The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1913-08-07
CONVENTION HEARS
BUSINESS EXPERT
Herbert N. casson Speaks on Finding
the Market" Before Manu-
facturers This
Morning.
PRAISES ADVERTISING
Efficiency Expert Addresses tho Con.
vention This Afternoon
on Efficiency In
Production.
ADVERTISING
PRAISES

The second day of the convention
OF the Iowa State Manufacturers AS
ISOLATION opened this morning with an
increased attendance Two noted ex-
perts We're on the program for today,
Herbert N. Casson in the morning, and
Harrington Emerson In the afternoon.
Mr.. Casson Is vice president Of the
H. K. Mccain advertising company,
of New York city, and is an entertain
Ing talker as well as being an expert
on craftsmanship. His subject was
Finding the Market" He praised
the Iowa manufacturers very strong
ly for their made in Iowa. trade
mark and advocated that they incor-
porate the Keokuk dam in 1t as
catch-word for the state.
He said he was glad to see that this
manufactures meeting was an opti-
mistic one. I'VE need more boosters"
he said. Knocking has almost come
to be a profession and every time a
man gets good at it we send him to
congress. A knocker is only a suit
|of clothes walking around empty. You
ought to send a telegram to Washing
ton today saying to congress, cut out
your politics and get down to bust
ness.'n
Mr.. Casson took up efficiency as ap-
piled to selling. cit used to be thought
that advertising was useless ex-
|pense," said he, that nothing could
be sure by advertising. The idea has
changed. The advertiser men can
figure the public as surely as the In
surance man" The ideal Of advertis.
| ing is to make automatic buyers, that
! is what you have to aim at. The Ideal
customer is one who will go in q
store and ask for a brand and take II
without a moments hesitation. There
are millions of automatic buyers to.
day and advertising is what has made
them.
Make an Iowa Habit.
you want to make an Iowa habit, =
said Mr.. Casson, in praising the made
| in Iowa" slogan. Make strangers
friends. Make goods familiar SO that
when they come across the counter
the customer will say, Hello Bill SO
/ that the moment a customer sees an
article he says he wants It."
Viewing the chief value of adver.
Using in creating buying habit
Mr.. Casson illustrated with the horse
uo dooIorad 4ba borco mos tJ,o ,,,ost
useful machine there is and the only
reason why people buy horses instead
of tractors is because they had the
habit of years behind them in buying
horses. He said the only way this
could be removed was by advertising
Advertising all hinges around a
principal Of human nature and it has
become a science, was the statement
| of Mr.. Casson.
I'VE used to think that the main
thing in selling goods was energy
The man who rushed around all the
time was regarded as a great sales,
man. Mere energy is not efficiency
Salesmanship has been reduced to a
science and must be planned and
studied.
There are two things man should
know when he begins to advertise
said Mr. Casson. zone is If you have
plan and another Is to realize that
you know nothing about it."
Sell Goods at Home.
He advised the manufacturers tc
sell goods at home, saying that it is
ia curious thing that manufacturers
take more pride in selling goods 1900
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