Gilpin observer., 1920-02-19
DIRECT MAIL
COURTsHIP.
By FRANK H. WILLIAMS

Sam Wallace had tremendous faith
In the sales powers Of advertising. He
believed that through advertising it is
possible to do almost anything-even
to the winning for himself Of the girl
he adored.
Sam, though holding the important
position of advertising manager for the
famous Gigantic Department store.
was still shy and tongue-tied when it
came to question of popping the all
important question to the lady Of his
heart, Mary Stuart. Mary was pretty
and sweet and wholly worth adoring
Many men, like Sam, felt that she
would make an ideal wife; but to all
Of them, including Sam, Mary was
impartially friendly and unsenti-
mental.
Severai times Sam had endeavored
to come to the point, but every time
his courage had failed him. He had
never yet put his fortunes to the test
Red and silent, he had let many op-
portunities pass. until now, with other
men forging to the front In the race
for Mary's hand, he felt desperate.
1t was at this crucial moment in his
his dependence upon advertising.
II can write ads" Sam told himself,
"that bring women into the Gigantic
store by the droves. sure ought to
be able to write an ad that will sell
myself to Mary. I'm going to try
1t, anyhow. If don't I'll just lose
out entirely, and that's all there is
to it."
Having come to this conclusion, Sam
began writing rapidly on a pad of
paper on his desk. Every now and
then he gazed upward at the ceiling
while concentrating his thoughts. But
for the most part he wrote swiftly,
without stopping. When he had finally
finished he reread his work with con.
siderable satisfaction:
This is what he had written:
Marry a man who adores you!
"YOu will be much happier mar
rled to man who adores you than
II you marry Il man who doesn't
care so very deeply. There is a GER
tain man who is wild about you and
yours. Who is he? Watch. for the
next letter."
''There," said Sam to himself.
when he had finished reading the
sheet. "that will get her attention,
and the first step in selling goods
through advertising is to secure the
attention of the prospective pur-
chaser. Next comes the arousing Of
the interest of the prospective buyer.
and, thirdly and finally, the inducing
Of the reader to buy. Two more
letters ought to do the trick for me.
I'll send this letter today, letter No.
2 tomorrow. and the third letter on
the day after that"
Sam placed the sheet in an en-
velope and addressed it to Mary
Then he threw the envelope into the
outgoing mail tray on his desk.
The next day Sam wrote the sec
ond of his series of ads. This Sec
ond ad read as follows:
"The man who adores you is shy.
'It is because he's shy that he's
never gotten up enough courage to
tell you how much he cares for you.
But he does care, deeply and sin
cerely. and once the ice is broken
he'll tell you just how deeply and
sincerely. all right. Who is this
man? Perhaps your intuition has
already told you. But, anyhow,
watch for to-morrow's letter. His
Identity will be revealed in to-mor-
rows letter"
Sam did with this second ad as
he had done with the first-he
placed 1t In an envelope and, after
addressing It to Mary, threw 1t into
the outgoing mail tray.
Sans final ad read like this:
"THE. MAN WHO AZORES YOU is
SAM WALLACE.
1--WE always been too shy to tell
you how much care for you. So
I'm telling you about II through
these little letters. If there is any
chance for me. Mary, smile at me
the next time you see me. If there
isn't any chance, just nod to me but
don't smile. That's all. You know
everything now and will know
everything wnen 1 see you the next
time"
1t was only natural that Sans
heart should beat considerably fast
er than normal as he placed this last
ad in an envelope, directed 1t to Mary
and placed It In the outgoing mall
tray.
"Geel" he said to himself, "I'm
certainly glad I've done It, II was
the only thing to do. I'd never in
the world have gotten up enough
courage to ask her personally and ]
simply couldn't keep on going with
out knowing how I stand. Now !
wonder, will she smile or will she
merely nod at me when she sees
me?"