- 
 
 ' 
 
 
 
HOW TO DEAL WITH 
 HUMAN NATURE 
 IN BUSINESS I 
 
 A Practical Book on Doing 
 Business by Correspondence, 
 Advertising, and Salesmanship 
 
 By SHERWIN CODY 
 
 Author of "How to Do Business by Letter," "The Art of Writing and 
 Speaking the English Language," "Marshall Brown, 
 American Business Man/' etc. 
 
 SECOND EDITION 
 
 FUNK & WAGNALLS COMPANY 
 
 NEW YORK AND LONDON 
 
 1916 
 
COPYRIGHT, 1904, 1906, 1911, BY 
 
 SHERWIN CODY 
 
 COPYRIGHT, 1915, BY 
 
 FUNK & WAGNALLS COMPANY 
 
 Printed in the United States of America 
 
 Published, September, 1915 
 
 All rights reserved 
 
CONTENTS 
 
 PAGE 
 
 PREFATORY A SCIENTIFIC BASIS xi 
 
 PART I HUMAN NATURE: HOW TO 
 HANDLE IT 
 
 I. NATIONAL CHARACTERISTICS 3 
 
 II. SERVICE THE AMERICAN PRINCIPLE OF 
 
 BUSINESS 7 
 
 III. THE BUSINESS WORLD TAKES YOUR OWN 
 
 VALUATION OF YOURSELF 11 
 
 IV. EVERY MAN SHOULD HAVE His MONOPOLY 16 
 V. THE MIND AND How IT WORKS .... 19 
 
 VI. PRACTICAL USES OF THE IMAGINATIVE 
 
 METHOD 36 
 
 VII. PRACTICAL PRINCIPLES OF APPEAL ... 41 
 
 VIII. PROPORTION AND EMPHASIS 52 
 
 IX. ANALYZING A BUSINESS 57 
 
 PART II CORRESPONDENCE 
 
 INTRODUCTORY THE FORM OF THE LETTER . . .67 
 
 Margins Spacing The date line The address 
 The salutation The body of a letter The 
 close The signature The envelop The punc- 
 tuation Eules for commas Eules for semi- 
 colons Eules for colons How to study punc- 
 tuation How to master the form of letters. 
 
 384602 
 
iv CONTENTS 
 
 PAGE 
 
 I. THE CONVERSATIONAL STYLE IN LETTER- 
 WRITING 75 
 
 Natural and easy way to begin a business let- 
 ter Natural and easy way to close a business 
 letter How to acquire an easy business style 
 Secretary's letter of acknowledgment Simple 
 letter enclosing check to pay a bill A letter of 
 endorsement Answer to an inquiry The tele- 
 graphic style Colloquialisms and slang An 
 illustrative chain of letters. 
 
 II. ORDERING GOODS AND HANDLING INQUIRIES . 87 
 
 Two kinds of letters, buying and selling Order- 
 ing goods A poor letter ordering goods The 
 same letter properly written Answering in- 
 quiries A poor answer to a letter ordering 
 goods The right answer to this letter A poor 
 reply to letter of inquiry The same letter re- 
 written Selling letters with the inquiries they 
 answer. 
 
 III. SYSTEM IN HANDLING CORRESPONDENCE . 104 
 
 How to write one hundred good letters a day 
 Form-sentences When to use a form-letter 
 When not to use form-letters System in 
 freshening publicity Complaint-letters A poor 
 answer to a letter of complaint The same letter 
 rewritten Form-chart for complaints. 
 
 Illustrative Study of the Grocery Business 114 
 
 IV. How TO DEAL WITH HUMAN NATURE BY 
 
 LETTER 127 
 
 1. "When to Write a Short Letter and When 
 
 a Long One 127 
 
 2. How to Write a Letter That Will Get 
 
 Attention 128 
 
 Circular letter soliciting advertising. 
 
CONTENTS v 
 
 PAGE 
 
 3. How to Write a Letter That Will De- 
 
 velop Interest 132 
 
 Letters to get life insurance business. 
 
 4. How to Write a Letter That Will Com- 
 
 pel an Answer 136 
 
 5. How to do Business With a Eeasonable 
 
 Customer 140 
 
 A system to keep reasonable customers satis- 
 fied. 
 
 6. How to do Business With an Irritable 
 
 Customer 144 
 
 Nagging letters and how to handle them. 
 
 7. How to do Business With a Woman . 147 
 The deference due to woman. 
 
 8. How to Write to a Lady on a Delicate 
 
 Matter 151 
 
 Delicate letters A frank letter to an employee. 
 
 9. Giving a Letter the Proper Tone How 
 
 to Write to Your Superior .... 154 
 
 10. How to Write to a Subordinate . . . 158 
 V. COLLECTIONS BY MAIL 163 
 
 Letter to go with invoice, always required on 
 approval shipment Collection follow-up letters 
 A reminder to take cash discount For small 
 accounts overdue For very small accounts long 
 overdue Collections from dealers A collection 
 letter that ' ' drew the money like a poultice. ' ' 
 
 VI. USING WORDS so AS TO MAKE PEOPLE DO 
 
 THINGS 175 
 
 1. The Personal Touch 175 
 
 Enthusiasm the corner-stone of success. 
 
vi CONTENTS 
 
 PAGE 
 
 2. How to Condense 178 
 
 The secret of condensation The first full let- 
 ter A page advertisement or short letter 
 One-inch magazine advertisement. 
 
 3. Emphasis in Business Writing . . . 185 
 An example of display for emphasis First let- 
 ter to get inquiries for $500 machine Answer to 
 inquiries brought by the preceding letter Let- 
 ter to general list to get inquiries for $500 
 machine. 
 
 VII. SALESMANSHIP IN LETTERS AND IN ADVER- 
 TISING 193 
 
 1. Five Steps in Written Salesmanship . 193 
 Poor salesmanship. 
 
 2. Creating Desire 199 
 
 Poor ways to begin a sales-letter The right 
 way to begin sales-letters. 
 
 3. Show How Your Plan Works .... 202 
 
 ' ' Showing How ' ' useful in selling mining-stock. 
 
 4. Proving Your Statements 206 
 
 Get the customer 's point of view How to handle 
 testimonials. 
 
 5. Making a Man Feel Like Ordering . . 211 
 A clever business-winner. 
 
 6. Make Ordering Easy, Safe, and Quick . 215 
 Clinchers Letter to clinch orders. 
 
 7. Turning Advertising Inquiries Into 
 
 Orders 219 
 
 8. Follow-up Letters 220 
 
 Letter to sell a fire-extinguisher sent with cata- 
 log on receipt of inquiry. 
 
 9. Second Follow-up Letter 224 
 
 Illustrative letters. 
 
CONTENTS vii 
 
 PAGE 
 
 10. Stationery and Printing for Circular 
 
 Letters 228 
 
 11. Premiums 230 
 
 Letter to get a trial wholesale order on approval 
 Premium. 
 
 12. What Can and What Can Not be Done by 
 
 Mail 233 
 
 Importance of testing every letter or piece of 
 advertising Futility of the conventional follow- 
 up Making an argument in bits Seasonal can- 
 vassing. 
 
 PART III MERCHANDISING 
 MERCHANDISING 243 
 
 A good business in a good location Classes of 
 businesses Collections and credits Financing a 
 business Records The general selling-problem 
 Trusting the public Approval Questions on 
 merchandising. 
 
 PART IV ADVERTISING 
 I. THE BUSINESS OF ADVERTISING .... 263 
 
 Questions on the business of advertising. 
 
 II. PLANNING AN ADVERTISING CAMPAIGN . . 270 
 
 Questions on planning an advertising campaign. 
 
 III. THE PSYCHOLOGY AND ART OF ADVERTISING 
 
 DISPLAY 275 
 
 Attention values Pleasing shapes and masses 
 Questions on the art of advertising The prac- 
 tical drive ^Copy Producing action Questions 
 on the preparation of copy. 
 Forty Illustrations of Magazine, News- 
 paper, and Street-Car Advertisements 289 
 Mediums Questions on mediums The cumula- 
 tive power of advertising. 
 
viii CONTENTS 
 
 PAGE 
 
 IV. EETAIL ADVERTISING 330 
 
 The object of retail advertising Newspapers 
 and handbills as retail mediums What to ad- 
 vertise The buyer and the advertisement writer 
 must work together The technique of retail ad- 
 vertising Questions on retail advertising. 
 
 V. DlRECT-BY-MAIL ADVERTISING 342 
 
 Lists Cost Mailing-pieces and enclosures One 
 or two-cent postage which? Hints on booklet- 
 making Proper style in which to write a book- 
 let The use and abuse of catalogs and booklets 
 Classified advertising Questions on direct- 
 by-mail advertising. 
 
 VI. KEYING AND TESTING ADVERTISING . . . 358 
 
 Testing retail advertising Testing general ad- 
 vertising Permanent advertising record Ques- 
 tions on keying and testing advertisements. 
 
 VII. PRINTING 369 
 
 Preparing copy for printer and reading proof- 
 Questions on printing. 
 
 Modern Type Faces 383 
 
 PART V PERSONAL SALESMANSHIP 
 
 I. PERSONALITY 393 
 
 The advantage of having good clothes The ad- 
 vantage of having good manners The advan- 
 tage of having a good breath Questions on 
 personality in salesmanship. 
 
 II. DIFFERENT KINDS OF SALESMEN AND THEIR 
 
 DUTIES 403 
 
 1. Retail 403 
 
 2. Wholesale . 406 
 
 3. Specialty .411 
 
 Questions on the duties of different kinds of 
 salesmen. 
 
CONTENTS ix 
 
 PAGE 
 
 III. MODERN SALES ORGANIZATION 414 
 
 The sales-manager The list of prospects Edu- 
 cating the customer Managing salesmen Ques- 
 tions on modern sales organization. 
 
 IV. THE PRINCIPLES OF SALESMANSHIP . . . 424 
 
 The five factors General preparation for sell- 
 ing Steps in making a sale Special prepara- 
 tion Attention Creating desire for the thing 
 in general Developing interest in your goods 
 Closing the sale Questions on the principles of 
 salesmanship. 
 
 V. THE PRACTICAL PROCESS OF SELLING . . .436 
 
 Retail selling Selling to dealers Selling spec- 
 ialties The primary selling-talk The secondary 
 selling-talk The tertiary selling-talk The 
 salesman's personal check-up. 
 
 Psychological Selling Hints Suggestion . 449 
 The danger of negative suggestion Avoid ex- 
 cessive familiarity Questions on the practical 
 process of selling. 
 
 Model Selling - Talk for House - to - House 
 
 Canvass 454 
 
 Complete Canvass to Sell This Book . . 459 
 
 Canvass for the business-manager Preparation 
 Primary selling-talk for the business-manager 
 Secondary selling-talk for the business-mana- 
 ger Tertiary selling-talk for the business- 
 manager Primary selling-talk for the employee 
 Secondary selling-talk for the employee The 
 importance of a logical chain The importance 
 of enthusiasm The importance of persistence 
 The danger of excessive persistence The secret 
 of success in " closing " sales. 
 
Prefatory 
 A SCIENTIFIC BASIS 
 
 THE words science and scientific have been used so 
 much as advertising catchwords, in loose and illegiti- 
 mate senses, that it is well for us to begin by consider- 
 ing just what is the true scientific method, and how far 
 the knowledge of any subject is or may become a science. 
 
 The scientific method follows these well-defined steps : 
 
 1. Hypothesis. The scientist makes the best guess 
 that he can. He is a real student, an artist in study, 
 a professional studier, and he sees something that looks 
 like a great discovery. An hypothesis is the name for a 
 serious guess by a brilliant mind. 
 
 2. Experiment and test. The very essence of modern 
 science is trying out that which seems like a great dis- 
 covery. What seems is often false. We are deceived 
 in our very best impressions. We have not looked at the 
 thing closely enough, we are deceived as to its relative 
 importance, its proportions, because we are too near to 
 it or too far from it, or there is some practical defect 
 in its working which we overlooked at first. The wiser 
 a man is, the more likely he is to know that there are 
 many times when he can not avoid error. Science is 
 what we know, and the only way to know anything is 
 to test it, to try it here and try it there. When its 
 appearance remains the same after we have looked at 
 it from many different sides, only then do we begin to 
 know that it is as it looks. 
 
 3. Theory. When our hypothesis has been tested 
 until we find it a very useful assumption, something 
 that helps us explain many other things, but about which 
 
xii PREFATORY 
 
 we know there is the possibility that we may be making 
 a mistake, we say that we have a working theory. 
 
 4. Law. When a theory has been tested on every 
 possible side on which there can be any doubt, and the 
 man with a scientific mind knows absolutely that there 
 is not a single chance left that he can be wrong, the 
 principle which at first was a guess, an hypothesis, and 
 then by experiment and test became a theory, at last, 
 on the finishing of every possible experiment, becomes 
 a law. Usually, a good many different minds must 
 unite in the experiments which finally confirm what we 
 accept as a scientific law. 
 
 Only that is a science which is known so thoroughly 
 that careful thinkers in many different parts of the 
 world agree on its working theories and demonstrated 
 laws. No one man, even the wisest man in the world, 
 could make a science. Any one man who talks about 
 "scientizing" a subject simply does not realize the dig- 
 nity and thoroughness of knowledge which go to make up 
 our real sciences such as chemistry, physics, astronomy, 
 and (on the side of dealing with human nature) the 
 science of psychology, and the science of sociology (the 
 youngest of the sciences, what might be called a baby 
 science). Philosophy can not be a science, because it 
 deals with things we know we can not really know. 
 Much less can religion be a science, because it deals 
 very largely with things beyond the range of human 
 knowledge. 
 
 Moreover, scientific names, scientific terminology, are 
 no essential part of a science. In order to know exactly 
 what you are talking about, it is desirable to have fixt 
 and accurate names. For example, in botany it was 
 found that common names of plants were used differ- 
 ently by different people. One name would be used by 
 some people for six or seven different kinds of plants. 
 
A SCIENTIFIC BASIS xiii 
 
 Also different languages such as English, French, or 
 German had entirely different common names. For an 
 Englishman really to know what kind of flower or plant 
 a German was talking about, it was desirable to have 
 a name which would be the same in Germany and in 
 England. So Latin names were agreed on, and the 
 different kinds of plants examined scientifically were 
 given names which were accepted in all parts of the 
 world. The names, however, are only a convenience, 
 and unless convenience actually requires special names, 
 and those names can be accepted and used by many 
 different authorities on that science, a terminology in- 
 vented by some one is worse than a nuisance. 
 
 Under the general subject of Dealing with Human 
 Nature we have two young but distinct sciences, psy- 
 chology, the science of the way the mind acts on the 
 impressions it gets through the five senses, and sociology, 
 the science of social relationships, or the organization 
 of society. Salesmanship and advertising have just as 
 much chance of sometime becoming sciences as sociology. 
 The reason they are not now sciences is that no con- 
 siderable number of persons who have studied them as 
 subjects agree on their fundamental principles. They 
 are a collection of hypotheses, with a few working 
 theories, but no laws. Human nature is a very com- 
 plicated thing, so wholly dependent on changing con- 
 ditions that it is exceedingly difficult to arrive at any- 
 thing that will seem equally true to all people at all 
 times. Sociology has the advantage of the records of 
 all history. The practise of salesmanship and adver- 
 tising is so recent that we do not really have much data. 
 
 There is, however, an art of salesmanship, and an 
 art of advertising. An art is something which some 
 person learns so that he can do an effective thing over 
 and over; but until that art has a scientific basis, the 
 
xiv PREFATORY 
 
 person who can do the thing over and over himself can 
 not easily teach it to others. Others can learn it only 
 by watching him and imitating him. The master artist 
 can not explain just how he does it, just why he suc- 
 ceeds. He is guided more by instinct than by reason. 
 All things that are done in the course of human rela- 
 tions must be largely guided by instinct, and so always 
 are arts; but we are very fortunate when an art has a 
 scientific basis. Dealing with Human Nature in Busi- 
 ness is a broader subject than either salesmanship or 
 advertising, and in practise it includes a number of 
 arts. Because it is broad it can be reduced to a simple 
 basis, starting with some principles borrowed from 
 psychology and sociology, and so a foundation can be 
 laid not only for advertising and salesmanship, but also 
 for credits, for employment and factory-management, 
 and various other things in business or professional life 
 that do not come under the head of salesmanship or 
 advertising. Perhaps the most important of these is 
 the building up of professional reputation without 
 violating the " ethics " which definitely forbid the use 
 of advertising. 
 
 One more word needs to be defined, and that is the 
 word practical. Dealing with Human Nature is a 
 practical subject, not one of pure science. "We stand in 
 a certain position with reference to life. There are 
 certain conditions all around us. The problems before 
 us on which our life and pleasure depend are practical 
 problems, and we need to know just those parts of 
 sciences which will help us to solve these practical prob- 
 lems with which we are confronted. A practical book 
 is one written by a man who really knows what the 
 conditions of life are, what are the problems that must 
 be solved, and then selects such principles as will help 
 to solve them. His hypotheses must be the incarnation 
 
A SCIENTIFIC BASIS xv 
 
 of common sense, and he must have had a great deal of 
 experience of life by which to judge. 
 
 As Dealing with Human Nature involves the prac- 
 tical application of psychology, the science of the way 
 the mind works, we should here summarize its leading 
 principles. 
 
 First, we should realize that all knowledge is relative. 
 There is nothing absolute. Ancient astronomy assumed 
 that all the heavenly bodies revolved around the earth, 
 and explained things as best it might on that hypo- 
 thesis. Now we know that the earth and planets revolve 
 about the sun, and on this hypothesis we explain things 
 more completely. The ancients assumed there were 
 four elements, earth, water, fire, and air, and on that 
 assumption explained things in a practical way for 
 them. "We now assume eighty-one elements such as 
 hydrogen, oxygen, copper, iron, etc., but already we 
 seem on the verge of finding out that these are all 
 various forms of one element. We assume that bodies 
 are made up of molecules, which in turn are made up 
 of atoms (tho no one has ever seen either a molecule 
 or an atom) ; but philosophy teaches that all we know 
 of the substances we call matter are the sensations we 
 get in the brain through various nerve-channels, such 
 as color, shape, hardness, etc. It is almost certain that 
 matter and mind are not two entirely different things, 
 but forms of the same underlying substance. 
 
 "We explain one thing by comparing it with another, 
 or in terms of another, and that other by comparing it 
 with something else, and so on, till at last we come 
 back to the thing with which we started. So our knowl- 
 edge of existence seems to be a sort of jelly-bag: we 
 punch it here and it bulges out there ; or we push it in 
 over there and it bulges out somewhere else. "We ar- 
 range all we know on a system. That works very well 
 
xvi PREFATORY 
 
 till we come to know a great many other things that our 
 system can not explain, and then we get another system. 
 Knowledge is changing all the time, and it must change. 
 What we call truth to-day will not be truth to-morrow. 
 That is the way we grow intellectually. When we come 
 to think that something is absolutely fixt, we have stopt 
 growing mentally, we have begun to die. When the 
 world stops changing its knowledge and its explanations 
 of things it will have begun to die. 
 
 Yet, for the time being, our working theories are all 
 right, and when we get new ones all that is true in the 
 old will simply be taken over by the new. We may be 
 right as far as we go. 
 
 Psychology teaches that all impressions in the mind 
 come to it through some one or more of the five senses, 
 sight, hearing, touch, taste, and smell. Sensation starts 
 at the end of a nerve, travels along that little white cord 
 till it reaches the brain, where it is registered or 
 written on the brain-substance. We get knowledge in 
 no other way. 
 
 These sensations are brought by the nerves to the 
 brain in a stream of consciousness. This stream of 
 consciousness starts at birth and continues unbroken 
 till death. In sleep or fainting-fits or the like it seems to 
 stop ; but when we waken it goes on again. 
 
 This stream of consciousness belongs to me, the ego, 
 the individual spiritual being, or else it is the me, tho it 
 seems as if there were within us a something that knows 
 a soul above the stream of consciousness that we call 
 life. 
 
 The mind within us gives attention, voluntary or in- 
 voluntary, to the sensations in the stream of conscious- 
 ness, and classifies and arranges them. We pick out the 
 things that keep coming again and again along the 
 stream. A certain sensation which comes many, many 
 
A SCIENTIFIC BASIS xvii 
 
 times we identify as white, and another as black. A 
 certain quality we find common to the face of a woman, 
 to a flower, to a cloud, to a building, and we call it 
 beauty. All that we know and think are arrangements, 
 so to speak, in the mind. Objects in this stream of 
 consciousness we call ideas. The act of consciously sep- 
 arating and arranging them we call thinking. 
 
 Every sensation and every thought produces a feel- 
 ing, an emotion; and every emotion leads to some 
 action. The power of mind that acts consciously we 
 call will. Whether will is free, or is the inevitable re- 
 sult of a chain of sensations and emotions which we can 
 not control is a disputed point, but every human being 
 has a profound conviction that his will is free. 
 
 The nervous system is made up of two divisions, the 
 nerves that convey sensations, and the nerves that pro- 
 duce action by contracting the muscles. These two sys- 
 tems work together more or less automatically. Cut off 
 the head of a frog, and he will still kick his legs as if he 
 were alive, because of the reflex action through the 
 nerve-centers in the spinal column. 
 
 Instinct is a sort of automatic reflex through the 
 brain that makes animals and men do wise things with- 
 out thinking at all. The newly born calf has an instinct 
 to suck the cow's udder, and the baby has an instinct to 
 suck the mother's breast. It lasts but for a few days, for 
 if the calf or the baby are hand-fed for a little while it 
 is difficult to teach them to suck. Chickens after they 
 are hatched are said to have an instinct to follow any 
 moving object, a man or an animal as well as the mother 
 hen, and if they are taught to follow a man from that 
 time they form the habit of doing so. But if they are 
 hooded for a few days longer the instinct of flight, the 
 very opposite, develops, and when unhooded they try 
 their best to fly away. Where instinct ends and 
 
xviii PEEFATOEY 
 
 conscious reason begins it is hard to say. A hen sits 
 from instinct the first time, but the second or third she 
 probably remembers somewhat the fine chickens that 
 came from her patient sitting before. A little reason 
 may be mingled with her instinct, tho formerly it was 
 supposed that animals acted only from instinct, while 
 man acted from reason. We can hardly believe now 
 that there is any such sharp line drawn between them. 
 
 When the streams of nervous vibration have passed 
 repeatedly they seem to make an easy path for them- 
 selves, and these easy paths we call habit. Habit leads 
 us to do things almost as unconsciously as when the frog 
 with its head cut off kicks its legs by reflex action. 
 
 The sensations registered in the brain also make paths 
 that perhaps actually exist in the matter of the brain, 
 and at some future time we may start over these paths 
 again, and so experience again the sensations that we 
 had long before. When we identify these with the time 
 at which we received them, we call it memory. When 
 we do not fix them to a certain time and occasion in the 
 past, but recombine them as if they were fresh sensa- 
 tions poured into the stream of consciousness, we call 
 the process the exercise of imagination. If we have 
 never had the sensation of sound, as when a man is born 
 deaf, we can never imagine what sound might be like. 
 Imagination can build only with that which has come 
 into the mind. 
 
 With our stock of conscious memories, and our stock 
 of unconscious records in the mind out of which imagi- 
 nation builds, the ego, working along the never-broken 
 stream of consciousness, is able to use its myriad stores 
 through association. There is, as it were, a network of 
 strings, or a network of paths, running from one thing 
 to another, and we find that we want to be following 
 these paths or tracing these strings of association. We 
 
A SCIENTIFIC BASIS xix 
 
 are so in the habit of flying back and forth over them 
 that we do it almost unconsciously. "We have only to 
 start on a certain path, and without any further sug- 
 gestion we go on to the end. We hear a language 
 which we do not understand very well, and our mind 
 moves slowly and gropingly: there are poor paths of 
 association. But, when we get the impressions through 
 the ear or the eye of a language we know well, we need 
 only a cue here and a cue there, a faint sound or a 
 letter or two, and we catch the meaning because we are 
 following along those paths of association, filling in all 
 the blank spaces by the imagination. 
 
 Thus we see for our practical purposes that what is 
 already in a person's mind largely determines what 
 we get out of it and the ease with which we can put 
 new things in which will be important because they 
 call up memories or start a chain of imaginations, and 
 so produce emotions which lead to actions. It is ex- 
 tremely doubtful whether we can make ourselves act, 
 much less make anybody else act, except as we start the 
 trains of thought and feeling which lead naturally to 
 action. Making a man act may be saying something or 
 doing something that makes him feel energetic, so that 
 to let off his feeling of energy he does what you wish; 
 or it may be giving him courage, the thing he lacks in 
 order to act. In general, however, you get him to act 
 by summoning up, even against his will, an army of 
 those impressions recorded within his brain which lead 
 him on so irresistibly that he can not help acting. 
 
 Also, we should bear in mind that we remember, and 
 others remember, chiefly those things that are connected 
 with the systems or series of connecting links which we 
 have been building up from infancy. I am interested in 
 baseball, and everything connected with baseball I re- 
 member easily; you are interested in dances and par- 
 
xx PREFATORY 
 
 ties, but not in baseball, so you can remember nothing 
 connected with baseball, but everything connected with 
 dances and parties. If you learn how to attach to base- 
 ball the impression you wish to make, you have a key 
 for getting all of the baseball "fans"; and if you know 
 how to connect your appeal with business, you have a 
 key to all who are especially interested in business. So 
 for you the world is not millions of individuals, but a 
 few hundred classes. 
 
 Then to find out how it feels to be a baseball "fan" 
 you become one yourself. All that you are, you under- 
 stand in other people. You study yourself day and 
 night, not as an individual but as one of a class, and in 
 that way you come to know how all the minds in that 
 class work. Of course, there is an infinite complication 
 of classes, one overlapping the other. But with these 
 clues, the maze does not seem quite so bewildering. 
 
 Before we leave this subject, however, let us go back 
 to the beginning and impress upon our minds that the 
 multitude of impressions in the mind come through five 
 channels, the five senses, and each one of these is a 
 gateway through which we should enter, through which 
 we must enter, if we want to get into many different 
 minds. We are likely, if we are personal salesmen, to 
 make most of our appeal through the ear ; or, if we are 
 advertising men, through the eye. We should form the 
 habit of entering freely by all five gateways. 
 
 Then we should not lose sight of the fact that nothing 
 ever comes out of the mind that has not gone in through 
 one of these gateways, and it behooves us to inform 
 ourselves what really has gone in before we try to get 
 out of other people feelings and actions which depend 
 on things that perhaps have never gone in at all. 
 
 These are but suggestions of the practical usefulness 
 of psychology. 
 
PAET I 
 
 HUMAN NATURE HOW TO 
 HANDLE IT 
 
NATIONAL CHARACTERISTICS 
 
 are not studying human nature of all times, places, 
 and conditions, but the particular human nature of 
 to-day with which we must deal in our business and 
 professional life. There are certain broad national 
 characteristics which first of all we may note for our 
 convenience. 
 
 Americans as a class are very free, little influenced 
 by class distinctions, quick to respond to new impres- 
 sions, acting as they feel. This is particularly true of 
 the people of the Middle "West, who from the business 
 point of view constitute about one-half of the nation. 
 From them it is easy to get a hearing for a new idea, for 
 men act promptly when convinced, and there is a spirit 
 of good-fellowship in all social and business relations. 
 But if business is easy to get for a new thing, it is easy 
 to lose also. There is little deep thinking. People 
 want quick returns. 
 
 The East is more conservative, more permanent, 
 slower to respond, more reflective, with a certain self- 
 conscious and local pride in this slightly greater depth 
 of mind. There is the beginning of a class distinction 
 between those who have money and those who have not. 
 Those who have money, tend to be arbitrary, and those 
 who have none tend to be subservient. These are as yet 
 but slight tendencies. 
 
 The Pacific Coast has a characteristic daring mingled 
 with a liking for the gay and bizarre. Striking and 
 dashing appeals have a little the better chance there. 
 
 3 
 
4 HUMAN NATURE IN BUSINESS 
 
 The English have deeply marked class distinctions, 
 with characteristic class manners. Aristocrats can be 
 appealed to only in the manners of aristocrats ; and the 
 middle class has its manners, while the working classes 
 have theirs. These habits of doing things in certain 
 special ways are deeply ingrained, and hence it is 
 difficult for Americans who have not long studied these 
 manners to do business in England. American manners 
 are often offensive, especially to the aristocratic classes, 
 and merit is lost sight of because of dislike for the man- 
 ner of presenting it. In reality, England is as much a 
 foreign country, requiring special study for business 
 success, as France or Germany. 
 
 The English are influenced by patriotic reasons in 
 their business. They will pay more for English beef 
 than for foreign, will taboo a lamp-chimney marked 
 "made in Germany " even tho it is better as well as 
 cheaper. Also, their idea of business is largely the 
 old one of warfare. Every man must protect himself 
 or take the consequences. Where an American would 
 trust to the other to do the right thing afterward, even 
 if it is not in the contract, the Englishman takes few 
 chances and asks few favors, depending on his position 
 of advantage to compel. Yankee sharpers have in times 
 past got the advantage of him, and now he is on the 
 alert to get the advantage of some other Yankee, always 
 suspecting that the Yankee is planning to beat him if 
 there is anything irregular about the deal proposed. 
 The Englishman seldom lets a sense of humor influence 
 his business judgment, as does the Irishman, who takes 
 things with a light easiness that is similar to the method 
 of America, where the Irish have always been particu- 
 larly successful. 
 
 The French have usually good manners, occasionally 
 too good to be true, but cold, calculating, thrifty minds 
 
NATIONAL CHARACTERISTICS 5 
 
 watching for the best of the bargain when the time 
 comes. The people are rather afraid of the official 
 powers that be, and are not at all enterprising like the 
 Americans. They get rich by saving. Their artistic 
 sense is usually well developed. If Americans were as 
 thrifty, as saving, as the French, they would soon have 
 a good part of the wealth of the world. These charac- 
 teristics are well illustrated by their banking. They 
 have three or four large banks, with branches every- 
 where, and they confine themselves to lending money 
 safely at low interest. They have become the bankers 
 of the world, along with Great Britain. Their money 
 is not so much locked up in their own business enter- 
 prises as safely loaned over the world, and it is very hard 
 to get them to go into business enterprises. 
 
 The Germans have bad manners and an aggressive 
 business enterprise found in no other European people. 
 They are patient, far-sighted, scientific, and exceedingly 
 hard workers. England, being thorough also, has manu- 
 factured well-made articles, but Germany has been 
 shrewd enough to manufacture cheap articles, and with 
 her cheap goods, made in scientifically managed estab- 
 lishments, she has got into most of the markets of the 
 world. Germans know so much, it is hard to meet them 
 on their own ground and match them. 
 
 The Spanish are even more lacking in business en- 
 terprise than the French, but they are naturally sus- 
 picious, and feel it is better as a regular thing to take 
 no chances on doing business with a stranger whose 
 ways and manners they do not understand. Yet they 
 are said to be very loyal when once they have given 
 their confidence. They like the manners of the grandee, 
 and object to being hustled. 
 
 The Italians lack the formal habits of the Spanish, 
 and also the excessive politeness of the French, but they 
 
6 HUMAN NATURE IN BUSINESS 
 
 have a more kindly nature than either, without much 
 suspicion. In their general habits they are more like 
 the Americans than any other European people, but 
 characteristically passionate when suddenly roused, and 
 more childlike in their nature. Sharpers probably 
 would have exploited them, were it not for the fact that 
 as a nation they are poor in money and so not con- 
 sidered worth going after. But by their kindly man- 
 ners they attract Americans, and when they have a fair 
 chance they prosper. 
 
 The Japanese are a shrewd, thrifty, hardworking 
 people. It is perhaps impossible for an American to 
 understand the workings of their oriental mind; but 
 since they model their business on American accomplish- 
 ments, and all the leading business men in Japan read, 
 write, and speak English, the American would best treat 
 the Japanese as he would his own people. 
 
 So we come back to our own people. They spoil 
 more business through lack of good manners than in any 
 other way. Unlike the Germans, they are not patient 
 enough to know all about their markets before they try 
 to sell ; and, unlike the French, they are not careful to 
 save and take advantage of all that comes their way. 
 Unlike the English, they are not always persistent with 
 a bulldog tenacity. Their strongest characteristic is 
 their enterprise. 
 
 We have sketched these broad national characteristics 
 to show how people in general may be classified. 
 
 Assignment I 
 
 Sketch the characteristics of the three classes: 1. City 
 people. 2. Village people. 3. Farmers. 
 
II 
 
 SERVICE THE AMERICAN PRINCIPLE OF 
 BUSINESS 
 
 THE medieval principle of business is contained in the 
 Latin motto, caveat emptor, let the buyer beware. Such 
 a novel as H. G. Wells 's "Tono Bungay" shows the 
 European view that business is built on fraud, adver- 
 tising is lies, and salesmanship a shrewd hypnotizing of 
 the victim. Dignified and honest people do not make 
 any effort to get business, but merely sit still and wait 
 for business to come to them. The "ethics" of law and 
 medicine, which originated in Europe, and have been 
 established in the United States, absolutely prohibit the 
 doctor and the lawyer from making any direct effort to 
 get business. They have developed effective, indirect 
 methods, however. The few doctors that have thrown 
 ethics to the winds and advertised have been largely 
 discredited. 
 
 The American principle of service takes exactly the 
 opposite view, namely, that all people are essentially 
 honest, that if you serve them they will pay you, and 
 advertising and salesmanship are a system of education 
 to familiarize people with the advantages of the special 
 service that is offered. This education is as necessary 
 and as valuable as the education of the public schools, 
 in which we believe so strongly. It is one of the ser- 
 vices that is performed which is really worth while, and, 
 tho entirely free, is ultimately paid for by the people 
 who benefit from it. 
 
 The principle of service is based on the psychological 
 
8 HUMAN NATURE IN BUSINESS 
 
 principle that like begets like, that people feel as others 
 feel around them. Approach a man with a smile, a 
 kind word, a helpful touch, and he smiles back, speaks 
 kindly, and soon becomes your friend. Treat him as a 
 friend should, never causing him to suspect or dislike 
 you, and he will continue to be a loyal friend to you. 
 
 A Briton might be stolid, a Spaniard suspicious, but 
 an American takes you readily for what you seem to 
 be, and is usually ready to make a trade with you if 
 you have anything he wants, or he has anything you 
 want. If neiither has what the other wants, the two pass 
 on with a smile and wait till another time when both 
 shall be more fortunate. 
 
 The principle of unselfish service was preached very 
 effectively by Jesus Christ. The principle of unselfish 
 service has been the advertising and salesmanship which 
 have carried the Christian religion far and wide; and 
 they seem to have been just as effective in China or 
 India as in America. 
 
 As illustrations of the application of this principle in 
 business, we may cite the following: 
 
 Marshall Field started in Chicago the custom of allow- 
 ing customers to return almost any goods at any time 
 and get their money back. At first they were told they 
 could return them if they had any good reason to do so. 
 Finally they were allowed to return them to " exchange 
 desks," where clerks took them back without asking a 
 question, or even casting an inquiring look. A few 
 precautions are taken to make sure the goods are in good 
 condition, and to avoid abuses; but these are very few. 
 
 In any claim for damages, the word of the customer 
 is usually taken as true, without investigation or veri- 
 fication just as you would take the word of your mother 
 or brother and settlement made without delay even 
 when the customer might seem to be unreasonable. 
 
