PUBLICITY
Value of truthful advertising
Judicious and truthful advertising is another important factor in the success of the food scientist. Advertising has been considered unethical by medical men for years. It has been discredited, not because it is wrong, or because there is any harm in telling the public the truth about one's business, but because so many spurious nostrums and patent medicines were exploited by "quack" doctors, that the respectable physician deemed it best to adopt the other extreme in his effort to keep entirely out of this class.
Advertising, however, is rapidly acquiring a more honest and upright character. The best magazines and some weekly newspapers will no longer accept advertisements of a questionable character, especially regarding medical remedies. Many of these excellent publications go so far as to vouch for and guarantee the honesty of everything exploited in their pages. Such methods are gradually purifying the advertising atmosphere.
Advertising both virtuous and necessary
There is no logical reason why anybody who has a virtuous and useful article, or who has discovered anything in the realm of science that would be a benefit to humanity, as well as a profit to himself, should not make it known as widely as possible through the instrumentality of advertising.
In preparing advertising literature, whether for magazines, booklets, or letters, facts and truth concerning your work are all that is necessary. No statement should be made that can in any way jeopardize your reputation; nothing should be stated or claimed that cannot actually be made good.
For many years it has been my policy to keep my advertising conservatively below the full limit of facts; in other words, the whole truth concerning that which can be accomplished by scientific feeding sometimes seems so startling to the lay mind that the experienced advertiser will not state it as it really is.
A patient of mine who had been in a wheel chair for twelve years, and afflicted for twenty years with locomotor ataxia, was so much improved within a year's time that he walked from Brooklyn to my office in New York City to exhibit himself. He gave me a testimonial letter and the privilege of using it in my advertisements. I wrote up the facts in regard to his case and submitted them to my agent, who was an expert advertiser, and he advised me not to state the facts as they were; the public, he contended, would not accept them as true.