Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-12-10
WILL RETURN TO
NORMAL SOON,
SAYS A. JOERNS
Advertising Company's Presi-
dent Predicts Calamity
HOwlers' Panic Passed.
SELLING NEAR NORMAL

"I am firmly convinced that we have
already passed through the major por-
ton Of the calamity howlers panic and
that within one month, by Feb. 1 at
the latest, we will be returning to Hard
ing's celebrated period OF normally at
a pace that viii stagger," said Arnold
Joerns of Chicago, president of the
Arnold Joerns Advertising Company, at
the meeting last night of the Junior
Chamber Of Commerce.
Christmas selling" he continued, twill
be nearly up to normal, II not quite.
There will be some curtailment Of buy
ing, it's true, along certain lines. but
the great majority Of people are still
obeying that human and very laudable
instinct to make others happy at the
Christmas season"
TURN PEsSIMIsM
INTO OPTIMISM.
After suggesting how pessimism can
be changed to optimism. he continued
Let word seep through by the under
ground channels that you all know to
every last man of your employees, to the
effect that while you've got a cent left
in the world not one Of them is going
to be laid of or discharged. You'll be
create Immediately. They'll brighten up
and get busy and they'll sell. Believe
me, they'll sell For when q man or a
woman, a girl or a boy. is worried for
the near future, he or she can't be at
top-notch efficiency. Remove the hnan-
cial worry from these allies OF yours,
the best you have, and you'n see buSi-
ness creep back again"
After touching upon various features
Of the situation, he said:
Gentlemen, it's my firm belief that
we're almost back to the period where
we can breathe signs of relief and settle
down to good old honest, hustling, com
petitive business without fear of the wolf
at the door. 1t needs a tremendous
amount Of hard work on your part. If
you've been caught with an overstock of
goods bought at high prices, you've got
to stand a loss. and If you don't want
to crash to the bottom of the pit, you've
got to stand that loss with q smile.
MAKE LOSS
SLIGHT.
Make the loss as slight as you can By
slam bang, intensive selling ADVERTISED
I'm not boosting my Own camel Aver.
use for every cent you can spare. Make
S"uA aOfSttAs4AS4 men ger out OF the
slough Of despond that they are In An
ad man, you know, gets all the ills of his
clients poured into his ears just as 6ao-
tor does. If he doesn't watch oui he
finds himself In their mental arus.dA
Make your ad man jazz up his copy.
Make your sales manager use his
brain as he never used 1t before to sub
init new and unusual selling plans to
the consumer. Go through your store or
shop and confide IN some little worker.
Tell him or her: Good morningI Bust
ness is getting much better. Things are
picking up. Pretty soon you'll be hus-
Ting your head off The firm will aprre-
ciate your doing all you can to get busi-
ness back right. You profit where we
dov They'll like It, A couple of hours
OF that and your morale will go sky high.
Send out daily bulletins where all your
workers viii see them. Make them jazzy.
poppy, confident, even cock-sure. That's
all we need-a sugar-coated pill made
of nothing but sugar!
Americas all right-but it's a little
weak and trembly at the looking back
ward stage We went to the top o. the
mountain and wish we were back at the
bottom. And well be back SOON"