekeeper _grew farther and farther apart_. It
+was _necessary_ for the merchant to find a _substitute_ for his direct
+personality, which _no longer served_ to draw customers to his door. _He
+had to have a bond between the commercial center and the home center._
+Rapid transit eliminated distance but advertising was necessary to
+inform people _where_ he was located and _what he had to sell_. It was a
+natural outgrowth of changed conditions--the beginning of _a new era_ in
+trade which no longer relied upon personal acquaintance for success.
+
+Something more wonderful than the fabled philosopher's stone came into
+being, and the beginnings of _fortunes which would pass the hundred
+million mark and place tradesmen's daughters_ upon _Oriental thrones_
+grew from this new force. Within fifty years it has become as vital to
+industry as _steam_ to _commerce_.
+
+Advertising is _not_ a _luxury_ nor a _debatable policy_. _It has proven
+its case._ Its record is traced in the skylines of cities where a
+hundred towering buildings stand as a lesson of reproach to the men who
+had the _opportunity_ but _not_ the _foresight_, and furnish a constant
+inspiration to the _young merchant_ at the _threshold_ of his career.
+
+
+
+
+The Cannon that Modernized Japan
+
+
+Business is no longer a man to man contact, in which the seller and the
+buyer establish a _personal_ bond, any more than battle is a
+hand-to-hand grapple wherein bone and muscle and sinew decide the
+outcome. _Trade_ as well as _war_ has changed aspect--_both are now
+fought at long range_.
+
+Just as a present day army of heroes would have no opportunity to
+display the _individual_ valor of its members, just so a merchant who
+counts upon his direct acquaintanceship for success, is a relic of the
+past--_a business dodo_.
+
+Japan changed her policy of exclusion to foreigners, after a fleet of
+warships battered down the Satsuma fortifications. The Samurai, who had
+hitherto considered their blades and bows efficient, discovered that
+one cannon was mightier than all the swords in creation--_if they could
+not get near enough to use them_. Japan profited by the lesson. She did
+not wait until _further_ ramparts were pounded to pieces but was
+satisfied with her _one_ experience and proceeded to modernize her
+methods.
+
+The merchant who doesn't advertise is pretty much in the same position
+as that in which Japan stood when her eyes were opened to the fact that
+_times had changed_. The long range publicity of a competitor will as
+surely destroy his business as the cannon of the foreigners crumbled the
+walls of Satsuma. Unless you take the lesson to heart, unless you
+_realize_ the importance of advertising, not only as a means of
+_extending_ your business but for _defending_ it as well, you must be
+prepared to face the consequences of a folly as great as that of a
+duelist who expects to survive in a contest in which his _adversary_
+bears a _sword twice the length of his own_.
+
+Don't think that it's _too late_ to begin because there are so many
+stores which have had the advantage of years of cumulative advertising.
+The city is growing. It will grow even more next year. It needs
+_increased trading facilities_ just as it's hungry for new
+neighborhoods.
+
+_But it will never again support neighborhood stores._ Newspaper
+advertising has reduced the value of being _locally prominent_, and five
+cent street car fares have cut out the advantage of being "_around the
+corner_." A store five miles away, can reach out through the columns of
+the daily newspaper and draw your next door neighbor to its aisles,
+while you sit by and see the people on your own block enticed away,
+without your being able to retaliate or secure _new_ customers to take
+their place.
+
+It is not a question of your ability to _stand the cost_ of advertising
+but of being able to _survive without it_. The thing you have to
+consider is not only an _extension_ of your business but of holding
+_what you already have_.
+
+Advertising is an _investment_, the cost of which is in the same
+proportion to its _returns_ as _seeds_ are to the _harvest_. And it is
+just as preposterous for you to consider publicity as an expense, as it
+would be for a farmer to hesitate over purchasing a _fertilizer_, if he
+discovered that he could _profitably increase_ his crops by _employing_
+it.
+
+
+
+
+The Tailor who Paid too Much
+
+
+I was buying a cigar last week when a man dropped into the shop and
+after making a purchase told the proprietor that he had started a
+clothes shop around the corner and quoted him prices, with the assurance
+of best garments and terms.
+
+After he left the cigar man turned to me and said:
+
+"Enterprising fellow, that, he'll get along."
+
+"But he _won't_," I replied, "and, furthermore, I'll wager you that he
+hasn't the sort of clothes shop that will _enable_ him to."
+
+"What made you think that?" queried the man behind the counter.
+
+"His theories are wrong," I explained; "he's relying upon word of mouth
+publicity to build up his business and he can't _interview enough
+individuals_ to compete with a merchant, who has sense enough to say the
+_same_ things he told you, to a _hundred thousand_ men, while he is
+telling it to _one_. Besides, his method of advertising is _too
+expensive_. Suppose he sees a _hundred_ persons every day. First of all,
+he is robbing his business of its necessary direction and besides, he is
+spending too much to reach every man he solicits."
+
+"I don't quite follow you."
+
+"Well, as the proprietor of a clothes shop his own time is so valuable
+that I am very conservative in my estimate when I put the cost of his
+soliciting at five cents a head.
+
+"Now, if he were _really_ able and clever he would discover that he can
+talk to hundreds of thousands of people at a tenth of a cent per
+individual. There is not a newspaper in town the advertising rate of
+which is $1.00 per thousand circulation, for a space big enough in which
+to _display what he said to you_."
+
+"I never looked at it _that_ way," said the cigar man.
+
+It's only "_the man who hasn't looked at it that way_," who hesitates
+for an instant over the advisability and profitableness of newspaper
+publicity.
