Page 223 - One Thousand Ways to Make $1000

Harding spent quite a lot of money in equipment and fixtures. By securing
used equipment, however, you may start your restaurant with as small an
amount as $300. Eye appeal may be enhanced in trimming windows by using
enlarged photographs of the dishes you serve. Your local photographer will
take these photographs for you and enlarge them to any size you wish for
three or four dollars. By consulting your local newspaper publisher when
planning your advertising, you may secure advance notice of special
occasions which might connect up nicely with your advertising. There are a
few more lucrative forms of business than a well-managed restaurant whose
owner takes advantage of the many money-making opportunities advertising
offers.

A Change in Policy Started a Laundry on
theRoadtoLeadership

L

IKE a great many other men in the laundry business, B. C. McClellan never
took advertising seriously. To him it was just one of “those things.” He would
buy an advertisement now and then just to be a good fellow and to make
himself think he was advertising. Naturally, it never paid. One day while
having luncheon with a group of men, he voiced the old complaint that
“advertising doesn’t pay.” A young advertising man in the group said: “You
are wrong—advertising does pay. But perhaps your advertising doesn’t pay.
And I think I can tell you why—even without having any facts about your
method of advertising. You have no plan, no campaign. Isn’t that right? You
just take an advertisement because you think you should advertise.”

Mr. McClellan had to admit that the man was right. The result of that talk
was a little conference with the advertising man and the preparation of a plan.
When Mr. McClellan saw the plan, he was flabbergasted. It called for an
expenditure of $5,000 over a period of one year. The idea of a laundry that
was handling only 4,000 bundles a week, spending $5,000 for advertising,
took his breath away. But the advertising man persisted, and finally Mr.
McClellan agreed to try his plan.