JNlVLKSITYj

LETTERS THAT MAKE GOOD

A DESK BOOK FOR BUSINESS MEN

THIRD EDITION

EDITED BY
George William Poole • Jonathan John Buzzell.

CONSULTING EDITORS
George W. Coleman

Ex-President Associated Advertising
Clubs of America

George French

Author of Art and Science
of Advertising

BOSTON
AMERICAN BUSINESS BOOK COMPANY
19 15

Entered at Stationers' Hall, London, England
Copyright in Great Britain and British Possessions

Printed by

Poole Printing Company

Boston. Massachusetts, U. S. A.

CONTENTS

Part /—THE PRINCIPLES OF LETTER WRITING

PAGE

Preface xiii

Introduction 1

By George William Poole

The Plan — Basic Analysis, Purpose, Definite Aim ... 9
By Carroll Westall

The Data — Collection, Classification, Logical Arrangement 17
By S. Roland Hall

The Message — ^The Facts, Viewpoint, Human Interest . 25
By George W. Coleman

The Style — Language, Personality, Atmosphere . . . 31
By George French

The Opening — Securing Attention, Interesting, Pleasing . 39
By J. George Frederick

The Body — Description, Proof, Persuasion 45

By W. H. Ingersoll

The Closing — Inducement, Climax, Direct Command . 55
By Tim Thrift

The Mechanics of the Letter — Stationery, Framework,

Typography 61

By George French

Supervising Correspondence — Organizing, Developing

and Managing a Department 67

By Edward B. Brown

Postage — Comparative Value of One- and Two-cent Postage 7 1
By F. W. Ross

Part 77— SPECIMENS AND EXAMPLES

"The Best Letter I ever Used and Why" — 314 pages
of specimen letters and letter headings. Notes and

Comments 79

Edited by Jonathan John Buzzell

359385

PREFACE TO THIRD EDITION

THE highest aim of any author should be to produce a work
from which the reader will receive a maximum of benefit.
And not only that, but his book should be so clearly
written and so weU arranged that the reader may accomplish
this, end with a minimum of time and effort. This applies espe-
cially to books intended for the present-day business man.

It is the belief of the Editors of this volume that every busi-
ness man will be benefited by a careful reading of the entire work,
but it has been so arranged that those desiring to find at once
some specific information on any subject of especial interest shall
be able to find such information without "wading through"
material that has no bearing on that particular question. There
is much that is general in letter writing; much that applies to
every letter that is ever written. This volume is as a whole so
fundamental and so basic that everyone who writes letters or
manages a correspondence department will profit by reading it
thoroughly.

John Ruskin has said that no book is serviceable until it has
been read and re-read, and marked, so that you can refer to the
passages you want in it, as a soldier can seize the weapon he needs
in an armory, or tTie housewife bring the spice she needs from her
store. On the other hand there are a multitude of specifically
treated subjects that the busy man who is in search of some solu-
tion for his individual problems will want to have pointed out to
him and placed where they will be quickly and easily accessible.

This has been kept first in mind in making the revisions for
this third edition. The work as it stood in the first two editions
has met with such universal approval that any changes except for
help in reaching more quickly any special material wanted seemed

[ vi ]

PREFACE

unnecessary. For this purpose the specimen letters have been
classified and there has been added an exhaustive index that will
enable the busy correspondent to find matter pertaining to any
special condition which he has to meet in the handUng of his
daily correspondence or the writing of form sales letters.

It has been suggested that some illustrations be given show-
ing just how this book may be utilized to the end of acquiring
greater proficiency in the art of writing forceful business letters.
By following the methods here outlined any one can quickly and
readily develop a strong individual style and produce letters that
will ring true with the personaUty of the writer and his business.
It should be borne in mind, however, that great skill and power
to execute important work cannot be derived off-hand from any
book, or indeed from tuition of any kind. They must depend
almost entirely on the individual's ability for serious thought and
careful application. Anyone with a sincere desire to write strong
sales letters can surely realize that desire by exercising a little
patience and common sense in carrying out the instructions so
plainly laid down in the illustrations to follow.

In order to become a master of any desired style or a style
that is particularly adapted to any special line of business, it is
recommended that out of the many examples given in this book
some style be chosen — something that is pleasing to the writer if
he is writing merely for practice, or adapted to the class with
which he has to deal if he is writing actual sales letters. Then
by exercise in re-writing according to examples here given it will
be an easy matter to become in a short time a complete master
of that distinctive style coveted by all forceful, result-getting
letter writers.

It is not at all necessary that the letters used for practice
should be in any way pertinent to the business about which the
student wishes to Write his letters. It would, as a rule, be wiser
to take these examples from a line of an entirely foreign nature.

fvii]

LETTERS THAT MAKE GOOD

In Example I is shown a composite letter which illustrates
how the specimen letters in this book may be used for practice.
Example II shows the same letter re-written. The student should
himself again re-Avrite it, working in his own ideas of appeal and
the selling arguments of the article he chooses to write about, at
the same time maintaining the same style and unity as in the
original.

Example III shows a letter taken from page 221 of this book.
Example IV shows this letter re-written, using the same method
of presenting sales arguments and the same kind of appeal, but
in an entirely different line of business.

By study of the letters in this book it will readily be seen how
interest may be secured in your own proposition by the angle of
the appeal, and how to bring out the selling points that will lead
the prosf)ect to act on your closing suggestion. Re-writing accord-
ing to these examples will be found excellent practice. It will
train the mind to think logically and consistently in connection
with letters regarding any line of business and will make the task
of real letter writing an easy one. This exercise will also furnish
the inspiration for new ideas around which to construct your own
sales letters. The large number of letters contained in this book
and the great variety of styles embodied in them make it especially
adapted to this purpose. — The Editors.

Note — See Examples I, II, III, IV, on following pages.

[viii]

age 97 U
age 358 HIO

age 349 1f6

age 349 V
age 349 ^8

age 280 %Z

age 285 115

age 421 115

EXAMPLE I

Composite letter made up from paragraphs indicated in margin. The
letters from which this example is made up represent five different
lines of business. In EXAMPLE II is shown how this letter may
be re-written for practice in acquiring style.

Gentlemen: -

Let's get shoulder to shoulder and boost Spring and
summer business.

We are helping hundreds of merchants in small towns to
increase their silk business and we can do the same for you.

We make this easy for you by giving you as many book-
lets, like the enclosed, as you need to go round your list.

That will mean a lot of additional business for you.

Not only that, but it will make your store known as the
****** store of your community.

Laying aside all question of merit, of durability, of
comeliness and of good value - all of which points you will
readily accord to ***** *, our hosiery in your windows
or on your shelves is in itself an item of enormous adver-
tising value. It has a certain fixed value as an advertising
medium, just as tangible as the columns of your newspaper or
the billboards you have to pay for.

We must be represented in your locality as soon as
possible and would thank you for a line by return mail on
the enclosed postal letting us know if you are interested.
If you are, we will send you full details of the *♦•**♦
agency plan, prices and prints showing our packages in their
true colors, samples of the advertising that has been so
successful for our agents, etc.

All that is required is to sign the attached card. Why
not sign it - TO-DAY?

Yours very truly,

EXAMPLE II

This shows how EXAMPLE I may be re-written in a way to adapt
it to any line of business. By practice in this way it will soon
become easy to write the desired style.

Gentlemen :-

By getting together shoulder to shoulder we are helping
merchants in other towns to boost their "business - euid we
want to help you also.

We will furnish you free enough booklets like the en-
closed to cover your entire list. By distributing these you
can bring in a large amount of additional business.

And besides, it will advertise you and give your store
the benefit of our wide reputation and our general advertis-
ing.

Leaving out all question of good value, excellence,
stylishness and real worth - and you will grant that our
goods possess all these qualities - there is an enormous ad-
vertising value in having our goods on your shelves and in
your show windows. It is worth more than expensive news-
paper and billboard advertising.

We'll do our share toward the boosting if you just fill
out the enclosed card telling us how many booklets you can
distribute and the form of imprint you want on them. And
then we will give you the kind of service that will make it
to your advantage to give us your business.

Once you are stocked with our line and the booklets
distributed - with others to follow - you will find your
business increasing just as we have increased it for other
merchants - that, of course, means more money for you.

It is easier to fill out the card now than to put it
away for two days and then hunt for it.

Yours very truly,

[x]

EXAMPLE III

This letter is taken from page 221. EXAMPLE IV shows this letter
re-written, using the same appeal and the same style of argument.

Dear Sir: -

When the dealer sells a buggy he makes a profit.
That's his prtme idea in selling it. The more buggies he
sells the more profit he makes. So it is his aim to sell
a great many that his profits may increase.

The conclusion of this little line of elementary
reasoning is that the vehicle dealer must offer the kind
of work that will sell readily and at reasonable prices.

That's what we are offering the trade for 1912. It's
the kind which permits you to buy low and sell high, with
a good long margin for yourself in between.

But the price is not the only virtue. It's the good,
honestly made, well finished work - the kind that not only
pleases the customer, but brings him back - and his neigh-
bors, too

Surely, Mr. , the line that perpetuates your

trade and multiplies your profits while it does it, is
worth getting acquainted with. The way is easy - the
enclosed blajik does the trick.

Yours truly,

EXAMPLE IV

This letter shows how to follow the style of the letter in EXAMPLE
III in writing for some other line of business. It also illustrates how
to get suggestions for opening paragraphs.

Dear Sir:-

When the dealer sells a shoe he makes a profit. That's
his prime idea in selling it. The more shoes he sells the
more profit he makes. So it is his aim to sell a great majny
that his profits may increase.

The conclusion of this little line of elementary
reasoning is that the shoe dealer must offer the kind of
shoes that will sell readily and at reasonable prices.

That's what we are offering the trade for 1915. It's
the kind which permits you to buy low and sell high, with a
good long margin for yourself in between.

But the price is not the only virtue. It's the good,

honestly made, well finished work the kind that not only

pleases the customer, but brings him back and his neigh-
bors, too.

Surely, Mr. , the line that perpetuates your

trade and multiplies your profits while it does it, is worth

getting acquainted with. The way is easy the enclosed

order blank does the trick.

Yours truly,

This letter also suggests an opening something like this:

Quality of workmanship and materials put into a shoe
have a bearing on the profit the dealer can make.

Or like this:

When you buy shoes do you look into every little detail
of the making as carefully as you figure the percentage of
profit you can make?

[xiil

PREFACE

THE basis of all progress is a study of facts. The business
man who seeks increased proficiency in letter writing
wants to know what others have accomplished and how.
For him has been compiled this book of letters and facts about
letters that have taken part in the building up of strong business
enterprises. The facts here set down represent the best prod-
ucts of some of the most competent men in the business world.

No claim to originaUty is made by the editors. The assist-
ance of some of the foremost writers and authorities on business
letters has been freely sought, and each one has made important
contributions to the sum of what can be learned about writing
and executing business-building letters.

Several recognized experts in business correspondence have
contributed chapters on what their experience has taught to
be the basic principles and underlying factors of the result-
producing business letter. It cannot be claimed that letter
writing in its average application has yet reached the exactness
of a science, but the foundations of a science have been laid
and the superstructure is fast being reared. These monographs
should serve as an authentic guide not alone to the ambitious
beginner, but to the experienced writer as well.

Many prominent business houses, large and small, national
and local in their trade relations, have consented to tell what
letters they have used, how they have used them, for what pur-
pose, and with what results. Even a cursory examination of
these letters cannot but help to stimulate the average business
man to develop plans and prepare letters that will prove of similar
value in his own business.

Much credit is due the Consulting Editors for their sug-
gestions and efforts in securing valuable matter contained in
this volume. Their sole aim has been to benefit business corre-
spondence as a whole by helping to place it on a more efficient
basis.

f xiii 1

PART I
THE PRINCIPLES OF LETTER WRITING

-^^,9^. /tr<^

Form Letter Specialist and Ad-
vertising Counselor; Treasurer,
American Business Book Company.

INTRODUCTION

By GEORGE WILLIAM POOLE

TE important place held by the letter in direct advertising
makes it a subject worthy of the most serious investigation
and thoughtful study. It occupies an essential position
in the promotion of practically every business enterprise at
every stage of its growth and expansion. Probably no one
other form of advertising is so generally used by all classes of
business, large and small. Its value is well recognized. Its
future is assured. It is vested with certain privileges and bounded
by certain limitations. The only indictments that can be brought
against it are the same that can be brought against any form
of advertising. There is much more or less facetious talk about
the relationship of the form letter to the waste basket, that
kindly receptacle of all, written or printed, that is worthless
or impertinent. There is Uttle question that, dollar for dollar,
there is far more other advertising than of form letters flung
directly into the waste basket without a reading.

Until within a comparatively few years less serious attention
has been paid to the writing of copy for form letters than to the
writing of advertising copy of other kinds. It admits of no
illustrations and no display; in no other copy is genuine human
touch so necessary, or so hard to get. Many form-letter cam-
paigns have turned out to be failures; but so also have almost
countless newspaper and magazine campaigns. In either case
the fault has been, not with the medium, but with the way in
which that medium was used. It has been because the cam-
paigns have been lacking in some essential features or details,
the greater part of which those who have specialized along ad-
vertising lines have now become able to place on a more nearly

[ 1 ]

LETTERS THAT MAKE GOOD

scientific basis. Many features of advertising campaigns that once
were considered as a gamble, pure and simple, are now matters
of ascertained knowledge among advertisers. Such knowledge
has come as the result of experience and investigation. Among
progressive business men there is going on an everlasting digging
for those facts that are based upon the laws of cause and effect.
No one man has in his possession all the facts concerning the
writing of form letters, and no several men have yet reached
the end of what is to be learned. In fact, education along
this line is in its infancy. Little by little, nourished by the
interchange of ideas between those who themselves make careful
deductions from their own experiences, it will grow to maturity,
but not within the time of any one taking a part in compiling
this book. It is, accordingly, the purpose of this work to set
down the facts that have been gleaned from the experiences
of some of the largest and most important concerns, as well as
those of some houses operating on a smaller scale.

That information regarding the subject of business letters
has been less in evidence than regarding almost any other phase
of advertising is due, primarily, to the fact that it has been far
more difficult to obtain than any other. The average business
man is more secretive regarding his letters than of his other
advertising methods. Letters are not publicly displayed and
distributed, but are circulated within the confines of a carefully
guarded mailing list, which in most cases contains few, if any,
who are interested in the method by which the business is con-
ducted. Great diffidence in displaying their form letters has
been shown by many big advertisers who do not hesitate to
commit themselves on other advertising matters. There has
been a noticeable lack of confidence and fear of criticism.

That there is a genuine get-together spirit now prevalent
among business and advertising men has been fully demonstrated
by the hearty response that has been given to requests for material

[2]

INTRODUCTION

for this book. Letters that have brought many millions of dol-
lars in business are here given publication, for the benefit of all
who will study them carefully and constructively. It is noticeable,
in reviewing these letters, that judicious planning and straight-
forward, human-interest facts have a far more important part
in the construction of form letters that actually have made good
than the aptitude for the adroit use of language, or the ability
to "wield a facile pen."

The form letter is the most difficult to write of all adver-
tising copy. It is far more difiicult than the single letter to an
individual. The letter must be written to a composite person,
of whom the several parts are common to all of the class addressed.
Great pains must be taken not to insert any statement or argu-
ment that will offend or fail of response, as every useless word
or sentence is an encumbrance that lessens the chances of driving
home the argument in a way that will tell in results. This sug-
gests the advantage of selecting and classifying your mailing
list with greatest possible care. It means a close study of con-
ditions, of needs, of human nature. The better the classification
of the mailing lists the easier it will become to write form letters
that will bring a large percentage of results. Of nothing does
it seem more true that "what is worth doing at all is worth doing
well" than of the planning and writing of form letters; and in
no other phase of business promotion is that adage more flagrantly
disregarded.

It is my belief that the average form letter can be made to
accomplish from two to four times as much as it now does. That
it is possible to lay down any specific code of rules whereby this
may be accomplished is not to be advocated. It is a problem
to be worked out by each individual for himself, and can be
accomplished only by exerting his best energies in the proper
research and investigation. The study of the elimination of
the useless and the acquisition of the elements that make for

[ 3 ]

LETTERS THAT MAKE GOOD

clearness and force has not received from the practical business
man the attention which it deserves, because he has found it
difficult to obtain dependable information outside his own per-
sonal experience. The average sales letter is the result of impulse
rather than ofjcareful planning. It is true that some business
houses have succeeded in collecting a mass of facts, and in estab-
lishing standards for their letters, but they are the exceptions.

Writing a form letter does not begin with the writing at
all. The perfect letter, if there is such a thing, like every other
perfect piece of work, must be the result of a perfect plan. Much
knowledge of merchandising, of human needs and human nature,
must be had in order to provide a basis upon which a letter to
produce the greatest possible results should be founded. A
thorough conception of just the position one's business fills in
the economy of the people must be the starting point of the
successful sales letter. The power of reasoning and the faculty
for analysis must be brought into full play.

It is no small task — this planning and writing a form letter.
The appeal must be deep. It must reach the very ground upon
which the reader stands, and the facts must be such as will admit
of no contradiction as he sees them. Show him. Action can best
be obtained by the statement of facts that appeal to his reasoning
processes. But how can you state facts until you first find them
out for yourself? After the facts — all the facts — have been
obtained, then there must be a logical arrangement of these
facts. There should be maneuvering and marshaling until an
irresistible phalanx is formed before the attack is made. Next
the enemy's camp must be considered. What is his viewpoint?
How can I present my facts so that they will have that element
of human interest which will touch a responsive chord in the
reader's mind? The difference between letters that will get
business from a business man in a metropolis and those that will
get business from the leisurely minded rural prospect Ues not so

[4]

INTRODUCTION

much in length, as some suppose, as in style. The language
must be pleasing, without evidence of straining to make itjso.
It is a courtesy due the reader from the writer, and will be appre-
ciated — other things being equal — in dollars and cents. The
basic foundation of the argument is the individual writer's con-
ception of the business he is writing about and the place it fiUs
in the needs of the class he is addressing. Do not use argument
for argument's sake. Make your letter stand out with force
of personality — a personaUty that is pleasing, sincere, logical,
and convincing.

All these preliminary steps will serve to fill the writer with
confidence and conviction that will not fail to have a telling
effect in net results of the letter itself. Find the point of contact
between your proposition and your reader, get into his confidence
by giving a legitimate reason for writing him; and then, if you
have become sufficiently saturated with all the facts in the case
and enthused by the genuineness of the proposition you are to
make — writing the letter will be as easy as talking to a friend.
Of course there must be logical sequence and proper arrangement
of facts in each individual letter, and each letter should be written
with due consideration as a unit in the series. It is quite as essen-
tial, in a series of follow-up letters, to arrange the facts and
arguments to be emphasized in each letter according to some
definite plan as it is in each individual letter. The final letters
in a series should bear the same relation to the series as the final
paragraphs do to the single letter — that is, use the strongest
and most convincing arguments last. Say just the right thing,
and just enough to give your prospect what facts he can readily
take care of without confusion. Be careful not to crowd in
"just one more" unless there be ample room for it, and remember
that the closing paragraph or sentence should suggest action,
or at least be strong enough to clinch the nail and make your

[5 ]

LETTERS THAT MAKE GOOD

point. The too abrupt ending should be carefully avoided.
Give it a natural swing — an individuality that will grip.

The dress of the letter — the stationery, the letter heading,
the typewriting, the spacing, the margins, etc., all have an im-
portant bearing on its success as, a business getter. A poorly
"processed" form letter is less effective than a printed circular.
If it be "filled in" it should match the body of the letter perfectly,
otherwise it is better not to attempt it. That business man
who pays considerable attention to looks in his form letters will
be found, in the long run, to be far more successful than one who
neglects appearance in even a small degree. There is a distinct
selling value in appearance, and the mechanical make-up of
the business letter should always be in keeping with the best
standards.

It has been the task of the editors of this volume to gather
such information as is possible to obtain, and to present it in a
form that will make it readily accessible to the business man
working at the high speed required by present-day conditions.
The constructive thinking necessary to derive the most benefit
from these letters comes as a force of habit to all practical business
men, and care has been taken to make clear the essentials upon
which judgment must be based. It is first necessary to know
what constitutes -valuable knowledge on this subject, and that
must be determined by men who by their wide practical experi-
ence are competent to determine.

The writer has for more than eighteen years made a special
study of form letters, and has taken active part in hundreds of
mail campaigns. The knowledge thus gained has been supple-
mented by that of a number of recognized leaders in advertising
work. The essential divisions of the subject were thus determined,
and writers qualified to cover these various phases of letter writing
in an effectual manner were chosen.

INTRODUCTION

It is our belief that the subjects and the writers of the seven
monographs which follow will appeal to the judgment of every
man interested in knowing more about this powerful factor in
the promotion of modern business.

I 7 ]

Manager of Advertising, University
Press. Cambridge, Mass.; Author of
"A Manual of Church Publicity."

THE PLAN

By CARROLL WESTALL

Who has not heard that picturesque exclamation, "It beats the Dutch!"
Analyzed, it's the unconscious tribute to the qualities which have made the
enterprising Germans our most dangerous competitors in the battle for foreign
trade — Teutonic thoroughness, the unlimited capacity for digging down to the
roots of things. This faculty the following article has also. With the gusto
of an engineer attacking a new and complicated construction problem, yet in
an off-hand, readable style, Mr. Westall holds up for your inspection a letter
plan. He takes it apart — shows how it works — puts it skilfully together again
— then tells you in breezy, man-to-man, practical fashion how to plan your own
letters in the same effective way. We urge you to read this article in its proper
order. It's logically the first — and moreover an excellent^ "curtain raiser" for
the other chapters that follow. — Note by The Editors.

WHO "plans" form letters? Not the average business man.
He is "too busy." So far from saving his time, the
apparent effect of the invention of typewriter, tele-
phone, loose leaf and card systems, and other modern time
savers has been merely to "speed him up." Like a squirrel
in its revolving cage, he is apt to be too preoccupied with
"going through the motions" to realize whether he is actually
getting anywhere or not.

Plan form letters? Not he ! Let someone else do it. And
so — as usual — what is anybody's job ends in being nobody's
job. The form-letter task goes vainly "down the line" repulsed
by everybody till it finally reaches the clerk, who being the
"lowest in succession" can't dodge. But he is too buried in
detail to have any breadth of view. He can't plan; he can only
execute.

Most form letters show the result of this treatment. They
are outcasts. No parents. No brothers or sisters. Just acci-
dents! They start from nowhere — they twist and they turn —
and they get nowhere — unless you call the waste basket some-
where. They remind you of the new house that a friend

[9]

LETTERS THAT MAKE GOOD

of yours has built. He proudly ushers you through it. You
notice that the parlor opens directly into the kitchen. You
notice other things, but you say nothing. Finally he bursts
out triumphantly with "I planned this house and saved the
architect's fee." You murmur the customary compliments;
you think "it certainly looks it." And you mentally decide
that when you buUd you'll have an architect.

Business men are coming to realize that form letters without
a plan are like a building without an architect. Form letters
are written to get business. Not some business, but the most
business possible. And just as the high-priced salesman would
never think of calling on an important "prospect" without first
carefully planning and preparing for the interview, so the man
who would have his form letters sales letters must plan — broadly,
thoroughly, comprehensively, before he even touches pencil to
paper or whispers into the phonograph.

Why are not all form letters so planned? Frankly — because
it means work. There's no dodging that fact. And work —
especially along new or different lines — is never popular. You
see the brain disUkes entering upon a new field — it prefers a rut.
You have to fight it — hold it down — keep it in the new path.
After a while it gives up resisting and presently you discover
that that which has previously been difficult has become relatively
easy. You have gained a tool with a keen edge and you delight
in a new sense of mastery.

But in the first place one is confronted by that mental
sluggishness of which we are all more or less possessed — that
disinclination to grapple with a problem with the full force of
the mind. How are we to overcome this tendency? First,
by ridding one's mind of the nervous sense of haste. Resolve
to take enough time to see the thing through. Get some good
sized sheets of paper and some well-sharpened pencils. Select
a comer where you won't be disturbed.

[10]

THE PLAN

Now let's start at the very beginning. Then we'll feel sure
we're building on bed rock. Imagine you are a total stranger —
a keen, experienced salesman, say — entering your office for the
first time. Forget for a while your experience. Lay aside your
usual point of view; look at your problem with new eyes. (Yes,
I know it's difficult, but it can be done.) Take nothing for
granted. Get yourself "in a comer" and ask yourself questions,
writing the answers dowi> on paper.

"How can I develop a plan? By thoroughly analyzing
my business. What is thorough analysis? Digging down to
the roots of things. What's the root of all business? Supplying
human needs. What are the fundamental needs? Food, shelter,
clothing. What are the businesses called that supply* these
fundamental' needs? Staple lines. Is my business a staple
line?" — and so on.

And here I must offer a warning. Be sure that you ask
yourself but one question at a time and that your answer is correct.
Make each joint true as you go along, or your whole structure
may fall. You see, analysis is not at bottom so complex as it
may seem. It is merely the comparison of one thing with another.
You're reasonably safe as long as you don't try to crowd too
many things into the mind at once. In which case you may
find yourself in the same fix as a sensational clergyman who
asserted that "premature gray hair is an indication of fast living."
Analyzed, his reasoning evidently was :

"Fast" living depletes the energy.

Gray hair is said to indicate depleted energy.

Therefore all people with prematurely gray hair have lived fast."

His error lay in trying to hold more than two "propositions"
in the mind at once. Had he divided all hair into "gray" and
"not gray," all people into "fast" and "not fast," and all depleted
energy into "resulting from fast living" and "not resulting from
fast living" he would have quickly reahzed that in order to prove

[11]

LETTERS THAT MAKE GOOD

that all people with prematurely gray hair had lived "fast"
he would also have to prove that ail depleted energy is the result
of "fast" living — a claim too absurd to pass muster. He had
put some of his parishioners in the wrong pew; we must be
careful not to make a similar mistake in our classification.

Following this plan of not holding more than two facts in
the mind at once, we continue with our analysis. Business
comes from two sources — old customers; new customers. Finan-
cially, old customers are of two kinds — those buying up to their
limit; those whose purchases can be increased. From the "good
will" standpoint, you have satisfied customers of your house plus
dissatisfied customers of competitors; just as your competitors
have dissatisfied customers of yours and satisfied customers of
their own. Prospective new customers are also of two classes — •
those now buying of competitors; those not buying at all.

Now we are getting down to brass tacks. We find that new
business is the result of "demand," and that demand is either
already developed or to be developed ; and that demand involves
a supply. (Note here that by working upward from the basic
human needs to demand, we approach the form-letter prob-
lem from the correct side — that of the buyer — and thus avoid
the mistake of the average business man, who, approaching the
question from the manufacturing or selling end, fails to get the
buyer's viewpoint.)

To this demand and our supply we now add a third factor —
the "medium" by which demand and supply, or market and
product — are brought together. This is accomplished by the
sales campaign, and we must first find out what place in the sales
campaign should properly be assigned to our form letters.

Here we are face to face with some nice questions of policy.
Shall we need one letter — or series? General letters — or spe-
cific? To go to jobbers, dealers, or consumers? To a number
of classes of buyers — or to one class only? To women — or men?

fl21

THE PLAN

Letter to carry the whole message — or short "letter of trans-
mittal" with other printed matter? To boost the general line —
or to focus on a single proposition? For general welfare — or for
sales? And so on.

Along with these questions we must also consider the facts
developed by our analysis of the product itself, involving such
questions as: Permanent, all-the-year-round — or seasonable?
Necessity — or luxury? Quality high — or low priced? Only
one of kind — or competitive products? Many talking points —
or few only? One leading quality or "hook" — or several, of
about equal importance?

There! We have the foundation facts for our plan, and
can lean back in our chairs and rest for a moment. And while
we are resting, let's glance back over our course. What did
we do?

We analyzed first the basic needs of business generally,
then the relation of our line to general business. Next we
considered the necessities of the sales situation growing out
of that relationship, and finally the conditions as met by the
particular product we wish to push. In other words, we dis-
covered that "a plan" meant analysis; that analysis is the com-
parison of two things and from them creating a third; that the
fundamental factors are the buyer and product; that from a
consideration of these two — the "demands" of one, the "talking
points" of the other — result the sales campaign and the sales
letter.

Now we can safely go ahead and lay out our letter or series
of form letters. We have the data for a successful consideration
of the purpose and keynote of these letters. We have charted
the harbor, set our course and can now hoist sail and away. No
doubt it has seemed a long process to you. But the longest
way round is frequently the shortest way home — "home" being
of course the plan that produces the most efficient letters. And

[13]

LETTERS THAT MAKE GOOD

if the work has been done thoroughly, part of it will serve as the
basis for a future plan on other lines or products in your business
— or at least will so develop your power of analysis as to make
the next similar problem much easier and quicker to solve.

Bear in mind that I have not furnished you with an exact
chart of your harbor ; I have merely indicated the necessity for
such a chart so that you may avoid the rocks, and have sug-
gested how such a chart may be made.

In a nutshell: Find the facts; find all the facts; be sure
you have them straight; find out where they lead to. Thea
build your letters on your conclusions.

.14]

Advertising Manager, Alpha Portland
Cement Co.; former Principal, Schools
of Selling, International Correspondence
Schools.

THE DATA

By S. ROLAND HALL

The basis of successful teaching — what is it but the collection of adequate
acts 'and their arrangement and presentation in orderly, logical fashion? Mr.
Hall's success in treating this important and too frequently slighted division of
good letter-writing principles in part explains his success in the larger field of
mail instruction. In a simple, unassuming, conversational style that "gets
under your guard" — a style, by the way, which is characteristic of all his writing,
and which is part of the man himself — he plants some fundamental ideas as to
correct fact-collection and arrangement, to later bring forth a good crop in your
own work, if you follow him closely. This article will no doubt be read by his
own correspondence pupils as well as by those maturer students of advanced
business methods who have inspired this volume — and to equal advantage by
both clashes. — Note by The Editors.

AN acquaintance, regarded generally as one of the most
efficient letter writers of America, was asked what he
would charge for preparing six letters to be used in ex-
ploiting certain real estate. His reply was that he could not
conscientiously charge anything, because he did not know any-
thing about the property; and he could not write effective letters
about something he knew nothing about. It evidently had
not occurred to the inquirer that it would be necessary to furnish
this letter writer a great deal of information about the property,
and that it would be necessary to classify and absorb that infor-
mation before real sales letters could be prepared. He prob-
ably had the idea, that unfortunately so many people have,
about letter writing and advertising — that the clever writer
can, without data of any consequence, lean back in his chair,
close his eyes, and out of the air pluck details and arguments
that will induce people to part with their money.

The fallacious idea about the clever writer's ability to write
without data is responsible for a great deal of poor work. The

[17]

LETTERS THAT MAKE GOOD

truth is, of course, that one who is skilful in expression can reel
oS a letter that is gracefully phrased, and that often calls forth
favorable comment. The expert letter writer knows many
tricks of the trade: interesting opening, adroit argument and
effective closing. But after that, what? A compliment on
the letter? That is not what we want as the result from a sales
letter; and it is the sales letter that we most often refer to when
we talk about "letters that make good."

We are wiser than we can explain. That is, we have a sense
that we cannot well describe. That instinctive sense enables
us often to read between the lines of mere skilful expression,
and perceive that the writer does not really know whereof he
writes. That instinctive sense, on the other hand, often enables
us to see in a crude letter the real information and the con-
fidence of the writer, and makes us believe the message, though
it may not be expressed so gracefully as a more skilled writer
would express it. A letter from a farmer, about a lot of pickles
that he put up himself, is before me. It has none of the tricks
of the professional letter writer, but it tells about the pickles,
the care with which the farmer grew them and with which he
put them up, how good they are, what the price is, and when
he is going to be around delivering. And his letter makes me
pickle hungry.

A sales letter is an advertisement — an advertisement in
letter form. We put many of our advertisements into that
form, because we know that people are habituated to read, with
more or less care, everything that comes to them in the shape of
letters. The letter goes out with the guarantee of a great gov-
ernment for its delivery. Its "circulation" is assured. It is
read by itself, to the exclusion of other things. It is not
"blanketed" by other advertisements surrounding it that draw
off the easily diverted attention. Consequently, the letter is a
great advertising medium. But the letter is, nevertheless, an

[18]

THE DATA

advertisement — a good advertisement, a mediocre advertisement,
or a poor advertisement, according to whether we have wrought
well or ill in our writing of it. And though we think most often
of sales letters, when we talk about business letters, let us not
forget that the mere acknowledgment, the answer to a complaint,
and all the other forms of letters, also have advertising value.

Now, we teach that the effective advertisement must have
real data behind it if it is to have a positive selling force, and
as the same thing is true of the letter, it foUows that we must
search for data for our letters, just as we would for data for other
kinds of advertisements. If we do not, then our letters are
likely to become "as sounding brass or a tinkling cymbal."

A writer of business letters should not flatter himself that
the finding of nuggets of real information is an easy task. Some-
times it is only after the most painstaking inquiry and study
that what we are looking for comes to light. The letter writer ,
should regard himself as being in the position of a reporter, or
a lawyer. He must be a living interrogation point. He can
get much by searching libraries and printed matter generally.
He can also get a great deal by the use of his feet and his eyes in
another way.

There are some things that one cannot do justice to with-
out actually seeing them. There is a confidence, an enthusi-
asm, an ability to describe graphically, that come only through
having seen with one's own eyes that which is to be advertised.
If I were going to advertise a colony of small farms, I would
no more think of trying to write letters about those farms with-
out first going and seeing the property with my own eyes than
I would write love letters to a woman whom I had never met.
Imagination is a great creator, and those who have the gift of
imagination, in large measure, can do wonderful things, some-
times without much fact with which to feed the fire; but that
sixth sense is likely to see through the purely imaginative work.

[19]

LETTERS THAT MAKE GOOD

Wholly imaginative work, and work based on second-hand
information must, in business, be inferior to writing based on
first-hand data.

A buyer for a large department store was once found by
an acquaintance calmly tearing a shoe apart with a pair of pincers.
He explained that certain statements had been made about the
workmanship and material of the shoe, and he was tearing it
up to satisfy himself that the statements were true.

So, then, we have the principle that in searching for data
for efficient letters we should, if possible, go and see the things
we are to write about, or have them brought to us, and maybe
tear something apart. Maybe tasting, hearing, or feeling, is
important. I am sure I wrote much better matter about the
fig-growing business of California by having specimens of those
figs on my desk and by having tasted them.

And then we must ask questions. It is hard to beat the
question method. It is one of the oddest things in the business,
but true, that the most important kind of information will often
jemain hidden until it is brought to the surface by a question.
A dentist once had an article that he wanted to sell to other
•dentists. His argument for it seemed good, but something
Avas lacking. Finally, he was asked in what way competitive
goods failed to do their work perfectly, if his did that particular
work perfectly, and why it did it. Out it came — the real kernel
of the nut; but in some way he had missed it up to the
questioning.

Once in my own experience I found it necessary to have
very full answers furnished to thirty-five or forty questions,
and to have specimens of dozens of letters written by a client
before I could undertake to suggest improvements in his letter-
soliciting plans.

Finally, the people to whom the letter is to be written must
be studied, and data collected from them. For, of course, there

[20]

THE DATA

is a buying point of view, as well as a selling point of view, and
the data drawn from seeing and studying the thing to be sold
must be adapted to the needs, sentiments, manner of reasoning,
etc., of the people to whom the letter is to be written. One
cannot hope to write letters about vacuum cleaners that will
lead women to buy such an article unless a study from the
woman's point of view is made. You cannot hope to write the
farmer an effective letter about a gas engine, or a sulky plow,
until you have secured data about the way a gas engine or a
sulky plow fits into a farmer's life.

I recall that I once had the job of selling a city lot situated
on a sloping block at the top of a hill. I put in considerable
time gathering and assembhng my data. Against the objec-
tion that the lot was at the top of the hill, and that the purchaser
would not have so easy a walk as if he bought a lot on the level,
was the fact that the views were fine and could never be cut oflf.
Against the objection that the rear sloped rapidly down to the
valley were the arguments that, (1) the lot was lower priced
than one entirely level, (2) that a terraced backyard was more
artistic than a level one, (3) that a stable, garage, or any other
outbuilding that might be desired in the rear, would be down
below the dwelling, and isolated, and would not shut off the
view. Against the objection that a fire house was soon to go
on the comer was the argument that it was to be a small fire
house, that firemen were orderly and their presence really con-
stituted extra police protection. For every objection, logical
argument was studied out; and much good argument was found
to which there were no objections. It was then no trouble
to write letters about that lot. There was plenty of data, and
the job was merely one of selection.

I have demonstrated, to my own satisfaction at least, that
no form letter addressed to a fairly intelligent class of people
needs to have names and addresses "filled in." The conclusion

[211

LETTERS THAT MAKE GOOD

has been forced on me, by a number of experiments, that after
all, what counts is the information in the letter — the data. Based
on strong data, your form letter does not need a name and
address filled in. Lacking that, all the skilful "filling in" you
can do won't save the day.

The classifying of data is in itself a task for the master
hand. But the general principles are: In the first division,
put the data most likely to compel interest; reject the points
of such little strength that they may impair the strength of
better ones; keep back, until near the end of the argument, data
that is likely to repel if introduced near the beginning (such
things as high prices, etc.); reserve some strong point for the
close.

[22]

CKj<y^^

Director of Publicity, W. H. McElwain
Company. Boston; Ex-President. Associated
Advertising Clubs of America; Ex-President,
Pilgrim Publicity Association of New England;
Director and Chairman, Ford Hall Meetings;
President, Sagamore Sociological Conference.

THE MESSAGE

By GEORGE W. COLEMAN

7/'5 a mighty hard job to pry out your own viewpoint and replace it with
the viewpoint of the other fellow. In spite of the difficulty of it, the man who
writes letters that bring a 'large volume of business knows it must be done.
Nobody better understands this, or knows how to do it better, than Mr. Coleman.
Because he sees things in a broad way he is able to do things in a broad way.
That's why he is a successful leader of movements which have the force of
massed opinion behind them. Mr. Coleman shows us how to get outside of
ourselves by concentrating on the facts and the way to use them. His article
is well thought out — it's clear — it's helpful. That's the Coleman way — and
it's the way to get the message "across." — Note by The Editors.

A LETTER without facts is like a body without bones; it
won't get anywhere. The facts in the case are good
enough for any letter, much better than the most radi-
ant moonshine and much harder to get. First get the facts.
Then get all the facts. And finally make sure that they are
facts. Don't guess, don't imagine, don't infer; just dig, dig,
dig for the facts! There is nothing so interesting in the world
as facts.

But don't tell all you know at any one time. If you know
a whole lot more than you tell, your very expressions will carr}'^
with them a sense of knowledge held in reserve that inspires
confidence and trust. You write with an authority that is
instinctively recognized when you are able to pick and choose
among a wide range of facts.

Having all your facts before you, it is a great study to know
which ones to employ and in what order they should be mar-
shaled. Now here is the place where you must imagine, guess,
and infer unless you have an intuition that leads you unerringly
to the mark. You may have an exact knowledge of your own
proposition, but you can be only more or less acquainted with

' [25]

LETTERS THAT MAKE GOOD

human nature. This is where that wonderful force called per-
sonality comes strongly into play. It is at this point that what
you are counts for more than what you know. And if you can
combine a full knowledge with an effective •personality nothing
can stop you from writing letters that will do the business.

Your personal gifts, your experience of life, your innate
understanding will determine your arrangement of the facts,
the aim being to arouse in the reader of the letter an interest
that develops into desire and culminates in decision. There
is no rule of thumb by which this may be accomplished. The
man who can do it can do it in more ways than one. The man
who can't do it can't do it anyway, no matter how much you
show him. But you will not know whether you are the man
who can or the man who can't until you work it out for all you
are worth. And your very labor may give birth to an unsus-
pected letter-writing talent. It is not always the most likely
man who succeeds best, but generally the one who works the
hardest. This is as true of professional letter writing as of
anything else. If you have a knack for letter writing you are
at a disadvantage with the man who has got to work for it,
because if he keeps at it he will outstrip you in the long run.
While you are wearing out your knack he will be building up a
substantial ability that will stand the severest tests.

The man who has some gift of expression is more in danger
of turning on radiant moonshine, while the man who has to
dig to find out what would best be said is more likely to unearth
some hidden or unobserved but powerfully interesting fact.
The temptation is to think you know all the facts. This is
where the value of an analytical habit of mind comes in. It
enables you to see a thing all broken to pieces while it still stands
before your physical vision as a complete whole. It is a uni-
versal instinct of the human mind to like to see a thing taken
/ to pieces. Like the child, we want to know what it is made of.

[26]

THE MESSAGE

A power for mental dissection reveals treasure facts that for
letter-writing purposes far outweigh the value of the most
felicitous phrasings. This applies just as truly to the analysis
of an idea as to the dissection of an article of merchandise.

When you have mastered the facts of the case, then you
might give your attention to the importance attaching to the
point of view. The keenest facts do not make an effective
appeal to the mind unless they can easily and naturally be ap-
plied to something in which one is already interested or about
which one already has some knowledge. Of what use is it for
you to try to interest me in the purchase of an automobile by
telling me the vital facts about cylinders, tires, engines, coolers,
and the like when all your talk is pretty much like Greek to
me? If I already have a machine and you are trying to sell
me a better one, doubtless that might do, for I would be sup-
posed to know something about those things.

No, you are approaching me from the wrong point of view.
What you must do is to show me how a busy man with no time
for additional pleasures, and not inclined to extravagant show,
can use a machine to increase his efficiency, save his time, pro-
mote the health of his family, entertain his friends, and serve
the sick and the poor. I am already interested in such matters,
and if an automobile has any application to such things, then
your facts along that line will interest me at once. Later you
can tell me all about the mechanism.

In other words, after you have acquired a great range of
facts from your own point of view you must turn right around,
if need be, and do your best to see them from the point of view
of the man whom you are seeking to impress. You will find
the same facts taking on entirely new colorings. It is up to
you to pick and choose those that will relate themselves to the
other man's present knowledge and feelings. You have got
to start in at the place where you find him, else you will never

[27]

LETTERS THAT MAKE GOOD

get the chance to pull him along to the place where you want
him to go. Your minds must meet, as the lawyers would say,
on some common ground before you can expect him to follow
your reasoning to some conclusion as yet new to him. A point
of contact must be established, and that you can discover only
by taking the right point of view.

Now we are ready to employ this talent for expression,
this requisite which comes last and is generally put first, and
sometimes both first and last, in letter construction work. Hav-
ing absorbed the facts, gained the point of view and selected
your approach, you are ready for the element that might be
called "human interest," for the lack of a better designation.
It is to the letter what personal appearance and manners are to
the salesman.

First of all, your language must be clear and unmistakable.
No involved statements or ambiguous expressions can be tol-
erated. And whatever ' style of phraseology is best suited to
the letter in hand, let that style prevail throughout. To intro-
duce flippancy into a dignified communication or to employ a
stilted expression in the midst of a flow of colloquial language
is very much like presenting a personal appearance in overalls
and a dinner coat. For whatever style you elect to use, see
that it is shot through and through with the human-interest
element. This is where the gift of expression plays an impor-
tant part. Entirely independent of your facts, and without
relation to your argument, see to it that your modes of expres-
sion vibrate with human interest. Better almost than any one
else I know, Thomas W. Lawson of Boston has the gift of in-
jecting a lively human interest into his phrases. But you would
fail disastrously were you to try to copy his way. It must be
your own human interest that you pump into your writing.

And this brings me to the last point that I want to make.
Everything that you do and think goes to make up your char-

[28]

THE MESSAGE

acter upon which you must draw when you are seeking to give
a human interest to your expressions. Therefore the larger
the Hfe you Hve, the wider the range of your reading, the deeper
your moods of contemplation, the more numerous your friends
and acquaintances, the more vital contacts you have with life,
the larger will be the reservoir of human interest upon which
you may draw when you are seeking to persuade others to do
what you want them to do.

To shape your message well, then, get the facts, find the
point of view, select your approach, and salt and pepper with
human interest to suit the occasion.

[29]

Author of "Art and Science of Advertising,"
"Printing in Relation to Graphic Art,"
"About Book Making," "Aspects of Adver-
tising," etc. Formerly Editor of "Profit-
able Advertising," "Advertisings Selling,"
"Newspaperdom."

THE STYLE

By GEORGE FRENCH

An agreeable personality casts a delightful spell over all who come within
its influence. It softens the "crust" of the most unapproachable business man —
softens it as probably nothing else does. In the hands of a salesman it is a
tremendous force. Mr. French tells how to work that personality into the "style"
of your business letters — tells what it will do for them, and why. Mr'. French
is an enthusiastic student of style and lays down some fundamental and prac-
tical rules for the development of a result-getting style — a mastery of words that
will carry your message straight to the bull's eye. These are the very rules which
he himself has followed in developing his own style. This article is something
to read carefully, to think about, to remember. Something to take into your
own business for profit. — Note by The Editors.

WHEN I am to meet a man who has it in his power to do
me a favor or give me some business, I take the pre-
caution when I dress to don a freshly pressed suit of
clothes, select my most becoming shirt and cravat, get shaved and
manicured, have my shoes polished, and wear my most agree-
able countenance. When I meet this man I do my best to make
a good impression on him. I try to remember all I know about
him, and I study him, and try to get leads from him all the while
I am shaking his hand and asking about his wife and children. I
endeavor to throw around him an aura of agreeable impressions.
I try to lead him gently up to the business in hand, along a
pathway that will fill his sub-conscious mind with pleasant
feelings, and gently incline him in the direction of mercy for me
and my quest. I conduct all the talk in a direction that I believe
will agreeably interest him, and when we come to the hard knocks
of the core of the business proposition in hand, I try to so present
my side as though it were his side, to make him feel that I really
am willing to make his cause my own.

[311

LETTERS THAT MAKE GOOD

We all do this, to some extent — to the extent that we under-
stand how to approach a fellow being who may do us a benefit
or an injury, as he may feel, or find it for his profit. What we
try to do is to turn this man into a way and manner of feeling
that will incline him to be pliable to our will and consenting to
our request. We all know that it is thus that the great battles of
business are won, or at least saved from being the defeats they
well might have been. The impress of an agreeable personality
is the greatest asset a good salesman has, after his goods. It
is the constant study of the good salesman to perfect himself
in the art of reading human nature, and of making men do that
which is for his profit.

The good business letter must also be built upon exactly
these same lines. It must be an agreeable object for the eye
to catch, as it emerges from its envelope as well as when it lies
on the manager's desk for his rapid attention. It must do some-
what better than this, and be an agreeable object as it still
reposes in its envelope before the sharp point of the clerk's
opener seeks vantage under the gummed flap thereof.

The physical appearance of the stationery has much to
do with the reception a letter gets, and that matter is dealt with
in another chapter of this book; but I must here insist that the
stationery must be right to begin with. The best business letter
that can be composed and typed by the best typewriter ever
trained loses much of its initial force if it is written upon a letter
sheet that is slovenly or tastelessly printed and designed, or
inclosed in an envelope that is not of itself an agreeable object
for the eye to rest upon. And having proper and properly
printed stationery, we go at the letter.

The style of the letter depends upon the writer. There is
nothing in the way of rules that can be laid down for the guid-
ance of the writer of business letters. Mr. Arnold Bennett has
said that style is the form of words in which one conceives an

[32]

THE ST\XE

idea. "The idea," he says, "can only exist in words, and it can
only exist in one form of words." The man who wishes to have
a good style for his business letters must therefore have the right
ideas about his business, and about the person to whom he
intends to write a letter. He must have a very vivid notion
of the person. If he does not personally know him, he must
build up in his mind the best possible conception of him — ^vis-
ualize him as well as possible from the revelation of personality
that has been made in previous correspondence or that has been
imagined by the writer. If there has been no previous acquaint-
ance, and no clue at all, then the writer must assume that his
correspondent is at least a human being, and therefore sus-
ceptible to the charms of urbanity, frankness, an evident desire
to satisfy, and brotherhood.

I often feel that writers of business letters study to make
them cold, perfunctory, antagonistic, meager in information —
in fact, all that they should not be. And especially does it seem
to me that business correspondents neglect the great advantage
of the English language. This English language has within
its less obvious reaches much advantage for the business corre-
spondent. Read James Howell. He knew how to drag from
its lair the one most proper word to wing with his idea, and
how comfortably do those ideas float and skim through the rari-
fied intellectual atmosphere of his letters, and alight secure
within the reader's consciousness. Accepting Mr. Bennett's
dictum that there is but one form of words for one idea, it is
evident that we should know about all the words there are from
which to choose, else we do not get into the letter just the idea
we wish. The letter writer who wishes to be or become a good
letter writer should pay much attention to classical Uterature —
fill himself with those authors who are noted for their felicitous
use of EngUsh; for in a letter it is the felicitous phrase that
must do duty for personal appearance, for the ingratiating man-

[331

LETTERS THAT MAKE GOOD

ner and the winning smile, for the quick acceptance of any
challenge of predisposition, for the clean shave and the becoming
cravat.

Urbanity, it seems to me, and explicit statement, go hand
in hand in the making of good business letters. Combativeness
should find no place in correspondence. Dignity, yes, a-plenty
of it and always. But there is always some distance between
the hot answer and its, receipt — distance of time and space —
and there is not the same atmosphere at the receiving point as
at the sending point, and not the same understanding of con-
ditions, and not the same temperament, and not the same degree
of charity — or absence of charity. So the letter must be brought
onto the common ground of urbanity, of explicit statement, of
patient exposition, of charitable tolerance, of practical brother-
hood. In conversation one may plimge and rear, and then
shift to safer ground; accuse, and then apologize; give body
blows, and take them; free the mind, and listen while the other
man frees his. Much ground can be gone over in a talk, but in
a letter there is but the narrow path of simple statement and
clear exposition. Pitfalls must be avoided. Doubtful points
must be ignored. A generous word will expunge a whole verbal
tirade, but a small sneer in a letter sears and burns and cankers
for as long as paper and memory last.

Many business letters give no slightest clue to the person-
ality of the writer. They fall upon the reader's spirit like an
arctic breath. They seem to come from a cold void. They create
shivers. They are couched in the most formal and colorless
language, and give no hint of humanity. Tom Reed was once
caught in New York on a very cold day, with nothing better
than a light overcoat to protect him from the biting east wind.
A friend met him, and sapiently remarked: "A cold day, Mr.
Reed." "Yes," piped the great Maine wit and pohtician, resent-
ing even in his own misery the frigidity of the President he

[34]

THE STYLE

served with, "Benjamin Harrison must be somewhere about."
The cold-natured man never gained the love or fealty of the
warm-blooded wit. So the cold letter never wins its way in
business. The man who writes himself into his letters, and
takes care that that self is agreeable and persuasive, is the man
who can count more than two percent returns from his corre-
spondence, and his circularization if he writes the copy himself.

And with all these qualities for a good business letter, there
remains one more major element — honesty. There are such a
proportion of business letters that are framed to let one into a
pitfall ; and the pitfall is usually in plain view of the honest reader.
It is so refreshing to receive a business letter that manifestly
has no reserves, no equivocations, no subtle hiatuses, no double
enlendres, no phrases that may mean two or three things, no
manifest evasions, but which goes straight to the point as the
arrow to the target. There are such, and they are those that
influence business quicker and more consequentially. It is so
much the better policy to write honest letters. Even poor goods
are the easier sold if the truth is unflinchingly told about them,
and the price made to fit the degree of poorness. The deceptive
letter returns to the writer, bringing toll. In the long run
the percentage of profit in business is higher for the honest
man than for the "skin," and in the long run the man who writes
honest letters gets more for his pains than the man who tries
to cloak his evil designs with plausibly false letters.

But we come back, do we not? after any survey of the ele-
ments of good business letter writing, so far as style is concerned,
to the core of the problem: "The idea can only exist in words,
and it can only exist in one form of words." And we come
also to the core of the problem when we conclude that as is the
man who writes the letter so is the. letter. Therefore we must
urge that the man who -writes the letter look carefully within
himself for the power he wishes to get into his business letters,

[35]

LETTERS THAT MAKE GOOD

and always remember that he is writmg to men with blood in
their veins, and sensibilities as acute and finely attuned as his
own. Noblesse oblige. The business letter should be a part of
the business man, and fitted to become a part of the business
man to whom it is addressed. The chief thing to remember
is that in writing one is communicating with a man, and that
the message will be effective or ineffective pretty much in the
proportion of the humanity that is put into it.

136]

Vice-President, Business Bourse, New York;
Contributing Editor, "Advertising & Sell-
ing"; Member Program Committee, Asso-
ciated Advertising Clubs of America.

THE OPENING

By J. GEORGE FREDERICK

"Fools rush in where angels fear to tread." That is why Mr. Frederick
believes in headwork before action. Time was when the ability to "sling smart
sayings" was considered a winning qualification in the opening of a letter.
The "Game of Talk" was quite the thing. Read what a man who knows has
to say— a man whose fingers are on the pulse of the business world, and who
recognizes what efficiency of ideas really means to the business man. He shows
just how unscientific the so-called "scientific approach" usually is. Securing
attention in a letter is not something to be accomplished through subtlety, foxiness,
or "hypnotics." In Mr. Frederick's article the once prevailing ideas of what
was a good opening paragraph are held up to ridicule in a manner that makes
his facts stand out by contrast with great force. Mr. Frederick makes it easy
to see what an effective opening really is — and why. — Note by The Editors.

THE opening sentence of a form letter is the letter.
If these words do not say anything, there is no con-
ception of philanthropy that could reasonably urge any
man to read more. In the course of eight or ten years I have
seen a very curious and significant evolution of the form letter,
and it all swung, as on a pivot, upon the opening of the letter.

Who doesn't remember the hurrah days of form letters,
when as preparation for writing an important form letter we
horsewhipped our Pegasus, fed ourselves ginger until we reeked
and got dizzy with verbal intoxication as we penned an opening
paragraph calculated to put the equivalent of fifteen volts into
the reader?

We singed his eyebrows with a "starter" like this:

"You're losing a big wad of money every day! Stop it!"

Or rapped his knuckles after this fashion:

"Forget everything you ever knew about engines, and let
us show you something."

Then we went on careering like a Kentucky Colonel, well

[39]

LETTERS THAT MAKE GOOD

heeled with corn juice, at a Democratic banquet. We glowed
with satisfaction as we wound up with a hurry-up slap on the
cheek, and considered that the victory of Gettysburg was a
cock-fight compared to the magnificent and masterly manner
in which we had swept into tamed captivity by scores and hun-
dreds our natural prey and enemy, the reader.

But the gaff has dulled wofuUy in recent years. It not
only fails to get into a man's vest, but incites derisive mirth,
or silent, deadly scorn. It has no more edge than a wooden
spoon — as a weapon it belongs in the armory of ancient days.

For we have become a businesslike generation in adver-
tising. The housewife, the farmer, and certainly the dealer,
are businesslike to the Nth degree. To carry snap to them in
form letters is a perfect parallel to carrying coals to Newcastle.
They can each outsnap the snappiest snapper who ever snapped.

The American housewife no longer runs joyously to the
gate to meet the postman, and breathlessly peruses five-paged,
single-spaced form letters. Nor do farmers. And dealers! —
they have grown gray in the art of dodging bunk.

All of them are looking for ideas. They are all far more
keen for points affecting their interests than they ever were.
They read more and think more. And that is why the opening
of the form letter to them is important. They demand an idea,
or they quickly pass you on to their true friend, the waste bas-
ket. The modem retail idea is quick sales and many of them;
and speed is a necessary factor. In the old days salesmen used
to loll around a dealer's store for hours, chinning; but to-day
both are too busy.

The form letter has got to keep pace; and the opening sen-
tence of the letter is the cue to the whole performance. The
rest of the letter should simply be concentrated, specialized
backing up of the idea in the opening sentence.

Suppose you are trying to sell an adjustable ofl&ce chair

[40]

THE OPENING

to a business man. The general "pull" in your proposition
is more comfort at his daily work. But so many hundreds of
advertising men can't see two vital things: (1) that the argu-
ment "comfort at your daily work" is not an idea, but a gener-
ality with no "hook" to it. (2) that the reader looks for not only
a definite idea with a hook, but an idea applicable to his side
of the fence.

Six out of ten of even good advertising men will start their
form letter somewhat in this fashion:

"Hundreds of office men are buying this supremely com-
fortable office chair."

The number of people buying this chair is primarily an
idea from the manufacturer's, not the reader's side of the fence,
and the talk about comfort is far below the status of a real idea.
Suppose the opening were to read:

"You can increase your daily business efficiency by at least
twenty-five per cent hy using an office chair that rests the small of
your back."

This, and more of it, is mathematically, psychologically,
and common-sensely bound to land on the bull's eye, because
it is the bull's eye of the whole matter. There is an unescapable
hook in that sentence, because it carries an idea — an idea from
the reader's side of the fence.

And see what you've done by starting your letter in that
way: You have, at the first stroke, put your reader on the
alert for more; because there isn't a business man in America
who will not be interested to some degree by that opening. Not
because there is any magic advertising genius in the writing of
the line, but because the ideas in it chain the reader to your
wheels by sheer necessity. And there is the innermost psychol-
ogy of the form letter — the work lies not in words or writing,
but in marshaling ideas in their best order and combination
before ever putting pen to paper.

[41]

LETTERS THAT MAKE GOOD

The opening sentence is doubly important in a letter be-
cause it is the only "headline" it has. Printed advertisements
have display headlines; form letters have no display except that
which is in that first sentence.

Motto: Unless you have an idea for a_strong opening sen-
tence, don't write a form letter.

:42]

Sales and Advertising Manager, Robt. H.
Ingersoll & Bro., New York: President,
Advertising Men's League, New York,
Chairman, Educational Committee, Associ-
ation of National Advertising Managers;
Member, Educational Committee, Asso-
ciated Advertising Clubs of America.

THE BODY

By WM. H. INGERSOLL

When we see a man whose frame is well "clothed" with good firm flesh we
say he is a man of "body" — "substance." This is the thing most needed be-
tween the introduction and the conclusion of a letter— and it is just this body
which Mr. Ingersoll's article has — the very thing which he tells us in so master-
ful a manner how to build into the structure of a business letter. Mr. Ingersoll
is serious in urging far-and-wide search for truths — truths that have "body" to
them. The Editors know of no man belter qualified by temperament, training,
and practical habits to deal with this hard-work subject. This monograph is
"meaty." You will not exhaust its suggestions in one reading — or in several.
You can return to it again and again with advantage. — Note by The Editors.

TO convince and persuade is the function of the body of a
letter. It must do the hard work.

The opening is largely a matter of strategy for the
purpose of getting favorable attention; — strategy demanding a
knowledge of human nature to be sure, but strategj^ neverthe-
less. The closing, likewise, is characterized by right tactics in
clinching what has gone before. But the heav>- duty of the
communication falls upon its body.

It is here chiefly that we give effect to the plan which has
been decided upon, the analysis made, the data gathered, the
message to be conveyed, the aim, and the other features of
preparation treated in the preceding chapters. All of the
principles heretofore discussed are most heavily drawn upon in
writing the body of the letter.

Here we must perform the arts of holding our correspond-
ent's interest and gaining his confidence while placing our facts
and message before him, convincing and persuading him to do
whatever it may be the purpose of our letter to accomplish.

For letter writing, especially business letter writing, has
a more concrete aim than general writing. It seeks to get the

[45]

LETTERS THAT MAKE GOOD

reader to do something, to act, rather than merely to inform,
instruct, or entertain him.

The action sought may be the ordering of goods, the settle-
ment of an account, the performance of a service or favor, the
release of a condition, or anything that one business man may
want of another.

In any case, the task is the same. The letter must get the
correspondent to passively agree and then to desire, decide, and
act. The body of the letter gets this passive agreement; it
smooths out the obstacles; gives the reasons, proves its points,
and induces that state of mind where just the right word in the
closing clinches the whole issue and secures favorable decision
and action.

The steps to this agreement are conviction and persuasion.
They are what make men do things. They get the response.
There are some definite methods of value in inducing these mental
states which it will pay us to note in this chapter.

But now let us suppose we are writing a letter. Our open-
ing has been made in a way that cannot fail to command atten-
tion. Then what are the processes to be followed to make the
body effective? We have stated and restated what the body
must do; how it shall do it is the question next in order.

With reference to the foregoing chapters we need not more
than mention here as a matter of course that we will refer to the
plan and basic analysis which has already been outlined, and
will make use of every item in all our work of preparation which
can be turned to advantage in writing the body.

Especially will we keep in mind the purpose of our letter
and the keynote determined upon when we made our plan. The
style to be followed will similarly be held before us.

At the outset we recognize some essentials which charac-
terize all good writing. Unity is one great principle underlying
perfection in every individual thing. Unity means one-ness,

[46]

THE BODY

completeness, and as applied to letter writing particularly it
means coherence, agreement of parts, absence of purposeless
repetition, "hang- togetherness." It suggests the importance
of fixing upon the central thought which is to dominate. the com-
munication. This central thought is the kernel around which
the whole letter is written. It is the essence which is to flavor
the compound. This thought can be expressed in a single sen-
tence, when once it is understood, yet to be fully comprehended
in its various relationships afifecting the purpose of our letter,
it needs amplification and elaboration. And the entire letter
is merely this necessary amplification. When finished it leaves
but the one vibrant thought, without confusion or mixture of
ideas.

Thus does unity conserve that singleness of impression,
that vividness, that unwavering decisiveness which eliminates
alternatives and in the very nature of things leads to the one
course of action which it is our object to secure. We will strive,
therefore, to have the body of our letter a unit and unified with
the opening.

Balance is another principle to be observed. All things
need balance to be comprehensible, convincing, and pleasing.
Balance means keeping the parts in their relative place and
importance. In letters it also means that substantial evenness
of impression permitting continuity of thought. An unbalanced
man cannot command confidence because certain of his facul-
ties are overdeveloped at the expense of others. So it is with
letters. We have been careful in planning our letter to analyze
our points and arrange them in logical sequence. In writing
the body we must continue this care, in order that none of the
points shall be so overfeatured as to interrupt continuous thought
or overshadow or obscure our main theme, thereby causing our
case to rest and be judged, not upon its principal appeal but
upon a secondary one.

[47]

LETTERS THAT MAKE GOOD

The principle of emphasis is another to be employed. Em-
phasis lays stress on particular points to be noted and re-
membered. It is opposed to balance in principle yet must
be subservient to balance. It is the moderate disturbance of
balance for the purpose of avoiding monotony and giving fresh
stimulus to the reader as well as to make certain supporting
ideas stand out in furtherance of the central thought. Carried
to extreme, however, emphasis breaks rather than stimulates
the chain of thought, gives prominence to more ideas than the
mind can clearly comprehend, dividing and weakening the final
impression, and gives the subordinate precedence over the prin-
cipal appeal.

Absolute balance would lull the mind to inactivity. Em-
phasis jars it back to take fresh hold at important junctures.
There are a number of methods of emphasizing: The position
in the letter, the paragraph or the sentence partially determines
the emphasis given to a point. The beginning and end are the
most prominent positions. A departure from the ordinary
grammatical construction or arrangement of words, the choice
of unusual words, increased or diminished vigor of expression,
the use of capitals, italics, underscoring; in short, any form of
contrast insures emphasis.

But to be effective emphasis must always be kept within
the Umitations imposed by the more important principles, unity
and balance, so we will follow our analysis and see that our main
thought is never out-shone by any of its dependent thoughts.

Unity, balance, emphasis, harmony, motion, and color are
universal principles common to all modes of expression. The
writer as freely as the artist or musical composer has recourse to
each in interpreting his thought. High color is not less known
in writing than in painting. Harmony in written expression
is as potent as in art or music. The motion of the march has
its counterpart in the picture full of action or the energetic letter.

[48]

THE BODY

Space permits fto fuller reference to these powerful and flexible
forces with which nature has provided us to reach the under-
standing of those whom we wish to influence. But their im-
portance is apparent because they are all of the qualities needed
to arouse any shade of thought or feeling of which human beings
are capable. And since the body is all of the letter save the
opening and closing, since it is the lengthiest portion and most
varied in appeal, it is the place where these principles are chiefly
called into play.

But the foregoing are merely characteristics of good pro-
ductions — not the productions themselves. They are the
essential qualities which make the productions expressive, under-
standable and convincing.

The thought which these qualities should characterize is
the real substance of the letter, however. To accomplish its
purpose of convincing and persuading, the body of our letter
must be fashioned over the mold of the mind of man.

We know what it is that interests people. We know what
moves them to do things. We will, therefore, adapt ourselves
to the structure of human nature in forming our communication.

We will commence the body of the letter from our corre-
spondent's point of view. He will be interested in doing what
we desire only in the degree that he is impressed that it concerns
him and coincides with his interests. Gradually we will lead
him around until at the end he is ready to accept our viewpoint
and do the thing that we recommend for his own advantage —
immediate or remote.

Throughout we must maintain his confidence. A motive,
wholesome and sound, must be breathed into all we write. Only
reasonable, believeable, statements or claims will be made.
Thus we will inspire trust both in our intent and judgment.

There are two sides of human nature with which the body of
our letter deals: One is reason, the other the feelings or emotions.

[49]

LETTERS THAT MAKE GOOD

To get people to do things, we first convince them or get
the assent of their reason; then we persuade or prompt their
feelings to induce action.

Conviction is mostly a matter of reason, and it is evidence
that satisfies the reason and convinces most quickly and surely.
Consequently, in the early part of the body, having interested
the reader from his own viewpoint, we wUl describe what we
have to propose and then, by referring to our prepared data, we
will marshal our facts in telling form.

The most convincing evidence is that which includes enough
supporting detail to make it real and vivid. In all great legal
cases it is the numerous confirming details woven together into
circumstantial proof which provide the foundation on which
verdicts are secured. Figures, tests, and the testimony of others,
furnish very convincing evidence. And so, having arrayed our
evidence to permit of only one conclusion, we have the assent
of our correspondent's reason, and it is left for the body of the
letter only to stimulate the desire which must precede action.

But what an important point we have reached!

We all like to think of ourselves as reasonable beings. We
pride ourselves that the intellect holds sway. But the fact is
that we are prone to do what we want to do rather than what
is reasonable or prudent. To be sure, the intellect must be
satisfied or allayed or it steps in to object to action, but never-
theless it is even more true that we are only too anxious to find
reasons for doing what we want to do. And when reason has
been subdued, if desire is strong, action is sure to result if con-
ditions permit.

Desire is a matter of feeling. It belongs to the emotions.
It responds to persuasion.

Nearly aU that we do is decided in anticipation of sensations
we seek. The need of warmth and covering dictates the pur-
chase of clothing, but the suit we select is the one that we believe

[50]

THE BODY

will most fully satisfy the pleasurable sensations that a well-
fitting, stylish, becoming suit may give us. The feelings of
satisfaction which a good appearance before others gratifies is
more controlling in the choice of our clothing than its warmth
or durability, yet the efficient salesman will not overlook these
latter appeals to our reason in paving the way to his final appeal
to our feelings of pride, beauty, and self-respect.

Therefore, in concluding the body of the letter we will strive
to touch the imagination and stir the emotions of our corre-
spondent. Since nature has ordained that men are moved more
by feeling than reason, we will picture the satisfying sensations
which the acceptance of our proposals, the possessioii of our
goods, or the doing of our service, will give.

What are these feelings and instincts over which our thoughts
may play as the fingers over the strings of a harp?

Curiosity, gratitude, pride, pleasure, benevolence, sym-
pathy, the sense of the beautiful, comfort, convenience, the
social instinct, the parental instinct, fortitude, enthusiasm,
recreation, acquisition, faith, courage. These are some of the
appeals which set the human instrument in vibration. Every
business proposition can be attuned to certain of the human
instincts.

Life insurance touches a man's affection and solicitude for
his family. Jewelry appeals to one's sense of beauty, love of
adornment, joy in following popular customs, and delight in
displaying one's prosperity and artistic taste.

Jewelry would be but unsought metal and stone save for
the allurement thrown round it by these divinely implanted
human instincts, the very same which in other directions make
for sturdier virtues like self-respect, courtesy, confidence, and
desire for good reputation. Machinery itself makes its strongest
appeal to the mechanic's innate love of workmanlike construc-
tion, accurate operation, and efficient production.

151]

LETTERS THAT MAKE GOOD

Consequently while we employ the weight of logic in gain-
ing the support of his reason we end the body of our letter with
an appeal to our correspondent's human side, certain that it
leaves him in that emotional state of mind which the climax
in our closing will crystalize into an emphatic "I will."

:52]

Ad vertisingl Manager, The American Multi-
graph Sales Company, Cleveland; President,
The Association of National Advertising
Managers.

THE CLOSING

By TIM THRIFT

Whatever is worth doing at all is worth doing way through to the finish.
Mr. Thrift tells in a plain-to-be-seen way how to bring a business letter to a
close in a way that will get the reader to act — act in the way that you want him
to act. Unless you accomplish this all that has gone before avails nothing.
Mr. Thrift has made some striking comparisons to show how to force action.
He has suggested some ways of getting new angles on your own proposition —
new arguments and ways of "closing the deal" that perhaps you have not thought
of — some methods that seem worth trying out. His article is a "closer" from
start to finish. — Note by The Editors.

ALL parts of a form letter are important, but perhaps none
more so than the close, for what does it profit a man
if he has successfully introduced himself and stated
his proposition well, if he cannot close in a manner that will
leave a good taste in the mouth or get the action desired!

You are all acquainted with those salesmen — and their
name is legion! — ^who can carry a deal through to an almost
successful conclusion. They understand "approach," how to
get to the prospect and start off with a good impression. They
can present their goods most persuasively. They have confi-
dence in what they have to sell and can instill that confidence
into others. But when it comes to the fatal moment, when the
name is to go on the order, they fall down. They simply aren't
there.

It is the same with many form letters. They carry you
through all the stages of attention, interest, desire, and resolu-
tion to act, but they fail to impress you at their close of the
necessity for definite action. They do not tell you what to do
and then concentrate on getting you to do it.

So, while it is of the utmost importance that all which goes
before shall be right, it is even more essential that your con-

[55]

LETTERS THAT MAKE GOOD

elusion shall be right as well, or the letter might better never
have been written and sent out.

Bear in mind that when you have arrived at the close of
your letter you should be ready to quit. In other words, let
the close be sharp, concise and to the point. If you want the
reader to do something, tell him very clearly what he is to do
and then persuade him to do it, not by stringing out the letter
with arguments why he should do it, but by impressing upon
him sharply the direct command for action.

Too many letters, when they have reached the closing
point, begin all over again and re-hash all that has gone before.
There are times when this may be done to advantage, but these
are so rare as to be the exception and not the rule.

The following illustrates a rehash of the body of the letter,
and is, in reality, an extension of the body into the close. This
cannot be said to be a close, in the general acceptance of the
term:

"This is just the time that a selling effort in this
field will pay. 1911 will be a record year in the Blank
Industry, and all of the 25,000 manufacturers of Blank
Products are making their plans accordingly. There
is great activity now in the enlarging and bettermg of
plants, and a good market for you. A large number of
Blank manufacturing plants will be constructed during
the next six months. This big number is issued Jan-
uary 1st, and copy should reach us before Christmas."

Note that these are all general statements. Even if the
reader is interested in the information conveyed, what action
he is to take is left to his own inference. Leave nothing to him,
where it is possible to suggest some definite thing he is to do.

The letter from which this close was taken was sent out
early in December. The time was short for copy to get in for
the issue it was intended to promote. How iftuch better, then,
this close would have been:

[56]

THE CLOSING

"You have just two weeks to take advantage of
this opportunity to get your products before a Hve
market. And the limit of that time doesn't guarantee
'position' in our special number. Mail your order
to-day — no matter what space. Copy can follow, but
space will be reserved then. This is too important to
neglect. Act at once. Use the enclosed order form."
Here the time element is impressed upon the reader's mind.
He is made to appreciate that this is something which cannot
wait. He must take action immediately, if he is to get in on
a good thing.

If possible the close of a form letter should be presented
in one paragraph. Sometimes two are efifective, and even three,
the second and third consisting of short, pithy sentences. But
it is best to adhere to a single paragraph close where this can
be made to carry the message.

The principle is the same as that of an interview. When
your proposition has been presented very thoroughly, there is
danger of talking the prospect out of a buying frame of mind
if you linger with him too long. What is said after the sales-
man has risen to his feet and taken his hat very often ruins all
that has gone before.

A long drawn-out sermon or lecture is a like example. You
may have been interested up to a certain point, but past that
point the discourse grows wearisome, because your own mind
has reached with the speaker the climax he sought and you
protest against going to others. You mentally exclaim, "What
a fine place to stop."

By the time you have reached the close of your letter you
should be in a position to explain the final details quickly and
there should be no necessity for drawing them out. If there is,
you have failed to convey in the body those important facts
which are essential to correct understanding.

Above all, avoid being flippant. Do not create the impres-

•[571

LETTERS THAT MAKE GOOD

sion that you are now through with the "bread-and-butter"
stuflf and are reheved that you can say "so-long." The pros-
pect will sense the same relief and with a hurried glance at your
conclusion toss the letter aside.

Instead, impress the importance of the closing admonition.
Here is where whatever benefit he has in store will accrue to him.
These are words which should be heeded. These are instructions
he should follow. Only by doing so will he be just to himself.

Express the selfish viewpoint, too, but see that the selfish-
ness is not wrongly placed. Appreciate first that the reader
is always interested in himself and in his affairs, his profit and
what will profit him, but rarely, if ever, in your concerns. There-
fore appeal to his selfishness. Give him to understand that
the action he takes in response to your suggestion or command
will be advantageous to him. It is something for his good.

Too often we see the shoe on the other foot. In other
words, the writer of the letter impresses the reader with the
thought that he (the writer) will materially gain through the
action taken, and fails to point out to him (the reader) where
he gets off.

An instance of this is shown in the following close:

"If not in the market at the present time, inform
us how soon you will be; and remember, we want your
business."

Very kind in them to want the business, to be sure, but
what have they done to deserve it? Here the selfishness is
wrongly placed. The writer has a profit in prospect, but the
reader is not only called upon to put himself out for the benefit
of the other fellow, but he is asked to take action in a way which
promises nothing in return. It is quite natural that the concern
which sent out this letter should want the business, but let them
first indicate real reasons why they should have it and wherein
the reader will profit by giving it to them.

[58]-

THE CLOSING

There is no better way to analyze the close of form letters
than to study those which come across your desk. You will
find the majority of them redundant with stock phrases and
meaningless terms. The author of "Do it Now" should have
been pensioned long ago and his classic thrown into the discard.
When all other closing admonitions are exhausted we find this
one brought forth, burnished up and presented with all the
ardor of discovery.

If you find it a difficult task to get a good close, call in
one of your best salesmen and put the proposition up to him.
Ask him how he brings his interviews to a close. The chances
are that he will give you some short, succinct phrases that will
be just what you are looking for.

But do not tell him you want these for a letter. My, no!
The great trouble with most salesmen when they go on paper is
that they get "write-f right." You will find this true through
thousands of form letters. Their writers may be men who
could sell coal in Newcastle, but because they must put their
arguments on paper they grow fearful and concoct the most
amazing balderdash. Therefore do not let your source of in-
spiration suspect your purpose. Get his good fresh viewpoint
and then let yourself be the buffer between him and the type-
written page.

Finally, ever bear in mind that the close of any form letter
put out to solicit business, should, first, last and all the time
have action in it. It is the "clincher," the one thing remaining
to make the letter a success. Unless it is well done, unless it
is handled in the right way, the whole effect of the letter will
be lost. Look over your letters. See if they have the proper
persuasive power at their conclusion to get the action you want.
If they haven't, this is probably the reason why returns haven't
been greater. Analyze and reconstruct!

[59]

THE MECHANICS OF THE LETTER

By GEORGE FRENCH

The first glance at a caller usually gives you an "inkling" of whether or not
you care to cultivate his acquaintance. Of course you "size him up" by his
dress. Correctly clothed, he stands a good chance to get a hearing. If he suc-
ceeds in "breaking through" the first impression weighs big in his favor in the
final summing-up. The "dress" of a business letter gives you an "inkling"
of what kind of firm it comes from, and whether or not you wajit to do business
with it. There are many little details, and all important, that must be
combined to make up a well-dressed letter. Mr. French is a master of these
details. He has the artistes eye. He tells how and why correctness of mechan-
ical details — stationery — printing — typing — spacing — color effects—etc. — do
make a difference in the results of a business letter. — Note by The Editors.

