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On another product it may take three months to bring back the cost with a profit. But one is sure of his profit in that time. When he spreads out he must finance accordingly.
Think what this means. A man has what he considers an
advertising possibility. But national advertising looks so big and
expensive that he dare not undertake it. Now he presents it in a few
average towns, at a very moderate cost. With almost no risk
whatever. From the few thousand he learns what the millions will do.
Then he acts accordingly. If he then branches he knows to a certainty just what his results will be. He is playing on the safe side of a hundred to one shot. If the article is successful, it may make him millions. If he is mistaken about it, the loss is a trifle.
These are facts we desire to emphasize and spread. All our largest accounts are now built in this way, from very small beginnings. When business men realize that this can be done, hundreds of others will do it. For countless fortune-earners now lie dormant.
The largest advertiser in the world makes a business of starting
such projects. One by one he finds out winners. Now he has twentysix and together they earn many millions yearly.
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