LIBRARY 
 
 UNIVERSITY OF CALIFORNIA. 
 
 Class 
 
 A 
 
PUSHING YOUR BUSINESS 
 
 A TEXT-BOOK 
 
 OF 
 ADVERTISING 
 
 GIVING PRACTICAL ADVICE ON ADVERTISING, FOR BANKS, TRUST 
 
 COMPANIES, SAFE DEPOSIT COMPANIES, INVESTMENT BROKERS, 
 
 REAL ESTATE DEALERS, INSURANCE AGENTS AND ALL 
 
 INTERESTED IN PROMOTING THEIR BUSINESS BY 
 
 JUDICIOUS ADVERTISING. 
 
 BY 
 
 T. D. MAcGREGOR, PH. B. 
 
 Of THE BANKERS MAGAZINE 
 
 FOURTH EDITION, REVISED AND ENLARGED 
 
 1911 
 
 THE BANKERS PUBLISHING CO. 
 253 Broadway, New York 
 
Copyright, 1911 
 The Bankers Publishing Co. 
 
Introduction. 
 
 ADVERTISING, once looked upon by some business men as 
 an expense, is now quite generally regarded in its proper 
 light as an investment. 
 
 The primary purpose of most advertising is to increase business. 
 
 Some advertising is done with other objects in view, but in most 
 cases now-a-days every dollar spent in advertising is expected to 
 come back, sooner or later, bringing many others with it. 
 
 Advertising is by no means a fixed science. There are no set 
 rules the observance of which will insure success to the advertiser. 
 
 But experience is a good teacher, and it need not all be your 
 own experience. In the past few years there has been a wonderful 
 advance in advertising knowledge and progress has been made in 
 the facilities for the preparation and distribution of advertising 
 matter to such an extent that advertising means much more than it 
 did even a decade ago. 
 
 The fundamental principles involved in financial advertising 
 do not differ from those of advertising in general. However, there 
 are some things in financial publicity that require special emphasis. 
 Hence this book. 
 
 All advertising should be confidence inspiring, but, more than 
 any other class of advertising, that of financial or investment insti- 
 tutions must have this quality. 
 
 When a man turns over his money to the care of another and in 
 return gets for the time being nothing more tangible than a promise 
 to return it with interest at some future time, he needs the strongest 
 kind of assurance concerning the integrity and business ability of 
 the men who make such a proposition to him. 
 
 A good deal has been said about the necessity for dignity in 
 financial advertising. It is right, there should be dignity, and the 
 chief reason is because that helps to inspire confidence. 
 
 At the same time the advertising must not be so dignified that 
 it lacks in human interest, persuasiveness and the power of convic- 
 tion. In short, the problem is how to combine the right amount of 
 dignity with the requisite "pulling power." 
 
 It is to help solve this problem that this book has been written 
 and is placed in the hands of those upon whom falls the responsi- 
 bility of promoting the business of financial and investment insti- 
 tutions by advertising. 
 
The value of advertising is not to be measured only by the 
 direct returns from advertisements. 
 
 Honest, continuous advertising and making good on promises 
 helps to create for advertisers good will an asset of intangible 
 but very real value. 
 
 There are many other things that go to create and maintain 
 prestige or good will for a business, but the right kind of advertis- 
 ing is the principal means to that end. 
 
 While it cannot be measured by the yard stick nor expressed in 
 dollars and cents, good will has an acknowledged value. A recent 
 court decision placed a valuation of $1,000,000 upon the trademark 
 of a certain very large advertiser. A considerable expenditure for 
 general advertising, continued over a period of years, gave that 
 trademark its great value. 
 
 It will work just the same in your business if you are a per- 
 sistent advertiser and everybody connected with your institution 
 uses his best efforts to carry out the promises of courteous and con- 
 siderate treatment made in the advertising. All employes must 
 Lave a proper conception of the importance of each customer's 
 good will and a sincere desire to gain it. 
 
 There is such a thing as the cumulative effect of continuous ad- 
 vertising. The first time a person reads your advertisement he 
 may not be in a position to act favorably upon the suggestion you 
 make. In fact, he may not be ready for months, but if you have 
 kept your name before the public and used your advertising space 
 to good advantage by filling it with interesting, informing, convinc- 
 ing copy, frequently changed, you have held that man's attention 
 and when he is prepared to do as you suggest you are very likely to 
 get his business. 
 
 There is a secondary advertising of much value that comes to the 
 regular and steady advertiser. It arises from the daily talk of the 
 community when the name of your institution or company has be- 
 come a household word through persistent publicity. When you 
 have reached a point where the people take up your advertising and 
 voluntarily help to make your business better known, you are for- 
 tunate indeed. 
 
 It is the hope of the author that in setting down in this book 
 some of the results of wide experience and observation in the field 
 of financial advertising from the standpoint of advertiser, agent 
 and publisher he has done something which will prove of lasting 
 value to others in this field. 
 
 T. D. MACGREGOR. 
 NEW YORK, March, 1908. 
 
Contents. 
 
 INTRODUCTION. 
 
 The purpose of advertising. Fundamental principles. Inspiring con- 
 fidence. Building good-will. Cumulative value of continuous ad- 
 vertising. Dignity and results. 
 
 CHAPTER I. PAGB 
 
 THE TECHNICAL FOUNDATION 1 
 
 The importance of copy. How to write advertisements that pull. The 
 "outside" attitude. The personal element. Originality. Study of 
 proposition. Talking points. Space. Display. Illustration. Head- 
 lines. Condensation. Value of trademark or emblem. The strength 
 of simplicity. Harmony in style. The type layout. Proofreader's 
 symbols. Complete glossary of advertising and printing terms. 
 
 CHAPTER II. 
 
 ADVERTISING MEDIUMS i 17 
 
 Full discussion of the relative value as advertising mediums of news- 
 papers, magazines, street cars, billboards, novelties, etc. Morning 
 and evening papers. Appealing to women. "Quantity" and "qual- 
 ity" circulation. 
 
 CHAPTER III. 
 
 BOOKLETS AND HOUSE ORGANS 29"- 
 
 How to prepare effective advertising literature of a more pretentious 
 nature. Choosing the title. Exciting interest and holding attention. 
 Making the message personal. The use of the imperative. Value of 
 the coupon. "Do it now." Getting cash-with-order replies. Spe- 
 cially interested readers. Good typography essential. Simple words.. 
 Enthusiasm. 
 
CHAPTER IV. 
 
 ADVERTISING A COMMERCIAL BANK 42 
 
 Deposits the life blood of a bank's business. Inspiring confidence and 
 educating people about banking. Advertising inertia and momentum. 
 Advertising is insurance. Telling people things they already know. 
 Human consideration. Individuality. Advertising to other banks. 
 Illustrations of "educational" bank advertising. General publicity 
 not enough. Changing copy. Several score of effective talking points 
 and how tr. develop them. 
 
 CHAPTER V. 
 
 SAVINGS BANK ADVERTISING 62 
 
 The broad field of the savings bank. Possibilities of human interest. 
 Space and frequency of insertions in newspaper advertising. Form 
 letters and circulars. Concrete examples of how real people save 
 money. How interest makes money grow. Many talking points. 
 "Inspirational" copy. Interesting the children. Home banks as 
 advertisements. Advertising for the future. Large scale saving. 
 How not to do it. Banking by mail. Telling the whole story. 
 Strong savings literature that has won out. Full illustrations. 
 
 CHAPTER VI. 
 
 TRUST COMPANY ADVERTISING 89 
 
 Most successful trust companies are good advertisers. Explaining the 
 services offered. Planning p. complete series of advertisements. Ex- 
 ploiting various departments savings, women's accounts, banking by 
 mail, etc. Sample advertisements, booklet, and full list of talking 
 points. Illustrated. 
 
 CHAPTER VII. 
 
 SAFE DEPOSIT ADVERTISING 105 
 
 The tangible service of the Safe Deposit Company. The dangers of 
 being unprotected. Scaring people into renting a safe deposit box. 
 Describing the vault's security. A Safe Deposit booklet. A dozen 
 sample advertisements. 
 
 CHAPTER VIII. 
 
 INVESTMENT ADVERTISING 119 
 
 Knowledge of proposition and human nature. Literary skill. The 
 appeal to self interest and ambition. Use of portrait. Study of 
 logic, psychology, legal rules of evidence and principles of argumen- 
 tation. Stock brokers' publicity. New idea in bond advertising. 
 Telling about investments. Scientific advertising. Kinds of financial 
 advertising. Outline of campaign. Properly constructed advertise- 
 ments. A talk on confidence. 
 
CHAPTER IX. PAGE 
 
 REAL ESTATE ADVERTISING 136 
 
 Land a fundamental necessity. The broad field before the real estate 
 advertiser. The situation in New York City and suburbs. Outline 
 of a successful campaign. Getting the inquiry. Turning prospects 
 into customers. The buying plan. Presenting case thoroughly. 
 Tell the truth. Importance of clearness and enthusiasm. The dealer 
 and the broker. "See the property." Advertising mediums. Classi- 
 fied advertising. Booklets and follow-up letters. Photographs. 
 Testimonials. References. Buying lots on the instalment plan. 
 Houses for homes and rental. Selling farm land. Complete list of 
 talking points for all classes of real estate. Samples of effective 
 ads. and some result-getting literature for farm land and suburban 
 residence property advertising. Wood, Harmon & Co. Good and 
 poor realty advertising illustrated. 
 
 CHAPTER X. 
 INSURANCE ADVERTISING l6l 
 
 Insurance a strongly competitive business. Helping the solicitor. The 
 Hartford Fire Insurance Company's plan. Advertising provides an 
 introduction. Uncovering prospects. Creating a demand. The local 
 agent's advertising. The limits of personal influence in business. 
 A fire insurance advertising campaign. Newspapers, circulars, win- 
 dow displays. "Who carries your insurance?" Facts about com- 
 panies. Service rendered. The Prudential advertising. An aggres- 
 sive agent. Good and bad insurance advertisements. Some talking 
 points. 
 
 CHAPTER XI. 
 
 EFFECTIVE BUSINESS LETTERS 174 
 
 Business correspondence a part of advertising. A substitute for per- 
 sonality. Most business letters lacking in "selling force." Mail 
 order business and the growth of the "follow up" system. Direct- 
 ness, clearness and brevity. Getting away from stereotyped forms. 
 Stirring up the natural desire of your customers. The proper stand- 
 point. Proving statements. Enthusiasm. Common sense. Definite- 
 ness. A follow-up plan. The card record. A score of model letters. 
 Conclusion. 
 
CHAPTER I. 
 
 The Technical Foundation. 
 
 A STUDY of "copy" and the actual preparation of advertising 
 matter naturally precedes the consideration of the broader 
 subject of methods and the complete campaign. 
 
 So we begin with a few suggestions on how to write an adver- 
 tisement. 
 
 No matter how large the space or the circulation you pay for or 
 how favorable the rates you secure, you are not getting your 
 money's worth if the copy (i. e. the text matter of the advertise- 
 ment) is weak or defective in any way. 
 
 Copy must do more than fill space. It must "pull/* bring re- 
 sults. 
 
 Good copy is not mechanical. It cannot be ground out of a 
 hopper. If it could, there would be no need to study the problem 
 of salesmanship on paper. You could just buy good copy as easily 
 as you can printing. 
 
 Financial advertising copy can not be too strong, concise and 
 original. It is not enough for the writer to know the inside facts 
 about his particular proposition. 
 
 Indeed, strange as it may seem, you may be too close to your 
 own business to realize its strongest advertising points. 
 
 That is the trouble with a good many bankers and other busi- 
 ness men when it comes to handling their own advertising. 
 
 They do not see themselves and their business as others see 
 them. 
 
 They are so immersed in the inside details of their institution's 
 activities that it is hard for them to look at things from the broader 
 standpoint of the disinterested outsider. 
 
 It will pay you to cultivate that valuable "outside" attitude, 
 the viewpoint of the disinterested man or woman your prospective 
 customer. Don't look at the proposition entirely from your stand- 
 point. Put yourself in the other fellow's place. 
 
 Emphasize "you" and "your" in the copy, not "we" and "our." 
 
 Get the "you" habit in your advertising. It is polite, and it is 
 good business, too. 
 
 The personal element is one of the most effective factors in 
 advertising, but it must be used with good taste. 
 
2 P.USHZNG YQtTR BUSINESS. 
 
 It is all right to read the advertising matter of others for sug- 
 gestions, but do not slavishly adapt ideas and phrases that seem to 
 fit your case. It is better to be original. Have initiative. Explore 
 your own proposition for new ideas. Then express them brightly 
 and with all the literary skill you can command. 
 
 Make your advertising interesting and educating. 
 
 THE ACTUAL PREPARATION. 
 
 As far as the actual preparation of an advertisement is con- 
 cerned, no fixed rule can be laid down as to detail of method. 
 There are as many different ways of doing it as there are successful 
 advertisement writers. 
 
 Probably no two writers go about it in the same way when they 
 sit down to prepare an advertisement. But experience has proved 
 the wisdom of certain methods and has established some general 
 principles. 
 
 Study every phase of your proposition thoroughly. Then set 
 down in black and white all the talking points that occur to you. 
 
 Omit no fact or argument that might possibly be used to ad- 
 vantage. 
 
 With this list of talking points, you have your material ready. 
 The next step is to outline a plan for the particular piece of ad- 
 vertising in hand, be it a series of newspaper advertisements, a 
 circular or a booklet. 
 
 In a newspaper series the first thing to determine is the size 
 of the space to be used. In deciding this point, remember that 
 if you have not an appropriation large enough to warrant the con- 
 tinuous use of fairly large space, it is better to use a small space 
 regularly and frequently than very large space at spasmodic in- 
 tervals. 
 
 When it is planned to run a complete series, each individual 
 advertisement should, if possible, emphasize a different point, al- 
 though it is well sometimes to summarize other points, the theory 
 being that there are always some readers who have not seen preced- 
 ing advertisements and who may not see later ones. 
 
 In case of a pure type display advertisement, that is, one in 
 which no drawing or design cut is used, the next important thing 
 is to create a suitable heading for the advertisement. 
 
 There are very few persons who read through the copy of all 
 the advertisements, but there are many who see all, or nearly all, 
 
THE TECHNICAL FOUNDATION. 3 
 
 of the heavy headlines. So the wise thing to do is to state your 
 case clearly in the headlines. 
 
 "The meat at the top" is the rule for good headlines just as 
 much in an advertisement as in a news article. By constant prac- 
 tice the advertisement writer can learn to tell his whole story in the 
 headlines and thus get a bigger circulation for his announcement, 
 the head at the top and the name of the advertiser at the bottom 
 making in themselves a complete advertisement for the benefit of 
 the nearsighted and cursory readers of the paper. 
 
 Here are some good headlines for advertisements: 
 
 BOND BARGAINS. 
 
 NOW IS TPIE INVESTOR'S OPPORTUNITY. 
 REGULAR INCOMES FROM NEW YORK REAL ESTATE. 
 WHEN YOU HAVE SAVED $100 GET A CERTIFICATE OF 
 DEPOSIT. 
 
 IT IS EASY, SAFE AND PROFITABLE TO BANK BY MAIL. 
 
 Having chosen a suitable head, you have the subject of your 
 advertisement. Pick out the talking point or points you wish to 
 develop. Then sit down and write as fast as the ideas come to 
 you. Never mind the length, drive your pencil as fast as it will 
 go. Get your ideas down before they escape you. 
 
 Give real arguments and reasons, not just bald, unsupported 
 statements. Be logical and consistent. 
 
 When you have written yourself out on that particular subject, 
 rewrite your composition. 
 
 Cut out all unnecessary words. Condense. Boil it down, but 
 not too much. 
 
 Rewrite your advertisement in the shortest, simplest, strongest 
 words that come to you. If you have difficulty in choosing words 
 have a synonym book at your elbow and use it. 
 
 It is better to use short, easy-reading paragraphs like these. 
 
 There are several reasons why this wholesale pruning process 
 is a good thing. It saves valuable space, makes easy reading and 
 permits more effective display. 
 
 ABOUT ILLUSTRATIONS. 
 
 The use of a good illustration may add 50 per cent, to the 
 "pulling" power of an advertisement. 
 
4 PUSHING YOUR BUSINESS. 
 
 In the first place, a good, strong illustration serves as an eye- 
 catcher. Then it may present an argument in itself. It can be 
 made so striking that it will hammer in a point indelibly and prove 
 of more value than the rest of the advertisement. 
 
 For example, a real estate company could embellish its adver- 
 tisement of some suburban residence property with such an at- 
 tractive view of one of the homes that descriptive words or per- 
 suasive argument would be almost unnecessary. 
 
 THE 
 
 KEYSTONE 
 NATIONAL 
 
 BANK / 
 
 I *S 
 
 PITTSBURG/ 
 
 Good Use of Trademark. 
 
 A savings bank, by using a cut to show a page of a pass book, 
 could illustrate graphically how savings grow. 
 
 A good illustration tells its story at a glance, a story intelligible 
 to young and old alike, to the educated and the illiterate. It can 
 touch the feelings and lead to favorable action in the direction 
 suggested often more quickly than an appeal to reason, because 
 most persons, men as well as women, act more upon impulse than 
 they do as the result of cold logic. 
 
 There must always be a close connection between the idea 
 brought out by the illustration and the thought expressed in the 
 copy of the advertisement. Unless this rule is observed, there will 
 
THE TECHNICAL FOUNDATION. 5 
 
 be waste motion, so to speak, in the advertising. The picture of a 
 pretty girl or of a beautiful piece of scenery probably will attract 
 passing attention, but unless the illustration is tied up in some 
 way with the copy, it will not help the advertisement. On the con- 
 trary, it is more likely to injure it by distracting attention from the 
 main purpose of the announcement. 
 
 It is not necessary for the advertisement writer to be an artist, 
 too, but he should have ideas and be able to sketch them up roughly 
 so that an artist can readily see the point and carry it out effect- 
 ively. 
 
 The regular use of a trademark cut in advertising is good be- 
 cause, besides serving to draw attention to the notice, it identifies 
 the advertisement so that even if not always read, an unconscious 
 influence is exerted upon the mind of the reading public. It helps 
 build up a prestige, a good will, for the advertiser which may be- 
 come one of his most valuable assets. 
 
 If you adopt and use continuously a certain distinctive style of 
 type "set up" in your advertisements you will get some valuable 
 secondary or indirect advertising. By creating a style of your own 
 you get more than you pay for because in this way you get the full 
 benefit of the cumulative effect of all your preceding publicity. 
 
 The emblems of some banks are so well known that if they 
 appeared in the newspapers or the street cars without a word of 
 type most of those who saw them would know what they stood for. 
 That illustrates the cumulative effect of advertising. 
 
 However, we are not advocating the wisdom of any such course. 
 It should be remembered that there is a new generation constantly 
 growing up that must be educated in the way it should go and the 
 best thing for the advertiser to do it is to keep hammering into the 
 minds of the people, not only his name and emblem, but also inter- 
 esting facts about his institution and the service it offers the public. 
 
 In jhort, our advice is get a good emblem to repre- 
 sent you, make it known by advertising and then back up your ad- 
 vertising by making good on your promises and by courteous and 
 prompt attention to the wants of your customers. 
 
 The accompanying cut shows a new emblem designed and ex- 
 ecuted by the Publicity Department of the Bankers Publishing Co. 
 for the Hampden Trust Co. of Springfield, Mass. The portrait 
 used is that of John Hampden, the sturdy old Parliamentarian of 
 the Seventeenth century in England, after whom Hampden County 
 and, indirectly, the Hampden Trust Co., were named. 
 
PUSHING YOUR BUSINESS. 
 
 The value of an emblem to any financial institution lies in this 
 it provides something concrete around which the popular con- 
 ception of the institution can be built. 
 
 An emblem gives continuity and unity to advertising. It helps 
 create good will for the business. If it is a good one, it em- 
 phasizes, either directly or by subtle inference, some valuable 
 feature of the institution or of the service it renders. For ex- 
 ample, in this Hampden emblem the portrait of honest John 
 Hampden "connotes" that the Hampden Trust Company is likewise 
 of strong character and a faithful guardian of the people's inter- 
 ests. The Rock of Gibraltar, used as a trade mark by the Pru- 
 dential Insurance Co., connotes strength, of course; the dog em- 
 blems used by some institutions stand for fidelity, and so on. 
 
 An Emblem that "Connotes" Emblem Chosen by Live Stock National 
 
 Something. Bank, South Omaha, after a Prize Competition- 
 
 Not the least advantage of using a good emblem in adver- 
 tising is that the design serves as an eye-catcher, drawing attention 
 to an announcement that otherwise might escape the notice of 
 many readers. 
 
 HARMONY IN STYLE. 
 
 Do not use several different styles of type in one adveitisement, 
 and always remember that there is great strength in simplicity. 
 
 Do not overlook the value of display obtained by the liberal 
 use of white space. 
 
 It is always well in sending copy to the printer to make a 
 "layout" similar to that, shown on page 9- It help the printer 
 to carry out accurately the idea you have in your mind and insures 
 a better looking advertisement. That is, in case you have studied 
 
THE TECHNICAL FOUNDATION. 7 
 
 the matter and know something about what you do want. Other- 
 wise it is better to leave it to the judgment of the printer. 
 
 Always ask to see proof. Otherwise you may be made to say 
 some embarrassing things in your advertisements, and mistakes will 
 occur even then, if you are not very careful in reading proof. 
 
 PROOFREADER'S MARKS. 
 
 For your convenience in learning to read proof, the usual proof- 
 reading symbols and their meaning are reproduced here. 
 
 *j Delete; take out or expunge. 
 /\ Left out; insert. 
 
 Q Colon. 
 j 
 
 ffi A space, or more space, between lines or letters. 
 
 ^^ Less space between words or letters. 
 """/ Hyphen. 
 
 C Bring a word or words to the beginning -of a line; also, make a new 
 paragraph, 
 
 X> Directs attention to a broken or imperfect type. 
 
 O Period. 
 
 \J Even spacing. 
 
 D Indent. 
 
 C) Turn a reversed letter. 
 
 I, Push down space. 
 
 '*> No space between words or letters; close up. 
 
 / Comma. 
 
 \^/ Apostrophe. 
 
PUSHING YOUR BUSINESS. 
 l-Ll One-em dash. 
 
 Two-em dash. 
 Quotation. 
 
 Straighten a crooked line or lines. 
 
 Directs attention to a quadrat or space which improperly appears. 
 
 Sink or depress a letter, word, or character raised above the proper 
 level. 
 
 Carry a word farther to the left or to the right. 
 
 Elevate a letter, word or character, that is sunk below the proper 
 I""! level. 
 
 | Shows that a portion of a paragraph projects laterally beyond 
 the rest. 
 
 |J Make a new paragraph. 
 
 - Put in Italic; also change according to the mark in the margin, as 
 
 from Italic to Roman or from Roman to Italic. 
 
 = Put in small capitals. 
 S Put in capitals. 
 
 .... Restore or retain words being crossed out, stet being usually 
 written in the margin, meaning "Let it stand." 
 
 wf. Wrong font, used when a character is of wrong size or style, 
 tr. Transpose. 
 
 I.e. Lower case; that is, put in small or common letters a word that 
 has been printed in capitals or small capitals. 
 
 s.caps Put in small capitals, 
 qy.or? Query; is this right? 
 out sc Words are omitted, or are wanting, see copy. 
 
 These are a few technical points that it would be well for you 
 to master if you are planning to conduct your own advertising, and 
 the knowledge will not come amiss if you delegate the actual de- 
 tails of preparation to somebody else. You are the one that has 
 to pay the bills and cannot know too much about what you are pay- 
 ing for in promoting your business. 
 
Layout for an Advertisement. 
 
10 PUSHING YOUR BUSINESS. 
 
 GETTING EXPERT HELP. 
 
 * 
 
 A good advertising agent or an expert advertising writer is 
 worth more than he costs you, because he helps you to save and to 
 make more money than you would without him. 
 
 To-day there are specialists in the preparation and handling 
 of advertising just as there are in every other line. It pays to 
 consult and to employ them even if your advertising appropriation 
 is a small one. If your business is large enough to warrant it, you 
 need an advertising expert of your own. But even in that case, 
 the advertising preparation bureau and the agency that places ad- 
 vertising will be of the greatest service to you. 
 
 A knowledge of the results of the experience of many other 
 financial advertisers on such important matters as copy, mediums 
 and methods is placed at your instant command when you employ 
 expert service of this kind. 
 
 Banks and investment houses that advertise nationally place 
 their business through advertising agents because they are thus 
 relieved of all detail work in connection with their publicity and 
 pay nothing for the service, as the agent is reimbursed for his 
 work by the commissions he receives from the publishers of the 
 magazines and other mediums used. 
 
 For the convenience of readers and students not familiar with 
 printing, publishing and advertising terminology, we print the fol- 
 lowing : 
 
 GLOSSARY OF TERMS COMMONLY USED IN 
 ADVERTISING. 
 
 ADVERTISING AGE XT. One who handles advertising for another. Some 
 agents are just "space brokers," getting their pay entirely in commis- 
 sions from publications and those controlling advertising privileges. 
 Others have copy and art departments and give their clients service in 
 the preparation of advertising matter as well as in the mechanical de- 
 tails of an advertising campaign. 
 
 AGATE LINE. A line of agate type. It is used as a measure of advertising 
 space, fourteen agate lines being allowed to an inch, single column. 
 
 ANTIQUE FINISH. -Term used when paper is not calendered. 
 APPROPRIATION. An amount of money set aside for advertising expense. 
 
 BOLDFACE OR BLACKFACE TYPE. A type having a conspicuous or heavy face, 
 
 like this Boldface 
 BORDER. A rule or design used around an advertisement or plate. 
 
THE TECHNICAL FOUNDATION. 11 
 
 BREAK-LINE. The last line of a paragraph if it contains a blank space. 
 
 CALENDERED PAPER. Paper that has been given a glazed, glossy or wavy 
 appearance by an ironing machine consisting of two or more heated 
 cylinders. 
 
 CAMPAIGN. A complete plan of advertising. Also the carrying out of the 
 plan in all its details. 
 
 CAPS. Capital letters. 
 
 CAPTION. A title, or explanatory paragraph at the beginning of a para- 
 graph or article. 
 
 CHASE. A rectangular iron frame in which pages or columns of type or 
 other type matter are imposed preparatory to printing, stereotyping 
 or electrotyping. 
 
 CHECKING UP. Verifying insertions of advertisements before paying bills 
 for the advertising. 
 
 CIRCULATION. The circulation of a publication means the total number of 
 copies printed and distributed to readers. The circulation of bill- 
 boards, street car advertising, etc., means the number of people who 
 see the advertising. 
 
 CLOSING DATE. The date upon which a periodical locks up its forms prep- 
 aratory to going to press. Every publication has a fixed time every 
 month, week or day after which it is impossible to accept copy of ad- 
 vertisements for that issue. 
 
 COLOR WORK. Copy printed in more than one color, usually done on a 
 color press, and with several impressions. 
 
 COMPOSITION. The setting up of type and arranging it for printing. 
 COMPOSITOR. A typesetter. 
 
 CONDENSED. When type is very "lean" it is called condensed. The basis of 
 measurement is the length of line all the lower-case letters from a to 
 z, inclusive, make when put together. 
 
 COPT. Manuscript (written or typewritten) or printed matter to be set 
 up in type. Or, a photograph, drawing or other article of which a cut 
 is to be made. 
 
 CROPPING. Cutting the edges of a negative or photograph so that a plate 
 can be made with the desired proportionate reduction from the orig- 
 inal copy. 
 
 CUT. An engraved block or plate. Also the impression from such a plate. 
 
 DESIGN. The name given to the drawing or "art work" portion of an illus- 
 trated advertisement, or of the cover of a booklet. 
 
 DISPLAY. The method used to make an advertisement stand out conspicu- 
 ously. It can be done by large type, striking design, liberal use of 
 white space or unusual arrangement. 
 
 DISPLAY TYPE. Large type used for heads or lines in advertisements or 
 other parts to be especially emphasized. 
 
12 PUSHING YOUR BUSINESS. 
 
 DUMMY. A working plan of a book, circular, etc., used to convey an idea 
 of the size, form, stock and other particulars. It is used as a basis for 
 cost estimates and to show how the completed work will look. 
 
 ELECTRO, ELECTROTYPING. A duplicated copy of an engraving or type form, 
 made by suspending a wax copy in a solution of copper sulphate to- 
 gether with a plate of copper. An electric current deposits the copper 
 on the impression, which is backed with a stiff metal, trimmed and 
 blocked ready for the press; a means of duplicating plates and type 
 matter by a combined chemical and electrical process. Electros are 
 more durable than some other printing plates. 
 
 E. O. D. Every other day, meaning that an advertisement is to run alter- 
 nate days in a daily paper. 
 
 E. O. W. A mark meaning that an advertisement is to run every other 
 week in a 'weekly publication. 
 
 EM. The portion of R line formerly occupied by the letter m, then a square 
 type, used as a unit by which to measure the amount of printed matter 
 on a page; the square of the body of a type. 
 
 ENAMELED PAPER. This is produced by a coating of glue and China clay, 
 which fills up the pores of the paper. 
 
 ETCHING. Producing designs or figures on a metal plate by means of lines 
 eaten in or corroded by means of a strong acid. 
 
 EXTENDED. When type is very "fat," as in display type, it is said to be 
 extended. See "Condensed" above. 
 
 FACE. The style or cut of a type or font of type. The printing surface. 
 
 POLIO. The page number at the top or bottom of a page, even number 
 
 always on the left, odd on the right hand side. 
 FOLLOW TJp. Personal and form letters, circulars, mailing cards, personal 
 
 visits, and, in short, the whole system by which inquiries are turned 
 
 into orders, inquirers into customers. A very important part of modern 
 
 advertising. 
 FONT. A complete assortment of printing type of one size, including a 
 
 due proportion of all the letters in the alphabet, large and small, 
 
 points, accents, and whatever else is necessary for printing with that 
 
 variety of types. 
 FORM. The type or other matter from which an impression is to be taken, 
 
 arranged and secured in a chase, ready for printing. 
 
 FORMS CLOSE. See "Closing Date." 
 
 FORM LETTER. A letter prepared in advance and kept in stock to be sent 
 to inquirers or as part of a follow-up system. They are usually type- 
 written or printed in imitation of typewritten letters, space being left 
 at the top to fill in the date and the address with the same color of ink 
 as the body of the letter. 
 
 GALLEY. A flat, oblong tray, usually of brass, flanged on one or both 
 sides and at one end, for holding composed type. 
 
 GALLEY PROOF. Proof of type matter as it stands in galley form. 
 
THE TECHNICAL FOUNDATION. 13 
 
 HALFTONE. A copper plate upon which is reproduced any photograph, 
 wash drawing, or steel engraving, which is to be printed on paper. It 
 is made by obtaining, through a ruled glass screen, a negative which is 
 then printed on the plate and etched to a suitable depth for printing. 
 Halftones can be reproduced from wash or color drawings, oil paint- 
 ings, and photographs. Solio or other brown photographs will give the 
 best result. The finer the screen of a halftone, the cleaner the detail. 
 Sixty-four screen is the proper mesh for newspaper printing. About 
 133 screen will give the best result on calendered paper. One hundred 
 and fifty can be used on coated paper. (See "Screen.") 
 
 HoLDovrn. Matter and copy held out of one issue of a publication for use 
 in a later one. 
 
 IMPOSE. To place and arrange type matter pages, plates and the like in 
 proper position for printing. 
 
 IMPRESSION. The imprint made by the pressure of the type or plate on the 
 paper. 
 
 IMPRINT. The name or other mark of the printer to identify anything 
 printed by him. 
 
 INDENTION. The setting in of a line or body of type by a blank space at 
 the beginning or left-hand side, as in the first line of a paragraph, 
 being variously indented an em or more according to the length of the 
 line the longer the line the greater the indention. "Hanging inden- 
 tion" is used on this page. It is an equal indention of all lines of a 
 paragraph except the first, which is longer than the others and hangs 
 over them. 
 
 INQUIRY. A request for further information concerning something adver- 
 tised. It is the task of the advertiser to turn inquiries into orders or 
 business. 
 
 INSERTIONS. Means the number of times an advertisement appears in a 
 publication. For example, "three insertions a week" means that the 
 advertisement appears three times during the week. 
 
 JUSTIFY. To make lines of type even by proper spacing. 
 
 KEY. A means of telling how an advertisement or a medium pays the ad- 
 vertiser. Usually it is something in the address which differs in the 
 various mediums used. For example: "Dept. A;" "Dept. B;" "Desk 
 5;" "Suite 105;" or "Send for booklet A," etc. A careful record of 
 inquiries and sales or customers secured from each advertisement is 
 kept by a great many advertisers. It is a wise thing to do, as it en- 
 ables the advertiser to spend his advertising appropriation intelligently. 
 
 KILL. To eliminate copy or type-matter set up. 
 
 LAYOUT. An accurately drawn outline marked so that the printer may 
 know exactly how to set up an advertisement, circular, etc. On it are 
 indicated the exact space, the size of type, position of cuts and other 
 information to enable the printer to carry out the ideas of the ad- 
 vertiser. (See illustration in this chapter.) 
 
 L. C. Lower case, i. e., small letters. 
 
14 PUSHING YOUR BUSINESS. 
 
 LEAD. A thin strip of type metal, less than type-high, used to separate 
 
 lines of type in printing. 
 LEADED. Matter with proper leads dividing it for printing. Double 
 
 leaded matter is more likely to attract attention than single leaded. 
 LEGEND. A title, or explanatory paragraph placed under a cut is a legend. 
 
 LINE CUT. An engraving plate in which the effects are produced by lines 
 of different width and closeness, cut upon copper, zinc or similar ma- 
 terial. 
 
 LIVE MATTER. Any type matter kept standing for future use. 
 
 LINOTYPE. A type setting machine, operated as a typewriter, which casts 
 the words in lines from the molten type-metal. 
 
 LITHOGRAPHY. The process of producing printed impressions from designs 
 or writing put on stone with a greasy material, the process depending 
 upon the antipathy between grease and water, which prevents a print- 
 ing ink containing oil from adhering to wetted parts of the stone not 
 covered by the design. 
 
 MAKE READY. After the type matter and cuts are locked into the form, 
 printing cannot be started until the form is "made ready" for the 
 press. That is, if a cut is too high it must be lowered. If it is too 
 low it must be raised. If a "quad" or a "slug" sticks up it must be 
 hammered down. Everything to be printed must be "type-high," so 
 that the form will print evenly. Some of the processes are "under- 
 laying," "overlaying" and "cutting out." 
 
 MAT, MATRIX. See "Stereotype Plate." 
 
 MATTER. Written manuscript or anything to be set in type; copy; also 
 type set up and ready to be used, or which has been used in printing. 
 
 MEDIUM. Any vehicle of advertising, as a magazine, newspaper, street car, 
 billboard, calendar, novelty, etc. 
 
 MONOTYPE. A typesetting machine which sets each individual type sepa- 
 rately and not by lines as on a linotype. 
 
 MORTISE. A portion of an engraved plate cut out so that type matter or 
 another plate may be inserted. 
 
 OVERRUN. To change the arrangement of composed type by driving words 
 into another line, or lines into another column or page. Done to 
 fill gaps caused by the cutting out of matter, or on account of the 
 insertion of more matter. 
 
 Pi. Type matter accidentally disarranged so that it cannot be used until 
 assorted and reset. 
 
 PICA. See "Point." 
 
 PICKUP. Standing type matter to be used again with new matter. 
 
 PLATE. A piece of metal upon which anything is engraved for the pur- 
 poses of printing. Also the impression from it. 
 
 POINT, THE POINT SYSTEM. The size of type is now measured by the point 
 system based on the pica body, which is divided into twelfths, which 
 are termed points. Type founders now cast type of a uniform size and 
 height. Seventy-two points or six picas make one inch. This matter is 
 set in eight point. 
 
THE TECHNICAL FOUNDATION. 15 
 
 PREFERRED POSITION. A location of an advertisement in a magazine or 
 newspaper which gives it the advantage in getting the attention of 
 readers. Usually a higher rate is charged for such position. 
 
 PRESS. A machine which makes impressions of type matter and plates 
 upon a printing surface. The smallest presses' are operated by hand. 
 A cylinder press is one in which the impression is produced by a re- 
 volving cylinder under which the form passes. Sometimes the stereotype 
 plates are curved around a cylinder, instead of resting on a flat bed. 
 All fast printing is done on cylinder presses. 
 
 PROOF. A trial impression from type or plate taken for correction or ex- 
 amination. 
 PROOF-READER. One who reads proof and makes corrections thereon. 
 
 PULL. A term used in speaking of the results obtained from an advertise- 
 ment, as "The ad. pulled well." 
 
 PURE READING MATTER. News or general articles in a newspaper or mag- 
 azine. Position for an advertisement next to pure reading matter is 
 desirable because in that location the announcement is more likely to 
 be seen and read. 
 
 QUADS. Pieces of type-metal lower than the letters, used to fill out blank 
 lines. 
 
 QUOIN. A metal wedge used to lock up a form within a chase. 
 
 RATE CARD. A printed list oi prices for advertising space, with informa- 
 tion as to discounts, special positions, etc. 
 
 READING NOTICE. An advertisement set so that it looks like a news or gen- 
 eral article. The charge for such notices is higher than for the same 
 space in display type. 
 
 REAM. There are 500 sheets of paper to a ream, but the size of the sheet 
 and the weight of a ream differ according to the kind of paper. 
 
 REGISTER. The correspondence or adjustment of the several impressions in 
 a design which is printed in parts, especially in multi-color work. 
 
 REVISE. To compare (a proof) with a previous proof of the same matter, 
 and mark again such errors as have not been corrected in the type. 
 
 ROUT, ROUT OUT. To make alterations on an engraved plate by gouging 
 
 with a sharp tool. 
 RULE. A thin plate of metal (usually brass) of the same height as the 
 
 type, used for printing lines, as between columns, for borders, or in 
 
 tabular work. 
 RUN IN. To omit paragraphs or break-lines to save space. 
 
 SCREEN. In making halftones a ruled glass screen is interposed between 
 the copy and the camera, producing a negative of dots made by the 
 crossed lines, which gives the desired tone and shading to the illustra- 
 tion. For use in newspapers a coarse screen (about 60-line) is best. 
 For a better grade of paper, as in a magazine, 110 or 120-line screen 
 should be used. On highly enameled paper a still finer screen is de- 
 sirable. (See "Halftone.") 
 
16 PUSHING YOUR BUSINESS. 
 
 SELLING FORCE. The strength of copy its ability to induce action in the 
 desired direction on the part of readers. 
 
 SET UP. To compose; to arrange type in words, lines, etc. 
 
 SIGNATURE. A letter or figure placed at the bottom of the first page of 
 each sheet of a book or pamphlet as a direction to the binder in 
 arranging and folding the sheets. Also the printed sheet so marked, 
 or the form from which it is printed. 
 
 SIZING. A vegetable, resinous substance mixed in with the wood pulp from 
 which paper is made to render the paper suitable to take ink properly. 
 
 SLUGS. Very thick leads used to blank out for white space. 
 
 STEREOTYPE PLATE. Made by setting movable type as for ordinary print- 
 ing; from these a cast is taken in paper pulp, or the like, and upon 
 this cast melted type metal is poured, which, when hardened, makes a 
 solid page or column, from which the impression is taken as from type. 
 The mold is made by beating or pressing paper mache into a form and 
 drying it quickly. The paper form is called a mat. 
 
 STICK. An instrument of metal which the typesetter holds in his left hand 
 in which to arrange the type in words and lines. It has one open side 
 and one adjustable end. The term is sometimes used as a measure of 
 space. A "stick" of matter means about as much in length as the av- 
 erage newspaper column is wide. 
 
 STONE. A stand or table with a smooth, flat top of stone, commonly mar- 
 ble, on which to arrange the pages of a book, newspaper, etc., before 
 printing. 
 
 TAKE. The quantity of copy taken at one time by a compositor. 
 
 TALKING POINTS. Features of a proposition that make good arguments to 
 use in copy advertising it. 
 
 T. F. Till forbid, meaning run the advertisement until a cancellation order 
 is received. 
 
 TYPE. A raised letter, figure, or other character cast in metal or cut in 
 wood, used in printing. 
 
 TYPE-HIGH. The standard height of type is .918 inches. Anything of 
 that height is therefore, "type-high." 
 
 TYPE-PAGE. This means the exact dimensions of the printed part of a 
 page. It is uniform throughout a book. 
 
 TYPOGRAPHY. Means the general makeup and appearance of a piece of ad- 
 vertising looked at from a printing standpoint. 
 
 VIGNETTE. An engraving or photograph with a border insensibly fading 
 away. 
 
 '/INC PLATE. Made from a negative taken from pen and ink drawing, type 
 matter, etc., by a direct process. The negative is reproduced on a zinc 
 plate and etched to a proper printing depth. 
 
CHAPTER II. 
 
 Advertising Mediums. 
 
 THERE are points in favor of most advertising mediums, but / 
 some are of a great deal more value than others. It is for 
 each advertiser to decide for himself what medium or 
 mediums are best suited for his proposition. The experience of 
 other advertisers in similar lines ought to be a good guide. 
 
 There is a great deal to be said for the daily newspaper as an 
 advertising medium. It goes everywhere. Everybody reads it. 
 Every day it comes entirely fresh and new. The advertiser in it 
 makes his message fresh and new daily, too. The newspaper, it 
 is true, is ephemeral, short lived, as far as a single edition is con- 
 cerned, but it makes up in the frequency of its appearance what it 
 lacks in the permanency of the individual copy. Considerably 
 more than half of an advertising appropriation for any financial 
 institution or investment house can be safely expended in the news- 
 papers. 
 
 As to the relative value of the morning or afternoon paper, that 
 again depends upon your proposition. If you are advertising an 
 investment involving quite a large amount, or if you are calling 
 attention to the facilities of your bank or trust company in the 
 handling of commercial accounts or the administration of estates, 
 probably the morning paper would be the best, because it is read 
 largely by the business man on the way to work and at the office. 
 
 The evening paper goes into the homes and is read by the 
 women as well as the men. Conditions differ in different cities, 
 but this is the general rule. The big department stores, than 
 which there are no shrewder advertisers, quite generally favor the 
 evening papers. 
 
 APPEALING TO WOMEN. 
 
 Therefore, if you are advertising the advantages of thrift and a 
 savings account, or if you are exploiting the merits of a certain 
 residence property for the home-seeker, you will doubtless get the 
 best results from the evening newspapers. 
 
 Women do the greater part of the buying in this country, and 
 nine times out of ten, they have the deciding vote in the choice of 
 a home site and are the power behind the throne when it comes to 
 
IS 
 
 PUSHING YOUR BUSINESS. 
 
 domestic economy. So 
 women in mind not only 
 ing your medium. 
 
 if you are wise you will always bear the 
 in preparing your copy, but also in choos- 
 
 CHECK1NG ACCOUNTS 
 OF LADIES GIVEN 
 SPECIAL ATTENTION 
 
 UNION BANK & 
 TRUSTCOMPANY 
 
 HOUSTON TEXAS 
 
 
 - t a 
 
 #***** 
 
 
 Ladies' Accounts 
 
 Union Trust G>. 
 
 of Springfield. Mau. 
 
 gSiSSrBBKs. 
 
 iS22p7 
 
 ifc&fcs&S/ 
 
 " Prudent Men Seek for Thrifty Women." 
 
 Of course, circulation is the touchstone by which all medium? 
 must be tested. In every city there is one paper that unquestion 
 ably leads every other one in circulation. Usually it is the on*- 
 that carries the greatest amount of classified or "want ads." 
 
ADVERTISING MEDIUMS. 19 
 
 But there is a "quality" as well as a "quantity" circulation which 
 must be considered. For some kinds of advertising 5,000 of a high 
 class circulation is worth 20,000 of a poorer class. For example, 
 there is no doubt at all that a man who had a $50,000 house to sell 
 would get better results from advertising in a medium which ap- 
 pealed exclusively to men of wealth than he would if he placed 
 his announcement in a cheap publication of large, but low class 
 circulation. 
 
 An experienced advertiser has put it thus: 
 
 Be not misled by circulation claims, but put your trust in the vigorous 
 character of the publication that has a policy and stands for something 
 not your policy, perhaps, but nevertheless an earnest appeal to a living 
 constituency. 
 
 There is an eternal fitness in things in advertising as well as 
 elsewhere, and there is always room and need for the exercise of 
 sound judgment. A whiskey ad in a church paper or a Scriptural 
 concordance advertisement in a sporting publication, are no more 
 out of place than the kind of announcement just referred to when 
 published in a medium, the readers of which could not possibly, by 
 any stretch of imagination, be interested in the proposition. 
 
 "QUANTITY" AND "QUALITY" CIRCULATION. 
 
 It should be remembered, however, that when the circulation of 
 a publication becomes very large it must of necessity reach far 
 beyond the confines of any one class in the community, so that a 
 very large circulation can always be depended upon to bring good 
 results from the right kind of advertising of almost anything. 
 
 The Sunday newspaper as an advertising medium combines to a 
 certain extent the advantages of both the morning and evening 
 week-day papers. It is read in the home. There is no question 
 about that. 
 
 It is read by both the men and the women, but unfortunately 
 the class of financial advertising admitted to the columns of the 
 Sunday newspaper has not always been in the highest degree 
 trustworthy. It has harbored too many fake and fraudulent 
 schemes of one kind and another. 
 
 "Evil communications corrupt good manners." As a consequence 
 some of the more conservative of financial advertisers prefer to 
 eschew the company of the "get-rich-quick" gentry and remain out 
 of the Sunday papers entirely. It can be said, however, that in 
 
20 PUSHING YOUR BUSINESS. 
 
 most cases the advertising on the financial and stock market pages 
 has been kept of a strictly high grade and dependable character. 
 
 Arthur Brisbane, the famous editor of William R. Hearst's 
 publications, has the following to say about newspaper advertising:' 
 
 "I may be prejudiced, but I believe that the daily newspaper is the 
 one most important engine in the hands of the intelligent advertiser. A 
 good saying to bear in mind is this: "Repetition is Reputation." Only 
 the daily newspaper can give the constant repetition that wears away 
 forgetfulness and forces attention. To say a thing every day is, of course, 
 the quickest, surest path to permanent remembrance. The magazines and 
 the weeklies, however, while second in value, in my opinion, can do what 
 the daily newspaper can not do; their mechanical perfection enables them 
 to give a presentation which is most pleasing and gratifying to the am- 
 bitious manufacturer, and convincing to the average reader." 
 
 The general magazines are splendid mediums for the advertis- 
 ing of "Banking By Mail" institutions and high grade investment 
 propositions bonds, stock or real estate. 
 
 ABOUT MAGAZINES. 
 
 These magazines have very large circulations, some of them in 
 excess of half a million monthly. The class of readers is good, 
 too, although the "quality" of the circulation differs according to 
 the character and price of the publication. 
 
 A few years ago the best magazines began a "house- cleaning" 
 of their advertising pages, as a result of which nothing but reput- 
 able and entirely trustworthy financial and investment advertise- 
 ments are admitted. This insures good company to all advertisers 
 and adds a great deal to the value of the advertisement, because it 
 is quite generally known that the mere fact that an advertisement 
 appears in such magazines is prima facie evidence that it is worthy 
 of confidence. In a measure the publisher becomes sponsor for his 
 advertisers. 
 
 The great national magazine of to-day is the link that binds 
 the reading mind in the mines of Montana, the vineyards of Cali- 
 fornia and the farms of Iowa with the intellectual and artistic 
 advancement of the entire globe. It is, beside, the effective servant 
 of the advertiser who knows how to use it. 
 
 One of the strongest advocates of the magazine as an advertis- 
 ing medium is Mr. Robert Frothingham, Advertising Manager of 
 "Everybody's Magazine" and the "Butterick Trio." In response to 
 the author's request he gives the following points: 
 
ADVERTISING MEDIUMS. 31 
 
 HIGH STANDARDS. 
 
 The literary quality of the standard magazines is steadily im- 
 proving. Lower prices make it easy for people to read several 
 magazines regularly where formerly they read only one. As a 
 result, the circulation of magazines has increased enormously in 
 the past few years. 
 
 The large volume of advertising carried by the magazines and 
 the extensive space used by the big national advertisers is the best 
 kind of proof of the value of magazine publicity. 
 
 CHART 
 
 SHOWING ESTIMATED PURCHASING POWER OF THE READERS OF 
 THE STANDARD MAGAZINES. 
 
 Automobiles 
 Pianos 
 Luxuries 
 
 BEST 
 MARKET FOR 
 NATIONAL 
 ADVERTISER 
 
 Necessities 
 
 MAGAZINE READERS 
 
 ' Nearly all families with an in- | ' 
 
 IOver $6000 
 $3000 to $6000 
 $1800 to $3000 
 
 $900 to $1800 
 
 come of $1800 and upward are 
 magazine readers and a large 
 per cent, of those having from 
 . $900 to $1800. Below $900 the 
 number rapidlv decreases and 
 below $600 few read any- 
 ~.>,,,,,,,,.IIL-, thing but the news- [^ 
 
 
 
 
 
 $600 to $900 
 $400 to $600 
 
 wmmmmmmmmm 
 
 
 Under $400 
 
 
 Paupers and 
 Wards of the 
 State 
 
 NOTE. The horizontal lines, showing relative number of families hav- 
 ing various incomes, from $400 up, are based 001 the best available estimates 
 of statisticians. The vertical lines or "steps," showing proportion of maga- 
 zine readers in each division, are based on recent tax assessors reports 
 and other circulation analyses made by different magazine publishers. While 
 estimated, the figures are the result of careful research and the chart is 
 not to be regarded as fanciful, but as a practical exposition of existing con- 
 ditions, and as such, of considerable value in showing the enormous pur- 
 chasing power of standard magazine circulation. 
 
 Courtesy "The American Magazine," New York, 
 
PUSHING YOUR BUSINESS. 
 
 The best magazines every year decline hundreds of thousands 
 of dollars' worth of advertising business because it is not up to 
 their standard. The magazines are independent, progressive, and 
 have a high moral and intellectual tone, which makes them of 
 permanent interest in thousands of the best homes in the land 
 those with purchasing and investing power. 
 
 The magazine reaches the business man in his leisure hours. It 
 appeals with special force to the women in the home and they 
 are the great buyers. 
 
 The magazine is a national medium. So that the wide distri- 
 bution of its circulation and its permanency its life is from one 
 month to several years gives it immense advantages over other 
 forms of advertising. 
 
 In an article in "Profitable Advertising," Mr. Frothingham said : 
 
 It is generally conceded today that no class of publications so directly 
 reaches the homes of influence and purchasing power as the magazines. 
 Originally designed principally for purposes of entertainment, they have in 
 these latter days verily become the molders of public opinion. They go 
 into the home by invitation and possess remarkable length of life. They 
 are of interest not only to every adult member of the family, all of whom 
 are naturally concerned in the beautifying and improving of the home, but 
 they become, as it were, familiar landmarks to the children who grow up in 
 the appreciation of good magazine literature. 
 
 Mr. Herbert S. Houston, one of the publishers of the "World's 
 Work" magazine, New York, is a strong advocate of forceful and 
 informative financial advertising, and is naturally very strongly in 
 favor of magazine advertising for investment houses. Talking to 
 bankers through "The Bankers Magazine," he said: 
 
 The great buying unit of the modern world is the home. It is true, 
 whether you have bonds to sell or books. As investment bankers you would 
 rather reach the home builder, the conservative, substantial citizen, than 
 the man who supports the pool room and the bucket shop. The latter 
 wants Tonopah and Cobalt, not the sound investment security. The man 
 who wants the safe bond as a part of his estate with a fixed value is the 
 man of the home. 
 
 That man, and there are over five millions of him, working, earning, 
 saving, you will never be able to reach effectively until you reach him 
 through the magazine. And, of course, it is an economic necessity that you 
 do reach him. Otherwise, how can you find a market for these multiplying 
 new securities, bonds piled on bonds, short-time notes and all the rest? 
 You must have that millenium of which you dream and talk a broad mar- 
 ket. And that broad market doesn't read the financial page of the daily 
 paper; instead, it gets light and leading from the magazine. You are not 
 asked to offer your bonds in competition with the shrieking speculator who 
 cries his fifty per cent. You will have to look to the daily paper for him. 
 
ADVERTISING MEDIUMS. 23 
 
 for, as far as the magazines are concerned, he is already cast into dark- 
 ness. 
 
 REAL ADVERTISING. 
 