+
+Newspaper advertising is the cheapest channel of communication ever
+established by man. A thousand letters with one-cent stamps, will easily
+cost fifteen dollars and not one envelope in ten will be opened because
+_the very postage_ is an invitation to the wastebasket.
+
+If there were anything _cheaper_ rest assured that the greatest
+merchants in America would not spend individual sums ranging up to _half
+a million dollars a year and over_, upon this form of attracting
+trade.
+
+
+
+
+The Man who Retreats before His Defeat
+
+
+Advertising _isn't_ magic. There is no element of the black art about
+it. In its best and highest form it is _plain_ talk, _sane_
+talk--_selling_ talk. Its results are in proportion to the _merit_ of
+the subject advertised and the _ability_ with which the advertising is
+done.
+
+There are two great obstacles to advertising profit, and both of them
+arise from ignorance of the _real_ functions and workings of publicity.
+
+The first is to advertise _promises_ which will not be
+_fulfilled_,--because all that advertising can do when it _accomplishes
+most_, is to influence the reader to _investigate_ your claims.
+
+_If you promise the earth and deliver the moon, advertising will not pay
+you._
+
+If you bring men and women to your store on _pretense_ and fail to _make
+good_, advertising will have _harmed_ you, because it has only drawn
+attention to the fact that you are to be _avoided_.
+
+It is as _unjust_ to charge advertising with _failure_ under these
+conditions, as it would be for your _neighbor_ to rob a bank and make
+you responsible for _his_ misdeed. In brief, _advertised_ dishonesty is
+_even more profitless_ than _unexploited_ deception.
+
+The other great error in advertising is to expect more _out_ of
+advertising than there is _in_ it.
+
+_Advertising is seed which a merchant plants in the confidence of the
+community._ He must allow time for it to _grow_. Every successful
+advertiser has to be _patient_. The time that it takes to arrive at
+results rests entirely with the ability and determination devoted to the
+work. But you cannot turn back when you have traveled half way and
+declare that the _path_ is wrong.
+
+You can't advertise for a _week_, and because your store isn't crowded,
+say it hasn't _paid_ you. It takes a certain period to attract the
+attention of readers. Everybody doesn't see what you print the _first_
+time it appears. More will notice your copy the _second day_, _a great
+many more_ at the end of a month.
+
+You cannot expect to win the confidence of the community to the same
+degree that other men have obtained it, without taking pretty much the
+same length of time that _they_ did. But you _can_ cut short the period
+between your introduction to your reader and his introduction to your
+_counters_, by spending _more_ effort in preparing your _copy_ and
+displaying a greater amount of convincingness.
+
+You mustn't act like the little girl who sowed a garden and came out the
+_next day_ expecting to find it in _full bloom_. Her father had to
+explain to her that plants require _roots_ and that, although she could
+not _see_ what was going on, _the seeds were doing their most important
+work just before the flowers showed above ground_.
+
+So _advertising is_ doing its most _important_ work before the big
+results eventuate, and to abandon the money which has been invested just
+before results arrive, is not only foolish but childish. _It would be
+just as logical for a farmer to desert his fields because he cannot
+harvest his corn a week after he planted it._
+
+Advertising does not require _faith_--merely _common sense_. If it is
+begun in doubt and relinquished before normal results can be
+_reasonably_ looked for, the fault does not lie with the newspaper nor
+with publicity--the blame is solely on the head of the coward who
+_retreated before he was defeated_.
+
+
+
+
+The Dollar that Can't be Spent
+
+
+Every dollar spent in advertising is not only a _seed_ dollar which
+_produces a profit_ for the merchant, but is actually _retained_ by him
+even _after he has paid it to the publisher_.
+
+Advertising creates _a good will_ equal to the cost of the publicity.
+
+Advertising _really costs nothing_. While it _uses_ funds it does not
+_use them up_. It helps the founder of a business to grow rich and then
+_keeps_ his business alive after his death.
+
+_It eliminates the personal equation._ It perpetuates confidence _in the
+store_ and makes it possible for a merchant _to withdraw_ from
+_business_ without having the _profits_ of the business _withdrawn_ from
+_him_. It changes a _name_ to an _institution_--an institution which
+will _survive_ its builder.
+
+It is really an _insurance policy_ which costs nothing--_pays_ a premium
+each year instead of _calling for_ one and renders it possible to change
+the entire personnel of a business without disturbing its prosperity.
+
+Advertising renders the _business_ stronger than the _man_--independent
+of his presence. It permanentizes systems of merchandising, the track of
+which is left for others to follow.
+
+A business which is _not_ advertised _must_ rely upon the _personality_
+of its proprietor, and personality in business is a decreasing factor.
+The public _does not want to know the man_ who owns the store--it isn't
+interested in _him_ but in his goods. When an unadvertised business is
+sold it is only worth as much as its _stock of goods and its fixtures_.
+There is no good will to be paid for--_it does not exist_--it has _not_
+been _created_. The name over the door _means nothing_ except to the
+limited stream of people from the immediate neighborhood, any of whom
+could tell you _more_ about some store ten miles away which has
+regularly delivered its shop news to their breakfast table.
+
+It is as _shortsighted_ for a man to build a business which _dies with
+his death_ or ceases with his inaction, as it _is unfair_ for him not to
+provide for the _continuance of its income to his family_.
+
+
+
+
+The Pass of Thermopylae
+
+
+Xerxes once led a million soldiers out of Persia in an effort to capture
+Greece, but his invasion failed utterly, because a Spartan captain had
+entrenched a hundred men in a narrow mountain pass, which controlled the
+road into Lacedaemon. _The man who was first on the ground had the
+advantage._
+
+Advertising is full of opportunities for men who are _first_ on the
+ground.
