The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1908-08-09

20 the matter at once. There is sucf
a thing as over advertising. Wber
your customers breathe the Essence In
too pure a state, they are melted IL
buy more goods than they can use. and
as soon as they quit the bazaar and
come from under the spell of the per.
fume they repent their heavy pur-
chases, and. out of c>.agrin, do not re.
turn. The remedy is to dilute the Es.
sence according to the recipe incIosed
and while your sales viii fall off some
what they viii show a much healthier
state. Very truly,
E. DODGE.
the general manager Immediately sent
out clerk with a quart of The Es-
sence of Advertisement. instructing
him 10 have the stuff diluted accord
| ing to directions at the nearest drug
gist. Slipping on an orange peel be-
| fore rival store, tne 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 unprece-
dented sales of that house, while the
odor of the perfume lasted. astounded
and mystified the proprietor.
This unfortunate clerk was imme-
diately discharged, ans 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 far
healthier state, customers not fail
ing to return to the bazaar when in
need of new goods.
Copeland's Dry Goods Emporium now
became enviously noted for the amaz-
ing amount of steady business that 1t
was doing, and for the exquisite violet
fragrance that haunted it's shelves,
and counters, and other stores, hoping
thereby to attract custom, began to
initiate the latter novelty. But the
fragrance they used was merely the
ordinary violet perfume of commerce
and not the marvellous Essence of Ad-
vertisement, and of course these irni-
tators had their cost and labor for
nothing.
Six months passed, and his stock
of Essence growing alarmingly low,
Copeland wrote to the headquarters of
E. Dodge in New York city for &c.,
600 consignment of the precious fluid.
Within three weeks MS order re-
turned, the envelope, thereof bearing
the official stamp. Party Dead.
Good heavens!' exclaimed the
proprietor. Dodge is dead.
and perhaps his secret died with him.
And so it proved. The little invent
or had sunk into an untimely grave,
taking with him a jewel brighter than
the Star of India, for in his death was
lost the secret of that marvellous COM
pound, The Essence of Advertise
ment
Among the scanty effects by the de-
ceased was a yellow. ragged slip of
paper, bearing the fNllowing memoran-
dunn:
Hemp seed - makes men dream
dreams. Opium-ditto. Absinthe-cer-
tain (different) effects. There ought to
be - plant - mineral - some !
where try India) h-eaten-tasted
incite men-women-to i
spend money-lavishly-h If |
| can find this t-mineral-can mix |
with Neutrality-suspicious. sprinkle in |
smell-buy heavily |
eely-advertisement.
Here the writing ended, torn away. |
Copeland reflected. Was The Essence |
Of Advertisement the materialized |
thoughts of men of advertising genius, |
DR. something quite different, and |
though less wonderful emo mysterious,
not less effective and valuable?