SERVICE THE AMERICAN PRINCIPLE 9 
 
 A few years ago the great mail-order houses charged 
 15 cents for their catalog (which cost them 50 cents 
 or more to print), to prevent people from asking for 
 it for the sake of mere curiosity. This they do no more, 
 assured that the man who gets it will, sooner or later, 
 pay for it, with very few exceptions. 
 
 Formerly a big house refused to bother with small 
 customers. They took so much time and attention that 
 there was a loss on the sales made to them. Now the 
 principle is well established that small buyers should 
 have exactly the same courtesy as the big, for the small 
 will some time become the big, and many small together 
 may be worth more than all the big. All the many little 
 losses will in due time be paid for in full, under the law 
 of compensation, as Emerson states it in his Essay on 
 Compensation. 
 
 The most successful newspapers have adopted a policy 
 of advertising themselves through performing certain 
 public services from which they could not possibly 
 benefit directly. One paper makes a crusade on fake 
 patent-medicine men, another makes a crusade to raise 
 money for the poor when in the winter they are suffer- 
 ing, or for flood-sufferers, or sufferers from famine in 
 China, or to get good school laws or good banking laws 
 passed for the benefit of the people in general. To be 
 successful these undertakings have had to be free from 
 any suspicion of business benefit, except the application 
 of the general principle that he who freely gives will 
 freely receive. 
 
 But of course we know that there are rogues waiting 
 to steal our purse whenever they can get a chance. The 
 prisons are full, the courts are occupied with them. 
 Will not a business man suffer sometimes from dead- 
 beats ? 
 
 Yes, of course, he will suffer sometimes through those 
 
10 HUMAN NATURE IN BUSINESS 
 
 who take advantage of him, but the number of such 
 cases is so small a percentage that it does not count as 
 compared with the great good that comes from open 
 dealing with the vast majority. Even those who do take 
 advantage usually are not punished, their injustice is 
 scarcely noticed, and even they will soon look for a 
 chance to pay what they owe in some form or other. 
 A publisher once carefully took the names of his com- 
 petitors from his mailing-list, so they would not get 
 early notice of all the new books he brought out and 
 the advantages he claimed for them; but presently he 
 found that his competitors were recommending his 
 goods when they didn't have something of their own in 
 direct competition, and that probably the advertise- 
 ments and sample copies he sent to these competitors of 
 his were selling a comparatively larger proportion of 
 goods than any other advertising he did. So he put 
 back on his list the names of all his competitors, and 
 helped them freely to find out early and fully all he 
 was doing. They were thereafter less quick to bring 
 out a book that cut into his, there were no feelings of 
 animosity, and they preferred to say a good word for 
 him rather than a bad word. 
 
 The American idea of service is that we do not have 
 to be too careful about getting every item into the ledger, 
 for there is a sort of universal ledger which is always 
 balanced truly, and what is given is paid for. 
 
 Assignment II 
 
 Find half a dozen illustrations of free business ser- 
 vice other than those mentioned in the text, and de- 
 scribe them. 
 
Ill 
 
 THE BUSINESS WORLD TAKES YOUR OWN 
 VALUATION OF YOURSELF 
 
 EXCESS in any direction is an evil. The man that is 
 too good is "goody-goody/' the man that is too gener- 
 ous is a wastrel and obviously not to be trusted with 
 the goods of other people. The real kindness to others, 
 the best service, is just treating others as you would 
 that others should treat you not better nor worse. It 
 isn't good for you that somebody should pauperize you, 
 nor is it good for others that you should be too loose 
 or free with your services. The generosity and public 
 service of business has a strong backbone, and a sure 
 knowledge that the payment will come. It knows that 
 weakness toward others is waste, and it avoids wasting 
 anything. It serves itself just as eagerly as it serves 
 others. It cherishes its own strength and capital that 
 it may be able to serve others more widely and more 
 largely. "While giving due attention to petty things, 
 it does not waste itself on them, because waste anywhere 
 in the universe is a crime. 
 
 The natural result of this firm but high-minded atti- 
 tude the attitude that believes all men honest till they 
 are proved dishonest has brought it about that men in 
 business and professional life are largely taken at their 
 own valuation. They know themselves better than any 
 one else. If they are honest and tell the truth, the best 
 place to go for information is to them. 
 
 There are mercantile agencies that make investiga- 
 
 11 
 
12 HUMAN NATURE IN BUSINESS 
 
 tions of the credit of business houses; but if you are 
 asking credit from a big business house, or from a 
 bank, the credit manager or the president of the bank 
 will prefer to have you tell him what you have and 
 what you are worth, rather than take any of these 
 agency reports. Some people do lie, but they are such 
 a comparatively small fraction of 1 per cent, that 
 on the whole it is much safer to take the statements of 
 the man who really does know, and more than ninety- 
 nine times out of a hundred will tell you honestly, than 
 to trust to outside advice. 
 
 I want to buy the cheapest groceries in Chicago, and 
 I go to the head of a big grocery house and tell him 
 what I am looking for. I ask him if he can give me 
 what I want. If he says "Yes!" I believe him. He 
 is very likely to say "No! You can depend on the 
 quality of what you get from us, but if you want cheap 
 goods you must go to so-and-so." Perhaps he will 
 point out just how higher-priced goods will prove to 
 be the cheapest in the long run, and so you decide to 
 pay his higher price and buy from him. But if he had 
 not been truthful in the beginning, you would not have 
 confidence in his argument. 
 
 Since the business world takes a man at his own 
 valuation, it is more important that he should know 
 that value than any one else. If on trial he is proved 
 to have been a bad judge of his own value, it is even 
 more against him than if he is dishonest in telling what 
 he knows. Some men do lie, and do make money by 
 lying; but in the long run they are found out, and, 
 sooner or later, with scarcely an exception, they are 
 bitterly sorry for their untruthfulness. But the 
 majority of men simply do not know. Since they sus- 
 pect they do not know, they do not state their claims 
 to attention in any definite or confident tone. There- 
 
YOUR OWN VALUATION OP YOURSELF 13 
 
 fore no one takes any notice of them. In Europe, if a 
 man states his own claims frankly and forcibly, the 
 general suspicion that prevails that all business is fraud 
 makes him more suspected than if he kept quiet. When 
 the Associated Advertising Clubs adopted as their motto, 
 "Truth," and inaugurated a campaign for truth in 
 advertising, they recognized clearly that the establish- 
 ment of general confidence through the elimination of 
 fraud would be the greatest asset general advertising 
 could have. 
 
 The kind of statement about oneself that is wanted is 
 of facts and not of opinion. A man is expected to be 
 prejudiced in his own favor, so that his mere opinion 
 is not given much weight. But when he says he has 
 nine hundred and eighty-seven dollars on deposit in 
 such and such a bank, or has a good debt that is owed 
 him which will become due at such and such a time, his 
 word is taken without a question. The facts about 
 merchandise, carefully stated, will usually be believed. 
 So in the social community, the man who says he has 
 been to college, has taken a medical degree, has traveled 
 in Europe, and has made a special study of nose and 
 throat disease, is taken absolutely on his own state- 
 ment. The best statement about oneself, the least egotis- 
 tic in sound, is a plain statement of plain facts, without 
 any admixture of your own personal opinion. The 
 world wants to know what you KNOW about yourself, 
 not what you think; but it is at the outset willing to 
 take your word for what you believe you know and can 
 state in detail. 
 
 This willingness of the American to take another at 
 his word is exemplified in various ways. We hire a 
 servant-girl on what she says, seldom caring to get 
 references or to look her up, and usually suspecting 
 that written recommendations were given for the pur- 
 
14 HUMAN NATURE IN BUSINESS 
 
 pose of getting rid of the servant without trouble. The 
 English never hire a servant without a "character" 
 from her last mistress ; and if she has had a quarrel and 
 can not get a character, she is often in a bad way, even 
 when she is really all right. 
 
 A former advertising manager of Marshall Field & 
 Co. as a boy lived in Omaha. He believed that he could 
 serve Field's firm acceptably and wrote a long and 
 earnest letter stating what he thought he could do. 
 This clear statement of his own case caused the house 
 to make a place for him, tho none existed, and en- 
 couraged him to pay his expenses from Omaha to 
 Chicago to take the place that was tentatively offered 
 after two or three letters had passed. 
 
 A young man in "Washington was a stenographer, 
 but he had studied advertising and wanted a position 
 in that line of business. He stated his case so forcibly 
 that he was offered a position with one of the biggest 
 advertising agencies in the country, and also several 
 other positions, tho at a salary less than he thought he 
 could afford to go for. After a while he got the salary 
 he thought he was worth, and he proved to be worth it. 
 The clear, forcible statement of his own valuation, even 
 as to the amount of his salary, won for him. 
 
 Assignment III 
 
 Business men value qualities of mind more than they 
 do knowledge in young beginners. Even a high-school 
 boy, utterly without experience, may know something 
 about his powers of mind so that he can state them 
 clearly and forcibly. He may know that he is par- 
 ticularly faithful and reliable, that he has a gift for 
 figures or for language, or that he has unusual endur- 
 ance, or that he can get on so well with people that he 
 
YOUR OWN VALUATION OF YOURSELF 15 
 
 can make them obey him. His great fault in applying 
 for a position is that he does not state these things at all. 
 State your own powers of mind briefly, but clearly 
 and sincerely. Let a simple naturalness overcome what 
 may seem an egotistic manner. 
 
IV 
 
 EVERY MAN SHOULD HAVE HIS 
 MONOPOLY 
 
 THE foundation of success in business, no doubt, is 
 being able to perform some service that nobody else can 
 perform in your circle. This circle of yours may be 
 the world, or it may be your country, or it may be 
 your community, or it may be the single business house 
 in which you are employed. 
 
 "When a person has a monopoly, something that 
 nobody else has, he can, to a certain extent, make his 
 own price, and, above all, he can speak of himself with- 
 out fear of exaggeration: there is nothing above him 
 by which others can measure his littleness, with which 
 he can be unfavorably compared. If he has this monop- 
 oly, he has only to make people know it and give their 
 reason time to assert itself, when he will inevitably get 
 his full pay for what he can do that no one else can. 
 
 There are two ways of getting a monopoly, first by 
 setting oneself resolutely toward learning something 
 that others do not know, or being able to do something 
 that others can not do. The other way is to look for 
 the place where others will be inferior to you. Both 
 methods must usually go together. First, it is impor- 
 tant to learn to give some service supremely well ; then, 
 it is desirable to find the place where that service will 
 count for most by reason of the helping influences that 
 will gather about it. 
 
 The man who is at the top usually makes money, 
 while the man who is second takes his leavings. It 
 
 16 
 
EVERY MAN HIS MONOPOLY 17 
 
 often happens, however, that where one man is succeed- 
 ing, a competitor may come in and both will succeed 
 still better. The community wants competitive service 
 for the sake of comparison, we will say two grocery 
 stores. One grocery has the best coffee, the other has 
 the best bread, and so on, each its specialty and monop- 
 oly. Or one has the cheapest goods and the other has 
 the best quality of goods. In Chicago, the department 
 store that is the most successful has the highest quality, 
 and the next most successful store has always the cheap- 
 est goods. When people are looking for the very lowest 
 prices they can pay regardless of quality, they in- 
 variably go to the latter store. It has a sort of monop- 
 oly in that line. And the other store gets them when 
 they are looking for the best goods. The stores in be- 
 tween which have no such big specialty make far less 
 money, but try to have their lesser specialties, and no 
 store succeeds or even continues to exist that does not 
 have some specialty, that is, monopoly. 
 
 The clever advertising man, when he comes into a 
 new business, looks for the points of monopoly, the 
 points that this business has which no other business 
 in the community can lay claim to, and those are the 
 points on which his advertising hammers. 
 
 It may be, however, that in spite of everything there 
 are those around you who are stronger and better than 
 you. In Boston, many people have a good education, 
 and a high school education or even a college education 
 gives no monopoly of learning. In that case, such a 
 person after having done his best, should go where 
 education is more in demand. Out in North Dakota, 
 perhaps, he may be the best-educated man in town. 
 Therefore, as soon as a person finds himself second, he 
 should hasten to get away where he will be first again. 
 The earth is various and large, and every man can have 
 
18 HUMAN NATURE IN BUSINESS 
 
 his monopoly in his own circle, or can seek a circle 
 where he will be a king-pin. 
 
 The point of view of monopoly, looking down instead 
 of up, is the only good one for either salesmanship or 
 advertising or any kind of business or professional pro- 
 motion. At the same time in our personal ideals, in 
 order to rise to the point of command, we must be look- 
 ing up. 
 
 Assignment IV 
 
 Make a list of the most successful business and pro- 
 fessional men in your town and find out on what 
 monopoly each has built his success. 
 
 Then make a list of less successful persons or busi- 
 nesses, and see on what minor specialties they have 
 built the success they have. 
 
 At first the discovery of these unique points ma^ 
 seem difficult, but invariably a careful investigation will 
 reveal them. The chances are that many of those suc- 
 cessful persons will not be able to tell what their monop- 
 oly is; but for all that, if they have been successful, 
 it will be found they have it. 
 
THE MIND AND HOW IT WORKS* 
 
 HAVING established our point of view, namely, that 
 business is rendering service which in so far as it is 
 successful has some monopoly which we must discover 
 as our starting-point, we are ready to look into the mind 
 of the average person and see how we may appeal to it. 
 
 Psychology teaches us that impressions are entering 
 the mind through the channels of the five senses. 
 Poured continually into a stream of consciousness that 
 continues practically unbroken from birth to death, 
 they leave their marks possibly in the very physical 
 texture of the brain itself. The ego within is constantly 
 busy arranging these impressions and connecting them 
 by a network of paths which we call associations. 
 When we retrace the impressions of the past, by aid of 
 the paths of association, identifying them as attached 
 to a given time and place, we exercise the power of 
 memory. "When we use these impressions, connected as 
 they are by their network of paths, so as to make new 
 combinations, we exercise the power of imagination. 
 When impressions and associations are divided up into 
 elements, as when we separate the characteristic of 
 beauty or any other abstract idea from the complica- 
 tion which goes to constitute objects, and then arrange 
 these abstractions according to fixt principles, we reason. 
 When by reason we come to a fixt determination and 
 act accordingly, we exercise the rational will. If we 
 do the same wise things by reason of some impulse born 
 in us, without any process of reasoning, we are said to 
 
 *See "Prefatory A Scientific Basis." 
 
 19 
 
20 HUMAN NATUEE IN BUSINESS 
 
 act by instinct. When we come to wise conclusions 
 without taking all the steps of reason, the mind is said 
 to act by intuition. After intuition has told us what 
 to do we may go ahead and act according to reason; 
 but instinct differs from intuition in that it produces 
 action directly. 
 
 Here are all the elements of psychology in a nut- 
 shell. Now we must see in detail just how memory, 
 imagination, and reason work. But first let us see 
 what the effect of habit is on the nervous system, since in 
 reality that is the basis of the practical effectiveness of 
 all three of these functions. 
 
 I quote from William James's- text-book on Psy- 
 chology: "An acquired habit is nothing but a new 
 pathway of discharge formed in the brain, by which 
 certain incoming currents ever after tend to escape. 
 The moment one tries to define what habit is, one is 
 led to the fundamental properties of matter. The laws 
 of Nature are nothing but the immutable habits which 
 the different elementary sorts of matter follow in their 
 actions and reactions upon each other. ... On the 
 principles of the atomistic philosophy, the habits of 
 an elementary particle of matter can not change, be- 
 cause the particle is itself an unchangeable thing; but 
 those of a compound mass of matter can change, be- 
 cause they are in the last instance due to the structure 
 of the compound, and either outward forces or inward 
 tensions can, .from one hour to another, turn that 
 structure into something different from what it was. 
 That is, they can do so if the body be plastic enough to 
 maintain its integrity, and be not disrupted when its 
 structure yields. The change of structure here spoken 
 of need not involve the outward shape; it may be in- 
 visible and molecular, as when a bar of iron becomes 
 magnetic or crystalline through the action of certain 
 
THE MIND AND HOW IT WORKS 21 
 
 causes. . . . Plasticity, then, means the possession of 
 a structure weak enough to yield to an influence, but 
 strong enough not to yield all at once. Habits in living 
 beings are due to the plasticity of the organic materials 
 of which their bodies are composed." 
 
 M. Leon Dumont writes: " Every one knows how a 
 garment, after having been worn a certain time, clings 
 to the shape of the body better than when it was new; 
 there has been a change in the tissue, and this change is 
 a new habit of cohesion. A lock works better after 
 having been used some time; at the outset more force 
 was required to overcome a certain roughness in the 
 mechanism. The overcoming of their resistance is a 
 phenomenon of habituation. It costs less trouble to fold 
 a paper when it has been folded already ; . . . and just 
 so in the nervous system the impressions of outer 
 objects fashion for themselves more and more appro- 
 . priate paths, and these vital phenomena recur under 
 similar excitements from without, when they have been 
 interrupted a certain time. ... A scar anywhere is 
 more liable to be abraded, inflamed, to suffer pain and 
 cold, than are the neighboring parts. A sprained ankle, 
 a dislocated arm, are in danger of being sprained or 
 dislocated again; joints that have once been attacked 
 by rheumatism or gout, mucous membranes that have 
 been the seat of catarrh, are with each fresh recurrence 
 more prone to relapse, until often the morbid state 
 chronically substitutes itself for the sound one. In the 
 nervous system, to take what are more obviously * habits,' 
 the success with which a ' weaning' treatment can often 
 be applied to the victims of unhealthy indulgence of 
 passion, or of mere complaining or irascible disposition, 
 shows us how much the morbid manifestations them- 
 selves were due to the mere inertia of the nervous organs, 
 when once launched on a false career. 
 
22 HUMAN NATUEE IN BUSINESS 
 
 "Nature has so blanketed and wrapt the brain about 
 that the only impressions that can be made upon it are 
 through the blood on the one hand, and the sensory 
 nerve-roots on the other; and it is to the infinitely at- 
 tenuated currents that pour in through these latter 
 channels that the hemispherical cortex shows itself to 
 be so peculiarly susceptible. The currents, once in, 
 must find a way out. In getting out they leave their 
 traces in the paths which they make. The only thing 
 they can do, in short, is to deepen old paths or to make 
 new ones; and the whole plasticity of the brain sums 
 itself up in two words when we call it an organ in 
 which currents pouring into it from the sense-organs 
 make with extreme facility paths which do not easily 
 disappear. . . . 
 
 " Habit simplifies our movements, makes them accu- 
 rate, and diminishes fatigue. Man is born with a 
 tendency to do more things than he has ready-made 
 arrangements for in his nerve-centers. Most of the per- 
 formances of other animals are automatic. But in him 
 the number of them is so enormous that most of them 
 must be the fruit of painful study. If practise did not 
 make perfect, nor habit economize the expense of ner- 
 vous and muscular energy, he would be in a sorry 
 plight. 
 
 "Secondly, habit diminishes the conscious attention 
 with which our acts are performed. Habits depend on 
 sensations not attended to. In the act of walking, even 
 when our attention is entirely absorbed elsewhere, it is 
 doubtful whether we could preserve equilibrium if no 
 sensation of our body's attitude were there, and doubt- 
 ful whether we should advance our leg if we had no 
 sensation of its movement as executed. We uncon- 
 sciously attend to these sensations through habit. 
 
 ' ' ' Habit a second nature ! Habit is ten times nature ! ' 
 
THE MIND AND HOW IT WORKS 23 
 
 the Duke of Wellington is said to have exclaimed ; and 
 the degree to which this is true no one can probably 
 appreciate as well as one who is a veteran soldier him- 
 self. ' There is a story/ says Professor Huxley, * which 
 is credible enough, tho it may not be true, of a practical 
 joker who, seeing a discharged veteran carrying home 
 his dinner, suddenly called out, " Attention ! ' J where- 
 upon the man instantly brought his hands down, and 
 lost his mutton and potatoes in the gutter. The drill 
 had been thorough, and its effect had become embodied 
 in the man's nervous structure/ 
 
 " Habit is thus the enormous fly-wheel of society, its 
 most precious conservative agent." 
 
 Thus we see that when we face the public, we are 
 facing men and women whose minds are cut deep with 
 brain-paths which it will be extremely hard for us to 
 counteract. The wise thing is to understand them and 
 use them. If we do our traveling on these paths, we 
 are likely to be successful; but if we strike out across 
 country, we are pretty certain soon to be ditched. 
 ^Association. Memory and imagination both depend 
 very largely on association, which is nothing more nor 
 less than the natural connecting paths that happen to 
 exist between one thing and another. Old paths that 
 have been worn deep are easy to travel, new ones that 
 have not been much worn are more difficult. New 
 paths that are not traveled over again are often lost 
 completely. Or if all paths are about equally traveled 
 they are a hopeless network, a labyrinth, in which we 
 get lost almost instantly. If we have certain lines of 
 thought, great trunk lines, over which we travel often, 
 as a certain business or profession, that is a guide for 
 all branch paths, and we can locate them easily up or 
 down the main traveled road. We lay out in our minds 
 a sort of map of the paths, indicating the big ones, the 
 
24 HUMAN NATURE IN BUSINESS 
 
 middle ones, and the small ones, and we remember by 
 locating the new small path on this map, with reference 
 to this big path, or that small one, or this object on the 
 path, or that object on the path. In the brain, objects 
 are called ideas. 
 
 This system of objects called ideas, and paths con- 
 necting them, the ego within us arranges and classifies 
 on three different plans; first, according to time and 
 place when we received the impressions, that is memory ; 
 second, according to fixt principles which we adopt, to 
 make them conform to which we cut them up, divide 
 them, analyze them: that is reason; third, we take 
 them as they are, pictures in the brain, and arrange 
 them according to our feeling, our intuitions, our in- 
 stincts: that is imagination. Then the will acts on the 
 promptings of either one of these, whichever is 
 strongest. 
 
 Words and Pictures the Key to Other People's 
 Minds. The organization of modern society and 
 modern methods of communication have made the sense 
 of sight the most widely useful for communication, and 
 next to that the sense of sound. The senses of touch, 
 taste, and smell, are less directly useful, because we 
 have not invented practical means for appealing to 
 them. The original means of communication was by 
 pictures, and that is still the most widely useful and 
 effective. But reason has developed an artificial system 
 of symbols called words, conveyed equally well by sight 
 or sound. Sight is used for long-distance communica- 
 tion, sound for short-distance. 
 
 Now, words are not things, not even things in the 
 mind or ideas, but only symbols or tokens of things. 
 Like paper money, they are merely tokens that there is 
 gold in a bank somewhere which can be had for the 
 asking. If there is no gold there, the paper money is 
 
THE MIND AND HOW IT WORKS 25 
 
 worth little. There may be something else almost as 
 good as gold, such as goods or power to work, which 
 we will accept as a substitute; but if there is nothing, 
 paper money is nothing more than a piece of paper 
 with a picture on it. So words have no value whatever 
 except as they represent ideas in the mind of the 
 person to whom you speak or write. Many people think 
 that words are worth what they stand for in their own 
 minds. They are not always absolutely sure that their 
 current value is measured solely and absolutely by what 
 they stand for in the other man's mind. 
 
 In the case of the words of a foreign language, we 
 understand easily enough that the person who does not 
 understand the language, gets the words merely as the 
 jabbering of an ape. Such a person can not even tell 
 them apart, he can not even hear them. They have no 
 connections with any paths in his mind, but come 
 straight across a new country. It is very slow and hard 
 going. The newcomer stumbles now into an unexpected 
 hole, now over a hummock. There are not even any 
 sound channels in the auditory nerve along which the 
 unfamiliar sounds may come, so that you do not even 
 really hear them. 
 
 The same is true among the people educated to one 
 language, but in different ways and in different degrees. 
 A farm laborer knows nothing of the technical terms 
 of psychology, which produce just the same sort of 
 effect on his mind that Eussian does, perhaps, on yours. 
 Words that suggest to you all the sights and sounds of 
 city life, may be Greek to the country person who has 
 never been in the city. He has no city paths in his 
 brain, no system for connecting up the few little things 
 he thinks he can understand. 
 
 Here, then, we have a few practical principles. 
 
 1. It takes a long time to make new paths in people's 
 
26 HUMAN NATURE IN BUSINESS 
 
 brains, and the easiest thing to do is to travel the old 
 ones that are already there. 
 
 2. "Words have value only according to the bank- 
 deposit already in the mind of the person who hears 
 them or sees them. They are not things, they are not 
 ideas, but only tokens to call up the ideas already in 
 the other person's mind. A word, therefore, has a 
 different value to every person who hears it a slightly 
 different value. 
 
 3. Pictures and sounds are more original, more 
 primitive than words, and will get into the minds of 
 many more people than words will. In nearly every 
 human being there is a nerve channel through the ear 
 for a kind tone of voice, and a pretty well-worn network 
 of paths inside the brain along which it may travel. 
 Likewise, images of fields, sunlight, men, and women find 
 easy entrance along well-worn paths in optic nerves of 
 most people. 
 
 Two Methods of Awakening the Mind, Reason and 
 Imagination. "William James states two essential ele- 
 ments in reasoning, the mode of conceiving the object 
 in the first place, or abstracting a quality of the object 
 and identifying it as the object itself, and the general 
 proposition of identifying that with something else, so 
 making a logical step. Says he, "All objects are well- 
 springs of properties, which are only little by little 
 developed to our knowledge, and it is truly said that to 
 know one thing thoroughly would be to know the uni- 
 verse. But each relation forms one of its attributes, 
 one angle by which some one may conceive it, and while 
 so conceiving it may ignore the rest of it. A man is 
 such a complex fact. But out of the complexity, all 
 that an army commissary selects as important for his 
 purposes is his property of eating so many pounds a 
 day ; the general, of marching so many miles ; the chair- 
 
THE MIND AND HOW IT WORKS 27 
 
 maker, of having such a shape ; the orator, of responding 
 to such and such feelings ; the theater-manager of being 
 willing to pay just such a price, and no more, for an eve- 
 ning 's amusement. Each of these persons singles out the 
 particular side of the entire man which has a bearing 
 on his concerns, and not until this side is distinctly and 
 separately conceived can the proper practical conclusions 
 for that reason be drawn; and when they are drawn 
 the man's other attributes may be ignored. All ways 
 of conceiving a concrete fact, if they are true ways at 
 all, are equally true ways. There is no property abso- 
 lutely essential to any one thing. . . . The essence of a 
 thing is that one of its properties is so important for 
 my interests that in comparison with it I may neglect 
 the rest." 
 
 We may suppose that we are looking for a link be- 
 tween two objects, S and P. We pick out of S some 
 quality which for our purposes we conceive to be the 
 essence of it, which we call M, and if we happen to find 
 M in P we have the link we are looking for. A sagacious 
 mind is one which discovers the right quality or attri- 
 bute among the many that exist, and proceeds to identify 
 it in the other object. "It not only breaks up the datum 
 placed before it and conceives it abstractly it must 
 conceive it rightly, too ; and conceiving it rightly means 
 conceiving it by that one particular abstract character 
 which leads to the one sort of conclusion which it is the 
 reasoner's temporary interest to attain." 
 
 Of course, we may hit by accident on the same result, 
 as when a cat happens to pull the latch of the door ; but 
 if the latch got out of order the cat would not be able 
 to analyze and deduce till it found what the matter was 
 and remedied it. 
 
 "Thus, there are two great points in reasoning. 
 First, an extracted character is taken as equivalent to 
 
28 HUMAN NATURE IN BUSINESS 
 
 the entire datum from which it comes ; and, second, the 
 character thus taken suggests a certain consequence 
 more obviously than it was suggested by the total datum 
 as it originally came. 
 
 " Suppose I say, when offered a piece of cloth, 'I 
 won't buy that, it looks as if it would fade,' meaning 
 merely that something about it suggests the idea of 
 fading to .my mind my judgment, tho possibly cor- 
 rect, is not reasoned, but purely empirical ; but if I can 
 say that into the color there enters a certain dye which 
 I know to be chemically unstable, and, therefore, the 
 color will fade, my judgment is reasoned. . . . 
 
 "The extracted characters are more general than the 
 concretes, and the connections they may have are, 
 therefore, more familiar to us, having been more often 
 met in our experience. 
 
 "Also, the extracted characters are so evident be- 
 cause their properties are so few, compared with the 
 properties of the whole, from which we derived them. 
 
 "To reason, then, we must be able to extract char- 
 acters not any characters, but the right characters for 
 our conclusion." 
 
 Thus William James explains what reasoning is. 
 Obviously, if we are going to get other people to follow 
 our reasoning, they must have a similar sagacity in 
 extracting right qualities from concrete objects and 
 recognizing them in other objects. If their minds do 
 not have paths along those lines which are sufficiently 
 deep and well worn, our reasoning will be like Greek 
 to them. If they do have sagacity along those lines, if 
 in their minds are well-worn paths of that sort, it will 
 give them the greatest pleasure in the world to listen 
 to our arguments. 
 
 The schools are largely engaged in training the minds 
 of pupils in analytic processes. Eeasoning is a splendid 
 
THE MIND AND HOW IT WORKS 29 
 
 way of getting at things that can not be got at in any 
 other way. Thus arguments make a good form of ap- 
 peal to educated people, and in cases where there is 
 no simpler or better way. 
 
 The natural and universal method of appeal is 
 through the imagination. Sensations once experienced 
 leave pictured impressions of themselves in the mind. 
 Says William James, "No mental copy, however, can 
 arise in the mind, of any kind of sensation which has 
 never been directly excited from without." This is 
 extremely important to remember in our practical rela- 
 tions with people to whom we wish to appeal. 
 
 In some people these pictures are distinct, clear, and 
 complete, while in others they are dim, blurred, and 
 imperfect. The good visualizer sees an absent acquain- 
 tance as if he were sitting or standing at his side; the 
 poor visualizer can not describe even two or three of his 
 features. Some people have clear images of sounds, 
 while still others have clear images of motions or mus- 
 cular sensations. 
 
 "Our mental images are aroused always by way of 
 association; some previous idea or sensation must have 
 ' suggested' them. Association is surely due to currents 
 from one cortical center to another. " These currents 
 from one brain-center to another produce faint images 
 which are the same as those produced by nerve-sensation 
 currents direct from the outside. It is thus that we are 
 able to distinguish reality and fantasy by their faint- 
 ness or vividness. 
 
 Appeal by the imagination depends also on another 
 element, besides the power to reproduce pictures in the 
 brain. That is emotion, or feeling. 
 
 Every sensation coming as a nerve-current into the 
 brain, reacts through the muscle-contracting nerves to 
 produce action in the body. In other words, it rever- 
 
30 HUMAN NATURE IN BUSINESS 
 
 berates through every corner of the body. This re- 
 action may be: 1. Expressions of emotion. 2. In- 
 stinctive or impulsive performances. 3. Voluntary 
 deeds. 
 
 Strong emotions, like fear, anger, etc., show them- 
 selves plainly in the muscular actions of the body. 
 Milder emotions produce inner changes, some of which 
 may be detected in the expression of the face by a shrewd 
 observer. "William James believes that the nerve-cur- 
 rents going into the brain must come out again, and in 
 coming out they change the body; then our feeling of 
 these bodily changes is what we call our emotions. 
 
 Likewise, the minor nerve-currents in the brain which 
 we call imagination must produce their reactions on the 
 body in the form of emotions or feelings, which are 
 closely connected with impulsive actions. Or, once we 
 feel like acting, it is easy to find reasons for deliberate 
 action. 
 
 Appeal by way of the imagination, therefore, con- 
 sists of calling up pictures in the mind, which, in turn, 
 produce feelings that lead to action. You may con- 
 vince a man's reason, and still he may not decide to act. 
 Eouse his feelings, and he acts in spite of himself. So 
 that, even after argument, an appeal to the imagination 
 is often necessary to produce the feelings which will 
 cause the action. 
 
 Making people do things. People do what they feel 
 like doing, and they don't do what they don't feel like 
 doing. "We sometimes think we can force their wills. 
 That is probably an error. There is just one way to 
 make them act, namely, to start back at the beginning 
 and set in operation those things which will produce in 
 their minds the feelings to which their wills yield in 
 spite of themselves. 
 
 "We hear about causing "action" in making sales, 
 
THE MIND AND HOW IT WOEKS 31 
 
 "closing" the customer who after convincing argument 
 fails to do what is desired, but goes on arguing in- 
 definitely and postpones action. What is meant in 
 reality is that at the end an appeal through the imagi- 
 nation which produces the emotions which compel action 
 is required to supplement a defective argumentative 
 process. The theory that a man must act if the right 
 emotions are aroused accounts for the inevitable com- 
 pensation which comes from unselfish public service. 
 Giving the compensation is a sort of automatic nervous 
 reaction. 
 
 This is seen sometimes in making collections. An 
 irritating letter may arouse a little anger. Along with 
 that is a sense of honor inherent in the consciousness of 
 owing the debt. These two emotions produce a dis- 
 agreeable conflict, to get rid of which the obvious thing 
 is to pay the debt. The process has become almost 
 standardized. Or a man develops some intense feeling 
 which keeps him from paying his debt. An irritating 
 letter makes him angry. Then a very pleasant personal 
 call takes him unawares and relaxes his anger, and 
 along with the anger the feeling which stood in the 
 way of his paying his debt, and he pays it in spite of 
 himself. 
 
 Play upon the feelings of others depends first on 
 knowing the images or impressions in the brain, then 
 the paths of association connecting them (in other 
 words, getting a map of the enemy's country), next of 
 appealing primarily through the imagination, but always 
 bridging the gaps by reasoning, and finally by the clever 
 marshaling of both reason and imagination to produce 
 the feelings which make action inevitable. 
 
 The singer gets money from people by appealing to 
 the ear-imagination, which produces such pleasurable 
 feelings that people become sound-topers, so to speak, 
 
32 HUMAN NATURE IN BUSINESS 
 
 and give up their money just as readily as liquor-topers. 
 The painter produces his emotion through the eye, the 
 novelist through the printed page, and the business man 
 through appeal to the cruder emotions connected with 
 bodily comfort, utility, etc. The processes used by Tet- 
 razzini, Sarah Bernhardt, or Dickens, are in principle 
 the same as those that must be used by salesmen and 
 advertisers, to dispose of the goods which are even more 
 essential to the successful living of life than music, 
 drama, or fiction. "Whether the methods are rightly or 
 wrongly used depends on the honesty or dishonesty of 
 the users. Our original premise was that honest service 
 is the only thing that is permanently successful in busi- 
 ness or professional life. 
 
 Questions on How the Mind Works 
 
 1. From what point of view do we start in this 
 survey ? 
 
 2. Describe in detail how all impressions enter the 
 mind. 
 
 3. "What effect do they have in the mind, and in what 
 form do they come out ? 
 
 4. How does William James describe habit? 
 
 5. How does M. Dumont describe habit? 
 
 6. What are brain-paths, and how do they help the 
 working of the mind? 
 
 7. What practical effect does habit have on our 
 actions ? 
 
 8. What effect does habit have on attention to details ? 
 
 9. In what story does Huxley illustrate the working 
 of habit? 
 
 10. Illustrate "association," and show how both 
 memory and imagination depend on it. What is 
 memory? What is imagination? 
 
THE MIND AND HOW IT WORKS 33 
 
 11. What two keys are there to people's minds! Il- 
 lustrate the difference between the appeal of words and 
 of pictures. How does a foreign language affect us if 
 we are not familiar with it? 
 
 12. Summarize the three practical principles of ap- 
 pealing to the minds of others. 
 
 13. Explain the process of reasoning. 
 
 14. What kinds of people are susceptible to the 
 appeal of argument or reason ? Where is the reasoning 
 method most in use ? 
 
