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16 The Seven Lost Secrets of Success

YOUR TRUE KING

Your customer is king. (And if you are working for a
boss, your boss is your customer.)

But your customers and clients do not know what you
can do for them unless you tell them.

And you must also keep telling them.
Every day a new set of customers appears. A new gen-
eration is born. Children become buying adults. Adults
switch jobs, develop new interests and lifestyles, and have
new needs and desires. If you do not let these people
know about you and your services, they will not know to
call you. They will go to whomever they have read about,
heard about, or seen advertised. These new buyers will
be the new king and they will not know of you.
Either advertise and continue to advertise or a new
breed of customers will arise who will ignore you for
one simple reason: They won’t know you exist.
In 1920 Bruce Barton wrote, “You think that you have
told your story to the world, and that therefore your
task is done. I tell you that overnight a new world has
been born that has never heard your story.”
You can offer the best service, the lowest prices, and
free incentives for every man, woman, and child who
walks through your door—but if no one knows of you
and your business, no one will come.
“Elias Howe invented the sewing machine, but he
could not get women to buy it,” Barton said in a 1934
speech. “He lived in poverty, and was reduced to the
ignominy of attending his wife’s funeral in borrowed
clothes. A whole generation of women who might
have had their work made easier by his invention lived