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

Members of the Salt Lake AID club
shed presented to them in an interesting
manner last night. at their regular
monthly meeting, two viewpoints close
iy connected with their professions,
those of the help TO advertising to the
merchant and the relationship of sales
manshir TO advertising.
These two subjects were presented by
what might be technically termed ~ex-
perts." }. Will Gray OF Gray Bros,
speaking as the merchant. and John l..
spencer, instructor of the Y. NJ. c, a.
salesmanship class. defining the con-
neetion between advertising ana selling
The meeting was held in the CONNER
ctal club and was begun with lunch
con. Preceding the program Of speak
ers, A. D. Mcguire. president OF the
club, called attention 10 the fact that
the club had sustained its first loss of
member by death, and III a glowing
tribute 10 the late Fisher s. Harris
suggested that q committee be appoint
ed for the purpose Of preparing resolu-
tons of sorrow. john ID. Giles, c. Il.
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 My Business" He said, in part;
Advertising, coupled with straight
forward business methods, and incor-
porating in our ads the truth at all
times, has esta blished a firm foundation
tor the future success of our business.
Every ad writer should take a course in
craftsmanship, for advertising is a pro-
cess of salesmanship 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 20 pay for what he has bought
whether 1t is advertising space, house
and lot or a suit of clothes. You have
TO use logical and convincing argu-
bents, based upon facts.
Advertising is craftsmanship 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
the complete understanding of things"
Mr. Spencer. throughout his address
on the relationship of craftsmanship to
advertising. emphasized the fact that
wtthosst 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-
verusing purposes wants to make every
dollar OF il count for 100 cents. How
can he do II? One thing is by having
back of the advertisement the right kind
OF goods. Then, where does salesman
ship enter inS Suppose the merchant
has everything back of the things you
say ia hts ad, no matter how iaudatOry
you may be, and 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 craftsmanship that keeps him
I'LL,
becomes OF the dollar spent in advertis-
ing, what is it worth under those con-
ditions?-
Asking his hearers to consider them
selves in the light of statesmen. as ad
writer's, Mr.. Spencer explained the three
steps necessary to a sale; first to at
tract attention: second, to inspire con-
fidence; and, third, TO create 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 it's face.
Mr.. Spencer was emphatic In his
declaration that ali statesmen should be |
specially trained and given courses of
study such as are in vogue in the Ma
Sional 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 TO him. While regretting it, Mr.
Spencer deprecated the low standard OF
craftsmanship existing in Salt Lake. In
vestigatiOn IN the stores had revealed
a 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 frequently failed in its
results, and the advertisement blamed
where the fault really lay in the sales
manship. Mr.. Spencer urged the CO.
operation of the ad men in arousing an
interest in better and more efficient
craftsmanship.