IT is not all to be able to indite a smooth and insinuating letter
that shall put the case in hand in the most favorable light,
and do all that written words can do to extract from the
recipient the action or the decision the writer wishes to get.
That part of the letter is very important, but it remains for the
mechanics of the letter to give the vital text just the right me-
dium in which it is to go to the reader, and just the best dress
to captivate his eye when he slits the envelope and begins the
battle with his distant correspondent.

There are some business men who open their own letters,
who take the first one on the morning pile and open it, and then
the next one, and so on down to the last one. There are other
men who shuffle the pile through their fingers and toss certain
ones aside for some future hour. This kind of a man selects
those that he knows have an immediate message for him, and
those the appearance of which appeals to him, and deals first
with them. All men, when they come to read their letters,
are favorably impressed by those letters that are attractive in
themselves. Many a hardheaded business man may be found

[61]

LETTERS THAT MAKE GOOD

saving and cherishing a unique letterheading, or one that is
especially well designed or printed. I once made a letterheading
that attracted constant attention, and as long as I used it brought
frequent references in correspondence and not a few specially
written notes. It was nothing extraordinary or unique— just
a conventionalized country scene with a dusty road winding
through it, two or three tile-roofed cottages, with the text out-
lined through the narrow cut, which was printed in colors. But
it attracted pleased attention, and it helped to introduce me in
a favorable manner.

The letter should be regarded as a very potent piece of
advertising, and it should be given much and constant care.
There is of course no definite rule that can be laid down for the
making of the letterheads, as it is a question of personality and
getting some atmosphere of the business into them. But it
is more a question of having them handsome, attractive, able
to suggest some primal quality of the man and the business by
their type treatment or their design. I am one who objects to
steel-die and copper-etching work for business letterheads, as
being too cold and too formal. They are all right for personal
stationery or for the use of professional men, but for the ordinary
run of business I would never use them. Lithography and the
offset process as much as you like, if you like those processes;
but type properly used makes the best, the most human, and the
handsomest letterheadings. But if it is type, then there must
be brains to make the design and decide upon the right type
and the right paper and the right color.

To make a good letterhead is one of the more difficult and
abstruse tasks the printer has put up to him, even if he does
usually not only shirk his responsibility and ignore his oppor-
tunity, but show that he is wholly and debonairly unconscious
of them. Yet it is to type that the real letterhead artist usually
turns. Among a hundred notable letterheads that you may

[62]

THE MECHANICS OF THE LETTER

select from your correspondence during the next year, you will
find that 75 percent of them are made with type. But they
should be made properly, and with the fear of a cold reception
on the part of the man who gets the letter always before the
eyes of the maker; designed to make a piece of printing which,
when taken in connection with the typed letter, will make a
pleasing picture upon the desk of the recipient, and ingratiate
the business motive of the letter into the mind of the man who
is to read, in such fashion that even before he does read there
is some semblance of warmth permeating his sub-consciousness.

The letterheading should be quiet and dignified, and it
should have the minimum of matter printed upon it. It is a mis-
take to load a letterheading with a lot of detail. There should
be the name of the concern, the name of the business, and as
little as possible of other matter. It is a moot question if the
names of the partners, or officers of the corporation, ought to
be printed. For my own part, I find it very useful sometimes
to have those names printed on the sheet, for the reason that
the man who signs the letter often affects such an execrable
scrawl that it is impossible to decipher it, and I have to search
the printed list for it. But there should not be a lot of adver-
tising detail about the business, nor should there be half-tone
cuts. The chief idea of the letterhead designer should be to
make an attractive piece of printing, calculated to help create
a favorable sentiment for that which may be thereon written.

Then the typewriting. Here is a chance, a demand, for
a great and significant reform. But a small proportion of
business letters are decently typed, let alone being attractively
typed. Yet it is a simple matter, and as easy as slutch work.
It is first necessary that the importance of well-written letters
be recognized. Then it is a question of how a letter ought to
look; a question of getting a typist who is able to follow instruc-
tions. Then you have your handsome letter. The hardest

[63]

LETTERS THAT MAKE GOOD

of these is the getting of typists who can be made to follow in-
structions, after getting a correspondent who recognizes the
value of handsome letters as contrasted with slouchy letters.
It seems to me that the business schools and the typewriter
dealers might bring about a most valuable reform in this line
if they would. There is nothing very much more discouragingly
hopeless than to undertake to make a good typist out of a fresh
graduate from a business school where they teach typewriting.
They teach it in such an ugly fashion. The same is true of
the graduates from the training schools of the typewriter manu-
facturers and dealers. There is surely a fortune awaiting the
concern that will train typists to write handsome letters.

In the first place the typewritten portion of a letter should
be placed upon the sheet in such a manner that its bulk shall
form some sort of a pleasing rectangle. That is to say, if the
letter is short, it should be written in short Unes, double spaced,
and so placed as to help make of the finished sheet a composi-
tion not too crude and ung&,inly as to form and proportion. If
the letter is long, it is better to double space it and use a second
sheet. A single-spaced letter is a risky experiment. The lines
should not be too long to allow good margins — margins that
balance well with the margins about the printed heading. Re-
member that white paper has as much value on a letter as on any
piece of advertising printing; and remember also that to read
a single-spaced letter is a tedious task. I have let that sort of
a letter he unread on my desk day after day, dreading the job.
On an ordinary letter sheet, 8^x11", or 8x10^", there should
be a margin of not less than f " all around. It is much better
to go over to a second page or even a third page, than to spoil
the looks of a sheet by crowding it.

The typewriter ribbon should either match the color of the
printed heading or harmonize with it. It is a good plan to have
a color harmony that includes the printing, the paper and the

[641

THE MECHANICS OF THE LETTER

typewriting, such as can be secured through the use of an azure
or azurine paper, dark blue ink for the printing and a blue ribbon
for the typewriter. Have the printer match the ribbon. He
can do that, while the tj^jewriter dealer cannot match more
than one shade of blue printing ink. This plan can be applied
to other colors, of course, and if white paper is used the harmony
of color can be secured just the same, by having the printer and
ribbon co-operate, as white harmonizes with any color. For-
get about the old-fashioned purple ribbons. Use a good type-
writer, and have it kept always in good repair. If you have
more than one, have one fitted with elite type, to use on per-
sonal and "swell" stationery. Every concern should have at
least two grades of stationery, one of which should be quite
"swell," having an air of diflference. It pays. Insist upon
correct spelling and proper punctuation. I cannot say "correct"
punctuation, as there is nothing of that sort in the market. Some
time there may be an authorized system for punctuation, but
there is none now. But you can have some sort of a system
of your own and insist that it be followed. Do not permit eras-
ures. Do not permit interlining. Better have the sheet written
over. Insist that every letter .shall go out clean and perfect.
It can be done. If it is not done it merely means that your
typist is careless or lazy — too lazy to perfect herself. If she is
careless or lazy it is the fault, and the misfortune also, of her
employer.

The matter of paper for stationery is important. Do not
pay too much attention to the alluring advertisements of bond
papers. They are all right — in their place; but there are many
papers that are more desirable for fine business stationery. A
good linen, a good superfine, or extra superfine, a good ledger
that is not too stiff, a good wove — there are scores of finishes
better than bond for business stationery. But the paper makers
have seen fit to push bonds, and many business men think that

[65]

LETTERS THAT MAKE GOOD

a good bond paper for their stationery is a symbol of good taste
and good judgment, and perhaps financial soundness. And
there is something in that view.

But whatever the paper used it should be good. It does
not pay to use cheap paper for any kind of letter writing. The
dollars saved in that way are seed dollars which if planted in
good stationery might result in a crop of business that would
make any puerile saving look too small to think about. An
up-to-date business man would never think of taking a large
prospective customer to a ten-cent hand-out restaurant for
lunch. Why should he offer him cheap and poorly printed
stationery? If I were to advise business men about their sta-
tionery I would tell them that they ought not to pay less than
from $5 to $10 per thousand for their letter sheets, or from $4
to $8 a thousand for their envelopes. And in the long run the
man who has the courage to pay the maximum figure gets his
stationery at the smallest cost, reckoned as an overhead and
giving it credit as a business getter.

The great trouble with business stationery is that business
men do not think about it much, or in the right way. It is
worthy of as much study as any other element of salesmanship.

:66]

SUPERVISING CORRESPONDENCE

By EDWARD B. BROWN

How to organize and develop a correspondence department is a serious
question with many concerns. Every one of the scores or hundreds of letters
sent out daily should he stamped with the policy and individuality of the firm,
although they may be written by a dozen or more different sales correspondents.
Letters must be used, many times, without being "tried out" — and they must
make sales. The author of this chapter writes from experience and gives some
practical methods which he has found effective in training and managing a force
of sales correspondents to get the utmost in actual results. — Note by The
Editors.

EVERY concern that sends out sales-getting letters should
have just as thoroughly organized a method of training
and grading up their Sales Correspondents or inside sales-
men as they have of coaching and keying up their outside
salesmen. If there are only two Correspondents in an office
they ought to be organized as a department with the Chief
Sales Correspondent or Manager of Mail Sales, reporting directly
to the General Sales Manager.

The Mail Sales Manager should be first of all a successful
Salesman in every sense of the word. He must know selling
both from the outside and inside in theory and practice — must be
a forceful writer, a keen analyst, and a tactful, stimulating handler,
of men.

To get results from his department he must know how to
give his men their initial training, how to check up their results,
and how to keep them keyed up to their best work. In pre-
paring his new men for Mail selling the Mail Sales Manager
should have much of the training exactly the same as that given
a new road salesman.

The preUminary training should teach the new man four
things :

[67]

LETTERS THAT MAKE GOOD

First : To know his goods and the policy and traditions of his house.
Second : To know his competitors and their goods.
Third: To know his customers and his market.
Fourth: To know the fundamental principles of salesmanship as
applied to selling by mail.

Knowing the goods and traditions of the house is, of course,
fundamental in all selling and will have to cover a longer or a
shorter period, depending on whether the new Sales Correspond-
ent has worked up through minor positions in the house, or is
brought in new from the outside. Given an equal foundation
of education, the "home grown" product naturally has far greater
chances for success.

In any case the new man must study and analyze the goods
until he has weighed them from every possible angle of strength
and weakness. He must marshal together every talking point
and every objection with the answer to each objection. He
must know the attitudes of consumers and the trade — what they
say for the goods and against them — why some like them and
why others do not. He must find out in what ways his house
is doing business differently from other houses and why. Then
the new man must analyze his competitors and their goods, as
thoroughly as he has analyzed his own house and his house's
goods — putting the results side by side, so that he can make a
clear comparison at every point.

The field-knowledge of a Sales Correspondent must be gained
at first hand. To get a line on his customers that has any value,
he must take a grip and go out into the field and meet them face
to face. And a few weeks expense in doing this will pay for itself
many times over in the greater results from the Sales Cor-
respondent's letters. To be sure the time is spent to best
advantage, have the new man write reports of the dealer's size,
methods, habits, conditions, customs, problems, and general
business attitude.

[68]

SUPERVISING CORRESPONDENCE

The principles of salesmanship as applied to letter writing
have already been covered in the previous chapters of this book,
but we can recapitulate from a sUghtly different angle by saying
that a selling letter should have six things separately or in combi-
nation. An opening, a description, an argument, a persuasion,
an inducement, and a "chncher" or "hook."

The Opening must get attention because it hits the strongest
buying motive of the customer in a way that is full of human
interest, has a man-to-man appeal or strikes a special point of
mutual contact.

The Description must get the interest by explaining the
proposition, outlining it enough to deepen the interest and prepare
the way for the argument and persuasion to follow.

The Argument must convince through the compelling logic
of the reasons presented.

The Persuasion must create a desire to buy through suggest-
ing in a graphic word-picture the advantages you have to offer.

The Inducement must give reasons for action by making a
special proposition or by putting the matter in such a way that
it is very hard for the customer to refuse to do what is requested.

The "Clincher" or "Hook" induces action by making the
^ act requested a very easy one for the customer to perform.

After the new Sales Correspondent has a thorough ground-
work of theoretical knowledge he should be given letters to study
' that carry out the principles he has learned — letters that have
proved most successful in actual use. The "Star" letters in this
book are invaluable for this purpose for they give a much broader
viewpoint than the letters of any one house possibly could. But
they should be followed by a study of the most successful of the
concern's own letters. Then the new man is ready to begin the
actual work of correspondence.

Every letter the new Sales Correspondent writes for several
weeks should go over the Sales Manager's desk for criticism before

[69]

LETTERS THAT MAKE GOOD

it goes out, until the number of criticisms becomes very few and
the letters have acquired the man-to-man personal appeal that
brings orders. Answering inquiries is usually the last thing a
new man learns to do well. In checking up the new Correspond-
ent's answers to inquiries, his chief should notice especially the
promptness of the reply, the completeness with which he answers
questions, and gives all information, and whether he makes a
definite, clear proposition in a sales-getting letter that otherwise
measures up to the test of correspondence salesmanship. Then
for several weeks more the carbons of the new man's letters should
be read by the chief until he is counted a well trained man, fit to be
given a regular territory and checked up thereafter by his sales
record of results.

Unless it is a strictly mail order business, each Sales Corre-
spondent's territory should cover the territory of about four or
five road salesmen, and he should co-operate with the salesmen
in the towns where they call and should work direct through the
mail the smaller towns that it does not pay the road salesman
to cover. The letters sent out to prospects in large lists should,
of course, be tried out first, on a small selected list wherever
time permits, so as to test their effectiveness before sending them
out in quantity. The methods of keying the different mailings
by keyed addresses and variously colored or variously marked
reply cards and orders are almost too well known to mention.

Whenever this weekly record of results shows a falling below
normal in the work of any man the Sales Manager should go back
over the Correspondent's letters and see wherein the fault lies.
The incentive is important. A competition should be arranged
between the men, with a yearly bonus or monthly prizes of a more
nominal kind, with salary increases, based on the sales increase
in each territory. Then once or twice a year the men should go
out into their territories for several weeks of personal selling to
keep them in touch with conditions, and keep them from forget-
ting that they are real, live, flesh-and-blood customers as their

brother salesmen on the road.

[70]

POSTAGE

By F. W. ROSS

This analysis was made from the answers received in response to a canvass
made to arrive at the comparative value of one- and two-cent postage for mail
advertising campaigns. It covered hath large and small houses in various lines
of business and was thorough enough and extensive enough to make the informa-
tion dependable and valuable. The final results coincide with the personal
experience and observation of The Editors in mail campaigns which they have
conducted. — Note by The Editors.

FORM OF QUESTIONS

1. Is your mail received by a mailing department? Yes.
No.

2. Is it opened before being distributed to each depart-
ment? Yes. No.

3. If opened, what is done with advertising literature, and
one-cent circulars?

Are they sent to the proper department? Yes. No.

Are they mixed in with the regular correspondence or sent
separate? Mixed. Separate.

Do the printed enclosures, that come with regular corre-
spondence, remain with the letter until it reaches its final reader?
Yes. No.

4. Does your secretary read your mail, giving you only
the important letters? Yes. No.

5A. Do you look over the advertising mail matter to see
what is ofifered? Yes. No.

B. Is it a policy of your house, that each department should
look over the advertising matter that reaches it? Yes. No.

6. Are you doing any mail advertising? Yes. No.
Which do you favor? One cent. Two cents.

[71]

LETTERS THAT MAKE GOOD

7. Do you find that unstamped return postal or envelope

enclosures bring the same returns that stamped ones produce?

Yes. No.

The following table shows the percentage for and against

the various points brought out in this special form of questions,

relative to the comparative value of one- and two-cent postage.
Question 1. Is your mail received by a mailing department?

Yes 43%. No 57%.

The answers to this question indicate that practi-
cally all large concerns have a mailing department and
many smaller ones whose lines of business require hand-
ling considerable correspondence. Most of the concerns
answering in the negative are either small or their line is
such that they handle comparatively little mail.
Question 2. Is it opened before being distributed to each

department? Yes 81%. No 19%.

This shows that even in concerns where the incom-
ing mail is not so very heavy, the mechanical work of
opening up the letters is usually done by some employee
who either distributes the mail or places all of it on the
desk of the manager. The returns that show that the
mail matter is not opened before being distributed, are
from rather small concerns or in some cases are from
tailors, hotels, etc.
Question 3 A. What is done with advertising literature

and one-cent circulars?

The general tone of these answers taken together
with the answers to Question 5 indicate that there are
extremely few business concerns who dehberately throw
away advertising literature, without at least a glance of
inquiry as to whether the subject matter would be of
interest to them. (See explanatory paragraph at end of
questions.)

[72]

POSTAGE

Question 3B. Are they sent to the proper department?
Yes 95%. No 5%.

Question 3B. Are they mixed with the regular correspond-
ence or sent separate? Mixed 68%. Separate 32%.

It would seem from these answers that most of the
concerns receiving large volumes of mail, handle the ad-
vertising literature mixed with regular correspondence,
and those who do not generally receive large quantities,
are about evenly divided in their methods of handling it.
Question 3D. Do the printed enclosures, that come with
regular correspondence, remain with the letter until it reaches
its final reader? Yes 90%. No 10%.

Question 4. Does your secretary read your mail, giving
you only the important letters? Yes 23%. No 77%.

Most of those answering yes to this question are
concerns that do a considerable amount of advertising,
of the class that brings inquiries and naturally they would
be inchned to separate that class of mail from their ordi-
nary correspondence. As Question 5 shows that 97% at
least, glance over the advertising literature, it shows that
mail advertising would not only be effective on the 77%,
but would also bring results from a good part of the 23%.
Question 5. Do you look over the advertising mail matter
to see what is offered? Yes 97%. No 3%.

Question 6. Are you doing any mail advertising? Yes 90%.
No 10%. What postage do you favor? 27% favoring one-
cent postage and 73% two-cent postage.

Only about two-thirds have answered this question
and most of these were answered with a preference and an
additional statement that it depends upon the proposition
and the subject matter presented.

[ 73 ]

LETTERS THAT MAKE GOOD

Question 7. Do you find that unstamped return postal
or envelope enclosures bring the same returns that stamped ones
produce? Yes 21%. No 79%.

This, like the above question, is generally accom-
panied by a qualifying statement which would seem to
indicate that where it is desired to get the opinion of the
recipient, or where the profits on the proposition are large
enough to justify insurance against a possible lack of re-
turns, it is desirable to put on return postage. Some of
the largest advertisers in the country say that based on a
comparative investment, the unstamped return postal
or envelope is the most profitable. Owing to the diver-
sity of opinions and considering the many conditions that
have a bearing on this question, it is practically impossi-
ble to arrive at any definite, general conclusion.

The returns as a whole including the comments and
the above percentages, conclusively show that a PER-
FECTLY reproduced typewritten letter, including signa-
ture and fill-in, will bring as good results under a one-
cent stamp as it would under two-cent postage, providing
it is going to a list of manufacturers or concerns that
are either large enough to have a maihng department or
whose line of business is such that their incoming mail
is heavy enough to justify having an employee take care
of the mechanical work of opening it. If a form letter is
perfectly filled in and has either a pen signature or a good
reproduction of a fac-simile signature, it receives the same
attention as ordinary correspondence would from the
recipient; the man it is intended to reach does not know
whether it came under a one- or two-cent stamp. By this
statement we do not mean that the average business man
is "fooled" into thinking that you are writing him a
personal letter, but if the work is well executed the letter

[74]

POSTAGE

goes right through with the regular correspondence,
and inasmuch as the recipient is not suspiciously looking
at every letter, it is read in the course of handling the
correspondence for the day. Where letters are poorly
executed they brand themselves at first glance as adver-
tising literature and as a rule are handled with the rest
of the printed advertising matter and would not have
received any better attention under two-cent postage
than under a one-cent stamp.

In sending perfectly reproduced typewritten letters
to . a list of small merchants or to firms whose lines
of business do not bring a considerable quantity of
incoming mail, in other words where the proprietor or
manager does the opening, it is undoubtedly the best
policy to use two-cent postage except in the cases where
continued follow-ups are used and where the proposition
is such that after the first two or three letters, the recipi-
ent will finally say to himself, "Here's another one of
those letters"; in this case it would seem advisable to
use one-cent postage after the first few mailings, for the
man who would throw away the one-cent letter would
also throw away the two-cent letter.

Experience has shown that where it is desirable to
reach a department of a large organization, it can be done
with practically the same results under a one-cent stamp
as though the letter went out under two-cent postage.
By addressing the letter to the department head per-
sonally, and only a,ddressing the envelope to the firm,
leaving all mention of the department ofif the enve-
lope, the mailing department opens the letter, thus
separating the envelope from the letter so that when
it reaches the department manager he does not know
whether it came under a one- or two-cent postage.

[75 1

PART II

SPECIMENS AND EXAMPLES

Author of "Letters That Collect,"
"Analytical Letter Writing," etc.

"THE BEST LETTER I EVER USED
AND WHY"

Edited by JONATHAN JOHN BUZZELL

For convenience in referring to the notes and comments on letters contained
in Part II of this hook the following method is used: In the text the letters are
referred to by page numbers. The comments on any particular letter may
readily be found by noting the section number on the inside edge of the page
opposite the folio on the bottom margin and then turning to the section indi-
cated in the "Notes and Comments." In cases where series of letters appear,
the comments on all the letters mil be found under one section.

A GREAT deal has been said and written about letter writ-
ing as a lost art. To one who has studied the history
and followed the growth of this now almost universal
practice of promoting business by letters it is perfectly clear
that whatever changes have come about have been in the nature
of gradual development toward a more perfect art and a more
tangible basis upon which that art is founded. Some claim
letter writing to be a science, but that is true only so far as all
art is based upon certain scientific principles. A letter con-
structed upon principles laid down in any set of rules, without
the subtle infusion of art in the form of individuality or person-
aUty, would be utterly hopeless so far as its effect on the human
emotions is concerned. It would be as frigid and uncongenial
as a mechanical man. The more personality injected into a
letter the better. In that personality lies the strength of the
appeal. And just as any writer develops a strong individual
style by a study of the different styles of all the great writers,
so by close study of the styles embodied in these successful busi-
ness letters, the letter writer may develop a strong and telling
individuality in his own letters that will go far toward achieving
the maximvmi pulling power.

[79]

LETTERS THAT MAKE GOOD

It is the purpose of this chapter, not to lay down a code
by which letters may be written mechanically, but to furnish
to the earnest student of salesmanship by correspondence a large
number of successful business-getting letters that have actually
been used by business houses — letters that have accomplished
the purpose for which they were written, and that have been
factors in the building up of solid business enterprises.

After many years of experience with letters in a great many
different lines of business, during which time a large number of
letters and facts about letters have been collected, the com-
pilation of this book was undertaken. During these years the
writer has unlearned many things. Hundreds of letters have
been followed to an untimely grave. Here and there have
appeared the real gems that have succeeded in justifying them-
selves. Many letters that "read well" failed to pull business.
This suggests that there are a great many points besides the
language used that are important elements in the construction
of any letter.

In order to make this book as broad as possible in its scope
requests were made for successful letters and opinions regarding
them from leading advertising men and business houses through-
out the country. This request met with a cordial response
which justified the conclusion that there was a widely felt need
for a book of this kind. These letters have been submitted as
"The Best Letters I Ever Used" and although actual tabulated
results have not been obtainable in some cases, these letters
have been selected on account of some tangible reasons that
place them above any others that have ever been used by the
firms which have contributed them for publication in this book.

The practical business man for whom this book is intended
will readily grasp the points made by each letter, and many
interesting and valuable facts can thus be gained. Many adap-
tations of principles can be made, and in that lies the great value

[80]

LETTERS THAT MAKE GOOD

of this work to any one who would increase the efficiency of his
own business correspondence. Many examples will be found that
will flatly contradict some of the old ideas that are pretty well
fixed in the minds of many letter writers of to-day. Not all the
letters here produced are perfect specimens in every detail. The
critic will find many letters that come far short of his standard
of masterpieces. But, it must be remembered, masterpieces of
business letter writing, as in every other field, are not common-
place — they are the exceptions. Many otherwise good letters
fail of results because of faulty conditions of lists or of other
details. On the other hand a mediocre letter may bring very
satisfactory results if the conditions under which it is sent out
are ideal or a close approach to the ideal. The writing of a
perfect letter is by no means all that makes for the success of
a mail campaign. The mailing lists, the mechanical details,
timeliness, and many other points are each essential to the best
results. Each of the letters that are used in this book has been
left as it was originally used and each represents the ideas of
its writer rather than those of the Editors. In this very fact
hes the chief value of the work. It is not the exploitation of
any one man's ideas of business letter writing, but scores of
men whose experiences have been along different lines and under
different conditions have contributed specimens of their most
resultful letters. These letters are aU of comparatively recent
date, but as conditions change from time to time it should be
borne in mind in reading them that what to-day is new and
forceful to-morrow may become too trite to be of value.

The physician studies cases and thereby discovers remedies
and methods of treatment, but he modifies and adapts his
treatment according to the particular conditions. Individual
judgment is the most vital factor in his success. It is equally
valuable to the business man to study cases, but, as with the
physician, his success in writing business letters depends upon

[81]

LETTERS THAT MAKE GOOD

his individual judgment in applying the knowledge gained by
such study.

The higher the development of the art of letter writing by
this method the more successful will become this branch of ad-
vertising, for it will create confidence in the public mind by
elimination of those abuses of the letter privilege that are so
common. A great deal of damage has been done in this way
by attempting to make the writing of letter copy conform to
the same rules that have been followed in the construction of
advertising copy where display and illustrations are, or may
be, used. Many attempts have been made to force advertis-
ing down the throats of the public by giving it the form of a
letter with the letter left out. Many subtle schemes have been
tried, but deception always disgusts and the legitimate letter
suffers in consequence. With study of letter writing comes
respect for the privileges of the letter and consequent improve-
ment. Mere cleverness will not do. A letter may be infinitely
clever, and possess all the points which are conceded to be essen-
tial in a good letter and yet be a failure as a puller because it
is infinitely clever. Nothing can be so beneficial in overcoming
this tendency toward mere cleverness as a careful study of the
great letter successes, as few, if any, succeed by cleverness alone.

Many firms use what might be called "Good-will letters."
It is not expected of these to bring direct results, but they are
a part of the advertising scheme that helps the salesman or
that helps in distributing goods through other channels. Many
of the letters contained in this book are of this kind. And in
studying them their motive should be kept closely in view. The
letter itself should reveal its purpose. The letter that most
readily reveals its mission is the letter that is most likely to
achieve the object for which it is written. There is nothing
so attention-compelling and so convincing of the sincerity of
the writer of a letter as a legitimate and self-apparent reason

[821

LETTERS THAT MAKE GOOD

for writing it revealed in the first paragraph. And this goes
a long way toward putting the mind of the reader in a favorable
mood for the arguments that are to follow in the body of the
letter. Letters that conceal their message until the second
or third paragraphs are reached must use greater force at the
close in order to convince the curiosity seeker who reads to the
end. Such letters have pulled remarkable results in some in-
stances, but a close study usually reveals the fact that there is
some influence outside the wording of the letter itself that is
a strong factor in its success. Such letters often amuse — if
we have time to read them — ^but they too often do no more than
amuse. A letter may be pleasing and even humorous to a con-
siderable degree, if it is saturated with the individuality of the
writer, and will be all the more forceful and convincing on that
account, but here again individual judgment must be exer-
cised and only a careful survey of the conditions will show where
humor may safely be used.

The subject of letter headings has been taken up in another
chapter of this book, and their value and effectiveness as a
part of the letter fully discussed.

In the belief that the effects that may be obtained by
t^-pography and the ordinary printing press are too little
appreciated, considerable effort has been exerted to show in
this work a large number of desirable styles produced from the
type.

These headings have been set especially for this book by
some of the best typographic artists in the country, and show
a variety of styles in composition and type faces from which
the discriminating business man may choose when making up
a design for his own business stationery

[83:

NOTES AND COMMENTS

SECURING ATTENTION

Letters which are strong in attention-getting values. Examples of various
kinds of openings, such as the question, the anecdote, the headline, the news'
value, the humorous, the curiosity-arousing and the point-of-contact forms.
These letters necessarily possess other strong features, but are placed here
because they illustrate some of the best methods of approach. The letters
in this and all the following divisions may well be studied for other features
than those upon which each classification is based.

§1 On page 97 is one of two letters used by a large
clothing house. They were productive of record returns, a fact
which their writer says :

"Strikes me as unusual upon re-reading. I have
written many letters which were infinitely cleverer than
these — which had all the essential points of what we
all agree to be a good letter — and yet whose records as
'pullers' have been very mediocre. All of which goes
to prove- that psychology and theory frequently fail
when applied to advertising."

§2 The letter on page 98 is intensely personal in its tone.
The first paragraph furnishes the reason for writing and makes
a point of contact between the writer and reader. In the body
of the letter is a carefully prepared argument or selling talk
well adapted to making a strong and telling appeal to the
particular class to whom it was sent. The closing suggests
action in a manner that should appeal from the reader's point
of view.

§3 On page 99 is a letter used by a crockery salesman on a
list of western customers. The first paragraph furnishes the
reason for writing and forms a point of contact. The body of

[851

LETTERS THAT MAKE GOOD

the letter contains good sound argument for the goods and bids
strongly for the prospective customer to postpone buying until
he sees this unusual line of goods. It proved effective in in-
creasing this salesman's sales several thousand dollars over the
previous year.

§4 The letters on pages 100 and 101 open with paragraphs
that set the reader thinking and give him a new viewpoint for
judging the goods described in the next paragraphs. The letters
were used by a concern that got most of its business through
travelers, and these were two of a series used to mould the dealer's
opinion and impress him with the desirabiUty of handling the
goods in order to pave the way for the traveler.
§5 The letter on page 102 was sent out by a large manu-
facturing corporation that sells its goods to -farmers, and is
commented on as follows:

"In preparing its form letters this company avoids
all hobbies. We have no pet theories. We issue many
miUions of these letters each year with a twofold pur-
pose — first, to create good will, and second, to sell our
machines. In getting out these letters, we do not special-
ize for any types. We take it for granted that there will
be enough normal-reasoning, clear-sighted, everyday
people read them, so that we can ignore cranks, slipshod
thinkers, penny-wise and pound-foohsh types. In the
same way that large credit houses have discovered that
between 97 and 100 per cent of the public at large is
honest, so have we been convinced that between 97 and
100 per cent of the American farmers have more or less
inteUigence. We do not go after the minimum class,
that is, those between the 97 and 100 percent.

"A large corporation such as ours is subject to con-
tinuous attacks by interested parties, which would tend

[86]

LETTERS THAT MAKE GOOD

to create an impression unfavorable to us, irrespective
of any basic grounds for such attacks. To offset these
statements we frequently have recourse to form letters.
These letters we try to make convincing, straightforward,
and, as far as possible, we take the farmer right into our
confidence. We call these our good-will letters. When
we write a letter to sell anything, our policy is the same.
We go in a straightforward way after a sale through
a letter exactly as if we were talking to the possible
purchaser. We do not try to put in any fine phrasing;
we abominate conventional forms, and we rely entirely
on good straight 'reason why' copy to make the sale."

§6 In the letters on pages 104 and 105 the first paragraphs
form the point of contact between writer and reader. These
are two of a series used to supplement the work of the salesmen.
Their tone and brevity make them well adapted for this purpose,
where the hard work of the selling talk is left to the salesmen.
§7 The letter on page 106 is a good example of a good- will
letter with headline opening. It is frank in tone and should
inspire confidence in the customer.

§8 On Page 107 is an example of the humorous form of opening
paragraph. The same tone is carried throughout the letter and
forms a human interest story. This letter was used by a firm
that circularizes constantly and letters of this t>pe are frequently
sent out. This style is quite permissible when not overdone.
§9 The two letters on pages 108 and 109 were used by a
manufacturer of office filing systems and were contributed by
them as the most resultful of any they have ever used.
§10 On page 110 is a good example of a direct-hitting opening.
It deals with a specific idea in a direct and brief way. This was
one of a series and as such seems to be an ideal letter, but would
not be so well adapted to any tailoring house not well known

[87]

LETTERS THAT MAKE GOOD

breaking into new trade. This kind of opening is usually effective
and wastes no words in getting down to "brass tacks."
§11 The letter on page 111 uses the headline style of opening.
It was intended for the advertiser who had been confining him-
self to a restricted campaign in a small territory or to the adver-
tiser who does not feel able to pay the rate, but who is using a
combination of other publications that cost more and reach
fewer of the desired class. The letter on page 112 was originally
written to answer a man who questioned the quality of circula-
tion of this medium and was afterward kept and used as a form
for answering the same class of objections. Many a good form
letter has been evolved in this way.

§12 The letters on pages 113 and 114 are two that brought
the best results for a directory company. The first one uses
the question form of opening and the question is a direct one.
In the second the opening is in the nature of a headline and
depends on arousing the curiosity to read further.
§13 The "Night Letter" on page 115 affords a very striking ex-
ample of pulling power. Its success is attested to by the fact
that the orders received directly in reply to it amounted to
$1,600,000.

It has been the practice for a number of years for this firm
to send off these telegrams on New Year's Eve, stating the exact
condition of the underwear market and thus posting the cus-
tomers, giving valuable information upon which they can
act immediately. In most cases a response was received by
return telegram at the expense of the firm, dupHcating the
order of the previous year or increasing it anywhere from 35
to 100 percent.

§14 Mr. S. R. McKelvie contributed the letters on pages 116,
117, and 118 as three which were unusually good producers of
business. The one "Pigs is Pigs" produced a single order of
$436.80.

[88]

LETTERS THAT MAKE GOOD

§15 The letter on page 119 was used by a brokerage house and
was unusually productive. There was a very high percentage
of the cards returned and the sales from these inquiries were
highly satisfactory. It has the tone of inside information with-
out saying it in so many words and from that point of view
would appeal to the investor.

§16 The letter on page 120 was contributed by Mr. D. M.
Grover and commented on by him as follows:

"My aim was to bring out two facts: First, that
mutual insurance was something which was not new to
the citizens of Iowa and which furnishes sound indem-
nity; second, it was economical. It brought a high
average of results."

§17 The letters on pages 121 and 122 attempt to reach the
prospect through some condition which has been selected by
analysis as a vital point of contact on which to base the appeal.
Both were good puUers though perhaps the former is a little too
general and commonplace.

§18 The letter on page 123 was used to introduce a new line of
cocoa through the mail. The opening is attractive and would
lead any woman receiving it to read it through. It will be seen
that the reader is led subtly through the selling arguments to
the "string" on the free offer. The letter, however, pulled a
large percentage of results.

§19 On page 124 is a letter that was very productive of results
for a boys' camp. The appeal was made to physicians to en-
courage boys in whom they were especially interested to go to
a small camp whose advantages were such as to make it espe-
cially adapted to boys liable to be imder the physician's care.
The letter is not written from the point of view that would in-
terest a parent as there is no appeal to the heart side. It takes

[891

LETTERS THAT MAKE GOOD

the practical vie\vpoint of the physician and results proved that
this was the correct one.

§20 In the letter on page 125, note how the point of contact
between writer and reader is made in the first sentence. This
letter is written to a selected list and is a good example of what
may be done if lists are classified and special letters written in-
stead of making a general letter do for the whole list.
§21 The letter, page 126, is a good example of the short letter.
The entire letter is scarcely more than an opening calling atten-
tion to an enclosure. Its record results were doubtless due to
its brevity and to-the-point-ness.

§22 The letter on page 127 uses the story form of opening de-
pending on securing interest through curiosity. This style of
opening usually makes a good impression if it illustrates a point
and if the recipient takes time to read it. In this case the short
paragraphs make it look less formidable and this feature perhaps
made it a good result-getter.

§23 The letter on page 128 is a good example of the question
form of opening. The second paragraph states an incident that
would naturally interest the class to whom this letter was sent.
The question opens the way for the stor\' which is told in a serious,
convincing way throughout.

§24 On pages 129, 130, and 131 are three letters that were used
by an enterprising newsdealer in soliciting trade in a select dis-
trict. The quality of stationery used and the general tone of
the letters would appeal to the more discriminating prospects
addressed.

§25 The four letters, pages 132, 133, 134, 135, have open-
ings which are attention-getting and at the same time not too
"smart," and each harmonizes well with the remainder of the
letter. Too often openings like these which are little more than
headlines are far-fetched and not well connected with the body of
the letter.

[90]

LETTERS THAT MAKE GOOD

§26 The letter on page 136 made use of a check for $1 which
applied on the first purchase under certain conditions. This
would naturally attract attention and secure a reading for the
letter. The letter proved a big business getter, and the return
of the checks made it very easy to tabulate results. A list of
those returning checks would also be a valuable new list to follow
up with still further special offers.

§27 The letter on page 137 brought into the store over 50 per-
cent of the prospects to whom it was sent. It created the best
sort of feeling and while open to criticism in many ways, proved
to be a very valuable business-getter. The opening paragraph
has the absolutely selfish viewpoint of the advertiser, yet is
so put that the old customers to whom it was sent would doubt-
less take it somewhat in the nature of a compliment. The
compliment is taken up again in the third, fifth and sixth para-
graphs in such a way as hardly to be resisted by women. The
fact that the letter would put the advertiser under obligation to
any prospect who came to the store in response to it would
make the prospect feel absolutely free to inspect the goods — it
would then be up to the salesman, as it is in every case where
an advertisement brings a prospect into a store.
§28 The two letters on pages 138 and 139 are commented on
by Mr. Frederick W. Aldred as follows:

"These letters were carefully filled in with names
of customers. The linen letter was written to a picked
list of twelve hundred women, all of whom were known
personally to the signer, our Vice-President. The re-
sults would not have been so great, of course, except
that this is done annually. Nevertheless, we have done
a tremendous volume of business in fine linens during
this sale and at times women have had to make appoint-
ments ahead in order to get the attention of the signer.

[911

LETTERS THAT MAKE GOOD

"The second letter (page 139) pulled so hard, and
that from the very best class of women in the state,
that we were obliged to put up a fence on the stairway
leading to the Trocadero and let women in and out by
small groups. Our sales, of course, were tremendous
for a store of our size.

"The open sesame to good letter writing is the
phrase 'You versus I' which instantly with compelling
force impresses upon one while writing the fact that
the other fellow's point of view is all important and
mine of absolutely no importance whatever, except in
so far as I can change my point of view to his and
direct the latter to the results aimed at, whether these
results be buying goods, speaking at a dinner, voting
for a candidate or doing a favor.

"This is as true of personal and friendly letters
as of business letters, altho not always apparently so
for the reason that you, as a friend, may be intensely
interested in my personality, thoughts, and experi-
ences; while you as a business man are only interested
, in business letters for the direct bearing they have on
your business interests or professional pursuits."

§29 The quotation used in the opening of the letter on page
140 would be sure to interest the class to whom it was sent. It
deals with technical questions while the letter on page 141 talks
mere quality. The contrast between these two letters emphasizes
the importance of getting the prospective's viewpoint and making
the letters personal.

§30 In the letter on page 142 the point of contact is made in
the personal question in the first paragraph. The attention of
the reader can nearly always be held by mentioning some former
transaction or incident that will connect the reader's mind with
the business to be taken up.

[92]

LETTERS THAT MAKE GOOD

§31 The rather unique way of typing the letter on page 143
brought many comments and more orders. It proved that an
occasional letter will attract attention on its appearance, espe-
cially if the form is so pleasing and so easy to read as this one.
§32 The letter on page 144 was contributed by Mr. Edw. S.
Babcox as one imusually productive of results in advertising a
recipe outfit to women. A specific instance is an order written
on the margin of the letter and received more than two years
after the letter was sent out. The letter opens with a testi-
monial, which is, if the testimonial be brief and strong, a very
good way of getting interest. In this case the testimonal states
something specific and descriptive. The body of the letter is
plain and convincing, and the close suggests definite and imme-
diate action.

On page 145 is another letter from the same source. The
opening paragraph is frank and therefore unique. This very
point would win for it a reading in a great many cases. The
frank tone is maintained throughout, and altogether the letter
is one that should inspire confidence.

§33 The letter on page 146 has the news value opening which
would be sure to get attention. This opening gives opportunity
to make the letter personal in its tone and this has been taken
advantage of in this case.

§34 The two letters on pages 147 and 148 use the question
form of statement for emphasis. The first letter would appeal
to the business man who was uncertain as to the best filing
methods for his needs, and would bring the desired inquiries.
These two letters brought a large amount of business for a
branch office of a filing cabinet manufacturer.
§35 On page 149 is a letter used to follow up notices in the
trade papers. This furnishes a reason for writing and makes the
letter personal. The results from this letter were probably due
more to the plan than to the letter itself.

[93]

LETTERS THAT MAKE GOOD

§36 The three letters on pages 150, 151, and 152 were big pro-
ducers for a manufacturer. The first two use the anecdote form
of opening. The first paragraphs are too long to attract the
busy man, but are more permissible in this form of opening as
it allows of the whole story being told at once. The third letter
uses the curiosity-arousing headline opening and then comes
right to the selling talk.

§37 On page 153 is a letter that was sent out by a manufacturer
to farmers, and which proved to be a big result-getter. This
letter makes use of the headline opening paragraph in a very
effective way. The writer of this letter has the viewpoint of the
prospective and shows him, as the opening paragraph suggests,
how to accomplish the ends he has in view.
§38 On page 154 is a letter sent by a large manufacturer to a
list of farmers and which proved to be very efficient in bringing
results. It is written from the right point of view and is an ex-
cellent example of the kind of letter that should appeal to the
farmer who wishes to progress along the lines of modern efficiency.
§39 The letter on page 155 opens with a paragraph intended
to arouse curiosity as to the application of this much told story.
This opening is adapted to good-will letters of this sort but is
scarcely strong enough for pulUng direct replies.
§40 On pages 156, 157, and 158 are three letters used by
trade journals to sell advertising space. They open from the
reader's point of view and are straight-selling talk throughout.
The first two close with a strong bid for action, the other takes
the attitude of a mere fertilizer for more vigorous suggestions to
follow.

§41 The letter on page 159 makes a point of contact with
the reader by introducing some letters from other advertisers.
Such use of facts always makes a strong letter.
§42 The two letters, pages 160 and 161, were contributed with
the following comments:

[94]

LETTERS THAT MAKE GOOD

"The longer letter (page 160) we sent out first
some time ago when the interest in tariff revision was
at its height. We began by using it in Kansas City
where it made such a favorable impression that it was
finally sent to nearly all of our branch cities. In Kan-
sas City it was mailed to about 1,000 automobile
owners. It eventually pulled into the branch more
than 200 new customers.

"The other letter (page 161) approached the
subject directly and brought splendid returns.

"We are great believers in circularizing by letter •
under first-class postage. We make it a point never to
send out a letter unless we have something to say that
is of real interest to the recipient. We nearly always
enclose a return postcard and according to the kind of
letter count on from 10 to 33 percent of responses.
We believe it is safe to say that no other one form of
> advertising has brought us the direct returns in doUars
and cents that we have received from our circularizing
during the past two years."

§43 The letters on pages 162 and 163 were good pullers for
this firm. A point of contact is made in the opening paragraphs
in each letter which makes them appear personal.
§44 The letter on page 164 is strong in imagination. It aims
to create irresistible desire by its tempting descriptions. It is
in no way personal and depends for its point of contact on the
chance that some of the delicacies described will appeal to the
reader.

§45 The letters on pages 165 and 166 are characteristic of all
that are sent out by this firm. They are believers in a distinct-
ive style and in brevity. They always use the firm name instead
of the usual "we" in all letters.

[95]

LETTERS THAT MAKE GOOD

§46 On page 167 is a letter that went out about the time of
the occupation of Vera Cruz. It was not expected that it would
bring direct results, cumulative advertising being the object
as similar letters are constantly being sent out, but it pulled
six per cent of replies requesting further information.
§47 The letter on page 168 is one that would naturally appeal
to the dealer who feels the competition of mail order houses.
This big pulling letter was written by Mr. Louis V. Eytinge and
is one of a series used by this firm.

§48 On Page 169 is a letter that proved very successful in
getting business for an advertising service. It was sent to retail
merchants in localities where the mail order houses would
naturally be their great competitors. The opening paragraph
gets right down to the question which is of great interest to the
recipient. This letter was written by Mr. Louis V. Eytinge.
§49 The letter on page 170 is one used to foUow up inquiries
for catalog. This opening is sure to get the letter read by any-
one who has sent for a catalog.

§50 The letter on page 171 makes its appeal through quality
and the opening is one that would hold the attention of any
reader. It carries the short paragraph to extremes but is easily
read and such a letter is usually a distinct relief in the mass
of ordinary formidable appearing letters.

§51 On page 172 is a letter that proved very effective for the
firm using it. It is one of a series that is sent at intervals but
each letter deals with a different article. The question opening
paragraph arouses the curiosity and in the second paragraph the
proposition of real interest is made. It will be read through in
the hope" of finding a means of making more profit from the corn
crop. This is an unusually well balanced letter.
§52 The letter on page 173 brought 35 per cent of repUes from
a list of business men. It was not filled in and was originally
a one-page circular letter sent under a one-cent stamp.

[96]

■ :

BV THE

E PRmTINO COMPANY
ON, MASS.

L. Adler, Brothers & Co.

MAKERS OF

ADLER ROCHESTER CLOTHES

ROCHESTER, N. Y.

Dear Sir:-

Let's get shoulder to shoulder and hoost Spring and
Summer business.

Let's make this a big year. We caji do it - together.
But we've got to get action - verysoon too.

Men, everywhere, are beginning to think of buying
clothes. It's up to us to sell_them.

You are handling the best value clothes in town. You
ought to sell every man whose custom is worth while. You
can!

You have newspaper space at your command. ?£i2t_Z2Hr
arguments. Men want to be convinced.

Beginning with the |3600 page in Saturday Evening Post,
March 25th, we're telling them what_kind of clothes we make.

You can very economically make this page yours - and
each page of every publication we use thereafter - by adver-
tising that you sell ••♦♦*• clothes.

Will it pay? Well, tr2;_i t_and_8ee ! Remember, we're
working with_j^ou, and for_you.

Sincerely yours,

[97]

NEW YORK

BALTIMORE

Fettds^sell-Andrews Company

ELECTRICAL MERCHANDISE
BOSTON

SET IN COPPERPLATE GOTHIC SHADED

LITMOTONE BRASS RULE

AMERICAN TYPE FOUNDERS COMPANY

Dear 81r:-

Having In mind the fixtures you secured here some time
ago, it has occurred to us that perhaps you might like to
examine a oopy of our new Portable Lamp catalog for the sea-
son of 1911-12 in advance of its general distribution.

Many of the designs are exclusive, and to be had only
of us. Hence, although the illustrations have been confined
to inexpensive aind medium-priced suggestions for portable
lamps, yet they offer many a pleasing hint of the extent and
variety of our complete line, which includes many leunps so
individual and distinctive that only one of a kind are of-
fered for sale.

Portable lamps make ideal holiday, wedding, and birth-
day gifts. We therefore suggest that you visit us in the
near future, and see if the line of drawing room, reading,
and desk lamps on display in our Fixture Studios will not
help you to solve the always perplexing gift problem — solve
it with a minimum of bother and a maximvun of satisfaction.

Sincerely,

[98]

WRIGHT^ LEAVENS COMPANY

WHOLESALE

CROCKERY • CHINA • GLASSWARE

No. 54 WASHINGTON ST., NORTH

BufFalo, N. Y.

IN OELLA nOBBt* DELLA ROBBrA ORNAMENT

IICAN TYPE FOUMDERS COMPANY

Dear Sir:

Ihen you bouj^t from us last year you will remember
irtiat I said about our new German buyer, and what great
things I expected of him.

He has more than made good. When I arrived in Boston
last week and saw the enormous number of entirely new euid
striking decorations that he has brought over I at once
thought of you, for I know that you will be Just as enthu-
siastic as I am over this new line of popular price goods.

This new German buyer is an American and spends moat of
his time studying the demands of the American market. He
knows Just what the buying public wants, and he has shown re-
markable ability in his selections. The extent «uid variety,
the delicate tintings and beautiful shapes of this new line
will please you and your customers Just as much as it pleases
me — it is well worth waiting for.

Each year for five years I have been improving my line,
always making careful selections to meet the requirements of
my trade, and now that I eun coming to know yo'ur wants better
I am confident that this year you will say ♦*•♦♦♦ has
the best line of popular price goods you have ever seen.

I am now busy selecting samples for my Import trip and
will see you as soon as I can. It will pay you to. see my
line before ordering, for it means greater satisfaction to
you and your trade.

I am thankful for past favors euid wish you a big 191S.

Yours very truly,

[99]

S. C. PARRY, PRESIDENT T. H. PARRY GeN'L SUPT L. D. GUFFIN, TREASURER

E. R. PARRY, Vice-President A. M. PARRY, Secretary

F^BHY HMUF^OTUiDii OOlF^iY

THE LARGEST CARRIAGE FACTORY IN THE WORLD

iOMDES, Sy^^ETS, FMETOiS, i^lWliS WMO

SPRING WAGONS, DELIVERY WAGONS AND CARTS

Indianapolis, Ind., U.S.A.

SET IN BOSTON GOTHIC AND LINING GOTHIC
THE H. C. HANSEN TYPE FOUNDRY
BOSTON AND NEW YORK

Dear Sir:-

Are you "fussy" about the gear work on the "buggies
you sell?

Then look into the features we are offering on the
1912 ♦**•** line. You'll be proud to offer them to your

trade, Mr. , just as we are to call 2|our attention to

them.

In the first place, the wheels and all the gear work
are thoroughly seasoned hickory - the clear, tough kind
that grows right here in Indiana. It's the best in the
world, ajid other builders from Maine to Missouri come here
for it.

Axles; They're one piece - made from one bar of steel.
There is no weld. Did you ever notice that most of the
axle breeikages are at the weld?

Springs; oil tempered, elastic and scientifically
graded. They are not stingy in length either - thirty-six
inches on most work.

rifth wheels; Twelve inches wrought on all "A" and "B"
work. Malleable used on "C" grade.

Clips, bolts, etc., are all wrought - reaches are orosa
and diagonally braced.

Think how easy it is to investigate!

Yours truly,

[100]

S. C. Parry, pres, E. R. Parry, vicc-prcs.

L. D. GUFFIN. TRCAS.

T 'H. Parry. gkn*l"Supt.

A. M. Parry, sec.

Parry Manufacturing Company

BUGGIES SURREYS PHAETONS DRIVING WAGONS
SPRING WAGONS DELIVERY WAGONS CARTS

ADDRESS ALL LETTERS TO
'. PARRY MFO. CO.. INDIANAPOLIS

THE LAROEST CARRIAGE FACTORY
IN THE WORLD

INDIANAPOLIS. IND.. U.S.A.

StT BV THE

POOLE PRINTiMG COMPANY

■ OSTON, MASS.

Dear Sir:-

As a dealer you are a buyer of work as well as a seller.

In your role as seller you find that the people with
whom you deal usually have two mighty well defined ideas
when they buy buggies. They want good goods and they want
low prices. Some are more interested in the low prices;
others make quality the principal consideration - but all
wajit both.

Here's how we meet the demand -

We go into the raw material markets and make purchases
in immense quantities. That's one big saving. The raw
stuff comes to us in car quantities - that meaais no leakage
for transportation. We work it up under the most systematic
methods that a corps of the world's best manufacturing ex-
perts can devise - more saving. It is done in a factory that
is known throughout the land for its completeness, comfort-
able appointment and excellent arrangement. Prom the time
the steel is refined and the oak and hickory are milled out
of the log, until they come together in the finished vehicle,
there is no opportunity for waste.

We do the economizing for you - the price proves it.

Yours truly,

[101]

International Harvester Company of America

(Incorporated)

Champion Deering ^^Ovvx^^ lM-^^^//A^ McCormick Milwaukee

General Offices at Chicago, U. S. A.

SET IN DORSEV AND OORSEY EXTRA CONDENSED

VERSATILE ORNAMENT

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:

You can't do very araoh with 2 cents nowadays, espe-
cially in some directions. In these times of excessively
high prices it wouldn't buy much food, but 2 cents spent
in a certain way will do more than you realize.

Spent in hired men's wages, 2 cents would get you
practically nothing. Supposing you had a chance, however,
to get a hired mein who would —

Grind 6 bushels of com for 2 cents
Pump 3,000 gallons of water for 2 cents
Cut 1 1/2 tons of ensilage for 2 cents
Shell 40 bushels of com for 2 cents
Separate 800 pounds of milk for 2 cents
Run your spraying outfit for a couple
of hours for 2 cents —
you would Jump at the chance to get this man, wouldn't you?
We are offering you one now. An I H C gasoline engine
will do these things at a cost of 2 cents for fuel. Can
you get an equal amount of work done by ajiy other iieaiis
for the same money?

This is because each tiny drop of gasoline is an ocean
of energy, and em Z' H C gasoline engine transforms more of

[102]

International Harvester Company of America

(Incorporated)

Oenepal Offices at Chicaifo, U. S. A..

C'hanipion Deerintf IVf of^omiiok Rf il^vaukee Plan*!

£T IN MEMBERS OF THE LITHO FAMILV
OERICAN TYPE FOUNDERS COMPANY

-8-

tbis snergy Into aotual, useful work than any other engine
built.

We might mention more about the aotual economy of
operating an I H C engine, but there are other important '
things to be considered. There is the release from the
worries of the uncertain hired help problem. Isn't it
worth something to have an absolutely dependable power at
your oommeaid day or night, summer or winter, in-doors or
out-of-doors — a power that will work for you this year and
for years to come?

It will cut short the time you now spend over msuiy
a hard, disagreeable, unprofitable task, and give you more
time for leisure and pleasure.

An I H C engine is one of the most potent factors
making for a better, easier emd more profitable farm life.

We have an attractive engine catalogue reserved for
you. It describes the I H C line fully. Woiildn't you
like to look at it? Say the word and we will cheerfully
send it.

Yours truly,

1103]

SET IN TYPO UPRIOHT BOLD
AMERICAN TYPE FOUNDERS COMPANY

Dear Slr:-

Our Mr. **♦♦♦* left with you an art glass catalogue
the last time he visited ♦*•♦*♦. We want to keep in
close touch with you on this particular line, for we feel
that hy working together on this subject we will be able to
give better value in art glass than you have been able to
obtain elsewhere.

Art glass, like ajiy other article, changes in style,
and the art glass to-day differs materially from the art
glass of five years ago. We are prepared to carry out any
color scheme or design to conform with the architecture of
the house, a point that is worthy of your consideration.

The next time you have a particular Job, wish you would
let us figure on the art glass and give you the benefit of
our experience in this line.

Yours truly,

[104]

iWiblanli (glass anb ^aint Company

(tBlass, S^iuore, jj&aints, Brusl)es

ffilrbentt) anti {^atnatti Streets

Dmafta, I3e6.,

■T IN CABLON TEXT
i«HICAN TYPE FOUNDERS COMPANY

Dear 8ir:-

'Tis to our mutual interest to discuss fully the prop-
osition made by our Mr. ♦•**♦• wherein he urged you to
take up the sale ©f * * • • * • paint and aot as our dis-
tributor in Idaho Falls and vicinity.

We have made overtures to you, for we believe that
you appreciate the superiority of ***** * paint and
will make for us the best distributor. You will identify
yourself with the most progressive line of paint on the
market and we believe you will give us the best outlet as
general western Distributor.

The paint story is a long story, but, briefly, it
resolves itself into oo-operation between the distributor
and the manufacturer. The best brand of paint on the market
unless properly advertised will meet with a limited sale.
For this reason we know that you appreciate the advantage and
the benefits you will derive in identifying yourself with
the best advertised line in the country. Mr. *••♦♦• will
go into details fully on the subjeot the next time he calls.

Yours truly,

[105]

B. F. GOODRICH COMPANY

Chicago Philadelphia

Cleveland St. Louis
Kansas City Minneapolis
Indianapolis PittsburB:
Mexico City
London Paris

MANUFACTURERS OF ALL KINDS OF THE HIGHEST GRADES OF

Rubber Goods

Our products are handl
in New York, Buffalo a:
Boston by The B. F. Gog
rich Co. of New York.
Agencies in
Seattle and Portland

(v4.kron, Ohio.

SET IN 800KHAN OLDSTVLE CAST PANEL PIECES
AMERICAN TYPE FOUNDERS COMPANV

CO-OPBRATIOI.

Dear Sir:-

This word "co-operation" is one of the finest, strongest
meaning words in the English language hut it is so calloused
from hard and free usage that you have to dig under the skin
in order to find it if it is the Simon pure article.

The next time it is passed on to you as an incentive to
Join forces, forget the glamour of the word and ask your-
self -

How much of a help has this would-be giver of co-
operation been to me in the past?

Where are the specific instances showing my cause
championed - my business interests advanced by the past
actions of this would-be foster brother?

Is there sufficient evidence of absolute impartiality,
good faith, good goods?

Does the leopard change its spots?

How as pertains to the case direct. We have not all of
a sudden seen a new light. We have no new argument or new
brand of confidence to offer. Ours is the same Goodrich
method that has been in force from the beginning of the tire
industry. It has made friends, made business - good business
for all concerned. It is built on confidence with the
knowledge that confidence begets confidence and that in-
creased power and momentum are bound to follow.

Co-operation! It is a good thing. You need it. We
need it. But remember that for you it should be something
more than a promise, something more than a new name or un-
tried organization, something more than mere shouting from
the house-tops.

Old friends are best.

Yours truly.

[106]

PHILADELPHIA ROCHESTER ST. LOUIS CINCINNATI LOUISVILLE

q)<

■^O SLOPE AND TYPO GOTHIC
■ TYPE rOUNOERS COMPANY

Dear Slr:-

His naiae wsui Snartam and he wor« iriilskers.

Name, whiskers, and all considered, he was an unusual
IndividueLL even for those days, but as the Intei-venlng years
have painted his portrait on the canvas of our memory, we
gaze, reflect, and Insist that had he lived In these days.
Instead of being a country school teacher he would consti-
tute one entire show, smd that a headllner act In vaudeville.

One night in every thirty during the winter tern we
would assemble at the sohoolhouse for a "debate."

"Resolved, "something or other, it did not maJce much
difference what, so many on the "affirmative," so many on
the "negative," emd then for two hours it waa a miniature
United States Senate, the only discernible difference being
that we were not paid for doing it.

The only thing that we can remember about Smartam or
the debates that really stuck by us, the only thing that

f roved of any lasting benefit, was Smartam' s oft repeated
njunctlon, "After you've made your 'p'int' quit talkin'.
The more you say after that weakens your case."

We think by this time we have made our "p'int" with
reference to ****** , Too much reiteration simply
results in irritation. Once again, therefore, and the last
time for the present at least, we say that in any place
where you are using a silk thread, you can substitute
****** at a saving in thread cost of 1^. That it
is being largely used, we simply mention one city as proof
(St. Louis) where 95^ of the shoe manufacturers are using
it with great satisfaction in the place of silk.

We enclose still another postcard, respectfully asking
you to return it to us requesting samples.

Very truly yours,

[107]

NEW YORK CHICAGO WASHINGTON

FILING DEVICES AND SUPPLIES

Muskegon, Mich.

SET IN CASLON TEXT AND RECUT CASLi
AMERICAN TYPE FOUNDERS COMPANY

HAS IT STRUCK YOU
IN JUST THIS WAY?

Dear Sir:-

If you saw an employee throwing fifty-oent pieces out
of the window^ you would be "Jarred," to say the least.

But you will say: "It can't happen." No, not in just
this way, but are you quite sure that - as seconds and min-
utes represent dollars and cents - you are not losing more
than the equivalent in time because some particular part of
your office work is not handled in the most efficient way?

In one case, the loss would be quickly detected ajad
instantly stopped, but in the other, the leak might go on
unchecked for weeks, or months - even years. THINK IT OVER.

"Scientific Management in the Office," a little booklet
we have just issued, points out a few possibilities along
this line and shows some of the different channels through
which time slips away, business is lost and money wasted.

If you would like a copy it will be sent, with our com-
pliments, upon return of the postal enclosed.

IT PAYS TO INVESTIGATE.

Yours truly,

[108]

MAIN OFFICE AND FACTORY, MUSKEGON, MICH.

THE SHAW-WALKER CO,

FILING DEVICES AND SUPPLIES

BLE ADDRESS, "Sha\wwalk," Muskegon

Muskegon

IN CLEARFACe GOTHIC QUADRUPLE CAST SQUARES
tRlCAN TYPE FOUNDERS COMPANY

CAN YOU GET IT
WHEN YOU WANT IT?

Dear Sir:-

When you want a letter, an order, an invoice, or any
office record you want it QUICK.

It may mean a thousand dollars, some day, to be able to
find instantly Brown's quotation, Smith's order or the copy
of Jones's letter, for on this particular record may hinge
an importajit decision.

You have, perhaps, already installed a filing system to
take care of such problems, but is it thoroughly efficient -
does it enable you to get what you want when you want it -

INSTANTLY?

Every business man to-day seeks to keep abreast of the
times and wants to KNOW the latest and best methods devised
to promote efficiency and save work.

To meet the widespread interest in more efficient
office methods we have issued an interesting booklet cover-
ing the field of VERTICAL FILING, of which we have made a
specialty for many years, and we shall be pleased to send
you a copy, upon return of the postal enclosed, without any
obligation whatever on your part.

IT PAYS TO INVESTIGATE.

Yours truly,

[109]

^t\ttmun ^jttlarinj (f antf ?mg

"($lotJ;«s af Cfualitg"

287 FULTON STREET

ProoHytt, ^.f.

SET IN INLAND COPPERPLATE AND TYPO GOTHIC COLLINS FLORET
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

No two men are alike.

You have individual requirements in dress. You want
clothing that will add to your appearemoe, not detract from
it. Here iiB where tailoring skill comes in.

The designing in our shops is under the personal di-
rection of a member of the firm, who devotes all his time
and energy to this work. He has an enviable reputation for
producing clothing of rare distinction.

Making — not selling — clothing is our business. If a
garment is made right it sells itself. If we make you one
suit you are sure to come to us when you want another.

If you desire to have the best there is, come in and
see us.

Yours very tiruly.

[110]

jJEW YORK OFFICE, Number One Hundred and Fifty Nassau Street CHICAGO OFFICE, First National Bank Building

1 r

" Successful Farming "

SUCCESSFUL FARMING PUBLISHING COMPANY

T. MEREDITH, Publisher

^TRATHMORE OLDSTYLE VERSATILE ORNAMENTS
>N TYPE FOUNDERS COMPANY

Des Moines, Iowa

Dear Sirs:-

SFRBAD OUT!

Don't be content with doing business In your own town!
Don't be satisfied with the trade of your neighbors in your
own county! Don't limit your ambition to state wide mar-
kets!

You have as good a right to the trade of all the north
central states as any one has. Manufacturers from every
state in the Union sell their products in Iowa. Don't be on
the defensive! Be aggressive. Carry the fame of Iowa made
goods into other communities.

Iowa is known as a farming state. Don't apologize for
that, boast about it. Meike it the foundation on which to
build a high tower of confidence that shall carry the beacon
light of your trade mark ajnd the Iowa trade mark to guide
the farmers of the North Central States to your factory
doors through the regular chsinnels of trade.

More than 500,000 of these farmers in the great agri-
cultural heart of the country of which Iowa is the center,
have subscribed for •*****, an Iowa farm paper, because
we have acted on the advice we are giving you - we have their
confidence because we have made good to them.

We are in a position to introduce you to these 500,000
farmer friends of ours. They know that our introduction
carries with it our guarantee of fair dealing on your part
for we will not carry the advertisement of a dishonest firm
any more theui we would introduce a known thief to our
bankers.

If you do not receive •••••• write for sample copy

and advertising rates, ••••♦• reaches more prosperous

farmers in the north central states them are reached by any
other advertising medium of any kind.

Yours very truly.

[1111

SET IN BEWICK ROMAN AND CHAUCER TEXT

CHAP-BOOK QUIDONS

AMERICAN TYPE FOUNDERS COMPANY

SUCCESSFUL FARMING PUBLISHING COMPANY

CIRCULATION PROVED BY POST OFFICE RECEIPTS OR NO PAY
N. Y. OFFICE 150 NASSAC ST. » CHICAGO OFFICE FIRST NATl. BANK BtDG.

Des Moines, Iowa

Dear Slrs:-

A very large percentage of our old subscribers are
sending us renewals of their subscriptions for two, three,
five and even ten years.

They must like **♦***.

The places of those who do not renew are filled up by
other fanners whose subscriptions are sent in by our old
subscribers when they send us their own renewals.

They recommend ♦♦**•♦ to their friends.

Aside from renewals from old subscribers and the sub-
scriptions sent in by old subscribers, we secure our sub-
scriptions from lists of people who have bought buggies or
farm implements or seeds or incubators or similar things
because they saw them advertised in farm papers.

They are valuable additions to our subscription list.

These are paid subscriptions - paid for by the person
whose name appears on the list. We will match their buying
power, thousand for thousand, against the buying power of
the subscribers of any publication of general circulation
in the United States.

We can safely recommend that kind of a subscription
list to advertisers.

Yours very truly.

[112]

DDoai

Atlanta City Directory Co.

DDDDI

Bell Telephone IM. 1161 and 3026

LIMIFACe GOTHIC MONOTONE BORDER INLAND BORDER
lyPE FOUNDERS COMPANY

61 1-2 E. ALABAMA STREET

Atlanta, Ga.

Gentlemen :-

Could you use the servicea of a most faithful, inslst-
ant, polite, tireless, never-lose-an-order and always on-
the-job salesman: one who will work accurately and speedily,
day and night every hour of the year without prompting,
pushing, or perquisites?

We can furnish you such a salesman. It is The
thiru its "Classified Business" department.

• * « «

This Classified Business Department is the only complete
"Buyers Guide" obtainable of the City of * * ♦ ♦ * •. Every
buyer, be he stranger or citizen, must consult it if he
would know who is selling what he wants to buy: or obtain
the most and best for his money.

If you are represented in it, under such classifica-
tions as would cover your business, you will surely get many
chances to sell your goods that you may miss if not repre-
sented.

Bach classification is equivalent to a salesman: or an
open door, thru which the world can buy your goods.

The cost of each classification or salesman: or open
door, with your name in black type is only $2 a year.

We enclose a sample illustrating the service we offer
you: while this shows many different classifications grouped
on one page, they would when published in the City Directory
appear in their proper alphabetical position throughout the
Classified Business Department of over 100 pages and in cor-
rect place to guide the prospective buyer into your store.

The *•♦•*♦ City Directory is consulted over five
million times a year: don't you think that it would be worth
|2 a year to have a chance at that many opportunities to do
business? If you do, ring up M. 1161.

Respectfully,

[1131

JOSEPH W HILL, PHKSIDENT WALTER O KOOTE, Sect.]

' "*""'*"''^ ' ^^" *■ '"' BELL t:^lephone :vr. iiei A.X13 32eo

Atlanta City Directory Co.

AXAILING TWISTS TTURNISHED

OK ALL VOCATIONS IN ANY PART OF" THE WORLD. CIRCITLARB ADDRKSBED AND MAII.^D

CURRENT DIRECTORIES OK ALL IMPORTANT CITIES IN THE UNITED STATES

AND CANADA, ALSO SOME OF OTHER COUNTRIES, ON KILE FOR

THE KREE REFERENCE USE OF PATRONS

AlEXlIlER A.SBOC1ATION
A.MERICAN DlRKCTORY PURUSHERS

SET IN ENGRAVERS SHADED AND CARD MERCANTILE
AMERICAN TYPE FOUNDERS COMPANY

ei^ E. ai^abam:a street

tentlement-

One million readers a day for 114.00. Are you inter-
ested?

On April 10th we made you an exceptional advertising
offer: to cover all the cities of America for you, on one
order and one electro.

We know the offer is large, tut we also know the cost
is small, and we know the service is good, "because it reaches
the test class of people in the world: the office and store
workers of America - the very people who "buy 2[our goods.

We can offer you one million (1,000,000) money-making
and spending people every day, who will READ your advertise-
ment, at the most favorable time for you - the time when
they are in the "buying mood - when they need your goods -
when they have all the facilities for "buying at hand - the
Telephone, Bookkeeper, Stenographer, Clerk, Check Book, and
Office Boy. the com"bination is perfect: and it holds good
every minute, of every hour, of every working day in the
year.

You can try this service in one town in one State, or
in all the towns of all the States, at a cost of from |l0.00
up.

Compare our cost with that of emy other respectable
printing advertising medium.

Compare our readers, the Merchants, Lawyers, Physicians,
Ministers, Buyers, Bookkeepers, Credit Men, Stenographers:
in a word the entire progressive commercial element of Amer-
ica: with those of any other medium - then send us your
first order you'll repeat - we know it.

Respectfully,

[114]

2289 F

NIGHT LETTER

THE WESTERN UNION TELEGRAPH COMPANY

INCORPORATED

25,000 OFFICES IN AMERICA CABLE SERVICE TO ALL THE WORLD

lrt c. clowry, president belvidere brooks, QENERAL MANAOCR

RECEIVER'S No.

TIME FILED

CHECK

HD the following NIGHT LETTER subject to
e terms on back hereof which are hereby agreed to

Dr. to The Western Union Telegraph Co.

Message to by dated 191.

off Words Rate Amount $

(Sgd.)..

Dear Slr:-

SPOT COTTON FIFTEEN AND A HALF CENTS TO-DAY. TEN CENTS
IS BASIS OF OUR PRICES FOR FAIL NINETEEN ELEVEN ON "MERODE"
AND "HARVARD MILLS" HAND-FINISHED UNDERWEAR WITH NO CHANCE
IN QUALITIES, FINISH OR FABRIC.

MILLS OUTPUT LAST SEASON LARGER THAN EVER BUT IMPOSSI-
BLE TO KEEP AHEAD OF DEMAND. YOUR URGENT CO-OPERATION
NECESSARY TO INSURE PROMPT DELIVERIES.

WIRE AT OUR EXPENSE YOUR ENTIRE WANTS. GIVE DETAILS
TO SALESMAN, NOW ON ROAD.

Yours truly,

SENDER

13 [115]

EDITORIAL AND BUSINESS MANAGEMENT BOTH DIRECTED BY S. R. McKELVIE

Published Every Week a Member Associated Farm Papers

Lincoln, Neb.

SET IN CLOISTER BLACK, NEW CASLON AND NEW CASLON ITALI

ART OANAHENTS

AMERICAN TYPE FOUNDERS COMPANY

Dear Slr:-

"Pigs is Pigs":

Some pigs "is" scrubs. Other pigs "is" $7.10 per owt.

These "other pigs" are the kind grown down on the • • •
FARMS in Clay County. Fifty- five head of twelve -months -old
porkers — Poland Chinas grown and fed upon the old • • * * ♦
homestead — sold at St. Joseph, Mo., recently for $22.17 per
head, the price per hundred pounds being |7.10, which was
the top of the market for that day.

This is simply one instance in dozens of times that the
Poland Chinas from the ••♦♦•♦ farms have topped the
market. SAM **•*•• President *•*•♦* Company, is
the oldest and most successful breeder of Poland China hogs
in Nebraska to-day. He has been at it for over twenty-five
years now, and to this day he takes as ouch pride in his
farm and live stock as any man ever did.

I eun telling you this because I want you to know that
the •♦♦♦** is owned and edited by farmers — actual farm-
ers--pure bred farmers- -farmers who have earned the name of
toiling in the soil and amid the fields and live stock and
have made a success of it.

You know mighty well that the farm paper which is thus
ably edited is read from "kiver" to "kiver" by the very best
class of farmers, and they have confidence in its teachings,
and in its advertisers as well.

Very respectfully yours,

[116]

-iMffi

Member Associated Farm Papers | IM^^^nPwrllPQil^Vi I Established 1869- Issued Weekly

e^ti^ini^^iii^i

The Nebraska Farmer

UNDER THE EDITORIAL AND BUSINESS MANAGE MENT OF S. R. McKELVIE

- Vurk Office, Fifth Avenue Building
:ago Office, Steger Building

I CLCAOFACE AND CLEARFACE ITALIC
.TILt OUNAMENTS
CAN TYPE FOUNDERS COMPANY

Lincoln

Dear Slr:-

THIS IS A CIRCULAE LETTER-but don't you dare "ditch" it.

LISTEN!

By Judicious placing of his advertising, ♦♦♦♦♦•
of this city has "built up the largest lightning rod business
anywhere. In fact, I believe he sells more rods than all
other manufacturers combined. He sells entirely through
dealers by first creating a demand amongst farmers as a re-
sult of advertising in high class farm papers.

Recently, Mr. ♦•••** received the following letter
from ♦•♦*♦* Bellwood, Neb.: "I have been reading your
ad in the *•**♦*, The publisher of that paper guaran-
tees all his advertisers." And he enclosed with that letter
the order for rods for his buildings, paying Mr. •**•♦•
more for his rods on the strength of this guarantee than he
would have had to pay the local dealer of another concern.

I guarantee the reliability of ***** * advertisers.
And it pays me as well as the advertiser. I have had to
make good a few losses, and I have thrown out of the * ♦ • ♦
a few large advertisers who could not stand investigation.
But you can bet your old hat that with the guarantee which
appears dn the editorial page of the ♦*•*♦• each week,
the reliability of every advertiser is pretty thoroughly
investigated before he is admitted.

Is it worth any more to you to have your advertisement
in a publication which eliminates all medical advertising,
all fake stock selling schemes, all irresponsible and un-
reliable advertisers, and GUARANTEES THE RELIABILITY OP ALL
ADVERTISING THAT IT ACCEPTS?

If it is, you know where to find us.

By-the-way, Nebraska has the finest crop prospect eve*
known in the history of the state. Big Doin's. Pine rain
last night.

Yours cordially,

[117]

Established 1869
Weekly

THE NEBRASKA
FARMER

Member Associax
Farm Papers

NEW YORK OFFICE, Fifth Avenue BuildinK

Lincoln, Neb.

SET IN MEMBERS OF THE CENTURY Vt
AMERICAN TYPE FOUNDERS COMPANY

IILY TWENTIETH CEN

My Old Trlend and Nolghbor:

I address you In this way because having been bom in
Clay County, and lived there the first twenty-one years of
my life, I feel a sort of first interest in everyone who gets
his mail at ^airfield, or Clay Center, or any of the other
towns around there. Yes, Sir, I think "Old Friend and Neigh-
bor" is the right term.

What I started out to tell you is this: Since I left
the Old Farm down there I've been pluggin' along in the farm
paper business. I'll have to admit that it hasn't been
smooth sailing all along the line, but I've now got a paper
of my own — anyhow it's in the family — and I'm mighty proud
of the ♦•*•*♦.. iim trying to make it a clean, up-to-
date, reliable farm paper — not one of the kind that is run
to catch advertising, but one that tells facts about pro-
gressive farming.

T'other day when I was in Fairfield I met "Ike" Evans
— you know "Ike" — and I think everyone in that community
should read his paper. Well "Ike" says to me: "He, I w«uttt to
send your *•*••♦ to a list of my farmer friends around
here. I'll Just pay you to send it to them for ten weeks,
amd at the end of that tine I want you to stop sending it."
And I told him I would. Then I told "Ike" that I would make
him a special price on my paper and I wanted him to do the
same, suid we. agreed. So if you want to subscribe for both
of our papers for one year you csm get the two for fl.50, or
if you want the *•**♦* for one year you can get it for
75 cents by handing the money to "Ike."

Now when that ten weeks is up for which "Ike" paid me
to send you the •*****I'm going to stop sending it,
because he asked me to do so, and that's my policy of doing
business. I just take it for granted that if a fellow does
not renew he does not want my paper, and I cein't afford to
take the chance of incurring your ill pleasure by sending
you something that you don't want. I trust, however, that
you will subscribe for my paper for a year — through "Ike"—
and I believe you will find it worth the money.

Your old friend and neighbor,

[118]

3TON NEW YORK CHICAGO DENVER SAN FRANCISCO

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllll^

E. H. ROLLINS & SONS

Investment Bonds

No. 200 DEVONSHIRE STREET

Boston, Mass.

U MEHSenS OF THE CHELTENHA
E FOUNDERS COMPANY

Dear Slr:-

On or about Hay 3, 1912, we shall offer our clients the

opportunity of subscribing to an issue of First Mortgage

forty-year six per cent gold bonds, at a price to yield
nearly six per cent.

