£66 THE MODEL STOCK PLAN 
progress with comparatively little advertising.! And, too, 
where the goods and values are not right, ineffective advertis- 
ing is probably less harmful than is effective advertising. 
Really effective advertising that sells customers merchandise 
they should not buy is one of the surest ways to reduce good- 
will and, consequently, total profits. 
Several times during recent years I have set forth in talks 
to business men and in articles what I regard as the basic 
rules for success in advertising, whether in advertising a 
store or a manufacturer’s product or anything else. Because 
they fit into the subject of this chapter, they will bear repeti- 
tion here: 
RULES FOR SUCCESS IN ADVERTISING 
1. Advertise largely and courageously the things the 
people want and will be helped by owning. 
2. Tell the exact truth in your advertisements, being sure 
to understate rather than overstate the good qualities of your 
products. 
3. Do not lie. If a man must lie, let him do it without 
advertising his iniquity. 
4. If you do not sell great quantities by this method, then 
improve the value of what you are advertising until it is more 
surely the best value in the market. 
5. If you do not then sell greater quantities in this way, 
advertise still more courageously. 
6. The greatest business successes of the next ro years 
are going to be the business men who are at the same time 
the most truthful and the most courageous big advertisers. 
What has the Model Stock store to offer to its customers in 
advantages that tie in with the six rules for success in adver- 
tising? Suppose we list them: 
1 Tt is notable that many national chains of stores are now adopting national 
and local advertising and presumably finding it profitable, since they are 
increasing their expenditures. Of course, local chains, such as many grocery 
chains confined to compact areas, have been advertising generously—and 
profitably-—for many years.