The Bamberg herald. [volume] (Bamberg, S.C.) 1891-1972, 1921-09-08
THE MODERN SALESMAN.
Advertising Accomplishes Gigantic
Tasks.

salesman, accomplishing titanic tasks
| for legitimate business, doing an in
finite number of important things
which would be impossible By any
other method-such was the inspiring
picture drawn in an address before
| the world convention of advertising
in Atlanta, Ca, last week, by Rich
ard H. Lee, of New York City, direct
or of the National Vigilance Commit
tee of the Associated Advertising
Clubs. Mr.. Lees address was one Of
the outstanding features of the en-
tire convention.
"Markets are in the minds Of peo-
pie, and can be created through
truthful advertising,' he declared.
Legitimate business thus can control
it's own demand, and therefore, it can
be master of it's own destinies, in pro-
portion to the degree in which ad-
vertising is used legitimately and is
believed and acted upon by the pub
lie.
"The old methods of doing business
are gone. They are never coming
back. There was day when each
business man might consider himself
unit unto himself. That day has
departed. Today, he is but a unit
in an industry.
"Once, he sent travelling salesmen,
floating down streams in skiffs and
| they drove into the back woods by
horse and buggy.
Advertising, the Common Salesman.
To-day, the products of America
are being marketed by common
salesman. Advertising. Each ad-
vertiser pays but part of this sales
mans salary, but no longer can any
business man say to himself, When
my competitor deals unfairly with
the public, he hurts only himself for
if his competitor misuses advertis-
ing, he impairs the standing and the
usefulness of advertising-thec COM
mon salesman for all American busi-
ness.
"Confidence is the basis of all sales.
If the customer does not believe what
you tell him, certainly no sale is pos
sible, but on the contrary if you could
instill twice the amount of confidence
in the buying public, your sales would
be made in one-half the time and you
could double the effectiveness of
evey sales person without any speed
ing up process or putting forth any
additional effort. This would permit
you to do your present amount of
business with one-half your sales
force or to double the amount of
your business with your present
force.
Reader Confidence in Everything.
Reader confidence is all there is
to advertising. AS reader confidence
goes up, so do sales and the value of
advertising. AS a reader confidence
goes down, so does the value of ad-
vertising and so do sales.
advertising as we use it today is
comparatively new thing. OF course,
we have always had advertising in
some form or other, but it's use as
point of contact between buyer and
seller as now employed has been de-
veloped largely within the last twen-
ty-fve years. Like all new things, it's
future is apt to be overlooked in the
desire to use it's most powerful ap-
peal, and while most merchants and
manufacturers have sufficient vision
to realize this fact, it has been over
looked by some and deliberately ig-
nored by others. Fortunately, they
are few in proportion to the total
number who use advertising, but
CQ6lT dCClNlLlSS nave DSSu 81 pei liz
ious and their copy so outstanding
that they have reflected on all ad-
vertising.
"The National Vigilance Commit
tee was formed and is now operating
to prevent this abuse; to protect
reader confidence; to maintain a
more careful watch on copy-in
short, to make advertising more
trustworthy.
Advertising is Simply Marketing.
advertising after all, is just mar
keting; but when you stop to reflect
that we have put two arms to all in
dustry in America-Producti and
Marketing get some conception
of what it means to impair this pow
erful business force.
''The head of the house rarely ever
has an opportunity for personal con-
tact with his customers. They learn to
know his institution through the
point of contact which they have