The Detroit times., 1910-02-21

20 lower the standard fo- the sake OF
turning out greater quantities, VIII
find that they have much better sales
men than they knew. They will nnd
themselves sitting en- solid rock OF
public confidence.
No Chance For Him.
The man, no matter what his repu-
tation as a salesman may be. who
would undertake the Job OF selling
through a long term OF years a pro
duct that was inferior would be *
tremely foolish. lie would be playing
game where he had absolutely no
chance for Anal success.
The second great fundamental priu-
ciple In salesmanship and advertising
Is honest statement. This appiie-
equafy To saleGnialshlp by word, and
TO all saiesmanship in print, which -
advertising.
Ii is my observation that you cant
fool the American public very long.
You can't even fool part OF the peo
pie a part OF the time. have never
known Of business TO survive CON
tinual dishonest statement. There
has been q tendency. | think, in AUTO
mobile advertising 10 make extrava-
CANT statements. Automobile adyer-
Using has not been dishonest, but
some OF IL undoubtedly has been care
less. We are all. OF course, too ready
TO claim the earth.
A grea. many people do not believe
many OF the eStra?agant claims that
are made and this has an unfortunate
result on the industry as whole.
am thorough believer in adver-
Using. II Is sometimes possible 10
market good products without very
much advertising. But these are ex-
ceptions. There has been many u
valuable invention or manufactured
product which the world did not &c.
the full benefit OF simply because Il
was not advertised. and there has been
many a good product utterly spoiled
. by poor advertising
The automobile business. more than
any one | know lends itself TO adver-
Using. | am one OF those who sin
cerely believes that the automobile
business owes much OF Its present
high wave OF prosperity TO newspaper
publicity.
There is no business in the world
right now which SO fully occupies the
mind OF the general public as the au-
tomobile business There is no bust
ness which receives SO much favor
able attention from the newspapers
as the automobile business. thinN
we can credit the newspapers very
largely fer having worked up In the
public mind so much interest in auto
mobiles. IL is largely owing to their
attention that there is such an IN
usual demand for cars
Conserve Public interest.
Automobile manufacturers II seems
TO me, should do everything in Their
power 10 help keep alive this great
public interest in automobiles. IL ~
the most encouraging sign In our bust
ness Everyone talks about automo-
hiles and knows something about auto
mobiles. and wants to know more
about them whether they actually own
cars or not.
This Is what We might call mouth
10 mouth" advertising. and II is the
best sort OF advertising In the world
But this kind OF advertising has TO be
started in the first place. and has 10
be kept going In the second place II
is started by publicity and II is kept
going by publicity. All the adveruS-
ing that all OF us do helps 10 keep alive
the enthusiasm over automobiles.
No matter low rapidly we sell our
output OF Chalmers cars or how Tar
behind our orders We may get. we stu
consider il our duty 10 the industry.
as whole. and TO our dealers and -
the future OF our business TO keep up
our advertising