Dollars and Sense Part 6

If it were not for compet.i.tion we should be living in the woods in a state of savagery.

Ages ago all men and women led the simple life. Their chief vocation was idleness. When the weather was hot the man sat in the shade; as the sunshine crept to him he moved into the shade again. In winter he reversed the process.

When our savage ancestor felt a pain in his stomach, his simple instinct showed him that if he put things in his mouth and swallowed them the pain in the stomach would leave.

This low browed man's whole object in life was to keep from having those hunger pains, and the only energy he expended was in hustling for food and in protecting his food from the other savages.

One day a man observed that the beasts lived on each other, so he conceived the idea that it would be good for him to live on other animals. That it would be easier than digging roots and gathering herbs, so this man caught and ate slow-moving animals. He used a club to do the killing.

Along about here compet.i.tion began, for another man learned to throw a club and kill his game. Then another compet.i.tor discovered that a round stone was a more effective weapon than a club.

These hairy forbears of ours lived in caves until compet.i.tion led up to the building of huts.

One day a savage discovered that while the skins of animals were hard to eat, they nevertheless made a good body covering. Another discovered that if the skins were tied about him it left his arms free to act.

This man was the first tailor. He punched holes in the skin and tied the rude garment together with strips of skin. This first tailor was quite an important man among his fellows on account of his great discovery.

Some of these wild men were fleet of foot and had well developed cunning. They became expert hunters. On the other hand some of the less active, by the law of compensation, became more expert tailors, so trade was formed. The hunter killed enough for himself and the tailor, while the tailor made clothes for both of them.

In these days the woodsman lived on animals and the plainsman on vegetables mostly. So the woodsman traded skin clothing with the plainsman for grains and herbs, and this marked the birth of commerce.

Then dugouts and canoes were built, and thus our ancestors crossed lakes and seas and developed maritime commerce.

From away back in those dark ages up to the present time compet.i.tion has stimulated mankind and spurred him on towards better conditions.

The whole human race has benefited by each improvement which compet.i.tion has brought about.

We have in mind a certain mail order house that up to 1894 had things its own way. Then it sold two to three million dollars worth of merchandise annually. A compet.i.tor came into the field, stirred things up, and now the old mail order house is doing eight to ten times as much business per annum as they did before they had the compet.i.tion.

In the matter of compet.i.tion we must early learn not to worry over compet.i.tion, but to derive as much good from it as possible.

If a compet.i.tor does something better than you do, do not kick or protest, but jump into the band wagon and do the thing as well or better than he does it.

Price cutting is the simplest and most common phase of compet.i.tion, but a better way to get advantage over your compet.i.tor is to improve your business by cutting off wastes and leaks, and reducing fixed and fancy charges so you can give your customers more quality and more quant.i.ty for the money.

In proportion as you increase the value you give for a dollar, just so you will find it easier to get the dollar.

Do not regard compet.i.tion as hurtful to your business, but rather look upon it as a pace-maker for you.

If you had ten experts working for you studying how to improve your business you would certainly get benefit from it, but probably not enough benefit to offset the great cost of hiring these ten experts.

On the other hand, if you have ten compet.i.tors who are sitting up nights studying how to improve their businesses, you can get the benefit of their experience without it costing you anything.

The world is big and there is room for all, but old compensation says the prizes are given to the fittest.

If you are a laggard, if you are on the defensive instead of on the aggressive, get busy, wake up, do it now.

Advertising

Good advertising is good publicity. Advertising is the thing that makes your trade increase.

Everything you do in connection with your business and every act of yours outside of your business is an advertis.e.m.e.nt.

Reputation is an advertis.e.m.e.nt, so is honesty, politeness, correspondence, methods, catalogues, circulars and salesmen. Neatness is an advertis.e.m.e.nt, and so is promptness, thoroughness. And then there is another kind of advertising which is your statement in the newspaper. This is the printed kind of advertising, and this kind of advertising is the most common, in fact, when we suggest that you should advertise, it immediately comes to your mind that advertising is s.p.a.ce in the newspaper.

Keep in mind, however, when we speak of advertising we refer to everything in connection with your business that makes an impression upon the public or the prospective buyer.

Some of the old timers refrain from printed advertising in newspapers, saying that the best advertis.e.m.e.nt is merit. Merit is a good advertis.e.m.e.nt, but it is mighty slow in its action.

If the inventor of the typewriter planned and built the machine in his barn without letting anyone know about it, if he kept absolutely quiet about his doings, relying on the fact that the typewriter had merit, it would never be known to the public unless he told about it. If the inventor of the typewriter waited for merit alone as the vehicle for acquainting the world with the merits of the typewriter, the world would never know of it, unless, perhaps, a fire inspector or an health officer accidently stumbled across the machine while inspecting the premises.

If the inventor waited for intrinsic merit to sell his goods, he would find that months and years would elapse before he could develop his business into profitable proportions.

If you have a good thing you must tell about it. Telling makes selling.

Telling is advertising.

Professional men hold up their hands in horror when you suggest advertising to them. They tell you they don't believe in advertising, that it is not ethical, that it is not dignified. Doctors and lawyers are most notable in this respect. One of the first things of their code of ethics is "Thou shalt not advertise." They mean paid newspaper advertising. The man who originated this idea evidently did not have the money to pay for any, and it was a case of sour grapes.

Let us look into this matter of ethics and see whether the doctor and the lawyer really believe what they say about this matter of advertising.

It is a rare spectacle to find a lawyer who will not gladly give an interview to a newspaper reporter during some important trial.

The doctor gladly avails himself of the opportunity to read a paper before a medical society, and he sees to it that this paper is published in a medical journal later on.

Professional men belong to clubs, take part in public affairs, speak before people, work on committees, and actively take part in anything that will bring them in the limelight of publicity. They do this advertising themselves, yet they say they do not believe in advertising.

Uncle Sam builds war ships, equips his soldiers splendidly, conducts his business affairs with high grade talent, all this that the United States may be well advertised among our sister nations.

Advertising is absolutely essential to successful business. Not printed advertising alone but all kinds of advertising. The quality, the price, your aggressiveness, everything in your business is an advertis.e.m.e.nt, either a good advertis.e.m.e.nt or a bad one. It behooves you to see the advertising you do, whatever kind it may be, is of the good kind.

If you expect to remain in business a long time your advertis.e.m.e.nts must be good. Keep in mind that methods are advertis.e.m.e.nts.

One bad move, which is a bad advertis.e.m.e.nt for you, calls for two or more good moves or good advertis.e.m.e.nts.

Have everything, every detail of your business carry a good advertis.e.m.e.nt, that is, have it help your business.

Have every employe pulling on the same center tugs and have them all face forward, and your vehicle will move forward.

Buying

The buyer derives much information and much shrewdness by carefully watching the seller's methods.