+
+There are hundreds of advertising passes waiting for some one to occupy
+them. The first man who realizes that his line will be helped by
+publicity, has a _tremendous opportunity_. He can gain an advantage over
+his competitors that they can never possess. Those who _follow_ him must
+spend more money to _equal_ his returns. They must not only _invest as
+much_, _to get as much_, but they must as well, spend an extra sum to
+_counteract_ the influence that he has _already established_ in the
+community.
+
+Whatever men sell, whether it is actual merchandise or brain vibrations,
+can be _more easily_ sold with the aid of advertising. Not one half of
+the businesses which _should_ be exploited are appearing in the
+newspapers. _Trade grows as reputation grows and advertising spreads
+reputation._
+
+If you are engaged in a line which is waiting for an advertising
+pioneer, realize what a wonderful chance you have of being the first of
+your kind to appeal directly to the public. You stand a better chance of
+leadership than those who have handicapped their strength, by permitting
+you to _get on the ground_ before they could outstrip you. You gain a
+prestige that those who _follow_ you, must spend more money to
+_counteract_.
+
+If your particular line is _similar_ to some other trade or business
+which has _already_ been introduced to the reading public, it's up to
+you to start in _right now_ and join your competitors in contesting for
+the attention of the community. The longer you _delay_ the more you
+_decrease_ your chances of _surviving_. Every man who outstrips you is
+another _opponent_, who must be met and grappled with, for _the right of
+way_.
+
+
+
+
+The Perambulating Showcase
+
+
+The newspaper is a _huge_ shop window, carried about the city and
+delivered daily into hundreds of thousands of homes, to be examined at
+the leisure of the reader. This shop window is unlike the actual plate
+glass showcase only in _one_ respect--it makes display of _descriptions_
+instead of _articles_.
+
+You have often been impressed by the difference between the decorations
+of two window-trimmers, each of whom employed the same materials for his
+work. The one drew your attention and held it by the grace and
+cleverness and art manifested in his display. The other realized so
+little of the possibilities in the materials placed at his disposal,
+that unless some one called your attention to his mediocrities you
+would have gone on unconscious of their existence.
+
+An advertiser must know that he gets his results in accordance with the
+_skill_ exercised in preparing his verbal displays. He must make people
+_stop_ and pause. _His copy has to stand out._
+
+He must not only make a show of things that are attractive to the eye
+but are attractive to the people's needs, as well.
+
+The window-trimmer must not make the mistake of thinking that the
+showiest stocks are the most salable. The advertiser must not make the
+mistake of thinking that the showiest words are the most clinching.
+
+Windows are too few in number to be used with indiscretion. The good
+merchant puts those goods back of his plate glass which nine people out
+of ten will want, once they have seen them.
+
+The good advertiser tells about goods which nine readers out of ten will
+buy, if they can be convinced.
+
+Newspaper space itself is only the window, just as the showcase is but a
+frame for merchandise pictures. A window on a crowded street, in the
+best neighborhood, where prosperous persons pass continually, is more
+desirable, than one in a cheap, sparsely settled neighborhood. An
+advertisement in a newspaper with the most readers and the most
+_prosperous_ ones, possesses a great advantage over the same copy, in a
+medium circulating among persons who possess less means. It would be
+foolish for a shop to build its windows in an alley-way--and just as
+much so to put its advertising into newspapers which are distributed
+among "alley-dwellers."
+
+
+
+
+How Alexander Untied the Knot
+
+
+Alexander the Great was being shown the Gordian Knot. "It can't be
+untied," they told him; "every man who tried to do so, failed."
+
+But Alexander was not discouraged because the _rest_ had flunked. He
+simply realized that he would have to go at it in a _different_ way. And
+instead of wasting time with his _fingers_, he drew his sword and
+_slashed_ it apart.
+
+Every day a great business general is shown some knot which has proven
+too much for his competitors, and he succeeds, because he finds a way to
+_cut_ it. The fumbler has no show so long as there is a brother merchant
+who doesn't waste time trying to accomplish the impossible--who takes
+lessons from the _failures_ about him and avoids the methods which were
+their downfall.
+
+The knottiest problems in trade are:
+
+  1--The problem of location.
+
+  2--The problem of getting the crowds.
+
+  3--The problem of keeping the crowds.
+
+  4--The problem of minimizing fixed expenses.
+
+  5--The problem of creating a valuable good will.
+
+None of these knots is going to be untied by fumbling fingers. They are
+too complicated. They're all inextricably involved--so twisted and
+entangled that they can't be solved singly--like the Gordian knot _they
+must be cut through at one stroke_. And you can't cut the knot with
+anything but advertising--because:
+
+  1--A store that is constantly before the people makes its own
+  neighborhood.
+
+  2--Crowds can be brought from anywhere by daily advertising.
+
+  3--Customers can always be held by inducements.
+
+  4--Fixed expenses can only be reduced by increasing the volume of sales.
+
+  5--Good will can only be created through publicity.
+
+Advertising is breeding new giants every year and making them more
+powerful every hour. Publicity is the sustaining food of a _powerful_
+store and the only strengthening nourishment for a _weak_ one. The
+retailer who delays his entry into advertising must pay the penalty of
+his procrastination by facing more giant competitors as each month of
+opportunity slips by.
+
+Personal ability as a close purchaser and as a clever seller, doesn't
+count for a hang, so long as other men are equally well posted and wear
+the sword of publicity to boot. They are able to tie your business into
+constantly closer knots, while you cannot retaliate, because there is no
+knot which their advertising cannot cut for them.