 And because you will not have this competition to face when you come 
 to the magazine, you will come at last to do real advertising. For, really, 
 many bankers' cards have been the most elementary types of advertising. 
 You have said it was not dignified to print an advertisement that really 
 told something. And when an oil gusher was spouting in the next column, 
 it wasn't dignified you maintained a discreet silence, quietly handing the 
 reader a card bearing your address. And any respecting business man 
 would have done the same. But who among you would say for a moment 
 that the advertising in the magazines of Spencer Trask & Company, N. W. 
 Halsey & Company. Fisk & Robinson and others is lacking in dignity, be- 
 cause it is informing, direct, forceful, actually telling the things about an 
 investment that an investor wants to know? 
 
 There is a class of publications known as trade papers or class 
 magazines. These publications are especially good to use in ap- 
 pealing to a particular class. For instance, the bank or investment 
 house that wishes to put its facilities at the command of banks 
 throughout the country will naturally advertise in bnrking and 
 financial publications. 
 
 STREET CARS. 
 
 As to street car advertising there is no better authority than 
 Mr. Thomas Balmer, formerly Advertising Director of the Street 
 Railways Advertising Company, which controls the greater part 
 of the street car advertising in the United States, Canada and 
 Mexico. He has been very much interested in bringing about bet- 
 ter advertising among banks. He wrote to the author in response 
 to a request for a statement of the arguments in favor of street 
 car advertising. We reproduce this letter in full for three reasons: 
 Mr. Balmer is one of the "top notch" advertising men in the coun- 
 try; his ideas will be of interest and value to the readers of this 
 book, and we agree with his arguments in favor of the street cars 
 as part of the advertising campaigns of banks and investment 
 houses. 
 
 Flat Iron Bldg., New York, January 17, 1908. 
 
 On page 925 of the December, 1907, issue of "The Bankers Magazine," 
 the booklet of the Central Savings Bank, Detroit, Mich., entitled "The 
 Secret of Saving Money," received criticism at your hands. In connection 
 with that criticism you say "The object of this booklet is not only to create 
 a desire to save but to lead people who have that desire to consider the 
 advantages of this particular bank as a depository for their funds," and 
 then you go on and say, as if this question was wholly an advertising ques- 
 
24 PUSHING YOUR BUSINESS. 
 
 tion, that the order in advertising is; first, to attract attention; second, 
 to hold interest; third, to convince, and fourth, to get readers to act 
 promptly and favorably. 
 
 It is astonishing how nearly you come to enunciating a formula that 
 has been put forth as the one most applicable to street car advertising 
 "The best advertising medium is the one that reaches most often, at least 
 cost, the most people who can buy your goods." 
 
 Let us see how this agrees with your formula "Attract attention." 
 Of course you agree that to attract the attention of people who could 
 not buy your goods would not be profitable advertising. Everybody ought 
 to have a banking account or a savings bank account, therefore every fam- 
 ily should be taught through advertising the benefits of having such an 
 account. Now by what means can you reach every family in a town as 
 efficiently as you can through street cars? One member more than one 
 member of every family in any city rides once a day, on the average, in 
 the street cars of that city. I do not mean to say that that averages th* 
 number of people. I really mean that one person in every family in almost 
 every large city has to and does use the street cars every day. Therefore, 
 in a month one person or more for every family knows what is advertised 
 in the cars. I say "knows" because there are no more universally known 
 advertisements than those appearing in the cars. I have all the evidence 
 to sustain this statement, but I won't give it here, so that where, then, can 
 you attract as much attention from all people by any advertising as you 
 can in the street cars? I don't know; do you? 
 
 HOLDING INTEREST. 
 
 "Holds interest": That is a very vital point. The procrastination that 
 influences the lives of so many people will often prevent them from taking 
 action on an idea or thought or intention they have in their minds. You 
 say to them in a newspaper advertisement or a magazine advertisement 
 appearing once a month "Savings banks accounts are good things. You 
 ought to have one." They say, "I agree with you." They dismiss the sub- 
 ject; you go your way; the magazine goes its way, isn't seen again for a 
 month, the newspaper may be seen again, but the street car must be seen 
 again, and if the advertising is properly done, probably the next card they 
 see is another reason why they should keep a savings bank account, so that 
 their attention is held until at last they are convinced that no one can 
 afford to spend the time and space and money to do the convincing that 
 you can get out of street car advertising because almost any other form 
 of persistent repetitive publicity on any big scale would render almost any 
 advertising investment for such a purpose impossible because of its cost. 
 
 I do not deal with the third question except incidentally. "Copy" must 
 be convincing. The old street car form used to be run a card, change it 
 at the end of a month (perhaps most often not). The present form is, 
 in towns of any ordinary size, 100,000 and over, to run from four to six 
 different texts simultaneously scattered through all the cars equally, and 
 change these texts every month. If you will just stop to think, do you 
 realize what an immense opportunity this gives you to create a desire to 
 save and when that desire becomes gratifiable to go to your particular bank 
 to deposit the funds? You can tell in these texts all the different reasons 
 
ADVERTISING MEDIUMS. 25 
 
 why people should save money and you can deal in some of the texts with 
 all the different reasons why people should put their money in your bank. 
 Fourthly: "Get readers to act promptly and favorably." That's the 
 gist of the whole matter. To create business for somebody else would not 
 be profitable to you, although there is always somebody else "scabbing" 
 off good advertising. The advertising of any product whatever has an 
 overflow value to all manufacturers of similar products. That can not be 
 helped, but it is not a reason for not advertising, because I never knew 
 anyone yet advertising who did not receive the major part of the value 
 from the advertising, but such a small part went astray that it did not and 
 never could have interfered with his success. 
 
 GETTING FA\ 7 ORABLE ACTION. 
 
 Now then, "Get readers to act favorably": It is sometimes enough to 
 be the only advertiser who is telling the story at all. Businesses," like 
 persons, have individualities. They must be brought out. Comparatively 
 few people are qualified to write advertising about their own business. 
 They no more are able to describe their own business accurately than 
 they are able to describe themselves accurately. It requires an outside man 
 v/ho looks on to be able to see and tell the truth, and then the hand that 
 knows how to wield the facile pen that has language running in ink marks 
 from its tips is able to do far better for you in telling the story to con- 
 vince people so that they will act promptly. 
 
 Now let us, if you will, examine the* cost. A 21-line advertisement 
 maintained every day in a newspaper to reach any given number of readers 
 is all you can get to offset in cost the space on a street car card, 11x21 
 inches, to reach the same number of readers. Another thing, it costs less 
 than one-half cent per annum to reach every individual in a community 
 by the maintenance of the street car card in every car in the city for twelve 
 months. Put it another way; you reach every family in the community for 
 about two and one-half cents per annum by keeping one card in all the 
 cars in that town constantly for twelve months. It ought to be sure that 
 every family of a town ought to be able to do enough banking or savings 
 bank business to warrant any bank to spend that amount of money to 
 reach each family in the community for twelve months by constant ad- 
 vertising. 
 
 We have ample testimony given by the banks themselves in support 
 of our contention that street car advertising properly done is a profitable 
 investment. I would like to tell the story of the respected president of a 
 three-quarter of a million dollar trust company who told me when I had 
 almost secured his order, in discussing the question of copy, that he would 
 write his own copy. I told him that if he insisted on that I would have to 
 accept his order for street car advertising subject to my approval of his 
 copy. He said, "Why?" "Because," I said, "you would a'ccept my account 
 with you subject to your approval of the terms upon which I want to do 
 business with you, and I would have to do the same, because I don't know 
 a thing about banking and would have to recognize you as an authority, 
 and you don't know a thing about advertising and you have to recognize 
 rne as an authority." 
 
 At the Bankers' Convention held in Cleveland some three years ago at 
 which the subject of bank advertising \vas discussed, I was accorded the 
 3 
 
26 PUSHING YOUR BUSINESS. 
 
 honor of being one of the speakers to address the Convention. I cited 
 there the story of the Commercial & Farmers' National Bank, of Balti- 
 more, which is best told in the words of the President of the institution, 
 Mr. W. A. Mason: 
 
 A CONCRETE CASE. 
 
 "The persistent advertising which has been conducted by this bank 
 was something of an innovation to Baltimore, but conducted as it was on 
 a clean-cut basis, attended with prudence and conservatism, it was destined 
 to win, did win, and results speak for themselves. 
 
 "The advertising in the street cars has been only a part of our general 
 
 Psychology of Saving 
 
 "Psychology" is a big word and it 
 stands for a big thing, but the "psy- 
 chology of saving" is a simple matter. 
 
 It means just this besides the actual 
 amount of money you accumulate by 
 systematic saving, you get very valu- 
 able mental effects. 
 
 The mind has a great influence over 
 the body. Saving makes you think 
 success thoughts. It creates in you a 
 desire to get ahead, and desire is the 
 first step toward attainment. 
 
 Saving frees you from worry about 
 the present, and from anxiety for the 
 future. 
 
 Therefore, the psychological effect of 
 saving is that you are enabled to give 
 your whole attention and best efforts 
 to your work. 
 
 In short, when you save regularly you 
 can do better work and more of it. 
 
 This strong national bank encourages 
 your thrift by paying 3 per cent, com- 
 pound interest on your savings. 
 
 THE QUINCY NATIONAL BANK 
 
 Fourth and Hampshire Streets 
 
 Opportunity Insurance 
 
 Many a man has lost good business 
 opportunities by not being prepared 
 financially to grasp them. 
 
 In an Eastern city a skilled machin- 
 ist, 50 years old, who had always 
 earned a good salary, sold a valuable 
 invention for a small amount because 
 he had not saved any money and had 
 not capital to float it. He said that if 
 he had even a small amount of capital, 
 he could have made a fortune out of 
 the device. 
 
 Now past middle life, he must keep 
 on working, when he might have re- 
 tired in comfort. 
 
 Insure your opportunities by means 
 of a savings bank account. In this kind 
 of insurance you are paid dividends in- 
 stead of having to pay premiums. 
 
 At this $1,200,000 bank your divi- 
 dends come in the form of 3 per cent, 
 semi-annually compounded interest. 
 
 THE QUINCY NATIONAL BANK 
 
 Fourth and Hampshire Streets 
 
 Part of a Newspaper Series Prepared for this Bank by the Author. 
 
 publicity plan and it is very difficult, as you know, to trace direct results 
 from any particular source of advertising'; however, I can say that in our 
 case advertising has been the wand which brought most adverse, disgruntled 
 public opinion around to a pleasing degree of confidence, that has been 
 responsible for an increase in deposits of fully $3,000,000 in fifteen months. 
 Of course, advertising alone was not responsible for such gratifying re- 
 sults, but it paved the way and made such results possible as nothing else 
 could have done. 
 
 "We think very well of the cars as a medium through which to reach 
 
ADVERTISING MEDIUMS. 27 
 
 the people, particularly the wage-earners and patrons of more moderate 
 means. I am satisfied that the advertising we have done in the street cars 
 of Baltimore has added, I will say, at least 900 new accounts, that will 
 perhaps aggregate $800,000, and all within the past twelve months. I con- 
 sider this $800,000 of deposits, as a source of revenue, worth $25,000 a year 
 to this bank." 
 
 We have some banking experiences that we are not permitted to dis- 
 close, and certainly not in any letter or printed form, because they might 
 fall into the hands of other banks in large towns who might be induced 
 to take up bank advertising based upon the experience of others instead 
 of using their own judgment, which, by the way, seems to be in advertising 
 a very uncertain quantity to rely on with bankers and naturally they 
 do not know anything about advertising for themselves, but it has always 
 astounded me that that same bank that knows nothing of advertising for 
 itself never seems to have had curiosity enough to know why it is tba* some 
 of their clients who are doing much advertising, increasing their bank ac- 
 count with them and they know it have never had curiosity enough, I 
 say, to find out what advertising it is, how it does it, and whether it would 
 suit them. But the banks arc waking up, and they are not only waking 
 up to what advertising will do, but what street cars in particular will do 
 to bring them business. Let us make an illustration of one town with 
 which I am thoroughly familiar, having lived there over twenty years, 
 Chicago. 
 
 A CHICAGO ILLUSTRATION. 
 
 Chicago surface cars carried last year an average of over 1,750,000 
 registered fares and transfers per day. That would mean, at a moderate 
 computation, over 900,000 different people used the street cars every day. 
 As there are only about 560,000 homes in Chicago, it is apparent that 
 almost two persons, on the average, ride from each home every day. The 
 cost of advertising in Chicago is $966 per month, which brings the cost for 
 each day to $32. Figure this out and you will see that 32 divided into 
 900,000 is approximately 30,000 people reached for each dollar spent. Now 
 figure for yourself where you can spend a dollar to reach any number of 
 people, and how many can you reach for that money? Why, there r s nothing 
 in the world as cheap as that to enable an advertiser to keep constantly 
 at it, to bring the success that most people get when they keep constantly 
 at anything, even when it is badly done, and how much more when it is 
 well done. Very truly yours, T. BALMER. 
 
 BILLBOARDS. 
 
 Quite a number of successful banks and real estate companies 
 are now using billboards in their advertising, with good results. 
 One strong point in favor of outdoor publicity is that it is seen by 
 people when their minds are open for such impressions. 
 
 The location of the billboards is the all-important thing. Along 
 the principal street car line, near a ball ground, at a railroad sta- 
 tion or at a transfer point all of these are good locations for bill- 
 
PUSHING YOUR BUSINESS. 
 
 BanklBillboardSAdvertising in Pittsburgh. 
 
 boards. In cities where there are elevated railroads and subways, 
 as in New York, the advertising spaces at the stations are valuable. 
 The suburban stations on the Pennsylvania and the Reading rail- 
 roads near Philadelphia provide good advertising vantage points. 
 In St. Louis and Pittsburgh, among other cities, banks, especially 
 savings banks, use large painted billboard signs. So do some New 
 York institutions, notably the Flatbush Trust Company. 
 
 Another Pittsburgh Billboard. 
 
 A West Virginia Bank Billboard. 
 
 Real estate companies everywhere are large users of outdoor 
 display advertising, and logically so, as their signs are usually right 
 on the property offered for sale. 
 
 Among other mediums of advertising may be mentioned calen- 
 dars, novelties, circulars, booklets and form letters. These will be 
 considered in later chapters in connection with particular advertis- 
 ing plans. 
 
CHAPTER III. 
 
 Booklets and House Organs. 
 
 MANY a well written booklet advertising a bank, trust com- 
 pany, real estate proposition or other financial or invest- 
 ment project is born to blush unseen in the waste-basket 
 because its typographical form and general make-up are not good 
 enough to save it from that fate. 
 
 To get read is the first duty .of your advertising matter. If it 
 fails there, it were just as well not written at all. 
 
 The first thing, therefore, is to plan your booklet so that it will 
 be attractive in appearance. Naturally, the title and the cover 
 should get the earliest attention. 
 
 Make them interest-exciting. The title does not need to tell 
 exactly what the booklet is about. A little mystery is not out of 
 place if it excites curiosity and induces people to read the message 
 within the covers of your book. 
 
 CHOOSING A TITLE. 
 
 But a plain statement of the subject of the booklet is better 
 than the old practice of printing on the cover nothing but the name 
 of the institution in whose behalf the booklet is written. 
 
 Following are good examples of bank booklet titles: 
 
 A Bank for All People. 
 
 The Story of Banking By Mail. 
 
 A Safe Place. 
 
 Happy Children. 
 
 Bank Accounts. 
 
 Why National Banks Are Best. 
 
 Banking Hints to Customers. 
 
 The Life Story of a Bank. 
 
 Funds for Travelers. 
 
 The People's Interest. 
 
 One Million Dollars. 
 
 Bond or Mortgage, Which? 
 
 Choosing a Bank. 
 
 Men of Ripe Experience. 
 
 Just Think It Over. 
 
 The Service Rendered by a Trust Company. 
 
 How Savings Grow. 
 
 How to Keep a Trust Company Account. 
 
30 PUSHING YOUR BUSINESS. 
 
 Management and Distribution of Estates. 
 The Story of a Successful Bank. 
 
 Good titles for real estate booklets are: 
 
 How Money Grows. 
 Facts About Greater Boston. 
 Forty-five Minutes from Broadway. 
 Investors Their Own Bankers. 
 This Should Appeal to You. 
 Money and Its Investment. 
 The Fairyland of Long Island. 
 A Profitable Investment. 
 Beautiful Suburban Home Sites. 
 How to Invest Profitably. 
 Transportation. 
 Be Your Own Landlord. 
 
 Some Facts About Now York City Real Estate. 
 Swept by Ocean Breezes. 
 The Place of Beautiful Homes. 
 A Great Manufacturing Center. 
 Truth That is Stranger Than Fiction. 
 Manhattan, an Island Outgrown. 
 
 Why Long Beach Must Become the World's Greatest Shore Resort and 
 What That Will Mean To You. 
 Brief Facts You Should Know. 
 A Demonstration in Real Estate. 
 Have You ,$50? You Can Make $1,000 for $100. 
 How They Got Rich; or, Real Estate Facts. 
 Free Trip to New York. 
 The Hugeness of New York. 
 How the Astors Made Their Money. 
 Fire Prevention and Fire Insurance. 
 
 Ir you use a design on the cover, make it as unusual, striking 
 and interesting as your title. As a rule it is a good idea to have the 
 design *uggestive of the subject or the contents of the book. 
 
 As to the "copy" of the booklet, the same ideas advanced else- 
 where in this book in connection with the preparation of advertise- 
 ments apply here with equal force. 
 
 HOLDING ATTENTION. 
 
 Just as it is necessary to make the title and cover of the book 
 interesting to get the attention of your reader, so it is necessary 
 to make your copy bright and interesting in order to hold his at- 
 tention. 
 
 Short paragraphs and good typography help, but you must go 
 deeper than that. It is doubtful if even the best typography would 
 
BOOKLETS AND HOUSE ORGANS. 31 
 
 make Gibbon's "Decline and Fall of the Roman Empire" or the 
 Congressional Record interesting for continuous reading. 
 
 If you don't hold your reader's interest you probably won't get 
 him as a customer. 
 
 Nor is it enough to attract attention and hold interest. You 
 must go a step further convince your reader and get him to act 
 promptly and favorably on your proposition. 
 
 A PERSONAL MESSAGE. 
 
 In order to do this, try to make your message as personal as 
 though the reader were a relative or personal friend who had 
 dropped into your office for a chat and to get some of your advice 
 on a business problem or on a matter of personal importance. 
 
 As long as you keep before you the mental image of the typical 
 customer to whom you are appealing and talk to him as naturally 
 and enthusiastically as you would were he before you in person 
 and you were thoroughly interested in him personally, you will 
 have no difficulty in holding his interest, and if your proposition 
 is all right and your prospect is ripe for it you will get him. 
 
 It is important to get your prospective customer to take some 
 definite step, to commit himself, and to do it at once. It is human 
 nature to put things off. It is easy to procrastinate. 
 
 The time to strike is while the iron is hot. 
 
 If interest is allowed to die out it will be a very hard matter to 
 get your prospect to do as you desire and suggest. So there is a 
 psychological and a practical value in the use of an order coupon, 
 a deposit blank, etc., in a booklet, and if you print above it the sug- 
 gestion: "Fill out and mail this coupon to-day," or words to that 
 effect, so much the better. 
 
 Right here comes up another point which is worthy of considera- 
 tion in booklet writing as well as in the preparation of other adver- 
 tising copy the use of the imperative. 
 
 USE THE IMPERATIVE. 
 
 Employed with good taste, the Imperative Mood, Second Person, 
 is a very effective weapon in the hands of the advertisement writer. 
 
 Everybody is more or less mentally lazy. We like to have others 
 think for us sometimes and tell us what to do. Nine times out of 
 ten, the average person will act more surely in the direction you 
 
32 PUSHING YOUR BUSINESS. 
 
 desire if you tell him in so many words to "Do it now!" than he 
 will if you leave it to suggestion and inference on his own part. 
 
 When you have a booklet prepared on your proposition it is a 
 splendid idea to mention the fact in your advertisements and ask 
 
 NINETY-EIGHT YEARS OLD 
 
 With the beginning of the New Year this bank 
 enters on its 99th year of active business life 
 There is probably not a man living today who re- 
 members when it first opened its doors but those 
 doors are open now, as they have been on 
 every legal banking day for almost a century, to 
 welcome legitimate business in every department 
 of banking 
 
 Tl\e 
 
 Rank of Pittsburgh 
 
 .-/Natiortal -M-AsS^o elation W 
 
 The Bank That Has Grown Up With Pittsburgh. 
 CAPITAL Established 1810. SURPLUS 
 
 $2,400,000. $2,800,000 
 
 Age as an Advertising Point. 
 
 the reader to send for the booklet. This enables you to "key" the 
 medium used, judging the relative value of the different publica- 
 tions by the number of inquiries produced by each. Moreover, the 
 names you secure in this* way are valuable to "follow up." Such 
 names are better than any random list because the persons who 
 
BOOKLETS AND HOUSE ORGANS. 33 
 
 write in answer to advertisements, eliminating a few curiosity seek- 
 ers, have shown a definite interest in your particular proposition. 
 
 THE HOUSE ORGAN. 
 
 Consideration of booklet writing naturally leads to the subject 
 of house organs, which are practically booklets in more pretentious 
 form with the additional feature of periodicity and the added in- 
 terest and permanency of anything in the guise of a periodical. 
 
 The author's ideas on this subject are best expressed in an arti- 
 cle which he wrote for the "Profitable Advertising" magazine of 
 Boston, Mass. The article is as follows: 
 
 Is your house organ a business getter? It can be made a power- 
 ful one, but for satisfactory results the best kind of ability must 
 go in it. 
 
 A carelessly edited, inane publication is worse than nothing. 
 The successful house organ must be as interesting, as well written, 
 as a general magazine, but more than that, it must have the strong- 
 est kind of pulling power. 
 
 This can be done because it is being done. 
 
 The best point in favor of the house organ is the great oppor- 
 tunity it gives for the full and direct personal appeal, than which 
 there is no more valuable form of advertising copy. That is what 
 gets results. 
 
 The highest attainment of a writer of advertising is to be able to 
 make a logical, compelling, effective, argument for cash-with-order 
 replies. Success in that is at once the hardest to win and the most 
 worth winning. There is no better field for the use of this kind of' 
 talent than the house organ'. 
 
 Comparatively few advertisers can afford what many look upon 
 as the luxury of multipage advertisements in the big magazines, 
 while for a good many propositions a one-page advertisement pre- 
 sents far too little space to tell Ite story adequately and effectively. 
 Experience proves that no matter^iow good your proposition and the 
 medium used are, you have no assurance of full, satisfactory, pay- 
 ing results, unless there be the most skillful and powerful personal 
 appeal in the copy. The limits of magazine and newspaper adver- 
 tising space, as a rule, do not give scope enough for that. 
 
 That is where the house organ comes in. It will solve the prob- 
 lem for you if you have the ability at yoif command to make it what 
 it should be. 
 
34 PUSHING YOUR BUSINESS. 
 
 THE HUMAN ELEMENT. 
 
 The house organ must have a strong human element in it. That 
 is to say, it is not enough to present to your readers prospective 
 customers a truthful and logical argument, important as that is. 
 You must do more than that, because most people, the common 
 every-day men and women, whose needs you want to supply, are not 
 actuated so much by truth and logic as by their feelings and their 
 self-interest. 
 
 So to your cold facts and judicious statements you must add a 
 warm personal touch if you would bring the greatest possible 
 number of your readers to a prompt and favorable decision on your 
 proposition. To be most effective, house organ copy should be as 
 intensely individual as though it were a personal, handwritten let- 
 ter to the possible buyer. 
 
 After all. it is merely a matter of concentration. Instead of try- 
 ing to hit all mankind with the birdshot of glittering generalities., 
 put in a cartridge and point your rifle of argument at one partic- 
 ular man. Single him out and bring your talk home to him so 
 strongly, so inevitably, that there is no escape from it, so that it 
 will not only appeal to his reason and convince him, but strike the 
 very mainspring of his actions and compel him to do as you suggest. 
 The more you know about the value of your own proposition, 
 the greater your knowledge of human nature, and the more thor- 
 oughly enthusiastic you become, the easier it will be for you to 
 write this kind of copy and get results. 
 
 Just remember this: In salesmanship on paper you cannot look 
 your prospective buyer in the eye. The chances to communicate 
 your own enthusiasm to him by methods you would use were you 
 face to face with him are lacking. There can be no expressive 
 gesture, no responsive lighting up of the countenance, no actual 
 demonstration of the goods. In the printed page you must supply 
 this lack by other means. Enthimasm and personality must take 
 another form than in the case of W living salesman in the office or 
 behind the counter. 
 
 The house organ has advantages of its own that do much to 
 offset the absence of personal contact between buyer and seller. 
 Your printed argument can be prepared at leisure, and no strong 
 point need be overlooked. If you have the ability to attract and 
 hold your reader's attention you need not be interrupted until you 
 have laid before him your whole story, and pointed out most clearly 
 
BOOKLETS AND HOUSE ORGANS. 
 
 35 
 
 just what it means to him and why he should act as you ask him to 
 act, and at once. 
 
 SPECIALLY INTERESTED READERS. 
 
 Then, it can safely be assumed that a large part of your readers 
 are already interested and favorably disposed toward you. This is 
 particularly true if your mailing list has been made up of the 
 names of inquirers received in response to your advertised offer to 
 send your publication free, or if they are to quite an extent already 
 customers of yours. 
 
 If you don't make the very most of this fruitful soil, it is your 
 own fault. 
 
 AFTERYOU 
 
 ARE 
 RRIED, 
 BE SURE 
 
 HAVE 
 BANK 
 NT 
 
 HAT happ&esS and contentment that 
 comes only through a certainty of the 
 future is the healthy, permanent kind. 
 A savings account starts you on that road 
 today. No man can be his best self when 
 cramped by poverty. 
 
 We will pay you A per cent, interest oft 
 the money you put" in our bank's savings 
 department and compound the interest ever- 
 x months. 
 
 Citizens First national Bank 
 
 Of Albany. 
 
 Capital and Surplus. $200.000 
 Deposits. . . 450.000 
 
 VASOW, . Vice President 
 
 Good Advertising for June. 
 
36 PUSHING YOUR BUSINESS. 
 
 It is not my .purpose to make suggestions as to the typographical 
 form of a good house organ, except to say that I believe that it 
 should be of a high order, and in harmony with the good literary 
 style which ought to be maintained in the magazine or paper. It 
 pays to use good paper and good illustrations, because even the 
 best copy loses force if not presented in pleasing form. The hand- 
 somer looking your publication is the more likely it is to attract 
 attention, stay out of the waste-paper basket and be preserved to 
 work for you. 
 
 But these things come as a matter of course if you have the 
 right sort of brains back of your house organ. So I emphasize the 
 importance of the man behind. Let him be brimful of ideas, orig- 
 inality and enthusiasm. He should know how to give everything he 
 writes a tactful turn bnsinessward, and he must hit hard and hit 
 all the time. 
 
 It is a great opportunity that is afforded by the house organ 
 with a large and specialized circulation. It would be a shame not 
 to take advantage of it to the fullest extent, by attractive typog- 
 raphy and make-up, in the first place, in order that it may attract 
 attention ; then by interesting matter ; and lastly, and most import- 
 ant, by strong, convincing, personal talk, to bring the question 
 home to the reader and force him to act. 
 
 Your house organ needs all the common sense, logic, psychol- 
 ogy, personality and enthusiasm you can crowd into it. If you 
 have net enough of those things yourself, get somebody to supply 
 what you lack, and then give him lots of leeway. 
 
 That is how your house organ can be a great big success. 
 
 USE SIMPLE WORDS. 
 
 In writing a booklet or any piece of advertising literature it 
 is always best to use simple language. 
 
 A fault that is quite common in the advertising of banks and 
 other financial houses is that the language used is too stilted, 
 formal and technical. 
 
 There are certain words which are part of the daily vocab- 
 ulary of everybody, young and old, rich and poor, educated and 
 uneducated. They are the domestic, the closely personal words that 
 we all use when we are just ourselves and not trying to be dignified 
 or reserved. 
 
BOOKLETS AND HOUSE ORGANS. 3T 
 
 As a rule, these words come of good old Anglo-Saxon stock. 
 They are homely but strong. They are the heart of our English 
 language, the most valuable heritage of our common tongue. 
 
 It is interesting to notice how few words of home and family 
 and every-day life are of ponderous Latin or Greek derivation: 
 
 Mother. 
 
 Father. 
 
 Wife. 
 
 Sister. 
 
 Brother. 
 
 Son. 
 
 Daughter. 
 
 Love. 
 
 Home. 
 
 Work. 
 
 Think. 
 
 Walk 
 
 Talk. 
 
 Eat. 
 
 Drink. 
 
 Do. 
 
 Go. 
 
 Buy. 
 
 Sell. 
 
 Run. 
 
 See. 
 
 And so on, as far as you like. Think about it yourself and 
 see if it is not true that these simple words are the ones most 
 often used in daily life. 
 
 It is agreed that there is no better example of pure English than 
 the King James version of the Bible, and its strongest passages 
 are written in the simplest language. 
 
 LITTLE WORDS BIG THOUGHTS. 
 
 It does not need big words to express big thoughts quite the 
 contrary sometimes. 
 
 What was the secret of Dwight L. Moody's oratorical power? 
 Why did Charles H. Spurgeon have such a following? Why does 
 Dr. Charles E. Jefferson fill Broadway Tabernacle, New York, to 
 the last seat and hold the breathless attention of his hearers ? 
 
 Aside from religious considerations, the answer is strong, sim- 
 ple language with a direct personal application. 
 
38 PUSHING YOUR BUSINESS. 
 
 No matter how well educated we are, how much we have trav- 
 eled and seen, or how old we are, we never get away from the 
 influence of the simple language we learned at our mother's knee. 
 
 An uncle of the writer left his home in Scotland when he was a 
 youth and came to this country to seek his fortune. But he was 
 taken ill and died among strangers at Rochester, N. Y. On his 
 deathbed he talked in a strange language which the hospital people 
 could not understand. 
 
 It was Gaelic, the language of his childhood. 
 
 All this has a direct bearing upon your advertising problem. 
 
 You may think that the limited number of every-day words 
 does not give you scope enough to tell your advertising story as 
 fully as it ought to be told. That may be true, but there is nothing 
 to prevent your making your language as simple as possible with- 
 out sacrificing clearness or strength. 
 
 STRENGTH IN SIMPLICITY. ^ 
 
 It is really wonderful how much can be said in simple talk and 
 how strong it is. There is an advertising man in New York, Leroy 
 Fairman by name, who has written a whole book in words of one 
 syllable, and it is by no means a primer, either. 
 
 It pays the advertiser to be on the same ground as those he is 
 trying to reach. Using commonly understood language is a great 
 help in this direction. 
 
 When you meet a stranger you at once begin to talk about the 
 weather or some other general topic. 
 
 Why is it? 
 
 Because it is easier to talk about something you have in com- 
 mon with the person you have met. Haven't you noticed how much 
 better you get on with a stranger when you find out that he and you 
 have visited the same places or perhaps used to know the same 
 persons years ago? 
 
 The inference is plain. Don't come at your prospective cus- 
 tomers with "shop talk" and technical terms, which, while per- 
 fectly clear to you, may be all Greek to them. 
 
 Come down off your stilts. Use the terse, short, plain words 
 with a grip in them, and don't talk over the heads of your pros- 
 pective customers. 
 
 One of the largest banks in New York made a failure of the 
 attempt to sell a splendid investment security through advertising 
 
BOOKLETS AND HOUSE ORGANS. 
 
 39 
 
 in magazines, and those familiar with the matter say that the 
 fault was not in the securities or the times, but in the copy, which 
 was couched in terms so obscure to the average man that it was stale 
 and unprofitable. 
 
 A WISE PUBLISHER. 
 
 One magazine would not accept the advertising, because it was 
 clearly seen that the copy had no pulling power, that there was no 
 adequate "follow up" literature and that as a consequence the adver- 
 tising would likely be a failure, as results later proved it to be. 
 
 Human Interest in Advertising. 
 
 The manager of the publication referred to was wise in his 
 generation and preferred not to give this bank the opportunity to 
 lay the blame for failure upon his medium. 
 
 ENTHUSIASM IN ADVERTISING. 
 
 There are to-day, and there always have been, persons who 
 frown upon enthusiasm. 
 
 There are certain circles where it is considered very much out 
 of place to give any evidence of this spirit. Enthusiasm is regard- 
 ed as vulgar, and enthusiastic persons are not considered worthy of 
 
40 PUSHING YOUR BUSINESS. 
 
 as much confidence and respect as are those who habitually hold 
 their feelings in restraint and are never betrayed into a display 
 of energy. 
 
 Nevertheless, the fact remains that nothing great ever has been 
 or ever can be accomplished without enthusiasm somewhere on the 
 part of somebody. 
 
 Until the past few years very little enthusiasm was shown in 
 advertising. Look at the advertising pages in a file of magazines 
 of twenty years ago. Then compare them with the advertising sec- 
 tions of modern magazines. 
 
 There has been a vast improvement not only in the mechanical 
 end of advertising in illustration, engraving and printing but 
 there is now a life, a vigor, an enthusiasm in advertising copy which 
 was almost totally absent in the advertising of a comparatively 
 few years ago. 
 
 ENTHUSIASM MEANS PROGRESS. 
 
 That, with the enormous development of the circulation of peri- 
 odicals, accounts for the great growth of the advertising business 
 and the prosperity of institutions that advertise intelligently. 
 
 Some time ago the writer in connection with his work for "The 
 Bankers Magazine" sent out a piece of advertising matter to a 
 number of bankers. 
 
 It was a little out of the ordinary compared with the copy we 
 had used before for that particular purpose. It had a little more 
 human interest and enthusiasm in it, but it was in good taste, if 
 not superlatively dignified. 
 
 Incidentally it "pulled" better than anything we had ever used 
 along that line. 
 
 But this same piece of advertising literature fell into the hands 
 of one of our good friends of the extra dignified, noblesse oblige 
 type. 
 
 Metaphorically speaking, he raised his hands in holy horror 
 when he read this little human interest document of ours. 
 
 But he sent us his check just the same. 
 
 In the letter accompanying the remittance, however, he unbur- 
 dened himself. 
 
 With tears in his voice, he sadly told us that we weren't dignified 
 enough and that when addressing BANKERS we could not be too 
 serious and respectful. 
 
BOOKLETS AND HOUSE ORGANS. 41 
 
 "HE'S ONLY HUMAN." 
 
 When the author was a cub reporter on the Syracuse Herald, 
 one of his regular assignments was to go to the New York Central 
 Railroad station when a prominent man was passing through and 
 snatch a three-minute interview with him while the end-of-the- 
 division change of engines was taking place. 
 
 When hesitancy about accepting the assignment was shown 
 sometimes because of the great prominence of the personage en 
 route a Governor, Senator or Presidential candidate, for exam- 
 ple the city editor would say: 
 
 "What are you afraid of? He's only human." 
 
 That's it, we are all human, and one touch of nature makes the 
 whole world kin. 
 
 It is a mighty good thing for the advertiser that human nature 
 is the same everywhere, and it is a mighty poor advertiser that 
 doesn't make the most of it by putting the right kind of enthusiasm 
 into his advertisements, his business letters, booklets, circulars and 
 all the printed matter that represents him and seeks to further 
 his business. 
 
 It is right awd proper to be self-respecting in your advertising; 
 but just remember that enthusiasm, like faith, can remove moun- 
 tains, but that unbending dignity rarely pays dividends. 
 
CHAPTER IV. 
 
 Advertising a Commercial Bank. 
 
 DEPOSITS are the lifeblood of every bank's business. 
 So. to increase deposits is the primary object of most 
 bank advertising. 
 
 There are two things to be remembered and especially empha- 
 sized in going after commercial accounts by advertising. 
 
 Depositors will riot come to a bank nor remain with it unless 
 *hey have absolute confidence in it. 
 
 Being a depositor with a bank gives one an "open sesame" to its 
 many privileges and leads to broader business relations. 
 
 Nine times out of ten,, when a man does not use the facilities 
 a bank offers it is because he distrusts the institution or does not 
 know what it can do for him. 
 
 Thus the problem of the commercial bank's advertising, in the 
 last analysis, simmers down to this: 
 
 1. Inspire and maintain popular confidence in your institution. 
 
 2. Educate people as to your ability and willingness to serve 
 them in specific ways and prove that it will be greatly to their ad- 
 vantage to do business with you. 
 
 Working out in detail the sub-divisions of these two heads is the 
 task confronting the commercial bank in its advertising. 
 
 Confidence is a plant of slow growth. 
 
 Advertising of the right sort will accelerate its development, but 
 you might as well at once banish from your mind the idea that a 
 short or spasmodically conducted advertising campaign will be of 
 permanent value to your institution in this respect. 
 
 Advertising increases in value from year to year as it continues 
 
 ADVERTISING MOMENTUM. 
 
 It is just like the inertia and momentum we learn about in 
 physics. 
 
 The non-advertising bank has one kind of inertia the kind 
 that tends to make a body at rest remain so; the advertising bank 
 has the other kind the kind that tends to keep things in motion 
 when once started. 
 
ADVERTISING A COMMERCIAL BANK. 
 
 43 
 
 It would be a difficult thing to estimate the full value of strong, 
 persistent advertising conducted through a period of years. The 
 momentum of such a campaign is irresistible. 
 
 The bank that thus accumulates prestige and good will, so to 
 speak, is a hard one to overtake and surpass. 
 
 Secretary Cortelyou on 
 The Money Crisis 
 
 Says : " I believe that if this money 
 of the country, wherever hoarded, 
 were at once put back into the channels 
 of trade there would be within twenty- 
 four hours an almost complete re- 
 sumption of business operations." 
 
 ^Circulate your money through a 
 National Bank. You will be the 
 gainer. 
 
 MANUFACTURERS 
 NATIONAL BANK 
 
 TROY. N. Y. 
 
 News in Advertising. 
 
 
 It is just as wise to advertise to hold the confidence and busi- 
 ness of depositors you now have as it is to get new ones. Money 
 is money, no matter who deposits it. By continuous publicity along 
 proper lines you not only put yourself in a position to receive the 
 accounts of the new generation of business men constantly coming 
 up and of the newcomers in your locality, but you also cement the 
 
44 PUSHING YOUR BUSINESS. 
 
 ties that bind your old customers to you and keep the benefit of 
 their personal influence and the word-of-mouth advertising that 
 they do for you among their friends, acquaintances and business 
 associates. 
 
 ADVERTISING IS INSURANCE. 
 
 Thus it will be seen that a bank's advertising may be regarded 
 not as an expense at all, but as an investment and a protection 
 an investment very sure and profitable in its returns and an insur- 
 ance against loss of present business. 
 
 In stating that the inspiring of popular confidence comes first 
 and educating the public as to banking functions, facilities and 
 advantages second, we do not mean that any advertising campaign 
 should be arranged on the basis of first running a series of adver- 
 tisements devoted entirely to the development of confidence in the 
 institution and then following it with a second one dealing with 
 the service offered. 
 
 On the contrary, these things should go hand in hand. It would 
 be better to alternate the two kinds of advertisements, or, better 
 yet, to incorporate both ideas in all the advertising. 
 
 The mere fact that a bank is progressive enough to be a regular 
 and intelligent advertiser is in itself confidence-inspiring, and when 
 such "talking points" of both confidence and service as are sug- 
 gested at the end of this chapter are skillfully woven into a con- 
 tinued advertising story and the story is judiciously placed, good 
 results are bound to come. 
 
 Any other outcome would be contrary to all reason and expe- 
 rience. 
 
 EDUCATING THE PEOPLE. 
 
 The great masses of the people and a good many business men 
 know very little about banking methods and facilities. 
 
 The bankers themselves are largely responsible for this popular 
 ignorance, which keeps away from them a lot of profitable business. 
 
 They are responsible because they have not taken the public into 
 their confidence in their advertising, and, in the majority of cases, 
 have not made people feel that they need the help of a bank. 
 
 That is why there is now such a crying need for educational 
 bank advertising. Nothing else will do, because readers have 
 become so used to the strong and interesting advertising in other 
 
ADVERTISING A COMMERCIAL BANK. 45 
 
 lines that formal cards and bald, unsupported statements have little 
 weight with them. 
 
 The nearest approach to a formula for a successful publicity 
 campaign is this: 
 
 Tell old things in a new way and keep everlastingly at it. 
 
 Your Earning Capacity 
 
 ought to enable you to do more than just make 
 your living. You ought to save money. Then 
 having saved, the next thing is to set your sur- 
 plus to work safely and profitably. 
 The best way for you to insure a steady, reliable 
 income from your savings is to secure a Certificate 
 of Deposit in The National Bank of Commerce in 
 St. LouJSj one of the strongest in the country. 
 These Certificates are issued in any amount from. $50 up and 
 bear interest, at 3%, payable semi-annually or annually, and 
 renewable. 
 
 They are negotiable by endorsement for their full value under 
 ordinary conditions. 
 You are earning now but your earning capacity 
 
 Can't Last Forever 
 
 Now is the time to fund some of your capital. 
 For those with funds already accumulated, firms with a large 
 reserve, those having charge of estates awaiting, investment, 
 there is, no better way to employ money. 
 
 Certificates of Deposit in this bank are safe capital, surplus and 
 undivided profits of $18,620,704.34 guarantee that and 3% is 
 a profitable interest return. 
 
 -Our valuable booklet, '* You and the Rainy Day," tells more 
 about the Certificates of Deposit and gives practical advice on 
 money matters. Send for it today. 
 
 The National Bank of Commerce 
 
 in St. Louis 
 Broadway and Olive Street 
 
 Advertising Certificates of Deposit. 
 
 Now for some definite suggestions. 
 
 The matter of checks and the value of a checking account is 
 something that ought to provide a great deal of good advertising 
 material for any institution desiring to make a strong bid for new 
 commercial accounts. 
 
46 PUSHING YOUR BUSINESS. 
 
 The reproductions of several advertisements prepared by the 
 author for the National Bank of Commerce in St. Louis illustrate a 
 series of educational advertisements which proved very effective. 
 
 Perhaps you say: "Why, every business man knows those sim- 
 ple facts about checks." 
 
 Well, as a matter of fact, every business man does not know 
 even those simple facts, as you can very easily find out by asking 
 a few questions among your business acquaintances. 
 
 Moreover, here is a very interesting fact in psychology (or 
 human nature, if you please), namely: People like to read about 
 matters with which they are already more or less familiar. 
 
 Consider your own case for a minute and see if this is not so. 
 
 You are a delegate to a convention, you attend an entertainment, 
 go to a ball game, or are a witness in a law suit, let us suppose. 
 Now, although you are perfectly familiar with what has taken 
 place in the convention, at the entertainment, on the diamond or 
 in the court room, nevertheless you eagerly buy a paper at the first 
 opportunity in order to read about what you already know. 
 
 If you discover in a magazine an article about some place you 
 have visited, don't you read every word of it? 
 
 You are a banker and supposedly know about all there is to 
 be known about negotiable instruments, but would you not find a 
 good deal to interest you even in an encyclopedia article on the 
 subject? 
 
 In this subject of checks, their safety, their convenience, their 
 cleanliness, the business prestige they give the user, and a hundred 
 and one other ideas that will occur to you if you sit down and con- 
 sider the matter thoughtfully, there ought to be enough of interest 
 and value to provide material for a long series of newspaper adver- 
 tisements or street car cards. 
 
 And when yon get around to the subject of checks again you can 
 tell the same story in another way. 
 
 It is a good thing for the advertiser that while human nature is 
 always the same the English language is very flexible and the same 
 idea can be presented in an infinite variety of ways. 
 
 CREDIT AND LOANS. 
 
 Then there is the subject of credit and loans for commercial 
 purposes. 
 
 There is a good deal of ignorance on this point. Many a worthy 
 young business man does not realize just how a good bank would 
 
ADVERTISING A COMMERCIAL BANK. 
 
 47 
 
 be able and willing to help him in expanding his business legiti- 
 mately by timely assistance. 
 
 So an occasional educating talk, like that in one of the National 
 J3ank of Commerce advertisements shown herewith, would lead to 
 desirable business of this sort. 
 
 Jbout Checks___ 
 
 A bank is not liable to the holder of a check until it accepts or cer- 
 lifies the check, and a bank is not bound to make partial payment on a 
 check if the drawer has not sufficient funds to his credit to make full 
 payment. 
 
 If a depositor draws several checks aggregating more than he has 
 standing to his credit, the bank pays them in the order of presentation, 
 without regard to dates or numbers, until the depositor's credit is ex- 
 hausted. The bank may refuse to honor checks subsequently presented. 
 
 Every check must be indorsed. The 'indorsement should be on 'the 
 back of the check and as near the left end as possible in order to make 
 room for subsequent indorsements. 
 
 These are a few facts about checks not as generally known as they 
 ought to be. The convenience and safety of having a checking account 
 at The National Bank of Commerce in St. Louis, the city's strongest 
 financial institution, should also be known and appreciated by every 
 business man in St. Louis. 
 
 Write or call for full information as to how this big bank can help 
 you. 
 
 The National Bank of Commerce 
 
 in St. Louis 
 Broadway and Olive Street 
 
 Educational Advertising. 
 
 The advantages of certificates of deposit are not brought out as 
 strongly as they might be a good many times. Besides calling 
 attention to the desirability of such certificates for the building up 
 of a reserve and for the profitable employment of funds tempor- 
 arily idle, it is possible to feature the interest-bearing certificates 
 of deposit in such a way that a National, State or private bank can 
 
48 PUSHING YOUR BUSINESS. 
 
 go after savings accounts much as if they really had a savings de- 
 partment. A way to do this is illustrated in some of the advertise- 
 ments reproduced in the chapter on savings bank advertising. 
 
 In the same way, as outlined in these several cases, the com- 
 mercial bank can tell prospective customers about such features 
 of its service as: 
 
 Commercial letters of credit, collections, drafts, discounts, bank 
 money orders, transferring of money by telegraph or cable, and, 
 in short, about scores of such functions and facilities as are hinted 
 at in the list at the close of this chapter. 
 
 The fact that the officers of the bank are always ready to give 
 customers the benefit of their expert advice on the matter of invest- 
 ments and other business questions is one that cannot be too strongly 
 brought out in advertising, but how infrequently it is done! 
 
 HUMAN CONSIDERATION. 
 
 Aside from offering your customers a very tangible advantage 
 in thus giving them the privilege of consulting you on matters of 
 prime importance to them, advertising in this way serves to bring 
 out the human element in your business. 
 
 A good deal is said about "soulless corporations," and it is 
 rather hard to get enthusiastic about a great, cold, lifeless, machine- 
 like institution. But if you can make people feel that your busi- 
 ness is dominated by men with human sympathy, understanding and 
 consideration men who are not only approachable, but glad to be 
 approached you have taken a long step toward creating a good 
 will for your institution, which, while not figuring in your state- 
 ment of assets, will be worth a great deal to you in dollars and 
 cents. 
 
 Along this same line it is a splendid thing to emphasize in your 
 advertising the strength of the personnel of your officers and di- 
 rectorate, as is done in the following instances: 
 
 The Northern National Bank of Ashland, Wis., in an attrac- 
 tive booklet says of its directors: 
 
 Our Board of Directors consists of representative business men of 
 Northern Wisconsin, an assurance to those having business with the bank 
 that their interest will be surrounded by all the safeguards possible. 
 
 It comments on official changes thus: 
 
 At the last meeting of the Board of Directors, the following changes 
 were made in the official staff, owing to the resignation of Mr. Frank 
 
ADVERTISING A COMMERCIAL BANK. 49 
 
 Boutin as vice-president. (Mr. Boutin remains as a director of the bank.) 
 Mr. C. F. Latimer, cashier of the bank since its organization, was 
 
 elected vice-president. 
 
 Mr. R. B. Prince, for some years past assistant cashier, was 
 
 elected cashier. Mr. Prince has been with the bank in various capacities for 
 
 nearly twenty years. 
 
 About Loans, 
 
 The loaning capacity of The National Bank of Commerce in St. Louis 
 is very great on account of its large capital, surplus and deposits. 
 
 A customer . keeping an account . here and carrying good average, 
 balances may be readily accommodated in the way of a loan when he 
 needs it. 
 
 To secure a line of credit at this $86,006^000 bank it is necessary 
 for a depositor to make us a statement showing that he is entitled to it 
 or else to place with us collateral of value to cover the amount which 
 he borrows, 
 
 Of course, in granting a line of credit to depositors it is expected 
 thatf they shall carry deposits with the bank sufficient to justify the 
 accommodation. The amount generally required is about 20 per cent 
 of the line desired. 
 
 Men in business, manufacturers, wholesalers, retailers, generally 
 borrow on the strength of their financial condition. Professional men 
 and others not having capital put up collateral for loans.' 
 
 Owing to the large resources of this bank we are often able to 
 secure capital for meritorious enterprises, business extensions, etc., by 
 bringing those desiring the accommodation to people who have money 
 for that purpose. 
 
 The National Bank of Commerce 
 
 in St. Louis 
 Broadway and Olive Street 
 
 Better than a Business Card. 
 
 Mr. F. M. Cole, paying teller, was elected assistant cashier. Mr. Cole 
 has been in the service of the bank for fifteen years. 
 
 Mr. E. G. Fisher, receiving teller, and Mr. H. H. Fuller, accountant, 
 have held positions of trust for periods covering twelve years. 
 
 The People's Savings Bank and Trust Co., of Moline, 111., pre- 
 faces a complete statement of the business connections of its direct- 
 ors by saying: 
 
50 PUSHING YOUR BUSINESS. 
 
 The personalities of the Board of Directors (that is, their success in 
 business, and the careful judgment and business acumen which they bring 
 to the management of the bank's affairs) count for more than capital stock 
 and surplus. The stronger the business personalities of the directors and 
 management, the more pronounced and substantial is the success of the 
 bank. 
 
 One or two of these statements are particularly full of human 
 interest, for example: 
 
 C. H. Deere: President Deere & Co., Deere & Mansur Co.; John Deere 
 Plow Co., Kansas City; Deere & Webber Co., Minneapolis; John Deere 
 Plow Co., Omaha; John Deere Plow Co., St. Louis; John Deere Plow Co., 
 Dallas, Texas; Deere Implement Co., San Francisco; John Deere Plow Co., 
 Portland, Ore.; John Deere Plow Co., New Orleans; John Deere Plow Co., 
 Indianapolis: Deere-Clark Motor Car Co., Moline; director American Trust 
 & Savings Bank and Western Trust & Savings Bank, Chicago, etc., etc. 
 
 P. H. Wessel: Practicing physician. Has practiced medicine in Moline 
 for thirty-five years. Has been three times elected mayor of Moline. Held 
 in very high esteem by his fellow citizens. Thoroughly prosperous in 
 business. Is a member and treasurer of the State Board of Health. 
 
 J. T. Browning: Practiced law in Moline for thirty-eight years. For 
 last ten years has devoted his time entirely to the care of his property and 
 to farming. Large holder of real estate in and around Moline. Lives 
 on his farm one and one-third miles south of the city. In 1874-78 repre- 
 sented his Senatorial District in the Lower House of the State Legislature. 
 One of the incorporators of the First National Bank (which was absorbed 
 by the Peoples Savings Bank and Trust Co. February 10, 1905) in 1863, 
 and a member of its first Board of Directors. He has been one of the 
 directors ever since, and for some years was president of the Peoples 
 Savings Bank. 
 
 J. S. Gillmore: Cashier of the bank from 1868 to January, 1906. Upon 
 his resignation, board of directors presented him with a year's salary as an 
 indication of their appreciation of his many years of faithful service, and 
 of the high esteem they hold for him. 
 
 C. W. Lundahl: Cashier and secretary of the bank. Has been asso- 
 ciated in the management of the bank for twenty-three years. For six 
 years was assistant cashier. He is one of the most conspicuous examples 
 in this locality as to the value and rewards of thrift and economy. He 
 is a real estate holder in Moline. Though still in the prime of life, he has 
 accumulated a competency by "mere dint" of hard work and careful living. 
 
 "Your money is safe under the eyes of such men. With ample capital 
 and surplus, fifty years' experience and success in banking, and an unusu- 
 ally strong board of directors, you cannot find an institution in the coun- 
 try better qualified to attend to your banking business." 
 
 The American Trust and Savings Bank of Chicago issued a 
 handsome booklet containing a condensed statement of condition, a 
 directory of the hank building and portraits of all the officers and 
 directors of the bank, among whom are such prominent men as 
 E. H. Gary of the United States Steel Corporation; E. P. Ripley, 
 
ADVERTISING A COMMERCIAL BANK. 51 
 
 president of the Atchison, Topeka & Santa Fe Railway; and Theo- 
 dore P. Shonts, of the Interborough R. R., New York. 
 
