But how do you advertise?"

"I put it in a weekly newspaper three times, and paid a dollar and a half for it." I replied: "Sir, advertising is like learning--'a little is a dangerous thing!' "

A French writer says that "The reader of a newspaper does not see the first insertion of an ordinary advertis.e.m.e.nt; the second insertion he sees, but does not read; the third insertion he reads; the fourth insertion, he looks at the price; the fifth insertion, he speaks of it to his wife; the sixth insertion, he is ready to purchase, and the seventh insertion, he purchases."

Your object in advertising is to make the public understand what you have got to sell, and if you have not the pluck to keep advertising, until you have imparted that information, all the money you have spent is lost.

Work at it, if necessary, early and late, in season and out of season, not leaving a stone unturned, and never deferring for a single hour that which can be done just as well now. The old proverb is full of truth and meaning: "Whatever is worth doing at all, is worth doing well." Many a man acquires a fortune by doing his business thoroughly, while his neighbor remains poor for life, because he only half does it. Ambition, energy, industry, perseverance, are indispensable requisites for success in business.

Fortune always favors the brave, and never helps a man who does not help himself. It won't do to spend your time like Mr.

Micawber, in waiting for something to "turn up." To such men one of two things usually "turns up:" the poor-house or the jail; for idleness breeds bad habits, and clothes a man in rags. The poor spendthrift vagabond said to a rich man:

"I have discovered there is money enough in the world for all of us, if it was equally divided; this must be done, and we shall all be happy together."

"But," was the response, "if everybody was like you, it would be spent in two months, and what would you do then?"

"Oh! divide again; keep dividing, of course!"

I was recently reading in a London paper an account of a like philosophic pauper, who was kicked out of a cheap boarding-house because he could not pay his bill, but he had a roll of papers sticking out of his coat pocket, which, upon examination, proved to be his plan for paying off the national debt of England without the aid of a penny. People have got to do as Cromwell said: "Not only trust in Providence, but keep the powder dry." Do your part of the work, or you cannot succeed. Mahomet, one night, while encamping in the desert, overheard one of his fatigued followers remark: "I will loose my camel, and trust it to G.o.d."

"No, no, not so," said the prophet; "tie thy camel, and trust it to G.o.d." Do all you can for yourselves, and then trust to Providence, or luck, or whatever you please to call it, for the rest.

Some men have a foolish habit of telling their business secrets.

If they make money they like to tell their neighbors how it was done. Nothing is gained by this, and ofttimes much is lost. Say nothing about your profits, your hopes, your expectations, your intentions. And this should apply to letters as well as to conversation. Goethe makes Mephistophiles say: "Never write a letter nor destroy one." Business men must write letters, but they should be careful what they put in them. If you are losing, money, be specially cautious and not tell of it or you will lose your reputation.

Preserve your integrity. It is more precious than, diamonds or rubies. The old miser said to his sons: "Get money; get it honestly, if you can, but get money." This advice was not only atrociously wicked, but it was the very essence of stupidity. It was as much as to say, "if you find it difficult to obtain money honestly, you can easily get it dishonestly. Get it in that way."

Poor fool! Not to know that the most difficult thing in life is to make money dishonestly! not to know that our prisons are full of men who attempted to follow this advice; not to understand that no man can be dishonest without soon being found out, and that when his lack of principle is discovered, nearly every avenue to success is closed against him forever. The public very properly shun all whose integrity is doubted. No matter how polite and pleasant and accommodating a man may be, none of us dare to deal with him if we suspect "false weights and measures."

Strict honesty not only lies at the foundation of all success in life (financially), but in every other respect. Uncompromising integrity of character is invaluable. It secures to its possessor a peace and joy which cannot be attained without it--which no amount of money, or houses and lands, can purchase. A man who is known to be strictly honest, may be ever so poor, but he has the purses of all the community at his disposal--for all know that if he promises to return what he borrows, he will never disappoint them. As a mere matter of selfishness, therefore, if a man had no higher motive for being honest, all will find that the maxim of Dr. Franklin can never fail to be true--that "honesty is the best policy."

