ADVERTISING FANCY STOCK 379 



was out, the unseasoned wood of which it was built had 

 shrunk until a ringer could be laid in the cracks. 



This matter of advertising is an exceedingly important 

 one for the Beginner, because the average person may 

 throw away money in advertising far faster than he can 

 make it through poultry raising. To compose an ad- 

 vertisement with such brevity that it does not tell its 

 story is to throw' away all money expended on it. A 

 buyer must be spoken to very clearly, and courteously, 

 if positively, and he must be offered some kind of a lure. 

 This does not mean deceit, but it does mean that the 

 advertiser must look into the buyer's mind ; must see 

 mentally what the buyer wants; and must offer just 

 that if he has it, in terms which make it attractive. 



Imported stock, heavy laying strains, anything, in 

 fact, that is difficult to get, is a lure to the buyer. If the 

 Beginner has begun so that he has it, he is to be con- 

 gratulated, even though he has had to pay good prices, 

 for he can advertise it with a clear conscience, with con- 

 fidence and with dignity, and he need not fear to speak 

 too strongly provided that he keep within the bounds of 

 truth and of dignity. Dignity, the dignity of self-re- 

 spect, is not " offishness " ; that is a bar to the buyer. 

 " Friendliness " is one of the best words for the Begin- 

 ner who would make for himself a place in the Fancy. 



Low prices are a lure, chiefly to other Beginners ; yet 

 Beginners mtist charge comparatively low prices, until 

 they have proved the value of their goods in competi- 

 tion. An expert breeder is likely to cast aside an ad- 

 vertisement that puts prices too low, because he knows 

 that the average Beginner, not knowing well even the 

 good points of the stock he sells, does not know how to 