 "Men of Ripe Experience" is the title of a booklet issued by the 
 Cleveland Trust Company as a compilation of the names and busi- 
 ness affiliations of the directors and advisory council of the com- 
 pany. In the introduction are the following paragraphs: 
 
 The character of a bank's management has much to do with gaining 
 the public confidence, which is so necessary to its success. The directors 
 must be well known and successful business men who are ever alert in the 
 bank's interests and willing to give their conscientious efforts to increas- 
 ing the business along safe lines. 
 
 If the names of the directors be ever so strong, however, and they are 
 directors in name only, they are a source of weakness and might better be 
 replaced by less conspicuous men who would appreciate the sacredness of 
 the trust imposed on them. 
 
 The Cleveland Trust Company has been fortunate in having had from 
 its beginning directors who have been enthusiastic in their devotion to its 
 affairs^ and have given their time and attention without stint to building 
 up the Company's business. 
 
 No importa'nt action has been taken nor policy adopted by this bank 
 without the sanction of the majority of its directors after careful consid- 
 eration. The minutes of the company will show this to be true. 
 
 INDIVIDUALITY IN ADVERTISING. 
 
 All this kind of thing makes for individuality in bank advertis- 
 ing arid that is a very valuable point. The objection is sometimes 
 made by too conservative bankers who are being urged to go in for 
 "educational" advertising that such broad advertising will bring 
 business to every bank in the community. 
 
 It certainly will, but if individuality in copy and style is devel- 
 oped and maintained the advertising bank will get fully ninety per 
 cent, of the new business created. 
 
 This matter of individuality is especially important in the 
 advertising of a bank to get business from other banks, because 
 the service offered in such particulars as collections for correspond- 
 ents and in taking care of reserves is practically the same among 
 all banks. 
 
 The right kind of advertising, such as is suggested in this book 
 this is said advisedly, sincerely and with due modesty will cre- 
 ate for you an individuality which will in time enable your insti- 
 tution to forge ahead of your competitors who are not advertising in 
 a modern way, and at least to divide the business evenly with such 
 of your competitors as are awake to the fact that a new day is at 
 hand in financial publicity. 
 
PUSHING YOUR BUSINESS. 
 
 In regard to the advertisement reproduced on this page > 
 the author commented in "The Bankers Magazine/' as follows: 
 
 ' 'Printers Ink/ the 'Little Schoolmaster' of the advertising 
 business, performed only half its duty when in a recent issue it took 
 
 occasion to criticise this ad- 
 vertisement of The Phenix 
 National Bank. 
 
 "The criticism had some 
 justification, but it was ad- 
 ministered so caustically 
 that it had no particular val- 
 ue either for the Phenix 
 Bank or for financial adver- 
 tisers in general. 
 
 "The burden of showing 
 a better way rests with the 
 critic. We propose to criti- 
 cise that same Phenix ad., 
 but we will not be blind to 
 its good points and will try 
 to be constructive rather 
 than destructive in our crit- 
 icism. 
 
 "This ad. is not as effect- 
 ive as it might be, but it is 
 so much better than the av- 
 erage bank advertisement in 
 the New York papers that 
 it shines like a good deed in 
 a naughty world. 
 
 "It doesn't tell very 
 much about the bank, it is 
 true just about as much as 
 is done by the perfunctory advertising of many other New York 
 banks. 
 
 "But the cut of the bronze tablet is unique and attracts atten- 
 tion. However, just attracting attention to your advertisement is 
 not enough. 
 
 "What would you think of a man who shouted and waved at 
 you on the street, and then, after making all this fuss over you, let 
 you go on your way without telling you what it was all about? 
 
 Only a Beginning. 
 
ADVERTISING A COMMERCIAL BANK. 
 
 53 
 
 "Probably you would suspect the 'D. T.s', or something like that. 
 
 "If, after attracting your attention, he silently pointed you to 
 his place of business^ you would understand a little better, but the 
 chances are you would not be convinced or satisfied even then. 
 
 "It's like what John B. Gough used to say about sitting down on 
 a hornet's nest very stimulating but not very nourishing. 
 
 It Might Surprise You 
 to Know 
 
 i many of our savings depositors are women iiiwie 
 men who earn their own living, married women who 
 losit for the family, wealthy women who have sepa- 
 ome. 
 
 Women Naturally Prefer 
 a Conservative Bank 
 
 - ^^^jjjk^*^ 11 ? 
 
 avests its deposits in secured 
 
 The Northern Trust 
 Company-Bank 
 
 . $1.500.000. Surplus. $1.300.000 
 
 
 Good Bank Ads. for Women. 
 
 "Most banks attract attention in a more or less feeble way by 
 their card announcements. The Phenix ad. attracts attention strong- 
 ly, but does little more than point out its location a good thing in 
 itself, but why stop there? 
 
 "Why not use the same cut with a mortise in it for change of 
 copy daily? There would be the same general publicity value, 
 day by day and cumulative, and, in addition, there would be oppor- 
 tunity for a really interesting and educating campaign, though prob- 
 ably larger space would be needed to do it adequately. 
 
 "That this would pay is proved by the experience of banks that 
 have given the idea a thorough trying out. It is as certain as cause 
 and effect. 
 
54 PUSHING YOUR BUSINESS. 
 
 "If New York was a finished city, if there was no new genera- 
 tion of business men constantly coming up, if thousands of new- 
 comers were not added to the city's population every week, if the 
 human memory was perfect and the human mind not subject to 
 what Chalmers called 'the expulsive power of a new affection' 
 (i. e., if customers could not be weaned away to another bank) one 
 statement of the Phenix Bank's, or any other bank's, claims upon 
 the interest of the business public would be enough. 
 
 "But what's the use? It is a condition and not a theory that con- 
 fronts us." 
 
 A COMPARISON. 
 
 Comparisons are odious, but sometimes they are helpful. 
 
 Herewith we reproduce advertisements of the Chatham Na- 
 tional Bank of New York and of the International Correspondence 
 Schools of Scranton, Pa. We are willing to give both of these 
 institutions a free advertisement because we desire to use their 
 respective announcements to point our moral and adorn our tale. 
 
 THE CHATHAM BROADWAY 
 
 NATIONAL S A T N R D EE? HN 
 
 BANK NEW YORK. 
 
 fjf Solicits the accounts of merchants, firms and corpo- 
 ^U rations, and la prepared to extend to them every 
 facility consistent with conservative banking. 
 
 ESTABLISHED 1851. 
 
 Was the Ad Established in 1851, too ? 
 
 If there is one sentence that has been used more commonly in 
 bank advertising than any other it is that in the Chatham National 
 Bank advertisement "Solicits the accounts of merchants, firms 
 and corporations, and is prepared to extend to them every facility 
 consistent with conservative banking." 
 
 We doubt if this was the best thing that might have been said 
 even the first time it was ever used, but when hundreds of banks 
 have used it scores of times it is pretty threadbare, and its value 
 from an advertising standpoint is practically nil. "Age has staled 
 and custom withered it," because it has no "infinite variety." 
 
 Surely there must be something about a bank over fifty years 
 old that gives it an individuality something that gives it the right 
 
ADVERTISING A COMMERCIAL BANK. 
 
 to rise above the common- 
 place in its advertising. As 
 it is, "Established 1851" is 
 the strongest part of this 
 advertisement, but that 
 way of stating the age of 
 the institution is merely 
 conventional and not par- 
 ticularly action-compelling. 
 
 In criticizing such ad- 
 vertising as this we do not 
 think that we are setting 
 up a man of straw just to 
 knock him down again. 
 We sincerely believe that 
 such advertisements are not 
 the best. Even an old and 
 prosperous bank can not 
 afford to do poor advertis- 
 ing. 
 
 If this be treason, make 
 the most of it. 
 
 A STYLE THAT PAYS. 
 
 Now, glance at the 
 other advertisement for a 
 few moments, and as you 
 do, remember that the 
 great business it stands 
 for has been built up en- 
 tirely through advertising. 
 
 Results form the ul- 
 timate test of all adver- 
 tising. The International 
 Correspondence Schools 
 have been using this style 
 of advertising for years 
 and have grown to enor- 
 mous proportions through 
 it. Notice that this copy 
 does not read: 
 
 We're Going to 
 Raise Your Salary 
 
 Such scenes as tlii.s are actually taking place 
 every day. Invariably the man who gets the 
 raise is the trained man the expert while 
 the untrained man plods along at the same old 
 wage. 
 
 If you're poorly paid and have ambition 
 you're too good a man to be kept down ; and 
 you wouldn't stay down if you only knew how 
 easily you can acquire the training that will 
 put you in the lead. It doesn't c"8t- you any- 
 thing to timl out how yon can accomplish this 
 how you can have your Halnry raided. The 
 only requirement is the ability to read and 
 write, simply mark the attached coupon and 
 mail it now to the International Correspon- 
 dence Schools. 
 
 During February 67 H students voluntarily 
 reported salary increases and promotions re- 
 ceived as a di> ect result of I. C. 8. training. 
 
 International Correspondence Schools, 
 
 Box 888 , 8CRA.NTON, PA. 
 
 Please erplaln, without farther obligation on my part, 
 how I can qualify for a larger salary In the posi- 
 tion before which I have marked X 
 
 Bookkeeper 
 Stenographer 
 Advertisement Writer 
 Show Card Writer 
 Window Trjmmer 
 Commercial Law 
 Illustrator 
 Civil Stervlce 
 Chemist 
 Textile MlllSupt. 
 Electrician 
 Elee. Engineer 
 
 mechanical Draftsman 
 Telephone Engineer 
 Elec-LlghtlngSupt. 
 Median. Enclneer 
 Flumber & Steam Fitter 
 Stationary Engineer 
 Civil Engineer 
 Building Contractor 
 Arehltec'l Draftsman 
 Architect 
 Struc tural Engineer 
 
 Ml nl ne Engineer 
 
 Wa 
 
 Street and Ko.. 
 City 
 
 An Ad. that Appeals, 
 
.56 PUSHING YOUR BUSINESS. 
 
 "The International Correspondence Schools solicit students and 
 are prepared to extend to them every facility consistent with con- 
 servative correspondence instruction." 
 
 Perhaps you say "Bank advertising ought to be more dignified 
 than that of a school." Well, why should it? Isn't a man's educa- 
 tion, his preparation for his life work, just as important and serious 
 a matter as his banking relations ? And why shouldn't there be 
 just as much human interest in the advertising matter meant to 
 appeal to him for one of his needs as for another? 
 
 A writer in "System" said: 
 
 This is the test. If your customers like your goods, and continue to 
 buy them in ever increasing patronage, you need not worry over stretching 
 a point in conservative advertising. There is no law of business or common 
 sense that compels a merchant to stick to heavy dignity at the expense of 
 trade. What passes for dignity in advertising, very often, is mediocrity. 
 Lack of originality sometimes passes for conservatism. A merchant 
 should seek to appeal to the public through mind-channels that run in the 
 most human direction. When you discover that direction, let the ideas 
 have free play, even if you must be undignified. 
 
 That is from a merchant's standpoint, and to a certain extent 
 the same can be said of ban'i advertising. 
 
 Of course, it is not meant to assert that a commercial bank 
 should use exactly the same methods in seeking business as the 
 correspondence school does in getting pupils. That would be a 
 reductio ad absurdum, but nevertheless the principle is the same. 
 The details must be worked out with good judgment and common 
 sense. 
 
 GOOD POINTS BROUGHT OUT. 
 
 The good points of this I. C. S. ad. include the following: 
 It is well illustrated, that is, the figures are lifelike and full of 
 expression. They mean something and serve not only to attract at- 
 tention to the advertisement but to emphasize the thought of the 
 reading matter, the illustration and the copy being closely tied up 
 together. There is enthusiasm in both the illustration and the 
 copy. The "we're," "you're," "wouldn't" and "doesn't" are col- 
 loquial. The frequent use of personal pronouns brings the message 
 home to the reader much more strongly than could be done other- 
 wise. 
 
 The advertisement appeals to self interest and ambition, which 
 the advertising man of the I. C. S. well knows are two of the 
 strongest levers it is possible to use in moving the human will. 
 
ADVERTISING A COMMERCIAL BANK. 57 
 
 By telling the large number of students who voluntarily re- 
 ported promotion, the ad. writer proves the reasonableness of his 
 claims and likewise appeals to another side of human nature the 
 willingness to do something that many others are doing. 
 
 Printing a coupon and telling people definitely just what you 
 want them to do is good, too, because it makes it easy for them. 
 Even the dotted border of the coupon has a psychological value 
 as it shows how easy it is to cut out the coupon. 
 
 "Box 823" is a key number, whereby the advertiser can tell 
 how this particular medium pays him. No advertiser can afford to 
 do things by guess in spending his good money for advertising. 
 
 Banks can learn a good deal from the study of the work of 
 such successful advertisers as this. 
 
 Some day a New York city bank will become courageous enough 
 to do some real advertising possibly even going so far as to use 
 good appropriate illustrated copy as well as sound arguments and 
 reasons. 
 
 There have been $75,000 receiverships, why not a bank adver- 
 tising appropriation of that amount. Rightly expended it would 
 be a dividend earning investment. 
 
 Writing in the "Banking Publicity" department of "The 
 Bankers Magazine," Harvey A. Blodgett says: 
 
 Guesswork and lack of system hold full sway in the advertising depart- 
 ment of many a bank. To how few bankers has it occurred that there 
 can be such a thing as system in the expenditure of that most important 
 factor in promoting business, the advertising appropriation. 
 
 ADVERTISING ANALYSIS. 
 
 It is because so much money has been spent upon advertising ventures 
 with so little tangible return, that the banker shies at the very word 
 "advertising." Although accustomed to analyze business propositions of 
 all sorts, the average banker fails to properly analyze the probable effect 
 of many of the advertising schemes with which he is tempted. 
 
 There is a simple test which the banker should rigidly apply to every 
 proposed expenditure. It is this: "Will this thing suggest to possible 
 clients any benefits they will enjoy from doing business at this bank; will 
 it inform people of the services it has to sell, of which some are ignorant; 
 will it convince people that this bank earnestly desires to be their sympa- 
 thetic, personal ally? Will it inspire the desire to save, or does it explain 
 how to establish a credit? If it will accomplish none of these results, or 
 any equally vital, why is it a good investment?" 
 
 My plea is for a system in bank advertising, which will not only go a 
 long way toward the elimination of waste, but will produce gratifying 
 5 
 
58 PUSHING YOUR BUSINESS. 
 
 results in the way of increased business and profits for the banker, and 
 greater confidence in him. Every dollar expended for advertising, under 
 a correct system, will remain a permanent asset. 
 
 Advertising is a constructive force. Just as a mechanical engineer 
 draws upon paper the various parts of a machine and figures its weights 
 and measurements before a casting is made, and just as the function of 
 each part of the machine is determined in advance of its construction, 
 so should every integral part of a bank's advertising campaign be planned 
 and considered with a view to constructing an efficient and effective 
 entirety, before the first dollar is expended upon it. 
 
 GENERAL PUBLICITY NOT ENOUGH. 
 
 In planning a systematic advertising campaign, first dismiss the 
 thought that the aim of advertising is just to keep your name before the 
 public. A mere name, however prominently displayed, suggests nothing 
 to the average person. Do we not pass the same signs day after day 
 without being impressed by them? When we consult a utility which is 
 the gift of an enterprising advertiser, how often do we give the name upon 
 it even a fleeting thought? 
 
 When a banker calls upon a prospective patron for the purpose of 
 inducing him to open an account, is he content to mention in a stiff and 
 impersonal way the name of the bank, its resources, and the personnel 
 of its management, and let it go at that? No, he eagerly grasps the 
 opportunity for a heart to heart talk, telling his prospect what relation 
 the bank's resources bear to the safety of its depositors, and what priv- 
 ileges and conveniences are enjoyed by having a checking account. He 
 lays stress on the bank's willingness and ability to grant accommodation 
 in time of need, and waxes eloquent in explaining the many advantages of 
 a business connection with his institution. He considers that he is scatter- 
 ing seeds of kindness when he inspires the desire to save and get ahead 
 in the world, tie presents the bank's case in a systematic way. His 
 first interview being without result, he hopes that at least he has set his 
 man to thinking, and avails himself of subsequent opportunities to clinch 
 his arguments. The banker who conducts his advertising campaign upon 
 the same theory, has his hands full taking care of new business. 
 
 AN EDUCATIONAL CAMPAIGN. 
 
 No more than the student can absorb the contents of a text-book by 
 reading its title, can the layman comprehend all the benefits of a banking 
 connection by reading the bank's business card. Successful bank ad- 
 vertising is a matter of systematic education. The bank must do the 
 teaching. The lessons must be short and interesting, in order to attract 
 attention and hold it. System must govern, for every successful under- 
 taking is the product of system. 
 
 Map out a year's campaign in advance, making it a series of ad- 
 vertisements each instalment of which will present interestingly some 
 feature of the bank's services. Let one argument follow another in logical 
 order. Do not expect a single advertisement to bring immediate and direct 
 
ADVERTISING A COMMERCIAL BANK. 59 
 
 returns sufficient to repay its cost. Skillful advertisers rely upon the 
 cumulative results of their work, knowing that little by little their argu- 
 ments find lodgment in the public mind, a tiny impression now being 
 augmented by another later on. 
 
 Whether the medium is to be the public press or the more personal 
 method of letters and printed literature, the successful campaign should 
 be planned as a whole, and systematically followed to a logical conclusion. 
 
 TALKING POINTS. 
 
 Following are some points which can be used to advantage in 
 general bank advertising: 
 
 Government supervision. 
 
 Frequent inspection by Comptroller of the Currency and by committee 
 of directors. 
 
 Bank account a basis for loans. 
 
 Earning good dividends for stockholders. 
 
 Conservatism, progressiveness, courtesy. 
 
 Age and history of bank. 
 
 Details of Government regulation. 
 
 Campaign of education on banking methods. 
 
 Explaining statements in non-technical language. 
 
 Prompt collections. 
 
 Par arrangements. 
 
 Growth of community resources and industries. 
 
 Capital, surplus, undivided profits. 
 
 Depository for United States, State, County, City. 
 
 Relative standing of bank among other institutions in community or 
 country. 
 
 Growth of deposits shown graphically. 
 
 Double liability of stockholders. 
 
 Come in and meet officers. 
 
 Answering questions of public. 
 
 Advice on investment, business, etc. 
 
 Percentage of reserves. 
 
 The number of accounts as well as the total amount of deposits. 
 
 Physical protection, vaults, safes, time locks, burglar alarms, fire- 
 proof construction of building. 
 
 Banking by mail. 
 
 Location as to territory surrounding and as to convenience in com- 
 munity. 
 
 Certificates of deposit interest bearing, transferable by indorsement, 
 not subject to attachment, good security. 
 
 Directors who direct. 
 
 Directors successful in other lines of business. 
 
 Not a "one man" bank. 
 
 Foreign exchange. 
 
 Clerks who use foreign languages. 
 
 Discounting negotiable paper and commercial bills. 
 
 Expert heads of departments. 
 
60 
 
 PUSHING YOUR BUSINESS. 
 
 Depositing all receipts with bank and making all disbursements b T 
 check. 
 
 Information department. 
 
 Modern equipment. 
 
 Drafts on principal cities of the world. 
 
 Letters of credit. 
 
 Travelers' checks. 
 
 Money transmitted by cable. 
 
 Officers and employees bonded. 
 
 Prestige of dealing with a big bank. 
 
 The young business man 
 
 who has demonstrated ability 
 successfully to conduct a small 
 business will receive special a#en- 
 tion and. consideration from 
 
 THE NATIONAL BANK 
 
 OF THE 
 
 REPUBLIC 
 
 BOARD OF DIRECTORS 
 
 ROBERT MATHER JOHN R. MORRON ROLUN A. KEYES 
 Pro. Rota Uud R. R. Sy IWDiuwuiGKieCo. Ft.kki> MVth t Co. 
 
 CHAS.H.CONOVER JOHN A LYNCH 
 
 JOHNV.FARWElJJr. 
 <<J.V.F.llor^ 
 E. B. STRONG 
 CoMM 
 
 FRANK O. LOWDEN 
 
 FRANK E. VOGEL 
 
 VK^P-S r l.C<^c,4Co. 
 
 HENRY 
 
 J. B. GREENHUT 
 
 OpiulM. Pn< 
 
 H.W.HEIMRICHS 
 
 Vio-Pra. M D W.Co. 
 
 W: T. FENTON 
 
 Cipital, Surplut and Profit*, $3,000,000. Li Salic and Monroe Strreti 
 
 Good Business. 
 
 Prompt remittance of collections. 
 
 Frequent audits, examinations by directors' committee 
 
 No past due paper. 
 
 No re-discounting. 
 
 Amount of circulation taken out. 
 
 Success of bank built on prosperity of customers. 
 
 Use of a motto and emblem. 
 
 Amount of deposits shows popular confidence. 
 
 Surplus and profits show prosperity. 
 
 Establishing a credit. 
 
 How capital is invested. 
 
 Long history shows satisfactory service. 
 
 Table of growth of deposits over a period of years, 
 
 Accuracy "in detail. 
 
 How bank has weathered panics. 
 
 Advantages of bank money orders. 
 
 Personal wealth of stockholders. 
 
ADVERTISING A COMMERCIAL BANK. 61 
 
 The laws safeguarding National banks. 
 
 Banks add value to your property and convenience to your business. 
 
 Charging due paper unpaid to profit and loss. 
 
 Answering inquiries of non-residents. 
 
 Bank does not speculate nor promote speculative enterprises. 
 
 Membership in clearing-house. 
 
 Employees are bonded. 
 
 Confidential relations between officers and customers. 
 
 Negotiating farm loans. 
 
 List of correspondent banks. 
 
 Record of loans made without loss or foreclosure. 
 
 Helping young business men. 
 
 Interest on time deposits. 
 
 Length of service of officers. 
 
 Making a feature of statement to Comptroller. 
 
 Proportion of surplus to capital. 
 
 Accuracy in detail; promptness in execution. 
 
 Number of dividends paid to stockholders. 
 
 Encouraging small deposits. Having many small notes. 
 
 Directors in constant touch with affairs of bank. 
 
 Bonds bought and sold. 
 
 Conservative, safe, panic-tried. 
 
 Real estate holdings of directors. 
 
 Build up your credit. 
 
 Night watchman electric alarm system. 
 
 Our customers' success is our success. 
 
 A time-tested bank. 
 
 The quality of securities held. 
 
 Trademark Designed by the Author for the Quincy (111.) National Bank . 
 
CHAPTER V. 
 
 Savings Bank Advertising. 
 
 THE customers of the savings bank come from a broader field 
 and are more numerous than those of any other financial 
 institution. Likewise its appeal is more personal and there 
 are greater possibilities of human interest in its advertising story. 
 
 Everybody who earns money should save some of it and deposit 
 his earnings in a strong bank. 
 
 That is the gospel the savings bank has to preach. It has in- 
 numerable texts and hundreds of different ways to preach it. The 
 subject of thrift is an old one, but it has not been exhausted yet. 
 And a new generation is constantly rising up that needs instruction 
 in the straight and narrow path of saving that leads to financial 
 independence. 
 
 The first and most important part of the savings bank's cam- 
 paign for deposits is the newspaper and street car advertising. All 
 other advertising is. as a rule, subsidiary to this. 
 
 If there are daily papers in your community, use the best of 
 them at least twice a week. Every day in the week would be bet- 
 ter. If your appropriation will not permit large space every day, 
 it is better to use smaller space continuously than large space infre- 
 quently. 
 
 Six small ads., one each on Monday, Tuesday, Wednesday, 
 Thursday, Friday and Saturday, will bring better aggregate re- 
 sults than a single weekly advertisement of a size equal to the total 
 space of the six smaller ones. 
 
 FREQUENT CHANGE OF COPY. 
 
 No matter if it does involve considerable work, there should be 
 a change of copy each insertion in all savings advertisements. The 
 same style, and if possible the same position in the paper should 
 be maintained constantly. In this way, by frequent change of copy, 
 but steady use of the same place and typographical style, you are 
 able to convey the impression of continuity and stability and still 
 give a freshness and educational value to your advertising that will 
 attract, interest and convince the public, your possible depositors. 
 
NO MAN IS POOR 
 
 WHO PUTS HIS' SAVINGS REGULARLY IN 
 
 iy Citizens' ss Bank 
 
 CHAMBER Of COMMERCE BUILDING. 
 
 rrtf, m. R. r rf. 
 
 O.kUr, F V. Tlllot.o.. 
 AIM. CuklM. F. 1. Htltf. Awl. Cuklrr. 5lr1 a. rr.u 
 
 The Possession of Money 
 
 hich the ordinary 
 
 by 
 
 signifies power It paves the 
 man can help others and htmselt. 
 
 Therefore. It Is perfectly proper tbat you should strive. 
 within reasonable bounds, to accumulate It 
 
 Deposit your surplus funds In the People's Saving Bank, 
 wnere same will draw 4 per cent Interest, and the temp- 
 tatlon will not be so great to squander tbat which you will 
 need In future years. 
 
 4 Pr Cent Interest Paid on Saving* Account*. 
 
 PEOPLE'S SAVIN6S SANK 
 
 Capital. $100,000. 
 
 DCS MOINEB, IOWA. 
 
 Proflt*. 175,000. 
 
 Tito Bank Is Six Months OTd To-day. 
 
 All Savings Bank 
 Records Broken 
 
 It is a significant fact that during the first six months of 
 its ca/eer the volume of this bank's business has exceeded that 
 of ny Savings Bank heretofore established in Washington 
 
 Following is the monthly statement of our deposits 
 
 Jun. 30 
 
 July 10 
 AU ( . 30 
 
 Watch Us Grow! 
 
 lVpo.ll. 
 I23.4M.4I 
 
 S39.445.06 
 {48.256.88 
 173.053.82 
 
 $80,276.52 
 
 $116,727.75 
 
 ^Deposit your funds here wherc-they will earn interest, and 
 let your income grow with a growing bank 
 
 CITIZENS 
 
 Conservative ^rM Government 
 
 Management Supervision. 
 
 1406 N. Y. Ave. Bond Building. 
 
 3% Interest on Savings Accounts. 
 2% Interest on Checking Accounts. 
 
 Or DETROIT 
 
 "CAPITAL $250,000. P SURPLUS $ I25,ooo 
 
 BANK ACCOUNTS 
 
 This bank desires to serve & lar'gef number of depos- 
 itors with whom it can have close personal relations, and 
 solicits, the accounts of firms, corporations or individual*. 
 
 153 GRISWOLD ST.. COR. LAFAYETTE AVE. 
 
 Branch Cor. Michigan Ave. and Thirty-fourth St 
 
 ^^..^. 
 
 l.l^J 
 
 To Any 
 Amount 
 
 Deposited with this bank 
 will make a practical Christ- 
 mas Gift 'tor Wife. Sou. 
 Daughter or Friend. 
 
 Money depoaluxi la their 
 aame will maka tie ChrliV 
 aiB a Joyous one. Remember 
 thOvllttle one* with ordinary 
 G1(U the ' older ones with 
 DOLLARS which will grow 
 with tho a per eant w* py. 
 
 THE DIME SAVINGS BANK, 
 
 DETROIT, MICH. 
 
 Let The Wile Try 
 
 Some men cannot save, but the 
 family prospers because the wife 
 keeps a savings account and depos- 
 its every dollar she can spare from 
 her allowance with now and then a 
 larger sized bill 
 
 Many homes are saved and paid 
 forbecause the wife realizes the ne- 
 cessity of laying aside part, of the 
 family income against the day of 
 need. 
 
 Several hundred ladies carry ac- 
 counts with this bank, and it is our 
 pleasure to extend our lady deposi- 
 tors every consideration and courtesy. 
 
 We pay 4 per cent interest com- 
 pounded semi-annually. 
 
 Let Your Savings Work, Too 
 
 DES MOMS SAVINGS BANK 
 
 Northwest Comer West Fifth and Walnut 
 
 Strong Savings Bank Advertising. 
 
64 PUSHING YOUR BUSINESS. 
 
 Haphazard advertising will not accomplish the best results. 
 Plan a campaign as a whole. Then carry it out systematically. 
 
 The conditions vary in different communities and with different 
 institutions, but the following outline of a campaign for savings 
 deposits, successfully carried out in a Western city, ought to be of 
 value as an example: 
 
 The daily newspapers formed the backbone of the campaign, 
 of course. Four daily papers, including one German publication, 
 were used three times a week, the space being 100 lines, double 
 column. That is, the advertisement occupied about three inches 
 and a half in two columns. 
 
 Plain type display without cuts was used and there was change 
 of copy with each insertion. As a means of "keying" the advertise- 
 ments and to strengthen the copy psychologically by inducing 
 readers to do something definite at once, each advertisement con- 
 tained a request to send for a free booklet on savings, and a small 
 home savings bank. 
 
 The arguments used were not directed exclusively to the wage 
 earner or the person of small income, but the appeal was also to 
 the man of high-salaried position and to the business man. 
 
 Concrete examples of how real persons were actually saving 
 money were given and the reader was urged to go and do likewise. 
 The copy was dignified, but personal in style. 
 
 The personal pronoun "you" had a very prominent place, as it 
 should have in all advertising. 
 
 FORM LETTERS AND CIRCULARS. 
 
 In the street car advertising, cards with striking designs and 
 short, snappy copy were run in all the cars of several of the prin- 
 cipal lines. New cards were put in every month. 
 
 A series of form letters and circulars was also prepared to be 
 mailed to special lists, including teachers, clergymen, policemen, 
 firemen, members of fraternal organizations, etc. 
 
 Among the talking points used in the advertisments of this 
 savings bank campaign were the following: 
 
 Small accounts welcome. 
 
 Interest the rate, frequency of compounding, method of computing, 
 how it makes money grow. 
 Deposits by mail. 
 Safety from fire and thieves . 
 
IT. 
 
 Irving Savings 
 Institution 
 
 US Chambers St.. Net*/ York. 
 
 Tn Trustee* of' thl Bank bar* declared lO- 
 ereat at the. rat* of s , 
 
 per annum on all aums from 
 E to S.OpO-ntlUedth*reU 
 
 44-Mt 
 
 dl-ANNUA 
 
 J^T..... ., thJ1?.Mi ot ^: o 5., 
 
 onths ending on t 
 
 payable on 
 
 OI, will draw Interest from January lit 
 
 CONSTANT M. BIRD. Aaat. Secretary. 
 
 The 
 
 i and 8 TIJin 
 
 109th DIVID 
 
 New Y 
 THE H 
 
 IrPeTTnnum 
 
 >ec. lOt 
 YEAR 
 
 ', * the raU 
 
 will be credited to 
 
 credited to depositor* entitled 
 the by-law* of the bank on turn* 
 
 DEPOSITED on or before January 
 
 '-;:* tat - 
 
 Secretary. 
 
 NtNftV IIQ H riUfJK K. VO<JCi \ 
 
 HafKRYSIgQBLAOQl 
 
 tftlVATI BAH 
 
 
 4J P CENT IMTMIST 
 
 'tfonl D * PO * lt '' m $1 * **>** 
 
 Essfpss 
 
 P.SM.ir, .. r fc. ^H.h.,,.^. , 
 
 rom OIHOUUIB. 
 
 T^e Bowery Savings Bank, 
 
 128 AND 130 BOWKRY. 
 
 HEW YORK. Dec. 1. 1007. 
 X eml-|inuia .TlJn^ t the rate ot 
 
 KOI R PER CENT. 
 per annum DM bceo declared' and will b*. 
 credited \o depoaUortfti all ,m, of B.OO. 
 and upward *od pot . exceeding (3.000. 
 wblch baW riae .been 4epoltcd at leaat 
 three montba n the flrrt day of January 
 
 ill 
 
 on and after 
 
 Money deposited on, or be/ore Janoary 10 
 will draw Interest froin January 1, 1908. 
 
 ' JOHJTJ. SINCLAIR, lat Vlce-Prca 1 *. 
 
 HENBY A. SCHKNCK. 2nd Vlcc-Prea.'t. . 
 WILLIAM "E< KJ/OX. Secretary. 
 
 THE BANK FOR SAVINGS 
 
 Df THE CITY OF NEW YORK. 
 
 _ 280 Fourth Avenue. Dec. 13thr 1907. 
 1TTTH SKMI-ANNL'AL DIVIDEND. 
 
 The Board of Trurteea has declared an imer- 
 eat dividend for the Six Months ending Decem- 
 ber 3lst. 1907. at the rate of FOUR PER 
 CENT, per annum on all sums of $5.00 and up- 
 wards entitled thereto, and payable on 
 after Jan. 20th. 1908. -- 
 
 The dividend will be credited to depositors aa 
 principal. January- lat. 1908. 
 
 Deposit* made 1 on or before January 10th will 
 draw Intereat from January 1st, 1908. 
 
 WALTER TRIMBLE. President. 
 
 CHARLES A. SHERMAN. Secrcttfy. 
 
 JAMES KNOWLES. Comptroller? 
 
 Union Dime Savings Institution 
 
 BROADWAY. SID ST.. AND TH AVENUE, 
 
 GREELEY SQUARE. NEW YORK. 
 
 Interest FoUf Per Cemt 
 
 Per annum from IE to $3.000. Credited Jan- 
 uary lit, payable January nth, or any time 
 iter. CHARLES E. Si'RAUUE, President 
 FRANCIS M. LEAKE, Treasurer. 
 WILLIAM 0. ROSS. Secretary. 
 
 The Brooklyn Savings Bank, 
 
 COB. "EBKEPONT^ CI^NTO* STRUTS, 
 
 December. 1*. 1907. 
 INTEREST AT THH RATE OF 
 
 FOUR PER CENT, PER ANNUM 
 
 be credited to depositor* with thl* bo* 
 January lit next, on all sums entitled there 
 (payable on and after January 20th.) 
 
 MONEY DEPOSITED on or before January 
 lOta will draw Intereat from January lat, 1908. 
 BRYAN H. SMITH. President. 
 FELIX E. FLANoAEAU, Caahler. 
 EDWIN P. MAYNARD, Comptroller. 
 
 SEAMEN'S BANK FOR SAVINGS, 
 
 74 and 76 Wall Street 
 
 I THE TRUSTEES HAVE ORDERED THAT 
 I INTEREST be paid to depositors entitled there- 
 , and in accordance with 
 
 the Savings 
 ending Dec. a 
 On a 
 
 dollars 
 
 Payable on and after Moriffljy, Jan. 20th. 
 
 DANIEL BARNES. Preside 
 OEOROE M. HALSEY Caihl'er. 
 New York. Deo. 10th. 1907. 
 
 GREENWICH SAVINGS BANK 
 
 8. E. Cor. 6th Av. and 16th St. 
 INTEREST AT.THE RATE OF FOUR PER 
 CENT. PER ANNUM will be credited de- 
 positors for the.'pX MONTHS and THREE 
 MONTHS ENDlS'G DEC. 31. 1907, on a'l 
 aums from five itolla 
 lars. entitled thereto 
 
 able. Jan. JO, 19 OS. .. \ 
 
 ' JAMES QUINLAN. PreMdent. 
 
 .CHARLES M. DUTCHER. Treaa, 
 
 '3. HAMPDEN ROBB, Secretary- I 
 
 Deposits made ov^or before JAN. 10, 1901. 
 
 .Will drw totere from JAN, J, 190*. * 
 
 How Not to Do It. 
 
66 PUSHING YOUR BUSINESS. 
 
 Importance of thrift moral value, becoming independent, preparing 
 for old age and the "rainy day," adding to self-respect, the foundation of 
 success, the basis of credit, saving for a home, for an education, being 
 ready for ooportunities. 
 
 Saving the first $100. 
 
 Withdrawals at any time. 
 
 Savings create capital a reserve fund. 
 
 Convenient location. 
 
 Conservative management. 
 
 Perfect equipment. 
 
 Teach children saving. 
 
 Age of institution. 
 
 Officers interested in depositors' welfare. 
 
 State regulation and supervision. 
 
 Experienced officers. 
 
 Figures of institution's growth. 
 
 Prompt and courteous service. j | 
 
 Large capital and surplus. 
 
 Conservative loans how secured. 
 
 System in saving. 
 
 Examples of actual experience. 
 
 Home safes. 
 
 "Burglar insurance." 
 
 Physical protection massive vaults, time locks, electric alarm signals, 
 bank always lighted. 
 
 Personnel of board of directors or trustees. 
 
 In good times prepare for hard times. 
 
 Certificates of deposit. 
 
 Free booklets, home bank, calendar, etc. 
 
 Putting money to work. 
 
 NOW is the time. 
 
 Quoting prominent men. 
 
 Limit spending, not saving. 
 
 Insuring the future. 
 
 The needs of dependents. 
 
 Open one evening in the week, until 8 o'clock. 
 
 The large amount of new copy required in this campaign neces- 
 sitated a constant effort to present old ideas in new form. Prob- 
 ably all there is to be said about saving money has been said a 
 great many times. The problem of the savings bank advertiser, 
 therefore, is to say these things in a new way and to make a per- 
 sonal application of the truths to the individual reader, his possible 
 customer. 
 
 As to the results of this particular campaign, it need only be 
 said that the large number of new depositors secured as a result 
 of the six months' campaign brought enough business to the bank 
 in the course of that year to much more than pay the expense of 
 the advertising. 
 
6 Savings Bank ft Trust y^<?. ^F^^f/ 
 
 KEENVILLE. MISS / ^ ^'^^/^S* ' 
 
 "As the Twig is Bent the Tree's Inclined." 
 
68 PUSHING YOUR BUSINESS. 
 
 ADVERTISING FOR THE FUTURE. 
 
 The benefit of a campaign of advertising extends far beyond 
 the period during which the advertisements appear. This is read- 
 ily seen when it is considered that persons who are secured as de- 
 positors and customers of the bank to-day through the advertising 
 may continue with it, becoming constantly more valuable customers 
 of the institution not only because of the increasing size of their 
 own accounts but also because of the many new depositors they bring 
 to the bank from among their relatives and friends. 
 
 In fact, advertising may be an endless chain and in cumulative 
 eifect its value may multiply as in an arithmetical progression. 
 
 The details of the advertising campaign must be carefully looked 
 after. It is especially important to keep a complete record of all 
 facts in connection with the newspaper advertisements. There 
 should be a careful checking up of space, position and insertions in 
 connection with the bills for the advertising. 
 
 LARGE SCALE SAVIN&. 
 
 In connection with the suggestion made that savings arguments 
 in advertising should be adapted not alone to persons of small or 
 moderate income, the following extract from an address made by 
 Hugh Chalmers, when general manager of the National Cash 
 Register Company, to the company's traveling salesmen, is inter- 
 esting: 
 
 Every man connected with our selling force ought to give himself a 
 saving quota, just as we give him a selling quota. 
 
 Our business is too hard a business, and requires too much mental and 
 physical effort for a man not to save money out of it. 
 
 You ought not to carry those trunks, and that baggage, and ride over 
 the country day and night, for a mere living. I can name you a dozen 
 businesses where you can make a living much more easily than this. But if 
 you are looking for the one chance of your life to accumulate dollars, you 
 have it in this business. 
 
 Save your money save all you can. Five thousand dollars a year is 
 not too much for some of you to save. I know when I had an agency for 
 five years there was not a year that I did not save $5,000, and I had only a 
 one-man territory to do it in. 
 
 If there is a man selling our goods who cannot save at least $2,000 a 
 year, let him look for some other business. This may sound harsh to you, 
 but it is right. It depends largely on you whether you are going to do 
 this or not. If you live up to $5,000 a year you cannot save $2,000. 
 
 How not to advertise a savings bank is best seen by a glance 
 at the illustration showing the advertisements of a number of New 
 
SAVINGS BANK ADVERTISING. 
 
 York City savings institutions, taken from a single issue of a New 
 York paper. 
 
 The author has in his possession a copy of "The Ulster County 
 Gazette/' printed in Kingston, N. Y., more than a hundred years 
 
 Is Your Money 
 
 making money for you ? The more of it you have 
 employed for you, the less you need to work your- 
 self. If you keep on saving and putting your sav- 
 ings to work, the funded capital of your earning 
 years will gradually take up the burden and ypu 
 will not need to work at all. 
 
 In the meantime you are insured against hard luck or hard times. 
 Have you ever thought about having some noney 
 
 At Work For You? 
 
 If not, it is time you did if you have any regard for your future 
 comfort or for the well being of those dependent upon you. 
 
 Now is the time to begin to save. If you want to start on the 
 road to financial independence, or if you have started and would 
 like help and encouragement, it will pay you to send for "YOU and 
 the Rainy Day/' a handsome booklet just issued by The National 
 Bank of Commerce in St. Louis. 
 
 It contains 28 pages of practical financial advice, telling how to live and 
 make money. It also describes the 3% Certificates of Deposit of this 
 $86,000,000.00 bank, which are issued in sums of from $50 up and are nego- 
 tiable and renewable annually or semi-annually. 
 
 Send today for your copy of this valuable free book. 
 
 The National Bank of Commerce 
 
 in St Louis 
 
 Broadway and Olive Street 
 A Real Savings Ad for a National Bank. 
 
 ago. Some of the advertisements in this interesting old publication 
 are exact prototypes of the formal business card announcements 
 used by many banks to-day, ostensibly for the purpose of getting 
 more business. 
 
 Some advertisers have not learned much in the past century 
 of progress. Cold figures and bald statements, devoid of interest 
 
70 PUSHING YOUR BUSINESS. 
 
 and life, are not the best thing in the world with which to touch 
 human nature. 
 
 So long as it is true that the great majority of us act upon 
 feeling to a large extent it behooves the advertiser to mix as much 
 human interest as possible with his logic in advertising. You make 
 a very strong bid for business when you appeal both to the common 
 sense and the impulses of your prospective customer. 
 
 It is not meant to say that formal card announcements should 
 never be used by banks. The use of such advertising in financial 
 publications is not open to such serious criticism because there they 
 are read largely by bankers who understand banking facilities and 
 do not so much need the educating, personal style that ought to be 
 addressed to the public at large. 
 
 But appealing for general business is an entirely different prop- 
 osition. For newspaper advertising, the stilted, official card an- 
 nouncements of banks are well nigh useless because they are not 
 business getters. 
 
 That style of advertising is cold and austere. Like the massive 
 stone walls and iron bars of the bank building itself, it is more 
 repellent than attractive. Nevertheless, it is probable that some 
 banks will be using that style of publicity a hundred years from 
 now, but it won't be the same banks that are doing it to-day if they 
 once learn the better way, for then they will find results so much 
 better that they will never revert to that style. 
 
 There is no better illustration of the card announcement style 
 in bank advertising than the stereotyped form of newspaper adver- 
 tising being done by the New York city savings banks. 
 
 These advertisements are all cut from the same cloth. 
 
 It would seem that if the purpose of this advertising was to get 
 more depositors for the banks, the advertisers fell far short of 
 their opportunities and wasted good money in expensive newspaper 
 space. 
 
 Of the ten advertisements reproduced, only one that of a de- 
 partment store private bank makes a direct personal appeal for 
 depositors, although several of the others do so by inference or 
 implication. 
 
 It is not for lack of talking points, either. One of the banks, 
 the Bowery Savings Bank, is said to be the largest savings bank 
 in the world. One states that it is paying its 177th semi-annual 
 interest dividend, another its lOQth. All of them are paying four per 
 
SAVINGS BANK ADVERTISING. 
 
 71 
 
 cent, interest, which is higher by from % to 1 per cent, than is 
 allowed by many savings banks throughout the country. 
 
 There is no law that compels the New York savings banks to 
 advertise in this perfunctory way. But even if it were com- 
 pulsory, is there anything to prevent their doing some real adver- 
 tising in addition? 
 
 But perhaps they do not want any more deposits. 
 
 FIFTEEN DOLLARS A MONTH 
 
 Can you save $15 a month? 
 
 The average man between 20 and 30 years of age 
 ought to be able to do as well as that. 
 
 Of course there may be good reasons in your case 
 why you can not save that much, but be sure they 
 are good reasons before you re satisfied witli less 
 than that. Saving $J5 a month 
 
 MEANS $2,212.26 IN 10 YEARS 
 
 when you include the more than $400 interest which 
 your savings will earn in jthe First National Bank at 
 4 per cent, compound interest. 
 
 $2,212.26 is a small fortune in itself, and with that 
 capital you will be in a position to make a great deal 
 more money. 
 
 Decide NOW to create that capital. 
 
 The First National Bank of North Yakima 
 
 W. L. BTEINWEO, A. R CI-INB, C. R. DONOVAN, 
 
 Something Concrete. 
 
 Is Your Youngster Extravagant? 
 
 Does he spend dimes where you spent pennies years 
 ago. and then come back for more? 
 
 Try the plan that one Scranton mother has told us 
 about She gives her boy a weekly allowance, teaches 
 him to deposit part of that on his savings account and to 
 deposit all extra sums such as birthday money, etc. He 
 has a good time, but has Jlfifi in bank and is developing 
 a careful, sacrificing character. 
 
 Your boy can open an account here with just one 
 dollar. 
 
 TRADERS NATIONAL BANK 
 
 Cor. Wyoming Awe. and Spruce St. 
 
 "Courtesy Our Watchword" 
 
 A Definite Saving Plan. 
 
 By way of contrast, a real savings advertisement is shown. The 
 interesting thing about it is that it is not the advertisement of a 
 savings bank at all, but of one of the greatest of the national 
 banks. In common with the advertisement of the department store 
 bank, it has a particularly strong feature psychologically the offer 
 of a free booklet and the request that the reader do something 
 definite at once, viz., send for the booklet. 
 
 "INSPIRATIONAL" COPY. 
 
 / 
 
 Too much savings bank advertising consists solely of glittering 
 generalities on the subject of thrift. 
 
 Savings maxima are good, but it's a long time since Benjamin 
 Franklin got out his "almanacks," and some of "Poor Richard's" 
 sayings are rather trite now. 
 
73 PUSHING YOUR BUSINESS. 
 
 Most persons realize that it is a good thing to save money and 
 that it is foolish to spend it extravagantly. 
 
 The true mission of the savings advertisement, therefore, is to 
 induce the reader to act now, to do something definite to begin at 
 once to save systematically and deposit regularly. 
 
 The question naturally arises : What is the best way to do this ? 
 
 The answer is INSPIRATIONAL COPY. 
 
 One of the most popular of the general publications is "Success 
 Magazine." A principal reason for the popularity and success of 
 that magazine is to be found in the forceful, inspiring editorial 
 matter it contains from the pen of its editor and founder, Dr. 
 Orison Swett Marden. 
 
 Reading that kind of literature makes men and women resolve 
 and do things. 
 
 There is no doubt at all about the value of such articles. Many 
 a young person has been inspired to successful efforts by reading 
 of that nature. 
 
 As the chief object of all advertising is to induce action to 
 get people to do as the advertiser suggests, is it not reasonable to 
 say that advertising copy that is enthusiastic and inspirational is 
 best because most likely to bring action in the desired direction? 
 
 Now, for some concrete illustrations. 
 
 Following are portions of the copy for five advertisements pre- 
 pared by the writer for the savings department of a national bank 
 in a Middle West city: 
 
 CONCENTRATION AND ENTHUSIASM. 
 
 These are two big words big not only in the number of let- 
 ters they contain but big in the importance of what they stand 
 for. 
 
 These two qualities of mind have been responsible for a 
 tremendous total of success in the history of the human race. 
 Very little that is great has ever been accomplished without 
 them. 
 
 Concentration provides the guiding rails the direction; en- 
 thusiasm is the steam the motive power. Together they are 
 irresistible. 
 
 This applies to the matter of saving. You need to concen- 
 trate your efforts to save money.- Having an object in view 
 getting an education, establishing a nome, providing for old age- 
 will give you enthusiasm. 
 
SAVINGS BANK ADVERTISING. 73 
 
 AN ANCHOR TO WINDWARD. 
 
 Sailors know the wisdom of having an anchor to windward. 
 That precaution has prevented many a disaster. 
 
 To have a money surplus capital in reserve is simply throw- 
 ing an anchor to windward. It will prevent your drifting onto 
 the rocks of dependence and want. 
 
 The time to build up a reserve, a safeguard for the future, 
 is now when you are strong and able to work and sacrifice. You 
 don't know about the future, but you do know that now, to-day, 
 you are able to earn and save. Make the most of your present 
 opportunity and prepare yourself for greater ones later on. 
 
 LINE OF LEAST RESISTANCE. 
 
 It is natural and easy to follow the line of least resistance. 
 But it is doing the hard things that develops strength and char- 
 acter. 
 
 It is the easiest thing in the world to spend money foolishly 
 or carelessly. It takes strength and determination to resist the 
 temptation to do so, but successfully resisting the temptation 
 brings two rewards a stiffening of your mental and moral 
 backbone and an increase in your material resources. 
 
 We want to help you all we can in your efforts to get ahead 
 financially to create a tangible proof of your accomplishments 
 in the shape of money saved. 
 
 YOU CAN BE RICH. 
 
 Poverty and riches are relative terms. That is, some persons 
 can be rich with a thousand dollars and some poor with fifty 
 thousand. 
 
 But there is no reason, aside from physical disability, why 
 you or any other person in this country cannot acquire at least 
 enough wealth to make it possible to spend the declining years 
 of life in comfort and without work or anxiety concerning the 
 necessities of life. 
 
 It is merely a matter of so regulating the habits of life that 
 you will systematically save a portion of your income and deposit 
 it regularly in a safe interest-paying bank like this. 
 
 The truth of this is proved by the experience of thousands 
 of successful men and women. 
 
 WHAT WILL YOU DO ABOUT IT? 
 
 You undoubtedly realize the importance of systematic saving. 
 You have read and heard a great deal about the folly of ex- 
 travagance and the wisdom of economy. 
 
 You have seen actual instances of the disastrous results of 
 the former and the happy consequences of the latter. 
 
74 PUSHING YOUR BUSINESS. 
 
 Now, the question is, What are you going to do about it as 
 regards your own habits? Will you start to-day to save a por- 
 tion of your income regularly or will you continue to procras- 
 tinate and postpone the start until "a more convenient season?" 
 
 Doing something definite will help you. Come into this 
 bank as soon as you possibly can and open a savings account 
 even with no more than a dollar. 
 
 The writer lays no claim to literary ability, but in these ad- 
 vertisements at least an attempt has been made to get away from 
 the common style of savings advertisement which makes use of 
 such platitudes as the following: 
 
 The Rainy Day. 
 
 The Foundation of Fortune. 
 
 Harvest follows seed-time. 
 
 A dollar saved is a dollar earned. 
 
 The secret of success. 
 
 Have you an account with us? 
 
 Saving is a habit. 
 
 Now, it is not meant to criticise the idea contained in the aDove 
 expressions, but only the use of the same words in the same old 
 way that has been used by savings bank advertisers from time im- 
 memorial. Nor would we forget that there is constantly coming 
 up a new generation to which these stock phrases are new. 
 
 The point is this, the rugged truths expressed in a jerky, dis- 
 connected way may be enough to remind the reader that he ought to 
 save money. They may make him say to himself: "I ought to do 
 that." Whereas, a stronger, more logical and more action-com- 
 pelling appeal is likely to lead him to say: I will do that." 
 
 It is the human will that the advertiser has to deal with, and 
 in writing an advertisement it is well to consider the various factors 
 that tend to influence the will. 
 
 Turn the searchlight inwards. What is it that moves your 
 will? You do not need to be a profound student of psyschology to 
 be able to trace cause and effect in your own case. 
 
 You will be surprised, perhaps, if the result of this self ex- 
 amination proves to you that oftentimes you do not act as the result 
 of cold logic or reason, that perhaps in the majority of cases call- 
 ing for a decision you decide in a certain way because you have 
 been moved in that direction by your feelings, your emotions. 
 Possibly you have first been convinced logically that the thing is 
 
SAVINGS BANK ADVERTISING. 75 
 
 right, that the course is the proper one, but your action has been 
 impelled by some enthusiasm or inspiration that has been com- 
 municated to you from an extraneous source. 
 
 In short, the gist of the whole matter as it relates to savings 
 bank advertising is this: 
 
 Use a strong, unusual heading and good typography, or illus- 
 tration, to get the reader's attention. 
 
 Then hold him with all the personality, enthusiasm, human 
 interest and literary charm you can command. Give enough facts 
 to satisfy the mind, and, finally, give expression to optimistic, in- 
 spiring ideas, thoughts that will make the reader do as you want 
 him to do. 
 
