The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1910-12-13


object 1 am trying TO talk about.
There is powerful lesson in that piece
of advice for all of us.
l think advertising men, like all
other men, are made as we'll as born
About the biggest rot ever preached
is that about men being born and not
made for callings OF course men are
born with general trends for or against
certain lines of endeavor, yet 1T IS
the trained mind which succeeds.
Building step by step on sure founda-
ton, the superstructure is sound and
secure Business life is a growth.
1t Is easier to make goods than TO
sell them l have been in the ad-
vertsing business all my life, but IT
took me some time to find that out
Any man with money can buy ma
chinery and hire men to run it, and
make goods, but 1t does not follow that
because he can do that that he can
sell those goods. His money is of no
use if he cannot sell the goods after
they are made. 1t took me some time
TO find out that the making of the
goods Is the least When you are
manufacturing goods you are dealing
both with men and metals, and you
can put thousand r1ore men to work
and make more goods, but when you
cross the line and attempt to sell those
SOOiS YOU Will meet d inherent
sitton. When you make q sale of any
thing. whether in a retail store or on
the road no matter what it may be.
that sale does not first take place in
the pocketbook, It does not first take
place in the order book, 1t does not
first take place in the check book, but
every sale takes place whether it be
paper of pins or a house and lot, in
the mind OF the man who Buys the
goods. Therefore, we put salesman
"a on % "a 4 10 Wy 4
much salesman as a business man,
because, when he is in court he wants
to sell his side of the case to the
Judge and jury. and he is the best
salesman known, because he goes at
it scientifically.
salesman at any price. Neither does
1t pay TO employ man who Is a
failure. ] have found that railroads
and hotels and post-offices charge Just
as much expense money for a poor
salesman as for a bad one, and the
matter of a few dollars a month salary
ought not to stand in the way of en-
ploying the strongest men you can
get. Some of us are like the man who.
bent over, sees only the nickel before
his eyes. He cannot see the dollar
just ahead.
Making Others Feel ms You Do.
II l were asked to define salesman
ship in one sentence, | would say ii
was nothing more or less than making
the other fellow feel as you do about
the goods you have to sell Advertis-
ing and craftsmanship are the connect
ing link, and always will be, between
the invention and use of any article.
So advertising and salesmanship
have pushed this world ahead faster
than anything else.
Advertising is process of salesman
ship. We hear 1t said that .'advertis-
ing is salesmanship on paper. That is
partly true, but it Is not wholly true.
Advertising is more than salesman
ship; it is salesmanship plus publicity
A salesman can talk only to one or two
people at time, so it might be prop
erly said that craftsmanship applies
only to the individual while adver-
Using reaches the public as we'll. be-
cause by advertising you can reach
reach one or two at time.
ing: One Is to sell your goods. and
the second is to establish good name
and insure continuance of trade
Every man and woman and child
knows that it is not safe to be on
railroad track when the train is APP
proaci...g. Yet the ilroad companies
keep UP their warning signs. SO the
business man must keep up his ad.
vertising., must be pcrslstent-must
be done day after day.
You must send the best possible an.
peal to million minds and you must
keep on appeal ng. You must keep on
if you Wish to keep up your busines
There is no mystery about this adyer-
Using, and selling goods. Some would
have you think so, and some do not
take 1t up because they think
it Is too hard, 1T is nothing
but plain common sense, plus
printers ink. and some of the best
copy ] have. ever seen was written by
men who were never known as adver-
Using men, but they sold the goods
and made their copy accordingly. I'll
once heard II said that a man with a |
little idea always uses big words to !
express himself, because he wants to
surround his idea with as big words
as he can, whereas the man with the
big idea uses little Anglo-SaXon words
to express himself, because the iaeHl
Is so big 1t needs no surrounding.
When you come to write copy bear
that In mind. Write it so plainly that
the man without an education can un.
what you are talking about |
and then it will be u cinch that the |
college graduate can or ought to UNI
It,
"The Point of Contact"
/ believe advertising copy should be |
so written that is first two lines shall, |
be the attractive feature of it, be- i
cause II a man starts torcad Your copy !
and does not finish reading 1t, don't I
blame him. blame yourself because he
gave you the chance. once proved
Mat, gentlemen, in England. We sent I
,It OU0 tirllIlar lettarS .undar 1.csnf