The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1911-06-04
the merchant he knew exactly how to

the merchant he knew cxactly how to
do it,
The next morning when the big mer-
c"ant opened his paper to read the
most important news which. of course
was his advertisement. lie nearly had
Il fit- There In big blackface type was
! the raincoat ad. exactly ms he had
spoken to that young ass. The mcr-
Grant hit the table one frightful blow
| with his fist as he read ITO tell you
me truth we have n lot of rotten rain
coats we've got TO get rid or He
'ounded the table again and his coffee
cup fell to the floor AMI was shattered.
he did not mind. for he was shricking
as he read on. They're shop worn and
some of them are cracked and we'll
sell them for little or nothing He
dashed the paper down and stamped
on It, Then he picked II up again and
swore as he read n little more, There
are some good ones in the lot. but If
we can't sell them we might rs well
dump them in the river
Usually the big merchant did not get
I to his office until 1925 y. NJ. That
morning he arrived at $3.50. so eager
| was he to discharge that fool from his
employment He was red of face and as
savage as bear when he removed his
hat and coat. Then nc started for the
advertising managers room. Fin route
| He iIiiGt Olic Oh the Junior partners.
did YOU know about the raincoa S -.
inquired the Junior.
Know shouted the big merchant.
SNOW! I'm on my way to drive the
rascal out OF my place. never was
more outraged in my life"
The juniors eyes opened wide. Then
you haven't hoard" said he. There
was the biggest crowd in the raincoat
department we ever had Every rain
coat was sold within thirty minutes of
opening this morning. Never saw such
a rush That Id certainly was
WONDER. ! seemed to please the peo-
pie by its absolute frankness."
The big merchant gasped. After
orca thing hard for few more times
ne decided he would go and see what
was going on In the ra.lcoat DEPART
ment. He remained there a short time
anu then returned to his office and
sent for the advertising man.
Young man." he said. how did II
happen that you used my exact words
In that advertisement this morning 7, !.
here was no simpler way of telling
the plain truth" was the reDly. erin
a great believer in honesty of state
inen'; There has been too much over
statement, grandiloquoncc and non
Well" said the big merchant ..1
vas nearly crazy when saw that adj.
put the proof thatyou were right and
was wrong is apparent at this minute
l II let you run the advertising depart.
tnent from now on"
ie!ilng the plain truth has been the
rule In advertising In that establish
;nent from that day to this
What amazing rewards there are for
me mighty successful advertising man
may be judged from the experience of
an agent named Emmons He had n
naPpy way Of writing. was a student
OF business. pa lot of attention 10
the interests of his clients and always
gave to them the very best service it
was possible for him TO supply. There
is one great peril the adj. makers en-
counter. That is conviviality. Unless
a man has lot of will power he Is
likely 10 develop n taste for liquor.
Emmons had line OF clients to whom
entertaining meant a good deal. He
was sociahle. was making money and
apparently was making good Roadway.
After time. however, he lost n Gus
toner or two and made up his mind nc
would lose others IL he did not look
OUT More serious than losing clients
was The danger OF losing control of
himself 30
E;mmons went into executive session
win himself and determined upon q
radical course He. decided to take a
trip around the world and start as
QUICKLY as he could wind up his engage
inchts- He went. He had enough
money 10 carry him through in good
stylc, SO he was In no hurry. He ban
ishcd all thoughts of advertising from
MN mind and gave himself up to en-
loying everything that came to his
attention aboard ship or In the lands
nc visited, After time. however. he
began TO think Of America and OF
business He was astonished to dis
cover that the further he got away
from the United States, the more clear
~ he understood the problems that
used TO bother him and the better idea
ne got on business subjects. His per-
spcctivc was better.
RIO had been away six months and
was IN Australia whom he began TO
'tch Tor work. fdleness was beginning
20 wear on him. man cannot make
q busy brain tune Itself to slow ac-
ton after half a. lifetime OF activity.
lie knew OF n great bushes that
ing. The men In the bushes were
Immensely wealthy. but were set and
conservative In their ways. They had
suffered decided loss In trade In re-
cent ycars and wore likely to give n
,alr amount Of consideration to a GOOD,
legitimate propoBitionfito Increase their
bnsiness. EmmonB began TO think
deeply about his idea before no loft
australia Ills ship Wag In tho Indian
ocean before he had his plan MI
thought out ITo wrote ads. there in
The middle Of that ocean, and when no
hnd the ada. to suit his criticnl tnstc
nc got 10 work making sketches. ITO
WAS fair artist and fhis drawings
were attractive. hut no had all the
Time no wanted and moro. loo. to do
XQtQ 10 the suDjcct 80 no did hiA lrnt