The Detroit times., 1916-07-13
Nothing Mysterious
About Advertising,
Says e. A. Walton
TT COVERS BIG
FIELD AT COST
Proper Publicity Makes
Easy Sailing for
Agent
~ EDWIN A. WALTON,

~ EDWIN A. WALTON,
Advertising Manager Of the Bur.
roushs Adding Machine Company,
Detroit.
y Many statesmen look upon adver-
Using as highly mysterious and Of
y very doubtful value. Yet there Is
no mystery about the right kind Of
Z advertising. nor any doubt as to its
Z value.
A sale always takes place in the
mind Of the one who buys. II is
wholly q mental process. The ways
10 3 buyers mind arc many. the
4 personal contact Of the salesman
being only one although generally
the greatest. Most OF the other
ways are called advertising.
4 While personal salesmanship Is
almost always the greatest force
that can be used to make the sale
IN the mind of the prospect. this
strong force has one serious limita-
ton. II can be applied to only a
small number of prospects at a
time, usually to but one. Also II
\ has 10 waste much time in waiting
70 zee men and it IL very expensive.
Advertising. on the other hand,
can influence q million minds At
once at q cost of from few cents
down To the decimal part Of one
cent each. Advertising can enter
the prospects private once or
home. await his leisure and be
equally cheerful, interesting and
fOrcefsal whenever he Il ready. It's
greatest limitations are that II
must treat each member Of a group
- though all were alike. which
they never are. and that It can not
4 1oln IN the conversation or the argu-
ment.
Personal salesmanship Is q strong
mo0tal force that can be applied
\ cnly IN one place It ono time and
unAsr high expense per unit. Ad-
vortising IL . lesser mental force
4 That can be applied In large num-
III Of places at one time and at
Nv oxponse per unit. Tho two seem
4 6>ulgned BY the laws Of our mental
aa1l1De % work together.
- ~ @ . partner, then. that the
0flrGuan should regard the adver.
sialng Of his house. Let u think Of
s oASortising - our partner and see
\ What We can expect II TO accom-.
4 pt1oh toward making sales.
Advertising II poor closer but
y nnashty good opener. Let us use
e 10 open mems minds In prepare,
\ Tim for cur calls. Let It work In
o1vance 20 that we shall call all
y ne time on Interested ami partially
4 educated prospects. Then 80 much
u our time a salesman need not
~ spent on preliminarics. We can
1T down to closing quicker. We
8 en- close moro orders In q given
: tine. II II more profitable to call
q four men who want to see Us
tim to force ourselves OH twenty
Who do not.
Selling II educational work. You
q Joayn how your goods will benent
( ~ prospect and then you teach
\ Nm 10 act ON what he has learned.
Iet advertising conduct the kinder
0nStsu and primary educational
WtFk You are more valuable In
~ higher grades.
iite 70 look On my OWE psrticu-
5 lar nsarketing problem ~ on . rail-
rod that runs from Ignorancevillo
down here on tho plains to Order.
& tUwn up here In tho mountains. For
= Ing stretch the grade ID very
& GSo1unl. but near Ordertown Is .
X n610Aty stiR grade that can only be
no1o with the most powerful triple
QDonoion engine. called personal
# on1esmanship This great mountain
h tu~1no can haul the train on the
1oUeg grade, too. but II IL IN eco
1910 waste TO nee II or tho grade
~ Which Il vas built The lighter
enG11e called advertising can only
y xofk o. ths lower grade, but on
tnst frade Il h most efYicient. Rail-
vua1s conserve their powerful noun
tain engines for use on mountain
S5AAss.
AeSertising can work IN two ways.
u u eaa arouse curiosity in the goods
u The project secure inquiries and
eosn ths curious prospects, ovef te
~ oalesmAn 70 educate. Then the
~ s1G1ns has to haul the curious
E Daooonger Ill the way from Ignor
x o1eevi1le 70 ordsrtown. Or. adver
& )1B1ng can, ssri0usly educate th,
r yeospeets, loaAina Z txatnful ant
ooving them 10 The nezt station
- The next, and % 81 then
& vAefe they eli Hive. nearer To Order
IVA. This latter II The missioa q
! - Advertising. Il y 70 taks u
nraen q the educational work q
- eAou1dsrs of the ssiesman, I
$500 hin 70 start IN nsarvr 70 u
$50. 70 conserve his time and Q
nDs ~ the work that counts
~ talsa and in ccmmissios
- Angojos has the largest arr
~ 6quArs nilss--of any eli
"a ~