I hold that no man ought ever to indorse a note or become security for any man, be it his father or brother, to a greater extent than he can afford to lose and care nothing about, without taking good security. Here is a man that is worth twenty thousand dollars; he is doing a thriving manufacturing or mercantile trade; you are retired and living on your money; he comes to you and says:

"You are aware that I am worth twenty thousand dollars, and don't owe a dollar: if I had five thousand dollars in cash, I could purchase a particular lot of goods and double my money in a couple of months; will you indorse my note for that amount?"

You reflect that he is worth twenty thousand dollars, and you incur no risk by indorsing his note; you like to accommodate him, and you lend your name without taking the precaution of getting security. Shortly after, he shows you the note with your indors.e.m.e.nt cancelled, and tells you, probably truly, "that he made the profit that he expected by the operation;" you reflect that you have done a good action, and the thought makes you feel happy. By and by the same thing occurs again and you do it again; you have already fixed the impression in your mind that it is perfectly safe to indorse his notes without security.

But the trouble is, this man is getting money too easily. He has only to take your note to the bank, get it discounted, and take the cash. He gets money for the time being without effort; without inconvenience to himself. Now mark the result. He sees a chance for speculation outside of his business. A temporary investment of only $10,000 is required. It is sure to come back before a note at the bank would be due. He places a note for that amount before you. You sign it almost mechanically. Being firmly convinced that your friend is responsible and trustworthy, you indorse his notes as a "matter of course."

Unfortunately the speculation does not come to a head quite so soon as was expected, and another $10,000 note must be discounted to take up the last one when due. Before this note matures the speculation has proved an utter failure and all the money is lost. Does the loser tell his friend, the indorser, that he has lost half of his fortune? Not at all. He don't even mention that he has speculated at all. But he has got excited; the spirit of speculation has seized him; he sees others making large sums in this way (we seldom hear of the loser), and, like other speculators, he "looks for his money where he loses it." He tries again. Indorsing notes has become chronic with you, and at every loss he gets your signature for whatever amount he wants. Finally you discover your friend has lost all of his property and all of yours. You are overwhelmed with astonishment and grief, and you say "it is a hard thing; my friend here has ruined me," but, you should add, "I have also ruined him." If you had said in the first place, "I will accommodate you, but I never indorse without taking ample security," he could not have gone beyond the length of his tether, and he would never have been tempted away from his legitimate business. It is a very dangerous thing, therefore, at any time, to let people get possession of money too easily; it tempts them to hazardous speculations, if nothing more. Solomon truly said, "He that hateth suretiship is sure."

We sometimes see men who have obtained fortunes suddenly become poor. In many cases this arises from intemperance, and often from gaming and other bad habits. Frequently it occurs because a man has been engaged in "outside operations" of some sort. When he gets rich in his legitimate business, he is told of a grand speculation where he can make a score of thousands. He is constantly flattered by his friends, who tell him that he is born lucky, that everything he touches turns into gold. Now if he forgets that his economical habits, his rect.i.tude of conduct and a personal attention to a business which he understood, caused his success in life, he will listen to the siren voices. He says:

"I will put in twenty thousand dollars. I have been lucky, and my good luck will soon bring me back sixty thousand dollars."

A few days elapse, and it is discovered he must put in ten thousand dollars more; soon after he is told "it is all right,"

but certain matters not foreseen require an advance of twenty thousand dollars more, which will bring him a rich harvest; but before the time comes around to realize the bubble bursts, he loses all he is possessed of, and then he learns what he ought to have known at the first, that however successful a man may be in his own business, if he turns from that and engages in a business which he don't understand, he is like Samson when shorn of his locks--his strength has departed, and he becomes like other men.

