18g THE MODEL STOCK PLAN 
customers: on such and such dates you will be able to get 
some real bargains in our stores. 
Woolworth’s goodwill is so tremendous that it can with- 
stand an occasional attack of this sort. But we must be 
careful to guard our store’s advertising against any such 
lapses from the most profitable policy. To do it, even once, 
is questionable because it weakens the goodwill built up by 
our painstaking efforts. It is easier to break a reputation 
than to make it, just as it takes years to make a true friend 
but takes only seconds to make a bitter enemy. 
We understand, now, how the publicity methods described 
in this chapter are an integral part of the Model Stock Plan. 
The Model Stock Plan tends to give our whole store a 
personality, a unity. People who deal with us get the true 
impression of complete stocks, built up by such a different 
method of comparison that every piece is equally good value 
and equally good style. We are operating our whole store 
in the way that will give every customer the most value per 
dollar spent with us. 
Our use of publicity must have an important effect on this 
effort of ours. It is so important that we cannot afford to 
slight it in any way or do anything in our publicity that will 
impair the effectiveness of the Model Stock Plan, Properly 
applied, publicity will greatly help the Model Stock Plan to 
earn for our store the greatest total profits. If the reader of 
this book gets nothing more from it than a determination to 
study and improve his advertising, he will be well repaid.