The Art of Money Getting by P. T. Barnum
Now I don't say that everybody should advertise as Mr. Genin did. But I say if a man has got goods for sale, and he don't advertise their in
some way, the chances are that some day the sheriff will do it for him. Nor do I say that everybody must advertise in a newspaper, or indeed use
"printers' ink" at all. On the contrary, although that article is indispensable in the majority of cases, yet doctors and clergymen, and
sometimes lawyers and some others, can more effectually reach the public in some other manner. But it is obvious, they must be known in some way,
else how could they be supported?
BE POLITE AND KIND TO YOUR CUSTOMERS
Politeness and civility are the best capital ever invested in business. Large stores, gilt signs, flaming advertisements, will all prove
unavailing if you or your employees treat your patrons abruptly. The truth is, the more kind and liberal a man is, the more generous will be
the patronage bestowed upon him. "Like begets like." The man who gives the greatest amount of goods of a corresponding quality for the least
sum (still reserving for himself a profit) will generally succeed best in the long run. This brings us to the golden rule, "As ye would that
men should do to you, do ye also to them" and they will do better by you
than if you always treated them as if you wanted to get the most you could out of them for the least return. Men who drive sharp bargains
with their customers, acting as if they never expected to see them again, will not be mistaken. They will never see them again as
customers. People don't like to pay and get kicked also.
One of the ushers in my Museum once told me he intended to whip a man who was in the lecture-room as soon as he came out.
"What for?" I inquired.
"Because he said I was no gentleman," replied the usher.
"Never mind," I replied, "he pays for that, and you will not convince him you are a gentleman by whipping him. I cannot afford to lose a
customer. If you whip him, he will never visit the Museum again, and he will induce friends to go with him to other places of amusement instead
of this, and thus you see, I should be a serious loser."
"But he insulted me," muttered the usher.
"Exactly," I replied, "and if he owned the Museum, and you had paid him for the privilege of visiting it, and he had then insulted you, there
might be some reason in your resenting it, but in this instance he is the man who pays, while we receive, and you must, therefore, put up with
his bad manners."
My usher laughingly remarked, that this was undoubtedly the true policy; but he added that he should not object to an increase of salary if he
was expected to be abused in order to promote my interest.
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