The Richmond Virginian. (Richmond, Va.) 1910-1920, 1917-04-01
HOW TO SECURE NEW
INDUSTRIES IN SOUTH
Advertising EsscntiaI-B Pcr-
sonnI Work Is Absolute
Necessity.

From a large number OF CONNER
Ciai organizations In the South we
have received letters in reply to our
recent query as TO how many com
mercisi organizations had agrees
sively sought to interest Henry Ford
and other big automobile concerns in
building branch plants in the South.
These writer's all speak of the lengthy
correspondence which they have car
ried on with the automobile manu-
facturers, but we have not as yet re-
cetved any statement from any or
sanization which told of vigorous per-
sonal work with the automobile peo-
pie 70 induce them to locate in the
South All the letters that might he
written in year viii not accomplish
the desired result unless these let
ters are followed. as In the case of
Padueah to which we have recently
referred, by vigorous, aggressive. per-
sonai work
II the Manufacturers Record on
any other business organization. con-
tented itself in it's efforts to get bust
ness with sitting down and writing
letters to manufacturers or other
prospective customers. bankruptcy
would soon stare il in the face. In
iISSt usaN =. II Il IIihii sApe<tS ~ ~
business tand what is true of the in
dividual is true of the city seeking in
dustries) he must go after ii through
able, accredited representatives, who
month after month and year after
year stick at the job until finally they
make an opening and do business. II
the Paducah people had been con-
tent to sit down and write letter. 10
Detroit manufacturers. they never
ould have secured the enterprises
which they have recently brought 10
their town by the personal work H.
Detroit OF leading Paducah men.
The railroad industrial agent or
commercial organization which does
not follow It's letter writing and ad
Vcrtising campaign with personal
work will never get very far on the
journey. Advertising IS one wise step
and an essential one. but it cannot
he the final step, and the business
concerns who are trying TO locate in
dustrics in the South, hut who fail
to recognize the necessity of personal
work and personal touch with a
pros pective customer. viii never get
very far IN their campaign. The let
tiers are taken largely as a perfume
tory matter. and are answered in the
same way They do not ger down TO
the heart of the subject, and they
are not considered by the prospec-
tive Gus, omer in any such light as
would be a personal visit---not once.
but II nesd be dozens of times. 10 in
terest the manufactures to locate in
the South, The Manufacturers Record
has many valued customers upon
whom its Representatives called time
after time for years before they made
any real impression, but. never dis
couraged, they kept on and intelli-
gently presented the growing wealth
OF the South and the opportunity
which II presents FOR Northern and
Western concerns 10 do business
here. Until railroads and CONNER
eiai organizations go after Northern
investors with the same sort OF tire
less energy 10y men OF the highest
character. thoroughly acquainted with
the subject they are discussing. these
organizations will never produce large
results, But these men cannot do
this unless backed financially and III
every other way by The railroads and
the organizations employing them. ---
Manufacturers Record.