The Washington herald., 1909-06-06

your competitors. notably the Nut-O
Company. who use our entire system.
embracing thirty-one cities Well I
went on Ike that until I seen had EN-
sitting Up some Then I sprung my
scheme. had a series Of high-art car
cards, all prepared in advance. showing
my notions for the way they'd ought 10
advertise their new productivity Ker-
mel hOrn. The first card showed a reglar
peach Of a girl. smiling out Of the picture.
with . poem underneath, Ike this.
This Is the fair Miss Lucy Green.
As sweet a maid a. e'cr was seen.
When asked what she VIII eat to-day.
She says: III have some XXX"
There was nothing on the card except
them initiais-K. K. K.-to show what il
advertised. That was 10 stir I'D public
curiosity. I explained the psychology Of
1t 70 the board and I must say that for
such a lot OF old dubs they caught Il
pretty quick The second card was 20
come out in the cars two weeks after
the first one. BY that time the public
would be wild 10 know what K. X X
meant. This time we showed the same
peach girl with her arms fun Of Krisp
Kernel kOrn packages. The poem under
meath went:
Miss lucy Green 50 bright ard eay.
Would have yuu know that XXX
On which she breakfasts every nom.
Is this alone: Krsp Kernel Kon.
Beneath the poem It said. Finest of
all breakfast foods. At all grocers +
cents the package Whole things my
own idea. except, Of course. I didn't,write
the poems. We got a young fellow IN the
But Just take the way I said . cents
the package That word the gives tone.
It's different"
Most interesting" said Seymour.
just one OF the tricks Of the trade. q"
said Mix, airily. The psychology Of ad-
vertising, that's all"
Your efforts were appreciated. What?.'
Seymour inquired
Mix dropped his fst upon the table with
such force as 10 all but upset the coffee
cups
Appreciated" he cried in foghorn
voice You just bet they were. I
wouldn't get out until they authorized
the contract" He paused for an impress
sive moment, raised his fist again and
brought it down with the words. That's
how DO business"
EXtraorGin'ry. was SeymOur's COM
ment- May I ask. Mrs Mix. what es-
peeial training you had to fit you Tor
this work. It's really quite wonderful.
y know. This, coming from Seymour.
amounted 10 nothing less than a great
burst OF enthusiasm.
I guess I had a natural bent for it."
Mix answered. And. of course. I'm
husky"
"Oh. not at all. assure YOU" demurred
Seymour. politely.
Slang for strong explained.
"Oh, yes. I see he laughed Yes. OF
course, 'husky'-very good. that. I shall
have 10 remember it,"
Take ne right now" continued Mix.
II been whOCping er up since yesterday
afternoon entertaining Riley Not wink
Of sleep. Rilev's about all in. but look at
me, Don't I look nj? Sure. Why. I
could go before that board and do il all
over again2 That's me-sit up with any
body-all the fun you want-sure, But
when il comes to business. Johnny-on-the-
Spot" He paused, looking from one to
the other of US. as though TO note the
effect Of his words, then: "As to solicit
ing." be continued. 'its partly gift and
partly experience. That's where the
psychology OF advertising comes in again
| understand the WOFkin's OF their minds:
control 'emi I learned TO do that when
] was in the army Here he paused
again. evidently expecting the disclosure
Of his military past 10 open a new line OF
admiration He was not disappointed.
All. said Seymour promptly SO
you've been in the service, Mr.. Mix?"
Sure, said Mix. I was lieutenant in
the Spanish war. He made this an
nOuncGneRt With the air OF one who has
seen hideous carnage and does not will