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

not. our manners, our clothes, our
appearance, our speech. everything that
we do or say advertise US, and we
cannot deny it.
Advertising Is Teaching.
Since you have TO advertise, why
not do it right? Advertising is moth
Ing but teaching people to believe ir
you and your goods.
You. for instance, are trying TO teach
people to believe in your city. You are
trying to sell this city to as many
people as you can, not literally but
you are trying TO impress them with
the good qualities of your city. Your
city is nothing but collection of in
itself as your advertising impresses
am great believer In Advertising
cities as we'll as business.
II man does not know what Rich
mond Is, how on earth can you ever
expect TO get him here? And unless
he is shown what you have when he
arrives how can you expect him to
stay here? The advertising of a city
ought to be carefully done In your
Mr. Dabney you have one of the best
advertising men for a city | have ever
seen. Detroit comes into competition
with him often, and we find his con-
versation is very good-sometimes too
good.
The most important feature of all
is to have some one whose business
1t is 10 attend to the advertising of
your city. This is an age of pub
licity. and unless you keep after the
people all the time they soon forget
you. You have got to keep everlast-
insly at 1t, because the business of
this community in all of it's transac-
tons is IKE Kaleidoscope view, we
see things for a moment and then they
pass away. I doubt whether there is a
man present who can tell who was
President OF the United States siS
terms ago. and yet l think he was the
most important parsonage of that time
but l do believe that almost every
body can tell who was the last Pres
ident Of the United States. The same
thing is true of the earthquake in San
Francisco. / doubt whether there is a
man in this room tonight who can
tell the year and the date it hap
poned. 1t simply shows how great
events and things pass from US unless
we keep everlastingly at it.
l often use the word booster" al
though it is perhaps not an elegant
term, but / have seen good action
come from the work of boosters" A
booster" is a man who does all the
good he can to all the people he can
as we'll as he can, and then trusts
the rest to God.
A "knocker" is defined as a thing
that hangs on the outside Of door.
I have said that the two big factors
in the problem of distribution are ad-
vertislng and craftsmanship. The re-
lationship between the two, in my
opinion, is the closest relationship II
-, T.
friends; it is closer than brothers, yes,
it is closer than friends; it il
closer than brothers, yes it is
closer than the relation between
man and wife, because there can never
be separation or divorce.
Like Chemical Combination,
Advertising is craftsmanship and
is advertising Every ad
is a salesman and every salesman is
an ad. There is this difference. Adj
vertising is craftsmanship plus pub
licity; craftsmanship is Advertising plus
creates the atmosphere of business.
and the salesman follows and takes
the orders. a man says: my bus
mess is so thoroughly established r
do not need to advertise it." 1t nuts
me In mind of a man with blue goggles
at a girl. He knows he is
at the girl, but she doesn't.
We must keep fixed in ourmind that
which we want to accomplish. Speak
ing of the object reminds me
that | went to school of expression
in Boston because the man was
for thought could brush up
a good deal in speaking to statesmen
and others in public II / went to that
school. l only went there once, but
learned something there that / have
never forgotten The man at the
school said to me: II want YOU to
make a speech to me- ] am the al
lience and you are the speaker Now
before you begin, you begin to talk,
these three things: When
'ou get on your feet always rise up
IN your toes and then hack on your
leels, that leads You to know that
you are on earth Second, IL you are
,vcr called upon at dinner or a ban.
luct to make a talk unexpectedly.
ion't get up and tell the people it is
! great surprise, and that you are
wholly unpropared. they will find that
'ut soon enough" The third
hing Is the serious thing / learned
lie said: when you begin to talk
o anybody always keep in a straight
Inc IN front of YOU the object of your
ak" did not learn anything there
rom the standpoint of beng able ia
ak but that has been with me ever
since and When I advertise anything |