At date of writing we are not at liberty to give you
further particulars, other than to say that these bonds are
secured by First Mortgage on the property, rights and fran-
chises of a prosperous Public Service Company, serving a
rioh region in Central California, and that the protection
offered to the bond holders by the provisions of the mort-
gage and the value euid earnings of the property are in full
accord with our high standard of requirement.

Our San Francisco office is bringing out this issue of
bonds and the Calif omia market will absorb most of them.
We have, however, in the interests of our eastern clients,
persiiaded our San Francisco office to allot us a share in
the offering.

In accordance with our practice, our customers will
receive the particulars two days in advance of the public
offering. If you wish us to extend the same opportunity to
you, we shall be very pleased to do so on receipt of the en-
closed card. This card is stamped and bears your name emd
ours. All that is necessary for you to do is to put it in
the mail. You will then receive advance particulars of an
unusually attractive offering.

Very truly yours,

[119]

otua implement iWutual
Snsiurance ^sisfociation

OflBce of Secretary, NEVADA, IOWA ▼ mutual phone 92

OFFICERS

p. F. ARNEY, Frnlini

Marshfllltown

J. L. FARRINGTON,('/«.Pr.j.

Iowa Fillt

JAMES McCOY, Trtai., Colo.

D. M. GROVE, Sic, Nevada

DIRECTORS

J. L. McMAHON, State Center

A. J. SOWERS, Bedford

A. MAYER, Bancroft

HOMER E. PITCHER, Spencer

G. L. MILES, Grinncll

Sattliir

]

SET IN CLOISTER BLACK AND NEW CA5L0N
INLAND BORDER NO. 1241 CHAP-BOOK GL

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:

Are you satisfied with the cost of your Pire Insurance?

Would you like to be with a company which divides its
profits among the policy holders?

This is done because this is a Mutual ComiJany eind no
dividends have to be returned to stock holders as they do in
old line companies. The Mutual insureince idea in Iowa is
advancing. Time was, but a short time ago, when there were
but few Commercial Mutuals doing business in this state.

Now there are many The Lumbermen, Grocers', Grain Dealers',

Hardware Dealers', Druggists', and more talked of; in

addition to these, we have other Commercial Mutuals', and
over 150 Parmers' Mutuals. There is now $617,000,000 of
insurance in force in the Mutuals of Iowa, as shown by the
last report of the Auditor of State. And why not? They are
under State Supervision and must do business according to
law. They have saved thousands of dollars for their policy
holders and have promptly met every loss and expense.

This Company, in less than nine years, has returned
|38,000 to its patrons. We have up our legal reserve and
our debts are paid. We want you with us and a line to this
office will bring you euiy information which you desire con-
cerning this Company or its methods of business. May we not
hear from you?

Yours respectfully,

[120]

;1TERS AND PRODUCERS OF CATALOGUES AND FINE BOOKLETS OF ONE OR MORE COLORS. FOLLOW>UP SCHEMES. ETC.

$oole printing Company

Designers of Particular Advertising

LARGEST PRODUCERS OF TYPEWRITER LETTERS IN THE U. S.

251 CAUSEWAY STREET

Boston, Mass.

4 CLOISTER BLACK AND NEW CASLON
1 PRINTINO CO., BOSTON, MASS.

Dear Sir:-

Do you know we cam help you to make more money — get
more orders and. cash — out of your form letters?

Tremendously vital to your profits, isn't it? Yet it
is Just as sure as taxes.

The strategic end of a letter is the "fill-in" — the
name and salutation — the personal element. Why? Because
at first glance the reader either believes you are addressing
him or knows your letter is not a letter hut a circular sent
to everybody.

On this one point you win or lose with a great many
people. The yawning waste-basket either gets a contribution
or you get a reply or an order, or both.

We can offer to help you maJce money out of your letters
because we have perfected a method which makes the "fill-in"
a perfect match with the body matter. The letters are just
as personal as if written on the typewriter.

You get, as a result, a greater percentage of readers,
and that's why you receive more replies — have more music
in your cash drawer.

Don't you think these advantages are worth at least one
trial order? And considering the value to you of bigger
results, won't it be money in your pocket to send the order
to us now — to-day?

Very respectfully.

[121]

POOLE PRINTING COMPANY

DESIGNERS AND
PRODUCERS OF
FINE CATALOGS
OF ONE OR MORE
COLORS. BOOK-
LETS, FOLLOW-UP
SCHEMES. WILL
SUBMIT DUMMIES

ORIGINATORS AND DESIGNERS OF UP-TO-DATE IDEAS FOR

Particular Advertising

Largest Producers of Typewriter Letters in the United States

ADDRESSING BY
HAND OR BY TYPE-
WRITER. AUTO-
MATIC MACHINES
FOR PRINTING,
FOLDING, SEALING
COMPLETE LISTS
FOR ADDRESSING

SET IN MEMBERS OF THE CLEARFACE FAM
AMERICAN TYPE FOUNDERS COMPANY

NOTONE BORDER

251 Causeway Street

Boston, Mass.

Gentlemen:

Your salesman did not atop to see Jones & Co. because
he would have lost half a day on account of poor train
service.

How meiny firms like this are there that have been
dropped from your route lists or only seen at long intervals,
and a thousand and one you would like to reach, were the
expense not too great for a traveling salesman?

Uncle Sam calls on them every day. Why not send your
message by him?

That's when a really fine facsimile letter such as we
meike pays well.

If your letters or booklets do not read strong enough
to suit you, we will have our expert writer polish them up.
He is practical, not theoretical.

Give us an opening - we'll prove up strong - we've
been getting stronger each of the last fourteen years.

Samples and prices for the asking. Use enclosed post-

card.

Very truly yours,

[122]

RICHGOODS

I —I

'^Tne Celeoratea jVlail Order House for Cocoa
Coffee, JLea, Cnccolate, Etc.

PABST OLDSTYLC AND PABST ITALIC
WON TOY TBICNY BCROER

ICAN TYPE FOUNDERS COMPANY

,E.C.

Uadaun,

Will you aooept a free box of Chocolates?

We are making you this offer at the suggestion of Mrs.
Talbot.

Two new articles we are introducing - a thoroughly good
Coooa, and the finest Chocolate it is possible to produce,
and we want to make known the excellence and inexpensiveness
of both these by the most direct method.

****** Cocoa is manufactured to fill the demand
for a "quality cocoa" at a low price. It is worth 2/6 per
pound - V^d per ^ pound tin - at the grocers, but we are
making it known, not through the grocers or by means of ex-
pensive newspaper or poster advertising, but in the most
economical way possible - by post,

Onoe you have given it a trial you will be astonished
at its value, for the price is only 2/- per pound, post paid
to your home.

Coooa is highly nutritious and a food in itself. • • •
Coooa contains all the best qualities of the finest brands,
but is lower in price thaji any, because there is no one
between you and the manufacturer to meJce sui intermediate
profit. You are buying at first oost.

There are many people who would be glad to know of this
Cocoa, and we think that several of them are among your
friends. You would be doing them quite a good tuim if you
sent us the neimes and addresses of say 10 or more, so that
we could send them particulars of ***** * Cocoa.

As a slight appreciation of your trouble in doing so we
should like to send you a free box of ***** * Delicious
Chocolates.

Try the Cocoa yourself by sending a Postal Order for
2/-, enclose the names of not less than ten friends, and by
return of post we will send you carefully packed euid postage
paid, a one pound tin of ***** * Coooa, and a free box
of Chocolates.

You needn't write a letter. Just fill in the form,
attach your Postal Order and post to us in the enclosed en-
velope.

Yours faithfully.

[123]

"The Right Place for Your Boy"
J. JOHN BUZZELL, General Director C. P. BUZZELL, M. D., Resident Physic

CAMP NOKOMIS

IN THE WHITE MOUNTAINS

SET IN STUOLEY AND EXTENDED STUDLEY INDIAN BORDER
AMERICAN TYPE FOUNDERS COMPANY

Conway, IN. M.

Dear Doctor: -

Realizing that many parents would like to place their
boys in a small select siumner camp where careful consider-
ation is given to the health and development of each indi-
vidual boy, Camp Nokomis has been founded to carry out this
idea.

I and my associates, all of whom are enthusiastic
lovers and accomplished students of out-door life, will en-
lighten the boys in a practical and inspiring way from the
open book of Nature, which is so elaborate and varied in this
particular region. The location and leadership together
secures an atmosphere "rich in mental and physical uplift."

The number of boys will be limited so that all may be
under the personal care and guidance of the director at all
times. You will also appreciate the advantages of the ad-
vice and instruction of the resident physician, which is of
especial value to the boy not old enough or strong enough to
"rough it" for himself in a large camp.

If you desire to know — for yourself or some friend —
more of the natural advantages of Camp Nokomis and of the
personalities of the councilors, all of whom are unusually
well qualified in their special departments of the work, I
will be pleased to furnish full details either to you or to
some one whom you may suggest.

Very truly yours,

[124]

HAUCER TEXT AND BOOKMAN OLDSTVLE
?t TYPE FOUMOERS COMPANY

OMER, PreBldent and Secretary R. W. LAWRENCE, Vice President and Treasurer J. M. HOPKINS, General Manager

Printfrs' Jnfe

The Weekly Journal of Advertising

12 West 31st Street

%m ^nxi (Sit^

Dear Slr:-

By having Joined an advertising club, you show that you
are interested in the science and art of advertising and
that you consider it worth while to keep in touch with other
advertising men, to know what they are doing and thinking
about.

That is precisely the basis of PRINTERS' INK'S appeal
and that is why we are writing you to invite your subscrip-
tion to the recognized organ of advertising Interests every-
where. In fact, PRINTERS' INK itself is a great big adver-
tising forum and at its weekly meetings the best and brain-
iest men in the business all over the country exchange ex-
periences. There isn't an issue from which you can't get
inspiration, suggestion and practical help in the every-day
problems of sales-promotion.

In PRINTERS' INK of March 23rd, S. C. Dobbs of Coca-
Cola and president of the national organization of advertis-
ing clubs will have an article which you will want to see.
It is a direct talk to members of advertising clubs and all
workers in the advertising profession.

We suggest that you let your subscription begin with
this issue. You can send us your order for six months (26
issues) at $1.00 or for an entire year (52 issues) at $2.00.
A good way to close up the transaction quickly is to tuck a
two-dollar bill in with this letter and mail to us at above
address.

PRINTERS' INK contains too much that is live and vital
for any one interested in advertising to try to get along
without it.

Yours very truly,

[125]

POOLE PRINTING COMPANY

Writers and Makers of Catalogs
Designers of Advertising Matter
Printers to Particular People

TYPEWRITER LETTERS

Latest Automatic Machi
Printing, Folding, In
Sealing, Addressing, SI

^1>i

LARGEST PRODUCERS IN THE UNITED STATES

2980

Telephones 2981 Richmond

2982

• uiii :

Dear Sir:-

Two heads working together often produce great results.

The knowledge you have gained from experience in your
business has an estahlished value; the knowledge gained from
my eighteen years' experience in planning, writing and exe-
cuting form letters would he valuable to you.

The two combined would be sure to produce greater re-
sults in your mail campaigns.

Read the enclosed booklet, make an appointment, emd
then let us talk it over.

Yours very truly,

[126]

^00k printing (Ha.

%\]t largest |Jrob«ccrs of '(Ev^ttxivitet Wtttets in tljc Hnitcft States

rxx:

Telephones
OND 2980-2981-2982

No. 251 CAUSEWAY STREET

|i0stan, ^!lass.

Dear Sir:-

An enterprising oomer grooer onoe filled a quart Jar
with beans, placed it in his window, and offered five dollars
to the person who guessed nearest to the number of beans it
contained.

Many widely differing guesses were registered. But one
man bought some beans, carried them home, filled a quart Jar
and then proceeded to count them. He got the five.

That is what we do in laying out a mail campaign — we
first count the beans. In other words, make a careful
study of each individual proposition and get the facts.

Our seventeen years of experience have resulted in
ability to recognize the important features of any selling
proposition, and have developed some facility in expressing
them in an attractive emd convincing manner in form letters
and follow-up matter.

If you are using letters that have not produced just
the results you are looking for, or wish to start a campaign
by mail, let us make an analysis and outline a plan for you.

Our personal typewritten letters never fail to get a
reading, and we can give you copy that will get attention
and win replies.

A personal conference places you \mder no obligation,
auid may result greatly to your advajitage. Mail us the en-
closed card for an appointment.

Yours very truly,

[1271

MEA.r. ESTATE

SPECIAL ATTENTION^ TO OARE ANT)
RENTAIL. OK PROPERTY

52 Asylum Street

SET IN ENGRAVERS SHADED AND CARD MERCANTILE
AMERICAN TVPE FOUNDERS COMPANY

Dear Sir:-

What would you do in a case like this?
A widow owns a property-- to be exact, two apartment
houses, rented out to families. A party renting one of the
flats and paying regularly, suddenly fell behind in their
rent. Ten weeks went by, and no money was forthcoming. The
owner did not want to turn the tenants out for that would
mean a certain loss, neither, did she want to risk losing
more money. She came to us.
This is what we did.

We not only kept her tenant, but got all the money
owing and better than that, kept the good feeling between
both parties.

That kind of management makes the renting of property
profitable, and that is the kind of business we do.

Property renting is a business with us. We have studied
it in detail. Our equipment and facilities are perfect. We
take the course that will result in greatest profit to each
of our clients.

Twenty years in business are sufficient recommendation
to Justify your giving us a chance to prove out with you.

Yours very truly.

[128]

I VENDOME HOTEL

t.LOISTER BLACK AND NEW CASLON
ItAHENTS
ftH TYPE roiiNDERS COMPANY

Boston, Mass.

Dear Sir:-

You wish to get your morning and evening papers prompt-
ly and regularly every day.

It is extremely ajinoying not to be able to get your
favorite paper at the time when you are accustomed to read
it. If it is late, you haven't the time to look it over as
carefully as you would like. And you want to have it de-
livered in a manner that will cause you no personal incon-
venience.

We are the only news dealers having a stand in this
locality, and we give especial attention to the delivery of
newspapers at residences. If you want careful and courteous

service if you weuit your papers delivered promptly every

day then you weuit just what we are here to give.

le shall appreciate a trial of our service ieuid shall
make every possible effort to please you.

Very truly yours.

[129]

inMniinMnumiiiniinnmniintinniin'

nTiunnniiim

WifJ}fnkmMii%M\i

iLniliing
Paprri
from tbr
lornn

(Siliri

isinnnninnmniininninramniinnfminimmiimfinniiinniiiniiiniiiiiiniimiiinniiininniiinnnMinnnnininnnmiHnmMimMmMimniillllllllllllllllllllllllllllll^^

SET IN CHAUCER TEXT 12 POINT BRASS RULE NO. 18212
AMERICAN TYPE FOUNDERS COMPANY*

Boston,

Dear Sir:-

By special arrangement with the delivery company we now
receive our newspapers earlier than heretofore.

We have always endeavored to obtain every possible ad-
vantage for our customers, and we believe this new delivery
service will be appreciatedT Our whole -attention is given
to this district, where we are located, and we make prompt
and regular deliveries morning and evening.

We make every effort possible to merit the confidence
of our 'patrons, and if you desire reliable service, with the
additional advantage of receiving your papers earlier, we
shall be pleased to add you to our already large list of
newspaper customers.

Telephone us to call and arrange for delivery of your
papers.

Very truly yours,

[130]

TheVend

ome

ews

Stand

Vendome Hotel

BOSTON, Mass.

i cheltenham olostyle condensed and cheltenham italic
les and outline art-tiles stratmmobe ornament
r£an type founders company

Dear Sir:-

You will have to wait a few days.

It makes no difference how anxious you are to get the
next installment or special feature that interests you in
the magazine you have subscribed for--you must wait.

It has been on the news-stands two or three days--it
always is, before you get your copy. You have paid your
money in advance and you feel that you ought to get it as
soon as any one.

The news-stand editions of all the magazines are always
out a few days in advance of subscribers' copies by mail.
But place your subscriptions with- us and we give you the
news-stand edition the minute they're out, and at lowest
club rates.

Let us give you the rates so you can make up a list of
what you wish, and begin receiving them at once.

Yours very truly,

[131]

(f unt^n ^ (^mn^attg

^xrlttstii* ^«»t's bailors

102 SUMMER STREET

^f nVt^r, (l^oiotnbtt

SET.IN INLAND COPPERPLATE AND LIGHT COPPERPLATE GOTHIC

LITHOTONE BRASS RULE

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

"Between Hay emd Grass" is the time between orops and
profit. Years ago, in my business, it meant a lot of old-
style left-over goods to be worked off.

To-day it does not.

Right now I have a new line of cloths for good dressers
who did not buy what they wanted when the season opened.
These cloths came to me between the time of my first rush of
fall work and the time of buying in for the spring business.

A permanent and profitable business is what I desire to
create emd maintain. To do this I first have the goods that
up-to-date dressers wemt, I do good work and get it out
promptly, and further than that, I realize that all men do
not buy their clothes on any given date and buy my stock
accordingly.

Call and see me during your lunch hour to-day and let
me show you what "Between Hay and. Grass" prices are.

Yours very truly,

[132]

yJie/ielana/ , \Jnia'

I TYPO UPRIGHT
SRICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Like a Muscovy Duok in eui April shower — that's the way
you wemt a rainooat to shed the rain.

You want it light, and have a smart, dressy appearance,
too. Something you can easily carry on your arm, or slip
into your traveling bag — that will save you a wetting when
It rains, and isn't a nuisance when it don't.

In no other kind of clothing is there such a noticeable
difference between made to order and ready made as in rain-
coats that have been worn a little while.

It is such a thin, flimsy, partly unlined thing that it
needs all the art of a skilled and careful tailor to make it
retain its shape and smart, full, blooky appearance after
much rainy weather and wear.

If you don't already possess a raincoat, or if the one
you have is not satisfactory, it will pay you to have a
raincoat talk with us now — before it rains again.

Yours very truly,

[133]

Illlllillllllllllllllllllilllllilllllllllllllllllllllllllll^

NATrONAL BANK BUILDING. 216 SOUTH STREET

JJetxait, iJliicniao

SET IN TYPO SHADED AND TYPO QOTHrO LITHOTONE BRASS RULE
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

You will wake up some brisk morning before long, shiver-
ing--for the frost king is on hand with advance information
that winter will arrive here on schedule time, if not a
little earlier than usual.

A moment's thought will convince you that now is the
time you ought to order that new overcoat for the winter.
There's warm satisfaction in knowing that you are suitably
dressed at a time when many other men are sending hurry
orders to their tailors.

We have an assortment of the season's leaders, as well
as all the standard cloths — all selected by us from the lead-
ing manufacturers.

You should regard coming here to-day and selecting your
winter overcoat a matter of the same importance as the keep-
ing of a business engagement — it means a saving of time,
worry, and money later on.

Yours very truly.

[134]

Cj. h, Peabody Cy Company

Qjustom Tailors

National Bank Building, 216 South Street
Detroit, Mickigan

PAB8T OlOSTYLE AND PABST ITALIC
:AN type rOUNOERS COMPANY

Dear Slr:-

There are many times in a man's life when he is anxious
to appear at his very best.

At such times his first need is an expert tailor — for
the first impression is made by outward appearance. If his
clothes are right the way is clear for him to maJce good.

Unless the fit is right in every particular — unlegs the
collar hugs the neck as it should — unless the trousers hang
right — the proper balance of a man's individuality is lost.

It all depends on the ability of the tailor. Our oub-
tomers tell us that the clothes we maJce for them feel easy —
right — on all occasions; something they cem't secure from
other tailors.

This is because we have made a study of fitting the
clothes to the man to suit his personality, and this is why
we can serve you to advantage.

Yours very truly.

[135]

CHARLES A. MENTBR, President MAX Z. ROSENBLOOM, Vice-President DAVID M. BRICKNER, Sec' y and Tree

cTVlENTER CS, ROSENBLOOM COMPANY
oyHen 's and Women 's Clothing

General Offices: 600 COX BUILDING

Rochester, N. Y.

SET IN BOOKMAN OLDSTVLE AND BOOKMAN ITALIC
AMERICAN TVPC FOUNDERS COMPANY

Mrs. Thrifty Housekeeper,
Dear Madam: -

As a woman of intelligence, economy and Judgment, who
believes in saving money and getting the best that money can
buy, we make a special appeal to you at this time.

High cost of living is the worrisome problem of the
hour.

Every man and woman is confronted by higher prices for
food, rent and other necessities.

Why not save money on your clothes? We will help you
to do it. If you give us the chajice we will be only too
glad to show how well we can do it.

This letter is a cordial invitation for you to do a
little investigating of your own. Your own interests prompt
you to make this investigation as soon as possible.

You will find first of all that we are always working
in co-operation with you and that we can bring you the best
results in money saving.

This saving can be made by you without a sacrifice of
either style or quality. We put only the best materials
into our clothing and guarantee complete satisfaction to
customers.

The credit account which we allow you is the greatest
convenience in purchasing, but it does not add a penny to
the cost of your clothes. You pay exactly one price whether
you buy for cash or credit here. All prices are plainly
marked on goods.

And while we are sending this cordial Invitation to
come 8ind trade here, we also enclose a dollar check good for
its full face value on your first purchase amounting to $10
o.r over. You see we are making it an especial object for
you to come and open an account right away.

No matter what your occupation may be this offer is too
important to pass up. Come in and talk it over with us.

Respectfully yours,

[136]

>amuel ^epmann Company

I THE

InnNTrNO COMPANY

m, MASS.

Dear Ifadam:-

We are asking this favor of you in the interests of our
business and trust you may be able to grajit our request for
aid.

To explain:- Years of experience have made us good
Judges of values as you probably know from the dealings you
have already had with us. We can and do test every piece of
cloth that enters into the construction of our garments. We
examine the workmanship thoroughly so that there may be no
faults there.

But our experience teaches us best to judge of the
things that affect the durability of the garment and its
worth, and it is not on this phase that we want your help.

Years ago one or two styles were definitely settled
upon as THE "thing," but to-day there are dozens of differ-
ent modes that are equally fashionable.

Prom the most desirable of these modes we have selected
a sample line of garments, emd now we are going to ask you^
to oome in and see these new things auid give us your opinion
as to Just which styles you think will be most suited to
this particular locality.

What we want is first hand information, euid as you have
been a resident here for some time ajid are in a position to
know the wants of the women of this section, we have taiken
the liberty of making this request.

You may be sure we will appreciate your efforts in our
behalf and trust that we may have the pleasure of seeing you
here this week.

Very truly yours,

[137J

WIUUIAM E. ALDRED, PRES.
ARTHUR L. ALDRED. V. Pres,

WILLIAM ARMOUR, Trea
JAMES CANNELL. Secy

Efltabli0i|p5 (§wpr (§ns l^iwbrpJi ^rars

®. % (gkbiimg ®rg (^ttuhB (Hampm^

l^ramhmn, Uljnip 3alan6

SET IN ENGRAVERS OLD ENQLISH AND BLAIR
AMERICAN TYPE FOUNDERS COMPANY

Dear Uadam:-

In" inviting you to our Annual Linen Sale, beginning
Uonday, January 1st, may I call your attention to the fact
that Pine Table Linens have been steadily advaLncing in price
abroad for five or six years? Whatever the cause, all Linen
Experts are agreed that there will be no immediate reductions
but very probably further advances.

By placing heavy orders for this Sale last Spring, we
can now offer you fine linens at savings of 10 to 20 per
cent from present prices for the same grades.

As these orders were heavier than ever before, in order
to provide for our continxially increasing business, the range
and variety of our offerings are proportionately greater.

Hoping to have the pleasure of your attendance at this
Sale , I remain

Respectfully yours,

[138]

LLIAM E. ALDRED. President
THUR L. ALDRED, Vice Preaident

WILLIAM ARMOUR, Treeiurer
JAMES CANNBLL, Secreurr

Established Over One Hundred Years

B. H. Gladding Dry Goods Company

Providence, Rhode Island

IN NEW CASLON AND NEW CASLON ITALIC
RICAN TYPE FOUNDERS COMPANY

Dear Madeun:-

You are invi'ted to attend a Private Sale of the stock
of our Lingerie Shop, which was damaged by fire on the night
of December 7th. This Sale will be held in the Hall and
Parlors of the Trocadero, gommencing Tuesday, January 1st, at
10 A.M. and continuing the remainder of the week. Entrance
may be had either thru our Art Department or from Mathewson
Street.

The stock, consisting of high-class French and Domestic
Underwear, Corsets and accessories of all kinds, Infants'
Wear of every description, Silk Petticoats, etc., was only
partially damaged by smoke and water; in fact, most of it is
in absolutely perfect condition. However, as we desire to
open our New Lingerie Department with complete assortments
of new goods, we have decided to close out everything that
was in the Lingerie Shop at the time of the fire at greatly
reduced prices.

We send you this special notice as we feel that our
regular customers should have the opportunity to secure
first choice of the bargains offered at such an unusual sale
as this.

Hoping that you will be able to attend, we remain

Yours very truly,

P.S. We also wish to notify you that our annual January
White Sale of Linens, Wash Goods and Embroideries 6uid our
Clearance Sale of Suits and Garments will commence at the
same time — Tuesday, January Ist.

[139]

BOSTON CH1CA<

NEW YORK KANSAS CI

The Lowe Brothers Company

PAINTMAKER5 ' VARN15HMAKERS
COLORMAKERS

DAYTON, OHIO

SET IN MERIONTYPE

AMERICAN TYPE FOUNDERS COMPANY

Dear Slr:-

Mr. » ♦ * • • *j one of the best known and most honored
painters of the country, recently said before the Ohio Master
House Painters:

A number of years back I was forced to the
conclusion that something must be done to improve
on the results that I was receiving from the use of
carbonate of lead (white lead) as a single base pig-
ment. With all the care I could exercise, results
were unsatisfactory. I was confronted with chalk-
ing and rapid discoloration, the latter caused by
the use of bituminous coal, sulphurous gases and
other local conditions incident to a great manu-
facturing city and. its environments.

Mr. *•••*♦ only voices what many painters are
realizing - that conditions of wear have changed and that
a good paint like ♦*♦••• "High Standard," made to give
best results for the painter as well as the householder, is
a boon to good workmen, for it makes money and reputation
alike.

Based upon the recognition of White Lead of the highest
quality as essential to good paint, and of the fact that
properly reinforced it will form the base of a paint that
will meet all requirements, "High Stajidard" Paint has proved
its right to the complete confidence of painters.

But this is only one of the products of The *♦*•♦•
Company, made for painters. The advantages of paint for
interior decoration are now recogized, and ****** is
the acknowledged best for this purpose. Besides, there are
colors in Oil, Enamels, Varnishes, Stains, and all the other
requirements of high class painters.

Will you permit our agents to tell you more about these
products? They can show you results and we can help you over
the hard places that are so numerous in these days.

Yours truly,

[140]

THE LOWE BROTHERS
COMPANY

PAINTMAKERS » VARNISHMAKERS

BOSTON NEW YORK CHICAGO KANSAS CITY

ft SOOONJ eOLO AND BODONI BOOK

tTILE ORNAMENTS

ICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Are your barns and other oufbuildings , your wagons and
implements painted and in good condition? Do they need
paint?

By painting them when they need it you economize, ajid
you COM also save money by using the best ready-for-uae

paint - the modem paint.

You know "High Standard" Liquid Paint is recognized
everywhere as the one best paint for all purposes. With it
you need not tsdce chsinces on paint failures because it is
made with the sole purpose of "giving best results." Our
booklets "Attractive Homes and How to MaJce Them" will give
you much valuable information in decorating and painting.

"HIGH STANDARD" Paint is best for exterior of houses
and other buildings. It covers most, spreads farther,
wears best and costs less per number of years of wear.

"MELLOTONE" is the new durable, washable flat finish
for walls, ceilings and woodwork of any room. It has six-
teen colors, all "Soft as the Rainbow Tints."

HARD DRYING FLOOR PAINT - is a varnish paint which
dries hard in 12 hours. It is made in 10 colors, all rec-
ommended for their durability.

STANDAEID BARN PAINT - is a genuine linseed oil paint
made to give perfect satisfaction when used on bams and
other outbuildings.

Our WAGON PAINT is very popular for preserving wagons
aind implements at a very low cost.

All of our products are put up in small cans in order
to accommodate the needs of small work and can be procured
together with circulars and information from our local agent.

Tours truly,

[141]

NEW YORK

CHICAGO

BALTIMORE .

DENVER

SAN FRANCISCO

SEATTLE

Pettingell-Andrews Company

ELECTRICAL- MERCHANDISE
BOSTON, MASS.

LOND(

BERL

AMSTERD/

ST. PETERSBU

BELGRA

To insure a prompt reply letters should be addressed to the firm

SET BY THE

POOLE PRINTING COMPANY

BOSTON, MASS.

Dear Sir:-

Did you receive the copy of the Portable Leunp Catalog
for the season of 1911-12, which we sent you, last October?
Christmas is now near at hand, and not receiving any orders
from you, we wondered if you had received it.

If you did not or have mislaid it, let us know by
return mail, and we will rush another copy to you. For you
will, of course, want to have your share of the trade which
can easily be developed'^through showing samples of the line,
one or two of the lamps which appear in this catalog.

Also don't overlook the fact that this portable catalog
when used in connection with our #5 Fixture Catalog and #5
Fixture Supplement will materially increase your fixture
sales; and that if you have a Rebate Contract with us, all
sales of portables will apply on contract to assist you in
earning the maximum rebate in accordance with our estab-
lished and much appreciated fixture policy.

We want to emphasize the fact that many of the lamps
shown in this catalog are exclusive designs manufactured
only for or by us. To assure receipt of the lamps in time
for Christmas sales, it will be necessary for you to order
at once.

Very truly yours,

[142]

CHICAGO

BALTIMORE

Pettingell-Andrews Company

ELECTRICAL MERCHANDISE
BOSTON

9VTHE

,E PKINTINQ COMPAN
'ON, MASS.

Dear Sir:

"GI'ME SOME BATTERIES, QUICK!"

Can't you hear them saying that?

We mean all your good customers and many

transient ones.
Everybo&y is returning from vacation;
And all want to take advantage of the good

wea:;her between now and the closed

season for touring.
GIVE THEM ALL **♦*♦* BATTERIES!
Then they will be SATISFIED because-- .
You can thus supply YOUR customers from

fresh barrels at all times —
As a fresh carload of ***** * batteries
reaches our warehouse every Monday -momirig.
Don't forget you can buy batteries cheaper

on contract —
If you use ten barrels or more per year.
Ask us about battery contracts —
Rebates average from 1/4 to 1 cent per cell.
SEND US THAT ♦♦♦♦♦• ORDER TO-DAY!

****** are always good

Igniters (preferable for automobile work) —

or regular.

Yours truly,

[143]

special
Offices in
Leading
Cities

Everywhere

illllll

Illllll!!;^!'!

Spl

'^W

^atoman anb Crbeilanuf acturing Ci

Makers of Filing Cabinets and Supplies of First Quali

Rochester, N. Y.

SET IN CLOISTER BLACK, RECUT CASLON, RECUT CASLON ITALIC
VERSATILE ORNAMENT LINEAR BORDER NO. 2 SIX-POINT BORDER
POOLE PRINTING CO., BOSTON, M*SS.

Dear Madam: -

We recently received a very interesting letter from
a lady in Northern Ohio expressing her frsuik opinion about
our Card Index Recipe Outfit.

Note what she says:

"I received the recipe outfit all right and I like it
so much. It is such a great convenience to select the'
recipe I want and hang it up before me while I ajn engaged
in preparing the dish. Really, it is so handy and unique
that I often wonder how I ever got along without it.

"Be sure and let me know when you issue your supple-
mental sets of recipes. I want every one."

This lady is only one of hundreds who are being daily
benefited by using one of our clever outfits.

The fundamental idea back of these outfits is right;

each separate piece of recipe information is on a separate

index card, so that it cajti be handled and filed distinct
from all other recipes.

More than anything else, these outfits are BUSINESS-
LIKE - just as the enclosed folder explains.

Mrs. Kirk's long experience in studying ajid teaching
Domestic Science qualifies her pre-eminently to prepare these
recipes.

So that in providing these splendid recipes in such
tasteful and handy shape, we feel that we have rendered a
distinct service to the housewives of the coiintry.

Which one of the outfits do you prefer? Your, order
will have our careful and immediate attention.

Yours truly.

[144]

DIRECTORS

PHILIP H. YAWMAN
President

FREDERICK WAGNER
Vice President

CARL F. LOMB
Vice President

FRANCIS J. YAWMAN
Secretary

GUSTAV ERBE
Treas. and Gen. Mgr.

CHARLES SLEMIN
Sales Manager

MORITZ WIESNER
Superintendent

FREDERICK C. ERBE

Ass't Supt.

Yawman and Erbe
Manufacturing Co,

First Quality Filing Cabinets and Supplies

SPECIAL AGENCIES LOCATED IN THE LEADING CITIES EVERYWHERE

FILING EQUIPMENT

STORES

NEW YORK

CHICAGO

WASHINGTON

PHILADELPHIA

BOSTON

PITTSBURG

SAN FRANCISCO

ST. LOUIS

CLEVELAND

LOS ANGELES

CANADA
TORONTO
MONTREAL

OTTAWA

WINNIPEG

VANCOUVER

Ic Address" Shannon, Rochester '
Western Union Code

MEMBERS OF THE CLEARFACE FAMIL
tICAN TYPE FOUNDERS COMRANY

Rochester, N. Y.

Dear Sir:-

Yea, this is a form letter, but it is decidedly worth
the thirty seconds it will take you to read it!

In going through the advertising section of NoTember
•••*•* I noted and read your ad carefully.

I am always interested in reading what our neighbors in
the magazines have to say, Just as I would be interested in
our neighbors were we all to move into a big office building.

Our advertisement in November **•••♦ featured a
new System of filing that will prove of vital interest to
every business man the country over. I am taking the liberty
of enclosing herewith a folder which describes that System
in detail. If the filing department in your office is not
under your Jurisdiction, will you kindly hand this letter
and circular to the proper person? He, or she, will see at
a glance that this ♦*♦*♦• System is a great saver of
time and money.

I am enclosing return card, so that anybody in your
organization who may be interested in this new System, which
we are going to hammer hard in the magazines from now on,
may secure advemoe information right away.

Yours very truly,

[145]

Pettingell- Andrews Company

ELECTRICAL MERCHANDISE
BOSTON

Reverend dear Sir:

Have you seen the new lighting fixtures in the Mary
Immaculate of Lourdes Church, Newton Upper Palls?

They are well worth study we assure you, not merely
from the standpoint of ecclesiastical interior decoration,
hut heoause they actually solve some pressing problems in
church lighting.

We do not overstate, the case when we say that these
fixtures present an entirely new scheme in church illumina-
tion, providing inverted^ mantle type gas burners and Tung-
sten electric leunps, skilfully combined in art forms of
hand-wrought iron.
j»

You can, of course, hardly realize the harmony and
effectiveness of this church's lighting scheme from a mere
description. And remember that this is but one of the many
ecclesiastical buildings in which, under the direction of
our Mr. ****** we have installed new, or improved old,
lighting systems.

In fact we msJce a specialty of studying present light-
ing schemes of churches, and offering, without expanse or
further obligation, suggestions looking at a more artistic
and economical illumination. (And nowadays the influence
of attractive, adequate lighting on church attendance is
pretty generally recognized.)

•

Can we be of assistance to you also?
Very truly yours,

[146]

The Barrett Furniture Company

OFFICE FURNITURE and FILING CABINETS

1029-1081 WOODWARD AVENUE

DETROIT, MICH.

r BY THE

OLE PRINTING COMPANY
JTON, MASS.

Dear Sir:-

Can you put your finger on just the record you want
Instantly?

Is your, filing system really a time saver? Does it
respond quickly and accurately, or do you have to stop and
think, and then look in several places before you find what
you want?

A filing system is either a money saver or a money
loser. It either decreases operating expenses and increases
the efficiency of the office force, or it is a drag on your
business. It all depends on whether it really gives you
classified information, or is a hiding place for records.

The filing system is a vital factor in every business
and plays an important part in influencing every decision
and facilitating every transaction — but the system must fit
the business.

Experience in hundreds of different lines of business
and familiarity with the best modem filing practice enable
us to offer suggestions of value to you.

We have filing equipments for every business and the
widest variety of arrangement to suit every need. Write us
your filing problems ajid we will help you.

Yours v»»ry truly.

[147]

The Barrett Furniture Company

OFFICE FURNITURE AND FILING CABINETS

DETROIT, MICHIGAN.

SET IN AUTHORS ROHAN WIDE SERIES
BARNHART BROTHERS & SPINDLER,
TYPE FOUNDERS.

Dear Sir:-

Does your filing system ever go on a strike?

Does it ever refuse to give up instantly the informa-
tion that you know it holds?

Unless your filing devices minimize the moves necessary
in treunsacting and recording "business they make you a victim
and not a master of details.

Your valuahle papers and records must not only be safe,
but must be instantly available in order to facilitate and
accelerate the despatch of business.

Our cabinets are built for usefulness and you can select
and arrajige a cabinet to suit your exact requirements, and.
not have to adjust your requirements to suit the cabinet.

The enclosed card filled out and mailed to us will bring
information helpful to you.

Yours very truly,

[148]

MORTON IRON S? STEEL CO.

Malleable Iron Castings, Chain Hoists

Plain and Galvanized Bars, Hoops. Bands. Angles, Sheets,

Plates, Channels, Tees, "Wire, Nails, Pipe, Cold Rolled Steel

Rounds, Chains, Rivets, Squares, Flats, and Special

Shapes. Special Terms on Large Orders

hone:
udlow S24-A

24 Ludlow Street,

Baltimore I

Dear Sir:-

The notioes of your large oontraoting work that I have
seen in the various trade papers lead me to bring to your
attention the ♦♦♦••♦ Diving Apparatus.

You will find on investigation that a large number of
the principal contraotors, bridge builders, railroads, etc.,
now own their own diving apparatus smd use their own men for
such diving as they have to do. This saves the expense and
loss of time due to securing regular diver, with the great
advantage of always having their own diver on the work.

It will pay you to give this matter your careful con-
sideration, for any man in good health can perform all ordi-
nary diving operations.

Our latest catalogue and prices will be sent at once
on receipt of request from you on the enclosed card.

Very truly yours,

[149]

yEW YORK

PHILADELPHIA

ROCHESTER •

ST. LOUIS

aNCINNATI

LOUISV

Seamans & Cobb Company

Importers, Manufacturers, Converters

Cable Address, **Seaco Boston"

SET IN 8000NI ITALfC

POOLE PRINTJNG CO.. BOSTON, MASS.

No. 174-180 Lincoln Street

Boston, Mass.

Dear Sir:-

When we were living at home on the farm, a man drove up
to the "bam with a spanking fine nag one day, and stumped
father for a horse trade. When father commenced to look his
horse over, the man allowed that that particular horse was
not the one he wajited to trade, that the one he wished to
dispose of was hack home, hut that it was just as good as
the one he was showing. Father smiled, turned on his heel,
went into the ham, and said, "Show me."

That is Just wh^t we are trying to induce you to let us
do, - show you.

We are not trying to sell a horse in the bam. We want
to drive a sample of ***** * right up to your workroom
without one cent of expense to you, let your own operators
handle it, and then without saying another word, leave the
decision entirely with you.

We know that in many places where you are using silk
thread you can use ♦ * ♦ * * * at an immense saving. We
know that ♦♦♦♦*♦ will wear satisfactorily, that when
used in a shoe it cannot he detected from silk, and we know
further that every manufacturer who is using it, and there
are lots of them, is honestly grateful to us for calling it
to his attention.

It is said that faith precedes knowledge, and in this
instance we are certainly not required to use our faith, as
we have positive knowledge that every word we say about
•♦••♦• is the truth, and nothing but the truth.

You will find another one of the same kind of cards
inclosed. Please don't fail us this time.

Very truly yours,

[150]

SEAMANS & COBB CO.

Importers, Manufacturers and Converters

NO. 174-180 LINCOLN STREET, BOSTON, MASSACHUSETTS

^<^7Sif■^)i^A

H MEMBERS OF THE CHELTENHAM FAMILY
lEHCE ORNAMENTS

E PRINTING CO., BOSTON, MASS.

Dear Sir:-

We happened into a manufacturer's office the other day
just as his mail arrived, and as the raan tehind the desk
hastily sorted it over,- making two piles, one of orders and
the other of advertising, two thoughts came to our mind, and
now if you will, please permit us to digress, to lose sight
of our text just long enough at this point to remark that
when two thoughts strike a Bos.ton man's mind at approxi-
mately the same time, the result ia usually an explosion.
One thought, and that need not be too large or. ciunhersome,
is about all we can take care of comfortably at one sitting.

Our first thought was that right then and there we had
received ocular, and not to be questioned proof, of the
truth of the saying, "A lot of advertising is wasted."

Our next thought was, perhaps in that pile of discarded
mail, the man behind the desk is missing something of value,
something which would help him in his business, something
which would, if he availed himself of it, enable him to turn
out from his factory bettor goods at the sajne cost, or may-
hap materially reduce his present costs.

Yes, we feel sure that a lot of advertising is wasted,
but we feel just as sure that many manufacturers miss many
times a "good thing" simply because all advertising looks
alike to them, and from the fact that they never opon the
envelope or remove the wrapper.

All this preamble," of course, is designed to lead you
if possible, by easy stages, up to ***** *. This is the
thread that looks like silk, works like silk, wears as well
as silk, and costs you 75i less money.

We would be foolish to make these assertions unless the
goods themselves would bear us out. We ask you to grant us
this favor. Allow us to submit samples at no expense to
you. Will you do it, just as a trade favor, if for no other
r©€t3on?

Very truly yours.

[151!

NEW YORK

PHILADELPHIA

ROCHESTER

ST. LOUIS

CINCINNATI

IMPORTERS

MANUFACTURERS

CONVERTERS

SET IN STRATHMORE OLOSTYLE

STRATHMORE ORNAMENTS

AMERICAN TYPE FOUNDERS COMPANY

174-180 LINCOLN STREET

BOSTON

Gentlemen:-

In one ear and out the other.

This is possibly true of a lot you have heard about
****•*, but whfit goes in one eje stays in the back of
your head, and this time, to prove that the ****** is
the best covering thread made for buttonholes, we send a
specimen of the work it will do, instead of talking about
it.

You can make as good a buttonhole as this, in your
factory, with ♦*•*♦• and •♦***♦ Reeoe thread, at
one-fourth the cost of a hole worked with silk, and at ap-
proximately the saune cost as one made with two hard finished
threads .

Ycu can prove this statement by trying samples at our
expense, euid it will pay you to do so.

Pill in the inclosed postal, and we will do the rest.
Very tl-uly yours.

[152]

f^' Cable Address "Eclipse" Chicago ^"^^bSaHMliS^^^''^ flaencles In All Larae Cities In ^^

Telephone Connection ^^^^STl^^^^''^ U. S.and In London. Ens. ^#||

FAIRBANKS. MORSE & COMPANY

(Incorporated)

We Manafacture All Kinds of Manufacturers and Distributers of the Celebrated and Universally Used

Electrical Machinery

Gas. Gasoline and Oil Engines Fairbanks* Standard Scales

Steam Engines. Boilers. Dynamos and Motors. Elevator and Mining Machinery. Railroad Supplies !

3TMP^

="=' g==- 1 1=1 1.1 ...I HIB

H HOBO ACME BORDER
1 PRINTING CO., BOSTON, MASS.

234-238 E. 3d Street

St. Paul, Minn.

Dear Sir:-

HAEB MACHINERY DO YOUB WORK.

Isn't it a pleasure to look over a farm where praoti-
oally all the work is done by labor-saving outfits? Here's
where farm life oeases to be a drudge. Proper ways of till-
ing the soil make good oropa and the value of, the land is
Increased accordingly.

It is easy to picture in your mind the difference in
pumping enough water by hsmd for twenty-five head of stock
or hitching ona****** Gasoline Engine to do it while
you plan the best way to make a larger profit from your cows.

The man who runs his cream separator by hand, looks
forward to the task as a daily burden, a ***** * Engine
will do the job while you eat your morning or evening meal.

Watch for the book which goes forward to-day xinder
another cover. You will find it full of facts that are of
interest to every practical farmer. I

The estimates we are ready to meike will surprise you.
As many questions as you wish, it will be a pleasure for us
to answer.

Yours truly.

[153]

Fairbanks, Morse & Co.

Saint Paul

SET IN CHELTENHAM OLDSTYLE CONDENSED AND CHELTENHAM ITALIC

STYLUS BORDER

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

You naturally like what pleases you. Every piece of
machinery on your farm that gives good satisfaction adds
Just that much pleasure to the work. *•••** Engines
are a close approach to humanity. They step in as it were
and lighten the load of labor; hard Jobs are made easy and
profitable.

Where once the task of turning the cream separator was
a big burden in the early morning and near the end of the
day's toil, a ***** * Gasoline or Oil Bngine now makes
the work like play.

A few years ago farms without running water were not in
demand, usually for the reason that the task of pumping by
hand for live stock took so much time, 'to say nothing of
wasted energy, a ♦ • • * • * Eclipse Pumper will fill an
eighteen barrel tank at a cost of a cent and a half for
gasoline. Just think of it!

Where it once took several days and perhaps weeks dur-
ing the winter and spring to get up a year's supply of wood,
it is now the work of a few hours with a ♦ ♦ * * * * Wood-
Sawing Outfit.

TeOcing the grist to the mill for most farmers means a
whole day as good as wasted. Oftentimes a late start calls
for an extra trip the day following, especially if business
is brisk at the mill. This usually happens at times when
a day can least be spared. The farmer with a ***** *
Grinding Outfit grinds feed on rainy days or at slack times
when there is no regular work to do.

In the manufacture of ***** * Engines, quality and
efficiency are always foremost In mind, the builders being
ever mindful of the work each engine is to do. Great care
is taien to make every outfit perfect.

You will be interested in a proposition we are making
on farm engines now. Let us know your needs and we will be
glad to write you fully and serve you according to your
wishes.

Yours truly.

[154]

The B. F. Goodrich Company

RUBBER GOODS

CHICAGO INDIANAPOLIS

CLEVELAND KANSAS CITY

ST. LOUIS PHILADELPHIA

PITTSBURGH MINNEAPOLIS

ADVERTISING DEPARTMENT

Our Produclt are alto Handled in New
York, Buffalo and Boaton by The B. F.
Goodrich Co. of New York, Detroit
by The B. F. Goodrich Rubber Co.

«EW GASCON HEAVY CASLON AND
CA8L0N ACME BORDER

TYPE FOUNDERS COMPANY

Akron, Ohio

Dear Sir:-

It was too bad that the mother of Achilles Just missed
her purpose when she dipped the infq.nt Greek in the River
Styx in order to make him invulnerable.

His heel didn't get wot, and thereon hangs the tale of
the mighty warrior's ultimate downfall and the triumph of
his enemies.

It is the old story over and over again. A chain is no
stronger than its weaJcest link; and to draw near the subject
of our own theme, the automobile tire is no better than the
knowledge and vigilance that attend any one of the processes
that go towards making it complete.

y^ « « « « * • rpj^j.g isnit rubber; it isn't fabric; it
isn't theory; it isn't what one m«in thinks or a thousand
execute.

It is the organization, experience, and equipment of
the largest rubber factory in the world.

It is a reward for slighting nothing--taking nothing
for granted--proving everything.

It's contagious and the communication is spreading fast.

Just increased our capacity to * ♦ * • * * Tires a day.

One good turn deserves another — Insist on ***** *

Tires.

Yours very truly.

[155]

©Ij^Slllummattng IS^nnvh

A Monthly Journal of Scientific Illumination
Illuminating Record Publishing Co.

Write for Advertising Rates • 983 CLARK STREET, CHICAGO, ILL.

Satp2i|l'

SET N ENGRAVERS OLD ENGLISH, RECUT CASLON AND RECUT CASLON ITALIC
CENTURY BORDER RENAISSANCE ORNAMENTS CHAP-BOOK GUIDONS
AMERICAN TYPE FOUNDERS COMPANY

Dear Slr:-

To inorease current consumption is the everlasting
problem of central stations. That is why •*♦•*« special
April issue will be a Current Consuming Device number.

The issue will be filled with discussion by authorities;
suggestions, plans and ideas to increase central station
business and profits— HOW TO BUILD UP A DAY LOAD AT 0¥F PEAK.
It will be read and preserved by every manager who "makes
good" with his stockholders.

Over 255J^ of American central stations are in the South;
here the percentage of increase is four times that of the
North, and the South is * • ♦ * ♦ * field.

The South offers you an opportunity for profitable
business that does not exist elsewhere. •••♦•* with
its guaranteed circulation, is giving you great help, at low
cost, to establish your naune permanently in the South.

Any change in your advertising for April — new copy or
larger space — should have immediate attention.

Yours truly,

[156]

The Illuminating Record

A MONTHLY JOURNAL OF SCIENTIFIC ILLUMINATION

ILLUMINATING RECORD PUBLISHING COMPANY
983 CLARK STREET, CHICAGO

Oentlemen:-

You want the CONTRACTORS • —THE SUPPLY DEALERS' and the
JOBBERS' business. You are, doubtless, going after it vig-
orously. There is your personal representative — your lit-
erature — your followup sjid your house organ, probably. All
are very good. All are essentials to realize a gain in your
sales. But do not overlook taJcing into consideration the
value of the trade paper.

The editorial matter in suiy technical Journal readily
discloses the character of its circulation and therefore its
adaptability or non-adaptability to your particular needs.
Analyze the editorial matter in • * ♦ * * and you will find
it of exceptional value to you as an advertising medium.

***** is published by former Electrical Contractors
for Electrical Contraoto's ani. its vital editorial matter heis
made it indispensable to 5,000 of them in the United States
and Cajiada. It is pre-eminently your particular mediiim — for
the reason that it so effectively and extensively covers the
ELECTRICAL CONSTRUCTION FIELD. YOUR PIELD.

Very truly yours,

[157]

The Illumii^ati^g Record

A Monthly Journal of Scientific lUnmination

ILLUMINATING RECORD PUBLISHING COMPANY

9S3 Clark Street, Chicago

SET IN THE LITHO FAMILY VERSATILE ORMAMENT
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir;-

What about your advertising? The untllled farm. yields
no grain, the Idle factory produces no dividend, the unread
advertisement supplies no motive power to your selling
oampaign.

Your business success depends largely on two things. .
Equipment made as well as you can maJce it and advertising
as good as your money can buy.

Glance through the peiges of the sample copy we are mail-
ing you to-day and you will be convinced not only of the
magnitude of the field, but also of the superiority of • * *
as an advertising medium.

Our Mr. *•••♦* ^yxq called on you recently, states
that you expect to deal with your advertising for 1911 in a
few days. We therefore enolose our advertising rate card eind
shall be glad to have your order for at least half a page.

Wishing you the compliments of the season, we are,
Yours very truly.

[158]

jSuc ceM ttl farming

Successful Farming Publishing Co., E.T. Meredith, Publisher

WE GUARANTEE OUR CIRCULATION, PROVED BY THE POST OFFICE RECEIPTS. OR NO PAY

JN CLOISTER BLACK AND NEW CASLON CAXTON INITIALS
SATILE ORNAMENT MONOTONE BORDER
LE PRINTINQ CO.. BOSTON, MASS.

Des Moines, Iowa

Dear Sirs:-

As an advertiser in the •••••♦ you will be in-
terested in the enclosed letters from advertisers in the
* • * « * * j^^ ^^Q gg^Q month in which your ad appeared.
These advertisers have each spent considerable stubs of money
in ****** as well as in the excellent medium in which
your advertisement appears and for that reason their testi-
mony is of value to you.

••••*• is especially strong in its territory, "THE
GREAT WEALTH-PRODUCING HEART OP THE COUNTRY." No advertising
medium is so strong in this territory.

A monthly circulation of more than 400,000 is absolutely
guaranteed ajid proven on demand by Post Office receipts.
We shall taJce pleasure in serving you through ••••••

advertising pages or in giving you «uiy definite information
you desire.

Yours very truly,

- !

[159]

BOSTON

PROVIDENCE

SPRINGFIELD

HARTFORD

NEW YORK

PHILADELPHIA

BALTIMORE

ATLANTA

NEW ORLEANS

SYRACUSE

ROCHESTER

BUFFALO

CLEVELAND

DETROIT

CHICAGO

THE FISK RUBBER COMPANY
FiSK Automobile Tires

BOLTED-ON CLINCHER Q.D.CLINCHER FfSK-DUNLOP
I

INNER TUBES FOR ALL STYLES

FACTORY AND HOME OFFICE

Chicopee Falls. Mass., U. S. A.

INDIANAPOLIS

MILWAUKEE

ST. LOUIS

MINNEAPOLIS

ST. PAUL

FARGO

KANSAS CITY

OMAHA

DENVER

SAN FRANCISCO

OAKLAND

SACRAMENTO

FRESNO

LOS ANGELES

SEATTLE

SET IN MEMBERS OF THE COPPERPLATE GOTHIC FAMILY
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Will you let us revise your tire bills? It isn't a
Payne-Aldrich kind of revision we are asking you to consider
but a genuine revision downward.

Those old casings that you throw away very likely have
a good money value, but there are many instances when only
an expert can tei^l whether it will pay to have repairing or
retreading done.

The foreman of our tire repair department will be glad
to look over your tires and to advise you just what can be
done to your best advantage. No matter what make of tire
you use, his opinion is yours for the asking and no obliga-
tion is incurred by you. Possibly you oould use a bigger
tire on the present rim and get better results. He o&n also
tell you that.

In this day of motoring there is no excuse for excessive
tire expense or for delaying and exasperating annoyances.
If you are not wholly satisfied with your equipment, there
is a remedy for your troubles.

The return of the enclosed card may save money for you
and will give us the opportunity to get acquainted. We
don't expect your business until we show you that we CAN
REDUCE YOUR EXPENSE.

Very truly yours,

[160]

THE FISK RUBBER COMPANY

Our Goods Have Merit MANUFACTURERS OF THE CELEBRATED

Inner Tubes FlsU AutomoMle Tivcs

For All styles Bolted-on Clincher Q. D. Clincher Fisk-Dunlap

THE FISK TIRES ARE KNOWN EVERYWHERE FOR THEIR GREAT WEAR-RESISTING QUALITIES

Factory and Home Office

IN MEMBERS OF THE CENTUHV FAMILY VERSATILE ORNAMENT
sRICAN TYPE FOUNDERS COMPANY

Chicopee Falls, Mass., U.S.A.

Dear Sir:

To-day we received a letter from a dealer saying he has
sold 509 ♦•♦••• Inner Tubes in the past seven months to
oar owners ajid up to the present time has not received a
request for adjustment or the suspicion of a complaint.

A dealer from another state writes: "••••** Tubes
are longer lived than any others. We have a great many users
whose ****** Tubes are over four years old and the
rubber is still bright euid lively."

♦♦**** Inner Tubes are unequaled. TWENTY-FIVE
THOUSAND perfect to ONE imperfect is the record. The reason
- these tubes are PUEE Para rubber with only enough sulphur
to vulcanize. They do not stretch out of shape and cannot
deteriorate.

Very truly yours,

i2 [161]

S. C. PARRY. PRESIDENT E. R PARRY. VICEPRESIDEBT L. D. 6UFFIN, TREASURER T. H. PARRY. GER'L SuPT A M. PARRY SECRET

PARRY MANUFACTURING COMPANY

j BUGGIES* SURREYS 'PHAETONS 'DRIVING WAGONS

SPRING WAGONS • DELIVERY WAGONS • CARTS

ADDRESS ALL LETTERS TO THE LARGEST CARRIAGE FACTl

PARRY Mfg. Co., Indianapolis — . /« the world

Indianapolis, IND., U.S. A.

SET IN MEMBERS OF THE COPPERPLATE GOTHIC FAMILY
AMERICAN TYPE FOUNDERS COMPANY

Dear 81r:-

Ur. Brown, who calls on the Massachusetts trade, feels
that in pursuing your sales activities, you oeuinot afford to
overlook the features which have made the 1911 ******
line the hardest hitting eind most liberal money-making propo-
sition now before the vehicle dealer. He suggests the fol-
lowing undodgeahle reasons why.

First - Light, neat and substantial gear work. Lighter
axle caps than heretofore. Swedged axles.

Second - Improved top work. Smarter styles. Better
material.

Third - Tasteful ajid durable painting and finishing.

Fourth - All upholstery material two ounces heavier than
last year.

Fifth - Painstaking care in the matter of orating.

Sixth - Faithful and effective co-operation in the sale
of the work and promotion of mutual interests.

Seventh - Dispatch in executing orders.

The ♦***♦* line for 1911 is the very line you're
going to need. It meets your wants, maintains your custom
and makes you money. It is the line that stands out pre-
eminently in Massachusetts to-day because of its peculiar
adaptability to the specific trade requirements, and Mr.
Brown is convinced that you are the logical dealer in Boston
to handle it.

Tours truly.

[162]

- , . iiidland Glass and Paint
^^^^ (51ibCompany

GLASS, MIRRORS, PAINTS
and BRUSHES of All Kinds

!ANK W. JIDSON, Secretary and Manager

Eleventh and Howard Streets

Omaha, Neb.

IN fiODONI DUTCH INITIAL
IRICAN TYPE FOUNDERS COMPANY

Dear Sir:-

The enclosed booklet on plate glass gives you some
information that may be of value to you at some later date.
The best homes to-day are glazed with plate glass and the
difference In the £^ppearance of a house glazed with plate
and ordinary window glass is surprising. The difference in
cost is a small item when you consider the difference in
appearance.

We are prepared to furnish plate glass in any size,
shape or design at prices that will interest you. S.end us
your list when in the market. We will be very glad to quote
you.

Yours truly,

[163]

Peter Van Twiller, Proprietor

Open on Friday Evenii

The Van Twiller Market

Meat, Fish, Poaltry, Eggs, Track and Provisions

Sitaated at Janction of Broad and Pabst Sts. in Boroagh of Manhattan

Prompt Attention to
'Phone Orders

New York,

SET IN VANDEN HOUTEN

MADE BY KEYSTONE TYPE FOUNDRY

Dear Sir:-

A salt mackerel, freshened to your taste, broiled to a
rich brown emd served with the juioe dripping from it, with
melted butter, is a breakfast dish that will almost melt in
your mouth.

Lobster salad is a very tempting dish. Imagine crunch-
ing into those delicious bits of crisp, fresh lobster and
just getting enough of the piquancy of the dressing to fully
develop the flavor. It is mighty good eating.

Pried clams, absolutely as fresh and perfect as served
at any beach hotel. The clams dipped into bread crumbs emd
dropped in hot fat make a meal such as you seldom enjoy.

Shrimp on toast is luscious too, and you can have
things for these and fifty other substantial or fancy dishes
in your storeroom, always ready for an emergency. Such a
selection as you can find nowhere else on earth.

We want your trial order and will send whatever you se-
lect on approval, to be paid for only in case you are pleased
with what we send. We have done our part in again reminding
you of what you are missing emd in making it so safe and easy
for you to try our products.

Why not make a selection to order now, right aWay, so
you can begin enjoying these things immediately?

Yours very truly,

[164]

THE HOUSE OF BAERS'

GOOD PRINTING : : RULING AND BINDING

Office Furniture and Supplies

Blank Books of Every

Description

Stationery, Filing Devices

Modem Business Equipment

Loose Leaf, Card Index and

Manifold Systems

Everything for Your Office

IT IN CHELTENHAM BOLD SHADED

.ORAL DECORATOR

4CRICAN TYPE FOUNDERS COMPANY -

216 and 218 Market Avenue, North

CANTON, OHIO

Good Morning: -

You know they sometimes blame woman for being
curious.

BAERS' must admit that the feminine sex cannot be
charged with all of it.

Our curiosity to know what has happened to that
order for printing you were going to send to us will not
be appeased until we hear from you.

What is the matter with telling us now while you think
about it?

The return evelope herein will bring your ajiswer
Baerward in a hurry.

Yours very truly,

!46

[165]

THE HOUSE OF BAERS'

GOOD PRINTING •.• RULING z BINDING

Office Furniture and Supplies Blank Books of Every Description Stationery VT

216-218 MARKET AVENUE, NORTH CANTON, OHIO

BET BY THE

POOLE PRINTING COMPANV

BOSTON, MASS.

aood Homing: -

NOW

I S

THE

•

TIME

SEND

B A E R S'

YOUR

ORDER

y R

BOOKS.

•

- . ,

I T

TODAY.

Yours veryStruly,

[1661

=IC

The National Sportsman

BOSTON, MASSACHUSETTS, U. S. A.

L^=

P"^

I' IN CASLON SCHUIL ORNAMENTS
'CmCAN TYPE FOUNDERS COHPANV

Dear Slr:-

We salute you (simultaneously) gun for gun! Not on
aooount of any Mexican indignities you have done us, or on
account of any we expect to do you, "but simply because we
want to greet you cordially, and in the most up-to-the-
minute way possible.

The June NATIONAL SPORTSMAN is now clearing for action.
We will seize the Vera Cruz of buying apathy for you in
short order, get it organized, gingered-up, ajid then we'll
place the revenues in your hands — provided you "justify"
us.

We are veterans of successful oeimpalgns. One Bob
Smith asked our aid not long ago. We fired a broadside in
April, and Bob collected $500.00 within the space of four
weeks, and distributed 600 of his catalogs, --all as a
result of that one salve.

We have a standing army of 70,000 Marines ready for
business — not a Sniper eunong them — every one is behind a
fire-spitting machine gun. Say the word and we'll turn 'em
loose in June — and Hell Fire osm't stop them!

Vera cruzly yours

[167]

THE HERMANN H. HEISER SADDLERY CO.

Manufacturers and Wholesalers .'. SADDLES, WHIPS
HARNESS, COLLARS, LEATHER and HARDWARE

Established 1858
Incorporated 1906

1533-35-37-38 Blake Street

Denver, Colo.

SET IN RUGGED ROMAN
CHAP-BOOK CUT

AMERICAN TYPE FOUNDERS COMPANY

Dear Mr. Blank: -

How heavily do the mall-order houses hit into
your trade? Do you want us to help you in your fight?

That's why we are sending you the copy of the
finest sadlery catalog ever issued — that of the House of
Heiser.

You know that the mail-order houses send out
only the cheapest of printing and character concealing
outs — so then, to be as far opposite as possible, we have
gone to great expense to get out the finest printing, on
richly tinted paper stock, using a beautiful brown ink
that shows the saddle JUST AS IT IS. That's where the
difference is — the mail-order houses don't want to show
real pictures — we want to leave nothing to the imagination.

Pifty-five years of experience— fifty-five years
of KNOWING HOW go into the make-up of every piece of horse
goods that bears our stamp. The character of this catalog
is indicative of the character of our goods — it represents
the prestige we enjoy. That we ship to all parts of the
world means something to YOU, the local dealer — it means
the test of merit required in export trade guarantees you
a QUALITY line.

We want YOUR orders only so long as it will pay
YOU and to keep you with us we will have to SERVE you.
And now, because we offer EXPERIENCE, PRESTIGE, QUALITY,
SERVICE, we will be looking forward to your order. When
will you send it?

Yours for mutual relations.

[168]

VERN C. DIVINE

WEST 103 MAIN STREET

Belding, Michigan

IN C0PPER''1.*TE GOTHIC SH

;*L PCCOBATOR

(ICAM TYPE FOUNDERS COM

(Jentlemen:-

Are the great mall-order houses hitting into your
trade? Will YOU join a number of other wide-awake mer-
ohants in winning your patrons toward spending their money
with you?

You've seen how these mercantile giants are now
spending many hundred thousands of dollars for high-grade
advertising, reaching out for new and keeping the custom-
ers now on their lists. The safest way to hold to your
own, emd attract new patrons is to Join with the 4,000
other retailers who are enjoying the joint benefit of the
services of a $15,000 merchandising and advertising expert —
at a cost to you of but PIVE$$$$$.

Here in this town, ten years ago, I took a run-down
business--the smallest establishment in town--and — in
less than three years lifted it into leadership. This was
done in the face of keen competition by old established
houses and the big catalog people. You can do the same —
you can beat the mail order firms by using the same adver-
tising, the same BRAINS that made my success, in pulling
trade away from competition.

So many other merchants asked permission to use my
advertisements that I began publishing them in book fonn.
Now so steadily has the demand grown for my services as a
salesbuilder, that last season 4,000 live retailers used my
books of Business Building Ads That Sell Goods.

Before you spend a cent you can see ALL the advertising
copy, in its exact size, shape and form of display, just
the way It will appear for YOU. You can read every circular
letter, every mailing card, every line of Ad-copy in the
book — you can analyze the attention-attracting, Interest-
awaJcing, purchase-compelling qualities of these ads. I'll
send the book to you on approval for five days Inspection.
If you are pleased — if you want the exclusive right to
this service in this town — mall me five dollars.

Any reason at all may serve for sending the book
back — but — I'm so sure that you'll W£int to keep your com-
petitors from having this sales-speeding service, that I'll
send it no money down, when you send me the signed card.
Will you send for it now?

Yours for more sales.

[169]

Facsimile Letter Printing Co., Ltd.

NEW PROCESS ASSURING DESIGNER AND PRODUCER OF THE HIGHEST GRADE

FAR BETTER WORK

Rush Orders Solicited

LITHOGRAPHY

6d TUDOR STREET, LUDGATE CIRCUS ' Telephone Central 14767. Telegrams "Bootudor, London"

SET IN AVIL ART ORNAMENTS CENTURY BORDER
AMERICAN TVPE FOUNDERS COMPANY

Thank you — for your recent letter.

It is our pleasure to mail you under separate cover,
a copy of our Catalog "H". With the catalog you'll find a
large colored illustration of our #555, the desk ahout
which you inquired, and this will give you a better idea of
its strong and solid construction and very attractive
appearance.

On pages 22 to 25 you will find & niunber of styles of
Filing Desks, but we recommend some form of our #555 or
#888. A number of splendid drawer combinations are possible
with either of these desks. The many styles of filing
drawers shown on pages 20 and 21 permit a pedestal arremge-
ment that will be best suited to your needs. In this
manner you can select a desk that works FOR you, instead
of one of the old style storage drawer desks that are so
hard to keep in order. One of our clients calls his desk
"the busy man's best friend," You'll find it an ideal desk
for your work.

This "Complete Office On Legs" keeps all your impor-
tant data at your finger tips, within reach from your seat
at the desk.

Please study two things on page two, our unconditional
guarantee that is your insurance policy and our freight
prepaid offer. Both of these should appeal to the careful
buyer.

It will be a pleasure to lis to make you a penacment
friend and customer.

Bamestly yours,

[170]

^mneapoIiB

WtOOiNO TEXT AND LIGHT COPPERPLATE GOTHIC
. DtCOnATOR LITHOTONE BRASS RULE
r*N TYPE FOUNDERS COMPANY

Gentlemen :-

Pure — Wholesome — Delicious — that's our "Original
Wilson" Chocolates. No better made anywhere at any price.

We made the first "Original Wilson" chocolates years
ago, made them as good as we knew how; we have improved
them much in the passing years. We cannot mtUce them better.

They have been imitated by many majiufaoturers, no one
of whom has ever approached them in excellence.

Many of them have even appropriated our neune —
"Original."

They all cut the quality much, and the price a little.

They all claim theirs to be "Just as good as Wilson's."

The so-called "Bitter Sweets," most of them, are imi-
tations, poorer in quality, higher in price.

The purity of the "Original Wilson" has never been
questioned by any authority, either State or National.

These Chocolates are listed with your Company.

There are four flavors:

Vanilla, Cocoanut, Maple and Peppermint, @ 13^ per lb.

Let us send you a small case that you may know of your
own knowledge how much the public appreciate them.

Thanking you in advance for the courtesy of an ac-
knowledgement, we are

. Yovurs very truly.

[171]

Champion Deering McCormick Milwaukee Piano

HARVESTERS AND OTHER LINES OF MACHINERY

Osborne

International Harvester Company

OF AMERICA ono

GENERAL OFFICES AT CHICAGO, U. S. A.

SET IN CLEAHFACE QOTHIC INDUSTRi
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

What happens to the other one-third?

One-third of the value of the com crop is in the
stalks and the leaves; two -thirds in the ears. No one
would think of wasting the ears, yet thousands of dollars
are wasted every year by leaving the stalks and leaves in
the field.

In the y^ars of short hay crop, the man who puts part
of the com crop into silos and shreds the remainder, is
able to sell what hay he has at a time when hay is bringing
a good price on the market. His corn fodder, if out at the
right time, has almost the feeding value of good timothy
hay. This has been proved many times by the foremost agri-
cultural experts. Baled shredded fodder sells for a good
price, and would not do so if it were not valuable as a
stock food.

The only way to get this other one -third of the valu-
able corn crop is to out the corn when it is in exactly
the right condition. Any delay, even a short one, will
result in the loss of a large percentage of the food value
of this part of the crop.

You know that the corn cutting season is a very short
one. You know about how long you can wait after your com
is in cutting condition before you either have to cut it at
once or lose a large percentage of its food value.

There are two ways of cutting corn--by hand, and with
a com binder.

Cutting com by hand means long hours of the hardest
kind of work, bruised hands, scratches that frequently
develop into serious wounds — in fact, it is a tiresome,
trying time for all concerned. Why continue this wasteful
practice when the Osborne com binder will do the work so
much easier, quicker and better?

It takes from five to seven men to cut as much corn
by hand in a day as an Osborne com binder will cut. So it
is a time ajid labor saving proposition to use the com
binder — particularly if labor happens to be scarce (and
it usually is at com harvest time).

The next time you come to town stop in at the Osborne
dealer's and look at an Osborne corn binder. It will not
tsdce you long to see why that is the machine that will save
you time and money.

Yours very truly,

[172]

The Facsimile Letter Printing Co. Ltd.

PRINTING FOR LETTER FORM ADVERTISERS

Complete Service Furnished from the Writing of Letters to the Stamping and the Posting
HIGH GRADE. LITHOGRAPHY BY THE. NE.W TRANSFER PROCE.5S WHICH ASSURE.S BE.TTER WORK AT REDUCE.D COST

iLriNCH OLOSTVLE SULFINCH BORDER
TYPE FOUNDERS COMPANY

"DQN1T---MIS3---IT— FOR— A — MILLION! ! "

Sir:-

I've a little 'book that means WORLDS to you!

It meajia more, muoh more than you ever dreamed a little
book COULD!

It has within its pages the most startling, wonderful,
practical and powerful prescription for Success ever written
down by the hand of mortal man!

This small voliune has actually changed the course of
many men's lives.

AND YOU CAN READ IT IN AN HOUR!

That one short hour may mean more to you than any
YEAR of your life thus far!

Please don't think I'm exaggerating Just to interest
you in it. I'm telling you the plain unvarnished truth.

Now, because of its almost unbelievable INFLUENCE upon
the life of every man who reads it — its magical effect
upon his immediate prospects and plans, it is called

Listen, Sir--let me sincerely say that every day you
delay reading it you are MISSING AND HEEDLESSLY PASSING BY
something you've probably sought for years — sought, looked,
longed for, envied and admired in OTHERS — something that
would give you Tm_ GIFT_ OF_GETABILITY- - that Power of Ac-
complishment, of Cashing In on Your Abilities, of Governing
Yourself and the Other Man, of Turning Dreams into Reali-
ties, of Changing Hope to fm/Z, Mayte to MUST, — and Un-
certainty, Hesitancy, Delay and Pear into POSITIVE, VIGOR-
OUS, UNAFRAID, SUCCESSFUL ACTION!

[173]

Jf atgimile Hetter printing Co, Htb.

^ — >

High Grade Lithography

BY THE NEW TRANSFER PROCESS ASSURING BETTER WORK
AT REDUCED COST t ALL ORDERS PROMPTLY EXECUTED

SET IN CLOISTER BLACK AND NEW CASLON STdATHMORE ORI
AMERICAN TYPE FOUNDERS COMPANY

-2-

"The Magic Story" really TELLS HOW, in olear, oleeui-
out, heart-to-heart style that DRIVES THB BIG THOUGHT CLBAN
HOME!^ I KSOW you'll "be profoundly glad I wrote you, pro-
foundly glad you "listened" to me and sent for this took,
grateful that you drank in its every word AND MADE IT A
NEW PART OF^YOU! It will give you Fresh Strength, Fimer
Purpose for all the things of life — new, real vigor of
mind and spirit; & Higher, Clearer, Surer, More Buoyant
and Bounding Belief in Yourself that will STAY WITH YOU
FOREVER.

The Book costs fl.OO. It's worth $100,000. By the
way — pretty expensive reading that — fl.OO for ONE HOUR —
BUT

iyS?[_?SlS_IN_YqyR_MIND^

It MIGHT be much more expensive NOT to read it. NOT
to read it may cost you MANY THOUSANDS! ! Think it over.
I'll be fl.OO richer if you write to-day and put that
amount in the envelope, BUT AT THE END OF A YEAR YOU'LL
LOOK BACK AND SAY THAT $1.00 WAS THE MOST MIRACULOUSLY
MULTIPLYING MONEY YOU EVER PARTED WITH IN YOUR LIFE! !

For "The Magic Story" is a miracle-book that BUILDS
HEW BACKBONES AND BIGGER BANK ACCOUNTS.

It will pay Huge Dividends to You and You Alone!

SEND for it—don't miss it for a Million!

S-e-n-d T-o-d-a-y

f. t. I will rafund jrovf dollar if yoa uca dlaaatlaflad.

[174]

NOTES AND COMMENTS

PERSONALITY

Letters in which the personality of the writer is shown. Also letters
having the "personal tone", the conversational style, originality, the human
interest style. Letters which are strong in the viewpoint of the prospective —
those in which the writer looks through "the other fellow's eyes". The charac-
teristics which mark these letters may appear in the opening, closing and often
throughout the whole letter.

§53 The two letters, pages 187 and 188, were actually written
by a woman and have an appeal that is rather hard to get except
through the personality of the writer.

The letter on page 189 is of the more personal kind and
makes its appeal along personal lines.

The letter on page 190 gains attention by its appeal to
patriotic pride. This letter was written by a woman and in that
vein of woman-to-woman talk.

§54 The letter on page 191 is one that proved highly successful
for a large public service corporation. Forty-five thousand of
these letters were sent out to consumers; 125 replies were
received the same day the letter was mailed; 2,578 replies were
received on the second day; 1,037 replies were received on the
third day; 930 replies were received on the fourth day. In all
7,431 replies — nearly 12 percent — ^were received. Of these 6,945
expressed themselves as entirely satisfied with the service.
Mild criticism and suggestion were received from 396.

As a stamped addressed envelope was enclosed for reply,
the company naturally assumed that those who did not reply
were satisfied with the service, or at least had no specific criti-
cism to offer. This letter together with an analysis of returns
was published in all the daily papers in the city as a display
advertisement on the sixth day after it was sent out. This

[175]

LETTERS THAT MAKE GOOD

shows the advantage, even in a good-will letter, of asking some
specific question or making some specific suggestion. In this
case complaints w'ere called for, but by far the larger number
of replies were commendations instead — which was, indeed, to
be expected.

The complaints were taken up individually and straight-
ened out to the satisfaction of the parties making them.

Thus the letter accomplished a threefold purpose : it brought
out whatever dissatisfaction existed and enabled the company
to correct it; it proved tremendously successful as a good-will
letter, as the replies show; it brought out some very valuable
facts that were used in advertising to possible consumers.
Each letter was carefully "filled in," thus making it appear
to be a personal typewritten letter. It is not a masterpiece
of- rhetoric, but a simple, personal message from the General
Superintendent.

§55 The letters, pages 192 and 193, are two of a series and are
commented on by Mr. E. Wallace Brainard as follows:

"The purpose of these letters was to attract atten-
tion, arouse interest, stimulate desire, and, by their
constant dripping, sell advertising space.

"I have found them all very valuable in develop-
ing a business friendship by correspondence and hence
gaining an advertiser's confidence likewise in time
secures his advertising."

§56 On page 194 is a letter contributed by Mr. B. H.
Tichnor, Jr. It was first sent to dealers with excellent results,
and afterward was used by a number of retailers. One book
store sent it out to a list of 2,000 and it sold over 10 percent of
them direct by mail. It is a strong human-interest letter, makes
a forceful appeal to sympathy and imagination, and is remark-
ably well adapted to the proposition it has to offer.