If a man has plenty of money, he ought to invest something in everything that appears to promise success, and that will probably benefit mankind; but let the sums thus invested be moderate in amount, and never let a man foolishly jeopardize a fortune that he has earned in a legitimate way by investing it in things in which he has had no experience.

When a man is in the right path he must persevere. I speak of this because there are some persons who are "born tired;"

naturally lazy and possessing no self-reliance and no perseverance. But they can cultivate these qualities, as Davy Crockett said:

"This thing remember, when I am dead, Be sure you are right, then go ahead."

It is this go-aheaditiveness, this determination not to let the "horrors" or the "blues" take possession of you, so as to make you relax your energies in the struggle for independence, which you must cultivate.

How many have almost reached the goal of their ambition, but, losing faith in themselves, have relaxed their energies, and the golden prize has been lost forever.

It is, no doubt, often true, as Shakespeare says:

"There is a tide in the affairs of men, Which, taken at the flood, leads on to fortune."

If you hesitate, some bolder hand will stretch out before you and get the prize. Remember the proverb of Solomon: "He becometh poor that dealeth with a slack hand; but the hand of the diligent maketh rich."

Perseverance is sometimes but another word for self-reliance.

Many persons naturally look on the dark side of life, and borrow trouble. They are born so. Then they ask for advice, and they will be governed by one wind and blown by another, and cannot rely upon themselves. Until you can get so that you can rely upon yourself, you need not expect to succeed. I have known men, personally, who have met with pecuniary reverses, and absolutely committed suicide, because they thought they could never overcome their misfortune. But I have known others who have met more serious financial difficulties, and have bridged them over by simple perseverance, aided by a firm belief that they were doing justly, and that Providence would "overcome evil with good."

Learn something useful. Every man should make his son or daughter learn some trade or profession, so that in these days of changing fortunes--of being rich to-day and poor to-morrow--they may have something tangible to fall back upon. This provision might save many persons from misery, who by some unexpected turn of fortune have lost all their means.

Let hope predominate, but be not too visionary. Many persons are always kept poor because they are too visionary. Every project looks to them like certain success, and therefore they keep changing from one business to another, always in hot water, always "under the harrow." The plan of "counting the chickens before they are hatched" is an error of ancient date, but it does not seem to improve by age.

Do not scatter your powers. Engage in one kind of business only, and stick to it faithfully until you succeed, or until your experience shows that you should abandon it. A constant hammering on one nail will generally drive it home at last, so that it can be clinched. When a man's undivided attention is centred on one object, his mind will constantly be suggesting improvements of value, which would escape him if his brain was occupied by a dozen different subjects at once. Many a fortune has slipped through a man's fingers because he was engaged in too many occupations at a time. There is good sense in the old caution against having too many irons in the fire at once.

Be systematic. Men should be systematic in their business. A person who does business by rule, having a time and place for everything, doing his work promptly, will accomplish twice as much and with half the trouble of him who does it carelessly and slipshod. By introducing system into all your transactions, doing one thing at a time, always meeting appointments with punctuality, you will find leisure for pastime and recreation; whereas the man who only half does one thing, and then turns to something else, and half does that, will have his business at loose ends, and will never know when his day's work is done, for it never will be done. Of course, there is a limit to all these rules. We must try to preserve the happy medium, for there is such a thing as being too systematic. There are men and women, for instance, who put away things so carefully that they can never find them again. It is too much like the "red-tape"

formality at Washington, and Mr. d.i.c.k-ens' "Circ.u.mlocution Office,"--all theory and no result.

To get rich is not always equivalent to being successful. "there are many rich poor men," while there are many others, honest and devout men and women, who have never possessed so much money as some rich persons squander in a week, but who are nevertheless really richer and happier than any man can ever be while he is a transgressor of the higher laws of his being.