 Jonathan Edwards and the preachers of his day in Colonial 
 New England were in the habit of dividing their sermons into 
 three parts: 
 
 1. The Introduction. 
 
 2. The Argument. 
 
 3. The Application. 
 
 It was in the latter part that Edwards was accustomed to make 
 his wonderfully successful appeals. He preached a sermon en- 
 titled "Sinners in the Hands of an Angry God," in which he made 
 sinners feel that they were hanging by a single hair over the 
 yawning mouth of hell. 
 
 A contemporary writer relates how persons with guilty con- 
 sciences hearing this would frantically grasp the benches and 
 pillars as if to keep from sliding into the awful abyss. 
 
 It is not the writer's wish to convey the idea that people can 
 be or should be so scared into saving money, but, this illustration 
 is used to emphasize the fact that it is possible to move the human 
 will by the use of words, and it is the author's belief that a study 
 of this subject cannot help proving advantageous to the writer of 
 advertising, whose success in his work is measured by the results 
 obtained from the advertising matter which he prepares. 
 
 It is a noteworthy fact that this element of enthusiasm, or in- 
 spiration enters into the work of practically every person who has 
 been unusually successful as a writer of advertisements. 
 
 It has been said that a poet is born, not made, and Cicero wrote 
 of a certain "divine afflatus," without which no one becomes great, 
 but we have 110 reason to believe that advertising men are in the 
 same category as poets or that they must be inspired. 
 
76 PUSHING YOUR BUSINESS. 
 
 But there is an advertising "afflatus" that can be cultivated, 
 and it pays to cultivate it, because it bridges the chasm between 
 mediocrity and superiority. 
 
 INTERESTING THE CHILDREN. 
 
 The following article by Andrew Price in the July, 1908, num- 
 ber of "The Bankers Magazine" is of value in connection with 
 savings bank advertising: 
 
 In conjunction with their efforts to increase and enlarge the scope of 
 their business, the progressive savings banks of the country are spending 
 large amounts in advertising, in the attempt to educate the people in the 
 importance of thrift. Thus we can hardly pick up a newspaper or magazine 
 but the words "Economize," "Be Thrifty," "Start Saving Now," or count- 
 less other similar expressions catch our eye. Yet, for all this, conditions 
 seem to be about the same as formerly and there appear to be as many 
 poor and destitute in our cities. But this apparent lack of results by no 
 means proves that the banks are on the wrong track in attempting to 
 educate the public, only, that they have not selected a receptive class of 
 pupils. They are only mistaken in trying to teach a man of mature years 
 how and why to save, for it is as hard to do this as it is to break an old 
 dog of bad tricks. A man whose habits are all formed and who has felt 
 the burden and responsibility of a family for a number of years, ftnds it 
 difficult to change his plan of living, even though he realizes his errors. 
 
 However, it is entirely different with a child, for he is susceptible to any 
 influence that is brought to bear upon him, and when shown the sins of 
 extravagance and made to realize the pain and deprivations which are 
 attendant upon wanton waste, he readily concurs in all endeavors to better 
 his condition, and as a result acquires the habit of thrift. Thus we see 
 the salvation of the bank and all commercial enterprises to a great extent 
 lies in the education of the child, and that by his instruction along proper 
 lines the result will be obtained which has long been sought for by banks. 
 This fact was appreciated by the Germans some eighty-seven years 
 ago, when there was established in Geslar a system of School Savings 
 Banks, which has since been adopted by all the leading countries of 
 Europe. The wonderful success of the plan abroad attracted the atten- 
 tion of prominent bankers and educators in the United States, and as a 
 result it was established here in 1885. Since that time its growth has 
 been phenomenal; the plan having been adopted by more than 1098 schools 
 in 113 cities in 22 states up to January 1, 1907. Its principal value to 
 the people as a whole, and the one for which it was created, is the teach- 
 ing of thrift, but it has proven profitable to savings banks in another 
 respect, which is as a growing asset. 
 
SAVINGS BANK ADVERTISING. 77 
 
 CLOSE CONTACT NECESSARY. 
 
 The great problem of savings banks is how to reach and come in 
 close contact with the people. Many schemes have been evolved; many 
 plans tried and many theories advanced for the accomplishment of these 
 results, yet the question still troubles the minds of many. We have heard 
 stories of successful insurance agents and their ability to get hold of the 
 very heart-strings of a man by merely mentioning the name of his child, 
 and thus write a large policy, but few of us have thought out the reason 
 for this. It is simply the appealing to a man through that which is near- 
 est and dearest to him his child. Nature has given to every parent a 
 love peculiar to itself; the love that sacrifices all for the object of its 
 affection. And we see there really is a wonderful and eternal force which 
 the insurance agent, like many others, had blundered upon and which, it 
 is true, is often abused. However, a proper use of this element can be 
 made to be very beneficial to a savings bank. 
 
 The general interest in the development and growth of the younger 
 generation causes the adults to be daily familiar with their actions, so 
 that when the child comes home with his little school savings bank de- 
 posit book, the parent naturally takes a great deal of interest and pleas- 
 ure in inspecting it, as well as all printed matter the depository of the 
 school savings bank may publish. Not only does this apply to the parent, 
 but to most of the relatives and friends of the little depositor. 
 
 CHILDREN AS ADVERTISERS. 
 
 So, we see the bank which incorporates a system of school savings 
 banks, or is made the depository of such a system, has the entree into 
 the very heart of the homes of the mass of the people; that every school 
 child, though ignorant of the fact, is the most valuable advertising agent 
 the bank could have, for he at all times has the privilege of an audience 
 with his parents and grown-up friends, and by merely manifesting his 
 interest in the savings bank wins the interest of those to whom he talks. 
 The results of this can only be estimated at best. Not only does the bank 
 receive the account of the child, which in itself is worthy of notice, but 
 it often receives the business of the child's parents and friends. All the 
 time it is building for "future business," the business of the boy when 
 he has grown to be a man, while the system is a constant, inexpensive and 
 most profitable advertising medium. Moreover, parents who are kept from 
 depositing their small savings merely on account of pride, have their children 
 act as their agents in so doing. School savings banks therefore bring the 
 concern which they represent in contact with this class whom it has pre- 
 viously been impossible to reach. 
 
 As above stated, the deposit of the child is worthy of notice. The 
 aggregate of school savings deposits of one Pittsburg bank amounts to 
 more than 138,000. So profitable has this bank found this class of busi- 
 ness that between the years 1898 and 1907 they had been instrumental in 
 establishing the system in fifteen cities and towns, in which there were 
 eighty-six schools and 1226 teachers. Their literature has been distributed 
 among the homes by more than 57,500 students, of which number 33,635 
 were depositors. 
 
78 PUSHING YOUR BUSINESS. 
 
 It is impossible to know the exact results of this widespread publicity, 
 yet it is safe to say that the bank owes a large share of its business other 
 than school deposits, to the system of school savings banks. 
 
 Strange as it may seem, it is the consensus that children are one of 
 the most satisfactory classes to a bank. In the recent financial disturbance, 
 bankers had the least trouble with the children depositors; and, unlike the 
 other lines of deposits, these accounts increased during that period. 
 
 A STEADY ACCOUNT. 
 
 The amount of withdrawals by the children is always small and they 
 occur very seldom. The account is practically constant and a bank can 
 almost figure to a dollar the amount it will have to pay during a specified 
 time, the knowledge of which fact is very beneficial. 
 
 School savings banks are all based upon the same fundamental prin- 
 ciple and diifer only in operation. The Thiry System, which is in most 
 common use, was deduced from the most successful European plans. It 
 is simply the depositing of the savings of pupils with their teacher on a 
 specified day each week. The teacher gives them credit on a blank pro- 
 vided for that purpose and directly or indirectly turns the money over 
 to a local bank, which pays for the necessary stationery, etc. The deposit 
 slips are filled out by each individual pupil and the whole procedure re- 
 quires about ten minutes or less per week. As it is a regular part of 
 the school routine, no extra work is forced upon the teacher. Mr. Samuel 
 Andrews, superintendent of the Pittsburg schools, says in a letter written 
 December 17, 1907: "We have had school savings bank accounts for a 
 number of years and the teachers, pupils and parents are all enthusiastic 
 about the same." This proves the system adaptable to a city with a large 
 number of schools. Spokane, Washington, uses practically the same plan 
 in her twenty-one school houses as do the fifty-nine schools of Kansas 
 City, Missouri, the twenty-two schools of Long Island City, New York^ 
 and many others throughout the country. 
 
 Another plan, a rather later creation, is the Stamp System, which 
 differs from the one just referred to, only in that the teacher when re- 
 ceiving the deposits of pupils gives them stamps, which they stick on 
 folders provided for the purpose, instead of a receipt or crediting the 
 amount in books. This method has been adopted in the schools of Grand 
 Rapids and other cities of Michigan and elsewhere. It is very successful, 
 and especially attractive to the young depositors on account of the col- 
 ored stamps, which seem to fascinate them. 
 
 A CONSTANT SOURCE OF DEPOSITS. 
 
 Aside from any pecuniary interest banks may have in the plan of 
 school savings banks, they are interested in them on account of their great 
 civic force, for, as a result of their incorporation, pauperism is reduced 
 and the consequent expense to the public necessary to keep this class. 
 It aids greatly in the checking of all evil habits, and above all puts a check 
 upon the alarming increase of the non-producing class, by educating the 
 children to be producers and savers, and thereby helps in the idealization of 
 American citizenship. 
 
SAVINGS BANK ADVERTISING. 79 
 
 In conclusion; These institutions are most valuable adjuncts to sav- 
 ings banks. They bring the bank in the closest and most agreeable con- 
 nection with the public. They act as a constant source of deposits, and 
 are an everlasting and ideal advertising medium, at minimum cost. Their 
 deposits are constant. They educate the public along lines which improve 
 the moral, mental and financial status of the people. They are a great 
 philanthropic enterprise and therefore appeal to every high-minded banker. 
 They build for future business. 
 
 HOME BANKS AS ADVERTISEMENTS. 
 
 Probably more than half of the banks in the United States 
 that have savings departments arc using some kind of a small 
 home bank. While the kind of a bank used and method of handling 
 has much to do with its effectiveness, it has been fully demon- 
 strated that the use of even the cheapest and most unattractive 
 and inconvenient variety is very helpful in encouraging savings 
 and increasing deposits. It is no unusual thing to find savings 
 banks, trust companies and national banks with savings depart- 
 ments having from 15,000 to 25,000 in use. A trust company in 
 Chicago has over 30,000 small banks in use, and a large trust com- 
 pany in another large city is said to have recently contracted for 
 100,000 home banks or safes. 
 
 For quickly and effectively advertising a new bank the small 
 safe cannot be excelled. It puts the bank in direct touch with the 
 people, and gives the bank an opportunity to reach and talk with 
 the depositor and explain the advantages it can offer, either 
 through canvassers or by letter calling attention to the fact that a 
 home safe will be loaned the depositor if he or she will indicate a 
 desire for one, either by calling at the bank or asking to have it 
 sent. 
 
 BANKING BY MAIL. 
 
 As banking-by-mail accounts are largely savings accounts a con- 
 sideration of the advertising of that branch of banking logically 
 comes in this chapter. 
 
 Just as the growth of the "mail order" idea has broadened mar- 
 kets in the general business field, the establishment and growth of 
 the "banking-by-mail" plan has widened the circle of many a 
 bank's usefulness and greatly increased its deposits and profits. 
 
 There are several classes to which banking-by-mail can be made 
 to appeal with special force: 
 
 To those who live where there are no banking facilities at all. 
 
80 
 
 PUSHING YOUR BUSINESS. 
 
 To those who live in places where banks either pay no interest 
 at all on deposits or allow less interest than the banking-by-mail 
 institution offers. 
 
 To those who for any reason are dissatisfied with banking con- 
 nections already established. 
 
 While it is true that banking-by-mail has reached its highest 
 development in cities where the banks are able to pay as high as 
 four per cent, interest on savings accounts, there is no reason why 
 banks that pay less than that can not successfully develop a busi- 
 ness with out-of-town depositors who want to deal with a strong 
 and safe institution even if it offers no higher rate of interest than 
 the smaller institutions at home. 
 
 MILLIONS OF DOLLARS A DAY 
 
 Every day in the year 
 
 , _.,ner nuuiwuv w* uvu<a * t 
 
 same way going between customers and- 
 In all parts of the country. 
 
 Not a cent of- this vast amount of money Is e' 
 transit when the simple methods Df protection pr 
 the Post Office and 'Customary in business are us 
 
 Is ever lost In 
 provided by 
 ised. 
 
 one feature of the reasonableness of depositing 
 maU-with a strong financial institution like" the 
 Trust Company, which ; 
 
 money hy jnaU- 
 
 Hampden Trust Company, which many 
 
 of the State are now doing with entire s 
 
 This 
 book. ' i 
 will be 
 
 juMAiN STREET HAMPDEN TRUST CO., SPRINGFIELD. MASS 
 
 BDWAKD a BBADFOED, -President JOSEPH XX ALLEN, Treasurer 
 
 Banking by Mail Ad. Designed and Written by the Author. 
 
 There are so few objections to the practice of dealing with a 
 bank through the mails that it is a great wonder that the plan was 
 not tried long ago. However, its great development in the past few 
 
 A NEW IDEA. 
 
 years in the case of many banks, especially several well known ones 
 in Cleveland, O., and Pittsburgh, Pa., indicates that the idea has 
 become firmly established as a legitimate and practical feature of 
 modern banking. 
 
 The fact of particular interest about banking by mail, looked 
 at from an advertising standpoint, is that the business is abso- 
 lutely dependent upon advertising for its very existence. 
 
 People must know about the bank before they will trust it and 
 send their money to it. 
 
SAVINGS BANK ADVERTISING. 81 
 
 They must be told about it convincingly or they will not respond. 
 
 So here is a department of banking created and maintained by 
 advertising, and the extent of its development is in direct ratio to 
 the quantity and quality of its advertising. 
 
 Newspaper and magazine space costs so much that the typical 
 banking-by-mail institution does not expect to get more than a 
 comparatively small part of its business direct from the original 
 advertisements. 
 
 It is a "send for booklet" proposition pure and simple. 
 
 Mail Your Savings 
 
 to the Bowery Savings Bank, New York, and get all 
 the benefits that are gained, by the 140,000 depositors 
 of this greatest of all savingy institutions. Depositing 
 by mail In 
 
 THE BOWERY SAYINGS BANK 
 
 U a safe as it is convenient. Our booklet, " Baobtog 
 by Mail," gives complete and detailed information, 
 and will be sent free if you request it. 
 
 THE BOWERY SAVINBS BANK. NEW YORK 
 
 MTABLISHCD 1894 
 
 For Mail Deposits. 
 
 The advertisement must be attractive enough and strong enough 
 to get the inquiry; the "follow up" must do the rest. 
 
 TELLING THE WHOLE STORY. 
 
 Space is needed to tell the full story of banking by mail more 
 space than it would pay to take in expensive mediums such as that 
 in the magazines and "mail order" papers of large circulation. The 
 booklet, circulars and form letters must be depended upon to give 
 the subject the complete exposition it needs. 
 
 The prime necessity naturally is to give inquirers ample ground 
 for putting implicit confidence in the institution's strength and the 
 honorable intentions of the men back of it. 
 
 In cases where as high a rate of interest as from four per cent, 
 to six per cent, is paid, the advertising bank must explain pretty 
 fully why and how it is able to pay such a high rate safely, because 
 the great mass of people have long been taught to believe that un- 
 usually high rates of interest are incompatible with safety. 
 
 One way to do this is to explain how the bank invests its funds 
 in great established industries in its home city or otherwise. 
 
82 PUSHING YOUR BUSINESS. 
 
 As a rule, persons who send deposits by mail to a bank in a 
 distant city are not thoroughly familiar with business methods and 
 are especially ignorant of banking. One of the greatest require- 
 ments in a good banking-by-mail booklet, therefore, is a very def- 
 inite and complete statement of just what one has to do to open 
 an account. 
 
 The following excerpt from a particularly good booklet of this 
 class will illustrate the right way to do this: 
 
 1. Detach the slip attached to the back cover of this pamphlet date 
 and sign it, and mail it to us. This will give us a record of your authorized 
 signature. 
 
 2. Enclose with it your remittance whatever amount you wish to 
 deposit as a starter ($1.00 will do no amounts received less than $1.00 
 and no interest computed on fractions of a dollar) and we will promptly 
 open an account with you, credit the amount received on our books and 
 in the Depositors Pass Book which we return to you. 
 
 3. The Pass Book serves as your receipt for amounts deposited and 
 is also a complete duplicate of your account with us showing at any time 
 just how you stand. 
 
 4. Send us the Pass Book with the remittance, whenever you deposit. 
 We return it to you. 
 
 5. If you desire to draw out money all you need do is to send us 
 the Pass Book and say how much you want, on a conveniently printed form 
 which we furnish for that purpose. If a portion of your account, we return 
 the Pass Book with the withdrawal duly entered, showing how much you 
 have left in the bank. If the whole amount on deposit is withdrawn we 
 retain the Pass Book, as the account is closed. 
 
 6. If the Pass Book is at any time lost, stolen or destroyed notify us 
 at once. 
 
 HOW TO SEND MONEY BY MAIL. 
 
 Send it in any shape most convenient to you just as you would natur- 
 ally remit to an out-of-town business house in making a purchase or pay- 
 ing an obligation. 
 
 By currency. 
 
 By currency in registered letter is more advisable, especially in 
 amounts larger than $1.00 or $2.00. 
 
 By P. O. Money Order. 
 
 By Express Money Order. 
 
 By your personal check. 
 
 By check payable to yourself, received from a hay or grain buyer 
 or other party. Endorse the check by simply writing your name across 
 the back which makes it negotiable. 
 
 By draft, drawn by you in our favor or 
 
 By draft received by you in payment of an obligation from another 
 party, and made payable to us by your endorsement. 
 
A Christinas Assurance 
 
 You will hardly miss the small amount ($34.20 year- 
 ly) that is the rost of a Colonial Endowment Con- 
 tract .which guarantees $1,000 at the expiration of 20 
 years the same .vuitract is available in periods of 5, 
 JO and 15 vears. This contract is a discipline creating 
 an obligation to eave, and showing a round figure of 
 profit at its expiration. 
 
 ASKFOB.BOOKLETA. 
 
 THE (SIPNI AI.TRVST &MPANY 
 
 317 FOURTH AVE.-314-318 DIAP 
 Capital 
 $4,000,000.00 
 
 For the Baby 
 
 Let one of.tue baby's Oliriatmas presents 
 be the opening 6f an account in its name at 
 this strong savings iastitution. The habit 
 of thrift shot|ld be taught to aJl children, and 
 the best *ay of teaching any.hmg is by example. It 
 means a great deal to a chi Id for the future, not only in 
 Tf^ Tr f m0nCJ| a<;culnulaled during the year 9 of 
 
 childhood, but in the acquirement of the knowledge of 
 woney 'a real valued' rid. 
 
 Christmas Money Order 
 
 t tt. n r " E L FOLK8 * T MO " E 
 
 l<1 
 
 FIRST NATIONAL BANK 
 
 OhUrtBanktaWo^ctty 
 
 360,000.00 
 
 The Planters National Bank 
 
 Saving. Department 
 
 Capital, - - - $300,000.00 
 Capital and Surplus, $950,000.00 
 
 Some Christmas Savings Bank Advertising. 
 
84 PUSHING YOUR BUSINESS. 
 
 By postage (two-cent stamps, in sheets) for small amounts, when no 
 other form of remittance is available or convenient. 
 
 You can also send by express a large sum, received by you after 
 banking hours, and which you do not wish to carry around with you. 
 
 Or even by telegraph, in case you desire to deposit a sum in time to 
 draw interest for the current month. 
 
 We have a special arrangement by which we are able to receive and 
 cash checks on local banks in any section at face value making no deduc- 
 tion for exchange fees. 
 
 The slip referred to is arranged thus: 
 
 190. 
 
 People's Savings Bank & Trust Co. 
 " Savings Department. 
 
 Below is my authorized signature, in which name I desire to open an 
 account with you, in accordance with your rules and By-Laws. 
 
 (Signature) 
 
 Depositor 
 
 (Address) 
 
 As far as the main part of the copy for a banking-by-maiJ 
 proposition is concerned, it is largely the same as should be used 
 in the advertising of any savings bank, as outlined elsewhere in 
 this book. 
 
 deposits $1 per week, in the NaiigmiK 
 Savings Bank, in ope year (with 4 i 
 terest) it will amount to $89; in fi 
 years to almost ,$3OO. 
 
 A Pay Envelope Ad. 
 
SAVINGS BANK ADVERTISING. 85 
 
 SOME SAVINGS LITERATURE. 
 
 As illustrating a line of argument for savings accounts used 
 successfully in the author's experience, several advertisements are 
 reproduced herewith and following are extracts from some of his 
 savings booklets. 
 
 From "You and the Rainy Day," written for the National Bank 
 of Commerce in St. Louis: 
 
 No matter who you are, where you are or how old you are, it is your 
 duty to save money. 
 
 Are you rich now? You may become poor if you don't save. 
 
 Are you poor? You may become rich if you save; you will always 
 remain poor if you don't. 
 
 Without economy you can't be rich; with it you need not be poor. 
 
 To have a surplus capital in reserve is simply throwing an anchor 
 to windward. 
 
 It will prevent your drifting on to the rocks of penury. 
 
 If you already have capital, economy will preserve it for your use in 
 times of greater need. If you have none you can acquire it by the same 
 means. 
 
 But you must have capital if you would get ahead financially. 
 
 Youth is emphatically the time to begin to save, but it is never too 
 late to start while your earning capacity is greater than the needs of 
 yourself and those dependent upon you. 
 
 But saving is a habit, and, like most habits of life, in the great 
 majority of cases it must be acquired early if at all. 
 
 Indeed, the main object of saving in early life, is not so much the 
 actual amount saved, which may be very small, as it is the formation of 
 the habit of economy. 
 
 It is an important moment when a young man or young woman begins 
 to lay aside part of his or her earnings, because from that moment the 
 person ceases to be a slavish dependent and becomes free, independent and 
 self-reliant. 
 
 Between the ages of thirty and forty the human machine is running 
 most smoothly and powerfully* Difficulties which seem insuperable to the 
 inexperience of youth or the over-caution of old age, are easily overcome 
 by the energy, good judgment and courage of middle life. 
 
 Perhaps the knowledge that his best productive years are so short 
 causes a man to realize the necessity of making the most of them while 
 they last. 
 
 It ought to, at any rate. 
 
 How is it with you? Have you reached that period, and can you say 
 to yourself, as you think of those dependent upon you, "I am doing my 
 duty by them"? 
 
 Or does a feeling of sadness come over you as you look at the face? 
 around your breakfast table and think that you have not yet been able 
 to provide adequately for the future of your loved ones? 
 
86 PUSHING YOUR BUSINESS. 
 
 A man's duty to his family is not done when he provides for present 
 necessities. He must also prepare for the future, which may be a time 
 of storm and stress. 
 
 If in the years gone by you have saved money and invested it wisely, 
 you can approach middle life and declining powers without worry even if 
 your income has never been a large one. 
 
 Just when you are about to lay down the severest burden of work, your 
 judiciously invested funds take it up for you and from that time on you 
 do less work and your capital does more. 
 
 It is better to sacrifice a little now than to want much later. 
 
 There are some who affect to disregard material wealth. 
 
 (o)O Q(o> 
 
 Your Child's Future 
 
 A SAVINGS ACCOUNT opened when your 
 children are young wifl provide for their edu- 
 cation and give them a proper Start in life. 
 You can open an account with this large safe bank with 
 flIIC nnillD AND UPWARDS. Mo/ IIITCDCOT 
 
 UN t uULLAH AND IT WILL EARN 4/% IN I tHto I 
 
 cA BIRTHDAY FUND 
 
 q An excellent mean* of providing a ion or daughter with i 
 
 arrive at majority u. on each birthday to place to their credit with thii bank the turn 
 of One Dollar for each of the yean they have lived. The* Kim., with intereft. w$ 
 amount in twenty -one yean to over $300.00, not an inngnificant nun in it*elf; and 
 moft children, knowing that a bank account wa> growing for them, will make con- 
 tinuoui efforu to add to the amount* of their tavingt, unit iwelling the aggregate, 
 which would enable any young man or woman to ftart out in a buaineM career, well 
 equipped for wcoeai. 
 
 THE CITIZENS SAVINGS ca, TRUST Co. 
 
 Euclid Ave. near Erie St., CLEVELAND, OHIO 
 
 THIRTY- NINE SS MllLLION DOLLARS 
 
 @O - O 
 
 An Attractive Mailing Card. 
 
 There is neither Gospel nor common sense in doing that, for while 
 thfc love of money may be the cause of much evil, the lack of it is the cause 
 of more. 
 
 You are giving yourself and others a square deal when you save money 
 and invest it so as to bring a good return with safety of principal. 
 
 A reserve fund can not be created in a day, but is the accumulation 
 of years of hard work and self-denial. 
 
 Without capital in reserve, hard times or individual misfortune will mean 
 disaster to you financially. It may be hard for you to live within your 
 income. It will be harder to live without it. With money saved and 
 invested funds, you need not be without income even if your regular source 
 gives out. 
 
SAVINGS BANK ADVERTISING. 87 
 
 You are hurrying prosperity away from you if you neglect to provide 
 now in these good times for future necessities. 
 
 And at the same time adversity is humming down the track toward 
 you at the rate of sixty miles an hour, and ahead of time. 
 
 Economy will switch it off, and it's not too late if you heed the 
 danger signal. 
 
 Not everyone can be rich, or wants to be. But everyone can be 
 thrifty, if he will, which is better. A common conception of thrift in this 
 country is putting something away occasionally. But spasmodic saving 
 accomplishes little. 
 
 The habit of putting money away methodically has a double value. The 
 money accumulated is, of course, a valuable resource, but the good quali- 
 ties of head and heart and hand developed are worth as much for success 
 as the money itself. 
 
 Then there is another advantage in saving money. It helps cut out the 
 worry that hinders you from doing your best work. For there is a worry 
 that will undermine your strength if you glance around your home circle 
 and realize that you have not saved a cent against the day when your 
 loved ones may be left without the income that you are spending so lavishly 
 now. 
 
 If you are not saving money and the reading of this book makes you 
 discontented with your financial condition and leads you to strive earnestly 
 to better it, then it will not have been written in vain. 
 
 From "A Rich Man's Advice," written for the Missouri-Lincoln 
 Trust Company, St. Louis, Mo.: 
 
 John D. Rockefeller, the richest man in the world, says: 
 
 "The American people are prodigal and our extravagance will have 
 to be paid for by some one. People are taking advantage of prosperity, such 
 as has never been excelled in this country, to be wasteful and extravagant. 
 We are not saving up for the rainy day, for the time of need. How can 
 one be ready for the glorious opportunities ahead of him unless he has 
 cultivated the habits of economy and prudence? He must save all he can, 
 in season and out of season." 
 
 Perhaps you do not need the words of this successful man to make 
 you realize the importance of saving money now. Probably you feel that 
 it is better to sacrifice a little now, if necessary, than to spend all and want 
 later on. But, and this is the important thing for you to consider, do you 
 realize how important it is to save the small amounts? 
 
 Not a few persons have a very good intention to save, but keep putting 
 off the start until they "can save something worth while." 
 
 If you are one of those persons, consider this: 
 
 There are 365 days in the year. Take out 52 Sundays, and it will leave 
 313 working days in a year. Now, if each working day you save small 
 sums (from 5 cents to $2.00) and deposit the money regularly in the Sav- 
 ings Department of the Missouri-Lincoln Trust Company and leave it there 
 to draw 3 per cent, compound interest, at the end of five years you will 
 have to your credit the sums indicated in the table below: 
 
88 PUSHING YOUR BUSINESS. 
 
 Daily Amount Interest Total Amt., 
 
 Saving. Deposited. Earned. Five Years. 
 
 $0.05 $ 78.25 $ 5.50 $ 83.75 
 
 .10 156.50 11.00 167.50 
 
 .15 234.75 16.50 251.25 
 
 .20 313.00 22.00 335.00 
 
 .25 391.25 27.50 418.75 
 
 .30 469.50 33.00 502.50 
 
 .40 626.00 44.00 670.00 
 
 .50 782.50 55.00 837.50 
 
 .75 1,173.75 82.50 1,256.25 
 
 1.00 1,565.00 110.00 1,675.00 
 
 1.25 1,956.25 137.50 2,093.75 
 
 1.50 2,347.50 165.00 2,512.50 
 
 1.75 2,738.75 192.50 2,931.25 
 
 2.00 3,130.00 220.00 3,350.00 
 
 Suppose you had begun five years ago to save the small amounts which 
 you have been spending foolishly all these years. Those savings and the 
 interest earned would have made you much better off than you are now. 
 Besides, you would have developed a habit of thrift and carefulness which 
 in itself would be worth a fortune to you. 
 
 But the mill will never grind with water that is past. Regrets are 
 vain. The thing to do is to decide now to begin to save systematically even 
 the small amounts. Then five years from now will find you much nearer 
 the accomplishment of your ambitions than you are to-day. For the great 
 majority of us there is no safer or surer way to financial success than 
 persistent, systematic saving, and the best aid in that direction is a savings 
 account in a reliable institution like the ,$12,000,000 Missouri-Lincoln Trust 
 Company. 
 
 The start is the hardest thing. Once you have opened an account and 
 have experienced the pleasure of seeing the figures in your pass-book indi- 
 cate a steadily increasing balance, aided by the semi-annual interest credits, 
 it is comparatively easy for you to continue the good work. 
 
 In order to make it as easy as possible for you to open a savings 
 account with this great institution the oldest of its kind in Missouri and 
 one of the strongest in the United States there is printed herewith a coupon 
 in the form of a deposit slip. Sit right down now while this subject is 
 fresh in your mind and fill it out, even if you have no more than $1.00 to 
 deposit. 
 
 Then bring the slip with your deposit to the bank (or, if more con- 
 venient, mail it). Your name will b~ entered upon our books and you will 
 be given a pass-book. 
 
 Then you will be fairly started on that road to prosperity which has 
 been trod by thousands of successful men and women everywhere. 
 
 Take the first step now, 
 
CHAPTER VI. 
 
 Trust Company Advertising. 
 
 TIE business of a trust company is of such a nature that it 
 can be promoted with certainty by the right kind of pub- 
 licity. 
 
 And competition is now so active that the trust company must 
 advertise even as a means of self-preservation, to say nothing of 
 pushing its business. 
 
 Owing to the great variety of services that it has to offer the 
 public, the trust company has a broad field to work in and a 
 strong and vitally interesting advertising story to tell. 
 
 Because of the nature of the services such institutions render, 
 there is great need of the strongest kind of confidence-inspiring, copy 
 in their advertising. 
 
 Trust companies are fiduciary institutions. They ask people to 
 trust them not merely with large or small sums of money left on 
 deposit and subject to check, but they also seek the confidence of 
 the public in the most intimate relations of business life, in the care 
 of estates and in carrying out the sacred provisions of the last will 
 and testament. 
 
 In short, the trust company solicits not only the grave responsi- 
 bility of the custody of money not its own, but it offers in some 
 cases to assume entire charge of the temporal affairs of dependents 
 and others who cannot or do not care to look after their interests 
 in person. 
 
 It is no light thing this that the trust company takes upon 
 itself and it cannot present too strong proof of its worthiness to 
 undertake such responsibility. When,' on account of disability, or 
 for some other reason, a man finds it impossible to manage his 
 important interests properly and thus protect those whose happi- 
 ness depends upon the wisdom with which those interests are hand- 
 led, he wants assurance amounting to certainty that the trust com- 
 pany offering its services for the work can be entrusted safely with 
 the care of the property and that, moreover, his own wishes will 
 be carried out conscientiously and prudently. 
 
 It is a noticeable fact that in a very large majority of cases the 
 most successful trust companies in different communities are those 
 that do the most and the best advertising in their field. 
 
90 PUSHING YOUR BUSINESS. 
 
 What has been said elsewhere in this book about the importance 
 of strong, informative, humanly interesting advertising copy applies 
 with equal force in the case of trust company publicity. If there 
 is one point more than another that should be emphasized, it is 
 
 More than the entire cost of 
 administration has been saved 
 
 to estates because of their careful handling 
 by the Commonwealth Trust Company. 
 
 On the other hand, many estates have been 
 dissipated by the carelessness, incompetence, 
 incapacity or dishonesty of individual executors. 
 You can insure your estate against this risk by 
 appointing this Trust Company your executor. 
 
 Having no personal interest in the matter, a 
 reliable, experienced, well-organized 
 corporation like this administers its trust 
 impartially. In' every way its services are 
 more satisfactory than those of an individual 
 executor, although they cost no more. Mr. 
 W. V. Delahunt, Trust Officer, will explain 
 this to you if you write or call. 
 
 This company operates under stringent legal 
 safeguards, and has Capital, Surplus and 
 Undivided Profits of almost $6,000,000. 
 
 Commonwealth Trust Company 
 
 Broadway and Olive Street 
 For Fiduciary Service. 
 
 the special need there is that the trust company inspire popular 
 confidence. Fn order to do this successfully, all the changes must 
 be rung ably and persistently on such advertising assets as: Age, 
 financial strength, personnel of management, extensive clientele, 
 state supervision, examinations, and many other such "talking 
 points" as are suggested at the end of this chapter. 
 
TRUST COMPANY ADVERTISING. 01 
 
 EXPLAINING THE SERVICES OFFERED. 
 
 Perhaps also the necessity for educational advertising is par- 
 ticularly apparent in the case of trust companies, because these 
 institutions are comparatively new and their functions are not so 
 well understood by the public generally as are those of the banks. 
 
 A campaign of education along this line, conducted with intelli- 
 gence and skill, ought to be very fruitful for any progressive trust 
 company. The opportunity to do some really strong, result-getting 
 advertising in this direction is immense but only a comparatively 
 few institutions in the country are making the most of it. 
 
 Here is the way it can be done. Plan a complete series of 
 newspaper advertisements, street car cards, and a "follow up" sys- 
 tem consisting both of booklets and form letters. 
 
 Don't try to tell your whole advertising story in one .nd. or in 
 one booklet. Tell your advertising story in small chapters, but 
 keep it up regularly and people will soon look for it and be disap- 
 pointed if they don't get it. 
 
 Make each advertisement take up a new subject or treat an old 
 topic in a new way. 
 
 In your newspaper advertising try to keep the same position 
 in the papers you use and maintain the same general style of typog- 
 raphy, but CHANGE THE COPY and nil your space with strong, 
 instructive, action-compelling stuff. 
 
 If you are an officer of your company and have not the time or 
 training to enable you to do this most effectively yourself, get some- 
 body who can "deliver" this kind of "goods." 
 
 The money you pay him for his services will not be an expense, 
 but an extremely good investment. 
 
 A good many trust companies have a savings department, and 
 others either now have a banking-by-mail department or are con- 
 sidering the advisability of soliciting accounts by mail. Sugges- 
 tions on the advertising of these important branches are given else- 
 where in this book. It need only be added here that, while the 
 advertising literature for these two classes of business must be 
 strong and convincing, the appeals for deposits must not be so 
 frantic that the reader may draw the conclusion that the institution 
 is terribly in need of the money. 
 
 Strive to convey the idea in your advertisements that you are 
 conferring the favor, and so emphasize the advantages that will 
 accrue to the prospective depositor from his connection with your 
 
92 PUSHING YOUR BUSINESS. 
 
 institution that he will not get the unfavorable impression that you 
 are grinding your own axe too much. 
 
 Make your advertising positive, not negative; constructive, not 
 destructive, and always remember Shakepeare's good advice about 
 being bold, but not too bold and that it is possible to "protest too 
 much." 
 
 WOMEN'S ACCOUNTS. 
 
 Trust companies are especially well equipped to handle women's 
 accounts, and practically every big trust company has a Women's 
 Department, managed by a woman or with female assistants. 
 
 The great talking points in advertising such a department are 
 that it makes banking pleasant and easy for women and that it is 
 convenient and economical for women to have a checking account 
 and pay bills by check. 
 
 Convenience to the shopping district, comfortable rest rooms and 
 the relief from financial worry are also very strong features of the 
 service that an up-to-date trust company can offer its women cus- 
 tomers and should emphasize in its advertising. 
 
 While it is wise to plan a complete advertising campaign in ad- 
 vance and to have an appropriation set aside sufficient to cover the 
 expense of it, the amount should not be figured down so close in 
 advance that there would be nothing available for special occasions 
 or emergencies, so to speak. 
 
 In his criticism in the January, 1908, "Bankers Magazine" of 
 the advertisement reproduced on page 94, the author said: 
 
 "The full-page magazine advertisement of the Union Trust 
 Company, of Pittsburgh, copied in reduced size, is one of the most 
 striking financial announcements we have seen in some time, and is 
 certain to cause discussion in financial and advertising circles. 
 
 "The idea conveyed by the lion and the massive chain border of 
 the design, is, of course, that of strength, and the design and the 
 copy are appropriately tied up by the reference to the institution's 
 stability. 
 
 "There is only one question that arises in this connection and on 
 this point we would like the opinion of the man who wrote this 
 advertisement and of other advertisers. Would it not have been 
 better to display the name of the company further down in the ad. 
 and to use the top line display for an eye catcher and a link between 
 the design and the copy? For example, something like this OUR 
 STRENGTH IS YOUR PROTECTION, 
 
TRUST COMPANY ADVERTISING. 93 
 
 "The argument in favor of giving the major display to the name 
 of the company probably is to get as much general publicity for 
 the institution as possible, but is it not likely that just as much 
 general publicity will come from the steady use of a distinctive 
 typographical style and of bright, convincing copy, the whole stand- 
 ing as much for the institution as if the entire space were taken up 
 with its name in the boldest type? 
 
 "The advantage of the idea we suggest is that it not only in- 
 sures the same amount of general publicity value to the advertiser, 
 
 Safety for Securities 
 
 Considering the low Cost and the perfect 
 security of a box in a modern safe deposit 
 vault, it is unwise to keep securities, insurance 
 policies, savings bank books, deeds and other 
 valuables in a house or office safe. The safe 
 deposit vault does what no amount of insur- 
 ance can do,. it actually prevents valuables 
 from being burned or stolen. 
 Boxes may be rerited at either office. 
 
 <^fo Colon? tErusit Co. 
 
 A Well Balanced Ad. 
 
 but, in addition, gives opportunity to emphasize some particular 
 feature of the service the institution offers the public and serves to 
 clinch the point made by the design, even in the mind of the hasty 
 reader. 
 
 "These seemingly minor points about advertising are important, 
 because, after all, it is the aggregate of little things that makes the 
 big things, and the advertiser should overlook no detail that might 
 add to the effectiveness of his publicity/* 
 
 Following are some advertisements prepared by the author for 
 the Hampden Trust Company of Springfield, Mass.: 
 
94 PUSHING YOUR BUSINESS. 
 
 TRUST COMPANY EXPERIENCE. 
 
 Experience is one of the greatest elements of value in the service of 
 a trust company. The individual trustee may not be called upon to handle 
 more than one estate in his lifetime, but it is the CONSTANT business 
 of this company to discharge such duties and responsibilities. 
 
 We invariably retain expert legal talent. This counsel is available, 
 without additional expense, to every estate we handle, large or small. 
 
 Necessarily, likewise, we have in our organization men especially expert 
 in the various branches of trust administration, and it is not the experience 
 of one man, but of many. There is such a thing as "collective" experience 
 and "collective" honesty. We have it and we consider it one of our best 
 assets and one of the strongest bids we can make for your business. 
 
 SAVE TROUBLE AND CONFUSION. 
 
 One of the best recommendations for a trust company as administrator 
 is that when a trained, efficient organization like that ot the Hampden Trust 
 Company handles an estate, the records required by the court are sure 
 to be full, exact and definite. 
 
 The indifference of the average individual administrator to the re- 
 quirements in regard to reports, appraisements and such details often 
 results in trouble and confusion if not actual loss of money to the estate. 
 
 You can do nothing wiser than to place your interests in the hands* 
 of this experienced and thoroughly responsible trust company. 
 
 LET US HELP EACH OTHER. 
 
 We are looking for more business, and naturally we will do all in our 
 power to show you that we value your business when you intrust it to us. 
 
 We want the people of Springfield and vicinity to know that there 
 is an individuality, a personality about the Hampden Trust Company, 
 that its officers are approachable anu glad to be approached. 
 
 We believe that it is one of the functions and privileges of a Trust 
 Company to place at the disposal of its customers the benefit of its ex- 
 perience. We are always ready to give information and advice on finan- 
 cial and business matters. Do not hesitate to call on us. 
 
 Come in and get acquainted with us for our mutual advantage. 
 
 FIRST PLANK IN OUR PLATFORM. 
 
 Integrity is the biggest word in the business world to-day. Although 
 the Hampden Trust Company has Resources of almost $1,200,000, its 
 officers consider that its most valuable asset is the long record of upright- 
 ness and square dealing possessed by the men back of the company a 
 record made not only in their conduct of the affairs of the company and in 
 caring for the interests of its customers, but in every particular of their 
 own private and public life. 
 
. 
 
 THE UNION 
 TRUST COMPANY 
 
 OF PITTSBURGH 
 
 With a capital of $1,500,000, and surplus of $23,000,000 
 this institution ranks easily first among the strong trust 
 companies of the world. 
 
 It conducts a conservative business along the following 
 lines: 
 
 (1) TRUST DEPT. Transacts a general financial and trust company business. 
 
 Acts, under authority ol the law. as executor, administrator, trustee, etc. 
 (2i BOND DEPT. Buys and sells high grade Investment securities; bond list 
 
 on application. 
 (3> FINANCIAL DEPT. Allows Interest on deposits of Individuals, firms and 
 
 (4) REAL ESTATE DEPT. Manages, buys, sells, rents and appraises Pittsburgh 
 
 city real estate. 
 
 (5) SAFE DEPOSIT DEPT. Rents sale deposit boxes In fire, burglar and motfc 
 
 prool vault. 
 Stores* at special rates, silverware, etc. 
 
 Correspondence on any of these subjectt 
 will receive prompt and careful attention 
 
 OFFICERS 
 
 H. C. McELDOWNEY, President 
 
 A. W. MELLON, Vice-President H. W. GLEFFER, Treasurer 
 
 J. M. SCHOONMAKER, 2d..Vice-President SCOTT HAYES. Secretary 
 
 
 DIRECTORS 
 
 . , . . u 
 
 GEORGE I. WHITNEY, HENRY 
 ------ 
 
 J.*M.' SCHOOVifAlTER, E." Ct" CON VERSE. 
 WM. B, SCHILLER. A. W. MELLON, 
 
 A Strong: Advertisement. 
 
96 PUSHING YOUR BUSINESS. 
 
 It is this integrity that assures the customers and depositors of this 
 institution that its affairs and their interests will be honestly looked after 
 and that the funds of the company, the ability and experience of its 
 officers and directors, will be properly used in short, that the name of 
 this institution is a synonym for all that is clean, reliable and substantial. 
 
 PROFITABLE HANDLING OF ESTATES. 
 
 Estates are sometimes frittered away because of unfaithful or in- 
 competent INDIVIDUAL management. 
 
 When the Hampden Trust Company cares for an estate, its profitable 
 handling is guaranteed by 
 
 The wide experience of able and upright officers in the matter of 
 investments; their familiarity with probate law, the law of descent and 
 distribution; their financial responsibility and connections, and their op- 
 portunities for advantageous disposition of the property coming into their 
 hands. 
 
 These, in brief, are some of the points of superiority of the corporate, 
 as compared with the average individual administrator or trustee. 
 
 TRUST COMPANY MACHINERY. 
 
 A trust company cannot be too well prepared to perform the very 
 important duties that devolve upon it even in the mechanical features. 
 
 Besides having the brains, experience, integrity and financial respon- 
 sibility fitting us for the performance of the work entrusted to us with the 
 sanction and under the supervision of the commonwealth, this company 
 uses the most up-to-date and scientific methods of accounting and the best 
 available equipment for the quick and accurate handling of business. 
 
 We consider our impregnable Safe Deposit Vault part of the equip- 
 ment of our trust department, as it gives absolute safety to the perishable 
 but very valuable papers of the estates and individuals whose interests we 
 look after. 
 
 COLLECTIVE EXPERIENCE 
 
 There is such a thing as "collective experience" too. In the general 
 administration of trusts in all their details, a corporation like the Hampden 
 Trust Company has the advantage of employing men to do that very 
 business and nothing else. 
 
 In the case of an individual trustee, one man, possibly inexperienced, 
 must supervise all the details of the trust whereas in the case of an in- 
 stitution like this, authorized under the most stringent safeguards to act 
 in every fiduciary capacity, the work is divided up among specialists and 
 in this way trusts are looked after or estates handled with the greatest 
 possible economy of time and money. 
 
 It pays to employ this kind of service. 
 
TRUST COMPANY ADVERTISING. 97 
 
 DON'T TAKE CHANCES. 
 
 You run a good many chances when you place a trust, such as the 
 handling of an estate, in the hanas of an individual trustee. 
 
 He may be inexperienced; he may prove incompetent or dishonest; 
 he may be burdened with other duties; he may be absent when his presence 
 is most needed; he may meet with an accident, become ill or mentally un- 
 balanced; he will surely die, possibly soon. 
 
 In short, he is subject to every human misfortune, and your interests 
 in his charge are imperiled accordingly. 
 
 Avoid these risks by committing your trust to a corporation, like 
 this strong company, which is legally empowered to act as trustee, is sur- 
 rounded by every possible safeguard, has had wide and successful ex- 
 perience, and WHOSE LIFE IS PERPETUAL. 
 
 TRUST COMPANY AS TRUSTEE. 
 
 Under this term are several forms of service, among them: Admin- 
 istration of estates left without wills; receiver or assignee of enterprises 
 in financial difficulties; agent for persons who want to be relieved of the 
 management of their own business and property affairs. 
 
 A corporate is better than an individual trustee, because: It never 
 dies; it is never absent or too busy for immediate action; and doing its 
 work by the collective judgment and efforts of several experienced per- 
 sons, it is superior to individual human frailties of judgment and conduct, 
 which so often result disastrously in the case of a one man trustee- 
 ship. 
 
 In addition to the faithful and efficient performance of such trust 
 functions, this strong and strictly supervised company does a general 
 banking business, providing all the facilities and safeguards of a proper- 
 ly conducted bank and in the Safe Deposit vault giving absolute security 
 for valuables at very low cost. 
 
 COLLECTIVE HONESTY. 
 
 It is possible for an individual to prove untrue to a trust placed in 
 his charge and, unfortunately, instances of the fraility of individual human 
 nature under such circumstances are far too common. 
 
 But it is an almost unheard of thing for a group of men associated 
 together to go wrong at one and the same time, especially when each one 
 of them has behind him a long, clean record in the community. 
 
 One of the great elements of strength in a corporation like the 
 Hampden Trust Company lies in the fact that the "collective integrity" 
 of its board of directors provides a system of checks and balances which 
 make anything but the strictest honesty in the transaction of its business 
 an impossibility. 
 
 This protection is in addition to the strongest legal, physical and 
 financial safeguards which it is possible for a customer to demand or 
 receive. 
 
98 PUSHING YOUR BUSINESS. 
 
 COLLECTIVE ABILITY. 
 
 A man may be perfectly honest and he may have had considerable ex- 
 perience, but it is not likely that he will reach the fullest measure of busi- 
 ness success unless in addition to honesty and experience he has ABILITY. 
 
 Ability is another word for power it makes honesty and experience 
 effective. Employing the Hampden Trust Company in matters of trust, 
 you have the benefit of multiplied ability. 
 
 That is, all of the officers and directors of this company are men of 
 demonstrated business ability. Their combined or "collective" ability 
 works for YOUR benefit when you employ us. 
 
 Remember, the strength of this company is five- fold unquestioned 
 integrity, proved ability, extensive and successful experience, ample re- 
 sources and legal safeguards. 
 
 A TRUST COMPANY BOOKLET. 
 
 The following booklet, written by the author, features one spe- 
 cial point of trust company service: 
 
 MANAGING YOUR PROPERTY 
 Why It is Wise to Employ a Good Trust Company 
 
 The Trust Company can manage your 
 
 property for you now while you live. 
 
 Many persons seem to think that a trust company can only aid in 
 carrying out the provisions of wills, handle estates left in trust, serve as 
 executor, or act in similar administrative capacities. 
 
 This is not the case, however. The authorized functions of a trust com- 
 pany are much broader than that, as you will learn from a careful reading 
 of this booklet. 
 
 For the benefit of those who could advantageously use this institution's 
 equipment for handling property, we propose to explain this feature of 
 trust company service which is not as generally known and appreciated as 
 it should be. 
 
 If you were asked to name the important factors entering into the 
 successful handling of property interests, undoubtedly you would include 
 the following: 
 
 Honesty. Organization. 
 
 Ability. Equipment. 
 
 Experience. Energy. 
 
 A corporation like the Trust Company 
 
 Possesses all of these elements to a higher degree than any individual possi- 
 ly can. 
 
 IN UNION THERE Is STRENGTH. 
 
 At first blush, this may seem like an unwarranted statement, especially 
 as far as the matter of honesty is concerned. But the fact should be con- 
 sidered that in employing a trust company like this, you virtually have the 
 full benefit of the collective honesty, experience, training and ability of a 
 
Trust Department 
 
 After spending your life accumulating property, be 
 as careful in selecting an executor as though choosing 
 a manager of your business. 
 
 Tne Union Trust Company has a perpetual charter, 
 will accept the trust if appointed as executor of your 
 estate, and will retain possession of your property 
 until every provision of your will is executed. 
 
 It it organized primarily for this purpose and has 
 the time and ability to attend to the details of such 
 work. 
 
 Its management guarantees the faithful discharge 
 of all trusts committed to it. 
 
 Trust Company 
 
 of Spokane 
 
 u 
 
 nion 
 
 OFFICERS AND DIRECTORS 
 
 DiW.Twohy 
 President 
 D. C Corbin 
 Peter Larson 
 James Monaghan 
 John A. Finch 
 
 W.J.CWakefield 
 Vice President 
 T. J. Humbird 
 Ceo. S. Brooke 
 R. B. Paterson 
 Fred B. Grinnell 
 J. P. McGoWrick 
 
 Jas. C Cunningham 
 
 Sec'y-Treasurer 
 Jay P. Graves 
 T. L Greenougb 
 
 D. K. McDonald 
 
 E. J. Roberta 
 
 A Good Model. 
 
100 PUSHING YOUR BUSINESS. 
 
 group of men whose life work is the handling of just such matters as you 
 may entrust to them. As an individual, you may not be called upon to 
 meet a certain situation more than once in your lifetime, whereas it is the 
 constant business of this company to discharge all the responsibilities that 
 arise in the handling of property. 
 
 Every officer and director of the company is not only a help to every 
 other one in the performance of his duties, but is likewise a check tending 
 to prevent wilful or accidental departures from the path of strictest in- 
 tegrity. While it is possible for an individual to go wrong, it is incon- 
 ceivable that an entire group of men should at one and the same time 
 become recreant to their duty, especially when each and every one of them 
 has for many years maintained an unblemished record in the community, 
 
 as is the case with the officers and directors of the 
 
 Trust Company. 
 
 AN ORGANIZATION OF SPECIALISTS. 
 
 Then, as to the other factors making for the best results ability, ex- 
 perience, organization, equipment and energy let us call your attention to 
 these facts: 
 
 We have in our organization men especially expert in the various 
 branches of real estate and trust administration, and you, as a customer of 
 ours, have the benefit of the experience, not of one man, but of many. 
 The officers and directors of this company are men who have made a suc- 
 cess of their own business affairs. Their reputation for integrity, ability 
 and sound judgment is well known in this community, where they have 
 been prominent in business circles for many years. We want to impress 
 upon you the fact that this reputation for reliability has not been made 
 only in their conduct of the affairs of this company and in caring for the 
 interests of its customers, but in every particular of their own private and 
 public lives. 
 
 In employing this company to handle your property you are only doing 
 as you would do in many other cases in your experience where you employ 
 experts to perform services which you cannot so well perform yourself. 
 You are just as sensible to employ the services of a group of experts in 
 the care of your property as you are in employing an architect to plan 
 your house, a physician to give you medical advice, or a lawyer to look 
 after your legal interests. 
 
 Every important step is taken by us only after thorough considera- 
 tion and much conference. An executive committee meets frequently to 
 pass upon loans and consider other matters of importance. Moreover, we 
 have the full benefit of expert legal talent. This counsel is available, with- 
 out additional expense, to every estate or interest we handle large or 
 small. 
 
 TAKING ADVANTAGE OF OPPORTUNITIES. 
 