[176]

LETTERS THAT MAKE GOOD

§57 The' three letters, pages 195, 196, and 197, were con-
tributed by Mr. John Irving Romer and are letters that have
been productive of good results and many favorable comments.
The easy conversational style carries the reader along almost
unawares and is conducive to a state of mind that lends itself
readily to confidence and suggestion. Mr. Romer modestly
says that they are not model letters, but it is certain that their
good qualities far outweigh those of many letters that have
been held up to us as models.

§58 On pages 198, 199, and 200 are three letters contributed
by Elbert Hubbard on which he makes the following comments:

"I have used these letters with great advantage
and benefit. However, I would not recommend any
one else to follow the general style of these too closely.

"The fact is that every business is a sort of indi-
vidual problem, and while these letters brought me big
returns, business men who deal in staples might con-
sider the missives a trifle frivolous."

§59 The letter on page 201 is highly imaginative and seems to
depend almost entirely upon creating desire by this method and
then leaving the reader to act without explicit suggestion. The
offer to ship on approval is depended on as the clincher, the final
paragraph being too formal to stir the prospect to action other-
wise. It is, however, one of the most productive letters ever
used by this firm and brought excellent returns.
§60 The letter on page 202 was sent to a list of ten thousand
names throughout the rural districts of New England. It is
personal in its tone, makes an appeal to holiday generosity,
suggests buying for gifts, and has a strong close. The returns
were unusually large for a letter of this kind.
§61 The letter on page 203 opens with the headline paragraph.
The whole letter tends to fill the reader with the spirit of ideal

[177]

LETTERS THAT MAKE GOOD

suburban life. While it is impersonal in its opening, the body
of the letter is an elaborate talk such as might be expected of
a sincere enthusiast on the subject about which he is talking.
The selling arguments are handled in a clever but interesting
manner. In the closing paragraphs the possible objections are
met in a general way.

§62 The letter on page 204 was contributed by the Welsbach
Company as one of the most productive they have ever used.
It uses the argument of an expense-saving move turned to
benefit for the customers. This suggests liberal business policy
and thus gains confidence.

§63 The letter on page 205 was used to call attention to a new
catalog and is a plain, businesslike statement that should appeal
to the class of prospects to whom it was sent. In immediate
orders this letter brought a net profit of more than twenty dollars
for each dollar expended. Through the sale of small tools men-
tioned in the second paragraph business relations should be
opened that would lead to orders for more expensive machinery.
§64 The letter on page 206 is written in an interesting vein
that should appeal to the class addressed. It is the tone of the
letter probably more than any other quality that makes its
strength of appeal.

§65 The letter on page 207 proved to be a very effective appeal
to the class of people addressed and made an unusually big
holiday trade for the florist who used it. The invitation to in-
spect the offerings without obligation would naturally appeal
strongly to women.

§66 Two excellent letters from a retail clothing store, one to
men and the other to mothers of boys, are on pages 20S and 209.
The main argument is satisfying customers in merchandise and
methods and in a general way trying to create and maintain
good will. These letters are general where the. letter to pro-
duce direct sales must as a rule be specific. These letters are

[178]

LETTERS THAT MAKE GOOD

an inducement to patronize this store for wants in this line, but
do not create demand.

§67 The six letters, pages 210 to 215, were contributed by
F. H. Chase as a series that were very useful in getting more
business from old customers, and stirring up many that were
not buying regularly.

§68 The letter on page 216 was sent to a list of 757 industrial
plant operators and 94 replies were received. The amount of
business resulting from these replies was highly pleasing to the
company using the letter.

The first and third paragraphs of this letter were severely
criticised by three different advertising men and all advised
not using it. In spite of this it was sent out and over 12 per-
cent of replies were received.

§69 A very good letter sent by a large manufacturer to
dealers is found on page 217. This was selected as the most
resultful and satisfactory used by this house. It is plain, brief,
and is written from a point of view which should make a
strong appeal to dealers.

§70 On page 218 is a letter which stands out as a distinct type
and which seems to violate most of the principles that are usu-
ally safe to follow in writing. It probably won on its humor,
which is of a sort that would naturally appeal to the class ad-
dressed. It proved to be one of the most effective in pulling
business of any ever used by this concern.
§71 The two letters, pages 219 and 220, were contributed by
Mr. Mac Martin and commented on by him as follows:

"First letter:

"Number sent out 304.

"Number of replies 47.

"Number of new accounts received 3.

"Number of orders received 7.

[179]

LETTERS THAT MAKE GOOD

"Gross profit on first orders received $1,427.

"The reasons why this letter brought this rather
large return might be catalogued as follows:

"1 — Quality of paper, printing, and typewriting
was the best I could make it, regardless of expense.

"The letter was filled in in our regular form with
'My Dear Mr. Doe' at the top and the name and address
of the recipient at the bottom.

"3 — It was signed in ink by myself.

"4 — The letter is short, shorter than most business
men are used to receiving.

"5^The letter was timely.

"a — In the first place it referred to an incident in
my personal experience on which the local newspapers
had given considerable publicity. (In a business which
seems to have a professional nature, business often gets
away by people thinking you are still out of town.)

"b — It was sent out at the close of a rather dull
summer season when most of the recipients were feeling
the need of some stimulant for business.

"6 — The letter was natural. After writing my first
draft I called upon a representative of the list and used
the exact words in conversation with him to see if the
style sounded natural. This is the hardest test I know.

"The letter contained a definite proposition. (In
this relation it might be interesting to note that only
one of the orders. received was for a booklet, the definite
proposition suggested. The suggestion of a booklet
was used in the form of a 'leader' only.)

"8 — The appeal was in the form of Suggestion and
the particular arguments in favor of the action were
worked in as descriptions of the service which were sup-
posed to be taken for granted. (To the fact that a reply

[1801

LETTERS THAT MAKE GOOD

required no prolonged deliberation I attribute consider-
able" of its success.)

"9 — The letter was personal. The letter was ad-
dressed to 'you,' a definite representative of the list.

"10 — The conclusion suggested immediate action
and, to an extent, described the process of an action.
. (It might be interesting to note that, although the action
suggested was that of telephoning, not one of the replies
came in that form; and I did not expect them to. One
came in as a personal call of a man from out of town who
arrived the same day he received the letter. Four came
as voluntary interviews the next time I saw those men
at a Club. The other forty-two came as letters.

"I might add that I have never received less than
5% response of some kind from a letter of this descrip-
' tion.

"This letter was not 'followed up' in the regular
sense of theword although on December 26 1 sent another
letter (page 220) to 218 of this same list and received 22
replies. This New Year's letter was not written with
the expectation of receiving any immediate replies. It
is too early at this date to estimate the amount of gross
profit on this New Year's letter."

§72 Two of a series of letters (pages 221 and 222) , used by a large
carriage manufacturing concern, are commented on as follows:

"Our sales department supports a large corps of
travelers, and most of the orders received are written by
salesmen. The selling plan is to market the work through
the travelers rather than by mail; however, it is the
policy to supplement the travelers' activities by the lib-
eral use of follow-up letters. Naturally these letters are
intended to mould the dealer's opinion and impress him

[181]

LETTERS THAT MAKE GOOD

with the desirabihty of handUng the goods in order to
pave the way for the traveler.

"It will be seen, therefore, that our letters are de-
signed more particularly to co-operate with the salesmen
than to solicit immediate orders by mail, although of
course a considerable volume of business comes to us
through the mail. The usual method is to employ a
series of five or six letters sent at intervals of from one to
three weeks. The series, therefore, rather than the indi-
vidual letter, should be considered in determining its
effectiveness, because the individual numbers of the
series are so closely related that the results of a single
letter would be hard to tabulate."

•■§73 The letter on page 223 is brief and personal in its tone. It
brought a consistent seven per cent of returns which is considered
very large in the business in which it was used.
§74 On page 224 is a letter which brought very satisfactory
returns. It was contributed by Mr. W. B. Greene and com-
mented on by him as follows:

"This letter was mailed to a small list of glass
manufacturers. We, therefore, were aible to know
rather definitely the matters in which these people
would be interested, and to write our letter accord-
ingly. We paid particular attention to the sequence
in order to gain and hold attention.

"The cost of operation of a plant is always a live
topic with the manager and the immediate reference
to a very large company in the business and the fact
that we were sending them a description of an impor-
tant part of this company's equipment, was a matter
of considerable interest. Having gained their atten-
tion, we were able in the second paragraph to offer

[182]

LETTERS THAT MAKE GOOD

the services of our Engineering Department. It was
unnecessary here to attempt to sell our machinery as
there is nothing to sell until the engineers have studied
the conditions and made recommendations.

"The third paragraph offered the House Organ
after they had become interested in this through the
article mentioned above.

"We believe that we had this material arranged
in the proper order as every concern would be inter-
ested in the first paragraph, but a relatively small
number in the second. The second paragraph, how-
ever, would have no value without being preceded
by the first. Responses to this letter have been rather
exceptional, considering the product which we sell."

§75 On page 225 is a letter used by a manufacturing concern
to create demand of the jobber for their goods. The letter
is an argument showing the advantage to the dealer in carrying
goods of high quality backed by reputation. The statements
are made from the dealer's point of view, the fifth paragraph
taking up the argument for the particular goods offered by the
manufacturer.

§76 On pages 226, 227, and 228 are three letters used by a
lumber dealer. In each case the opening paragraphs are state-
ments from the reader's point of view. Based on these para-
graphs the remainder of each letter is a general sales talk. They
brought a very perceptible increase in the daily purchases from
this concern by contractors and builders during the period
while they were used.

§77 The letter on page 229 brought larger returns than any
other ever used by this firm. The appeal is intended to pull
from the highest class trade. No specific appeal is made and it
is merely a little quality talk opened with an implied compli-
ment, both of which seemed to be very effective.

[183]

LETTERS THAT MAKE GOOD

§78 The letter on page 230 was contributed by Mr. D. Arthur
Bowman and commented on as follows:

"To create a desire one must first establish a
prestige. To do this latter it is not only necessary to
have character, personality, and straightforwardness
(NOT flippancy) in the investment banking house
letters, but a degree of helpfulness and suggestive in-
formation which will form in the mind of the prospect
a concrete picture.

"Summing up, the first point to be established is
the matter of confidence. After that has been gained,
the facilities of the house should be briefly explained.
This speUs service. Finally, distinct offerings of secu-
rities may be made, which meaiis the exposition of
opportunity. These three steps properly taken, suc-
cess should follow."

§79 The letter on page 231 is a good example of a brief letter
to break the ice with new prospects as well as a follow-up. In
this case an enclosure was used in order to create the interest
necessary for the interview sought.

§80 The letter on page 232 was used by a large advertising
agency and is self-explanatory. The friendly tone of the letter
throughout makes it valuable from a good-will standpoint.
The closing shows a highly optimistic viewpoint the keenness of
which makes it highly commendable in the personnel of an ad-
vertising agency.

§81 The letter on page 233 was typed in red with note on side
and bottom margin in imitation handwriting. It is original in
its construction and no doubt that is in a large measure respon-
sible for its unusual success. It shows the value of originality.
§82 The letter on page 234 is essentially a formal business an-
nouncement in the first paragraph. It was sent to a list of

1184]

LETTERS THAT MAKE GOOD

automobile owners and patrons to try to interest them in a
new model of a different make from their own cars, yet carefully
avoiding any suggestion that might offend. It is not strong as
a sales letter but as a good-will letter was very effective.
§83 The letter on page 235 is commented on as follows:

"1st, it requests the privilege of talking to the
buyer on what he is interested in; 2nd, it not only em-
phasizes Paint but gives an idea of our other stock;
3rd, it emphasizes service; 4th, it stresses the fact that
we are the only manufacturers in this state."

§84 The letter on page 236 is illustrative of a simple proposi-
tion for keeping in touch with customers and showing interest
in their patronage. It has a value of general advertising aside
from what direct orders might result, although it proved more
than ordinarily satisfactory in immediate results.
§85 The letter on page 237 was contributed by Mr. Clark E.
Schurman with the following comments:

"Here is the letter that has created the most interest
of any I have used in four years and it must be known
before reading it that our company has shown evidence
of its mechanical ability through a long series of fine
booklets and has proposed many plans of advertising to
this list of furniture manufacturers, month by month
before this letter.

"Also that in the furniture industry the writer is
fairly well known for a few successes with difficult furni-
ture accounts. I suppose the conversational tone of
this letter and its confessional character have something
to do with its success.

"Perhaps the opening is strong because it takes up
the attack by a third party upon the recipient and the
writer, throwing us together in mutual interest. The

[185]

LETTERS THAT MAKE GOOD

. proposition in the first paragraph is so striking and im-
portant, if true, that a man could hardly pass up the
rest of the letter.

"The illustration in the second paragraph justifies
the first assertion.

"In the third paragraph one party on the defensive
admits the challenge of the outside manufacturer and
accepts his share of the blame, which subtly suggests
that the recipient of the letter may as well admit his
share.

"Likewise, we have offered a good example in the
matter of a resolution in the fourth paragraph and in-
vited a frank, explanatory answer by quick termination
of the letter without any preaching.

"We received a number of long answers to this
letter and two manufacturers came from a distance of
over a thousand miles to take it up personally."

§86 The letter on page 238 is a remarkably clever handling of a
very delicate situation. It is a production of Mr. Louis V.
Eytinge and shows keen analysis of the situations confronting
both the customer and the dealer. This letter has a tone that
is hard to get in a letter of this kind.

§87 The letter on page 239 is one that shows remarkably clever
handling of a complaint of high prices. It states the policy of
the house in a manner that is sure to make a good impression
and convince of the worth of the goods and the sincerity and
rehability of the firm. This letter is from Mr. Louis V. Eytinge.
§88 The letter on page 240 is an excellent example of what
can be done by way of putting personality into correspondence.
The opening is one that would get attention and interest at
once and the "action" all through the letter carries the reader
without effort. The connection between the opening and the
real proposition of the letter is made without a break. The
closing is brief and strong and aims to make the response easy.

[186]

'5* T » ♦ T^S » TJ »^» ij» i T» S Ti i T » ij_i } T i STi i T» » :* »^^

♦■■♦•■♦•-♦■♦'♦•■♦■'♦■■♦■■♦■'♦''♦■■♦'•♦■♦'■♦•■♦•■♦•■♦■■^'♦■♦■■♦■■f'r't'f^'t-^-f-t-^+ji.

Cluett- Jackson Shoe Company

George H. Cluett Walter A. Jackeon

Men and Women's ^ "■" X/'^T^ C^

Paterson's Leading Shoe Store k/7 I I x * ! J ^^

■''»t„*.'^--'^--'^->->-

216 Broadway

Paterson, N. J.

I MCMSCRS OF THE BODONI FAMILY ITALIAN SOROER
CAN TYPE FOUNDERS COMPANY

Dear Hadam:-

Clnderella was not the only nor the last of her sex to
win by a pretty foot. It's being done every day.

A beautiful, well-shod foot appeals just as forcefully
to-day as in the time of Cinderella. The Prince knew what
he was about when he chose the girl who wore trim, pretty
footwear. He knew that she would make him a good wife. And
if he had known about the *♦•♦♦• shoes, he would have
stipulated that she wear them.

Have you ever pictured in your mind's eye the style of
shoe you wanted and the way you wanted it to look on your
foot, and tried to find the shoe to fit the picture? I've
done it many a time, but when I went to the dealer's and
asked to try on real shoes, they always fell far short of the
picture. It seemed as if the shoes were all made for some
other shaped foot.

Since I have known about ♦•*♦** shoes, I know what
it is to wear a boot of lovely lines, one that conforms to
my foot, yet has the snappy, correct style which so appeals
to a particular woman — the look which makes it a pleasure
to appear in the newest walking costiune, with short, scant
skirt.

There's a last in every style to fit j^ our foot, and a
style in every last to fit :^our individual ityT They have
that made-to-order look, too.

Yours very sincerely,

For THE ••♦*♦• COMPANY

[187]

iiiiiiiiiiiiiiiimiiiiiiiiiiiiimiiiimimiiiijiiuiiiiii

1.0W VAMP ssd:]

THE :^'^\.ivj:"j:iT ^soe store

QUALITT POOT^^iami i^'D^i i^iiiC-fiiM2NATIHO PEOPIaE

880 South Stn«t

SET IN ANTIQUE SHADED ^^

L,T»<„0«E 0.«.MCNT UT„OTO»E SR.SS ROLt MeiUphlS!, TeS&Sil

AMERICAN TYPE FOUNDERS COMPANY ^ *

Dear Madam :-

There's a cheery little pair of ***** * walking boots
waiting for you at the dealer's — made for you, to jrour taste
and j;_our style; just the thing to wear with that smart, new
trotteur gown you've had sent home.

You'll love them when you see them; they have exactly
the look you've been thinking about for that purpose--
mannish, but nothing lacking in grace and daintiness for all
that. As Rebecca would say, they seem to be shrieking aloud
for you to come and buy them.

When you look over the walking boots, you will be so
pleased that the sympathetic salesman will show you some of
the dress models, and then you will be lost for sure. A
shoe for every occasion, and positively the best for that
occasion, ****** ^ every one of thein.

Besides, here is a secret I haven't told you before:
The ****** are so unbelievably reasonable in price that
you need no longer feel that horrid pricking of the con-
science that you have tried to down heretofore when you
indulged yourself in the kind of boots your taste demanded.

STYLE, COMFORT, MODERATE PRICE! You'll be the envy of
your most fastidious friends.

DO go and look at those walking boots.

Yours very sincerely,

[188]

GILBERT & SHERMAN

Dealers in Shocs for Men and Women

50 State Street

Minneapolis, Minn.

DONl BOLD SHADED FLORAL DECORATOR
TYPE FOUNDERS COMPANY

Dear Sir:-

As I have not had the pleasure of seeing you In our
store lately, which may be due either to the fact that you
have not been in, or that I was engaged when you called, it
occurs to me that perhaps you have not looked over our fall
and winter lines.

In all my many years in the shoe business I have never
handled such an attractive line of shoes as the fall and
winter styles of the ♦**♦♦♦. The lasts are particularly
good, and they will be sure to appeal to your artistic sense.

Some of these lines of the fall shoes are going to be
very rapid sellers, and as I know that they are the kind of
shoes that appeal to you, I Want to suggest that you look
in as soon as you can make it possible, so that you may be
fitted and suited before the line begins to run out.

Very respectfully,

[189]

"CiO<cr>00<c;>00<3>00<:=>0()<cr>00<=r>0()<:3>00<:3>00«^^>0()<==^

..'.n,-,<'aNw'.-^>

:'/Vy;/fa^-f,iV.'N4,te4/'',>\->iX-,'^

George B. Do^vnes

Superior Service Guaranteed DEALER IN MENS AND WOMEN'S

to Customer. ZJ ' 1 /^ J C7

Leading Shoe Store in St. Louis 11 7 ff H \Jf rCLCLe ^ 1X068

CORNER STATE STREET AND BROADWAY. ST. LOUIS, MISSOURI

';,'.-.y;<i.-i>':;',<y?i'f.'y;i',-.-,-:.---:,

t?f)<:z=>f)iy==>f)t)<:==>(iiyc=>iit)<=z>^ti<=:=>^<yc=:^

SET IN PABST OLDSTYLE AND PABST ITALIC STRATHMORE ORNAMENTS

DELLA ROBB1A BORDER CHAP-BOOK GUIDONS INLAND BORDER NOS. 641 AND 1241

AMERICAN TYPE FOUNDERS COMPANY

Dated If

Dear Hadam:-

America leads the world in artistic, correct shoe maJc-
ing, and the new models of • * • * * * shoes, lead America
in every point that most appeals to women of taste.

The designer of ***** * shoes is an artist and an
enthusiast. He has spent a lifetime studying the human foot
and how best to "bring out its beauty lines. This designer
man says he is going to keep on studying and improving th6
*••♦♦* shoes until every woman in America will wemt a
pair just to see how attractive her foot oein look.

It really doesn't seem as if anything could be more
completely satisfying than the new models.

The materials, too, that go into these shoes are as
good as the style. Selected hides, worked and shaped by
people who like their work and know it better than any-
one else ever knew it. The velvet ones are velvet, not
velvetine, and the buckskins are dreeuns; then there are
the tans — but why say more?

You simply can't resist them.

Yours very sincerely,

[190]

llllllillllilillllllllllllllllllllllllllllllll l lllllllllllllllllM^

THL LD150N LLLCTRIC ILLUMINATING
COMPANY OF B05T0N

GLNLRALOFFICL5:No.39 BOYL5TON 5TRLLT

ADDRL5S ALL COMMUNICATIONS AND COMPLAINTS TO THIS OFFICE.

WL ARE PREPARED TO FURNISH INFORMATION AND SUGGESTIONS RELATIVE TO THE INSTALLATION OF ELECTRICITY

IN BULFINCH OUOSTVLE TWENTIETH QENTURY ORNAMENTS
R1CAN TYPE FOUNDERS COMPANY

Boston, Mass.

Dear Sir:-

I hope you will not think I am encroaching unduly upon
your time if I call the following matter to your attention.
Has it yet been brought to your notice that the price of
electricity throughout this Company's entire territory is
to "be reduced this morning from 11 cents to 10 cents per
kilowatt hour, — a drop of nearly ten per cent?

Have you any fault to find with the Edison service?
Is there anything I, personally, can do, or this Company
can do, to improve our service — to satisfy you better?

I would esteem it a privilege to hear your criticism on
your eleotrlo supply, or your criticism of any representative
of this Compajiy with whom you come iri contact.

I am enclosing a stamped addressed envelope for your
convenience. I earnestly solicit an expression of your
views or suggestions, or any helpful advice to the end that
the service we render may, if possible, be improved, or that
your relations with our employees may be made more pleeisant.

Yours very truly,

[191]

3Bl iFourttj Au?n«0

Batrii ^

SET IN ENGRAVERS OLD ENGLISH BOLD CHAP-BOOK GUIDONS
AMERICAN TYPE FOUNDERS COMPANY

jj3^Q ♦ • * » • » stocking Co.,
******

Gentlemen :-

Last night I visited a house - just a plain middle-olass
hous9.

Over in a corner of the living room sat a white-haired
old lady. She was darning socks.

And I thought of dear Tom Hood, and his immortal "Song
of the Shirt," and then, far be it from me to travesty such
a genius, I jotted down these lines:

The Song of the Sock

With fingers weary and worn.

Darn, darn, darn,
A woman sat all forlorn.

Dam, dam, dam.

No blessed leisure in evening hours,
A pile of socks before her towers.
They have to be mended - her spirit cowers.
Dam, darn, darn.

This family were subscribers to, and readers of * * * *
— There's nearly a million other families like them. What
an appeal you could make through our pages!

Ask your agent about the February number.

Yours very truly, f

P.S. Rate $500 a page, and pro rata. February forms close
December 15th. Magazine on sale January 10th. Hurry copy
for February niunber - send it direct, and instruct us through
your agent (if any). ' . •■ i

[192]

38 1 Fourth Avenue

LA A03BIA DELLA ROBSI* ORNAMENTS AND FESTOONS
rrPE FOUNDERS COMPANY

NEW YORK

The ***** * Stocking Co.,

"Gentlemen :-

I thought of a second stanza for the "Song of the Sock"
- here it is:

men with sisters dear,

Darn, dam, dam,
men with mothers and wives.

Dam, dam, darn.

'Tis not that you're wearing small holes in your socks.
But the fact that such labor one's true spirit mocks;
So go to your hosier -- and order a box —
Qf •♦•*♦»_ ^jjQ wonderful Guarajiteed Socks
Darn, dam, darn.

And I'll wager that the million, or more, women readers
Qf * * » * * * will bless you, and your thoughtfulness, if
you bring home this fact to their menfolk - and you reach at
least three million men and women when you advertise in our
pages.

As I told you previously, the $500 rate holds good for
February. Porms close December 15th, so hurry up copy. We
don't want to rush things at the last moment.

Yours very truly.

In reply

refer to

CMI

[193]

HOUGHTON MIFFLIN COMPANY

THE RIVERSIDE PRESS
CAMBRIDGE • MASSACHUSETTS

Dear Sir:-

If you have watched a band of immigrants landing
from an ocean stesuner, or have gazed upon them herded to-
gether in some railroad station, did the thought ever strike
you how hopeless their lot seemed to be?

Did you ever stop to ask yourself what compelled
them to leave their homes, what thoughts were in their
minds, and what were their plans for the future?

Maiy Antin, once a poor young Russian immigrant,
answers you in "The Promised Land." Can you read the few
words by her that follow without a clearer understanding of
what America means to the downtrodden alien?

"Born in a Jewish 'Pale' in the mediaeval
atmosphere of a dark comer of Russia, I early fled
from the scourge of despotism and took shelter under
the American flag. I brought nothing with me but
my memories of an old order of things and a great
hunger for the bread of freedom. How I was fed and
taught and helped till the scars of my early martyr-
dom were effaced, how the democratic institutions of
America carried me in a decade through as many cen-
turies of progress - that is the story of my life.
To love your country understandingly, you should know
what I have been and what I have become. In the book
of my life is written the measure of your country's
growth and an answer to your doubts."

Can you imagine anyone not wishing to read the
book summed up by these words?

Can anyone fail to be benefited by the autobiog-
raphy of this young woman who braved the unknown privations
of a foreign land, and before the age of thirty won a re-
spected position among her adopted people?

Pew books touoh the human heart as does Mary
Antin' s autobiography, "The Promised Land."

Yours very truly,

[194]

r)RI N TERS' INK
lUBLISHI N G CO.

CHICAGO, 1206 Boycc Buildint S
Geo. B. Hiiche, Mana(er ~J
BOSTON. 2 Be.con Street J
Juliut Matthcwt, Maneter "J
ST. LOUIS. Third National Bank Bld(.
A. D. McKinney. Manager
ATLANTA. Candler B<iildin(

Geo. M. Kohn, Manaier ^ ^

FHILADELPHIA, Lafayette Bnildinl ;fl

J. Rowe Stewart A

MONTREAL. QUE.. La Prease Buildinf i^

J. J. Gibbona, Manafer 3

PRINTERS' INK, The Weekly Journal of Advertising

iET IN RECUT CASLON AND NEW CASLON
>OOLE PRINTING CO., BOSTON, MASS.

12 West 31st Street

New York

Dear Sir:-

It is nearly three years ago that I happened to notice
at an adjoining tahle in the Waldorf dining room Mr. E. D.
Gibhs, for ten years Advertising Director and trainer of
salesmen for the National Cash Register Company. I went
over to his table and tried to persuade him to write for
PRINTERS' INK a series of articles which would tell the in-
side facts of how the National Cash Register Company has
been a*ble to get out of its selling force such remarkable
efficiency.

Mr, Gibbs agreed at once that such a series of articles
would be one of the most inspiring business stories ever
written - that they would be of tremendous value to men in
other and very different lines of business. Mr. Gibbs was
very busy. Other things were pressing for his attention,
etc . , etc .

I have been after Mr. Gibbs for these articles ever
since, and just now, when I had about despaired of ever
getting him to write them, he has sent in the first instal-
ments. They will begin to appear in PRINTERS' INK June 29th
under the title, "How The National Cash Register Company
Gets lOOj^ Efficiency Out Of Its Men."

At various times 200 different concerns have started
to make cash registers in competition with the N. C. R. and
they have had to go out of business because the N. C. R. had
its selling organization in such perfect condition. Yet
this company was not always so strongly intrenched. Back in
1892 President John H. Patterson was expecting a business
panic. In order to be prepared for the storm he took Mr.
Gibbs on a tour of all their branches. What they learned on
this trip was ajnazing. No doubt the same conditions prevail
to-day in 90 percent of the business concerns of the coun-
try. What Mr. Patterson and Mr. Gibbs did to meet the sit-
uation, up to that time unsuspected, will be told in these
articles, step by step.

Enclosed is a blank subscription order for PRINTERS'
INK for one year. The cost involved is a mere $2 for 52
issues. These Gibbs articles are only a sample of the vital
and helpful matter appearing in our columns week by week.

Very truly yours,

[195]

J. I. ROMER, President and Secretary

R.W. LAWRENCE, Vice President and Treasurer

J. M. HOPKINS, General Manag

Prtulgra' ink f «blt0l|tng Qlompam

PRINTERS' INK, The Weekly Journal of Advertising * No. 12 West 31st Street, New Yoi

SET IN ENGRAVERS OLD ENGLISH AND RECUT CASLON CHAP-BOOK GUIDONS
POOLE PRINTING CO., BOSTON, MASS.

Dated

Dear Mr. Jones :-

One of our star contributors has become a farmer. A
couple of years ago, James H. Collins bought a 240-acre farm
up in the Berkshires and the work of putting it in condition
has brought him into the market for all sorts of things.

In PRINTERS' INK for September 28th, Mr. Collins will
throw very interesting light upon the farmer as a purchaser
of advertised goods. The title of the article will be:

"THE WEAK SPOT IN GETTING
COUNTRY TRADE."

You know how James H. Collins holds the interest of the
reader on any subject that he .tackles and here is a matter
that he feels deeply about. His talk will be right from the
inside amd it is going to do advertisers a world of good be-
cause it will wake them up as tc the right way of going after
the farmer's patronage.

There will b
issue on the agri
to be represented
$50. I am sorry
way of preferred
at extra prices,
next _reading, at
un d 6*3 Tr able posit
get the preferenc
order immediately
whole lot.

e other good things in our September 28th
cultural advertising situation. You ought

by at least a page advertisement - cost
to say that we can't offer you much in the
position for these are taken way in advance

But we can promise you a _goiod position,
run of paper rate. In fact, "there isn't an
ion in the entire paper. First comers will
e, however, and if you will wire us your

on receipt of this letter, it will help a

Porms close September 22nd.

Yours truly,

[196]

mi JBD

I. ROMER, President and Secretary R. W. LAWRENCE. Vice President and Treasurer J. M. HOPKINS, General Manager

Printers' Ink Publishing Company

PRINTERS' INK, The Weekly Journal of Advertising

12 West 31st Street

New York

Et IN MEMSERS OF THE CLEABFACE FAMILY MONOrONE BORDER
OOLE PRINTING CO., BOSTON, MASS.

To the Advertising or Sales Manager,

Dear Sir:-

We are so sure that we have a good thing in these Hotch-
kin articles that we are sending you the first one complete,
just as it was printed in PRINTERS' INK for October 12th.
When you read it you will agree that it is pretty live
information.

There's more to follow. We are so certain that you'll
want it -- and the other coming features in PRINTERS' INK --
that wo have printed this little circular just to give you
another chance to subscribe while the Hotchkin articles are
current.

When you come to the end of the articles you will find
a. blank. Won't you sign it, please?

Very truly.

[197]

Exists

Dear Friend: -

Why not surprise your cerebrum, and give your convo-
lutions a treat?

The Era will increase your will power; your capacity
for friendship; your thinkery; bolster your ideals; and by
adding to your health will double for you the Joys of life:
avert that burnt sienna taste, distance the ether cone, and
send the undertaker into a receivership.

The Pra is printed by printers, and in make-up is
strictly bosarty.

We just must have your subscription -- for your own
good and ours.

Please reply abruptly and with precision.
Yours normally.

[198]

Jfrom €lltjert Hu^^at*tr

^^ <£as!t Aurora, toticf) isi in
^jI^ €rie Countp, i^eiu ^ork

ET IN CLOISTER BLACK

^)(TON INITIALS AND ORNAMENT

MEB1CAN TYPE FOUNDERS COMPANY

Saint Hyaolnthus Day
7.30 A. U.

Dear Playmate:

Hera is an offer that no sensi'ble person like you can
afford to resist.

Come in on it for yourself and friends tefore Saint
Peter closes the gate.

A little "bird tells me that 1914 for you will be the
happiest and most prosperous year you have ever known. How-
ever, you must euhsorihe for THE PHILISTINE in order to get
the full benefit of the vibes.

Remit by check, staimps, money-order, just as is most
convenient. At the same time make a wish, which wish we
warrant to come true. The mails are safe unless your letter
is registered. One Dolodocci!

So let us hear from you as soon as you hit the Cosmic
turf. One Taft Dolodoooi.

Your sincere

[199]

The Roycrofters

Makers of De Luxe Books, Hand-Made Furniture

and Things. Printers and Publishers of

The Fra, The Philistine, and

Little Journeys

East Aurora, Erie County, N. ¥.

Dear Playmate in the
Kindergarten of God

I am not Elijah but I am something just as good.

I am Pericles with an Aristophanes twist and a Socratic
mental "bias gotten from my cosmic sleep of twenty-four cen-
turies close by tho dust of the gentlemen just referred to.

I know more than Plato, Pliny, Paul, Socrates, Seneca,
or Shakespeare, because I live later.

I am fifty years old and have never been sick a day -
having never read a medical advertisement nor consulted a
physician. I have not missed a meal excepting thru inabil-
ity of access.

I have never failed in a business venture nor had a
fire. I have made millions for others and all I want for
myself.

I have been offered a salary of fifty thousand dollars
a year if I would turn over to a Literary Syndicate all I
write.

I declined the offer because I want to be a farmer and
write the Choice Stuff just for two publications - "The Phil-
istine" and the "Little Journeys" - price Two Dollars a year
for the two and a De Luxe Roycroft book for yourself, gratis.

It's your move !

Yours truly,

[200]

)BERT H. MORGAN. General Manaiter

HOWARD L. DARWIN. Secrctary-Treuurer

The San Joaquin Vineyards

AMERICAN WINES

Made from Grapes Grown in the Vineyards of
San Joaquin Vallej — the Finest in the World

WtUd In the San Joaquin Valley.
oof (or the luciousness of its
Gr| a. we are able to make Wines
Ihi re equal, if not superior, to
W >of the European Vineyards

CASLON SEfliES

V KiVSTONE TVPe FOUNDRY

Long 1

San Joaquin, Cal.,

Dear Sir:-

We are writing you this personal letter, hoping you
may become interested in our products. You no doubt are
familiar with the geographical advantages of the Lake Keuka
district as a grape and wine producing section.

The rich fragrance of the vineyards at harvest time,
the smiling sweetness of a hundred hillsides, the clinging,
tender beauty of millions of nature's richest and fairest
vines, the sparkle, flavor and sunshine of its generous and
health-giving fruit are all concentrated at our establish-
ment.

This company is one of the very first organized in the
famous grape section of ***** * and ****** and es-
tablished with a view of supplying physicians and the feimily
trade direct from our wine cellars; believing that confi-
dence must result by eliminating the middleman.

Our wines rightly have a place in every Holiday repast.
No Christmas dinner is complete without our delicious spark-
ling Champagne Cocktail. The greatest delicacy you can give
your friends as a Christmas remembrance and one most appre-
ciated is a case of our choice wines.

Our Winery #23 near •♦****is under the supervision
and inspection of a U. S. Gauger. Adulteration would be
impossible.

Our wines are very old, fully matured and guaranteed by
us to conform to all Pure Food Laws.

We ship as usual wholly on your approval of the goods.
Pay one-half express, or freight charges in full on orders
of $6.50 and upward, and we ship your goods in a plain sealed
package, ask no money in advance; if not found satisfactory,
do not pay for the goods. See Special Offers Enclosed.

Hoping you will avail yourself of our liberal offers
and thanking you in advance for your anticipated favor, we
beg to remain.

Very truly yours.

[201]

■' ■ r — '^^^' *^V'( g' " "

JOHN FENNELL

IMPORTER

175 Devonshire Street and 136 Arch Street, Boston, Mass.

li 1

-> ■ ■ »-

3gLA-5^t^c£5jSt

SET IN CASLON BOLD SCHUIL ORNAMENTS
POOLE PRINTING COMPANY, BOSTON, MASS.

Dear Sir:-

The idea that about this time you will be making your
purchases of wines emd liquors for the holidays prompts me
to send you the enclosed special price list.

During the holidays, of all times, you wsmt the best
there is — for "Christmas comes but once a year." This is a
time when you want to offer your old friends a taste of hos-
pitality that has the flavor of real good fellowship. There
is something about a sparkling beverage that cements friend-
ship and makes for real good cheer and merriment.

For over forty years I have been supplying the best
families in New England with choice wines and liquors, and
the big business I have built up is due to personal selec-
tion of all my goods. I know just what New England people
want and have prepared this special list to include none but
brands of high quality, and the prices are special for the
holidays.

A bottle of choice wine is always appreciated as a gift,
and I suggest that you include in your order a few bottles
to remember your friends with.

Pick out what you want from the list and send your orde^
as soon as you possibly can--don't wait.

Yours very truly.

[202]

Bennett & Morrison
real estate

spf al attention to care and
rJ »l of property

■XI 1 leMBEHS OF THE COPPERPLATE OOTHIC FAM
*wr[ N TTPE FOUNDERS COMPANY

52 ASYLUM STREET

Hartford. Conn.

Dear Sir:-

The open air — the fields — the hills — the woods!

The call is in us. Every fibre of the body of man,
woman, and child oraves the open air. All out-door Nature
oalls to the Nature that is in us.

This desire is often a difficult one to satisfy, but
here is an easy way to do it.

Make Parkfields your summer home. Here Nature has been
lavish with her beauties and attractions, emd it's just the
place for a cottage or bungalow.

There are many lots to select from, and for a small
outlay you can secure one, erect a neat cottage or bungalow,
emd have a cool retreat all summer and every summer--one
where you caji live for less than the usual cost of living at
home.

Parkfields meets all the requirements for health,
pleasure and recreation. It is attractive and desirable in
every way — high elevation, cool air, pure water, woods!

Shall we show you plans and take you out to see the
lots?

Yours very truly.

[203]

l^etebaci) Company

Sbbertimng SSepartnunt

SET IN CLOISTER BLACK VERSATILE BORDER
AMERICAN TYPE FOUNDERS COMPANY

^loucesiter, i^.f.

Gentlemen:

At first you may not know why but this fact is of

concern to you;--

What fact? The fact that we moved.

We moved from 1133 Broadway to 78-80 Murray Street.

And that move means this much to you-- that it enables
you to get a better service from us and at a lower price.

Our rental, per square foot, is much lower. here and

our facilities are better in every respect.

We can offer you up-to-date, money-saving, light-in-
creasing •♦*♦*• equipment, at the best price yet on ■
record.

After buying from us, you will not feel that you have
spent money — you will feel as if you have earned money.

Look over the enclosed folder. See for yourself.

And then, better still, — come in and see our new
quarters .

Yours truly,

P. S. You will do yourself (and us) a great favor if you
will keep this letter on file where you can refer to it
easily.

[204]

S. RAILSBACK, President and Treasurer

Telephone, Rkhmoiul 1188

A. B. Black Road Machineiry Co.

WE HAVE IN STOCK. PREPARED TO SHIP, REPAIRS FOR ALL MAKES OF

ROAD MACHINES, STONE CRUSHERS

Gyratory Stone Crushers, Motor Mowers, Dump Wagons, Macadam Scrapers, Etc.
New England Agents for The Austin, Western Co. Sole Agents for Black's Snow Plows in New England

N MEMBERS OF THE CLCARFACE I
»TILC ORNAMENTS
ICAN TYPE FOUNDERS COMPANY

29 South Market Street

Boston

Dear Slr:-

We are enclosing catalogs showing cuts and giving brlei
description of our line of road machinery. Please exsunine
them and keep them among your references, and when you are
in the market for anything in the road building, road re-
pairing or road cleaning line, please drop us a line and give
us an opportunity to give you detailed specifications and
prices.

We carry in stock, ready to ship, repair parts for all
makes of crushers and road machines, also shovels, picks and
general supplies. Our aim is to please our customers, be-
cause we want their trade. We solicit your patronage on the
merit of high quality of material and late improvements, and
we stand back of everything we sell.

Thanking you for past favors, we beg to remain,
Yours respectfully,

[205]

The Parkfields Inn

i.. —

HEADQUARTERS FOR AUTOMOBILE PARTIES

First-Class Cuisine and Service

SET IN BEWICK ROMAN PANEL BORDER VERSATILE ORNAMENT

AMERICAN TYPE FOUNDERS COMPANY

Parkfields, N. J.

Dear Slr:-

When you take a run, run over to Parkfields. All roads
leading to Parkfields are excellent roads, leading through
charming scenery; and Parkfields, when you get there is a
delightful town, full of attractions.

One of the most attractive places in Parkfields, to the
motorist, is the Parkfields Inn.

You may run a thousand miles sind not strike its equal
for good cheer, good food, good service and all the delica-
cies, substantials and luxuries that appeal to the motorist
who knows what's what.

Come to Parkfields, come to the Parkfields Inn. The
glad hand for you and refection and refreshments that touch
the spot add to the sum of your day's delights. Every sea-
sonaljle delicacy from every clime; the TSest of sea foods.

The Parkfields Inn is open all day Sunday and Sunday
evening, with a menu a la carte to please every taste.

We promise to make good, aind we do it too.

YourB very truly,

[206]

JoJjtt Harrington $c Co., Jfloriste

IN CLOISTER BLACK STRATHMORE ORNAMENT LINEAR BORDER NO. 2

siCAN TVPE FOUNDERS COMPANY

439 Uafapttte Street

Puffalo, M.W^

Dear Madam :-

Do you want to make this Holiday Season even more en-
joyable than the last?

Nothing will more surely add to your and your friends'
enjoyment of this festive occasion than flowers.

There is hardly anything more pleasing to the eye than
a vase of rich out flowers: Roses — Carnations--Poinsettias,
or

Several potted plants: Azaleas--Begonias, or a showy
Ciclonem or two.

And so I might go on I'eciting: Sweet Peas, Violets,
Lilies of-the-Valley, et cetera. But--what is far better--
come in and see the actual flowers and plants yourself. See
for yourself what an elaborate assortment is here.

I know you'll enjoy every minute while here, as I shall
be pleased to explain everything in detail: the different
varieties — their peculiarities--their blossoming--every-
thing, and you'll be under no obligation to me whatever.

Why not include ILOWERS in your list of Gifts this
year? They'll be appreciated as much — and more — than any-
thing you could give.

Very truly yours,

[207]

MAKERS AND RETAILERS OF CLOTHING FOR MEN AND BOYS * UNIFORMS AND LIVERIES

SET IN CLOISTER BLACK AND NEW CASLON
MERCANTILE BORDER WAYSIDE ORNAMENTS
AMERICAN TYPE FOUNDERS COMPANY

PUBLICATION DEPARTMENT
C. M. FAIRBANKS

No. 16 COOPER SQUARE

Dear Sir:

Your name has not appeared on our books for some time.
If there is a particular reason for this, we'd like to know
what it is; especially if it involves any criticism of our
merchandise or our methods in the past.

It is a fixed principle with ****** Company to
hold your money on deposit for you until every transaction
is satisfactory. All we ask is the privilege of righting
anything that goes wrong in this store. If you will be good
enough to give us that opportunity, we will see that you get
the best possible service as well as the* best possible mer-
chandise here.

Why not enjoy the convenience of a charge account?
Very truly yours,

[208]

iWabcrg anil "Retailers of iWcn'u, JSopsC anb

Cfjilbrcn's Clottjing; • ®niform£( anb

Hibttiti • J^aberbasfjcrp • l^ats

16 Cooper ©quart
Qeto 9orfe

8(| CLOISTER BLACK MISSAL INITIALS
1. -.AN TYPE FOUNDERS COMPANY

Dear Madaim:

We don't know of a more interesting store than this for
the Mothers of Boys, euid we want you to know it better than
you do.

While economy of cost is a prime consideration both
with you and with us, we do not permit ourselves to lose
sight of the attractiveness of style and proper fit in mak-
ing clothing for Children.

We don't know of any other house that has so happily
struck the exact balance between what a boy ought to wear
and what his clothing ought to cost.

It will be a great pleasure to show you what we have
done for the little fellows if you will give us the oppor-
tuni ty .

Very truly yours.

[209]

BROWN -WALES COMPANY

Iron, Steel, Structural Material
Bolts, Nuts, Sheet Iron, Metals

• • • • •
•••••••••• * •

Power Transmission Machinery
Tool Steel, Tinplates, Wire, Etc.

*•••••••••••••••••••••••••••••••«••••••••••••••••••••••••••••••••

ESTABLISHED IN 1870

Telephone. Fort Hill 400

69-83 Purchase Street

Boston, Mass.

SET IN CLEARFACE GOTHIC

CAST SQUARES DAINTY BORDER HELLO CUT

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Upon looking over our books we were pleased to find
that you formerly had an account with us but regret the same
has not been very active recently.

We should like very much to open an account with you as
we are exceedingly anxious that you should increase your
business with us and are positive it will result to your
benefit and satisfaction.

If anything has occurred to cause any dissatisfaction
if you will be good enough to let us hear from you we will
gladly do all we can to remedy th^ same.

The spring trade will soon open and as you will need
some goods, we hope to be favored with at least a part of
your valued orders.

Thanking you for your consideration, we remain,

Yours truly,

[210]

li BROWN-WALES COMPANY

PLUMBERS, STEAM FIHERS SUPPLIES
SEAMLESS STEEL TUBING, ALL SIZES
POWER TRANSMISSION MACHINERY

IRON, STEEL, STRUCTURAL SUPPLIES
BOLTS, NUTS, WASHERS, TOOL STEEL
TIN PLATES, SHEET IRON AND METAL

No. 69-83 PURCHASE STREET, BOSTON, MASS. Telephone, Fort HiU 400

MtMBERS OF THE CHELTENHAM FAMILY COMMERCE ORNAMENT
< BRETON CAST SQUARES CHAP-BOOK QUIDONS
\H TYPE FOUNDERS COMPANY

Dated

Dear Sir:-

We are pleased to find you have in the past favored us
with some of your husiness, which we wish to assure you was
very much appreciated: and you are in a degree responsible
for the growth and success of our business.

We are extremely desirous to impress upon you the fact
that the service we render is the very best that can be se-
cured anywhere.

We want to convince you - and we can - that our busi-
ness is based upon correct, practical, business principles
and gives the highest degree of efficient service, which is
the result of hard, earnest work and conscientious effort.

We know that your patronage is to our mutual advantage
and satisfaction. Our years of experience, well assorted
stock and efficient organization at your command, are the
basis upon which we solicit your future business, and repre-
sent the strongest possible reason why we deserve it.

Yours truly,

[211]

Plumbers' and Steam Fitters' Supplies
Seamless Steel Tubing

Established in 1870

Telephone, Fort Hill .Q

Brown -Wales Company

IRON, STEEL, STRUCTURAL MATERIAL, BOLTS, NUTS, WASHERS, TOOL STEEL
TINPLATES, SHEET IRON, WIRE, METALS, POWER TRANSMISSION MACHINERY

69-83 Purchase Street

BOSTON, MASS.

8rr IN NEWS GOTHIC

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

You may 3oon need some goods in our line - we need your
business - is there any good reason why we cannot get to-
gether and each make a dollar?

The material we carry is the very best we know how to
buy - the best the market affords - to sell at various
prices.

We feel so sure of the quality of our merchandise - so
confident in our ability to please you - that we guarantee
both the goods and your complete satisfaction.

Trusting we may be permitted tcf serve you often we
remain ,

Yours truly,

[212]

STABLrSHED IM I870 TELEPHONE. FOBT MILL 400

BBOWN=WALES COMPANY

IRON, STEEL, STRUCTURAL MATERIAL SLS^ PLUMBERS' ©"STEAM FITTERS'SUPPLIES
BOLTS, HUTS, WASHERS. TOOL STEEL 'IIMP SEAMLESS STEEL TUBINQ
TINPLATES, SHEET IRON, WIRE, METALS jf<^ POWER TRANSM ISS ION MACH INERA

69-83 PURCHASE STREET, BOSTON

IN ABBOT OLOSTYLE WAYSIDE ORNAMENT
CRICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Por some reason you have not recently favored us with
muoh of your business. We wonder why. You know how you
feel about a case of this kind. You have a line of goods,
well assorted, prices right, courteous salesman, and for no
apparent reason you have received no orders from a desirable
customer. Don't you begin to wonder what is wrong?

Well, that is Just the way we feel about it, every
reason why you should buy from us, still no business. Won't
you help us out and tell us why?

You can do a nice business with us if we get together.
We can help you a great deal if you will write us, explain-
ing why.

Yours truly,

W [213]

structural

Material,

Power

Transmission

Machinery,

Seamless

Steel

Tubing

SET IN CENTURY BOLD AND CENTURY BOLD ITALIC
TWENTIETH CENTURY ORNAMENT CHAP-BOOK GUIDONS
MONOTONE BORDER
AMERICAN TYPE FOUNDERS COMPANY

Brown -Wales Company

Established 1870
Telephone Fort Hill 400

No. 69 Purchase Street, Boston, Mass.

DATE

Dear Slr:-

It is always gratifying to hear often from an ola
friend, and v/hen looking through our records we are sorry
to find that we have not heard from you for some time.

Now it may he that you have not been in the market since;
however, we feel that you will need more goods in our line
soon, and we would like to ask that you hear us in mind when
placing the order.

Soliciting a continuance of your future patronage, which
we wish to assure you has heen appreciated in the past, and
hoping to hear favorably from you soon, we are, with kind

regards.

Yours truly,

[214]

nbera' and Steam Fitters' Supplies

Power Transmission Machinery

Brown -Wales Company

Structural Material

lephone, Fort Hill 400

69-83 Purchase Street

Bo^on, Mass.

I - IN MEMBERS OF THE CHELTENHAM FAMILY
I lUSTRIAL ORNAMENT MONOTONE BORDER
; ERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Enclosed please find alphabetical list of the articles
which we carry in stock.

This list is comprised entirely of materials of merit
and our prices are consistent with good service and quality.

Your trade "being desirable to us, we are taking this
occasion to ask you to let us quote you when in need of any-
thing in our line.

We wish to show you that we are anxious to have your
business and will see that your orders are given the best
possible attention in regard to prompt delivery and lowest
prices.

Thanking you for all past favors, we remain,
Yours very truly,

§67

[215]

.ijj.ii.ij.ij.ij.ijTi.rijjjjj.ixiJJ.tiTi.ijj.ri.iTi.ri.ijjjjj.iijj.ij.ijjjj.ijjjj.i.ijjjjj.i.ij.ijjjj.i.i.i.riTijjjJiJ.iJjj.iJjjjjjjjjjjjjjjjjjj^^

ilartine iManuf acturing Company

NO. 425 WESTERN AVENUE, BALTIMORE, MARYLAND

I I I I Ill I Ill II I miiii I I II I iiiiiiii iiiiimiiiii ■■■■1 Ill I I II 11 1 1 II I liii H Ill I

SET IN CLOISTER BLACK AND BOOKMAN OLDSTYLE

LINEAR BORDER NO. 2 DELLA ROBBIA BORDER CHAP-BOOK GUIDONS

AMERICAN TYPE FOUNDERS COMPANY

SBateb:

Dear Sir:-

Live Industrial Plant Operators are in the habit of
telling friends and acquaintances "Our factory is equipped
with *♦♦*♦*.

But never in an apologetic tone, as if they were ashamed
of the fact.

It's invariably said with just a little bit of pride
in the voice - Just as a man might tell you his car was a
Packard.

Now - won't it help yojir business to say "We handle

« « * « * 4r9

Fill out and return the enclosed card for our mailing
files and we will send you our Bulletin #7 with quotations.

Yours very sincerely,

[216]

BRANCH HOUSES: BRANCH HOUSES'

W YORK NEW ORLEANS LONDON, ENG.

AND. ORE. SEATTLE. WASH. ESTABLISHED 1832 MONTREAL. P. Q. ST. JOHN. N

SAN FRANCISCO. CAL. VANCOUVER. B. C

S>xxntinhs Mntminttnrxn^ C0.

THE SIMONDS SAW

UNEQUALLED IN QUALITY AND UNIFORMITY

SAWS KNIVES FILES STEEL

IWORKS AT FITCHBURG. MASS.. AND CHICAGO. ILL.

■IT COPPERPLATE GOTHIC AND ENGRAVERS OLD ENGLISH BOLD
. TYPE FOUNDERS COMPANY

Dear Slr:-

Every thing is mutual in this business. We make good
Saws. We expect good Dealers. We spend money to create a
market. We expect co-operation from Dealers. Let us hear
your side of the case. If selling *♦•♦*• Hand Saws
will not be of more__£rofit to you than it will to us, do
not touch them; but how are you going to know unless by
actual experience?

Why not get things started at once? We will get after
the Carpenters while you get the goods in stock ready to
serve them. This means only a small outlay and the percent
of profit will be worth every bit of the effort. Every
♦♦***♦ Saw we fully guarantee. What shall we ship you?

Yours very truly,

[217]

DISTRIBUTERS TO THE TRADE

Small-^ram DiSTiLLme O

INCORPORATED

OLD WHISKEYS EXCLUSIVELY

L®lM¥ILLfc KY.

SET tN COMSTOCK. LIGHT COPPERPLATE GOTHIC AND
LIGHT COPPERPLATE GOTHIC EXTENDED
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

As harmless as a custard pie - as potent as the stim-
mer sun - with an aroma that would smooth the wrinkled
brow of an Egyptian mummy - that's ****** fourteen
years old.

What would you not give for an opportunity to get on
speaking terms with a Nectar that grows two smiles where
there was only a grouch before. Better as a medicine or
a wrinkle chaser than the pills of any M.D.

We are offering this perfect Kentucky lubricant to
the elect few who differentiate whiskies solely on the

basis of merit. The return of enclosed postal will be con-

j
strued as your order.

Respectfully yours,

[218]

TELEPHONES

TBI STATE CENTER 1 188 NORTHWE&TERN NICOLLET 288

The Mac Martin^dvertising Co.

OF MINNEAPOLIS

OFFICES, 1020 SECURITY BANK BUILDING

HBRIDOE SERIES
HANSEN TYPE FOUNDRY
tND NEW YORK

Dear Slr:-

I have been intending to write you ever since I re-
turned from the Boston Convention.

They say that the time to advertise is when you want
more business.

If you are interested in getting in closer touch with
your buyers or in decreasing your proportionate selling
cost, I should like to show you what we have done for
others.

I have been wondering if a booklet telling about your
proposition just the way you would tell it to me, if I were
a prospective buyer, would not be of value Just at this time.

The facilities of this office backed by eight years
experience in this territory are at the other end of either
of your telephones, there in front of you.

Yours very truly.

[219]

OFFICES

Number
Ten Twenty
Security Bank
Building

The MAC MARTIN ADVERTISING
COMPANY of MINNEAPOLIS

TELEPHONES
Tri-State
Cemer 1188
Northwestern
Nicollet 288

SET IN DELLA R0BB1A MONOTONE BORDER
AMERICAN TYPE FOUNDERS COMPANY

Dear Slr:-

Just at this time, when you are reviewing the past
twelve months and making plana for increased efficiency, I
have been wondering if some of the records and data which
this office has accumulated may not be of assistance to you.

Even if you do not use any of our particular products
I will be glad to furnish you, free of charge, any data or
suggestions which my company in its eight years of experi-
ence has acquired.

We have found that, no matter how much or how little
advertising one expects to do, a definite plan for at
least one year in advance often eliminates much waste and
greatly increases efficiency.

May I take this opportunity to thank you for favors
you have shown me in the past and add my word to the many
wishes you are receiving for a Happy and Prosperous New Year.

Cordially yours.

[220]

Parry Manufacturing Co.

Carnages

oAlakers of High-Grade
BUGGIES, PHAETONS
SURREYS, DRIVING WAGONS

i OLDSTYLE AND BOOKMAN ITALIC
TIL« ORNAMENT FRENCH CAST SQUARES
CAM TYPE FOUNOtRS COMPANY

Indianapolis, Ind., U. S. A.

Dear Sir:-

When the dealer sells a buggy he makes a profit.
That's his prime idea in selling it. The more buggies he
sells the more profit he makes. So it is his aim to sell
a great many that his profits may increase.

The conclusion of this little line of elementary
reasoning is that the vehicle dealer must offer the kind
of work that will sell readily and at reasonable prices.

That's what we are offering the trade for 1912. It's
the kind which permits you to buy low and sell high, with
a good long margin for yourself in between.

But the price is not the only virtue. It's the good,
honestly made, well finished work - the kind that not only
pleases the customer, but brings him back - ajid his neigh-
bors, too.

Surely, Mr. , the line that perpetuates your

trade and multiplies your profits while it does it, is
worth getting acquainted with. The way is easy - the
enclosed blank does the triok.

Yours truly,

Largest
Carriage
Factory
in the
■World

Vehicles

ofall

Kinds

[221]

Address all letters to

Parry mfo. Co., Indianapolis

TIIE LAHOEMT CARRIAOK FACTl
IX TIIK M'OIlL.D

Parry Manxtf arturing C0mpany

BIGGIES • Surreys ♦ Phaetons • Driving Wagons
Spring AVagons • delivery w^agons • Carts

S. C. PARKY. President

K. K. PARRY. VICE-PRESIDENT
L.. D. GlTFFtN, TREASURER
T, II. PARRY, CEN'L SUP'T
A. M. PARRY, SECRETARY

SET IN ENGRAVERS OLD ENGLISH BOLD AND ENGftAVERS BOLD
AMERICAN TYPE FOUNDERS COMPANY

Undianapolia, Jlnli., 11.^. A.

Dear Sir:-

If you want an assured sale for the work you handle -

If it is to have points that will instantly commend
it to your trade -

If you want to honestly feel that the work you are
selling possesses real merit and embodies advantages that
your competitor can't offer -

Weigh these 19l2 ♦•♦•♦♦ features.

First - Stylish round-cornered bodies - either steel
or wood - no extra charge.

Second
effects.

Snappy auto seats - both twin and triple

Third - Full wrought gears on "A" and "B" grades.

Fourth - Improved painting - the kind that lasts.

Fifth - Honest values in delivery wagons.

If you want to dominate the vehicle business in (town)
- if you really want your patrons to have the very last
penny's worth for their money - if you care for absolute
fortification against competition - think these things over
carefully, gentlemen.

Yours truly,

[222]

3nn

Jiurroughs Adding Machine Co.

:nn

\ 1 JDRESS: "BURAD" DETROIT, "ADDITIVE" LONDON THE MACHINE WHICH INSURES CORRECT ACCOUNTING

^ lERN UNION, LIEBERS, AND PRIVATE CODES USED HAS SAVED ITS USERS MANY THOUSANDS OF DOLLARS

General Offices and Factory:

Detroit, Michigan, U.S. A.

riEftS OF THE BOOONI FAMILY
: TON CAST SQUARES
YPE FOUNDERS COMPANY

Dear Sir:-

"Cost Keeping Short Cuts" is a new book about costs
and it's free to you if you want it.

It is a practical book because the things in it come
from concerns who are keeping costs in all lines of business.
Friends of ours really wrote it for us; users of ***** •
Machines, who have worked out simple time and labor saving
ways of knowing the vital facts about their business.

That's why we want you to have a copy. You'll be sure
to find help in it from the "other fellow" who has found
some short cut. And, if you have no cost system now, you
will get a good idea of what a simple sane system of cost
knowing can do for you.

Some of the 192 pages of the book tell how the • * ♦ •
cuts the cost of keeping costs. Frankly, that's why it pays
us to print so expensive a book and to mail it without cost
to you.

Will you send for it on this post-card?
To-day?

Yours truly,

[223]

W. W. STEPHENS, President
D. B. PIERSEN, Secretary

F. C. ADAMSON, V. President
and Treasurer

Stephens-Adamson Mfg. Co.

Conveying, Transmission and Screening Machinery
S-A BELT CONVEYORS

AURORA
CHICAGO

NEW YORK

Main Office and Worlcs

Aurora, Illinois

SET IN CLEARFACE GOTHIC INDUSTRIAL ORNAMENTS
AMERICAN TYPE F04JN0ERS COMPANY

Dear Sir:-

You have undoubtedly found the cost of handling the
materials a large factor in the economical operation of
your glass plant. You will, therefore, be interested in
the labor-saving equipment, which the Hazel Atlas Glass
Company installed, in their Clarksburg Plant. We played a
large part in the design of this equipment, and have pub-
lished & description of the same in the "Labor Saver" for
January, which is being sent you under separate cover.

If you are interested in conveying equipment of this
nature, we shall be glad to have our Engineering Department
study your requirenjents. We have had considerable experi-
ence in the design of labor-saving machinery for glass
plants, and if we can be of such service to you, we trust
that you will not hesitate to call upon us.

We shall also be pleased 1»o place your name on the
regular mailing list of the "Labor Saver," if you wish. It
is sent without charge to the larger concerns interested in
this line of Machinery.

Trusting that we may have the pleasure of a reply, we
are

Yours very truly.

[224]

The Lowe Brothers
Company

The Lo-we Paints and
Varnishes Withstand
All Kinds of Climate

Dayton Boston Kansas City Chicatfo

MANUFAeWRERS AND DEALERS IN THE HIGHEST GRADES OF

Paints and Varnishes

jsrs||

^AttST AND HEARST ITALIC
ARCS ART-TILE TINT FORMERS
J TYPE FOUNDERS COMPANY

Nev/ York City

Dear Sir:-

The first thing a customer wants to be assured of in
making a purchase is quality. To make the sale you must
convince him.

Merely telling him it is all right, as a rule, won't
do. You should first te sure in your own mind, smd then you
will have no trouble in convincing him by the same reasoning
that convinces you.

Now when you are determining the quality of an article
you first find out where it comes from. You want to know
what it is made of, how it is made, and, more than that, who
made it. If it is from a manufacturer who has the right
standing and reputation that fact alone guarantees the
quality.

By this saime reasoning, therefore, the purchaser be-
comes convinced as to whether the article is what he wants
or not. For many years our name has been the standard of
quality by which all **♦•** have been Judged. Our
trade mark is the quickest selling argument that you could
possibly find. It is the highest standard of excellence,
and not only excellence but progress--that kind of progress
which meets the exacting demands of present-day requirements.

Your reputation as a dealer depends on the kind of
goods you sell. If you sell our products our reputation is
your reputation.

Yours very truly,

§76

[225]

Telephones
6359 - Fort Hill ■ 6360

WILLIAM R. CARLSON

WHOLESALE LUMBER

FORD BUILDING

BOSTON

Dear Sir:-

Your reputation as a builder is made out of the seune
quality of materials that you put into your buildings.

The use of a good quality of lumber will establish
confidence in the builder, and you know that the confidence
of your patrons is the most valuable asset you can have.

Therefore quality is more important even than price--
but the price must be right or you can't buy, for contracts
are usually figured in competition and every dollar counts.
And then evenness of qualit; , assuring you against loss from
waste, is another important consideration.

There are several features about our equipment and
business methods that make it possible for us to offer you
high-grade lumber at the prices usually charged for inferior
qualities. Our location is one — side tracks saving in
cartage. Our excellent facilities for storing and keeping'
in good condition is another. Then there is our financial
interest in the manufacture. And by no means the least is
the big volume of business that has been coming our way for
years.

Visit our yards and see for yourself, or phone for one
of our salesmen to call.

Yours very truly,

[226]

17 ^ uii * 6359
lephones: Fort HUI ^ ^^gi Cable Addre«: "Willcatton"

WILLIAM R. CARLSON

LM3ERS OF THE CLEARFACE FAMILY MONOTONE BORDER

4 TYPE FOUNDERS COMPANY

WHOLESALE LUMBER

Postal Telegraph Building

Boston, Mass.

Dear 3ir:-

There are three things that you are constantly striving
to accomplish.

First--the saving of time in selecting and purchasing
your stock. Second — getting it delivered on time so there
will be no work held up. Third--making sure that you get
just the quality and grade that you pay for.

The central location of our yards makes it easy for
you to select your stock personally if you wish. This is
also an advantage in delivering. Our deliveries are all by
auto truck and every customer gets the best service possible,
for we deliver just when we say we will. All our stock is
carefully sorted and graded and can be depended on to hold
out in quality.

If you tell us your wants over the phone, or to one of
our salesmen, you are sure to get the same treatment that
you would get if you were in our yards. Reputation-buildin :
is a long Job and we cannot afford to "let up" for an instant.
We. are making new customers, every day and keeping the old
ones by giving them the service and values they are looking ■
for.

A request by telephone will bring our salesman.

Yours vrry truly,

[227]

^¥w^i^mMn^SEf4/m.S^^^^

Q)e^ ^yiioitte^y ^0€V€t^

SET IN COMMERCIAL SCRIPT
AMERICAN TYPE FOUNDERS COMPANY

Dear Slr:-

Is your dealer a good buyer? — this means a lot to you.

If he maJces good bargains he is pretty apt to pass them
along to you--also if he makes poor ones.

Good buying of lumber is not merely getting low prices.
It is getting the right quality, carefully sorted and graded,
at the best possible figure--with an eye always out for
economical handling. That makes it possible for a dealer to
offer big values, not merely low prices.

The buyers in our employ are all experienced Judges of
lumber and lumber v&lues. We buy for cash and take advantage
of all discounts. And then the large quantities we buy save
us considerable on transportation costs. Every advantage
we gain in our buying is an advantage to you in your buying.

Look over our stock and get our prices and you will see
the advantage of buying here.

Yours very truly,

[228]

THE PERFECT BLEND — Durability, Comfort and Style in Every Shoe Handled by thi> Company

^^SjJj,J J.sT. Cousins Company

Fine Shoes for Women

No. 373 DeKalb Avenae

Dated

•:T in BEWICK ROMAN

(AOe CUT QUADRUPLE CAST SQUARES CHAP-BOOK GUIDONS

•■eitiCAN TYPE FOUNDERS COMPANY

Brooklyn, New York

DEAR MADAM:

Your artistic sense and your knowledge of the fitness
of things, have often been sorely tried, we are sure, in
your search for the beautiful and appropriate in wearing
apparel. Not the least of your trials has been the diffi-
culty of finding a shoe that is at once stylish and durable,
and one that FITS THE FOOT. Unless a shoe is very carefully
made, so that its lines fit naturally into the lines of the
foot, the wearer will have no comfort.

The reputation of the ****** shoe is the logical
result of more than sixty years of patient, skilled workman-
ship, and most careful selection of material. People seem
to consider our shoes a worthy embodiment of New York culture
and refinement. We hope the compliment is merited, for we
mak;e shoes as well as we know how. Yet we don't make them
quite as well as we would Dike to, for our ideal seems to
keep a little aiiead of us all the time.

Very truly yours.

[229]

D. Arthur Bow^man & GoiriparLy

Storks unh Sinn&s

Government - Municipal - Railroad - Corporation

SET IN LIGHT LITHO AND ENGRAVERS OLD ENGLISH BOLD
AMERICAN TVPE FOUNDERS COMPANY

Third National Bank Building

Saint Louis, Mo. | ^

Dear Sir:-

It is, of course, a very simple matter for a man with
eaming-power to accumulate money.

But r.oney-getting and money-saving -- in the truest
senses -- are widely different.

There are so many different opportunities always pre-
senting themselves. To the man who has acquired from |500
upwards, the templiation to increase that sum — whatever it
be -- is irresistible at times.

In the flood of all sorts of propositions which come to
one, how can the "wheat be separate from the chaff"? How
can the ordinary business man, without Xnowledge, experience
or the facilities of handling investments, tell the absolute
weak and strong points of each proposition?

Now our business -- our profession — IS the handling
of funds -- trust funds, bank money, insurance money and the
like. Wg only Il^rVEST. We invest the 'funds of others every
day in the year.

We know of the varied conditions surrounding each and
every one -- man, woman or child -- who has money by ac-
quirement or bequest.

It is our busiijess to possess that keen, wide, thorough
training which causes Banks, Trust Companies, i'inancial In-
stitutions, Trustees and Investors generally to look to us
and accept our Judgment in jnatters of this kind.

We offer you, therefore, the knov/ledge, born of ripe
experience, which we possess. Our judgment very often rep-
resents the combined suggestions of the leading inves'tment
bankers of the country. Think what an advantage this is to
the man with $500, $5,000 or $50,000.

We have made a specialty of high-class municipal and
corporation bonds. 'We believe there is nothing better, from
the standpoint of security. We can show you WHY very easily.
If you have some money at this time or expect to have in the
near future, we will be glad to hear from you and assure you
that your interests will be best protected by your. doing
this.

Thanking you for your past favors and awaitin;;..your
reply, we are,

Yours very truly,

[230]

POOLE PRINTING CO.

Telephone
Connection

Writers and Makers
of Particular

Designers of Fine Catalogues

Abberttgmg

LARGEST PRODUCERS OF TYPEWRITER LETTERS IN UNITED STATES

I RECUT CA5L0N, RECUT CASLON ITALIC
STER BLACK ART ORNAMENT
.E PRINTING CO., BOSTON, MASS,

251 Causeway Street

Boston, Mass.

Gentlemen: -

The old adage "Be sure you're right - then go ahead"
is just as good advice to-day as it was fifty years ago -
with this exception - you can't afford to spend too much
time in making sure, as, while you're communing, the other
fellow is liable to go ahead, and making up a "lost lap" is
a mighty hard proposition and it's unnecessary too!

Of course, you intend to go "ahead" - all you need is
the assurance and all we need is the opportunity to furnish
it to you.

Let's get together and talk it over.

Yours respectfully,

1231]

PHILADELPHIA
300 Chestnut Street

NLW YORK
Fifth Avenue Building

c«S?:«„. N. W. AYLR & SON

,.,£"£SS?.„., ADVERTISING

CLEVELAND
1006 Euclid Avenue

PHILADLLPHIA

SET IN BULFINCH OLDSTYLE
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

We regret to advise you that there is an error in our
1911 calendar. It is in the section under the flaps, where
we have overlooked the fact that 1912 is a leap year.

Having sent you a calendar, we feel that the least we
can do is to send you a correction. We are accordingly
enclosing a new section that may he pasted over the incorrect
part. You will find it provided with adhesive in order that
it may be conveniently attached.

Three of our friends have already discovered this error
and written us concerning it. We hope the correction will
arrive in time to prevent you any inconvenience.

We cannot fully express our annoyance and regret at
having circulated such a misleading thing. In the course
of "business we have now and then dropped a stitch hut never
a day. The chief satisfaction in sight seems to be the
reflection that 1912 will give us one additional day to
serve you if you so elect.

With best wishes,

Very truly yours,

[232]

1313 WaUiIfrfin SniUitng

AVERS OLD ENGLISH OPEN WAYSIDE ORNAMENT
'PE FOUNDERS COMPANY

Dear ur. • * ♦ * * *

This is my Red Letter Day.

I have moved to the Thirteenth Floor of the new * * * *
Building. My trip up in the world was made possilDle hy the
hearty and cordial support given my new Advertising Business
by ***** • City.

If you have any sneaking idea that an advertising maji,
who has put in eighteen years in the hard school of experi-
ence, can be of seirvice to you, I really couldn't suggest
anything better than that you call Main 873 on the Bell, and
give me an opportunity to go over your matter with you.

Or drop me a line (I'm out a good bit, because I prefer
to do my work for a man in his place of business where in-
spirations flow freely.)

Very respectfully,

[233]

RUFUS J. WALLINGFORD GEORGE H. WALLINGFORl

PRESIDENT TREASURER

DE LUX COMPANY

MANUFACTURERS OF THE LUXURIOUS, UNSURPASSED

DE LUX ^^mii MOTORS

CITY 2- 13- A
LOCAL 29-C

CITY SQUARE, I"

Baltimore L

Dear Sir:-

Because of the growth of our business in ***** *
Motor Cars to its present very large proportions, we have
determined it will be for the best interest of our customers
that we concentrate our resources and efforts exclusively on
the ***** • line.

The situation in this respect is one which you can
doubtless readily appreciate. We are writing, however, to
assure you, as one of our customers, that this change in
policy does not in any way imply any lessening of our inter-
est in you and your car. Wo look upon you as our customer,
and feel that our relati^ons with and obligations to you are
in no manner altered by this change. We want you to feel
that you may depend upon the same consideration at our hands
as in the past, and assure you that our splendid facilities
of plant and organization will always be at your disposal.

We also consider it likely that you will be interested
in the 1911 * * ♦ * * * as it embodies the very last word
to date on the motor car subject, and we should be much in-
terested in showing the car to yourself or your friends at
any time.

If you have never visited our Service Depot at * * * * *
and ••••** Avenues we believe it would be very inter-
esting for you to do so. This building is without a rival
eunong retail automobile establishments in the completeness
of its equipment for caring for the needs of the car owner.

Thanking you for your past favors, and assuring you
that they have always been appreciated, we remain,

Yours very truly,

[234]

JO ■

LELAND MOORE PAINT & OIL COMPANY

Lemoco Quality Paint Products

JOBBERS OF OILS, ROOFINGS. GLASS, BRUSHES AND SUPPLIES

LELAND MOORE, President and TreMurer W. H. MIXSON, Vice-President R. S. WHALEY, Solicitor E. H. MclVER, Secretary

■QEBS OF THE CHELTENHAM FAMILY CAST SQUARES
E: ORNAMENTS MONOTONE BORDER
Mil t TYPE FOUNDERS COMPANY

Charlestown, S. C.

Dear Sir:-

It_maj[ not occur t;_o us to talk to you about or quote
you on the particular thing which would interest you.

So woriJ_t_^cu. Just remember that it gives us a very
great deal of pleasure to answer questions and name prices?

While we_are paint specialists and therefore talk
PAINT more than anything else, yet we carry large and well-
assorted stocks of

GLASS

TAR PAPER

RUBBER ROOFINGS

OILS

GREASES

LADDERS

ROPES

BRUSHES
ajid a lot of other things besides.

Shipments are made the same day the order gets here in
almost every instance. That ought to interest you, as you
probably want what you want when you want it - not later on.

Wi_ll_ yo_u_ rernerab_er_u3 the next time please?

Very truly,

Did you know that
THE ONLY PAINT FACTORY
in South Carolina
is ours?

[235]

^Jewelers

:^rott^e Statuarr

'DeUpljORe : 24-5n

Wtttcb ait6 (Clock !>llakcrs. SUversmllbs
"Diamond Settcrs.'^^^ntlque Tfall (TlocKs

^are'^ntii

Sandusky. Oblo,

Dear Sir:

If your watch goes out of commission while you are awaj
this summer, just pack it in a cigar box filled with news-
paper, and express to us (or registered mail) and it will
receive our prompt attention. This method of transportatioij
is perfectly safe, and it is much better to have your watch
handled by experts.

If you desire it, we will send a watch for you to use
by return express.

We do only the very best work, and our prices are
reasonable.

We want to take care of your watch, and we will guaran-
tee satisfactory results.

Respectfully yours,

[236]

BINDERY EQUIPPED FOR HIGH GRADE WORK

MAKERS OF CATALOGUES HAVING QUALITY =

The Dean- Hicks Company

ADVERTISING ' ENGRAVING ■ PRINTING

=^L

J=^'

Grand Rapids, Mich,

STRATHMORE OLDSTYLE VERSATILE ORNAMENT SCMUIL ORNAMENTS
ZAK TYPE FOUNDERS COMPANY

Gentlemen: —

I was talking with a Grand Rapids manufacturer last
week. He said the furniture industry was one of picayune
businesses. Beside the giant industries in chewing gum,
fooi^ stuffs and wearing apparel, the little pigmies doing
one quarter of a mjllion to three-quarters of a million a
year in furniture, were really pitiable.

Twenty years ago, we bought any kind of ready made
clothing off the counter, at 10$ or 12$ a suit. To-day we
insist on a particular brand and pay 28$ to 45$. One maker
of this clothing does 15,000,000$ worth of this business a
year.

I absolutely agreed with what this Grand Rapids man
said and I admitted that, while the furniture men had been
short-sighted and narrow-minded compared with the men in
other lines, perhaps the fellows who advised them about
their advertising were really the guilty parties.

With this letter the •♦♦♦•♦ Company makes a new
resolve. It will not talk little ideas, modest appropria-
tions, temporary attainments. We are going to talk and plan
and advise for the same kind of big things that have been
put over in the automobile industry. We have heen doing
this in a few places, but we have been afraid of our story.

What this Grand Rapids man said, makes us believe that
it is time to use a little courage.

Are we right and do you want to start something?

Sincerely yours,

[237]

..'. . , ! ■,]*«!'

FARNSWORTH, JONES & CO

IMPORTERS, MANUFACTURERS AND CONVERTERS

TAILORS AND CLOTHIERS TRIMMING.
SILK AND COTTON DRY GOODS LINING.

SET IN BODONI AND BODONl ITALIC
BOOONI MORTISED ORNAMENT
AMERICAN TYPE FOUNDERS COMPANY

Los Angeles, California

Dear friends :--

This is the most important letter we have ever sent
you — one that has cost us more thought than any others.

