The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1908-06-19
CcopyrIght by shortstory Pub. c0,l
BY DON MARK LEMON

NOT sell any OF the precious uulQ &c
any other dry goods store in San Fran.
cisco.
AS the inventor had guaranteed, The
Essence of Advertisement proved a
success; a success so astonishing that
within a week. and Notwithstanding
the fact that Copeland withdrew all Of
his customary heavy advertisements
from the papers, he was forced to
engage four additional buyers to keep
his stock replenished, and he and his
general manager felcitated them
selves on having fallen into bed Of
clover.
But suddenly they found burrs in
the clover. While thousands daily Wis
tied the bazaar and purchased heavily,
the astounding fact was soon discovered
that once having bought from the coun-
ters Of the emporium the patron rarely
returned.
Could It be that the Essence, while
crowding the store with transient Gus
tom. was driving away all steady
patronage?
A letter was hastily written to Mr.. z.
Dodge, laying the facts before him and
asking for advice Two weeks later
the advice came, It was as follows:
Martin Copeland,
Proprietor copeland's Dry Goods
Emporium:
r,aar cir. The reason vybv natrons onea
having purchased at your store rarely re-
turn. Is TO be explained by the fact that
you are using the Essence Of ADVERTISE
ment In too pure a state I send you
herewith a recipe for It's dilutioni have
druggist attend TO the matter at once.
There Is such a thing as over-advertis-
ing When your customers bres the the
Essence IN too pure a state, they are IN
cited TO buy more goods than they can
use. and as soon as they quit the bazaar
and come from under the spell Of the
perfume they repent their heavy pur-
chases. and, out OF ehagrin, do not re-
turn. The remedy is to dilute the Es-
sence according to the recipe inelosed,
and while your sales will fail on some-
what they win show much healthier
state. Very truly,
On receipt OF this letter OF advice,
the general manager Immediately sent
out clerk with a quart Of The Es-
sence Of Advertisement, instructing
him to have the stuff diluted accord.
ing to directions at the nearest drug
gist. Slipping on an orange peel be
fore a rival store, the clerk split the
vial, and the contents ran over the
sidewalk. Immediately all the passers-
by In that neighborhood began to pour
into the rival store, and the nnprece-
dented sales Of that house, while the
odor OF the perfume lasted, astounded
and mystifed the proprietor.
This unfortunate clerk was imme
diately discharged, and another was
sent out with a second bottle Of the
Essence. He proved more fortunate
or less careless, and thereafter the di
luted perfume only was used at Cope
lands. and though sales were not as
heavy as formerly, they showed a faI
healthier state, customers not fail
ing to return to the bazaar when II
need Of new goods.
/ Copeland's Dry Goods Emporium now
became enviohsly noted for the amaz
ing amount Of steady bliiness that 4
was doing, and for the exquisite viole
| fragrance that haunted its shelves
and counters, and other stores, hoping
thereby to attract custom. began t
initiate the latter novelty. But thu
| fragrance they used was merely th'
ordinary violet perfume Of commerc'
and not the marvellous Essence OF Ad
vertisement, and OF course these imi
tators had their cost and labor 70
nothing.
Six months passed. and his stool
Of Essence growing alsrmlngiy low
Copeland wrote TO the headquarters o
E. Dodge In New York city for a $40
900 consignment Of the precious fluid
Within three weeks his order re
turned, the envelope thereof bearinI
The official stamp, Party Dead.
Good heavensw exclaimed th
alarmed proprietor, Dodge is dead
and perhaps his secret died with himl
And so It proved. The little invent
or had sunk into an untimely grave
taking Sith MIN a jewel brighter tha
the Star Of India, for in his death wa
lost the secret OF that marvellous con
pound, The Essence Of Advertise
ment
Among the scanty effects by the d.
ceased was a yellow, ragged slip Z
. paper, bearing the following memoraI
dunn:
Hemp men dream dream
0pium-ditto. Absinthe-certain fdifferen
effects There ought 10 be-may be.
{ OBSERVATION-DISCLOSURES 0ry India
which-eaten- -tasted-smelt-wil incii
I men-women-to spend money-lavishly.
heedleEsly II ! can find this plant-mir
eral-can mix with ose-vlolet-perfum
sprinkle In stores patrons smell-bu
) heavily--freely-ad advertisements
Here the writing ended. torn ava,
Copeland reflected. Was The EssenC
OF Advertisement the materiallze
thoughts Of men Of advertising geniu
or something quite different, an
though less wonderful and mysteriou
not less effective and valuable2
/ Small Farms In Denmark.
! Denmark has nearly 100000 farm
: and farm gardens Of ten acres or les