The inordinate love of money, no doubt, may be and is "the root of all evil," but money itself, when properly used, is not only a "handy thing to have in the house," but affords the gratification of blessing our race by enabling its possessor to enlarge the scope of human happiness and human influence. The desire for wealth is nearly universal, and none can say it is not laudable, provided the possessor of it accepts its responsibilities, and uses it as a friend to humanity.

The history of money-getting, which is commerce, is a history of civilization, and wherever trade has flourished most, there, too, have art and science produced the n.o.blest fruits. In fact, as a general thing, money-getters are the benefactors of our race. To them in a great measure, are we indebted for our inst.i.tutions of learning and of art, our academies, colleges and churches. It is no argument against the desire for, or the possession of, wealth, to say that there are sometimes misers who h.o.a.rd money only for the sake of h.o.a.rding, and who have no higher aspiration than to grasp everything which comes within their reach. As we have sometimes hypocrites in religion, and demagogues in politics, so there are occasionally misers among money-getters. These, however, are only exceptions to the general rule. But when, in this country, we find such a nuisance and stumbling block as a miser, we remember with grat.i.tude that in America we have no laws of primogeniture, and that in the due course of nature the time will come when the h.o.a.rded dust will be scattered for the benefit of mankind. To all men and women, therefore, do I conscientiously say, make money honestly, and not otherwise, for Shakespeare has truly said, "He that wants money, means and content, is without three good friends."

Money is in some respects like fire; it is a very excellent servant but a terrible master. When you have it mastering you; when interest is constantly piling up against you, it will keep you down in the worst kind of slavery. But let money work for you, and you have the most devoted servant in the world. It is no "eye-servant." There is nothing animate or inanimate that will work so faithfully as money when placed at interest, well secured. It works night and day, and in wet or dry weather.

Do not let it work against you; if you do, there is no chance for success in life so far as money is concerned. John Randolph, the eccentric Virginian, once exclaimed in Congress, "Mr. Speaker, I have discovered the philosopher's stone: pay as you go." This is, indeed, nearer to the philosopher's stone than any alchemist has ever yet arrived.

Barnum and the newspapers had always been on the best of terms, and in nearly every instance the press praised the lecture in most unqualified terms. The following extract from the London Times is a fair sample of many notices which he received:

"We are bound to admit that Mr. Barnum is one of the most entertaining lecturers that ever addressed an audience on a theme universally intelligible. The appearance of Mr. Barnum, it should be added, has nothing of the 'charlatan' about it, but is that of the thoroughly respectable man of business; and he has at command a fund of dry humor that convulses everybody with laughter, while he himself remains perfectly serious. A sonorous voice and an admirably clear delivery complete his qualifications as a lecturer, in which capacity he is no 'humbug,' either in a higher or lower sense of the word."

During the year 1859 he delivered this lecture nearly one hundred times in London and in different parts of England, always with great success.

Remembering his experiences with Tom Thumb at Oxford and Cambridge, and knowing the fondness of the college men for joking, Barnum made up his mind to endure any amount of friendly chaff when he visited their cities.

He commenced at Cambridge, where he was greeted with a crowded house, composed largely of under-graduates. Soon after he began to speak, one of the young men called out: "Where is Joice Heth?"

to which Barnum replied: "Young gentleman, please to restrain yourself till the close of the lecture, when I shall take great pleasure in affording you all the information I possess concerning your deceased relative."

This turned the laugh against the youthful inquirer, and kept the students quiet for a few moments. Questions of a similar character were occasionally propounded and as promptly answered, and on the whole the lecture was interrupted less than Barnum had antic.i.p.ated, while the receipts were over one hundred pounds sterling.

At Oxford the hall was filled to suffocation half an hour before the time announced for the lecture to begin, and the sale of tickets was stopped.

Barnum therefore stepped upon the platform, and said: "Ladies and gentlemen: as every seat is now occupied and the ticket-office is closed, I propose to begin my lecture now and not keep you waiting till the advertised hour."