South Bend news-times. (South Bend, Ind.) 1913-1938, 1917-10-21

several years ago. when / lived
out west" an insurance man called
on me. He told me that a friend OF
his-who knew me-had told him
that 1 was not carrying enough life
insurance. lie wanted 20 know II
shat was the case. / hesitated. took
a mental inventory OF the policies
I held and admitted that perhaps IL
was. lie thanked me. pulled out a
business card, said he would like to
feel that any letters he might write
me about insurance would be read
and-wished me goOd-day. The in
terview had lasted about a minute
and a half
Two or three days later. l re-
ceived a letter from him II was
not a form letter. dealing in glitter
ing generalities or telling how big
a surplus or how many policyhOld-
ers his company had. II was an in
dividual letter from him TO me. ex-
planning the fact that according
70 my own admission needed
more insurance and that the we'll
being. nay. perhaps. the existence.
OF those dependent upon me would
not be safeguarded until--and un-
less-I had increased my life insur-
ance BY at least $1,000.
In course Of time, another letter.
emphasizing this same point reached
me. Then another-and another
and another.
I do not recall how many letters
] got. / do know that 7 read them
all. Well. one day-perhaps six
weeks or two months after his first
cali-my insurance friend dropped
in on me. never knew exactly
how il happened but in a very few
minutes. he had my name on the
dotted line AS ne folded the APP
piicatiOn blank and put IL in his
pocket, he leaned forward and ask
ed: You read my letters. didn't
you 20
Yes" I said.
How did they impress you ?"
They were all right" I answered
What effect did they have in in
ducing you 10 increase your insur-
ance?"
None" I said.
Sure about that?" was his next
question
Yes" said I.
Well" he answered. Il think
you're wrong. When woman
washes a blanket. she uses soap
When she gets through. there is nc
soap in the blanket. But the soar
has done its work, just the same
You will tell me that il you had not
needed more insurance. you would
not have filled out this application
Quite right! But do you suppose
YOU would have taken out more in
surance IL someone had not asked
you 20 do so? Maybe you would
Maybe, but maybe not
Good VIII i'm Making the sale.
No" / said. Il don't believe ]
would. And what is more, I would
not have taken this policy if you
had not called on me and followed
up your call by writing those letters
and following up the letters by call.
ing again. Your first call made u.
acquainted. Your letters told m,
why I should have more insurance
They bred good will The call yol
are nov making cinched things"
Have / strayed from my subject
Advertising For Good WIZ" Per
haps. And yet / think not BY tell
Ing at some length of something
that happened Is years ago. I hav
indicated how good will influence,
me. Good will influences other mel
in precisely the same way. You can
not put your fingeI. on IL and say
This is what good will did"
The way 20 gain good will is T.
deserve II. The way 10 deserve il
TO look at things from the othe
fellows standpoint as we'll as from
ones own.
Let us see how this principle ap
plies in the conduct OF a trust com
pany OF today. The functions an
facilities Of a modern trust com
pany are much more numerou:
much more varied. than those OF
bank. HOldsworth. in his admir-
able book. Money and Banking.
says; The commercial bank deal
I'm credit and handles active fund:
thus aiding in the creation Of wealth
while the trust company deals 4
capital and handles funds that ar
principally inactive, thus conservin
existing wealth"
Filed For a Trust Company
Advertising.
The trust company with which
am connected is a veritable de
partment store OF finance" Ii ha
uearfv thirty, ssF1rcffops ard socfr
ties" and il is difficult 70 imagin
A condition IN which the handlin
OF money IS involved in connectio
with which the Guaranty Trust c,
can not be OF service Do YOU wis