+
+Yesterday you lost a customer--today they took one--tomorrow they'll get
+another. You cannot cope with their competition because you haven't the
+weapon with which to oppose it. You can't untie your Gordian knot
+because it can't be _untied_--you've got to _cut_ it.
+
+You must become an advertiser or you must pay the penalty of
+incompetence.
+
+You not only require the newspaper to fight for a more _hopeful
+tomorrow_, but to keep _today's_ situation from becoming _hopeless_.
+
+
+
+
+If It Fits You, Wear this Cap
+
+
+Advertising isn't a crucible with which lazy, bigoted and incapable
+merchants can turn incompetency into success--but one into which brains
+and tenacity and courage _can_ be poured and changed into dollars. It is
+only a short cut across the fields--_not_ a moving platform. You can't
+"get there" without "going some."
+
+It's a game in which the _worker_--not the _shirker_--gets rich.
+
+By its measurement every man stands for what he _is_ and for what he
+_does_, _not_ for what he _was_ and what he _did_.
+
+Every day in the advertising world is _another_ day and has to be taken
+care of with the same energy as its _yesterday_.
+
+The quitter _can't survive_ where the _plugger_ has the ghost of a
+chance.
+
+Advertising doesn't take the place of business talent or business
+management. It simply tells what a business _is_ and _how_ it is
+managed. The snob whose father _created_ and who is content to live on
+what was _handed_ to him, can't stand up against the man who knows he
+_must build for himself_.
+
+What makes _you_ think that _you_ are entitled to prosper as well as a
+competitor who _works twice as hard_ for his prosperity?
+
+Why should as many people deal at _your_ store, as patronize a shop that
+makes an endeavor to _get_ their trade and shows them that it is _worth
+while_ to come to its doors?
+
+Why should a newspaper send as many customers to _you_, in _half_ the
+time it took to fill an establishment which advertised _twice_ as long
+and _paid twice as much_ for its publicity?
+
+This is the day when the _best_ man wins--after he _proves_ that he _is_
+the best man--when the _best_ store wins, when it has shown that it _is_
+the best store--when the best _goods_ win, after they've been
+_demonstrated to be_ the best goods.
+
+If you want the _plum_ you can't get it by lying under the _tree_ with
+your mouth open waiting for it to drop--too many other men are willing
+to climb out on the limb and risk their necks in their eagerness to get
+it away from you.
+
+It is a _man's_ game--this advertising--just hanging on and tugging and
+straining all the time to _get_ and _keep_ ahead. It is the finite
+expression of the law of Competition, which sits in blind-folded justice
+over the markets of the world.
+
+
+
+
+You Must Irrigate Your Neighborhood
+
+
+Half a century ago there were ten million acres of land, within a
+thousand miles of Chicago, upon which not even a blade of grass would
+grow. Today upon these very deserts are wonderful orchards and
+tremendous wheatfields. _The soil itself was full of possibilities. What
+the land needed was water._ In time there came farmers who knew that
+they could not expect the streams _to come to them_, and so they dug
+ditches and _led the water to their properties_ from the surrounding
+rivers and lakes; they tilled the earth with their _brains_ as well as
+their _plows_--they became rich through _irrigation_.
+
+Advertising has made thousands of men rich, just because they recognized
+the possibilities of utilizing the newspapers to bring streams of
+buyers into neighborhoods that could be made busy locations by
+irrigation--_by drawing people from other sections_.
+
+The successful retailer is the man who keeps the stream of purchasers
+coming his way. It isn't the _spot itself_ that makes the _store_
+pay--it's the _man_ who makes the _spot_ pay. Centers of trade are not
+selected by the public--they are created by the force which _controls_
+the public--the newspapers.
+
+New neighborhoods for business are being constantly built up by men who
+have located themselves in streets which they have changed from deserted
+by-ways into teeming, jostling thoroughfares, through advertising
+irrigation.
+
+The storekeeper who whines that his neighborhood holds him back is
+squinting at the truth--_he is hurting the neighborhood_.
+
+If it lacks streams of buyers, he can easily enough secure them by
+reaching out through the columns of the daily and inducing people from
+_other_ sections to come to him. Every time he influences a customer of
+a competitor he is not only irrigating his _own_ field but is diverting
+the streams upon which a _non-advertising_ merchant depends for
+existence. Men and women who live next door to a shop that does not
+plead for their custom will eventually be drawn to an establishment
+_miles_ away because they have been made to believe in some advantage to
+be gained thereby.
+
+The circulation of _every_ daily is nothing less than a _reservoir_ of
+buyers, from which shoppers stream in the direction that promises the
+_most value_ for the _least money_.
+
+The magic development of the desert lands, has its parallel in
+merchandising of men who consider the newspaper an irrigating power
+which can make _two_ customers grow where _one_ grew before.
+
+
+
+
+Cato's Follow-up System
+
+
+If a man lambasted you on the eye and walked away and waited a week
+before he repeated the performance, he wouldn't hurt you very badly.
+Between attacks you would have an opportunity to recover from the effect
+of the first blow.
+
+But if he smashed you and _kept mauling_, each impact of his fist would
+find you less able to stand the hammering, and a half-dozen jabs would
+probably _knock you down_.
+
+Now advertising is, after all, a matter of _hitting the eye of the
+public_. If you allow too great an interval to elapse between insertions
+of copy the effect of the first advertisement will have worn _away_ by
+the time you hit again. You may continue your scattered talks over a
+stretch of years, but you will not derive the same benefit that would
+result from a greater concentration. In other words, by appearing in
+print _every_ day, you are able to get the benefit of the impression
+created _the day before_, and as each piece of copy makes its
+appearance, the result of your publicity on the reader's mind is more
+pronounced--you mustn't stop short of a _knock-down impression_.
