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If you have a store rented for a week only and purpose to conduct a sacrifice sale of goods that will make everybody disgusted who buys them, then perhaps you may lie with a high hand and a stretched-out arm.
90 FOUR MINUTE ESSAYS
But if you are in the town to stay, and want regular, returning, increasing, satisfied, and friendly customers, it will pay you to stick to the old-fashioned truth.
Exaggeration is lying. It does not take long for the people in the community to get the habit of discounting twenty-five per cent of all you say.
If you continually overstate and vociferate you must keep on getting louder, until you soon become incoherent.
But if you habitually state only what is soberly, honestly true, by and by everything you say will be away above par.
A man's repute for truthfulness is as much a part of his capital as are his store and stock; so much so that he can raise money on it.
As, civilization progresses, business be-comes more and more an affair of credit, of
FOUR MINUTE ESSAYS 91
trust. The very foundation
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