John Richard Desborus Huggins, the Empereur des Barbieries, Emperor de les modes, et Roi de Barbiers, &c, &c, &c.
"Lady Randolph! blush not Flower of Modesty, as well as Valouir, to declare thy birth.
My name is HUGGINS; at No. 92 Broadway
My Wife attends my Shop; a frugal dame,
Whose constant care is to increase my store
And keep her witless mate, myself, at home.
For I had heard of shaving, and I long'd
To follow to the field some warlike blade;
heaven soon granted what my wife denied.
The moon which rose last night, round as my shaving box.
Had not yet fill'd her horns, when by her light
A band of silken beards, sprang from the downy chins
Of many an anxious stripling. The youngsters
Star'd with wonder and amaze. I alone
With PACKWOOD'S STROP and Razor freshly set,
Hover'd about the enemy, and mark'd
The spot he took; then hasted to PRINCE PARIS
Whom with a troop of fifty chosen Razors
I met advancing. The pursuit I led
Till we o'ertook the chin-encumb'ring foe.
We fought and conquer'd. Ere a word was spoke
A Razor from my hand had cut their chief,
Who wore, that day, the Purse which now I wear,
Returning home in triumph, I disdain'd
Thenceforth to lead a slothful life; and hearing that
The ladies of New-York had summon'd to their aid
The Chieftains of the Comb, I left my home
And heaven-directed, daily strive to do
Some happy deed, to gild my humble Name."
So with a flourish Huggins, advertised his shop and other items which he offered for sale. His wit and sarcasm was widely known and it became a necessary part of the gentry to admit to having been shaved by Huggins. As his fame grew, he also introduced "barberous" puns and commentary which were like a sharp stick in the eye to various politicians that fell under his strop and blade. One might imagine that his razor was so sharp, that you didn't know your throat was cut until you turned your head.
Huggins' promotions;
1) entertained with puns, sarcasm and humor,
2) set the hook for products that became not simple wants but necessities
by repeating exposure to them,
3) never mentioned price, which would have either cheapened the product
in the eyes of some while making them appear unattainable in the view of
others, and
4) showed that Huggins was just a common man like all those in his
audience.
He even recognized the value of his own words, publishing them in Huggins' Fantasy and selling the book for a dollar. How many advertising agencies today could do that? (One should note that P. T. Barnum, took this to heart and in his book, Struggles and Triumphs, he successfully demonstrated that the public would gladly part with their monies if entertained.)
*** From Hugginiana or Huggins' Fantasy, published in 1808 by H. C. Southwick."Most Excellent Printer to his most BARBEROUS Magesty". The book was kindly lent by Iowa State University for my enjoyment, via the interlibrary loan network. Thank you!
ABOUT Joe Wortham