can get it. It is the desirable result of trade. A tradesman looks to end with a capital. But it's gammon to say that he can't begin without it. You might as well say a man can't marry unless he has first got a family. Why, he marries that he may have a family. It's putting the cart before the horse.
It's my opinion that any man can be a duke if so be it's born to him. It requires neither wit nor industry, nor any pushing nor go-ahead whatsoever. A man may sit still in his arm-chair, half asleep half his time, and only half awake the other, and be as good a duke as need be. Well; it's just the same in trade. If a man is born to a dukedom there, if he begins with a large capital, why, I for one would not thank him to be successful. Any fool could do as much as that. He has only to keep on polishing his own star and garter, and there are lots of people to swear that there is no one like him.
But give me the man who can be a duke without being born to it. Give me the man who can go ahead in trade without capital; who can begin the world with a quick pair of hands, a quick brain to govern them, and can end with a capital.
Well, there you are; a young tradesman beginning the world without capital. Capital, though it's a bugbear, nevertheless it's a virtue. Therefore, as you haven't got it, you must assume it. That's credit. Credit I take to be the belief of other people in a thing that doesn't really exist. When you go into your friend Smith's house, and find Mrs. S. all smiles, you give her credit for the sweetest of tempers. Your friend S. knows better; but then you see she's had wit enough to obtain credit. When I draw a bill at three months, and get it done, I do the same thing. That's credit. Give me credit enough, and I don't care a brass button for capital. If I could have but one wish, I would never ask a fairy for a second or a third. Let me have but unreserved credit, and I'll beat any duke of either aristocracy.
To obtain credit the only certain method is to advertise. Advertise, advertise, advertise. That is, assume, assume, assume. Go on assuming your virtue. The more you haven't got it, the more you must assume it. The bitterer your own heart is about that drunken cook and that idle husband who will do nothing to assist you, the sweeter you must smile. Smile sweet enough, and all the world will believe you. Advertise long enough, and credit will come.
But there must be some nous in your advertisements; there must be a system, and there must be some wit in your system. It won't suffice now-a-days to stick up on a blank wall a simple placard to say that you have forty thousand best hose just new arrived. Any wooden-headed fellow can do as much as that. That might have served in the olden times that we hear of, twenty years since; but the game to be successful in these days must be played in another sort of fashion. There must be some finish about your advertisements, something new in your style, something that will startle in your manner. If a man can make himself a real master of this art, we may say that he has learnt his trade, whatever that trade may be. Let him know how to advertise, and the rest will follow.
It may be that I shouldn't boast; but yet I do boast that I have made some little progress in this business. If I haven't yet practised the art in all its perfections, nevertheless I flatter myself I have learned how to practise it. Regarding myself as something of a master of this art, and being actuated by purely philanthropic motives in my wish to make known my experience, I now put these memoirs before the public.
It will, of course, be urged against me that I have not been successful in what I have already attempted, and that our house has failed. This is true. I have not been successful. Our house has failed. But with whom has the fault been? Certainly not in my department.
The fact is, and in this my preface I will not keep the truth back from a discerning public, that no firm on earth, – or indeed elsewhere, – could be successful in which our Mr. Jones is one of the partners. There is an overweening vanity about that man which is quite upsetting. I confess I have been unable to stand it. Vanity is always allied to folly, and the relationship is very close in the person of our Mr. Jones. Of Mr. Brown I will never bring myself to say one disrespectful word. He is not now what he was once. From the bottom of my heart I pity his misfortunes. Think what it must be to be papa to a Goneril and a Regan, – without the Cordelia. I have always looked on Mrs. Jones as a regular Goneril; and as for the Regan, why it seems to me that Miss Brown is likely to be Miss Regan to the end of the chapter.
No; of Mr. Brown I will say nothing disrespectful; but he never was the man to be first partner in an advertising firm. That was our mistake. He had old-fashioned views about capital which were very burdensome. My mistake was this, – that in joining myself with Mr. Brown, I compromised my principles, and held out, as it were, a left hand to capital. He had not much, as will be seen; but he thought a deal of what he had got, and talked a deal of it too. This impeded my wings. This prevented me from soaring. One cannot touch pitch and not be defiled. I have been untrue to myself in having had any dealings on the basis of capital; and hence has it arisen that hitherto I have failed.
I make these confessions hoping that they may be serviceable to trade in general. A man cannot learn a great secret, and the full use of a great secret, all at once. My eyes are now open. I shall not again make so fatal a mistake. I am still young. I have now learned my lesson more thoroughly, and I yet anticipate success with some confidence.
Had Mr. Brown at once taken my advice, had his few thousand pounds been liberally expended in commencing a true system of advertising, we should have been, – I can hardly surmise where we should have been. He was for sticking altogether to the old system. Mr. Jones was for mixing the old and the new, for laying in stock and advertising as well, with a capital of 4,000l! What my opinion is of Mr. Jones I will not now say, but of Mr. Brown I will never utter one word of disparagement.
I have now expressed what few words I wish to say on my own bottom. As to what has been done in the following pages by the young man who has been employed to look over these memoirs and put them into shape, it is not for me to speak. It may be that I think they might have read more natural-like had no other cook had a finger in the pie. The facts, however, are facts still. These have not been cooked.
Ladies and gentlemen, you who have so long distinguished our firm by a liberal patronage, to you I now respectfully appeal, and in showing to you a new article I beg to assure you with perfect confidence that there is nothing equal to it at the price at present in the market. The supply on hand is immense, but as a sale of unprecedented rapidity is anticipated, may I respectfully solicit your early orders? If not approved of the article shall be changed.
Ladies and gentlemen,
We have the honour to subscribe ourselves,
With every respect,
Your most obedient humble servants,
Brown, Jones, and Robinson,
Per George Robinson.
CHAPTER II
THE EARLY HISTORY OF OUR MR. BROWN, WITH SOME FEW WORDS OF MR. JONES
O Commerce, how wonderful are thy ways, how vast thy power, how invisible thy dominion! Who can restrain thee and forbid thy further progress? Kings are but as infants in thy hands, and emperors, despotic in all else, are bound to obey thee! Thou civilizest, hast civilized, and wilt civilize. Civilization is thy mission, and man's welfare thine appointed charge. The nation that most warmly fosters thee shall ever be the greatest in the earth; and without thee no nation shall endure for a day. Thou art our Alpha and our Omega, our beginning and our end; the marrow of our bones, the salt of our life, the sap of our branches, the corner-stone of our temple, the rock of our foundation. We are built on thee, and for thee, and with thee. To worship thee should be man's chiefest care, to know thy hidden ways his chosen study.
One maxim hast thou, O Commerce, great and true and profitable above all others; – one law which thy votaries should never transgress. "Buy in the cheapest market and sell in the dearest." May those divine words be
