The Lewiston teller. (Lewiston, Idaho) 1900-1905, 1905-01-10

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| beyond reach What have you got!
What do you want?" returned the man
ager.
Knows His Limitations
The usually shrewd manager. i'm
pressed with Craig's holiness and con-
fidence, failed to question his past
connections. He thought to be rid OF
| his visitor within five minutes, but the
| interview was prolonged for two hours.
Craig's revision of the full page adj
vertisement was pronounced a most
able criticism and a desirable substi-
tute for the original.
The manage offered Craig a position
with an attractive salary attached but
the young man was foxy He knew
his limitations, and something told him
to go show. His mental equipment was
his only capital now and he felt that
this capital properly applied would
mean more to him ultimately than the
entanglements of a salaried position.
Craig declined the offer with thanks.
Il am only an ad DOCTOR he said in
explanation. III your advertisements
are sick, inactive. and lazy will pre-
scribe for them and increase their
earning capacity. If your clerks are af-
fiicted with apathetical dry rot l have
the remedy for the disease. My terms
are 81 for each prescription and as
much more as you think it is worth to
you"
Builds Up $4,000 Business
Craig landed his game, and the VIC
TINS clerks furnished the ammunition
with which to do the shooting. The
first years income from this one GUS
toner amounted to more than $4,000.
To reinforce his native talent with the
theories of advertising Craig invested
in one of the many Correspondence
courses" and with this additional
knowledge was soon enabled to win
many clients to his way Of thinking.
His plan as now perfected limited his
ticular line Of work. Within five years
this young man, through perseverance.
tact. and aggressiveness, built up a
business that yields an annual income
Of $4,000 to $4,000. and so unostenta-
tious is he that few outside of his cli-
ents know aught of his methods.
The mans originality is illustrated
in his plan to cure a certain lot Of en-
ployes of the abominable habit of
watching the clock. Their manager re-
quested Craig to prescribe a remedy,
and within twenty four hours each en-
ploye received a card boarding these
lines:
Amazing Grace. how sweet sound
Is the sound of the quitting bell;
You watch the clock and loaf around,
And when it strikes you run like
WELL
You know what to expect unless this
practice is Immediately discontinued.
THE MANAGER.
The remedy was effective and DIR"
Craig received 500 for the prescrip-
ton. 60
Some experts claim originality as the
chief requisite for the successful adj
vertising man, but forcefulness and
truthfulnes are paramount To these
add thorough knowledge of the goods
to be advertised and you have the best
possible foundation for an advertising
man that will develop new business and
hold the old. No one should belittle
the force and power of originality;
neither should he overlook the possi-
bilities of an old threadbare argument
dressed up in new clothes-this have
the flavor of originality and is often
SO .misnamed, but originality in it's
truest sense is a brand new argument.
idea. or scheme that has not been pre-
viOusly used
Born to Their Work
Few young men can hope to occupy
Craigs position, because great adver-
tfsers like artists and musicians. are
born. not made. The correspondenee
courses at best can only impart a GEN
erai knowledge of the theoretical side
or the business. These limited courses
DO not teach originality and forceful-
/ nes-the two great piston rods of the
mighty advertising engine. which must
be built up gradually from the rough