We feel that we must decline your request for an ex-
tension of your credit limit for YOUR OTO INTEREST! Let us
have a good earnest talk that you may understand our reasons
why.

rir3t--You are a young firm, just building your
business towards its likely future and one of the hardest
tasks in all the world is to progress under a heavy debt.
The Going is all the hai"der when you mount the hill toward
SUCCESS if your shoulders be bowed under a weight of debt.
We want you to succeed--we want to help you to a greater
growth--we are sincere in our desire to.serve--we want
to merit your entire confidence, and we feel that we would
be injuring you by saddling your backs with a load of
credit you do not need.

Second — We say you do not need a larger credit and
the reason is apparent. You are but a few hours away from
us. A letter or a wire will bring prompt shipment of any
goods you may need. It is easier to keep a stock up to its
needs than to load your shelves with a mountain of our
goods. In this we are acting selfishly, because any
overstocking of our line will lead YOU to become soured
at us^

Third--Keeping down your stock to actual needs keeps
down overhead expenses, interest costs and tends to quicker
turnovers and the more times you turn over a stock the
greater are your PROFITS. Stock on shelving adds to ex-
penses; goods gone to customers means more money added to
profits.

There are quite a number of other valid reasons we
might add to those — but there is really no need. You
ought to be convinced that we are acting for YOUR WELFARE
when we turn down your request for larger credits. We
know your firm is good for the increase asked--we know
we could get our money. But we want to discourage the
debt habit and encourage the discount desire and we believe
that you will thank us for the earnest interest and
sincere friendliness we are showing your firm.

Write us and tell us that you agree with our view
and when next in ♦ ♦ • * ♦ ♦ drop in on me and have lunch at
the * • • ♦ ♦ ♦ club.

Cordially yours,

MANUFACTURERS D D D D O D WHOLESALERS

THE HERMANN H. HEISER SADDLERY CO.

SADDLES, HARNESS, COLLARS, LEATHER, WHIPS, HARDWARE

Established 1858 Incorporated 1906

:T IK CMCLTENMAM BOLD CONDENSED VERSATILE ORNAMENT
■lERICAN rrPE rOUNDERS COMPANY

Denver, Colorado

>ear Sir:-

Do you know that we are really pleased that you coc;-
plain of what you consider our high prices in your letter
of May 29?

Why pleased?

That we may tell you a human interest story. That we
may make you our friend as well as our patron.

When our father founded this firm, over fifty years
ago, he planted a motto in his' heart, where it would do
the most good. And this was the motto "Give the best
that you know hov/ for the money you are paid." When he
taught this trade to us, his sons, when we were but small
youngsters, he drove home this lesson with every punch of
his awl, every pull of the waxen cord. We have followed,
3 best we could, in his honor-loving steps--we have
ailded with but one thing in view--the honoring of the
arent who gave us his NALffi. It is our greatest asset.

To live up to the name our father left us, we have
triven to make the name HEISER stand for the thing STSTSOM
n hats, GORHAM in silver, TIFFA?IY in jewelry, IIARPER'S in
ooks, have stood for in these many years — for CHARACTER
ad QUALITY. Like these great loaders our prices are as
ow as possible--and--give the greatest possible SERVICE —
eal true ECONOLIY. Now, may we have that order?

Sincerely,

[239]

jooocm^ •"'^•'^ """" ^ "''" ' -< nnr> : m n m — x -mr v > ooo < loocx - moo lonc x^ m nrv-

THE NEBRASKA FARMER

Nebraska's Real Farm Paper flfi^,^ ^^J^^^^^ ^v^,.^=^ J^fl. Established 1859 Weekly

ZJOOCX OOOdZ^ )000 <— _Z XX)CK^ )OCIO< KXXX KXXX^==KXX)C^:^=XXXX^=XXX>C

CIRCULATION DEPARTMENT Under the Editorial and Business Management of S. R. McKe

Lincoln, Neb.

SET IN THE PACKARD SERIES

FLORAL DECORATOR OVOLO BORDER NO.

AMERICAN TYPE fOUNDERS COMPANY

Dear Sir:-

When I was a boy working my way through school, I
never spoke of One Dollar "Bill". With me it was always
One Dollar "William" "because I wasn't on good enough terms
with One Dollar to feel at liberty to call him "Bill".

With Nebraska farmers it is different. I am moved to
say this because my mail this morning consisted mostly of
One Dollar "Bills".

I really expected your One Dollar "Bill* several days
ago. You know I wrote you December 1.

Lest you may have forgotten the matter, I call it
again to your attention. fl.OO now pays your subscription
to THE NEBRASKA PARMER to January 1, 1916. THAT'S TWO
FULL YEARS. You know the regular subscription price is
fl.OO per year.

Something more--if you subscribe now you will receive
the beautiful 1913 HOLIDAY NUMBER. That certainly will be
a beauty--fifty-two pages, beautiful colored cover, fine
illustrations; in fact a magazine worth more than any
premium we might offer.

Remember, this offer--|1.00 FOR TWO YEARS--is good
during December only. Also, you must subscribe now to be
sure of getting the ~1913 HOLIDAY NUMBER.

I am sure you intend to accept this offer, so DO IT
NOW. Just plain One Dollar "Bill", please.

Yours cordially,

[240]

NOTES AND COMMENTS

PERSUASION

Letters especially strong in sales arguments intended to appeal to the
prospective customer. In some of these letters are excellent detailed explana-
tions and proof of value of the goods or proposition offered. Also letters with
good closings, illustrating some good methods of offering inducements. The
use of the "hook" or "clincher" and the suggestion for action by direct com-
mand are also shown. In these letters is most clearly shown the value of
possessing all the facts and data concerning the subject about which letters are
to be written.

§89 The letter on page 249 was sent to a list of 250 prospects
and brought 12 trial orders and 10 permanent customers, who,
when these results were tabulated about six months after the
letter was sent out, had purchased goods to the amount of
$4,135.

The letter on page 250 was sent to a similar list in the same
territory a few months after the above letter went out and
brought but a single trial order from a customer who never
re-ordered.

The letter on page 251 was sent out later to a list of about
500 names, covering a much wider territory, and brought over
30 percent of replies.

§90 The letters on pages 252 and 253 were used by a publisher
in a campaign of constant hammering with sales arguments.
The force of the cumulative salesmanship, one argument at a
time, finally won a large percentage of advertisers and sold a
large amount of advertising space.

§91 On pages 254, 255, 256 are three letters of a series that
have been big producers. There is an atmosphere of confi-
dence and frankness throughout the letters that always helps to
strengthen the sales arguments.
§92 The letter on page 257 starts right in with the selling

[241]

LETTERS THAT MAKE GOOD

talk and is serious and businesslike throughout. The short
paragraphs make the letter seem easier to read. This feature
is especially commendable in letters of this sort.
§93 On page 258 is a letter that was used by a firm of tailors
in London and which produced unusually good results. This
brief letter is serious throughout and its chief object is to call
attention in an impressive way to the enclosures.
§94 On pages 259 and 260 are letters that have done effective
work for a large trust company in selling securities. The sta-
tionery and all details were of the highest quaHty, which is an
unquestionable advantage in this class of business.
§95 The three letters on pages 261, 262, and 263 are excellent
examples of the cleverly handled sales argument. It is brief
and merely introductory in each case but the opening is very
easy and leads the reader into the meat of the subject without
a jar. That they are confidence-inspiring is proved by the fact
that they were unusually good business producers.
§96 The two letters on pages 264 and 265 produced record
results for a banking house selling securities. They talk busi-
ness all the way from opening to close. Each letter contains
a rather long paragraph but the letters are short and are written
in a plain and convincing style that never offends as is so often
the case where the so-called "smart" selling talk is used.
§97 The letter on page 266 is personal in its tone and tends
to create confidence through its straightforwardness and logical
arguments. This letter is marketing a service and not any
special investment, or rather the service is the "hook" by means
of which a sale is finally landed. AU letters of this sort answer-
ing inquiries should be made as personal as is possible and,
like this, should try to gain confidence as interest being already
secured, confidence is the next step to conviction and a sale.
§98 The letter on page 268 has brought forth many favorable
comments from advertisers and has been the means of increas-

[242]

LETTERS THAT MAKE GOOD

ing the sale of advertising space in the farm paper which used
it. It shows a knowledge of the statistics of farming and this
implies an equally correct understanding of farming itself,
therefore a paper in which subscribers have confidence and con-
sequently a valuable paper in which to advertise. It also shows
prosperity of the farmer, a condition favorable to the liberal
expenditure of money on advertising in farm journals.
§99 The letter on page 269 is a straight selling talk but by
giving facts and figures it is made interesting to any of the class
of prospects to which it was sent. It proved to be a good puller
for this firm.

§100 The two letters, pages 270 and 271, were contributed by
Mr. Louis W. Wiley as examples of some of the letters that
have been notably successful in getting advertisers to use his
paper.

§101 The letter on page 272 proved to be a very effective short
letter. In the first paragraph there is a comparison that brings
out the point of the letter in a simple and telling way. It carries
an air of confidence which sounds businesslike without any
attempt to overdo it.

§102 The letter on page 273 was successful in getting immediate
business from over 50 percent of the prospects to whom it was
sent, who, of course, were customers who had been on their
books previously. It gives some interesting specific information
that could hardly fail to convince.

§103 On page 274 is a letter contributed by Mr. Jens C. Petersen
which brought the most and best results of any letter he has
ever used, and he comments on it as follows:

"This letter developed $2,275 worth of business
from only $52 worth of advertising alone. It was the
second letter used in answer to inquirers who had seen
a certain one of my houses illustrated in a magazine.

[243]

LETTERS THAT MAKE GOOD

These inquirers wrote in concerning these plans. Fail-
ing to hear from them, I wrote this letter.

"My explanation of this letter is that it had just
enough of antagonistic temperament to almost compel
them to answer it. My closing remark convinced them
there was no other way than to answer my letter."

§104 The letter on page 275 is an example of the serious down-
to-business letter from start to finish. It is boiled down and
all waste statements eliminated. The chief aim of this letter
is to create confidence and exaggeration is carefully avoided
in order to accomplish this object. This letter was successful
in securing a large percentage of returns in the shape of the
postal cards which were enclosed.

§105 The three letters on pages 276, 277, and 278 are brief
and pithy arguments for good tailoring. These were especially
productive of business. In many cases the customers came
in with these letters in their hands and wanted to be "shown."
These letters are brief and pithy and get away from the conven-
tional dull style ordinarily used in this class of business.
§106 The two letters on pages 279 and 280 are the last of a
series that proved very efficient in getting business for a manu-
facturer from retail dealers. The first letter is full of "do-it-

now" suggestion and resulted in a large percentage of orders
by telegraph.

§107 The two letters on pages 281 and 282 were used by a
stove manufacturer marketing goods on an agency basis.
Actual record of results was not obtained, but as evidenced by
comments and satisfaction of agents they were highly successful
in accomplishing their end.

§108 The letter on page 283 is one of a series that produced a
very large amount of business. It is just a sincere, man-to-
man letter and reads much as one might talk if the argument

[244]

LETTERS THAT MAKE GOOD

had been presented personally. Its brevity is another point

in its favor.

§109 On page 284 is a letter used to answer inquiries. It is

personal in its tone and the name of a dealer was filled in in the

fourth paragraph, which if well done makes it more effective

with the class to which this letter would go.

§110 The letter on page 285 was contributed by Mr. Louis W.

Wheelock with the following comments :

"Out of many form letters, some of which might
be called clever, I have selected this homely old speci-
men, without a bright phrase in it — just plain and
simple, without any 'do it now' tricks or appeal to the
imagination.

"It is the clearest and briefest statement of an
agency plan and an advertising plan that really meets
the needs and interest of the dealers to whom this
letter is sent. It has been used nearly five years with
very slight changes, has been mailed as the first letter
in a series to druggists in every state east of the Mis-
sissippi, and I judge it is good because it has initiated
business that has aggregated many hundreds of thou-
sands of dollars. That it is open to improvement I
am sure, but I would not agree to revise it unless in the
direction of greater simplicity and clearness and greater
care to present the plain, attractive facts without exag-
geration. I believe that its success is due to the fact
that it presents a plan that exactly fits the needs of the
recipient. The skill consisted in constructing the plan,
not the letter."

§111 On page 286 is a letter contributed by Mr. George P.
Metzger with the following comment:

[245]

LETTERS THAT MAKE GOOD

"It would be a brave man who would state that
any letter is the best letter he ever wrote and give the
reason why. For instance, I can remember a letter
which I wrote while I was in the book business which
puUed $25,000 worth of business from the names written
on a half bushel of old dead and worked-out magazine
coupons which had been thrown away and which I dis-
covered in a corner. It wasn't so much the letter that
did it in that case as it was a realization of what were
the possibilities in that list of names.

"So when I state that this letter is a good letter I
want to say that it is mostly because I know that it
was written to fit the circumstances precisely as I knew
they existed, and to reach precisely the class of people
whom I knew I was trying to reach. Also, I have
reason to know that it stirred things up precisely as I
expected, and caused a very wholesome controversy."

§112 The letter on page 288 has been a producer of a consistent
seven percent of returns which is considered very large in the
business where it was used. Most letter writers would have
written some opening paragraph for this letter instead of begin-
ning it with the "We would like" as its author has done. But
when 6ne' starts reading the letter the whole matter is laid open
so quickly and in such a clear manner that it at once interests.
Results have proven this to be an unusually good letter.
§113 The letter on page 289 was contributed by Mr. Daniel E.
Paris as the best letter he ever used in promoting business for
his firm

"because it has brought more business and more
comment than any other effort of mine. This letter
shows perhaps the best example of the style which I
have sought hard to cultivate entirely thru watching

[246]

LETTERS THAT MAKE GOOD

results and not thru the use of any rules of system
which I can possibly lay down. I am somewhat of an
enthusiast on letters and beUeve that there is not half
as much accomplished thru this medium as is easily
possible."

On pages 290 and 291 are other letters from the same source
which have proved more than ordinarily resultful.

§114 The letter on page 292 gets down to business without any
unnecessary words in the first paragraph. The second para-
graph tends to overcome the objection of any who might be
prejudiced in favor of other mediums than the class men-
tioned, thus avoiding any antagonism at the start. The remain-
der of the letter is devoted to argument and is closed with an
offer to explain an interest-arousing proposition assumed to be
new to the reader.

§115 The letters on pages 293 and 294 are good examples of
the straightforward, serious type. The first letter was sent to
people who were receiving samples in response to requests coming
from magazine advertising. The second is a follow-up to these
same people.

§116 On pages 295, 296, and 297 are three letters that were
used for advertising safe deposit boxes, and which brought them
many new patrons. The first letter opens with the news-value
paragraph. Not general news but of interest to a selected list
to whom the letters were sent. The second letter is a little
stronger in its tone and the sentence paragraphing increases
the emphasis of each statement. The third letter opens with
a general statement and leads up to the argument.

§117 The letter on page 298 is a straight argument from the
prospect's side. It is brief and the paragraphs are short enough
to make it easily read. This letter makes a specific and definite

[247]

LETTERS THAT MAKE GOOD

proposition and has a good closing. It was successful in bringing

a good percentage of returns.

§118 The letter on page 299 is a good example of what can be

done in an educational campaign. This letter would surely

interest any owner who was considering painting. It is devoid

of "smartness" and has a sincere ring that makes it a very good

letter for this purpose.

§119 The letters, pages 300, 301 and 302 were contributed by

Mr. T. W. LeQuatte with the following comments:

"I have never found it profitable to attempt to
make an advertiser decide for or against our publi-
cation with one letter, but have started this corre-
spondence with the view to carrying on an educational
campaign which will culminate in an order. You will
note that there is very little said in any of these let-
ters about an order. My aim has been to educate the
advertiser to the point where the order will come vol-
untarily and as a result of his own deliberate judg-
ment rather than to force him by any brilliant and
swiftly moving campaign to use our publication either
against his judgment or without a full knowledge of
what he is doing.
§120 The letter on page 303 used by a manufacturing jeweler,
was contributed by Mr. John G. Keplinger as the most result-
ful of any used by him in promoting business with retail jew-
elers. It opens with the "news-value" paragraph and uses the
guarantee argument in a new way which brings it closer to the
dealer himself and strengthens it greatly on that account.

[248]

MANUFACTURERS PAPER COMPANY

' Oyf^^ } MAKERS OF THE CELEBRATED

1^^

I KRAFT GUM STAY

'^m

FACTORY SITUATED AT CAMBRIDGE, MASSACHUSETTS

IN MEMBERS OF THE BODONI FAMILY ITALIAN ORNAMENTS CHAP-BOOK GUIDONS
RICAN TYPE FOUNDERS COMPANY

Gentlemen: -

We are manufacturers of 90# Imported Kraft Stay similar
to the enclosed sample. Our paper is made from Sulphite
Pul£ and coated with glue especially adapted for stay pur-
poses. We guarantee the paper to give satisfaction.

Our price in 500 lb. case lots is 7 1/4 cents per Ih.
f.o.h. your city.

We would be pleased to receive your order for a sample
case.

Awaiting your reply, we are,

Yours very truly,

[249]

MANUFACTURERS PAPER CO.

Factory at

CAMBRIDGE, MASS.

Makers of

"KRAFT GUM STAY"

SET IN CLEARFACE GOTHIC

INLAND BORDER NO. 600017 CHAP-BOOK GUIDONS

AMERICAN TYPE FOUNDERS COMPANY

Dated at

[

Dear Sir:-

Old General Brag can't go very far as a salesman unless
he is 'backed up by the goods.

And it is better to let customers do the bragging.
Many shrewd buyers who use****** Kraft Staj are brag-
ging about the superior quality of their~boxes.

We are so sure of its excellence and superiority that
we will allow you to test it fully at our expense. This is
how we will do it:

Fill out and mail the enclosed detachable post card,
and we will ship you a fifty-pound sample order at the regu-
lar cash price of n\i f.o.b. your city. You give it a thor-
ough test, and if you do not find it the best value you ever
had there will be no charges.

That's the way we back up our •**♦•• Kraft J^tay,
and that's the evidence of our certainty that il will make
good.

that.

You do not get any fairer or squarer propositions than

We do not expect to wait long to receive your trial
order, under the above conditions, and we are certain that
after you have given it a trial you will not wait long to
repeat the order, with the intention of using ••*•**

^^-1: ^i.?iL permanently.

Yours very truly.

[250]

! \K1:RS of "KRAFT GUM STAY"

SUPERIOR QUALITY • MEDIUM PRICE

lliiil'il"

jUanuf afturersi J^aper Company

Its

FACTORY AT

Cambridge, Mass.

OiSTER BLACK, NEW CA5L0N ANO NEW CASLON ITALIC

IRDER NO. 2 RENAISSANCE ORNAMENT
TYPE FOUNQERS COMPANY

oar Sir:-

We are manufacturing what we consider an excellent seai-
ng tape, in both Kraft and Manilla papers, all widths and
--'*■, -nd supplying ' them to the paper jobbers throughout
jouiitry at a price which enables them to make some money.

If you have any trade on these goods and v/ould be in-
arested in samples and prices, we will gladly forward them
you.

Kindly advise us what widths you are interested in, and
hat quantities you buy of the same.

Respectfully yours.

[251]

Cosmopolitan Magazine

381 FOURTH AVLNUL
NEW YORK

SET IN BULFINCH OLDSTVLE
AMERICAN TYPE FOUNDERS COMPANY

Dear Mr. »•••♦*

Going! Going! Saturday • twill be GONE!!!

Your last chance to buy space in February *•*•*•
at the $500 rate.

Unless there is an extraordinary reason for staying out
— you certainly ought to be in--

Because the rate goes to $600 with March — increase of
205^ over the $500 rate.

In actual copies sold you buy more circulation at less
cost in ***** * than in any other weekly or monthly
publication in America.

Magazine on sale January 10th — when folks are clipping
investment coupons, and are apt to be in a spending freune of
mind.

If you want space, fill in the blanks on the wire, and
send it — collect. Mail copy, and cuts (if any) at once,
unless you want me to repeat any previous copy. If so, say
30 on the wire, eind oblige,

Yours very truly,

P.S. If in doubt, ask your newsdealer, your agent, or any
advertiser now using our pages.

[252]

,^_ OSMOPOLITAN
MAGAZINE ^^

381 Fourth Avenue

New York

-HMORE OLDSTYLE VERSATILE INITIAL
k ORNAHENT STRATHMORE BOROFR
■fFE FOUNDERS COMPANV

Dear Mr. • * * * * *

Your clients - how much confidence have they in you?

Are you their coun3ellor--their valued attorney, or
merely their Tjroker in advertising?

Your status will fee determined by the line of action
you pursue in the following contingency:

January 1st, ****** rate goes to $600 a page.
Rate to-day, and until Decemher 31st good on definite orders
for definite space in definite issues up to and including
February 1913 $500 a page.

AS ADVERTISING COUNSELLOR: you will advise your clients
of this fact, and maybe, add that in view of "Cos's" growth
in circulation it might be policy to take advantage of this
offer, and place an order now.

AS ADVERTISING ATTORNEY: you will, to protect each cli-
ent's interests now, go over each present or proposed plan —
broadly consider ****** past, present and future-- *
place orders for your various clients till February '13, in-
clu3ive--and advise each client of your action. This is
the strong, decisive, busin ess- c onfidence-winning way.

AS BROKER: We say frankly — don't advise your clients.
On a fixed commission basis, you'll make more out of placing
the business at $600 a page and later (probably around the
Pall) at $750 a page - than you do now.

Accordingly — as you rate yourself- -what are you going
do about it?

Yours very truly,

[253]

Seamans & Cobb Co,

Importers, Manufacturers
Converters

No. 174-180 LINCOLN STREET

Boston,

SET IN HEAVY CASLON AND NEW CASLON ITALIC
POOLE PRINTING CO., BOSTON, MASS,

Gentlemen:-

The shorter the act the longer the encore.

The shorter the letter the more readers it wi-11 have
and as we assume that you, in common v/ith ourselves, have
your favorite authors, this letter will be short and right
to the point, and we candidly believe it will pay you to read]
every word of it.

The above space would ordinarily be filled with words, '\
words, words,, only these and nothing more, and as you can
find more of these in the dictionary than we could possibly
crowd into this letter, we will save your time and skip them.|

We are enclosing a price list.

Nothing very startling either, in this announcement, wej
will admit, but this is the nub of the whole bu3iness--we ,
are enclosing a postcard. This postcard,, if you will return
it to us, will bring you at once our trade discount, and -this
trade discount will save you a lot of *•*•♦• money. Use it
just out af curicsity if for no other reason and let us
prove to you whether or not we have any excuse for being in
the ****** business.

.' Very truly yours,

[2541

SEAMANS & COBB CO.

Manufacturers, Importers and Converters

3 H H B (3 I

No. 174-180 LINCOLN STREET

BOSTON,

, LEAH FACE GOTHIC CAST SQUARES FRENCH CAST SQUARES
HtNTING CO., BOSTON, MASS.

Dear Sir:-

A Chicago paper speaking editorially in a recent issue,
said in substance this: - There are $5,000 men in this coun-
try in abundance, but $10,000 men while in great demand, are
as scarce as are oysters in the stev/ at a church supper, and
as rare as an advertisement which sinply states facts, plain
facts, and without any attempt at exaggeration.

The highest priced, best paid ad writers in this coun-
try, in their exploitation of any article or commodity, say
but very little, but they say* that little well. They deal
in facts, stick to facts, drive h.ome facts, - only this and'
nothing more.

We want to talk to you for just a minute about * * * •
and we shall confine ourselves strictly to facts.

****** is a substitute for silk, and for the pur-
poses for which you would use it, it is equal to silk, and
costs you 75^ less money.

It is made from the very highest quality of Sea Island
staple, and due to a special process of manufacture confined
by us exclusively to this brand, it possesses an unusual and
beautiful lustre.,

It_will_wear as long 8'S_sillc, not one person in a thou-
sand when it is worked into a"shoe could distinguish it from
silk, and it costs you 22.a_i22.§_'!!12.'2£Z.'

The above are simply ****** facts minus all adver-
' sing frills and flourishes.

We want to prove to you that they are facts.

Please note that we have taken care of Uncle Sam's
charges with reference to the return of the enclosed card.

Very truly yours,

[255]

NEW YORK

PHILADELPHIA

ROCHESTER

ST. LOUIS

CINCINNATI

LOUISVI

SEAMANS & COBB CO.

Importers - Manufacturers - Converters
■ '

174-180 LINCOLN STREET, BOSTON, MASSACHUSETTS

SET IN FOSTER AND CONDENSED FOSTER
VERSATILE ORNAMENT CHAP-BOOK GUIDONS

AMERICAN TYPE FOUNDERS COMPANY

Dated

[

Gentlemen :-

Since writing you a short time ago, as perhaps you will
remem'ber, with reference to our *••**♦ Reeoe silk fin-
ish thread, we have received a large number of orders.

What pleased us most was that nearly every manufacturer
who sent us a sample order in response to that letter, fol-
lowed it up within a very few days with a regular full-sized
order.

What other manufacturers did, or did not do in this
particular, we fully realize is of no special interest to
you, and we merely mention it as showing that others share
with us the good opinion we have of our *•**♦♦ Reece
silk finish thread.

We say to you again, without fear of successful con-
tradiction, that for an upper-needle thread to be used in
the Reece machine, it has no equal.

It is made from carefully selected Sea Island yarn,
unusual care being given to finish and winding.

We do not wish to unduly urge you, but we should like
mighty well to receive just a sample order from you, and you
will have to admit, too, we think, that it would be extreme
business foolishness on our part to even urge you this far
if we did not know that you would, after giving it a trial,
thank us for calling your attention to it.

We inclose another order blank, and we do not care a
rap how small the first order may be. All wo ask is that
you give it a trial, - then we know we will receive regular
orders based on your needs.

Very truly yours,

[256]

lOOLE PRINTING CO.

Ij 'gest Producer of Typewriter Letters in the U. S.
m^IGNERS AND WRITERS OF FINE CATALOGUES

No. 251 CAUSEWAY STREET

Lmbers of the bodoni family

llCHT

r TYf E FOUNDERS COMPANY

Boston, Mass.

Dear Slr:-

You can make your form letters merely "pay" or you can
make them bring big returns.

And Just as a well-appearing, clean-cut salesman gets an
audience because he creates a favorable impressioft, so the
perfect form letter, because it is inviting to the eye, gets
a reading.

Only a real letter can give your proposition person- •
ality, and that is the most vital element in profitable
sales letters.

Our form letters make money for you, because they are
as perfect as a dictated letter.

The body is clear and easily read. The name and salu-
tation are a perfect match. Every punctuation shows through
the sheet. You cannot tell our printed fac-simile signature
from the work of your own pen.

Let us fill your next order — give you the kind of
work that makes them read by more people — the kind that
makes money for you.

Dollars are slipping away from you because you're not
getting the kind of service that cuts' down the loss now go-
ing into the waste-basket.

To get these dollars is vital to your pocketbook.
Write us now and get us "proving up" -- making money for you
in customers and profits.

Yours truly.

[257]

Telephone City 9576

;'k-:.:..>;i:i,;j!:;:iiLiiiiiiiiiiiiiiiii

ABOVE MOR TO NS, OPPOSITE WOOD STB

^ogSiiiij ^ d^rclp

SET \N INLAND COPPERPLATE AND TYPO GOTHIC

LITHOTONE BRASS RULE

AMERICAN TYPE FOUNDERS COMPANV

39. CHEAPSI DE

'gonbon^^M,

Dear Sir:

You will find in the accompanying small three-fold
leaflet, two patterns of cloth, which if you will e.xamine
carefully, you will agree with us are quite exceptional in
texture and quality.

On the inside middle fold is our husiness policy.
Please -read it. It is no mere idle talk but the expression
of aims and ideals which we act up to always.

Then on the back of the leaflet is proof of our asser-
tion - an unsolicited letter of appreciation from one of our
clients.

There is only one thing we want you to do after reading
this letter, and that is to post the enclosed postcard say-
ing either that we may send you our fully illustrated hook-
let and further samples, or call on you personally;

How will you do it, and do it to-day?

Yours faithfully,

[258]

STATE TITLE INSURANCE BANKING. TRUSTS Capital and Surplus, $ 1 5,000,000

Title Guarantee
&JTrust Company

IINEAR BORDER NO. 2 STRATHMORE ORNAMENT
ERS COMPANY

No. 176 BROADWAY

New York

Dear Sir:

A short tlmfe ago, I wrote you about the value of mort-
gage investments. In a great office like ours, employing
more than twelve hundred people, it is possible that your
reply may have escaped my notice or you may have disregarded
my letter because you thought .you would not be interested in
the subject.

Would you care to read a pamphlet describing New York
City mortgages? If you have money to invest or expect to
have in the future, we shall be glad to send you this book
but we do not want to do so unless you care for it.

You will find here mortgage investments for the man who
can save $10 per month or for the man who has $100,000 or
more to invest. During the past eighteen years, we have in-
vested for our clients more than $400,000,000 in guaranteed
mortgages and not ono of them has ever lost a dollar.

We shall be glad to have you call to see us if you are
looking for an investment or will send you the pajnphlet re-
ferred to above if you will write us.

Very truly yours,

1259]

"\\ \

DDQC

TITLE GUARANTEE AND TRUST COMPANY

CAPITAL AND SURPLUS, StS.OOO.OOO

REAL ESTATE TITLE INSURANCE
BANKING ' TRUSTS

176 BROADWAY

New York

SET IN MEMBERS OF COPPERPLATE GOTHIC F*
COMSTOCK CONDENSED MONOTONE BOHDEB
AMERICAN TVPE FOUNDERS COMPANY

Dear Sir:-

When v/e originated our plan to enable people to invest
in first mortgages on New York City real estate by $200 cer-
tificates purchasable at the rate of $10 per month, it was
an experiment. In New York City, where our business was al-
ready well known, we knew the plan would succeed. We were
not so sure of the rest of the country.

We can now say that the public has approved these cer-
tificates. They have been sold in almost every state in the
Union, in France, in South America, Panama and even in the
Sandwich Islands. There are people all over the world who
want an absolutely safe investment that brings in a good
return.

Many men and women who are living on salaries and whose
income seems assured, do not stop to think where they would
be if the firm or company for which they are working should
find its business less profitable and find it necessary to
discontinue business or to do without some of its oldest em-
ployees.

There is nothing that makes a man so independent as to
have some money put away to take care of him and his family
when hard times come. If you can spare $10 a month now,
there is no better use for it than to make provision against
trouble that may come in the future. You will never regret
having sent us the initial $10 to start a savings plan that
pays you 4-1/2^ interest and where your money is absolutely
safe.

Yours truly,

[260]

EWYORK PHILADELPHIA SAN FRANCISCO CHICAGO

49 WALL STREET

JLcii' Uatk'

, IN TYPO SHADED AND BLAIR

I fRtCAN TYPE rOUNOERS COMPANY

Dear Sir:-

Every one concerned with the Investment of institutional
or private funds in "solid" securities, - where the principal
is Eunply safeguarded - the yield reasonable - and the market
broad and dependable, must be interested in "Savings Bank
Investments."

The nature of Savings Institutions and the character of
their business requires the exercise of the greatest caution
in the making of Investments.

Quite naturally, therefore, our compilation of the
statutes of the various states governing investments of Sav-
ings Banks in Bonds, have come to be regarded by many finan-
cial institutions, trustees and private investors as a
valuable guide in the selection of investment securities.

Second edition of the booklet Just published. Would
you like a complimentaiy copy?

Use enclosed card.

Yours truly,

[261]

rs'E-\V YORK

IX. ^W. Halsey & Co,

Bankers

to >VA.l,L STKEEX

IVE>V YORK

SET IN TITLE SHADED LITHO
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:

Would you like to have us put your name on our mailing
list (without cost to you) and occasionally send you de-
scriptive price lists and printed information on high-grade
Municipal, Railroad and other seasoned market bonds?

Banks and investing institutions of every description
depend upon them for accurate information. The2_are_even

™£r®_Y5:lH2;M®_t° A'^lJ-ilAilJj-ili^^^ ^^° generally lacks
the experience and channels of information enjoyed hy the
financial officer.

If you have $1,000 or more, to invest, or expect to
have within a few months, these descriptive lists with quo-
tations and practical comments direct from the financial
center will he found useful.

This service is offered you s-hsolutelA{;_grati^s as a
means of familiarizing you with the exceptional investment
facilities enjoyed by our clients. Consult your own Bankers
as to our standing, and send jJS_em33^os^ed_Gard_.

Yours very truly,

[262]

^^ -^X . . . vV "^D^ '^w #^ ^^ "#0 -f^^ 4^^ ^^ ^^ ^w '^u'v <f-o'/ ^^^

N. W. Halsey &l Company

Philadelphia TD A XTTif'C^'D C San Francisco

NewYorK D/\iN lYJC/lXO Chicago

SI MONOTONE NO. 2
: ORNAMENTS
i tVPE FOUNDERS COMPANY

49 WaU Street

New YorK

Dear Sir:-

Traversing a rich agricultural territory - a pioneer
line of the .Central West - the ****** Railroad stands
to-day as a conspicuous example of American Steam Roa4
development.

Successful from its start in 1861 - it has never failed
to meet its fixed charges - and for forty-one years has paid
substantial and regular dividends to its stockholders.

To-day - its bonds are favorably regarded - are widely
held - and at prevailing prices are undoubtedly among the
best values in the present market.

We have conducted a thorough inquiry into the opera-
tions of the Company with particular reference to the status
.of the two principal bond issues. This "pamphlet" has in-
spired many favorable comments from railroad officials and
financial officers.

Sign and return enclosed card, if you would like a com-
plimentary copy, including map of the system.

Yours truly,

[263]

CAPITAL AND SURPLUS. $1 5,000,000

^eal ^state ®ttle (Slnaurance • Ranking • ©rusts

SET IN WEDDING TEXT, HEAVY COPPERPLATE GOTHIC AND 176 BROADWAY

HCAVV COPPERPLATE GOTHIC CONDENSED VERSATILE ORNAMENTS 'X -^ ^\i^ tf

AMERICAN TYPE FOUNDERS COMPANY hAJ I^iVt tFI rTl*!?

Dear Sif:

The loss of interest due to delay in investing one's
funds is a serious matter. The idleness of your money for
a little over five weeks means the sacrifice of one-tenth of
a year's income.

The great demand for guaranteed mortgages during the
past month has made it difficult for us to supply you with
mortgages in sums that exactly meet your requirements. To
fill this need, we now offer you the Guaranteed First Mort-
gage Certificates of the ♦♦•*♦♦, a Company organized •
under the Banking Department of New York State and closely
affiliated with the Title Guarantee and Trust Company. These
certificates are in effect assignments of portions of guar-
anteed mortgages and in no respect differ in security. They
have the additional advantage that you can invest any amount
at any time.

We recommend them in every particular and advise you to
buy them and avoid any loss of income due to your capital
remaining idle. The payment of principal and interest is
guaranteed hy the Bond and Mortgage Guarantee Company and
interest checks are sent out on the first of February and
August of each year.

Yours very truly,

[264]

Title Guarantee and Trust Company

CAPITAL AND SURPLUS, * 14,000,000

REAL ESTATE TITLE INSURANCE ▼ BANKING » TRUSTS

176 BROADWAY

New York

« HCMBERS OF THE BODONI FAMILY ITALIAN BANDS
i.tPKINTiNG CO., BOSTON, MASS.

Dear Madam:

Have you in mind the investment of a sum of money in a
way that will cause it to yield as large an income as pos-
sible without any risk? To accomplish this, it is necessary
to make a very careful choice of investments.

The perfect investment is one which represents a defi-
nite claim on valuable real estate and which is further pro-
tected "by the guarantee of a responsible guarantor.

First mortgages on improved property in New York City
are the best class of security that it is possible to obtain,
as. they are claims on the choicest and most valuable property
in the world. The guaranteed miortgages that our Company
can offer to you are first mortgages on property in Greater
New York and have the payment of principal and interest
absolutely guaranteed by the Bond and Mortgage Guarantee
Company with its capital and surplus of $8,000,000. During
the past eighteen years our Company has sold to investors
$400,000,000 of these mortgages and no investor has ever lost
a dollar of principal or interest.

In order to accommodate investors who may wish to in-
vest funds in an amount not large enough to take up an in-
dividual mortgage, this Company provides the same security
in the form of Guaranteed First Mortgage Certificates. They
are in amounts of $200, $500, $1,000 and $5,000.

If you are interested in investments of this character,
we should be glad to have you write us for further informa-
tion.

Yours very truly,

[265]

SET IN COMMERCIAL SCRIPT
AMERICAN TYPE FOUNDERS CO

Dear Sir:-

Replying to your valued inquiry, we take pleasure in
mailing to you under separate cover a copy of our brochure,
"The Trend of Investments."

A careful reading of this booklet will, we believe,
convince you of two things: First, that the judicious and
profitable investment of money, while essentially a banker's
business, is NOT, as many persons seem to think, shrouded in
the least mystery nor fraught with undue risk; second, that
of all the various forms of investment a well-secured bond
is the most desirable.

We have endeavored to make these points clear by show-
ing the relative importance of the four elements which con-
stitute any investment - the SECURITY, the INCOME, the MAR-
KETABILITY and the POSSIBILITY of APPRECIATION. As illus-
trating how these four elements are more perfectly balanced
in a well-secured bond than in any other form of investment,
we have selected, for specific treatment in the booklet,
four typical lond issues embracing the Municipal, the Rail-
road, and the Public Utility Corporation types, explaining
briefly their various advantages to the average investor.

It goes almost without saying that the first - the fun-
damental - consideration of ANY investment, whether it be a
bond or anything else is - SAPETY. All other considerations
are of minor importance compared to this one. But to de-
termine with any degree oj accuracy just what constitutes a

[266]

THE HIGHEST RATED
SECURrXIES

MSTOCK, COMSTOCK CONDENSED, LIGHT COPPERPLATE GOTHIC
r COPPERPLATE GOTHIC CONDENSED
TVPE FOUNDERS COMPANV «

THIRD NATIONAL BANK BUILDING

SAINT LOUIS

-2-

proper degree of safety v/hich is at the same time compatible
with a satisfactory income yield, and which does not require
the sacrifice of too great a degree of "marketability" -
prompt convertibility into cash - and "possibility of in-
crease" requires a more intimate knowledge - not of finance,
please bear in mind - but of the CONDITIONS which are pecu-
liar to each separate bond issue, than the average investor
possesses.

Such information can only be obtained by a most careful
investigation. And it is in this respect that we can be of
great material service to any prospective investor. Our
organization is complete in every detail. Under no circum-
stances will we buy or offer for sale a single bond until
every phase of the issue has been carefully Investigated by
our experts and we are satisfied in our own minds that it is
desirable from every investment viewpoint.

Kindly read our booklet carefully. You will find it
both interesting and instructive. Then, if you will write
to us telling us about what you have in mind as a prospective
investment, we shall take great pleasure in sending you a
list of desirable bond investments of various kinds which
will net you an Income ranging from A^ to 65^.

Thanking you for your inquiry, we are

Yours very truly,

[267]

NEWYOKK MAINOFFICK MINNKAl'OLIij

315 Fourlli Avenue . 335 Palace Buildil

SPRINGFIELD. MASS. i

CHICAGO . ABERDEEN

P,.,„.l. ■■» <!«» Building .Myrick Bu.ldin,! j.„^„_ ,,3^^,^

The Phelps Publishing Company

PUBLISHERS

Foi^m and Home

A NATIONAL SEMI-MONTHLY

SET IN MEMBERS OF THE L1TM0 FAMIL-
AMERICAN TYPE FOUNDERS COMPANV

Gentlemen: -

In 1900 the value of an acre of corn was $8.50. Now it
is $14.80 - an increase of 74?^. The acre value of wheat, due
to the higher price per bushel and to the increased yield
per acre, shows an increase in farm value of llSjf. The ten
leading crops taken together show an increase of 72.75^ in
farm value. This means that the farmer who made $1000 ten
years ago, made last year $1727 on exactly the same acreage,
with the same labor and same tools. He has $727 more that
is usable for buying more land or more tools; for educating
his children; for improving his buildings; and for buying
various kinds of advertised products manufactured in one or
all parts of the land.

****** the leading national semi-monthly, with its
500,000 circulation, will introduce you to some of these
farme rs .

Yours very truly.

[268]

Atlanta City Directory Company

Mailing Lists furnished from all over the World

CIRCULARS ADDRESSED AND MAILED. CURRENT DIRECTORIES OF ALL LARGE CITIES IN UNITED STATES
AND CANADA, ALSO SOME OF OTHER COUNTRIES ON FILE FOR THE FREE REFERENCE USE OF PATRONS

JOSEPH W. HILL, Prenident WALTER O. FOOTE, SeereUiy • • MEMBER ASSOCIATION OF AMERICAN DIRECTORY PUBLISHERS

I Telepfaone M. 1161 anil 3026

61 V2 E. Alabama Street

Atlanta, Ga.

lit MEMBERS OF THE BODONt FAMILV VERSATILE ORNAMENTS
(IC*tt TYPE FOUNDERS COMPANY

Gentlemen: -

Wouldn't you like to talk yoiir goods, to all of the
dwellers, in all of the Cities, of all America, every minute
of every day in the year?

Talk to, about 30 million people, at a cost of 14 dollars
a day, in a space the size of a standard magazine page?

That is just what we can offer you: the entire Urban
population of America: or any portion of it, at proportion-
ally above mentioned cost.

This is a fact: we are prepared to cover practically
every city in America, every day in the year, with a ^ - -J-
or full page adv. at a cost of from 4 to 14 dollars a day,
and do it thru the most representative, respectable, and
thoroly read medium in each town - the CITY DIRECTORY.

ice,

One order, one electro and one check secures the ser-v-

You can use your magazine "copy" if you wish.

Your own home Directory Company and the "Association of
American Directory Publishers," representing 10 million dol-
lars, guarantee the faithful fulfillment of your order.

This offer is made you, because your goods appeal to
the office and store workers: whom we approach at a new and
favorable time, they do their buying either coming from or
while at their place of business and our Directories are
their constant companion during all their working hours,
therefore the shortest link between buyer and seller.

May we give you more details, and good reasons why y_ou
could use City Directories profitably?

Respectfully,

[269]

®Ij^ N^m fork (Smtn

'All the News That's Fit to Print"

SET IN ENGRAVERS OLD ENGLISH, RECUT CASLON AND
RECUT CASLON ITALIC OLD ENGLISH BORDER
AMERICAN TYPE FOUNDERS COMPANY

Times Square,

N?ui fork

Dear Sir:-

If you knew that advertising in the Pictorial Section
of The New York ****** woULD PAY YOU

If you thought that an investment of $20.00 (cost of a
forty line advertisement) would even PAY FOR ITSELF

Would you hesitate to make such an investment?

The Pictorial Section of the New York ****** is
the woman's supplement of the best Sunday newspaper in
America.

It is read from cover to cover by every member of

the family usually in 150,000 of the best homes.

If you seek the patronage of well dressed women who

prefer the best and CAN AFFORD TO PAY for it profit by

the experience of others.

Each of the letters reproduced in the booklet herewith,
tells a story of RESULTS from advertising in The ******
Pictorial Section.

What the Pictorial Section has done - is doing - for
others, it can do for you - if you give it an opportunity.

Let us send a member of our advertising staff to study
your shop. Tell him some of the points on which you special-
ize - in which you excel.

He v/ill prepare an advertisement specially w^ritten about
YOUR SHOP. He will submit this for your consideration -
WITHOUT OBLIGATING YOU in any way.

Please fill out and return the call card NOW.

Yours truly,

[270]

7^ \^t ^tm fork ^im^g

^^^^ "AlltheNews That' s Fit to Print" • Actual Net Paid Sales More Than a Million a Week

ENQOAVERS OLD ENGLISH AND NEW CASLON ITALIC

iLE ORNAMENT

*N TVPE FOUNDERS COMPANY

Times Square

New York

Dear Sir:-

The continuous absence of your advertisement from the '
pages of the New York ***** * leads us to believe that
you do not think it to be as profitable a medium as some
of the other newspapers. If so, we feel obliged to take the
contrary view and state a few facts concerning the useful-
ness of The New York ••**•• for your announcements.

Only seven New York morning newspapers cover the area
within thirty miles of Times Square, reaching a population
of 16,848,897. Of these seven newspapers The New York * * ♦
sells more copies in the area stated than the combined sales
of three, and almost as many as four of the others.

There are only three morning newspapers in New York that
sell a million copies every seven days to the metropolitan
newsdealers. The New York ****** is one of them. Of
the four other morning newspapers in New York City the most
largely circulated one sells less than half a million copies
in seven days to the metropolitan nev/sdealers.

If an advertiser who seeks the attention of the intelli-
gent men and women of New York City, does not employ the ad-
vertising columns of The New York ****** the question at
once arises as to whether his advertising agent is advising
him in good faith.

The New York ****** has a daily circulation far
exceeding 175,000 copies. Owing to the substantial charac-
ter of its readers, every copy contributes its individual
share to the publicity obtained. There is no waste in its
output.

With these facts before you, if there are, in your
opinion, good and sufficient reasons as to why you do not
consider The New York ****** an equally profitable
medium with, if not more than other newspapers, we are ex-
ceedingly interested to know them, so that we may have an
opportunity to more clearly explain to you our views on the
same points. We feel confident that you will not deny us
the opportunity asked, and remain,

Yours truly,

[271]

Harrv Burtman. president

Robert Monroe, secretary

Thomas Stevens, vicc-presi

GREAT WESTERN AUTOMOBILE COMPANY

SALESROOMS

928-30 EAST BROAD AVENUE

TELEPHONE CONNECTION

MAKERS OF THE

KENTON CAR

Largest Automobile Plant
IN the World

CAB1_E ADDRESS. "KEYSTO;

POSTAL TELEGRAPH AND WE.

UNION CABI-E CODCB f

Nos. 472-476 SPRING GARDEN Terrace

Seaford. Wyoming

Dear Sir:

Your automobile is more valuable than your watch. And
yet you would not think of giving your watch into the care of
a locksmith. Do not store your motor car with a tinkerer.

We are experienced automobile caretakers. We have been
in the business longer than any firm in the city.

We guarantee satisfaction; your oar always well cleaned,
brasses bright, ready for the road. Prices reasonable.

Ask our customers.

Very truly yours,

[272]

.N. SMITH. PRESIDENT

H. W PATTERSON, TREASURER

C. D. SMITH. PRESIDENT

J. C. BACHELOER

MANUFACTURERS, IMPORTERS AND JOBBERS IN

F E CHICK

52-56 Summer Street

^osilon

IN INLAND COPPERPLATE AND LIGHT COPPERPLATE GOTHIC
-STONE BRASS RULE
I.1ICAN TYPE FOONOERS COMPANY

Dear Sir:-

In looking over our tooks we find that your watch has
not been here for cleaning for twenty- three months.

Every watch should be cleaned and freshly oiled as often
as once in every eighteen months.

A watch is a very delicate piece of machinery - the
balance wheel makes 300 beats or vibrations each minute, or
18,000 beats per hour; there is less than one drop of oil
used in oiling it, and when this oil is exposed to the at-
mosphere and necessary wear for a period of from twelve to
eighteen months, it becomes dry and hard and commences to
cut and wear the pivots and steel parts, therefore it
should be cleaned and oiled again.

Hoping you will favor us with the work,
Yours very truly,

1273]

JENS C. PETERSON

STATE BAXK Bt7Il.DINO

TRAVERSE CITY, MICHIGAN

SET IN BRANDON CLOISTER BLACK CAXTON INITIAL
AMCHICAN TYPE FOUNDERS COMPANY

Dear Sir:-

I wrote you on May 15th, in answer to your inquiry re-
garding the plans of a house illustrated in the March nuraher
Q^ « * * * ♦ *^ -(ju^ have not had the pleasure of an answer
from you.

What is the matter that ir,y communication did not inter-
est you enough to get a reply as to whether or not the house
meets your approval, or that I do not receive your order for
the plans, specifications and details for such a nice home?

I am sure you were interested in this house and-antici-
pated building or you would not have asked for the informa-
tion. But the fact remains that I either did not convince
you of the beauty and inexpensiveness of this style of build-
ing or that the plan did not fully meet your ideas of a home.
In either case I have failed in my efforts by not giving you
the information you wanted or by describing a plan that does
not meet your approval.

I am v/illing to spend considerable time and money to
answer all of your questions. Will you spend two cents to
answer mine?

If you wrote out of curiosity, tell me that. I will be
satisfied. It is the curious people who learn and I want to
know why I have failed to interest you.

The definite promise of service that goes with my plans
and specifications is a prestige-building power and will be
a money saver for you.

I enclose a return envelope for your reply and remain.

Yours very truly.

1274]

T IN PAB5T OLDSTVLE AND PA BST ITALIC RENAISSANCE ORNAMENT
lERICAN TYPE FOUNDERS COMPANY

Bennett ^ Morrison

^ReaJ Estate

Special Attention to Care and Rental of Property

Number 52 Aaylum Street

HARTFORD, CONN.

Dear Sir:-

Real estate is the most secure investment in the world--
the profit depends upon the management.

Profitable renting does not consist merely in getting
tenants. It means securing good, permanent tenants, quickly
and at a minimum expense. Then your property must be pro-
tected against unjust demands and careless usage.

It is our business to rent property and manage it so as
to retain the tenants and make it yield the maximum profit
for the owner. We can save money for you on repairs, and
guard against damage and losses. We work for your interest--
for increasing your net profits.

Property renting is a business that must be learned and
it takes years of exsperience to learn it thoroughly. We
have been at it for twenty years and have succeeded in making
hundreds of properties paj'' bigger net cash profits. If you
are not satisfied with the returns on your investment we may
be able to show you just where an improvement can be made.

Make an appointment on the enclosed card and talk it
over with us.

Yours very truly,

[275]

! ALBERT L SPRAGUE

CUSTOM TAILOR

SET IN PACKARD FLORAL DECORATOR
AMERICAN TYPE FOUNDERS COMPANY

No. i8 Franklin Street

SEATTLE, WASHINGTON

Dear Sir:

Correct clothes are not so much a matter of price, as
"brains" in the making.

Any artist can daub paint, but the Rembrandts and
Raphaels are scarce. It took "brains" to paint the "Mona
Lisa."

That's the way it is in clothes making.
We put as much "grey matter" into the making of your
clothes as the watch-maker into making his finest watches--
the star lawyer into his pleas.

And it is not only in the making that "brains" play a
oonspicuous part, but in the selection of materials as well:
cloth, trimmings, buttons, etc. , --all must harmonize.

Come in and let us show you our line. We know you'll
like it, because — being particular ourselves — we know Just
what will please the particular man. This means no obliga-
tion on your part whatever.

Will your next suit of clothes or overcoat be a

* * * i» » * 9

Yours very truly,

[276]

n ^o^" °<>0»» g»'0«' "^^^

Staffer tlTailorms Companp

Broad and State Streets, Springfield, III.

Dated

CLOisren black and new caslon

IV BORDER STRATHMOAE ORNAMEN7 CHAP-BOOK GUIDONS
AN TTPE FOUNDERS COMPANY

Dear Sir:-

YOU have not given us a chance to show you what real
clothes "building is like.

Why?

It cannot be the matter of price--for ♦♦♦♦♦♦ ciothea
are no higher in price than you would pay for so-called
"good" clothes anywhere.

It cannot be you are not interested--for who ever heard
of a man who was not ready and willing at all times to im-
prove his personal appearance and clothes comfort?

It cannot be from lack of information--for we have
shown you just why •*♦*♦* clothes are better--the pains
we take in the making of them --and the pride.

So we write you once again. Won't you give yourself a
chance to see just what •***•♦ Clothes are? We don't
want to annoy you--we want to relieve you of all your clothes
troubles-- "That's All."

Come in and let's get acquainted anyway.

We'll be glad to explain any detail not clear to you.
We'll show you a line of fabrics that--no matter what your
ta3te--whether plain, conservative or' fastidious--will please
you.

Come in NOW.

Very truly yours,

[277]

l^iglf (f lass ^mslsfttt Q^nitats

SET IN INLAND COPPERPLATE
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Have you ever worn a really ill-fitting suit of clothes?

If you have, you are the very man who will appreciate
♦*♦**♦ Clothes.

Pit is the first essential in clothing and unless the
collar "hugs" the neck snugly — unless the trousers have the
proper "hang" to them--you will not te comfortahle.

**••♦• Clothes are "built" on you--not simply for

you. The "Great Law of Average" is applied to lots, of
things, but not to the making of ***** * Clothes.

No two figures are alike. Some have one peculiarity —
some another. Consequently, clothes "built" for one will
not "fit" the other. All the little details are taken into
consideration in the making of * ♦• * * * Clothes.

****** Clothes are made to "fit" right--to "look"
right--to "wear" right, and you'll know what good clothes
service means when you wear *♦♦♦♦♦ Clothes.

Will you give us a chance to "prove up"?

Very truly yours,

[278]

K:z»(Xi:>0(X:=»OOc3»o<r»0<:=>00<:=»0<::>0

^Holeproof

<z>0()<3><)0<=>)o<::>oo<rr»0()«==>oo^=>)()c=>(ij

GUARANTEED

0«=:^K)0<=:=>00<r»o<:r»0<:r>00<::»0<r»^

HosieryCo.

0<ci>oo<rr>oo<rr>00<=i>0(Kr=>00<:z>00<r:>>0<c:^

k. FRESCHL, Superintendent

(ORDCR DELL> A0S8IA ORNAMENT
IFOUNOERS COMPANY

Milwaukee, \A/is.

Dear Slr:-

Please send the enclosed night lettergreim at our ex-
pense. This will bring you samples of famous ******
Hosiery.

And in time so that you can secure a spring stock. By
getting your spring stock now, which we can ship promptly,
you will take advantage of our extremely heavy advertising
which will make a most lively market for *♦♦••• popul ar
sujnmer colors .

Every spring, •♦♦♦•♦ has caught the eye of THE MEN
by letting them know that the smart styles in hosiery were
******. Those dealers who sold ****** in an assort-
ment of summer colors have done a tremendous business.

The biggest stores catering to the most exacting trade
have found that ****** suimner colors take the popular
fancy.

This spring our summer color lines will be bigger sell-
ers than ever.

We take care of your order promptly and will gladly
send you samples by immediate express prepaid from which to
make your selection.

You can do the summer color hosiery business this year
if you have ******_ The Original.

Please send the telegram enclosed for quick action, and
note that it is at our expense. •

Yours very truly,

P.S. We will save for you one outfit of window trimming ma-
terial that will help you double your hosiery sales and prof-
its the first season you sell •*****.

[279]

HOLEPROOF HOSIERY COMPANY
OF CANADA, L'TD

LONDON. CANADA

HOLEPROOF HOSIERY COMPANY
230 TOWER BUILDINGS

LIVERPOOL, ENGLAND

NEW YORK OFFICE

916 FIFTH AVENUE BUILDIK

CHICAGO OFFICE

234 LA SALLE STREET

PACIFIC COAST AGENCY

BS3 MARKET STREET

SAN FRANCiaC

Milwaukee Wis. U.S.A.

SET IN COPPERPLATE GOTHIC SHADED

FLORAL DECORATOR

AMERICANJSTPE FOUNDERS COMPANY

Gentlemen: -

We have addressed to you several communications relative
to our product and had hoped to receive your stock order
before now.

We are distinctly disappointed at not having received a
favorable answer to our letters particularly as ***** *
is a commodity which appeals directly to the high class mer-
chant. Moreover, we cater to those who appreciate the value
of advertising and of advertised articles, and the tremen-
dous campaign which we are carrying on should certainly
interest you.

Laying aside all question of merit, of durability, of
comeliness and of good value - all of which points we feel
sure you will readily accord to ***** *, our hosiery in
your window or on your shelves is in itself an item of enor-
mous advertising value. It has a certain fixed value as an
advertising medium, just as tangible as the columns of your
newspaper or the billboards you have to pay for.

Why not get in line now so that we can ship your initial
order immediately?

Rest assured that your requirements will have our best
attention at all times and the writer will take pleasure in
the personal supervision of your future needs for advertising
matter, window display material or electros.

Hoping to hear from you at once, we are.

Yours truly,

[280]

WESTERN OFFICES IT^iffBB: GENERAL WORKS

1 TO 2933 UA SAt_l_E ST R E ET. C H I C AG O ^ffi^HW^ 1 3 Z O TO 1 3 e O J E F F C RSO N AV E N U E , D ET RO 11

DETROIT STOVE WORKS

LARGEST STOVE PLANT
IN THE WORLD

PE FOUNDERS COMPANY

Detroit

Dear Slr:-

As you will undoubtedly be in the market for a range
and realizing that you desire the best for your money, we
wish to point out a few facts about *•**♦♦ Ranges that
will aid you in making a selection. ♦•***♦ stoves are
made in the largest stove plant in the world, and as you no
doubt realize, this enormous business could not have been
built up to its present proportions if * ♦ * • • ♦ stoves
did not represent the best value obtainable.

Every stove bearing the ****** mark is made of the
highest quality of material. All steel is extra quality
with a highly polished surface that requires no blacking
and lasts for years. All cast parts are made of Kemi Test
Metal which is analyzed and tested before being used to
insure against imperfections of any kind. The workmanship
is of the very highest grade and every stove is built to
last and give the greatest degree of satisfaction to the
user. Its baking qualities are the best and it operates per-
fectly--always. The fire box is properly proportioned to
hold fire over night and is so constructed that it saves 1/3
more fuel than any others made. The grates are easily oper-
ated and the ash pits are extra large and easily accessible.

You will make no mistake by choosing a ♦ • ♦ * * *
because the value, service and genuine satisfaction that come
from a good range cannot be compared to the few dollars saved
in the purchase of a cheap range. No matter the price you
pay if you select a ****** it will prove the best stove
investment you ever made. We hope you will decide to place
a ***** * Range in your kitchen because we know for a
certainty it will give you the best service and save you
more money in fuel and repair bills than any other stove you
can buy.

Yours truly,

)7 [281J

DETROIT STOVE WORKS

I.AKGK.ST STOVE PLANT
IN TIIK WOKI.I)

^Ve Lead the World in Ranaes

WE ARE THE SOF.E MANUFACTURERS OF THE CELEBRATED

Jewel Stoves and Ranges

Western Offices: 29-;i-2933 LA SALLE ST., CHICAGO. Works: 1320-1360 JEFFP^RSON AVE., DETROIT

SET IN SCOTCH ROMAN FRENCH CAST SQUARES

ART-TILE TINT FORMERS

AMERICAN TYPE FOUNDERS COMPANY

Detroit, Mich.

Dear Slr:-

The true test of any stove comes after it has "been in
use for some time. When new, one stove looks a great deal
like another and it is only hy actual service that the
value of a good stove comes to the surface.

The value of a****** Range is shown in the years
of satisfactory service it will give the user. Only the
highest grade materials and the most skilled workmen are
employed in its construction.

All steel is extra quality, highly polished and re-
quires no blacking. All cast parts are made from Kemi Test
Metal, insuring the highest grade cast iron put in any stove.
The fire boxes are made large and roomy and are correctly
proportioned to hold fire for a long time. The ovens are
full sized, made square and will bake quicker, more evenly
and with less fuel than the ovens in any other ranges.
These are actual facts that thousands have proven to their
own satisfaction and that you will find to be true if you
place a ***** * Range in your kitchen.

Can you hesitate between a ***** * Range and the
others when you consider the above facts and that you actu-
ally save money on fuel and repair bills by using a * * * *?
Can you hesitate about paying a few dollars more for a
****** Range in preference to a cheaper stove when a
****** will last a lifetime., will always be ready for
service and will cause you no trouble or expense later?
When you think these questions over fully we believe you'll
agree the ■•■♦♦♦•♦ig the range you should buy.

Yours truly,

[282]

:'y^<f^^^'^;^\^>'/.^^"'-/.^A^^.^-■^^'^/l■;y";'|^^"'X^':^.\^^';y.^^'^/^^^7/',■\"7;IK^^^^

i" II !'■ II iVn' i1' aX- II l^tJIIiiJI i-jjl J'li

'.^^j^:.

L. Adler, Brothers & Co

MAKERS OF

ADLER CLOTHES

?' y ?;?'!ry ^ '' '^ r ^ ''' ? ^T'' - ' i ?' L T " ' ^ 'w

^ ,^ \.^.<t. y ^.^<,^ ^ . J ^^.

<D eOROER NO. 1341
: PRINTIKC COMPANY

Rochester, N. Y.

Dear Sir:

When Labor Day arrives - when your fall selling season
has opened - you're going to be mighty sorry if you've
neglected to send out Style Books.

Perhaps you don't value these books very highly. Per-
haps you believe your business will be as big without them.
Please don't think so.

Our Style Books help sell clothes, and we can prove it.
We have customers who have gone without them one seas on and
thereby lost business.

Your competitors use Style Books, and doubtless send
them to your customers. S'^^^2^_^^l2S^J^^_SS^^-l2l'k'^'&-^'£S^

Now, we don't doubt that you're going to use Style Books
this season - our knowledge of your good judgment gives us
this confidence. But the time is getting late.

We're in earnest. We JgK)W__that__our_Stjrle_Book3_are
busi ness ge tters and business keepers. So please don't hold
up the enclosed order-blank a minute longer than is necessary.

Very sincerely yours,

[283]

The Michigan Stove Company

Sttr^r^C^r'™'"'" MANUFACTURERS OF THE CELEBRATED

The World's Best 'Varlatid'' Stovcs Qtid Ratiges

LARGEST AND MOST WIDELY KNOWN MANUFACTURERS OF HIGH GRADE STOVES AND RANGES IN THE WORLD

SET IN MEMBERS OF THE CLEARFACE FAMILY STRAND BORDER
AMERICAN TYPE FOUNDERS COMPANY

Detroit, Mich.

Dear Sir:-

We take pleasure in forwarding to you descriptive stove
literature and our booklet entitled "The Only Safe Way to
Buy Stoves and Ranges."

When you have read this interesting story, we believe
you will realize that the disadvantages of buying stoves by
mail order far outweigh any seeming advantages. You will
realize that, in the end, it pays in c_ash_t_j3ojwejUj3jT_ce_, . and
satisfaction to buy stoves from your local deaTer.

'(Ys are particularly anxious that you see our ♦ * * * *
Stoves, Heaters and Ranges before you make a selection. No
matter what style you wish you will find it in the * ♦ • * •
line and you can be certain of £2™S'^^I}l_^2'Jtl2r®°^^°i} ^"^^
reasonable prices.

Our dealer ****** will be pleased to show you any-
thing in our line and explain the many valuable advantages
and exclusive features of the ****** construction. You
will find an excellent assortment of all styles.

Won't you please call just as soon as you can and look
at them?

You need feel under no obligation to buy. Simply go
and look at them. If you can not get just what you want in
quality7 style, and price, don't choose a ***** *. You
will be nothing out for making an investigation.

On the other hand, if your dealer shows you a * * * * *
Stove or Range that suits you, you may depend upon it that
he will extend to you every accommodation that the most lib-
eral mail order house would. He will do some things for you
that mail order houses canjt do. He will deliver your stove
polished and clean. If you do not live too far from his
store, he will haul it to your house and set it up for you
free of charge. And he will give you a guarantee," not of 30
days satisfaction, but of Ee™a:fie?ll satisfaction.

Trusting this may be of help to you in selecting the
best stove for your needs, we are.

Yours faithfully.

[284]

tepfjen -$. Whitman ^ ^on

MANUFACTURERS OF SPECIALTIES

Confections, Chocolate and Cocoa

lie Address "Dragon'

411-421 RACE STREET

N. E. COR. LAWRENCE AND RACE STREETS

PI)iIaDeIpt)ia, pa.

N NEW CASLON. NEW CASION ITALIC AND CASLON TEXT
CM CAST SQUARES ART-TILE TINT FORMERS
(CAN TTPE FOUNDERS COMPANV

Dear Sir:-

You protably know how successful our sales agencies
have heen In your state. We are now establishing agencies
in every town where we are not already represented and your
store we believe is qualified to make a great success of
the sale of ***** * Chocolates and Confections in your
locality. We Er2i2£i_2^Hl}_S££2i • *® supply our_agents
onl^ with our package s7~di re ct~from the factory7~by freight
£rl~E--ES_EI£E5i5 • ^® ^° "°^ sell our packages to jobbers,
thus'we^are able~to protect our agents against competition
and price cutting on our own goods.

As you know, this agency is very valuable because of
the demand existing among the best people for *♦♦♦**,
a demand that has increased tenfold within the last two
years, and is still increasing.

Not only has our advertising in the leading magazines
helped the sale of our packages everywhere, but our adver-
tising by mail to the druggist's own customers and neighbors
has built up business for our agents in a way that is very
gratifying.

If you are interested in increasing your candy trade —
and 2. °?llE£.^AL^ JJ- — ^® would like to hear from you. If we
have~Ju"dged~corFeotly that you can take care of the fine
trade of your community we can offer you goods and service
which, with the co-operation of our advertising department,
will greatly increase your hold on this class of trade.

We must be represented in your locality as soon as
possible and would thank you for a line by return mail on
the enclosed postal letting us know if you are interested.
If you are, we will send you full details of the **♦••♦
agency plan, prices and prints showing our packages in their
true colors, samples of the advertising that has been so
successful for our agents, etc.

Yours truly,

[285]

COLUMBIA PHONOGRAPH COMPANY

Columbia Grafonolas, Disc and
Cylinder Graphophones

STORES IN ALL PRINCIPAL CITIES

TRIBUNE BUILDING

New York City

SET IN CLCARFACE AND CLEARFACE ITALPC

STRATHMO«E ORNAMENT

AMERICAN TYPE FOUNDERS COMPANV

Dear Sir:-

The average sale is a fall-down

On the part of the man who made it.

For he's supposed to be a salesman and he proves to be
nothing bigger than a clerk.

There !s a heap of difference.

Any respectable citizen can take orders.

It takes a salesman to sell goods.

The man who sees the customer comirrg while still a
great way off, who meets him more than half way, treats hiro
courteously, takes his order, hands him his change, and
says "thank you" - call him a salesman? Not by seven miles
and back again. He may be a gentleman and a scholar and a
good judge of clothes, but he's no more a salesman than his
aunt's an uncle.

It is a salesman's business - and pleasure - to do
exactly what the clerk does and then multiply it by two or
four or six or a barrel-full, and do it while the customer
waits.

And it isn't half as hard as it looks to the man who
never tried it more than one consecutive time.

[286]

EDWARD D. EASTON, PresidenI GEO. W. LYLE, General Manager MARION DORIAN, Treasurer C. W. WODDIOP, See's and Ass'l Treas.

Columbia Phonograph Company

COLUMBIA GRAFONOLAS, DISC AND CYLINDER GRAPHOPHONES

STORES IN ALL PRINCIPAL CITIES
DEALERS EVERYWHERE

■CONDENSED WlhCHELL STRATHMORC OR

SflETON CAST &OUARES
!*N TY^E FOUNDERS COMPANV

Cable Address "COLPHO" New York
Telephone Connection

TRIBUNE BUILDING

New York City

-2-

When a mewi has teen persuaded to the point of reaching
down into a deep pocket for money, all the hard work is
done. The demand is created, the advertising has taken
effect, the store window has done its part, the goods have
proved acceptable, you've made connections, you've gotten
acquainted, you're on intimate speaking terras - and you have
more goods and other goods to sell. If you let your man go
away v/ithout selling him more than he intended to buy, you.
are slipping up on your job almost every time.

Don't forget for a minute that whatever he may say, the
average man wants to be solicited. Not pestered - but he
likes to see that his patronage is as valuable as you know
well enough it really is. Sometimes a customer will go
home and realize with surprise that he bought more than he
intended to - but next tine he forgets everything except that
he did get waited on and attended to and had his patronage
asked for.

Double up your sales! You can do it just as easily as
you can get a transfer on a trolley.

Yours truly.

[287]

Burroughs Adding Machine Company

GENERAt. OFFICES AND FACTORY

CABl-E ADDRESS

"BURAD" DETROIT
"additive" LONDON

SET IN BLAIR AND LIGHT LITHO
AMERICAN TYPE FOUNDERS COMPANY

Detroit, Michigan, U. S. A. L"7:,vaT.'Ioo'.'s"u'J:

Dear Sir:-

We would like very much for you to become familiar
with the uses of the ♦*♦♦** Machine, even though you
may not seriously contemplate purchasing at the present time.
Just now we have a very good opportunity to arrange it so
that you can do this if you wish. Several of our demon-
strating machines are now in your vicinity and will not be
in use for a little while and, if agreeable, we will have
one of them delivered to you, as we would much prefer that
it be in use rather than standing in the shipping case.
Our representative will then take pleasure in dropping in
on you sometime when he is near, and explaining the uses in
detail, after which you can make free use of it until we
require the machine elsewhere. You will in this way be
better able to Judge as to whether the machine will ever be
an economy for you in your work.

Should you feel any hesitancy about doing this, we
want to explain that the machine will be entirely at our
expense and risk - fire or otherwise - while with you; and
your using it will not obligate you in any way.

We will very much appreciate your favorable reply
under the enclosed stamped cover.

Yours very truly,

[288]

'.JH..

nampgfjire Qaper Gompanp

^ourt) ^ablcp Jf alls; » JWasfsiactjusiettsf

■ 'iM &tiitioner|> department

r IM CLOISTtR BLACK MISSAL INITIALS Sflttb |f

tLlAN BANDS CHAP-BOOK GUIDONS J

-EfllCAN TYPE FOUNDERS COMPANY

Dear Sir:-

It is your problem to produce printed matter capable of
conveying your ideas or arguments to others without loss in
the transmission.

Rare .wine from a tin cup would lose its charm. Telling
thoughts delivered by a poor orator lose their effectiveness.
In all times influence has been Just as potent as argument.

That ♦***♦• Bond Covers will help to influence
those who read your arguments has been pretty definitely
settled - still that is left to your judgment.

When a man buys a page of magazine space the circula-
tion governs the price. When a man buys printing and paper,
too often nothing governs the price but the price itself.
It is what a piece of printed matter does, not what it costs,
that establishes its true value.

If you decide to use ♦*♦*** Bond Cover and your
printer seems to have any difficulty in securing it, will
you kindly write us.

Yours very truly,

[289]

Hampshire Paper Company

MANUFACTURERS OF THE CELEBRATED

g OLD HAMPSHIRE BOND

■ ■ ■r .■■ . ■i. y i.- , 'i. , ■■ . ■i v i. . ' iviv i v i' , ' r, 'i' . 'i v i v p . 'i v i'.'ivi .■<viv'i^'ivivi^'ivivivivivivr.-rnm--m-!7vn' r vivivri'lV I VIVIVlV I VlV I YIV I VIVlYlvrvmviw-irnvrmrv^

S.B. GRIFFIN, Pres.
W. D.JUDD.Treas.

South Hadley Falls, Mass.

SET IN DELLA ROBBI* DELLA ROBBIA BORDER
L1TH0T0NE BRASS RULE STRATHMORE ORNAMEN
AMERICAN TYPE FOUNDERS COMPANY

Dear Uir;-

Wa have your favor of the 1st inst., and as requested,
are sending, under separate cover, a sample hook of * ♦ ♦ * *
Bond. While the paper must prove its own hest advocate, we
suggest that:-

We can make no attempt to compete with ordinary bonds
on first cost. Our claims for your consideration are hased
entirely upon final results.

The value of ***** * Bond lies not so much in the
keen personal satisfaction you will find in using the clean,
crisp sheets, as in the influence the paper adds to the
messages it carries.

Modern business is done by letter. Stationery that was
considered good four, three, or even two years ago does not
measure up to tho standard of to-day. Letters and litera-
ture claim our attention on all sides, and if they are to
step out from the mass, they must stamp the individuality of
the writer. *•*♦•* Bond invariably bespeaks consider-
ation - it prohibits the waste-basket habit, so to speak. .

V/o suggest that you fill out one of the enclosed esti-
mate blanks and mail it to your printer or lithographer. If
then, you havo any trouble in securing either paper or
envelopes, ploano advise us and we will see that the diffi-
culty is rcLiovcd.

Yours very truly,

[290]

Hampshire Paper Company

FINE STATIONERY DEPARTMENT

i^^Esr

N 9TRATMM0RE OUDSTVLE GRAY BORDER NO. 2
(CAN TVPE FOUNDERS COMPANY

South Hadley Falls, Mass.

Dear Sir:-

On the assumption that you will be interested in a note
paper distinctly for men, we take pleasure in enclosing a
small portfolio describing ****** stationery.

There are certain distinctions recognized by men of
culture and refinement that, however finely drawn in the
beginning, have, through long usage, becomo arbitrary. For
instance, no man would think of wearing other than white
linen with his evening clothes. With stationery, men have
invariably left the papers of soft texture, the tinted
papers, and the linen or fabric finished papers to the use
of the ladies. And the distinction here is not without
foundation, for such papers are effeminate.

On the contrary, the crisp, clean sheets of ***** *
Stationery have a masculine strength, dignity and quietness
that suggest the gentleman who is also a man. We believe
that you will find a marked pleasure in using ***** *j
and that you will wish to add your name to the list of its
users - a clientele of whom vie feol justly proud.

It will be more convenient for you to purchase the
stationery of your local dealer, but if you should have the
least difficulty, v;e will supply you at the prices in the
portfolio, prepaying the carriage.

Yours very truly.

[291]

HELTEN*
H TYPE F

Barrister Publishing Co.

250 West 54th Street
New York Cit\)

Dear Sir:-

This is frankly a brief for newspaper advertising.

The daily newspaper is not the most effective adver-
tising medium for all purposes. Por reaching the manufact-
urer, a trade magazine often is superior. For reaching
certain closely restricted classes of retailers, circular-
ization is an excGllent method.

But fbr reaching the large general body of the "Ulti-
mate Consumers," there is no medium even to rival the news-
paper.

This is true because to interest, to convince, and to
compel response from the ultimate consumers, their attention
must first be caught and then fixed by constant reminder and
repetition. This can be done only through the newspaper,
for the public has become accustomed to consult the advsr-
tising columns of the newspaper, v/hioh is the universal and
natural medium for announcements regarding articles of daily
and frequent need.

This Association of newspapers will be glad to give you
information about the value of tho right kind of newspaper
advertising. Are you sufficiently interested to ask that we
send it? Do you wish to have our representative call?

Perhaps you believe that the cost of general adver-
tising in the newspapers would be prohibitive. We may be
able to explain the "limited section"' method.

■ Very truly,

[292]

ESKAY'S ALBUMENIZED FOOD

The Food That Nourishes from Infancy to Old Age
The ^deal Food for Infants, Invalids and Dyspeptics

Smith, Kline & French Co.

IN CENTURY OLDSTVLE BOUD OLD ENGLISH BORDEO
»ICAN TYPE rOUNOERS COMPANY

429-35 Arch Street

Philadelphia, Pa.

Dear Madeim:

By this mail we send you a sample of ***** ♦ Food
for trial, and feel confident that your experience will be
as satisfactory as others have reported.

The ingredients of ***** ♦ Food are combined in
such a way as to give the proportion of animal and vegetable
matter which the highest authorities claim, the Infant needs
for its healthy nourishment and development. Nursing mothers
will find it imparts strength and tone to the system, and
increases and improves the supply of milk. *•♦*'** pood
will be retained by the most delicate and rebellious stomach
when all else is rejected.

****** FOOD MUST BE BOILED. This is no more trou-
ble than the boiling of water; which every one recognizes as
very important in infant feeding, because in many places
the water Is so liable to contg,in impurities. The boiling
need be done only once in twenty-four hours when prepared
according to our directions. It is equally important to
destroy the germs found in cow's milk, which frequently
gives rise to sickness in infants. This is accomplished,
when the milk is added to ***** * Food when boiling in
accordance with latest directions.

****** Food costs you about half the price of
other foods, and is sold by druggists in Trial Size, 25
cents; Medium Size, 50 cents; Large Size, 75 cents; and
Family Size (holding four times the quantity of the Large
Si7;G), $2.50.

We shall appreciate the receipt of a letter from you
relating your experience, after you have given it a thorough
trial.

If you are interested, we shall be glad, upon applica-
tion, to mail you our little book "How to Care for the Baby."

Yours very truly.

