The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1919-10-27
MERCHANTS COLUMN

But they are content to do the pre-
liminary missionary" work through
the parents on the principle that the
hand that holds the purse strings is
the hand that rules the sales
Every day the store secures. through
arrangement with the city Board of
Health. record of the boy babies
born within the last twenty four hours.
and even before these notices appear
in the local papers the following letter
is sent to the mother of the new in
FAINT:
Dear Madam-Under separate cover
we had sent you by the Baby Mine
Publishing Company a book called
Baby Mine" No doubt you will find
valuable information on every page
| of this book, and we trust that same
will be of service to you.
Yours truly,
| Each of these letters is personally
signed by Roy G. Bretz, vice president
of the Observation-Disclosures Company.
and the Baby Mine" book. arriving
a few days later. always proves of
| interest to the mother because 1t con-
tains directions for feeding, clothing
and caring for the new arrival. Nat
urally this attention is appreciated
to drop in at the D-B store the next
time he needs anything in the line
of clothing.
| But, while this attitude on the part
Of the grown-ups is distinctly pleas
ing to Observation-Disclosures, it isn't
what they are striving for. They are
after trade which will last for many
years to come-all during the lifetime
of the baby, the boy and the man, in
lfact.
J AS the second step in the campaign
they send the baby, when he is few
months old, tiny pair of trousers
Icut to fit the average infant of that
Iage. and many mothers have recipro-
lcated by having the child's picture
taken in his first pants" Accom-
panying the pants is the following
letter:
My Dear Little Man:-Your are
invited to the boys department,
i where you will receive a birthday
present we have for you.
Extending you many happy re-
turns of the day, we are,
Yours truly,
From this time on the boy is con-
sidered to belong to the live list" of
sales prospects. and letters are sent
to him and to his parents from time
to time. calling their attention to va
rious timely lines and offerings.
About the time, according to the
company'S card-index file, when the
boy is ready for his first pair of long
trousers he is sent the letter which
lappears below, the address Dear Sir
being touch which has helped won
derfully, because every boy likes to
think that others realize his arrival
at the estate of manhood:
Dear Sir-It has been some time
since we wrote you. Nevertheless,
we hope you are still one of our
customers. You won't remember,
but we sent you your first pants
| (ask Dad) and now you are ready
for your first longs
We would like very much to
have the privilege of introducing
| you to our mems clothing depart
ment, just for old times sake.
Yours truly.
This letter, at first glance, does not
tappear to possess much "se' ing
punch" There isn't single mention
of price or even of quality in it. But
it has produced exceptional results be-
cause of its friendly tone and the fact
that it takes for granted the point
, that the recipient Will have no further
use for the boys department. From
, the moment he receives this letter the
. boy doesn't give his parents a mo-
ment's peace until they invest in his
first pair of long trousers-and it's a
practical certainty that these will
, icome from Derge- Bodenhausen.
, The purchase of "D-B" clothing has
, thus become a habit, the former baby
is trading in the young mans section
I and everybody is happy.
mike" Writes Ads just as He Talks
: Twelve years ago NJ. III. Loeffier
5 known around Grand Junction, Co.
Y as Mike" started his clothing store
!. | on $4,000 borrowed capital and decided
< that he would rest his advertising case
on personalized advertising. He would
be himself talking to the readers of the
advertising If 1919 continues as 1t is
his sale for the year will be about
g 1000 per cent over those of the first
e year.
Al Each Loeffier advertisement usually
a single column piece. is made up OF
2 ''Mikeograms," and so headed. Eacf
is signed Mike" There is no forma
language in the body nor formal sig
! nature at the bottom. But, persona
!, and interesting as they all are, eact
brings in the merchandise talk as
forcibly al the most so-calIed efficient
advertisement written in undertaken: