The Salt Lake herald-Republican. [volume] (Salt Lake City, Utah) 1909-1918, 1909-11-17
,SA[ESMANSHIP IN
GOOD ADVERTISING
members of Local AID Club
Listen to Addresses
by Experts.

Members of the Salt Lake Ad club
had presented to them in an interesting
manner last night, at their regular
monthly meeting, two viewpoints close
~ connected with their professions,
those OF the help to advertising TO the
merchant and the relationship of sales
manship TO advertising.
These two subjects were presented by
what might be technically termed ''eN-
perts." }. Will Gray of Gray Bros,
speaking as the merchant and John II.
Spencer, instructor of the Y. Nj. c. a.
saiesmanship class. defining the con-
'nectton between advertising ana selling.
The meeting was held in the CONNER
ctai club and was begun with a lunch
con. Preceding the program Of speak
efs, A D. Mcguire. president OF the
club, called attention TO the fact that
the club had sustained its first loss of a
member by death, and III a glowing
tribute TO the late Fisher 8. Harris
suggested that a committee be appoint
ed for the purpose of preparing resolu-
tons of sorrow. John d. Giles, c. Z.
Wood and John H. Janney were ap-
pointed a committee for this purpose.
J. VIII Gray. the first speaker, had
for his subject How Advertising Has
Helped Ny Business" He said, in part
Advertising, coupled with straight
forward business methods, and incOr-
pOrating in our ads the truth at all
times, has established a firm foundation
for the future success of our business.
Every ad writer should take a course in
craftsmanship, for advertising is a pro-
cess of craftsmanship in inducing the
other fellow to feel the same as you do
about what you have to sell. The sale
takes place in the mans mind, then he
proceeds 70 pay for what he has bought.
whether Il is advertising space, a house
and lot or a suit Of clothes. You have
to use logical and convincing argu-
ibents. based upon facts
Advertising is salesmanship plus
publicity. Never make a statement in
your copy that you do not believe your
self, for that is deception. There are
still some people who like to be hum
plugged, but the majority are learning
Ghe complete understs aiding of things"
1IE Spencer. throughout his address
on The relationship of craftsmanship to
advertising, emphasized the fact that
without proper craftsmanship the dollar
spent Tor advertising was wasted. He
brought out the fact that craftsmanship
has now been reduced to a science.
The merchant" Mr.. Spencer said,
who sets aside a certain sum for ad
Verhsing purposes wants to make every
dollar OF il count for 100 cents. How
can he do It? One thing is by having
back of the advertisement the right kind
of goods. Then, where does salesman
ship entsr in? Suppose the merchant
has everything back of the things you
say Ia hts ad. no matter how Mandatory
you may be, and a prospective custom
eT, attracted by the advertisement. goes
TO the store. Then suppose that at the
very Threshold he meets with some af-
front In salesmanship that keeps him
ho fol IFrI,
becomes Of the dollar spent in advertis-
ing, what Is it worth under those con-
ditions p
Asking his hearers to consider them |
selves In the light of statesmen. as ad |
writers. Mr.. Spencer explained the three !
steps necessary to a sale; first to at
tract attention; second, to inspire con-
hdence; and, third, to create a desire
for the article. By following these three !
steps, and adopting other rules of the |
science OF selling, men. or statesmen can |
be better fitted to make the advertising |
dollar worth its face.
Mr.. Spencer was emphatic IN his /
declaration that all statesmen should be /
specially trained and given courses of /
study such as are in vogue in the Ma /
tonal Cash Register company and the /
mammoth store of Marshal Field in /
Chicago. In the average salesman there |
are certain negative traits or habits to /
be overcome, and these are to be point /
ed out tc him. While regretting it, Mr.. |
Spencer deprecated the low standard Of
existing in Salt Lake. In /
vestigation I'm the stores had revealed |
p condition existing in which an almost |
majority of statesmen were not only |
careless OF their employers interests. |
but actually stood in the way Of their |
own personal advancement. 1t is due
To this condition that the dollar spent
In advertising fTequ ntly failed in its
results, and the advertisement blamed
where the fault really lay in the sales
Mr.. Spencer urged the CO.
operation of The ad men in arousing an
interest in better and more efficient
salesman ship