+
+_Persistence is_ the foundation of advertising success. Regularity of
+insertion is _just as important_ as clever phrasing. The man who _hangs
+on_ is the man who _wins out_. Cato the Elder is an example to every
+merchant who _uses_ the newspapers and should be an inspiration to every
+storekeeper who does _not_. For twenty years he arose daily in the Roman
+senate and cried out for the destruction of Carthage. In the beginning
+he found his conferees very unresponsive. But he _kept on_ every day,
+month after month and year after year, sinking into the minds of all the
+necessity of destroying Carthage, until he set all the senate thinking
+upon the subject and _in the end_ Rome sent an army across the
+Mediterranean and ended the reign of the Hannibals and Hamilcars over
+northern Africa. _The persistent utterances of a single man did it._
+
+The history of every mercantile success is _parallel_. The advertiser
+who does not let a day slip by without having his say, is bound to be
+heard and have his influence felt. Every insertion of copy brings
+stronger returns, because it has the benefit of what has been said
+_before_, until the public's attention is like an eye that has been so
+repeatedly struck, that the _least touch_ of suggestion will feel like a
+blow.
+
+
+
+
+How to Write Retail Advertising Copy
+
+
+A skilled layer of mosaics works with small fragments of stone--they fit
+into more places than the _larger_ chunks.
+
+The skilled advertiser works with small words--they fit into _more_
+minds than _big_ phrases.
+
+The simpler the language the greater certainty that it will be
+understood by the _least intelligent reader_.
+
+The construction engineer plans his road-bed where there is a _minimum
+of grade_--he works along the lines of _least resistance_.
+
+The advertisement which runs into mountainous style is badly
+surveyed--_all minds are not built for high grade thinking_.
+
+Advertising must be simple. When it is tricked out with the jewelry and
+silks of literary expression, it looks as much out of place as _a ball
+dress at the breakfast table_!
+
+The buying public is only interested in _facts_. People read
+advertisements to find out _what you have to sell_.
+
+The advertiser who can fire the _most facts_ in the shortest time gets
+the _most returns_. Blank cartridges _make noise but they do not
+hit_--blank talk, however clever, is only wasted space.
+
+You force your salesmen to keep to solid facts--you don't allow _them_
+to sell muslin with quotations from Omar or trousers with excerpts from
+Marie Corelli. You must not tolerate in your _printed selling talk_
+anything that you are not willing to countenance in _personal
+salesmanship_.
+
+Cut out clever phrases if they are inserted to the sacrifice of clear
+explanations--_write copy as you talk_. Only be more brief. Publicity is
+costlier than conversation--ranging in price downward from $10 a line;
+talk is not cheap but the most expensive commodity in the world.
+
+Sketch in your ad to the stenographer. Then you will be so busy "_saying
+it_" that you will not have time to bother about the gewgaws of
+writing. Afterwards take the typewritten manuscript and cut out every
+word and every line that can be erased without omitting an important
+detail. What _remains_ in the _end_ is all that _really counted_ in the
+_beginning_.
+
+Cultivate brevity and simplicity. "Savon Francais" may _look_ smarter,
+but more people will _understand_ "French Soap." Sir Isaac Newton's
+explanation of gravitation covers _six pages_ but the schoolboy's terse
+and homely "What goes up must come down" clinches the whole thing in
+_six words_.
+
+_Indefinite talk wastes_ space. It is not 100% productive. The copy that
+omits prices sacrifices half its pulling power--it has a tendency to
+bring _lookers_ instead of _buyers_. It often creates false impressions.
+Some people are bound to conceive the idea that the goods are _higher
+priced_ than in _reality_--others, by the same token, are just as likely
+to infer that the prices are _lower_ and go away thinking that you have
+exaggerated your statements.
+
+The reader must be _searched out_ by the copy. Big space is cheapest
+because it _doesn't waste a single eye_. Publicity must be on the
+_offensive_. There are far too many advertisers who keep their lights on
+top _of_ their bushel--the average citizen _hasn't time_ to overturn
+your bushel.
+
+Small space is expensive. Like a _one-flake snowstorm_, there is not
+enough of it to lay.
+
+Space is a _comparative matter_ after all. It is not a case of _how
+much_ is used as _how it is used_. The passengers on the limited express
+may realize that Jones has tacked a twelve-inch shingle on every post
+and fence for a stretch of five miles, but they are _going too fast_ to
+make out what the shingles say, yet the two feet letters of Brown's big
+bulletin board on top of the hill leap at them before they have a chance
+to dodge it. And at that it doesn't cost nearly so much as the _sum
+total_ of Jones' dinky display.
+
+Just so advertisements attractively displayed every day or every other
+day for a year in one big newspaper, will find the eye of _all_
+readers, no matter how rapidly they may be "going" through the
+advertising pages and produce more results than a _dozen_ piking pieces
+of copy scattered through _half a dozen_ dailies.
+
+
+
+
+The Difference between Amusing and Convincing
+
+
+An advertiser must realize that there is a vast difference between
+_amusing_ people and _convincing_ them. It does not pay to be "smart" at
+the line rate of the average first class daily. I suppose that I could
+draw the attention of everybody on the street by painting half of my
+face red and donning a suit of motley. I might have a sincere purpose in
+wishing _to attract_ the crowd, but I would be deluding myself if I
+mistook the nature of their attention.