 There are a great many occasions when expert knowledge and the 
 ability to act promptly and decisively would mean a great saving to you. 
 There are many cases where taking prompt advantage of opportunities by 
 making cash advances at the right time would effect a large economy or an 
 added profit. 
 
 It is not only unfaithful or incompetent individual management that 
 wastes property. 
 
TRUST COMPANY ADVERTISING. 101 
 
 A great many times losses are sustained because of inability to grasp 
 opportunities or to use one dollar to save the expenditure of two. The 
 wide experience of able and upright officers in the matter of investments, 
 their familiarity with the law, their financial responsibility, the many 
 opportunities that come to them, their sound counsel and advice, all these 
 are of inestimable value to those whose interests are placed in the charge 
 of this institution. 
 
 Besides having brains, experience, integrity and financial responsibility 
 fitting us for the performance of the work entrusted to us under the super- 
 vision of the State, this company uses the most up-to-date and scientific 
 methods of accounting and the best available equipment for the quick and 
 accurate handling of business. We consider our great safe deposit vault 
 part of the equipment of our trust department, as it gives absolute safety 
 to the perishable, but very valuable papers of those whose interests we look 
 after. 
 
 A trust company is free from all weaknesses and mistakes which are 
 frequently to be found in any individual. Undertaking the handling of 
 property, a trust company does not resign, become physically incapacitated 
 or die. It never takes a vacation, it is always ready for business, it never 
 disobeys orders, it maintains absolute secrecy, it is never tempted to use 
 trust funds to bridge over reverses of its own. 
 
 This company is absolutely impartial, uninfluenced by any personal 
 considerations. Its sole purpose is to serve the best interests of its cus- 
 tomers and comply with the legal safeguards which are thrown around its 
 operations. The fees which it charges are fixed by law on an equitable 
 basis, and, on account of the system and organization employed, these fees 
 are in most cases less than an individual trustee would charge for perform- 
 ing similar duties in a much less efficient manner. 
 
 The Trust Company is authorized to 
 
 rent and manage property, collect incomes, interest, dividends, mortgages 
 and notes, and to pay taxes and insurance. In short, in regard to any 
 property, we can do anything you yourself can do. 
 
 We are also authorized, under careful legal restrictions, to act as 
 trustee under life insurance policies, to invest the money and pay the 
 income to the wife or child until any specified time for example, until 
 the child's coming of age or the marriage of the widow, at which time 
 we pay the principal also, as directed in the will. 
 
 LEGAL RESTRICTIONS AND FINANCIAL RESPONSIBILITY. 
 
 All trust funds and accounts are kept strictly separate from the com- 
 pany's own funds and are paid out only on vouchers signed by two author- 
 ized persons. 
 
 (A Description of your financial responsibility and legal safeguards here.) 
 
 If, on account of disability, advancing years, or for any other reason, 
 you feel that you may soon find it impossible to manage your important 
 interests properly and thus protect those whose happiness depends upon 
 the wisdom with which those interests are handled, consider earnestly the 
 advisability of employing this strong, State-protected institution to manage 
 your property. 
 
102 : PUSHING YOUR BUSINESS. 
 
 This may be the wiser plan even if you are still in a position to give 
 your whole time and energy to the care of your own interests. 
 
 LET Us CO-OPERATE WITH You. 
 
 The Trust Company can co-operate 
 
 with you in the handling of your property so safely and efficiently that it 
 will relieve you of a great deal of anxiety and hard work, and at the same 
 time prevent losses and put you in the way of additional profits at a cost 
 to you of much less than the increased returns which would accrue in case 
 you let us share with you the responsibility of looking after your property 
 interests. 
 
 Necessarily, this is only a brief outline of what our facilities and ser- 
 vices are. If you are at all interested in this subject, the officers of the 
 company will be very glad to correspond with you or to meet you per- 
 sonally either at our offices or at your own convenience. 
 
 Call or write. It will cost you nothing to consult us, but we may be 
 able to work out something very much to your advantage. 
 
 {The name of your Company here.) 
 
 SUBJECTS FOR ADVERTISEMENTS. 
 
 Good talking points for trust company advertising are suggested 
 below. The idea is not to use just these phrases in advertisements, 
 but they indicate topics that can be profitably developed in trust 
 company advertising, each idea making the text for an advertise- 
 ment. 
 
 Personnel of management. 
 
 Capital, surplus and reserve. 
 
 Directors that direct. 
 
 Carefulness in loans and investments. 
 
 State supervision. 
 
 Registry of bonds and stocks. 
 
 Transfer and fiscal agent. 
 
 Personal supervision by officers. 
 
 Investment department, bonds, etc., for trust funds. 
 
 Handling real estate, paying and collecting rent. 
 
 Paying taxes, insurance, etc. 
 
 Auditing and regular examinations. 
 
 Employees handling securities are bonded. 
 
 Modern and complete office equipment. 
 
 Free advice of officers. 
 
 Making and carrying out provisions of wills. 
 
 Promptness, fidelity, courtesy. 
 
 Collections on all points promptly and cheaply made. 
 
 Quality of assets, doubtful paper charged off.' 
 
 Interest on time deposits and checking accounts. 
 
 Executor, administrator, trustee, guardian, assignee, receiver. 
 
 Interest on daily balances. 
 
TRUST COMPANY ADVERTISING. 103 
 
 Agent and attorney in fact of inexperienced persons and of benevo- 
 lent and religious institutions and orders. 
 
 Agent and attorney for non-residents. 
 
 Depository for fiduciary officers. 
 
 Liberality, accuracy, stability. 
 
 Comparative statement of growth of institution. 
 
 Send for free booklet. 
 
 Giving information to the public. 
 
 Legal depositary for trust funds. 
 
 Discounting business notes. 
 
 Safe deposit department. 
 
 Making audits for corporations, municipalities, institutions and indi- 
 viduals. 
 
 Two Bank Accounts 
 
 Many people, especially those Who 
 reside out of town, find it conven- 
 ient to have two bank accounts. 
 The opening of an account with 
 the Old Colony Trtist Company 
 does not necessarily terminate the 
 depositor's connection with other 
 banking institutions. Interviews 
 invited. 
 
 A Good Point. 
 
 Trustee under mortgage securing bonds. 
 Making loans to depositors. 
 Banking by mail. 
 
 Handling conservative and meritorious construction enterprises. 
 As much attention to small as to large accounts. 
 Trust funds kept separate. 
 Guaranteeing real estate titles. 
 Handling fraternal and secret society finances. 
 Total amount of interest paid in history of company. 
 Trust company does not die, go insane* or otherwise become incapaci- 
 tated. Other advantages of corporation over an individual. 
 Large reserve in cash on hand and in banks. 
 
104 PUSHING YOUR BUSINESS. 
 
 Clearing-house arrangements. 
 
 Detailed report to banking department. 
 
 Inquiries about assets, management and policy welcome. 
 
 Company independent of control of any single interest. 
 
 Depository for state, city, court and trust funds. 
 
 Tell all about checks. 
 
 Tell about physical safety (from fire, burglary, etc.). 
 
 Property in escrow. 
 
 Let us be your bookkeeper. 
 
 Women's department. 
 
 Checking accounts for women (convenience, safety, etc.). 
 
 Distributing incomes. 
 
 Investing trust funds for widows and orphans. 
 
 Interested in welfare of customers. 
 
 Convenience of location and facilities in banking quarters. 
 
 Correspondent banks and collection facilities. 
 
 Facts about industries and geographical advantages of community. 
 
CHAPTER VII. 
 
 Safe Deposit Advertising. 
 
 IN the whole realm of banking there are few things more tangible 
 than the service the safety deposit institution or department 
 has to offer. 
 
 When a man rents a safe deposit box he sees what he gets and 
 he realizes at once that he is given his money's worth in conven- 
 ience, protection and peace of mind. 
 
 Therefore, it ought to be a pleasant and easy task to apply to 
 the safe deposit business the principles of advertising set forth in 
 this book. 
 
 The importance of advertising is now quite generally appreciated 
 by safe deposit men, but there is reason to believe that many bank- 
 
 A Part of a Strong Series. 
 
 ers neglect opportunities to increase the business of their safe 
 deposit departments. 
 
 When the cost of a modern vault is considered, it would be 
 folly not to advertise and do personal work to keep it profitably 
 employed. 
 
 Where a safe deposit vault is part of the equipment of a bank 
 or trust company, it should be the rule that every regular customer 
 of the bank should be shown through the vault and have its various 
 
106 PUSHING YOUR BUSINESS. 
 
 features explained to him. He should be made to feel that the pro- 
 tection offered is insurance as necessary as that against fire or on 
 his life. 
 
 You Need a Safe 
 Deposit Box 
 
 Because your stocks, deeds, will and 
 . doourilies will be beyond the reach 
 of fire and burglars. Because no one 
 can jriiolest your private letters. Be- 
 cause you H not mislay your dua- 
 mqnus, jew-elrv and valuables. Be- 
 cause you'll 4njoy peace of inind. Be- 
 Gatts&.yotf cattnot afford to tatte great 
 risks wrren a safety box costs you 
 les* thaw a cent a day. 
 
 The Painesville National Bank 
 
 A Good Small Ad. 
 
 Paul W. Muller, of the Passaic (N. J.) Trust and Safe Deposit 
 Company/ says that this method of advertising, in his experience, 
 has proved particularly effective in the case of the apparently 
 poorer classes. The shabby man usually has no safe, and the very 
 struggle he has made to get together what he possesses makes him 
 eager to hold it. His safe is an old cigar box or the mattress in 
 
SAFE DEPOSIT ADVERTISING. 
 
 107 
 
 his bedroom. At the first alarm, his thought is for his papers. 
 When the proposition of renting a safe deposit box and thus doing 
 away with the constant worry of guarding them is presented to 
 him for the first time, the very novelty of the idea becomes a great 
 aid in securing his patronage. 
 
 Some of the talking points of the safe deposit business were 
 published in the Safe Deposit Department of the "Bankers Maga- 
 zine," as follows: 
 
 FUR STORAGE 
 
 Yoq can store away your valuable furs, silverware, 
 etc., and obtain absolute protection by placing them in 
 
 Fire Proof Vaults 
 
 "3*1 a'cosfol from 5tfcl<r 
 $1.50 a month. 
 
 Do not leave your valuables in the house while you 
 
 Entrance lo Vaults 
 
 Capital and Surplus, $1,000,000.00 
 
 A Fire and Burglar-Proof 
 
 When you think of 
 
 SUMMER 
 VACATIONS 
 
 Then you think of 
 FURS and 
 SILVERWARE 
 
 It is cheap insurance 
 to place your valua- 
 bles inSAFETY.whcn 
 a satchel can be stored 
 for 50c, or a trunk 
 for $1.50 per month. 
 
 For absolule_jjrotec^ 
 (Ton you think of the 
 
 SAFETY VAULTS 
 
 of the 
 
 FIRST NATIONAL 
 BANK OF OMAHA 
 
 307 S. Thirteenth St. 
 
 Safety Deposit Box 
 
 Is economical insurance on 
 Valuable Papers, Jewelry, etc. 
 
 Various Sizes for Various Needs. 
 
 Invest your savings in a 3 per 
 Cent Certificate of Deposit. 
 
 Two Good Talking: Points. 
 
108 PUSHING YOUR BUSINESS. 
 
 ARRESTING ATTENTION. 
 
 The statement, "There can be no real peace of mind without security 
 of property," is an epigram which makes one stop and think. It strikes a 
 note of alarm, and a moment's reflection satisfies one that it is not mis- 
 leading. To investigate a better place to keep the family jewels than under 
 the carpet is a logical result. Such striking sentences as the following 
 serve the same purpose: 
 
 "It is better to be safe than sorry." 
 
 "Indifference to a vital necessity cannot be excused on the plea of 
 economy." 
 
 "Money and valuables in these vaults are safe from prying and thieving 
 friends." 
 
 "The unprotected woman who must look after her own property has 
 direct or indirect need of a safe deposit company's protection." 
 
 "When a thing is important and will be of direct benefit to yourself, 
 act quickly and wisely." 
 
 "Thieving and burglary demonstrate that the average office safe is 
 no more proof against the scientific thief or dishonest employe than an 
 ordinary desk." 
 
 And so on. The more graphic you can make the danger of non- 
 protection within the limits of truth, the better. Sometimes illustration 
 helps. The Union Safe Deposit Company of Pittsburgh pictures a burglar 
 entering the window of a man's bedroom at night and compelling him, at 
 the point of a revolver to give up his valuables. The public can no longer 
 reply to this cartoon by citing the case of the vault custodian who was 
 compelled at the point of a burglar's pistol to disclose the combination 
 to the vault. Time locks have eliminated that danger. 
 
 Every hazard that formerly menaced the safety of one's treasure has 
 been met by the makers and guardians of the modern safe deposit vault, 
 and every one of the checks and guards which overcomes such danger is 
 the pride' and glory of the safe deposit business. So far 1 as consistent with 
 necessary secrecy, every one of them should be mentioned by some striking 
 phrase in each company's advertisements. 
 
 Some companies use watchwords, such as "Strength ! Security ! 
 Secrecy!" (this one being, perhaps, too suggestive of the patent medicine 
 ad. "Swift's Sure Specific"). Or, better, "Experience! Vigilance! 
 Strength!" These set forth general, salient features. 
 
 WHAT TO AVOID. 
 
 The features which should not be mentioned in any ad. are those which 
 might give undue publicity of private methods of business. They may be 
 disclosed in answer to questions on the part of reliable persons who have 
 a right to the information for satisfactory business reasons; but notj other- 
 wise. Especially unprofessional is it to disclose in an advertisement or 
 write-up, without permission, the names of distinguished men who are 
 patrons of the vaults; and, indeed, it may well be doubted whether it is a 
 wise business policy to disclose them even- with consent. 
 
 EMPHASIZE VAULT STRENGTH. 
 
 Each vault has some peculiar advantage worth "playing up" in the 
 advertisement. It may be the location, or the good light, air, and roominess 
 
SAFE DEPOSIT ADVERTISING. 
 
 109 
 
 IT CANT BURN UP IFKblTVE 
 <30T ITtlN THE BANK 
 
 C^rr 
 
 DONT KEEP 
 YOURJMONEY 
 IN THE HOUSE. 
 
 WP Pan Intpfptf m Tini 
 
 Wo I flj llllblbol Oil 11111 
 
 Safety Deposit Boxes for Kent. 
 
 .9 absolute safety with satisfactory service. 
 Invite new accounts and new business upon our own mot-It* for strength' 
 Our p. 
 
 past policy anil ample 
 
 guarantee for th- future. 
 
 WE WANT YOUR BUSINESS 
 
 UNITED STATES DEPOSITORY. 
 
 4 PER CENT COM POUND INTEREST 
 
 QUEENS COUNTY SAVINGS BANK 
 
 71 BROADWAY. FLUSHING. 
 
 UTTLE LESSONS 
 IN FINANCE 
 
 safe de 
 
 THE SAFE 
 
 DEPOSIT & TRUST Ca 
 
 FOURTH AT WOOD. 
 
 JOHN R. BURGESS. Cuklr 
 D. E. TERRIERE. A. 
 
 Capital and Snrvlos, (220,000 
 
 63rd Street and Yale Avenue 
 CHICAGO 
 
 SAFETY DEPOSIT VAULTS 
 
 crtment and Safety Deposit V.uk. 
 open every Sa'.urday evening. 6 till 8 oxlock. 
 
 BOARD OF DIRECTORS 
 
 JEfTERSOM HODCKINS 
 
 ERVIN A. RICE 
 
 ?,... E,* A. Hi.. C* 
 
 EDGAR. M. NICHOLS 
 
 UXW O. WAGNER 
 r A. WELLS 
 
 VI . IgM < T~. 
 
 '"' R'ERE" 
 
 JOHN R. BURGESS 
 C. H. VEHMBYER 
 
 WHERE WE WERE "FUSSV 
 
 OUR BtTILDIIfO IS PLAIV 8EVERLT PL 
 
 AND INEXPENSIVE. 
 
 OUR VAULT! WELL IT WI LIi DO YOU GOOD TO SEE IT 
 
 IARGE. ROOMY. SUBSTANTIAL THE SAFE! OPTHE FTOMT TO 
 BE HAD BUT THEN WE ARE LOOKING TO THE FUTURK AND 
 DO NOT EXPECT TO REQUIRE ANY IMPROVEMENT OR ENLARGE- 
 
 FOR YEARS TO COME SAFETY DEPOSIT BOXES AND 
 
 -NO WITH VAULT AND SAFE. 
 
 Pita B4cr,.ru. 
 
 and Poor Safe Deposits Ads, 
 
110 
 
 PUSHING YOUR BUSINESS. 
 
 of the interior, or a long record of success, or some recent improvement 
 in construction, or, best of all, the courtesy, technical knowledge, accuracy, 
 promptness, watchfulness and judicious care on the part of the custodians. 
 If the safes for the storage of silver are velvet-lined, that is worth men- 
 tioning. The private reception room and coupon rocms for ladies, or the 
 extreme precaution taken to identify safe-holders and their deputies are 
 as advantageous and well worth mentioning as the fact that the proximity 
 of the United States Sub-Treasury gives the vault "exceptional protection 
 in the event of riot or other mob violence, through the immediate presence 
 
 Safe Deposit Boxes 
 on the first floor 
 
 Only a Jew steps from the entrance* 
 Very accasiblt and a /e place fot 
 valuakltt. important papcn and jewelry 
 
 Boxes as low as $5 A year 
 
 Commonwealth Trust Company 
 
 Convenient Location. 
 
 of national troops," or that a steam pipe, set directly above the outer 
 door to the vault, "is ready at any moment to discharge from its open 
 mouth an unlimited torrent of steam." 
 
 EMPHASIZING VAULT'S SPECIAL FEATURES. 
 
 If one vault has not all the advantageous features of some other vault, 
 it has some features worth mentioning, which in their way may be just as 
 good or possibly better. The ingenuity of the author of ads. can be brought 
 into play in innumerable ways to present each important "angle" of the 
 business by some bristling, pointed paragraph. 
 
 Now that the advantages of safe deposit are generally known and 
 recognized, and putting valuables in vaults is as common, in this country 
 at least, as subscribing to the newspapers, the "long winded" historical 
 and descriptive booklet is no longer Accessary. After the busy man or 
 woman has been aroused to the need of protection, he or she wants to 
 know the important details of the vault's construction and management. 
 "Personal inspection invited' is then in order. 
 
 The live company renews its advertising matter every two or three 
 years or oftener. It is seldom, if ever, that a safe deposit company 
 becoines so settled and prosperous that no advertising is necessary. Thjs 
 
SAFE DEPOSIT ADVERTISING. Ill 
 
 9 
 
 AN OPEN LETTER 
 
 To the Public:- 
 
 In view of the fact that many people know very little about Safety 
 and Convenience of Safe Deposit Boxes, we are prompted in using 
 this method of acquainting the Public in general, with the many ad- 
 Aantages connected with them. 
 
 In the first place, the Vault in which these Boxes are kept, is ab- 
 solutely Fire-proof and the Boxes now in use are new and modern in 
 every respect, and among the finest to be found in the State. 
 
 These Boxes are located in a large Customers Vault, entirely sep- 
 arate from the main Bank Vault, and built especially for these 
 Boxes. 
 
 The Boxes are large enough to contain many Valuable Papers 
 such a& Old Receipts, Insurance Policies, Deeds, Notes, Etc., together 
 with other Valuables, that you may wish to put away. 
 
 When renting one of these Boxes you are given a key, and have 
 access to the Vault at all times during Banking hours. No one has 
 access to your Box except yourself or a duly authorized person by 
 yourself. 
 
 The rental of these Boxes is but One Dollar a year. Can you 
 afford to be without one, when for a Single Dollar you may rest assured 
 that your Valuables and Valuable Papers are absolutely Safe, Conven- 
 ient, and Strictly Private. 
 
 We invite you to call at this Bank and see what convenient safe 
 arrangements we have made to accommodate you, and to protect your 
 Valuables against loss from fire and other causes, 
 
 Yours respectfully, 
 
 Lake County Bank* 
 
 A Full Explanation, 
 
112 PUSHING YOUR BUSINESS. 
 
 happy condition is more than likely to result in an enlargement of the 
 vaults. Seldom does any business become so self -progressive that its 
 merits can be made known solely by the good report of its customers. 
 
 If advertising is dispensed with, there is always the danger that rivals 
 will forge ahead. It would be a paradox indeed if a company were to 
 fancy it could afford to spread abroad the epigram, "We never advertise"! 
 It would be an evidence only of self-sufficiency, disclosing the danger of 
 settling back and retrograding. 
 
 A SAFE DEPOSIT BOOKLET. 
 
 The author has written a safe deposit booklet which has been 
 used by quite a number of institutions to advertise their business. 
 The copy of the booklet, as used by the Plainfield (N. J.) Trust 
 Company, is as follows: 
 
 PROTECTING YOUR VALUABLES. 
 
 It is impossible for the average private individual to have a safe of 
 his own as secure and convenient as the Safe Deposit Vault of The Plain- 
 field Trust Company, for the simple reason that this vault cost more than 
 the average individual could possibly afford to spend for protection. 
 
 But the co-operation of a large number of individuals makes possible 
 this place of perfect security and renders personal care and anxiety in 
 watching and guarding valuables unnecessary. 
 
 This booklet is written in order to explain the safety, convenience and 
 economy of using a private safe in our massive Safe Deposit Vault. 
 
 In the first place, we want to describe the vault. Then we want to 
 impress upon you personally the importance of taking advantage of the 
 protection it affords. 
 
 SAFE DEPOSIT VAULT. 
 
 Our Safe Deposit Vault, the interior dimensions of which are 8x14 
 feet, is constructed of special open hearth armored steel of the best quality, 
 which is capable of standing a tensile strain of 80,000 pounds to the 
 square inch. It is protected by two massive doors, operated by triple 
 movement time locks. The vault is equipped with small individual safes, 
 all of which are 34 inches in depth and vary in height and width from 2x5% 
 inches to 20x30 inches. The locks on the doors of these safes open only 
 when the keys of the box renter are used in conjunction with the master 
 key, which is held by us. They may be rented at $5.00 a year and up- 
 wards, according to size. Seven light and well ventilated coupon rooms 
 are at the disposal of those who wish to examine private papers or cut 
 the coupons from their securities. 
 
 STORAGE VAULT. 
 
 The unusual demands made upon the storage vault which was installed 
 at the time our new building was erected in 1905 made it necessary in the 
 spring of 1910 to erect a new steel-lined vault considerably larger than the 
 
SAFE DEPOSIT ADVERTISING. 
 
 113 
 
 You Are Apt to Say, 
 I Wish I H 
 
 secured protection for my valuables, 
 should .you fail to do So. Our 
 Vaults are FIRE and BURGLAR 
 PROOF, conveniently located on 
 ground floor, and OPEN 8 A.M. 
 to 6 P.M. Inspection invited. 
 
 Private Safes, $3.00 Per Year. 
 
 2\y 2 inches long, 4-)4 wide, 2& deep, 
 
 PIONEER VAULTS 
 
 fop VALUABLES 
 
 37T05IFLATBUSHAVE. 
 
 PHONE 6900 MAIN 
 
 HE 
 
 WAS 
 
 FOOLED. 
 
 A 
 
 BOX 
 IN ' 
 OUR 
 
 8UROLAR 
 
 PROOF 
 
 VAULT 
 
 AND 
 
 BE 
 
 SAFE. 
 
 BLOWS UP Fill m 
 m SMS 110,090 
 
 FARMER DISTRUSTED BANKS 
 
 Special to t'.ie New York Times. 
 Burllrorton, *r. J.. Kov.,5. A masked 
 an without the aid *>f a single ac- 
 complice tol Tx-tween J8.000 and $10,- 
 000 In ca*h an* bonds- Otis afternoon 
 om the horns of Schuyler Ranter, 72 
 ars eld. a wealthy ,. Xarmer. . Ui/las. 
 ap Florenc. 
 
 "I've got A safe strong- enonph to 
 keep off any po?>bers," was his declara- 
 tion when relatives advised him to put 
 his money and bonds in a bank vault. 
 
 On* Dollar ODORS Deposit Account. 
 
 BOXES 
 
 FROM 
 
 J3TO*30 
 
 PER 
 YEAR 
 Aceordma 
 To Size. 
 
 SPECTION 
 
 IS 
 INVITED. 
 
 Vaults Open 
 from8a.m,* 
 
 4p.m. 
 
 Scaring People. 
 
114 PUSHING YOUR BUSINESS. 
 
 old one. This vault is fitted with trunk racks and partitions which make 
 it possible to keep the trunks and packages held in storage in perfect 
 order so that access may be had to them at a moment's notice. For the 
 further convenience of our patrons, there has been provided a well-lighted 
 reception room, where trunks or bags may be repacked and substitutions 
 made when desired. Our storage rates are 50 cents a month and upwards, 
 the charge being based on size and valuation. Many of our customers 
 keep the silver which is not in daily use in our vaults from year to year, 
 withdrawing portions of it when luncheons or dinners make an extra 
 supply necessary and returning it' to us when no longer needed. 
 
 HOW THIS AFFECTS YOU. 
 
 There are a great many things that could happen to your valuables 
 left at home or in your office that could not possibly happen to them when 
 stored away in this bank's impregnable, Gibraltar-like Safe Deposit Vault. 
 
 Why take chances? Why not eliminate even the possibility of loss by 
 renting 1 a box in our fire and burglar-proof vault? 
 
 Every year fire, burglary, theft, carelessness, cause the loss of many 
 thousands of dollars in actual cash kept at home* or on the person. 
 
 Besides the sense of security which is yours when your valuables are 
 safely locked up in one of our safe deposit boxes, you will find it a great 
 convenience to have your securities, bank books, papers, etc., right here 
 in the business section. 
 
 CONVENIENCE AS WELL AS SAFETY. 
 
 In this way you avoid the necessity of carrying valuable papers to 
 and from your residence and thus do away with the possibility of loss by 
 carelessness or theft. 
 
 The Safe Deposit Vault is not solely for the benefit of persons of 
 wealth. You do not have to be rich to use a private safe to advantage. 
 Persons who do not possess a great many valuable papers may nevertheless 
 appreciate the wisdom of protecting those they have, when they can do so 
 absolutely for as small an outlay as $5.00 a year. 
 
 Among the valuable papers and articles that we can store away safely 
 for you are: 
 
 Leases, deeds, abstracts, mortgages, contracts, partnership agreements, 
 pension papers, naturalization papers, bonds, stock certificates, bank books, 
 insurance policies, receipts, blue-prints, plans, precious stones, laces, heir- 
 looms, rare books, plate, and many other such things. 
 
 Have you anything of this kind that is exposed to loss or destruction? 
 If so you ought to store them in our vault. 
 
 BUSINESS IS CONFIDENTIAL. 
 
 There is just one more point we want to emphasize and that is that 
 in transaction of business with our Safe Deposit Department you are 
 assured of perfect privacy. It takes two keys to open, a box in our Safe 
 Deposit Vault. One is the master key, which we retain. It only half un- 
 locks the boxes. The other is held by the renter of the box and cannot 
 operate the lock until our key has been used, 
 
SAFE DEPOSIT ADVERTISING. 
 
 115 
 
 FIREPROOF BUILDING. 
 
 In addition to the security afforded by our vaults, as explained in 
 the preceding pages, your valuables would be further protected by the 
 modern building of fireproof construction, which is used exclusively for 
 our banking purposes. 
 
 You will be interested in seeing what massive construction and great 
 ingenuity have done to create an absolutely safe depository for valuables. 
 Come in to see the vault. We will be glad to show you the details of its 
 operation whether you have any immediate use for a box or not. 
 
 THE PLAINFIELD TRUST COMPANY 
 PLAINFIELD, NEW JERSEY. 
 
 The /Etna National Bank of Hartford 
 
 SAFE DEPOSIT DEPARTMENT 
 
 A Special Plan. 
 
 Following are a dozen safe deposit advertisements written by 
 the author for a number of different banks ; 
 
LOSS OUT OF THE QUESTION. 
 
 Loss is out of the question when 
 your valuables are in a safe deposit 
 box in this bank's strong vault. 
 
 We rent private safes as low as 
 $ a year. 
 
 This means that you can have ab- 
 solute safety for your important 
 papers and other valuables for less 
 than a cent a day. 
 
 WITH A SAFE DEPOSIT BOX 
 
 you need never worry about the se- 
 curity of your valuables. 
 
 When such security as our wonder- 
 ful vault affords can be had so cheap- 
 ly, is it not the height of folly to 
 take chances and carry your own 
 risk? 
 
 The Blank National Bank. 
 
 ABSOLUTE SAFETY FOB f . 
 
 It is the sheerest folly to allow 
 bonds, stock certificates, mortgages, 
 deeds, cash, jewels or other valuables 
 to remain a moment unprotected 
 from loss by fire, thieves or careless- 
 ness when for an extremely small ex- 
 penditure you can insure their safety 
 absolutely. 
 
 You can rent a safe deposit box 
 in our impregnable, fire, burglar, 
 mob-proof vault for as little as $ 
 a year. 
 
 With your valuables 
 
 IN A SAFE DEPOSIT BOX 
 
 you can have peace of mind about 
 their safety. 
 
 When for such an amount an in- 
 finitesimal fraction of the value of 
 the property protected you can have 
 perfect protection, why do you run 
 any risks? 
 
 Whether you feel the immediate 
 need of a safe deposit box or not, 
 come in any way, as we will be 
 pleased to show you the vault and 
 explain the features of Its great 
 strength. 
 
 The Blank National Bank. 
 
 SAFETY, CONVENIENCE, ECON- 
 OMY. 
 
 These are the strong points of ad- 
 vamtage to be derived from the use 
 of a private safe in our massive safe 
 deposit vault. 
 
 This vault is made of several layers 
 of the hardest kind of steel. It is 
 put together by a process which 
 makes it impervious to any attack 
 that could be made upon it. The 
 locks are perfect. One great ad- 
 vantage 
 
 OF THE SAFE DEPOSIT VAULT 
 
 is that in keeping your valuable 
 papers right here in the heart of the 
 city you obviate the trouble and risk 
 of carrying them back and forth or 
 caring for them in your home or 
 office. 
 
 Safe deposit box rental prices are 
 from $ a year up. 
 
 The Blank National Bank. 
 
 A COMMUNITY STRONG BOX. 
 
 The safe deposit vault has been 
 aptly called "the community strong 
 box." 
 
 Vastly better protection to valua- 
 bles is afforded by the massive safe 
 deposit vault of the Blank National 
 Bank than practically any private in- 
 dividual could afford to have exclu- 
 sively for his own use. 
 
 With a large number of individuals 
 co-operating 
 
 THE SAFE DEPOSIT VAULT 
 
 of this bank is made possible a 
 place of perfect security at moderate 
 cost. 
 
 We have a thoroughly burglar and 
 fireproof vault where safe deposit 
 boxes or private safes can be rented 
 at as low a rate as $ a year. 
 
 Surely this is a small price to pay 
 for peace of mind anil actual pro- 
 tection of your important papers and 
 other valuables. 
 
 The Blank National Bank. 
 
THE CONVENIENCE 
 
 of having' your securities, mortgages, 
 bank-books, insurance policies and 
 other valuable papers right here in 
 the business heart of the city is one 
 of the greatest advantages of using 
 our safe deposit vault. You avoid 
 .the necessity of carrying important 
 papers to and from your residence 
 and do away with the possibility of 
 loss by carelessness, flre or theft. An- 
 other great benefit of the use 
 
 OF SAFE DEPOSIT 
 
 vaults is that when your valuables 
 are thus safely locked up you have a 
 sense of security, a peace of mind. 
 This is worth a great deal to you 
 
 certainly as much as $ a year, 
 
 which is all that it costs you to rent 
 one of the private safes and provide 
 for the perfect protection of your 
 valuables. 
 
 The Blank National Bank. 
 
 KEEP YOUR INSURANCE POLICIES 
 
 where they will be secure. A prom- 
 inent insurance man says that in- 
 surance companies have considerable 
 trouble through carelessness of 
 policy-holders in keeping their pol- 
 icies in insecure places, where they 
 are liable to be destroyed by fire, lost 
 or misplaced. 
 
 If you do lose a policy, it will cost 
 you considerable trouble and ex- 
 pense to get a duplicate. 
 
 IN A SAFE DEPOSIT VAULT 
 
 like ours your policy will be pre- 
 served intact and you will never have 
 to go to the expense of advertising 
 a lost policy or executing a bond in 
 double the amount of the face of the 
 policy before getting a duplicate 
 issued. 
 
 This is only one of the many ad- 
 vantages of having a safe deposit 
 box. Whatever you use it for, you 
 are assured of perfect privacy as a 
 renter of one of them. Annual 
 rental, $ 
 
 The Blank National Bank. 
 
 LESS THAN A CENT A DAY. 
 
 Can you afford to take chances on 
 the safety of your valuable papers 
 when you can have absolute safety 
 for them in our safe deposit vault 
 for omly $ a year? 
 
 What might the loss of one of those 
 papers mean to you and how little it 
 costs to prevent the possibility of 
 loss! 
 
 Besides the actual protection of 
 your valuables, there is another strong 
 argument 
 
 FOR A SAFE DEPOSIT BOX 
 
 and it is the freedom from worry, the 
 peace of mind which will be .yours 
 when you know that no harm can 
 come to your valuables stored away 
 in our great flre and burglar-proof 
 vault. 
 
 Among the articles we can guard 
 for you are: Leases, deeds, ab- 
 stracts, mortgages, contracts, part- 
 nership agreements, pension papers, 
 naturalization papers, bonds, stock 
 certificates, bank books, insurance 
 policies, receipts, blue-prints, plans, 
 precious stones, laces, heirlooms, rare 
 books, plate, and many other such 
 things. 
 
 The Blank National Bank. 
 
 THE STANDING INVITATION. 
 
 Better be safe than sorry. An or- 
 dinary safe at your home or in your 
 office is a standing invitation to the 
 house breaker. 
 
 A safe deposit box in the vault of 
 the Blank National Bank is the best 
 place for you to keep securely valu- 
 able papers, jewels and other things 
 of that nature. 
 
 The annual rental of a box is only 
 $ , so that in regard 
 
 TO THIEVES AND BURGLARS 
 
 there is no doubt at all that a safe 
 deposit box is the cheapest insurance 
 in the world. 
 
 Our vault is one of the largest and 
 strongest i'n this part of the State. 
 It is of the most modern type and 
 construction. Built of the hardest 
 and thickest steel, it is drill-proof, 
 air and water tight, fire and burglar 
 proof and is guarded day and night. 
 
 The Blank National Bank. 
 
FIRE, BURGLARY, THEFT, CARE- 
 LESSNESS. 
 
 Every year these four things cause 
 the loss of many thousands of dollars 
 in actual cash kept at home or on 
 the person. 
 
 You will escape even the possibility 
 of losing your money if you deposit 
 
 with the $ Blank Trust Company, 
 
 which besides a Gibraltar-like vault 
 and every known mechanical safe- 
 guard, has the great strength that 
 comes from the strictest legal super- 
 vision, large resources, and the com- 
 bined integrity, ability and experience 
 of officers and directors who are in 
 the front rank of successful business 
 men. 
 
 Moreover, the Post Office makes it 
 perfectly safe and very convenient to 
 bank by mail with this big institu- 
 tion. 
 
 We would like to explain this 
 money and time saving plan to you. 
 Ask us about it to-day. 
 
 The Blank Trust Co. 
 
 PROTECT YOUR PROPERTY. 
 
 It is impossible for a private in- 
 dividual to have a safe deposit vault 
 as secure and complete as that of the 
 Blank National Bank, for the simple 
 reason that that vault cost more than 
 the average individual's entire prop- 
 erty is worth. 
 
 But. a large number of individuals 
 co-operating makes possible this 
 place of perfect security and renders 
 the care and anxiety of watching 
 and guarding valuables unnecessary. 
 
 Don't keep money or valuables 
 around your house, office, or on your 
 person. It's dangerous. Deposit 
 your money in a strong Institution 
 like this, to earn from to , and 
 rent a box in our Gibraltar-like 
 vault for the safe keeping of your 
 valuables. Rental from to a 
 year. 
 
 Blank National Bank. 
 
 TWO KEYS FOR EACH BOX. 
 
 It takes two keys to open a box 
 in our safe deposit vault. One is the 
 master key, which we retain. It 
 only half unlocks the boxes. The 
 other is held by the renter of the 
 box, and cannot operate the lock un- 
 til our key has been used. 
 
 This is only one feature of the 
 many details of safety which make 
 our vault one of the most secure 
 places in this part of the state. 
 
 You will be interested in seeing 
 what massive construction and great 
 ingenuity have done to create an ab- 
 stolutely safe place for valuables. 
 Visit our vault. We will be glad to 
 show you the details whether you 
 have any immediate use for a box 
 or not. Come anyway and see what 
 a lot of security you can get for 
 $ a year. 
 
 Blank National Bank. 
 
 YOUR PEACE OF MIND. 
 
 The actual protection of your val- 
 uables the guarding of them from 
 loss or destruction is not the only 
 benefit you enjoy when you use a safe 
 deposit box In our Gibraltar-iiJke 
 vaults. 
 
 It means something to you to be 
 entirely free from anxiety about the 
 safety of your property. It is worth 
 a good deal to be able to dismiss 
 from your mind ALL worry about 
 the security of your important 
 papers and other precious things. 
 
 Then why not insure both the 
 safety of your belongings and your 
 own peace of mind by renting aHSbx 
 in our safe deposit and storage 
 vaults ane of the strongest in this 
 part of the state? 
 
 Rental price is from $ to $ a 
 year, according to the size of the 
 box. Come in and let us show you 
 the vaults. It is an interesting sight 
 and you will be welcome, whether 
 you rent a box or not. 
 
 Blank National Bank. 
 
CHAPTER VIII. 
 
 Investment Advertising. 
 
 r I ^O be most successful, investment advertising requires: 
 A Expert acquaintance with all the facts relating to the 
 
 investments offered; 
 
 Thorough knowledge of human nature; and 
 
 Consummate literary skill the power of expression and the 
 ability to handle words as tools. 
 
 The character of the investment, and the strength, organization 
 and prestige of the house offering it are important. But, these 
 things being equal, the house that does the best advertising will do 
 the most business. 
 
 This has been proved so conclusively by actual results that it 
 may be accepted as an established fact. 
 
 It is equally axiomatic that the old-fashioned card announcement 
 style of advertising will not bring results, especially in competition 
 with modern advertising methods which are gradually being intro- 
 duced by investment advertisers. 
 
 Writing investment copy is particularly hard because the exig- 
 encies of the case require that the advertiser ask the reader to turn 
 over to him a portion of his hard-earned, or, at least, much cher- 
 ished, money, possibly without giving anything immediately tangi- 
 ble in return. 
 
 The obvious course for the investment advertiser, then, is to 
 work to inspire two things in the mind of the prospective investor, 
 viz., a strong belief that it will be to his advantage to make the 
 proposed investment, and the utmost confidence in the one offering 
 the investment. 
 
 The first step is to make it very clear to the man with money 
 to invest that when he invests wisely he does not part with his 
 money, but merely puts it where it will work and earn for its owner. 
 
 APPEAL TO SELF-INTEREST. 
 
 Arguments appealing to the self-interest of the prospective in- 
 vestor are: 
 
 Large and sure profits being made by others in similar investments. 
 Preparing for old age and financial independence. 
 
100 PUSHING YOUR BUSINESS. 
 
 Regular income without work. 
 
 Freedom from worry about the present and anxiety about the future. 
 
 Actual figures of earnings from the investment in a certain period. 
 
 Confidence-inspiring arguments include: 
 
 Statement of the financial strength, the age, experience and high 
 standing of the house offering the investment. 
 
 References and testimonial letters from prominent business men and 
 satisfied customers and clients of the house. 
 
 Statistics, official figures and affidavits concerning the earning capacity 
 of the investment. 
 
 It is sometimes a logical thing for the individual investment 
 advertiser to use his portrait in his advertising, as people like to 
 know what manner of man is asking them to trust him. 
 
 No matter whether or not you approve of the methods of 
 Thomas W. Lawson of Boston, there can be no doubt that he is a 
 shrewd advertiser. Through personal advertising Mr. Lawson be- 
 came in a few months as well known as any man in public life in 
 America. 
 
 Mr. Lawson is the epitome of personality in advertising. He 
 says: 
 
 "My most effective force, my most powerful weapon is publicity. It is 
 the irresistible instrument by the use of which I am enabled to strike, and 
 by means of which it is possible for me to arouse people to action." 
 
 A study of logic, psychology, legal rules of evidence and the 
 principles of argumentation and debate is not a bad idea for the 
 investment advertiser who wants to get right down to fundamentals 
 and appeal for business scientifically. But, of course, advertising 
 arguments must be clothed in an interesting dress, free from the 
 heaviness and dryness of legal or scientific phraseology. 
 
 Make use of the truths of pure reason and exact science as far 
 as possible, but keep as far away from that kind of terminology as 
 possible. For example, while it is all right to arrange an advertise- 
 ment or a circular in logical order and make the copy lead inevitably 
 to the conclusion you desire to be drawn, it would be folly to make 
 a regular syllogism, with Major and Minor Premise and Conclusion. 
 
 It is too bad that while bucket-shops and illegitimate invest- 
 ment concerns are free to advertise as much and as strongly as 
 they please, restricted only by the publishers who censor their copy 
 to some extent, the legitimate broker on any of the large stock 
 exchanges has his hands tied when it comes to promoting legitimate 
 trading through up-to-date advertising methods. 
 
INVESTMENT ADVERTISING. 
 STOCK BROKERS' PUBLICITY. 
 
 121 
 
 The New York Stock Exchange formerly did not encourage its 
 members to advertise in any way except by means of a formal busi- 
 ness card. 
 
 Educational advertising was frowned upon, whereas there is no 
 doubt but that if people at large could be taught more about the 
 
 The Three Essentials 
 of Good Bonds 
 
 First; SAFETY 
 
 We investigate minutely and buy out- 
 right the bonds we offer. We can, 
 therefore, honestly recommend them to 
 you. 
 
 Second : GOOD YIELD 
 
 To meet modern demands, invest- 
 ments must yield as high a rate as is 
 compatible with absolute safety. Our 
 issues net 4 % to 5%%. 
 
 Third ; MARKETABILITY 
 
 We believe that our bonds are as 
 marketable as the average listed issue. 
 Under normal conditions we have al- 
 ways been able to furnish our clients a 
 satisfactory market for our securities. 
 
 Send for Circular 117A 
 Interest allowed on deposits 
 
 P. W. BROOKS & CO. 
 
 BANKERS 
 
 New York 
 115 Broadway 
 
 Augusta 
 Maine 
 
 Boston 
 70 State Street 
 
 Three Necessary Features 
 
 true workings of the exchanges there would be less of a field for 
 the operations of illegitimate investment advertisers. 
 
 It seems to be a case of the get-rich-quick schemers having 
 "stolen the livery of Heaven to serve the devil in," because if any- 
 one is entitled to use the strongest and most scientific advertising 
 
122 PUSHING YOUR BUSINESS. 
 
 arguments it certainly is the man who has a conservative, high-class 
 investment security to sell. 
 
 That a new day is at hand in this field of advertising is proved 
 by the following extracts from the author's "Banking Publicity" 
 Department of "The Bankers Magazine": 
 
 A NEW IDEA IN BOND ADVERTISING. 
 
 Considerable interest is being manifested in the present-day publicity 
 of some of the bond houses. One has only to contrast the bond advertising 
 situation of to-day with that of a few years ago to recognize the step for- 
 ward that has been taken, particularly in the line of advertising by some 
 of the leading bond houses in the high-class general magazines. 
 
 This did not attract particular attention at first, as it was thought to 
 be merely an experiment on the part of one or two of the more progres- 
 sive houses. But it is now evident that "a new idea" has been injected 
 into bond advertising and one which, in fact, promises to be one of the 
 most important developments in the history of financial advertising. 
 
 While for years some houses have published an occasional advertise- 
 ment in one of the popular magazines, this "new idea" now appears to 
 have been adopted by a number of banks, trust companies and bond dealers. 
 
 One of the first to enter the magazine pages in a definite way, and as a 
 pioneer in the new style of vigorous, informative advertisements, was the 
 firm of Messrs. N. W. Halsey & Co. This house has many times given 
 evidence that it was progressive as well as conservative. The firm is a 
 careful student of modern publicity. When it began to place its advertis- 
 ing in the high-class magazines it evidently did so in pursuance of a well- 
 defined plan. That its "idea" was well conceived and carefully executed 
 is indicated by an examination of the financial advertising pages of the 
 "World's Work," wherein will be found announcements of several bond 
 houses which have been awakened to the possibilities of the general maga- 
 zine field. One of the most interesting features revealed by this examina- 
 tion is the evidence that each house has a plan of its own. But practically 
 all adhere to one feature which is undoubtedly the keynote of successful 
 bond advertising in the magazines to-day, i. e., educational copy. It is 
 certainly refreshing to see bond houses get away from the "ethical card" 
 and inject a combination of "news-educational and human-interest-value" 
 into their copy. Each house gets at this result in a different way. Two 
 or three seem to have a more definite plan than the others. But they are 
 all turning out copy which gives evidence of careful preparation. Right 
 there is the vital point. If the bond houses are actually giving the sub- 
 ject of advertising the same expert attention that they give other depart- 
 ments of their business, then a new era in financial advertising has started 
 indeed. Standing for all that is conservative and sane in the disposition 
 of surplus funds, they have it in their power, through the instrumentality 
 of advertising that interests and educates the average man, to wield a tre- 
 mendous influence for good in the homes of the country. 
 
 The advertisements of these houses are attractive, easily read, and 
 thoroughly dignified. They prove interesting as well as instructive to the 
 experienced investor, no less than to those who are inexperienced in this 
 
INVESTMENT ADVERTISING. 
 
 123 
 
 line. While adhering to uniform typography, each is different in appear- 
 ance and text. The dominant purpose is to inform the reader as to the 
 merits of the different classes of securities in which the firm deals and the 
 character of the service rendered to clients. Yet, underlying all, is an 
 intangible something which inspires confidence, reflecting, as it were, the 
 very character, or composite personality, of the house itself. 
 
 Bond advertising on these lines is certainly a "new idea," yet it does 
 not in the least detract from the dignity of the house, and is a welcome 
 departure, and one that the investing public undoubtedly appreciates. 
 
 Municipal 
 Bonds 
 
 A Re flM obtjsbona ol 
 rsris 
 
 cones Ira* uuiioa wbkk nun be met or 
 propotr msr bt .old by ik. muiuopali,. 
 
 Suck colecbou u< ody raDouly al<*d 
 by period, of butt*, demsra. Funheo 
 *. nha of muiuapJ boxj holders Kw. 
 bea trmly etobluktd by the courts. 
 
 Aecwdinily. nunicip.1 bonds he eane 
 
 We of et 4 ny of carefully selected 
 
 r,ll pantnlar, o. appltcallo. 
 
 Purchasing 
 Municipal Bonds 
 
 FOR 
 
 -Permanent Investment 
 
 
 of Munic- 
 erned by 
 to prelect 
 bondholder! and afford them perfect 
 safety, il u important that the same 
 care be ercised in their purchase, 
 at in the case of other (of mt of invest- 
 
 It u well, therefore, to purchase 
 through responsible dealers who have 
 proper facilities for expert investiga- 
 tions, successful experience upon, 
 which to base their judgment, and a 
 ntarn fo, reliable 
 
 We buy entire issues of Municipal 
 Bonds direct from the various Munic- 
 ipalities. and distribute to institutional 
 and individual investors at net prices. 
 
 At present we own and offer a 
 variety of Municipal Bonds from 
 Massachusetts to California, yielding 
 
 per cent 
 
 N.W.HALSEY&CO. 
 
 BANKERS 
 
 Safety 
 
 Seasoned Railroad 
 
 Bonds 
 
 N.W.HALSEY&CO. 
 
 BANKERS 
 
 NEW YORK PHILADELPHIA 
 
 49 W.D 5,,..i R-l E-. T Bid** 
 CHICAGO SAN FRANCISCO 
 (MM 
 
 Convertibility 
 
 OP 
 
 Seasoned Railroad 
 
 Bonds 
 
 BONDS of this clus 
 aw 
 
 Many of tke issues, by legislative enact- 
 menl of ASatal Stales, hue been made a 
 legal jnvestmenl for Savings Bank and 
 Trust funds. ' 
 
 Being m negotiable form and 
 
 So tnanyu.vertors.botb individual and v 
 t ut A own KU oni RJ,o.d Bond. 
 lh.1 broad market hu been ulabUmi. 
 in Europe u wefl u thi* country. 
 
 The boodi u> atmwduitdy araJible 
 as collateral or coovtrebk into caJt-cve* 
 
 and coovfrubility lo vield from 
 
 N.W.HAISEY&CO. 
 
 BANKERS 
 
 NEW YORK PHILADELPHIA 
 
 49 W.ll Si,,, i Rul EJUB TfiM BUiif 
 CHICAGO SAN FRANCISCO 
 
 152 Mouo. Sirco 
 
 This Illustrates the New Idea. 
 
 Upon further examination of some of the magazines, notably "Suc- 
 cess," "World's Work" and the "Saturday Evening Post," elementary "con- 
 serrntive investment" articles on educational lines are found. The 
 magazines also invite correspondence from subscribers seeking informa- 
 tion regarding sound investments. While these articles have no relation 
 to the financial advertising carried, yet they are an indirect result of it. 
 In other words, upon the entrance of one, two or three of the large bond 
 houses into the magazine advertising pages, the publishers of the maga- 
 zines were attracted by the importance of the copy and commenced to 
 study investments. "World's Work" originally, and later the ether two, 
 became so impressed with the importance of the subject that they 
 
124 PUSHING YOUR BUSINESS. 
 
 decided to run a series of elementary articles intended to inform their 
 readers as to the principles of sound investment with a view to rendering 
 the public a distinct service in the conserving of surplus funds. One of 
 the principal objects was to warn their readers against the wild-cat schemes 
 advertised by dishonest and unsuccessful promoters which have appeared in 
 such great volume is some of the public prints during the past five years. 
 The high-class magazines have a large circulation and a powerful 
 influence in the homes of the country, and are therefore in a position to 
 do a great deal of good in educating people so that they will be able to 
 discriminate between speculation and sound investments. The value of 
 the service these magazines have rendered has been made apparent by the 
 many letters the publishers have receivd from these subscribers on the 
 subject. The majority of these letters have shown an appalling ignorance 
 of the principles of sound investment, yet they were apparently from men 
 who desire to surround their investments with safety. 
 
 TELLING ABOUT INVESTMENTS. 
 
 Both the magazine publishers and the bond houses are rendering a 
 valuable service to the public in spreading information as to the nature 
 of sound investments, and it is hoped they will continue their efforts, for 
 something should be done by high-grade publications reaching the general 
 public to point out the value of safe investments as against the purchase 
 of stocks of the "get-rich-quick" variety. 
 
 Another direct benefit of the bond advertising in the magazines has 
 been the salutary effect it is having on the advertising departments of the 
 magazines. The volume of questionable financial advertising in the good 
 magazines is to-day less than for several years, and as the publishers 
 continue more clearly to recognize their opportunity and their obligations 
 to their subscribers, it may be expected that all objectionable financial 
 advertising will be eliminated. 
 
 The "new idea" has had a far-reaching effect already and the financial 
 interests of the country owe thanks to the progressive bond houses that 
 inaugurated it. 
 
 "The Bankers Magazine" unqualifiedly endorses the "new idea" in 
 bond advertising and, as previously suggested, believes it to be of direct 
 benefit to the entire field of high-grade investment securities as well as 
 to all banks and financial institutions. Enormous sums have been lost 
 during the recent past by men and women throughout the land through 
 ignorance of the true principles of investment. The only way apparently to 
 protect these people is to educate them on the subject. This will serve to 
 restrain savings and other bank depositors from making hasty withdrawals 
 for the purpose of "investing" in something that will probably result in a 
 loss of their savings. At the same time, by the dissemination of sound 
 information respecting investments by the leading banks and bond houses, 
 the wealthier investors are also led to favor banks, etc., when seeking 
 investments, thus materially broadening the field for the sale of such 
 securities. 
 
 Every year an enormous amount of money is sunk in speculation and 
 unsound investments, and this money is supplied to a large extent by 
 those least able to afford its loss. For the person who has not accumu- 
 
INVESTMENT ADVERTISING. 125 
 
 What is a Bond? 
 
 A good bond is the safest form of 
 investment and is absolutely non-spec- 
 ujative. 
 
