What was advertised in a colonial American newspaper 250 years ago today?
“There has been Cause of many Complaints on the Part of his Customers.”
In the summer of 1774, John Waterman ran an advertisement in the Providence Gazette to inform the public that he “Continues to carry on the Clothier’s Business, in every Part, … with the greatest Improvements.” Among the services he provided, he “dyes all Sorts of Colours in the most beautiful and durable Manner, and dresses Cloth in the best and neatest Forms.” In particular, he “dyes Cotton and Linen Yarn of a fine, lively, and most durable Blue.” Waterman did not go into detail about the “Improvements” he made to his business, but some of them likely involved hiring new employees. At the start of the year, he had placed an advertisement seeking a clothier “well experienced in all Parts of the Business” to work at the “new and most compleat Works in the Colony.”
In this new advertisement, Waterman confessed that “there has been Cause of many Complaints on the Part of his Customers, heretofore, for a Deficiency … in dying and dressing their Cloth.” Apparently, launching his new enterprise had not gone as smoothly as Waterman hoped. To remedy the situation, he assured the public that he “has taken great Pains to get a good Workman.” Furthermore, he asserted that he “is determined that he will not hereafter continue any in that Business, but such as shall give general Satisfaction.” In other words, he would no longer employee workers who produced shoddy work, deferring to the judgment of his customers when it came to deciding what was unacceptable. In an effort to redeem his reputation, Waterman acknowledged legitimate concerns voiced by previous customers and pledged that he had taken appropriate action to address them.
That being the case, the clothier proclaimed that he “is now ready to serve such as may please to favour him with their Custom.” Waterman promised that they “may depend upon having their Work done with Dispatch, in the best Manner, and at the most reasonable Rates,” combining appeals to efficiency, quality, and price. He asked former and prospective customers to forgive any misstarts that previously occurred and trust that his business now provided exemplary service.