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y's worth； then let the fact be known that you have got it。 Be careful to advertise it in some shape or other； because it is evident that if a man has ever so good an article for sale； and nobody knows it； it will bring him no return。 In a country like this； where nearly everybody reads； and where newspapers are issued and circulated in editions of five thousand to two hundred thousand； it would be very unwise if this channel was not taken advantage of to reach the public in advertising。 A newspaper goes into the family； and is read by wife and children； as well as the head of the house； hence hundreds and thousands of people may read your advertisement； while you are attending to your routine business。 Many； perhaps； read it while you are asleep。 The whole philosophy of life is； first 〃sow；〃 then 〃reap。〃 That is the way the farmer does； he plants his potatoes and corn； and sows his grain； and then goes about something else； and the time comes when he reaps。 But he never reaps first and sows afterwards。 This principle applies to all kinds of business； and to nothing more eminently than to advertising。 If a man has a genuine article； there is no way in which he can reap more advantageously than by 〃sowing〃 to the public in this way。 He must； of course； have a really good article； and one which will please his customers； anything spurious will not succeed permanently； because the public is wiser than many imagine。 Men and women are selfish； and we all prefer purchasing where we can get the most for our money； and we try to find out where we can most surely do so。
You may advertise a spurious article； and induce many people to call and buy it once； but they will denounce you as an impostor and swindler； and your business will gradually die out and leave you poor。 This is right。 Few people can safely depend upon chance custom。 You all need to have your customers return and purchase again。 A man said to me； 〃I have tried advertising and did not succeed； yet I have a good article。〃
I replied； 〃My friend； there may be exceptions to a general rule。 But how do you advertise？〃
〃I put it in a weekly newspaper three times； and paid a dollar and a half for it。〃 I replied： 〃Sir； advertising is like learning'a little is a dangerous thing！' 〃
A French writer says that 〃The reader of a newspaper does not see the first insertion of an ordinary advertisement； the second insertion he sees； but does not read； the third insertion he reads； the fourth insertion； he looks at the price； the fifth insertion； he speaks of it to his wife； the sixth insertion； he is ready to purchase； and the seventh insertion； he purchases。〃 Your object in advertising is to make the public understand what you have got to sell； and if you have not the pluck to keep advertising； until you have imparted that information； all the money you have spent is lost。
Work at it； if necessary； early and late； in season and out of season； not leaving a stone unturned； and never deferring for a single hour that which can be done just as well now。 The old proverb is full of truth and meaning： 〃Whatever is worth doing at all； is worth doing well。〃 Many a man acquires a fortune by doing his business thoroughly； while his neighbor remains poor for life； because he only half does it。 Ambition； energy； industry； perseverance； are indispensable requisites for success in business。
Fortune always favors the brave； and never helps a man who does not help himself。 It won't do to spend your time like Mr。 Micawber； in waiting for something to 〃turn up。〃 To such men one of two things usually 〃turns up：〃 the poor…house or the jail； for idleness breeds bad habits； and clothes a man in rags。 The poor spendthrift vagabond said to a rich man：
〃I have discovered there is money enough in the world for all of us； if it was equally divided； this must be done； and we shall all be happy together。〃
〃But；〃 was the response； 〃if everybody was like you； it would be spent in two months； and what would you do then？〃
〃Oh！ divide again； keep dividing； of course！〃
I was recently reading in a London paper an account of a like philosophic pauper； who was kicked out of a cheap boarding…house because he could not pay his bill； but he had a roll of papers sticking out of his coat pocket； which； upon examination； proved to be his plan for paying off the national debt of England without the aid of a penny。 People have got to do as Cromwell said： 〃Not only trust in Providence； but keep the powder dry。〃 Do your part of the work； or you cannot succeed。 Mahomet； one night； while encamping in the desert； overheard one of his fatigued followers remark： 〃I will loose my camel； and trust it to God。〃 〃No； no； not so；〃 said the prophet； 〃tie thy camel； and trust it to God。〃 Do all you can for yourselves； and then trust to Providence； or luck； or whatever you please to call it； for the rest。
Some men have a foolish habit of telling their business secrets。 If they make money they like to tell their neighbors how it was done。 Nothing is gained by this； and ofttimes much is lost。 Say nothing about your profits； your hopes； your expectations； your intentions。 And this should apply to letters as well as to conversation。 Goethe makes Mephistophiles say： 〃Never write a letter nor destroy one。〃 Business men must write letters； but they should be careful what they put in them。 If you are losing； money； be specially cautious and not tell of it or you will lose your reputation。
Preserve your integrity。 It is more precious than； diamonds or rubies。 The old miser said to his sons： 〃Get money； get it honestly； if you can； but get money。〃 This advice was not only atrociously wicked； but it was the very essence of stupidity。 It was as much as to say； 〃if you find it difficult to obtain money honestly； you can easily get it dishonestly。 Get it in that way。〃 Poor fool！ Not to know that the most difficult thing in life is to make money dishonestly！ not to know that our prisons are full of men who attempted to follow this advice； not to understand that no man can be dishonest without soon being found out； and that when his lack of principle is discovered； nearly every avenue to success is closed against him forever。 The public very properly shun all whose integrity is doubted。 No matter how polite and pleasant and accommodating a man may be； none of us dare to deal with him if we suspect 〃false weights and measures。〃 Strict honesty not only lies at the foundation of all success in life （financially）； but in every other respect。 Uncompromising integrity of character is invaluable。 It secures to its possessor a peace and joy which cannot be attained without itwhich no amount of money； or houses and lands； can purchase。 A man who is known to be strictly honest； may be ever so poor； but he has the purses of all the community at his disposalfor all know that if he promises to return what he borrows； he will never disappoint them。 As a mere matter of selfishness； therefore； if a man had no higher motive for being honest； all will find that the maxim of Dr。 Franklin can never fail to be truethat 〃honesty is the best policy。〃
I hold that no man ought ever to indorse a note or become security for any man； be it his father or broth