1. You can’t cover dirt with polish. Remove dust and dirt with a cloth or brush. Allow the shoes to dry naturally.
2. Apply polish using a dedicated shoe-cleaning cloth or a brush with natural bristles. Work the polish in – shoe care is as much about nourishing the leather as improving the appearance.
3. Don’t use too much polish – a little dab will do. Dampness in the cloth can help.
4. Allow 10 minutes drying time and then buff to a shine using a different cloth or brush. 

http://www.theguardian.com/lifeandstyle/2010/apr/04/shoecare

Photo: A shoe-shiner in London in 1966 Photograph: FRANK MONACO / Rex Features.