 15. Why is appeal through the imagination the 
 natural and universal method ? What is absolutely essen- 
 tial to making that appeal? Illustrate the imaginative 
 method. 
 
 16. What is emotion or feeling? In what three forms 
 do the nerve-currents entering the brain react? 
 
 17. How do emotions show themselves in the body? 
 In what way does the principle apply to mild appeal 
 through the imagination? Summarize the process of 
 appeal through the imagination. 
 
 18. How is it possible to make people do things? Il- 
 lustrate the reaction in making collections by irritation. 
 How do artists make people pay money? What form 
 of appeal alone is permanently successful in business or 
 professional life ? 
 
 Assignment V 
 
 Education and advertising are so nearly the same 
 thing that we may study them together. Let us test 
 the law that nothing comes out of the mind that hasn't 
 first gone in. The teacher may select two short poems, 
 like two sonnets by Wordsworth, which he can read 
 particularly well, or two pieces of prose ; read one aloud 
 to the class, and then have members of the class read it 
 back to him. Then let the class read the other one 
 
34 HUMAN NATUEE IN BUSINESS 
 
 first, while he reads it last by way of contrast. The 
 tones of expression, the interpretation by the voice, the 
 fine understanding of the shades of meaning, could not 
 be in the minds of the pupils till they had gone in by 
 direct impressions. To equalize the matter of prepara- 
 tion, the pupils should carefully prepare the selection 
 they are to read first. 
 
 To illustrate the advantages of the imaginative ap- 
 peal over the didactic, we will suppose there are in the 
 class boys or girls who know little or nothing of base- 
 ball, and others who do know much about it. Let one 
 who knows try to explain it to those who do not know. 
 That will be by the didactic method. Then make a 
 chart of the diamond on a large sheet of paper with 
 clear, broad lines. Letter in the pitcher, catcher, base- 
 men, etc., so as to mark their positions, including also 
 the batter. Then mutely illustrate each step of the game 
 by going through the motions, first of the pitcher 
 pitching the ball, first putting a finger on the chart 
 where the pitcher is, then the catcher catching the ball, 
 the umpire behind him looking sharp, and, finally, the 
 batter hitting the ball, pointing to the ball flying over 
 the field, and then an outfielder catching it; and so on. 
 In each case be sure first to touch the name on the chart. 
 
 To illustrate the superiority of the reasoning method 
 over the imaginative on another occasion, try to find 
 some imaginative method of making clear the contents 
 of this book, which can easily be explained. Its size, 
 shape, color may be shown or illustrated, but they are 
 not the book. The contents of the book might be illus- 
 trated imaginatively by pictures of persons writing 
 letters at typewriters, or an advertisement-writer de- 
 signing an advertisement, or pictures of the average 
 man and woman whose processes of thought we are 
 trying to analyze. Quite a little can be done in this 
 
THE MIND AND HOW IT WORKS 35 
 
 way, but reasoned explanation in rightly chosen words 
 is practically essential to make the connection clear. 
 
 Let us turn over the advertising pages of any maga- 
 zine and pick out those which make an almost purely 
 imaginative appeal, as the soap advertisements, and then 
 those which, because of the educated class of people 
 for which they are written, make a didactic appeal, as 
 Tiffany's advertisement, or those which, from theft* 
 very nature, seem obliged to use the didactic method to 
 a large extent. 
 
VI 
 
 PRACTICAL USES OF THE IMAGINATIVE 
 METHOD 
 
 To use a word or perform an act which will start 
 those brain-currents along the paths of association 
 which habit has formed, so that the mind of the other 
 fellow will begin to shape attractive pictures, that is 
 what the imaginative method is in practise. Mr. Lorin 
 F. Deland, in his little book, "Imagination in Busi- 
 ness,' 7 has given us some examples of it from his own 
 experience. 
 
 Two street bootblacks with kits over their shoulders 
 were crying for shines on the two equally busy sides of 
 a busy street. One made the plain, matter-of-fact ap- 
 peal, "Shine your boots here!" while the other cried, 
 "Get your Sunday shine!" As it was four o'clock 
 Saturday afternoon, the word "Sunday" started a 
 whole train of reflections in the minds of the passers, 
 as a result of which that boy got twice as much business 
 as the first. 
 
 Mr. Heinemann, the London publisher, saw two ped- 
 lers standing side by side selling toy dolls. "One of 
 them had a queer, fat-faced doll, which he was pushing 
 into the faces of passers-by, giving it the name of a well- 
 known woman reformer, then prominently before the 
 public. His dolls were selling rapidly, while the man 
 beside him, who had a really more attractive doll, was 
 doing comparatively little business." Mr. Heinemann 
 suggested that he hold two dolls in each hand, and cry 
 them as "The Heavenly Twins." That was the title of 
 
 36 
 
USES OF THE IMAGINATIVE METHOD 37 
 
 Sarah Grand's novel, which was then all the rage in 
 London. "The ' Heavenly Twins' dolls were an instant 
 success, and within one hour the vendor of the woman- 
 reformer dolls gave up the fight, acknowledging him- 
 self beaten, and moved five blocks down the street to 
 escape the ruinous competition. ' ' Those doll-vendors 
 succeeded because they supplied the mind as well as 
 the hands with something to play with. The passers 
 bought the dolls thinking of what fun they would have 
 at home calling them by the names the vendors had 
 given them. It also illustrates the folly of selling single 
 articles when you can sell twins, which reduce stock 
 twice as fast. 
 
 Mr. Deland tells another story of a rug-dealer who 
 wanted to unload a thousand oriental rugs in a week. 
 He thought of knocking twelve or fifteen dollars off the 
 average price of $25 to $35, but instead he was induced 
 to print an advertisement containing a sort of picture 
 of a dollar bill, which was good on the price of any 
 rug at its face value of one dollar, if used within six 
 days. Some 1,600 rugs were sold, at a discount of only 
 $1,600, coupled with an imaginative method, whereas 
 if $12 or $15 had been knocked off the price, probably 
 less than two hundred rugs would have been sold. The 
 habitual currents of the mind which play about dollar 
 bills so persistently in the lives of most people had 
 been set going by the sight of a crude, make-believe 
 dollar bill, the value of which they could see as well as 
 think about didactically. 
 
 The same method was used to dispose of 50,000 
 pictures which had been made to sell at $5, but which 
 the house decided to unload at $1 each after all their 
 advertising had failed to dispose of more than 700. 
 They thought of sending out to dealers all over the 
 country a circular announcing $5 pictures reduced to 
 
38 HUMAN NATURE IN BUSINESS 
 
 $1, a method that would have told everybody at a glance, 
 "We are stuck and trying to unload that which has 
 been a failure." Instead, they made a handsome en- 
 graved receipt and sent it to the 350,000 Grand Army 
 men, saying that a war veteran might get a $5 Civil 
 War picture for only $1, if he would have the certificate 
 endorsed by the secretary of his post. It was an in- 
 dividual chance that came only to Grand Army men; 
 but, of course, they let in their friends, if they didn't 
 care to buy the pictures themselves, as it was a pity 
 to throw away a receipt for $4. 
 
 As Mr. Deland remarks, it is not the price that counts, 
 but the reason for the price. 
 
 It is said that Phillips Brooks was giving some ser- 
 mons in Faneuil Hall, in Boston, Sunday evenings, to 
 "waifs and strays." After two or three weeks the 
 audience had fallen to half a houseful. Then Mr. 
 Deland announced that admission would be by ticket 
 only. "If we can't fill the house half full when ad- 
 mission is free, how can we possibly do it when admis- 
 sion is by ticket only," said his associates. But the 
 next Sunday the hall was full, and continued full for 
 the rest of the season. It is said Moody often resorted 
 to the method of making admission by ticket only when 
 his audience threatened to be small. People couldn't 
 sacrifice that which they had which somebody else didn't 
 have. What everybody could have, they didn't want. 
 
 Here is another good story which Mr. Deland tells. 
 An organ-manufacturing firm had sold 200,000 organs, 
 the largest number ever put out by any house, and 
 wanted to advertise the fact. So they had a contest 
 for ideas to illustrate "How Large is 200,000," and 
 then put the suggestions as pictures into a book which 
 they offered to send on receipt of a 2c. stamp. But only 
 788 books out of the 100,000 printed were sold by a 
 
USES OF THE IMAGINATIVE METHOD 39 
 
 large and expensive advertisement in the Youth's 
 Companion. What should be done? Mr. Deland pre- 
 pared another and smaller advertisement, placed a 
 simple rebus at the top that any one could solve, and 
 offered to give the book to any one who would solve 
 that rebus, and it could not be had on any other terms. 
 The advertisement was inserted once, and for a time 
 nothing was heard. Then came a letter saying: 
 " Where is this thing going to end^ We have sent out 
 twenty-three thousand books up to last Saturday night. 
 We have now a force of five women employed in open- 
 ing letters and mailing books. Had we not better pre- 
 pare another edition ?" So it went on for ten weeks 
 more, finally breaking all known records for the num- 
 ber of replies from any single advertisement. 
 
 So important do some big business men regard the 
 possibility of imaginative appeal in a good name that 
 they register as a trade-mark all the good names they 
 can possibly think of, not because they can ever hope 
 to use them, but to head off their possible competitor; 
 for what can a competitor do in selling a new soap if 
 he can not give -it a good name, one that will touch the 
 imagination of the people. "Sunlight" is the name of 
 a popular soap in England, and the name "Sunlight" 
 has been registered at $50 each registration for every 
 possible household article, and an American soap manu- 
 facturer has registered every good name for a soap he 
 could find. It is said that as high as $50,000 has been 
 spent by one firm to register imaginative names just 
 to head off competition. 
 
 Finally, Mr. Deland illustrates what he calls "in- 
 vention" versus "imagination." Invention is a clever 
 idea. Imagination is an idea that touches off the cur- 
 rents running along those brain-paths which the cus- 
 toms and habits of people have created in their cortical 
 
40 HUMAN NATURE IN BUSINESS 
 
 gray matter. Congress shoes, with elastic webbing at 
 the sides instead of laces in front, had been enormously 
 sold because they were guaranteed to wear a certain 
 length of time, and a pair which failed to wear so far 
 as the elastic was concerned might be handed to an 
 express company anywhere and sent back to the factory, 
 and the shoes would be repaired and returned free of 
 all cost. Then a few dudes along the Atlantic coast 
 from New York to Washington, in what the manufac- 
 turers spoke of as "the dude belt," began to wear laced 
 shoes. The fashion spread, and the manufacturers of 
 congress shoes began a long, hard fight against the 
 hardest force to fight that is known fashion. After 
 several years of hard thinking, Mr. Deland noticed that 
 only 170 passengers had been killed on railways in an 
 entire year. While the railways kill their employees, 
 and outsiders who are crossing the tracks, they do not 
 kill their passengers. So his idea was to give an in- 
 surance policy to every wearer of congress shoes who 
 was killed on a passenger-train. It was an ingeni- 
 ous idea, but it didn't touch the imagination, and no 
 progress was made against the tremendous force of 
 fashion. 
 
 Assignment VI 
 
 Turn over the advertising pages of any modern na- 
 tional magazine such as McClure's or the Saturday 
 Evening Post, The Literary Digest, Collier's, or the 
 Ladies' Home Journal, and make a selection of the ad- 
 vertisements that contain an imaginative appeal: (1) 
 those with a simple picture appeal, and (2) those with 
 some statement or use of words which you think should 
 start brain-currents along the habit-paths in the minds 
 of average American men and women. Make a written 
 report, giving briefly the reason for each selection. 
 
VII 
 PRACTICAL PRINCIPLES OF APPEAL 
 
 1. Like begets Like. Vibrate a violin-string, and all 
 other surrounding strings which have a phonic relation 
 will spontaneously vibrate in unison. Like begets like. 
 This is the foundation of the American principle of 
 service in business. Serve others and they will feel 
 inclined spontaneously to serve you. Regard others as 
 honest, and they will regard you as honest and treat 
 you honestly. Smile at others and they will smile back. 
 
 On the other hand, be suspicious, and others will 
 catch the attitude of mind and be suspicious too. Be 
 pessimistic, and you make those around you pessimistic. 
 Try to punish your enemies or your competitors, and 
 they will try to punish you. 
 
 Many people do not think that manners count for 
 anything in business. They count almost for more than 
 anything else. It is largely by your manners that the 
 feelings of people around you are determined, and feel- 
 ing has more to do with business than reason. It is 
 by manners that the pleasant brain-currents are set 
 moving, that imagination is touched. 
 
 Professional men, above all, must depend on the 
 pleasant effects of good manners. The dignified and 
 courteous professional man, with a kindly manner and 
 a helpful tone of voice, ready to encourage and inspire 
 his patients or his clients, is the man people want. 
 They need good advice, encouragement, restraint, calm, 
 more than they need medicine or law ; and what is more, 
 they will pay for these other things in the bill for legal 
 
 41 
 
42 HUMAN NATURE IN BUSINESS 
 
 or medical services. People do not distinguish. Give 
 people freely what they need, and they will gladly pay 
 a high price for the thing they thought they needed, 
 even if given in very small doses. People look at the 
 large ledger of life, and care more about seeing that 
 the general balance is right than the special balance. 
 
 Enthusiasm begets enthusiasm. The greatest thing 
 in salesmanship is enthusiasm, since enthusiasm begets 
 enthusiasm. The best book salesman in the United 
 States (so he was called in his day) used to say, "All 
 I do is to go around and enthuse 'em up." "We may 
 take exception to his use of the word "enthuse," but 
 his philosophy was all right. 
 
 People lack the energy to do things. Seeing a sales- 
 man full of energy, they seem unable to avoid catching 
 some of it, and the energetic feeling thus induced makes 
 them come to a decision and place orders. They feel 
 as if they must do something, and the easiest thing to do 
 is to write the name on the dotted line. 
 
 People for the most part have faint likes and dislikes, 
 faint perceptions of the wise thing to do, faint con- 
 victions, faint ideals, faint power of will. Enthusiasm 
 is the chemical which makes the faint clear and strong, 
 which brings out the picture, raises from a sort of ideal 
 world into the world of realities. 
 
 Enthusiasm is the secret of leadership. "Come on!" 
 says the general at the head of his troops; "Come on!" 
 says the football captain at the head of his men ; ' ' Come 
 on!" says the teacher, "and let us study for all we are 
 worth!" The example produces an electrical thrill, it 
 sets the brain-currents moving, and nature within does 
 the rest. 
 
 Competition depends on the same principle, plus pride. 
 First we go in because of the infection of seeing others 
 do it. Then pride stirs us to get into a class by our- 
 
PRACTICAL PRINCIPLES OF APPEAL 43 
 
 selves. Under the stimulus of competition, salesmen 
 will do at least half as much again as they could do 
 alone. The gang-spirit possesses them. The desire to 
 be in a class by themselves drives them on. 
 
 We may compete with our own past records, or in- 
 duce others to compete with their own past records. 
 The desire to beat somebody or something is a clearly 
 good basis for sales-appeal. 
 
 Half a dozen doctors with their offices side by side 
 in the same building will often each do better than any 
 one alone. A man going into a new line of business 
 often needs to excite some competition before he can 
 get his own business moving, and the two competing 
 get more than double the business than one could get. 
 This is a fact often observed. 
 
 A calm, judicial attitude "begets a judicial attitude. 
 We Americans forget that oftentimes what is needed for 
 our success is an impartial attitude on the part of those 
 to whom we appeal. This is particularly true of all 
 lines of endeavor in which the reason is an essential 
 element. Most people with a purpose to accomplish 
 argue all on one side. That makes the other fellow 
 argue all on the other side. Impartially state the argu- 
 ments on both sides, weigh them impartially, and you 
 will make the other man inclined to do the same thing. 
 At any rate, he is not excited to concentrate his mind 
 on the arguments against you. School-book publishers 
 praise the books of their competitors instead of tearing 
 them to pieces as they did in the old days. Nothing is 
 lost by being fair. One perhaps need not go out of 
 his way to state all the defects of his own product, yet 
 if he represents that it is flawless, the other fellow will 
 be sure to be looking around to see what is the matter 
 with it. Unless you are frank and unprejudiced you are 
 not likely to find the other man unprejudiced. 
 
U HUMAN NATURE IN BUSINESS 
 
 If you dislike and suspect another man, you may be 
 almost certain that he thinks of you in just the same 
 way. "What does that fellow think of me? Does he 
 think I am a nasty, sneaking little brute, the way I 
 think of him? You may almost gamble your life that 
 he does. You have not mentioned it to any one, but 
 he has felt it in your atmosphere as you pass. If you 
 want to win him, you must conquer your own feelings, 
 turning your attention more to yourself than to him. 
 Otherwise let him alone. 
 
 2. Every man wants a Monopoly. We have al- 
 ready seen the advantage of doing business with a 
 service which no one else on earth can render as well as 
 we can. The point of view of having that which is 
 unique gives us a leverage of an almost mechanical kind. 
 It also gives us the attitude of mind of being a king, 
 and it is the province and duty of a king to conquer. 
 "We can use superlative arguments without fear when 
 talking of a monopoly. There is no limit to our enthu- 
 siasm when we have a monopoly. 
 
 Now, in making our appeal, we can just turn this 
 about. Every one else wants a monopoly, something 
 that nobody else can get. Here is a second-hand piano 
 that has a little sweeter tone than any other piano in 
 this town; that is the piano I want. Here is a dress 
 from Paris in a little later fashion than any one else 
 has, and my lady wants it to the extent of being able 
 to pay about double price ; and when, six months later, 
 all the shop-girls on the street are wearing the same 
 style, she is equally anxious to discard what she paid 
 so much for. 
 
 The precise value of novelty in sales-appeal. The 
 desire of the public to get that which is unique, a 
 monopoly, is a compelling force toward novelty, and the 
 fact that making new paths in the brain is a very slow 
 
PRACTICAL PRINCIPLES OF APPEAL 45 
 
 process is the counterbalancing conservative force. It 
 is a well-known fact of history that world-progress is 
 slow, tho steady under normal conditions, while ab- 
 normal conditions stop it almost altogether. 
 
 People have progressed up to a certain point. They 
 want to take the next step, whatever that may be. Cer- 
 tain needs have accumulated of which the public is 
 hardly conscious. The success of business which con- 
 sists in service along those lines depends on how much 
 unconscious desire has accumulated. If it is felt just 
 here and there over the country in the more advanced, 
 it may be too expensive to find out what persons are 
 ready for it, and educate them to it. Careful testing 
 of the popular temper alone should be the guide of 
 action. Inventions or ideas that are ahead of their 
 times will inevitably fail in spite of the most adroit 
 salesmanship. 
 
 New points of view in regard to old things furnish 
 the best promise of commercial success. Words and 
 phrases become worn out more quickly than things. 
 The word " success " may come to be associated with a 
 certain unpractical sentimental philosophy, and books 
 and courses of study advertised by use of that word may 
 fail, whereas new and specific developments of the same 
 thing, exprest from a new point of view, as, "How 
 to Do Business by Letter," "How to Talk Well," "How 
 to Deal with Human Nature in Business," may attain 
 a very large success. When the writer advertised a 
 "Complete Course in Business Correspondence," the 
 inquiries were few, but when he advertised his course, 
 "How to Write Letters that Pull," he met with instant 
 success. 
 
 The great work of the advertising-writer or salesman, 
 therefore, is to find new ways of thinking about old 
 things. The inventor is trying to discover unconscious 
 
46 HUMAN NATUEB IN BUSINESS 
 
 needs which have accrued at any given time, so as to 
 offer new services to the public; but the writer is in 
 the same way trying to find new points of view, new 
 angles of appeal. That requires just as sagacious and 
 inventive a mind as mechanical invention does, and the 
 cash-value of such discoveries of new points of view, 
 new ways of expressing old ideas, is just as great as 
 the cash-value of mechanical inventions, and probably 
 on the average it is greater. But there is no artificial 
 protection for new points of view as there is for me- 
 chanical inventions, except as they can be coined into 
 a name or phrase. To copyright such a name or phrase 
 does not protect it, but actual successful use of it, 
 whether it is registered as a trade-mark or not, does 
 create a property in it that the law recognizes and pro- 
 tects that is, the common law. Copyright registry as 
 a trade-mark, which is limited to definite new names of 
 things, aids in the protection; but advertising catch- 
 lines are not usually protectable in this way. They 
 must be held by mental force, so to speak, that is, by 
 continued active use in such a way that others can not 
 very well afford to use them because of the confusion 
 that would surely be caused and the danger that they 
 would help you more than they would help themselves. 
 The inborn need to base a business on monopoly makes 
 people avoid even the appearance of trailing behind 
 some more vigorous thinker. 
 
 Excess of novelty is doomed to failure, and equally so 
 is the lack of it. Nothing so fully illustrates the com- 
 mercial value of the golden mean, and knowing just 
 where the mind of the average man stands, and what 
 else is in the field. 
 
 If you can find a way to give a client or a customer 
 something that no one else has got, even something that 
 only a few others have got, or something that none of 
 
PEACTICAL PRINCIPLES OF APPEAL 47 
 
 his immediate neighbors have, he will grab at it. Gangs 
 do the same things, but they want their individual 
 possession. This may be a ticket to an entertainment, 
 such as Mr. Deland used to fill Phillips Brooks 's Sun- 
 day evening service, or it may be the picture of a dollar 
 bill which really was worth a dollar under certain con- 
 ditions, or it may be the prize given to the person who 
 solves the simple rebus. 
 
 The successful salesman is always trying to find some- 
 thing special and unique for his or her customers. It 
 is related by Mr. Sheldon that a woman clerk in a 
 department store in Pittsburgh made a point of taking 
 the name and address of every customer in a little book, 
 and dropping her a card or telephoning her whenever 
 any bargain was offered in the store in which she might 
 be interested. A consistent carrying out of this plan 
 brought so much business she was paid $3,000 a year 
 salary, while clerks at her side who were just clerks, 
 were getting but $3 to $7 a week. This became for 
 that clerk a matter not only of bargains, but of exclusive 
 bargains at least they seemed exclusive to her custom- 
 ers. They recognized and paid her for her services in 
 keeping them posted, for a bargain you do not know 
 about is no bargain at all. 
 
 Every customer wants to know just how a given 
 thing will apply to his case, just how it will work out 
 with his conditions. The chief service of the salesman 
 is often investigating the customer's condition and then 
 pointing out just how this particular article will meet 
 his particular needs. We often hear in business, "My 
 business is peculiar, my case is different. " In the main 
 features it is not different from a thousand others; in 
 a few special details, which loom big in that man's 
 mind, it is different, and the salesman must first of all 
 find out how to adjust the offering to that man's tiny 
 
48 HUMAN NATURE IN BUSINESS 
 
 differences which seem to him so big and important. 
 Afterward he may take up the general arguments, 
 which from the outside seem so much more important. 
 This is partly due to the mechanical fact that what is 
 very near to a man looks big to him, and what is far 
 away looks small; but partly, also, it is due to human 
 nature's natural love for monopoly, for something ex- 
 clusive. An advertising man who says, "I will divide 
 my time between you and four others/' will not have 
 nearly as much attention as one who says, "I will 
 do all your advertising work just as much as if I were 
 in your exclusive employ ; but it will cost you only $25 
 a month." From the price, the buyer knows that other 
 work must be done, but it is wisdom on the part of that 
 advertising man not to mention the other work. Be- 
 cause of the low price the customer will overlook the 
 unmentioned fact that a dozen others are getting the 
 same sort of service, indeed, inevitably must get it. 
 
 The same principle works out in the same way in 
 selling limited editions of books, in exclusive agencies, 
 and in all the range of peculiar privilege, including the 
 idea of political pull which a man believes is his alone 
 among many who wish it. 
 
 3. The Habit of Obedience to Command. All per- 
 sons as children are trained in the habit of obeying 
 commands, and the great majority of workers are em- 
 ployees doing the bidding of a very few executives. 
 Therefore, all their lives the majority of persons are 
 drilled in the habit of obedience to command. In a 
 country like Germany, where every able-bodied man 
 must serve in the army, the habit of obedience is even 
 much stronger than it is in this country. We have 
 already noted the effect of habit on the old soldier who 
 dropt his potatoes and mutton on the ground when 
 a joker called out the command " Attention!" In all 
 
PEACTICAL PRINCIPLES OF APPEAL 49 
 
 games the commands of the captain are most important 
 in the winning of victory. 
 
 In dealing with human nature in business, the direct 
 command takes advantage of the habit of obedience. 
 "Sign here!" spoken in a firm and commanding tone 
 makes the person addrest want to sign because it starts 
 those brain-currents along the path of that habit of 
 obedience which is so deeply cut by lifelong experience. 
 
 The return coupon with its place to sign before mail- 
 ing, or the return postal card seems a silent command 
 which is certainly powerful, tho the mere matter of 
 convenience is also an important consideration. The 
 quiet, silent voice, saying, "Do it! Do it! Do it! " is far 
 better than the loud and insistent voice which may 
 awaken the obstinacy of human nature, the disinclina- 
 tion to be bossed. People like to follow the commands 
 of friends, of reason, of those who seem to know more 
 than they do. The kind of command that is effective is 
 the command that is linked with leadership in a common 
 cause, the command of the football captain who is in- 
 spiring and commanding at the same time. Where no 
 real authority can exist, stimulation must be greater 
 than command, but suddenly, just at the right time, 
 the word of command touches the habit-center of 
 obedience in the brain and brings results. It is what 
 salesman call "closing," after the customer has been 
 led step by step until only a small step remains to be 
 taken. Suddenly, as the customer hesitates at that last 
 step, the salesman says, "Do it!" and he does it before 
 he has time to reflect; the lifelong habit of obedience 
 to command is stronger than doubting and unsatisfied 
 reason. 
 
50 HUMAN NATURE IN BUSINESS 
 
 Assignment VII 
 
 To illustrate the dictum that "like begets like," let 
 us interview ten persons in succession, we will say, 
 soliciting subscriptions to a school paper, or selling 
 tickets for an entertainment, or working up interest for 
 athletic support, or to volunteer for some special work 
 that is to be assigned. In the case of five of them we 
 will go straight and blunt to the thing desired; and in 
 the case of the other five we will start with a pleasant 
 word about something in which the person addrest is 
 known to be interested, on the theory that taking an 
 interest in his affair will induce him to take an interest 
 in your affair. Make notes of the result in each of the 
 ten cases. 
 
 To illustrate the principle of the monopoly, arrange 
 some interesting activity of the class, or school, or 
 family, or business, in which you wish to take in ten 
 persons. To five of them say, "We want to get ten per- 
 sons, of whom you are to be one"; to the other five say, 
 "We are going to do so and so and so, and particularly 
 want you to be in on it, ' ' saying nothing whatever about 
 the other nine. Make notes on each interview and re- 
 port results. 
 
 In the last case, after your arguments, try to close 
 by suddenly saying, "Come, put your name down!" 
 having your subscription list all ready, or whatever it 
 may be, with pencil in hand. Make it a quiet, quick, 
 mental effort entirely free from all violence of assertion. 
 
 Questions on the Practical Appeal 
 
 1. Illustrate the principle "Like begets like." 
 
 2. What is the importance of enthusiasm in sales- 
 manship, and how is it produced in others ? 
 
 3. What is the "gang-spirit," and how does it apply 
 in business? 
 
PRACTICAL PRINCIPLES OF APPEAL 51 
 
 4. What is the effect of a calm, judicial attitude, 
 and when is that required? 
 
 5. How is the principle of monopoly to be used in 
 making a sales-appeal? 
 
 6. How is the liking for what is unique counter- 
 balanced by the force of conservatism, and how must 
 the salesman adjust the balance in making a sales- 
 appeal ? 
 
 7. Illustrate the value of new points of view in re- 
 gard to old things. What are the limitations of nov- 
 elty? 
 
 8. How can the habit of obedience to command be 
 used in making sales? 
 
 9. How do the return coupon and return postal card 
 work into this principle? 
 
VIII 
 PROPORTION AND EMPHASIS 
 
 THE mind of man is practically capable of giving 
 attention to only one thing at a time. If I am talking 
 with my wife about an important matter, and you rush 
 up and begin to tell me a story, unless you secure my 
 attention I shall not hear a word you say any more 
 than if I were deaf. If I am a business man in an 
 office, and five or six persons are trying to speak to me 
 at one and the same time, I can give attention to only 
 one, and probably will turn to the person who speaks 
 most loudly and insistently (immediately becoming dis- 
 gusted by his loudness and insistence, and throwing 
 him out), or I may give my attention to a person stand- 
 ing perfectly still with folded arms, attracted because 
 he is doing something different from the rest. 
 
 Attention having been secured, it must be held un- 
 broken until the arguments or appeal have had time to 
 sink in. You may state your case clearly and fully, yet 
 if not enough time has passed for the more or less slow- 
 working mind to take in the impression, there will be 
 only a vague picture left. When a camera is used to 
 take a picture the plate must be exposed just the right 
 length of time. If the time is too short, there will be 
 no picture at all, but only a confused collection of 
 marks ; or if the exposure has been too long, the picture 
 will blur and run into a confused mass. The mind of 
 another person must be exposed to your argument just 
 the right length of time if the best effect is to be secured. 
 
 A short-story writer will present one picture in his 
 
 52 
 
PROPORTION AND EMPHASIS 53 
 
 imaginative creation after another. He may be able to 
 say what he has to say in the first ten lines ; but if not 
 enough time has passed for that picture to make its 
 photographic impression he keeps on using words, say- 
 ing the same thing over and over in different forms and 
 from different points of view till he knows he has got 
 the right development, when he passes on to the next 
 imaginative picture. 
 
 Then the salesman, letter-writer, or advertisement- 
 writer, as well as the public-speaker or teacher, must 
 judge nicely the proper portion to give each argument 
 or imaginative appeal. He is painting a picture on the 
 mind of another; the foreground must be larger, the 
 background smaller, to create the illusion of perspec- 
 tive ; arms and legs must be of exactly the right size, the 
 small details must be filled in with just the right full- 
 ness or completeness so the large or main points will not 
 be buried or thrown into eclipse. 
 
 In speech we get this proportion by emphasis. Em- 
 phasis teaches us to pitch our voices just so they will 
 be he^rd comfortably according to the surroundings, 
 according to the natural hearing of the person we ad- 
 dress, and according to the importance of our subject. 
 In writing we get the same effect by the vigor of our 
 language, by capital letters or italic, or by putting a 
 thought into a very short paragraph. 
 
 Correct emphasis depends on knowing the condition 
 and nature of the mind of the person addrest. When 
 we know that, an instinct guides us. Personal sales- 
 men have the great advantage of seeing before their 
 eyes the person to whom they speak and adjusting their 
 emphasis accordingly, and likewise timing each item of 
 their appeal correctly, just so as to make the impression 
 clearly and then pass on. The writer must go out and 
 see typical human beings of the kind he is to write for, 
 
54 HUMAN NATURE IN BUSINESS 
 
 until in his imagination he can see them, see them so 
 vividly that he can seem to feel just how much to write 
 and just how strongly to emphasize it. That is why a 
 writer must be endowed with a strong imagination. He 
 must be able actually to see his customer sitting in the 
 chair beside him. 
 
 Since correct emphasis in writing is a more difficult 
 matter, let us consider that for a few moments. 
 
 First, what is already in the mind of the person who 
 will read this, what competitors are clamoring for his 
 attention, what general demands on his thought are 
 likely? 
 
 To get attention, the important thing is to send the 
 appeal in some way that is different from the rest, not 
 enough different to be freakish, but just enough to 
 create a fresh sensation in the brain. 
 
 Then what four or five things constitute the whole 
 picture, and how long can I depend on holding this 
 particular reader's attention? If I know he will read 
 only a twenty-line letter, I must proportion my argu- 
 ment so I can get it all into twenty lines. If he will 
 read a two-page letter, why, I must proportion it ac- 
 cordingly. 
 
 Knowing that the mind pays attention to only one 
 thing at a time, I must consider each point in the pres- 
 entation, I must drive it in just hard enough so it will 
 become clearly fixt in the length of time at my disposal, 
 and then I must pass on to the next point, giving each 
 its due proportion. At the end, I know that I have got 
 each essential point in its proper size or proportion, I 
 have driven it under the skin so that it will stick, and 
 I have not indulged in an excess that will create a 
 revulsion against me. 
 
 Usually I give a skeleton argument, according to 
 reason and the rules of logic. To save tim I con- 
 
PEOPORTION AND EMPHASIS 55 
 
 stantly resort to the imaginative method of using words 
 or pictures that will start currents in the brain along 
 the paths of habitual association, for they are the 
 quickest elements in any appeal. If my time is reduced 
 to an instant, my only chance lies in an imaginative 
 picture like those used by Cream of "Wheat or Pears ' 
 Soap, and my whole thought is to find a picture that 
 will set as many of the brain-currents to moving as pos- 
 sible that are good for my business object. But great 
 care must be taken to see that there are not any cross- 
 currents. 
 
 In order to economize time so that we may preserve 
 our proportion, the very name of the thing should sug- 
 gest its quality. "How to Do Business by Letter" was 
 selected as the name of that book, because it told so 
 clearly the nature of the book. It was the best adver- 
 tising catch-line that could be devised, so that no special 
 or additional one was needed. The character of the 
 type used should harmonize with the thought, and so 
 far as possible the paper on which it is printed, the 
 magazine with which it is associated, etc., etc. 
 
 Successful emphasis and proportion indicate the true 
 artist, who is master of his craft, and knows the human 
 mind. 
 
 Assignment VIII 
 
 By way of illustrating the principles of proportion 
 and emphasis, let us try the following experiments: 
 
 Let the teacher or a student read the next section in 
 an absolutely even tone of voice, without emphasis, and 
 let each member of the class afterward write down 
 as good an account of what he has heard as possible. 
 
 Then let the teacher or a student read a condensed 
 and unemphasized summary of the points, and at the 
 
56 HUMAN NATURE IN BUSINESS 
 
 end let the members of the class give an account of what 
 they have heard. 
 
 Then let the teacher read the entire section with 
 emphasis and a view to making every member of the 
 class understand every point, and explain or emphasize 
 by special remarks any portions that in his knowledge 
 of the class are not likely to be understood. Let us 
 see how much more intelligent an account the members 
 of the class can now give of the section. 
 
 It should be understood that interim reading of the 
 section is prohibited. The first two experiments can be 
 tried one day, the final experiment a second day, and 
 on a third day the three sets of reports can be read 
 together and compared. This plan will help to master 
 an important section, and at the same time illustrate 
 the principles of this one. 
 
IX 
 ANALYZING A BUSINESS 
 
 THE advertising and selling side of a business is its 
 most vital part. No man can make a success of half a 
 dozen- different unfamiliar businesses at one time, and 
 no student of advertising and salesmanship can make 
 a success of his study unless he specializes on ONE 
 BUSINESS, and tries to get to the bottom of that. 
 Unless he does concentrate on some one business, there 
 is no possible chance that he will get to the bottom of 
 anything. 
 
 What shall that one business be? Local conditions 
 and circumstances must determine. It might well be 
 the school paper, the success of which in a business way 
 a class might devote itself to. Or it might be some 
 local business such as the shoe business in a great shoe- 
 town like Brockton, Mass. With individual students it 
 might be whatever business they expect to enter. 
 
