Pine Bluff daily graphic. (Pine Bluff, Ark.) 1893-1942, 1916-05-27

ship must have visible plans to lay
b:fore his proposed customers just as
surely as he who builds house mus
have an architects plan b;fore he
submits the matter 10 a contractor
fer his consideration.
Oh, of course there is the Rule o!
Thumb" the KNOCK Down and Drag
Out" method of selling Things" bu'
that is only form of activity and
is not at all provocative OF results
or profitable to those who engage III
1t after that fashion.
1t doss not make any difference
what you have to sell, be it lath or
suspension bridges, or illustrated de-
scriptive articles, or tombstones, OF
political strength. you have got to
make people see it before they want
it.
The Gospel according to st. Mat
thew. chapter 5, 18th verse, gives
great advice. to any man who has any
article of goods for sale. in the state
ment Neither do men light candle
and put it under bushel but on a
candlestick and it giveth light unto
/, all that are in the house" Continu-
| ing in the next verse st. Matthew
says: LET your light so shine before
men that they may know your GOOD
works" and you may paraphrase taat
line OF holy writ and say, and logic
ally, that ;;hey may know your
goods"
! The best advice, in my opinion, that
was ever given on advertising is in
the 18th chapter of Proverbs, oath
hje c&o ~ q made
There is he that scattereth and yet
incraseth; and there is he that with
boldeth more than is inset but II
tendeth to poverty"
Therefore The man who, pennywise
and mound foolish, "withholdeth more
than is meet" when he endeavors to
ADVERTISE, does 2 thing that "tendeth
to poverty quite as much as If ne
bad taken his money and cut 1t into
strips and fed il piecemeal into the
kitchen fire on windy day; but the
man who "scattereth" proper adver-
Using whether by word of mouth. or
nv bill board on dead wall, or by car
card, or by A PAGE IN HIS COUN-
TRY PAPER, or by direct represen-
.ative to go out and sit down with
the farmer to show the farmer how
he can build an ell to the house Or to
the barn, most SURELY "increaseth'
his chances for business and there
fore for PROFIT.
You cannot ever more again in the
whirl OF business sit down in your
i lumber yard like an old fashioned
doctor and expect to secure sales like
the doctor did his patients by hav-
ing the sales come in and place their
own names on your books.
Even this ethical idea of the doctor
has been exploded. sr.si- sys5 /.
There are a thousand sides and
angles TO this proposition of Selling
Things" but there is only one o.
these that will endeavor to discuss
with you today and before we q
along any further let me say to yol
that while it is true that i was tn
fist publicisy man in this country
to find FAULT with the retailers meth
eds in lumber have come to a po!n
where ] want to compliment the re
tailers of lumber in this country TO-
the interest they have taken in al
the hammering they have been get
ting during the last five years from
newspaper men, hired spell binders
publicity propagandists and genera
advertisers who have sought to ex
plot "species" of wood.
A Michigan and Indiana Experience
Two years ago sought to find GU
; the attitude of the retail lumbermel
of Michigan and Indiana towards tn
country newspapers of their territor
and sent a circular letter to assis
me in finding out. and the countr
. editors Of that territory thought $
little OF the possibility of advertiser
from their retail lumber friends tina
only one in seven took the troubl
I to reply to my queries.
have just completed an expert
ence with Arkansas editors alon
the same lines, which l want to rec
: ommend as showing such marked at
vancement in the association of tn
country editor with the retail var
dealer that the improvement in thei
: relationship is little less than marve
: Gus.