The Birmingham age-herald., 1914-02-22
WELL KNOWN ADVERTISING
MAN CHANGES COMPANIES

e. Leroy Pelletier, the advertising ex-
pert, is now handling the copy OF the
Lozier Motor company His announce
ment of his change of position is char
acteristic. 1t follows:
President Gilbert has advised you Of
my association with the Lozier company
in the capacity of advertising counsel
ITO my many friends in the trade /
wish to say that this connection affords
me more pleasure than is easy to ex-
press.
Not only have I known and admired
Mr.. Gilbert for great many years, but
was also associated through many a
notable campaign with several of the
members of his organization, notably
Paul Smith, sales manager Frank Will
lis, l.. il. Rose. Frank Smith, II. w.
Miller and his other aids.
TT is delightful to renew an associa-
ton that had always been pleasant and
which had resulted in some achievements
Of which we are all justly proud.
1T may not have occurred to you,
ut the secret of success in any line of
ork is in selecting the right men and
the right product to work with.
Advertising can bring a new model
to the attention of the buying public
can introduce it and sell the first few
cars. But after that. the product itself
must make good or no amount of ad-
vertising will avail.
Similarly, advertising cannot compen-
safe for a weak or an erroneous business
policy.
IF the management has made fatal
mistake in gauging demand or in de-
signing to meet that demand; IL the car
or the organization back of it is weak
in any point; il the business strategy is
faulty-then advertising becomes simply
hot air, and l know of nothing more fu-
tile.
what attracted me more than any
thing else was the fact that in making
fours in the $1,000 class sinstead of skies
"a 100 per cent four, as President Gil
bert expresses 1t. instead of big six
that would have to be skmped in de-
tails in order to bring it inside the price
in this policy Lozier has outguessed
other manufacturers by about two years.
Having the courage of his conviction,
Gilbert is laying out the I.ozier policy;
has done what several other makers
would have liked to dc but did not dare
Now that he has shown way-now
that Lozier has led the way back to SAN
ity and shown the line of cleavage that
naturally exists between skies and fours
Just watch other makers fall in line
II am proud OF the fact that | have
never been connected with a failure In
20 years / have worked with three men
Henry Ford, W. E. Flanders and Jos.
NJ. Gilbert. Although | have just asso-
ciated myself with Mr.. Gilbert in the
capacity of counsel while still handling
the Maxwell business, 1 have known Mr..
Gilbert a great many years and have
watched his success and triumphs with
the pleasure which we can only feel
when interested in the man,
II mention the fact that | have been
associated with only three men, and ONLY
with success-Ford, EMF. Studebaker,
Maxwell and Lozier-to point a fact
want to drive home.
"A man who has record can select
his job. The advertising man who has
> record can select the product he wants
to sell. That makes the work much more
pleasant.
I'm this instance it has been a case of
mutual selection, think Mr. Gilbert be-
lieved l could present the Lozler case in
the way he wants it presented, and on my
side | was most anxious to do so because
| was enthusiastic over the policy and
the product
Now, let me tell you one thing you may
not know, but which Mr.. Gilbert does
and which was the chief reason why he
wanted me to tell the Lozier story.
He knows that while it is my business
to be the official optimist,' it is also well
known among my intimates that l am
sincere in what l do. Cannot put the
punch in a piece of copy unless l am
first sold on the proposition myself. l
claim no man can.
And unfortunatey-or fortunately, as
you look at it, have been in the auto
mobile business too long to be easily
fooed--or to fool myself.
Take this question of skies and fours
for example.
Il have written on both sides. Wrote
the first six ads in this country--for Ford
in l906--Ford was the first, by the way, TO
discover that you couldn't build six
cheaply, and he gave. it up early in the
game.
that Chicago ad. that Pelletier can write
on any side of any subject--he doesn't
care Just so long as the pay is good.
Alright LET me send you my last six
ad and you will see that have said ex-
actly}the same in it that was said in that
Chicago four ad
$50 much so that the Cadillac dealers