The Cairo bulletin., 1911-03-15
ACONVINCING|
ARGUMENT
By ELIZABETH WEED
Copyright by American Press Assp-...
citation, 1911

OF dlIerent countries. then given the
chair Of that department In his alma
mater. Bat Walter was delicate fell
low, and his physicians told him TINT
If he cared to remain on earth be
would better find some occupation to
take him out of doors. Walter took
the hint and set himself up for an nd.
vertising broker.
One morning he stepped into the
store Of John IIobson d Co., importers
of foreign ."uits. etc. presented his
card to the senior member of the firm
and asked for patronage
Young man" said Mr.. Hobson, who
was uneducuted. I'm agin advertis-
ing There's so many advertisements
that there isn't anybody reads EN-"
IF people didn't read them. Mr.,
Hobson. the periodicals and newspa-
pers would have to close up
II say people don't read EN-, and
that's all there Is about it. I'm busy:
get out o here"
II see, Mr. Hobson. that can't do
any business with you without first
proving to you the value of what
have to sell. will give you an ad
vcrtisement free for that purpose
Kindly mention the name OF some ar.
ticle you have for sale"
oh take our preserved ginger and
let me alone. I've more important
work ON hand than staving off solici,
tors
Several days later Mr.. Hobson MOTTO
ed that his mail was much larger than
usual. The first letter he opened con
tanned an advertisement cut from a
newspaper Of Hobson's prepared gin
ger. Mr. Hobson first read the letter
inclosing 1t:
Dear Sir--I would call your attention to
the fact that ginger does not grow on
trees, especially IN northern climates. II
IL root and is indigenous to tropical
countries Yours respectfully.
MARIA l.. WILBUR
Principal of the High School
Mr.. Hobson glanced at the ad. with
surprise and yexation. 1t read as fol
lows:
( Our ginger is growed especially for us
In Norway. picked from the trees ana
cured on the spot There ain't no ingre-
dents In 1t that would hurt baby, It's
all carefully peeled and put to soak In
vinegar, after which It's boiled in lemon
Juice and put INTO jars. In this way we
git a flavor that there Amt no discount
on.
MIR. Hobson colored and his eye fired
He opened another letter:
Dear Sir--I have read your ad. and beS
leave TO call your attention to the fact
that there Is no peel on ginger. Yours
truly, MARGARET ASHLEY,
-'' or the islakely Cooking School
Other letters were as follows:
That ad. OF yours is corker | don
know anything about ginger. whether II
is from a Norway or q South American
tree; but, having a thorough knowledge
OF the English language. / should like TO
write your ads for you.
In the Enclosed advertisement you have
used the lord "growed" incorrectly. II
should be grown"
This ad. Is ridiculous. You might as
well try to get walrus fat out of the Car.
ibbean sea as 10 try for ginger In Nor
way
Mr.. Hobson had opened and thrown
into the wastebasket hundred letters
from lawyers, doctors, housewives
merchants--iD all sorts OF persons
and was about TO get at his daily
work when the postman came In and
unloaded another bundle. And such
was the case whenever batch OF mai
was delivered. Mr.. Hobson was oblig
ed to open the letters lest he should
throw into the wastebasket something
of importance. The next day there
were but two or three comments on the
adj and the day following none.
On the third day Dixon appeared
Mr.. Hobson faced him and said:
What do you mean by disgracinr
my business by putting In that ad
about my preserved ginger? Only an
ignoramus would have said what You
did"
1.-THE question is not rs to the writ
ing of the ad. don't pretend tc
know anything about ginger. wishet
TO prove to you that ads, are read."
Young man, I'm convinced that PEG
pie do read ads. But Id like to know
where you got your learning"
I'm college graduate"
"Well. all I've got to say Is tina
they'd better burn down the colleg
where you graduated. A college grad
uate as don't know any more than yo'
about ginger and how to write com
mon language had better put his hea'
to soak" AR
III you are convinced that advertise
ments are generally read and will CIV
me an order you can write the mex
I'D. yourself"
"You bet III write II myself don
want no more such wrong informatic
and bad writin' about my goods, Sc
down there u few minutes and III tai
to you" -
Dixon "set" awhile, but II paid hin
He left the store with thousand do
lar order for advertisements. An
Hobson was convinced from the sue
den dropping Off Of the letters he ha
received about the test ad. that advel
tisements must be repeated to be O
value. The order was continuous.
The business thus gained proved III
foundation FOR large clientele tina
was very profitable 10 Dixon. Cor
t, stantly out In the air he grew rugge
and well to do at the same time. TIL