+
+The new advertiser is especially prone to misjudge between amusing and
+convincing copy. A humorous picture _may_ catch the eyes of _every_
+reader, but it won't pay as well as an illustration of _some piece of
+merchandise_ which will strike the eye of every _buyer_. Merchants
+secure varying results from the same advertising space. The publisher
+delivers to each _the same quality of readers_, but the advertiser who
+plants _flippancy_ in the minds of the community won't attain the
+benefit that is secured by the merchant who imprints _clinching_
+arguments there.
+
+Always remember that the advertising sections of newspapers are no
+different than farming lands. And it is as preposterous to hold the
+publisher responsible for the outcome of unintelligent copy as it would
+be unjust to blame the soil for bad seed and poor culture. _Every
+advertiser gets exactly the same number of readers from a publisher and
+the same readers_--after that it's up to him--the results fluctuate in
+accordance with the intelligence and the pulling power of the _copy_
+which is inserted.
+
+
+
+
+Some Don'ts when You Do Advertise
+
+
+    The _price_ of the gun never hits the _bull's eye_.
+    And the _bang_ seldom rattles the bells.
+    It's the _hand on the trigger_ that cuts the _real_ figger.
+    The _aim's_ what amounts--_that's_ what makes _record_ counts--
+    Are _you_ hitting or just _wasting_ shells?
+
+_Don't_ forget that the man who writes your copy is the man who aims
+your policy.
+
+When you stop to reflect what your _space_ costs and that the wrong talk
+is just _noise_--_bang_ without _biff_--you must see the necessity and
+_sanity_ of putting the _right man behind the gun_.
+
+_Don't_ tolerate an ambition on your ad-man's part to indulge in a
+lurking desire to be a literary light.
+
+People read his advertising to discover what your buyers have just
+brought from the market and what you are asking for "O. N. T." They buy
+the _newspaper_ for information and recreation and are satisfied with
+the degree of poetry and persiflage dished up in its _reading_ columns.
+
+_Don't exaggerate._ Poetic licenses are not valid in business prose. The
+American people _don't_ want to be humbugged and the merchant who
+figures upon too many fools, finds _himself_ looking into a mirror,
+usually about a half hour after the sheriff has come to look over the
+premises.
+
+_Don't imitate._ Advertising is a _special measure_ garment. Businesses
+are not built in _ready-made_ sizes. Copy which fits somebody else's
+selling plans, won't fit your store without sagging at the chest or
+riding up at the collar. Duplicated _argument_ and duplicated _results_
+are not twins. Your policy of publicity must be _specially_ measured
+from your policy of merchandising.
+
+_Don't put your advertising in charge of an amateur._ Let somebody else
+stand the expense of his educational blunders. Remember you are making a
+plea before the bar of public confidence. Your ad-writer is an advocate.
+_Like a bad lawyer, he can lose a good case by not making the most of
+the facts at hand._
+
+_Don't get the "sales" habit._ "Sales" are stimulants. When held too
+often their effect is _weakening_. The merchant who continually yells
+"_bargain_" is like the old hen who was always crying "fox." When the
+real article did come along, none of her chicks _believed it_.
+
+_Don't use fine print._ Make it easy for the reader to find out about
+your business. There are ten million pairs of eyeglasses worn in
+America, and every owner of them buys something.
+
+_And Don't start unless you mean to stick._ The patron saint of the
+successful advertiser _hates a quitter_.
+
+
+
+
+The Doctor whose Patients Hang On
+
+
+Out in China _all_ things are _not_ topsy turvy. _Physicians are paid
+for keeping people well_ and when their patients fall ill, their weekly
+remittances are stopped. The Chinese judge a medical man not by the
+number of years _he_ lives, but by the length of time his patrons
+survive.
+
+An advertising medium must be judged in the same way. The fact that it
+has _age_ to its credit isn't so important as the _age of its
+advertising patronage_. Whenever a daily continues to display the store
+talk of the same establishment year after year, it's a pretty sure sign
+that the merchant has _made money_ out of that newspaper, because no
+publication can continue to be a losing investment to its customers over
+a stretch of time, without the fact being discovered. And when a
+newspaper is not only able to boast of an honor roll of stores that have
+continued to appear in its pages for a stretch of decades, but at the
+same time demonstrates that it carries _more_ business than its
+competitors, it has _proven its superiority_ as plainly as a mountain
+peak which rises above its fellows.
+
+The combination of _stability and progress_ is the strongest virtue that
+a newspaper can possess. _Only the fit survive_--reputation is a
+_difficult_ thing to _get_ and a harder thing to _hold_--it takes
+_merit_ to _earn_ it and _character_ to _maintain_ it. There is a vast
+difference between _fame_ and _notoriety_, and just as much difference
+between a _famous newspaper_ and a _notorious one_.
+
+Just as a manufacturer is always eager to install his choicest stocks in
+a store which has earned the respect of the community, just so a
+retailer should be anxious to insert his name in a newspaper which has
+_earned the respect of its readers_. The manufacturer feels that he will
+receive a square deal from a store which has age to its credit. He can
+expect as much from a newspaper which is a credit to its age!
+
+The newspaper which outlives the rest does so because it was _best
+fitted to_--it had to _earn_ the confidence of its readers--and _keep
+it_. It had to be a _better_ newspaper than any other and _better_
+newspapers go to the homes of _better_ buyers. Every bit of its
+circulation has the element of _quality and staying power_. And it is
+the _respectable_, _home-loving_ element of every community--not the
+touts and the gamblers--toward which the merchant must look for his
+business _vertebrae_--he cannot find buyers unless he uses the
+_newspaper_ that enters their homes. And when _he does_ enter their
+homes he must not confuse the sheet that comes in the back gate with the
+newspaper that is delivered at the front door.