 If no special business offers, nothing could be better 
 than a study of the grocery business, for which a full 
 series of practical exercises has been worked out in 
 an appendix. Groceries are universal, and grocery 
 stores can always be found. A person's mother at home 
 can answer most practical questions, and in the mail- 
 order grocery catalogs a written text-book on the grocery 
 business is within the reach of all. 
 
 However, in a class it would be well, after the pre- 
 liminary study of human nature that has been made 
 up to this point, to take a vote on the business to be 
 
 57 
 
58 HUMAN NATURE IN BUSINESS 
 
 analyzed, and having decided upon it, to follow it 
 through to the end without deviation. 
 
 If possible, it should be a business in which customers 
 can be called on personally for oral sales practise. 
 More distant customers should be appealed to by letter 
 along the same lines as the oral appeal is made. Adver- 
 tising, either by newspaper or handbills distributed from 
 house to house, should be called for in the nature of the 
 business if all-round practise is to be afforded. 
 
 Running a small newspaper of any kind affords ideal 
 practise. The readers may be interviewed with the idea 
 of finding out what service the newspapers can render 
 them. Then the editorial side should proceed to render 
 that service. On the basis of that service an appeal 
 should be made in oral salesmanship for subscriptions, 
 and also for advertising in its columns. When that 
 advertising is secured, the department should study the 
 businesses of the advertisers so as to teach them to 
 shape their advertising so it will bring returns and 
 make them willing to continue. Time may prevent 
 much personal sales-soliciting for subscriptions, but 
 what can not be done personally can be done by letter, 
 and the sales-talk will furnish precisely the best mate- 
 rial for the letter. 
 
 First, oral sales-talk, then written sales-talk, these two 
 alternating more or less throughout the work, is the 
 right combination. It is impossible to know what 
 people want, and how their minds act, without actually 
 going to see them and talking with them. Only when 
 this information has been received, can successful sales- 
 letters be written. Other letters should usually be 
 answers to correspondence received. The style of 
 letter-writing is the conversational style, and going out 
 and talking is the very best way in which to learn what 
 conversational style is. 
 
ANALYZING A BUSINESS 59 
 
 Here is the system of analysis for any business, and 
 the writer has used it with success in the study of 
 several hundred. Sometimes one point is of more im- 
 portance than another, or is of no importance at all; 
 but allowances must be made in a common-sense way. 
 The study of competition gives a broad outlook and 
 something for comparison. In the case of a patented 
 invention or a copyrighted book, there is the indirect 
 competition of all other devices and all other books. 
 Modern books must compete with all the classics. All 
 things that are not indispensable compete with each 
 other for a place in the life and mind of individuals, for 
 one person can make use of only a very few of all the 
 good things that may be afforded. Sheer lack of brain- 
 power to think of the thing may prevent it from getting 
 even first attention. The important thing is to get a 
 true conception of the relation of the business to the 
 actual world. Only when such a true conception has 
 been acquired is there any chance for practical grasp 
 of the vital problems. 
 
 The advertising outlook is so much broader than the 
 personal salesmanship outlook that in this consideration 
 we should be guided by that. We first start with the 
 broadest view, and gradually narrow down to the 
 details that intensive study makes interesting. Adver- 
 tising skims the field, sales letters begin to work it 
 slightly, while personal salesmanship works it in the 
 most intensive way that is possible. Which is in 
 practise most important must be judged individually 
 in each case. But in our study we start with the broad 
 outlook and narrow down to the details when we have 
 really grasped the relation of the business to the 
 outside world. 
 
60 HUMAN NATURE IN BUSINESS 
 
 System of Analysis 
 
 1. What is your competition? I would not refer 
 directly to your competitors in any sales-appeal, but I 
 must address a customer in whose mind are the argu- 
 ments of your competitors. You must know what those 
 arguments are, and go about saying that which will 
 offset or counterbalance them in the mind of the cus- 
 tomer. If you have to compete with lower prices, it is 
 necessary to talk frankly on the subject of prices and 
 point out in a common-sense way that your customer 
 can't afford to take that which costs less and is cor- 
 respondingly lower in quality, and why or how he will 
 make more money in the end by paying a little more 
 and getting something that is right. 
 
 2. Then you should consider what you have that 
 nobody else in your territory has. You may say, 
 Nothing. Unless you have something that your cus- 
 tomer can't get as conveniently from anybody else, you 
 have no basis to ask for more than your natural share 
 of business. You may give better service, you may 
 even give only a pleasanter manner and fairer treat- 
 ment. Advertising, which keeps the customer con- 
 stantly informed, is a service. You must find out what 
 it is that makes one of your good customers give you 
 his business in preference to giving it to the other fellow 
 not what you think ought to make him, but what you 
 know from actual investigation does make him. 
 
 The thing you have which nobody else really has 
 (whether anybody else can get it or not is another 
 matter) is what really makes a man buy from you, and 
 which you ought to drive home hardest of all in your 
 sales-appeal. 
 
 3. Talk is not enough, however, to get orders. Argu- 
 ment must be supplemented by proof. You must con- 
 
ANALYZING A BUSINESS 61 
 
 sider how to prove your claims, and if you can make 
 your claims in the testimonial words of other people, 
 even if you can't quote their names, you have gained 
 a splendid point. 
 
 A bunch of conventional testimonials in small type is 
 worth little, even if you can get them and use them at 
 all. Get a testimonial that is really a splendid record 
 of facts, and play it up in good type with a clear black- 
 letter heading. Or reproduce sales-orders, or give 
 records of sales, or ANY FACTS THAT WILL TEND 
 TO PROVE YOUE CLAIMS. Records of facts that 
 will pass in a law court are what you want, not praise 
 or any form of "hot air," either of your own or of 
 anybody else. 
 
 4. Ask a man to do something easy that he can 
 reasonably do, and make it as easy for him to do it as 
 you can. A return post-card carrying a trial order or 
 a bit of information you ought to have is a good thing, 
 and you should have a printed post-card form to use 
 as often as possible with your sales letters. Don't for- 
 get to be VERY CLEAR AND SPECIFIC as to what 
 you want done, and provide a convenient way. Don't 
 ask a large decision when a series of small decisions can 
 be substituted, and don't ask a man to commit himself 
 beyond recall when you know that what he gets on 
 approval he will want to keep and pay for. 
 
 5. Getting your facts right is much more important 
 than the wording of your sales-talk, or letter, or circular, 
 or advertisement, and if you haven't the preceding four 
 points, it doesn't matter much how well you word your 
 appeal. 
 
 But if you have the right basis, consider the follow- 
 ing points in connection with the wording: 
 
 (a) Have you covered, even in a brief letter, every 
 point with absolute clearness, just as you would explain 
 
62 HUMAN NATURE IN BUSINESS 
 
 to a child? It is a mistake to assume that every busi- 
 ness man knows this, that, or the other, and that it would 
 be foolish to refer to such points. When a man is 
 reading hastily he wants everything before him or else 
 he is likely to overlook something because it is not clear 
 enough for instant perception. Don't compel him to 
 figure out what is wanted. Let him see at a glance. 
 
 It is useless to write a letter so short that it doesn't 
 tell your story. You can always emphasize your strong 
 points in the letter and tell the complete story in an 
 attached printed circular. In any case, the story must 
 be told completely enough to produce conviction. 
 
 (&) Do you present your points in the correct order 
 of sales-appeal ? Namely : 
 
 Creating desire in general for the service you are 
 prepared to give ; 
 
 Showing how your plan works, so that people can 
 depend on their own common-sense judgment as to the 
 likelihood that you are right; 
 
 Backing up your statement by proofs ; 
 
 Throwing a personal tone into your appeal so that 
 9, customer will feel like doing what you ask ; 
 
 Ending with a quick, safe, and easy method of com- 
 plying with your wishes. In making a sale, when you 
 know y;ou can't hold him in court and do not wish to, 
 you may even sign a man's name for him, printing it if 
 you please so there will be no suggestion of imitation. 
 
 (c) Do you strongly, tho briefly, emphasize FACTS 
 that will catch attention at the outset and fix it; or in 
 a letter do you emphasize mere words which will have 
 no meaning unless your letter is read through ? Capitals 
 and the underscore should be used to make three or 
 four prominent facts stand out so they will catch atten- 
 tion at the very first glance. They take the place of 
 
ANALYZING A BUSINESS 63 
 
 black-letter heads in a circular, not emphasized words 
 in conversation. 
 
 (d) Are your strongest points put in very short 
 paragraphs (of two or three lines each) ? 
 
 (e) Is your talk or letter or circular of the precise 
 Length that the particular class of people you are ad- 
 dressing would like short and crisp for business men, 
 longer and more detailed for the slower-minded? In 
 any case, have you told your whole story with proper 
 emphasis? 
 
 (/) Is your appeal, whether oral or written, enthu- 
 siastic enough ? Extreme energy of expression is neces- 
 sary to make a man feel like ordering in most cases. 
 Seldom does a tame letter or a tame talk do much good. 
 
 (g) The man who has developed a business part way 
 to complete success knows more about it than any other 
 human being on earth, and he is the one who knows 
 most about the merits of his goods, his competition, and 
 his customers. The outsider who would succeed must 
 cling very closely to the man who really knows the 
 business ; he must be merely a mouthpiece. Then when 
 he has perfected his canvass or written his letter, he 
 should be very sensitive in observing whether it seems 
 just right to this man who knows most about the busi- 
 ness. The points criticized by that man may not be 
 the right ones, but his uneasiness is pretty sure to indi- 
 cate that something is wrong which ought to be righted. 
 
PAET II 
 CORRESPONDENCE 
 
Introductory 
 
 THE FORM OF THE LETTER 
 
 WHEN a gentleman who is well-drest, neat, and in- 
 telligent-looking steps into an office, he is likely at once 
 to be accorded the attention a gentleman should have, 
 and it is favorable attention. If his trousers bag, his 
 collar is dirty, or his hair uncut, he also attracts atten- 
 tion, but it is unfavorable attention, even suspicion and 
 a feeling of contempt. The common herd that are 
 neither good nor bad get little attention of any kind. 
 
 The form of a letter makes almost exactly the same 
 impression. It is a matter of art whether it has good 
 margins, a proper proportionate drop from the top, and 
 even arrangement of paragraphs, salutation, etc., and is 
 correct in every little detail of punctuation. A letter 
 which is like the punctiliously drest gentleman com- 
 mands immediately the attention necessary to get its 
 contents properly read and considered. People give 
 such hasty glances to letters when they are received in 
 large numbers that the first impression is almost the 
 key to first success. 
 
 Margins are a matter of art. The top of the letter 
 should not look crowded, but at the same time the mass 
 of the letter should not drop below the center of the 
 page. The date-line should be well up unless the letter- 
 head is a large and heavy one. If the letter is short, 
 the side-margins should be wide, but in typewritten 
 letters never less than an inch on the left and three- 
 quarters of an inch on the right, and paragraph in- 
 dentations about the same. Pen-written letters may 
 
 67 
 
68 HUMAN NATURE IN BUSINESS 
 
 have less margin and less indentation, say three- 
 quarters of an inch. The best-looking letter has the 
 effect of about the same margin all around except that 
 there may be a little more at the bottom. 
 
 Spacing is somewhat a matter of taste, but single- 
 spaced typewritten letters should have a double space 
 between paragraphs and above and below the salutation. 
 Pen-written letters do not need extra spacing. 
 
 The date-line should always be placed to the right of 
 the center-line of the page; it should include the full 
 address, street, town, state as well as the date written 
 and punctuated thus : Nov. 5, 1919. When it is long we 
 abbreviate the month, when short we do not. Omit "th" 
 after 5. 
 
 The address of the person written to is usually 
 placed at the top of the letter on the left-hand side, 
 flush with the margin, in not less than two nor more 
 than three lines. The town in the second line may come 
 flush with the margin or be indented as a paragraph, 
 and a third line, if indented at all, should be indented 
 as much more, so as to present a pleasing slope to the 
 right. In social and semi-social business letters the 
 name and address may come at the end, flush with the 
 left-hand margin, and this is usually considered best 
 when the name (as "My dear Mr. Jones") is used in 
 the salutation. The best business usage does not insist 
 on this, however. 
 
 The salutation should always come flush with the 
 left-hand margin. It is old-fashioned to indent it. 
 And it should be followed by a comma in social letters 
 usually, and a colon in business letters. The semicolon, 
 still taught in some schools, is absolutely taboo in busi- 
 ness practise and the colon and dash, while still widely 
 used, are not considered by careful letter-writers to be 
 as good as the colon alone. 
 
THE FORM OF THE LETTER 
 
 69 
 
 THE NATIONAL CASH REGISTER COMPANY 
 
 DAXTON.OHIO. March 6, 1916. 
 
 Mr. Sherwin Cody, 
 
 Chicago, 111, 
 Dear Mr. Cody: 
 
 I have just received your 
 letter of March 4. 
 
 I still feel our Dayton 
 people cannot be interested in thia 
 at the present time and therefore 
 do not advise, attempting it. 
 
 Very truly yours,, 
 
 JJJS/LMG 
 
 JUSTNESS STYLE, MARGINS AND ARRANGEMENT FOR VERY SHORT LETTER 
 
in business letters, Dear ir lor single men, 
 " Gentlemen " for companies or firms, and "Dear 
 Madam" for all women are standard and established. 
 The old or English form "Dear Sirs" is out of date, 
 and "Dear Miss" is taboo; but for young girls "Dear 
 Miss Jones," with the name, is used whenever there is 
 any excuse for it. 
 
 In social letters or semi-social business letters, "My 
 dear Mr. Jones" is a little more formal than "Dear Mr. 
 Jones," and both are desirable when there is a certain 
 degree of personal acquaintance. In very formal 
 official letters, "Sir" alone may be used, but occasions 
 for it are very, very few. 
 
 The body of a letter should begin as a paragraph. 
 The older style of beginning the body of the letter 
 directly under the end of the salutation is rapidly pass- 
 ing out of use. The paragraph indentation should vary 
 from five typewriter spaces to ten according to the size 
 of the letter, but for common letter-writing about eight 
 spaces is most desirable. Pen-written letters have 
 slightly less indentation as a rule, from half to three- 
 quarters of an inch. 
 
 The close for a business letter should start just to the 
 left of the center of the page, only the first word should 
 begin with a capital letter, and it should be followed by 
 a comma. "Yours truly" is the commonest formal busi- 
 ness close, "Very truly yours" is a degree more cor- 
 dial, and "Cordially yours" is justified in letters in 
 which a certain intimate personal relationship is sug- 
 gested, as between a school principal and his prospective 
 pupils. "Sincerely yours" should be reserved for social 
 letters or business letters to actual personal friends, 
 while such a close as "Faithfully yours" has an indi- 
 vidual personal touch suitable for a somewhat aggressive 
 professional man for example. 
 
snxausHtt* iao T-T T7 
 
 A SEMl-MONTHir JOURNAL OF UTERAKT CRmOSK */ INFORMATION 
 PUBLISHED ON THE FIRST AND SIXTEENTH OF EACH MONTH 
 PUBLICATION OFFICE: 631 SOUTH SHERMAN STREET- CHICAGO 
 
 lUrch V 1915. 
 
 Hy .dear Mr. Cody: 
 
 Z have been- meaning for a long tim to 
 write you a note thanking you for- the letter you 
 aent the DIAL. 
 
 There la no doubt that we have lacked 
 literary solidarity in America. Our people have 
 been abeorbed in so many different things that 
 they have not had time to formulate and discus* 
 literary standards: they are still a weltering 
 human mass. 
 
 Our country has been rapidly coming 
 Into a position of international prominence, and 
 that must bring with it a sense of national dig- 
 nity and no doubt national literary self realis- 
 ation, 
 
 1*9 et cordially 
 
 Shenrin Cody, I.o_ . 
 
 Lake Bluff, -111. 
 
 PROFESSIONAL STYLE, ARRANGEMENT SUITED TO LONG LETTER 
 
72 HUMAN NATURE IN BUSINESS 
 
 The signature should always be clearly legible unless 
 it is printed on the letter-head. It is a great nuisance 
 to get a letter from a man and not be able to make out 
 his name. "Women should place "Miss" or "Mrs." in 
 parentheses before their names in writing to strangers, 
 or sign their personal name and write their husband's 
 name with Mrs. below in parentheses. It is very em- 
 barrassing, not to say rude, for a woman to sign initials 
 like a man, or fail to indicate whether she is married or 
 single. 
 
 The envelop should have the address in the lower 
 half, well spaced out, the body of it a little to the right 
 of the center, but never crowded up against the right- 
 hand margin. The name, the street, the town, the state 
 should each have a line to itself, with good space betweeiu 
 it and the next item. The last item should be an eighth 
 to a quarter of an inch from the bottom of the envelop 
 the first item a trifle above the middle, and the space 
 between equally divided between the items. The ends 
 of the lines, except the last, may have commas or no 
 punctuation. Periods are wrong. If the address is 
 long, it is desirable to put one item in the lower left- 
 hand corner, on the same line as the state (the last 
 line). 
 
 The punctuation of a letter is formal and conven- 
 tional as far as the opening and close are concerned. 
 In the body of a letter the comma is used only when 
 required to make the meaning clear. As a rule, the 
 letters of persons trained on book-rules are over- 
 punctuated. When no confusion will result it is justi- 
 fiable to omit a comma regardless of a rule. Trans- 
 posed phrases and clauses when short need not be set 
 off by commas, yet contrast or distinction may always 
 be shown by inserting a comma, regardless of rules. In 
 business letters the essential rules are very few. 
 
THE FOEM OF THE LETTER 73 
 
 Rules for Commas 
 
 Rule 1. "Words, phrases, and clauses in a true series 
 should be separated by commas, including a comma 
 before "and" preceding the last item (omitting the 
 comma before the "and," tho still common, is not now 
 regarded as the best usage). 
 
 Rule 2. Clauses and participial phrases that are 
 merely explanatory are set off by commas, while those 
 which are restrictive are not set off. 
 
 Rule 3. Transposed words or clauses are set off by 
 commas, unless short so that no confusion would be 
 likely. 
 
 Rule 4. "Words or phrases thrown into the sentence 
 are set off by commas. 
 
 Rule 5. In compound sentences, a comma should pre- 
 cede the "and" or "or" if the subject of the last part is 
 exprest (a true compound sentence), and should 
 nearly always precede "but," or be used before "and" 
 or "or" when it is followed by some disjunctive word 
 like "also" (if indeed a semicolon is not required). If 
 clauses are short and closely connected, no commas need 
 be used even when required by this rule, and when they 
 are long, and grouping by commas will help easy read- 
 ing, commas should be inserted even when they would be 
 contrary to the rule. 
 
 Rules for Semicolons 
 
 Semicolons are used for only three purposes, to sep- 
 arate sentences which are short and closely related; to 
 separate groups of words which are themselves sub- 
 divided by commas (as items of goods in an order when 
 there are several descriptive items) ; and before "but" 
 and other disjunctive words like "and also" in com- 
 pound sentences when the second part is strongly con- 
 trasted. 
 
74 HUMAN NATURE IN BUSINESS 
 
 Rules for Colons 
 
 Colons are used only after salutations and words 
 equivalent to "as follows." The dash indicates an ab- 
 rupt transition, or is used as a mild colon to precede 
 summaries. Other marks do not offer difficulty, but 
 require merely attention to their use. 
 
 How to Study Punctuation 
 
 "With these rules engraved deeply and permanently 
 on the mind, explain each punctuation-mark in the let- 
 ters in this book. 
 
 How to Master the Form of Letters 
 
 The best exercise on the form of letters is to copy the 
 model letters through this book till this can be done 
 without error and in handsome artistic form. Ten or 
 a dozen letters of different kinds should be copied. 
 
THE CONVERSATIONAL STYLE IN LETTER- 
 WRITING 
 
 Natural and Easy Ways to Begin a Business Letter* 
 
 DON'T begin all your letters in the same well-worn, 
 stereotyped fashion, as : 
 
 "In reply to your esteemed letter of the 12th hist., we 
 beg to apprise"; 
 
 * ' In answer to your letter of the 5th inst., we have the 
 honor to inform you"; 
 
 "We are in possession of your favor of the 28th Feb., 
 to which we hasten to reply"; 
 
 "Your esteemed letter of the 16th inst. is duly to 
 hand, in which you advise me to take good note"; 
 
 "Referring to your esteemed communication of the 
 16th inst., please send." 
 
 YOU WOULDN'T TALK LIKE THAT. Don't write 
 like that. 
 
 The Right Way 
 
 Begin at once on what you have to say, and acknowl- 
 edge incidentally the letter you are answering. For 
 example, begin (if the letter contains an order) : 
 
 "We thank you cordially for the order contained in 
 your letter of the 16th inst., just at hand, but wish to 
 inquire." 
 
 If letter asks a favor of some kind, begin : 
 
 "We have read yours of the 16th carefully, but can 
 not see our way at present to grant your request" ; or, 
 
 *The use of capital letters in the text happily illustrates the 
 peculiar intensified emphasis characteristic of "business English." 
 
 75 
 
76 HUMAN NATURE IN BUSINESS 
 
 ""We fully appreciate all you say in your letter of 
 the 16th inst, just received, but"; or, 
 
 "I should very much like to do what you ask in your 
 letter of the 16th inst., but." 
 
 If the letter asks information, begin to give the infor- 
 mation at once: 
 
 "Yes, we have such a machine as you describe in your 
 letter of January 16th, and are sending you our catalog, 
 in which you will find full description of it on page 
 000"; or, 
 
 "We are sending you our catalog, in which you will 
 find the information you ask for in yours of the 16th 
 pages 000 and 000"; or, 
 
 "It gives us pleasure to quote you on the articles 
 mentioned in your favor of the 16th inst., as follows:" 
 etc. 
 
 Natural and Easy Way to Close a Business Letter 
 
 DON'T close your letter with a set phrase that your 
 customer will see every time he gets a letter from you, 
 and so know that it means nothing. Business letters are 
 too short to be filled with words that do not mean the 
 most that words can mean. 
 
 Don't say: 
 
 "Trusting we may have a continuance of your valued 
 patronage, we are, your most obedient servants"; or, 
 
 "Soliciting your further orders, we remain, Dear 
 Sir"; or, 
 
 "Trusting this will be satisfactory, we are." 
 
 Say anything that is natural, friendly, and intelli- 
 gent, and do not insist on ending your letters with "we 
 are" or "we remain." These are not bad words, but 
 they are greatly overworked. Get variety and intelli- 
 gent meaning into the ends of your letters. 
 
THE CONVERSATIONAL STYLE 77 
 
 " Thanking you cordially for your order, we remain/' 
 is a standard form that may be used when a mere form 
 is required. 
 
 "We shall be very glad if the quotations we have 
 given meet your requirements, and you will favor us 
 with your order. Truly yours." 
 
 "If you need anything more in our line, we hope you 
 will remember us. Very truly yours." 
 
 "We are anxious to do everything we can for the 
 convenience and accommodation of our customers, and 
 hope you will remember us when you have further 
 orders to place." 
 
 "We hope we have succeeded in pleasing you, and 
 trust you will afford us another opportunity of serving 
 you." 
 
 If the letter is not one requiring what would corre- 
 spond to a graceful bow on the part of a salesman taking 
 leave of a customer, simply write "Yours truly," 
 "Yours faithfully," or whatever form seems most ap- 
 propriate, and sign your letter. The habit of always 
 forcing in some meaningless close is a bad one. Polite- 
 ness and a pleasant manner are always appreciated, 
 however, if they are genuine. The moment they be- 
 come "machine-made" they lose their force. Therefore, 
 be genuinely polite in all your letters as well as in your 
 personal dealings. 
 
 How to Acquire an Easy Business Style 
 
 NEVER USE IN A LETTER WORDS YOU 
 WOULD NOT USE IN CONVERSATION. 
 
 They make your letter seem stiff and formal, and pre- 
 vent your getting into sympathy with the man or woman 
 to whom you are writing. 
 
78 HUMAN NATURE IN BUSINESS 
 
 Words to be avoided are: Same (as a pronoun th 
 same), herewith, beg, esteemed, apprise, have the honoi 
 
 There is a simple method by which you can acquire a] 
 easy and natural style in letter-writing. 
 
 Imagine that your customer is sitting opposite yon 
 Talk to him in your letter just as you would if he reall; 
 sat there. Never use a word in writing that you woulc 
 not use in talking. Plunge at once into what you hav 
 to say. Say it naturally and without effort. Be sur 
 you say everything your customer will want to kno\$ 
 When you have said what he will want to hear, stop. 
 
 Example 
 Mr. John Jones, 
 
 Pueblo, Colo. 
 Dear Sir: 
 
 Replying to your esteemed favor of the 6th inst., w 
 beg to advise you that at present writing we are out o 
 Merchant brand all-wool socks of the size you mentior 
 but consignment is now en route to us, and we expect t 
 have a full stock not later than the 20th. We are hold 
 ing your order, and as soon as goods arrive we will giv 
 same our prompt attention. 
 
 Hoping this will be satisfactory, we remain 
 Yours faithfully, 
 
 The Burley Merchandise Co., Ltd. 
 
 A Better Style 
 Mr. John Jones, 
 
 Pueblo, Colo. 
 Dear Sir: 
 
 We are very sorry to say that just at this moment w 
 do not have in stock Merchant brand all-wool socks of th 
 size mentioned in your order of the 6th. We have i 
 
THE CONVERSATIONAL STYLE 79 
 
 shipment on the way, and expect to receive it in a very 
 few days. As soon as the goods arrive we will fill your 
 order and dispatch it at the earliest possible moment. 
 
 We trust you will suffer no inconvenience from the 
 short delay. Very truly yours, 
 
 The Burley Merchandise Co., Ltd. 
 
 Very simple notes are often worded in awkward com- 
 mercial phrases. Stiff formality is especially objec- 
 tionable when the occasion is unimportant. 
 
 Secretary's Letter of Acknowledgment 
 
 Dear Madam : 
 
 Mr. Jones requests me to acknowledge receipt of the 
 book you were so kind as to leave yesterday, and to state 
 that he hopes to see you soon and thank you in person. 
 
 Respectfully yours, 
 
 " Requests, " "acknowledge receipt,'* "state" are 
 commercialized words and so to be avoided in a note like 
 this, which should have some grace and literary good 
 manners. Here is a better version : 
 Dear Madam: 
 
 Mr. Jones wishes me to thank you for the book you 
 kindly left yesterday at his office. He was sorry that he 
 was out at the time, but asks me to say that he hopes to 
 see you very soon and thank you in person. 
 
 Very truly yours, 
 
 Simple Letter Enclosing Check to Pay a Bill 
 
 Original : 
 Gentlemen : 
 
 We beg to enclose our check for $134.60 to cover your 
 invoice of July 14th, which we enclose. Please receipt 
 the invoice and return to us at your early convenience, 
 believe us, Yours truly, 
 
80 HUMAN NATURE IN BUSINESS 
 
 Changed : 
 
 Gentlemen : 
 
 "We are enclosing our check for $134.60 in payment 
 of the accompanying invoice. Will you kindly acknowl- 
 edge receipt? 
 
 We thank you in advance. Yours truly, 
 
 The slight changes in this letter do not amount to 
 much the first time or the second time, but the thousandth 
 time the accumulated impression is vast. 
 
 A Letter of Endorsement 
 Poor: 
 
 Dear Sir: 
 
 I have received a copy of your book entitled ''Busi- 
 ness Correspondence, ' ' and beg to advise that I have ex- 
 amined it with care. I find it a remarkably practical 
 and useful work, full of common-sense ideas and well 
 fitted to be found on the desk of any correspondent. 
 Permit me to congratulate you on your success in this 
 regard. 
 
 Yours truly, 
 
 Better : 
 
 Dear Sir: 
 
 I have been reading your book on "Business Corre- 
 spondence," and it has interested me more than any- 
 thing else on this subject that I have seen for a long 
 time. Your suggestions are full of common sense, and" 
 I am sure they will really help any correspondent who 
 may apply them to his own work. They have helped 
 me, and I am eager to see anything else on this subject 
 you may write. 
 
 Congratulating you, I am Sincerely yours, 
 
THE CONVERSATIONAL STYLE 81 
 
 Answer to an Inquiry 
 
 The following letter is given as a model in a recent 
 book on business letter-writing. 
 Gentlemen : 
 
 In answer to your communication of Dec. 1st, with 
 reference to the character and business stability of a 
 certain firm in this city, would say that upon investiga- 
 tion we find said firm to be financially embarrassed, and 
 utterly devoid of honorable, reliable business principles. 
 "We can not recommend you to do business with them. 
 Very truly yours, 
 
 Reserve and restraint should always characterize a 
 letter like this. Greater force often lies in what is left 
 unsaid. 
 Gentlemen : 
 
 On receipt of your letter of Dec. 1st we made investi- 
 gations, and as a result we do not recommend credit 
 transactions. Yours truly, 
 
 The Telegraphic Style 
 
 This is poor : 
 Dear Sir: 
 
 I enclose herewith return copy of lease favor J. H. 
 Jones, same having been executed on behalf of this com- 
 pany. Please* deliver to owner and acknowledge receipt 
 hereof. Yours truly, 
 
 "Herewith" and "hereof" are good words to avoid 
 especially the latter. What is the objection to a simple, 
 straightforward statement in natural English ? The fol- 
 lowing is shorter as well as simpler : 
 
 Dear Sir: 
 
 Will you kindly hand to J. H. Jones the enclosed lease, 
 which has been duly executed by the Company, and 
 acknowledge your receipt of it. Yours truly, 
 
82 HUMAN NATURE IN BUSINESS 
 
 Colloquialisms and Slang 
 
 Since business letters are written in conversational 
 English, the standard of purity is different from that 
 which applies to literary English. 
 
 Slang may be defined as words or phrases which have 
 a touch of vulgarity about them which prohibits their 
 use in writing of any kind, and also in conversation. 
 
 Colloquialisms are homely expressions which do not 
 shock the refined ear in conversation, but which are out 
 of place in careful literary compositions. 
 
 Colloquialisms may be used in letter-writing if neces- 
 sary to make the meaning clear and forceful, but slang 
 should be strictly avoided. 
 
 AN ILLUSTRATIVE CHAIN OF LETTERS 
 The Inquiry 
 
 Cranford, N. H., March 30, 1919. 
 Messrs. Jones & Co., 
 
 Boston, Mass. 
 Gentlemen : 
 
 I wish a dress made to order, and write to know what 
 you can do for me. Do you send samples of spring 
 dress-goods? And do you have anything which shows 
 styles and how to take measurements? 
 
 Oblige, 
 (Mrs.) Bertha M. Smith. 
 
 The Response 
 
 Boston, Mass., April 1, 1919. 
 Mrs. Bertha M. Smith, 
 
 Cranford, N. H. 
 Dear Madam : 
 
 In accordance with your request of March 30, we take 
 pleasure in sending you our spring catalog under sep- 
 
THE CONVERSATIONAL STYLE 83 
 
 arate cover, including a large variety of sample pieces 
 of summer dress-goods, representing all the latest and 
 prettiest weaves. 
 
 We 'believe that we carry the largest line of high-grade 
 dress-goods in this country, and the name " Jones " is 
 a synonym for excellence at a moderate price. If you 
 will write us more in detail, we shall have the greatest 
 pleasure in assisting you to make a suitable selection. 
 We trust we may hear from you again in a short time. 
 
 Yours very truly, 
 
 Jones & Co., 
 By S. D. 
 
 It is not necessary to be stiff even if you are formal 
 in a business letter. In this letter and the others in 
 this chapter, colloquialisms would be out of place. You 
 can not talk to a strange lady in the same free style you 
 would to an intimate friend. 
 
 The Order 
 
 April 9, 1919. 
 Gentlemen : 
 
 I have decided to have a dress made of the goods like 
 the enclosed sample, in your style No. 997. I will have 
 it full silk-lined, price $40, exactly as described in the 
 catalog. I have filled out a measurement-blank, and 
 enclose it. 
 
 I don't see how I can be quite sure that the dress will 
 fit me unless I have tried it on. I think I may go to 
 Boston the latter part of the month, and if you can have 
 it ready I might try it on then. 
 
 Very truly yours, 
 
 (Mrs.) Bertha M. Smith. 
 
84: HUMAN NATURE IN BUSINESS 
 
 Acknowledging the Order 
 Dear Madam: April 11, 1919. 
 
 "We thank you for your order of April 9 and shall hope 
 to please you in every way in filling it. You will re- 
 member, however, that it is stated in our catalog that at 
 least half the price of a made-to-order garment must be 
 paid in advance. "We ask this not only of you but of 
 every one, for you can readily understand that this is 
 the only protection we have. "While ready-made gar- 
 ments may always be returned and money will be re- 
 funded, we can not take back made-to-order garments or 
 exchange them. 
 
 We guarantee, however, that we will give you a per- 
 fect fit, and that you will find the workmanship and 
 style unexceptionable in every way. If the dress is not 
 made precisely as you order it, your money will be re- 
 funded promptly. You will see, therefore, that you, too, 
 are fully protected. 
 
 The most convenient fray will be for you to send the 
 entire amount in advance. If you wish, however, you 
 may send half, and the other half will be collected when 
 the goods are delivered. 
 
 As soon as we hear from you we will begin work at 
 once, and if you are to be in Boston you can call and 
 have the dress fitted in our workrooms. 
 
 We hope we may be able to please you. 
 
 Yours truly, 
 
 Jones & Co. 
 The Inquiry 
 
 Montpelier, Vt, Jan. 10, 1919. 
 Coventry Supply House, 
 Coventry, N. Y. 
 Gentlemen : 
 
 I have your catalog, and have looked all through it 
 to find the kind of gun I want, but it does not seem to be 
 
THE CONVERSATIONAL STYLE 85 
 
 there. All the guns described in the catalog are rifles, 
 and I want a light shotgun a good gun for little money. 
 Do you have any guns of this kind? 
 
 Do you sell furs ? My wife wants to use some in mak- 
 ing up a jacket. If you do not handle them, can you 
 tell me where I can get them? 
 
 I shall be very much obliged if you will let me hear 
 from you immediately. 
 
 Very truly yours, 
 
 Martin Fisher. 
 
 The Response* 
 
 Jan. 16, 1919. 
 Mr. Martin Fisher, 
 
 Montpelier, Vt. 
 Dear Sir: 
 
 We suspect from your letter of January 10 that you 
 do not have our regular winter catalog, and take plea- 
 sure in sending you a copy under separate cover. 
 Probably the catalog to which you refer is our special 
 catalog of rifles in which no shotguns are described. If 
 you will look on pages 95-96 of the catalog we are send- 
 ing you, you will find a number of shotguns described 
 and quoted. Some are priced very low indeed, yet we 
 fully guarantee everything we sell, and you may be sure 
 that you will find nothing better of its kind on the 
 market. 
 
 We do not handle furs not made up into garments. 
 For the skins we would refer you to Messrs. Back, Becker 
 & Co., Washington Street, Boston. If you ask them for 
 " scraps " and tell them exactly what use your wife 
 wishes to make of them, possibly you can get small 
 
 * Observe that the response is full, courteous, and helpful, tho the 
 subject-matter seems unimportant. , Heads of houses could not afford 
 to write such letters, but employees at low salaries may easily be 
 trained to do so, and carefully prepared letters may be adapted so as 
 to be used many times. 
 
86 HUMAN NATURE IN BUSINESS 
 
 pieces at a low price which will serve as well as expen- 
 sive whole skins. 
 