 Jt guarantees payment of a definite 
 sum at a certain time and a fixed, inter* 
 est per annum. 
 
 It does not pay as high interest as 
 many good industrial stock investments, 
 ibut it offers greater security. 
 
 A concern cannot pay dividends on its 
 stock unless it earns them. Nothing can 
 be absolutely guaranteed in advance. 
 
 A concern must pay the interest on 
 bonds that are secured by a mortgage 
 against its property. 
 
 If the interest is not forthcoming, the 
 mortgage is foreclosed and the property 
 taken by the bondholders. 
 
 The Best Class of Bonds 
 
 The safest bonds are those issued by 
 .municipalities, railroads, public service 
 corporations and the larger industrial 
 corporations. 
 
 Care should always be taken that the 
 property bonded is more valuable than 
 the bond-issue that stands against it and 
 that its earning capacity is greater than 
 the interest on the bond issue. 
 
 Municipal, railroad, water, gas, tele- 
 phone and electric bonds are nearly al- 
 ways good. 
 
 These bonds will pay from 4 per cent, 
 to 5 1-2 per cent, interest, and with rea- 
 sonable care in the selection, will yield 
 an absolutely sure and fixed income. 
 
 It is this class o bonds that we sell 
 and it Is this class only that we advise 
 you to buy^ 
 
 Simple Bond Talk. 
 
 lated a considerable surplus the only wise course is to save and entrust 
 his savings to a well-managed bank or trust company. When a sufficient 
 fund has been accumulated to justify the saver to become an investor, 
 he should, especially at the beginning, invest only after consulting with 
 his banker or through a bond house of recognized standing. 
 
126 PUSHING YOUR BUSINESS. 
 
 To bankers this is elementary, but the public is still largely ignorant 
 of this simple rule. Advertising of the character above discussed, presented 
 in mediums having a large general circulation, will exercise a powerful 
 influence in acquainting people with it, thereby diverting a large stream of 
 money annually flowing into the coffers of speculators and promoters of 
 doubtful enterprises and turning it into legitimate investment channels. 
 
 Further comment along the same line was made in "The Bank- 
 ers Magazine" as follows: 
 
 SCIENTIFIC ADVERTISING. 
 
 Advertising- in the general business world is based upon scientific prin- 
 ciples; that is why it is so profitable. If advertising in the investment world 
 cannot be conducted upon this same basis, with proper and reasonable 
 modifications, as related to the style and character of the copy, then finan- 
 cial advertising is purely and simply a waste of money. 
 
 When investment bankers place their advertising in charge of men 
 qualified to make it a careful and intelligent study, it will in time become 
 one of the most valuable and profitable branches of the business. 
 
 In what little experience I have had as an advertising representative, I 
 have learned this lesson one of the most important lessons: When the 
 representative of a newspaper or magazine wants to discuss advertising 
 with me, he gets the same consideration as we expect to see accorded our 
 bond men when presenting their business to prospective clients. 
 
 If this policy is adopted by us all, if we look upon advertising as a 
 part of our business, and try to learn a few things from those v.'ho are 
 giving it their special study, "we will save for our firms thousands of dol- 
 lars. And we may be sure that without this knowledge, many thousands 
 of dollars are absolutely wasted. 
 
 This fact made itself apparent to me several years ago, and I have 
 received my greatest help through the things I have learned from the better 
 class of magazine and newspaper representatives. Chas. L. Scovil, Adver- 
 tising Manager, Spencer Trask & Co., Bankers. 
 
 I want to commend you and "The Bankers Magazine" for the depart- 
 ment under the head of "Banking Publicity." This is certainly a splendid 
 idea and one that surely ought to increase'the popularity of "The Bankers 
 Magazine." There is more work to be done in this respect than in any 
 that I know of in banking circles, except eliminating the rogues from the 
 fraternity. 
 
 My 'studies of the financial advertising situation have convinced me 
 that it is one of the largest classifications in advertising. There has been 
 more money spent in advertising by financial institutions than by any other 
 one class of business that I know of, and with less actual results. If there 
 was more good publicity there would be more good banks and financial 
 institutions and less room for the careless and unscrupulous. 
 
 I heartily congratulate you upon the idea and wish you every success* 
 David G. Evans, Treasurer, "Succes? Magazine," 
 
INVESTMENT ADVERTISING. 127 
 
 KINDS OF FINANCIAL ADVERTISING. 
 
 I am greatly interested in the splendid work which you are carrying 
 on in your "Banking Publicity" Department. I believe that the subject of 
 financial advertising has a very large future before it and that we should 
 profit by the experience of the past and present in formulating a basis for 
 future work. 
 
 Financial advertising as to kind may be divided into three classes: 
 (I) Selling services and facilities; (2) selling securities, bonds, stocks, 
 notes, etc., and (3) notices of meetings, dividends, etc. Some object to 
 the term "selling" as here used. Contrary to the belief of some, financial 
 institutions are not philanthropic institutions but are conducted for profit. 
 The day will come when financial institutions will realize that they have 
 something to sell in the same sense as a manufacturer, jobber, wholesaler 
 or retailer has something to sell. 
 
 If it be undignified for a financial institution to advertise then it must 
 also be undignified for it to offer its services and facilities, and if it is 
 undignified to offer them it must also be undignified to render them. 
 
 Financial advertising is to-day practically where commercial advertis- 
 ing was twenty years ago. I predict that the style, methods and policies 
 of financial advertising will be completely transformed within the next 
 few years. Such change and progress will not lessen the dignity and high 
 standing of financial men and institutions. To such men as you, who will 
 later be in control of the financial field, will be given the opportunity of 
 taking advantage of the new order of things. Dr. Channing Rudd, "Wall 
 Street Journal." 
 
 Following are brief extracts from articles in advertising publi- 
 cations dealing with investment advertising: 
 
 D. A. Holland, in "Judicious Advertising," says: 
 
 There is one immense field that has been, almost overlooked, "the great 
 public," and if offerings of securities are presented in the right way, a 
 great majority of those who are not now bond buyers, but who have their 
 funds in care of others, and that earn but a small interest rate, can be 
 persuaded to become such. However, this class will never know the bond 
 house has something to offer them that is vastly more attractive than loan- 
 ing their money, or becoming a savings depositor at from 3 to 4% interest, 
 unless it is brought to their attention. 
 
 This is publicity's mission. 
 
 New and energetic houses, who apply modern methods, have made 
 inroads into the business of the old houses that have waxed fat upon the 
 "security buying" of insurance companies, banks, trust companies, large 
 estates, etc., and the banker who in former days swelled with pride as he 
 exclaimed "we never advertise" is changing his boastful attitude in this 
 regard. 
 
 A. J. Beane, in "Printers Ink/' writes: 
 
 It is a mistake, however, to consider advertising in newspapers and 
 magazines as all-sufficient and spurn all other forms of advertising. The 
 intermingling of different kinds of advertising is what produces phenom- 
 
128 PUSHING YOUR BUSINESS. 
 
 enal results, and the success of the largest financial institutions in this 
 country is due to a recognition of this fact. Nevertheless, advertising in 
 newspapers and magazines is vital and will become more so as time goes on. 
 
 D. Arthur Bowman, in the same publication, says: 
 
 With the closer scrutiny of advertising offered to the best publications 
 (and the shaming into commercial decency of a few grasping newspaper 
 owners remaining), the further improvement of "copy" by advertising 
 writers for the investment houses so that the public may be able to grasp 
 the meaning of the terms employed without the constant use of Webster's 
 unabridged, and the educational assistance of leading publications through 
 their news columns, it does seem as though a striking advance in this 
 department of business solicitation had been achieved, and that the future 
 holds a decidedly better promise for the further broadening of this 
 constantly growing field of distribution of good investments. 
 
 OUTLINE OF CAMPAIGN. 
 
 The matter of booklets is very important in the advertising of an 
 investment house, as it is in many cases the main dependence in 
 bringing the prospective investor to a favorable decision. The trou- 
 ble with many investment booklets is that, like many investment 
 advertisements, they are too heavy and technical. Interesting and 
 effective investment booklets have been issued under such titles as: 
 "A Financial Courtship," "An Ideal Investment," "The Astor For- 
 tune," "The Art of Wise Investing," "The Value of a Dollar/' 
 "Facts and Figures/'' "About You and Your Savings," "Two Ways 
 of Trading," "Fortunes in Copper," "The Law of Financial Suc- 
 cess," "When to Buy Bonds," "At the Market," "Success in the 
 Stock Market," "A Square Deal," "The Safest Investment." 
 
 To give a practical illustration of the working out of the ideas 
 advanced in this chapter, a preliminary advertising plan and a 
 series of advertisements prepared by the author for a St. Louis 
 investment house are reproduced. 
 
 The plan was as follows: 
 
 "These advertisements are designed for a series to be run daily in 
 St. Louis newspapers, with a change of matter with every issue, 
 but the same distinctive style of type and 'copy/ 
 
 "The idea is to make a campaign of education at the same time 
 that you get the best kind of general publicity. Moreover, each 
 advertisement, as you notice, has the request for the reader to do 
 something definite, viz.: send for a free booklet. 
 
 "Of course, the theory of the booklet is that by offering it you get 
 in touch with people interested in investing their money. You will, 
 
INVESTMENT ADVERTISING. 129 
 
 in time, be able to build up the best kind of a mailing list of pros- 
 pective clients. 
 
 "As you know, it is a hard thing to sell securities direct from a 
 small space advertisement, but when you get a good list of inquiries 
 and follow it up by strong letters and printed matter or by sales- 
 
 A SUGGESTION 
 FOR CONSERVATIVE INVESTORS 
 
 In view of the enormous offerings of short time, high rate notct 
 by various corporations, it is well for those who have the investment 
 f trust funds to consider whether in buying these notes they are 
 really making the best investment of their money. 
 
 The reason so many of the large corporations are issuing these 
 note* is because they expect at their maturity to be able to place the 
 bonds of the corporations *t a very much lower rate of interest. If 
 their reasoning is correct the purchasers of these notes will have to re- 
 Invest their money when the notes expire at a proportionately lower 
 rate. The best way to illustrate this is by a concrete example: 
 
 We are offering at the present time the 4X bonds of ALLE- 
 GHENY COUNTY, PENNSYLVANIA, a direct municipal obliga- 
 tion of a county with an assessed valuation of $788.002.045, and a net 
 debt of only $.799,40, having a population by the census of 775.059 
 and a present estimated population of 900,000. The total debt is lest 
 than 1* of the assessed valuation. These bonds have thirty years to 
 run. and we are offering them on a 3.85* basis. The net income on 
 $100,000 of these bonds in the thirty years they will be outstanding, 
 without taking into account compound interest, will be $115,500. If the 
 ame amount of money is invested today in a 3-year 5X note, the net 
 income during' the three years wilt be $15.000. If, at the end of that 
 period, the money be Invested in this same bond on a 3tfX income 
 basis having 27 years to run. the net income would be $94.500. Add 
 this to the $18,000 of income obtained during the first three years and 
 you get a total of $108,500. You will, therefore, see that you wHl 
 have made $6000 more during the thirty-year period by buying the 
 long time bond at the present time. We are, of course, supposing 
 that three years f?om now ALLEGHENY COUNTY bonds will be 
 
 tiling on a 3tfX basis, which is a fair assumption, mjsmuch at in 
 
 the past seven years they sold at follows: woo. 320X basis; 1901, 
 
 .1X basis; 1803, 3.60X basis; 1804, 3.63-S.75X basil: 190S. S.Wt 
 
 basis; 1906. S.B3-3 TsX basis. 
 
 There are, of course, many other good municipal bonds which 
 
 can be bought today to net nearly at high as X, such as 'the City of 
 
 New York 50-year 4s and railroad bonds which could be bought to 
 
 Bet considerably more than that, so that the illustration might b 
 
 made a great deal more striking. We have, however, chosen a very 
 
 bigh-grade municipal bond, to illustrate our point, but this illustration 
 
 will apply at the present time to practically every Issue of high-grade; 
 
 long-time bonds now in the market of either municipal or railroad 
 
 character 
 
 end for Our Feb. Ll of Investment Bond* 
 
 E. H. ROLLINS & SONS 
 
 21 MILK ST., BOSTON 
 DENVER CHICAGO SAN FRANCISCO 
 
 Real Advertising. 
 
 men, paying results are certain. This is the method used by most 
 big investment houses. 
 
 "As far as the booklet 'Investment Advice' is concerned, we 
 would prepare that after consultation with you, the idea being to 
 make it a small but interesting and practical discussion of points to 
 be considered in bond and stock investment. 
 
130 PUSHING YOUR BUSINESS. 
 
 "We would advise the placing of the newspaper advertisements 
 on local news pages rather than on the financial page, for this rea- 
 son: You are advertising for new business. Most of the people who 
 make a close study of the financial page already have good chan- 
 nels of investment. At any rate, business men who study that page 
 likewise read the local news pages. Whereas many who read the 
 local pages and are possible investors, never look at the financial 
 page. This applies especially to women. 
 
 "Our effort would be to make the advertising so attractive, inter- 
 esting and individual that you would get the moral effect of an ad- 
 vertisement several times as large. In short, it would stand out 
 strongly and compel attention. In time the cumulative effect of 
 this advertising would create an atmosphere, a good will for your 
 business which would prove one of your best assets. You have some- 
 thing of that kind now, but the right kind of advertising would 
 increase its value out of all proportion to the cost. 
 
 "If you have some particular class of bonds which provides 
 strong talking points such as security and good net return it 
 would pay to advertise it in some of the standard magazines of large 
 circulation. 
 
 "It is said that the American Real Estate Company, of New 
 York, spent $12,000 in magazine advertising one year and sold 
 $250,000 worth of its six per cent, bonds guaranteed by New York 
 real estate. 
 
 "Our plan for you would also include a series of 'follow up* 
 letters and circulars with a method of handling the same." 
 
 The advertisements were as follows: 
 
 YOU CAN PAY TOO MUCH 
 
 for safety. There are securities which sell at prices much above their real 
 value because everybody knows them to be good and investors who do not 
 want to take the trouble to investigate are willing to pay extra for them. 
 
 It is better to go to experienced investment brokers and get advice. 
 You can make more and still be perfectly safe. 
 
 We are always pleased to advise those with funds to invest. 
 
 Our free booklet, "Investment Advice," will help you. Better send 
 for it to-day. 
 
 COMPARATIVE VALUES. 
 
 A study of comparative values is important when you are deciding 
 upon an investment. You want to get the best return consistent with 
 safety, of course. "When you make your investment through a bouse of 
 
INVESTMENT ADVERTISING. 131 
 
 long standing and reliability like ours you have the benefit of comparative 
 values, and are relieved of a good deal of doubt and annoyance. 
 
 We are always pleased to give counsel in investment matters. 
 
 Send for our list of bond and stock offerings and free booklet, "Invest- 
 ment Advice." 
 
 NOTES VS. BONDS. 
 
 At present the market is crowded with short time, high rate notes. 
 These look attractive, but it is well to consider before buying whether they 
 are really the best investment. 
 
 Many large corporations are issuing these notes because at maturity 
 they expect to be able to place their bonds at a much lower rate of inter- 
 est. Then the present buyers of the notes will have to reinvest their money 
 less advantagously than they could now in a long term municipal or rail- 
 road bond. 
 
 We have some very desirable issues of long term securities. Send for 
 list and our free booklet, "Investment Advice." 
 
 OWNING A BOND, 
 
 you own actual property. For convenience a trustee holds the title, 
 but he holds it for you. The corporation issuing the bond must pay the 
 interest and repay the principal, or the mortgage guaranteeing the bond is 
 foreclosed and the property passes to the bondholder. 
 
 When you buy bonds from us you have all the security of a mortgage 
 bought under the advice of experts" in investment values. 
 
 Send to-day for our list of attractive bond offerings and free booklet, 
 "Investment Advice." 
 
 NON-SPECULATIVE INVESTMENT. 
 
 Well chosen bonds fall under this head. They are secured by prop- 
 erty guaranteeing your investment, dollar for dollar, and interest beside. 
 
 Every wise investor will place at least a portion of his surplus in a 
 safe, non-speculative investment of this character. 
 
 In choosing bonds you need the advice of experts. Our knowledge and 
 experience along this line are at your command. 
 
 We have some very good bond offerings at present. Ask for descrip- 
 tive list and our free booklet, "Investment Advice." 
 
 "INVESTMENT ADVICE" 
 
 is the name of a very interesting and practical booklet on the subject of 
 investment, which we have prepared for distribution among our clients, and 
 others interested m the judicious investment of their funds, 
 
132 PUSHING YOUR BUSINESS. 
 
 It goes into the subject of bonds quite fully and gives valuable hints 
 on investment matters generally. 
 
 With it goes our new list of high grade bond and stock offerings. 
 Send to-day for "Investment Advice." 
 
 EXPERT FINANCIAL COUNSEL. 
 
 So far as you deal with us we consider you our client, and we want 
 you to consider us your expert financial adviser, as your lawyer is your 
 expert legal adviser. 
 
 We have hundreds of regular clients who have profited by our advice 
 in past years. 
 
 No one has ever lost a dollar through us. 
 
 If you are interested in wise investment send for one of our free book- 
 lets, "Investment Advice." 
 
 LET US HEAR FROM YOU 
 
 if you are not satisfied with 3 or 3 1-2 per cent, interest at the savings 
 banks. It is possible even with a small sum of money to make a safe and 
 profitable investment in stock or bonds. 
 
 Our clients' interests are our interests. We exercise exactly the same 
 care in placing your funds for you that we do in our personal investments. 
 
 "Investment Advice" is an interesting and valuable booklet on invest- 
 ment matters. It is free to anyone interested. 
 
 THE INTRINSIC MERIT 
 
 of a security is a point that the average investor is not always able to 
 determine for himself. . When in doubt it pays to confer with experienced 
 investment brokers having at hand the facilities to determine just what is 
 back of every security offered. 
 
 To investigate the soundness of securities we buy for our clients we 
 employ the ablest engineers, accountants and lawyers. Those we sell on 
 commission we make sure have been investigated in a like thorough 
 manner. 
 
 Send for our investment list and our free booklet, "Investment Advice." 
 
 WRITE TO US. 
 
 We give prompt and careful attention to all communications and are 
 pleased to answer any of your questions, if you are a prospective investor 
 or seek advice as to the placing of surplus funds. 
 
 We have many regular clients in St. Louis and in all this section. It 
 will pay you to get acquainted with us and our manner of doing business. 
 
 As a first step send for the free booklet, "Investment Advice," and our 
 list of good bond and stock offerings. 
 
INVESTMENT ADVERTISING. 133 
 
 INVESTING TRUST FUNDS. 
 
 Trustees, guardians, executors, administrators those having charge of 
 trust funds, have special reason to exercise the utmost discretion in 
 choosing investments. 
 
 We have had extensive experience in placing advertisements of this 
 character, and are always pleased to give advice along this line to persons 
 having such responsibility. 
 
 Our free booklet, "Investment Advice," and our list of conservative 
 stock and bond offerings will be of interest and value to you if you have 
 funds to invest. 
 
 CASH CONVERTIBILITY. 
 
 An important thing to be considered in choosing an investment is the 
 readiness with which you can get back your principal when you want it. 
 
 There are times when you need ready cash. Indeed, to have all your 
 funds "slow assets" might mean disaster sometimes. 
 
 There is always a market for good bonds and it is possible to get safe 
 ones that pay well. 
 
 Send for our list of high grade bonds and free booklet, "Investment 
 Advice." 
 
 A WISE CHOICE 
 
 of investments cannot usually be made entirely upon your own judgment. 
 When it comes to placing out your own money or funds left in your charge 
 to earn an income it pays to get the best advice. 
 
 A single poor investment may cause you more loss than you gain by 
 a dozen good ones. 
 
 You want to keep all you have and get as much more as you can. 
 
 If you have money to invest even a moderate amount it will pay 
 you to talk it over with us. 
 
 Possibly our free booklet, "Investment Advice," would help you. 
 
 BE YOUR OWN BANKER. 
 
 Experience has shown that the bank is a safe place for your money, 
 hut your funds do not earn very much there. 
 
 The bank invests part of your money in good bonds which return it 
 enough more interest than it pays you to allow a fair margin of profit. 
 
 By investing in good bonds yourself, you get more nearly the full 
 earning power of your money, but you need to exercise the same expert 
 judgment in choosing your investment that the bank does. 
 
 That is where a reliable investment house like ours can help you. Send 
 for our free booklet, "Investment Advice." 
 
 A TALK ON CONFIDENCE. 
 
 One way for the investment advertiser to get a favorable hear- 
 ing and build up confidence is to use occasionally a line of argument 
 
134 PUSHING YOUR BUSINESS. 
 
 similar to the following, written by the author for a large invest- 
 ment house: 
 
 Business as it is conducted to-day would be impossible without confi- 
 dence. 
 
 In this term I would include credit, trust and self-reliance. 
 
 The general principles of the great system of credit, which does so much 
 to facilitate modern commercial transactions, are so well known that I shall 
 speak only of trust and self-reliance. 
 
 By trust I mean your practical belief in the integrity and promises of 
 another person. 
 
 Why do you trust your friends? 
 
 Because you know them. 
 
 Because their record is before you. 
 
 Because you have proved their integrity. 
 
 In other words, you trust them because you have evidence to support 
 a belief in them. 
 
 But if you did business only with friends and acquaintances the scope 
 of your activity would be rather limited. 
 
 So it becomes necessary in business nowadaj r s for you to trust those 
 whom you do not know personally. 
 
 How can this be done safely? 
 
 By demanding in each case evidence to support your belief. 
 
 Evidence includes the testimony of witnesses and all facts of every 
 kind that tend to prove the truth of anything. 
 
 To make this illustration specific, suppose you want to make an invest- 
 ment through this company. 
 
 You do not know me personally perhaps, but such strong evidence of 
 my reliability is available that you may have absolute confidence in my 
 integrity and good judgment, which form the basis of a man's reliability. 
 
 I am well known to the business men of this and other cities. 
 
 I have thousands of clients all over the country. References to them 
 and to national banks are yours for the asking. 
 
 Their replies will give you evidence by testimony of authority the 
 strongest kind. 
 
 Here are some of the facts going to prove more conclusively that I 
 am a fit man for your confidence: 
 
 I have been in the mail order investment business for more than seven 
 years with steadily growing success. 
 
 This would have been impossible for a man or a business not abso- 
 lutely "on the square." 
 
 A dishonest business soon kills itself. 
 
 A mail order concern that does not give its customers a square deal 
 loses them and soon finds it impossible to get new ones. 
 
 On the other hand, a corporation like this, which deals honestly with 
 its customers, looking to the future and not merely to the present, is 
 bound to succeed when properly managed, as this is. 
 
 It is more important for you as a prospective investor to investigate 
 me and my methods than it is tor you to investigate the particular invest- 
 ments, although it is your privilege to do both. 
 
INVESTMENT ADVERTISING. 135 
 
 I am satisfied that if you have confidence in me you will take my 
 advice in investment matters. 
 
 I do not claim to be infallible, but the soundness of my judgment is 
 amply proved by results. 
 
 Choosing those in whom to place confidence is a very important way to 
 use your own judgment. 
 
 It is often as great a factor in a man's success as his own industry 
 and perseverance. 
 
 I have confidence in myself or I never would have embarked in this 
 business. 
 
 I had confidence in the public, and the public has had confidence in me. 
 
 Otherwise the business would not have succeeded as it has. 
 
 My own large profits and thousands of satisfied clients prove that this 
 mutual confidence has paid well. 
 
 If you and I are strangers let us get acquainted for the advantage of 
 us both. 
 
CHAPTER IX. 
 
 Real Estate Advertising. 
 
 THE man who handles real estate has one of the best proposi- 
 tions in the world to advertise. 
 
 Land is something real, tangible, substantial. It is the 
 foundation of all wealth a fundamental necessity. Everybody has 
 to live somewhere, and everybody whether owner or renter must 
 pay something, either directly or indirectly, for the privilege of 
 using part of the earth to live on. 
 
 Therefore, the field before the real estate man is as broad as 
 humanity itself. The arguments that he can use in his advertising 
 are such as touch intimately the daily life and necessities of the 
 great mass of people. 
 
 Millions of dollars are spent annually in real estate advertising. 
 Much of this amount is wasted because of lack of originality and 
 modern methods of following up prospects. 
 
 Nowhere has real estate advertising reached such a high devel- 
 opment as in New York City. The marvelous growth of the metrop- 
 olis and the stupendous engineering undertakings being carried on 
 there to help the city keep up with its own progress make a great 
 opportunity. 
 
 A study of the advertising methods of the typical New York 
 suburban real estate company, therefore, is profitable for real estate 
 advertisers everywhere. 
 
 With the New York real estate companies the first step is to 
 get inquiries, that is, the names of persons who are interested enough 
 in any particular suburban property to write asking for advertising 
 literature and further information. 
 
 Most such inquiries are received as the result of advertising in 
 the newspapers and magazines. A plan commonly used is to adver- 
 tise to send handsomely illustrated literature or an interesting real 
 estate magazine free. Several companies make a specialty of their 
 monthly house organs, which really are of considerable interest and 
 value, containing, in addition to the selling articles, much well 
 written matter on New York real estate in general. Of course, a 
 specialty is made of maps and illustrations from actual photographs 
 of the property and its surroundings. 
 
Has fhe Limn Been Hearhefl? 
 -ssSBBSssxasfSZ&as&gi 
 
 Inil llu O'rfii, Fitliv GtfMnf 
 ^ Alt tkt Profit f 
 
 Attractive Real Estate 
 
 BARGAINS 
 
 Y'p^tri^'if'cji.^ifs w.000- 
 
 :rrr?? ~"v>JwS'.itS! bi't " 
 
 Ponce de Leon Avenue Home 
 
 JAMES L. LOGAN & CO., 
 
 "Phone 2678 L Main. 408 Peter* Building: 
 
 . TO. .n 
 
 FISKE TERRACE-FLAtBUSH 
 ACKERSON HOUSES 
 
 SSfSw-Rrau.^ 
 
 T. B. ACKERSON CO. 
 
 140 NASSAU STREET. NBW YORK 
 
 file Man With SIM to 51,590 to Invesl 
 Can Not Do Belief Than Put 11 In 
 
 Lawler&MerTideiands' 
 
 One-Tenlh Cash; Balance In I Yean 
 
 T&3^3S&&iS t iS&t~&&** 
 GEORGEJLAWLER 
 
 Good Real Estate Ads. 
 
 
 
 i EM nurr 
 
 10 
 
138 PUSHING YOUR BUSINESS. 
 
 These house organs, while the backbone of the follow up cam- 
 paign, are by no means the only printed matter used. Immense 
 quantities of special circulars, mailing cards and form letters are go- 
 ing out constantly containing special offers and announcements of 
 current events having a bearing upon the increase in real estate 
 values around New York such as the completion of tunnels, sub- 
 ways, bridges and other public improvements. 
 
 In the typical case where the prospective buyer lives at a dis- 
 tance from New York and is unable to go to see the property, this 
 is the course from inquirer to buyer: 
 
 GETTING THE INQUIRY. 
 
 The person sees an attractive advertisement in the newspaper 
 or magazine. It offers something for nothing a magazine on New 
 York real estate, in which he is already more or less interested. He 
 says to himself: "I might as well get that. It doesn't cost anything 
 and puts me under no obligation." So he fills out the coupon and 
 mails it to the company. 
 
 As soon as his. name is received at the office of the real estate 
 company it is copied on a card and goes into an alphabetically and 
 geographically arranged "prospect" file. The inquirer receives a 
 form letter with his name and address filled in. This letter 
 acknowledges the receipt of his request for the magazine, says that 
 it will be sent him promptly, and briefly calls attention to the 
 special real estate propositions that the company is handling. 
 
 The first number of the house organ arrives in due time and is 
 read with interest by the prospect. It contains several general real 
 estate articles and one or two selling articles which conclude with 
 a coupon order blank. 
 
 The prospect is interested, but unless he is unusually susceptible, 
 probably is not thoroughly convinced. Possibly it will take the 
 reading of two, three or a half dozen issues of the house organ to 
 convince the prospect that he ought to buy the particular land that 
 the company is selling. 
 
 The articles in the magazine bearing upon the sub-division 
 property describe it fully in such details as: Location, railroad 
 facilities, healthfulness of climate and surroundings, industries, 
 population, statistics of growth, schools, churches, stores, natural 
 attractions of the vicinity, etc. 
 
* t HE PLACE O F ; B"E A U T t F U 1 L M O M E S . " 
 
 UXURY, culture and refinement 
 .are everywhere in evidence in 
 Prospect.. Hill.- Beautiful, well 
 kept homes; broad, clean, as- 
 phalt streets, trees, flowers and shrubbery, all com- 
 bine to make this a place of beauty and desirable residence. 
 What do these surroundings mean to you who want a 
 home dwelling free from all the .unpleasant features that too 
 often mar a city home? Will you still be content to pay a 
 large- rental in a less desirable location when the'same monthly 
 outlay will buyyou a home In this "Place of Beautiful 
 Homes?" The Prospect Hill plan 
 was devised to interest the man 
 who can afford to rent at $40.00 to 
 $7J.OO a month but who hesitates 
 to spend in one amount a sum suf- 
 ficient to build a house equivalent 
 to that rental value-: 
 
 Prospect Hill is a community of 
 successful men who have built on 
 the Prospect Hill plan "builded 
 better ..than they knew," for the 
 steadily increasing value of the 
 .property has brought splendid re- 
 turns. 
 
 Read the plan, go and Icok at 
 the property, then let us discuss 
 .further details at your office or ours. 
 
 THE PLAN 
 
 rR the man of independent 
 income, business success 
 or assured salary has been 
 devised a monthly payment 
 plan for buying a home in Pros- 
 pect Hill. This plan overcomes 
 the only_prgument against own- 
 ing as compared with renting. 
 It obviates the necessity for in- 
 vesting $3000 to $15000 in one 
 sum lor a house, suf h as the 
 renter can find for $40.00 to 
 $75. 00 a month. A small pay- 
 ment down and the balance in 
 monthly payments, about equal 
 to the rental value of the proper- 
 tyfbuys a home.that in ten years' 
 time is fully paid for and has 
 materially increased in value. 
 This house will be built entire- 
 ly under the owner'.s direction. 
 
 Mr. John R. Goodrich, who has been identified with the 
 development of Prospect Hill from the beginning*- will 
 furnish any further information desired. 
 
 PROSPECT HILL LAND CO. 
 
 JOHN R GOODRICH, Agent 
 
 rah HACKETT & HOFF 
 
 77 MICHIGAN S T R F E T 
 A High Glass Real Estate Advertisement. 
 
140 PUSHING YOUR BUSINESS. 
 
 THE BUYING PLAN. 
 
 The buying plan is very carefully explained, particular empha- 
 sis being put upon the fact that the lots can be bought on the instal- 
 ment plan of a few dollars down and a few dollars a month. The 
 reader is told very clearly and definitely what he must do to buy 
 a lot. 
 
 Promptness of action is urged because prices are going up, the 
 best lots are being taken and this opportunity can not last indef- 
 initely. 
 
 A time limit is a good thing in any real estate offer. "For 
 thirty days only/' if hammered into the minds of prospective buy- 
 ers, will make them step lively if they are in the market at all for 
 what you are offering them. Placing a limit of time within which 
 a certain thing must be done makes it more likely that the thing 
 will be done because it forces the mind to a decision. 
 
 It is a difficult thing for many persons to decide to take some 
 action even after they are convinced that it is the proper course 
 to pursue. We are all more or less mentally lazy and act more 
 surely under pressure or upon the spur of a real or imagined 
 necessity. 
 
 But to return to our New York suburban real estate campaign. 
 When the prospect has been thoroughly inspired with confidence in 
 the proposition and has full knowledge concerning the property and 
 the terms, he is quite likely to buy if he was really in earnest when 
 he began to investigate. 
 
 In case the inquirer is a resident of New York or lives within 
 a few miles of the city so that he can easily visit the property 
 different methods are pursued with him. The effort is not so much 
 to sell to him direct by mail, but to induce him to make the trip to 
 the property and see for himself just what it is, and it is left for the 
 company's representatives on the ground to close the sale if pos- 
 sible. Free automobile rides or refunding of railroad fare are 
 special inducements made to get people to visit the property. 
 
 It is the aim of the advertiser to make his arguments so strong 
 and compelling that the reader will do something definite whether 
 it is to sign the coupon and send the first payment or to decide to 
 go and visit the property. 
 
 Buying a piece of real estate is not as simple a matter as buying 
 a suit of clothes. It is not done hastily, as a rule. So that a pretty 
 thorough presentation of the case must be made before a sale is 
 
The 5300 square/feet of floor space on the third floor of the 
 Kinloch Building, o * he northwest corner of Tenth and Locust 
 Streets, now occupied by the Lesan-Gould Advertising and Publish- - 
 ing Company, is available for lease, in whole or in part. 
 
 When, on March 15, 1936, the Lesan Advertising Company took a five-year least 
 from the Kinloch Telephone Company on the enti/e third floor of this building it wa 
 thought that these spacious quarters and this excellent location would answer all require- 
 ments for a long time to come. 
 
 But the consolidation, under the name of the Lman-Gould Company, of the- Gould 
 Directory Company and the Lesan Advertising Company; the addition of a printing 
 plant, a form letter and addressing department, and the necessity of having all branches 
 under one roof, made imperative the erection of a special building. This building will 
 soon be ready an 8-tory structure on Washington Avenue, running through to SuCuarresj 
 Street, between 13th and 14th Streets. 
 
 The Lf.an-r.puld Company will move about January 1, 1908. When it Tacitet it. 
 A Splendid preient quanen a iplendid location will be opened lor the conduct of a buiinen or the 
 Opening practice of a profeiiion. The premlie. are admirably adapted for a millinery, cloak, 
 Fur or tailoring e.rabl.ihmcnt, for a buiine.f college, for a trade publication, for the 
 manufacture or .ale of jewelry and noveltiei, for any buurieil conducted by rtui! or by agent., and for 
 pi !'n ,.n.l office.. They are eipecially .uitable for an architect. In fact, the location it tunable foe 
 any buiinen or any office, becauie of it. nearnel. to both the whole.ale and the retail diltrict.. 
 
 The Kinloch Building i. one of the moil deiirable location, in the new retail center of St. Loud, 
 h ii filed by the removal of the great 
 Good. Company from Broadway to the 
 diagonally oppo.ite the Kinloch Building. 
 
 Gmt Buslnew Mtau 
 Activity oL. .. 
 
 T*. fcdoel ISJ, . 
 
 T.u.. Bu.Uin f . no , 
 
 loch BuMt. BwdM th< 17-fior, 
 
 jastGsuKaK 
 
 &*sy!? SV^sSSSSBS^^^-^Z 
 
 e^L^e 
 
 rifti l ih tuittmTlfrin ol'th* city. The^uZrem Tre'lifn 'io " ' 
 
 Lcsan-Gould Company 
 
 Tenth and Locust Streets 
 
 LESAN-GOULD 
 COMPANY 
 
 : J5300Sq.fr floor Soace 
 
 A Real Estate Advertisement Designed and Written by the Author. 
 
142 PUSHING YOUR BUSINESS. 
 
 effected. For that reason and because advertising space in the New 
 York newspapers and the general magazines is expensive, real estate 
 concerns rarely attempt to sell direct from the advertisement. 
 
 Experiments have been made along that line, but the results 
 have been so poor that such a course is rarely attempted now. The 
 author knows of an instance where a full page ad. with coupon 
 order blank was run in the most expensive newspaper in New York. 
 This was an experiment and it was a failure. The returns did not 
 come anywhere near paying for the advertisement. 
 
 Another experiment that did not "pan out" was using several 
 pages of space in one issue of a general magazine. 
 
 The gist of the lesson taught by these various experiments and 
 by actual experience is that the wisest way to do is to use fairly 
 large space in good mediums to get inquiries and then follow these 
 up hard by personal solicitation, letters, circulars and every other 
 approved method of direct advertising, and if there is one thing 
 more than another that needs to be blazoned on the banner of every 
 real estate advertiser, or that is worthy of a place alongside the "Do 
 it now" motto over his desk it is this : TELL THE TRUTH. 
 
 No other policy pays in the long run and nothing else is right at 
 any time. You must have faith in the property you are advertis- 
 ing and then you can the more easily transmit your faith to others. 
 
 In advertising to homeseekers there is little danger of having 
 the advertisement too long because buying a home is such a big 
 event in the life of most families that the members will read every- 
 thing you say if they think that it may help them in a choice of 
 a home. 
 
 But there is danger of making a long story prolix and involved. 
 Clearness is essential in a successful advertisement. 
 
 At the same time, it is not necessary or desirable to tell your 
 whole story in the advertisement. An opening should be left for 
 the reader to make inquiries about the property, as that is the first 
 step toward real business. 
 
 The descriptive booklet is the piece de resistance of most cam- 
 paigns because it must be depended upon to convince the prospect 
 and turn him into a customer. 
 
 THE REAL ESTATE BROKER. 
 
 There is a distinction between a real estate dealer and a real 
 estate broker, and there is likewise some difference in their adver- 
 tising methods. 
 
FOR SALEREAL, ESTATE. 
 
 905 HENRY, EAST; ONE OF THE 
 most desirable homes in Collinsville; 
 built one year ago; lot 6Qxll2; recep- 
 tion ball, parlor, diningr room, library, 
 butler's pantry and kitchen down- 
 stairs; four bedrooms and fine bath- 
 room with porcelain t.ufr and stationary 
 "washstand upstairs; largo attic; fur- 
 flace; every comfort an-i convenience; 
 see us about this beautiful home; you 
 can buy it at a low figure. Savannah 
 Trust Company^ 
 
 611 THIRTY-NINTH STREET^ 
 west; a very nice home in the south- 
 west section; eight rooms and bath; 
 every convenience; electric lights; we 
 can sell this home for $3,100 and you 
 can name your own terms. Savannah 
 Trust Company. 
 
 NEW DOUBLE "li6uSE~AT~COR"- 
 ner Thirty-seventh and Price; lot 
 fronts 76 feet on Thirty-seventh street; 
 each house has parlor, dining room and 
 kitchen downstairs and three bedrooms 
 and line bath 0:1 second floor; large 
 piazzas; young man, we can show you 
 how to live in one of these houses and 
 let the other pay for the entire invest- 
 ment; we can sell at a low -figure and 
 on easy terms. Savannah Trust Com- 
 pany.. 
 
 HOW ABOUT THAT INVESTMENT 
 property at corner East Broad and 
 State streets; you can buy this at a 
 figure to bring in 20 per cent. Savan- 
 nah Trust Company. 
 
 GW1NN.ETT STREET, EAST, LESS 
 than half a block from the Park Ex- 
 tension; an attractive -home, in good 
 condition, for $5,000; best location in 
 city. Savannah Trust Company. 
 
 ~THERE~~fs~~MONEY IN APART- 
 ments; you can easily convert No. 222 
 McDonough street, west, into three 
 first-class apartments; we can sell at 
 a figure to make it pay you. Savan- 
 nah Trust Company. 
 
 WE MUST ENLARGE OUR LIST 
 of real estate for sale; we receive calls 
 for property daily, which we cannot 
 fill; if you really wish to selji your 
 home, see us; we reach all classes of 
 purchasers; when you deal with us 
 your interests are protected by the re- 
 sources ol a responsible institution.. 
 Savannah Trust Company. ___^ 
 
 Good Use of Classified. 
 
144 PUSHING YOUR BUSINESS. 
 
 The broker, as a rule, does not buy property himself, but merely 
 acts for others on a commission basis. He handles valuable income- 
 producing or high-class residence property rather than suburban 
 sub-divisions. 
 
 The class of investors to whom the broker in this kind of real 
 estate appeals can not be influenced to any great extent by the 
 sentimental arguments that are often effective with homeseekers, 
 for instance. 
 
 One of the chief objects of the real estate man is to build up a 
 clientage to secure and hold customers who have entire confidence 
 in him and will place all their real estate business in his hands. 
 
 The broker does not need to advertise for sellers. They come 
 of their own accord, but he does need to advertise for buyers. The 
 higher priced the property to be sold is, the more advertising it 
 takes to sell it, and the more it will pay to advertise it. 
 
 The copy best suited to sell high class property is full of infor- 
 mation and the most important information is the price. 
 
 Special lists of possible buyers of real estate can be obtained 
 by watching the names in the real estate transfers published in the 
 newspapers. Personal letters making a definite proposition ought 
 to be productive when sent to regular buyers, but a personal visit 
 is better than a letter because it leads to an acquaintance which may 
 result in business advantage later on, if not at once. 
 
 Attorneys are also good prospects for the real estate broker, 
 because they are not only speculators in real estate themselves some- 
 times, but they have many among their clients who are. 
 
 In his booklets, circulars and other advertising matter the broker 
 should always tell exactly what services and opportunities he has to 
 offer. ' On a proposition like this it is better to send advertising 
 matter to the home address of the "prospect," as the chances are 
 that the advertisement will get more attention there than at the 
 business office. 
 
 There are three ways in which the real estate broker can use 
 the daily newspapers in "liners," "spaced liners," or display ads. 
 Experience shows that "classified" real estate ads. pay best in the 
 morning papers, because the business man reads his morning paper 
 for facts and figures. 
 
 Spaced liners are better than liners because they are more 
 noticeable and also because they usually are placed near the top of 
 the column, giving the ad. the preference over notices further 
 down. 
 
,Uaid 
 Up!" 
 
 I This May lUppcD 
 |toYoutnorTow 
 
 V O( J cao'l tl aow woo ,0 r I.D Jl 
 
 I ., ^ fc - .~J- -? n 
 
 noa TO. *fa lor k aad iMenW 
 
 .id d CUM a<a B u MbM it. 
 
 Wnu lo-d4y loi OK iwnntni koolUt 
 -How lo Innr. Yof I.CO.W UK 
 
 r v, lull p.rwW 
 
 Empire State Surety Co. 
 
 
 ,fr. Ell- 
 
 A Goo New Year's Investmeni 
 
 WITH the opening of the New Ye 
 how to in vt your .urplu. money. It is I 
 roent that will pay good rate of interest and yet it tale. 
 Our mortgage certificate. baed on (elected tint mortgage* on New York 
 City real estate solve thU problem for yon. The interest m 4V&> and tbs> 
 certificate* are tn .mount, of $200, $500. $1.000 and $5,OOO. 
 
 Tha S200 rrttifitala riU b* >oU 1* d.ilrad ea lha in.lahat pUa al $10 per JMMk. 
 
 Tk..a r arlirir.l.. h..a all tha ad.anla,*. .1 tU guaraateW I 
 Ik. principal and intara.t it (uaraDtaad ab.olutal ; b T Ik. BOB* and 
 pan. will, il. Capital andSu.pl... of 17.500,000 W. <taka our <r*i>r 
 
 but repr.iant 
 Thar abould 
 
 Our .,! I , i . a fir.l roort, M . Mcivily .ud, a. th. lax f.var. for aubn bank., I*. ,n.u r- 
 and .11 eo. M r.ativ. l.u.t u,.ta.U. Start U.. ,.a, rujfctl/ i....tu>. . 
 
 How Much Did 
 You Save in 1910? 
 
 \TOU need not apologize 
 X for making this your New 
 Year's thought. The de- 
 sire for wealth has been a 
 mighty force lo the world's 
 progress and the road to 
 wealth always starts at the 
 point where a man begins to 
 save. Do you know about 
 
 ir method of saving? 
 
 You can invest $10., $20., 
 $30. any amount per month 
 ur Mortgage Certificates 
 or we can give you a paid 
 up certificate for $200.. $500., 
 $1.000. or $5,000. if you have 
 the cash already saved. 
 
 Your money earns 4H % 
 interest from the day that 
 we receive it. The security 
 behind your savings will be 
 first mortgages on New York 
 City real estate and the return 
 of your principal and interest 
 is guaranteed to yoil by a 
 Company that has invested 
 $400.000,000. for its clients 
 without- one of them ever 
 
 'T. g Lw W ,.nJ po.tal 
 card or the coupon for com- 
 plete information. 
 
 TiTtE GUARANTEE 
 AND TRUST C9' 
 
 :irt seoADWAY. NEW roajc crrv 
 
 . 
 
 Two and two will make four 
 as Ion* as the world hits. 
 
 And 81 on a $400,000 build- 
 In* is eternally 132,000. 
 
 But figure! are so terribly in- 
 faUible that, if extravagance, 
 poor quality, and delay creep 
 into your building operation, 
 they will increase the ccst and 
 deplete the income. 
 
 On the other hand, if you 
 ensure a maximum of Econ- 
 omy, Quality and Speed. th 
 income will take care of Itself. 
 
 Why not see ui about it? 
 
 THOMPSON-STARRETT 
 COMPANY 
 
 Building Conmuclion 
 Fil.y-One Wall Street 
 
 TO PUT TO SEA 
 
 In a leaking bottom I* to play 
 cards with the infinite. 
 
 To embark on a building 
 operation without rrottciloa as 
 o Co.t, Quality and Time, Is 
 to play wiih loaded dice. 
 
 We know of no more ruinous 
 Investment than a building pro. 
 ject that starts .out without 
 such protection-. 
 
 And 1 we kn <w of no organiza- 
 tion better qualified than ours 
 
 furnish that protec'loi.' 
 
 Our Cmrsnteed Mort^ag es are Ir- 
 veslmems yoi caa ssfely recommend 
 to jour friends. There can be ao loss. 
 
 sleet 
 
 We reap what we sow and 
 generally a lltile mor 
 
 if the X columns of 
 structure are of 
 carrylnK capacity. tie building 
 will collapse. 
 
 And If an Owner enters Into 
 a building proportion without 
 adequate protection against ex- 
 travagance, poor workmanship 
 ord delays, the Income will 
 suffer In proportion. 
 
 Obversely, the Income on his 
 Invettmeit will be safe If he i 
 guaranteed a maximum of 
 Economy, Quality and Speed. 
 
 We gun-ante* all '*>'" 
 
 IT IS NOT SAFE 
 
 (or an Owner to figure on an 
 income of say 8fJ from a build- 
 Ing which is to cost about 
 1 300,000. and to be completed 
 in about six months. 
 
 Because if the building takes 
 ten months to erect, and if It 
 costs $3)0,000, the calculated 
 Income will be depleted. 
 
 No Owner should enter upon 
 such a project without full pro- 
 tection against extravagance, 
 poor workmanship and delays. 
 
 That Is the sort of protec- 
 tion you will get from us. 
 
 THOMPSON-STARRETT 
 COMPANY 
 
 Building Conitructlon 
 Tidy-One WU Street 
 
 ClplUlS Snrplui, $7,000,000 
 
 A NET INCOME. 
 
 That means what you et alter 
 
 paytntf every charije connected wtta 
 
 nary 4&% Investment does 
 so attractive with a net 
 only 2%. Kven the 
 have In a bank or I 
 cost you S17.5O for taxes 
 
 HOW ABOUT ITI 
 
 Are yoo one of Ikoie people who 
 will have to die st lite "right lime" so 
 that your family will not be left la 
 poverty? la other words, are yon 
 i with your money 
 
 Yon Do Not Need A 
 Financial Education 
 
 o invest your savings safely. 
 Whether you have $ 10 a month 
 
 o save or cash surplus of 
 
 1100,000 to Invest, you will 
 make no mistake If you buy 
 the guaranteed'flMt mort- 
 gage* that we furnish you on 
 
 4ew York City real estate. 
 Back of these mortgages Is 
 
 (I) The most valuable and 
 
 (2) Our 26 years' e.perlence 
 
 lending money on mons;ai> 
 New York City real estate. 
 
 (J) The absolute guarantee el 
 payment of principal and Inter- 
 est by the Bond and Mortgage 
 duarantee Co. with Its capital 
 and surplus of $7,MO,OOO. 
 
 (4) Our guarantee of title with 
 our capital and surplus ol 
 $14.000,000. U 
 
 They Bear Interest at 4i% 
 
 Hundreds of millions of dollars have 
 been Invested In guaranteed mortgages 
 In New York City, and not one dollar 
 has ever been lost to an Investor. 
 
 amount. .. per ata. 
 Write us about how much yen might 
 r willing to Invest, and we wll 
 send you our booklet "The Safe Way 
 to Save," or suitable Information. 
 
 GUARANTEE 
 TRUST C9 
 
 Your Share in New 
 York's Prosperity 
 
 ff TOU know that NewYork 
 Y City real estate is a good 
 JL investment but do you 
 know that one who can spare 
 only $10 a month can share in 
 its profits? Our Guaranteed 
 first Mortgage Certificates are 
 in effect small mortgages on 
 the most valuable and produ.c- 
 tive real estate in the world. 
 You do not speculate when you 
 buy these certificates. You 
 Invest your savings sa(ely at a 
 food rate of interest. They 
 are issued in amount* of $*, 
 $400, $1,000 and $5,000. , 
 
 Th. payrt.nl o/ tk. ^i.cioVl ! 
 tatneinsjsMSMe. kyVS &>4 > 
 Murlg.it. OmnSH Company wilk if. 
 capital and Miplua a> |7.JO>OB. 
 
 capital and Miplua a> 
 W< at.kt nyr o. 
 
 JiTtE GUARANTEE 
 
 !AND TRUST C9 
 
 Good Advertising: Handled by The Siegfried Company. 
 
146 PUSHING YOUR BUSINESS. 
 
 The Sunday newspapers have proved most effective for display 
 advertising,, as the Sunday issues are read more leisurely than busi- 
 ness day issues, and they generally carry a lot of real estate and 
 building news. 
 
 The real estate sign board is a useful form of advertising be- 
 cause it serves to keep the name of the firm before the public and 
 gives occasion for the making of inquiries by persons interested. 
 The dealer should adopt a uniform and individual design, which 
 will crystallize his advertising and give him a trademark, as it 
 were. It will be found a good will producer. 
 
 "SEE THE PROPERTY." 
 
 In real estate advertising the very first object in most cases is 
 to induce the prospective buyer to see the property. If you can do 
 that, then it remains for the merits of your proposition itself and 
 the selling ability of your salesman to close the deal. 
 
 But sometimes possible purchasers live so far away that it is 
 impossible for them to visit the property personally. Then the 
 story must be told so fully and convincingly in the advertising mat- 
 ter that the person interested will feel that he is just as safe in deal- 
 ing with you at a distance as he would be face to face. 
 
 One of the most important things to be kept in mind in real 
 estate, as in all classes of advertising, is that confidence must be 
 inspired before you can do business with anybody. 
 
 And telling the truth, the whole truth and nothing but the truth 
 in your advertising is the best way to do it. Depend for effective- 
 ness in your advertising upon the strong, compelling way in which 
 you present the truth, not upon any distortion of facts or high color- 
 ing of the truth. Be authoritative, not supplicating. 
 
 Testimony of satisfied clients and references as to your own 
 character, ability, experience and general trustworthiness, and true 
 photographs of the property to be sold, provide the best possible 
 evidence that you and your claims are worthy of the confidence of 
 those you are trying to interest in your real estate. 
 
 Joseph P. Day, a well known real estate auctioneer and operator 
 in New York, gives these good pointers: 
 
 Getting people to look at the property is half the battle. And after 
 an advertisement has "pulled" a large number of visitors, if no sales 
 follow, the fault lies either in the fact that the copy made unfounded 
 statements, that the property is not good, or that the auctioneer is a poor 
 

148 PUSHING YOUR BUSINESS. 
 
 salesman. An advertisement which exaggerates is dangerous. The man 
 who reads of a flowery paradise and finds a desert waste will never buy. 
 Yet this same man, if he had not been led to expect too much, might have 
 been glad to invest in desert property. 
 
 REAL ESTATE TALKING POINTS. 
 
 Good talking points for real estate advertising will be found in 
 the following list: 
 
 Convenience of location. 
 
 Healthfulness pure air and water, good drainage. 
 
 Pleasant surroundings. 
 
 Transportation facilities. 
 
 Good neighbors. 
 
 Good climate. 
 
 Cheapness of living. 
 
 Public improvements water, gas, electric light, sewers, pavements, 
 sidewalks, parks, boulevards, wide streets, shade trees. 
 
 Churches, schools, art galleries, libraries, museums, stores, hotel. 
 
 Low price of property, easy terms, discount for cash, instalment pay- 
 ments. 
 
 Probability of increase in value growth of population, new industries, 
 new railroads and trolleys, prosperity of the region. 
 
 Natural beauty and attractiveness, nearness of recreation places. 
 
 The amount invested in the industries of the place. 
 
 Aggregate wages paid. 
 
 Large amount and value of products of place. 
 
 Favorable shipping facilities. 
 
