"Genin" hat on their heads. At a town in Iowa it was found that in the
crowd around the post office, there was one man who had a "Genin" hat,
and he showed it in triumph, although it was worn out and not worth two
cents. "Why," one man exclaimed, "you have a real 'Genin' hat; what a
lucky fellow you are." Another man said, "Hang on to that hat, it will
be a valuable heir-loom in your family." Still another man in the crowd
who seemed to envy the possessor of this good fortune, said, "Come, give
us all a chance; put it up at auction!" He did so, and it was sold as a
keepsake for nine dollars and fifty cents! What was the consequence to
Mr. Genin? He sold ten thousand extra hats per annum, the first six
years. Nine-tenths of the purchasers bought of him, probably, out of
curiosity, and many of them, finding that he gave them an equivalent for
their money, became his regular customers. This novel advertisement
first struck their attention, and then, as he made a good article, they
came again.
Now I don't say that everybody should advertise as Mr. Genin did. But I
say if a man has got goods for sale, and he don't advertise their in
some way, the chances are that some day the sheriff will do it for him.
Nor do I say that everybody must advertise in a newspaper, or indeed use
"printers' ink" at all. On the contrary, although that article is
indispensable in the majority of cases, yet doctors and clergymen, and
sometimes lawyers and some others, can more effectually reach the public
in some other manner. But it is obvious, they must be known in some way,
else how could they be supported?
BE POLITE AND KIND TO YOUR CUSTOMERS
Politeness and civility are the best capital ever invested in business.
Large stores, gilt signs, flaming advertisements, will all prove
unavailing if you or your employees treat your patrons abruptly. The
truth is, the more kind and liberal a man is, the more generous will be
the patronage bestowed upon him. "Like begets like." The man who gives
the greatest amount of goods of a corresponding quality for the least
sum (still reserving for himself a profit) will generally succeed best
in the long run. This brings us to the golden rule, "As ye would that
men should do to you, do ye also to them" and they will do better by you
than if you always treated them as if you wanted to get the most you
could out of them for the least return. Men who drive sharp bargains
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