The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1911-10-08

to have directory of customers enSd
OF customers In prospect" But he
said that IL was just as important to
continue advertising to old customers
as to new He then introduced Mr.
Dobbs. the principal speaker OF the
evening.
Address by Mr. Dobbs.
The successful man. said Mr.
Dobbs, "is the man who Is himself.
The man who co-operatcs doubles his
own efficiency. He must learn how to
work In harness with others. Most
men are inclined to work in individual!
harness He said that humanity must
be studied by the advertiser and the
salesman from mans side. Ho said
that advertising was closely allied to
craftsmanship. and that advertising Is
creative salesnNn3siip. Bat advertise
mcnt. he declared. cannot be backed
up except by service and efficiency
in the sales department. In other
words. the goods that ar. udv,vtiscd
should be the goods which are placed
on the market. He urged team work.
and said tho problem of advertising
was to send goods where they ain
to whore they ought TO be-.
The prime essential he declared 10
bc quality of product And the man
who depends on statesmen and ped
dlcrs and word of mouth he went on.
"is fated to lose. Skill and efficiency
are now taking the place of logged
efficiency lie likened advertisement
through daily newspapers to a through
express train, which gets one to the
place lie is destined for quicker than
any other means.
He said that advertisement did not
now consist in lcEerdemain but was a
of gh in "A
vctiser. he declared. does not have to
perform stunts. or resort to tricks of
press agent. but TO talk business
from 81 business standpoint and to take
the public into his confidence. He said
that merely attracting attention TO
ones goods would not sell them. but
thai the advertisement should be
enough to sustain interest He warned
his hearers. too. not to tell the public
about the things they haven't got, but
about the things they have. and. he
added. You must inspire confidence.
because you must reach mans head
before you reach his pocketbook"
Get What You Put In.
You won't get out OF advertise
ment.' he went on, any more than You
put into 1t. And no man ever reached
out hand to help ii man who did not
also help himself. we get the com
Advertisement" he said. docs not
detract from craftsmanship. Advertise
ment helps the salesman and helps him
make his business more profitable. But
the man who advertises must have
knowledge and enthusiasm. He must
know his wares and believe in them.
Enthusiasm. he said, would cover up a
multitude of other deficiencies. and.
when aided BY accurate knowledge and
would result IN success. Character.
plus knowledge. plus enthusiasm" he
said. ARE the essentials of success
In closing, he eaid that part OF the
duty of business men to-day. and one
OF their chief duties. is to develop
real men and to rid the advertising
profession of charlatanism. which has
filed 1t SO long.
The Boosters' Tour.
In the absence of Mayor Richardson.
Horace F. Smith was called upon TO
tell the advertisers of the great sue
cess of the Boosters tour. He said
that every man who went on the trip
knew how to boost before he went He
had had representatives from three big
business firms come to him since his
return and declare that they had mado
a mistake In not going, but that they
surely would so next time. There
were columns of advertisement and
praise for the Richmond Boosters in
the North Carolina papers," he said.
He then went into details of the trip
and told of the royal welcome which
the Richmonders received in all the
towns and cities through which they
passed. We all worked to do what
we went out to DO" he said, land you
can tell from my voice that I myself
did some boosting. And in many cases
II was case of boosters meeting
boosters, for when we told those North
Carolina folks of what we could do
and what wo had, they did little
boosting on their own account" He
said that he saw many of the Rich.
mond business men receive compliment
tary orders.
Speaks for Chamber.
Mr.. Smith was followed by o. Her
| nert Funston. who represented the
Chamber of Commerce on the tour. He
said that he regarded the boosting
tour as the biggest advertising scheme
ever undertaken. we showed them"
he said. that they could sell in Rich
mond and get hundred cents on evary
! dollar they spent. They are anxious
to trade with us. and by proper cultiva-
ton they can be induced to trade with
us more than they have ever done.
| we have live press he went on,
and 1t is one of the most important