 Best locations going quickly "Last opportunity." 
 
 Good home place. 
 
 Mail delivery. 
 
 Growth of realty values in past few years. 
 
 Actual examples of increased value. 
 
 Photographs of property. 
 
 Low taxes. No taxes for a long time. 
 
 No interest on deferred payments. 
 
 No charge for deed. Free and perfect title guarantee. 
 
 Property bought ahead of improvements so that low prices can be 
 offered. 
 
 Buy before and not after further improvements are made. 
 
 Large demand for houses. 
 
 Extensive house building going on. 
 
 Building restrictions. 
 
 Large number of lots bought by persons familiar with the property. 
 
 Buying for children's benefit better place in which to bring them 
 up and property may make them independently rich. 
 
 Buying real estate intelligently. 
 
 Buying real estate on instalments compels economy and gives an object 
 in life something to work for. 
 
REAL ESTATE ADVERTISING. 149 
 
 Grasping opportunities. 
 
 Scenic attractions. 
 
 Free railroad tickets or free automobile trip to see the property. 
 
 Public and private improvements in progress increasing value of all 
 property in vicinity. 
 
 Well-known persons who have bought lots or are building homes. 
 
 Future of property protected. 
 
 Prices go up on a certain date. 
 
 Safety of investment in land combining rural and city advantages, 
 with drawbacks of neither. 
 
 Police and fire protection. 
 
 Height above sea level. 
 
 Nearness to large cities. 
 
 Increase in assessed valuation of community. 
 
 Sending maps of property upon request. 
 
 Landscape gardening. 
 
 Low railroad fare. 
 
 Rent pays for home. 
 
 Certificate of title furnished. 
 
 The "unearned increment." 
 
 Let the operation of a great natural law work for your benefit. 
 
 The importance of "doing it now." 
 
 Laying the foundation of a fortune. 
 
 Only a small sum down needed to secure a lot. 
 
 Large-sized lots. 
 
 Good real estate a "live" asset. 
 
 Non-forfeiture clause in case of lapsed instalment payments. 
 
 Real estate the only genuinely safe investment. 
 
 Get ahead of the masses. 
 
 Assessors* figures. 
 
 Make real estate your savings bank. 
 
 Compare prices with those of similarly located property. 
 
 Example of successful men who have invested in real estate. 
 
 Quotations from men of prominence urging investment in realty. 
 
 Social life. 
 
 The foundation of all realty value is utility. That is evidenced by 
 rent, which, capitalized, forms value. 
 
 No saloons in neighborhood. 
 
 Think it over and consult with your wife. 
 
 Advertising value of an office in a prominent building. 
 
 Giving the children a chance in the suburbs. 
 
 Own a house to live in, don't just rent a house to stay in. 
 
 Experience qualifying to get best results in managing property. 
 
 Get away from the noisy, dusty, crowded city. 
 
 The following analysis of the sale of a lot, by a student of the 
 Sheldon School of Salesmanship, ought to be helpful to writers of 
 real estate advertising: 
 
150 
 
 PUSHING YOUR BUSINESS. 
 
 f 1. Location 
 
 2. Description 
 
 1. Relative. 
 
 2. Exact. 
 
 f 1. Size 
 
 2. Price 
 
 3. Income 
 
 1. Of lot. 
 
 2. Of building. 
 
 1. Direct. 
 
 2. Comparative 
 
 1. Gross. 
 
 2. Expenses. 
 
 1. Water. 
 
 2. Insurance. 
 
 3. Taxes. 
 
 3. Its future 
 
 f 1. His rela- 
 tion to 
 property 
 
 2. Showing 
 property 
 
 3. Closing sale 
 
 f- 
 
 (3. 
 
 Accessibility being increased. 
 Property adjacent being improved. 
 General growth in that direction. 
 
 1. For a home. 
 
 2. For an investment. 
 
 As a home 
 
 As an in- 
 vestment 
 
 ii 
 
 1. Exposure. 
 Construction. 
 Surroundings. 
 
 1. Cars. 
 
 2. Schools. 
 
 3. Churches. 
 
 f 1. Durability. 
 ! 2. Fire protection. 
 1 3. Net returns. 
 
 4. Future value. 
 
 1. Taking deposit. 
 . Clearing title. 
 3. Final papers. 
 
 The love of home, the desire to own his own home, the security 
 of land these all appeal just as much to the farmer as to the city 
 dweller, as human nature is the same everywhere. Therefore, very 
 similar arguments can be used in selling either farm land or city 
 property. By the same token, studying the advertising methods 
 of the Western farm land operator as well as those used by the 
 New York realty companies will be beneficial to anyone who has real 
 estate to sell and wants to dp it by advertising. 
 
REAL ESTATE ADVERTISING. 
 
 151 
 
 SOME RESULTFUL ADVERTISING. 
 
 The author thinks this sufficient warrant, therefore, for repro- 
 ducing here some resultful advertising matter prepared by himself 
 for both a New York suburban proposition and a Western land 
 company. 
 
 Following is part of a circular written for the New York 
 operator: 
 
 This is a plain, common-sense talk about real estate investment in 
 the suburbs of New York. 
 
 I want to speak to you just as frankly and earnestly as though you 
 were my closest, personal friend and had dropped into my office and drawn 
 up your chair for a chat and some friendly advice. 
 
 WANTED 'Midland Ave. $5,600 
 
 WW * * ^ ,Tw<>-finttv i)d* OK* (If Ih* fin*-* 
 
 AUTOMOBILE 
 
 bHtaM uttsfactorily. 
 
 ^rqd />i. Van patten 
 
 600. 501, 502, BOS Snow Building 
 Who Ha* Real Bamlni in meal Zitoto. 
 
 t Jo-! 
 
 finUti. hardwood fl<v>r. cercn r.ico 
 
 renterT Howe in t,vl<\a*s c-mditlon. 
 
 $6.500 house in S.vrs 
 
 for *5.000. 
 
 James St., $6,000 
 
 New lionie. beautiful flniel,. mui 
 ew features, up to <leto '*n 
 ja s \ rwwct. Hardwood floors iipfetiln 
 I urn) dr>trn-talr. mam h/l. The 
 decoration* md fcrtorw In thin houw 
 rim't be 
 
 CltM, 
 
 . Van patten 
 
 600. 501, 503, 503 Snow Building 
 WHO SELLS THE EARTH 
 
 Red Hot 
 
 Right Off the 
 
 Griddle 
 
 $6,000 
 
 /*. Van ?aften 
 
 600. 501, 502, 503 Snow Building 
 
 The "VAlf" that can more your Meal 
 Eiitat* nnickly and safely. 
 
 Mr. Van Patten is the most aggressive Real Estate Advertiser in Syracuse, N. Y. 
 His face is his trademark. 
 
 Of course, you want to make money. You are considering the sub- 
 ject of real estate investment, not from a patriotic motive or for any sen- 
 timental reasons. 
 
 It is business, pure and simple. 
 
 The way to make money in real estate IS TO SELL LAND FOR 
 MORE THAN IT COSTS YOU. 
 
 I propose to tell you how this can be done in New York suburban 
 real estate. 
 
 At the very outset, there are several facts I want to impress upon you. 
 
 In the first place, dismiss from your mind the idea that you must have 
 a large amount of money in order to invest profitably in New York realty. 
 
 Many persons defer, from time to time, investing in real estate because 
 the sum of money they have at hand seems too little. 
 
 Putting it off like that only keeps them back so much longer from 
 success. 
 
152 PUSHING YOUR BUSINESS. 
 
 As little as $10 a month a sum, which, perhaps, you now spend fool- 
 ishly or waste absolutely is all you need to start you on the road to safe 
 and profitable investment. 
 
 INVESTMENT AND SPECULATION. 
 
 Another thing, buying suburban real estate wisely is not speculation. 
 
 It is investment. 
 
 And there's a difference. 
 
 If you SPECULATE, you have a small chance of gain and a very 
 great probability almost a certainty of loss. 
 
 In speculation, you depend upon luck, which is a mighty poor depend- 
 ence, indeed. 
 
 In investment, you depend upon facts, reasons, common sense, and 
 these are a mighty good dependence. 
 
 Those who speculate do not know that they will profit. 
 
 They scarcely believe that they will. 
 
 They only hope that they will. 
 
 They pin their faith to a mere chance a gamble, for speculation, 
 whether "on the Stock Exchange or elsewhere, is simon pure gambling. 
 
 I take it for granted that you want to have nothing to do with that. 
 
 For thousands of persons, the chance of enormous profits by specula- 
 tion is a greater inducement than the almost absolute CERTAINTY of 
 more conservative gains by wise investment. 
 
 That is because there are so many foolish, unthinking people in tb" 
 world. 
 
 LAND A SUBSTANTIAL REALITY. 
 
 But let us consider real estate investment. 
 
 To begin with, in buying land any land you get something tangible. 
 
 There is something REAL back of the document that gives you title 
 to ANY piece of real estate. 
 
 Land cannot burn up. 
 
 An earthquake can't destroy it. 
 
 It cannot be blown away by a cyclone. 
 
 Nobody can run off with it. 
 
 It is as firm and lasting as the earth itself of which it is a part. 
 
 But there is land and land. 
 
 Your probability of profit the reasonableness of all real estate invest- 
 ment rests on this fact: 
 
 UNDER CERTAIN CONDITIONS, LAND IS VALUABLE AND 
 IS SURE TO GROW IN VALUE. 
 
 Therefore, the course for the wise investor whether he has much or 
 little to invest is simply this: 
 
 Learn what those conditions are. 
 
 Learn where they exist to the greatest extent. 
 
 Then buy land there and let the natural, inevitable development re- 
 ward you. 
 
 That's how money is made in real estate. 
 
 But let me go a* little further. 
 
 Because I used the word "learn" do not think that there is anything 
 difficult to understand or mysterious about the matter of real estate values. 
 
REAL ESTATE ADVERTISING. 
 
 153 
 
 You probably know now what the conditions of real estate growth 
 are, though perhaps you have never applied your knowledge in a practical 
 way. 
 
 Isn't it just as true of land as it is of anything else that is bought 
 and sold, that, as demand increases and supply decreases, the price goes up ? 
 
 That is why, as a very general rule, the value of a piece of property is 
 in direct ratio to the number of people who want it. 
 
 In other words, growth of population and growth in real estate values 
 go hand in hand. 
 
 This is a simple fact which has as many striking proofs as there are 
 towns and cities in the world. 
 
 You KNOW this is true, so it is useless to waste time and space in 
 saying anything more on that point. 
 
 But perhaps you have never been made to realize fully that in New 
 York City and its suburbs the conditions for great and rapid growth in 
 real estate exist in the highest degree. 
 
 THE NEW SITUATION AT NEW YORK. 
 
 Briefly stated, here is the new situation: 
 
 After causing Manhattan to be built up solidly, the ceaseless flow of 
 the great stream of humanity crossed the Harlem River on the North 
 to spread out and make the Bronx. 
 
 Let the city of St. Louis 
 make money for you. 
 It is growing fast and fortunes 
 are to be made by juditious 
 investment in real estate here. 
 When you invest wisely in real 
 estate you merely take what a 
 natural law puts into your hands. 
 f- have an excellent opportunity for you- 
 to make an A No. 1 Investment with a 
 moderate amount of money. 
 I can't say all there Is to say about tt 
 In this small advertisement. 
 Better see me about It to-day. 
 My real estate list will tell you about 
 other opportunities. 
 
 A. H. Frederick 
 
 [R.at Estate and Financial Aat 
 111 N. Seventh . 
 
 INHERE is nosafer investment 
 than real estate. The great- 
 est security on earth is the earth 
 itself. Land can't burn up. It 
 can't blow away. No one can 
 steal it. 
 
 Heal estate Is also tit* most profitable In- 
 vestmentif you Invest wisely. 
 If you know St. lonls rral estate well 'nd 
 nave confidence in your own Judihncnt, 
 all Hunt you probably don't neod my 
 help, lint If you're not sure about It, but 
 want to 'bi]v nvll.or build, better see me 
 as soon as you can. 
 
 It won't cost you anything to talk it oyer, 
 /nnrt then there's my frc list of St. Louts 
 real estate opportunities. 
 
 A. rL Frederick, 
 
 Reil Estate and Financial Agent, 
 Ml N. Seventh St. 
 
 AN empty house is'better than 
 a bad tenant, but a house 
 constantly occupied hy a, 
 good tenant is the ideal condition. 
 
 Do you have any trouble about your 
 
 I collect rents promptly, manage 
 estates economically, secure loans at 
 low rale of In'ercst and sell property 
 quickly. 
 
 My list of St. Louls~"real estate Invest- 
 ment opportunities probably contains 
 something you want. 
 
 Better" get it to-day. 
 
 A. H. Frederick, 
 
 Real E&tate and Financial Agent, 
 III N. Seventh St. 
 
 Real Estate Advertisements Written by the Author. 
 
 Then it rushed over the East River bridges to populate Brooklyn and 
 the Long Island suburbs. 
 
 Now it is about to be turned strongly in a new direction by the three 
 new railroad tunnels under the Hudson River from Manhattan to New 
 Jersey. 
 
 That section of the State long ago even before tunnel connection 
 with New York was even dreamt of derived great benefit from its near- 
 ness to the metropolis. 
 
 It has grown steadily and rapidly. Latterly, in anticipation of the 
 
154 PUSHING YOUR BUSINESS. 
 
 closer union with New York, as well as on account of the general pros- 
 perity of the country, the development has been very rapid indeed. 
 
 THIS HAS BEEN PROVED. 
 
 Now, it has been proved over and over again, and as clearly and con- 
 clusively as anything can be proved, that new or improved means of rapid 
 transit anywhere in or around New York always result in an unusual 
 growth of the territory affected, and a sure advance in real estate values. 
 
 The opening of the Subway to the Bronx is a case in point. 
 
 That caused an increase of several hundred per cent, in land values 
 ALMOST IMMEDIATELY. 
 
 You don't have to be a lawyer or a great business man to see the 
 force of this argument. 
 
 Doesn't your plain, ordinary common sense tell you that the tunnels to 
 the New Jersey suburbs of New York create a distinct opportunity for 
 the man who makes a well advised investment in real estate there now? 
 
 There has been no secret about these New Jersey tunnels. 
 
 People have known for ten years or more that they were to be built. 
 
 But until very recently it cannot be said that the tunnels had very 
 much influence on New Jersey real estate. 
 
 Now, however, it is different. 
 
 The tunnels are almost done. 
 
 The result is that now investors and homeseekers are waking up to 
 the grand opportunity, and prices of property even such as is likely to 
 be only indirectly benefited by the tunnels are beginning to advance. 
 
 What has taken place in Brooklyn, the Bronx and elsewhere around 
 New York is going to be repeated in the New Jersey suburbs, and those 
 who are wise enough to do as others did with their opportunity elsewhere 
 will surely make money here. 
 
 FACTS, NOT GUESSWORK. 
 
 This prediction is not built on mere guesswork. It has a sounder basis. 
 
 Effects are never without their causes. 
 
 There are laws in real estate as certain in their operation as those 
 in the realm of science. 
 
 That is why real estate experts are able to forecast results from their 
 knowledge of cause and effect in property values. 
 
 Doing away with the tedious and unpleasant ferrying across the Hud- 
 son River will save from twenty to thirty minutes in the time required to 
 go from the New Jersey suburbs to the business center of New York. 
 
 That is the same as bringing those places miles nearer to New York. 
 
 MINUTES MEAN DOLLARS. 
 
 The value of every house and lot in these suburbs ought to be in- 
 creased at least $oO for every minute clipped off the time required to get 
 to the city. 
 
 There isn't the slightest doubt about that. 
 
 It is reasonable, and, more than that, the same thing has occurred 
 in other places under similar circumstances. 
 
REAL ESTATE ADVERTISING. 
 
 155 
 
 Following is an extract from a leaflet written for the Colony 
 Farm Homes Association of St. Louis, Mo. : 
 
 What are you living and working for? I'm not asking that thought- 
 lessly, nor is this to be a sermon. I ask the question simply to set you 
 thinking. 
 
 A FEW WORDS WITH THRIFTY FARMERS. 
 
 Do you want to work all your days for little more than a bare exist- 
 ence and leave your children a legacy of more hard work and mortgages 
 to pay? 
 
 That's about the way it'll be if you keep on working an expensive, 
 more or less unproductive, farm in an older settled part of the country. 
 
 Jait Nancy's Letter 
 to Her Friend Mar- 
 gery That/s AH 
 
 
 This Will Do for a Change. 
 
 Why not stop working against heavy odds and go to Northern Texas, 
 the land of health, wealth and contentment, where you can quickly become 
 independent and give your children the chance they ought to have? 
 
 If you have never considered leaving the hard, unpleasant, unprofitable 
 farming conditions where you are now and moving to this best part of the 
 great new Southwest, THINK ABOUT IT SERIOUSLY NOW. 
 
 Read every word of the Mendota Colony Farms booklet I have sent you. 
 
 It tells you about your greatest opportunity just the opportunity 
 that you have been looking for all these years. 
 
 It tells you about the Mendota Colony Farms in the Washita and Red 
 Deer Valleys of the Eastern Pan Handle of Texas, where you can buy 
 ten acres of land for what one acre costs you where you are living. 
 
 And it's better land, too. 
 
156 PUSHING YOUR BUSINESS. 
 
 WHAT THIS MEANS TO YOU. 
 
 It tells you how, with the same amount of work, you can get much 
 larger returns than you are getting now, and all the time you and your 
 family can live in the most delightful and healthful climate in the United 
 States in the Highlands of Texas. 
 
 There are some things about the Mendota Colony Farms that I did not 
 touch upon when I wrote that booklet, and there are others I did mention 
 that I want to emphasize, so I'm writing this circular. 
 
 I want you to consider that what I say here is just as personal to you 
 as if you were one of my neighbors or friends and had come over to my 
 place for a little visit and to get some advice from me. 
 
 SOME PERSONAL ADVICE. 
 
 Now I want to tell you that if you were a relative of mine or my 
 closest friend I WOULD NOT and COULD NOT give you any better 
 advice than I am giving all readers of that booklet when I say 
 
 "Get one of the Mendota Colony Farms now." 
 
 I was born on a farm. I was raised in the country, and for the last 
 twenty-five years I have been engaged in buying and selling lands in the 
 West and Southwest. 
 
 During that time I have made a pretty close study of soils, crops and 
 agricultural matters generally 
 
 I know good land when I see it. 
 
 For a long time I had watched the situation in the Pan Handle of 
 Texas. I knew that the cattle men there couldn't hold those great fertile 
 tracts much longer against the flood of homeseekers swarming into this 
 "Last West" of the United States. 
 
 VIRGIN SOIL, READY FOR THE PLOW. 
 
 I knew that rich, well-watered soil five or six feet deep, was too good 
 to be used for grazing purposes alone, when there were thousands of 
 farmers looking for just such virgin soil, all ready for the plow. 
 
 The ranchmen realized what was coming, too. They knew that, sooner 
 or later, they would have to sell out and move out. 
 
 But they did not propose to sell their lands piecemeal to small farmers. 
 They would sell only in big tracts. 
 
 That's where the Colony Farm Homes Association came in. 
 
 I made up my mind there was going to be an immense demand for 
 this land especially in the fertile Washita and Red Deer Valleys, in 
 Hemphill County, where the land is best adapted for diversified farming. 
 
 I had no difficulty in interesting some St. Louis business men in this 
 land. They said: 
 
 "Let us buy a tract of this land while it is cheap and open it up to 
 homeseekers." 
 
 The Colony Farm Homes Association was formed, and a committee 
 was sent to investigate the situation in the Eastern Pan Handle, adjoining 
 the rich lands of Oklahoma, now all sold and occupied. 
 
 When the 35,000-acre tract at Mendota was offered us we fairly jumped 
 at the chance. 
 
REAL ESTATE ADVERTISING. 157 
 
 RIGHT ON THE RAILROAD. 
 
 Here was a beautiful stretch of rolling land, abundantly watered, soil 
 a rich chocolate loam, all ready for the plow, the land free from timber 
 and brush, and all of it WITHIN SIX MILES OF THE MAIN LINE 
 OF A GREAT TRANSCONTINENTAL RAILROAD. 
 
 Do you wonder we grasped the opportunity? 
 
 Now we are passing this opportunity on to you. 
 
 The question is, will you take advantage of it? Will you take enough 
 interest to go on one of the low-priced excursions to Mendota to see with 
 your own eyes what kind of land you can buy now for from $8 to $18 
 an acre? 
 
 All of this land will be sold to farmers, and that quickly. 
 
 I do not hesitate to say that every man who buys a farm in the Men- 
 
 A Beautiful Lot 
 
 I am not going to tell you exactly on what street it is 
 located (if you knew now, you would hurry to buy). Is in 
 one of the most aristocratic sections of this grand old city and 
 beautiful homes and very expensive homes are all around. 'Tis 
 on one of the best known streets, where things are beautiful- 
 Lot is 100 and over 200 feet to alley, and elevated about 4 
 feet, and then level. Has pretty shade. Lot can be divided if 
 you want 1-2 of it. Price reduced to $2,000. 
 
 Now, let me say this : You can't beat this for price, loca- 
 tion and beauty to save your life. Now, then ! 
 
 CARL H. FISCHER, 
 
 Bell Phone 3860. 1114 Fourth National Bank Bldg. 
 
 It may be a beautiful lot, but this is not a beautiful ad. There is too much 
 
 mystery in it. The buyer is bound to see the property anyway, so why 
 
 not tell him where it is and not waste your space and his time by 
 
 such a blind announcement as this ? Exact information is what 
 
 the real estate buyer wants. While you are trying to 
 
 excite his curiosity somebody else may be 
 
 selling him a definite piece of property. 
 
158 PUSHING YOUR BUSINESS. 
 
 dota tract now and works it faithfully will be comfortably well off five 
 years from now. 
 
 He ought to be a rich man in ten years. 
 
 It can be done, because it has been done and is being done right 
 there in Hemphill County on land not as good as ours. 
 
 IN THE HEART OF CIVILIZATION. 
 
 Remember this is not a wilderness. The town of Canadian, about 11 
 miles from the Mendota Colony Farms, has a population of 1,200. It has 
 excellent churches, stores and schools. There is located at Canadian a 
 college attended by children of farmers for many miles around. 
 
 This town is only a few years old. We expect^ that Mendota, the new 
 town on our property, will grow as fast as Canadian has grown. 
 
 Every buyer of at least 80 acres of the Mendota Colony Farms land 
 will have a special interest in the growth of Mendota, as he will be given 
 a 50xl50-foot town lot free. 
 
 In all that I tell you about the Mendota Colony Farms I purposely 
 UNDERSTATE rather than OVERSTATE the facts. 
 
 The point is this: I want you to see the land, and to be agreeably 
 surprised when you do see it. 
 
 VISITORS ALWAYS SATISFIED. 
 
 That's the way it has been with everybody I have taken down there, 
 and the more the visitor knows about soils and practical farming, the more 
 enthusiastic he becomes when he personally investigates the Mendota 
 Colony Farms. 
 
 If you can't go yourself now, you'd better send some member of your 
 family to look at this land and make a reservation for you. 
 
 You can't tell this land may be all sold in a few months. One thing 
 is certain, prices will go up; so it won't pay you to put this matter off. 
 
 Go yourself, and get some of your neighbors to go with you. If you 
 can't possibly go, you will be doing your friends a kindness to urge them 
 to do so, at any rate. 
 
 But if THEY go and get one of the Mendota Colony Farms and 
 begin to prosper very quickly it won't help YOU any YOU SHOULD 
 GO, TOO, IF YOU POSSIBLY CAN. 
 
 YOU CAN TRUST US. 
 
 You can have perfect confidence in doing business with us. This 
 Association is made up of straightforward, honest men, who will give 
 you a square deal. 
 
 Moreover, it will pay you to deal with us, because we employ very few 
 agents, and by selling direct to you we cut out agents' commissions and 
 give YOU the benefit of the saving, which amounts to a good deal more 
 than a hundred dollars in some cases. 
 
 Our terms are easy, one-third of the total purchase price down, and 
 balance in equal payments due in one, two, three and four years, with 6 
 per cent, interest on deferred payments. 
 
liii I ypfilir II 
 
 triiill!;]]; N itii EL i!i ul liiiH; 
 
 
160 PUSHING YOUR BUSINESS. 
 
 Yon will be able to pay for your farm from the profits of the first 
 two or three years probably before the payments are due. 
 
 DO SOMETHING ABOUT THIS NOW. 
 
 If you buy at least 160 acres we will refund your railroad fare to 
 Mendota and return on your trip of investigation. 
 
 If you want to go on one of the low-priced excursions to Mendota, 
 either now or a little later, please fill out the coupon below, tear it out 
 and mail it to me TO-DAY, so that I may know when to expect you. 
 
 In response to a request for information concerning the campaign of 
 which the large advertisement of Midwood Manor reproduced in this 
 chapter was a part, The Siegfried Advertising Agency, New York, fur- 
 nished this information: 
 
 The particular campaign of which you saw examples can hardly be con- 
 sidered by itself in, saying anything about the advertising of Wood, Har- 
 mon & Company. 
 
 Early this year Mr. William E. Harmon decided upon an aggressive 
 sales campaign. This fact is only of interest because the general feeling 
 among real estate men was that it would be a very poor year for that 
 business. Mr. Harmon's estimate of the situation has proved true, because 
 the year to date has been the largest in the history of their business. Mr. 
 Harmon is a great believer in advertising, so that through the spring and 
 summer the name of Wood, Harmon & Company and the particular prop- 
 erties which they wanted to sell have been continuously before the New 
 York public. 
 
 There were instances in some of the first advertising of the year where 
 the cost of advertising was more than paid for by the commissions saved 
 on sales, and this on property which had been put upon the market two or 
 three years ago. The market seemed so good that it was decided to try 
 some new property. A property was opened and called Flatbush Gardens. 
 The advertising of this particular property was confined to two New York 
 papers, and one advertisement was a double page. The results of this cam- 
 paign showed an advertising cost on sales of 1 per cent. In other words, 
 $600,000 worth of property was sold at an advertising cost of $6,000. 
 
 This particular sale brought out a great many people who wanted a 
 better kind of property. Wood, Harmon & Company decided to further test 
 the market by offering for sale one of the choicest properties they owned 
 in Brooklyn. This they called Midwood Manor. Through the previous ad- 
 vertising and leads which salesmen had already through the opening of 
 Flatbush Gardens, along with vigorous use of circulars to old customers 
 and to people who had replied to previous advertising, this new property 
 began to sell. An advertising campaign of $16,000 was outlined. The half- 
 page preliminary advertisement appeared on August 20. This was followed 
 a week later by the use of half pages in some of the New York papers and 
 double pages in the Brooklyn "Eagle," New York "Herald," "Times," 
 "Evening Journal" and "World." The immediate results of this advertising 
 were not such as to produce a sensation in sales. The probable explanation 
 of the quieter response lies in the fact that it was high-priced property. 
 The sale has been steady and continuous from the first, until to date more 
 than $1,000,000 worth of this property has been sold, at an advertising cost 
 of less than $10,000. 
 
CKAPER X. 
 
 Insurance Advertising. 
 
 INSURANCE is practically indispensable now-a-days. Every 
 person with an income sufficient for more than the bare neces- 
 sities of life is a good life insurance prospect. Every property 
 owner is a fit subject for the attack of the energetic fire insurance 
 agent. On account of this universality of appeal, therefore, there 
 is a great deal of competition in the insurance business. 
 
 Where there is competition there ought to be advertising, and 
 as in every other competitive business, the better the advertising, the 
 better the business. 
 
 Personal solicitation plays a more important part in the insur- 
 ance business than in almost any other line of endeavor. But good 
 advertising helps the solicitor very much. In the first place, by 
 making the name of his company better known through general 
 publicity, and, secondly, attractive and forceful circulars, booklets 
 and other printed matter provide the agent with effective ammuni- 
 tion for follow up arguments. 
 
 The Hartford Fire Insurance Co. has been one of the most 
 consistent and successful insurance advertisers. It has conducted 
 an extensive campaign of publicity in general magazines and local 
 newspapers with good results. One of its newspaper advertisements 
 is reproduced in Fig. 3. Notice how this advertisement is calculated 
 to get definite inquiries. The coupon requests for a copy of the 
 free booklet provide the local agents of the company with a list of 
 good live prospects, while the convincing booklet itself prepares 
 the mind of the reader for the company's proposition, putting him 
 in a receptive attitude for the arguments of the solicitor. 
 
 The booklet referred to is a model piece of advertising literature. 
 As the preface to this booklet explains its scope and object, it is re- 
 printed here: 
 
 The Hartford Fire Insurance Company has come to believe that it 
 owes a broader duty to its policy-holders than merely to furnish indemnity. 
 It desires also to help its patrons to avoid the loss and distress which ensue 
 when a fire occurs, and further, to give them useful information about fire 
 insurance and the insurance contract, so that, should they be so unfortu- 
 nate as to suffer from fire, they may nevertheless be surely recompensed 
 so far as possible for the financial loss sustained. 
 
162 PUSHING YOUR BUSINESS. 
 
 The Hartford offers this book as an evidence of its belief that a fire 
 insurance company should be of service to its policy-holders before as well 
 as after a fire, and earnestly hopes that it may be valuable to all who re- 
 ceive it. It is necessarily brief, but we shall be glad to answer the ques- 
 tions of any policy-holders who desire additional information. 
 
 The Hartford also publishes a pamphlet containing useful suggestions 
 for those about to build, which will be gladly forwarded on request. 
 
 The life insurance companies are now operating in a similarly 
 broad spirit. The Metropolitan Life Insurance Company has begun 
 a war against tuberculosis. The company began its crusade with the 
 distribution of a book concerning the malady. It has chosen as a 
 slogan "sunlight/' for by this means more than by medication the 
 best medical intelligence says tuberculosis is to be conquered. 
 
 There will be 3,500,000 copies of the little book distributed 
 throughout the United States and these will tell how to care for 
 oneself in order not to become infected, and also what to do for those 
 who show symptoms of the disease. 
 
 Assuming that at least three persons will see and read the book, 
 which is gotten up in attractive form, it is asserted that at least 
 10,500,000 persons will be benefited. 
 
 Dr. Lee K. Frankel, manager of the industrial department of the 
 Metropolitan, under whose direction this work is being done, said : 
 
 We are out on a big campaign it is to be a concerted war to lower 
 the death rate by teaching the people how to live longer and by spreading 
 accurate information and giving the policy holders ample assistance. Our 
 agents will be compelled to learn all about sanitation and hygiene the 
 laws and their proper enforcement. They should know these things, the 
 better to take care of the company's business, as well as to help the 
 policyholders to better health. 
 
 The books have been printed in English, German, Italian, Polish, 
 Swedish, Hungarian, Dutch, Danish, Bohemian, French, Russian 
 and Hebrew. 
 
 HELPING THE SOLICITOR. 
 
 It is hard for even the best solicitor to walk into an office and 
 close a contract when his company is entirely unknown to the per- 
 son canvassed. 
 
 Advertising is an introduction. 
 
 And, further, advertising uncovers prospects that the solicitor 
 would never hear of. From the company's or agent's point of view, 
 the ideal condition is that in which the prospect seeks the agent, 
 rather than the agent the prospect. 
 
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164 PUSHING YOUR BUSINESS. 
 
 By its extensive and aggressive advertising the Hartford Fire 
 Insurance Company is creating a demand for its policies. In a 
 way it might be said, forcing the local agents to write its policies. 
 It is working on the same principle as the large manufacturer who 
 by extensive advertising creates a great popular demand for his 
 goods a demand which re-acts upon the dealer and results in 
 the building up of a permanent trade in the commodity advertised. 
 
 But advertising is proportionally just as good for the local 
 agent as it is for the home office. There is no reason why the local 
 agent should not supplement the advertising of the companies he 
 represents by some strong advertising of his own, because, in the 
 last analysis, the personal factor is an all important one in business, 
 and the man who takes out an insurance policy likes to feel that the 
 agent as well as the company is thoroughly reliable. 
 
 It should be the ambition of every local insurance agent to make 
 his name and business so well known that whenever the subject of 
 insurance is brought up invariably he will be thought of in connec- 
 tion with it. 
 
 ADVERTISING EXTENDS INFLUENCE. 
 
 Friendship has a great deal to do with the insurance business. 
 But there are limits to the effectiveness of personal influence in 
 business, and the other fellow has friends likewise. The more 
 friends you have the better, of course, but if you build up a prestige 
 and get in touch with a large number of prospects by good adver- 
 tising, you can multiply both the number of your friends and the 
 effectiveness of their influence. 
 
 A prominent fire insurance agency in a New England city some 
 time ago decided that it -would put itself before prospects in such 
 a way that they would naturally turn into that particular office when 
 they were ripe for insurance of any kind. 
 
 The mediums of advertising used were newspapers, circulars, 
 and window displays. 
 
 The advertising arguments had to do with the agency's points 
 of superiority in regard to price of policies, companies represented 
 and service rendered. The underwriting boards fixed universal rates 
 so that the agency could not advertise to cut under them, but it could 
 and did show the prospect how he could lessen the cost of his pro- 
 tection by putting in fire extinguishers and taking over prevent- 
 ive measures. 
 
ift!lffe|j!*jaj8 
 
 iAaJ yloii*il_l ^ Ls 
 
166 PUSHING YOUR BUSINESS. 
 
 "Who carries your insurance?" was a slogan adopted to stir up 
 interest in the companies represented. Investigation of the strength 
 of the companies was courted. Pains were taken to show the stand- 
 ing of the different companies and how they were safeguarded. Con- 
 crete facts were given as to the age, resources, the vast sums paid 
 out, and the promptness with which each loss had been adjusted. 
 
 TELLING ABOUT SERVICE. 
 
 Under the head of service, the agency offered to act as insurance 
 counsellor for everybody in the community, and sought interviews 
 whether there was a prospect for immediate business or not. 
 
 Among the special features of the business brought out was the 
 importance of household furniture insurance. There are a large 
 number of wage-earners in this city. Many of them carry no insur- 
 ance on their household effects. "Cut out worry" was the argument 
 used effectually with this class, stress being laid upon the fact that 
 $2.50 would insure $500 worth of furniture for three years. 
 
 Right after a fire, cards printed in red ink were circulated in the 
 neighborhood, giving rates showing exactly what insurance on $500 
 and $1,000 worth of furniture would cost for a period of three or 
 five years. 
 
 The more promptly this circularizing was done after a fire the 
 more effective it was found to be. 
 
 The newspaper advertising of this agency was a general appeal. 
 The circulars were specific. The window display was designed to 
 excite curiosity and to get possible customers among passers-by to 
 enter the office and get acquainted. 
 
 Since the upheaval in life insurance circles following the official 
 investigation in New York several years ago, the big companies have 
 been doing some very strong advertising, much emphasis being 
 placed upon economy and honesty of administration as effecting the 
 security and profitableness of policies issued. 
 
 THE PRUDENTIAL ADVERTISING. 
 
 There is probably no doubt that the strongest life insurance 
 advertising now being done is that of the Prudential Insurance 
 Company of America. This company has made its Gibraltar trade- 
 mark so well known by advertising that it is stated as an actual 
 fact that some travelers passing the rock of Gibraltar express sur- 
 prise at not seeing on it the words, "The Prudential Has the 
 Strength of Gibraltar." 
 
INSURANCE ADVERTISING. 
 
 167 
 
 The Prudential advertising is extensive, intensive and continu- 
 ous. That it has been successful is proved by the growth of the 
 company's business and the fact that the advertising is steadily 
 continued. 
 
 The Prudential 
 
 Newest Monthly Income ft>licy 
 
 PAID NEXT DAY AFTER RECEIPT OF PROOFS OF DEATH 
 
 CITIZENS LIFE INSURANCE CO 
 
 W. H. GREGORY, President. 
 
 LOUISVILLE, KY. 
 
 The Prudential Insurance Company of America 
 
 Vacation Insurance 
 
 Metropolitan Life Insurance Co. 
 
 ORf AT HHXJOION Of I 
 
 come h been Reduced 
 Half Million, of Dollar. 
 
 Ki-'S . ' " ggiJaSJfcrJsS." 
 
 Ir 
 
 Fig 3. Five Strong Advertisements. 
 
 BUSINESSLIKE ARGUMENTS. 
 
 The advertising department of the "Review of Reviews" be- 
 lieves that insurance advertising can be improved. A representative 
 of that publication is quoted on that subject in "Printers' Ink" a 
 follows: 
 
168 PUSHING YOUR BUSINESS. 
 
 "I believe that too much attention has been directed upon the 
 unpleasant side of life insurance, and I have decided that a success 
 could be made by using the more pleasant and more purely business- 
 like arguments for life insurance. 
 
 "We won over the Home Life Insurance Company and started 
 copy for them, which we prepared in this office. All reference to 
 widows and orphans, and the fatality of death and consequent pov- 
 erty was left out. Instead of that we argued strongly for the 
 investment side of life insurance and emphasized the fact that small 
 yearly payments brought the best kind of investment security in 
 addition to insurance. 
 
 "We have evidence that the ads. are being well received and that 
 the idea is taking hold. We have other ideas along these lines for 
 life insurance, one of them to use a correspondence school style of 
 copy, based on the saving idea. 
 
 "In general, the same idea is being applied by our copy depart- 
 ment for other insurance companies. A unique insurance advertiser 
 we have started is the Insurance Company of North America, adver- 
 tising the insurance of personal belongings." 
 
 A sample of the advertising referred to is reproduced herewith: 
 
 Have You Invested Your Money Wisely? 
 
 Thrift is described in Webster's Dictionary as meaning, wise man- 
 agement, prosperity. 
 
 Investment means only one thing A saving of money at interest 
 for later use. A protection against poverty in old age. There is a 
 proper sort of Investment for people in all stations of life, rich and 
 poor, young and old. 
 
 A doctor will sometimes advise his patient to take vigor- 
 ous exercise, because it happens to fit that particular case. 
 But this same exercise would not be good for all people. 
 It is the same with most forms of investments. It must be 
 well chosen and properly prescribed and selected for each 
 individual case. 
 
 To invest in Insurance is always wise, for there large 
 returns are paid according to contract on a safe and sound 
 security. 
 
 "Clean as a Hound's Tooth." 
 
 Brooklyn Eagle. 
 
 'Honesty Found in an Insur- 
 ance Company. 1 ' New York 
 World. 
 
 ESTABLISHED 
 I860 
 
 Write for complete information regarding different forms of Contracts. 
 Agents in all the principal cities of the United States. 
 
 HOME LIFE INSURANCE COMPANY 
 
 GEO. E. IDE, President 256 Broadway, N. Y. 
 
INSURANCE ADVERTISING. 169 
 
 GOOD AND BAD ADVERTISEMENTS. 
 
 In order to bring out some of the advertising points emphasized 
 in this book, a number of insurance advertisements are reproduced 
 most of them for favorable comment, some for adverse criticism. 
 All of the advertisements in Fig. 1 are correct in the matter of 
 display and there is little to criticise in regard to the copy. Prob- 
 ably the two most effective ads. are those headed "$5,000 Accident 
 Insurance $8.00 a Year" and "The Satisfaction of Doing Things." 
 They plainly show how much a good illustration strengthens an 
 advertisement. 
 
 Advertisements of life, fire, accident, tornado, automobile, crop, 
 live stock and burglary insurance are all shown in this plate, and each 
 ad. is suggestive of other good ideas. 
 
 In Fig. 2, the ad. of the Loyal Americans of the Republic is 
 open to criticism because its illustration is so patently a steal from 
 the well known Gibraltar emblem of the Prudential Insurance Com- 
 pany of America. 
 
 The ads. of the Franklin Fire Insurance Company, of Philadel- 
 phia, and of the Granite State Fire Insurance Company, of Ports- 
 mouth, N. H., are on the order of the old-fashioned bank advertise- 
 ment, consisting of the bold statement of a few names and figures. 
 They are without life or interest and of very little value from an 
 advertising standpoint. 
 
 N. W. Duncan's ad. is not so bad as far as the copy is concerned, 
 but the stock cut with the words "Every Time" on it is a foolish 
 one. So also is the heading "You Are Never" used in the Berkshire 
 Life Insurance Company's ad. The display heading of every 
 advertisement should contain a complete and interesting statement 
 or at least an idea pertinent to the subject of the advertisement. 
 
 The New Hampshire Fire Insurance Company's pyramid is one 
 of those ideas which ought to be relegated to the advertising junk- 
 heap. At best it is indistinct and unconvincing. 
 
 The Great Western Life Insurance Company's ad. is all right 
 except that the name of the company is at the wrong end of the ad. 
 "We Want a Few Good Agents" would have been a better heading 
 than the name of the company. 
 
 H. E. Smith & Son try to run a complete catalog in a 9-inch, 
 single column ad. They should change copy daily and tell a new 
 and interesting business story every day. An up-to-date cut would 
 strengthen this ad., too. 
 
 In Fig. 3 are reproduced five large ads., every one of which is 
 12 
 
170 PUSHING YOUR BUSINESS. 
 
 very strong. Two of them those of the Empire State Surety Com- 
 pany and the Prudential appeared as full page ads. in the expen- 
 sive "Saturday Evening Post," so that it is no wonder that they 
 "talk business" in every line. The coupons in two of these ads. are 
 good features, having both a psychological value in making it easy 
 for inquirers and a practical value as a means of keying results 
 from the medium used. 
 
 ACCIDENT INSURANCE ADVERTISING. 
 
 C. A. Williams, a Chicago advertising man, recently gave the 
 International Association of Accident Underwriters these sugges- 
 tions on advertising: 
 
 "The population of this country is 90,000,000 and only 50,000 families 
 have an income of over $15,000 per year, leaving nearly 19,000,000 families 
 who are presumably possible purchasers of protection against accident 
 or ill health. Think of the field you are expecting your agents not only 
 to cover as salesmen but as educators as well. I find by looking into the 
 matter that there are in excess of 25,000,000 insurable risks in the coun- 
 try, between the ages of 18 and 65. That the premium income during 1908 
 of the stock companies was only $22,106,408, or less than $1 per year per 
 insurable risk. Now, a conservative estimate will place the average premi- 
 um on your varicas policies at $20 per year, which means that you are 
 altogether doing only 5 per cent, of the business that it is possible to do. 
 As you turn these figures over in your mind you will become more and 
 more convinced that the general public knows little or nothing about 
 what you have to offer. It lies wihin your power to do all the harvest- 
 ing and even a part of that, quickly, economically and thoroughly through 
 the medium of the public press. 
 
 "You may inwardly doubt the soundness of my judgment when I say 
 that this education of the public mind could be brought about quickly and 
 economically. I don't refer to a month nor six months, although a great 
 deal could be accomplished in that time. Consider with what incredible 
 rapidity such propaganda as 1 Bryan's l -to-l theory swept the country 
 when taken up by the newspapers. So far as the economy of such educa- 
 tion is concerned let us get back to figures. There are fifty-eight compa- 
 nies and associations now comprising the International Association of 
 Occident Underwriters. An ultra-conservative estimate of the average 
 agency force, including managers, agents, brokers, etc., would place the 
 number at 3,000. This means that you have a total salesmanship organ- 
 ization of approximately 175,000. Now, supposing that you should at this 
 convention pass a resolution setting aside a certain day as "Education 
 Day," on which each and every member of this enormous organization 
 should devote his entire time to spreading the gospel of accident and 
 health insurance to as large a number of people as he could possibly 
 reach personally, without any attempt to actually write applications. We 
 will presume that every available means of talking to the largest possible 
 number of people was taken advantage of and that each agent reached 
 an average of 50 persons. You would have told your story once to 8,750,- 
 000 people, and supposing that each agent's time was worth only $3 per 
 day. the total cost to all the companies would have been $525,000. 
 
 "If that one day's work did create an active interest in accident and 
 health insurance, if it had an effect, that you could trace for any length 
 of time thereafter, if it resulted in an increase of only 10 per cent, in your 
 total business, you would consider that you had performed a miracle and 
 that the expense had been moderate. The combined circulation of the largest 
 daily or Sunday newspaper in the twenty-five largest cities of this coun- 
 try Is about 4,000,000. You can send your message Into that number of 
 
INSURANCE ADVERTISING. 171 
 
 homes every week for a whole year In the form of fullpage advertise- 
 ments in the newspaper that they read every day for less than that sum. 
 For 10 per cent, of it, $50,000, you can buy in these papers all the pub- 
 licity you require to accomplish your purpose and on that basis if an 
 average of only 100 subscribers to each paper became purchasers of pol- 
 icies calling for an average premium of $20 per year, the money spent for 
 advertising would be returned to your companies in premiums. 
 
 "Bach individual company should take such advantage of the general 
 campaign as its management saw fit by advertising its exclusive policies 
 where, when and through whatever channels it deemed profitable. The 
 general campaign would act as a searchlight on these individual cam- 
 paigns and make their success far more pronounced.' 
 
 INSURANCE ADVERTISING SCHEMES. 
 
 Issue blank book for use as a residence inventory that is, a 
 memorandum book specially designed for clients and prospective 
 clients to use in keeping a list of household goods insured, the cost, 
 date of purchase, description, etc. Book to contain good advertis- 
 ing matter of the agency sending it out. 
 
 Use calendars to carry a special, individual advertising message 
 something more than a mere ^mention of the name and address 
 of the advertiser. Make it "something different" from the mass 
 of advertising calendars. Give hints on what to do in case of fire. 
 Tell how to prevent fires. Explain rates. 
 
 Send out folded post cards offering the recipient a souvenir, such 
 as a key ring," desk pad, etc., if he comes into vour office. This will 
 enable you to increase your list of "prospects." 
 
 Cards containing short testimonial letters from satisfied clients 
 are good "follow up" literature. 
 
 Immediately after a fire send out form letters to people in the 
 vicinity reminding them that their home may be the next to go and 
 suggesting the propriety of taking out insurance in a good com- 
 pany NOW. 
 
 Adopt a catch phrase or slogan to be used in all your advertis- 
 ing. This will help to individualize you, to make you stand out 
 head and shoulders above non-advertising competitors. 
 
 Chauncey S. S. Miller, of the Continental Casualty Company, 
 of Chicago, says: 
 
 Recently the Continental Casualty Company of Chicago awoke to its 
 possibilities and began to advertise. It had built up an enormous business 
 in every state and territory in the Union; it pays claims at the rate of 
 one every three minutes, but it was not a household word like Sapolio, the 
 Gold Dust Twins or the Prudential, and there was a reason. Insurance 
 men and insurance brokers knew of its existence; the general public only 
 in sa far as a well-organized agency force sought them out in the high- 
 ways, byways and subways. 
 
 It was 'found some time ago that it is possible to "key" the advertise- 
 
179 PUSHING YOUR BUSINESS. 
 
 ments the company had been carrying in local suburban steamcars, ele- 
 vated roads, etc. At once and directly, results of this form of publicity 
 could be traced. 
 
 With a view to making the company better known, first in its own 
 habitat, a page advertisement was taken in one of the Chicago Sunday 
 newspapers. It was stipulated that the last page of the first news section 
 should be the location. Thirty-one days after the advertisement appeared 
 coupons were being received from states 1,000 miles away from Chicago. 
 A campaign was then decided upon, and one morning and one evening 
 paper in Chicago were utilized for a period of over a week with display 
 advertisements. Each one was, of course, couponed, for that is the only 
 way that results can be traced directly and quickly. 
 
 When the millions of dollars which are paid to and expended by the 
 casualty insurance companies annually in this country are considered, it 
 is more stupefying than anything else to consider how obsolete, obscure 
 and ineffective have been the means employed to make themselves and their 
 kind of business known. 
 
 George F. Baright, advertising manager of the Prudential 
 Insurance Company of America, says: 
 
 Advertising to be successful must be continuous, for the public have 
 short memories and the advertising value of the name and phrase, such 
 as "the strength of Gibraltar," lies in its reiteration. Say a thing often 
 enough and the public will come to believe it and inevitably accept it into 
 their subconsciences. Say "Gibraltar" and you must think of Prudential; 
 and the time is coming when to say "life insurance" will bring up a 
 mental picture of the Prudential before you. Remember that our publicity 
 is but little over ten years old, but it has become so implanted in the 
 public mind that you cannot think of the Rock of Gibraltar without there 
 springing up instantly a mental picture of the words across its face "the 
 Prudential has the strength of Gibraltar." 
 
 INSURANCE TALKING POINTS. 
 
 Let us take your risk. 
 
 Fair adjustment and prompt payment. 
 
 The folly of delay. 
 
 Insurance policies as collateral security. 
 
 Insurance policy a friend in need. 
 
 Only reliable agents can represent the best companies. 
 
 Easier to pay a premium than suffer a heavy loss. 
 
 Protecting wife and children. 
 
 Carrying insurance fosters thrift. 
 
 The age, assets, reserve, insurance in force, and annual income of 
 company. 
 
 The policy reserve required by New York State laws. 
 
 The liberal provisions of policies offered. 
 
 Premium rates low. Contracts simple. Management conservative. 
 
 Reproducing in advertisement check covering a prompt payment of a 
 large policy. 
 
 Actual facts and figures showing cost and returns on a certain policy. 
 
INSURANCE ADVERTISING. 173 
 
 Increase in benefits due to decrease of operating expenses. 
 
 Showing how chances of fire can be reduced. 
 
 Explain the strictness of the insurance laws and how the company 
 complies with the requirements in every particular. 
 
 Figures showing how favorably endowment policies compare with other 
 investments. 
 
 Quote well known men on the wisdom of life insurance. 
 
 The good moral and mental effects of having life insurance. 
 
 Urge life insurance upon the newly married man. 
 
 Show how the risks of your company are distributed geographically so 
 that the conflagration hazard does not endanger its stability. 
 
 Surrender value of policies. 
 
 Figures showing the steady increase of the company's business over a 
 period of years. 
 
 Why having a periodic obligation to meet is a good thing for a man. 
 
 The experience and knowledge of the officers and employes of the 
 agency. 
 
 Testimonials of beneficiaries, persons who have received prompt pay- 
 ments, etc. 
 
CHAPTER XI. 
 
 Effective Business Letters. 
 
 BUSINESS correspondence is really a part of advertising be- 
 cause the object of most business letters, directly or indi- 
 rectly, is to increase profits. 
 
 It is no easy or simple thing to write letters that will make 
 people do just as you want them to do. 
 
 It is hard enough even in a personal interview to bend the will 
 of another to your own in a business matter. 
 
 To accomplish the same end by correspondence, there must be 
 something in the letter to take the place of the enthusiasm, the ver- 
 satility, the magnetism that are brought into play when there is 
 personal contact between you and your "prospect." 
 
 This matter of doing business by mail has become so important 
 that whole books have been written on the subject and there are 
 specialists who conduct courses of instruction in business corre- 
 spondence. 
 
 There is surely a field for work of that kind. It needs only a 
 cursory reading of any average batch of correspondence one morn- 
 ing's mail, for instance to convince one that the art of writing 
 good business letters is a lost one, or rather that it has never been 
 learned by most business men. 
 
 The average business letter is a formal, lifeless ineffective piece 
 of literature. It is courteous in a conventional sort of way, but it 
 is not skilfully done and lacks the genuine human interest touch 
 which it is possible to give even through the medium of paper and 
 typewriter ink. 
 
 Business letter writing is about where advertising as a whole 
 was a generation ago. When the importance of this subject is more 
 generally recognized as much attention will be paid to the improve- 
 ment of business correspondence as is now devoted to the planning 
 and writing of advertising matter proper. 
 
 The development of the "mail order" business and the establish- 
 ment of scientific follow up systems is making it absolutely essen- 
 tial that as much thought and effort be expended in producing let- 
 ters that pull, that close up business, as is given to the preparation 
 of advertisements to get the initial inquiries. What folly it would 
 be to get the names of a large number of possible customers, through 
 
EFFECTIVE BUSINESS LETTERS. 175 
 
 your strong advertising matter and then fail to hold their interest, 
 convince them and lead them to act by means of your correspond- 
 ence with them. 
 
 FOLLOWING UP PROSPECTS. 
 
 Getting the inquiry is only the first step in making a customer 
 of such a prospect. Whether or not you make the transformation 
 complete depends largely upon the skill and tact with which you 
 handle your inquirer in your dealings with him by letter. That 
 is a self-evident truth. The "why" of it is apparent, but the "how" 
 is not so easy. 
 
 If the reading of this chapter convinces you that there is room 
 for improvement in your business letter writing, it will not have 
 been written in vain. 
 
 The first step toward improvement is to realize the necessity 
 for it. 
 
 If you feel that you are in a rut it is really an encouraging sign, 
 because in that case the chances are that you will get out of it. 
 
