You may advertise a spurious article, and induce many people to call and buy it once, but they will denounce you as an impostor and swindler, and your business will gradually die out and leave you poor. This is right. Few people can safely depend upon chance custom. You all need to have your customers return and purchase again. A man said to me, "I have tried advertising and did not succeed; yet I have a good article." I replied, "My friend, there may be exceptions to a general rule. 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 advertisement; 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!"