The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1919-10-02
Farm Products Raised Is
Only Half Of Work Of a
Successful Producer
In These Days.
FIND MARKET IS Big PROBLEM
Farmers In All Parts Of the Country
Are Learning New Way To Do Bust
ness and Better Business Is
Through Advertising.

A farm product raised is a tasIa only
half done. The article must be sold as
well. A large number of farmers put
all their effort on the former and then
let the purchaser pay them what he
will The buyer fails to come up to his
expectations and the farmer mopes be-
cause he feels himself to be the under
dog
American business doesn t do that
way Successful business sets price
and then advertises to sell the product
at that price. One of the cardinal
points of success in any business is adj
vertising. Advertising promotes sales
II is not an expense but an investment.
1t buys business and goodwill. AS a
result of advertising, business men of
America are today selling more goods
than were ever sold before and selling
them at the producer's price. 1t redu-
ces the per cent of selling cost. The
principal is as true in farming as in
anything.
For fifty years Of my life, envied
the farmer, his freedom, his independ-
ence then became a fruit farmer. /
toiled-I sweat produced, and /
found that / must sell at the other
man. price and for his profit. / pro
duced better fruit than my neighbors
only to find that their fruits largely set
the price at which mine must sell in
the local market / made up my mind
to free myself of the handicap and to
farm on business basis.
At the mere suggestion of advertis-
ing my farmer friends threw up their
hands in holy horror. They imagined
there was some trick to it--that it con
sisted in al fanciful combination of
vords and their freakish arrangement
over certain amount Of newspaper
space. They we're firmly convinced that
6ne language was the secret of success
and only the highly educated could ex-
pect anything from it. The truth Of
the natter is that the most forceful ad-
vertising is the most simple; it states
clearly what you have, its condition
and ouahty, the price-and then is
done, have found that advertising is
not only the easiest and quickest way
Of selling my farm produce but the most
profitable as we'll.
Orchard Home is the name of my
fruit farm. This name was suggested
among 347 others in answer to adver-
tiSemeAte inserted in the papers of foul
nearby towns, offering So in gold for
the best name. wanted to name the
farm, so that should / ever come to sell
1t, il would be known under name
that could be sold along with the farm
"a name that would nave an actual
money value. Some said was fool
for spending money for a. name for a
farm, but it got everybody to talking
absNt Frank Pyle s orchard and that
was what | wanted Suggestions came
from Florida, California, Maine and all
tho states between. After the name
was chosen | advertised again telling
who suggested it and all about it. In
this way the name Orchard Home was
established at once in the minds of peo-
pie far and near.
The name was then registered in the
VI. $. Patent Ofice with drawing of
the farmhouse and its surroundings. /
use this design on my letter heads,
newspaper advertising, apple box, vine
gar and all other labels except on my
apple juice There are much larger
commercial orchards not many miles
from Orchard Home, hut over the coun-
tryside Orchard Home is better known
than any. When folks think of fruit,
they think of Orchard Home and their
ears instinetively skid this way every
time they start out on feraging expo
Gition.
does farm advertising payfn you
ask. That can be answered best bv the
results of some of my campaigns. This
year / had 500 crates of cherries on the
trees. When they were ready to be
picked ran the 41a.inch ad which fol
lows:
Ripe Cherries Folks!
Great clusters of blood red, perfect
cherries. At ORCHARD HOME the
Eaily Richmond Cherry trees are bend
ing low with fruit. Thorough spraying
and care have made them worthless and
free from rot. Such pies, preserves and
sauce as they will make. M-m-m-Ml
Pick These Cherries on Shares.
Fix up picnic dinner. I'll furnish a
plenty of good water and shade. Losd
the whole family into your car and
spend day cherry picking at ORCH
ARD HOME The trees have beer
pruned with such low tops that ten
year Old child can pick successfully.
Every Third Crate Yours Free.
Jnet third Of all you pick will be yours