14 $4223.00 IN ONE YEAR 



unnecessary detail only befogs the essential fact. The granite of 

 public indifference cannot be pierced with a blunt tool; we must 

 use the keenest of points and keep pounding away if we are to 

 successfully penerate it. Concentrated, consistent endeavor brings 

 results in this as in everything else. Scattered effort has been the 

 weakness of modern advertising. When possible, illustrate advertise- 

 ments, as pictures speak louder than words. They tell their stories 

 with the least possible demand upon the mind of the beholder, and 

 speak to the American, the German and the Chinaman alike. Printed 

 letters are in fact symbolized pictures through which ideas are 

 expressed by the making of words. 



Importance of Advertising 



I found advertising paid well, although I did not get big returns 

 the first year. The second year I advertised more and was pleased 

 to note that the returns increased in proportion to the extent I 

 advertised. Each year I spent more money for advertising, and 

 have always found the returns justified it. I want to impress upon 

 you the importance of advertising. "It pays to advertise." This is 

 a hackneyed expression, but nevertheless it is true. It pays to 

 advertise generously. Don't be afraid to spend a few dollars adver- 

 tising in the poultry journals. The money will come back and a 

 great deal more with it. Do you know a successful poultry man or a 

 successful business man who has not been a generous advertiser? 

 I was not advertising long before I was shipping stock to Europe, 

 Africa, and the remotest parts of the earth. My advice is, first, get 

 good stock; second, advertise it; third, give your customers a square 

 deal, and you will succeed. Don't become discouraged in case you 

 run across a customer occasionally that you cannot please, no matter 

 how hard you try. You will have such experience, no matter what 

 your business is. I discovered that long before I went into the chicken 

 business. 



Doubled My Capacity Eacli Year 



The demand for hatching eggs and stock was more than I could 

 supply after I commenced advertising. Each year I have doubled 

 my capacity, and, to my surprise, the demand has more than doubled 

 each succeeding year, and during the past season I have returned 

 more money for orders for both stock and eggs than ever, although 

 I increased my flock considerably. The demand was so great that I 

 found it necessary to get much larger quarters, so was forced to 

 abandon my town lot and move to a farm, where I have erected 

 modern and commodious quarters for large flocks of breeders. I am 



