If It Fits You, Wear this Cap

October 05, 2011  |   Advertising and Marketing   |     |   0 Comment

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman

Advertising isn’t a crucible with which lazy, bigoted and incapable merchants can turn incompetency into success—but one into which brains and tenacity and courage can be poured and changed into dollars. It is only a short cut across the fields—not a moving platform. You can’t “get there” without “going some.”

It’s a game in which the worker—not the shirker—gets rich.

By its measurement every man stands for what he is and for what he does, not for what he was and what he did.

Every day in the advertising world is another day and has to be taken care of with the same energy as its yesterday.

The quitter can’t survive where the plugger has the ghost of a chance.

Advertising doesn’t take the place of business talent or business management. It simply tells what a business is and how it is managed. The snob whose father created and who is content to live on what was handed to him, can’t stand up against the man who knows he must build for himself.

What makes you think that you are entitled to prosper as well as a competitor who works twice as hard for his prosperity?

Why should as many people deal at your store, as patronize a shop that makes an endeavor to get their trade and shows them that it is worth while to come to its doors?

Why should a newspaper send as many customers to you, in half the time it took to fill an establishment which advertised twice as long and paid twice as much for its publicity?

This is the day when the best man wins—after he proves that he is the best man—when the best store wins, when it has shown that it is the best store—when the best goods win, after they’ve been demonstrated to be the best goods.

If you want the plum you can’t get it by lying under the tree with your mouth open waiting for it to drop—too many other men are willing to climb out on the limb and risk their necks in their eagerness to get it away from you.

It is a man’s game—this advertising—just hanging on and tugging and straining all the time to get and keep ahead. It is the finite expression of the law of Competition, which sits in blind-folded justice over the markets of the world.

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