ON A TOWN LOT 59 



Advertising Pays 



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 re- 

 turns justified it. I want to impress upon you the importance of advertis- 

 ing. "It pays to advertise." This is a hackneyed expression, but never- 

 theless it is true. It pays to advertise generously. Don't be afraid to 

 spend a few dollars advertising in the poultry journals. The money will 

 come back and a great deal more with it. Do you know a successful poul- 

 try man or a successful business man who has not been a generous adver- 

 tiser? 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 cus- 

 tomer occasionally that you cannot please, no matter how hard you try. 

 You will have such experience, no matter what your business is. I dis- 

 covered that long before I went into the chicken business. 



An Unpleasant Experience 



There were some things in my advertising experience that were not 

 always pleasant. For instance, I started my advertising by using classified 

 space in a couple poultry journals. I want to say that I was very much dis- 

 gusted and disgruntled with the first results, because I was getting more 

 letters from people who wanted to sell me more advertising or something 

 else, than inquiries from prospective buyers. But I kept at it and it wasn't 

 long before inquiries for stock and eggs were numerous. Then I got up 

 ray first circular, which was a little 6x9 pamphlet, illustrating it with some 

 cuts of my birds, hatching eggs and stock. I started with two pens — No. 1 

 at five dollars per setting and No. 2 at two dollars per setting of fifteen 

 eggs. I mailed my circular in answer to every inquiry, and did not fail to 

 write a short letter in answer to each inquiry, which read as follows. 

 "Here's the circular illustrating and describing the birds regarding which 

 you made inquiry a few days ago. They're great layers, and I very much 

 hope that you will carefully study this circular and then permit me to 

 demonstrate their worth." To send a short personal letter with these cir- 

 culars in a sealed envelope with a two-cent stamp, will be found to pay. 



The First Orders 



I soon received my first order for hatching eggs. The next thing I 

 was up against was to know the best way to pack them. After investigating 



