COST OF PRODUCING EGGS, CHICKS, AND FOWLS 243 



than the postage and paper ? Human nature works 

 tJiat way, let me repeat ! 



Now, the heart of this can be applied to work with 

 utility poultry, in degree. First, the good business sense 

 which selects a good breed, and which raises the very 

 best kind of stock that can be raised, from the best 

 strain for the purpose. Then, the sizing up of human 

 nature, studying what will appeal to it, furnishing just 

 that product. Then, making much of telling your public 

 tJiat you have exactly what they want, of the best kind 

 and quality. 



Fancy stock has its seasons. Its raisers like to work 

 off all they can in the fall, to avoid housing and feeding 

 expense. The winter months, in such case, will be 

 largely barren of trade. Does the big advertiser there- 

 fore withdraw his advertisement ? Not at all : he talks 

 all the year; he pours out facts, arguments, what-not. 

 If he has nothing else to say, he will use his space in 

 telling the world that he is all sold out, but that another 

 season he will do more and better. 



Beside this, put the attitude of the hesitating egg raiser 

 who just once puts a timid advertisement into his local 

 weekly, telling people he has such and such goods, and, 

 because the town doesn't fall over itself to hunt him up, 

 henceforth tells all his personal friends that advertising 

 is but throwing money away ! This is the way human 

 nature works, too. A man must have trained business 

 instincts before he can put money in a hopper and see 

 it run away from him, in firm faith that it will eventually 

 come traipsing back, bringing much more with it. How 

 else could a firm pay $4000 a page to advertise five-cent 

 chewing gum ? Men do these things and make fortunes. 