 "We hope you will look our catalog through carefully 
 at your leisure, for we know you will find many ex- 
 cellent bargains. We carry only new and high-class 
 stock, and permit our customers to return, at our ex- 
 pense, any article they do not find exactly as represented. 
 If at any time you receive any goods that do not please 
 you, tho we have filled your order exactly as you have 
 sent it, still you can return the goods and we will refund 
 your money, less forwarding charges. We are always 
 pleased to answer questions, and will do everything in 
 our power to aid you. 
 
 Yours truly, 
 
 Coventry Supply House. 
 
 Assignment IX 
 
 Supposing that we have selected a business which we 
 have studied with care so that we can apply to it the 
 System of Analysis, and have chosen some one item of 
 goods which we understand well enough so that we 
 know what questions customers might ask, let us 
 
 1. Formulate the question orally and then in a letter 
 of inquiry, 
 
 2. Answer the question orally, and then in a letter 
 replying to the inquiry, 
 
 3. In reply to No. 2 place a conditional order, first 
 stating the order orally and then in the form of a letter, 
 
 4. Acknowledge the order in an appreciative way, 
 first orally, then in a letter. 
 
 5. We may repeat these four steps in the study of 
 another item of goods, and if necessary a third item, 
 until this interchange of business can be executed with 
 some tact, human feeling, and intelligent sympathy. 
 
II 
 
 ORDERING GOODS AND HANDLING 
 INQUIRIES 
 
 Two Kinds of Letters Buying and Selling 
 
 IN business there are two things buying and selling. 
 Successful buying consists in knowing what to buy, and 
 the only important thing in buying is to specify every- 
 thing you want and make it perfectly clear just how 
 you want it. 
 
 Buying-letters should be just as brief as possible 
 they can't be too brief in the mere matter of words if 
 they cover clearly every essential point. 
 
 Selling-letters, on the other hand, must be as long as 
 the prospective customer will read and must display all 
 the fine art and highest skill in letter-writing. It is in 
 these letters that the fine art of business English is dis- 
 played, and in which the true art of advertising must be 
 constantly exercised. 
 
 Ordering Goods 
 
 In ordering goods be sure to 
 
 1. Make a list, or arrange in a column, if there are 
 several items, to avoid confusion, 
 
 2. Give sizes, styles, and all other details you possibly 
 can, or clearly explain what you want, 
 
 3. State how money is sent, or how you intend to 
 make payment, 
 
 4. Indicate whether shipment is to be made by mail, 
 express, or freight. Remember that if goods are to be 
 
 87 
 
88 HUMAN NATURE IN BUSINESS 
 
 sent by mail, money should usually accompany the order, 
 including an allowance for the postage. 
 
 The letter can not be too brief, but it must be clear 
 and complete. 
 
 A Poor Letter Ordering Goods 
 
 Ashford, 1 Feb. 8, 1919. 
 Whittington & Co., 
 
 New York. 2 
 Gentlemen : 
 
 Please send as soon as possible Rand-McNally's atlas, 3 
 a dozen handkerchiefs, five cakes of soap, and some 
 writing-paper and a half a dozen pens. Send as soon as 
 you can, 4 and I will pay on arrival. 5 
 
 Yours truly, 
 
 Martha Martin. 
 
 1. The address is not sufficient, since the state is 
 omitted. If the town is small, always give the county. 
 
 2. Always give the street address when you can. 
 
 3. Rand, McNally & Co. publish many atlases at many 
 prices, and it would be impossible to know from this 
 statement what was wanted. There are many grades of 
 handkerchiefs, many brands of soap, and a great variety 
 of paper and pens. Not a single item in this order 
 could be intelligently supplied. 
 
 4. This is practically a repetition of the language 
 with which the letter opens. 
 
 5. Small consignments of goods are usually not 
 shipped to a distance unless the price is paid in advance. 
 In any case, there should be a clear statement as to just 
 how the goods should be forwarded, whether by mail, 
 express, or freight, unless there is a free wagon-delivery 
 from a large local store. 
 
ORDERING GOODS, HANDLING INQUIRIES 89 
 
 The Same Letter Properly Written 
 
 Ashford, Conn., Feb. 8, 1919. 
 Messrs. Whittington & Co., 
 3 Whitehall St., 
 
 New York City. 
 Gentlemen : 
 
 Please send as soon as possible the following : 
 1 Rand-McNally's Popular Atlas of the World, $2; 
 1 doz. ladies' white linen handkerchiefs, the best value 
 you have at about 25c. each; 
 
 6 cakes of glycerine soap, lOc. a cake, 6 for 50c. ; 
 A box of ladies' cream note-paper and envelops, 
 rough finish, unruled, about 35c., or any special value 
 you have of this grade. 
 
 I enclose money-order for $5, and will ask you to 
 refund any balance in my favor or prepay forwarding 
 charges. 
 
 Yours truly, 
 
 (Miss) Martha: Martin. 
 Encl. M. 0. 
 
 Notice in regard to this letter 
 
 1. That while it is not necessary to prefix "Messrs." 
 to a firm name, it bespeaks your culture and education, 
 as well as your courteous disposition, to be careful in 
 these details. 
 
 2. When different articles are ordered, each item 
 should be given a line by itself that is, should be made 
 a paragraph, even if, as in this case, the various items 
 are separated by semicolons and form parts of a single 
 sentence. This is a case in which the sentence includes 
 several paragraphs. 
 
90 HUMAN NATURE IN BUSINESS 
 
 3. Observe that items of this sort should be separated 
 by semicolons, while after the last one you place a period. 
 The semicolon means, in a practical way, "There is 
 more to come," while the period means, "This is the 
 last item." 
 
 4. Always describe what you want so fully that you 
 are sure the clerk will know exactly what to send you. 
 Never send an order by mail for something you are your- 
 self in doubt about. It is better to write first for infor- 
 mation. 
 
 5. Many women have an idea that it is independent to 
 sign initials (so that a stranger receiving a letter does 
 not know whether it comes from a man or a woman), or 
 else the simple given name without Miss or Mrs. ; but the 
 only courteous way is to relieve the stranger of the em- 
 barrassment of guessing whether you are married or 
 single, and avoid ridiculous blunders by writing Miss or 
 Mrs. before the name in parentheses. Only vulgar 
 people write it without the parentheses. 
 
 Answering Inquiries 
 
 Before answering any letter be sure that you under- 
 stand fully all about the subject concerning which you 
 are going to write. If you do not understand clearly 
 every phase of it, make inquiries until you understand. 
 
 When you understand the matter yourself, explain 
 everything clearly, point by point, to the customer. 
 
 Think of the customer as a little child, and tell him 
 all about first this point, and then the next point, and 
 then the next. Think carefully just what he knows, and 
 just what he would like to find out. Try to put your- 
 self in his place. 
 
)RDERING GOODS, HANDLING INQUIRIES 91 
 
 A Poor Answer to a Letter Ordering Goods 
 
 (Letter-head and date.) 
 tfiss (Mrs.?) Martha Martin, 
 Ashford, Conn. (7). 1 
 Dear Miss 2 or Madam: 
 
 We hereby 3 acknowledge receipt of your esteemed 4 
 >rder of the 8th inst., which has had our prompt atten- 
 ion. 5 We are unable to ship the goods, however, since 
 rou do not state what quality and kind of goods you 
 ;vish, and make no enclosure of remittance. 6 
 
 If you will supply us with the necessary information 
 is to quality and kind of goods desired, and will remit 
 i sufficient amount, we will give your order immediate 
 ittention. 
 
 Yours truly, 
 
 1. Do not insult a customer even by the hinted criti- 
 cism of a question-mark. 
 
 2. "Dear Madam " is sufficient. 
 
 3. Such words as "hereby," "herewith," etc., are 
 usually unnecessary in a letter, and help to give it that 
 forbidding formality which repels and deadens interest. 
 
 4. Useless jargon, quite meaningless. 
 
 5. How many business letters contain statements of 
 this, kind, which really mean nothing, even if they are 
 not untrue ! 
 
 6. The writer evidently did not know what she 
 wanted, and detailed information should have been sup- 
 plied. 
 
 The Right Answer to This Letter 
 
 Martha Martin, (Letter-head and date.) 
 
 Ashford, Conn. 
 Dear Madam : 
 We have received your order of the 8th, but are 
 
92 HUMAN NATURE IN BUSINESS 
 
 unable to fill it until we find out a little more exactly 
 what you want. 
 
 Do you wish Rand-McNally's Popular Atlas of the 
 "World, price $2.00? We sell a great many of these. 
 
 What price do you wish to pay for handkerchiefs, and 
 do you wish white or colored, ladies' or gentlemen 's 
 size? 
 
 What brand of soap do you prefer, and what price 
 would you care to pay? 
 
 We have ladies' fancy writing-paper, put up 24 sheets 
 and 24 envelops in a box, at 25c. to 50c. a box; also 
 very good note-paper by the pound at 20c., envelops to 
 match lOc. a package. 
 
 It will be cheaper for you to send the necessary 
 amount of money in advance, and let us forward by 
 express, you paying the charges when you receive the 
 goods. Of course, we will let you exchange or return 
 any goods you do not like. 
 
 As soon as we hear from you we will give your order 
 prompt attention. 
 
 Very truly yours, 
 
 Notice 
 
 1. That as "Martha Martin" did not write "Miss" 
 or "Mrs." before her name, no title can safely be used. 
 
 2. That in selling by mail you must give the smallest 
 order as much attention as the largest. The small buyer 
 may become the big buyer ; and besides, the greatest suc- 
 cesses have been based on uniform courtesy to all. 
 
 3. That the ignorant customer wants suggestion and 
 help which should be sympathetic, and not officiously 
 obtrusive. 
 
 4. That every item spoken of should have a paragraph 
 to itself, and the facts should be stated in perfectly sim- 
 ple language, without any trade terms. 
 
ORDERING GOODS, HANDLING INQUIRIES 93 
 
 5. That while a letter ordering goods may be as short 
 as you can make it, a letter explaining difficulties must 
 be sufficiently long to cover fully all the details. 
 
 A Poor Reply to Letter of Inquiry 
 
 (A customer writes to say, "I am thinking of buying 
 a piano. I want something good, and cheap. What 
 would you advise? Have you silver G strings for a 
 violin? I have a pretty good violin, but the G string 
 grates somewhat, and I thought possibly a silver string 
 might be better. "What do you charge for Chopin's 
 "Nocturnes?") 
 
 Feb. 3, 1919. 
 Mrs. John Farewell, 
 
 Aberdeen, N. Dak. 
 My dear Madam, 
 
 In reply to your esteemed favor, which seems to have 
 no date, 1 we are sending you our complete catalog, in 
 which you will find full particulars of all the styles of 
 pianos, violin-strings, and music which we have, with 
 prices attached. 2 We sincerely hope you will be able 
 to make a suitable selection, and that we may be favored 
 with your valued 3 order at an early date. 
 
 Trusting this information may be entirely satisfac- 
 tory, 4 we beg to remain, 5 
 
 Yours truly, 
 
 1. Almost an insult to the customer to remind him 
 that he has not dated his letter. 
 
 2. "Attached" is used in a technical commercial 
 sense and might confuse an ignorant person. This ref- 
 erence to prices may just as well be omitted, for the 
 customer in looking over the catalog will find the prices. 
 
 3. "Valued" is meaningless here. 
 
94 HUMAN NATURE IN BUSINESS 
 
 4. A word greatly overworked, and having little or 
 no distinct meaning. 
 
 5. This last sentence has been inserted merely to fill 
 out and make a close. It is just as well to omit it en- 
 tirely and write simply, " Yours truly." 
 
 The Same Letter Rewritten 
 
 The letter quoted above is a very stupid one, and is 
 precisely the kind that is likely to drive a customer away 
 just when relations have been opened and an excellent 
 sale is in prospect. Any salesman who met a customer 
 in a store in this indifferent fashion would be discharged 
 without ceremony. 
 
 Blank & Blank, Chicago, 111., Feb. 3, 1919. 
 Mrs. John Farewell, 
 
 Aberdeen, N. Dak. 
 Dear Madam: 
 
 We are much interested in your letter just received 
 and are sending you our catalog. 
 
 About what price did you wish to pay for a piano, and 
 for what sized room did you want it? We have a 
 great variety, and many excellent instruments at as- 
 tonishingly low prices. If you will kindly tell us just 
 what you had in mind, we shall take great pleasure in 
 advising you to the best of our ability. 
 
 Quite possibly a silver string would improve the tone 
 of your violin. We can send you one for $1.00. 
 
 We enclose a little folder with prices of standard 
 music which we carry. You will find Chopin's Noc- 
 turnes quoted on pages 3, 9, and 12. You will also find 
 them in some of the general collections described on 
 page 2. If you do not find just what you want, write 
 more in detail. 
 
ORDERING GOODS, HANDLING INQUIRIES 95 
 
 We shall look for another letter from you in a day 
 or two, for we feel sure we can please you, and you 
 can always depend on fair and courteous treatment 
 from us. 
 
 Very truly yours, 
 
 SELLING LETTERS WITH THE INQUIRIES THEY 
 ANSWER 
 
 The First Inquiry 
 
 Mar. 3, 1919. 
 Messrs. Macy & Co., 
 
 New York, N. Y. 
 Gentlemen : 
 
 I understand you sell men's furnishings by mail. 
 Have you anything that will show fully what you offer ? 
 I wish to buy, but should like full information in regard 
 to what I purchase, and also should like to know if I 
 may return anything I do not like. 
 An early reply will oblige. 
 
 Yours truly, 
 
 Henry Farley. 
 
 Reply to the Inquiry 
 
 Mar. 4, 1919. 
 Dear Sir: 
 
 In compliance with your request of yesterday we 
 .hasten to send you our complete catalog, in which you 
 will find a detailed description of our entire line of 
 goods. 
 
 We make it a rule to protect our customers in every 
 ! possible way. If goods are not satisfactory, they may 
 be returned at our expense. "We also forward C. 0. D., 
 with privilege of examination. 
 
 We believe that we have the finest goods in our par- 
 ticular line to be found in New York, or anywhere else. 
 
98 HUMAN NATURE IN BUSINESS 
 
 You will find us prompt and courteous, and anxious to 
 do anything we can to serve you. Our salesmen and 
 correspondents are at your disposal, and we shall be 
 glad to give you fuller information at any time if you 
 let us know just what you are looking for. 
 
 Trusting we may hear from you again at an early 
 date, and have the honor of filling your orders, we are 
 Most cordially yours, 
 
 The Follow-up Letter 
 
 Mar. 16, 1919. 
 Dear Sir: 
 
 About two weeks ago we had an inquiry from you in 
 regard to our line of goods, and wrote you immediately, 
 sending you our catalog. We should be glad to know 
 if the catalog reached you promptly. If it did not 
 come to hand, please let us know and we will send 
 another. 
 
 We are confident that we have the best goods in our 
 line to be found in New York, or in any city, and at 
 reasonable prices. You will not find anywhere a house 
 that will extend you more courtesies, or deal by you 
 more fairly, nor will you anywhere get prompter ser- 
 vice. We pride ourselves on the promptness with which 
 we fill all orders. Many of them are filled the very day 
 they are received. 
 
 May we not hear from you shortly and know in what 
 way me may serve you ? 
 
 Yours truly, 
 
 The Second Inquiry 
 
 Mar. 20, 1919. 
 Gentlemen : 
 
 I want a pretty pink and blue cravat for about 50c. 
 I do not care to go higher. I want one that will wear 
 ivell and look rich. What would you recommend? I 
 
ORDERING GOODS, HANDLING INQUIRIES 97 
 
 also want some shirts and collars. Can you recommend 
 your 50c. unlaundered shirts for wear? Do you think 
 your lOc. collars are as good as the 25c. ones ?* 
 
 As soon as I hear from you I will send you an order. 
 Yours truly, 
 
 Henry Farley. 
 
 Answer to the Second Inquiry 
 
 Mar. 21, 1919. 
 Dear Sir: 
 
 We think we have such a tie as you describe in your 
 letter of yesterday, and if you will send us an order, 
 with as full a description as possible of what you want, 
 we will exercise our best judgment, and believe we can 
 send you something pretty. In any case, you know, it 
 may be returned if you do not like it, and we will make 
 another selection or refund your money. 
 
 The fronts of our 50c. unlaundered shirts are rather 
 small, and, of course, the material is not of the finest. 
 We have something at 75 c., which you will find de- 
 scribed under No. 4786 on page 32 of the catalog, which 
 we can recommend in every possible way, and we believe 
 that you will find this a better bargain than the cheaper 
 shirts, tho they are as good for the money as you will 
 find elsewhere, and, if anything, a little better. 
 
 We do not hesitate a moment in recommending our 
 lOc. collars, in quarter sizes. We can fit you perfectly, 
 and you will not be able to tell the difference between 
 these and collars costing double. Remember that you 
 get two of these for one of the others. 
 
 We shall hope to receive your order at an early date. 
 Very truly yours, 
 
 * This seems a foolish question, but may have a certain meaning not 
 fully exprest which the correspondent must divine and answer intelli- 
 gently and politely. 
 
98 HUMAN NATURE IN BUSINESS 
 
 The Order 
 
 Mar. 30, 1919. 
 Gentlemen : 
 
 Please send me your neatest pink and blue 50c. 
 cravat, two 75c. unlaundered shirts, and half a dozen 
 of your lOc. collars. I enclose $5, and will ask you to 
 return any balance remaining. 
 
 Yours truly, 
 
 Henry Farley. 
 
 Acknowledging the Order and Asking Information 
 
 Mar. 31. 1919. 
 Dear Sir: 
 
 Thank you for your order of yesterday, with remit- 
 tance of $5. Unfortunately you omitted to give the size 
 of shirts and collars. We would suggest that you send 
 not only the neck-measurement, but the length of sleeve 
 desired. In measuring the sleeve, measure from the 
 seam on the top of the shoulder to the wrist. 
 
 As soon as we know the sizes desired we will give your 
 order prompt attention, and you will get the goods 
 within a day or two. 
 
 Once more thanking you, we are 
 Yours truly, 
 
 April 3, 1919. 
 Gentlemen : 
 
 My neck measure is 16 inches, and sleeve 33. Kindly 
 send the goods as soon as possible. 
 Yours truly, 
 
 Henry Farley. 
 
ORDERING GOODS, HANDLING INQUIRIES 99 
 
 A Complaint* 
 
 April 5, 1919. 
 Gentlemen : 
 
 I expected to receive to-day at the latest the goods 
 ordered of you March 30, but they have not reached me. 
 Let me know by return mail when I shall get them. 
 Yours truly, 
 
 Henry Farley. 
 
 Answer to the Complaint 
 
 April 6, 1919. 
 Dear Sir: 
 
 The goods ordered by you March 30, you will remem- 
 ber, we were unable to forward until we had received the 
 sizes given in yours of April 3. It takes about one day 
 for us to select the goods and fill out invoices. These 
 were dispatched yesterday, and notification mailed you. 
 No doubt you have received the goods before this. 
 
 We hope you will be pleased with what we have sent 
 you, and that we may be favored with additional orders 
 from you in the future. Yours truly, 
 
 Goods Received; Customer Dissatisfied 
 
 April 6, 1919. 
 Gentlemen : 
 
 The goods I received from you came this evening. The 
 shirts and collars are all right, but I do not like the 
 cravat at all. I wanted something quiet and sober, and 
 you have sent me a flaring, high-colored thing. I send 
 it back by post, and will ask you to send me another, 
 such as I want. Yours truly, 
 
 Henry Farley. 
 
 * This complaint is absurd, but requires just as polite an answer as 
 if it were well founded. 
 
100 HUMAN NATURE IN BUSINESS 
 A Pleasant Letter of Adjustment 
 
 April 7, 1919. 
 Dear Sir: 
 
 We are very sorry to see by your favor of the 6th that 
 the cravat we chose did not please you. "We are glad 
 you acted promptly and returned it, and no doubt we 
 shall receive it to-day or to-morrow. As soon as it comes 
 to hand we will choose another that we hope will please 
 you better, and send it at the earliest possible moment. 
 
 We are always anxious to please our customers, and 
 you will find us ready at all times to make every pos- 
 sible effort to meet your wishes. 
 
 We trust we shall be more fortunate this time in our 
 selection of a cravat. 
 
 Very truly yours, 
 
 The Customer Impatient 
 
 April 10, 1919. 
 Gentlemen : 
 
 A day or two ago I received your letter dated April 
 7, in which you said you would send me another cravat 
 at once for the one I returned to you. I have not yet 
 received it, and wish you would trace it. 
 Yours truly, 
 
 Henry Farley. 
 
 The Company Always Polite 
 
 April 11, 1919. 
 Dear Sir: 
 
 We regret to know by your letter of the 10th that the 
 second cravat sent you had not come to hand. It was 
 posted on April 8, but the post-office is often a little 
 slow with parcels of merchandise, and it is our experi- 
 ence that goods sometimes lie a day or two before they 
 go out. 
 
ORDERING GOODS, HANDLING INQUIRIES 101 
 
 If you do not receive the cravat by the 14th, let us 
 hear from you again, and we will do what we can to 
 trace it. 
 
 Hoping, however, that there will be no more delay, 
 and that the article when received will prove satisfac- 
 tory, we are Very truly yours, 
 
 A Follow-up Letter for a Later Order 
 
 July 25, 1919. 
 Dear Sir: 
 
 Some time ago we received a small order from you, 
 which we hope we filled to your satisfaction. 
 
 We are mailing to you to-day our new autumn cata- 
 log, and ask you to look it over carefully, for we believe 
 we have as fine a line of goods as you will get anywhere, 
 and at most reasonable prices. 
 
 You will find us exceptionally prompt, and always 
 courteous. Anything you do not like may be returned 
 at our expense, and we will send you something else in 
 its place, or refund your money. So you see that you 
 take no risk whatever in shopping by mail. 
 
 May we not hear from you again soon ? 
 Faithfully yours, 
 
 Assignment X. Letter Ordering Goods 
 
 The writing of clear, definite, and complete orders is 
 an important thing in every business. In a manufac- 
 turing business, raw material must be ordered, and in a 
 mercantile business, orders must be placed to replenish 
 the stock. In this assignment we shall confine our- 
 selves to orders for goods described in the printed 
 matter which we use as our text on that business. 
 
 Let us write a letter containing an order for twelve 
 items, being sure that every detail necessary to filling 
 the order has been stated. These letters should be ex- 
 
102 BtTMAN NATUEE IN BUSINESS 
 
 changed between members of the class and carefully 
 checked over to find omissions or unnecessary words. 
 If defects are found, either the person finding them may 
 write a letter asking for the missing information, or the 
 teacher may require the writing of a second or third 
 letter ordering goods till this work can be done with 
 business-like completeness and accuracy. 
 
 Assignment XL Writing and Answering Inquiries 
 
 The class may be divided into two portions. Mem- 
 bers of each half may search the printed matter of the 
 business that is studied to find questions which would 
 be fair inquiries, even if they themselves know the 
 answers. Then section one will exchange letters with 
 section two, and they will proceed to answer the in- 
 quiries as in a real business house. Some original search 
 and investigation may be necessary to get the answers 
 to the questions. This will lead to a deeper study of 
 the business than had been made, and outside persons 
 familiar with the business will have to be interviewed. 
 These may be any employees in that line of business 
 with whom it is practicable to get in touch. 
 
 Assignment XII. Making Sales-Arguments 
 
 When the information required by the preceding 
 assignment has been secured and discust so that all 
 the points are understood those receiving the inquiries 
 should answer them with a view to making sales. If 
 the arguments do not seem sufficient, the reply may be 
 an evasive letter making objections; but if it appears to 
 be a successful sales-presentation, a letter containing an 
 order should be written. When orders are not given, a 
 follow-up letter should be written in an attempt to 
 strengthen the sales-appeal. 
 
ORDERING GOODS, HANDLING INQUIRIES 103 
 Assignment XIII. Caring for Delayed Shipments 
 
 After orders have been placed, each member of the 
 class should write a letter complaining of delayed ship- 
 ment, and the other member of the class to whom it is 
 addrest should reply with a tactful, soothing letter cal- 
 culated to produce patience. 
 
 Assignment XIV. Adjusting Complaints 
 
 When finally the goods are supposed to have been re- 
 ceived, a letter may be written by each member of the 
 two sections to some member of the opposite section 
 making complaint as to the condition of the goods, and 
 a pleasant letter of adjustment should be written in 
 reply. 
 
Ill 
 
 SYSTEM IN HANDLING CORRESPONDENCE 
 
 How to Write One Hundred Good Letters a Day 
 
 You write one hundred letters a day. 
 
 They all seem to be different. 
 
 In any large correspondence, the majority of the let- 
 ters will be routine that is, on one, two, or three 
 general subjects. They may all have the burden, "Pay 
 up"; they may all say, "Buy my goods "; they may be 
 answers to inquiries on one particular line of goods; 
 they may be answers to complaints about shipments. 
 
 Carefully think over the letters of any typical day. 
 Divide them into a few classes. Take up first the largest 
 class. With carbon copies of a day's letters before you, 
 choose a number which are typical of the largest class. 
 Bead half a dozen of these aloud in succession ; you will 
 be surprized to find how much alike they are. 
 
 There is a great likeness ; there is a little difference. 
 
 The first thing you want to do is to find out the best 
 ways of handling the part that is common to all. 
 
 Spend an entire evening studying that type over. 
 Try to think of new, good ways of expressing your 
 meaning. Drop your old hack-phrases and get new, 
 natural ones. Spend several hours in writing one letter 
 in different ways. Choose the best ways not one, but 
 several. Then take up another letter of the same class, 
 and work on that very slowly. Eefer to any good 
 models you may have at hand, to any correspondence you 
 may receive of this kind. 
 
 Make one really good letter. 
 
 104 
 
SYSTEM IN CORRESPONDENCE 105 
 
 With this good model in your mind you can vary in a 
 multitude of ways in your dictation on the spur of the 
 moment, tho without making any essential or very im- 
 portant change ; and if the model is good, the variations 
 can be made correctly tho quickly. 
 
 Then take up another class of letters and master that. 
 
 But master one kind of letter at a time take a week 
 for it if necessary. A great deal of time spent in prep- 
 aration of this kind will save vastly more time in the 
 routine of your work, and you can compose in a few 
 seconds a letter just as good as if you spent a day over 
 it. The chances are, indeed, that when you are once 
 fully prepared, you will write a better letter if you 
 write quickly than if you write slowly. 
 
 Forms and How to Use Them Successfully 
 
 Demosthenes had a book containing forty or fifty pero- 
 rations suitable for any occasion. 
 
 We find those form-paragraphs used again and again 
 in his greatest orations. 
 
 He studied until he found the very best possible way 
 of saying a certain thing, or several good ways, and then 
 he stuck to them. 
 
 Form-Sentences 
 
 Do not attempt to write form-letters in ordinary cor- 
 respondence. 
 
 Use form-sentences. 
 
 Study carefully the easy and natural ways of saying 
 some of the things you have to say often. Find two or 
 three ways of saying the same thing. Improve those 
 forms whenever you can. 
 
 Then use them judiciously. 
 
 Beware of falling into a rut. Don't use the form 
 
106 HUMAN NATURE IN BUSINESS 
 
 because it is a form and easy; use it because in that 
 form you have found the best possible way of saying 
 what you have to say. That is why Demosthenes used 
 his form-paragraphs. 
 
 When to Use a Form-Letter 
 
 If you have a large number of inquiries, all just alike, 
 it would be folly to do otherwise than follow the best 
 possible reply that you can devise with the most careful 
 study. Get a form and let the typewriter copy it. 
 
 If you have a large number of inquiries all just alike 
 except for the addition of some slight question, begin or 
 end your letter by giving the special information, and in 
 the rest of the letter follow your form. 
 
 When you write a circular letter to persons you have 
 never heard from or can not distinguish, divide those 
 persons into classes according to profession, habits, or 
 education and position in the world, and write an en- 
 tirely separate form-letter for each class, adapting that 
 letter to the class just as carefully as you would to an 
 individual. 
 
 When Not to Use Form-Letters 
 
 Never use form-letters in writing to persons you know 
 are different, whose letters to you differ ever so slightly, 
 or who will feel somehow that you are putting them in a 
 wide class. The only good form-letter is the one which 
 each reader will think was a carefully planned letter to 
 him alone of all the people in the world. 
 
 s/ Learn to Freshen Your Letters 
 
 Letters as well as advertising need to be freshened 
 occasionally, and freshened in a radical way. It is not 
 enough that the same customer does not get a particular 
 form-letter twice. If letters are always worded in the 
 
SYSTEM IN CORRESPONDENCE 107 
 
 same general style, written on a letter-head that has long 
 been familiar, and carry the same general arguments, 
 they are not going to have their maximum of success. 
 
 It is impossible for one man to invent many different 
 styles, and when you want a new style it is advisable to 
 get a new man to do it. 
 
 While one letter-head used year in and year out, so 
 that it is an established trade-mark, is a good thing for 
 all routine business, soliciting letters should be sent out 
 on a constantly changing style of paper and printing. 
 Vary the color and quality of the paper, the arrange- 
 ment and design of the type, and provide a new but 
 characteristic design or cut. The changes need not be 
 great ; but the impression of the whole should be fresh. 
 
 No mistake could be greater than to abandon a well- 
 composed literary form. Phrases worked out with great 
 difficulty and tested by success should not be discarded 
 without careful consideration. Change is desirable, but 
 it should not be too radical. Indeed, if one has worked 
 out a dozen good ways of putting a thing, those dozen 
 ways may be combined in thousands of styles, and the 
 fresh combination is a fresh letter. 
 
 And after one good form has been used till it grows 
 stale and is laid aside, one may often return to it after a 
 time with great success. Every good letter and advertis- 
 ing form should be kept in a file for constant and ready 
 reference, and the good things that have been done 
 should be often reviewed that nothing of value be lost 
 till it is completely exhausted, if that time ever comes. 
 At the same time, a man with brains must be constantly 
 behind every set of forms or they will certainly lose 
 their potency. 
 
 When a series of form-letters have been sent out to a 
 list of persons who ought to give good business but have 
 failed to do so, it is well to sit down and dictate to each 
 
108 HUMAN NATURE IN BUSINESS 
 
 person on that list an original letter even if it is not as 
 good as the regulation form. A remark or two may be 
 written by hand at the bottom or the side, and the 
 signature should always be in the handwriting of the 
 dictator, even if a firm name is signed. 
 
 Variation in the general appearance of letters may be 
 secured by using different typewriters and sizes of type, 
 and different colors of typewriter ribbons. 
 
 But the power behind all these efforts at variation is 
 the restless, resistless, energetic, and determined man. A 
 prize-fighter may receive a blow over the heart and not 
 be affected by it, or a blow over the eye, or in the pit of 
 the stomach ; but let him get all those different blows in 
 succession, from a man who takes him wherever he 
 seems to be weak, and after awhile he will succumb. 
 The same is true of the customer. He may not yield to 
 solicitation on this argument, or on that, or on some 
 other ; but he may yield on all combined, put forth by a 
 man who is never weary. 
 
 It takes energy and hard work to write continually 
 fresh letters. Nothing is harder than originality main- 
 tained at high pressure. But it is for work of that kind 
 that a man is paid ; and he is usually paid according to 
 the amount of work he does. 
 
 System in Freshening Publicity 
 
 Even if an enormous amount of advertising and letter- 
 writing is being done, each new advertisement and each 
 new soliciting circular-letter is an experiment. The wise 
 man will have a series of experiments in hand all the 
 time. He will get up a new letter or a new advertise- 
 ment every week and will put it out where he can test it. 
 He will watch it with the greatest care, continually 
 checking up results. The failures he will drop. The 
 successes he will have in readiness for a new campaign. 
 
SYSTEM IN CORRESPONDENCE 109 
 
 He will never go into a large campaign with that which 
 has not been thoroughly tested, any more than a rail- 
 road company would build a new bridge with steel that 
 had not been tested because they had built one bridge 
 and found it all right. 
 
 If you are promoting business in any way, see that 
 your testing department is always busy. 
 
 This form-paragraph system is peculiarly applicable 
 to complaint-letters. 
 
 Complaint-Letters 
 
 One of the most important kinds of letters in all 
 branches of business is the letter answering complaints 
 made by customers, and this subject may well be en- 
 larged upon and illustrated at some length here. 
 
 All such letters should be extremely polite, friendly, 
 and soothing. 
 
 A correspondent in the claim-department of a rail- 
 road company once said to his manager, "That man 
 makes me so angry I don't know what to do with my- 
 self." 
 
 "You are paid," said the manager, "to sit and take 
 such irritating letters as his, and act as if you really 
 enjoyed them." 
 
 The man who was so irritating said afterward he sent 
 his large business over that line because they were 
 always so good-natured he really had no excuse to take 
 it away. 
 
 A Poor Answer to a Letter of Complaint 
 
 A customer writes: "More than a month ago I sent 
 you $2 for a set of Smart's books on English. After 
 two weeks I had heard nothing, and wrote to you. In 
 reply to that letter I had one from you saying you 
 would trace the books, and if they were lost you would 
 
110 HUMAN NATURE IN BUSINESS 
 
 send me another set. I have heard nothing since. Now 
 you've got my money, and I have nothing. Unless you 
 either send the books or return my money immediately 
 I shall refer the matter to my lawyer. 
 
 (Letter-head) Coventry, Jan. 2, 1919. 
 Mr. John Roche, 
 
 Norwich, Conn. 
 Dear Sir : 
 
 Your letter of the 29th ult. surprizes us somewhat. 
 You must know that sometimes goods go astray, even 
 when the greatest possible care is taken. Besides, our 
 responsibility ends the moment we deliver the goods 
 to the post-office and get our receipt. If you have a 
 friend in the city and he will call, he can see our receipt 
 from the post-office at any time. As a matter of ac- 
 commodation to our customers, however, we always do 
 what we can to locate goods that go astray, and in case 
 of loss assist in making claim. If you doubt our re- 
 sponsibility or standing, you may write to the Com- 
 mercial Bank of this city, to whom we refer by per- 
 mission. 
 
 We send you another set of books, however, and 
 would ask you kindly to notify us if the first set turns 
 up later. 
 
 Trusting we may be favored with your patronage in 
 the future, we remain 
 
 Yours truly, 
 
 Barwell & Barton. 
 
 However cantankerous a customer may be, whatever 
 mean things he may say, whatever provoking insinu- 
 ations he may make, no wise business man will allow 
 even the tone of his letter to be affected in the least 
 degree. In writing to that customer he will employ the 
 same terms of warm cordiality, and show the same 
 
SYSTEM IN CORRESPONDENCE 111 
 
 sympathetic interest as in the case of a mild complaint 
 from his most intimate personal friend. 
 
 Indeed, it is when a customer is irritated that you 
 need to use your utmost powers of soothing sympathy. 
 Nothing is more effective than to say that the writer 
 will give the matter his immediate personal attention, 
 and act precisely as he would if a friend had suffered. 
 
 The Same Letter Rewritten 
 
 Jan. 2, 1919. 
 Mr. John Roche, 
 
 Norwich, Conn. 
 Dear Sir: 
 
 "We are exceedingly sorry and greatly surprized to 
 see by your letter of the 29th ult. that you have not yet 
 received the set of Mr. Smart's books which you ordered 
 so long ago. You certainly have been most patient to 
 wait so long, and we quite understand your feeling in 
 the matter indeed, we should feel precisely as you do 
 were we in your position. 
 