[293]

THE FOOD THAT NOURISHES FROM INFANCY TO OLD AGE

THE IDEAL FOOD FOR INFANTS, INVALIDS AND DYSPEF

DEPARTMENT

SMITH, KLINE & FRENCH COMPANY

CANAL AND POPLAR STREETS

»Jniladelpnia^ *Ja/.

SET IN TYPO UPRIGHT BOLD AND TVPO GOTHIC
AMERICAN TYPE FOUNDERS COMPANY

Dear Madam :-

We shall be glad to have you advise us whether you
received the sample of ***** * Pood mailed you a few
days ago, and have given it a trial.

You are, of course, aware that it is of the utmost im-
portance to select the iDest food obtainable with which to
feed the baby if mother's railk be insufficient or lacking
in quality. The very favorable letters received from phy-
sicians,, and also mothers, who have used ****** pood
makes us confident that their experience has proven satis-
factory.

Not only does ****** pood contain all the elements
necessary for perfect nutrition, animal and vegetable ingre-
dients for infants, but the strength-supplying constituents
found in this Pood make it the most desirable diet for adult
convalescents, dyspeptics, and all those suffering from any
form of irritability of the stomach.

The composition of ***** * Pood (the addition of
hens' oggs to cereals) must necessarily commend itself to
the intelligent i;tudent of infant as well as adult diet,
and many have found the happiest results from its use.
Three things commend it:-its composition,, its palatability
an>l its low cost.

It is strongly recommended by physicians as a substi-
tute for tea or coffee because it strengthens without any
■harmful effects. A cup of ***** * Pood taken hot -before
retiring, insures refreshing sleep.

If you desire any further information about ******
Pood, v/rite us, giving full particulars, and we shall be
pleased to give your letter our prompt and careful attention.

Hoping to hear from you we remain.

Yours truly.

[294]

[aRRYN. SHERMAN, President B.F. GILBERT, TreasuRCB

Mational Securities Company

50 State Street

Boston, Mass.

r IN COMSTOCK CONDENSED AND BLAIR
lERICAN TYPE FOUNDERS COMPANY

Dear Sir;-

The number of safe deposit boxes rented in our new
building on * * ♦ * * ♦Street since December is gratifying
proof that those who visited our armor-plate vault during
the week of inspection were impressed by the security, the
convenience and the comfort afforded patrons in this depart-
ment.

Many of these new customers were people without safe-
deposit boxes, who had never before realized the tremendous
safeguards provided for valuables in a modern safe deposit
vault. Others, renters of boxes in other parts of the city,
were influenced not only by the security afforded, but by the
light, attractive quarters, the comfortable and convenient
private rooms and the unusually accessible location of the
building.

Whether you have stocks or bonds to protect, you have
at home or in your office papers and valuables -which, if
lost or damaged, could be replaced only at great inconven-
ience and by the expenditure of time and money. Their
safety is a matter for serious consideration. Wouldn't it
be worth the cost of a safe deposit box to know that these
things were secure beyond any possible loss or damage from
theft, fire or flood?

We offer you absolutely modern safe deposit vaults at
our *♦♦*•♦ buildings. One of these offices is sure
to be conveniently accessible, and we shall welcome your
inspection of the facilities provided.

Very truly yours.

[295]

J F DOWNS, President JAMES E. DO W N I N G , Cab hie

I. J BURR. Vice-President * JOHN F. DALE, Asst. Cashic

First National Bank

Augusta, Missouri

SET IN SRANDON AND BRANDON GOTHIC
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

One hundred years from to-day, there will probably not
be one hundred persons who are now alive, still breathing
the breath of life.

But if you take a valuable paper, to-day, and lock it
in a Box in our Safe Deposit Vault, it may easily remain
safe and undisturbed for centuries to come.

It is built stronger and with more time-defying devices
than many structures that have stood for thousands of years.

It is built not only to defy time but fire, thieves and
accident. It is a rock-bound, steel-bound fortress.

All of its strength and safety you can make use of by
the rental of a Box for a trifling sum per year.

It offers you the cheapest insurance known.

For valuable papers, securities and documents, it in-
sures against fire, theft and accident.

Its service is worth a great deal, but costs very
little.

K Box can be opened only by yourself or those to whom
you give permission, and it is accessible at all times dur-
ing business hours.

Let us show you the great convenience and use of this
modern fortress and stronghold.

Very truly yours,

[296]

The National Securities Company

HARRY N. SHERMAN
President

B. F. GILBERT
Treasurer

TENHAM WIDE AND CHELTENHAM ITALIC

(TILE ORNAMENTS

,CAN TPE FOUNDERS COMPANY

50 State Street

Boston, Mass.

Dear Sir:-

In the ordinary course of events, nearly everything
that man possesses is eventually lost through accident, de-
struction or neglect.

It is only possible to preserve valued things by the
greatest care and precaution.

In raodorn life, however, a way has been evolved by
which valuable things may be preserved indefinitely without
fear of loss.

That way is by the use of the modem Safe Deposit Vault.

Built of solid masonry, concrete and steel, equipped
with tlmelocks and the most ingenious devices to guard its
contents, it defies fire and thieves and accident for gener-
ations and even centuries.

No one who possesses securities, -valuables or valuable
papers worth preserving is just to himself who fails to take
advantage of this modern means of safety and security.

We say this as a preliminary to the statement that this
Bank offers you the security of one of the best modern Safe
Deposit Vaults, equipped with every device to make it secure.

You can rent a Box, largo or small, for a trifling sum,
compared with the service it renders you, and although the
construction of the vault cost a moderate fortune, you can
have practically the same use of it as if you owned it all.
With your own private key to your Box, inaccessible to any
one else, the door is open to you at any time during business
hours.

We will be very happy at any time to show you our Vault
and its accommodations, and to explain to you how useful you
will find it.

Yours very truly,

[297]

3\J-

®i|0 lUxtmmatmg Wi^tath

IP
§

OJU

983 Clark street, Ollfiraga

A ii3antt?ly journal of Scientific iUuniinati

SET IN ENGRAVERS OLD ENGLISH BOLD VERSATILE ORNAMENTS
ART-TILES ANO OUTLINE ART-TILES CHAP BOOK GUIDONS
AMERICAN TYPE FOUNDERS COMPANV

Dear Sir:-

How often have you said to your sales staff: "Stick
closely where the orders come from."

Most of them come directly or indirectly through archi-
tects. If more of them would specify your goods the year
round, what a fine showing for your sales account!

To have your men in every architect's office long
enough, often enough, and just at the right time, is impos-
sible.

But you can do "Better. You can talk to every architect
and always at the right^ime. While "incubating." a proposed
building, he looks for ^suggestions in "The ****♦*«,
particularly in our Apartment House number.

It gives him ideas he can use for mansion or cottage.
It shows him masterstrokes in space utilization, conven-
iences and bui'-ilng methods. He provedly consults the ad-
vertising section, too. Talk to him thoj::e.

Can you impress so many architects so opportunely, so
effectively, so economically in any other way?

Isn't this opportunity too valuable to miss? Let us
explain what a sales auxiliary our service is to you.

"Listen" to the enclosed card --before the forms close
for this issue, Nov. * * * * * *^ the most important number
of the year. If you send the card now, you won't forget
about it and you get this sales-information by return mail.

Very truly yours.

[298]

Paintmakers, Varnisfimakers and Colormakers

BOSTON

NEW YORK

CHICAGO

KANSAS CITT

DAYTON

CHAUCER TEXT AND BEWICK ROMAN
fOWe BOBOEB MISSION TOY
CAN TYPE FOUNDERS COMPANY

JDa^tott, <$liio

Dear Sir:-

ir.,

The time for painting and repainting is fast approach-
and you should read up on paints - so that you can talk

intelligently with your painter. In doing this you will
save PAINT MISTAICE3 and DOLLARS. .Tho cost and quality of
paint cannot "be judged by seeing it in the can. It must be
spread on the surface and then wait to see how long it will
v/ear.

You need not take chances - on paint failures
our book, "Attractive Homes"; you will
results at the least cost per years of
your city painted with "High Standard"

Read
then get the best
wear. See houses in
Liquid Paint, then

you can tell about the wearing and the colors. Most painters
want you to know about paint and see homes which they have
painted - you will then appreciate their work.

"HIGH STAKDARD" Paint is best for the exterior of your
house. It covers most, spreads farthest, wears best and
costs less per number of years of wear, ^fhen it begins to
show wear, after years of service, the surface will be in
good condition for repainting - saving you money and trouble
- a thing cheap paint .will not do.

"MELLOTONE" is the durable, washable flat finish for
wcills, ceilings and woodwork of any room. It has sixteen
' :its "soft as the rainbov/."

"■t/ERNICOL STAIN - stains and varnishes at the same
operation - excellent for floors, v/oodwork and furniture.

We also call your attention to our Concrete and Cement
Coating, Elastic Cement Floor Finishes, Hard Drying Floor
Paint, etc., for special uses.

Procure a copy of "Attractive Homes," with color cards,
(free) and obtain your paint requirements from

Yours truly,

[299]

Successful Farming

SUCCESSFUL FARMING PUBLISHING COMPANY

E. T. MEREDITH, Publisher

Des Moines, Iowa

SET IN MEMBERS OF THE CHELTENHAM F*MI
CHELTENHAM eOROER MONOTONE BORDER
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:

There are certain things you ought to consider very
carefully in making up a list of publications in which to
place your advertisemont.

First - comes the question of the kind of people the
publication reaches. Since ♦ ♦ * * ♦ * pays more for its
editorial matter in one issue than the average farm paper
pays in a year and since it is printed on Tsetter paper stock
than other farm papers use, it is fair to asssumo that it
must go to the best farmers. This is verified by the expe-
rience of advertisers who have used it and continue to use
it month after month and year after year.

Next ooraos the volume of circulation. *«»♦♦♦.
reaches more farm homos in "THE GREAT WEALTH-PRODUCING HEART
OF THE COUNTRY" than are reached by a dozen of the average
farm papers published in this territory.

Now let us analyze that situation. V/e have on our
mailing list about 6,000 names of advertisers and advertis-
ing agents.. Copies that go to them are of no particular
value to you or the average advertiser. Each of those other
papers have about the same sized advertiser's mailing list.
That means a waste circulation of about 6,000 to each paper
or 72,000 waste circulation if you use a dozen small papers;
against 6,000 if you use ••♦•♦♦.

Then there is the question of duplication. To the ex-
tent of anywhere from 20$^ to 50$^ the circulation of these
twelve papers would overlap. That is, tv/o or more of them
would reach the same people. Each copy of * * * * * •* goes
to a different home. There is no duplication. •

If you will consider these facts carefully you will make
use of the columns of ***** * beginning with the next
issue. You understand that nothing we have said above should
be taken or construed in any way as a slight to e.ny other
farm paper. Most of them are good. Their advertising space
is v/orth all they ask for it. But wo really believe you get
more for your money in ***** * than in any combination
of papers reaching the same number of people.

Your copy should reaoh us early in the month.
Yours very trul.",

[300]

SUCCESSFUL FARMING

SUCCESSFUL FARMING PUBLISHING COMPANY

CIRCULATION PROVED BY POST OFFICE RECEIPTS OR NO PAY
N. Y. OFFICE 150 NASSAU ST. j»r CHICAGO OFFICE FIRST NATL. BANK BLDG

issssssssBssaasB.'ypsasasBsssssssBsssasBsssaszsssi

MAM BOLD EXTRA CONDENSED TITLE AND CHELTENHAM BOLD CONDENSED
JNAMCNTS VERSATILE ORNAMENTS LINEAR BORDER NO. 2 THREE POINT BORDER
t fOUNDERS COMPANY

DES MOINES, IOWA

Dear Sirs:-

Do you realize that farm papers in general have shown
a much greater increase in advertising patronage during the
last two years than have any other class of publications?

A very large percent of this increase has come from
manufaoturars who had previously confined thslr advertising
efforts to publications circulating largely in cities and
towns .

*.***** nsaches as many people as are reached by
•any of the larger general nagazinea of standard size. These
general magazines circulating all over the country reach
comparatively few farmers; while ****** circulation is
almost exclusively confined to "THE GREAT WSALTH-PRODUCINQ
HEART OP TIIB COUNTRY" and goes to farmers only.

There is a vastly larger average buying power among
the readers of ***** • than ajnong the readers of any
standard magazine.

We are not saying this to, in any way, discredit the
standard magazines, but to impress upon you the fact that if
advertising in standard magazines is profitable in the face
of the fact that a very large percentage of their readers
do not own their own homes; then advertising must be more
profitable in a publication like ****** more than 75;^
of whose readers own their own homes.

Wo shall be very glad to co-operate with you and your
advertising agent in working out a special campaign in farm
papers.

We advise you not to go into this campaign, under any
circumstances, until you are willing to make a special cam-,
paign to farmers. The campaign that you are making to city
people will not fit the farm trade. You cannot begin with
the farmer at the point to which you have brought the city
people. You must begin with the farmer where you began with
the city people and build up his trade in the same way that
you have built up your city trade.

Yours very truly,

[301]

NEW YORK OFFICE, 150 Nassau Street

CHICAGO OFFICE, First National Bank Building

Successful Farming

Successful Farming Publishing Co.

E. T. MEREDITH, Publisher

Des Moines, Iowa

SET IN MAC FARLAND, CONDENSED MAC FARLAND AND MAC FARLAND ITALIC
ART ORNAMENT MONOTONE BORDER
AMERICAN TYPE FOUNDERS COMPANY

Dear Sirs:-

You undoubtedly receive a great many letters from pub-
lications Goliciting your advertising and your conclusion
that each man thinks his publication is the only thing for
you to use is perhaps a natural one.

We want to say to you, however, that we are positive
that there are a large number of other farm papers that are
worth all the. publishers ask for advertising. We believe
thoroughly iy, * * * * * *^ ^u^ we are not so foolish as to
believe that the advertiser would find it inpcssible to live
without ****** or without any other single publication.

We have simply tried to place before you all of the
facts in regard to ***** *. We have tried to make you
understand that as a matter of fact ****** (Jqqs hold a
leading place among all of the agricultural publications
published in the central west and that in volume of adver-
tising and in circulation and in quality of editorial matter
it is the leader.

When we tell you that we refused over ^^^^,000 worth of
business last year, you can understand that we do not think
****** is fitted for every advertisement that is placed
anyT.'here. While a considerable portion of the advertising
which we refused was of an objectionable character, there
was a great deal of it that was perfectly legitimate, but
which, in our opinion, would not have proven profitable in
****** and we so advised the advertiser.

We really believe that your advertising would prove
profitable, but we do not want to urge you to use space in
* against your better judgment, but v/c do believe
* * * ought to appeal to your judgment.

We have no desire to urge you into the columns of
* * * v/ithout your having taken time for careful con-
sideration and we shall be very glad indeed to give you any
information you desire, at any time, about our circulation,
our editorial policy, our advertising or anything- else in .
connection with the publication.

Yours very truly,

* • *
that ♦ * *

[302]

HIGH GRADE TIME PIECES

m c

^ILLINOIS^

WATCH COMPANY

Springfield, Illinois,

I BEWICK ROMAN
'MTHMORE ORNAMENTS MERCANTILE BORDER
itCmOAN TYPE FOUNDERS COMPANY

Dear Sir:-

In the window of a prominent Milwaukee Jeweler's store
is a card bearing this inscription:

"Naturally we push the watch which gives us the least
trouble in making good our guarantee. That's why we recom-
mend the ***** * Watch.

Read that again -- "the watch which gives us the least
trouble in making good our guarantee."'

Their guarantee sells these watches — not the manufac-
turers' .

We are responsible for the high quality of the move-
ments. It is this which gives these jewelers the least
trouble in making good their guarantee.

See how selling the best watches on their own guarantee
adds to the prestige of these jewelers?

Now look at the matter from another side.

Did you ever stop to think that your prestige suffers
every time you subordinate your guarantee to that of the
manufacturer who makes the goods you sell?

Think it over.

Your customer buys from you -- not from the manufac-
turer. He wants your guarantee. You are the man he can

.20

[303]

HIGH GRADE TIME PIECES

SET IN COPPERPLATE GOTHIC AND WEDDING TEXT
AMERICAN TYPE FOUNDERS COMPANY

-2-

reach. Then v/hy should you lose this opportunity .to add to
your prestige by shifting the guarantee to the manufacturer?

Ma.ke the most of it.

You select the merchandise and are responsible for it.
If it does not prove satisfactory you must make good the
guarantee -- the qiiicker. the better. Pushing it off on the
manufacturer causes your customer to lose confidence in you.

If the merchandise proves satisfactory you are entitled
to the credit and good-will which you have earned. This is
an asset which v/ill daily become more valuable if you select
the best goods — those which give you the least trouble in
making good your guarantee.

That's another reason why it is to your advantage to
push the sale of the ****** Watch.

If your stock is not complete for the holiday season
it would be well for you to anticipate your needs now.

Yours very truly,

P. S. We have reproduced the card above mentioned and are
sending you one together with another very attractive card,
both of which you may wish to use in the same way.

[304]

NOTES AND COMMENTS

FOLLOW-UP SERIES

Follow-up letters that 'have been used in series and mailed at intervals.
It will be noted that in some cases each letter dovetails into that preceding it,
thus forming a complete selling campaign. Other letters stand as units in
themselves and take up the argument from a different angle each time. In
the various letters are embodied practically all of the features of those in the
three preceding classifications.

§121 The first series of letters, pages 315 to 332, were used by
an advertising agency and were contributed by Mr. J. K. Fraser
with the following comments:

"Circular letters may be divided into two parts.

"Those for direct replies.

"Those intended as fertilizers — backgrounds for
more personal work to follow.

"A direct reply is usually easy to secure. A trick
will get it. But trick replies are seldom of any real
value. They are very misleading to the man who re-
plies, or a very thin basis for further development.

"In our letters we are not aiming to get a volume of
replies. We want no replies on false expectations. We
want no replies that will lead us to suspect that there is
business ahead when there is no sound reason for think-
ing so.

"Our letters aim simply to explain ourselves and our
views. If they sufficiently interest the manufacturer
in us, and in our views, he will get in touch with us.
We will then be dealing with a man who is in touch with
us because he likes us and our methods.

[305]

LETTERS THAT MAKE GOOD

"Under these circumstances when we get together
we will be well on the road toward doing business to-
gether — that is, so long as our letters truly represent
us and our views.

"If we had expected many business leads from these
letters we would have been disappointed. To date we
have secured very few.

"On the other hand, we find they have been success-
ful in accomplishing their real purpose. They have
broadly created a favorable frame of mind toward
us which we are encountering when we approach
advertisers, or when we approach them through the
mails."

§122 A series of seventeen letters, pages 333 to 358 inclusive,
were sent weekly to 2,300 dealers in twelve eastern states, at
a cost of $1,564 for the campaign. The detailed results given
by Mr. John G. Keplinger follow:

Letter No.

Orders from
new accounts

Requests for
samples

-5

[306]

Orders from
new accounts

Requests for
samples

LETTERS THAT MAKE GOOD

Letter No.
13

14
15
16
17

Eleven of these letters — one to eleven inclusive — were
used on another list of 4,800 in the remaining states of the coun-
try with results as per table below:

Letter No. Orders Requests for samples

1 3 13

2 19

3 9 5

4 12 3

5 12 8

6 12 3
7*7 9

8 22 8

9 20 2

10 6 3

11 4

A year and three months after this campaign closed the
following letter was received from a firm in South Omaha,
Nebraska:

"Gentlemen:

"We had received several circulars from you last
year in regard to your silks.

"We were not in a position then to handle your
goods but the impressions made by your talks at that
time still remain and would like to hear from you now
in regard to prices and advertising propositions."

[307]

LETTERS THAT MAKE GOOD

§123 The letters, pages 359 to 363 inclusive, are the principal
ones used in a campaign to dealers on a line of guaranteed
goods. Quality and the guarantee furnish the principal selling
arguments in this campaign which was a very resultful one for
the manufacturers.

§124 The series, pages 364, 365, 366, 367, 368 and 369, were used
by a large clothing manufacturer and were eagerly ordered by
the dealers. The letter to dealers on page 364 explains the
method of handling the mailing of these letters. Each of the
series of five to be sent from dealer to prospective customers
had a two-color cut showing the particular style of suit which
was mentioned in the letter. The same cut was also shown on
the envelope.

§125 The two mail order letters on pages 370 and 371 are excel-
lent examples of right-to-the-point-ness and cannot help but
inspire confidence in the business house that used them. They
proved to be big winners.

§126 The two letters, pages 372 and 375, were contributed by
Mr. Edward B. Waldron as the most resultful of any he has
ever used in the mail order piano business. They are not as
long as the usual letter used by the piano houses which range
from two to five pages. These letters were designed to appeal
to the rural classes and brought a large percentage of orders.
§127 Five letters, pages 377 to 384 inclusive, were contributed
by Mr. A. D. Bishop, concerning which he says:

"For five years past similar letters have been sent
out each month. It is difficult to determine just which
of these sixty or more that have been issued produced
the best results.

"We simply know that they have attracted con-
siderable attention and no doubt have contributed
somewhat in extending the name of our paper. We

[308]

LETTERS THAT MAKE GOOD

have within the past four years spent nothing for
advertising purposes save the pubHcation and dis-
tribution of these letters."

§128 Mr. A. L. Pelton has contributed four letters, pages 385
to 391, as the form letters which have stood up above all others
in point of returns. He says :

"Two of these are get-the-money letters; two are
'on approval' offers.

"With letter No. 1 (page 385) there went a four-
page descriptive circular, on the front of which were the
hands holding out the book, with same wording in
display as in under the cut on letterhead; the order
coupon also had the cut on the left side of it.

"Letter No. 2 (page 386) sold books in good shape.

"Letter No. 3 (page 387) was sent out immediately
after the close of the Boston Advertising Convention,
and went to delegates who attended the convention.

"Letter No. 4 (page 389) was sent to 4,500 mem-
bers of the various advertising clubs, with special
commendations from advertising men. One 'high-
brow' said it was a 'rotten' letter, too long, and all
that. A dozen other advertising managers said it was
a masterpiece. And as it took out $2,500 worth of
books, we will give it the benefit of the doubt and say
that from a business-getting viewpoint it was not abso-
lutely a failure."

§129 On pages 392, 394, and 396 are three letters used by the
Curtis Publishing Company. They are studies in merchan-
dising from the manufacturer's point of view and should inspire
confidence in the ability of these publishers to help him with
his problems. They dwell more on trade conditions and argu-

[309]

LETTERS THAT MAKE GOOD

merits and less on the publications themselves than most pub-
lishers' letters and it is undoubtedly this feature that places them
in the list of productive sales letters.

§130 The letters on pages 398 to 411 inclusive were contributed
by Mr. L. C. Ball and commented on as follows:

"Our follow-up letters are designed to conform to
the following 'Ideal,' evolved jointly by the Sales and
Mail Order departments.

"I want my Selling Talk to be a Service Talk, that
will be worth my customer's time whether or not he
buys my goods.

"I want it to tell the Truth.

"To be a perfectly human statement of the Service
I can give.

"To show in simple, plain, business language,
'You can use my goods.'

"To treat my proposition as a purely business
matter and handle it in a businesslike way.

"To use Wit only with Wisdom.

"To treat every man's attention as his business
property, not to be secured by dishonest means.

"To convince and persuade Me just as I hope to
convince and persuade my Customer.

"To make my Customer see my Proposition more
than myself.

"To make the Merit of my Goods so clear that my
Customer will want to buy.

"It is for This I am working.

"Our follow-up is directed especially to business
and professional men, and it is necessary for each
letter to make a general statement as to the value of
our proposition, which will seem to be a specific one

[310]

LETTERS THAT MAKE GOOD

to everyone who receives it. To generalize is fatal
because every man is ready to say that his business,
his personality, his problems are different from every-
one's else.

"The letter keyed 'N/A' is designed to develop
inquiries from general lists and accompanies a little
booklet.

"The letter keyed 'AS/A' accompanies our Sheldon
Book, sent in response to inquiries and is followed
within two days by the 'PR-6' letter containing the
application blank with testimonials.

"The letter keyed 'AS/I-3' is the last of a series
of eight, and has pulled its share of the business pro-
duced by the follow-up, although accompanied by no
enclosures with the exception of an enrollment blank
and a small motto card.

"The letter keyed 'AS/D-3' was designed to take
the place of 'AS/D-2' which was very efficient in kill-
ing business — for reasons I have not taken time to
analyze — I suppose that it hasn't the appeal to heart
and logic which the 'AS/D-3' has. This letter is getting
the business.

"You may consider all the letters of our follow-up
to be more or less alike, but I aim to present the argu-
ments from several different standpoints in the course
of the follow-up. In any event the letter keyed 'AS/F-3'
is one that failed and I am substituting for it the letter
keyed 'AS/F-4.'

"The letter keyed 'AS/H-3' is one that failed.

" 'AS/H-4' is pulling where all previous letters
trying to make this point have failed.

"Summing up the reasons for the failure of the

[311]

LETTERS THAT MAKE GOOD

two letters, 'AS/D-2' and 'AS/F-3,' I should say that
on an educational proposition it doesn't pay to appeal
merely to reason, judgment, and intellect — there must
also be an appeal to the heart side or feelings, if real
results are to be expected. As to the reason for the
failure of 'AS/H-3' I don't think any one would have
to puzzle very long to see the reason why.

"The letter keyed 'LCB/BJ' is being sent with a
little booklet entitled 'The Man Who Bossed Johnson'
and is pulling more than 5 percent of leads on old lists.
It is entirely different to the 'N/A' letter in its appeal,
although it is for the same purpose."

§131 The four letters on pages 412, 413, 414, and 415 are com-
mented on by Mr. Hugo Parton as follows:

"These letters are sent out to a selected list of men
in the larger cities. We make the lists ourselves, choos-
ing the more substantial men in all walks of life. Our
proposition is a difficult one to write form letters about
because we have no specific article which we are trying
to sell to one class of men, who, by their business, we
know to be in the market for such a thing.

"We are trying, out of a clear sky, to interest a
man in his health and the betterment of it. We are
dealing, not with an article, but with an idea. We have
to mak6 these letters unusual, and interesting enough
to get the man to read in the first place; appealing
enough to get the man to return, for further informa-
tion, the postcard we enclose.

"Furthermore we have to be very chary of talking
about exercise, because most men think they know all
about exercise. So we are trying to interest a man in
a thing we scarce dare to mention by name until we are

[312] .

LETTERS THAT MAKE GOOD

given opportunity to explain fully. We are trying to
interest the best class of men in the country and it is
essential to make our letters catchy; it is also essen-
tial to have them in no way cheap.

"In view of these facts we feel that our letters
have been very successful, as some of them bring 20
percent of replies."

§132 Four letters, pages 416 to 419, that were used in raising
money for the celebration of a city's anniversary were contrib-
uted by Mr. George H. Cooper. He comments on them as
follows :

"I think these letters have brought more results
than any I have ever used. I raised $10,650 without
leaving my desk except for a few hours to gather up "
a few little amounts that I could get that way."

§133 The three letters on pages 420, 421, and 422 were used for
promoting a mail order service. The first letter aims to create
sufficient interest for an interview, the others have specific
trial service to offer. These letters proved the most effective
of their kind ever used and brought 54 orders from a total list
of 362 names that were not selected, the total amount of
business being $1,893.31.

§134 The four letters on pages 423 to 426 inclusive brought
results which were unusually satisfactory. Many complimentary
expressions were received by the printing company from pros-
pects to whom they were sent and requests for a series of
follow-ups of this "ginger" type were constantly coming in. A
large increase in the volume of their business was the direct
result of this series.

§135 The four letters on pages 427, 429, 430, and 431 were
used by an engraving house with unusually good results from
each letter. The letter on page 427 has received a great deal of

[313]

LETTERS THAT MAKE GOOD

severe criticism, but was one of the biggest business-pulling
letters ever used by this house.

§136 The two letters on pages 432 and 433 were contributed by
Mr. Herbert J. A. Reid of London. These were used to follow
up inquiries from magazine advertising. A hand book was
sent immediately in response to the inquiry and then the letters
were posted at intervals of two weeks. The two letters here
shown have been the most successful of any used in this cam-
paign. They have brought hundreds of comments on their
advertising merits from recipients in America. Their strength
probably lies in their personal and confidential tone as these
qualities would naturally appeal in a proposition of this nature.
§137 The series of letters, pages 434 to 438, is rather unique and
was successful in securing a large percentage of signed cards
which were turned into actual business. The series was prepared
by Mr. Louis V. Eytinge and the letters contain a touch of a
human interest that characterizes all of his copy, and which is
probably the keynote of his success in writing letter copy.
§138 The letters on pages 439 and 440 were used in a series of
six and were remarkably successful in results. These letters
have a personal tone and this probably accounts in a large meas-
ure for their pulling power.

§139 The letters on pages 441 and 442 are good examples of
what may be done by way of impressing the customer with the
standard of the goods advertised. They seem to reflect a person-
ality back of the house which is at once pleasing and convincing
of sincerity.

[314]

.BLACKMAN
HERMES

Blackman-Ross Company

(^Advertising

F.J.ROSS
J. K. FRASER

( BOOKMAN OLOSlYUe AND BOOKMAN ITALIC

HE ORNAMENT
^,AM rvPE FOUNDESS COMPANV

No. 10 EAST 33rd STREET

New York City

Dear Sir:-

We want you to know us.

Some day it may prove useful.

We won't explain here the character of our work. In-
stead we will give the character of our thoughts.

To "begin with: We don't aim to develop unsettled "busi-
nesses.

We believe in "building on a solid foundation and we
seek the manufacturer who has laid his.

In our own "business we could employ novices and try to
make them strong. Instead we employ strong men and try to
make them stronger. We have adopted inside the policy we
aim to follow outside.

We seek only advertisers who are square with the pu"blic
- of which we are a part." We seek only products whose honest
story is a strong one.

We don't aim to supply ginger to those who lack it.
We save ours for those who have it.

We know we have a"bility and we seek customers who will
bring it out.

We have few fixed advertising formulas. One is -
avoid the "only way": the track is too crowded.

We have little patience with the experienced man who
says he knows less about advertising now than when he
started. We know we know more.

We realize that successful advertising is no child's
play. But we welcome the difficulties as a good stimulant
to good work.

We doubt the usefulness of terms like "Service", "Co-
operation", "Consumer Influence" and "Merchandising". We

believe they are too big for small men, and too vague for
big ones.

We feel frankly that the efficiency spirit is leading

[315]

I Blackman - R oss Com pan y

dvertisin

O. H. BLACKMAN
F.J. HERMES
J. K. ERASER
F.J. ROSS

Advertising Matter
Artistically Designed

SET IN LIGHT OLDSTYLE VERSATILE ORNAMENT
AMERICAN TYPE FOUNDERS COMPANY

isi g- B

10 EAST 8SD STREET

NEW YORK

-2-

advertisers astray in their copy. The public has other
occupations as useful as advertisement reading. We feel
that we should take care lest they find them more interest-
ing.

We helieve that an advertisement should hold toth what
the manufacturer wants to say and what the public wants to
read.

To accomplish this, we believe in the waste basket.

We believe good work on the trade is too vital to bandy
words over. But we find most advertising to the trade slip-
shod. We believe printed talk to the Jobber and retailer
should be studied as carefully as advertising to the public.

This brings us back to the waste basket.

Every member of our firm is bi'gger than all the rest of
us in some particular. An exchange of views helps us all.
We believe our viev/s have the same value to the manufacturer.

We take the successes of advertising with a grain of
salt. We have had our quota. But after we have given the
manufacturer his Just dues, we find we must content our-
selves with a moderate share in the credit. Advertising
has seldom saved a business fundamentally weak, though it
has greatly strengthened many businesses fundamentally
strong.

We believe the advertising agent works best with a good
advertising manager and the manager best with a good agent.

That is all for the present.

We are sending this to some who are customers of good
friends of ours. It is not private. It doesn't aim to sow
discontent. But in this field unexpected changes take place.
We simply want to make knorm who we are and what we stand
for.

Very truly yours.

[316]

successful Advertising Ideas

O. H. BLACKMAN F. J. ROSS

ZIU

Business Bringing Literature

F.J.HERMES J. K. ERASER

No. 10 East Thirty-Third Street NEW YORK CITY

1^ CLOISTER BLACK, NEW CASLON AND NEW CASLON r
tone ORNAMENT MONOTONE BORDER
\\H TYPE FOUNDERS COMPANY

Dear Slr:-

An official in a company that leads the world in its
line, in explaining to us an advance in their business,
said:

"We discharged the men who would not attempt the
impracticable. "

There is a big thought.

The most practical advances have come from men with
Impracticable aims.

The manufacturer or advertiser who does not constantly
attempt the impracticable risks finding himself in a rut
left behind by those who do.

One thing more than any other puts^a method of pro-
cedure into disuse. It becomes too practicable; so praotioe-
-able that all are able to practice it - and do. It loses
value because it loses individuality.

We try to keep this before us in our work.

In talking with advertisers we, often stand up for
the impracticable and the ideal, in the face of the most
pronounced views.

We are sometimes fully conscious that what we advo-
cate cannot be worked out by the route under discussion.
The route is not important. The destination is. By In-
sisting on the ideal we find an unexpected v/ay out often
deyelops. It would be missed if we stopped the discussion
in the face of "practical" obstacles.

Very truly yours,

[317

O. H. ELACKMAN
J. K. FRASEP.

BLACKMAN^ROSS COMPANY

ADVERTISING

10 EAST 33rd STREET
NEW YORK CITY

SET IN DELLA ROBBIA

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Here is a thought on copy.

We wonder if you are thinking along the same lines.

We all agree that most advertising copy is dull.

Of course the defense is:

"It has a mission. It has got to sell goods. It is
salesmanship on paper."

Assuredly.

But it needn't march up to the house with a sample
case under its arm and a "badge of the order on its lapel.
That js hardly the type of salesmen we welcome at our doors.

The 'best salesmen seldom look the professional sales-
men at all. And we have seen no evidence that the iDest
advertisement need look or talk like a professional ad.

Usually a few members are picked from the famous "ity" ,
family - "purity", "quality", "dependability", "reliability"
and all the little "ity's." They are put down on paper and
backed by enough will power to move a mountain.

The will power would do the work but a little experi-
ence shows that it won't go into black and white.

Then arguments are shaped up that would be forceful
if read.

We wonder if the same advertiser would employ many
salesmen who were convincing if heard? He would want some
assurance that his man would get a hearing, wouldn't he?

A strong story to a man or woman who is not listening
is hardly an achievement for either a salesman or "salesman-
ship on paper. "

If the plea is salesmanship, why not learn from sales-
men? The most selfish of them spares a few pleasant words
for conversation's sake.

How often do we meet a good salesman without a sense of

[318]

^Iackman-J{0ss ^ompng

O. H. BLACKMAN F. J. HERMES
F. J. ROSS J. K. FRASER

AD¥E[^TiSiIMG

'MNfl TEXT AND COPPERPLATE GOTHIC SHADED
MWATOR LITHOTONE BRASS RULE
■YPE FOyNDERS COMPANY

NO. 10 EAST THIRTY-THIRD STREET

NEW YORK CITY

-2-

humor? And how often do we find a sense of humor in this
pompous salesmanship on paper.

And still we see condemned as "clever hut poor adver-
tising" -practically everything that the public likes.

If the puhlic thinks it good reading the advertising
fraternity almost surely pronounces it poor advertising.

That is an easy way to dodge hard work.

Popular, readable advertising is not easy to produce.
It takes time. It takes some talent.

We've never known an advertiser yet who failed "because
his copy was too popular. If it fell short it wasn't too
much popularity. It was too little something else.

A great deal of study is now devoted to making dull
copy efficient. If we can judge by advertising results as
we have seen them, the study would be better spent on
making live copy efficient. To do its part, advertising
must be read. To be read, it must be readable.

Every honest advertiser has some strong message to
deliver.

His problem is how to get it home.

One school of advertising says: "Be brief."

Another says: "Tell your story."

Probably both are right. But there is a great differ-
ence between making statements and making impressions.
There is little value in a short advertisement that lacks
point, or a long one that lacks interest.

Suppose a man you were talking to left in the middle
of your talk.

You would hardly think he was impressed, would you?

Advertising copy in our opinion should be Judged br
the same standard. It should get interest. It should
hold interest.

[319]

THE BLi^CKlVlAlSr-ROSS COMPA^^S^Y

^^ ADVERTISINGS ^^

XO EAST THIRTY-THIRD STREET ::::::::: T^E^V YORK CITY"

ET IN CARD MERCANTILE FLORAL DECORATOR
MERICAN TYPE FOUNDERS COMPANY

-3-

It should have point. It should have life.

7/lien you talk about results, life in copy comes hara

When you talk about the actions behind results, life
comes easy.

For instance:

"Jack had a broken crown. Jill had a tumble. Both
misfortunes came from a trip up a hill to fetch a pall of
water."

Compare that with this:

"Jack and Jill went up a hill to fetch a pail of
water. Jack fell down and broke his crown and Jill came
tumbling after."

One talks results. The other talks the actions behind
them.

Which makes the better reading?

That is one simple expedient. There are many that can
be used to give point and interest to a sound message.
They aren't obvious, but they can be developed by study.

In conclusion:

The displa:^ line seldtfm takes up more than 1/4 the space
in an advertisei-ient.

If folks don't read your story in the other 3/4, what
becomes of most of the money you spend for advertising?

We often find solid facts in solemn sermons and light
touches in empty nothings.

But we seldom find advertising copy that's up to prime
bacon, with its "streak o' fat and streak o' lean" - copy
that holds both point and interest.

We think we have the ability to produce it.

Yours very truly.

[320]

Blackman-Ross Company

Hbbertisiins 3&

MAKERS OF MODERN £ | V.i ^ ^ ^^J-I ^/.. ^ ^^Jw O. H. BLACKMAN F.J.ROSS

'^'"' "^ *-** J.K.FRASER F.J.HERMES

. HOOKMAN OLDSTYLE AND CLOISTER BLACK
INITIAL HAPGOOO FLORET
■.N TVPE FOUNDERS COMPANY

No. 10 East 33rd Street

New York City

Dear Sir:-

We lately promised a letter on the functions of adver-
tising counsel.

Most large houses employ a corps of salesmen.

These men - smart, alive and with a hobby - come into
contact with the executive heads. They talk sales, sales-
problems, sales- troubles and sales-prospects.

Unless the executive locks his doors against his own
salesmen he can't forget sales if he wants to. Willy-nilly,
he thinks sales, studies sales, dreams sales.

Under the inspiration of this sales contact the execu-
tive develops into a penetrating sales thinker.

Sales methods benefit.

Advertising lacks this human drag-net.

The Advertising Manager stands practically alone. It
is on his shoulders to radiate as much inspiration as the
entire sales-force.

He deserves help - assistant radiators, if you will.

That, as we see it, is one function of the advertising
agent ,

The capable agent commands the confidence of men .of
the first commeroial rank. He is a clearing house of the
most advanced marketing ideas and practices.

He can furnish the Advertising Manager with the safety
check and the stimulus that the Sales Manager gets from his
salesmen -- facts, points of view and experiences from thj
field.

Advertising may look simple from the outside.

So does peanut vending.

But the* push cart business doubtless has its intrica-
cies and short cuts that make John a master and the root of
us novices.

Advertising has possibilities and forms of finefssc that
develop only through experience, work and thought.

No executive can properly penetrate advertising practice
unless he frequently thinks on advertising.

The capable agent, directly and through the Advertising
Manager, helps to stimulate this necessary thought.

What about ourselves?

Nothing Just now.

Very truly yours,

[321]

J. K. FRASER
F. J. HERMES

O. H. BLACKMAN
F. J. ROSS

BLACKMAN-ROSS CO.

A 1 j_' ' .NUMBER10EAST33RDSTREET

Advertising new york city

Dated

SET IN STRATHMORE OLDSTYLE STFATHMORE ORNAMENTS

CHAP-BOOK GUIDONS

AMERICAN TVPE FOUNDERS COMPANY

Dear Sir:-

Here is a manufacturing suggestion:

Staple merchandise is in direct competition with other
staple merchandise.

But a sound idea often gives staple merchandise a
non-competitive identity. The manufacturer then commands
the staple price plus a prico for the idea.

A pencil plus the idea of an attached piece of rubber
made a fortune.

A hook and eye plus the idea of a hiimp made another.

A sensitized film plus flexible backing - another.

Chicle gum plus sweetening and flavoring - another.

Biscuit plus a moisture-proof package^ - another.

Ordinary fabric plus water-proofing - another.

Soap plus sand for scouring - another.

A razor plus the safety idea - another.

A watch plus stem winding - another.

A pen plus an inkwell - another.

And so on.

Some day a new idea added to shoes will make a spe-
cialty out of a staple.

[322]

'^^^U^'

BLACKMAN-ROSS COMPANY

S4 dvertising

m •'<^<

r OLDSTYLE ANO PABST ITALK
VERSATILE ORNAMENTS
rVPE FOUNDERS COMPANY

10 East Thirty-Third Street

New York City

Sooner or later, an added idea will bring a non-
competitive price for clothing.

The cleansing field is still wide open for ideas. The
food possibilities seem almost unlimited. Confectionery,
gloves, pianos, piece goods, shirts, cigars, underwear, etc.,
etc., are all waiting for ideas that will give a non-competi-
tive identity and command a non-competitive price.

The product you deal in to-day was originally a novelty-
idea or utility-idea.

If it has become a competitive staple, you are simply
dealing in an idea grown old.

Would it not pay you to employ a man, at the salary
of a good salesman, to spend his whole time reaching for
ideas that are new? Commission him to look for improve-
ments in your product that will give it a more distinct
non-competitive identity.

If an alert man spent his whole time in search of
ideas it v/ould be remarkable if something well worth while
didn't develop.

We will ask the department head who receives this
note kindly to pass it along to the department head most
apt to be interested.

We have no immediate axe to grind.
Very truly yours,

[323]

BLACKMAN-ROSS COMPANY

DVERTISING

NUMBER TEN EAST KTC\V7 V/^D V
THIRTY-THIRD ST. iN E W I wJtvJV

O. H. BLACKMAN
F. J. HERMES
J. K. FRASER

F. J. ROSS

SET IN CLOISTER TITLE CLOISTER INITIAL ANTIQUE BORDER NO.
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

There is one phase of to-day's advertfslng which is,
we think, slighted.

That is the value of establishing a likable personality.

It isn't enough to make people like your goods. You
have not finished until they like you. If you accomplish
this you establish two valuable assets - a desire to buy
your goods - a desire to trade with you_.

• Under present conditions the public is getting farther
and farther from the manufacturer.

The manufacturer usually is a distant unknown. Adver-
tising holds the power to bridge that personal gap. It has
the power to make friends of people who never saw you.

So long as an institution in the eye of the public
is a vague nothing, or merely an aggressive pleader for
business, it will lack the personal good-will that is half
the force in a sale.

That is apt to be one weakness in copy which is devoted
chiefly to giving reasons.

There is nothing wrong with reasons. They are, and
always have been, the basis for sound advertising. But
when reasons are held up as a necessary formula we are apt
to get hard, cold logic in place of warm friendly advice.

The reasons are apt to sound as if we were talking to
our enemies and not to our friends. If they make the reader

[324]

LACKMAN-ROSS COMPANY

O. H. BLACKMAN J. K. FRASER F. J. ROSS F. J. HERMES

PAMPHLETS AND BOOKLETS NEATLY

DESIGNED AND TASTILY ILLUSTRATEp

Advertising

MBEBS OF THE CHELTENHA
INITIAL
TYPE FOUNDERS COMPANY

10 EAST 33d STREET

New York City

-2-

dislike us they will have a hard time persuading the reader
to buy our goods.

Every advertiser recognizes the value of the friendly
touch in the personal sale. It is curious that he should
so often overlook it in advertising.

In a former letter we referred to the lack of humor in
current advertising.

We don't talk to our friends in hard, cold, dry terms.
It is the sense of humor between friends that draws them
together. The sense of humor is neither smartness nor
cleverness. It is merely an appreciation of facts as they
are.

As the bluff wears off the sense of humor comes to the
surface.

Your friend says: "Don't try to put that over on me."
He resents stilted preaching. He wants you to come down to
earth and talk things as they are.

When you do talk things as they are, the sense of humoi
creeps in.

Then you commence to establish yourself on a friendly
basis.

That is a sound basis for making sales either in person
or in print.

Rather a humorless talk on the value of humor, isn't it?

Very truly yours.

n [325]

O. H. Blackman F. J. Ross J. K. Fraser F. J. Hermes

BLACKMAN-ROSS COMPANY - Advertising

NUMBER 10 EAST 33hd STREET ■ NEW YORK CITY

SET IN MEMBERS OF THE BOOONI FAMILY
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

When is advertising read?

Generally after the day's work - when people are rest-

ing.

vals,

Isn't it about time to reckon with this:-

]IWiat attracts our resting friends?

Moving picture shows outdraw stilted lectures.

Vaudeville plays daily; Shakespeare at cautious inter-

The public works hard by day.- It seems to want a hard
laugh at night.

And when resting readers sit down to the advertising
sections what appears?

A few benevolent advertisers suggest trips to Europe,
holiday hats, bon-bons, concert music and downy cots.

But most of them talk work.

The readers are invited to visit numberless factories;
to test out the positive merits of many brands; by an im-
plied battle to insist on certain other brands; to sit
right down and send for quantities of valuable booklets;
to wash dishes with specified cleansers; to reduce flesh
by exercise; and to disport themselves in sundry equally
active occupations -- after union hours.

Most advertising talks work, and in work-a-day terms.

It is written to interest a tense working spirit in
place of a relaxed receptive spirit.

Fortunately, advertisements aren't human - or their
cold reception would send most of them behind the scenes
in a panic.

Give the audience more entertainment and, it is safe
to say, thoy will give the advertising more attention.
Remember, we are talking to people who are relaxed.

[3261

^^T- -^

(^^V/^

^^&M)

Blagkman-Ross Co.

O. H. Blackmail
J. K. Fraser
P. J. Hermes
F.J. Ross

Original and
Effective

'Advertising

W CASLON AND NEW CASLON
BE ORNAMENTS
TYPE FOUNDERS COMPANV

10 East 33rd Street

New York City

-2-

Some one asks: "Well how about sales_?"

We will answer Yankee-wise: Do our friends trade "by
preference with the solemn-visaged shopkeeper, or the man
who greets them with a smile and a laugh?

The manufacturer who will put geniality into his
advertising will appear the stronger for it.

In advertising, the hard work should he done hy the
writer - not the reader.

Of course, a great deal of dull advertising has suo-
oeeded. The credit, usually, is due to the force of adver-
tising, not the force of the oo£2;«

The dull pleading is waiting for a wholesale uplift.

It's time to give the tired public more advertising Joy.

And, they'll respond.

We needn't worry about that.

No. We don't propose to circulate pleasantries at the
expense of convincing talk.

We propose the pleasantries as a sugar coating, to make
strong talk the more acceptable and therefore the stronger.

We appreciate, too, that life has its solemn moments,
and commerce its serious topics which shouldn't be treated
in the lighter vein. But the topics are few and the mo-
ments we would like to have fewer.

Very truly yours,

P.S. Repeatedly we've been asked, "Why don't you say more
about yourselves?"

That is coming.

§121

[327]

BLACKMAN-ROSS COMPANY

CIRCULARS. PAMPHLETS, BOOKLETS AND CATALOGUES ARTISTICALLY DESIGNED AND NEATLY ILLUSTRATED

O. H. BLACKMAN
J. K. ERASER

F. J. HERMES

F.J.ROSS

SET IN PACKARD FLORAL DECORATOR.
AMERICAN TYPE FOUNDERS COMPANY

Advertising

No. lo East 33cl Street

lSJe^\) Tork City

Dear Sir:-

Advertising is a product of personal ability - nothing
else.

The best that any Advertising Agency can offer you is
the creative strength of individuals.

The solicitor is important. Good office management is
desirable.

But, the one big, vital question in your selection
must be:

"What men will create our advertising?"

Next: "What are their capabilities? To what extent
will they work with us?"

Different Agencies are built along different lines.
One form is the departmental organization. It comprises
subdivided clerical, oopy-writing, and soliciting staffs.

Such an Agency generally holds individuals of marked
ability.

But, in an organization of that kind, the real creative
work is usually turned over to a- staff of moderately paid.
writers. The high-paid men are the business getters.

Under our plan, both the advertising and sales plan-
ning are in the hands of one group.

Every account in our office has the direct attention
of every one of the seven men who make up this group.

These seven men have been repeatedly drawn into many
of the biggest advertising problems in the country.

Six of them have held executive positions demanding
pronounced capacity. Their time in these positions was
given mainly to subordinates. It is now given wholly to
advertisers.

[328]

) H. Blackman
K. J. Hermes
J. K. Fraser
F. J. Rosa

BLACKMAN-ROSS COMPANY

Advertising

Pamphlets Designed

Dummies FurnisKed

■ er IM DREW FLORAL DECORATOR
tElllCAN TVPE FOUNDERS COMPANY

.ITHOTONC BRASS RULE

No. 10 East 33a Street

NEW YORK CITY

We have no low-paid "creative staff." For that reason
we cannot afford to handle, and do not handle, a large class
of accounts that would he perfectly acceptable to the hlg
departmental organization.

Our theory is a small group of able men - a small
group of profitable, promising accounts.

We feel perfectly safe in saying that no Agency in the
country consistently brings to bear on its accounts as much
high-grade personal ability as we do.

Every man in this organization entered it at an imme-
diate personal sacrifice. »

The incentive that brought us together was our common
belief in the necessity for, and the future in, an Agency
that would offer the direct, personal service of a well-knit
group of high-oalibered men.

We have all lived through, and seen the incompleteness
of, the executive idea in advertising.

We know, from experience, that the strongest executive
cannot get a first-grade product out of a second-grade
creative staff. And, nothing short of first-grade creative
ability can properly deal with the problem that confronts
the usual advertiser under to-day's competitive conditions.

A majority of the seven men referred to are between
the ages of 35 and 40. They are at an age when an adver-
tising problem is entered into with the zest of comparative
youth and the judgment born of experience.

Six of these men have advanced through purely copy-
writing positions.

One was Editor of the two leading advertising journals,

jl21

[329]

BLACKMAN-ROSS CO

MPANY

nnnno

O. H. BLACKMAN
J. K. FRASER

f)DUERT(SI(^

10 EAST THIRTV- THIRD STREET

NEW YORK CITV

F. J. HERMES
F. J. ROSS

SET IN HOBO ACME BORDER MONOTONE BOROER
AMERICAN TYPE FOUNDERS COMPANY

and head of the second-largest copy department in the
country.

One entered advertising by creating the Sapolio "Spot-
less Town" series, and later proved himself one of the most
forceful prose writers that the business has seen.

One, during a recent Presidential campaign, handled the
magazine propaganda of the Republican party.

These men write from a matured insight into the whole
marketing problem.

Our space planner; is not simply a buyer. He is an
officer of the Company. His judgment on mediums is backed
by sound experience both in mediums and in advertising. He
works as part of the creative group.

His attitude toward space buying is entirely different
from that of the usual Agency space buyer, who, as a rule,
is an estimate clerk.

Before he starts active space planning, he has learned
the nature of the advertiser's distribution - whether it is
secured through jobbers or direct - the obstacles - what
the advertising must accomplish.

Three members of our creative group have in the past
been merchandise salesmen. One was a factory superintend-
ent. This experience acts as a safety check on advertising
theory.

Too often salesmen are asked to preach a glowing story
of future advertising results.

The salesman who is worth his salt won't accept vague
theory. Before he talks, he believes. Before he believes,
he applies his common sense. Rosy advertising hopes offer
him little sound help.

[330]

BLACKMAN-ROSS COMPANY

(1 HLACKMAN F. J. HERMES

ADVERIISING

F. J. ROSS J. K. ERASER

iEBS OF THE BODONI FAMILY
.'■E FOUNDEBS COMPANY

No. 10 EAST THIRTY-THIRD STREET

New York City

-4-

The real problem in advertising and sales co-operation
Is not booming vague advertising futures. It is arriving
at sound sales practices.

That takes a contact of sales and advertising minds.

The Advertising Agent to work properly with your Sales
Manager must know both the limitations of advertising, and
the natural working methods of salesmen.

We have repeatedly been engaged by institutions of
standing, on a retainer basis, purely for our sales advice.

The Advertising Manager's position is not an easy one.
The separate advertising department is a recent development.
Its place is not yet clearly defined.

To do his department justice the Advertising Manager
should be allied with an organization which will do Justice
to advertising from both the advertising and the practical
sales standpoints. That requirement we think we fill.

As we see it, the Advertising Department is in much
the same position as the corporation Legal Department. It
should be strong itself. It should work with strong out-
side help.

About our solidity:

This Company is less than four years old.

It has never borrowed a cent.

It has never missed a cash discount.

No institution ir the field pays mere promptly

.21 [331]

BLACKMAN-ROSS COMPANY

Catalogues and Booklets
Effectively Designed

ADVERTISING

F. J. HERMES
0. H. BLACKMA
J. K. FRASER
F. J. ROSS

10 EAST THIRTY-THIRD STREET

SET IN CLEARFACe GOTHIC VERSATILE Of»N
AMERICAN TYPE FOUNDERS COMPANY

New York City

-5-

That, briefly, is our story.

If you should engage us as your agent you will be
assured of this:

You will work with a group of aggressive men of unusual
advertising experience and' demonstrated capabilities.

Your problem will have the direct attention of these
principals.

We are not human avalanches. We don't know more about
your business than you do. We have no ready-made formulas.
But, we do have common sense, a sound working method, a
vigorous working spirit and a group of creative abilities
that are very much out of the ordinary.

This, as you of course appreciate, is a circular letter.
But the list that it goes to has been carefully selected.
There are many advertising accounts that we don't want.
Hardly a week passes that we don't decline business. We
are organized to fit certain kinds of business that offer
a real scope and promise a real future.

In our Judgment yours is one of them.

If you should be interested in our terms, a list of our
customers, evidence of our sales-planning methods, of our
ability to produce copy that does justice to a business, or
further details of any kind, we shall be glad to furnish
them.

Yours very truly,

Before sending out this letter we put it before an
acquaintance prominent in the advertising managing field.

We asked hira if in any way it appeared to be an over-
statement. He said, "No, I think it fairly represents you."

[332]

Makers of

MONEYBAK

Trade-Mark

Patented
Selvage

SILKS

SALESROOM AT NUMBERS 83-8S-S7 GRAND STREET, NEW YORK CITY

IN M£W CASI ON AND NEW CASLON ITALIC
BORDER LINEAR BORDER NO. 2
TING CO.. BOSTON, MASS.

imwmmmmm^^

York Silk Manufacturing Co.

ADVERTISING DEPARTMENT

York, Pennsylvania

Dear Sir:-

I will call on you by mail at short Intervals to show

you why it will he to your advantage to carry a line of the

*••*♦• Patented Selvage Silks.

Yours truly

§122

[3331

YORK SILK MANUFACTURING CO.

Manufacturers of the Famous M°!:|™^K Patented Selvage SILKS

SET IN MEMBERS OF THE CHELTENHAM FAMILY
POOLE PRINTING CO., BOSTON, MASS.

YORK, PENNSYLVANIA

Dear Sir:-

Four years ago a retailer in a large eastern city said
he couldn't sell high-grade "black silks.

People wouldn't pay the price.

■ We asked him to try.

He did try.

We worked together.

First year he purchased $350.52 worth of ***** ♦
Silks.

Second year he purchased $1378.47 worth of ***** *
Silks.

Third year he purchased $3985.91 worth of ***** *
Silks.

Fourth year (to Dec. 1) $7444.31 worth of ***** *
Silks.

But that's in a large city.

Let us show you what we are helping merchants in small
towns to do.

One firm in a town of 5000 in western Ohio took up the
****** line in 1904.

Their first purchase was one piece of ***** *
costing $58.85 net.

First year they purchased $275.84 worth of ***** *
Silks.

Second year they purchased $532.85 worth of ***** *
Silks.

[334]

4 II Reply to This Letter to the Advertising Department, York, Pa. Salesroom, Nos. 83-S5-87 Grand Street, New York

<<. y) [{\i JVllanuiactunng v^ompany

MANUFACTURERS OF K^ONEYBAl^ PATENTED SELVAGE SILKS

IVi Trade-Mark IV

iM SHADEO LITHOTONE BRASS RULE

iJNDERS COMPANY

York, Penn.

-2-

Lastyear (to Dec. 1) $1367.17 worth of

* * • * *

Silks,

In 1905 a Michigan merchant in a small town of 3300
bought a trial order of one piece of ***** * Silk
amounting to $66.13 net.

His purchases for the year amounted to $178.63.

For the 11 months ending Mov. 30, 1906, this same
merchant has bought $422.08 worth of ***** * Silk.

In a California town of 2200 a small firm in 1905
tried a half piece which cost them $40.47 net.

Their purchases for the year amounted to $225.63.

To December 1 their 1906 purchases of ***** *
Silk amounted to $760.75.

Merchants in smaller towns do just as well.

Last year a firm in a town of 1000 in Missouri bought
a trial order in February. To December 1 they have already
purchased $342.65 worth of ***** * Silks.

These few instances give you an idea of the growth of
the silk department sales where the merchant takes up the
****** line and co-operates with us to push it.

While we prefer the laying in of a full line at the
start, we do not insist on your doing so.

Most merchants in small towns start with a piece of
the 34 inch •♦•♦*♦ XX taffeta at $1.22^- or the 27
inch •*•••• XX taffeta at $1.05.

Shall we send you a piece?

Yours truly,

[335]

S»LESWOOKI= 88-»5-»T GR/tNO STREET, HEW YORK ADVERTISING DEPARTMENT. YORK, PENNSYLVW

York S»\k MaMM^acVurmg Comjpanu

MONJIBAK Te^v^a^^e SILKS

Rddress Reply to Tliia LeUer to the Rdvertia'ing Deportment

York, PcMM.

SET IN BOLD PEN PRINT AND PEN PRINT
POOLE PRINTING CO., BOSTON, MASS.

Dear Sir:-

Quality is the reason for the sales growth of the
****** Patented Selvage Silks.

In appearance these silks have a beautiful black luster,
a mellow touch and their wearing qualities are like the silks
our grandmothers used to wear.

Another thing, we guarantee these silks to give satis-
faction. If a claim is made for defects or poor wear which
is the fault of the silk, we stand back of you and tell you
to adjust it to the satisfaction of your customer.

We would never think of doing this if the quality
wasn't in the fabric.

****** Patented Selvage Silks are pure dye silks.

But that means very little.

Every manufacturer tells you the same thing.

Pure dye silk once meant pure silk with Just suffi-
cient dye to give it a lasting color.

Now, it so often means that the silk fabric is purely
dj;e and very little silk.

This is a faot.

One of the textile journals editorially deplored this
condition in the silk business and had an analysis made of
three pieces of black taffeta silk, bought at one of the
leading stores In New York City, by Professor Algeo, of the
Philadelphia Textile School.

One piece marked *•*♦*♦ was bought at $1.00 for
the narrow width; another, an imported black taffeta, same
width and price was marked No. 2 and the third piece marked
number 3 was the same width and cost 75 cents.

The result of the analysis was submitted to the editor
in the report of Professor Algeo dated March 4, 1904, in
which he says: -

"In accordance with your favor of Feb. 18, 1904, re-
questing an analysis which would determine the relative

[336]

ADDRESS REPLY TO THIS COMMUNICATION TO THE ADVERTISING DEPARTMENT, YORK. PENNSYLVANIA

SALESROOM
83-87 GRAND ST.
NEW YORK

YORK SILK
ANUFACTURING COMPANY

Tl•P//l■- ' ^''.^X^ | ■ | J^v.^MJlra ! - ' ,■,.--A ' - > ■ ■ .

MANUFACTURERS
OF

R/IONEYBAK^

MtM tradk-mark M ^k

-mm^mmM

PATENTED
SELVAGE SILKS

YORK, PA.

SET IN COPPERPLATE GOTHIC SHADED

fLOftAL DECORATOR LITHOTONE BRASS RULE

AHCmCAN TVPE FOUNDERS COMPANY

-2-

araounts of material other than pure silk in the three
samples of silk taffetas which you enclosed, the following
is submitted as a brief summary of the results of the
analysis:-

Seunple marked ♦*•**♦ contains 91;^ of pure silk.

Sample marked No. 2 contains 72^^ of pure silk.

Sample marked No. 3 contains 39;^ of pure silk.

The term pure silk is here used to represent silk
from which the silk gum or sericin has been removed."

Pretty oonolusive evidence, isn't it?

The next best silk to * * * * • * contained only 72^5^
of silk and 27^ of dye.

Just think of It!

Three times as much dye as In ***** * and selling
at the same price.

Is it any wonder that ♦**♦♦♦ was awarded a Grand
Prize at the Louisiana Purchase Exposition for its purity
and long wearing quality?

* ♦ * ♦ * • is the silk that la building up the silk
departments of over a thousand merchants in the United
States and it will help yours.

These silks are made in two weights, ♦♦*••♦ XXX
and *♦**♦• XX. The lighter weight, ****** XX, is
the more popular and a readier seller.

♦•*•♦* XX Taffota

23 in $ .90

27 in 1.05

34 in 1.22-J-

35 In 1.35

***** XX Peau de Sol©

20 in $ .95

23 in 1.10

26 in 1.30

30 in 1.45

36 in 1.65

Let us send you a piece of each.

Yours truly,

§122

[337]

York 5ilk Manufacturing Company

MONHBAK sTl^vTg^E 51 LK5

Address Reply to This Letter to the
Advertising Department

SET IN BULFINCK OLDSTYLE BULFINCH BORDER
POOLE PRINTING CO., BOSTON, MASS.

York, Penn.

Dear Slr:-

There are three reasons why we authorize you to adjust
without quibbling any reasonable claims for poor wear of
the * * ♦ * * * Silks.

The first is the quality of the silk.

The second is the purity of the dye.

The third is the patented detachable selvage.

Two of these features would not be sufficient to make
up the perfect ****** fabric. The three are absolutely
necessary.

No matter how pure the dye or high the quality of the
silk, if the manufacturer cannot separate the perfect
pieces from the imperfect, they all must be sold bearing
the trademark of perfection.

That is the superior point about the *••♦•♦
Patented Selvage Silks.

Notice on the enclosed sample how the selvage is
attached.

You will --je that the patented detach abl e selvage is
not a necessary part of the fabric, and can be removed
without damaging the edge because there is another or inner
binding.

[338]

YORK SILK MANUFACTURING CO.

SALESROOM

83-85-87 Grand Street

New York

.ED ROMAN WAYSIDE ORNAMENTS
■(PC FOUNDERS COMPANY

EYBA

A ▼ Jl Trade-Mark

PATENTED SELVAGE SILKS

ADVERTISING DEPT
YORK, PENN.

-2-

In this way every defective piece of * * * * * * Silk,
whether it be the fault of spinning, dyeing, weaving or
finishing is cast aside and the trademark removed and the
silk disposed of through other channels.

Perfect pieces only bear the ♦♦*♦♦♦ Patented
Detachable Selvage and these you are authorized to sell
with our .guarantee that they will give satisfactory wear.

If by any possibility they do not, you are told to
adjust any reasonable claim to the satisfaction of your
customer.

That will mean a great deal to you because satisfied
customers are your best advertisements.

Every one sends you another.

That's why it will be to your advantage to co-operate
with us in pushing the ***** * Patented Selvage Silks.

The wide widths, due to the fullness of garments, are
the beat sellers at present.

For that reason we advise you to take a piece of the
34 inch *♦**♦• XX taffeta at $1.10 for a start.

When shall we send it?

Now or January 15?

Yours truly,

.22

[339]

The York Silk Manufacturing Go.

Advertising Department

ONEYBA

Trade -Mark

PATENTED SELVAGE SILKS

York, Pa.

SET IN HEARST AND HEARST ITALIC HEARST INITIALS
PQOLE PRINTING CO., BOSTON, MASS.

Dear Sir:-

You have read what I say.

Now read what a firm who has been handling the ♦ * * •
line for four years says:

"We placed this silk in stock four years ago hecause
In our judgment, it was the host silk on the market for all
purposes. We made no mistake - as hundreds of customers
that have bought ***•♦♦ Silks will testify. Ask
anyone that has a ***** * Silk and they will tell you,
as they have us - 'The best silk I have ever bought.'"

But read their advertisement which we enclose.

They made no mistake - neither will you if you put
In the ***** * line.

If you do this at once, we will confine it to you for
your town, and help you sell it.

Suppose you start with a piece of the 26 inch ♦ ♦ * *
XX taffeta at 90 cents or a piece of the 34 inch *****
XX taffeta at $1.10, or both.

The selling helps will follow at once.

Yours truly,

[340]

; Keply to This Letter to the Advertising Department

CD C

3 □ C

YORK SILK MANUFACTURING CO.

SUPERIOR M^iifeiS K SELVAGE SILKS

WE ARE THE SOLE MANUFACTURERS OF THIS CELEBRATED MONEYBAK SILK

IDI

SALESROOM: 83-85-87 GRAND STREET, NEW YORK ▼ ADVERTISING DEPARTMENT: YORK, PENNSYLVANIA

I] cn C

3 □ C

URY FXPANDED CENTURY BORDER
; ORNAMENTS
HNC CO-, BOSTON, MASS.

York, Penn.

Dear Sir:-

I enclose a copy of our Spring 1907 price list showing
the various weaves and widths in which the **♦♦♦♦ silks
are made.

These prices are subject to a discount of 6/10/eo days
extra.

Each dealer selling •♦♦♦♦* Silks receives a copy
by mail and our salesmen are not allowed to make any devia-
tions in these prices.

Thus you buy the ****** silks with as much advan-
tage by mail as if visited by our salesmen.

The retail prices given in the pamphlet are not adver-
tised because distant merchants cannot sell the silks at as
low a price as those nearer our New York salesrooms.

We have no objection to your asking more but wo don't
want you to sell them below these figures.

That's fair, isn' t it?

It is our aim to protect and co-operate with all the
****** dealers in every way.

As a trial let us send you a piece each of ***** *
XX 27 inch taffeta at $1.05 and ******* XX 34 inch
taffeta at'$1.22^.

Yours truly,

[341]

The York Silk Manufacturing Company

MAKERS OF

MONEYBAK

Trnde-Vfnrk

PATENTED SELVAGE

Advertising Department mTT 1^^

York, Pa.

SET IN CONDENSED LITHO

POOLE PRINTING CO., BOSTON, MASS.

Dear Sir:-

How much do we spend advertising the •♦♦**♦ silks?

Let's put it another way.

How much do we spend in co-operation with dealers to
push the sales of the •**♦♦♦ Silks in their own locali-
ties?

That's better.

It all depends. Of our 1050 agents, some are in
districts where people want the "best of everything and are
willing to pay a reasonable price for it. Others are not
80 fortunate and must educate their patrons that it pays
to buy the best merchandise.

It is in such places that we spend most of our adver-
tising money.

It shows results, too.

Merchants who never handled silks over a dollar a
yard are surprised to find how the •***♦* Silks are
preferred after they are brought to the attention of their
patrons.

But to answer the question of how much we spend to
co-operate with j^ou in pushing the sales of these silks.

By our last financial statement the total amounted to
$139,327.87.

Divide this amount by the number of ***** • dealers
and you have ^our answer.

Think for~a""moment what co-operation like this year
in and year out will mean for your silk department and your
store generally.

Think, too, what it would mean to you if your competi-
tor were employing this force against you.

The opportunity is yours.

Will you take it?

Let us know at once so that we can get to work on your
selling helps.

Per a start we advise a piece each of the 27 inch
• * * * • * XX taffeta at $1.05 and 34 inch ****** XX
taffeta at $1.22^.

Yours truly,

[342]

|i 'ss Reply to This Letter to the Advertising Department, York, Penn'a

Salesroom, Numbers 83-85-87 Grand Street, New York City

YORK SILK MANUFACTURING COMPANY

^/^

MANUFACTURERS OF

MONEYBAK

1 radtf-Maik

PATENTED SELVAGE SILKS

f\ CHFUTENHAM OLDSTVLE CONOCNSEO NEWSPAPER BORDER
ft 'HINTING CO., BOSTON, MASS.

York, Penn'a

Dear Slr:-

We help you sell the ♦•*••• Silks through your
looal dressmakers.

How many are there in your vicinity?

Do they all deal at your store?

They will if you sell the ♦ • * ♦ * * Silks.

Why?

Simply because we make it worth while for them to do so.

Read the enclosed offer which we authorize you to make
them.

Por every twenty-five yards of the •*♦*♦* selvage
which they return to us we will send them one yard of the
twenty-six inch ♦♦♦*** XX taffeta which you retail a*
$1.25 a yard.

Think of it!

Every yard of ***** * selvage they return to us is
worth five cents to them.

And there are a lot of them returning it.

Read the letters which they write us.

In our New York salesrooms there is a ball measuring
nineteen inches in diameter and which contains more than
thirty-five thousand yards of the returned ♦•♦***
selvage.

You can readily see by this offer the dressmakers

[343]

SALESROOM: 83-85-87 GRAND STREET, NEW YORK

ADVERTISING DEPARTMENT: YORK, PENNSYLVAN

^oxk #iik Jfllanufairtein^ Company

fiS^Sl MONEYBAKfirvTIi SILKS

Address Reply to This Letter to the Advertising Department

SET IN SHAW TEXT, RECUT CASLON AND NEW CASLON
POOLE PRINTING CO., 80ST0N, MASS.

York, Penn.

help you increase your silk, notion, lining and other sales
because your store will \>e the only one at which they can
buy the • * ♦ * * ♦ Silks.

We are confining towns daily for an increasing number
of merchants and the opportunity is yours if you are the
first to send in your order for immediate or future de-
livery.

Don't delay.

Simply make a note of 'he silk and helps you want on
the bottom of this sheet and return it to us.

We will send them to you with the least possible delay
or hold them for you until Spring.

town.

In that way you will be sure of the agency for your
Very truly yours,

Silk:

Soiling
Helps

Mdse. envelopes,

Booklets,

Signs,

Electrotypes,

Dressmaker propositions,

Neune

Town

[344]

i'ORK Silk Manufacturing Co.

lanufacturers of Famous Ifi., TriS.J^k J\ Patented Selvage SILKS

.-room at Numbers 83-85-87 Grand St., New York ^dVGi'ti}^7t^'^Ef00&i'tfTtGttt Advertwing Department, York, Pennsylvania

kbers of the bononi family
■ornaments
KtVpE founders company

York, Pennsylvania

Dear Sir:-

Your competitors help you advertise the ***•*•
Silks.

They can't help it.

They do it in self-defense.

Best of all they advertise these silks to the women
you have the most d*ifficulty in reaching.

It's this way.

Your competitor knows as well as you do that the • • •
Silks are superior to all others.

By the distribution of the selling helps you give
every woman In your vicinity facts and evidences which con-
vince thera that the ***** * Silks are the best silks
they can buy.

You are the only one from whom they can buy them.

The women who buy at your competitor's ask him for
them.

He does not have ther;..

Offers thera something else.

They tell him about the good points of the •**♦♦»
Silks and the weak points of others so that he must defend
his own goods and in this way, by his counter attacks and
explanations he puts his customers in a position of cham-
pioning the ***** * Silks.

1345]

SALESROOM: 83-85-87 GRAND STREET/NEW YORK

ADVERTISING DEPARTMENT: YORK, PENNSYLVAN]

!f orK ?UK ifianuf aetumB Company

MONEYBAlf
TRADE-MARK A^.

PATENTED SELVAGE SILKS

YORK, PA.

£ET \N CHURCH TEXT AND CLOISTER TITLE
AMERICAN TYPE FOUNDERS COMPANV

-8-

When-once you get women using your arguments to con-
vince another person they are pretty certain to convince
themselves by the force of their own eloquence and your
proofs.

See how it works out.

A retailer in the South used our selling helps to such
good advantage that his competitor couldn't stand it any
longer.

He "hollered."

Said his own taffeta silks were the peer of any silk
manufactured, ♦♦♦♦**^oj- any other made.

Read his advertisement which the delighted ***•♦♦
agent sent us.

Judging from the way this ****** agent's* sales
are growing, this advertisement bought and paid for by his
competitor was the best he ever had.

Shows, too, that our selling helps do help.

They'll help you.

If you send us your order for immediate or future
delivery at once , you'll be sure of securing the agency
and we will get to work on your selling helps.

Yours truly.

[346]

The York Silk Manufacturing Company

MONEYBAK P^t«"t«<' Qll K^
TRADEMARK l\ SciVaQe J | L I V J

i/ertising Department

YORK, PA.

AurACE GOTHIC
■.riNG CO., aOSTON, MASS.

Dear Sir:-

You want to know how we help you sell ******
Silks.

There are a numher of ways.

One of the best, as many merchants tell us, is tho
merchandise envelopes we supply free for their use.

These envelopes will save you a part of your necessary
fixed expenses as we furnish them free and pay the freight
to your town.

The envelopes, as you will notice from the enclosed,
are nicely printed in two colors and will have your name
printed on as the dealer selling ****** silks.

These afford a good way to tell the *♦*•♦♦ story
to every woman who huys at your store.

Besides, every envelope you send out is an advertise-
ment not only for ♦♦*♦♦♦ Silks, of which you are the
only dealer in your town, hut for your entire store as well.

You can readily see by your own experience how this
direct advertising helps you.

For instance, we advertise ♦•*♦♦♦ silks in the
trade papers.

You do not seem to notice.

But we come direct to you with a letter.

You read it and it makes an impression upon you.

[347]

YORK SILK MANUFACTURING COMPANY

[JT^I IHt^^t =l[=n=-ll IF= i[:^=iB| ^"==11

r MONEYBAI/ PATENTED r II |/C I

|j 1^1 Trade-Mark f\ SELVAGE DILlXD J

Is i ip= == i r=n =i i=i [^== n n=Jlr

Advertising

Department

ET IN CLEARFACE GOTHIC ACME BORDER
MERICAN TYPE FOUNDERS COMPANY

YORK, PENN.

-2-

You receive another.

The impression deepens.

Thereafter when you pass your silk counter you natur-
ally think of ***** * Silk.

You can't help it.

So, too, with the women who buy at your store.

They will hear so much of ***** ♦ Silk that when
they are ready to huy, they will want ♦•*♦*♦.

This will be profitable to you for several reasons.

First, you will sell more silk than you do now.

Second, your increased profit resulting from more sales.

Third, your customer will be well pleased and will send
another.

Fourth, your store will maintain its reputation for
carrying the best in every line.

Fifth, the *•*♦♦• envelopes will save you the
expense of buying others ajnd you save the freight.

Kindly advise us when you will take the agency so that
we can get to work on your envelopes and other selling helps.

Yours truly,

[348]

Ilress Reply to This Letter to the Advertising Department

^ t/?' tJ >V trf C-" ■l."' ^/ 't-i' 'V C-'"

C-' Ci' Cft'

£-

\brk Silk Manufacturing Co. I

MONEYBAK ^

IVX TRADE-MARK 1. ^ L

PATENTEDfeQ-11

selvage! oUKS

Salesroom: 83-85-87 GRAND STREET, NEW YORK CITY ste .«? ADVERTISING DEPARTMENT, YORK, PA.

?rit^;?r*«^a^»!a:J^J5aL^siL^^^

STINO COMPANV
■.1ASS.

York, Pa.

Dear Sir:-

Do you have a mailing list?

Good!

Let us know how many names you have so that we can
co-operate with you in selling the * * * • * * Silks to
every woman in your vicinity who is likely to buy silks.

How?

Simply by having you tell her the same story we have
been telling you.

We make this easy for you by giving you as many book-
lets, like the enclosed, as you need to go round your list.

That will mean a lot of additional business for you.

Not only that, but it will make your store known as the
silk store of your community.

A reputation worth striving for.

But read the booklet.

Yours will bear your imprint on the front and back
covers and by sending it by mail you will reach your cus-
tomer when she is at rest and her mind receptive.

It will not go the way of other booklets because it

[349]

SALESROOM: 83-85-87 GRAND STREET. NEW YORK ADVERTISING DEPARTMENT: YORK, PENNSYLV/

YORK SILK MANUFACTURING COMPANY

^{AK^OF lyiONEYBAK PATENTED OfT L^O
SUPERIOR iVl TRADEMARK A^ SELVAGE >^lJ_-il^kJ

Address Reply to This Letter
to the Advertising Department

Yorl^, Penn.

