Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1921-06-21
THE MODERN SALESMAN

THE MODERN SALESMAN
Advertising Aceompishes Gigantic
Advertising is the great modern
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 Richard n.
Lee, of New York City, director OF the
National Vigilance Committee Of the
Associated Advertising Clubs. MIR.
Lees address was one Of the outstand-
ing features Of the entire convention.
Markets are in the minds OF people,
and can be created through truthfui
advertising" he declared. Legitimate
business thus can control its own de-
mand, and therefore, it can be master
of its own destines, in proportion to
the degree in which advertising Is used
legitimately and is believed and acted
upon by the public.
'4The old methods of doing business
are gone. They are never coming back.
There was a day when each business
man might consider himself unit un-
to himself. That day has departed.
Today. he is but a unit in an indus
try.
"Once, he sent travelling statesmen,
floating down creeks in skiffs and they
drove into the back woods by horse
and buggy.
Advertising, the Common Salesman.
"Today, the products Of America are
being marketed by common sales
man. Advertising. Each advertiser
pays but a part Of this salesnan's SAL
ary, but no longer can any business
man say to himself, when my COM
petitor deals unfairly with the public
he hurts only himself, for if his COM
uetitor misuses advertising, he impairs
the standing and the usefulness OF Ad-
yertising- common salesman lor
all American business.
confidence is the basis Of all sales.
If the customer does not believe Wnat
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 Wouio
be made in one-half the time ana you
couid double the effectiveness OF every
sales person without any speeding up
process or putting forth any add-tlonai
effort This would permit you to DC
vour present amount of business with
one-half your sales force or to douoie
the amount Of your business with your
present force.
Reader Confidence is Everything.
Reader confidence is all there Is TO
advertising. AS reader confidence goes
IN so do sales and the value OF adver-
tising. AS reader confidence goes down.
90 does the value of advertising ana 50
do sales.
advertising as we use it today Is d
comparatively new thing. or course
we have always had advertising III
some form or other, but its use as d
mint of contact between buyer ana
seller as now employed has been ae-
yeloped largely within the last twenty
five years. Like all new Things, i's
future is apt to be overlooked III tne
desire to use its most powerful appeal
and while most merchants and manu-
facturers have sufficient vision TO real"
ize this fact, it has been overlooked ny
some and deliberately ignored by oth-
ers Fortunately, they are few IN pro-
norton to the total number VINO use
advertising, but their activities nave
heen so pernicious and their copy 50
o,,+sta ndine that they have reflected on
all advertising.
"The National Vigilance Committee
was formed andsis now operating u
nrevent this abuse; to protect reaoer
confidence; to maintain a more careiui
watch on copy-!n short, to make ao-
vertising more trustworthy.
: Advertising is Simply Marketing
advertising after all, is just mar
ketine: but when you stop t" reject
that we have but two arms to all III.
dustry in America-Productioh anu
Marketing-you get some conception
of what it means to i'm. 'air THIS po"
erful business force.
"The head of a house rarely ever noo
an opportunity for personal contact
with his customers. They learn 10
know his institution through the poiht
of contact which they have with 1t. II
= salesman in n store is loud-mouthed
and blatant, that sort of man, to the
customers mind, owns the place; ana
If he is untruthful, his statements are
laid at the door of the house itself.
The whole sales force, and especially
the greatest salesman. Advertising, are
a. mirror in which the public sees the
owners Of the business" - %. ..'...,.