 Study and practice will make you a good letter writer and 
 increase the results from your business correspondence by a good 
 percentage. 
 
 This is not theory, but a fact proved in the experience of 
 thousands. 
 
 A letter that comes to the point as soon as possible is best. 
 
 The day of lengthy preambles in business letters is past. There 
 may be no limit to the length of presidential messages, but few per- 
 sons, aside from editors, are compelled to read them in full. 
 
 Somebody patiently wades through the President's message, and 
 arranges the meat of it in tabloid form for the convenience of busy 
 readers. 
 
 There is nobody to perform that service for the verbose business 
 correspondent, so the wise writer summarizes his own business mes- 
 sage. 
 
 But while dispensing with preliminaries, it is not necessary or 
 desirable to be blunt. Circumstances alter cases. Sometimes it 
 might be the best way to announce your proposition "first crack out 
 of the box," as the saying is, but as a rule it is better to start off 
 with a paragraph, which, while not extraneous exactly, still does not 
 at once explain your proposition, but rather leads up to it and pre- 
 pares the mind of the reader to receive it. 
 
176 PUSHING YOUR BUSINESS. 
 
 Getting attention is important. Some business letter writers go 
 so far as to start their letters with a display line, just like the 
 headline of an advertisement. Judiciously used, this is a good thing 
 to do. 
 
 The human mind often needs a jolt to make it turn in a new 
 direction. Moreover, it is natural to try to satisfy curiosity, so 
 that a display line in a letter practically compels the reader to 
 continue into the second paragraph of your letter. 
 
 But the balance of your letter must carry out the proposition 
 you state in your opening. You must "make good," or your letter 
 is worse than wasted. When you have got your man's attention 
 hold his interest, convince him, make him act! 
 
 Make your paragraphs short because a short paragraph letter 
 looks interesting and easy to read, while long paragraphs give the 
 impression of heaviness. 
 
 This applies particularly to a form letter because the recipient 
 does not have to read it, and, nine times out of ten, if it does not 
 look interesting he won't read it. 
 
 So you may write with the wit of a Mark Twain or with the 
 logic of a Daniel Webster and it will do you no good if your mes- 
 sage is not attractive enough in appearance to get itself read. 
 
 If it is an imitation typewritten letter let it be a perfect imi- 
 tation. "Process" letters are so well made now-a-days that it is 
 impossible for the average person, not an expert, to distinguish the 
 imitation from the genuine, so that the moral effect may ^be the 
 same and the recipient may feel just as if he were reading a letter 
 dictated to him personally and the chances that he will act favorably 
 upon your proposition are correspondingly greater. 
 
 Besides clearness to the eye, clearness to the mind is an essen- 
 tial thing in a business letter. 
 
 DON'T HIDE YOUR LIGHT. 
 
 The idea you have in your mind may be a brilliant one, but your 
 light is hid under a bushel if you have not the happy faculty of con- 
 veying your thoughts to others in correct and lucid English. 
 
 It is a convenient excuse to lay the blame for faulty construc- 
 tions, mis-spelled words and ambiguous expressions upon the ste- 
 nographer and typewriter, and it is true that the stenographer, 
 despite shining exceptions in individual cases, has a great deal to 
 answer for in the way of murdered English. But, nevertheless, in 
 
EFFECTIVE BUSINESS LETTERS. 177 
 
 very many cases, the responsibility for blunders and solecisms rests 
 entirely with the person who dictates and signs the letters. 
 
 You must be well grounded in the rules of syntax, and if you can 
 study the derivation of words and the shades of meaning in syno- 
 nyms, so much the better. 
 
 CLEARNESS AND BREVITY. 
 
 But, after all, the important thing is to be able to write clearly, 
 convincingly and concisely in colloquial English. 
 
 It is true that some persons have the gift of expression to a 
 higher degree than others, but it is a question whether or not this 
 is so much a gift or a talent as it is the result of study, reading 
 and practice. 
 
 One thing is certain, any business man can cultivate facility in 
 this respect, and, moreover, while the study of good models, such 
 as the letters reproduced in the latter part of this chapter, is an 
 excellent thing, the fact remains that it is for every man to work 
 out his own salvation by constant practice in his own business. 
 
 As far as this matter can be summed up in a formula, it is this: 
 
 Avoid conventionality and put human interest into your letters. 
 
 For example, the modern business letter writer tabooes such 
 worn-out formalities as these: 
 
 Your esteemed favor of the 13th inst. is received. 
 
 We acknowledge receipt. 
 
 Replying to yours of recent date. 
 
 We beg leave to say. 
 
 In compliance with your request of the 28th ult. 
 
 Your valued order. 
 
 Trusting that this explanation will prove entirely satisfactory. 
 
 And so on indefinitely. It is much better instead of "begging 
 leave" to say just to say it and be done with it. 
 
 While it is a very good thing to mention the date of a letter 
 to which you are replying, it can be done incidentally and in a way 
 that takes the formality out of the expression. For example, sup- 
 pose a customer of your bank wrote you on the 10th instant asking 
 if you had any good municipal bonds you could recommend to small 
 investors. The common way in this case would be to start off the 
 letter in reply to this inquiry like this: 
 
 "Replying to your esteemed favor of the 10th inst., we beg leave to 
 st*te that," etc. 
 
178 PUSHING YOUR BUSINESS. 
 
 A better way would be: 
 
 "New York City 3 per cent, bonds, a few of which we have for sale 
 at 102, we believe would just suit the requirements you mention in your 
 letter of the 10th inst. asking about good investments for a small amount." 
 
 So far we have considered largely the mechanical features of 
 letter writing the externals, so to speak. 
 
 But salesmanship on paper goes below the surface and between 
 the lines. 
 
 The content is more important than the form, but the wisest 
 way to do is to make both form and content as effective as possible. 
 
 It takes only a little to turn the scale in your favor sometimes, 
 so is it not sensible to make every business letter you write as strong 
 in every way both as to form and content as can possibly be 
 done ? 
 
 In a follow up series each letter, as a rule, should contain a new 
 proposition. 
 
 Perhaps the best authority on this subject of business letter 
 writing is Mr. Sherwin Cody of Chicago. Writing on this subject 
 of salesmanship on paper in his excellent book, "How to Do Busi- 
 ness by Letter," Mr. Cody says: 
 
 "If you wish to write letters or advertisements that will get orders, it 
 is necessary to do five things. 
 
 "First, take the natural desire for the thing to be sold which you may 
 expect the customer to have already, and try to fan up that natural desire 
 into a very keen desire. 
 
 "Always start from the customer's point of view, never by telling 
 what you have to sell. 
 
 "Second, show the customer just how the thing you have will help him 
 to satisfy his desire. In other words, appeal to his common sense. 
 
 "Third, do something to prove your statements, for the ordinary man 
 thinks that most salesmen and advertisers are liars, and proof is necessary 
 to give him confidence. 
 
 "Fourth, write your letter in that energetic, enthusiastic, forceful, 
 friendly style that will make the man feel like ordering. 
 
 "Fifth, tell him just exactly what you want him to do, as it were plac- 
 ing an order blank under his hand, giving him a pen, and telling him to 
 write his name there. 
 
 "Many a soliciting letter fails because when the customer has read the 
 letter through, he is somewhat confused in regard to what he is expected 
 to do, and so he puts the matter off and forgets all about it." 
 
 An institution which conducts a successful follow-up system is 
 the Franklin Society for Home Building and Savings of No. 1 
 Beekman street, New York. Mr. Henry A. Theis, second vice- 
 
EFFECTIVE BUSINESS LETTERS. 179 
 
 president of the institution, makes the following statement con- 
 cerning its advertising: 
 
 In its advertising, the Society recognizes two essentials: 
 
 Strong advertising copy to attract inquiries, and 
 A concise and clear presentation of its principles and its 
 methods. 
 
 By carefully selected advertising and judicious handling of inquiries, 
 the Society has made rapid strides in the increase of its deposits. Dur- 
 ing the first ten days of January, in number, one-third of the new accounts 
 were traceable to advertising; and in amount, three-fifths of the sum total 
 of new accounts opened. The first five months of this year showed an 
 increase in deposits equal to the increase for the whole year of 1907. 
 Of the number of accounts opened, one-third were directly traceable to 
 advertising, representing an amount one-half of the sum total to the 
 credit of all new accounts opened during that period. 
 
 JANUARY AND JULY ADVERTISING. 
 
 The new business alone was far in excess of the total gain in deposits 
 for the first six months of last year. It is the policy of the Society to 
 advertise extensively around the first of July and January, when the 
 minds of men are naturally turned towards their savings accounts. Dur- 
 ing the period intervening, a small copy is used to bridge us over until 
 the next extensive advertising. The insertions in the various papers are 
 doubly keyed, and a follow up card is made for each inquirer. A glance 
 at this card will tell the source and substance of his inquiry, the letters 
 and literature he has received, up to the time an account is opened. 
 
 A ledger account is opened for each medium, which shows the actual 
 results in accounts opened and the cost of the advertisement. These two 
 series of cards form a record from which all proportions can be readily 
 worked out. 
 
 REDUCING ADVERTISING EXPENSE. 
 
 It is often claimed that it is undignified for a financial institution 
 to use a follow up system. Our records show that without it a great deal 
 of business would be lost to us, and the cost of our advertising materially 
 increased. The two together, properly managed, work hand in hand, and 
 the following up of inquirers with dignified letters and literature, greatly 
 minimizes the expense of advertising. 
 
 We are at present in the midst of our July campaign, and all indi- 
 cations point toward splendid results. Our list includes twelve New York 
 dailies, and papers in Brooklyn, Newark, Jersey City, and Providence, R. I. 
 
 A MODEL FORM LETTER. 
 
 The copy of one of the form letters used by the Franklin So- 
 ciety is as follows: 
 
180 PUSHING YOUR BUSINESS. 
 
 Dear Sir: 
 
 Referring to your recent inquiry, we are pleased to send you some 
 additional printed matter about the Franklin Society. We hope you will 
 find it convenient to read the enclosed leaflets and invite your attention 
 respectfully to these facts: 
 
 1. The Society has a long and honorable business record, this being 
 its twenty-first year in its present office location in the City of New York. 
 
 2. The Society is by law subject to the strict supervision of the State 
 Superintendent of Banks, its books and securities being examined in detail, 
 at least once a year, by a Public Examiner. 
 
 3. You do not speculate when you invest your savings in the Franklin 
 Society. Your money goes into first mortgages on small homes, in a 
 vicinity where population is growing faster than elsewhere in the world. 
 
 4. The Society has savings members in many states. Deposits earn 
 from the first of the month following each deposit. We issue a little pass 
 book that makes it very easy for you to save by mail. 
 
 Yours very truly, 
 
 H. A. THEIS, Second Vice-President. 
 
 Detailed suggestions on name lists and mail campaigns for 
 banks were given in "The Bankers Magazine" by C. L. Chamber- 
 lin as follows: 
 
 Many banks are now using newspaper advertising to increase business, 
 and are doing so with remarkable success. But that success might easily 
 be doubled, and at a much smaller expense by the use of a name list and 
 a follow up system. 
 
 Banking by mail succeeds best when purely "mail order" methods are 
 used. 
 
 It is not sufficient to write a single letter or send one circular. A 
 single piece of advertising matter may make an impression, but not a deep 
 enough one to result in immediate action. If this letter is followed by a 
 second and a third piece of advertising matter the impression is deepened 
 and in many cases a customer is secured. 
 
 Mail order men say that selling by mail would be a failure were it 
 not for the "follow up" system. 
 
 Let us endeavor to learn just what a banker's follow up system should 
 consist of, how the name list is made up, and how both may be used to 
 the best advantage. 
 
 If the bank is to receive deposits and transact a general banking 
 business by mail, its advertisements may cover many mediums and an 
 extended territory. Country papers make good mediums for any bank 
 located at the county seat, whether it does business by mail or not. 
 
 A BOOKLET NECESSARY. 
 
 In either case, the bank should have a small booklet prepared to send 
 inquirers by mail or in person. This booklet should contain a full state* 
 ment of the advantages it is prepared to offer. It should be of a size to 
 fit regular envelopes without folding. The 3%x9-inch envelope has 
 

 s_ 
 
 
 S 
 
 tli 
 
189 PUSHING YOUR BUSINESS. 
 
 special advantages. There is always an official appearance about a large 
 envelope which aids much in getting its contents read by the head of a 
 firm. It is claimed that when a large sealed envelope of good quality is 
 used, the chances are that a subordinate will pass it along to his chief 
 unopened, thinking it to be some private matter. Of course such care 
 will not be necessary when mailing the booklet to a person who has asked 
 for it, since the interest which stimulated the inquiry will cause the re- 
 cipient to give the booklet a reading. 
 
 When the prospect calls in person, his name and address are taken 
 and later recorded on a card which is filed in a card index drawer. The 
 names of those who make inquiries by mail are kept in the same way. 
 
 After one week has passed and nothing further has been heard from 
 an inquirer it is time for the follow up system to begin its work. 
 
 THE FORM LETTERS. 
 
 The first piece of follow up material sent will be a letter. This may 
 be a personally dictated letter if the list of names is not large, and the 
 bank officer has the time. Or it may be a form or imitation typewriter 
 letter. In the latter case, the name and address of each individual will be 
 filled in by a typewriter through a ribbon the ink of which is of exactly 
 the same shade as that used in printing the letters. This letter will be 
 something to the effect that since the bank has complied with the request 
 for information it has been looking for a deposit, or at least a reply, in 
 person or by mail, to report on the decision reached. If the contents of 
 the booklet were fully understood and the advantages of a good bank 
 realized, the bank feels sure the person would wait no longer. 
 
 If anything in the booklet was not fully understood the bank will be 
 pleased to discuss the point either in person at the bank or by mail. May 
 the bank not be favored by a call or reply? 
 
 If the time of writing is between the first and fifteenth of the month, 
 state that all deposits made before the fiftenth will be dated from the 
 first. Similarly, all deposits made after the fifteenth until the last of the 
 month will date from the fifteenth. 
 
 RESERVING GOOD ARGUMENTS. 
 
 This is a good point to make, and should not be mentioned in the 
 booklet, but held back for this purpose. When operating a follow up 
 system it is always wise to hold back some one or two of the strong 
 arguments for this time. If a man can be landed by the booklet he will be 
 secured without the use of all the arguments. It is difficult to write good 
 copy for follow up matter unless something has been thus kept in reserve. 
 
 After this letter allow ten days or two weeks to pass before sending 
 anything more to those who have still failed to respond. Then send a 
 folder gotten up in the best possible style, but consisting of only four 
 pages. The contents might include opinions of well known men on banking, 
 the advantages resulting from doing business with a good bank, etc. 
 
ASSET* OVER FOMTV.TWO MILLION DOLLARS 
 
 THE CITIZENS 
 
 SAVINGS ** TRUST CO 
 
 CAPITAL AND SURPLUS. StxMiLUOK DOLLARS. 
 
 CLEVELAND, O. 
 
 Jan. 21, 1907. 
 
 T. D. IfccOregor, Keq., 
 
 Philadelphia, Pa. 
 
 Dear Slr:- 
 
 I am duly in raealpt of your esteemed favor of the 
 19th Inet., and take pleasure in enclosing you herewith a 
 booklet describing our system of "Banking by Mail" f roa which 
 you will note that we pay four per cent interest, compounded 
 eeml-annually . on savings accounts of any amount from One 
 Dollar to Ten Thousand Dollars. I am also sending you under 
 separata cover a copy of our financial statement together with 
 other literature bearing on the business and offices of this 
 institution and desire particularly to call your attention to 
 the large resources of this bank amounting to over Forty Two 
 Million Dollars, to its paid up capital and surplus of Six and 
 a half Million Dollars, and to the high financial standing of its 
 board of directors, executive committee and advisory board. 
 
 The .funds of the bank are invested in high grade 
 investment securities, on first mortgages and well secured 
 collateral loans, no monoy being loaned oa endorsed or 
 commercial paper. By reason of the extensive manufacturing 
 intereeta of the city of Cleveland and the consequent active 
 demand for money, its savings banks are all enabled to safely 
 pay four per cent interest, while the banks of other cities, 
 not enjoying the sane privileges, are unable to pay more than 
 three per cent. 
 
 1 trust you will favor us with your account in which 
 eaas kindly sign the enclosed signature card and return it to 
 us with your first deposit. 
 
 Yours very t 
 
 Treasurer. 
 
184 PUSHING YOUR BUSINESS. 
 
 These advantages should be definitely stated for the different classes 
 of people separately. Thus it may show reasons why the business man, 
 farmer, workingman, teacher or professional person should deal with the 
 bank. It should show the advantages of saving by means of a bank by 
 pointing out what systematic saving has done and will do. The advantages 
 of checking accounts, and of having acquaintances among the financial 
 leaders are also subjects on which much could be said. In general, the 
 folder should aim to give a complete statement of what the bank can 
 do for its patrons. 
 
 Such a folder may be accompanied by a very brief letter to the effect 
 that the bank thinks the recipient may be interested in reading this little 
 folder, which the bank has just issued. The letter and folder should be 
 sent in a sealed envelope of the same grade as that used in the regular 
 correspondence. 
 
 A HOUSE ORGAN. 
 
 Another period passes during which more drop into the bank, from 
 which some become regular depositors. If the bank is not doing a regular 
 business by mail, it may close the follow up with the next piece of mat- 
 ter sent out. Some banks may continue to send out a similar line for some 
 time longer. Those doing a regular business by mail will find it of great 
 advantage to publish a small magazine or house organ every month or so. 
 This would be mailed free to all names on the mailing list. Of course, 
 whenever any person comes into the fold by becoming a regular customer 
 of the bank, his name will be removed from the mailing list and entered 
 as a customer. 
 
 Before giving up entirely the name of any person who has once shown 
 an interest in the bank it is well to send him a "special" letter. A skill- 
 ful letter writer can produce a letter which will bring as high as four or 
 five from every ten sent out. 
 
 In a letter of this kind some writers affect an injured air, and refer 
 to the amount they have thrown away in postage and printed matter. 
 While this kind of letter will many times bring a high percentage of re- 
 plies, some of them are very apt to be of the sarcastic kind. 
 
 A better way is to refer to money or printed matter wasted only in 
 the most general terms, if at all. Speak of the time the writer has taken 
 from the recipient, who is supposed to have read all this matter. Then say 
 frankly that the bank has no desire to impose upon anyone. If people 
 do not wish to make use of its services it has no desire to insist. Hence 
 if the recipient of this letter does not wish to have his name remain longer 
 upon the mailing list the bank will remove it and send no more matter of 
 any kind. The bank encloses a stamped envelope for an early reply. 
 
 On the other hand, if the person is not yet ready to make use of the 
 bank's facilities, but is interested and may have need of the bank's ser- 
 vices in the future, the bank will gladly retain the name and continue 
 sending anything which it believes will be of interest. This involves no 
 promise other than an expressed interest in the bank's methods of business 
 and a statement that whenever the person shall have use for banking facili- 
 ties he will at least give the bank an opportunity to show what it can 
 do for him. 
 
CAPITAL &SI:HPI.US$SOO.OOO. 
 
 PEOPLES SAVINGS BANK AND TRUST COM PAN v 
 
 (A CONSOLIDATION >VTTH THE FIRST N.VT4ONAI, BANK) 
 
 OLDEST SAVINGS BANK. IN ROCK ISLAND COUNT 
 
 MOL,lNE,H.ts.. Jan. 21 r 1907. 
 Mr. T. 0. MacGregor, 
 
 14th Floor, North American Bldg., 
 
 Philadelphia, Pa. 
 Dear Siri- 
 
 We are pleased to send you some reading matter 
 about our bank and banking-by-mail, as you have requested. 
 You can deposit any amount of one dollar or more. It will 
 draw interest at the rate of 4 percent, compounded semi- 
 annual ly. 
 
 "A Pioneer Bank" tells briefly the interesting 
 story of a bank which began with the Western Country and 
 has grown with It. "It ia a part of the soil", so closely 
 is it identified with this Western Country. 
 
 "Our Savings Bank at. Your Door" describes the 
 easy way of banking -by -mail. In the back you will find a 
 slip which please sign and mail to us with your deposit, 
 We will return pasa book to you together with forms of letters 
 For deposits,, receipts for withdrawing funds, and addressed 
 envelopes. 
 
 We sincerely hope we may have the pleasure of a 
 deposit from you. 
 
 Yours truly, 
 
 HLC/S Vice Presiden 
 
186 PUSHING YOUR BUSINESS. 
 
 EXPERT HELP. 
 
 A bank wishing to make use of a follow up system will find it money 
 well spent to have all the letters and printed matter prepared by an expert. 
 There is so much more drawing power in a well written letter. It does not 
 lie in tl.e number of words used but rather in the way in which they are 
 put together. No banker who has not made an extensive study of mail 
 order and trade soliciting letter writing can hope to produce copy equal 
 to that of the expert. His letters may draw even fifty per cent, of re- 
 plies, but if the expert's will draw seventy-five to eighty per cent, of re- 
 plies, are his services not worth the increase in cost? 
 
 A FOLLOW UP PLAN. 
 
 A simple plan for handling the mechanical end of a short follow 
 up system for a bank is as follows : 
 
 Have a card file set aside for the purpose and as each inquiry is 
 received (either by mail or in person) put the name and address on a 
 card. 
 
 Arrange cards alphabetically. 
 
 Send out the first form letter at the same time you send the booklet. 
 
 The first form letter should likewise be enclosed in each copy of book- 
 lets you give away to personal inquirers at the bank. 
 
 At the top of the cards should be printed the thirty-one dates of the 
 month and a movable tab or index should be used to indicate the date when 
 the next letter is to be sent, the interval between the letters being about 
 ten days. 
 
 When an inquirer becomes a depositor, his card should at once be 
 removed from the "prospect" file as it probably will not be necessary to 
 send him further form letters, except such as go to all the depositors on 
 the bank's books. 
 
 The person having this matter in charge will look at the file every 
 day and get the names of the persons to whom letters are to be sent 
 that day. The tab should be moved ahead ten days at the time the name 
 is copied for addressing, and "first letter," "second letter," etc., should 
 also be indicated on the card. 
 
 This is important, because confusion will result if it is not done. 
 
 It is likewise very important to get the names and addresses of per- 
 sons asking for advertising matter personally at the bank, because if that 
 is not done they cannot be followed up. 
 
 The idea is to make the plan as simple and effective as possible, but 
 it will need careful attention to get the best results. 
 
 Everybody connected with the bank should have his attention called 
 to the advertising and be able to give inquirers the desired information, 
 or direct them where to get it. 
 
EFFECTIVE BUSINESS LETTERS. 187 
 
 EXECUTIVE DEPARTMENT W^^^llE) CAPITAL $2.50OXXX>os 
 
 CACVARYMORR.SPro.dent Bfc_lI^lS SURPLUS $2.3OO.OOO 99 
 
 c c TILLOTSON. vice-Pi'eiWent 
 
 CLEVELAND, O Aug. 30, 1907. 
 
 Mr. T.T). MacOreRor, 
 
 Philadelphia, Pa. 
 Bear Sir: 
 
 In honor of the completion of our new Main Office 
 building the first of January, we are getting out a souv- 
 enir took, at considerable cost. This book will contain 
 a history of The Cleveland Trust Company, showing the In- 
 teresting steps in its marvelous growth,. a descriptive 
 article, with profuse illustrations, setting forth the archi- 
 tectural features of our building, besides other articles of 
 interest. In form it will resemble a handsome library book 
 of 120 pages and will be worthy a permanent position in any 
 library. 
 
 We are anxious not to waste any of these books and 
 are sending them out to a selected list of. people who are 
 now customers of The Cleveland Trust Company or possible 
 customers. 
 
 w>ll you kindly fill out and return to us the; 
 enclosed card which will give us the information we desire 
 in your case? 
 
 f AJultffcvv* 
 Vice President. 
 
 SOME MODEL LETTERS. 
 
 Good points can be obtained from a study of the letters re- 
 produced herewith and of the following extracts from effective busi- 
 ness-soliciting letters of some prominent banks, trust companies 
 and investment houses: 
 
 There is a point about our 3 per cent. Certificates of Deposit which, 
 perhaps, we have not yet made entirely clear to you. 
 
188 PUSHING YOUR BUSINESS. 
 
 If you make a deposit in The National Bank of Commerce in St. Louw, 
 we are absolutely responsible to you for your money until it is withdrawn 
 by you or upon your authority. 
 
 In other words, if you lose a Certificate of Deposit, and, at the end of 
 the interest period, it is presented to us and we pay the money to a 
 wrongful holder, we are the losers, not you. 
 
 A Certificate of Deposit, as you will see from the enclosed specimen, 
 is just a receipt for your deposit, but it is a negotiable receipt. 
 
 The Certificate cannot be checked against, it is true, but that is 
 really an advantage. 
 
 When you deposit money in this way, your main object is to build up 
 a reserve safely. 
 
 You probably realize that one-third of all failures in business are 
 due to lack of capital, and that most of those, who in old age must depend 
 upon the generosity of others, are dependent because they neglected to 
 save money when they could. 
 
 Now, with this Certificate of Deposit for your savings, not subject 
 to check, the temptation to withdraw money from the bank on a slight 
 pretext is not so great and your capital is growing steadily both by inter- 
 est and by new deposits. 
 
 Get a Certificate of Deposit in this strong bank now. You will be 
 taking a very wise step. You do not need to wait until you have a large 
 sum $50.00 is enough. 
 
 And remember that your money deposited here is absolutely safe and 
 profitably employed. 
 
 "^~ | 
 
 We feel confident that any business transactions you may have with 
 us will prove mutually profitable and satisfactory. 
 
 We receive deposits subject to check at sight as in any bank, and 
 liberal interest will be paid on daily balances. Interest-bearing certificates 
 of deposit issued, payable on demand or at a specified time. 
 
 We are also thoroughly equipped to transact all kinds of Trust busi- 
 ness, to act as Executor, Administrator, Guardian, etc., Trustee of bond 
 issues, as well as Transfer Agent and Registrar of Stock. 
 
 Accounts may be opened either in person or by mail, and inquiries 
 are invited and will be promptly answered. . If you cannot call to open an 
 account, we will send a representative to see you. 
 
 In these times of financial disturbance you would doubtless like to 
 know what, if any, effect the present flurry is having on the affairs of 
 this company. 
 
 The bulk of our assets is secured on real estate in this city and 
 vicinity. Inasmuch as there has been no inflation of prices of such prop- 
 erty there is no shrinkage now. All of our loans are well secured and 
 payments are being made promptly. 
 
 Investments in our bonds and mortgages have increased, thus indi- 
 cating the desire of people to put their money into safe securities rather 
 than leaving it on deposit in banks or investing it in stocks or other 
 speculative enterprises. 
 
fortune Colon? 
 
 of tbr Citp of Beta) Jlort 
 
 437 /Fifti) abenue 
 
 Htcharo ipightman, JDrrsiDent 
 
 October 6th, 1908. 
 
 Mr. T. D. MaoGregor, 
 H. Y. City. 
 
 My dear Sin 
 
 The announcement of the organization of The Fortune Colony 
 ie one of the most important that has ever appeared involving , as it 
 certainly does* the permanent well-being of many homes and the per- 
 sonal thrift and profit of the individuals in those homes who apply 
 for, and receive, the exceptional benefits Attendant upon Membership 
 in The Fortune Colony. 
 
 And be assured that it has not been easy for us to effect 
 the arrangement whereby Colony Members may .obtain Bonds of this high 
 character, usually requiring a large sum of money to start, on small 
 monthly instalments of only a few dollars. 
 
 A great business corporation with its extensive commercial 
 machinery and fixed methods is usually averse to anything out of the 
 accepted order, and the Company which we had selected as most desir- 
 able for our Members, the American Real Estate Company, proved to be 
 no exception to the rule. 
 
 But the officers of the Company were considerate and grac- 
 ious and we have finally been able to effect the arrangement whereby 
 you, and a limited number of readers of other standard magazines who 
 act promptly and together may, through Membership in the Colony, own 
 one of these superb Bonds by saving a small sum monthly and come into 
 the full possession of your fortune at the end of only ten years. 
 
 The enclosures show you plainly the great resources and so- 
 lidity of the American Real Estate Company and its record of remark- 
 able success and fidelity through a long period of years. 
 
 lour Acceptance should be filled .out and sent by early mail 
 together with the amount of your first monthly instalment made payable 
 to The Fortune Colony. This will receive our prompt consideration 
 and we will look after all necessary details in your behalf. 
 
 In view of the unexpected number of Applications thus far 
 received indicating the early absorption of the above Memberships, we 
 shall still be pleased to reserve a Membership for you for a few days 
 pending the arrival of your Application. 
 
 Very truly yours, 
 
 THE FORTUNE \OOLONI 
 
 President. 
 
190 PUSHING YOUR BUSINESS. 
 
 In view of the existing conditions general throughout the country, 
 we can understand that you might feel uneasy for the safety of an invest- 
 ment. Our secured certificates are secured by first-class mortgages set 
 aside in our vaults for that purpose. We will, however, be glad to send 
 you a specific bond and mortgage which will be placed in your name on 
 the county records. In that way you will be safely secured no matter 
 what may happen to any bank or trust company in the country. You will 
 get the sarre rate of interest and you will have the certificate of this com- 
 pany in addition to the mortgage security. You can easily investigate as 
 to the safety of the securities by writing to the County Recorder or any 
 bank or business house. A fire insurance policy accompanies the papers, 
 providing that in case of fire the insurance company will pay the mortgage. 
 
 Trusting that we may have the pleasure of opening an account with 
 vou in the near future, we remain 
 
 We take pleasure in sending you under a separate cover a booklet of 
 information relative to Pittsburgh and this institution, from which it can 
 be readily seen that our large capital and surplus, combined with the high 
 standing of the board of directors, offers unquestioned security to our 
 depositors. 
 
 We inform you that this Company accepts savings accounts by mail 
 on exactly the same terms as though made in person at our office. Direc- 
 tions for opening such accounts will be found in the booklet. We enclose 
 herewith a copy of our semi-annual statement, and a signature card, which 
 should be filled in and sent with your first deposit. 
 
 An account may be opened with any sum from $1.00 up, and will bear 
 interest at the rate of four (4%) per cent., compounded semi-annually 
 (January 1 and July 1). 
 
 Any further information which you may desire, on this or any other 
 subject bearing on banking or trust matters, will be cheerfully given. 
 
 We assure you of courteous and careful attention, and hope that we 
 may have the pleasure of opening an account with you. 
 
 In reply to your inquiry, we are mailing under separate cover a copy 
 of our booklet on banking by mail and enclose herewith a copy of our last 
 financial statement. 
 
 In addition to the regular savings accounts paying 4 per cent., we pay 
 interest at the same rate on certificates of deposit of $500.00 or over run- 
 ning six months or longer not subject to payment until maturity. On 
 special deposits of $500.00 or over, for six months or longer, subject to 
 check, we pay interest at the rate of 3 1-2 per cent, per annum. If 
 checked upon before the expiration of the six months' period, the interest 
 is reduced to 2 per cent. 
 
 We enclose a signature card which you will kindly fill out and return 
 with your opening deposit if you should decide to open an account with us. 
 
 We shall be pleased to give you any further information desired, and, 
 hoping that we may hear further from you, we remain 
 
Ctje jfortune Colons 
 
 of tbr Citp of iratto J@orfe 
 437 jfiftb abtnur 
 
 October 6th, 1908. 
 
 Mr. T. D. UaoGrogor, 
 
 New York City. 
 
 My dear Sirt 
 
 For fifteen years I have watched the growth of the American 
 Real Estate Company. It is the oldest real estate company in the State 
 of New York, and the richest and strongest* 
 
 Men and women in all parte of the world are getting its checks, 
 receiving its financial benefits, even those who live in Alaska and 
 Germany and China and Africa, as well as in the big cities and little 
 villages of our own land. 
 
 Its Bonds are its promises and its promises are kept every 
 single one of them. That is why its bondholders are its friends its 
 warm friends. 
 
 THAT IS WHY THEY WRITE LETTERS LIKE THOSE IN THE BOOK WHICH I 
 AM SENDING YOU HEREWITH. 
 
 These letters are recent! they are jubilant! they are letters 
 of gratitude. They are written by men and women who know who have got- 
 ten their money on their Bonds, every penny they expected and on the 
 exact minute they were due. 
 
 Occasionally in these letters you will find a note of regret 
 regret that they did not have more of the Bonds to cash in. 
 
 It is one of these Bonds, payable to you yourself in exactly 
 ten years which you may secure by saving a few dollars monthly through 
 Membership in The Fortune Colonv. 
 
 But this opportunity, very special and very interesting, is 
 passing. Perhaps your Acceptance is even now on the way. Tbnt is the 
 main thing the first stone in the structure which will surely prove a 
 shelter to you in the days that lie before, building itself easily end 
 steadily, and being finished almost before you realize it. Ten years is 
 such a little time alter all! 
 
 The Influence of The Fortune Colony is increasing hour by hour, 
 and within its widening circle of helpfulness our Members are finding a 
 new and definite purpose in life which makes for their personal progress 
 and prosperity. 
 
 The path to Membership is easy and plain. We made it so by 
 design for your comfort and convenience. Surely you are planning to 
 walk in it. Isn't it so? 
 
 Very 
 
192 PUSHING YOUR BUSINESS. 
 
 We have on previous occasions written you concerning the financial 
 strength of this bank as represented by our capital and surplus of $6,500,- 
 000.00 and our total resources of over $42,000,000.00 ; and we now wish to 
 direct your attention to the management, which is vested in the Board of 
 Directors and Executive Committee, consisting of the following well- 
 known and representative business men in this community: 
 
 This strong management gives The Citizens Savings and Trust Com- 
 pany a distinctive place among the large savings banks in the country 
 affording every assurance of absolute safety and we trust that you may 
 decide to favor us with your deposit at an early date. 
 
 Perhaps you are yet undecided as to whether you should open a sav- 
 ings account with this bank. We know from our experience with banking- 
 by-mail customers that, if you give this method of conducting your sav- 
 ings account a trial, you will be much pleased. 
 
 On the 25th day of May, 1907, the bank will be fifty years old. This 
 test of time alone, we feel, entitles the bank to a great degree of confidence. 
 However, we refer with special pride to our board of directors and the man- 
 agement. Enclosed herewith is a list of our directors with some comments 
 regarding each. It will give you an idea of the character of the men who 
 direct the affairs of the bank. 
 
 We again enclose to you an addressed envelope, form of deposit, and 
 blank for your signature. We hope to have you make a start with us. 
 
 There is an old adage which says "The proof of the pudding is the 
 eating thereof." 
 
 We have given you all of our evidence and it is now up to you as the 
 jury to decide whether or not you will find the verdict in our favor. 
 
 As an additional proof, we beg to enclose you a few letters from some 
 of the people who have been eating the pudding. 
 
 If you will fill out the enclosed postal we will send you regularly, 
 free of cost, our popular monthly magazine, "MONEY TALKS." 
 
 "MONEY TALKS" is a bright, pocket-size publication that aims to 
 be both entertaining and instructive. It will not bore you with dull finan- 
 cial problems, neither will it disturb you with frivolity. It strikes the 
 happy medium and is always interesting. 
 
 "MONEY TALKS" will celebrate its first birthday next month. There 
 will be no relaxation in our efforts. Many improvements will be made. 
 Literary and artistic features have been planned which will make the maga- 
 zine more attractive than ever. 
 
 Incidentally permit us to call your attention to a few of the advan- 
 tages of a savings account. With "Money In the Bank" you are more 
 independent and less worried, You are making adequate provision for 
 
EFFECTIVE BUSINESS LETTERS. 193 
 
 sickness and old age. Your funds are safe and in no danger of being 
 destroyed or stolen. You are drawing liberal interest (we pay 3 per cent., 
 compounded every six months). You are accumulating capital, without 
 which no business venture can be successfully consummated. 
 
 We believe that you expect to start an account some day. But are you 
 sure that your prospects will ever be any brighter than they are now? Why 
 not start right away? No income is too small to save something out of it. 
 No income is so large that a certain per cent, of it should not be regularly 
 laid aside. 
 
 Your deposit with us will be absolutely safe. We have a capital and 
 surplus of ten million dollars. Our directors are recognized as among the 
 most successful and trustworthy business men in St. Louis. 
 
 If you prefer a checking account we would welcome it, give you good 
 service and pay you 2 per cent, interest. 
 
 Many people are holding off from banking by mail from natural fear 
 of what to them is an untried proposition. 
 
 We don't want you to deposit money with us if you have the slightest 
 misgivings as to the perfect safety of it, for we believe we can reassure 
 you on every point. 
 
 We have told you pretty much all about the strength of The Cleveland 
 Trust Company its large capital and surplus, conservative management, 
 its immense resources but possibly there is something about which you 
 would like more information. If so, won't you let us hear from you? We 
 want your account because we know it will work to our mutual advantage 
 the same as it is doing in the case of. the 70,000 people who are already 
 depositing money here at 4 per cent, interest. 
 
 This Company issues a Certificate of Deposit, yielding six per cent., 
 and to secure same turns over to the holder a mortgage, secured on real 
 estate worth more than double the amount. Thus the investor has the 
 double security of our $300,000.00 cash capital and surplus, and also the 
 specific mortgage. 
 
 The value of the property covered by the mortgage can easily be ascer- 
 tained, independently of us, by writing to any bank official or business 
 agency. 
 
 These certificates meet the wants of people who desire a time invest- 
 ment, as they run from one to five years, and in amounts from $500 up. 
 Any bank anywhere will advance money on them. A simple endorsement 
 transfers them, thus avoiding publicity. 
 
 The mortgage is, if desired, assigned on the record to the holder of 
 the certificate, so that he becomes entirely independent of the success or 
 failure of this or any bank in the world* Meantime this Company, as a 
 faithful clerk, attends to all details, and all the investor need do is to cut 
 off a coupon once each six months, and receive the amount in gold coin or 
 New York exchange. 
 
 We will take pleasure in answering further inquiries on the subject, 
 and in submitting sample forms upon request. 
 
194 PUSHING YOUR BUSINESS. 
 
 Enclosed please find check for the amount of your share of the regular 
 January quarterly dividend of 2 per cent., and the extra dividend of 1 
 per cent., just declared by the directors of our company. 
 
 We paid 9 per cent, in dividends last year, and start the first quarter 
 of 1907 with 3 per cent. more. 
 
 I do not need to tell you that our company is prosperous. Your divi- 
 dend checks have made you fully aware of that. 
 
 But, as partners in this business, there are details you will be pleased 
 to know. 
 
 You will be gratified to learn that since the incorporation in July, 
 1905, in addition to paying regular 2 per cent, quarterly dividends and two 
 extra dividends of 1 per cent., the company has earned a surplus of 
 $188,290.23. 
 
 This is shown by the certified statement taken from the books. October 
 1st, 1906, by George W. Young, an authorized public accountant. 
 
 But since then the business has been better than ever. We never had 
 a bigger month's business than that of October last. 
 
 In view of the large earnings and substantial surplus, the directors 
 have decided that after February 1st, 1907, the price of any treasury stock 
 of the company offered for sale should be $110 a share instead of $100. 
 
 So, if you haAe been a stockholder in this company for the past year, 
 you have had a 19 per cent, investment, because your stock has earned 9 
 per cent, in dividends and now has gone 10 per cent, above par. 
 
 I do not believe that our stock will stop at 110. I expect to see it go 
 to 120, or higher, because dividends are likely to be still greater than 
 they have been. 
 
 And for that reason, even at the higher price, this stock will continue 
 to be a splendid investment. 
 
 You have helped to make this business the wonderful success it is. 
 The officers and directors appreciate your aid, and, naturally, it is their 
 desire to favor the present stockholders whenever possible. 
 
 Therefore, they have reserved the last 200 shares of the block of treas- 
 ury stock issued November 21st last, to be sold at $100 a share to present 
 stockholders only. 
 
 These are positively the last shares of treasury stock to be sold at 
 par, and it will be a case of first come, first served. 
 
 After February 1st, the price to everybody will be $110 a share. 
 
 Perhaps you wonder why the company sells any of its treasury stock at 
 all when it has such a satisfactory surplus. 
 
 Here is the reason: 
 
 The bulk of this surplus is in the form of real estate and accounts 
 receivable from real estate sold on the installment plan. This is perfectly 
 good, but not all immediately available. 
 
 We sell stock to get cash to acquire more New York City land to sell 
 now, before it gets too high in price. For the more of that we get now, 
 the greater will be our future dividends. 
 
 In this special sale of stock you have the usual privilege of buying on 
 the installment plan of 10 per cent, of the amount down and 10 per cent, 
 a month. 
 
 But remember this is a very limited offer, both as to time and amount. 
 If you take advantage of it you cannot delay. 
 
EFFECTIVE BUSINESS LETTERS. 195 
 
 If you wish, telegraph us to reserve from one to ten shares for you. 
 
 If the stock is all sold, when your order and first payment are received, 
 your money will be returned promptly. 
 
 You should not hesitate a minute on this proposition if you have any 
 monev available for investment. 
 
 Investment banking, as compared with commercial banking, has held 
 the attention of our business community for some time. 
 
 A commercial bank's business is based mainly upon one, two, three or 
 four months' notes, which are constantly being made and as constantly 
 paid, because the needs of the makers are continually changing with the 
 production and consumption of commodities. 
 
 To use commercial funds for investment purposes, constitutes invest- 
 ment banking, curtails legitimate business enterprises to the same extent, 
 promotes speculation, and, if not checked, threatens the very foundation of 
 our economic and trade system. The basis of its business is fixed, and its 
 loans upon collateral are likely to remain the same for an indefinite period. 
 
 The discounts of a well regulated commercial bank vary with the pro- 
 ductive interests of the country, and are changing from day to day; ma- 
 turing notes of one branch of industry are used to meet the needs of 
 another. Its assets are quick assets and are in liquid form. 
 
 The Penn National Bank is strictly a commercial bank, is under 
 Government supervision, Clearing House protection and oversight, and 
 maintains a proper and sufficient cash reserve. It is independent of the 
 control of any single interest and is able to meet the reasonable needs of 
 its patrons at all times. 
 
 We invite your attention to the enclosed statement and offer you all 
 the facilities and advantages of a commercial bank, developed and per- 
 fected by eighty years of successful service. 
 
 Your personal account, large or small, should have the same protec- 
 tion as your business account. 
 
 At this time, when so many mining stock and other glowing "invest- 
 ment" propositions are being exploited, we know that you will turn with 
 satisfaction to the consideration of such a safe, conservative and profitable 
 investment as that presented by the Central Lumber Company of Phila- 
 delphia. 
 
 The enclosed circular tells you about an opportunity to become inter- 
 ested on a profit sharing basis in an established, successful, dividend-paying 
 lumber business. 
 
 Read every word of the ^rcular and notice that each statement we 
 make is backed up by facts and figures. 
 
 The lumber industry is one of the greatest in the world. Lumber is a 
 necessity and its manufacture is one of the great natural opportunities for 
 certain profit. 
 
 The Central Lumber Company is unusually successful. 
 
 During the past year the net profits of the company were more than 
 $20,000. 
 
196 PUSHING YOUR BUSINESS. 
 
 Part of these profits went into the 2 per cent, quarterly dividends; 
 part was turned back into the business. 
 
 This year the earnings will be greater on account of the development 
 of our new tract in Pennsylvania, upon which two mills are already in 
 operation. 
 
 It isn't very often that you have the chance to become a stockholder in 
 a concern actually paying such generous dividends as we are. 
 
 The reason you have this opportunity is because the directors of the 
 company prefer to have the new stock subscribed by small investors rather 
 than to sell an interest to a single large investor. 
 
 The stock issue is limited, and so your opportunity Is, too. 
 
 You will be wise to send your application and first payment to-day. 
 
 Now that you have read "The Law of Financial Success," I presume 
 you are ready to make use of the principles explained therein, and to apply 
 them in a very practical manner for the enlargement of your purse and 
 the improvement of your bank account. 
 
 You must realize that "it takes money to make money," and that the 
 man who works with his hands and brain 'alone for wages or a salary will 
 be a long time becoming financially independent. He must make the money 
 he earns work for him if he wishes to acquire a competency. What we all 
 desire is to lay aside money enough for "the day of opportunity" as well 
 as a "rainy day." 
 
 Many good people have learned to apply the "knowing" part of the 
 law extremely well, but fail when it comes to the "doing" part. This 
 might happen to anyone, because few people have the time or energy to 
 attend to their regular duties, and also that of investing their surplus 
 money properly. 
 
 The mission of this company is to help people to ap'ply the "doing" 
 part of the Law, and to show them how to invest the money they possess 
 where it will bring the largest possible returns. Our method protects the 
 investor absolutely, and makes his investment as safe and as sound as any 
 investment possibly could be. 
 
 You will note by enclosed slip that we make a specialty of investments. 
 We are prepared to offer municipal, railroad and corporation bonds of 
 various kinds, yielding an income of from 3 1-4 to 6 1-2 per cent. Enclosed 
 lists of bonds contain the securities that we have on hand at the present 
 time. The large sheet describes some issues to which we have given special 
 study and which seem particularly suited for personal and trust invest- 
 ments; the Short Term Investments on the other sheet need no further 
 description. 
 
 Our facilities for investigation are at your service, and if you will 
 indicate the general character and net return you desire, it will give us 
 pleasure to make further offerings. The prices of all securities are lower 
 than normal and the present seems an unusual opportunity to secure safe 
 and attractive investments yielding a good income and likely to appreciate 
 in market price. 
 
EFFECTIVE BUSINESS LETTERS. 197 
 
 For investments of sums of less than $1,000 we will gladly suggest 
 stocks of undoubted worth returning full rates of interest. 
 
 When in Boston we shall be glad to have you call at the office. 
 
 In answer to your valued inquiry, we recently sent you information 
 regarding our 6 per cent. Gold Bonds and our extensive real estate holdings 
 in New York City. Not having heard from you further, we are sending 
 you another pamphlet entitled "Some Questions Answered." This will 
 doubtless make clearer to you the nature of our business, to which are 
 directly due the exceptional advantages of our Bonds to investors and 
 which no other business can equally assure. These advantages may be 
 briefly summarized as: 
 
 1. LIBERAL RETURN. The 6 per cent, interest is guaranteed, and 
 is not merely a possibility. We have earned and paid this rate for more 
 than eighteen years. 
 
 2. ABSOLUTE SAFETY. Bondholders are protected by our entire 
 assets, including capital and surplus. At the maturity of the Bonds they 
 receive in full the money invested, the principal being guaranteed as well as 
 the interest, or the Bonds may be surrendered for cash after two years, in 
 accordance with their terms, 
 
 We also enclose to you herewith a copy of our Eighteenth Annual 
 Statement, in the belief that from your interest in this Company and its 
 plan of investment, you will be glad to read the story these figures tell of 
 continuing progress in its business. This showing of over $8,300,000 of 
 assets, with capital and surplus of over $1,285,000, presents the evidence 
 of its stability and constitutes an argument for the wisdom of its policy 
 and soundness of its plan of investment more convincing than words. 
 
 A guaranteed 6 per cent, investment is not easily obtained in these 
 times of lowering interest rates. How and why our Bonds constitute such 
 an investment is explained by the leaflet enclosed. Assuming from your 
 inquiry that you are in the market for an investment, we trust that our 
 Bonds may meet with your favorable consideration. In any case, we will 
 appreciate a reply to this letter. 
 
 The foregoing letters clearly illustrate the modern method of 
 business correspondence for financial and investment institutions. 
 While not perfect models in every case, they are suggestive and 
 ought to be helpful to every reader who is an earnest student of 
 this subject. The idea in this chapter, as in all the preceding 
 ones, has been to provide food for thought and to help the reader 
 to help himself. This is in conformity with the latest thought in 
 educational circles and the practice in business life, where learn- 
 ing by doing is the approved method. 
 
 Used in this way, this volume ought to be a practical aid to you 
 in PUSHING YOUR BUSINESS. 
 
PUBLICATIONS FOR 
 BANKERS. 
 
 BANKERS PUBLISHING COMPANY is head- 
 quarters for all books on banking, investment and 
 business topics and will procure and forward at the regular 
 price any book not mentioned herein: 
 Send for complete catalog. 
 
 PRACTICAL BANKING. 
 
 By Claudius B. Patten, late Cashier of the State National Bank of Boston. 
 An octavo volume of 520 pages, cloth sides and buckram back $5.00 
 
 A book of great value to every one engaged in the banking business or in 
 any iay interested in banks. Shows exactly how banks are conducted. Gives 
 forms and clear instructions. The complete title, "Methods and Machinery of 
 Practical Banking," indicates the scope of the book. 
 
 MODERN BANKING METHODS. 
 
 By A. R. Barrett, C.P.A., formerly bank expert for United States Treasury- 
 Department and bank examiner $4.00 
 
 This book contains the latest and best information in regard to the organi- 
 zation and management of banks; 325 large octavo pages; over 200 improved 
 fac-simile forms of bank books, records and blanks filled out to represent actual 
 transactions, practical bank bookkeeping the work of every department fully 
 explained and illustrated. 
 
 PUSHING YOUR BUSINESS. 
 
 By T. D. MacGregor. A practical handbook on bank, trust company, safe 
 deposit, bond, stock, insurance, and real estate advertising by an expert. How to 
 prepare booklets, prospectuses, letters, circulars, street-car cards, newspaper and 
 magazine advertisements that will "pull." Valuable lists of talking points, a 
 glossary of advertising terms, illustrations of good and poor advertising, meth- 
 ods of conducting an advertising department, and details of campaign plans and 
 approved methods for follow-up systems. In short, a summary of the best plans 
 and ideas in financial publicity. 197 pages, illustrated, cloth bound $1.25 
 
 THE BANKERS DIRECTORY. 
 
 Revised to date, and issued twice a year. Per rolume $4.00 
 
 Contains lists of Banks and Bankers in the United States, Commercial and 
 Banking Laws of each State, a list of reliable Bank Attorneys, towns having no 
 Banks, with nearest Banking Points, Directors of National and State Banks in 
 all the Principal Cities, list of Canadian Banks and Bankers, State and Terri- 
 torial Maps, and many other features contained In no other work. Substantially 
 bound in red cloth. Over 1500 pages, octavo. Marginal index. ($7.00 a year.) 
 
THE BANKERS MAGAZINE. 
 
 In almost every field of activity there is one publication 
 that stands pre-eminent in quality, influence and authoritative 
 character editorially. 
 
 In the banking and financial field that publication is The 
 Bankers Magazine, the oldest and best banking and financial 
 publication. Its departments include the following: 
 
 EDITORIAL COMMENT. 
 
 Full and unbiased treatment of monetary and banking topics of general 
 interest to the banker and financial student. 
 CONTRIBUTIONS 
 
 By leading bankers and others dealing with matters directly or collaterally 
 related to banking. 
 
 BANKING AND COMMERCIAL, LAW. 
 
 The latest decisions of State and Federal courts; replies to law and banking 
 questions, submitted by subscribers, by John J. Crawford, author of the Uniform 
 Negotiable Instruments Act. 
 PRACTICAL BANKING. 
 
 Articles on all departments of bank work, contributed by active bank men; 
 illusMated with forms. 
 TRUST COMPANIES AND SAVINGS BANKS. 
 
 Special departments devoted to the interests of these institutions. 
 BANKING PUBLICITY. 
 
 A department giving the latest and best ideas for promoting business by 
 advertising. 
 
 "Investments," "Foreign Banking and Finance," "Latin America," "Ameri- 
 can Institute of Banking," and many other features are regularly and specially 
 embraced in the contents of THE BANKERS MAGAZINE, making the publica- 
 tion of direct practical helpfulness to every banker, officer or clerk in a bank, 
 trust company or savings institution, as well as to investors and capitalists 
 generally. 
 
 Published monthly; subscription, $5 a year. Special book premiums for new 
 subscribers. 
 
 Advertising Preparation 
 
 FOR BANKS 
 
 Officers of banks and trust companies who are interested in ad- 
 vertising and are open for a proposition to receive the highest kind 
 of individual advertising preparation service at a moderate cost, are 
 requested to send for interesting printed matter which describes the 
 plan under which the Publicity Department of the Bankers Publish- 
 ing Company is securing satisfactory results for a number of financial 
 institutions in different parts of the country. This department is under 
 the management of T. D. MacGregor, author of "Pushing Your Busi- 
 ness." 
 
 If you have any idea that you might possibly use service of this 
 kind, write to us to-day. The information will cost you nothing but 
 may mean a great deal to you. 
 
 The Bankers Publishing Co. 
 
DATTP 
 
YB 184.17 
 
 UNIVERSITY OF CALIFORNIA LIBRARY 
 
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