The Norfolk weekly news-journal., 1910-07-29

upon at dinner or banquet to make
talk Unexpectedly, don't get up and
tell the people II is a great surprise
an that you are wholly unprepared
they will find that out soon enough
The third thing Is the serious thing
When you begin to talk to anybody,
always keep In a straight line in front
of you the object of your talk
| did not learn anything there from
the standpoint Of being able to talk.
but that has been with me ever since,
and when | advertise anything | try
to keep clearly before me the object
am trying to talk about. There Is a
powerful lesson In that piece of ad
vice for us all
The Making Of an Advertising Man.
The object OF craftsmanship and ad
vertising Is to- distribute goods at a
profit Anybody can give away goods
but to sell them II takes salesman
One of the oldest chestnuts among
advertising men-if you can call II
such-is the one they use in every
argument: What you need Is to con.
duct campaign of education"
think we ought to forget that once
and for all. would like to- know
when we have all the people educat.
ed All advertising is of an educa.
tional character; If 1t Is not, 1t is not
advertising at all.
| differ with some people in regard
to a statement | heard a gentleman
make who said, advertising men are
born, not made" | asked the gentle.
man: who publishes the birth list?''
| said | had never seen one. What |
want to know Is how we are going TO
tell when these men are born, so we
| can pick them out. | think advertis-
ing men, like all other men, are made
as well as born. The thing that ham.
pers men, that holds them back more
than anything else is the doubt of
their own ability. They praise what
they consider great genius or great
ability in some other man, when per
| hapS they possess that same ability.
| | do not think it is going too far-and
do not say it to you only, for | have
said it to others as well-but l think
there is enough ability in this room
| to take care of almost any crisis this
country could ever have. There is
more latent ability in all men than we
| know of, and the only reason many
men do not forge faster to the front
Is because they are not able to recog.
nize that fact. Fifty years ago this
country confronted crisis, and when
the crisis came the country had a
| leader, but year or two before ii
came the man had not been picked
but he had it in him all the time to
become a leader. Let us preach the
doctrine of made" men as we'll as
born" men.
The Making of Goods.
1t is easier to make goods than tc
sell them. | have been in the manu-
featuring business all my life, but il
took me some time to find that out
Any man with money can buy ma
chinery and hire men to run it anC
make goods. but it does not follow be
cause he can do this that he can sci
those goods. His money is of no use
if he can not sell the goods after they
are made. 1t took me some time tC
find out that the making of the goods
is the least When you are manufac
turing goods you are dealing with botf
men and metals, and you can put {
thousand more men to work and make
more goods; but when you cross the
line and attempt to sell those good.
you will meet a different proposition
whether in a retail store or on the
road, that sale does not first take
place in the pocketbook nor yet doe!
it first take place in the orderbook: i
does not even first take place in the
check-book. Rather, every sale takes
place. whether it be a paper of pins o.
house and lot, in the mind of the
man who buys the goods. A lawye
| 10 CO a
man, because when he is in court ht
wants to sell his side of the case t.
the judge and jury, and he is the hes
salesman known because he goes at /
scientifically.
Definition of Craftsmanship.
If | were asked to define salesman
ship in one sentence, | would say
was nothing more nor less than max
ing the other fellow feel as you d,
about the goods you have to sell. Ad
!, vertising and craftsmanship are TIN
connecting link, and always will be
between the invention and the us
j, of any article. The best invention
, the world has ever seen would hav
! been worthless if the man had no
told anybody else about it, he had no
advertised and given the widest pub
i llclIy TO MS Invention. Every pdlell
: this country grants is granted on tn
. theory that the man who produced tn
invention is going to be benefacto
of humanity, and he is, therefore, civ
, en- seventeen years use of his inver
p ton.
!. So advertising and salesmanshi
q have pushed this world ahead taste
, than anything else.
+ Advertising is a process of sale!
, manship We hear it said that "at
. vertising is craftsmanship on paper.
|. That is partly true, but it is not a
e the truth. Advertising is more tina
s craftsmanship; it is craftsmanship plu
publicity. A salesman can talk onl
|, to one or two people at time, S
d it might be properly said that salei
t manship applies only to the indiviC
3 ual, while advertising reaches the pul
t lie as WELL because by advertising 20
o can reach hundreds and thousand
S and millions of people, while the sale
l. man can reach only one or two at
o time.
e Three Ways Of Selling Goods.
e All goods are sold in three ways
= First bv word of mouth. SacnDd n