Americus times-recorder. [volume] (Americus, Ga.) 1891-current, 1911-06-01

Walter Dixon was graduated With
the highest ho10rs and, having shown
remarkable promise in literary way.
was sent abroad 70 study the literature
Of different countries, then given the
chair Of that department in his alma
mater. But Walter was q delicate fell
low, and his physicians told him that
if he cared u remain on earth he
would better ind some occupation to
take him out Of doors. Walter took
the hint and set himself up for an ad-
vertising broker.
One morning he stepped into the
store Of John H0bsOn & Co, importers
Of foreign fruits, etc, presented his
card to the senior member of the firm
and asked for patronage.
Young man" said Mr.. HObsOn, who
was uneducated, 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 uewspa-
. DGES " OuIu Iur+ ~ tlyoC ~
u say people don't read EN-, and
that's all there is about it I'm busy;
( get out o here"
( y see, Mr.. HCJson, that l can't do
any business with you without first
proving to you the value Of what
have to sell. will give you an ad-
. vertisement free for that purpose.
Kindly mention the name Of some ar
ticIe you have for sale
ooh. take our preserved ginger and
let me alone. I've more important
work on hand than staving off solicit
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
newspaper of Hobson's prepared gin
ger. Mr.. Hobson first read the letter
incIosing it:
Dear sir-I would call your attention to
the fact that ginger does not grow on
trees, especially in northern climates. II
Is a root and is Indigenous to tropical
countries. Yours respectfully,
MARIA L. WILBUR,
Mr.. Hobson glanced at the ad. with
surprise and vexation. 1t read as fol-
lows:
Our ginger is growed especially for US
In Norway picked from the trees and
. cured on the spot There amt no ingre-
dents in it that would hurt baby. It's
all carefully peeled and put to soak IN
vinegar, after which IT'S boiled in lemon
w va
git a favor that there amt no discount
on.
Mr.. Hobson colored and his eye fired.
He opened another letter:
Dear sir,-I have read your ad. and beg
leave 10 call your attention to the fact
that there is no peel on ginger. Yours
truly. MARGARET ASHLEY
OF the Blakely Cooking School
Other letters were as follows:
That I'D. Of yours is a eorker. I don't
know anything about ginger, whether it
is from a Norway or South American
tree; but, having a thorough knowledge
of the English language, 1 should like to
write your ads. for you.
In the lnclosed advertisement you have
used the word "growed" incorrectly. 1t
should be grown"
This ad. is ridiculous. You might as
ibbean sea as TO try for ginger in Nor
way.
Mr.. Hobson had opened and thrown
into the wastebasket a hundred letters
from lawyers, doctors, housewives,
merchants-indeed, 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 a batch of mail
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
ad. and the day following none.
On the third day Dixon appeared.
Mr.. Hobson faced him and said:
What do you mean by disgracinS
my business By putting in that ad.
: about my preserved ginger? Only an
ignoramus would have said what you
. did"
"The question is not as to the writ
ing of the ad. 1 don't pretend to
know anything about ginger. l wished
to prove to you that ads. are read"
= young man, I'm convinced that peo-
pie do read ads. But I'd like to know
where you got your learning"
I'm a college graduate"
, "Well, all I've got to say is that
they'd better burn down the college
where you gradEa ted. A college grad.
uate az don't know: any more than you
about ginger and how to write com
mon language had better put his head
to soak"
'If you are convinced that advertise
ments are generally read and will give
me an order you can write the next
Gd. yourself"
"You bet I'll write it myself. 1 don't
want no more such wrong information
and bad writin' about my goods. Set
down there a few minutes and I'll talk
to you"
Dixon "set" awhile, but it paid him.
He left the store with thousand dol
lar order for advertisements. And
Hobson was convinced from the sud
: den dropping of of the letters he had
received about the test ad that adver.
ttsements must be repeated to be OF
value. The order was continuous.
The business thus gained proved the
foundation for a large clientele that