The St. Charles herald. [volume] (Hahnville, La.) 1873-1993, 1920-03-13
DIRECT MAIL
COURTSHIP
By FRANK H. WILLIAMS

10 1920. by Mcclure Newspaper SynuIcate-)
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. th0lgh holding the important
position Of advertising manager for the
famous Gigantic Department store,
was still shy and tongue-tied when 1t
came to question of popping the all
jmportant 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
impartialy 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 OPP
portunties pass, until now, with other
men forging to the front in the race
for Narys hand. he felt desperate.
| 1t was at this crucial moment in his
career that Sam determined to place
his dependence upon advertising.
81 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
I myself to Mary. I'm going To try
! it, anyhow. If | don't I'll just lose
! out entirely, and that's all there is
1 to it."
! Having come to this conclusion. Sam
/ began writing rapidly on 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 man who adoreS YOU!
"You will be much happier mar
ried TO a man who adoreS you than
if YOU marry man who doesn't
care so very deeply. There is GER
tain man who is Wild about you and
yours. Who is he? Watch for the
next letter.
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 II 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.
3 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:
|
"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
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 3 done with the flrst-he
placed if in an envelope and. after
addressing it to Mary. threw it into
the outgoing NAH tray.
Sans final ad read like this;
"THE MAN WHO AZORES YOU is
SAM WALLACE.
"Tve always been too shy to tell
YOU how much l care for you. Sc
I'm telling you about it 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 when l see you the neX'
time"
It was only natural that Sans
heart should beat considerably fast
or than normal as he placed this las
ad In an envelope, directed 1t to Mary
and placed it in the outgoing mai
tray.
"Gee," he said to himself. TN
certainly glad I've done it. 1t wa'
the only thing to do. I'd never il
the world have gotten up enough
courage to ask her personally. and
simply couldn't keep on going with
4 out knowing how l stand. Now
q wonder. will she smile or will sh
t merely rod at me when she see
= me?"
:. Now. Sam was not only a sh.
v Young man, but also an imrulsiv
d Young man. Some weeks before h
had purchased an engagement rim
<, "a ring that was beauty in al
t particulars. just the right size