Professional men hold up their hands in horror when you suggest advertising to them. They tell you they don't believe in advertising, that it is not ethical, that it is not dignified. Doctors and lawyers are most notable in this respect. One of the first things of their code of ethics is "Thou shalt not advertise." They mean paid newspaper advertising. The man who originated this idea evidently did not have the money to pay for any, and it was a case of sour grapes.
Let us look into this matter of ethics and see whether the doctor and the lawyer really believe what they say about this matter of advertising.
It is a rare spectacle to find a lawyer who will not gladly give an interview to a newspaper reporter during some important trial.
The doctor gladly avails himself of the opportunity to read a paper before a medical society, and he sees to it that this paper is published in a medical journal later on.
Professional men belong to clubs, take part in public affairs, speak before people, work on committees, and actively take part in anything that will bring them in the limelight of publicity. They do this advertising themselves, yet they say they do not believe in advertising.
Uncle Sam builds war ships, equips his soldiers splendidly, conducts his business affairs with high grade talent, all this that the United States may be well advertised among our sister nations.
Advertising is absolutely essential to successful business. Not printed advertising alone but all kinds of advertising. The quality, the price, your aggressiveness, everything in your business is an advertisement, either a good advertisement or a bad one. It behooves you to see the advertising you do, whatever kind it may be, is of the good kind.
If you expect to remain in business a long time your advertisements must be good. Keep in mind that methods are advertisements.
One bad move, which is a bad advertisement for you, calls for two or more good moves or good advertisements.
Have everything, every detail of your business carry a good advertisement, that is, have it help your business.