El Paso herald. (El Paso, Tex.) 1901-1931, 1914-12-12
INTERESTING is simply Il

u voice Of the market place
L II speaking to all men in the
highways and byways; its animating
motive is educative; its first purpose
is 20 educate the people to realize new
wants and desires, and to create con-
fidence in the ability of this genera
ton to satisfy these wants, SAID a. h.
Rowlands, vice president of the Rotary
club, local representative OF the Bur
roughs adding machine
a vast population, busy, changing
civiIization, an aggressive demand for
, immediate knowledge Of the very latest
DEVELOPMENTS in supply and demand, re-
ouire some method quicker than the
sa1esman's visits, more economical than
the waiting until a pleased public shall
by the slow seepage of satisfaction
from man to man, wear pathway to
the door of the maker or seller OF
opens Opportunities.
On order for advertising to become
the DOtent creative force of a bigger
, business for you, for this city, for it
to achieve even a small part of its pos
sibilities for those interested we must
assume a positive and not a negative
attitude It is the moral and business
( coward who has no faith in things as
they are, whose faith doesn't catch
fire when he looks at the opportunities
this life in American business offers
him.
1T will pay US to be more hospitahle
to theories. because it will make US
more receptive to success making ideas.
A theory is just a plan Of work before
it is done it is the plan Of building be-
fore it is built. Everyone of US is
theorist-and the man who does not
plan his work and work his plan has
no title to business man. The man who
is successful without knowing why,
where or how it was done, should be
good Presbyterian and believe in pre-
destination, for God has taken care Of
him
An Advertiser "A Dreamer.
The successful advertiser is always
a dreamer; he must have the magma
ton; he must have a vision; he must
be able to see the chicken in the egg.
He must know that this ability alone
is responsible for the creative force in
advertising. A man ought to eat be-
cause he is hungry, and not because he
is afraid of the doctor He ought -
advertise because ne wants a bigger
and larger Observation-Disclosures he has
, pride in being able to deliver service
that the people viii be glad to pay
money to get, not because he is afraid
of being accounted a back number.
A Drenmer's Example.
ct required some vision and a the
DRY upon the part of general manager
| Wooley, Of the American Radiator COM
! pany, to see the possibility or placing
steam heat and hot water systems in
! the homes of the farmers. A knoWl-
! edge of selling conditions soon demon
/ strated that it would be impossible 70
Z get the local plumber or heating con-
! tractor to push the sale, so what was
( the next great distributing agency?
! The press Statesmen couldn't do It.
: What did the farmer read more than
anything else2 The farm paper w hat
( next? The great daily. What next
| The monthly magazine. Hence, the
A Do r1z-fq p ion
in these three mediums Mr.. Wooley
J said: This campaign has paid Well
Yet, steam and hot water heaters OK
/ listed for 90 years before the American
/ Radiator company took up this devel-
boosting Canned Goods.
"The National Gamers association
| started a fund of $3.50. 900 to overcome
/ the idea that ptomaine poisoning had
= become a common result OF eating
! canned goods. The old plan would have
/ been for the Gamers to meet IN con-
/ vention and tell each other 1t WASH
] so, then wonder why the public didn't
: believe it. The new plan is to adver-
.SVben the IngersolI watch was intr1-
\ duced into England, the Ingersou peo-
pie started after the jewelers.. but they
/ found that the jewelers. Wouldn nan
/ die the watch. because a snllIlnS
/ watch interfered with their f2 goods.
/ Then what were they going to do? me
/ man with theory started out and
! sold watches to the statiOners and
( hardware dealers, and there they are
! today.
Laying the Foundation
stTbe man of wisdom sees not only
! those people who are about to buy an
! article that he sells and who must De
I turned in his direction rather than be
/ permitted to drift in another, but he
] sees beyond that relatively small part
I - tho infinitely greater
4 field Of those that must be made 70
/ think about him and his goods, then pc
| yond those again a still greater world,
that will in the day after tomorrow
| be brought within the range OF the ap-
| peal of his advertising
Make a direct appeal IN advertising.
! John Wanamaker buys page IN -FOUR
| or five New York papers in Whlch ne
| conducts a little paper OF ms own. Il
| he talks about Frenth china dinner SETS
he does not tell what a wonderful man
( Wanamaker is in getting these SSIs
, from a fellow who couldn't pay ~ ~,
/ them. but he does tell the wonderIu III
/ things those French china dinner selS
! can DO for the table Of the housewife.
| He puts the man Of the house e&peIII,- ~
| ence into that column. He doesn talh
! OF chinaware as a buyer for a depart
/ ment store would talk to departIheI |
| head. but he talks about It as one
! woman would talk to another.
The Direct Appeal
.Tbis Is the art of selling at its best
the direct appeal This is the real
philosophy Of advertising and seIllhI l5
the ability of the big man to MAKE max
| the little interests Of the little people
| t{s interests: the ability of the Dig he.ll
| 20 understand that the individual SAFE
is nothing; the aggregate is everything.
I'm a broader way, advertising mas
I belped to work out the destiny OF ma ma
tons In this country, II saXeu t,Ie
e. DAVIS of the MdLt
/ when Lincoln had to get money. and ser ser
It quickly. A Philadelphia banker Jay