+
+
+
+
+The Horse that Drew the Load
+
+
+A moving van came rolling down the street the other day with a big
+spirited Percheron in the center and two wretched nags on either side.
+The Percheron was _doing all the work_, and it seemed that he would have
+got along far better in single harness, than he managed with his
+inferior mates _retarding_ his speed.
+
+The advertiser who selects a group of newspapers usually harnesses two
+_lame_ propositions to every _pulling_ newspaper on his list, and just
+as the van driver probably dealt out an _equal_ portion of feed to each
+of his animals, just so many a merchant is paying practically the same
+rate to a _weak_ daily, that he is allowing the _sturdy profitable
+sheet_.
+
+Unfortunately the accepted custom of inserting the _same_ advertisement
+in _every_ paper acts to the distinct disadvantage of the _meritorious_
+medium. The advertiser charges the sum total of his _expense_ against
+the sum total of his _returns_, and thereby does _himself and the best
+puller an injustice_, by crediting the less productive sheets with
+results that they have _not_ earned.
+
+It's the _pulling power_ of the newspaper as well as the horse that
+proves its value, and if advertisers were as level headed as they should
+be, they would take the trouble to put every daily in which they
+advertise _on trial_ for at least a month and advertise a different
+department or article in each, carefully tabulating the returns. If this
+were done, fifty per cent of the advertising now carried in weaker
+newspapers would be withdrawn and the patronage of the stronger sheets
+would _advance_ in that proportion.
+
+_There are newspapers in many a city that are, single handed, able to
+build up businesses._ Their circulation is solid muscle and sinew--_all
+pull_. It isn't the number of copies _printed_ but the number of copies
+that reach the hands of buyers--it isn't the number of _readers_ but the
+number of readers with _money_ to spend--it isn't the _bulk_ of a
+circulation but the amount of the circulation which is _available_ to
+the advertiser--it isn't _fat_ but _brawn_--that tell in the long run.
+
+There are certain earmarks that indicate these strengths and weaknesses.
+They are as plain to the observing eye as the signs of the woods are
+significant to the trapper. The _news_ columns tell you what you can
+expect out of the _advertising_ columns. A newspaper _always finds_ the
+class of readers to which it is _edited_. When its mental tone is _low_
+and its moral tone is _careless_ depend upon it--_the readers match the
+medium_.
+
+No gun can hit a target _outside_ of its range. No newspaper can aim its
+policy in _one_ direction and score in _another_. No advertiser can find
+a different class of men and women than the publisher has found for
+himself. He is judged by the company he keeps. _If he lies down with
+dogs he will arise with fleas._
+
+
+
+
+The Cellar Hole and the Sewer Hole
+
+
+A coal cart stopped before an office building in Washington and the
+driver dismounted, removed the cover from a manhole, ran out his chute,
+and proceeded to empty the load. An old negro strolled over and stood
+watching him. Suddenly the black man glanced down and immediately burst
+into a fit of uncontrollable laughter, which continued for several
+minutes. The cart driver looked at him in amusement. "Say, Uncle," he
+asked, "do you always laugh when you see coal going into a cellar?" The
+negro sputtered around for a few moments and then holding his hands to
+his aching sides managed to say, "_No, sah, but I jest busts when I sees
+it goin' down a sewer._"
+
+The advertiser who displays lack of judgment in selecting the newspapers
+which carry his copy often confuses the _sewer_ and the _cellar_.
+
+All the money that is put _into_ newspapers isn't taken _out_ again, by
+any means. The fact that all dailies possess a certain physical
+likeness, doesn't necessarily signify a similarity in character, and
+it's _character_ in a newspaper that brings returns. The editor who
+conducts a journalistic sewer, finds a _different_ class of readers than
+the publisher who respects himself enough to respect his readers.
+
+What goes into a newspaper largely determines the class of homes into
+which the newspaper goes. An irresponsible, scandal-mongering,
+muck-raking sheet is certainly not supported by the buying classes of
+people. It _may be_ perused by thousands of readers, but such readers
+are seldom purchasers of advertised goods.
+
+It's the clean-cut, steady, normal-minded citizens who form the bone and
+sinew and muscle of the community. It's the sane, self-respecting,
+_dependable_ newspaper that enters their homes and it's the _home_ sale
+that indicates the strength of an advertising medium.
+
+No clean-minded father of a family wishes to have his wife and children
+brought in contact with the most maudlin and banal phases of life. He
+defends them from the sensational editor and the unpleasant advertiser.
+He subscribes to _a newspaper which he does not fear to leave about the
+house_.
+
+Therefore, the respectable newspaper can always be counted upon to
+produce more sales than one which may even own a larger _circulation_
+but whose distribution is in ten editions among unprofitable citizens.
+
+You can no more expect to sell goods to people who _haven't money_, than
+you can hope _to pluck oysters from rose-bushes_.
+
+It isn't the number of readers _reached_, but the number of readers
+whose _purses_ can be reached, that constitutes the value of
+circulation. It's one thing to arouse _their attention_, but it's a far
+different thing to get _their money_. _The mind may be willing, but the
+pocketbook may be weak._
+
+If you had the choice of a thousand acres of desert land or a hundred
+acres of oasis, you'd select the fertile spot, realizing that the larger
+tract had less value because it would be less productive.
+
+The advertiser who really understands how he is spending his money,
+takes care that he is not pouring his money into _deserts and sewers_.
