The Washington herald., 1912-10-27

the world can't hold up on sales without an
nouncing its merit at least in a modest whis-
per whsn other similar products are shouting
their advantages through megaphones.
4
Protested In Vain.
AT every direotors' meeting for two years
raised my voice in protest. but an in vain.
We were still making money. Our assets
and finances were sound And until these
things wers shaken. my directors would not
awake-whn they did realize their position
iu would be too late
IL decided that the only thing to do was
to find . definite. tangible proposition that
was worthy OF being advertised-get II into
definite shape. and submit It 10 my company.
When I made this decision. I was infiu-
enced BY the fact that German inventor
had called upon me and shown me q Dsw
processed leather that he wanted to market
BY the use Of certain chemicals. oily in ma
ture. he had succeeded in touShening Ger
tain grades OF leather to the point where
they would outwear ordinary leather Al
least two to one / had secured an option on
American rights to his process and was
bound that something was going TO come
of II.
Bear in mind this processing. while IL
greatly heightened the life OF the leather,
did not interfere either with its appearance.
hsxibAltty. or comfort l called on an adwer-
tising agent named Benerson. in Chicago
We worked on the thing for three days
and at the end Of that time had evolved
the proposition which has since revolution
lied the business OF shoe manufacturing-
the Guaranteed Shoe
Any man who would under old conditions
Issue . one year guarantee upon an ordinary
pair Of shoes would either be forced out of
business by the cost Of replacement
wreck his business by trying to live up to his
guarantee. Therefore, no manufacturer had
attempted it. But in this new leather be-
usved had q product that would undoubted-
ly kast at least one year. So I went to see
BefferSon- Out Of the advertising mans
mouth came strangely familiar words
words my father had used years before. The
longer your shoes wear the more you'll sell
end the harder 1t will be for competitors to
take your trade away
Made . Years Test.
II wss impatient to got the thing started.
but BsfRerson brought me back 70 my senses
with . dash Of cold water. Do you know
that these shoes will wear twelve monthsr
mo I answered. but believe they Will
"'Bsiist isn't enough In thb case. We
must hnow Maks up 500 pairs Of shoes out
of this leather. put thsm oat. and keep rec
ords on thstr vs.s. Then ss TIE end Of the
year ven b rsaAy'
IT almcst fslt khs cryinc whom In his
once. II was . keen dhappointment but
the logsc Of the thing was unassailablI 30
had the Shoes made up and started the expert
ment
In the meantime we got together. lined up
complete advatfslng campaign: Shoes
guaranteed tor ono ysar-K they don't i've
up to the g,arantes-bFine the shoes back
and get another pair or your money back
Tn ted yol It was ono Of the most forcefri.
convincing advertising plans ever laid eyes
on.
During the tr1al year. I said nothing to
my associates about the plan. but kept right
on perfecting the advertising and sales plans
and financed the German inventor in a series
Of advanced experiments he wanted to make
" The end of the twelve month period Ar