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Show 1 BUILDING UP GOOD WILL. H People who are trying to get into business nowadays H find they have to pay a lot for the intangible asset called H "good will," that is, provided they get the real thing. You H can buy any old kind of a business, and not pay much more H than the stock is worth. To get a business that is widely H known and has an established circle of custom, good money H must be paid. It becomes a big problem how anyone can H get that reputation and what he must pay for it. H There are just two ways of creating this reputation H so that people keep coming back to a place. One is to L squat down in a location and wait until time and chance r bring trade to you. A man will get some trade that way, H but it is a long time coming. It comes by accident and H indirection. Few people start out with the conscious H purpose of visiting such a place, but from reasons of H proximity they may happen in. It takes a big slice out H of a life time to get trade simply by waiting passively H for H The other method costs a little more money, but it H produces positive results within a reasonable time. That H is by advertising. It is the natural human way to get it. H Seek and ye shall find, were the words of Scripture. H It is true in every phase of life, that what you get H must be actively sought for. Human nature does not take H kindly to passive waiting, but it is attracted by active H pushing. H The returns of an advertising campaign should not H be measured simply by the receipts from day to day. Peo- H pie who have built up large concerns never measured their V progress that way. If their advertising was constantly H' attracting new people into the store, they knew that a H good will was being built up that presently would be worth H a great deal of money, and which could be sold for a high H cash value if they desired to .dispose of it. iHIH n |