 We trust, however, that you will not hold us respon- 
 sible in this particular case. The receipt we hold shows* 
 that the books were promptly dispatched by parcel-post 
 on receipt of your order. We try to forward the same 
 day the order is received. It sometimes happens that 
 the post-office is remiss, and many shippers hold that 
 their responsibility ceases the moment the goods are 
 turned over to the post-office. We, however, always con- 
 sider the interests of the customer as our own until he 
 has actually received the goods in good condition, and 
 found them to be entirely satisfactory. 
 
 We are sending you to-day another set of books. If 
 the set first dispatched should turn up, we beg that you 
 will notify us and we will forward postage for its return. 
 
112 HUMAN NATURE IN BUSINESS 
 
 Thanking you for your patience and courtesy in this 
 matter, we are 
 
 Very truly yours, 
 
 Barwell & Barton. 
 
 Assignment XIV. Form-Letters 
 
 Thinking of the business which we have been analyz- 
 ing, while we study the Form-Chart for Complaints on 
 page 113, let us first consider one by one whether 
 these paragraphs apply to that business. Such as do 
 not may be checked off. Then for each paragraph let 
 us write from the customer such a letter of complaint 
 as that paragraph might be an answer to, mentioning 
 some specific goods and making the letter complete in 
 every respect. Finally, let us use the paragraph in a 
 complete letter properly answering the complaint. Only 
 one letter under each of the five headings may be writ- 
 ten, if that seems desirable. 
 
SYSTEM IN CORRESPONDENCE 
 
 113 
 
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Practise Assignment 
 
 ILLUSTRATIVE STUDY OF THE GROCERY 
 
 BUSINESS 
 
 (The grocery business is here studied in a way to illustrate 
 how any business may be taken up, and two or three weeks might 
 well be spent on this model by way of practise even if an entirely 
 different business is to be studied. First, we must study one item 
 of goods at a time, the most typical of the business, until we see 
 what questions customers will ask about it, and how those questions 
 should be answered. Then we will take another item, and so on. 
 Each query will first be answered orally, and then in a letter as 
 if it came by mail. Out of the general letter-writing will come 
 circular letters, which in turn will be expanded into booklets or 
 condensed into advertisements.) 
 
 Learning to do Business 
 
 It is impossible to teach business in general we must know 
 one business, no matter what, if we are to learn how to apply 
 the general principles of business management. 
 
 Success depends on exact knowledge of goods, exact knowledge 
 of customers, and a simple, tactful, energetic, common-sense 
 handling of these business facts. Generalities in business breed 
 vagueness, and vagueness in business is the chief cause of failure. 
 The only way to escape from the degenerating influence of super- 
 ficial vagueness is to study some one business at first hand learn 
 business by doing real business if possible, or at any rate study- 
 ing a real business. 
 
 The Grocery Business Open to all 
 
 As we all have to eat, every mother of a family must be a buyer 
 of foods, and any school-child can go out and ask his mother 
 the fine points on groceries. No doubt the mother, if set system- 
 atically to study the subject, can learn a good deal, too. Then, 
 at every corner there is a grocery store at which students may 
 call and make first-hand observations, and get their questions 
 answered. Any scientific suggestions on advertising which they 
 
 114 
 
SYSTEM IN CORRESPONDENCE 115 
 
 may offer ought to be appreciated by the grocer who wants to 
 get the business from his competitors, as any grocer easily can 
 do if he knows how to advertise scientifically, as well as how to 
 buy good groceries at right prices. 
 
 Success also depends on studying competition, and the mail- 
 order "Grocery Lists " of Sears, Roebuck & Co. and Mont- 
 gomery Ward & Co., with which all grocers have to compete, are 
 available for the asking, and these give a complete text on the 
 grocery business, including all the salesmanship that produces a 
 large volume of orders, tho, since it represents the competition, 
 students can not copy a word of it, but nevertheless can see what 
 they must equal and offset by better arguments, 
 
 Method of Study 
 
 All pupils should provide themselves with mail-order grocery 
 lists, which may be had for the asking on a post-card. 
 
 All inquiries of customers should first be answered orally by 
 way of practise on oral salesmanship and preparation for written 
 salesmanship. Parallel models and Exercises for the written 
 salesmanship will be found in the preceding pages of this book. 
 
 Supplementary Study of Clothing and Furniture Business 
 
 Next to the grocery business, the most open to universal obser- 
 vation are the clothing and furniture businesses, in which the same 
 general principles of merchandising must be applied in a slightly 
 different way. 
 
 Systematic Study of Human Nature 
 
 Real salesmanship depends on handling different kinds of 
 customers on a basis of thorough understanding of practical 
 business psychology. 
 
 The greater part of this work must therefore be devoted to 
 exercises on different methods of appeal to different kinds of 
 people. The lady, the busy business man, the farmer, the reason- 
 able and easy-going customer, the irritable customer all need 
 to be handled differently, and the pupil needs prolonged practise 
 on adjusting his manner to human nature conditions. Such 
 practise is perhaps the most effective possible preparation for real 
 success in life in every department, whether business, professional, 
 or public. 
 
116 HUMAN NATURE IN BUSINESS 
 
 Training for the Private Secretary on How to Manage a 
 
 Business 
 
 Every stenographer, every bookkeeper, every clerk is an assist- 
 ant to the general manager, and advancement depends directly 
 on increased knowledge of how to relieve the manager of 
 responsibilities, how to do more and more things that would 
 otherwise have to be done by the manager himself or some one 
 higher up. When the stenographer begins to understand how to 
 manage a business, how to be a little substitute manager, she is 
 made a private secretary, she gets an advance in salary; when 
 the bookkeeper or clerk learns more about managing a business, 
 he is made an assistant manager or a department manager. 
 Salesmanship, advertising, systematizing are all merely phases 
 of the broad general subject of How to Deal With Human 
 Nature so as to Get Eesults, How to Manage a Business Efficiently 
 and Economically, How to Succeed. 
 
 A Foundation Course for All Business Workers 
 
 This systematic study of business in all its phases and branches 
 of the VITAL ELEMENTS AT THE BOTTOM OF ALL 
 BUSINESS SUCCESS should be the foundation work of all 
 girls and all boys, all men and all women. It is the real KEY 
 TO SUCCESS IN BUSINESS. Study of the grocery business, 
 the clothing business, the furniture business, is nothing in itself 
 but knowing something about how to conduct these is the best 
 possible preparation for being a successful doctor or lawyer, for 
 example, a good railway clerk, an efficient government consul, or 
 even a good wife. We offer here the broadest possible training 
 for practical success as an American in any walk of life. 
 
 EXERCISE 1. 
 
 All pupils should be provided with a grocery list, or printed 
 catalog of groceries, such as may be had from any of the mail- 
 order houses on post-card request. 
 
 Subject, SUGAE. What are "granulated," "loaf," "pow- 
 dered," "brown," "cane," "beet," and "H. & E." (Have- 
 meyer & Elder) sugars? 
 
 What kind of sugar is sold at retail at about wholesale cost? 
 Get from the local grocer his price-list of sugars. 
 
 What kind of sugar is needed for making jelly? For icing 
 
SYSTEM IN CORRESPONDENCE 117 
 
 cake? For coffee or tea? For general table use? For cooking, 
 as making brown bread or fruit-pudding? 
 
 After a careful reading of Chapter I, "The Conversational 
 Style in Letter- Writing, ' ' open "How to Deal with Human 
 Nature in Business " to page 82, "An Illustrative Chain of 
 Letters/' and study out for yourself a plan for dealing with an 
 inquiry from a customer in regard to sugar, considering especially 
 how you would make a difference between an oral reply and a 
 written letter. 
 
 EXEECISE 2 
 
 The Customer's Inquiry 
 
 Addressed to H. E. Harriman, Wideawake Grocery, corner 
 Blank and Blank Streets, your Town and State (fill in actual 
 streets and towns when you write). 
 
 What is your lowest price on sugar? Will it make jelly? Is 
 it clear? Have you a powdered sugar free from chalk? 
 
 Oral Sales-Talk 
 
 Give the salesman full information as you have learned it 
 above and explain that sugar gets dirty because dipt out of a 
 barrel, as it is sold in small quantities, while Mr. Harriman, 
 immediately after opening a barrel, puts all the sugar into dust- 
 proof paper bags in pound, five-pound, ten-pound, and dollar-size 
 bags, so he can absolutely guarantee its cleanliness. The best 
 bargain he can offer is .... Ibs. of best granulated cane-sugar 
 for a dollar with an order for two dollars' worth of other 
 groceries. Freedom from adulteration guaranteed. 
 
 Explain this in a pleasant sales-talk, supposing the teacher is 
 the customer who has just entered the store and made the inquiry, 
 and try to effect a sale of a dollar's worth of sugar with a two- 
 dollar order for other groceries. Make the talk as short as 
 possible, yet get in the strongest possible arguments in an easy, 
 conversational tone. 
 
 EXEECISE 3 
 
 Letter Answering Inquiry 
 
 Write the price-list of sugars on a little slip of paper to be 
 enclosed with your letter, and then write a letter in reply to a 
 customer's inquiry as indicated above, making in writing the 
 
118 HUMAN NATURE IN BUSINESS 
 
 same sales-effort to get an order for one dollar's worth of sugar 
 with two dollars' worth of other groceries, without in any way 
 checking a possible purchase of smaller amounts at the list prices. 
 
 EXEECISE 4 
 
 The Order 
 
 The customer would like to order a dollar's worth of sugar 
 at the special price quoted, but does not know what to order in 
 addition. 
 
 Oral Sales-Talk 
 
 Find out what are the commonest groceries required in all 
 households, and in a pleasant sales-talk suggest to the customer 
 how he may make up the general order amounting to two dollars 
 required to secure the special low price on a dollar's worth of 
 sugar. Get the exact current prices on whatever you suggest, and 
 be sure you suggest only common things every one would be likely 
 to need and about which no special sales-talk might be required. 
 
 EXEECISE 5 
 
 Letter Acknowledging the Order 
 
 Studying the form on page 84 of "How to Deal with Human 
 Nature in Business," write an acknowledgment of the order for 
 a dollar's worth of sugar as indicated above, and suggest a list 
 of common articles, with exact prices, out of which the order 
 for two dollars' worth of other groceries may be made up. 
 
 We will suppose deliveries are free and customers have charge- 
 accounts when they write, or pay cash when they come to the store. 
 
 EXERCISE 6 
 
 A Second Inquiry 
 
 A customer wants the finest kind of loaf sugar, in small tablets, 
 a powdered sugar for icing that can be guaranteed, and the best 
 sugar for making fruit-puddings and fruit-cake. Can you guar- 
 antee purity? 
 
 Oral Sales-Talk 
 
 In this case price is not a consideration, but prices should be 
 mentioned incidentally to prevent further inquiries. Explain that 
 the best loaf sugar is "Domino,," put up in sanitary paper boxes 
 
SYSTEM IN COERESPONDENCE 119 
 
 at the refinery, but which costs a cent a pound more than ordinary 
 loaf sugar. As it is put up in another state and shipped as inter- 
 state commerce it is subject to the United States Pure Food Law. 
 Show on the package the guaranty of purity under this law. 
 Show the original package of powdered sugar, with the same 
 guaranty. Try to convince the customer that he is taking abso- 
 lutely no chance whatever of getting adulterated goods, but do 
 not make him suspicious by overdoing it. Use a 'firm, clear state- 
 ment, and a certain amount of reserve in manner in your sales- 
 talk. 
 
 EXEECISE 7 
 
 Letter Answering the Second Inquiry 
 
 After studying the letters on pages 84, 85, and 86, write a 
 pleasant and complete reply to the preceding inquiry, covering 
 all the points made in the oral sales-talk. 
 
 EXEECISE 8 
 
 Tea and Coffee 
 
 The United States is a great coffee-drinking nation, as England 
 is a great tea-drinking nation, Germany a great beer-drinking 
 nation, and France a great wine-drinking nation. In the United 
 States tea and coffee are usually sold together, but the sales 
 emphasis is on coffee. 
 
 Eead the article on coffee in any good encyclopedia, and note 
 that most of our coffee comes from Brazil, and little or none 
 from the East Indies or Arabia. " Mocha and Java" is there- 
 fore merely a brand name or general descriptive name for a 
 coffee supposed to resemble in flavor what real " Mocha and 
 Java" formerly was. For the most part new brand names now 
 take its place. "Lipton's Coffee" may be had in cans like 
 "Lipton's Tea." 
 
 The points on coffee are the plumpness of the berry, the 
 freshness of the roasting, and the care with which the coffee is 
 roasted to just the right point, and, back of all, the age of the 
 coffee (the best coffee having been kept a long time). 
 
 Note, also, that even a very cheap coffee will yield a rich 
 coffee flavor if properly made that is, heated just to or just 
 below the boiling point and kept there for half an hour or so. 
 
120 HUMAN NATURE IN BUSINESS 
 
 It spoils coffee to boil it hard. Coffee is made clear by mixing 
 part of an egg with the ground coffee before the water, which may 
 be either cold or boiling, is poured on. When coffee is left stand- 
 ing on the grounds and then warmed up, it is spoiled. Coffee 
 that is a little over-roasted is disagreeable. Tho coffee is sold 
 in the berry or ground, it is always better to grind the coffee 
 fresh each time just before making. 
 
 EXERCISE 9 
 
 The Inquiry 
 
 I have had a great deal of trouble in getting good coffee. What 
 can you recommend as the very best? 
 
 Oral Sales-Talk on the Best Coffee 
 
 Find out what canned coffee is most widely used in your 
 locality (perhaps Lipton's), and first call attention to that. Then 
 try to sell your own bulk coffee which you get freshly roasted 
 every other day, telling where it comes from, describing the 
 plumpness of the berries, and stating its age. The price of the 
 two will be the same perhaps 35 cents. 
 
 EXEECISE 10 
 
 Letter in Reply to Inquiry 
 
 Give the same sales-talk in a letter, as briefly yet as enthu- 
 siastically and convincingly as you can. 
 
 EXERCISE 11 
 
 Letter Ordering Goods 
 
 Write a letter placing an order for an assortment of groceries, 
 including two kinds of sugar, some special tea, and some special 
 brand or grade of coffee. Indicate how shipment should be made, 
 how the goods are to be paid for, and precisely where they are 
 to be sent. Study carefully "How to Deal with Human Nature 
 in Business," Chapter II, pages 87, 88, 89, to the middle of 
 page 90. 
 
SYSTEM IN CORRESPONDENCE 121 
 
 EXEECISE 12 
 
 Replying to an Imperfect Order 
 
 If a customer calls at the store you can ask questions and 
 gradually find out what is wanted. Let the teacher play the 
 part of a customer ignorant of what he or she wants, and asking 
 vaguely for ' 'coffee." Let the pupil ask the necessary questions, 
 or make the necessary suggestions to lead the customer to a 
 proper sale. 
 
 EXEECISE 13 
 
 Reply in a letter to a vague order for five pounds of coffee, 
 a pound of tea, ten pounds of sugar, and enough other groceries 
 to make up five dollar's worth, a five-dollar bill being enclosed. 
 Study carefully ' ' How to Deal with Human Nature in Business, ' ' 
 pages 90-94, to top of page 95. 
 
 EXEECISE 14 
 
 An Inquiry for a Good Grade of Coffee at 20c. 
 
 A customer states that he has seen an advertisement of coffee 
 at 20c., and wants to know if it is good coffee. 
 
 Oral Sales-Talk 
 
 Explain that for advertising purposes the firm has specially 
 selected this coffee, knows it is roasted just right, and guarantees 
 that if it is cooked according to directions it will prove entirely 
 satisfactory. Explain that some people want to pay the highest 
 price for coffee, and that which looks a little plumper, is a little 
 more uniform, or is a little more carefully handled is picked out 
 and sold at the higher price, but if care is used (care that costs 
 nothing) an entirely satisfactory coffee can be had for 20c., 
 especially if it is made strictly according to directions. 
 
 EXEECISE 15 
 Letter to Sell an Advertised 20c. Coffee 
 
 Supposing the inquiry in Exercise 14 came by mail, make the 
 explanation suggested in the Oral Sales-Talk and also suggest 
 that to reduce transportation charges it will be advisable to send 
 an order for any other groceries that may be needed, such as 
 (mention common articles always needed). 
 
122 HUMAN NATURE IN BUSINESS 
 
 EXEECISE 16 
 
 A Follow-Up Letter 
 
 If at the end of ten days no order has been received in reply 
 to the preceding, write a follow-up letter, briefly but sharply 
 emphasizing the sales-points already stated. 
 
 EXEECISE 17 
 
 Second Letter of Inquiry 
 
 In reply to the follow-up letter referred to in the preceding 
 exercise the customer writes to say that he would be willing to 
 try five pounds if Mr. Harriman will give a positive guaranty 
 that it will be satisfactory, and will refund transportation charges 
 both ways in case it is not; and to make up a good shipment he 
 will send an order for flour, salt, canned tomatoes, canned corn, 
 canned beans, and dried apricots, if prices are quoted. Answer 
 this letter, giving the desired guaranty with a second explanation 
 of why the coffee ought to be good, but laying special emphasis 
 on the condition of guaranty that the method of making shall be 
 as directed. Also quote prices on the articles mentioned actual 
 prices furnished by some grocer or taken from some current price- 
 list. See page 97. 
 
 EXEKCISE 18 
 
 The Order 
 
 Write a letter containing the order, specifying how the goods 
 are to be shipped, where, and when, and state how payment will 
 be made. This letter will be from the customer to the 
 house in reply to the offer made in the preceding exercise, and 
 the guaranty on the coffee should be repeated in the order. 
 
 EXEECISE 19 
 
 Complaint 
 
 The customer calls up on the telephone to say that the goods 
 have not been received, and they must come to hand at once or 
 he will withdraw and cancel the order. 
 
SYSTEM IN CORRESPONDENCE 123 
 
 Oral Sales-Talk 
 
 Explain in a pleasant tone of voice that it takes time to pack 
 up such an order, time to get it on the wagon, which is not always 
 just starting out, and time to deliver it; but undoubtedly it is 
 on the way and will be received in a very short time. 
 
 EXEECISE 20 
 
 Answering Complaint by Letter 
 
 Supposing the same complaint comes by letter, the goods 
 having been sent by express. Explain that the express company 
 calls with its wagon only once a day, the goods went out on the 
 first express call after the order was received, and very likely 
 they will already have come to hand when this letter gets to the 
 customer. 
 
 EXEECISE 21 
 
 Customer Dissatisfied 
 
 A few days later the customer explains that the coffee is no 
 good and wants his money refunded with transportation charges 
 both ways, saying he will send back all the groceries ordered. 
 
 Oral Sales-Talk 
 
 Supposing the customer calls at the store and makes the com- 
 plaint, in a very irritated and aggressive tone, begin by asking 
 how the coffee was made, if it was boiled, and if boiled about 
 how long it was boiled. The customer may reply that it was im- 
 possible to make coffee on a gas-stove without boiling it hard, 
 and he wouldn't have any coffee that had to be made in an 
 impossible way. In reply to this (which the teacher should put 
 forth as representative of the customer), suggest that on nearly 
 all gas-stoves there is a very small burner with only three tongues 
 of flame, and as soon as the coffee boils up it can be set over 
 this small burner turned quite low and left there for half an 
 hour without boiling. Or an asbestos lid may be placed over an 
 ordinary burner and the gas turned rather low. No doubt on 
 the trial the coffee was over-boiled, a very hard thing to avoid, 
 but a very important thing. Call attention to the fact that fire- 
 less cookers will cook anything simply by the heat in the dish 
 which has once come to a boil; and that shows that we do not 
 
124 HUMAN NATURE IN BUSINESS 
 
 need as much heat to cook food or make coffee as we have been 
 in the habit of supposing. Ask the customer if he will not try 
 this suggestion. 
 
 EXEECISE 22 
 
 Answering a Letter of Complaint 
 
 If this complaint comes by letter it will not be possible to ask 
 questions; but supposing you can guess what the trouble is, 
 deftly suggest in your letter what may be done, why it would be 
 a good thing to make another test, and yet reassert that the 
 company will live fully up to its guaranty if necessary. 
 
 EXEECISE 23 
 
 Study carefully Chapter III on the use of form-sentences and 
 paragraphs. 
 
 Eewrite the letters called for in Exercise 3, Exercise 5, and 
 Exercise 7, making the fullest possible use of the following form- 
 sentences to strengthen your work: 
 
 " Beet-sugar will not make jelly. There are other objections 
 to it. That is why we do not handle it at all. We supply only 
 the very best granulated cane-sugar, which we buy direct from 
 the refinery." 
 
 " Cleanliness is one of the most important points in all grocery 
 buying. You are not intentionally buying a supply of filth and 
 germs dangerous to health. Yet that is just what you get from 
 the grocer who shovels out your sugar from a barrel as you 
 order it, often with dirty hands. Anyway, think of the dust and 
 germs from the air that can not help getting into an open barrel! 
 
 "We take our sugar, as soon as we receive the barrels, directly 
 into a clean storeroom. The clerk in charge thoroughly washes 
 his hands with soap and water. Then he transfers all the sugar 
 immediately into pound, five-pound, ten-pound, and twenty-five- 
 pound dust-proof, moisture-proof, germ-proof paper bags, which 
 are all ready to hand out to the customer whenever he places 
 his order. Do you know any other grocer who takes as much 
 pains as the doctor does when he goes into the, operating-room? 
 How much better is it to have a grocer who keeps the germs 
 away than to depend on a doctor who is skilful in caring for you 
 after you get sick ! ' ' 
 
 "We sell sugar at ABSOLUTELY COST PEICE FEOM THE 
 
SYSTEM IN CORRESPONDENCE 125 
 
 REFINERY as a means of advertising our general grocery 
 business. When -sugar is selling ordinarily for 6 cents a pound, 
 we sell 20 pounds for a dollar in connection with an order for 
 other groceries amounting to $2 or over. You have to have 
 salt, flour, potatoes, canned corn, canned tomatoes, coffee, tea. 
 Our prices are just as low as you can find anywhere. Just con- 
 venience us both by including these necessities in your order for 
 sugar and get that greatest of all food essentials in SANITARY 
 ORIGINAL PACKAGES for less than most grocers pay their 
 jobbers. Won't you do it?" 
 
 EXERCISE 24 
 
 Rewrite the letters called for in Exercises 10, 15, and 17, using 
 the following paragraphs or sentences whenever you can strengthen 
 your work: 
 
 "We handle Lipton's Coffee in airtight tin cans at 35 cents a 
 pound, and we feel sure you will find it very satisfactory. Most 
 of our customers prefer our own BEST COFFEE at the same 
 price. It has the advantage of being freshly roasted every other 
 day. That keeps the flavor and especially the aroma at its best. 
 This coffee is picked out by our Mr. Harriman himself. We 
 know that it is at least three years old. Age is required to ripen 
 coffee. Not a bag is accepted which is not uniform and exclusively 
 large, plump berries, showing plainly those little white flower- 
 membrances that always go with a well- developed coffee. No 
 doubt you have noticed them in some good coffee. Most grocers 
 put out as 'best coffee' a mixture that admits more or less 
 inferior berries. Perhaps they allow themselves to be imposed 
 on; but Mr. Harriman refuses to let his customers suffer from 
 his easy-going temper. When he buys and offers for sale the 
 'best' he insists on having ABSOLUTELY THE BEST." 
 
 "Some people insist on having the best, and are quite willing 
 to pay whatever the best costs, even if a slight superiority doubles 
 the price. Our 20-cent coffee is as good as the average coffee 
 sold in this country, regardless of the price charged. Much 
 coffee called 'best' is no better in the cup. The looks make 
 very little difference to most people, and occasional small or 
 irregular berries do little harm if the coffee is CAREFULLY 
 AND FRESHLY ROASTED EVERY OTHER DAY, and the 
 MAKING IN THE POT IS RIGHT." 
 
 "If you will make your coffee EXACTLY AS WE TELL 
 
126 HUMAN NATURE IN BUSINESS 
 
 YOU TO, we will POSITIVELY GUABANTEE you will get a 
 better coffee-flavor in your morning cup from our 20-cent coffee 
 than you ever have got in the past from a 35-cent coffee. It takes 
 time to make good coffee. The Arabs, those past-masters in coffee- 
 making, will not touch coffee that has not stood over a low fire 
 for three-quarters of an hour. But it is FATAL TO BOIL 
 COFFEE hard." 
 
 ''Here is our recipe for making GOOD coffee: Grind medium, 
 not too fine; use a tablespoonful for each cup; mix enough for 
 six cups with a third of a raw egg, right in the bottom of the 
 pot, till you have a paste (this prevents all sign of muddiness) ; 
 add cold water, measuring carefully with a cup and adding a 
 little less than a cup for the pot; bring to a boil, and then let 
 the coffee stand for at least half an hour as nearly at the boiling- 
 point as possible without boiling. If you use gas, turn the gas 
 very low and stand the pot on an asbestos lid. It takes half an 
 hour to get the flavor from under the inner layer of the coffee- 
 bean." 
 
IV 
 
 HOW TO DEAL WITH HUMAN NATURE BY 
 LETTER 
 
 ONE 
 When to Write a Short Letter and When a Long One 
 
 DON'T WRITE EXACTLY THE SAME KIND 
 OF LETTER TO ALL KINDS OF PEOPLE. 
 
 Consider: Do you always write a short letter when- 
 ever you can? 
 
 Do you have a weakness for long letters ? 
 
 Stop. The first step toward "system in correspon- 
 dence" is the ability to write a long letter when a long 
 letter is required, and a short one when a short letter 
 is best. 
 
 Write a Long Letter to: 
 
 A person of leisure; 
 
 A woman. 
 
 A customer who has 
 asked you a question. 
 
 A customer who is angry 
 and needs quieting down, 
 and will be made more 
 angry if you seem to slight 
 him. 
 
 A man who is interested, 
 but must be convinced be- 
 fore he will buy your 
 goods. 
 
 Write a Short Letter to: 
 
 A busy business man. 
 
 An indifferent man on 
 whom you want to make a 
 sharp impression. 
 
 A person who has writ- 
 ten you about a trivial 
 matter for which he cares 
 little. 
 
 A man who wants only a 
 record or a piece of infor- 
 mation. 
 
 A person who needs only 
 the slightest reminder of 
 something he has forgotten 
 or overlooked. 
 
 127 
 
128 HUMAN NATUEE IN BUSINESS 
 
 Never write a longer letter than you have good reason 
 to believe will be read all through. A busy business 
 man will never wade through a long explanation. 
 
 If the person to whom you write has plenty of time, 
 and wants to hear what you have to say, write as long 
 a letter as your time and brain will permit. Tho a 
 person may write short letters because he finds it hard 
 to write long ones, he likes to get and read long ones 
 that clearly state all the matters he is desirous of know- 
 ing. 
 
 A woman will usually read through the longest letter, 
 and likes a full explanation. 
 
 "When a customer writes for special information, it 
 is discourteous to cut him off with a short letter, and 
 the discourtesy is usually felt keenly. 
 
 When a customer has become very angry about some 
 real or fancied wrong, and has given a great deal of 
 time to thinking over his troubles, the only hope of 
 keeping his business lies in writing him a long, sym- 
 pathetic, heart-to-heart, frank talk, conceding all you 
 can, and doing your utmost to get him into a reason- 
 able frame of mind. It will pay for the special effort. 
 
 TWO 
 How to Write a Letter That Will Get Attention 
 
 It makes a great deal of difference whether you are 
 writing to a man who knows little or nothing of you, 
 soliciting him to give you his time and attention ; or to 
 one who has written to you for information. It is one 
 thing to circularize a list of names, and quite another 
 to get orders from inquiries sent in response to adver- 
 tising. 
 
 When you circularize a list of names, the first letter 
 
HUMAN NATURE BY LETTER 129 
 
 sent serves the purpose of the newspaper or magazine 
 advertisement. It must above all get attention, and get 
 it in a very effective way, for circularizing is at least 
 twenty times as costly as general advertising, and the 
 circular is just about as likely to be put in the waste- 
 paper basket as the advertising pages to be turned over 
 without being looked at. 
 
 A first soliciting letter must be constructed on pre- 
 cisely the same principles as an advertisement : It must 
 attract attention ; it must fix the attention immediately 
 on something that will correspond to a want (alive or 
 dormant) in the reader; it must state clearly and con- 
 cisely just what you have to offer; it must give some 
 proof; it must indicate the price and the simple and 
 easy way to get the thing offered. 
 
 The great danger is that you will say too much. A 
 first letter should be no longer than a fair advertisement. 
 
 Attention should be attracted by color of paper, odd- 
 ity of envelop, a beautiful picture, especial neatness, 
 high-priced stationery, or the like. These things take 
 the place of display in advertising. 
 
 The attention should be fixt by some strong, direct, 
 personal appeal to some known want. For example: 
 "Can you spell? I have the only home-study spelling- 
 book ever published, and it gives results which I dare 
 say is true of nothing else you ever tried in this line. ' ' 
 
 There is nothing like frankness in explaining your 
 method, and just how your medicine or your machine 
 or your plan of instruction works. This should be done 
 briefly, but very pointedly. 
 
 While testimonials are generally enclosed on a sep- 
 arate sheet, the strongest indorsement you have, if it 
 exactly fits your customer, should be given in the letter ; 
 or you may make some general indorsing statement, 
 calling attention to testimonials. 
 
130 HUMAN NATURE IN BUSINESS 
 
 Finally, state clearly just what you want your cus- 
 tomer to do, and arrange everything conveniently and 
 to his hand, even to providing a blank and saying, 
 "Sign here." There is nothing like making things 
 easy. 
 
 Circular Letter Soliciting Advertising 
 (Letter-head Collier's Weekly) 
 
 December 31, 1903. 
 Dear Sir: 
 
 Under separate cover I send you a Remington art 
 calendar, the first of a series for 1904. Remington's 
 work will appear exclusively in Collier's hereafter. 
 Please accept the calendar with my best wishes for the 
 new year. It is gratifying, in looking back over 1903, 
 to note the progress Collier's has made. In the first 
 place, Sherlock Holmes has developed a great follow- 
 ing. "Winston Churchill, the author of "The Crisis" 
 and "Richard Carvel," has been secured, serially, for 
 Collier's something no publisher ever accomplished 
 before. 
 
 Charles Dana Gibson, America's leading artist, draws 
 exclusively for Collier's and one other publication. 
 
 Collier's cameras and Collier's correspondents have 
 been on the spot where world-history was making. 
 
 The great men in public life have written for Collier's 
 of events they themselves are making. 
 
 An editorial page unsurpassed in its scope and whole- 
 someness has given Collier's readers a comprehensive 
 view of the best thought on all subjects the active man 
 of affairs desires. 
 
 Our advertising summaries show a total approxi- 
 mating 400,000 lines for the year. This is a 20 per cent, 
 increase over last year's business. It is another step in 
 the healthy growth begun five years ago. 
 
HUMAN NATURE BY LETTER 131 
 
 May 1904 be a year filled with success for your busi- 
 ness! 
 With best wishes, I am 
 
 Very truly yours, 
 
 Conde Nast. 
 
 Notes 
 
 Perhaps the most difficult subject on which to write 
 a circular letter that will get attention is advertisement 
 soliciting. I get three or four such letters every day. 
 I glance at them and throw them in the waste-paper 
 basket. One never thinks of answering a circular so- 
 liciting letter. I have only a certain amount of money 
 to spend on advertising, and I have made up my mind 
 pretty well where I wish to place it. Now and then a 
 canvasser comes into my office and persuades me into 
 something, but the above is the only letter soliciting ad- 
 vertising to which I ever gave my interested attention. 
 It was an imitation of typewriting, on good linen paper, 
 with a neat, simple head printed in green ink. The 
 letter was in green type. The effect was odd, but 
 pleasing. The calendar came at the same time, and was 
 worth having. That gift got my attention. 
 
 So I read the letter. I was interested in what had 
 been done. The figures seemed to carry some proof 
 with them. When I finished I should have been willing 
 to do something for that man. But he hadn't asked me 
 to do anything, and his letter did not really convince 
 me that I should place my advertising in his medium. 
 I should have listened with interest to any argument he 
 might have presented. 
 
 This letter was very effective in getting attention, and 
 in setting forth how the periodical was reaching its 
 readers; and it offered some proof of advertising value 
 
132 HUMAN NATURE IN BUSINESS 
 
 in the number of lines printed during the year just 
 passed; but I think it should have done more then and 
 there. Had I been writing that letter I should have 
 enclosed a postal card asking what advertising was con- 
 templated for the year to come, and what classes of 
 people it was especially desired to reach, also what space 
 would most generally be used. "With that information, 
 an advertising manager might bring special proof of re- 
 sults secured by others in that line, and also proof that 
 the periodical went to the class of people the advertiser 
 wished to reach. It would have been well, indeed, to 
 give in the letter itself at least a line in regard to the 
 class of people who read Collier's. 
 
 Most good advertising matter wins on some one or two 
 strong points ; but if it could be strong on all points it 
 would win more. 
 
 THREE 
 
 How to Write a Letter that Will Develop Interest 
 
 Whatever a first letter does, it must get the attention 
 of the receiver it must make a favorable impression. 
 As the letter must be brief, the interest may not be very 
 deep. The susceptible customer will respond at once; 
 the less susceptible customer will need to have his in- 
 terest developed. 
 
 The second letter should be just like the first, only 
 longer, stronger, more detailed. Try to develop the 
 want and make it alive by showing the customer just 
 how much better off he would be if he had the thing. 
 Then tell once more, and more in detail just how your 
 appliance or scheme works, just what it is. If you 
 have three good indorsements in the first letter, give 
 six or seven in the second. Once more enclose blanks 
 and point out every step necessary to be taken, in- 
 cluding "Sign here," 
 
HUMAN NATURE BY LETTER 133 
 
 Many people are indolent, and much business is lost 
 by making the process of getting a thing too long or 
 hard. The ideal way would be to reduce the necessary 
 effort to that of signing one's name to a postal card and 
 dropping the card in a letter-box. The thing is to get 
 a man to decide while he feels like it. 
 
 Often it is a good thing to give some inducement for 
 immediate decision a slightly lower price, easier pay- 
 ment, or some small premium. If these are not prac- 
 ticable, an argument for immediate action may be in- 
 troduced, as in the case of soliciting life insurance. It 
 is said that almost any man you meet on the street will 
 say he believes in insurance, and is going to take some 
 out next month, or next year, or " later." The thing 
 is to make him decide now. 
 
 Great care should always be taken never to enclose too 
 much in a circular letter. Only one thing at a time, 
 and not too much of that! Your letter the first time 
 may be note-paper size, typewritten, double-spaced, one 
 note page and a few lines on another. The indorsements 
 may be printed on the lower half of the second page, 
 where they can not be missed. Three or four good ones 
 are enough. A booklet describing more in detail how 
 the thing works, or the story of its development, may 
 be enclosed for those who have leisure for, and want 
 more reading-matter. 
 
 The second letter may be single-spaced full letter-size, 
 with twice as many testimonials. It should be the very 
 strongest argument you can possibly make. Your motto 
 in this letter should be "Now or never." 
 
 Letters to Get Life Insurance Business 
 
 One of the most successful life insurance agents I 
 know recently sent me a couple of letters which appear 
 to me to meet the two main objections more squarely and 
 
134 HUMAN NATURE IN BUSINESS 
 
 successfully than any letters I ever saw before, and I 
 have seen a large number. The first is devoted to the 
 questions of delay putting the matter off. It sets a 
 date May 30. Pass that date, and your neglect costs 
 you $190. 
 
 Here is the letter. 
 