SET IN MEMBERS OF THE CHELTENHAM FAMILV AND BOXHEAD GOTHIC
POOLE PRINTING CO., BOSTON, MASS.

-2-

oomea direct from you and she knows there is something
Important in it for her.

Then, too, it will reach her after she has seen the
merchandise envelopes and signs in your store and possibly
the silk itself.

In this way ****** silk is not a stranger hut a
familiar friend introduced by one in whom she has confidence.

She learns all its good points and you fortify her
with facts and evidence about the superiority of * * * * *
aind the weak points of others so that when she is ready
to buy silk, she will want ♦♦**** and no other.

All this information she will remember and will be
ready to impart it to anyone who even mentions silk.

Think what this will mean to your store.

The merchandise envelopes, booklets, signs, electro-
types of advertisements and other selling helps will be
forwarded as soon as possible after you take the agency.

Write for it before the advance in prices which takes
effect December 15th and we will confine it to you for your
town .

Yours truly,

[350]

THE YORK SILK ,^^t monfyrai^
[MANUFACTURING ^ ^^^^:z.J^
COMPANY ^ SILKS

vc tising '-Department

YORK. PENN.

MEMBERS OF THE CLOISTEB FAMILY
id ORNAMENT

Ian type founders company

Dear Sir:-

Your satisfaction will be great if you sell the * • * ♦
Silks.

I know this from the experience of other merchants.

Read the enclosed letter from one of them.

Here's what they say:

"Our success in sales and satisfied customers through
the distinctive high quality of the ***** * Silk and
the literal publicity given to the difference between good
and bad silks means that our house is talked about in con-
nection with purchasers who desire high-grade silks and our
store as the place to get them."

Pretty strong, isn't it?

Bears out what I've been saying about the quality of
the ♦♦'*♦♦* Silks and the advertising helps we supply.

This firm says further:

"Merchants and consumers are weary, worn out, out of
patience and thoroughly disheartened with poor silks."

No wonder!

Not much satisfaction in selling such goods.

This firm's experience is very similar to that of
another large house who advertised the *♦**♦• Silks
in this way:

[351]

THE YORK SILK MANUFACTURIN G

COMPANY ^^^ \/ONEYBAl/' "^^^^^^""^

X V i TRADE-MARK A ^ O 1 L Iv k.,

Salesrooms: Nos. 83-85-87 Grand Street, New York

ADVERTISING DEPARTMENT

Tork, Penn.

SET IN PACKARD FLORAL DECORATOR
AMERICAN TYPE FOUNDERS COMPANY

"You have learned that it doesn't pay to buy doubtful
silksv We have always known that it didn't pay to sell
doubtful silks. Being agreed upon this it will be easy to
come together in rallying 'round the standard of "* * * *",
The Honest Silk."

We enclose a copy of their advertisement.

Near the end of it they say:

"We should say that we have been selling the • ♦ * • *
Silks for many months, and that we have rarely ever had a
customer demand the return of the price paid because of any
defect. The satisfaotion that oomes through selling such
silks is great indeed to us as it must be a satisfaotion to
those who use them."

You can easily imagine the feelings of a firm who
advertises the ••♦•♦♦ silks in this manner.

Shows that they have great confidence in them.

You will have the same confidence and satisfaction if
you sell your customers the ••***♦ silks.

Suppose you try a piece or so before the Spring rush
and lot me know the result.

Say a piece each of the 26 and 34 inch ****** XX
taffeta.

Yours truly,

[352]

York Silk Manufacturing Co.

SALESROOM

[i3-8S-87 Grand Street

New York

:3a

MAKERS OF THE WORLD FAMOUS

MONEmR XT^? SILKS

Advertising Department
York, Pa.

HELL AND CONDENSED WINCHELL
rPE FOUNDERS COMPANY

York, Pa.

Dear Sir:-

You needn't bother writing silk advertisements, if you
sell the ***** * Silks.

We'll do that for you.

The enclosed booklet shows a number we have all ready
set up in type to send you.

These can be used separately as described on the first
page or combined- as shown in the advertisement we enclose.

The electros consisting of type matter and illustra-
tions are equally good for circulars, folders, fashion
sheets and newspapers.

If your advertisements are illustrated, so much the
better. A picture always attracts and tells the story
quicker and is more effective than mere type.

Leading merchants everywhere appreciate this fact afid
in the larger cities, large forces of experts are employed
to prepare this business news and the outlay for planning,
writing and illustrating is considerable. In the smaller
towns you do not enjoy these advantages and your advertise-
ments represent harder work and a proportionate increase in
expenses for illustrations and cuts.

If you sell the *♦•♦•* Silks, we relieve you of
this work and expense by sending you as many of these elec-
tro typed advertisements as you can use.

Think of the benefit your store will derive from all
this advertising.

It will be the one most talked about in your community.

Better take the opportunity now.

It's yours with your first order for *•♦••• Silks.

Suppose you start the new year with a piece each of the
,.>, TT *♦***♦ t.Affeta and 34 inch XX ***** *

26 inch XX
taffeta

taffeta and 34 inch XX
Yours truly,

[353]

Salesrooms, No. 83-85-87 Grand Street, New York

THE YORK SILK MANUFACTURING cd

MAKERS OF

JSAONEYBAK-

* * Trade-Mark ■•• »■

PATENTED SELVAGE

SILKS

York, Penn.

Advertising Department

SET IN DELLA R08BIA DELLA ROBBIA ORNAMENT
POOLE PRINTING CO., BOSTON, MASS.

Dear !)Lr:-

See v.hat the big retailers say of the * * * ♦ * ♦ Silks.

A Philadelphia finn says:

"There iii an honest black silk made in York, Pennsyl-
vania. It is called •*♦*•• ♦!. and the name means this:
The merchant gives the customer's money hack if the silk is
a cheat or 'goes wrong' - and the mill stands the loss."

Note the evident pride in the next sentence:

"We have the selling of it."

A Minneapolis firm says:

"The best black silks made in America are the justly
famous *♦*•*• Brands which stand for perfection in
weave, quality and satisfaction."

.A Chicago firm v/rites as follows:

"When you see the name ****** on the selvage (5f
black silk it means silk insurance."

A leading Kew York merchant speaks about "the well-
known wearing qualities for which the •••*•• Silks have
become famous."

The Boston Silk Store advertises them as "the celebrated
production of the best and most progressive manufacturers in
this great country."

But read their advertisements which we enclose.

They speak for themselves.

Note the pride and satisfaction expressed by each of
these firms because they have the selling of the ******
Silks.

They havo been selling them for some years and find
the demand steadily increasing.

So will you.

Send us your order to-day for a piece of the 26 inch
*♦♦•■** XX taffeta cr the 34 inch ****** XX taffeta
and we will confine the . -ile of it to you for your town.

We'll help you sell it as we do for others.

Yours truly,

[354]

York Silk Manufacturing Co.

MAKERS OF

SALESROOM

83-85-87 GRAND STREET

NEW YORK

[m ME*VY COPPERPLATE GOTHIC ANT)
'ERPLATE QOTHIC BOLD
TICAN Type FOUNDERS COMPANY

MONEYBAK

TKADE MANK

PATENTED SELVAGE

SILKS

ADVERTISING DEPARTMENT
YORK. PENN.

YORK. PENN.

Hear Sir:-

A western firm writes:

"What does the ****** guarantee mean? Wo have
had considerable experience with silk to our sorrow and
have decided to confine our silk business to one line as
nearly as possible for we realize we can have a cleaner and
more satisfactory stock and our advertising will give better
-'^rults. •'

Good!

More than a thousand progressive merchants have arrived
at the sajne conclusion and large numbers are doing so right
■along.

But that's not the point.

I want to explain the ****** guarantee and what
it means to you as I did to this firm.

Read the enclosed copy - front and back.

It says to your customer: "In case your *•*•♦*
Silk gives unsatisfactory wear return the garment with this
coupon to thfe merchant from whom It was bought."

That means you because you are given the exclusive
agency.

"The purchase price will be refunded on all ♦••**♦
Silk that proves defective with reasonable and ordinary
wear."

That's clear, isn't it?

Now let's explain it by an example:

Suppose one of your customers buys and has made up
a dress pattern of ***** * Silk which fades, cuts and
goes wrong.

She should by all means return it to you with this
coupon.

[355]

ADDRESS REPLY TO THIS LETTER TO THE ADVERTISING DEPARTMENT

The York Silk Manufacturing Co.

MAKERS OF

MONEYBAK

'*-'-'■ Trade-Mark -^ ^-

VTED SEL

SILKS

York, Pa.

SALESROOMS ItI XdMR -T^ ADVERTISING)

''"' NEwToT '''■ PATENTED SELVAGE department

NEW YORK YORK, PA.

SET IN CRAWFORD AND CRAWFORD TALiC
THE H. C. HANSEN TYPE FOUNDRY
BOSTON AND NEW YORK

If the claim is a reasonable one and the trouble is
the fault of the silk, you are authorized to satisfy your
customer's claims.

We will at once send you the amount in silk or cash
that you think is due your customer.

We can depend on your fairness in this matter be-
cause it is to your interest as well as ours to prevent
any unfair claims.

There are so few claims presented that we insist upon
having all defective garments returned to us for examination.

In this way only can we tell why the silk went wrong
and it enables us to prevent anything like it happening
again.

Nine out of every ten claims which have been presented
have been from the causes shown in the enclosed folder en-
titled "The Wrong Treatment of Silk."

For your as well as our own protection, we send you a
number of these for distribution among purchasers of silk
at your store.

You see the **♦♦** guarantee is a preventative of
silk troubles and not a money solace for them.

Your customers want silk that will wear and the guar-
antee we give with ♦*♦*** is the way we show our
confidence in its worth.

Your confidence will be just as great if you sell
these silks and this guarantee is yours if you take the
agency for your town.

When will it suit you to take it?

Yours truly,

[356] ;;§1!

TORK SILK MANUFACTURING
COMPANY M«E™^K Tl^aII' SILKS

York, Pennsylvania

uuNi BOLD AND BODONt BOLD ITALIC
TYPE FOUNDERS COMPANY

Dear Sir:-

A merchant in an Ohio town of 1,500 writes as follows:-

"I expect to mail you an order shortly for another
piece of 34 inch ***** ♦ XX taffeta as I have sold about
half of what I have and had a customer ask for it to-day.
She saw the ad in our weekly paper and I sold her a waist.
I predict that I will do a nice business on this silk and am
pleased to hear that you will protect me as to the exclusive
sale on all the ***** * Silks."

Now I want to tell you how we protect you from competi-
tion on the ***** * Silks.

In the first place each piece of ***** * Silk is
numbered on the wrapper and on the end of the piece like
any other piece of silk.

Both these numbers can easily be removed.

For that reason we perfected a method which enables us
to impress the number at intervals of a yard and a half on
the selvage across the piece from the detachable selvage.

This number is not very noticeable and cannot be removed.

The fact that the retailers know that we can trace
every piece effectually prevents any of them from reselling
****** Silks to other merchants.

In case any should do so, we can easily find who is
responsible for the trouble and their source of supply is
immediately cut off.

Thus you see we give you the exclusive agency for
the ****** Silks, help you sell them and protect you
from competition after the women of your vicinity become
acquainted with them.

We'll do our part.

See the result of this co-operation.

Many merchants who have taken on the line since we
began writing you have sent in re-orders for from one to
nine pieces.

You can do just as well if you take a piece of the
27 inch ♦ * ♦ * * • XX taffeta at $1.05 or the 34 inch
****** XX taffeta at $1.22^.

Yours truly.

[357]

ADDRESS REPLY TO THIS LETTER TO THE COMPANY AT YORK, PA.

THE YORK SILK MANUFACTURING COMPANY

MAKERS OF

■SALESROOMS

83-85-8r GRAND STREET

NEW YORK

SET BY THE

POOLE PRINTING COMPANY

BOSTON, MASS.

A/lONEYBAr

^^ ^ Trade-Mark ^ ^

PATENTED SELVAGE

SILKS

YORK, PA.,

• MANUFACTORY
120-124 EASTERN AVENUE
YORK, PA.

Dear Sin-
When will you take the agency for the *♦•*** riilks?

We'd like to get you started as soon as possible so that
you will get more profit out of your silk sales.

You needn't take full piec-es if you feel that you don't
want such a large stock.

We'll cut half pieces if that will accommodate you.

Our idea is not to sell you a lot of ailk and then let
you get rid of it the "best you can.

Not at all.

We know the wonderful possibilities in the **♦•♦•
line and arc willing to spend a considerable amount to enable
you to get the silk started in your vicinity.

That's fair, isn't it?

Consider thi3 matter carefully.

We are helping hundreds of merchants in small towns to
increase their silk business and v;e can do the sgune for you.

Por instance, of our agents, 35 are in towns under one
thousand population; 78 in towns between one and two thou-
sand; 106 in towns between two and three thousand; 131 in
towns between three and four thousand, and 69 in towns between
four and five thousand.

The small town racrchants are doing as well propor-
tionately with the *.***♦ ♦ Silks as the large city
retailers and we want you to get as much benefit ^-~—^, '^ur
co-operative efforts as they do.

Suppose you take the agency at once and lot us send
you a piece or say a half piece each of the 27 inch • ♦ * «
XX taffota at $1.05 or the 34 inch •**•♦♦ xx taffeta
at Zi.::2jr.

These amount:; will enable you to provo to your satis-
facticr, that it will pay you to work with us.

Yours truly,

[3581

iiiii ippp!iniii m

' "" " ' '"

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

l^arwenir lBI@sn(iirj C@mpBmf

I. HANSON, PresidcDl

SENSED FOSTER AND CONDENSED WEBB

I NO. 2
nfPE FOUNDERS COMPANY

Malwiiiffllk®®. Wb.. U. S. A.

Dear Sir:-

Many merchants tell us that •♦*♦♦♦ Guaranteed.
Hosiery is the most and best advertised* line in their stock.

The beat advertising is TlfE-WORD-OF-MOUTH-ADVERTISING
which millions of ***** ♦ wearers do for us every day.
We value most the fact that ****** is so well made that
it makes good with the masses." You can trust their judgment
every time. When they want something they get it and make
it part of their requirements.

* * * * 1
PEOPLE.

Guaranteed Hosiery is THE HOSIERY OP THE

Many customers have candidly told us that they would
like to throw out every other make of hosiery, if we could
supply them with a complete line of ***** * Quality. We
are now ready to do this.

We have just added the styles listed on the supplemen-
tary price list which we enclose. These with the styles on
price list #5, will enable every merchant who desires to
concentrate all of his hosiery business on ***** *.

Within the past six months some two thousand merchants
have bought their first bill of ***** * Hosiery from us.
This means that many new customers, and what is more re-
markable, v/e have retained all of our old customers, and the
majority of these have shown a considerable increase in their
sales.

These are facts which can be figured in DOLLARS and
Cents.

If you are open to oonviction allow us to prove to you,
how good ***••♦ Hosiery will be for you in your store,
by sending you a complete sample line, express charges pre-
paid, 80 that you can inspect and compdre it with other
hosiery you may have.

Just say on thfj order blank, send samples, express paid.
We will be glad to do so.

Very truly yours.

[359]

FRED M. HANSON, Piesiaent

JOS. ZENS, Vice Prwident

FRED BRAUN, Secrelary and Ti«u

Milwaukee, Wis., U. S. a.

SET IN CHELTENHAM INLINE AND CHELTENHAM OLDSTYLE CONDENSED
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

It is a noteworthy fact that at the recent meeting of
the National Association of Hosiery and Underwear Manufac-
turers, they decided to curtail the production of most of
their mills by 33 l/H-

The ***♦♦♦ Hosiery Mills are increasing their ca-
pacity and sales by more than 505^ as against the same period
last year.

No doubt, you realize that after all, it is the con-
stimer who makes your business, and the manufacturers and the
merchants who can please the greatest number of consumers,
are the ones who will enjoy the greatest prosperity.

When ****** Hosiery was first put on the market,
not only the consumer but the merchants as well, were skep-
tical about the guarantee feature. Our ever increasing busi-
ness is proof conclusive that guaranteed hosiery is what the
consumers want.

The guaranteeing of hosiery as we do it has been a
great benefit to every retailer in business, for those who
do not carry the line, as well as for those who have it.

It has forced every hosiery manufacturer in business to
give the consumer a better value than they had ever done
before, though **•♦♦* is first in the field of Quality,
Popularity and Sales.

We should like to interest you in our line, and, as pre-
viously offered, will gladly send a complete sample line,
express charges prepaid, for your inspection.

****** Hosiery, as an article in common and daily
use, is a staple to-day, in a majority of stores.

We can make immediate deliveries on our GAUZE WEIGHTS
in Cotton, Silk Lisle and Pure Thread Silk hose for men,
also our best selling Light Weight numbers for women and
children.

The reverse side of the enclosed order blank will give
you a complete description of our entire line.

Yours very truly,

[360]

^^' ■ W^MMMMMMM^^^^

SR!^

vcrwcar I losicr/iwompany

~« — ■♦— ♦-

^laoo^^HoioYoYdicoMo:

: ed. M. Manson, President
I sepK Zens, Vice President
led. Braun, Secretary and Treasurer

Milwaukee, Wis. U. S. A.

HE TABARD SERIES TABARD BORDERS
N TYPE FOUNDERS COMPANY

Dear Sir:-

Chicago has given the retail business world a concise
and convincing demonstration of the value there is in ad-
vertised brands.

The establishment of ***** * has proved conclusively
that the best lines of merchandise are advertised lines.

It might be mentioned right here that all advertised
lines are not good merchandise.

To return to our subject--the ****** store is to-
day the foremost of its kind anywhere, and though it feat-
ures advertised lines exclusively, it is building a
Napoleonic name for its founder. He has earned his pres-
tige tRrough *♦•♦•♦ Service with Nationally Advertised
Brands of Merchandise, brands which are in demand with the
consumer.

Watch his progress with •*♦♦•♦ Hosiery, which he.
has selected as the best for his customers.

Naturally we had to prove Merchandise Value, Consumers
Demand and Value, with Intrinsic Value--before •♦♦•♦•
Hosiery advertising appealed to his managers.

Watch his ***** • Windows, his ***** * Adver-
tisements and his method of selling this Nationally Advertised
Guaranteed Hosiery.

Very truly yours,

.23

[361]

FRED. M. HANSON, PRESIDENT JOS. ZENS, VICE- PRESIDENT FRED. BRAUN, SEC. AND Tre

IWIRWIAR H6SIIRY G^

W»

Milwaukee, Wis., U. 8. A.

SET IN COMSTOCK AND MITCHELL
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

The word "Service" is the most abused in the entire
Business Dictionary, because there ai;e as many kinds of
service- as there are Mercantile Establishments..

The stores rendering the best service--pleasing the
most customers — winning new ones and growing every year,
are those rendering Customer Service.

The greatest Service Store3--East, West, North and
South sell *♦•♦*• GUARANTEED HOSIERY.

Right down at the bottom of facts this is a mighty
good reason why you should have it In your store.

No Not because we say so.

No Not because other stores have them.

Yes Because the' best retailers have invest-
igated Eund found the light of business reason
burning in every box of ******, a light
shedding reason, understood and appreciated by
the consumer.

We enclose a newspaper advertisement printed by the
greatest Men's stores in the middle west.

The Holiday and Fall trade on ♦**••♦ is big and
heavy: do you want to consider it now, plan for it, and
cash in on your plans? If so, the first thing to do is to
let us pay the express charges on a line of samples. After
that, let your Judgment do the rest.

•♦♦•** HOSIERY IS ALL THAT THE NAlffi IMPLIES.

We advertise for you at our expense.

Yours very truly,

[362]

d M. Hanson, Pres.
i . Zens. Vice Pres.
■ d Braun, Scc'y and Treas

CLTENHAM WIDE GRAPHIC BORDER
•; TYPE FOUNDERS COMPANY

Milwaukee, Wis.

Dear Sir:- .

****** Dealers* increased their purchases from us
by more than 50^ since January 1st, as against the same
months last year. This increase is not from the 900 new
dealers added to our books since January 1st.

•/HAT ARE YOU DOING TO INCREASE YOUR BUSINESS THIS

SEASON?

Your best interests demand QUICK PROFITS, QUICK SELLING
MERCHANDISE, and the kind which is sold with the least
effort, and which, if possible, HELPS. TO SELL ITSELF. This
is plain business logic.

Consider how close we come to filling all of these re-
quirements with ****** Hosiery — The American Standard
of Guaranteed Hosiery.

"The Least Service the

"Consumer receives from

„«♦***» Guaranteed Hosiery,

"is the most he can possibly

"Expect from other Kinds."

We want you to have the exclusive sale of ***** *
auaier-y in your city, for Men, Women and Children.

Vc pay the express charges on a line of our samples, if
ill give us permission to forward them to you.

Our KEW GAUZE WijllGHTS are commanding the retail hosiery
tuation in every big, and in nearly all other shopping
■ in the United States, Canada and Mexico. •

e can and will increase your Sales and Profits, if you

..„ our co-operation. We want yours.

Very truly yours.

[363]

STEIN-BLOCH SMART CLOTHES THE SMARTEST READY-TO-WEAR CLOT]

THE STEIN-BLOCH COMPANY

THE M^HOLESALE TAII.ORS

Rochester, N. Y.

SET IN MEMBE;RS of the LITHO FAMILY ITALIAN BAND
POOLE PRINTING CO., BOSTON, MASS.

Dear. Sir:-

Look very carefully at the sheets and cards. They have
been arranged to take the place of the old clothing "book-
let." You will find two distinct styles of circulars--one,
the illustrated letter heads, the other the illustrated post
cards.

If you want us to send out for you 'this spring the
LETTER HEADS, select the forms you wish and fill out the
enclosed card. We shall send out to your mailing list the
forms you specify, on the date you specify, IN ROTATIOH".
This means that you can reach each name on your mailing list
as many times this spring as you choose. WE SHALL PUHNISH
THESE FORM LETTERS PREE, ATTEND TO ALL THE DETAILS HERE
WITHOUT CHARGE. All you are called upon to do is to furnish
postage at the rate of 2 cents per envelope. FIRST CLASS
MAIL MATTER IS ALWAYS OPENED. One-cent envelopes go into
the waste basket.

If you prefer the POST CARDS, fill out the card, fix
your mailing dates, emd we will taJce care of the work here,
you paying postage at the rate of 1 cent per card.

CORRECT YOUR MAILING LIST TO DATE. Dead-wood lists
are money losers for you and for us. Unclaimed letters are
dismal losses. ALSO PLEASE ESTIMATE YOUR MAILING LIST
BEPORE FORWARDING.

This circularizing idea is a new one, and will be
jumped at. Nobody who has seen it so far has failed to see
the novel appeal it makes to any man who is wondering about
his spring clothes and where to get them. SEND IN YOUR
RESERVATION AND YOUR MAILING LIST AS SOON AS YOU "CAN. The
orders are filling up fast.

Yours truly,

[364] {I

;%i[^'<%t^H>§^i!^'-e%:^'-v%(^''-v^^jpKfH^

Wi)t ^tem=PlotI) Company

ur label /Harfet! tfjt g>martt8t
|eabp-to-tI99ear Clottes

IN CLOISTER BLACK ART BOttDER
LE PRINTING CO., BOSTON. MASS.

Dear Sir:-

This is the Standard sack suit for this season.

The ****** * Standard.

Particularly got up for the ''all 'round busy man who
has to look well all the time, and a good many times has n 't
the time to pass with the made-to-order tailor and his try-
ons. The matter of price is a telling one, too.

The style this season demands snugness in the suits.
We obtain this, but KEEP THE CLOTHES COMFORTABLE. The
shoulders are narrow tread, but they fit. You look active,
energetic and trim in a suit like the Standard.

Our fabrics are guaranteed tested all woo l and are
innumerable in texture, shade and pattern. Grays, blues,
browns, half-shades and mixtures of all kinds are equally
right, and serges and worsteds are racing neck-and-neck
with tweeds and homespuns in popular favor.

Try on this ****** suit at your clothiers. This
is the address, and you will get every attention. Take
this letter with you.

(Space for your store name and address.)

Go to-day. Perhaps you will like some other one of our
models better than this Standard. Th&x. all carry our label,
like the one at the top of this letter. IT GUARANTEES YOU
THE BEST, AKD ALSO PERFECT SATISFACTION.

Yours truly,

.24 [365]

STEIN-BLOCH SMART CLOTHES

OUR LABEL MARKS THE SMARTEST READY-TO-WEAR CLOTHES

%\)t ^ttinMod) Company

LEADING WHOLESALE TAILORS

SET IN CASLON TEXT AND BLAIR LINEAR BORDER NO, 2
POOLE PRINTING CO., BOSTON, MASS.

iaocl)e0ter, il^\ g.

Dear Sir:-

This isa****** summer style that we call the
Park.

The shoulders are narroi tread, the coat is snug, arid
the lapels are long and roll with a good deal of grace and
style. Wo have a smaller coat--8nugger, we mean--'but none
better adapted to the service of the professional or business
man than this Park sack.

Comfort is particularly a feature of the Park. It looks
stylish in its snugneps, but it PITS lightly, as summer
clothes should. The fabrics are all wool ^a^anteed__and
tested, and arc light, airy sjid so numerous in pattern and
shade that any taste can be gratified. The saving in price
is an important feature, too.

Go to your clo.thier's and have a try-on. You can find
there many other •♦•*♦• models for this season. All of
them carry our label, like the one at the top of this letter.
This GUARANTEES YOU THE BEST, AND ALSO PERFECT SATISFACTION.

The store address is

(Space for your store name and address)

Try on to-day. I8i^6_this_letter with ^ou.

Yours very truly,

[366]

THE STEIN-BLOCH CO.

WHOLESALE TAILORS

Stcin'Bloch Smart Clothes

JtLLA ROBBIA MONOTONE BORDER
•RINTrNQ CO., BOSTON, MASS.

ROCHESTER, NEW YORK

Dear Sir:-

This is a young man's suit. Men who feel young can
wear it, too, but the YOUNG I/.AiI is its nn,tural owner.

We call it the ♦•••*• Seneca.

There are three or four other young men's styles that
we make, and this one is a fine sample of our energies in
the direction of satisfying the YOUNG MEN in their clothes
ambitions.

This suit is not decorated like a uniform. It is not,
however, a grandfather's suit. But it is planned for the
clean-cut, self-respecting, hustling young fellows who are
going to make to-morrow in this country. The saving in
price will Interest you, too.

Try on one of .our suits at the clothier's. There are
several other good styles, as we have said. The store ad-
dress is:

(Space for your store name and address)

The important fact about these clothes is that they
are •♦♦♦**. All of them carry our label, like the one
at the top of this letter. It GUARANTEES YOU THE BEST, AND
ALSO PERi^ECT SATISFACTION.

Try on to-day, and take this letter with you.

Yours truly,

[367]

ST EI N-BX^OCJa
SIUA.RI* CI^OT*iaES

SET IN ENGRAVERS SHADED LINEAR BORDER NO. 2
POOLE PRINTING CO., BOSTON, MASS.

ROCHESTER, N^. Y.

Dear Sir:-

This is an extra light ♦*♦**♦ suit for hot weather
wear.

It consists only of coat and trousers, and the coat
is scarcely lined at all. The trousers are looped for best
wear. You hardly feel the suit, so cool and airy is the
fabric.

The tailoring is just as carefully done, however, as
in our three piece suits, and the suit will fit you with
much style and good looks. You can wear it anywhere. For
business, for leisure, vacation, or sport, it is a friendly
and companionable suit. You will learn to like it, just
as you like a good friend. One reason for this is its com-
fort. The price will influence you, too.

You can be fitted in this suit, no matter what your
girth may be. Ask to have it tried on by our dealer. Take
this letter with you to show him. The store address is as
follows:

(This space for your store address.)

Go to-day.

Yours very truly,

P.S. This two piece cool suit comes in a variety of fabrics
and shades, from blue serge to homespun. All of them bear
our label, like the one at the head of this letter. This
LABEL GUARANTEES YOU THE BEST AJTD ALSO PERFECT SATISFACTION.

[368]

ST f BLOCH SMART CLOTHES

THE SMARTEST READY-TO-WEAR CLOTHES

(X/nal«Am!c/ Uali*

■Q^A/

«Jvacfi«Atet^ *JL. c/.

(WO SHADED AND LIGHT COPPERPLATE GOTh
PO^IIMTING CO., BOSTON. MASS.

Dear Sir:-

This style of ***** * summer sack suit is called

the Seixon.

It is frankly rather an extreme style, and is small
and slender, and narrow tread in the shoulders. If we were
not thoroughly American, we should call this suit somewhat
English. But it is STYLISH, and you will see scores of these
suits worn by the style dictators in every notable city.

This may be exactly the suit for you. We hope it is
and we think you will be making no mistake in trying it on.
The price .will interest you. Go to our agent in your town
and get a try-on TO-DAY. You can find half a dozen other
•*♦•*♦ models to choose from. Take this letter with
you. The address is:

(Space for your store imprint.)

The main thing about this suit is that it is a * * • •.
All clothes made by us carry the label like the one at the
head of this letter. IT GUARANTEES YOU THE BEST, AND ALSO
PERFECT SATISFACTION.

Yours truly,

[3691

Mmh itovt\) Company

(Sold anti t)tlt)er0mttj)0

ProDiDence, K. 3.

vSi

SET IN CASLON TEXT COLLINS FLORET
AMEHrCAN TYPE FOUNDERS COMPANY

Dear Sir:-

Your request for our new catalog has Just come to my
desk — I will have the hook mailed to you to-day. I am glad
you have asked for this catalog because we want your busi-
ness, and because we can offer you an opportunity to save one-
third on every purchase you make Direct from our Workshop.
You can buy as much for $2 as the retailer can give you
for $3.

Before you refer to the pictures and prices I wish you
would read the testimonials on the inside of the back cover
also read what we say on the first page. The first page '
will tell you exactly how we do business and how we abso-
lutely protect you. Then turn to the pages where the goods
are pictured, and I'm sure you will find many things that
will interest you--many things that will make delightful
gifts for your friends.

Pirst of all I want you to feel that we are determined
to please and to satisfy you— we absolutely guarantee satis-
faction to every person who sends us an order. This purpose
has been thoroughly instilled into every employee, and if
you experience the slightest disappointment in your dealings
with us, I want you to write me personally and promptly. It
is the policy of • * • • * * that not one person shall have
cause for complaint, and I make it my especial business to
see that no cause exists.

We want your patronage and that of your friends', not
only now but for years to come, and if you will send us a
trial order I promise that we shall strive to please you
so fully that you will become a regular customer and loyal
friend. Again, when you receive the goods if you are not
perfectly satisfied, return the package, and I will see that
the full amount of your remittance is returned to you.

You will find instructions for ordering on the inside
of the front cover; you will find order blanks in the back
of the book, and an addressed envelope and ring size card
with this letter.

Yoiurs very truly,

[370]

Pairb Movti) Company

#oltr anb ^ilbers^mittg

IM CLOISTER BLACK VERSATILE ORNAMENTS
*BT-TILE TINT FORMERS
llMKRICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Your request came about three weeks ago, and I imme-
diately •wrote you a letter and had our catnlof^ sent to you.
As we haven't heard from you, I am wor " book

went astray. If you did not get it p] .1 want

you to have the catalog because I know that you ipill be in-
terested in it, and because you will find it a source of
great convenience and economy.

If you inquire among your friends you are prefty sure
to find some one who has bought direct from the ******
and they will tell you that our goods are of excellent qual-
ity — that we take infinite pains to please our customers —
that we deliver free and guarantee safe arrival of goods —
that we refund money if any purchaser is not satisfied,
and all this at prices one-third lower than you would pay
locally.

If you will make up a little trial order to-day — right
nov/--you will be surprised when you see how easy and how
convenient it is to buy from us. It's really a pleasant
experience to buy from **♦***. You make a list by num-
bers of the pieces you want; you enclose a remittance for
the total amount, and your part of the work is completed —
one list of goods, one remittance and your shopping is done,
and 'Dur money-back plan insures you complete satisfaction.

You will find many advantages in buying from the * * * •
catalog. The book affords you a much larger selection of
jewelry and silverware than you will find even in the- large
city stores; you can buy in one hour from our catalog what
it would take you at least a half day to buy in the crowded
stores. You will average to save ZZ^ on every dollar's
worth that you buy. from us, and then there's the assurance
"hrit your money will be promptly returned if you are not
-tisfied with, a purchase.

Send us a trial ordcr--oorapare the articles and the
1 J con with those of your local jeweler, and if you are not
ied that you are getting better goods at lower prices,
le package back and I will see that your money is
\y returned to you. Please bear in mind that the list
the catalog covers the entire cost to you.
Yours very truly,

jl25

[371]

The Waldron Piano Company

MAKER S OF THE

^AI^DKON

Hi^h tjrpade Pianos and Piano Players

FURNITURE EXHtBITION BUILDINO

1411 Michigan Avenue, Chicago

SET IN LITHO ROMAN, LITHO BOLD AND BLAIR
AMERICAN TYPE FOUNDERS COMPANY

Dear Slr:-

Your request for the ***** * PIANO BOOK has been
received, and we are pleased to mail you one under separate
cover. When you receive this book, we kindly ask that you
carefully read it from beginning to end. By so doing, you
will thoroughly understand our method of doing business.

THE QUALITY OF OUR PIAFOS is of the very highest char-
acter. It has been highly commended by the world's most
renowned of musical artists. It is a piano that will grace
any parlor. Thousands of them have been sold to the best '
families in the United States, and they have carried gladness
and happiness, in the form of music, to the homes wherever
they have gone .

We ask you to compare the ****** with any other
piano. Have your friends see it and play on it. If it
does not come up to your expectations in every respect, if
you are not thoroughly convinced that you have saved one-
half of your piano money by availing yourself of our whole-
sale manufacturing price, we do not want you to keep the
piano. You may return it and we will pay all expenses. You
are not under the least obligation to buy when you accept
our THIRTY-DAY-FREE-TRIAL-OFFER. We want you to first- feel
sure that the ♦.***** piano is an instrument of the
highest artistic quality and that it is all and more than we
claim for it.

We are absolutely responsible, and do exactly as we
promise. In proof of our assertion, we refer you to letters
from tY;o of the largest banks in Chicago, printed on page
twelve of our catalogue.

[372]

'i^l|5 ^albroit l^mnn fflo.

MAKERS OF THE

WALDRON"

IGH GRADE PIANOS
AND PIANO PLAYERS

rURNITURE EXHIBITION BUILDING

IN WEDDING TEXT AND LIGHT COPPERPLATE GOTHIC EXTENDED
JtSATILE ORNAMENT MONOTONE BORDER
MERICAN type FOUNDERS COMPANY

14)1 MICHIGAN AVENUE

Chicago

-2-

Our terms are the most liberal ever made upon a piano
of conceded artistic superiority. For many years the • • *
piano, like all other high grade instruments, was sold
through jobbers, dealers and agents who always made large
profits on each piano they sold. But now we no longer do
business with these middlemen. We come to you direct and
absolutely save you the profits that formerly went into the
dealers' pockets. Thus our pianos are now sold DIRECT IT^OM
OUR FACTORY TO YOUR HOME and at a price Just covering the
cost of material and workmanship to which is added our one
small profit.

When the piano is placed in your home, you are priv-
ileged to test it for thirty days before you are asked to
decide to keep it. If you select style 1 at |197.00 the
terms are |5.00 per month; on style 2 at $209.00, the terms
are $7.00 per month; on style 3 at |246.00, the terms are
flO.OO per month. Should you select the ***** * Self-
Playing Piano at |378.00, the terms are $25.00 per month.
WE DO NOT CHARGE INTEREST, AITO there are no extras of any
kind for which we ask you to pay.

Many a home is without a piano simply because the re-
tail dealer charges too" much for a high-grade instrument
like the ****** but our plan of selling DIRECT FROM THE
FACTORY TO THE HOJfE, puts the artistic **••♦* Piano
within reach of all. Here is your opportunity of purchasing
a piano that carries with it a reputation for elegance and
durability, an instrument that has stood the test for many
years and is backed by a bond and guarantee for ten years.

[373]

THE WALDRON PIANO COMPANY

MAKERS OF THE

\LDRON

HIGH GRADE PIANOS
AND PIANO PLAYERS

SET IM CLOISTER TITLE
CLOISTER ORNAMENT
AMERICAN TYPE FOUNDERS CO:

LOISTER OLDSTVLE ITALIC

FURNITURE EXHIBITION BUILDING

ipi Michigan Avenue, Chicago

-3-

By means of our catalog, you can select the piano you
want Just as though the pianos were actua-lly "before you, for
the illustrations arc colored photographs, and the exact re-
productions of the pianos themselves.

There will be no agents and collectors to bother you.
If you purchase the piano after a month's free trial, you
may simply remit us the payments by mail each month until
the very low price is completely paid. YOU WILL HAVE NO
INTEREST TO PAY. Other firms do charge interest on time
pajTnents, and this increases the cost of a piano from .fSO.OO
to $50.00, depending upon the price and the length of time
required in which to pay for it.

Pill out one of the order blanks sent v/ith cur piano
book, send it to us, and we v/ill ship you any piano you may
select on thirty days' free trial right in your own home.
It will cost you NOTHING FOR EXAMINATION.

If you are in a position to send CASH WITH ORDER, we
will allow you the benefit of our $15.00 reduction. Dy
sending the full amount you need not consider the sale as
binding until the expiration of thirty days, at which time,
if you are not delighted with the piano, you may return it,
and wo will send you a check for the money you have sent us,
and we will pay the freight charges both ways.

Thanking you very kindly for your inquiry, hoping we
may have the pleasure "'^of hearing from you by return mail with
your order, and assuring you that same will receive our most
careful and prompt attention, we remain.

Very sincerely yours,

[374]

THE

Furniture

Exhibition

Building

Waldron Piano Company

MAKERS
OF THE

Wald

ron

HIGH GRADE PIANOS AND PIANO PLAYERS

1411 Michigan Avenue

CHICAGO

he drew series flo
)6an type founders com

. DECORATOR

Dear Sir:-

It occurs more often than one would suppo..„ :. . -.1 i-.i^
****** catalogue we mail, fails to reach the porson to
whom it is addressed. It is a catalogue of beautiful art
exterior and a volume most attractive and interesting as ap-
'^>~' ' ' ' " subject of pianos.

.lavjiig received no response, we fear the catalogue ad-
iressed you has not reached its intended destination.

That you may not think us negligent, we write to inform
you that we can forward another if the first was not re-
ceived.

Ill this catalogue we have endeavored to state facts
•jonoerning pianos, their construction, tone qualities, price
\nd tenno of payment. We have done this so plainly, it would
•ecm as though it should satisfy the most oritioal musician
•13 to piano quality and the most careful and shrewd pur-
chasers as to price and terras of payment.

Prom your former letter, we

ibject well in mind. If so, we

hether or not you received our c

•-ioelvo it, then we shall be glad

ay then look it over and make so

riano most pleasing to you, sendi

.nolosed order blank. All wo ask

irivilege of shipping to you, fro

that will bo the exact counterpar

■hoson.

presume you had the piano
wish you would adviso
atalogue. If you did not

to mail another o';?. You
lection of the style of
ng us your order, using tho

is that you give us tho
e of all expense, a piano
t of the one you may have

Do not hesitate, fearing a risk : doing, or that,
wa may entangle you In some way. It is Lo allciy just such
impression or suspicion, we begin, as it were, strangers,
that we publish on Page 12 of the *♦♦*** catalogue bank
letters, showing both our character as mf>n, and o"!- v-r.^n-ir^-
libility as to finance.

If our catalogue reached you, please read '

§126

[375]

THEWALDRON PIANO COMPANY

EDWARD B. WALDRON. President JAMES FRANKLIN LACKEY, Vice President T. S. QUIRK, Secretary and Treasurer

MAKERS OF THE j^^j Michigan Avenue, CHICAGO, ILL.

WALDRON — ^^

HIGH GRADE PIANOS

SET IN THE PACKARD SERIES FLORAL DECORATOR
AMERICAN TYPE FOUNDERS COMPANY

-2-

letters. We can "read our title clear" in the school of
piano manufacturing. We were established in 1842. The
****** Piano Manufacturing Company, now in the second
and third generations, horn and reared in the piano world,
always and ever Piano men.

Surely those Columbian World's Pair Awards alone (see
catalogue Pages 14 and 15) are proof of the value of experi-
ence, for, in this case, it produced a piano that met the
World's competition, and won a triumphant victory. The
"high tone" of this award proves the "grand tone" of the
****** Piano.

We are worthy of your confidence. There is positively
no risk, no responsibility, no expense on your part. All w?
ask is that you unbox the piano when it is received. Give
it a place in .your home for thirty days. Become familiar
with it. See its fine workmanship, the beautiful case; and,
most important of all, hear its superb tone.

We believe that this piano may make itself so agreeable
and so pleasant in its tone quality, that you will give it a
permanent home. However, if it fails to meet this expecta-
tion and our hope, then notify us, and it will be removed at
once. Is this a fair proposition for you? We believe you
will agree with us that it is.

We should be pleased to hear from you, and should
gladly answer any and all questions you might ask.

Yours very truly,

Noje: After reading the •»**** catalogue, we trust you
may feel that we are as worthy of your confidence and can as
eafely trust us in the Matter of a piano selection as we are
willing to tmist you wh-;,i v/c offer to ship you a piano on 30
days' trial, free of all expense and responsibility to you;
in addition, to sell it on liberal terms extending -through
two or three years.

[376]

THE DENVER POST

I5c. a Week. Including Sunday

Delivered Anywhere on Earth

THE OFFICIAL PAPER OF THE PEOPLE
THE WANT AD. MEDIUM OF THE WEST

THE DENVER POST

PUBLISHED EVERY DAY IN THE YEAR
AFTERNOONS AND SUNDAY MORNINGS

SiT IN MASTODON AND STRATFORD O. S.
T-L H. C. HANSEN TYPE FOUNDRY
TON AND NEW YORK

Dear Sir:-

Water and whiskey have each been commended as infallibile
recipes for attaining old age. The evidence herein is not
conclusive as to either.

While Sidney Powers was in town last week he looked up
his boyhood friend, sufficiently designated, outside the
assessment rolls and the City Directory, as Old Soak. To
him he recounted bits of news in a recent letter from their
old Youngs town home.

"And Uncle Billy Updegraffs is dead," sippingly sobbed
Sidney.

Old Soak in liquid and vocal bubbles wigwagged: "Hic-
er-how ole was Unc. Billy?"

"One hundred and three — drank nothing but water all
his life," was the answer and comment.

Old Soak shuddered, mournfully shook his head and said:
"It'll get the best of them — sooner or later."

Tom Dolan offers other evidence. Tom is himself seventy
years old and still active as head porter in one of Colo-
rado's big hotels. One day a letter he was slowly reading,
seemed to trouble him. Finally a friend ventured to express
sympathy. Whereupon Tom explained that he had Just read of
the death of his father, in Ireland, two weeks before.

"How old was your father?" asked the friend.

"One hundred and six years," said Tom.

The next question was: "7/hat seemed to be the matter
with the old gentleman?"

127

[377]

■-"•" 'nn

THE WANT AD. MEDIUM OF THE WEST PUBLISHED EVERY DAY OF THE YEAR

'So the People May Know"

B^nu^r, Colo.

SET IN ENGRAVERS OLD ENGLISH BOLD, RECUT C*SLON
AND RECUT CASLON ITALIC MONOTONE BORDER
AMERICAN TYPE FOUNDERS COMPANY

-2-

Tom took a step nearef, dropped his voice to a confi-
dential tone, and replied: "To tell you the truth, I think
he killed himself drinking whiskey."

But, he this as it may, if your business life is to he
long, there is not -the same doubt--or any doubt respecting
the necessity for or the efficacy of intelligent, persist-
ent, truthful newspaper advertising.

The ****** is a newspaper. It is the best news-
paper we now know how to make. I't will be better still to-
morrow, next week and next year.

It has a following sololy on account of this "best"
quality and not because v/e give some item of Junk or junket,
for, verily, we do not. This following is large — a paid
subscriber for every tenth man, woman and child in the- state,
every sixth person, young and old, in the City of Denver on
Sundays and on weekdays for the entire year 1910--an average
of 52,000 copies. ■

The ****** is on most friendly and intimate terms
with all its subscribers because it first, last, early, often
and all the time gives the news, written and edited by the
best men and v/oraen, ample capital and a most generous income
can procure.

The ****** therefore, is the one advertising me-
dium in all its' field which can most convincingly and least
expensively carry your advertising message.

Very respectfully.

[378]

-H

PUBLISHED EVERY DAY IN THE YEAR

"SO THE PEOPLE WILL KNOW"

^l}^ B^nu^r 5post

THE OFFICIAL ORGAN OF THE PEOPLE

THE WANT AD. MEDIUM OF THE WEST

NEW CASLON NEW CASLON ITALIC ENGRAVERS OLD ENGLISH BOLD
»rON BRETON CAST SQUARES
bllCAN TYPE FOUNDERS COMPANV

Denver, Colorado

Dear Sir-:

Cattle stealing was, before Wyoming, or any other sec-
tion of the one time rough, red and still ready West, had
appeared on any map.

It had received attention from criminal codes in Kng-
land before the United States v/as in its teens.

Some of its followers made brilliant copy for Sir Walter
Scott, one of his most picturesque "rustlers" dividing the
spoil by this simple formula: •

"The haunch for me-
The hide for thee-
And the horns and hoofs
For the keeper's fee."

We have been told--raind you, we do not say of our own
knowledge--that in other cities and in that past somewhat
vaguely fixed as "the, good old times," there were .daily news-
paper publishers, who, from necessity or to get something
for nothing, did a bit of advertising "rustling" themselves,
with scarcely so much consideration for the advertiser as
the "horns and hoofs" of results afford.

The ♦••*♦* has been published for almost sixteen
yea.,;, under its present ownership.

It has solicited, sold and printed advertising with the
utmost consideration for the man who pays the bills and al-
ways on the theory that the paymaster has tho right to know
exactly what he is buying.

The ♦♦♦*♦* has alv/ays marked its advertising qual-
ities in plain figures. There was nothing puzzling about
these circulation marks. The newest solicitor could read
thorn at sight. They were never given as confidential. They
always stated the plain truth. They convinced.

We still say, as we have often said before, that it is
the circulation we say we have — distributed as we say it is —
or no pay for the advertising thus influenced to our columns.

The details of the distribution for March are printed
within. An examination will interest you.

Very respectfully,

1379J

THE DENVER POST, 15c. a week, including Sunday

Delivered Anywtiere on Ei

"SO THE PEOPLE MAY KNOW"

Dictated

The Denver Post

PUBLISHED EVERY DAY IN THE YEAR
THE OFFICIAL PAPER OF THE PEOPLE
THE WANT AD. MEDIUM OF THE WEST

DENVER, COLO.

SET IN CLEARFACE GOTHIC
AMERiCAN TYPE FOUNDERS COMPANY

Dear Sir:-

Speaking of legs brings to mind the wooden substitute
worn by Silas Wegg.

That worthy accorded one merit to this artificial mem-
ber, not possessed by the one which nature furnished, and
that was that it did not have to be kept warm.

Old Silas realized moat likely that this quality in it-
self did not get him anywhere. At any rate he was never
known to advocate the use of a wooden leg as an aid in mak-
ing pedestrian records nor did he ever affirm that he could
get around among his friends as freely with this handicap as
he could without.

The ****** has its full complement of helpful legs.

There are no wooden ones among them.

In the slang of the street they "go some."

They go quickly, frequently, constantly and arrive.

Last year on week days only so many legs were required.
This year more were needed and obtained.

On Sundays in 1910 so many were enough — a number in-
sufficient on Sundays in May 1911.

The best men and v/omen in ***** * and the entire
Rocky Mountain West welcome and read The ******. They
do this because it is the best dally new.'5paper in this field
and among the biggest of the really big papers in the entire
United States.

Of the detailed statement of circulation printed herein
we ask your careful consideration. It is a truthful state-
ment. It is true as a whole. It is tnie as to details. It
is precisely what wo say it is or no pay whatever for the
advertising offered because of these representations. .

The advertiseii-.ents printed by The ****** add other
evidence of leadership. The volume of this business over
the next ****** daily is on an average about 30 columns
per issue or 200 columns per week.

Respectfully,

[380]

iMM^MMMMMM:

m
m

The DENVER POST

I 1

PUBLISHED EVERY DAY IN THE YEAR "SO THE PEOPLE MAY KNOW

he Oftcial Paper of the People

HCMBERS OF THE CHELTENHAM
BRNAMENTS INLAND BORDER
■H TYPE FOUNDERS COMPANY

Dear Sir:-

The top is not a comfortable place,
viable or greatly to be desired.

It is not even en-

"Uneasy rests the head that wears a crown," was the way
Louis XIV. saw it.

MadELme Patterson Bonaparte knew when she was well off
as expressed in her: "Not the throne, but very near the
throne. "

The top is a goal attained, which at best can be no
more than humanly finite.

Again, it is the ripened grain on the stalk--a harvest
time — the beginning, too, of decay.

General Taylor, of the Boston Globe, once said to his
fellow publishers: "From the top all roads lead down."

The ****** has never, in its own consciousness,
reached the top. More than this, it has never fixed or de-
fined this position. It never hopes 'to reach it — will take
precious good care that it does not.

The ****** — and this is an entirely different
matter — is a leader among the daily newspapers of North
America--THE leader in the Rocky Mountain West.

It proposes to thus continue to lead. And it will lead
because it will live--because it will ever be a better news-
paper--because it will always have something useful to do for
an array of men and women who are ever growing and ever ad-
vancing their ideals.

[381]

THE DENVER POST, INCLUDING SUNDAY. 15C. A WEEK DELIVERED ANYWHERE ON EAR1

"SO THE PEOPLE MAY KNOW"

The Denver Post

The Official Paper of the People The Want Ad. Medium of theWest

PuBLiSHEp Every Day in the Year

SET IN TYPO GOTHIC

AMERICAN TYPE FOUNDERS COMPANY

DENVER, COLO.

The evidence of the continued growth and the leadership

of Tho ♦♦♦*♦* is shown in its circulation--something

like 3,000 copies more per day, at this time, than it was a
year ago.'

The volume of its advertising is additional proof of
the leadership of The ♦*****. j^or the eleven months
ending November 30th, it printed:

Local Display Advertising... 13,156.0 columjis

Foreign Display Advertising. 3,89'8.5 columns

Classified Advertising 10,055.4 columns

Total Advertising 27,109.9 columns

The *••*♦♦ has a gain over the corresponding period
in 1910 of 692.0 columns of display advertising alone. The
next **•♦♦* daily has a loss in display advertising
from *♦♦♦** merchants alone of 1,938.0 columns.

The ****** leads this next local paper in total
advertising for eleven months of this year, just 10,991.0
columns. The difference in favor of The ****** at this
time last year was 7,433.0 columns.

The ****** has printed this year 536,684 separate
Want Ads. " The next paper has printed 252,118 Want Ads.

All of which ought to be convincing evidence that you
may advertise successfully in this paper.

Wishing you the compliments of the season, we are.

Cordially,

[382]

THE OFFICIAL ORGAN OF THE PEOPLE "30 THE PEOPLE MAY KNOW"

THE DENVER POST

The Want Ad. Medium '"^^ P^^^^^-^^'S^ s^^'yik^ ^^<C^^^^^^:zz;=:?-^ Published Every Day

of the West ^ of the Year

BOOKMAN OLDSTVLE TRADE CUT
^N TYPE FOUNOCRS COMPANY

Denver, Colo.

Dear Sir:-

Billy Root — this was in '73 — the year Congress went to
sleep and enacted its infamous argent crime — and his pardner
entrained a herd of burros down to •♦ * * * * one hot August
day, intent on buying supplies for their mines.

Late in the afternoon they finished work. The next
dawn, when they would start home, was hours away. Therefore
they sought divertisement. Some hospitable publican gave
their inclination a liquid turn. This impressed them so
favorably that, for the entire long session that followed,
they refused all else but Peoria products.

At sun-up, however, they were across the Platte, sadly,
thirstily toiling over the long, waterless divide to Clear
Creek. The burro pack train relentlessly enforced the speed
limit. The sun, the dust and their thirst — but cut that.
At last the creek — its name fitted it then — was in sight.
They covered the last quarter of a mile on the run, leaving
their cargo to" its own devices. Throwing themselves prone
on their breasts, they drank — and drank some more. After a
final draught, Billy sat up and satisfylngly sighed this
tribute: "If I had known this stuff was so good, I'd have
drank some last night."

Now, you have advertising intentions — more likely, are
actually spending real money for advertising space.

You should know--probably do know — that in the name of

[383]

Pnat

3nrlttding

^rnibag

Srliurrrb Angtafirr^

on £arttf

(Fl|^ S^nti^r Peat

Publiatfpft lEwprg lag in tl|0 ^f ar

Aftf rnnona an& ^unfiag

mornings

Pappr

of tljf PropU. iEt(p

Want A&.

jflrlliuin of lift

fflral

1 ___l

SET IN ENGRAVERS OLD ENGLISH
AMERICAN TYPE FOUNDERS COMPANY

-2-

advertising much substance is wa3ted--many disappointments
lurk. Your business story is in this program — that direc-
tory--or guide book--or hanger--or announcement — all so
many plain or mixed or fancy drinks, to be indulged sparing-
ly or as your purse warrants and then charged to charity or
experience or that good old account, Expense, or any other
you like, but never to Advertising Investments.

Newspapers of character are tried and well approved
advertising media.

The ****** is such a newspaper, plus. It is the
best advertising medium between the Great Lakes and the Pa-
cific. It has the favorable endorsement of more advertisers
in all that range than any other daily paper. In the city
of ***** * The ****** was preferred to any other
local paper last year, in total advertising, by a majority
of 8609 COLUMNS. The ♦♦♦♦♦* received 70 per cent more
money for every one of these columns than the next *****
paper, per column.

How big the circulation of The * * *
its paid subscribers are, is told within.

* * is and where

Write this circulation in your advertising contract,
which we anticipate at your early convenience.

Respectfully,

[3S41

►lM'I<^I*>I^I^»r<«»V«^>>I^-M>T»>I^I^I<

The Pelton Publishing Company

Standard textbook and cor-
respondence instruction
in Business Psychology

The Power-Books l<r,

Which show men how to

tnaximutn power and

iciency from their brains

ONOENSEO MACFARLAND MACFAHLAND ITALIC
! AND flULFINCH ATTBACTOR TWELVE POINT BORDER NO. 207
■J TYPE FOUNDERS COMPANY

General Offices: WILCOX BLOCK

Meriden, Conn.

• • ••

Dear Sir:-

"I say in all earnestness that the value of ••••** *•
is hy far greater than a $1,000 bank account placed to my
credit. It is the one best investment of my life." So
writes Mr. * • «'»"«"*",

The greatest game in the world is the game of BRAINS.
The best Minds win the biggest prizes (dollars). »* ^ ^ ^
explains subtle ways for short-cutting to brainy abillty--
to a masterfully developed money-making Mind. While thou-
sands of "average men" are tediously waiting out the years to
be admitted through the world-old "experience and guesswork
entrance," this remarkable guidebook will show j;ou a priv^ate
side entrance through which you will innBediately"atep into
the midst of the game — a skillful player.

n* * * m * *» literally brushes aside all former at-
tempts to mould a man's mind so that he possesses that some-
thing which makes things come his way. it is a system which
defies description. It explains the laws and rules-- the
straight, short way to ability and success. If you don't
know these laws, you can't use them; and if you don't use
them--it is impossible to win out above the oommon plodders.
Now — if you don't learn these methods from th is a ll-encom-
passing volume--WHERE ARE YOU GOING TO LEAHN THEM STROM?

Will you send for your •••♦*•*■ TO-DAY, and realiae
AT ONCE the surprising advantages enjoyod by those «^o htwe
the book? Read the cosHnendatioiis from pleased owners — froa
a few people who thought it wise to spend just a little,
rather than to jeopardize their futures by missing this mas-
terpiece. Why should they have this great dollar-attracting
magnet any acre than you?

I know you will ORDER AT ONCE, because ••♦•♦♦♦«
backed up all my claims — you found it a grand good invest-
ment. This new book on financial success multiplies that by
about 100.

Sign and mail the order RIGHT NOW; ^ui c^ jac 1 1 o^n _c^oun ts .
You know I sell all of these valuable study systems on the
plan of: "Your money back if you want it."

Yours truly,

§128

[3851

eiKWEBAlD OFFICES: WIIiCOlSL BliOCK

9[£BIDEM

SET IN COPPERPLATE ROMAN

THE H. C. HANSEN TYPE FOUNDRY

BOSTON AND NEW YORK

Dear Sir:-

If I could open an office in your town to-day and dis-
play the pages of that powerful system "♦***•♦" to-
morrow your business associates, and every financial success
seeker in the vicinity would he at the doors clamoring to "buy
the volume. You'd be there too.

"* * • * * *" will increase your executive ability; it
will enlarge your capacity for being a leader, instead of
a follower. Its hundreds of wonderful pages produce a rare
power for solving the thousand-sided problem of BIG SUCCESS
in B.nj business, trade or profession. The accompanying cir-
cular indicates what a monumental work this is; it shows the
almost unbelievable range of instructions. When you examine
the book you'll find it contains even more than here listed.

No wonder Mr. * * * * * *^ Manager of the ♦••♦**
Co. at ***** *, writes: "It should be put into a corre-
spondence course and sold at $30." No wonder Mr. *♦***•
Qf. * * * ♦ * » Bros. Co. of ***** *, Wash., writes: "It is
so superlatively splendid that I find the task of trying to
describe it a bit too great." Business men of America are
surprised at the mental resources they reach through its
pages .

I have only 160 copies of the first edition left. (A
remarkable record is the fact that out of the 840 copies al-
ready sold, only one has been returned for refund.) You
should send for your copy at once. You may have urgent uses
for your money; you may be "short"* (oh, this ever-present
"shortness" which we all experience); you may raise a dozen
objections to IMMEDIATE ACTION, but - you'd quickly brush the
whole flock into oblivion ONCE THE BIG BOOK WAS IN YOUR
POSSESSION.

If I could write the magic words that would induce you
to send for this elaborate system, it would be worth about
|1 to me; to. you_J^t j»03Ud_be jffor^ *

"* * ^~^^~*"~r3~farl^o'rQ''u{&n a business manual - it is
one of the greatest works that mocjern times has developed on
practical psychology and success-power. Sign and mail the
enclosed order form. Your money back, if you'll return the
book.

Yours for real business power.

[386]

The Pelton Publishing Company

Cfje Potoer=poobs

^VJ^ich show men how to uet maximum
power and efficiency from their brains.
Standard textbook and correspondence
instruction in Business Psycholosy,

General Offices: WILCOX BLOCK

SET IN CLOISTER BLACK AND BOOKMAN OLOSTVLE
I iOOKMAN ORNAMENT HAPQOOD FLORETS
f AMERICAN TYPE FOUNDERS COMPANY

Meriden, Conn.

Dear Sir:-

The "big A. A. C. Boston conv3ntion is over:- you're
back at your desk, with your mind set upon making the coming
fall and winter business "the best ever."

Above all the echoes of that wonderful gathering of ad-
vertising intellects you want to hear the practical note -
the actual bring-in- the-dollar benefit. To me, nothing
stands out quite so strong as the statement made Tuesday
afternoon by Herbert Houston, when he said, in effect: "We
must have education in our advertising art; our whole ad-
vance to greater success i3_to be 2?S52_iiir2HS^_5 ^®il®r

Right he was. The knowledge of our own mental powers,

and other people's; how best to develop, direct and dominate

minds - therein hides the secret of more success in adver-
tising - or any other branch of human advancement.

For this reason you will be mighty glad to read the
message which I now send, introducing those wonderful study-
systems on the Mind - the wo rid- famous •♦•••♦ BOOKS
which were formulated after years of careful study and
painstaking research by the philosopher-scientist •♦♦*•.
And the happy side of this is the fact - that in the adver-
tising world the very leaders themselves own these books smd
praise them highly.

§128

[387]

THE PELTON

SET IN PACKARD

VERSATILE ORNAMENT MONOTONE BORDER

AMERICAN TYPE FOUNDERS COMPANY

PUBLISHING C

GENERAL OFFICES: WILCOX BLOCK

MERIDEN, CONN.

-2-

When such men as E. St. Elmo Lewis, Chas. W. Mears of
Winton Motor Car Co., Thos. E. Dockrell - that titanic
whirlwind of advertising mentality of New York City - Qeo.
Batten, and others of nationally known ability - send for
these volumes, study them, pay their good dollars for them
-- ajid even go so far as to write commendations - then no
man holding a responsible advertising position will "wonder
if they're good." That's a foregone conclusion.

So, to-day I am sending you a folder describing the
n* « 4. * * *M ajid "♦**♦♦*"_ and the opportunity is yours
to own the books. They will increase your executive ability,
give you a remarkably creative mind, develop management of
men, increase brainy efficiency, enable you to successfully
swing daring deals and add an aggressive originality to all
your business operations.

You know the expense of ••follow-up"; why not say "yes"
right now, sign the order^ form, and let the books come to
you for five days' critical examination. Then depide whioh

you need the most - the few dollars or the 1,000 pages of
entirely new, dollar-winning, leadership-insuring, boost-
you-ahead knowledge.

Yours for Advertising Power,

[388]

Wi)t jetton ^ut)lisii)ins Company

per IN CLOISTER BLACK

finch border panel border
Merican type founders company

General ^lliui: aBHilcax Mock

iMeritien, Conn.

(This "form letter" means more to you than
any "personally conducted" you ever read.)

Dear Sir:-

All day long — from the minute your mind takes the trail
early in the morning, until you quit the game late at night
--you're figuring on ways to sell more goods, to win more
trade, to possess more executive ability, to be a BIGGER
BUSINESS BUILDER.

This is the one great heart and soul aim of which you
are ever conscious--the mastery of your business, the rising
to supremacy in your line, and the steady year-in and year-
out increase of financial income. You'd willingly spend a
few minutes to learn new ways of directing and developing
your mental energies so as to eliminate waste motion--and
make every move count for lOO*^ PROGRESS.

Did you ever stop to think that the average man's brain
wastes more energy than the worst old* rattle-box machine
that ever squandered good steam? It's the knowing how to
apply your brain-powers--how to think, how to reason, how to
conserve mental energy, how to concentrate, how to put your
mind away up into the forceful, highly creative plane, that
alone can make you a leader in your profession.

There's only one thing in the world that will ever make
a dollar for you--that's the fifty or sixty odd ounces of
gray matter in your head. There's only one way by which you
can make two dollars for every one you're making now. That
"only way" is by applying certain laws for getting more and
better "thinks" from this mysterious substance — Brain.

A brillieuit scientist, who is also a practical business

§128

[389]

THE POWER-BOOKS WHICH SHOW MEN HOW TO GET MAXIMUM POWER AND EFFICIENCY FROM THEIR BRAINS

The Pelton Publishing Company

THE POWER-BOOKS

='^

SET IN CASLON OLDSTYLE SCHUIL ORNAMENTS
POOLE PRINTING COMPANY

Meriden, Conn.

man, has told what these laws are and how to apply them to
your own tusiness. He has put the remarkable results of
twenty years research in the realm of mental power multi-
plied, into two great volumes of instruGtion--and allowed
the business and professional men of America to have the
advantage of this powerful knowledge.

It is ****** to whom we are all indebted for these
wonderful guidebooks-- the "***♦♦ ♦m ^nd «*•♦•••.«
These books have been seized upon by nationally known commer-
oial chiefs, who are studying them--u3ing them profitably —
and giving glowing commendations to the genius of the author.

By devoting ten or fifteen minutes daily to their in-
spiring pages, you will acquire new viewpoints and methods
for the use of Financial Power, you will increase your abil-
ity as an Executive, you will develop Brainy Ways of winning
in business affairs, and build a Creative Intelleot whioh
will surprise you.

When you read the enclosed commendations from some of
the high masters of advertising aind business-building, and
see the long lists of brainy men of wide reputation who have
purchased these powerful books — then you'll know there must
be something of an unusual nature revealed by their 1000
pages.

ACCEPT_THIS_LIBERAL_OFFER_AT_qNCE!_
"ON tfi." ' •

READ THESE BOOKS

Just to prove the unlimited value of these books, and
to make it clear to you that I am not dealing in afraid- to-

[3901

niie Power -Books m

ilHE PELTON PUBLISHING COMPANY

THE POWER-BOOKS-STANDARD TEXTBOOK

AND CORRESPONDENCE INSTRUCTION IN

BUSINESS PSYCHOLOGY

'. 'PACKARD

iiE ORNAMENT MONOTONE BORDER
■, TYPE FOUNDERS COMPANY

THE POWER-BOOKS WHICH SHOW MEN HOW

TO GET MAXIMUM POWER AND EFFICIENCY

FROM THEIR BRAINS

General Offices: WILCOX BLOCK

Meriden, Conn.

-3-

oome-out-in-the-light propositions, I now offer you both
books on TEN DAYS APPROVAL. If you decide to keep them,
send a check in 10 or 15 days; if you can possibly persuade
yourself to part with them, simply notify me and I'll send
you return charges.

Could any offer be more liberal? At_no_3tage_do_2^ou

9;l"I,^2.2.5._!t_E.2.^1Z.t._^Ii-L®?5._21°li_4.®°1:l®_*°.-E^ll2.^^!L?.* Isn't this
the "show me" kind of a proposition that you like to accept?

Don't be blinded by indifference or "wonder if they are
aiiy good" and then forget all about them. Just sign your
name NOW to the "on approval" order form. You will then
have opportunity to see for yourself what it is about these
unusual books which convinces the leaders themselves that
they can get new knowledge and power worth hundreds of
dollars.

Your set is waiting for you: will you send for it RIGHT

NOW?

Yours for Success,

P.S. Here's an illustration of how it works out:

"We have reoeived the books you sent on approval.
"Please send three more sets at once. These are
"quite the best business books we have come across."

D. WEEKS & CO.

Hanuf'g. Pharmacists

§128

[391]

E lCZIOEI3l |o

THE

PHILADELPHIA

[0] |C=I0I=3| [C

30E

URTIS PUBLISHING CC

ADVERTISING DEPARTMENT, EDWARD W. HAZEN, ADVERTISING DIRECTOR, 1 MADISON AVE., NEW Y

The Ladies' Home Journal
The Saturday Evening Post
The Country Gentleman

NEW YORK CITY

SET IN CENTURY OLDSTYLE BOLD AND CENTURY OLDSTYLE ITALIC
CENTURY BORDER VERSATILE INITIAL
POOLE PRINTING CO., BOSTON, MASS.

Dear Sir:-

When you send your salesmen on the road what can you
furnish them as sales arguments that your competitor cannot
give?

You buy your raw material largely from the same sources.
You know about what the other fellow pays for his leather.
You all have standard equipment, making your shoes on the
same -kind of machinery. You pay your labor the same prices
as other manufacturers in your city.

Formerly some concerns excelled others in selling
methods, but shoe salesmanship to-day is fairly standard.
Your men may be excellent salesmen, but your competitors
have men equally as good - or can get them. The difference
is almost negligible.

What argument, then, can your travellers use to sell
your shoes - except price, and after all price is determined
by ^e efficiency of your inside organization, by your abil-
ityXto pare costs, by utilizing every by-product, and by
puroi^asing in huge volumes.

Mere price alone to-day is no object to the intelligent
retailer. Low price alone is not a compelling argxunent to
the consumers who wear your shoes. They are not trained to
appreciate relative values. They don't know a blucher from
a bal.

You don't buy the cheapest automobile on the market,
yet you~know more about the leading automobiles, complex as
they are, than the public knows about shoes.

And so there are not many differences in the consumer's
mind between you and your competitor, unless you make those
differences by your brains and not by your hands.

Your efficiency problems are up to you. If you can
solve them you oan sell your shoes where others fail. The

[392

The Curtis Publishing Co.

THE LADIES' HOME JOURNAL
THE SATURDAY EVENING POST
THE COUNTRY GENTLEMAN

The Advertising Department

EDWARD W. HAZEN, Advertising Director
1 Madison Avenue, New York

dLD

« CHeLTENHAM SOLD SHADED VERSATILE ORNAMEN
* TYPE FOUNDERS COMPANY

Barristers Hall

Boston

-2-

high standard of efficiency reached by a few - a very few -
manufacturers of shoes has placed them in the eyes of dealers
in a very strong position. Retailers want to link up with
the efficient concern because its efficiency means a more
permanent trade connection.

Volume of business tends to make a manufacturer con-
sider efficiency problems. Without volume there is loss in-
centive. The averago manufacturer of shoes, comparatively
speaking, has not this volume, and therefore not this
efficiency.

There is one recourse left to him in selling his prod-
uct.. There remain3~one~method of throwing his shoes into
relief against the dead, colorless background of the con-
glomerate mass of shoes, and THAT METHOD IS ADVERTISING.

Granted that your product is good, your salesmen don't
have to argue against the other fellow wholly on material,
style ajid variety. The fact that your shoe is advertised
presupposes all these points and leaves to the retailer only
the one fundamental question - shall I buy the shoes that I
alone know, or shall I buy from the manufacturer what my
customers know and want to buy from me?

Last year a few manufacturers of shoes spent $279,471
In advertising in the leading consum'er publications. Re-
gardless of what ;^o.u think of these products, 50,000,000
worth-while American citizens with shoe needs are predis-
posed toward these few manufacturers. The burden of proof
is on the retailer who sells unknown shoes. Advertising
your shoes will shift this burden to the retailer of the
unadvertised kind. If you advertise, your salesmen and
your retailers will have an additional, compelling selling
argument.

Very truly yours.

§129

[393]

1 ! i 1 li i ii m ii i ii ii ii i i iii i i ii i H I I I I ii iii ui im iii i iiiiiiiii i II Hiiiiiiiiiii iiiiiii iiiiiiiniiiiiHii iiiiiitiiiiuiiiii ii iii i i iiii i i i iii im iii ii uii iii m iiii ii iii i tt miiiiiiiiimiiiiimiiiiiiiHiiiiiiiii ii iiii ini iiii iii iii iiii i i i i ii iiii iimi iii iiii iii nii i i iim

i''""i"iii[[iini !niii[;i;iiiii[iiiiii[ii[iimiiiii iii miiiiir

THE LADIES" HOME JOURMAi^
THE SATURDAY EVEMBMQ POST
THE COUMTIRY "GENTLEMAM

nmiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^.ioiiiL^iiiuaiiijiiiiiiJijjNiiiiiiiiiuiiimiiimiuiiimiiitiiiiiiuiiiiiiiiiiiiLiiiiii^^^

ADVERTISING DEPARTMENT, Edward ^W. Hazen, Advertising Director, 1 Madison Avenue, New YorK

iiiiiiiiiFiiiiiiiiiiiiiiiiiiiiiiiiniiihillllHIIIIIimillllltJIIIilllllMliiiimiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiLmiiiiiiiiiiiiiiii

IIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

SET IN CURTIS-POST AND POST OLDSTYLE ROMAN NO. 1
LITMOTONE BRASS RULE
AMERICAN TYPE FOUNDERS COMPANY

Barristers Hall

Dear Sir:-

The fakir and the business charlatan often advertise.
Their advertisements are usually striking, cleverly worded
and wonderfully effective.

The patent medicine quack and the bonanza copper mining
or real estate promoter are pre-eminently guided by the
salesman's instinct. They use with avidity the greatest
selling force of to-day — advertising. And when they fail

— for in the end their Nemesis overtakes them -- their fail-
ure is due to rotten goods, dishonest merchandise, and false
representation. Their very success in turning the spotlight
of publicity upon their business eventually wrecks thea.

Now you, as an honest manufacturer of honest goods with
a narrow manufacturing margin of profit, look on the grafter
euid patent medicine thief with aversion. And do you not
sometimes regard the force of advertising also in the same
way?

You can't put out your goods in a bottle that costs
some few cents and sell it for a dollar.

Or you may know of some case where a man bought twelve-
and-a-half-cent hosiery and sold it for & quarter — by ad-
vertising. Or you may know of an indifferent make of under-
wear that outsells more worthy goods — because of adver-
tising.

You predict for these manufacturers an eventual failure

— and 80 do we.

[394]

ivertising Department

}Uim.^>

The Curtis Publishing Company

3c^o:

soor

PHILADELPHIA

INDEPENDENCE SQUARE

ROBERT L. BARROWS, Manager

NEW VORK

1 MADISON AVENUE
WILLIAM A. PATTERSON, Manoffcr

THE LADIES' HOME JOURNAL
THE SATURDAY EVENING POST
THE COUNTRY GENTLEMAN

3JLC

CHICAGO

HOME INSURANCE BUILDING

WILLIAM BOYD, Manager

BOSTON

BARRISTERS HALL

STANLEY R. LATSHAW. Manager

MBERS OF ^^f. CLEAHFACE FAMILY MONOTONE BORDER
; TYPE FOUNDERS COMPANY

1 Madison Avenue

New York City

-2-

But iDecause advertising has often made tremendous first
sales for an unworthy article — why underestimate the foroe
of advertising legitimately used? Even the -force of gravity
has been used to hang men. And the force of advertising has
made Ivory, Colgate, Heinz, Steinway, Sapolio, Uneeda, Vic-
tor, Gold Medal, Tiffany, Packard, Armour and Walter Baker.

Very few commodities or "business enterprises could en-
dure and grow — on first sales alone. You want EQ^raa^ent
customers, not just first sales to transients.

We also want jiermanent customers,
in casual advertisers.

We are not interested

We want to interest the makers of honest textiles — we
do not v/ant any other sort. Our experience shows indisput-
ably that unless the quality is in the goods, advertising
will not make a permanent success. Our experience also
shows that intelligent, persistent advertising will, with
common-sense merchandising, market a good line profitably.

If we can so advise you that a great selling success
may he huilt for you in the next five years, it will make
for your profit and business .security. It will make for us
another successful and 2.ermanent customer.

It is to our interest to put our experience at the serv-
ice of the maker of honest goods. Will your line warrant re-
order after re-order -- if we can secure their introduction
to 3,314,000 American homes?

Very truly yours,

[395]

Advertising Department

The Curtis Publishing Company

PHILADELPHIA

INDEPENDENCE SQUARE
ROBERT L. BARROWS, Manager

>EW YORK

1 MADISON AVENUE
WILLIAM A. PATTERSON, Manager

THE LADIES' HOME JOURNAL
THE SATURDAY EVENING POST
THE COUNTRY GENTLEMAN

CHICAGO

HOME INSURANCE BUILDIf
WILLIAM BOYD, Manages

BOSTON

BARRISTERS HALL
STANLEY R. LATSHAW, Manai

SET IN MEMBERS OF THE BODOM FAMILY
AMERICAN TYPE FOUNDERS COMPANY

1 Madison Avenue

New York City

(ientlemen:-

Another great commission house has closed its doors.

The number of mills "selling direct" is increasing
markedly and includes many of the leaders.

You would have doubted ten years ago -- perhaps even
five years ago -- that any such "revolutionary" change would
take place.

The position and power of the Jobber has also changed
and continues to change. Some of the dominating New York
jobbers of yesterday are no longer with us. And really the
great jobbers of to-day do not regard themselves as "jobbers"
but rather as distributing manufacturers. They either own
outright or control mills and do much of their own designing
and styling.

Commission houses are changing.

Jobbers are changing.

The retailers are also changing their selling methods.
The big department stores buy almost entirely from first
hands and the day oi" reserve stocks is gone forever. One of
the Boston stores even refuses its buyers stock room. Stock
if bought must stand on the floor until sold.

Great changes have forced themselves on every distrib-
uting and selling factor and must next force themselves on
the manufacturer.

Mills in the future must be of one of two classes —

(a) Mills that dominate.

(b) Mills that are dominated.

The majority of course will belong to the latter class.
They will make whatever goods the converter or jobber may
order. They will organize, design, style, finish and pack
as they are ordered to. They will run full time when goods
are scarce, and, half time when Schedule K or cotton futures
make the buyers hold off. Their profits will be made wholly
from superior manufacturing ability or from successful spec-
ulation In cotton, wool or silk.

