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Show EVERY ONE WANTS MONEY'S WORTH Natural Desire Is Not to Get the Worst of Any Business Transaction. CHEAPEST NOT ALWAYS BEST Person Who Buys From Catalogue House Sees Only the Price and Forgets That Value Is Thing That Counts. (Copyright.) When you spend your money you naturally want to get all you can in return. No one can criticize you for having that desire. Only those who are commonly referred to as having "more money than sense" throw their money away. All others are careful to see that they do not get the worst of any bargain. But one has to be able to look farther than the end of his nose if he Is to be sure that he is getting get-ting the most that he can get for his money. That Is the defense of the man who buys from the mall order house instead of patronizing the merchants In his own town. He says he can get more for his money when he buys from the mall order man than when he spends his money at home. But In arriving at that conclusion he certainly has not been able to look further than the end of his nose. In most cases the man -who buys goods from a mall order house does so because he thinks he is getting the goods for less money than he would have to pay for them at the store in his own town. He thinks he Is looking look-ing out for No. 1 and he says It is not his fault if the merchant in his town cannot make any money and Is forced to go out of business. He overlooks over-looks the fact that he Is likely to be as hard hit as anyone else when that merchant closes his doors but, leaving leav-ing that probability out of consideration, considera-tion, the chances are about 10 to 1 that the buyer has really lost money on his deal with the mail order man. Price Not Only Consideration. If buying an article of any kind, whether It be a house and lot or a paper pa-per of pins, the price is not the only thing to be considered by any means. You are not In the habit of going into a store when you want to buy a suit of clothes and saying to the storekeeper: "Give me the cheapest suit of clothes you have In the house." Tou want the best suit of clothes you can get for the price you pay for it, but you don't usually want the cheapest thing you can find. A man may delude himself Into believing be-lieving that when he buys a suit of clothes from a mall order house for 10 he Is saving money, but what Is there to justify him in such a belief? The mere fact that he Is getting a suit for $10 does not mean that he Is saving sav-ing money. The chances are that If he should go to the man who runs the clothtni store In hta ni-n tnwn onH ask for It he could get a suit of clothes for $10 and the chances are also that It would be just as good If not a better bet-ter bargain than the suit which he could get from the mall order house for the same sum. It Is not the price he pays that shows whether he Is getting get-ting a bargain or not. It Is the quality qual-ity of goods that he gets for his money that counts. Can Undersell Mall Order House. The home merchant can sell as cheaply as the mall order man If he sells as cheap goods as the mall order man sells. His expenses are not as heavy as those of the mall order man. He pays less rent in proportion to the business he does, his taxes are less In proportion to the capital invested. His advertising bills are less than those of the mall order man In proportion propor-tion to the volume of his sales. He can undersell the mall order man any day in the year If he wishes to sell only goods of the same quality and style of those sold by the mall order man, but be doesn't do this because he knows that the majority of the people In his town do not want that quality and style of goods. Therefore he keeps In stock goods of all qualities and all prices. He has the $10 suit for the man who thinks that he can get more for his money by buying a suit at that price than he can by buying a better one for $20, but he tells the customer just what he Is buying. The next time you think about buying buy-ing something from a mall order house, If you ever do think of such a thing, go first to your home merchant and ask to see the article which you are thinking of buying. Ready to Compare Prices. Tour home merchant Is a business man. He gets the best values he can for his money when he buys goods, and he does not expect his customers to do anything else. All that he asks, in return for the favors he docs his eus-! eus-! tomers and the things he does for the eood of his community is that he he ! given nn opportunity to meet the In-I In-I sidlous competition of the mail order house. His perfectly willing to have his prices and his values compared to 1 those of the mail order house, but he has a just complaint when he is not given a chance to make this comparison. compari-son. If all buyers would take the value as well as the price of the article they are buying into consideration, the mall order houses would all go out of business busi-ness tomorrow. |