 Dear Sir: 
 
 I desire to call your attention to the fact that in life 
 insurance the rate is always figured at the nearest age, 
 that is, you will be rated at your present age until six 
 months after your birthday; therefore, if my record is 
 correct, your age changes on May 30, increasing the cost 
 of $10,000 insurance $8 for every year during the con- 
 tinuance of the policy, which aggregates with 5 per cent, 
 interest for the period named, $190. 
 
 This increased cost can be saved by taking the insur- 
 ance NOW, or before you are rated one year older. 
 
 If you are contemplating taking any insurance, you, 
 of course, do not care to pay more than is necessary 
 when you can secure it at a less price by acting now. 
 
 I enclose herewith statistical statement on the above 
 policy. 
 
 Yours truly, 
 
 The second great objection to meet is, " Can't afford 
 it!" To meet this, offer the cheapest thing in life in- 
 surance that is to be had. When a man says he can 
 not afford it he is usually thinking of a high-priced 
 policy. If he were confronted with an offer of life in- 
 surance at "fire insurance rates," he would probably 
 be startled, and the objection of cost would be over- 
 come as far as it could be. Here is a letter accompany- 
 ing a statement in which $10,000 insurance is offered for 
 $115. The clever argumentative comparison to fire in- 
 surance would catch many a business man, for most 
 
HUMAN NATUEE BY LETTER 135 
 
 business men would be horrified at the idea of failing 
 to carry fire insurance on their buildings and stock. 
 
 This is the letter : 
 Dear Sir: 
 
 Term Life Insurance is now written at practically 
 the same proportionate cost as is Fire Insurance. 
 
 You would never permit a valuable building to go un- 
 insured against loss by fire. Why should you insure the 
 PROPERTY which is the product of your life-work, 
 and let the LIFE that produces the property go un- 
 insured? In event of a fire, there is likely to be a 
 partial loss, while your death must be a total, irrepa- 
 rable loss to your family. 
 
 I take the liberty of enclosing herewith a statement 
 for a Convertible Term Policy which I know will prove 
 of interest to you, as it has these great advantages: 
 
 1. It gives you excellent protection at the very lowest 
 premium. 
 
 2. It grants you the option of exchanging the policy 
 at any time for any other contract issued by the Com- 
 pany without medical examination. 
 
 3. It enables you to exchange this policy within the 
 next five or seven years and secure the benefit of your 
 present age and lower rate, giving you the choice of any 
 other policy written by the Company upon your paying 
 the back difference in premiums with interest. 
 
 4. It gives you insurance temporarily while you are 
 deciding what permanent contract suits you best. 
 
 5. It secures approval of the risk now, while, if de- 
 layed, you might not be able to pass examination. 
 
 The policy has the very important feature of being 
 paid in an annual income to your beneficiary for a cer- 
 tain number of years, if you so desire. 
 
 I should be pleased to make an appointment at any 
 
136 HUMAN NATURE IN BUSINESS 
 
 time convenient to you, and discuss this matter more in 
 detail. 
 
 Yours truly, 
 
 I believe that if insurance men would concentrate 
 upon these two points, and persistently follow out this 
 course of hammering away on the added cost of every 
 year, figuring it out in cash, and also persistently keep 
 low-priced insurance to the fore till there is an oppor- 
 tunity to talk the higher-priced they would win in- 
 evitably over the men who spread themselves over the 
 whole subject. 
 
 There is another point on which I wish to give a word, 
 however. The endowment is a favorite policy, but I 
 never saw a statement which showed me just what I 
 could expect to get. Most men are a little slow at fig- 
 ures. A calculation balks them. Everything should be 
 figured out so that it can be seen at a glance, and no 
 calculations, even the most simple, should be required 
 of the reader. Make a little table. 
 
 FOUR 
 How to Write a Letter That Will Compel an Answer 
 
 Many business men (most business men, in fact) are 
 afraid to say anything irritating to a possible customer 
 for fear they will frighten that customer away. But 
 scientific irritation is often one of the most useful things 
 in the world. There is a large class of men that will re- 
 main deaf to all your arguments, all your testimonials, 
 all your persistent hammering, but will respond to ju- 
 dicious irritation. I found that out when I was review- 
 ing books and wrote to publishers for review copies. It 
 was a kind of advertisement soliciting. Often my 
 earnest requests were ignored, but very seldom my 
 
HUMAN NATURE BY LETTER 137 
 
 irritating letters ; and I learned to write them so that I 
 almost never got a refusal. The publisher was slightly 
 annoyed ; but he did what I wanted him to do. 
 
 Next to the irritating method of getting an answer is 
 that of good-humored persistence, or frank appeal for 
 courtesy from man to man. 
 
 The irritating type: "Dear Sir: Will you be cour- 
 teous enough to mark the enclosed post-card and 
 return it. When one man addresses another, even tho 
 unsolicited, innate courtesy would prompt an answer. 
 
 "To give this answer honestly will require but a small 
 effort on your part, and I ask you as a personal favor 
 to me to grant this courtesy." 
 
 The postal card with this letter, self-addrest of course, 
 may contain exactly the questions you would like an- 
 swered, as for example, 
 
 "Are you in the least degree interested in ?" 
 
 "Have you had time to read any of the matter sent 
 you?" "If you are not now in a position to take this 
 matter up, are you likely to be at any time in the 
 future?" "When, approximately, would you like an- 
 other copy of any of the circulars sent you?" "Would 
 you like more evidence that we have exactly the thing 
 for you?" "Do you prefer not to be troubled further 
 in this matter?" 
 
 The postal card may be arranged to be checked, with 
 blank dotted lines, and the man's name may even be 
 written at the bottom of it, so all he has to do is to 
 check. 
 
 It is important to know when to stop writing to a 
 possible customer, and in the majority of cases about the 
 third letter is the time to find out. Only those who in- 
 dicate continuing interest should be followed up. It 
 will usually be cheaper to drop the dead ones and look 
 for a new and fresher list. In many cases the money 
 
138 HUMAN NATURE IN BUSINESS 
 
 will be much better spent in direct advertising, where 
 new inquirers will respond with fresh enthusiasm. 
 
 Letters to Compel an Answer 
 
 A poor letter : 
 
 In writing an irritating letter to compel an answer it 
 is important that the greatest care be taken not to be 
 discourteous or give any real ground for offense. The 
 following letter was written by an amateur who overdid 
 the matter, and succeeded in making an enemy : 
 
 Dear Sir: 
 
 There are two kinds of men who consider my propo- 
 sition the wide-awake kind and the slow kind. The 
 wide-awake man may have reasons for not closing with 
 my offer; but if he does he knows what they are and 
 states them frankly and courteously. 
 
 I have written you several times, and it would be 
 only courteous in you to let me know whether you have 
 received my letters, and if they have interested you. I 
 enclose a post-card, and I appeal to you as a gentle- 
 man to take a few seconds to write upon it your feelings 
 on the subject I have been presenting. 
 
 Truly yours, 
 
 One post-card came back with the inscription, "My 
 feeling is that you are an ass." The reference to wide- 
 awake and slow kinds of men was a mistake. 
 
 A better method : 
 
 A simple device for compelling an answer and one 
 which has been proved to work more often than any 
 other is to write a personal letter stating your case 
 briefly and making a simple, courteous, inoffensive in- 
 quiry concerning what you want to know. Coming at 
 the end of a series of soliciting letters, such a letter as 
 this is not likely to bring an answer. When sufficient 
 
HUMAN NATURE BY LETTER 139 
 
 time has elapsed (ten days or two weeks) enclose a copy 
 of this letter with the following : 
 
 Dear Sir: 
 
 I enclose a copy of a letter which I sent you two weeks 
 ago. I shall be greatly indebted to you if you will have 
 the courtesy to reply at your early convenience. 
 Very truly yours, 
 
 This contains just the right amount of irritation not 
 to offend, not the least part of which is the device of 
 enclosing copy of the letter previously sent. 
 
 Here is a letter that might be used in some cases : 
 Dear Sir: 
 
 I have written you a number of times in regard to a 
 matter that is very near my heart. I should like to in- 
 terest you in what I have to offer. I have now said, 
 however, all I can say, and do not wish to trouble you 
 further if it is useless to do so. 
 
 As a gentleman, appealing to a gentleman, I want to 
 ask the courtesy of a line from you on the enclosed post- 
 card stating whether or not it is worth while to address 
 you again. If you reply, I shall certainly appreciate 
 your consideration. 
 
 Truly yours, 
 
 A letter of this kind should not be longer. 
 Another form : 
 
 Dear Sir: 
 
 I have written you three times but have not had the 
 courtesy of a reply to any of these letters. 
 
 I admit that I wrote unsolicited, and that you were 
 not under obligation to reply except as your personal 
 interest or your sense of courtesy might prompt. 
 
 I trust that this ''personal interest" or "sense of 
 
140 HUMAN NATURE IN BUSINESS 
 
 courtesy " will prompt you to use the enclosed post-card 
 
 to give me a brief answer to at least one of the questions. 
 
 Yours truly, 
 
 The card might read: 
 
 Have you any interest in the subject of ? 
 
 Do you believe that I have anything of value to offer 
 you? 
 
 May I expect to hear from you later ? When ? 
 
 Just what would you like if you were able to find it ? 
 
 FIVE 
 How to Do Business With a Reasonable Customer 
 
 It is so easy to get along with a reasonable customer 
 that there is danger that he will be badly treated. He 
 is given the worst selection of goods because all the best 
 have been picked out for the chronic kickers; little 
 attention is paid to explaining things to him, because it 
 is known that he will understand all the circumstances 
 when they are explained. He is sympathetic and sees 
 your point of view at once. Being sympathetic is, in- 
 deed, a sort of weakness of his, and you naturally take 
 advantage of him. 
 
 The result is that some day your reasonable customer 
 betakes himself elsewhere, and while he answers all your 
 letters politely, you never find out just why he trans- 
 ferred his trade to some one else. 
 
 Here are a few rules for guidance in dealing with a 
 reasonable customer so as to keep him as a permanent 
 asset of the house, for the reasonable customer rightly 
 treated is as good as a dividend on the stock any day, 
 and not only a dividend for this year, but for next, and 
 so on indefinitely. 
 
 Never let the smallest matter go unexplained. An ap- 
 
HUMAN NATURE BY LETTER 141 
 
 pearance of being arbitrary is most destructive of busi- 
 ness. If you are slow in replying to a letter, even, ex- 
 plain briefly what has caused the delay. If you can 
 not get an order out just when promised, write in ad- 
 vance of any complaint and tell just why, and just what 
 may be expected. 
 
 Never argue. State your case fully and clearly, and 
 if your customer is not convinced, turn squarely about 
 and try to arrange some plan that will be satisfactory to 
 him. The reasonable customer wants to get matters set- 
 tled as quickly as possible, and nothing is so sure to 
 drive him away as dragging things out tediously. 
 
 Be frank. State your position in regard to a rise in 
 prices, for instance, or refusal to handle certain goods, 
 or the. like, and let the customer come to appreciate your 
 view. As a reasonable man he will do so in time if you 
 are right. 
 
 It is quite a mistake to allow your attention to be 
 drawn away from the reasonable customer to attend to 
 the complaining or difficult one. Business is done with 
 the reasonable customer. He is the one to concentrate 
 on. Then do the best you can with the others. 
 
 A System to Keep Reasonable Customers Satisfied 
 
 The great trouble with the easy and reasonable cus- 
 tomer is that he never makes any complaint, and you 
 don't know but that he is perfectly satisfied till one day 
 you find he is no longer on your books. Then you won- 
 der what in the world has happened to him. 
 
 The majority of one's customers are likely to be of 
 the reasonable kind, and it is on them that your income 
 chiefly depends. It is very important, therefore, that 
 you have a system that will automatically attend to com- 
 plaints which are never reduced to writing, but are just 
 
142 HUMAN NATURE IN BUSINESS 
 
 as real even if they exist only in the minds of the cus- 
 tomers. 
 Every correspondent should observe these rules : 
 
 1. Answer every inquiry fully, however trifling; ex- 
 plain fully everything that may seem arbitrary or pecu- 
 liar, however slight it may be. The man who neglects 
 trifles because they are trifles, is a fool, since the biggest 
 orders are given because the smallest ones have been so 
 well cared for. Look on every small order as a test, an 
 experiment, which may lead to the largest at any rate 
 to a large total in a year. 
 
 2. Always explain delays. If for any reason what- 
 ever, even if the fault is not your own but your cus- 
 tomer's, a delay occurs, write and explain it. If it con- 
 tinues for ten days or more, write at the end of ten 
 days and report progress. Nothing is so irritating as 
 seeming negligence; nothing so pleasing as unsolicited 
 attention. 
 
 3. "Whenever you can, call the attention of your rea- 
 sonable customer to some special bargain or quality or 
 the like. Usually these favors are reserved for the diffi- 
 cult customer; but it will pay just as well to give them 
 to the reasonable customer probably it will pay better. 
 
 Being attentive is largely a habit and a custom. If 
 this habit, if this custom, is established in a business 
 house, it will probably be found that the foundation has 
 been laid for a great and permanent business. This 
 habit of attention to customers applies especially to busi- 
 ness done by mail. The mail-order customer is at a 
 distance and there is nothing to remind you how he feels. 
 You must go by faith. The only thing that will keep 
 you up to the mark is a habit that applies to every one 
 and is always in force. 
 
 These attentive letters are very simple and easy to 
 write, and no particular models or examples will help 
 
HUMAN NATURE BY LETTER 143 
 
 to make them any clearer. They need not be long, un- 
 less length is necessary to explain fully what you have 
 to say. The essentials are simply that they be filled with 
 the spirit of courtesy, and that you do by others as you 
 would that others should do by you. The Golden Rule 
 of religion is also the Golden Rule of business. 
 
 Here are a few simple examples: 
 Dear Sir: 
 
 We are sorry to say that we are entirely out of the 
 style of sideboard you have ordered, and we learn from 
 the factory that they have none on hand ready for im- 
 mediate shipment. A new lot will be ready in about ten 
 days, and if we do not hear from you we shall forward 
 the sideboard you wish as soon as it is ready. If you 
 prefer, we might give you something a little different; 
 or if delay would inconvenience you we will return 
 your money. We trust, however, that it will be satis- 
 factory to you if we ship in about ten days. 
 
 Very truly yours, 
 Dear Sir: 
 
 We were positively assured by the factory that the 
 sideboard you ordered would be shipped to-day. We 
 have reason to believe, however, that there may be a 
 delay of another day or two. We are doing everything 
 we can to push the matter on. 
 
 Very truly yours, 
 Dear Sir: 
 
 We are pleased to inform you that the sideboard was 
 shipped yesterday. We have asked the factory to follow 
 it with a tracer, to prevent unnecessary delay in transit. 
 Very truly yours, 
 
144 HUMAN NATURE IN BUSINESS 
 
 SIX 
 How to Do Business With an Irritable Customer 
 
 Irritable people are usually aware of it. It is more 
 often than otherwise a physical matter ill-health or a 
 nervous disposition. The irritability means little or 
 nothing. It is simply something that must be borne. 
 
 Now the average man is irritated by irritation. He 
 can not stand fussing and fuming all the time; he dis- 
 likes a scold. He therefore scolds back, or shows his 
 irritation in the words he uses. 
 
 Many an irritable customer can be made a permanent 
 friend by simply treating him all the time in a polite, 
 easy, friendly manner, never showing the slightest of- 
 fense at any exhibition of irritation, but rather being 
 obsequiously polite at all times. As I have said, the ir- 
 ritable person usually knows he is irritable, and he is 
 grateful to one who ignores it and treats him as tho 
 he were the best-natured man in the world. And such 
 gratitude often leads such persons to extremes of busi- 
 ness devotion. 
 
 Controlling one's temper in letters is largely a matter 
 of habit. Many people only half do it. They try to do 
 it, but allow a lot of nasty little digs to creep in. The 
 tone of their letters is in that case more disagreeable 
 than if they were frankly offensive. 
 
 In a business house the irritable customers should be 
 picked out and given to the correspondent who is con- 
 stitutionally good-natured, and has learned the wonder- 
 ful art of being professionally polite and sympathetic. 
 Such a person should the complaint-correspondent al- 
 ways be. No letter with, even a slightly disagreeable 
 tone should ever be allowed to pass; but when a cus- 
 tomer is irritated, sympathetic good nature should 
 
HUMAN NATUEE BY LETTER 145 
 
 especially abound. A sense of humor, too, is invaluable ; 
 but much discretion must be used if banter is indulged 
 in, for we must remember that the average person is too 
 stupid to comprehend it. 
 
 Good humor in letter-writing is something that can 
 be learned and practised just as much as anything ; and 
 there is perhaps nothing that a firm can so well afford 
 to pay for as this. The correspondent should reflect 
 that this is an element worth money, and that he gets 
 his salary in part for displaying it. When he has mas- 
 tered it he has a right to ask for a raise. 
 
 Nagging Letters and How to Handle Them 
 
 A customer who is always complaining and nagging 
 writes as follows: 
 
 I return your invoice for $165 for a page advertise- 
 ment in your magazine, and also a copy of the advertise- 
 ment, in which I have marked half a dozen errors which 
 I corrected in the proof, but to which you paid no atten- 
 tion. You make me say, like an idiot, "common," when 
 I wrote "uncommon," and "then," when I wrote 
 "when." I do not choose to pay $165 to be made a fool 
 of, and I decline to pay on the ground that I did not 
 order the advertisement as it appeared. Please write 
 it off your books. 
 
 Yours truly, 
 
 A poor reply : 
 Dear Sir: 
 
 "We have your letter of the th, and have read it with 
 a good deal of surprize. Don't you think $165 a rather 
 large price to charge us for a couple of minor typo- 
 graphical errors, which were perfectly obvious to even 
 the most casual reader as errors ? If we are obliged to 
 take this bill into court to collect it, don't you imagine 
 
146 HUMAN NATURE IN BUSINESS 
 
 that the impression that you are a fool would be inten- 
 sified rather than lessened? We are willing to make a 
 reasonable allowance for the annoyance caused you by 
 the errors; but we can not admit that the value of the 
 advertisement was seriously injured by them. 
 
 If you wish to secure the cash discount on this in- 
 voice, payment must be made before the 10th of the 
 month. 
 
 Very truly yours, 
 
 After a letter like the above, your irritable customer 
 would die rather than pay the bill. 
 
 A better reply: 
 Dear Sir: 
 
 We thank you cordially for calling our attention to 
 the two gross errors in your advertisement. We have 
 been trying to trace the responsibility for the neglect in 
 taking notice of your proof-corrections, and we assure 
 you we shall make every effort in our power to avoid 
 such a thing in the future. We know how annoying 
 errors are, even if they do not destroy the business 
 value of the advertisement. In this case, most fortu- 
 nately, the ordinary reader could hardly help perceiving 
 that something was wrong, and making due allowance 
 for it. 
 
 Suppose we give you an extra quarter page in our 
 next issue? While we feel sure you will get just as 
 many answers to this advertisement as if it had been all 
 right, still we heartily appreciate the annoyance the 
 matter has caused you, and we wish to make what recom- 
 pense we can. Accordingly we enclose a credit for the 
 extra quarter page next month, and trust you will find 
 it advantageous to continue your full page. 
 
 With deep regret, 
 
 Yours very truly, 
 
HUMAN NATURE BY LETTER 147 
 
 The invoice should not be enclosed in this letter, but 
 should be returned in a separate envelop by a later 
 mail. The sight of it before the letter has had a chance 
 to do its work might rouse him again. The chances are 
 that nothing further would be heard of the matter and 
 the account would be duly paid. The dispute is thus 
 nipped in the bud and settled before it has had a chance 
 to grow into a sore. Some business houses would 
 neglect the matter and let it run along till several hun- 
 dred dollars' worth of business had been killed because 
 a settlement had not been reached. Delay in matters 
 relating to money is nearly always fatal. 
 
 SEVEN 
 How to Do Business With a Woman 
 
 An enormous amount of business is done with women, 
 or on account of women ; and yet the average man knows 
 less about dealing with a woman than about any other 
 item in the list. 
 
 Much depends on the class of women one is trying to 
 reach ; but the following suggestions apply to the average 
 woman : 
 
 Always be scrupulously, formally polite to women. 
 The formally polite manner is the one that has most 
 influence with them. They prefer, too, to receive letters 
 in ''smart" envelops, on rich-looking paper, with the 
 social air about them. Women believe in dress, and 
 stationery is the dress of a letter. Business men, as a 
 rule, prefer plain, simple good taste in stationery, and 
 rather suspect anything with an air of smartness. 
 
 A few polite phrases should always be put into a let- 
 ter which goes to a woman; but the facts should be 
 stated very simply and plainly, without argument. 
 
148 HUMAN NATURE IN BUSINESS 
 
 Reasons, explanations, arguments are not for women; 
 or if an explanation is required, it is best to cloak it 
 in polite phrases and make it in the nature of an 
 apology and a promise that the same thing will not 
 happen again. 
 
 "When a matter of business is opened with a woman, 
 it should be prest to a conclusion as quickly as possible 
 lest she change her mind, but if her answer is "no," it 
 is often possible ten days later to bring it all up afresh, 
 in a new light, and have it decided over again and 
 possibly in your favor. The great thing is to do it in a 
 fresh way, and lightly, so as not to be boring. 
 
 Thousands of women are frightened away when they 
 are forced to a point. Things must be laid before them 
 and they must be left apparently utterly free to do as 
 they like. It is often useful to praise or recommend a 
 little the course you do not want them to pursue, lest 
 they think you are all on one side and go to the other 
 extreme through suspicion. 
 
 It invariably takes a good deal of time to do business 
 with a woman ; but you can not drop a matter and sup- 
 pose that any progress will be made while you are at- 
 tending to something else. 
 
 Never be surprized if you do not get a reply from 
 a woman. She always expects a man to write two letters 
 to her one. 
 
 The Deference Due to Woman 
 
 Probably more than half the business done in this 
 country is done for women, or at the instance of women, 
 or in some way because women wish it, even when they 
 do not appear in the transaction in any way. The 
 money expended for the home, for clothes, and for food, 
 all passes through the hands of women and their desires 
 
HUMAN NATURE BY LETTER 149 
 
 turn the current in this direction or the other. If the 
 advertiser and correspondent could only find out what 
 would influence the women, and would exercise the in- 
 fluence, the results would certainly be well worth the 
 greatest effort. 
 
 It is my observation that women are largely influenced 
 by what everybody believes, by the sentiment in regard 
 to an article that pervades the air. The first time a 
 thing is announced, a woman is not likely to jump at it. 
 She wants to wait and see if anybody else is going to 
 get it. When she begins to feel that all the world is 
 after it, she will join in the rush. The individual 
 woman, too, is peculiarly susceptible to the repeated 
 appeal, if it is light, fresh, and tantalizing rather than 
 boringly persistent. 
 
 A woman is also particularly susceptible to offers of 
 something for nothing. Some offer that requires noth- 
 ing more than the expenditure of a post-card is the best 
 means of getting into correspondence with a woman ; and 
 then she is to be led on step by step. 
 
 Again, the appeal to women must be almost entirely 
 through the senses or the emotions. Dainty colors, 
 graceful shapes, clever suggestions for the pleasure of 
 herself or friends, and above all lightness of touch in 
 dealing with the matter, and the absence of eagerness 
 to make a sale, are points to consider and cultivate. 
 
 Letter to sell wall-paper: 
 
 Dear Madam : 
 
 Permit me to suggest a little scheme for the decoration 
 of your drawing-room. It is but one of many that we 
 could execute at very small cost, and if you do not like 
 it, we should consider it a kindness if you would criticize 
 it freely and permit us to modify it to meet your ideas. 
 
 Your furniture, you say, is for the most part reddish 
 
150 HUMAN NATURE IN BUSINESS 
 
 mahogany, and you have several south windows afford- 
 ing plenty of light. Why should you not paper the 
 walls with a rich wine-colored tapestry paper a simple 
 tulip pattern in broad stripes rising to the ceiling and 
 terminating at the top like interior oriental columns? 
 The molding should be quite in the corner. We have 
 recently furnished a room for one of the great houses in 
 this style and color, only of course in real silk tapestry. 
 But the paper looks so much like the silk at a distance 
 that you could not tell the two apart. 
 
 Then you might have fish-net curtains falling straight 
 to the sill, with little green silkoline hangings at either 
 side. Curtains to the sill only are all the rage just now. 
 
 The whole is very inexpensive. The curtains would 
 not cost more than a dollar a window, and we could 
 furnish the paper for only 40c. a roll, an exact imitation 
 of the paper we are putting into another great house that 
 costs $8.00 a roll. We are selling it at this price as a 
 special leader this season. 
 
 If you do not like this plan, we have a number of other 
 good schemes which we should be pleased to offer you. 
 
 If you wish this particular pattern, however, we would 
 advise you to order at once, as it will not last long at 
 the low price we are putting upon it. We sold four 
 hundred rolls of it yesterday, and what is left is not 
 likely to last long. 
 
 We have some very pretty French bedroom-papers 
 that are great bargains at 20 cents a roll. 
 
 Hoping that we may be fortunate enough to please 
 you, and placing our best services and our entire stock 
 at your disposal, we remain 
 
 Very truly yours, 
 
 Many women have tastes for that for which they are 
 quite unable to pay, and they dislike to ask for any- 
 
HUMAN NATUEE BY LETTER 151 
 
 thing cheap. It is therefore always well to offer some- 
 thing quite cheap, while talking of things that are ex- 
 pensive, saying a good word also for the cheap article. 
 A woman will always buy the most expensive thing she 
 can afford, and there is little danger of spoiling a sale 
 for that which is high-priced by offering the low-priced, 
 and a sale may thus be obtained. 
 
 How to Write to a Lady on a Delicate Matter 
 
 Embarrassing situations frequently arise in which 
 men feel wholly at a loss as to how a delicate matter 
 should be discust with a woman. For example, sup- 
 pose a young lady in your employ shows a tendency to 
 be frivolous and to neglect her work, and you wish to 
 call her mother's attention to the matter. It is probable 
 that if you tell the mother she will tell the girl, who 
 will be furious with you, and you may stir up no end 
 of discord in your office. Or perhaps among your em- 
 ployees some woman becomes rebellious and proceeds, 
 as women are capable of doing, to make all kinds of 
 trouble. How shall you deal with such a person? 
 
 In the first place, these occasions are unpleasant in the 
 extreme, and there is no way of avoiding the unpleasant- 
 ness. But the best thing to do is to face the situation 
 at once and be perfectly frank. A woman may be looked 
 on as a child. Treat her with consideration, but with 
 firm authority. Write to her fully once, and then let 
 her alone. Often by firmness and frankness a trying 
 situation may be wholly dissipated, and a rebellious 
 woman transformed into the most loyal and hard-work- 
 ing servant. Let her have her way unrestrained, and 
 there is no telling where the trouble will end. 
 
 The majority of women are easily frightened, how- 
 ever, and it is an art to broach a difficult matter deli- 
 cately enough. 
 
152 HUMAN NATURE IN BUSINESS 
 
 On other occasions delicate or squeamish subjects are 
 to be dealt with in writing to a lady who is a stranger 
 or a mere business acquaintance, and it seems almost 
 impossible to find a suitable way to present the matter. 
 It is a fact, however, that almost any subject can be 
 treated with almost any person without giving offense 
 if it is done in the right way. To find this right way 
 is a very difficult matter, but it can be found by effort. 
 A letter of this kind may be rewritten a number of 
 times, each phrase weighed and slightly modified, and 
 the whole tone changed by the change of a word. If a 
 letter of this kind does not seem right, patiently hunt 
 out the word or phrase in which the fault lies. Often 
 a single word may cause the offense, tho it seems as if 
 the whole composition were wrong. Consider carefully 
 the atmosphere surrounding each word, and the side 
 suggestion with which it may be weighted. 
 
 And in conclusion let me say that the secret of the 
 control of every situation lies in one's own self-control. 
 
 Delicate Letters 
 
 My dear Mrs. Blank: 
 
 You will probably be surprized to have this letter 
 from me, but there is a little matter in connection with 
 your daughter which I thought you would be glad to 
 have me bring to your attention, and I am taking the 
 liberty to write to you about it as a friend might. Miss 
 Blank has been such a familiar figure in our office and 
 we have liked her so much that we regard her as one 
 of our business family. 
 
 I hope you will regard what I have to say as strictly 
 confidential, and something growing out of my sincere 
 friendship for you and your daughter. The fact is, 
 Alice has been rather thoughtless in her relations with 
 
HUMAN NATURE BY LETTER 153 
 
 some of the young men in the office. I have tried to 
 caution her myself, but you know a man is so awkward 
 about these things that he finds himself unable to say 
 anything directly without giving offense, which is the 
 farthest thing from my thought. I would suggest 
 simply that you question the young lady, without men- 
 tioning the fact that I have written you, and when you 
 have found out the facts in the case, just call her atten- 
 tion to the unbusinesslike air of her manner. A slight 
 warning, I am sure, will cause her to change anything 
 that might be in the least degree objectionable to any 
 one. 
 
 Miss Blank has been a faithful and competent em- 
 ployee on the whole, and I sincerely hope we may have 
 the advantage of her services for a long time to come. 
 
 "With best wishes, Sincerely yours, 
 
 Note. Observe that the writer wraps his hints in a 
 cloud of words. A short letter would not do at all in 
 a case of this sort. 
 
 A Frank Letter to an Employee 
 
 My dear Miss Blank : 
 
 For your own sake, as well as for the good of the busi- 
 ness, I wish to call your attention to something which 
 I am sure is no more than passing thoughtlessness on 
 your part, but which produces an unpleasant impression. 
 I have observed that your conduct toward some of the 
 young men is not quite as reserved and dignified as it 
 seems to me a conservative business organization would 
 require. I am fully convinced that there is no essential 
 harm in anything you have done, only a little youthful 
 thoughtlessness. Nor would I wish to have you repress 
 your spirits entirely. Just be a little more cautious. 
 
154 HUMAN NATURE IN BUSINESS 
 
 Please do not show this letter to any one else, nor 
 mention the matter. I am writing to you purely as a 
 friend, and to save you from possible embarrassment 
 from other sources. I value your services highly, and I 
 certainly hope we may be favored with them for a long 
 time to come. 
 
 With the kindest wishes for your welfare, 
 
 Very sincerely yours, 
 
 A sensitive girl might be deeply wounded even by as 
 moderate a letter as this ; but if she survives it she may 
 change her conduct completely and become a model em- 
 ployee. 
 
 Letters of this kind, if prompted by kindness which 
 is fully exprest in the letters themselves, tho difficult 
 to write, may accomplish their purpose. That they are 
 disagreeable duties may be true; but often we can not 
 avoid them. Undue brevity and bluntness are the things 
 principally to guard against. Even when much firmer 
 and more pointed letters than these are required, they 
 should be written with true literary reserve and polite 
 deftness. 
 
 EIGHT 
 
 Giving a Letter the Proper Tone How to Write to 
 your Superior 
 
 It is a difficult matter for some people to give a letter 
 just the proper tone, and they dread writing letters 
 which have a personal bearing. Yet success often de- 
 pends in a high degree on being able to give just the 
 proper tone to a letter on all occasions. 
 
 In writing to a superior one should write freely, 
 frankly, and sincerely, but always with a certain defer- 
 ence, restraint. Opinions are freely submitted, the in- 
 itiative is taken, and one goes ahead according to his 
 
HUMAN NATURE BY LETTER 155 
 
 best judgment. Yet the superior is kept fully informed, 
 and his advice is asked politely whenever occasion arises 
 for it. The opportunity to suggest or direct is always 
 offered, but if advantage is not taken of it, the work 
 proceeds just the same. 
 
 One person may be just as competent as another, but 
 a certain tone in letters will make all the difference. 
 The tone that wins is the tone of deference, respect, and 
 the flattery of attention. And yet this is only a tone, 
 for independence, energy, and promptness to act are 
 the things that are really valued. Any cringing sub- 
 servience is resented, and so too is any obvious flattery. 
 
 To attain this tone, which is perfectly natural to some 
 people and so difficult to attain by others, one must 
 keep oneself in the right frame of mind, thinking of the 
 superior as the ideal boss even if it is necessary to 
 idealize him a little, and then being perfectly sincere, 
 straightforward, and natural. Respect yourself as well 
 as your superior, and at all times be a gentleman, and 
 never forget that you are a subordinate. 
 
 The right tone in letter-writing is not a matter to 
 learn and put on. It is wholly a matter of keeping 
 oneself in the right mood or frame of mind. If one is 
 not in the right frame of mind, the right kind of letter 
 can not be written, and it should simply be postponed 
 till the frame of mind is more propitious. If you are 
 irritated, wait until the irritation has passed away; if 
 you despise your superior and believe him a fool, don't 
 write to him. Think what the ideal superior would be, 
 and write to the ideal, not to the real one. At the same 
 time do not allow yourself to be frightened or over- 
 awed. Cultivate respect for yourself, remember what is 
 due to you, and quietly exact it by taking for granted 
 that you are going to have it. 
 
156 HUMAN NATURE IN BUSINESS 
 
 Letters to Superiors 
 
 Too formal : 
 Dear Sir: 
 
 I have to acknowledge receipt of your communica- 
 tion of July 29, and in accordance with your request I 
 am enclosing my report for the month just past. 
 
 Hoping it will meet your approval, I beg to remain 
 Very truly yours, 
 
 Too free: 
 Dear Sir: 
 
 As you request, I am sending you a report upon the 
 work we have done during the past month. July is not 
 the most brilliant month in the year for results, but we 
 have done some hard work all the same. I have got a 
 new system worked out for handling the men, and look 
 to see big results from it next month. 
 
 "With the best of wishes for much business, I am 
 Yours truly, 
 
 Too subservient : 
 Dear Sir: 
 
 I hasten to comply with your request of July 29, and 
 enclose a detailed report for the past month, trusting 
 it will meet your approval. In comparing results for 
 this month with those for June, I beg you to bear in 
 mind the fact of the season and the difficulty of doing 
 business in the hot weather. I am glad to say, how- 
 ever, that we did better this year than in the same month 
 last year. 
 
 I have been thinking of a plan for handling the men 
 which I should like to discuss with you as soon as pos- 
 sible. I believe it will give increased results, but I 
 should not venture to try it without your approval. 
 May I ask you when you think you will be able to pay 
 us a visit again? 
 
 Trusting our efforts may have your kind approval, 
 Respectfully yours, 
 
HUMAN NATURE BY LETTER 157 
 
 A better letter: 
 Dear Mr. Clark : 
 
 In response to your request of July 29 I am sending 
 you a full report of our work for the past month. The 
 record is not up to that of June, of course, but it is far 
 higher than for the month of July last year. So I do 
 not feel dissatisfied, tho I should like to do still better. 
 
 I have been thinking of a scheme for handling the 
 men which I believe will add 20 per cent, to our 
 returns, and with your permission I am going to try it 
 next month. It is simply this: (The plan is briefly 
 described. ) 
 
 If you see any objection to it, I should be glad if you 
 would let me know at once. Unless I hear from you to 
 the contrary, I shall start it about the tenth of the month 
 and try it out. It may not succeed, of course, and I do 
 not guarantee it, but I think we can afford to take a 
 chance on the experiment. I hope you will agree with 
 me, for I should like to see what will come of it. 
 
 Eldredge is doing very well better than I expected. 
 I am not so well satisfied with Keith. I wish I knew 
 how to stir him up a little and make him work more. 
 Hanley is doing as well as ever, and I think we ought 
 to give him a raise this autumn. Do you think the firm 
 will agree to it? I should like to put on two new men 
 in September, but I can not do it unless I am given a 
 little larger allowance for at least a month. It is im- 
 possible to make a new man pay his way in our busi- 
 ness in less than a month. 
 
