One of Franklin’s goals in life was to provide useful advice for aspiring middle-class shopkeepers and tradesmen. He was America’s godfather of self-help business books. By creating what he called a strong “middling class,” he helped to lay the foundation for his vision of a stable civic society in America. Two pieces he wrote on this topic for his paper in 1750 show his different styles: the first is straightforward and earnest, the second a parody (along the lines of his fake list of talents for an almanac writer and the piece he wrote later on rules Britain could use for destroying its empire) listing the ways to make yourself disagreeable.
THE PENNSYLVANIA GAZETTE, FEBRUARY 20, 1750
Rules Proper to be Observed in Trade
I. Endeavor to be perfect in the calling you are engaged in; and be assiduous in every part thereof; INDUSTRY being the natural means of acquiring wealth, honor, and reputation; as idleness is of poverty, shame, and disgrace.
II. Lay a good foundation in regard to principle: Be sure not willfully to overreach, or deceive your neighbor; but keep always in your eye the golden rule of doing as you would be done unto.
III. Be strict in discharging all legal debts: Do not evade your creditors by any shuffling arts, in giving notes under your hand, only to defer payment; but, if you have it in your power, discharge all debts when they become due. Above all, when you are straitened for want of money, be cautious of taking it up at an high interest. This has been the ruin of many, therefore endeavor to avoid it.
IV. Endeavor to be as much in your shop, or warehouse, or in whatever place your business properly lies, as possibly you can: Leave it not to servants to transact, for customers will not regard them as yourself; they generally think they shall not be so well served: Besides, mistakes may arise by the negligence, or inexperience, of servants; and therefore, your presence will prevent, probably, the loss of a good customer.
V. Be complaisant to the meanest, as well as greatest: You are as much obliged to use good manners for a farthing, as a pound; the one demands it from you, as well as the other.
VI. Be not too talkative, but speak as much as is necessary to recommend your goods, and always observe to keep within the rules of decency. If customers slight your goods, and undervalue them, endeavor to convince them of their mistake, if you can, but not affront them: Do not be pert in your answers, but with patience hear, and with meekness give an answer; for if you affront in a small matter, it may probably hinder you from a future good customer. They may think that you are dear in the articles they want; but, by going to another, may find it not so, and probably may return again; but if you behave rude and affronting, there is no hope either of returning, or their future custom.
VII. Take great care in keeping your accounts well: Enter every thing necessary in your books with neatness and exactness; often state your accounts, and examine whether you gain, or lose; and carefully survey your stock, and inspect into every particular of your affairs.
VIII. Take care, as much as you can, whom you trust: Neither take nor give long credit; but, at the farthest, annually settle your accounts. Deal at the fountain head for as many articles as you can; and, if it lies in your power, for ready money: This method you will find to be the most profitable in the end. Endeavor to keep a proper assortment in your way, but not over-stock yourself. Aim not at making a great figure in your shop, in unnecessary ornaments, but let it be neat and useful: Too great an appearance may rather prevent, than engage customers. Make your business your pleasure, and other entertainments will only appear necessary for relaxation therefrom.
IX. Strive to maintain a fair character in the world: That will be the best means for advancing your credit, gaining you the most flourishing trade, and enlarging your fortune. Condescend to no mean action, but add a luster to trade, by keeping up to the dignity of your nature.
THE PENNSYLVANIA GAZETTE, NOVEMBER 15, 1750
RULES, by the Observation of which, a Man of Wit and Learning may nevertheless make himself a disagreeable Companion.
Your business is to shine; therefore you must by all means prevent the shining of others, for their brightness may make yours the less distinguished. To this end,
1. If possible engross the whole discourse; and when other matter fails, talk much of yourself, your education, your knowledge, your circumstances, your successes in business, your victories in disputes, your own wise sayings and observations on particular occasions, &c. &c. &c.;
2. If when you are out of breath, one of the company should seize the opportunity of saying something; watch his words, and, if possible, find somewhat either in his sentiment or expression, immediately to contradict and raise a dispute upon. Rather than fail, criticize even his grammar.
3. If another should be saying an indisputably good thing; either give no attention to it; or interrupt him; or draw away the attention of others; or, if you can guess what he would be at, be quick and say it before him; or, if he gets it said, and you perceive the company plea’s with it, own it to be a good thing, and withal remark that it had been said by Bacon, Locke, Bayle, or some other eminent writer; thus you deprive him of the reputation he might have gained by it, and gain some yourself, as you hereby show your great reading and memory.
4. When modest men have been thus treated by you a few times, they will choose ever after to be silent in your company; then you may shine on without fear of a rival; rallying them at the same time for their dullness, which will be to you a new fund of wit.
Thus you will be sure to please yourself. The polite man aims at pleasing others, but you shall go beyond him even in that. A man can be present only in one company, but may at the same time be absent in twenty. He can please only where he is, you wherever you are not.