The Detroit times., 1916-07-12
Nothing Mysterious
About Advertising,
Says e. A. Walton
TT COVERS BIG
FIELD AT COST
Proper Publicity Makes
Easy Sailing for
Agent
~ EDWIN A. WALTON,

K Advertising Manager Of the Bur
rouohs Adding Machine Company
Detroit.
Many statesmen look upon adver
Using as highly mysterious and Of
X very doubtful value. Yet there !:
no mystery about the right kind Of
advertising, nor any doubt as to It's
value.
"A sale always takes place in the
mind Of the one who buys. II is
wholly a mental process. The ways
to = buyers mind are many. the
1 personal contact of the salesman
being only one although generally
the greatest. Most OF the other
ways are called advertising.
While personal sslesmanship 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 It
+ has TO waste much time in waiting
20 nee men and il II very expensive.
Advertising, on the other hand,
ean influence million minds At
once 1T . cost If 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
forceful whenever he II ready. Its
greatest limitations are that il
nust treat each member Of q group
- though all were alike. which
tAey never are. and that Il can not
jnln IN the conversation or the argu-
meut.
Personal salesmanship IL . strong
0ental force that can be applied
euly In one place At one time and
under high expense per unit. Ad-
Z 1oEtisiny n = lesser mental force
4 <nAt can be applied In . large num-
~ of places at one time and at
4 Nv expense per unit. Tho two seen,
designed BY the laws Of our mental
14kure 70 work together.
4 III ~ ~ . partner, thcn, that the
4 0o1oapan should regard the adver
\ t1o1ng az his house. Let US think OF
61vestisfng ~ our partner and see
4 vhAt We can expect 1t 10 accom-
Y blish toward making rales.
$500 II A~~~xg~lu~ a. = v<<,or nlr~~~ h,x,
= Jpighty good opener. Let US use
\ 81 70 open mems minds In prepare
IT, TOR cur calls. Let II work In
4 G1Sance 70 that we shall call al
4 - fine on interested ami PARTIAL,
&6ncatsd prospects. Then so mucf
q. cur time - salesman need MOI
\ ~ spent On prelimjnarics. We car
IN down to closing quicker. We
X ~. close moro orders in q given
\ l1me. Il II moro profitable to cal
4 e1;aour men who want To see u.
4 t1Dan TO force ourselves OF twenty
n ~ DO not.
6elliny - educational work. You
Jo6tn how your goods will benefit
4 ~ prospect and then you teach
Y Nm 70 act on what he has learned.
Ii ~ advertising conduct the kinder
G1e(en and primary educational
I ~mg1 Yea are more valuable In
- sh1oAer grades.
3a1 me 70 took On my own particu-
- 1nrketine problem ~ ON . rail-
4 rod that runs from Ignorancevills
1own here on the plains 10 Order.
town up here In the mountains. For
~ long stretch the grade ID very
4 Gxn6ual. but near Ordertown Is .
1>1Ghty stiR grade that can only be
16nGe with the most powerful triple
eHvansion engine. called personal
Y 1leomansh1p This great mountain
eoU1ne can haul the train on the
1oWor grade, too. but II lie IN eco-
nounic waste to use It on the grade
~ which II was built. The lighter
ooglne called. Advertising can only
81 voek On he lower grade. but on
ut Grade II 10 most efficient. Rail-
tb41s conserve their powerful noun
Z M engines for use ON mountain
\ GBo1es.
ADVERTISING can work In two ways.
y n can arouse curiosity in the goods
e ~ Ne project secure inquiries and
y turA the curious prospects over to
~ Galeonan to educate. Then the
q ~ engine has to haul the curious
passenger I'll the way from lgnor.
a onoevj1le - ordertown. Or, adver
N ling can Seriously educate the
Y. CCoepects. leading . trainfai and
nov1ng them 70 The neat station
~ the next, and % get then
Vhess thsy ell iivs, nearer To Order
CDwn. This latter 10 the mission o
90 advsrtising. II u 10 taks tn
bopoen q the educational work a
- shooIders q the saiesmAn. I,
u nhos bin to star In nsafvr 70 u
1of. 20 conserve his time and d
neoo Tor the work that counts 3
Gr1nrs taken and in oommission
- Angeles has the largest are
Dkoo square nilss--'of any cit