32 FRITZ BAHR'S COMMERCIAL FLORICULTURE 



either sell them or keep them. But keep what you have to offer a 

 secret, and no one ever will try to find out about it. 



Every successful man advertises one way or another. Why? 

 Because the pubUc demands it. The modern magazine is three- 

 fourths advertisements. Why? Because the reading public like 

 it that way. Many of these ads furnish more interesting reading 

 than some of the so-called "reading matter" in the magazines. 



Advertising that lets others know what you have to offer, if 

 well written, is always interesting. It belongs to our age. If you 

 have what others need, advertise it, fulfill your promises and you will 

 grow and prosper. And keep on advertising more and more as 

 you go along. 



Take the biggest business houses of the country — they are 

 known all over, yet they keep on advertising. They keep their 

 names before the public. They put their advertising campaigns in 

 the hands of experts in order to make their ads more attractive, 

 if possible, than those of their competitors. 



Wouldn't you think a Macy, a Wanamaker, or a Marshall 

 Field wouldn't need to advertise ? Yet they do, and the bigger they 

 grow, the more they do it. So must the small business man, no 

 matter what he has to sell, if he wants to go on and grow. If you 

 don't advertise you draw a circle around yourself, and shut yourself 

 off from the rest of the world. Advertise and you branch out, you 

 find new fields opening up, %id more business is bound to follow. 

 "^ Failure in business is hardly ever caused by too much adver- 

 tising. Only too often it results from not enough of it. Creating 

 new outlets for your goods spells progress, and advertising will help 

 do it. You buy a well-known brand of clothes, hats or shoes largely 

 because they are well known, and the way they became well known 

 was through advertising. According to one of the leading authorities 

 on financial matters, eighty-four per cent of the failures in the United:, 

 States in 1920 were of concerns that did. not advertise. 



There is no business so small that it is not able to advertise. 

 The only time you cannot afford it, is when you have nothing to 

 talk, about. The man who says he has all he can do without adver- 

 tising, is succeeding in spite of himself and needs a competitor to 

 causae him to change his mind and to wake him up. 



Anyone starting out in business should give a part of his time 

 to the study of advertising. The larger concerns in his line will 

 give him a good example of uptodate methods. Not that it is a 

 matter of imitating, but from them he can get ideas and suggesti^s 

 as to what will suit his own requirements best. By so doing he will 

 at the same time work to keep up an attractive and inviting estab- 

 Ushment. This, in turn, will make him take pride in showing what 

 he has to offer to the best advantage and in giving real service. 

 Advertising puts life into a man's business and into the man himself. 



