The Lewiston teller. (Lewiston, Idaho) 1900-1905, 1905-01-10
HOW ONE MAN PROFITED
BY THE IDEAS OF MANY

ROY B. SIMPSON

S&$++++<+++++t++++++s+++$+S
One of the youngest and most sue
cessful advertising men in Chicago
started in business on an idea which
resulted in a perpetual source of in
spiration.
Craig, as l shall call him for con-
venience, had just finished school ant
landed in Chicago with an even hun.
dred dollars in his purse. His self.
f1dence and enthusiasm, however, were
worth many times his cash capital, and
he had not the slightest of worry mi
crobes in his makeup. Craig decided
to look around bit to avoid hiring ar
undesirable employer, and in the course
of his peregrinations found himself ir
one Of the great State street depart
ment stores. The place looked al
right and it seemed probable that the
proprietor would be a most enterprising
man to tie to.
But a few minutes In his bee hive OF
activity caused Craig to alter his
plans little. He was halted by the
'"e of fussy little man instructing a
I ~ salesman--the words, quick, sharp
and snappy reminded Craig of the
gating gun in his last shaw battle
on the college campus. Lingering near
he heard the fussy little man tell his
pupils to learn first his stock and all
the talking points and then stick each
point into the minds of customers so
deeply that they would hurt.
Learns Value Of Ideas
Ideas" continued the instructor"
are OF more value than the average run
Of clerks imagine. Idea in this sense
Is synonymous with suggestion. 1t Is
the psychological effect OF the two COM
velop ideas and suggestions that will
sell goods you are worth more money
to this company In a different capacity
than that of salesman behind a coun-
ter. The best and most valuable sales
man in the world Is the little idea or
suggestion that brings results. it mat
ters not whether the idea is ppresented
verbally or in cold type
Craig intuitively knew that he had
found his work and felt that he should
be blessed. He spent two hours in that
store, not with view to purchasing
but to absorb some Of the talking
points" of the various statesmen. A
carefully trained and retentive memory
helped him in the absorbing process
and the ideas picked up in this way
were jotted down in a note book at
convenient season.
This particular store was Craigs
training school for more than q week.
He priced articles In every department
and argued with each salesman rela-
tive to the merits OF his wares, and
when he finished not one but a dozen
note books were filled with the best
thoughts of every clerk In the employ
of this big enterprise.
Sees Chance in Advertising
With office quite pretentious for a
beginner, Craig prepared to execute his
plan. A comparison of the talking
points in the note books with the news
paper advertising of the store in ques-
ton showed a woeful lack of consist
ency. The verbal statements of the
statesmen and the printed advertise
ments FLASHED seriously In many in
stances--a condition likely to cause a
loss OF trade with the advertiser in the
dark as to the cause.
Could this firms advertising be i'm
proved? Craig thought SCAT least it
was his plan to make the effort. He
was forceful writer. ingenious. re-
sourceful, and with the other mems
ideas in his dozen note books as a guide
he re-wrote a full page advertisement
compared it with the original criti-
cised it in his own mind, making
changes here and there. and finally
with the finished advertisement, he
sought the general manager of the
store. He proved to be the fussy little
individual who gave Craig his cut two
weeks before.
Are you satisfied with your adver-
Using service?" inquired Craig, cominl
to the point.
Best we can get-highest salaried
man in Chicago" snapped the manager
But do you want something better p
persisted Craig.
I'VE want a lot of things that are