The Art of Money Getting · Chapter
Advertise Your Business explained
This chapter emphasizes the critical importance of advertising for any business, arguing that even the best product will fail if the public does not know about it.
What happens
This chapter emphasizes the critical importance of advertising for any business, arguing that even the best product will fail if the public does not know about it. Barnum uses the example of Genin the hatter, who bought the first Jenny Lind ticket at auction for $225 as a brilliant publicity stunt, leading to a massive increase in hat sales. He stresses that advertising must be persistent and consistent, comparing it to sowing before reaping, and warns against spurious goods, as dishonest advertising will ultimately ruin a business.
Themes in this chapter
The Power of Advertising and Publicity
Barnum argues that advertising is essential for business success, using Genin's clever publicity stunt as a prime example of how to attract customers and build a brand.
Honesty and Integrity
Barnum warns that advertising a spurious article will ultimately fail because the public is wise; only genuine goods that satisfy customers will lead to repeat business.
Perseverance and Self-Reliance
The chapter stresses the need for persistent advertising—comparing it to sowing before reaping—and warns that giving up too soon wastes the money already spent.
Characters to notice
- Mr. Genin
Genin, the hatter, bought the first Jenny Lind ticket at auction for $225 as a clever advertisement, leading to a huge increase in hat sales and national fame.
- Jenny Lind
Jenny Lind's first concert tickets were auctioned, and Genin's purchase of the first ticket became a famous advertising story.
Key passages
“Genin, the hatter, bought the first Jenny Lind ticket at auction for two hundred and twenty-five dollars, because he knew it would be a good advertisement for him.”
The hatter Genin paid $225 for the first ticket to Jenny Lind's concert, recognizing it as a brilliant marketing opportunity.
Barnum uses this anecdote to illustrate how a single, well-publicized act can generate enormous public attention and boost sales.
“A French writer says that 'The reader of a newspaper does not see the first mention of an ordinary advertisement; the second insertion he sees, but does not read; the third insertion he reads; the fourth insertion, he looks at the price; the fifth insertion, he speaks of it to his wife; the sixth insertion, he is ready to purchase, and the seventh insertion, he purchases.'”
A French writer observed that it takes multiple exposures to an advertisement before a reader finally decides to buy, emphasizing the need for repeated advertising.
Barnum uses this quote to argue that advertising must be persistent and consistent to be effective.
“The whole philosophy of life is, first 'sow,' then 'reap.' That is the way the farmer does; he plants his potatoes and corn, and sows his grain, and then goes about something else, and the time comes when he reaps. But he never reaps first and sows afterwards.”
Just as a farmer must plant before harvesting, a business must invest in advertising before expecting returns.
Barnum draws an agricultural analogy to explain the principle that advertising is an upfront investment that yields later rewards.