It is not a good plan to descend to sensationalism in the methods of conducting business. True enterprise is as far removed from the rowdy-dowdy style of procedure as is day from night. All men are not coarse and ignorant in their perceptions, and no business communication or business announcement should be sent forth that is not gentlemanly and delicate in both diction and sense. A contrary course will soon convince its author that he is making a great mistake in stooping to vulgarity and the small and unrefined side of men’s natures.

It is all very well to make a little noise occasionally, in order to stir up languishing trade. The more noise the better, in fact, provided it is only the right kind of noise, and not the discordant braying of commercial fish-horns. A red-hot campaign now and then is the best thing out, but it must be managed with skill and tact.

The most successful merchants of to-day recognize the fact that it does not pay to abuse competitors. If one’s competitors are dishonorable and tricky the public will find it out in the long run, whereas if they are straightforward and progressive, no amount of slander will hurt them. Praise your own wares truthfully and fearlessly, and let your neighbor’s alone—that is the best way. Brag and bluster may do for a season, but they don’t wear.

When a merchant advertises in the newspapers he is in great danger of saying too much—or rather, of clothing what he does say in the wrong terms. Slang should be avoided always. Never appeal to the passions and prejudices of your patrons. Most men nowadays happily think with their intellects. It is an error to suppose that we can either interest or instruct people by first assuring them that they are all but hopelessly ignorant. Human nature may be weak, but it is strong enough to resent such offensive presumption. The public knows more than many a merchant is willing to give it credit for.

In sending out trade letters and circulars it is not only unwise but positively ruinous to assume an undignified and vulgar tone. Nothing shows the ass in the lion’s skin so quickly. It should always be borne in mind by the merchant or business man of whatever line that culture and good breeding are appreciated even by the unlettered, and that is asking favors—which every business man in some form or other does of his patrons—the language of the gutter is not the proper means of expression to employ. All business transactions should be dignified.