The Washington times., 1926-10-21
GOOD ADS PAY,
SAYS POOLE

DETROIT. Oct. 21-President
John Poole. of the Federal.Ameri-
can National Bank of Washing.
ton, D. c., nationally known all.
thority upon advertising methods.
addressing a national advertising
association convention here today,
stressed the necessity Of informing
the public in regard to any article
that is for sale. Mr.. Poole spoke
more specifically of banks and
banking. Outlining what banks
must advertise. Mr.. Poole said:
There is the trust department,
with its administration OF estates.
its trusteeships, and other fiduciary
services. There is the safe deposit
department with its modern super
SAFE safe for the protection Of
stocks. bonds, precious jewels, and
all sorts of valuables. There is
the bond and investment depart
ment giving honest, wellinformed
help in the selection OF sound in
Vestments. There is the savings
department. where interest is paid
and compounded and where every
ENCOURAGEMENT is given to induce
people to save for their own good.
There. is the commercial, de-
partnlert offering worldwide facili-
Ties Tor paving bills and collecting
checifs with remarkable dispatch
end .econoiny of cost. There is the
foreign department with all of its
facilities for furnishing travel
money and making payments in
All foreign countries. There is the
loan eor discount department where
worthy business and professional
men. large industries and corpora
IONS OF every character find help
aul financial assistance
Bankers do believe that people
with estates should make Wills"
said Mr.. Poole. bankers do be.
lleve that a corporate executor Of
Iers distinct advantages over the in
d1Vldual executor. Bankers also be
leve that people should keep their !
securities in safe deposit boxes in
stead OF at home. They believe that
systematic saving works to the dis |
-tlnct advantage of savers.
whenever the banker recon
mends the use of such facilities he
does so with an honest conviction
that it is we'll for his people to use
Them. The reason which supports
his opinion as to the value OF these
services would be equally convincing
TO others il others only knew what
ne knows, but how shall the manu-
facturer or the dealer or the banke,-
effectively reach the public with his
story? There are many different
mediums for advertising
The speaker then discussed adver. |
Using at length, outlining in detail |
the methods used by his own institu- |
tom He also spoke of the advan.
tages- of monthly "inspirational' let /
ters directed to the employees OF the |
institution which he heads and con |
tinued:
Advertise Facts
MANY lawyers feel that trust
companies and trust departments OF
national banks are engaging in the +
practice of law and otherwise en-.
croaching upon their profession by |
preparing wills and trust agree |
ments and rendering other legal |
services. This is not so, at least not |
SO with all banks. but the lawyers !
think it So which makes it almost |
as bad
After giving further details of the
advertising methods used by his in !
stitution, Mr.. Poole said:
I'VE know from experience that !
good results attend good advertis- |
ing efforts. It is so in all business"
Mr.. G. Bryan Pitts. chairman Of
the board of the F. II. Smith Com |
pany. has returned to his office |
after three weeks vacation at Hot
Springs, Va.
The class of public speaking con-
Quoted by Fernand Petit for the
Washington Chapter of the Ameri.
can Institute of Banking held it's
first session Wednesday evening.
This class has attracted a large |
number of bank officials who real.
lie the great importance OF easy,
graceful bearing and convincing
enunciation in public talks, and Mr..
Petit, who conducts the class, is a
past master of the art Of public
speaking
Liverpool Cotton /