+
+
+
+
+The Neighborhood of Your Advertising
+
+
+Circulation is a commodity which must be bought with the same common
+sense used in selecting potatoes, cloth and real estate. _It can be
+measured and weighed_--it is _merchandise_ with a _provable_ value. It
+varies just as much as the grocer's green stuff, the tailor's fabrics
+and the lots of the real estate man.
+
+Your cook refuses to accept green and rotten tomatoes at the price of
+perfect ones. She does not calculate the number of vegetables that are
+_delivered_ to her, but those that she _can use_. When your wife selects
+a piece of cloth she first makes sure that it will serve the purpose she
+has in view. When you buy a piece of property you consider _the
+neighborhood_ as well as the _ground_. Just so when you buy
+_advertising_ you must find out how much of the circulation you _can
+use_. You must judge the _neighborhoods_ where your copy will be read,
+with the same thoughtfulness that you devoted to selecting the spot
+where your goods are sold.
+
+A dealer in precious stones would be foolish to open up in a tenement
+district, and equally short-sighted, to tell about his jewelry in a
+newspaper largely distributed there. Out of ten thousand men and women
+who might _see_ what he had to say not ten of them could _afford to buy
+his goods_. These ten thousand readers would be mass without muscle. He
+could make them _willing_ to do business with him, but _their incomes
+wouldn't let them become customers_.
+
+One of the greatest mistakes in publicity is _to drop your lines where
+the fish can't take your bait_.
+
+Circulation is, as you see, a very interesting subject, but very few
+people know anything about it. It would surprise you to know that this
+ignorance often extends to the business offices of newspapers. I have
+known publishers to continually mistake the _class of_ their readers
+and have met hundreds of them who had the most fantastic ideas upon the
+figures of their circulation.
+
+While I would not be so harsh as to accuse them of anything more than
+being _mistaken_, none the less their tendency to infect _others_ with
+this misinformation renders it extremely advisable for _you to_ become a
+member of the Missouri society--and "_be shown_."
+
+Don't rely solely on circulation statements. You don't understand the
+tricks in their making. Make the newspaper which carries your
+advertisement show you the list of its advertisers. A newspaper which
+prints the most advertising, month after month, year after year, is
+always the best medium. This is equally true in New York, Chicago,
+Philadelphia, Kenosha and Walla Walla.
+
+
+
+
+The Mistake of the Big Steak
+
+
+Watch out for _waste_ in circulation. Find out _where_ your story is
+going to be _read_. Don't pay for planting the seed of publicity in a
+spot where you are not going to _harvest_ the results.
+
+The manufacturer of soap who has his goods on sale from Oskaloosa to
+Timbuctoo doesn't care _how widely_ a newspaper circulation is
+scattered. Whoever reads about his product is near to _some_ store or
+other where it is sold--but you have just _one_ store.
+
+Buying advertising circulation is very much like ordering a steak--if
+the waiter brings you a porter-house twice as big as your _digestion_
+can handle, you've paid twice as much as the steak was worth to _you_,
+even if it _is_ worth the price to the restaurant man.
+
+You derive your profit not from the circulation that your
+_advertisement_ gets, but from circulation _that gets people to buy_.
+
+If two newspapers offer you their columns and one shows a distribution
+almost entirely within the city and in towns that rely upon your city
+for buying facilities, your business can digest all of its influence. If
+the other has _as much circulation_, but only _one third_ of it is in
+_local territory_, mere bulk cannot establish its value to _you_--_it's
+another case of the big steak_--you pay for more than you can digest.
+That part of its influence which is concentrated where men and women
+can't get your _goods_ after you get their _attention_, is _sheer
+waste_.
+
+By dividing the number of copies he prints into his line rate, a
+publisher may fallaciously demonstrate to you that his space is sold as
+low as that of his stronger competitors, but if half his circulation is
+too _far away to bring buyers_, his real _rate_ is double what it seems.
+He is like the butcher who weighs in all the bone and sinew and fat and
+charges you as much for the _waste_ as he does for the _meat_.
+
+
+
+
+The Omelette Souffle
+
+
+There is a vast distinction between distribution for the sake of
+increasing the _circulation figures_ and distribution for the sake of
+increasing the number of _advertising responses_.
+
+There is a difference between a circulation which strikes the _same_
+reader several times in the _same_ day and the circulation which does
+_not_ repeat the individual. There is a difference between circulation
+which is concentrated into an area from which every reader can be
+expected to come to your establishment, if you can _interest_ him, and a
+circulation that spreads over half a dozen states and shows its greatest
+volume in territory so far from your establishment that you can't get a
+buyer out of ten thousand readers.
+
+You've got to weigh and measure all these things when you weigh and
+measure circulation figures. It isn't the number of copies _printed_,
+but the number of copies _sold_--not the number of papers _distributed_,
+but the number of papers distributed in _responsive_ territory--not the
+number of readers _reached_, but the number of readers who have the
+price to _buy_ what you want to _sell_--that determine the value of
+circulation to _you_.
+
+You can take a single egg and whip it into an omelette souffle which
+_seems_ to be a _whole plateful_, but the extra bulk is just _hot air_
+and _sugar_--the change in form has not increased the amount of egg
+_substance_ and it's the _substance_ in circulation, just as it is the
+_nutrition_ in the egg, that _counts_.
+
+
+
+
+[ Transcriber's Note:
+
+  The following is a list of corrections made to the original. The first
+  line is the original line, the second the corrected one.
+
+  pronounced--you musn't stop short of a _knock-down impression_.
+  pronounced--you mustn't stop short of a _knock-down impression_.
+]
+
+
+
+
+
+End of Project Gutenberg's The Clock that Had no Hands, by Herbert Kaufman
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