Hot Dogs

A Cautionary Tale

Small Business, Advertising, the Media and Tough Times

A man lived by the side of the road and sold hot dogs. He was hard of hearing, so he had no radio. He had trouble with his eyes so he read no newspapers. Nor did he watch TV.

But he sold good hot dogs!

He put up a sign on the highway telling how good they were. He stood by the side of the road and cried “Buy a hot dog”. And people bought.

He increased his meat and roll orders. He bought a bigger stove to take care of his growing trade. He got his son home from college to help him.

And then something happened.

His son said “Father, haven’t you heard, there may be a big recession coming on! Haven’t you been reading the papers? Haven’t you been listening to the radio and watching television? If money stays tight, we are bound to have bad business. You’d better prepare for poor trade!”

Whereupon the father thought “Well my son has gone to college. He reads the papers, and listens to the radio and television and he ought to know.”

So the father cut down his meat and roll orders. He took down his advertising signs. And he no longer bothered to stand on the side of the road crying “Buy a hot dog.”

And guess what, his hot dog sales plummeted almost overnight.

“You’re right son,” the father said, “We’re certainly headed for a recession!”

And the moral of the story

When times are good, you should advertise, when times are bad, you MUST advertise!

(This story is from an unknown origin)