Page 221 - One Thousand Ways to Make $1000

business. Keep repeating that dominant idea over and over and over again.
There will come times when you weary of it. But remember that good
advertising is repetition. To quote the motto of a famous advertising agency:
“Keeping everlastingly at it brings success.” New ideas and changes of copy
are all right. Change your copy as frequently as you wish. But see to it that
your advertising holds fast to two anchors—a distinctive style that gives it
individuality and a dominant idea.

To illustrate these principles in action, and to show you what a tremendous
force well-planned advertising can be in promoting a small business, a few
examples follow showing how small beginnings grew into goodsized
businesses through the untiring and intelligent use of good advertising backed
by persistence.

How Harding Built a Restaurant Business

W

HEN John P. Harding opened his first Chicago restaurant, people paid little
attention to it. It was just another addition to the hundreds of restaurants in
Chicago. The general public and restaurant people expected him to have a
fair business for a while, then the restaurant would settle down to a normal
enterprise that would do well if it broke even. Some even said there were then
too many restaurants in Chicago and Harding was foolish to start another.
Harding had a different idea, however, and his amazing success in the
Chicago restaurant field—he now has seven restaurants—proves he knows
how to ring the bell so far as attracting trade is concerned.
There were several reasons why people came to Harding’s. Good food was
possibly most important. But the thousands upon thousands of firsttime
customers had to be sold on Harding’s service before they bought their first
meal. Harding recognized this fact. He got them to come by appealing to
them through small advertisements in morning newspapers. The unique angle
of the Harding advertising, the semi-humorous twist to the copy, and the
cartoons illustrating these advertisements did the trick for him. But he didn’t
stop with just small copy. He planned his advertising in advance and when