[396]

Wi)t Curtis ^ubltsfjins Company

THE LADIES' HOME JOURNAL
THE SATURDAY EVENING POST
THE COUNTRY GENTLEMAN

Advertising Department

DWARD W. Hazen, Advertising Director
Matlison Avenue, New York

LilSTER BLACK, RECUT CASLON AND RECUT CA5L0N ITALIC
|f(CH BOftDER
iAN TYPE FOUNDERS COMPANY

1 Madison Avenue

New York City

-2-

The first class of mills will be few in number. They
will not only maJce goods but will sell them. Ultimately
they will have sales managers and a staff of salesmen calling
on the 1,200 leading stores direct. They will also sell
through Jobbers to the 60,000 stores,, from whom the jobber
will not be "eliminated" for many, many years.

These manufacturers will have a trade mark.

If the goods warrant, they will have distinctive wrap-
pers, bands, labels or boxes.

Their trade marks will be as well known to the consumer
as Ivory, Colgate, Heinz, Steinway or Packard,

Their products will be "standardized." "Standard" with
retailer, jobber and exporter, nearly everybody will sell
them because of the constant "call for them."

The prices on these goods will also be standardized.

The demand will remain more continuous and constant,
and the feast and famine of heavy buying and light buying
will be nearly offset.

When product, trade mark, demand, volumes and selling
methods have been standardized, it will make possible fur-
ther standardizing in the mills.

Looms rigged for a continuous run, fewer patterns and
decoll6t6 styles, longer seasons, and greater certainty of
continuous output, mean economies.

Changes are coming, they are inevitable, they are work-
ing in every great industry. .We don't know how long or
where or with whom, but the changes are coming.

Last year some 3,000 manufacturers spent $8,000,000 in
the coliimns of our two publications.

Our experience is diversified and could be of value to
you. You may have it on your problem — without obligations.

Yours very truly,

[397]

The Sheldon School

Founded by A. E. Sheldon, Formulator of the Science of Salesmanship and Business Building
OFFICES, REPUBLIC BUILDING NUMBER TWO HUNDRED NINE STATE STREET

Chicago, Illinois

r-—'

■t y, — ^

«i^^^

SET IN STRATHMORE OLDSTVLE STRATHMORE ORNAMENTS
POOLE PRINTINO CO., BOSTON, MASS.

Dear Sir:-

You can look over your work point tj point — what you
are doing and what you want to do — and you will see that
your profit and success depend mostly on the way you sell
your goods or services.

What, then, is salesmanship? You will find the answer
in the little book enclosed.

The man who studied out that answer did business people
a great service. Ho did them a greater service when, in
1902, ho organized The ****** School to study business-
methodt! and experience — to find the emswers to all kinds of
business questions and to give to business people the oppor-"
tunity to know these answers without leaving their work.

Our satisfied clients have helped us to grow into the
largest school in the world teaching a single subject by
mail, with a total membership of 53,000 people.

The success of our own business is the best evidence of
our ability to train others. We .refer you to the *****
Trust Company Bank, Chicago, to the ****** Bank, Liber-
tyville. 111., or still better — get a special report on us
from any commercial agency.

We believe in telling the truth about our proposition —
in moderate profits — in giving quality of goods with excel-
lence of service.

"The ****** Book" tells how we caji help you to get
bigger profits and better satisfaction in your business af-
fairs. It is yours, postage prepaid, for one-cent stamp on
enclosed card.

Yours very truly,
N/A

[398]

THE

HELDON SCHOOL

Founded 1903 by A. F. Sheldon
Formulator of the Science of Salesmanship and Business Building

REPUBLIC BUILDING

No. 209 STATE STREET

Chicago, 111.

SET IN BOOKMAN OLDSTYLE AND BOOKMAN ITALIC CAXTON INITIA
AMfi^'CAN TYPE FOUNDERS COMPANY

Dear Slr.:-

Here is the ♦♦••♦* Book. The first chapter will
help you to determine whether you are one of those who can
study our course to advantage.

Chapter II (beginning page 9) tells in detail what kind
of knowledge we furnish. A description of the lessons and
text-books appears on pages 15-17. Note that the first
twelve lessons cover "the salesman, the customer, the goods
and the sale," which are the elements or factors in every
sales-transaction. These subjects are so closely related
that a complete knowledge of each can be obtained only by a
thorough study of them all.

The remaining lessons, are alike valuable to everyone.
It isn't what we know about business that "throws us down,"
but what we don't know. And the more we know about business
in general, the better we oaji handle our business in partic-
ular.

On pages 18-21 (Chapter III), the whole plan of in-
struction is made plain. Note that your student privileges
entitle you to our advice and help in every detail of your
work, thus making the course as personal to you as though it
had been written for you especially.

S130

[399]

'nr'fin

LI^

OOL

FOUNDED 1902 BY A. F. SHELDON, FORMULATOR OF THE SCIENCE
OF SALESMANSHIP AND BUSINESS BUILDING

REPUBLIC BUILDING

209 STATE STREE1

Chicago, III.

SET IN COPPERPLATE GOTHIC Sh

FLORAL OECOfiATOR

AMERICAN TYPE FOUNDERS COM

Chapter IV (22-26) tells how ***•♦* became a rec-
ord-breaker salesman, how he trained and managed men, and
finally 'bece'me the first man to gather together the facts
about business as a profession, and the laws which govern
gain and loss therein, and to reach them logically and
plainly.

Pages 27-31 will, I think, answer any questions you may
ask. If not, please write me personally. I earnestly re-
quest you to note also page 32.

A few moments each day is all the time needed to master
the course. You oain carry a lesson booklet with you and
study at odd minutes during the lunch hour, on the oar, or
when waiting for meals or interviews. You oaji make all your
time worth more by this good use of the minutes which are so
often wasted.

The enclosed student reports will interest you for very
apparent reasons. They show the results of a small invest-
ment in better business education.

The sooner you make this investment, the sooner we cbji
help you to get the same kind of returns.

Yours very truly,

AS/A

<s>,-

[400]

nmc

DBC

REPUBLIC BUILDING
1(09 STATE STREET

The Sheldon School

Founded In 1902 by A. F. Sheldon
Formulator of the Science of Salesmanship and Business Building

Chicago, Illinois

_EARFACE GOTHIC MONOTONE BORDER FRENCH CAST SQUARES
i TYPE FOUNDERS COMPANY

Dear Sir:-

You o€ui make payment either in oash or in small amounts
— see the enclosed application 'blsmk.

Whichever plaji you take, you soen finish paying us — hut
the results we pay you keep on coming — your increased effi-
ciency stays with you.

You draw dividends on it every time you receive money
for your service — this year — next year — all the years to
come.

That is the experience of every one of our patrons who
is earnest and sincere — who does his part as fully as he ex-
pects us to do oura.

The reports of a few of them are enclosed. They have
found out for you just what our service is really worth in
every-day business.

The only way our business can grow is through serving
our patrons. Your interests are therefore our interests — we
are here to serve you as we are serving many others.

In filling out the hack of the enrollment form, you may
vrrite us as fully as you wish. The information will bo held
confidential, and will aid us in serving you-

PR_6 ' Yours very sincerely.

§130

[401]

Founded 1902 by A. F. Sheldon
Formulator of the Science of Salesmanship and Business Building

The Sheldon School

L. C. BALL, Assistant Secretary

Republic Building

209 State Street

SET IN CENTURY BOLD EXTENDED AND CENTURY BOLD ITALI
VERSATILE ORNAMENT MONOTONE BORDER

AMERICAN TYPE FOUNDERS COMPANY

Chicago, Illinois

Dear Sir:-

What would you do if you received the following letter
from us?

"Ten days from date is positively the last
day on which it will he possible for you to
secure our Science of Business Building."

Stop a moment and decide, fair and square.

We never expect to write such a letter, hut we are writ-
ing you to-day on an equally importsjit matter.

You are sure to do one of three things with regard to
enrolling —

You will enroll now,

You will enroll after awhile, or

You will not enroll at all.

There is no doubt that you wemt for yourself such in-
creased earning power as this course is giving to thousands
of earnest men and women.

The cost will be just as great later on as now — in fact
we have been obliged to advance our rates several times.

To start now means that you get more for the same money
because you will be able to work easier and earn bigger
profits right away.

You '.Yould probably have enrolled before if things had
been a little more favorable. To overcome the difficulties
in the way will get you the •♦*•♦• Course, and make you
a stronger and more resourceful man for having made the ef-
fort necessary to do it.

The grass always looks greener ahead, but it hardly
ever is. This is YOUR LAST OPPORTUNITY TO START NOW.

Yours faithfully,

AS/1-3

[402]

THE SHELDON SCHOOL

Fonnded ia 1902 by A. F. SHELDON, Formulator of the Science of Salesmanship and Business Building

REPUBLIC BUILDING, 209 STATE STREET, CHICAGO, ILLINOIS

TELEPHONES, HARRISON 802, LIBERTYVIIXE 63 . CABLE ADDRESS, "SHELTIFICO, CHICAGO"

OFFICERS

A. F. SHELDON, Prcsidtnt

3. D. KENYON, y. PrauUnl

C. H. PATTISON, K Praidmt

JAMES WOOD FOCUE,

V. President
C. N. DURAND, Treaturer

A. H. SMITH, Secretary
L. C. BALL, Asst. Secretary

-Jji-iJ'i'iaiM.

IN MEMBERS OF THE BOOONI FAMILY CHAP-BOOK QLIIOONS
?ICAN TYPE FOUNDERS COMPANY

Dear Sir:-

There are two kinds of efficiency:
, First, the kind than can do things -

Second, the kind that can get a good price for it.

These govern what you get in return for the use of your
time. It is a safe guess that you either feel you are earn-
ing more than you get, or else that you expect to be more
valuable after awhile.

If you are earning more than you get, it means you need
to learn how to sell your own services - Salesmanship is the
main thing taught in the ****** Course. Even a small
monthly increase in the money you get will easily pay for
the course within a year - and all you make after that is
clear gain.

Being more valuable after awhile means getting ac-
quainted with yourself - finding out how to make the most of
your personality and ability -

It means learning your goods or proposition so you can
talk better to the other fellow from the standpoint of his
own interests -

It requires a better understsmding of human nature -
the biggest business mistakes are mistakes in people - the
biggest successes are built on the ability to handle them -

It means knowing how a msui's mind works in deciding and
acting - how to state your case so that others will buy, at
a profit, the service you can give them.

You can get all this knowledge - in such an interesting
way that it will stick in your mind - by giving a * * * • *
lesson booklet a place in your coat pocket, and by putting
in a few minutes at a time no.w and then.

You can count on a page a minute and an idea frdm every
page - practical, useful ideas on how to do things and how
to get a good price for it. More ideas in your work mean
more value to your time and more cash on hand.

Yours very sincerely,
ASD/3

§130

[4031

HE SHELDON SCHOOL

FOUNDED IN THE YEAK NINETEEN HUNDRED AND TWO BY A. F. SHELDON
FORMULATOR OF THE SCIENCE OF SALESMANSHIP AND BUSINESS BUILDING

SET IN DELLA ROBBIA OELLA ROBBIA INITIAL LINEAR BORDER NO. 2
AMERICAN TYPE FOUNDERS COMPANY

REPUBLIC BUILDING, 209 STATE STREET

Chicago, Illinois

Dear Sir:-

You get more pay for each working hour now thain you did
the first day you worked- -why?

Because you have put more value into each hour of your .
time--you have developed your efficiency.

Your business efficienc:f grows out of your husineas
ideas, and these come from your business knowledge. If you
enrich your knowledge with the tested and proven experience
of other men, you save yourself valuable time and the need-
less labor of studying out that which is already known — you
avoid useless and expensive experiment in your business
methods — you meuke yourself a many-brain-power man--you add
other men's business knowledge to your own efficiency — you
get the best possible material out of which to manufacture
new and original ideas.

These new ideas in business are what make and break
records — they bring out new ways to save time and labor--
they mark the difference between the man who gets paid much
and the one who receives little. They make sales-- they win
and. keep trade.

The ♦*•♦♦♦ will give you the tested knowledge of
other men from which to work out new ideas for your business.

Each lesson goes easily into your coat pocket, with
room to spare--you can cover a page in a minute or so--those
spare minutes you have often had to waste when you were de-
layed, or while "en route," or at lunch time.

We have shown you honestly just why and how our course
will put more value into each hour of your working time.
Busy and successful men judge and decide quickly.

ASD/2

Yours very sincerely,

[404]

OFFICERS

A. F. SHELDON. Pr««.
J.D. KENYON.V. Pres.
C. H. PATTISON.V. Pr«i.
JAMES WOOD POGUE

V. Prci.
v.. N. DURAND.Tre.t.

A. H.SMITH. Secy.
L. G. BALL. AsBt. Secy.

Founded in 1902 by A. F. SHELDON The FofmuUtor of the Science of Saletinanthip and Buiinett Buildini

REPUBLIC BUILDING, 209 STATE STREET, CHICAGO, ILLINOIS

DIRECTORS

A. F.SHELDON
J. D. KENYON
C. N. DURAND
F. P. DYMOND
C. H. PATTISON
JAMES WOOD POGUE
W. IRVING LAKE
A. G. SHELDON

IN CLOISTER BLACK AND NEW CASLON
TILE TINT FORMERS CHAP-BOOK OUIOONS
RlCAN TYPE FOUNDERS COMPANY

Dear Slr:-

•The Bttklng of permanent and profitable patrons ~

That is Bitsinesa Building. Tou want to "build your busi-
ness and we want to build ours.

le can profitably work together. We expect to increaise
<mr business and influence by helping you increase yours.

We are tbee largest correspondence school in the world
specializing on a simple line of training. We shall con-
tinue to grow if we continue to obey that law of bu3in«««
success which says: •The Science of Business is the science
of serrice — he profits Bost who serres best."

We can give real service and secure confidence in our-
selves only on the policy of the square deal. So we have no
"cut prices" to offer — no "special inducements." Real,
practical business training at a moderate price is its own
inducement.

"If you get something for nothing, is it worth it?"

We offer you "goods" of proven value to you — and at the
lowest possible rate consistent with the giving of real
service.

Yours very sincerely,

AS/y-3

^130

[405]

OFFICERS
A. F.SHELDON, Pres.
J. D. KENYON,Vice-Pres.
C. H. PATTISON, Vice-Pres.
Iames wood POGUE,

Vice-Pres.
C. N. DURAND.Treas.
A. H.SMITH, Secy.
L. C. BALL, Asst. Secy.

The Sheldon School

Founded 1902 by A. F. SHELDON

Formulator or the Science or Salesmanship and Business Building

DIRECTORS
A.F.SHELDON
J. D. KENYON
C.N. DURAND
F. P. DYMOND
C. H. PATTISON
JAMES WOOD POGUE
W. IRVING LAKE
A.G.SHELDON

Republic Building, 209 State St.,

Chicago., Illinois

SET IN MACFARLAND ANO MACFARLANO I
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Findlng a market for your knowledge, service, skill,
ideas —

Exchanging drygoods, hardware, groceries, stocks and
bonds, insurance, real estate or machinery for money —

Even making a good impression on those you meet
socially —

All these are Salesmanship, for a sale is an AGREEMENT
OF MIITDS, and a Salesman is the man who can secure confi-
dence in himself and his undertakings — who can build his in-
fluence and profits. Prom a strictly financial and business
standpoint, he is the one who can show other people the
reason why they should part with good coin in exchange for
his goods or service.

That can't be done — at least, not many times in the
same place — merely by clever tricks or skillful Juggling of
words and facts — not by learning a set of rules, nor a "pre-
served" selling talk.

To sell to-day, and to keep right on selling at top-
notch efficiency, you need to know that a sale is only one
part "proposition," brt three parts "hianan nature"--like
yours, the other fellow's, and bringing them both to agree.

[406]

— ^'^

FOUNDED IN 1902 BY A, F. SHELDON, FORMULATOR OF THE SOENCE
OF SALESMANSHIP AND BUSINESS BUILDING

THE SHELDON SCHOOL

REPUBLIC BUILDING. 209 STATE STREET

■iET ■!. PACKARD

STRATKMORE ORNAMENT L1TH0T0NC BRASS RULE
IMtKiCAN TYPE FOUNDERS COMPANY

Chicago, Illinois

-2-

To find out the kind of man you are and how you can im-
prove on the original pattern — to learn the signs that show
your customer's ideas, tastes, needs and circximstances — to
know your proposition and why he should buy it — to train
your ability to put into his mind your own knowledge and con-
fidence in what you have to sell-
That is the kind of knowledge that gets orders, patron-
age and profit right where they do the most good —

It is KNOWLEDGE CLASSIPIED~put into handier shape for
you to think about emd use — full of new points and plans for
getting more of them — it IS POWER which we have all ready
harnessed for you to hitch up to the bandwagon of your
success.

You can't really doubt the statements of successful
business men, nor the dollars they have earned because they

were

* * • «

students. I really feel that there is scarcely
need for the reminder that when you take care of the present
your future looks out for itself.

Yours very sincerely,

AS/P4

[407]

OFFICERS :

A. F.SHELDON, Pres. :

3. 0. KENYON, V. Prcs. •

J. W. POGUE, V. Pres. ;

C. N. DURRND,Tr€o=. :

A, H. SMITH, S.ci). :

L. C. BALL, Asst. Secu. ;

1 TKc

Siicldon

Scliool 1

t FormuU

•

FOUNDED 1902 BY A. F. SHELDON \

■

or of the Scie«ce of Solcsmonsh.t* ond Business BuUa'ing |

;

•

{••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••7*« .•****• ■****% a*****. .•***•_ /?•••••••••••(

DIRECTORS
ft. F. SHELDON
J. D. KENXON
C. H. PATTISON
JAMES WOOD POGUE
W.IRVING LAKE
ft. G. SHELDON

••••••••••••••••••••••••••••••••••••••••••••••••a

SET IN PEN PPINT DAINTY BORDER
AMERICAN TYPE FOUNDERS COMPANY

Republic Buiiaing, 209 SVate Street

CliicQdo, Illinois

Dear Sir:-

Whether your business opportunities lose or win for you
all depends on YOU.

You have to fight for better position and bigger prof-
its. Lots of other people want the same job you do — the
same sale — the same customer. To fight well you must be
trained well.

The *♦♦***♦ School trains well for business build-
ing. Ten years of success prove it. Thousands of satisfied
patrons heap up the ei^vldenoe.

You pay tor a mental equliment OBce, btnt It lasts a
lifetime, working every day. The more you use it, the better
it gets.

The sooner you get it, the more you can use it — the
more things you can get that you want.

It is our work to help yon get more success. We are
proud to offer you our service, because it is backed by
proven ability.

Yours faithfully,
AS/H3

[408]

Ill

A. F. SHELDON, President J. D. KENYON, Vice-President

The Sheldon School

Founded 1902 by A. F. SHELDON

Formulator of the Science of Salesmanship ^,''^^^■1 [B^M^^°-~^ „ .,, „ ,,., ^ ««« <->* ^ «3.t_ x

,„ . „ .,,. v.-'^^^^^STlhrirrS^^^^r^^ Republic Building, 209 State Street

and Business Building -^ .^^r- ^>^ iimiii ro^ ^^^fc. ^ »- ■»'

^^ | i i^ i i r=y .i^ A^= 'ln " A ^^ V- i i =i rnr

I CENTURY BOLD EXTENDED AND CENTUHV EXPANDED ACME BORDER
CAN TYPE FOUNDERS COMPANY

Chicago, 111.

Dear Sir:-

Your competitor - if you haven't met him yet, you may
to-morrow, and he may he a 'biggor man than you are.

He's out after just what you want. And you oan't blame
blm - he has the same hread-and-hutter problem - the same
success problem - that you have yourself.

He won't be bashfiil about taking your business away
from you, but, at that, he is a good friend of yours - he
makes you hustle to keep up with him or ahead of him - and
that makes you a better maji and bigger success.

It's a fair fight "between you and him, and the best man
wins - the best man in training, equipment, ability, person-
ality.

ARE YOU THAT HAN? Or are some of your efforts "almost"
Bucoessful - some of your sales "almost" made - some of your
customers "almost" won - some of your patronage "almost"
secured? Does some "little slip" spoil your plans, just as
the small leak sinks the big ship?

rjtjjg • * 4, « * * Course will give you better TRAINING
on how to build your influence and business - will improve
your IQUIHIENT of plans and methods - will develop your men-
tal and physical ABILITY - will draw out in you the faculties
that shine in a strong and attractive PERSONALITY. It will
give you that confidence, built on sure knowledge, that
enables you to say;

■I AM THAT MAN. I know why men fail and why they suc-
o«ed;'I know the methods I must use - I have the knowledge
and training I need to win in my war of competition."

But first you must say something like this -

■I want less 'almost' sales and more real ones - I'm
out to make that fellow who wants my Job sit up and take
notice. I will use the service of the •*♦**• School,
because they are helping thousands of men to make ne^ rec-
ords and to win out over competition - and MAYBB MY PET COM-
PETITOR IS ONE OP THEM. I can Just get as much out of the
course as he can - and keep on giving him a run for his
money . "

Say it - ALL of it. Then DO it - why not?
Tours very sincerely,
AS/H-4

5130 [409]

OFFICERS: A. F. SHELDON. PRESIDENT J. D. KENYON. VICE-PRESIDENT C. H. PATTISON, VICE-PRESIDENT JAMES WOOD POOUE. VICE-PRESIDENT

C. N. DURAND. TREASURER A. H. SMITH. SECRETARY L. C. BALL, ASSISTANT SECRETARY

THE SHELDON SCHOOL

FOUNDED IN 190Z BY A.F. SHELDON. FORMULATOR OF THE SCIENCE
OF SALESMANSHIP AND BUSINESS BUILDING

:^:^::^^.::'":::^r:^"^::::^'' " 4c3k^3fe?*S^ republic bldg., 209 state st.

SET IN MEMBERS OF THE COPPERPLATE GOTHIC FAMILY
LITHOTONE 8RASS RULE FLORAL DECORATOR
AMERICAN TYPE FOUNDERS COMPANY

Chicago, Illinois

Dear Slr:-

The little 'booklet enclosed tells about the "Man Who
Bossed Johnson.

You can "boss Johnson" better when you know him real
well.

Did you ever stop to think that you have some sixty
different kinds of mental and bodily powers, and that each
one of these sixty can be used in many different ways for
the doing of many different things?

To be able to even name these different powers would
"help some" - to know their uses and value would help more -
and to know how to take hold of each element in your person-
ality and train it to higher efficiency and attractiveness
would help most of all.

What do you know about yourself? Do you know the kind
of mental and bodily power that is shown by the color of
your eye, the shape of your head, the texture of your skin?
Do you know your strong points and how to develop them -
your weak points and how to guard against them?

Do you know just how well the quality of your make-up
and your own personal abilities fit you to do what you do?
Do you remember that strong men - able men - forceful men -

[410]

OFFICERS

A. F. Sheldon, Pres.

J. D. Kenyon, V. Pres.

C. H. Pattison, V. Pres.

James Wood Pogue,

V. Pres.

C. N. Durand. Treas.

A. H. Smith, Secy.

L. C. Ball. Asst. Secy.

Che Sheldon School

DIRECTORS r

A. F. Sheldon
J. D. Kenyon -i
C. N. Durand J
F. P. Dymond
C. H, Pattison
James Wood Pogue
W. Irving Lake
A. G. Sheldon

"':■■••.■"■' '■■■■;■-■■•■■ ■ -•: ■■- ■ '

llillllllllllil!iLi!!l:jillllllllllllllllllllllllllllllllllllllll!l^^

bounded 1902 by A. F. SHELDON. Formulator of
he Science of Salesmanship and Business Building

HURCH TEXT AND CLEARFACE
jHtAR BORDER NO. 2 MONOTONE BORDER
MCAN TYPE FOUNDERS COMPANY

Republic Building, 209 State Street

Ctilcago.llU.

-2-

influential men - are the successful men in every line of
wo rk?

You can laecome thoroughly acquainted with "Johnson,"
you can learn to manage him - hy the personality training
contained in the ••♦♦•♦ Course - it is complete,
thorough, intensely interesting.

And personality training is only one of the things you
get in this course - there is always "the other fellow" to
be considered in every deal you make - and you get his
agreement quicker when you can size him up quickly and have
learned beforehand how best to deal with him.

Then ther6 is your proposition - the thing you want to
do. You want to know it and to be able to tell it to others
so they will know it, will agree with you and take action
upon what you have shown them.

The best way to find out all about this efficiency
training would be to send for The •♦•••• Book - its
price to you is a one-cent stajnp on the enclosed card - and
the Government gets the stamp. We send you the book for
nothing and prepay the postage.

Yours very truly.

LCB/BJ

§130

[4111

ni —i n

J, €timunb ® jjompgon

SET IN CLOISTER BLACK ITALIAN BAND MONOTONE BORDER
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

Very likely there have been mornings when you have said
to yourself - "Why the dickens didn't I stay at home last
night and go to "bed at a decent hour?" And no doubt there
have been evenings when you have wondered why you did not
enjoy things just as you used to. At such times I fancy you
may have solaced yourself with the moth-eaten fallacy that,
- "As a man grows older he shotildn't expect to get the same
fun out of life that he did in his earlier years." Poor old
exploded idea!

I, for one, am glad that it IS an exploded idea. A
man should be a good bit older than you are before the keen
edge of enjoyment is dulled. Of course I do not mean to saj
that there's no limit to the liberties a man can safely take
with his bodily machine. But I do mean to say that to the
man whose piiysical oondition is what it should be, saoh
things as indigestion, constipation, headaches, liver and
kidney troubles, rheumatism, gout, obesity, nervousness,
insomnia, and other common ills are unknown.

Por years my time has been devoted to the study of just
one thing - THE PJBLATION OP EXERCISE TO HEALTH. I do not re-
fer to the xisual gynmasium "stiints" but to scientific physi-
ological exercise carefully studied out for each Individual
case. And this knowledge I have imparted to biindreds of
prominent business and professional men, including physi-
cians of national reputation.

What I teach requires little time, no diet, no absence
from business, no giving up of accustomed pleasures. Its
effect on a man's mind is as marked as the effect on his
body. There is not a man living who would not be benefited
by it.

Just mail the enclosed card and let me tell you about
it.

Sincerely,

[412] §13

t SET IN TYPO SHADED STRATHMORE ORNAMENT LITHOTONE BRASS RULE
ZAH TYPE FOUNDERS COMPANY

Dear Sir:-

I don't dare tell ^. ou the full truth - you would not
believe it. I wouldn't have believed it a few years ago;
but I tried my plan on myself first - here is what it did
for me:-

I was so much of a weakling that I could not buy a dol-
lar's worth of life insurance. To-day I eun in such superb
health that insurance doctors call me a "perfect risk."

Thus, starting with absolute faith, I began to teach
others the thing that had done such wonders for myself - the
RIGHT kind of exercise. Not gymnastic "stunts," but exer-
olse in a new and fundeunental conception of the word. Gentle,
natural movements that develop your great VITAL MUSCLES -
for the heart, lungs, liver, bowels are muscles - so they
oan perform properly their functions - Dynamos that supply
their full msin-power.

What has been the result? Ask any of the hundreds of
men - captains of industry and leaders in the professions
all over America - who have received such priceless benefit
from my Course that they have given me permission to use
their names as references.

But I ask you to take no man's word for it - 1 offer
you the chance to convince yourself that refreshing sleep,
a sound digestion, strong lungs and heart and nerves, a
clear mind, buoyant spirits, vigorous muscles - the perfect
health you may no longer know, is within your grasp.

I can't expect this letter to convince you - but if you
are intarested I shall be glad to send you my book, "Human
Bnergy," free smd without obligation on your part. You will
find it startling, yet obviously true; and it tells how you
may test the value of my plan in your own particular case
without risking a single penny.

May I request you to post the enclosed card before it
is mislaid?

Yours very truly,

[413]

J. EDMUND THOMPSON

^VORCKSTER, ]VIASS.

SET BY THE

POOLE PRINTING COMPANY

BOSTON, MASS.

Dear Sir:-

After playing bridge the other night, some one at the
table started doing card tricks. You know what a bore they
are? So pretty soon I said, "I can do a trick worth all of
those," and taking a pack of cards, I tore them in two.

Well sir, you would have thought a miracle had taken
place, to have seen their faces; but when I put the halves
together and tore them straight across, the chorus of, "For
Heaven's sake how did you do it?" got embarrassing.

"Did it with my heart and lungs," said I, which only
seemed to make matters worse. "There's no trick to it -
merely a question of being strong. And there is no trick to
being strong - it's merely a matter of getting into vigorous
health, organically."

And there is no trick about getting into vigorous
health, for all the organs - heart, lungs, bowels, etc., -are
muscles, and properly directed exercise - a few minutes each
day of natural, gentle movements - will strengthen and tone
up these vital muscles so they can perform their functions
properly. That's the all-important thing - the strength of
external muscles follows as a matter of course.

I would like to tell you more about it - not strength
tricks but good health - and I will do so without expense or
obligation on your part if you will return the enclosed post
card. Unless you are in perfect health you will be glad
every day of your life for doing so. Even then, I will
guarantee that what I have to say won't bore you.

Yours very truly,

[414]

•F. E2I>]^XJXI> THOJUPSOX

< ENGRAVERS SHADED DELLA ROBBIA ORNAMENT

CAN TYPE FOUNDERS COMPANY

Dear Sir:-

Soon after seven every morning I get to my desk; at
noon go across the street for a hurried lunch; along toward
six o'clock I quit work, not because I am tired, but because
I'm hungry - I am never tired.

I can't spare the time to walk home; I invariably ride
both ways. This has been my dally routine for several years.
I don't get a bit of what people commonly call "exercise."
Yet my muscles are as hard as steel and I am in literally
perfect health.

I have forgotten what it is to have indigestion or head-
aches, or feel low in my mind. My day's work is all the
cocktail I need for a hearty dinner and a happy evening.
Pull of eagerness for the next day, I drop asleep the min-
ute my head hits the pillow.

But please don't envy me for being born with "such a
wonderful constitution and disposition." I wasn't. I used
to feel depressed much of the time, and a few years ago I
was what is popularly called "all in," to such an extent
that I couldn't buy a dollar's worth of life insurance.

I admit the change is wonderful - almost miraculous,
considering the. fact that I brought it about, myself, solely
by a few minutes daily attention to my body, in my own bed-
room. I would consider it actually a Miracle, had I not
brought about a similar change in hundreds of prominent men
all over America, by the same principles.

I am so certain I can do the seune thing for you, that
I am willing to make the test at my risk. But all I am ask-
ing in this letter is permission to lay the facts before you
without expense or obligation.

The enclosed postcard will bring you full information.
And if you are in any way dissatisfied with your physical
condition, please post it now.

Yours very truly,

§131 [415]

AN ELABORATE FOURTH OF JULY CELEBRATION, JULY 2nd, M and 4th, 1911

ISOtli Anniversary of tne
Founding of Pittsf ield

Mayor K. B. MILLER, Gliairman Ex-Offiolo Shetii JOHN NICHOLSON, Gbairman G. H. GOOPER, Treaa. WM. F. FRANGIS, Sec.

SET IN BEWICK ROMAN MfSSION TOYS
POOLE PRINTING CO., BOSTON, MASS.

Pittsfield, Mass.

Fellow Members of the 150th Anniversary Committee:

The tentative plans for this "big cele'b ration, that will
do so much for Pittsfield, are now well under way. They in-
clude religious and historical exercises in the churches on
Sunday morning, July 2, and an address by President Garfield
of Williams College at the citizens' mass meeting in the
afternoon.

Monday is to be Historical Day, with dedication of his-
torical boulder, singing by school children, Grajid Historical
Pageant in the afternoon and a historical oration by Ex-
Govornor Long in the evening.

On Tuesday comes the 4th of July Celebration, with the
three aeroplane flights conducted by a Curtiss aviator, the
big Civic and Coiamercial parade, larger by far than anything
ever attempted ixi this city before. 1,000 school boys in
khaki suits and caps will march in this parade. Lots of
music, twilight drill by Militia at sunset on the common,
big display of. fireworks in the evening.

All this will cost $10,000. The city has appropriated
$4,000 - that leaves $6,000 for your Pinanco Comjnittee to
get. Before we go to the public asking for funds, it has
seemed wise that we should first ask every mciuber of the
several committees,, who will, to subscribe $10. If every
member does this, it will assure at once the success of the
undertaking and give the finance Committee something tangi-
ble and convincing to go to the general public with, for it
will show that the committees have faith in this great enter-
prise for the good of the city.

Please, therefore, fill out one of the enclosed blanks
and send it to the chairman before Thursday evening. May 18,
as it is absolutely necessary that he should know how much
can be expected from our committee men.

Yours very truly,

P.S. If $10 is too much, please fill in what you think
right, and return before Thursday.

[416]

MAYOR KELTON B. MILLER, Chairman Ez-oBi(

SHERIFF JOHN NICHOLSON, Chairman

Fourth oE July
Celebration

\^^=j^

On July 2nd, 3rd
and 4th. 1911

IN CONDENSED FOSTER AND CONDENSED WEBB
^BRATION BORDER MERCANTILE BORDER
fiGAN TYPE FOUNDERS COMPANY

Dear Sir:-

Alaout a week ago, we wrote all the Bembers of the 150th
Anniversary Committee, asking them to send as soon as pos-
sihle their check or pledge to the Finance Comnlttee, that
we might know how much to ask the public for, when the gen-
eral canvass is made beginning June 1.

120 members have either sent their checks or pledges up
to date. We know that you have many things to do; we would
ask if possible that you take time to fill out the enclosed
blank and mail within the next few days.

This is a big undertaking - it will be a big celebra-
tion and a big thing for the city of Pittsfield.

Thanking you in ewivance, I am, for the Finance
Coamiittee,

Yours very truly,

^32

[417]

4th of July Celebration ^ and 150th Anniversary

On July 2nd, 3rd and 4th, 1911 >v^ The Founding of Pittsfield, Mass.

MAYOR KELTON B. MILLER, Charmaii Ex-Offido WILUAM F. FRANCIS, Secretary

SHERIFF JOHN NICHOLSON, Chainun

GEORGE H. COOPER, Treasurer

Dated

[

SET IN CHELTENHAM BOLD EXTRA CONDENSED

FIRECRACKER BORDER CHAP-BOOK GUIDONS
AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

It's the beginning of the last week previous to the
150th Anniversary Celebration of the Pounding of Pittsfield.

The Finance Committee has yet ahout $3,000 to raise.
The money has come in very freely, and the subscriptions
have been most liberal. The beauty of it all has been that
everybody has given Just what he pleased.

The Committee is anxious to have all the subscriptions
sent in by Thursday of this week if possible, and if you are
plajining to send one, will you Bend it this week that the
bills in connection with the celebration may be paid prompt-
ly when presented?

This is the biggest get-together movement Pittsfield
has ever seen, and will be far-reaching in its good results.

Yours very truly.

[418]

*,\

Mayor KELTON B. MILLER, aairman Ei-Officio' Sheriff JOHN NICHOLSON, aairman GEORGE H. COOPER, Treas. WILUAM F. FRANCIS, Sec.

150th Anniversary of the Founding of Pittsfield, Mass.

FOURTH OF JULY CELEBRATION, JULY 2nd, 3rd, 4th, 1911

//I

IN MEMBERS OF THE CHELTENHAM FAMILY FIRECRACKER BORDER
i: PRINTING CO., BOSTON, MASS.

Pittsfield, Mass.

Dear Slr:-

The 150th Anniversary of the Pounding of Pittsfield
comes July 2, 3 and 4. Elaborate preparations are being
made for it. Sunday, the exercises in the churches, public
meeting in the afternoon and evening, and address by PresiH
dent Garfield of Williams College. Monday, the dedication
of the Easton Memorial, the big Historical Parade, the Loan
Art Exhibition, the Eomega the rings, and address by Ex-
Governor Long. Grand electric display at the Park Monday
erenlng.

Tuesday is the safe emd sane 4th of July, and the
finest Civic ajid Commercial Parade over held in Pittsfield
will take place. The only Curtiss aeroplane flight ever
held in Western Massachusetts comes on Tuesday. There will
be beautiful decorations, lots of real music, magnificent
fireworks and best of all, we ask the men and women, boys'
and girls of the city to enter into it all with us, thos^
BttLking them feel that they are a part of this growing city.

It will require over f 10, 000 for the three days - the
City has appropriated ^4,000, the Executive Committee heui
pledged over $2,000, and the souvenir and other sources of
income will give nearly $1,000 more. We need to raise over
$3,000 before July 2. It will be necessary for several
people to give $250 each, several more $100 each, and a
goodly ntimber $50, $25, $10 and $5.

Will you fill out the enclosed blank and forward to the
Treasurer' before next Thursday if possible, that the Pinanc*
Committee may quickly complete its cajivass for funds?

Tours very tnily,

§132 [419]

Designers of Particular

Advertising

Writers and Producers

OF Fine Catalogues

AND Booklets

Largest Producers of

Typewriter Letters

in United States

Addressing by Hand or

Typewriter

POOLE PRINTING CO.

NUMBER 251 CAUSEWAY STREET
BOSTON •.• MASSACHUSETTS

TELEPHONES

2 9 8
2 9 8 1
2 9 8 2

RICHMOND

Gentlemen: -

You have been asking yourselves how you could interest
additional prospective customers in your goods.

And you have doubtless eliminated from consideration
many of the customary methods — perhaps miagazine and news-
paper publicity among them — because of the great expense
involved.

But have you considered — seriously considered — the ex-
clusive advantages of "direct" advertising? Advertising
through skilfully constructed form letters that cannot be
distinguished from your regular typewritten correspondence--
with or without folders, booklets, or other printed matter.

If you haven't, we very likely can help you open up a
rich field, which, properly worked, will yield greater re-
turns for a smaller expenditure than euiy other form of busi-
ness promotion.

A personal conference places you under no obligation
whatsoever. NOW — while the matter is fresh in your mind —
Just pick up your pen, fill in, sign, and mail us the en-
closed Appointment Card.

Very truly yours,

[420]

Telephones

Richmond

2980-2981-2982

POOLE PRINTING CO.

HIGH GRADE BOOK AND CATALOGUE PRINTING

Largest Producers of Typewriter
Letters in the United States

ijt^-^-

DESIGNERS OF PARTICULAR

Advertising

.fe^SI Sa U^j^^j^SsJ U^a^^^^i^Ej li^^5^g-,gj(Ej li^gs^^^^s^ (Sp tisgs^^,K«&a (i2gs^,^>^^J U^^m^^^st^ Ic^B^j^V^^eH ^ (^Js
b^a>-oi [GJgi vzdS(SJS^&zj\ \^sS(SIS^a-sT \ vz^(isS£ia.s^ ^sS(C^£ii^T \ [t^ \^^(iiS£i€^ pc^g^at^Sl pr^iK^ra^ pr^X^Sg^ [ptej rrcafe

251 Causeway Street,

Boston, Mass.

Ctentlemen:-

Giva your letters a "square deal." Give them the oppor-
ttznity to produce the utmost for your husiness — through our
sei^ice.

Grant us a short intei-view. Let us place at your serv-
ice the dependable results of our eighteen years' experience
in writing and issuing PRODUCTIVE "direct" advertising (form
letters, "booklets, catalogs and so on).

Make us prove to you — as we can, "by a careful study of
your letters — how a few alterations, substitutions, and re-
arrangements, PLUS a duplicating process impossible to dis-
tinguish from actual typewriting, are frequently all that
is necessary to secure results altogether out of proportion
to the small expense involved.

Carefully read once more the attached Provisional Order.
Then resolve you will take advantage immediately of its most
liberal offer— which has proven so successful in gaining new
clients for us that it will be withdrawn June 1.

All that is required is to sign the attached card. Why
not sign it— TO-DAY?

Very truly yours,

^33

[421]

DESIGNERS OF PARTICULAR ADVERTISING WRITERS AND PRODUCERS OF FINE CATALOGUES AND BOOKLETS

0oW PHnttng ^sxttxpun^

i?o. 251 Caustctuap Street, Pofiton, MsiHH. "* momi. -Rittmonb 2980. aosi. 2982

LARGEST PRODUCERS OF TYPEWRITER LETTERS IN UNITED STATES ADDRESSING BY HAND OR TYPEWRITER

IBatcti

SET IN ENGRAVERS OLD ENGLISH BOLD AND FRANKLIN GOTH
CMAP-fiOOK GUIDONS INLAND BORDER NO. 1241
AMERICAN TYPE FOUNDERS COMPANY

Qvatlemen:-

Just another word about that ever-present problem —
getting new business. You say you use form letters. But do
they produce the majcimum results — that's the question.

Securing direct returns from form letters is not so
difficult a matter as it seems. In fact, but two things are
required:

You must carefully select the arguments which
appeal to buyers of your goods, arrange them in
proper sequence, and present them in a convincing
way.

And you must make sure — absolutely sure — that
the duplicating process, the "match" of the "filling
in," and the other details, are handled so skilfully
that no one will suspect your form letters are not
personally dictated and written on a typewriter.

Our eighteen years' experience in building business-
bringing letters, folders, booklets, and other printed
matter for particular firms the country over is your best
assurance that we caji do as much — perhaps even more — for you.

We won't even ask you to accept our mere statement,
we will go further. The attached Provisional Order offers
a convenient way to test our service on a basis where we
MUST make good BEFORE you obligate your firm. Pill it in,
sign, and mail to us at once, so that we can start producing
for you without delay.

Very truly yours.

[4221

Attractive and Profitable Ideas in Hangers, Show Cards, Folders and Booklets

TELEPHONE 17595

S.I. MILLS

PRINTING : BINDING

-^£^ ^^'

ESTABLISHED 1889

BOSTON, MASS.

SET BY THE

POOLE PRINTING COMPANY

BOSTON, MASS.

Gentlemenj—

Just liecause Lawson has changed "rrenzled Finance" into
"Pair PiiMuice," it doesn't follow that you can put a round
peg into a square hole or that gasoline hy any other name
wotild be less odious.

But you can get more business -

If you go after it right and go right after it.

We have the ideas - attractive, forceful, sales-com-
pelling - in hangers, show-cards, folders 6ind booklets.

But what » 3 the use of specifying - rather

Let's get together and talk it over.
Yours respectfully,

§134

[423]

SET PN CHELTENHAM BOLD EXTRA CONDENSED

RENAISSANCE ORNAMENTS ART-TILES AND OUTLINE ART'TILES

AMERICAN TYPE FOUNDERS COMPANY

Gentlemen: -

This is letter number three.

We did not nixmber our previous letters because we d id
not believe there would be occasion for wi-iting subsequent
letters.

It wasn't necessary in a number of oases.

Evidently they were ready to do business in our line -
anyway, they sent for us to talk it over - and we secured
their order.

Perhaps you have our letters on file and intend to see
us at an early date.

We hope so and — Honestly! results have proved that
our style was convincing - but not half so convincing as one
of those conferences where we are obliged to show "The man
from Missouri. "

If it's catalog or booklet printing, if it's show-cards,
calendars, cut-outs or any other form of printing that you
require — and

You want it par excellence

Let's get together and talk it over.

Yours respectfully,

[424]

dill :

sci^T^i

cli

(.:li]| t

'Vdfritfe^i

(

J. H. COOPER & CO.
Printers

zxxz.

DETROIT

MICHIGAN

IN LITHO ROMAN

^TILE ORNAMENTS MERCANTILE BORDER MONOTONE BORDER

■ICAN TYPE FOUNDERS COMPANY

GeBtlemen:-

We all recognize the strength' of the' truism, "A chain
is no stronger than its weakest link" —

— and it's equally true that "business uphuilding is
only as successful as the methods employed.

Advertising is as important a link as any in the busi-
ness chain.

And this thought to close with —

It is not how much you appropriate — but how best to
use the amount appropriated.

We know how to produce catalogs, hangers, booklets,
show-cards and posters, in fact anything in the line of
printing that will be business producers rather than money
consvuners.

If you are open to further proof —

Let's get together and talk it over.
Yours respectfully,

§134

[425]

JOC=

Ooc

iococ)OCH>x>acxxxxx30ooooooooooaooooooooaoooooooooooocx>ooooooc:

SAMUEL I. MILLS

Designer and Printer of Catalogs, Booklets and Folders

DOOCX300000000000000000000000000000000000000000000000000000C

Telephone Connection

SET IN CHELTENHAM BOLD OVOLO BORDER
AMERICAN TYPE FOUNDERS COMPANY

FLORAL DECORATOR

BOSTON, MASS.

Gentlemen :-

Here's an axiom that we're going to turn loose because
it deserves to be.

It has the ring of soundness and its precept is one
that ought to be burned in —

"Man should not be blinded to
whatsoever merit exists in the
opportunity which he hath in hajid
remembering that a thousand promises
for the future should weigh
as naught against the possession
of a single piece of silver."

We lifted that bodily from a little booklet entitled,
"The Magic Story," and the Success Company, its publishers,
are entitled to our appreciation of the overflowing inspira-
tion found within its pages.

There exists real merit in the opportunity to put out
sale-inspiring business literature.

That's the only kind we care to put into your posses-
sion, whether in the form of catalogs, booklets, folders or
show-cards-

And to paraphrase the axiom given -

Seize the opportunity now and you'll
acquire the piece of silver~while the
other fellows are framing up future
promises.

Let's get together and talk it over.

Yours respectfully,

[426]

§134

>uf f olfe ^ngratiing anb
(JElettrotpping Company

DCXIZXOC

Office and Plant, 30 E. 21st Street

NEW YORK CITY

394 ATLANTIC AVENUE

BOSTON, MASS.

- in caslon text and new caslon
r ornaments monotone border
i:rican type founders company

Dear Sirs:

If Bill Jones tells you the moon is made of green
cheese you know that Bill Jones is a liar, but is it reason-
able, because you know that Bill Jones and Mike Smith and a
few others of like ilk are liars, to assxime that everything
that is told you is a lie and that all engravers are liars?
We realize fully that you, euid every other user of engravings
receive numerous letters from engravers, large smd small,
East and West, msiking all sorts of unsupported claims as to
quality, ability, service, etc. We realize that an engraver
with an outfit of the vintage of '76 emd ideas quite as ob-
solete can talk just as loud and make just as strong claims
as the thoroughly up-to-date tmd well-equipped, competent
engraver. That is why it is hard to talk engraving and
arouse interest by mail and that is why we have taken the
liberty of starting this letter in such a familiar tone, and
such plain language, for which, now that our purpose has
been accomplished and your interest aroused, we most humbly
apologize.

We are maJcing certain claims in this letter, we are
stating them as facts and we are not elaborating on them or
offering any arguments in support of them. The ♦»•*•*
company is one of the oldest concerns in the United States,
it has a national reputation for the quality of its work

§135

[427]

□C

UFFOLK ENGRAVING
AND ELECTROTYPING

COMPANY

J Si iij illl a ii'

OFFICE AND PLANT

30 EAST 21st STREET

NEW YORK CITY

SET IN RUSQEO
CAST SQUARES

AMERICAN TYPE

ROMAN
ART-TILES
FOUNDERS

AND ART-TILE TINT FORMERS

COMPANY

-2-

No. 394 Atlantic Avenue

Boston, Mass.

and general "business standing. We cannot afford to make
any statements that are not founded upon facts.

Pinally we want to say to you that we are thoroughly
equipped in every way, shape and manner to handle your en-
graving business. We know what our competitors can give you
and we know that you cannot huy anywhere in the United States
the same kind of work and the same efficient service you caji
obtain from us. We want to send a representative to see
you. We weuit you to talk to' him, find out exactly what we
have, let him bring back a trial order, not one copy but
enou^ to enable us to fully show what we can give you. If
v?e can't satisfy you, can't fully maJce good on every claim
we make in this letter, you are at liberty to throw our
plates on the ash heap and tear up our bill. We can satisfy
any buyer who knows what he wants and knows when he gets it.
Again we wish to say that we have no intention of being
familiar or treading on any conventional rules in the tone
of our letter and to say that we are simply trying to write
a letter that will be sufficiently strong to arouse your
curiosity or interest and make you wajit to know more about
us.

Trusting that we have accomplished our purpose and
thanking you in advance for your early reply, we are

Yours very truly.

[428]

I '^orh City, <&{i\rs tinb ^fant, 30 ^. 21et ^trrrt

394 ^lanltc ^Afrenuc

SET IN WEDDING TEXT

MHMORE OBNAMENT
lAMERICAN TYPE FOUNDERS COM

Dear Sir:-

Ten days isn't a very long time measured in hours and
minutes, but in possibilities ten days may chajige the des-
tiny of nations, tear down the upbuilding of ages and put
awry the plans of years.

Ten days ago we sent you a portfolio of sample proofs
together with a letter telling you something about our or-
ganization. Ten days is a long time to forget in, a long
time for remembering, but we haven't forgotten that we sent
you proofs. We won't forget our promises if you give us
your business.

It may be ten days, ten weeks or ten months before you
are ready to buy engraving - you won't remember ♦•♦•♦•
tha't long. Tell us when you are going to be ready to buy
and let us do the remembering - send as a little remembrance
the enclosed card - you may forget if you don't do it now.

Yours very truly.

§135

[429]

NE^V YORK CITY.Office and Plant.30 E. 21st St. PROVIDENCE, R. I., Office Industrial Trust Co.Buildine

jSutfoIfe dnsrafains
anb €[leftrotj>pms Qompanp

394 ATLANTIC AVE., BOSTON, MASS.

SET IN CLOISTER BLACK AND LINING OlDSTYLE ANTIQUE NO. 560

CAXTON INITIALS

AMERICAN TYPE FOUNDERS COMPANY

Dear Sir:-

The last time we wrote you we made some reference to
ten days. We said you would forget if you didn't mail the
card ten days ago.

We never got the card. Did you forget? We are still
remembering, perhaps we remember better beoause we still
have hope to help memory along. We hope you will mail the
card - now.

Yours very truly,

3
[4301 §135

New York City

Office and Plant
30 e. twenty-first street

§ttffoI& Hngrfitiiitg and

SET JN CHAUCER TEXT AND MEMBERS OF THE
COPPERPLATE GOTHIC FAMILY

VERSATILE ORNAMENT BOSTON BRETON CAST SQUARES
AMERICAN TYPE FOUNDERS COMPANY

Providence, R. I.

OFFICE

INDUSTRIAL Trust Co. Buoa.

394 Atlantic Avenue

Boston, Mass.

Dear Sir:-

Thirty days hath September, April, June and November,
and "thirty days have we waited.

Others have sent the card, others are letting us plan
their catalogs, others are helping us remember you by tell-
ing us how well we do our work. Oar letters haven't been
very serious, but underneath their semi-jesting tone runs
the feeling that we will eventually get your business.

You can't very consistently ignore a good thing jforever.
We are enclosing another card. We like a man of action.

Yours very truly,

[431]

The "Morning Post" Buildings

Telegrams: Autotravel, London
Telephone: Gerrard, 8045

THE INTERNATIONAL
AUTOTRAVEL SOCIETY

SET IN CHELTENHAM BOLD SHADED

FLORAL DECORATOR LITHOTONE BRASS RUI

AMERJCAN TYPE FOUNDERS COMPANY

Herbert J. A. Reid, Managing Director

346 Strand, LONDON

Dear Madsun:-

I wonder whether that copy of "Through Europe in an
Auto" recently sent to you was cheerful enough to justify a
request that you will read this further letter?

At present you and I are like two well-disposed stran-
gers hesitating how to hreak the ice after a most cordial
introduction by a mutual friend. Whether we are to become
better acquainted or not will naturally depend upon the ex-
tent of your sympathetic interest in my plans for your
enchantment.

Unhappily these few thousands of miles between PITTS-
BURGH gmd LONDON make it somewhat difficult for you Just to
step right into this office and settle the whole matter in
the twinkle of an eye. But even if this were feasible you
might possibly prefer to consider the subject thoughtfully
and leisurely at home.

And that is just what I invite you to do - in a frank,
open-hearted "postal intei^iew." Every detail of informa-
tion will then be furnished to you quickly and accurately.
Your questions will be answered as readily and efficiently
as if you were here in my office - seated comfortably in
that old armchair by the casement window which overlooks the
traffic of the Strand.

May I say then that the conversation ball is at your
feet and that the honour of the first kick remains with you?
I am equally ready to answer a score of shrewd and thought-
ful questions or to cable you the total cost of your com-
templated tour.

, In the meanwhile,

Believe me,
Amicably yours,

[432]

Telesframs: Autotravcl, London
Telephone: Gerraril, 8045

Write for Guide Ilook, Maps and
Full Infiimution

- .gi-^ wyn at...

f'ii'>H"Wir

oflf^ ilnt^rnattonal Autntrait^l g^nrt^tg

HERBERT J. A. REID, Managing Director

The "Morning Post" Buildings

340 ^tranli, ICottbnn

SET IN ENGRAVERS OLD ENGLISH AND SCOTCH RO
CAST PANEL PIECES VERSATILE ORNAMENTS
AMERICAN TI'PE FOUNDERS COMPANY

Dear Madam:-

During the last three years I have been iDrooding gloom-
ily - although you might not think so - over the unhappy lot
of the solitary traveller who does not want to use a whole
motor-car by himself. Hence the idea of the individual
reservation.

It seems to me - ajid I think you will agree - that there
is a real desire for this very high grade 18-day tour. It
is one thing to book a seat in a lumbering charabanc for a
day's excursion to Windsor and Stoke Poges; but it is quite
a different and superior proposition to form one of a nicely
blended party of five select people and motor comfortably
through England ajid Wales in a perfectly appointed seven-
passenger touring car.

But even if the scheme outlined in the accompanying
leaflet is not exactly what you need, that is a solid reason
in itself why you should describe the ideal British itiner-
ary which just precisely matches your fancy and your time-
table. Then you will probably be able to share a car with
some other nice people who wEunt just the same thing as you
do yourself.

It is not necessary that your scheme should involve an
extended tour. There is also the weekly programme of two-
day journeys to such historic landmarks as the New Porest,
Stratford-on-Avon and Canterbury Cathedral.

The uniform rate of eight cents a mile for these in-
dividual reservations is well within the range of everyone
who will visit England this summer. All applications must
be treated in strict order of rotation. Book now and leave
the rest to us. We have acquired your own habit of "making
good."

Very faithfully,

[433]

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiii^^

MUTUAL LIFE INSURANCE CO.

FINLEY & FURNER
GENERAL AGENTS

INSURANCE

319, 320. 321 WHITE BUILDING :::::::: SEATTLE, WASHINGTON

SET IN MEMBERS OF THE CHELTENHAM FAMILY
VERSATILE ORNAMENTS LITHOTONE BRASS RULE

AMERICAN TYPE FOUNDERS COMPANY

Good morning: -

Did you ever hear of Hxiinan Shock Absorbers?

You know how pleasant good shock absorbers make the
rough road when you are out auto-riding, and, in just the
same way, there are Human Shock Absorbers that make more
comfortable your old age--that positively prevent your •
family from knowing any bump -the -bumps when you are gone.

Most people think they carry enough Life Insurance--
you do for one, don't you? Well, let us see: Take the sum
you are now carrying, how much would it bring annually if
invested safely at six per cent? 1 use the word "safely"
because I think of the shrewd saying of old Gorgan Graham
that any dollar that promises more than that is "either a
mighty good dollar or a mighty foolish. one." Can your
family live on that income — live as they do now? Would
you want them less comfortable? Answer this question in
your heart — ajid in your head.

Suppose it were $5,000 — could you feel that it would
be safely invested without your advice? you know that 90^
of the victims of stock swindlers are widows. Again how
long would your present insurance last, if your family were
to live in the same style that they do now? Two years or
three? These questions inspire your interest?

But--suppose that you are thirty years of age and pay
me a small sum daily — just a few dimes which you can spare
so very easily — suppose you were to do that? Let me show
you what I can do in turn.

(a) Guarantee your widow {flOOO and then $50 or more
every month to her or her heirs for twenty years certain--
(and that's long enough to educate and establish the future
of suiy children) — and as much longer as she may live beyond
that twenty year period.

(b) Guarantee this amount to you — for your old age.
You don't have to die to win with this kind of a policy.

Now then, don't you agree that this is exactly the name
it deserves — the Human Shock Absorber?

Are you enough Interested to give fifteen minutes of
your time to an exajnination of this policy? Just ,mail me
the card enclosed after you have signed it.

Earnestly yours.

Frankly, wouldn't it be a fine Christmas present to
your family?

[434]

Fin ley & Furner^ General Agents

THE PRNN MUTU.4L LIFE INSURANCE COMPANY

%\ IN CASLON ITALIC

OOLC PRINTING CO., BOSTON, MASS,

White Building

Seattle, Washington

ffood morning: -

Gracious! But I made a mistake

In that letter to you the other day. And that may be

Just the reason why I never received your signed card all

last week.

But, before I call up my error and correct it — I want
to ask you a few earnest qtieptions. You say "accidents
may happen" and then irmjre yourself apainst a possible
accidents You say you "r-ay have e fire some day" and ^then
provide apainst a fire that may never conio. This, then, Is
my question: If you insure apainst the results of what is
merely possible, why not take some steps to provide f (^r' tMfe -
misfortune that Is certain to happen?

You will remember that I told you how, for a few dimes
— Just dally cigar money-- "I could Insure and guarantee
|50.00 monthly to your beneficiary." Now wasn't that a
foolish thing for me to try and make you believe?

What I should have said was that the Penn Mutual Life
will guarantee that — it can — it does.

Just think — the Penn Mutual has over one hundred and
forty million of assets to back up its guarantees — It is a
company that never went back on a single promise in its
sixty-six years of fair dealing — it is run by policy
holders for policy holders — a company that believes so
much in the State of Washington that it Invests $4»50 for
every %\.Q0 it collects here, bringing in Eastern money
to build up the State.

The thing I want to do for you is to show you in
fifteen minutes, how you can cut out the poison of worry —
about educating the children and caring for the family
under any and all circumstances — about your old age — to make
you free to devote yourself to the present without fear of
the future. I can do it in a few minutes if you sign the
enclosed card. Will you let me?

Earnestly yours.

[435]

FINLEY S FURNER . Cable Address : "Finfur"

General Agents ^^"^S/if Western Union Code

The Penn Mutual Life Insurance Company

of Philadelphia

SET IN BEWICK ROMAN CAST SQUARES
MONOTONE BORDER ADCUT
AMERICAN TYPE FOUNDERS COMPANY

Seattle, WasKington

Dear Sir:-

The genial mail man who delivers to my office always
has a smile but each day, when I ask if he "brought that
card from you he shakes his head — and I frown. May it not
be that you have lost the other?

Anyway I enclose another.

When Burr Brothers — the famous get-rich-quick artists —
were raided, it was found that 90^ of their victims were
widows, and you want to prevent anything like that in your
family, don't you? Beside you want things fixed so that
administrative charges probate and lawyer's fees do not eat
up the estate with their ruinous red tape. I have in mind
a friend whose will was crystal clear and incontestable —
yet his widow hasn't had her money even though he died years
ago — because the executors haven't been able to disentangle
the estate from its maze of liens and debts. Some day it
will pay out many thousands of dollars — but when?

And

Prankly, wouldn't it frazzle your wits to have someone
dump thousands of dollars into your lap at once — and know
that was all you were ever to get — that it had to do your
family for all future time? Wouldn't it be some Job to '
invest that so that it would bring in the largest safe
income?

And would you expect your widow to successfully cope
with that kind of a situation? Especially when you can
fix it right now and at a less annual cost than the lump
cost would require?

Suppose you talk "The New Financial Service" over with
the family — they are most interested. Study how adminis-
trative charges are done away with--how there are no taxes —
no red tape — no risk of di3honesty--no possible troubles or
attachments for debts. It will open your eyes to things that
will concern your peace of mind and your family's future.

Your time is worth money — so is mine — too valuable for
either of us to waste in long drawn out interviews that mean
nothing. Pifteen minutes is all that is needed to demon-
strate what this new policy will do for you in this life and
your heirs later.

I'll pit my fifteen minutes against yours, and I know
that you will thank me for the time spent. Will you sign
the card now?

Yours earnestly,

[436]

iiiiiiiiiiiiiiii

[El

TT TTTTTTTTTrT TTT ir

Jiiiiiiiiiiimiiiiiiiiiiiiriiiniiiiiiiiiiiiiiiiiiiiiiininiiiiiiiiiiiiiii] |~| liiiiiiiiiriiiiii] Q

FiNLEY & FURNER

GENERAL AGENTS

319, 320, 321 WHITE BUILDING SEATTLE, WASHINGTON

iiiiiiiiiiimii

] Q liiiiiiiiiiiiiiiiiiiriiiiiiiiiiiiiiiiiiiriiiiiiiiiiiniiiiiiiiiiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiiiiimiiii) [~| |iiiiiiiiiiiiiiri| Q

CtCARFACE BOLD

I'OINT BORDER MONOTONE BORDER CHAP-BOOK GUIDONS

AN TYPE FOUNDERS COMPANY

Dated I

dear friend/. The boss says I nevur sent you no

retem card cause if you had a got one you would of sent
it back. now I sure been sendin them to you rite

along cause i got it marked by your name on the
list and i wish youd send one back so he dont get
sore at me/. He says if bizness men knew how how good
these Pursenel Letters be they would crowd the office
tomorrow momin orderin them. Im sendin anuther card
and Im puttin a stamp on it so you cein easy ast
about them/the boss wants youeroone to know about
them Letters of his and they sure are peeches for

everbudy likes them but he says he. dont. want to send a
salesman till he gets the card back ajid then he aint gone
to bother you like sum do.
yours trule

Jame s
the offis boy

[437]

FINLEY & FURNER

SEATTLE, WASHINGTON

SET IM CLEARFACE BOLD FLORAL DECORATOR
AMERICAN TYPE FOUNDERS COMPANY

Good moming:-

Yea — here I eim again, since three never was my limit
— nor is my desire to serve you limited.

For the last half hour I have been studying over the
letters I mailed you recently and have been trying to ac-
count for my apparent failure to interest you. Won't you
tell me frankly why you did not return the card?
Let me ask you einother frank question.

Are you thinking that I am just "another of those lif«
insurance bores?" If that is the reason I want to know,
because I want to show you that I as not that kind of a
life insurance man. I am too busy in th« first place.

Maybe you think I won't be able to interest ycm —
jtm don't know until you let me try. Perhaps yoa think yen.
are ijnable to carry any more lTT~iimmrwi ynn don't know
how easy I can maJke it for you. Pertefn you think you- can
beat life insurance in other ways — wall, ycm. hanre knotm of
chaps who tried it — ai«i — mb&t ,ha|ii|>ened?

Now, it won't cost you but fifteen minutes of jrtmr
tiffl« to find out about that life rate endowment policy of
ours — the one everybody calls th« Steaan Shmsir Absorber.

I have seen the statement, and believe it, that women
and widows with incomes live l&i longer than those without,
and 95j^ of men at 60 are dependent. That condition is
exactly what this policy was designed to correct.

Fifteen minutes involves no obligation — there will
be no importunity — just a crisp statement of facts — a
marshalling of figures that will e^peal to you.

Will you send this car4 back on that basis?

Earnestly yours.

P. S,

Will your widow live as well as your wife does?

[438]

Boston Dental Laboratory Company

F. F. Eddy, President

L. S. Bennett, Superintendent

H. Fairbank, Manager

Fine Mechanical Work of Every Description for the Profession

HERALD BUILDING, BOSTON. MASS.

51 11 il f5][ r i | [5]

B£W<CK ROMAN

lY BORDER MONOTONE BORDER
PRINTING CO., BOSTON, MASS.

Dear Doctor:

I think you know that we try to give you not only work
of the very highest quality, but also good service.

Sometimes we have been unable to make deliveries ex-
actly at the time specified by our cu.^tomers, and I am
writing to you and to a few of our other most valued pa-
trons to-day to explain why — and to ask your co-operation
in improving conditions.

As you know, none of our work is "carried in stock."
Everything must be started from the beginning and carried
through after an order reaches us.

If we rush the work, then quality deteriorates to the
level of the commonplace. Pine work cannot be done hur-
riedly. Haste means carelessness or mistjikes.

Now it often happens that a dozen or twenty dentists
send in, the same morning, rush work needed immediately.

Sometimes this work finds us already working to our
full capacity on orders received the previous day.

We cajinot increase our working force to handle this
temporary accumulation. It has taken us years to find the
expert workmen we employ. Others as skilful are not waiting
around the comer. Nor can we safely tell our men to "push
things through" — for that would mean the production of work
below our established stajidard.

Result: Quality is maintained at the cost of disap-
pointing some of our customers on delivery.

The remedy:

You can help us, and at the same time help yourself,
by allowing us all the time you caua. If you'd like certain
work a certain day, but will not be greatly inconvenienced
if it comes 24 or 48 hours later, tell us so — and we will
make the earlier delivery if possible.

I want to thank you, personally, for the consideration
which I feel confident you will give to this suggestion.

Yours truly.

[439]

BOSTON DENTAL LABORATORY COMPANY, Inc.

^ FINE MECHANICAL WORK OF EVERY j^|^^

DESCRIPTION FOR THE PROFESSION <^®^

v^_^ HERALD BDLDING, BOSTON, MASS. '

SET BY THE

POOLE PRINTING COMPANY
'boston, MASS.

Dear Doctor: —

We wrote you about two months ago regarding deliveries,
and I gun wondering if you have noted the improvement in
service given you since then.

We can do "better still — etnd will, as soon as more of
our customers stop to think about the impossibility of
turning out the highest quality of work hurriedly. Then
they will give us just as much time as they csm in every
case — and all of us will be happier.

We could "shove through" our work in half the time
that is now given to it. But then it would be just common-
place, hap-hazard, maybe-it-fits-euid-maybe-not work. And
that's the sort of work you do not expect or want from us.

Thanking you for your attention to this request for
"all the time possible," and for the liberal patronage you
have given us, we are

Yours very truly,

[440]

FINE MECHANICAL WORK OF EVERY DESCRIPTION FOR THE PROFESSION ONLY

HNE MECHANICAL WORK ^AND-CARVED TEETH

Boston Dental Laboratory Company

HERALD BUILDING, 171-A TREMONT STREET, BOSTON

SET IN CHELTENHAM BOLD STRATHMORE ORNAMENTS
POOLE PRINTING COMPANY

Dear Doctor :-

While the ethics of the profession frown on advertising
of the purely commercial type, there is a form of adver-
tising that is at once absolutely ethical and tremendously
productive.

Even in purely commercial lines it is regarded as the
most trulj j)rofi table advertising in existence.

I refer, of course, to the advertising done by "satis-
fied customers" — by word of mouth.

Your patients speak well of you. Much business comes
to you because of their recommendations. Your professional
skill euid your personality, however, are solely responsible
for this, — not the mechanical work.

Add one more factor, work of the greatest beauty and
accuracy, such as we invariably produce, and fully fifty
per cent will be contributed toward the increased se-tisfac-
tion of those who come to you.

Does it really pay to use work of the quality we
produce'? Hundreds of dentists we have served for upward of
twenty-six years (the most successful dentists in New
England) say "Yes."

Why not Join them?

Yours very truly,

YFE/B President

§138 [441]

' i*l.-,-^i . lUW. .I-L .iJ.

Wi}t posston liental i^t)orator|) Company

f^cralti puilbins, Boston, jflasigacftusictts

FINE MECHANICAL WORK OF EVERY DESCRIPTION
FOR THE PROFESSION ONLY

SET BY THE

POOLE PRINTING COMPANY

BOSTON, MASS.

Dear Doctor: -

A few years ago I coiinselled a young dentist to open
his office in a certain town where three old-established
dentists were thriving.

I said to him, "Give your patients only work of the
very highest quality. The other dentists are not doing
that. You will soon build a reputation that will swing the
bulk of the business your way."

He did.

In all his crown, bridge and plate work there waa a
degree of accuracy and precision that won for him the prais*
of patients, and ija^elled tbea to enthusiastically endorse
"The new dentist* to their

He was often tempted (as perhaps you are) to aae
ordinary work, because ordinary work costs less. But ke
resolutely held to his doterailiiation to acquire that rep«-
tatlon for the very highest quality.

Today he is naking muoh more money than either of his
old-established coapetitors. And has laid a firm foundatien
that will steadily and surely increase his practice and hi*

profits.

The Boston Dental Laboratory does the highest quality
work executed in New England. The kind of work you need,
to increase j[Our profits.

Yours truly,

FFE/B

[442] §139

INDEX

Note.— Page numbers in italic refer to matter in Part I ; other numbers refer to examples of
letters in Part II.

PAGE

Advertising literature, how received and distributed . . . . jz,^;^

Agency plan, promoting an 285

Analysis . 11-13

Approach 27

Approval oilers 387, 389

Balance .47

Body of the letter 45-52

Booklets, letter to accompany . . . . . . 153, 163, 290

getting requests for 223

Brevity . 126,249,272,430

Buyer's point of view 21

Catalog, letter to accompany 98, 205, 370

letter to follow .100, 142, 221, 371

getting requests for 102

"Clinchers" 59, <^9

Close, how to bring a letter to a 56

Closings, the 55-59

examples of good and poor 56, jy

direct command 56

how to get good 59

what to avoid in 57, 58

Conversational tone 195

Contributions, soliciting 416-419

Co-operation 106, 217

Conviction 5^

Correspondence department, ideal for 310

supervising 67-70

Correspondent, preliminary training 67, 68

territory covered by 70

incentives for work 70

Data 17,22

Desire 5^

Educational campaign 315-332

Emotions 5^

Emphasis 4^

Envelope enclosures 72

■[443]

PAGE

Failures, letters that were 250, 404, 405, 408

Fill-in, value of perfect 74> 75

Flippancy 57

Follow-up campaigns .... 333-358, 359-363, 364-369, 434-438

Forcing replies 274

Frankness '. . 117, 145, 389

Good- will letters 210-214

Harmony . 48, 4Q

Honesty 55

Human interest letters 1P4, 195, 196

Himian nature 57

Humor ' . 218

Inquiries, answering . 290, 372, 399

following up 294, 375

Investments 259-267

Individuality 198-200

Intellect, subordinate to desire jo

Instincts 51

Imagination, appeal to ^i

Letterheadings . . 61-63

Mailorder 202,372-375

Manufacturer to consumer 102, 289-291, 299

letters sent out for dealers 364-369

complete campaign to dealers .... 333-358
getting requests for demonstrations .... 288

"gingering up" dealers 97, 222, 283

Message, the 25-29

Mechanics of the letter 61-66

New business, getting . . . 129, 160, 249-251, 272, 315-332, 412

Opening, the 39-42

anecdote ISO, 151, 192, 195, 383

connecting former incident . . '. 98,99,208,210,211

headline 108, 109, 111, 153

hiunorous 107

with idea on which letter is based 101, 398

news value 146, 196

question . . . . 128, 147, 148, 160, 198, 207, 278, 392

use of ideas in 40-42

[444].

PAGE

Personality • _ ?2-??

Plan, developing a O-14

Postage ^j-2^

Postal card enclosures 72,74

Punctuation ^r

Ribbons for typewriters 64,65

Sales, announcements of 138 139

Salesmanship principles applied to letter writing 6g

Salesmen, "gingering up" 286

letter preceding call of 99

letter following call of 104, 105, 162

Salesman's letter to his trade 99

Samples, answering requests for 294

Securities (see investments)

Selfishness ^5

Service, advertising a 129-131

Stationery 61-66

Style jj-j(j

Typewriting 6^-65

margins 64

position on sheet 64

spacing 64

second pages 64

Unity ^6,47

Viewpoint . . 27,2s, 4g

Women, letters to . . . 136, 137, 139, 144, 187, 188, 190, 209, 294

[445]

INDEX TO LETTERHEADINGS

PAGE

Adler, L. Brothers & Co 97, 283

Atlanta City Directory Co. 113,114,269

Ayer, N. W. & Son 232

Baers', House of 165, 166

Baird-North Company 370, 371

Barrett Furniture Company 147, 148

Barrister Publishing Co 292

Bennett & Morrison 128, 203, 275

Black, A. B. Road Machinery Co 205

Blackman-Ross Company 315-332

Boston Dental Supply Co 439-442

Bowman, D. Arthur & Company 230, 266, 267

Brown-Wales Company 210-215

Browning King & Co 208, 209

Burroughs Adding Machine Co 223, 288

Camp Nokomis . .... 124

Carlton, George H 133

Carlson, Wm. R . 226, 227

Carrington & Co 188

Chambers-Sanderson Company . . . . . . . 236

Cluett- Jackson Shoe Co. . 187

Columbia Phonograph Company 286, 287

Cooper, J. H. & Co 424, 425

Cosmopolitan Magazine 192, 193, 252, 253

Cousins, J. & T. Company 229

Curtis Publishing Co 392-397

Dean-Hicks Company 237

De Lux Company ..." 234

Denver Post 377-384

Detroit Stove Works 281, 282

Divine, Vern C 169

Downes, George B 190

Edison Electric Illuminating Company of Boston .... 191

Eskay's Albumenized Food Co 293, 294

Everwear Hosiery Company 359-363

Facsimile Letter Printing Co., Ltd. . . 170,173,174

Fairbanks, Morse & Company 153, 154

Farnsworth, Jones & Company 239

Fennell, John 202

[446]

PAGE

Finley & Furner . . 434-438

First National Bank 296

Fisk Rubber Company 160 161

Gilbert & Sherman 189

Gladding, B. H., Dry Goods Company 138,139

Goodrich, The B. F. Company . 106, 155

Great Western Automobile Company ....... 272

Hampshire Paper Company 289, 290, 291

Halsey, N. W. & Co 261, 262, 263

Harrington, John & Co 207

Hawkins, Willis M 233

Heiser, Herman H. Saddlery Co 168, 239

Heyman, Samuel Company 137

Holeproof Hosiery Co 279, 280

Hough ton-MiiHin Company 194

Illinois Watch Co. . . 303, 304

Illuminating Record 156, 157, 158, 298

International Autotravel Society 432, 433

International Harvester Company of America 102, 103, 172
Iowa Implement Mutual Insurance Association 120

Leland Moore Paint & Oil Company . . 235

Lowe Brothers Company 140,141,225,299

Manufacturers Paper Company 249-251

MacMartin Advertising Co 219, 220

Martine Manufacturing Company 216

Menter & Rosenbloom Company 136

Michigan Stove Company 284

Midland Glass & Paint Company 104, 105, 163

Mills, S. I 423, 426

Morton Iron & Steel Co . . . 149

National Securities Company 295, 297

National Sportsman 167

Nebraska Farmer 116,117,118,240

Newman Tailoring Company 110

New York Times 270, 271

Parkfields Inn 206

Parry Manufacturing Company .... 100, 101, 162, 221, 222
Peabody, G. P. & Company 134, 135

[447]

PAGE

Pelton Publishing Co 385-391

Petersen, Jens C ; 274

Penn. Mutual Life Insurance Company 434-438

Pettingell-Andrews Company 98, 142, 143, 146

Phelps Publishing Company 268

Pittsfield, Mass 416^19

Poole Printing Company . . ' . 121, 122, 126, 127, 231, 257, 420-422
Printers' Ink Publishing Company 125, 195, 196, 197

Ready, Frank T. & Company 278

Richgoods 123

Rollins, E. H. & Sons 119

Roycrofters, The 198-200

Royston & Crowe 258

San Joaquin Vineyards . . . . . . . . . 201

Seamans & Cobb Co 107, 150-152, 254-256

Shaffer Tailoring Company 277

Shaw Walker Co • 108, 109

Sheldon School 398^11

Sherman Lumber Company 228

Shuman & Company 132

Simonds Manufacturing Co 217

Small-Grain Distilling Co 218

Smith-Patterson Company 273

Sprague, Albert L . . . 276

Stein-Bloch Company 364-369

Stephens-Adamson Mfg. Co 224

Successful Farming 111,112,159,301,302

Suffolk Engraving & Electrotyping Co 427-431

Thompson, J. Edmund 412-415

Title Guarantee & Trust Company . . - . . 259, 260, 264, 265

Van Twiller Market 164

Vendome News Stand 129, 130, 131

Waldron Piano Company 372-376

Welsbach Company 204

Western Union Telegraph Company 115

Wilson Confectionery Co. . . 171

Whitman, Stephen F. & Son . . . 285

Wright-Leavens Company 99

Yawman & Erbe Manufacturing Co. . ■ 144, 145

York Silk Manufacturing Co . . . 333-358

[448]

TOlvIRsiTyoFriT,,.

24Feb'58CSi
REC'D LD

«'£fi 1 1958

'°^^-"°-".'«(B7I4i

YE 16077

..;•«.

'^'/■.•?

' 4."! i^'./ilj