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Show How Alexander Untied the Knot By HERBERT KAUFMAN Author of "Do Something! Bo Something!" ALEXANDER the Great was being shown the Gordian Knot "It can't be untied," they told him ; "every man who tried to' do so failed." But Alexander was not discouraged because the rest had flunked. He simply realized that he would have to go at it in a different way. And instead of wasting time with his ringers, he drew his sword and' slashed it apart. Every day a great business general is shown seme knot which' has proved too much for his competitors, and he succeeds, because, he finds a way to cut it. The fumbler has no show so long as there' is a brother merchant who doesn't waste time trying to accomplish' i the impossible who takes lessons from the failures about him and avoids the methods which were their downfall. . The knottiest problems in trade are: 1 The problem ot location. 2 The problem of getting the crowds. 3 The problem of keeping the crowds. '.- 4 The problem of minimizing fixec? exper;st. 5 The problem of creating ?. valvablo good wilL None of these knots is g"i:ig to be untied by fumbling fsrers. They are too complicated. They're all inextricably involved so twisted and entangled that they can't be solved singly like the Gordian knot they must be cut through at one stroke. And you can't cut the knot with anything but advertising because: 1 A store that is constantly before the people makes its own neighborhood. 2 Crowds can be brought from anywhere by persistent advertising. adver-tising. 3 Customers can always be held by inducements. 4 Fixed expenses can only be reduced by increasing the volume, of sales. 5 Good will can only be created through publicity. Advertising is breeding new giants every year and making then more powerful every hour. Publicity is the sustaining food of a. powerful store and the only strengthening nourishment for a weak one. The retailer who delays his entry into advertising must pay the penalty of his procrastination by facing more giant competitor as each month of opportunity slips by. Personal ability as a close purchaser and as a clever seller, doesn't count for a hang-, so long as other men are equally well posted and wear the sword of publicity to boot. They are able to tie your business into constantly closer knots, while you cannot retaliate, be-cause be-cause there is no knot which their advertising cannot cut for them. Yesterday you lost a customer today they took one tomorrow they'll get another. You cannot cope with their competition because you haven't the weapon with which to oppose it. You can't untie your Gordian knot because it can't be untied you've got to cut it. You must become an advertiser or you must pay the penalty of' incompetence. (Copyright) |