The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1916-07-09

let the other fellow think your argu-
n1ent's his own. He likes It. I've
learned that the surest kind of copy |
IS the slow, insidious kind, like the
Featnerloom Petticoat Company's |
campaign. That was an ideal cam
paign because it didn't urge and in
sist that the public buy Featherlooms. |
It just eased the idea to them. 1t
started by sketching a history of the
petticoat, beginning with Ewes FIG
leaf and working up. Before they
knew it they were interested
THAT 50? That campaign was
your mothers idea, McChesney.' You
know, Mother, he thinks you're a
wonder"
! $50 I am" agreed Emma McChes-
ney calmly. go on" ~.
] well, I went on. I told him that
! I'd learned to stand so that the light
wouldn't shine in my clients eyes
! when I was talking to him. lost
a big order once because the glare
from the window irritated the man !
was talking to. told Berg all the
tricks I'd learned, and some hadn't
! thought of till that minute. Berg put
/ IN a word now and then. l thought
he was sort of guying me, as he some
times does-not unl5indly, you know,
but in that quiet way he has. Finally
l stopped for breath, or something,
and he said:
Now let me talk a minute, Nc
Chesney. Anybody can teach you the
essentials of the advertising business,
if you've any advertising instinct in
you. But it's what you pick up on
the side, by your own efforts and out
of your own experience, that lifts you
out of the scrub class. Now l don't
think you're an ideal advertising man
by any means, McChesney. You're
shy on training and experience, and
you've Just begun to acquire that
golden quality known as balance.
could name hundred men that are
better all-around advertising men than
you will ever be. Those men have adj
vertising ability that CLOVIS steadily
and evenly, like a well-banked FIRE.
But you've got the kind of ability that
flares up, dies down, flares up. But
every fare is a real blaze that lights
things red while it lasts, and sends
a new glow through the veins of bust
ness You've got personality, and
youth, and enthusiasm, and a pre-
cious spark of the real thing known
as advertising genius. There's no de-
scribing it. You know what / mean.
Also, you know enough about actual
advertising not to run an ad for a
hve-thousand-dollar motor car in the
Police Gazette. All of which leads up
to this question: How would you like
to buy your neckties in Chicago, Nc
Chesney7'
'ChicagoP I blurted.
"'We've taken a suite of offices in
the new Lakeview Building on Mich
igan avenue. Would. you like your of
fee done in mahogany or oak?"
Jock came to a full stop before his
! mother. His cheeks were scarlet. Hers
were pale He was breathing quickly
{ She was very quiet. His eyes glowed
3 So did hers, but the glowswas dimmed
by mist.
!; "Mahogany's richer, but make il
4 oak, son. 1t doesn't show fnger-marks
, So" Then, quite suddenly, she stood
Q up, shaking a little, and buried her
s face in the boys shoulder.
: "Why-why, Motherl Don'tl Don't
Blonde. Well see each other every
: few weeks I'll be coming to New
: York. to, see the sights, like. the res
of the rubes, and / suppose the noise
!. and lights will confuse me so that III
e be glad to get back to the sylvan
quiet of Chicago. And then you'll rur
out there, Ell? We'll have regular
bats. Mrs. Mack Dinner and the the
y alter and supper! YesP
Eyes" said Emma McChesney, il
IS muffled tones that totally lacked en-
Is thusiasm-
It "Chieago's really only a suburb o
6 New York, anyway, these days
/ Emma Mcchesney's head came VI
t sharply. Look here, son. IF YOUR
E going to live in Chicago | advise yor
{. to cut that suburb talk, and sort o
forget New York. Chicago's quite ;
o village, for an inland settlement, ever
z if it has only two or three million PEG
is pie, and lake as big as all outdoors
d That kind Of talk won't elect you Il
g. the University Club, SON."
s So they talked, all through suppe
s and during the evening. Rather, Joe
e talked and his mother listened, inter
-e rupting with only an occasional re
mark when the bubble of the boy
IF citation seemed to grow too great
Quite suddenly Jock was silent
r After the almost incessant rush Q
S; conversation quiet settled dow
n strangely on the two seated there i
Of the living-room with its soft-shade
D lamps. Jock picked up magazine
twirled its pages, put it down, strolle
lg into his own room, and back again.
Mother" he said suddenly, stand
~ ing before her, there was time whe
you were afraid l wasn't going to pa
er out, wasn't there?
e "Not exactly afraid, dear. jus.
Id little doubtful, perhaps"
to Jock smiled tolerant, forgivin
lie smile "You see, Mother, you .didn
* understand, that's all. A woma
Id doesn't. I was all right A man woul
in have realized that don't mean, dea
that you haven't always been wondei