ON A TOWN LOT 



CHAPTER IX 



57 



ADVERTISING TO SUCCESS 

 Visiting the Shows 



ARLY in my experience I found one of my best adver- 

 tisements was showing ray birds at both large and 

 small shows. But this would have been a poor adver- 

 tisement had I not won a major portion of the prizes 

 in the particular class or classes I entered. 



At one of the first shows I visited I remember my 

 experience. I was showing King William I, a hand- 

 some cockerel who had won first at the great Dairy 

 Show, London, England, and was naturally proud of 

 him. A man admired him very much and asked my price. I told him one 

 thousand dollars. It was fortunate for me that he did not buy him, be- 

 cause he has been the foundation of ray flock and he has been worth not 

 less than ten thousand dollars to me. It does not pay to sell your best 

 stock. I never price my best birds. They are always to be found in my 

 breeding pen. By doing this I have been able to keep improving my flock, 

 and when my customers want eggs from prize winners they get them. 



Building Good Records 



I first built up a good record before I commenced to get out any 

 printed advertising other than raere announceraents of the stock I had for 

 sale. It is one thing to simply list what you have to sell and another thing 

 to write this up so interestingly and appealingly that people will be per- 

 suaded to purchase it, even if they had not intended to before reading the 

 copy. 



I had reached the time when I wished to burn into the mind of the 

 buying public the merits of ray chickens. In preparing ray advertising I 

 eliminated every unnecessary detail and made the essential facts as interest- 

 ing as possible. I found that concentrated, consistent endeavor brings 

 results. 



Continuity in advertising is the greatest essential of success. 



Jacob's Follow-Up 



Jacob once cranked up his dromedaries and set out from Padanaram 

 with his wives, kiddies and live stock. An authentic report reached him 

 that Brother Esau, the owner of a large Grouch, because of a certain 



