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Show H ! BAD TRADE. B In any town, no matter how prosperous, there is B f always a certain proportion of merchants who complain B of bad trade. They make a melancholy report of local B ' ' business conditions. Nothing doing is the burden of their H refrain. So far as they are concerned, there is no money fl In circulation. H( J Yet the currents of prosperity are flowing by their H sloor. Hundreds or thousands of people pass their stores H j every day, most of them with money in their pockets, B I bound either for some other local place of business, or on H their way out of town to buy. H There is plenty of money and plenty of prosperity at H this time. If business is dull or if it does not grow, there H must he something the matter with us or our methods. B Usually the trouble is that the public has a kind of H t -prejudice against such stores. Somehow, it has got the H i Impression that they are not up to date and are running H sriong in the same old fashioned way that they did years B ago. B The trouble in such a case is almost invariably that B, that store has done nothing to bring itself before public B' . attention. It simply opens its doors in the morning, and B expects the public to enter without further solicitation. B But the public is not built that way. It does not care B much to visit stores unless it feels in advance that it is B going to buy something there. People hate to go into a B store and then walk out without buying, particularly in B their home town where they are known. So having this B impression in their minds, a little unfavorable to such B I stores, they simply keep away from them, or only visit; fl them when they want something quick in an emergency. B An impression of that kind can be dispelled by adver-1 B 'Using. In a short time a campaign of publicity gives an , B Impression that a merchant has woke up. It makes him j B look: like a live one. People begin to think that after all j B '2ie may be up to date, and they come around to look atl B -what he has. iiiiB " |
