Pueblo chieftain., 1921-12-22


of the Associated Advertising Clubs of
the World at a luncheon yesterday at
noon in Congress hotel addressed over
two hundred business men and women.
His talk, which was dull of enthusiasm.
was mostly of successful merchanols-
ing. Mcintosh was invited to Pueblo
and gave his address under the aus
pices of the Pueblo Ad club. He is on
tour of the United states and Canada.
and will visit all organized advertis-
ing clubs while on this trip. Mr.. Nc
Intosh addressed the Colorado Springs
Ad club last evening.
A brief talk was made at the meet
ing yesterday in the interest of the
Salvation Army financial drive by Mrs,
Sara Roe Robinson, state representa-
tive of the Salvation Army.
II. II. Fawcett of the Mercantile
Service corporation gave short talk
on advertising. President Scheid of the
Pueblo Ad club presided at the meet
ing.
Highiights in Mr.. Mc1ntosh's address
follow:
Some manufacturers take the position
that they are growing steadily; and
are contented to rely upon jobbers
and merchandise brokers for their out
let. Such methods, the speaker showed,
are not conducive to rapid growth and
lie further showed how selling points
can be built into the merchandise to
back up the advertising and selling
campaign.
The manufacturer who pins his
faith to the merchandise broker and
other distributors of that class in his
effort to grow will not soon reach
his goal in that manner ho said.
"Mercha ndise brokers are not doub-
ling the capacity of anybody's mills.
The merchandise broker has twenty
or thirty firms on his list. and after
he has consumed the capacity of one
manufacturer he does not beg that
man to double his plant He gets
more Of exactly the same stuff from
one ot a hundred other mills. 1t is
impossible to double the plant of a
single manufacturer except by Great
ing a demand for that particular ar
ticle which cannot be switched to any
body else.
'Tae the case of manufacturer
of brushes who has never advertised.
Finally some alert advertising agency
gets to the point where he is sold on
the idea of a national advertising
campaign. Tho agency tells him,
Trademark one OF your brushes and
sell 1t nationally. Concentrate the de-
mand ON your particular brush
The first job is to pick the brush.
Let us take the obvious brush right
now. the tooth brush. OF all brushes.
1t has an absolutely universal potcn-
a tooth brush. every day at least.
Besides. 1t is the best to select be-
cause 1t is SO cheap. You want to
sell to everybody in the world. and
here YOU have the widest possible
potential demand coupled with a low
priced article.
What will We do? Advertising to-
day begins with the product, because
we recognize that no article is worth
advertising or selling that would not
sell itself II the full facts about It
were thoroughly understood. That Is
"A sweeping statement. but you will
find II true on analysis. Tho most
that advertising and selling can do is
to make the fun facts thoroughly un
derstood.
That is why the advertising man
today starts to build his advertising
into his article. and we, as manufac-
turers of this brush. about to become
national advertisers, will do II in tho
modern way. by building our advcr-
tirinE into our brush. To build ad-
vertising into anything. VIC must con-
slider the standpoint of the customer,
We cannot advertise articles. we ad-
vertisc uses. Nobody since tho be-
ginning of the world has bought an
article; he buys "A use.
Twenty years ago Mr.. Simmons.
of the Simmons Hardware Company.
Expressed that truth. He said: Don't
try to sell people an auger: nobody
wants an anger. Sell them the need
to make holes and they will have to