On that document, Mr. Black asserted, hung the fate of the “Protector Bread and Flour Company, Limited,” and the mutual talents of Arthur Dudley and Peter Black, Esquires, were employed for one entire fortnight in writing, correcting, and revising the production which ultimately went forth to the world, like many another great and good work, anonymously.
“It may seem an easy thing to write a prospectus,” remarked Mr. Black. “The fellows that do histories, and novels, and newspaper articles, I dare say imagine there can be no trouble about drawing up an attractive advertisement; but let one of them try to do it—that is all I say. Why, a prospectus combines within itself every literary difficulty you could mention: it has to be got up to suit the tastes of all readers; it must contain something to tickle the palate of each man and woman who looks at it. Who is to check history, and say whether it is right or wrong? but any fool can check statistics. I had a hack once, who used to do some of this kind of work for me, and he said it was all very fine for Macaulay and Alison, who could write just what they liked, and were not compelled to stick to facts, which are such stubborn things there is sometimes no dressing them up attractively or even decently; but he declared there was a heap of dry bones flung to us, and we have to compose out of those promising materials brilliant pictures, exciting romances, perfect blue-hooks full of sound statistical information. And what he said was true. Our style must be at once brief and persuasive. We must be eloquent in order to draw shareholders, and yet mindful that each word costs money. We must say nothing we are not prepared to verify. We must be as well up in grammar as in the price of shares. We must not slander our neighbour, nor unduly exalt ourselves; and yet we are bound to show that, since the beginning of time, the heart of man never imagined, and the brain of man never conceived, such a project as that which we have the honour of submitting to the consideration of the intelligent and discriminating British public.”
“You should write a pamphlet on the subject,” suggested Arthur, laughing.
“I wish I could—I wish I dare. It would be a comfort and a satisfaction to me to tell that same enlightened British public what I think of its sense. Upon my honour, Dudley, the worse your company is, the easier it is to write a prospectus about it. If you only want to float a thing, not to carry it through, why, you can say whatever you please about the matter, and the more you say the better the shares sell.”
“And why do you not put down whatever you please about the ‘Protector’?” asked his companion.
“Just because it is bona fide—because I must stick to facts and figures—figures that will satisfy not country simpletons, and ambitious widows, and discontented governesses, but sound commercial men. It is a serious matter, my friend, and must be wisely concocted and wisely executed. That is why I put in merely a preliminary advertisement hitherto. I knew the grand coup would require both time and thought. We must have a little of the moral, the philanthropic, the hygienic, the scientific, the statistical, and the profitable; and we ought to put a Latin quotation at the top: it will look classical, and complimentary to the attainments of the people to whom it is addressed. Greek might be better, or Hebrew; but I suppose you do not understand Hebrew?”
To which accusation Arthur pleading guilty, Mr. Black urged upon him the immediate necessity of “rubbing up” his Latin, and finding an appropriate heading for the prospectus.
“We shall want one to go round the stamp also,” proceeded the promoter; “but that is not immediately required. Yes, it is, though,” he added, “for I must mention the stamp at the end of the prospectus. Now, Dudley, look alive; if I do the composing, the compiling, and the inventing, surely I may depend on you for the Latin and correct English!”
After fourteen years, the Squire’s classical education had the dust thus brushed off it, in order to furnish a plausible swindler with a couple of Latin mottoes.
For twice seven years he had kept this thing by him, that it might serve Mr. Black’s turn at last.