The Press., 1920-05-27
DIRECT MAIL COURTSHIP
By FRANK H. WILLIAMS

$sssessessseesssssssssssssssssssssssA e. isss. by Mcclure Newspaper syndicate.)
 Sam Wallace had tremendous faith in the sales powers of advertising. He believed that through advertising 1t 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 1t came to a 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 sf them. including Sam, Mary was impartially friendly and unsenti- mental.
 Several 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.
 It was at this crucial moment in his career that Sam determined to place his dependence upon advertising.
 T can write ads" Sam told himself, "that bring women into the Gigantic store by the droves. I sure ought to be able to write an ad that will sell myself to Mary. I'm going to try it, anyhow. If l don't I'll just lose out entirely, and that's all there is to 1t"
 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 youi
 You will be much happier mar ried to e man who adores you than if you marry a man who doesn't care so very deeply. There is a cer- 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- oh Norf 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 1t 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 sim cerely, and once the ice is broken he'll tell you just how deeply and sincerely, all right. Who Is this mani 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 1t to Mary, threw 1t into the outgoing mall tray.
 Sam's final ad read like this: 1.-THE MAN WHO AZORES YOU IS
 SAM WALLACE.
 i've always been too shy to tell you how much I care for you. So | I'm telling you about 1t 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 I will know | everything when I see you the next | time."
 It was only natural that Sam's heart should beat considerably fast CT than normal as he placed this last ad in an envelope. directed it to Mary. and placed 1t in the outgoing mail tray.
 "Gee!" he said to himself, "I'm certainly glad I've done 1t. It 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 I wonder, will she smile or will she merely nod at me when she sees meY
 Now, Sam was not only a shy young man. but also an impulsive young man. Some weeks before he had purchased an engagement ring "a ring that was a beauty in all particulars. just the right sized stone and just the proper sort of a setting. He had thought, at the time of his purchase, that he'd make mass attack, as 1t were, upon Mary.
 He'd show her the stone and then, before his courage failed him. slip 1t | on her engagement finger md trust 10 luck that she would allow It to '-"' 'here. But Sam had never made this mass attack. The ring still reposed In his vest pocket. He had never foupd the courage to show l 1t to Mary, let alone place 1t upon her finger.
 Now, wonder" muttered Sam as, after finishing his third ad, he took the ring out and looked at 1t, "T won- der will Mary ever wear this ring or | notf'
 Sam's excitement grew during that | night. and the morning of the day after | he had placed his final ad in | the out1oinU mall trav his porvoS