 We shall be glad to see you whenever you can get this 
 way, and I hope it may be in the near future. In the 
 meantime, however, you may be sure that we will keep 
 hard at work. 
 
 Sincerely yours, 
 
158 HUMAN NATURE IN BUSINESS 
 
 It always pleases a superior to be told little details of 
 the business, so that he feels he is keeping in touch with 
 everything; but he doesn't want to be troubled on small 
 and unimportant matters which the subordinate should 
 settle for himself. The right tone in a letter depends 
 on the right attitude of the person. If the attitude is 
 right, the tone can easily be cultivated. 
 
 NINE 
 How to Write to a Subordinate 
 
 Some people get on well with servants and some people 
 do not. Those who fail usually do so because they do not 
 see things from the subordinate's point of view. Unless 
 the superior can see things from the subordinate's point 
 of view, it is not likely that the subordinate will see 
 things from his superior's point of view. 
 
 It is often the duty of a superior to handle many 
 subordinates or agents by mail, and to get the most work 
 possible, of the right kind, out of them. To accomplish 
 this, the superior should be able and willing to do the 
 work required himself. If he has done it and can do 
 it, then he knows how it ought to be done, what it is 
 reasonable to ask, and where difficulties are likely to 
 appear. Only when a superior is and feels himself on 
 a level with his subordinates, and makes them feel that 
 he is on their level, will he best succeed in writing to 
 them in the correct tone. 
 
 The successful manager writes to his subordinates fa- 
 miliarly, yet maintaining a certain respectful tone such 
 as that which he expects from them. Eespect must be 
 mutual, and if the superior does not respect his subordi- 
 nate, his subordinate will not respect him. 
 
 The art of letter-writing depends largely on the power 
 to say things by not saying them. A little restraint 
 
HUMAN NATURE BY LETTER 159 
 
 where freedom had previously been shown, a little 
 failure to commend where commendation had before been 
 given, a little coldness where there had been warmth 
 before these are the most telling methods of criticizing 
 and rebuking. If a subordinate is so dull or so blind 
 that he will not understand, a frank, friendly, open 
 talk (on paper or viva voce) is the only resource. 
 
 In dealing with reasonable human nature in all direc- 
 tions, nothing is more essential than always giving your 
 reasons and explaining your motives for everything, at 
 least to the extent of not seeming arbitrary. Some 
 masters rule by fear, and by their arbitrary methods get 
 a great deal of work out of subordinates; but the mo- 
 ment such a master is out of the way, all effort relaxes. 
 The sympathetic master keeps his men at work just as 
 well when he is away as when he is on the spot, and 
 that is the only kind of master a man can be by mail. 
 
 Letters to Subordinates 
 
 Too crusty: 
 Dear Mr. Blank : 
 
 I see that your man Keith is not doing as well as he 
 did a month ago. We can not have any going back- 
 ward. If you can not keep him up to the standard, it 
 is your business to get somebody else who can be kept 
 there. 
 
 I note your plan in regard to handling the men, and 
 will let you know later whether I think there is anything 
 in it or not. As a rule, I think it is better to stick to 
 what has been proved. We hire men to work rather 
 than think up schemes. 
 
 I can't tell when I shall see you. It may be next 
 week and it may not be for a month. 
 Yours truly, 
 
160 HUMAN NATURE IN BUSINESS 
 
 Too vague: 
 Dear Mr. Blank : 
 
 I have your report for July and have placed it on file. 
 I wish you would write me in detail just what each man 
 is doing, for I like to keep in touch with what is going 
 on. 
 
 I shall probably pay you a visit the coming month. 
 Tho I should like to get over by the 10th or 15th, it 
 may be the end of the month before I can manage it. 
 
 Hoping everything will go on smoothly, 
 Very truly yours, 
 
 The man who writes a letter like this creates the im- 
 pression he is not giving proper attention to the busi- 
 ness, and his subordinates are likely to get careless and 
 not work up to their capacity. 
 
 Good letter to a subordinate : 
 Dear Mr. Blank: 
 
 You did pretty well in July better than last year. 
 Your new plan for handling the men sounds well, and I 
 sincerely hope you can work it out to success. You have 
 my hearty cooperation in anything that promises to 
 bring results. 
 
 I wish you would run over the men and give me a 
 pointer or two on each one. We want to be generous 
 to those who deserve it, you know, tho of course we 
 expect good value for what we pay. In that matter I 
 have to depend largely on your reports, and I hope you 
 will make them as detailed as you can consistently. 
 
 By the way, I heard an unfriendly report from Har- 
 rison's district the other day. It didn't amount to much, 
 but I think it would be worth your while to keep an eye 
 on what is going on over there. 
 
 I see Billings wasn't in his usual form last month. It 
 might be well to touch him up a little, tho he has 
 always seemed to be a good man. 
 
HUMAN NATURE BY LETTER 161 
 
 I am sending down some new printed matter. I wish 
 you would let me know what you think of it. It is al- 
 ways important to the firm to have an unbiased expres- 
 sion of opinion from the men in the field, for they have 
 a better opportunity for observation than we do here 
 in the office. I am not quite satisfied with the sixteen- 
 page booklet; but I couldn't see just how it ought to be 
 improved. If any suggestion occurs to you, don't be 
 afraid to send it on. 
 
 I heartily congratulate you on the good work you and 
 your men are doing, and I hope you will keep it up and 
 improve on it. 
 
 Cordially yours, 
 
 The writer of this letter manages to get in a good deal 
 of criticism, but without dampening the ardor of the man 
 to whom he is writing. He mingles criticism with ap- 
 preciation in a free and judicious way. 
 
 This letter is very colloquial, tho not precisely slangy. 
 Colloquialism is winning when a superior writes to his 
 subordinate, but slang would be undignified. Perfect 
 dignity, with cordial and friendly frankness and free- 
 dom, is the ideal for the superior. 
 
 Assignment XVI. Sales Letters to Different Types 
 
 Sections 1, 2, 3, and 4 are best studied in connec- 
 tion with planning general sales letters. "We will 
 suppose three different kinds of persons, one a woman, 
 whose names have been given us as good customers for 
 the business we are pushing, and to each we write a 
 carefully planned letter soliciting his business, either 
 long or short as the character of the person requires. 
 Each of these three letters we follow up with a letter 
 to develop interest. On the ground that the references 
 have been made by a mutual friend and we wish a 
 
162 HUMAN NATURE IN BUSINESS 
 
 definite statement, let us write a final letter, to compel 
 an answer, which shall be pointed yet always courteous. 
 In reply to the letter to compel an answer some other 
 member of the class will write in one case a mild, reason- 
 able letter, in another an irritable letter, and both of 
 these are to be handled by the original writer. The 
 woman may make two different replies, one reasonable 
 and one irritable, and each should be handled according 
 to Section 7. 
 
 Assignment XVII. Letters to Superior and 
 Subordinate 
 
 Finally, let the members of the class write letters to 
 the teacher in the proper tone as a superior making 
 suggestions in regard to the conduct of the work of the 
 class; and let other members of the class reply to these 
 letters in the proper tone of a teacher to class-members 
 or subordinates. 
 
COLLECTIONS BY MAIL 
 
 I BELIEVE that money can be collected by mail as surely 
 as by personal application, and more easily, but it takes 
 more time to do it. 
 
 First, try to see that your customer gets value for his 
 money. "Write to him often on that subject, and make 
 him understand clearly just what you are making him 
 pay for. 
 
 Never neglect an account or let it drag. I have found 
 that many people think that if you don't press them for 
 payment for some time you neglect doing so because you 
 feel you have not given them good value, and therefore 
 that they are not as much under obligation to pay you as 
 they thought they were. During the past season I let 
 my collections fall behind because I was too busy with 
 new business to attend to them, arid I found several of 
 my clients thought I had forgotten them altogether and 
 did not intend to enforce payment ; and having made up 
 their minds they were not going to be made to pay, it 
 was hard for them to get the paying idea into their heads 
 again. 
 
 "Without doubt the most effective means of making col- 
 lections is by continued irritation. You can be sympa- 
 thetic, argumentative, but be slightly disagreeable too. 
 This may at first be only a slight abruptness in your 
 style. And remember that irritation requires repetition. 
 The simplest kind of dunning letter sent five or six 
 times becomes irritating. 
 
 163 
 
164 HUMAN NATURE IN BUSINESS 
 
 It is a difficult matter not to give offense to good cus- 
 tomers by your irritation, and you should remember 
 that whenever you see any signs that you have gone too 
 far and your customer feels you are giving him more 
 then he deserves, you ought to apologize and apologize 
 profusely, even to a dead-beat. Praise his scrupulous 
 business honor, and all that. Go back to plain and 
 simple letters. After you have called a man a thief 
 almost, and then gone back to some very short, simple 
 dunning inquiry such as, "Will you let me know when 
 I may expect something on this account?" your debtor 
 will begin to think you are getting desperate. 
 
 If you learn the art of writing irritating letters, and 
 keep at it patiently, I do not believe you will ever have 
 much occasion to use a collection-agency. A collection- 
 agency is solely a machine for irritation, until you get 
 ready actually to sue. Usually the man who would be 
 good for a judgment will not let a case go to trial unless 
 he feels he can win. If there is no dispute, and a man 
 is willing to let a case go to trial, it is generally because 
 he has nothing and is judgment proof. If there is a 
 dispute, I say, compromise, even when you fully believe 
 you are right. Compromising is cheaper than law. 
 
 The following letters were originally designed to col- 
 lect a balance of $9 due on an American credit book- 
 offer when $1 deposit had been paid and the books had 
 been sent on one week's approval. 
 
 The first letters are sales letters to prevent the return 
 of the books. A personal criticism showing how to apply 
 the general principles in the books to the man's own 
 particular business is not given till the final payment 
 has been made, and this is emphasized as a sort of in- 
 ducement to hasten the payment. 
 
 While the nominal approval time is one week, in prac- 
 tise one month has to be allowed, and it is not until the 
 
COLLECTIONS BY MAIL 165 
 
 account is six weeks old that with the fourth letter the 
 irritating process of collection is begun. I place great 
 emphasis on the importance of laying a good ground- 
 work in preparation for the real collection effort. In a 
 straight sale no such elaborate preparation would have 
 to be made, and the series might begin with the third 
 letter. 
 
 Note that the fifth letter is a very stiff one, pretty sure 
 to draw a response. If any are offended, yet pay, I 
 always apologize and smooth them down. The sixth 
 letter is a straight-out mild one that brings around many 
 who were offended by the fifth and are put in good 
 humor again by the sixth, yet would have paid no atten- 
 tion to the sixth had it come first. 
 
 The ninth letter is a printed agency-form, and so is 
 the tenth. The eleventh is a warning that the account 
 will be turned over to a solicitor if collection is not made. 
 The point about the agency-letters is that they have a 
 bright red seal in the middle and look legal a change of 
 venue has been taken. The wording of these letters 
 makes little difference. 
 
 On 30-day merchandise accounts, I should follow the 
 practise of Marshall Field & Co. and send out a state- 
 ment about the 20th of the month as a slight reminder 
 that payment on the 10th or 15th has been overlooked. 
 This is in addition to the regular statement on the first 
 of the month. Many manufacturers send out a brief 
 letter just before the end of the month asking remit- 
 tance so the account will not have to be carried over to 
 the next month on the books. 
 
 When a statement is sent out the first of the second 
 month after, I would write a pleasant sales letter, call- 
 ing attention to the account and mentioning any new 
 items which the customer might like to buy. I would 
 always make the first collection letters sales letters ask- 
 
166 HUMAN NATURE IN BUSINESS 
 
 ing for new orders, if the business is such as to permit 
 this. 
 
 Letting an account run along without writing any let- 
 ters is to me highly objectionable, as statements may 
 never reach the attention of the responsible man who 
 draws the checks, but simply be filed by the bookkeeper. 
 A letter will probably get to the right man, and a sales 
 letter in which incidental reference is made to an ac- 
 count due can not be offensive to any one. 
 
 If these friendly sales letters do not bring the remit- 
 tance, at any rate they have laid the ground for more 
 irritating collection letters such as No. 4, No. 5, etc., in 
 the following series. With the groundwork laid, few 
 business men can be offended by these severe letters. If 
 only statements are sent with no letters, a first letter in 
 this severe vein nearly always gives serious offense. 
 
 When there is a discount for cash which I want taken, 
 I always write a friendly note (form at the end) remind- 
 ing the customer of the date before which payment must 
 be made in order to get the discount. Two or three days 
 after the date I write another saying if the account has 
 been overlooked I will gladly allow the discount still if 
 check is sent by return of post. Many disputes and 
 much hard feeling would be avoided if this system of 
 notification by letter were followed more widely. I 
 append a sort of final letter for small accounts. 
 
 Letter to Go With Invoice; Always Required on 
 
 Approval Shipment 
 Dear Sir: 
 
 I take pleasure in sending you my Private Instruction 
 Manuals for Business Men on approval, as you request, 
 
 and enclose memo, bill for additional, giving you 
 
 credit for the - already paid. If not desired, the 
 manuals should be returned within a week. 
 
COLLECTIONS BY MAIL 167 
 
 Getting more business is a matter of "selling Eng- 
 lish/' and also of getting a great number of minor 
 details exactly right. 
 
 You'll never succeed unless you study these details 
 point by point and master them or if you do succeed 
 you will not be able to repeat your success. 
 
 My private instruction manuals are the only publica- 
 tions on earth where these seemingly commonplace little 
 details are set down one after the other in such a way 
 that they will actually enable you to book the orders if 
 you follow the instructions step by step. They have 
 done it for many others, and they will do it for you. 
 
 But even more important is my personal letter of criti- 
 cism, in which I show you how to apply these principles 
 to your own business, how you can win out and actually 
 make more money. 
 
 Be sure to tell me what your business is when you 
 remit and I will let you have this letter of personal ad- 
 vice and criticism at once. 
 
 Yours faithfully, 
 
 1st Collection Follow-Up 
 Dear Sir: 
 
 It is some ten days since I sent you on approval my 
 Private Instruction Manuals for Business Men, and no 
 doubt you have had ample time to look them over. I 
 write to ask you to report on them at once. 
 
 Remember that in these manuals you are not buying 
 an ordinary work at a high price. 
 
 You get a vast collection of small details you can find 
 nowhere else, every one of which has been tried out by 
 experience, and which has helped many business men 
 actually to get more business. 
 
 But the most important thing is the personal criticism 
 I will give you if you decide to keep the manuals. This 
 
168 HUMAN NATUEE IN BUSINESS 
 
 alone is worth the total price. It is important for you 
 to have an expert show you where you have failed in 
 judging your customers, and how to prove your own 
 merits, offset your competition, and secure orders or 
 collections you might have. If your follow-up system 
 is weak, I will show you why. If you are planning an 
 advertising campaign, I will put you on the right track. 
 
 All things considered, my proposal is an extremely 
 reasonable one. You get the personal letter of criticism 
 as soon as you remit, if you state what your business is. 
 
 Will you not favor me with a check, or at least in- 
 form me if you will keep the manuals? 
 Yours faithfully, 
 
 2nd Collection Follow-Up 
 
 Dear Sir: 
 
 I sent you a set of my Private Instruction Manuals for 
 Business Men on one week's approval; and as you have 
 not returned them, tho more than three weeks have 
 elapsed, I take it for granted that you are satisfied and 
 expect to remit. 
 
 You get more for your money on this offer than any- 
 thing else I know of. 
 
 This is a practical system for business men packed 
 with more useful good things than any of the high-priced 
 correspondence courses in advertising or salesmanship, 
 yet the cost is but . 
 
 In the personal criticism I will show you what your 
 weaknesses and your strong points are. A man ought to 
 check himself up now and then and see where he stands. 
 A remittance will be appreciated. State your special 
 line of business and get the criticism at the time you 
 pay. 
 
 Yours faithfully, 
 
COLLECTIONS BY MAIL 169 
 
 3rd Collection Follow-Up 
 Dear Sir: 
 
 The Private Instruction Manuals, with which you get 
 personal service equal to the full amount charged, were 
 sent you with one week for examination, and billed at 
 the cash-in-advance price. Tho more than a month has 
 elapsed I have not received the balance due. 
 
 I am extremely anxious to get this matter closed up 
 without further delay, and ask you to let me have a 
 check at once. 
 
 Yours faithfully, 
 
 4th Collection Follow-Up 
 Dear Sir: 
 
 I am surprized that a courteous business man like you 
 should not only neglect the balance due on account of my 
 Private Instruction Manuals for many weeks and even 
 months, but also should fail to make courteous reply to 
 the letters I have written. 
 
 If you don't intend to pay this bill you can, at least, 
 let me know that fact. 
 
 The enclosed stamped return envelop is for a check 
 or for the REASON WHY NOT. A good reason cour- 
 teously given will be highly acceptable, and that is 
 something it is always within your power to give. 
 Yours faithfully, 
 
 5th Collection Follow-Up* 
 Dear Sir: 
 
 I have written you four times about the balance due 
 on the Private Instruction Manuals for Business Men 
 you ordered many weeks ago. 
 
 * Letters like this and No. 8 can be written only to persons you know 
 will never send you any more business the actual dead-beats. 
 
170 HUMAN NATURE IN BUSINESS 
 
 If you don't intend to pay, just say so, and I will pull 
 off my coat and jump in for worth of fight. I al- 
 ways enjoy spending money to make a man pay his bills. 
 
 If it is a case of oversight, now is the time to make 
 good and keep your reputation clean. Any excuses or 
 explanations will also go safely in the enclosed return 
 envelop, and if you have them, remember I can not read 
 your mind unless you speak up. 
 
 Yours for quick action, 
 
 6th Collection Follow-Up 
 Dear Sir: 
 
 You received that last collection letter of mine and it 
 didn't make you open your eyes and take notice! 
 "Well, well, well ! 
 
 Really, I need this money badly just now. Won't you 
 go out of your way, as a personal favor, to let me have 
 a check by return mail or within a week? 
 Yours in earnest hope, 
 
 7th Collection Follow-Up 
 Dear Sir: 
 
 What kind of business man are you, any way, not to 
 have the courtesy to reply to any of the six or seven let- 
 ters I have written you about the enclosed account? 
 
 I want this money, or I want to know when I can have 
 it, or why I am not going to get it. 
 
 Courtesy is cheap, even when money comes hard, and 
 I shall expect to hear from you by return mail. 
 Very truly yours, 
 
 8th Collection Follow-Up* 
 Dear Sir: 
 
 I want to ask you a few heart-to-heart questions : 
 Are you honest or a dead-beat? You know. If 
 
 * See note on No. 5. 
 
COLLECTIONS BY MAIL 171 
 
 honest, an explanation of why you don't pay the en- 
 closed bill will tend to prove it. 
 
 Is the enclosed bill disputed by you in any particular ? 
 If so, I want to know all about it, and if you are honest 
 you will tell me. 
 
 Please save us both unpleasantness by dealing frankly 
 and fairly with me, and suggesting some settlement of 
 this claim. 
 
 Very truly yours, 
 
 A Reminder to Take Cash Discount 
 
 Dear Sir: 
 
 I hope you have received the shipment of which 
 
 we made you via on the . 
 
 I would remind you that Sept. 15 is the date for taking 
 the cash discount of 5 per cent. If for any reason it is 
 not convenient for you to remit by that date, please no- 
 tify me promptly. 
 
 Yours faithfully, 
 
 Final Reminder on Cash Discount 
 
 Dear Sir: 
 
 If you have overlooked the cash discount of 5 per cent, 
 on your account, which should have been taken Sept. 15, 
 I will still allow it if you will let me have check by 
 return of post. 
 
 A discount of 5 per cent, is too large to be lost if a man 
 can possibly avail himself of it. It is an extra discount I 
 have given you in this form, and failure to take it doesn't 
 look well for one's credit. If for any reason you do not 
 find it convenient to remit, I shall expect you to set a 
 date when I may look for payment, or let me have some 
 explanation. 
 
 Yours faithfully, 
 
172 HUMAN NATURE IN BUSINESS 
 
 For Small Accounts Overdue 
 Dear Sir: 
 
 The enclosed small account is considerably overdue, 
 and I sincerely hope you can favor me with a check 
 by return mail. 
 
 I am sure if you make a little effort in this matter you 
 can clean up the account. Won't you please try, and 
 let me have a word from you within the next few days? 
 Cordially yours, 
 
 For Very Small Accounts Long Overdue 
 
 Dear Sir: 
 
 I have spent 50c. on postage and stationery in trying 
 to collect your small account. I can hardly afford to 
 sue you. 
 
 If you don't intend to pay it you can say so and save 
 us both annoyance. Courtesy certainly requires a reply 
 to this letter without delay. 
 
 Very truly yours, 
 
 Collections from Dealers 
 
 The best kind of letter to get money as a rule from 
 dealers is one that is slightly irritating but not suffi- 
 ciently so to be offensive. Most collection letters are 
 too considerate. For example, you say, "If possible, 
 kindly remit the enclosed statement before Oct. 24." 
 You should say, "Your account as represented by the 
 enclosed statement is already considerably overdue, and 
 as I must have money by Oct. 24 to meet obligations, 
 I must request that you let me have a check by return 
 mail. 
 
 "I have sometimes let your accounts run a little 
 longer than I should. "When you need accommodation 
 and I am in a position to give it, a request to me will 
 always be honored. 
 
COLLECTIONS BY MAIL 173 
 
 "But now I am in need of accommodation from you, 
 and I shall be very greatly disappointed if you do not 
 make a special effort to send me at least all you can on 
 this account at once." 
 
 If a man does not respond to a letter like that, you 
 ought to go after him at once with something like a sharp 
 stick, hinting that he is not doing just the right or 
 honest thing. If he gets angry, smooth him down, but 
 the sharp tone of your letter is the thing that will bring 
 in the money. 
 
 A Collection Letter that "Drew the Money Like a 
 Poultice 
 
 The following letter drew from one concern this ac- 
 knowledgment of its effectiveness: 
 
 "We are in receipt of your exceedingly gentle and 
 well-worded ' touch' of the 4th inst. and you will note 
 the result enclosed. Our only regret is that you could 
 not receive it by the 10th as you desired. If your book- 
 keeper words all his letters as he did ours, we would 
 judge your bad accounts would be very limited, for it 
 drew the money from us as a bread and milk poultice 
 is supposed to draw inflammation." 
 Gentlemen : 
 
 We like to feel that all of our customers are our good 
 friends, and in times of trouble we find pleasure in know- 
 ing that we have friends to depend upon. 
 
 The advances in the prices of some raw materials have 
 made it necessary for us to go into the market and buy 
 very heavily for future requirements. These supplies 
 will have to be paid for very soon, and therein lies the 
 trouble that we want to tell you about. 
 
 We enclose statement of your account, and hope that 
 you are sufficiently friendly toward us to be willing to 
 stretch a point and send us a check by return mail. 
 
174 HUMAN NATURE IN BUSINESS 
 
 At the present time we have between a thousand and 
 fifteen hundred open accounts on our books, and a little 
 anticipation on the part of our customers will relieve 
 our necessities without overcrowding our friends. 
 
 We trust that you will look at this letter in the spirit 
 in which it is written and not consider it a dun, but as a 
 friendly request from one merchant to another. 
 
 Yours truly, 
 
 Another Successful Collection Letter 
 
 Dear Sir: 
 
 I have a couple of notes coming due on the 20th and 
 30th of this month, and should appreciate it if you could 
 let me have a check that I can use in paying the first 
 of these. "Will you favor me ? 
 
 The enclosed calendar-card will be handy to carry in 
 your pocket-book accept it with my New Year's com- 
 pliments. 
 
 If you will send money at once I will gladly present 
 you with a copy of my Commercial Map of the United 
 States the only map ever published on which you can 
 trace 62 railroad systems through the network at a 
 glance. 
 
 Cordially yours, 
 
 Assignment XVIII. Collection Letters 
 
 Let each member of the class prepare a series of ten 
 collection letters for general use in the business studied, 
 considering the different classes of people, and getting a 
 sufficient variety of appeal so that if sent one after the 
 other they will not grow stale, and including special let- 
 ters for large and small accounts or special occasions. 
 In this we will follow and carefully adapt the series 
 given in the text-book. 
 
VI 
 
 USING WORDS SO AS TO MAKE PEOPLE DO 
 THINGS 
 
 ONE 
 The Personal Touch 
 
 I HAVE spoken a great deal about knowing the cus- 
 tomer. Nothing will help so much as the habit of visual- 
 izing him so that you really see him sitting by your 
 chair (with your eyes shut if not with them open) and 
 feel his presence. Then $lone can you write as you 
 would talk to him. 
 
 In the schools, imagination is supposed to be the power 
 of fancy or imagery, or else it is constructing a chain of 
 circumstances that are unreal. Often this is in reality 
 guessing. If there is anything that is condemnable in 
 business it is the habit of guessing. IN BUSINESS 
 YOU MUST KNOW WHAT YOU ARE DOING or you 
 are a failure. Absolute knowledge is needed nowhere so 
 much as it is in business, and especially in writing let- 
 ters and advertisements. The reason why so much 
 matter sent out fails is that it is based on guesswork 
 and not on knowledge. 
 
 The business imagination I speak of is just the oppo- 
 site of the habit of guessing. It is learning to know your 
 man so well you can actually see him even when he isn't 
 there. But you will probably see better with your eyes 
 closed than with them open. 
 
 When you begin to get this imagination you will show 
 in your letters the confidential, personal tone, the easy 
 
 175 
 
176 HUMAN NATURE IN BUSINESS 
 
 talking manner. You become really personal. You 
 speak to your customer as "you" and refer to yourself 
 as "we" or "I." You begin to feel that confidential, 
 talky tone in your letters. You don't put "scenery" 
 (conventional sales-talk) into your letters, because if 
 you can see your man you know lie doesn't care for 
 that. You give him what he wants, not a purely imagi- 
 nary and theoretical line of "letter-talk." Everything 
 you say counts, it hits the mark. 
 
 The way to build up that imagination is not by sit- 
 ting still and trying hard. 
 
 No. You can not do better than go out on the road 
 and see the trade. Then when you come back you will 
 know how the trade looks. If you talk with customers 
 you will know what they have to say, how they think, 
 what they like, and what they don't like. You will have 
 FACTS and not guesswork as to what the imaginary 
 man really is. 
 
 If you can not go out on the road as a salesman, take 
 every opportunity to observe those who drift into the 
 office. Talk to them whenever you can, make yourself 
 agreeable, and try to be useful to them. "When you be- 
 gin to try to be useful to every person who comes along 
 in business you are very likely to begin to sell some- 
 thing and get your reward for making the sale. 
 
 There is a great deal in being able to put a helpful, 
 personal tone into a letter. You can not do it unless 
 you would naturally be helpful to the real person. 
 Many business people, and women especially, like to be 
 coldly impersonal in letter-writing, while a few go to 
 the opposite extreme and become offensively familiar. 
 There is a happy medium, and it differs with the kind 
 of person to whom you write; but even in the most 
 formal correspondence the nice personal adaptation of 
 the style to the personality of the one addrest is the 
 
WORDS TO MAKE PEOPLE DO THINGS 177 
 
 result of a well-developed business imagination. The 
 result is what is called TACT. 
 
 Enthusiasm the Corner-stone of Success 
 
 English that bites into the minds and hearts of men 
 is more a matter of the thought than of the expression. 
 If you think clearly and accurately, and develop a good 
 supply of enthusiasm by means of the imagination, you 
 will express yourself with great force. 
 
 When a man thinks very clearly, he seldom violates 
 a rule of grammar, no matter whether he knows any- 
 thing about grammatical rules or not. 
 
 If he puts in punctuation marks just to make his 
 meaning clear to a common-sense, ordinary person, he 
 will not need to know anything about the rules of punc- 
 tuation, for he will punctuate correctly without any 
 rules at least as far as simple business English goes. 
 
 If he works up a passionate enthusiasm for his busi- 
 ness, he will be very likely to write advertising letters 
 filled with power. Getting enthusiastic is at the bottom 
 of all salesmanship. 
 
 If you want to write a powerful letter, forget all about 
 the art of business English, and sit down and put a 
 hard, telling fact, into a short, straight-from-the-shoulder 
 sentence. If necessary, make that sentence a para- 
 graph (if it is important enough), or emphasize some 
 phrase in it by underscoring or capitalizing. 
 
 Then give another straight-from-the-shoulder fact that 
 you feel ought to convince any sane man. Then an- 
 other. 
 
 When you have finished, tell your customer just what 
 you want him to do something you believe he can and 
 will do and place in his way every means to do it 
 easily. Last of all, tell him, command him, to do it. 
 
 Unless you can analyze your business, analyze your 
 
178 HUMAN NATURE IN BUSINESS 
 
 customer, analyze your goods from the point of view of 
 the use the customer can make of them, and "WORK 
 UP YOUR OWN FAITH AND ENTHUSIASM, you 
 are not likely to write any letter that will bring orders. 
 Only the man who can convince himself that he has the 
 ONLY PRODUCT OF ITS KIND AT HIS PRICE 
 has any right to try to write sales letters or other adver- 
 tising matter. When a man's own faith and enthu- 
 siasm master him, he can not help writing effective 
 sales English if he only tries hard enough and long 
 enough. 
 
 TWO 
 How to Condense 
 
 We condense for two reasons: 1. To economize the 
 attention of the reader. 2. To save the cost of high- 
 priced advertising space. Most business men put the 
 second reason first; but it is insignificant as compared 
 with the other. Advertisements and letters which pro- 
 duce their telling effect in the shortest possible time 
 will be read by more people, and will get more business 
 from those who do read. Buying people are more ready 
 to spend their money than waste their time. 
 
 The Secret of Condensation 
 
 lies in choosing wisely the things that will really appeal 
 to the reader. Knowledge of the reader is, therefore, 
 the matter of greatest importance. 
 
 Having, by long and calm thought, chosen success- 
 fully, you should express what you have to say in com- 
 plete and faultless English, as if what you were actually 
 saying were all you ever thought of saying. 
 
 NEVER clip out small and seemingly unimportant 
 words, making your condensed form jerky and ragged. 
 
WORDS TO MAKE PEOPLE DO THINGS 179 
 
 The omission of a few small words immediately suggests 
 to the sensitive reader that you have been laboring to 
 condense, and he. is rendered suspicious. The smallest 
 thing to excite suspicion will destroy at once the con- 
 fidence necessary to establishing business relations with 
 a stranger. 
 
 Successful condensation requires time and patient 
 thought ; and must be tried many times before it proves 
 perfectly successful. 
 
 Great care must be taken to cling to every good point 
 once established. Too many business men weary of the 
 old thing, and try something entirely new, to their great 
 loss. When you must choose between two points, weigh 
 both carefully in the mind; perhaps try both in some 
 way on an actual customer; having finally decided on 
 one, let the other be utterly forgotten, that it may cease 
 to haunt your mind and throw it into confusion. 
 
 NEVER try to condense by cutting out words and 
 phrases. Choose afresh the things you will say, and 
 write as if you had never written before, putting wholly 
 out of your mind the longer form. It is often necessary 
 to let time elapse, so that you will have forgotten the 
 longer form. If the condensed form seems to you im- 
 perfect, it will certainly seem imperfect to the reader. 
 Unless you can convince yourself that you have said all 
 you really need to say, your condensed form is not per- 
 fect. 
 
 Many personal salesmen have a knowledge of their 
 goods, of their customers, and of surrounding conditions, 
 and the enthusiasm to make a personal sale, yet they can 
 not write good letters simply because they can not con- 
 dense. Either they say too much so much the ordinary 
 man will not read it at all or they give it up in despair 
 and say practically nothing. 
 
 It usually takes a good long letter to sell anything. 
 
180 HUMAN NATURE IN BUSINESS 
 
 Begin by writing out your arguments just as you would 
 talk them. Imagine your customer sitting by your side 
 and that you are talking to him hard for an order. Do 
 not stint the space. You must learn to express yourself 
 fully before you can express yourself briefly. 
 
 When you have written page after page of talk filled 
 with enthusiasm, and covering every point, as if yon 
 were trying to compose a book on the subject, go back 
 over your matter (have it in typewritten form so you 
 can read it easily), and put in head-lines that will sum- 
 marize each subject er argument or fact. Try to make 
 these head-lines not mere indications of what is to follow 
 in that paragraph, BUT STATEMENTS OF FACTS. 
 Be sure that this fact is so clearly stated that the moment 
 an outsider reads the head-line he will know exactly 
 what the fact is before he reads the explanation. 
 
 There is always a fact at the bottom of every sound 
 argument. Put your facts into head-lines so that the 
 man who glances over your book will know the im- 
 portant facts about your business even if he does not 
 read your explanation at all. Make these head-lines 
 tell your story as you go along, in the proper order of 
 appeal to your customer's own selfish interest. This 
 will make an excellent circular to accompany your letter. 
 
 With this long argument, divided up by proper head- 
 lines, each head-line stating a fact, you can make up a 
 letter almost out of the head-lines; but you want to 
 weave them into a close, logical argument, filling them 
 out a trifle so they will make a continuous brief story. 
 That will be a condensed sales-letter, and an effective 
 one, too. Above all, make your arguments FACTS not 
 talk, not mere words. Facts condense easily. 
 
 Usually the letter-writer starts out to write a con- 
 densed letter first. It is much better to begin by writing 
 fully, putting your whole sales-talk on paper, in the 
 
WORDS TO MAKE PEOPLE DO THINGS 181 
 
 right logical order, and then choosing from it 
 FACTS that will tell. The man who can drive home 
 facts in conversation will soon learn to drive them 
 home in a letter, and that will be condensed letter- 
 writing. 
 
 An Example of Condensation 
 
 , This series shows the method of condensation. The 
 colloquial phrase, "Letters that Pull" (which would not 
 be permitted in literary composition), was a great dis- 
 covery, since it was common usage among business men 
 and doubled the business brought by the second letter. 
 
 This was first used as a letter and then as a page 
 advertisement. It is about as short as a letter on this 
 subject could be made, and is unusually terse and strong. 
 The short paragraphs at the opening got immediate at- 
 tention because they looked easy to read. 
 
 The First Full Letter 
 Dear Sir: 
 
 You write letters, and the success of your business de- 
 pends to a large extent on the letters you write. 
 
 Do you have a system by which you improve those let- 
 ters from week to week, month to month, year to year ? 
 
 Or do you make the same old mistakes over and over, 
 and waste money in the same old way, sending out the 
 same old bad letters? 
 
 Undoubtedly you do, for ninety-nine out of every hun- 
 dred business men do. There has never been anything 
 to help them to do better. 
 
 I have devised a system for the composition of good 
 business letters, like the systems in bookkeeping, adver- 
 tising, etc. 
 
 What is advertising worth if you don't know how to 
 handle the inquiries when you get them ? 
 
 What are trial-orders worth if in your letters you do 
 
182 HUMAN NATURE IN BUSINESS 
 
 not handle your customers in the right way when you 
 get them? 
 
 Letter-writing is the key to the whole situation. The 
 time will come when it will be regarded as the most im- 
 portant element. 
 
 There is a great deal to letter-writing besides a little 
 grammar. There is the ART OF GETTING BUSI- 
 NESS BY LETTERS. I teach that art. 
 
 My method of teaching is direct and simple. In the 
 simplest and most practical way I tell you what is cor- 
 rect English, and what is not; what is an easy way to 
 begin a letter, and what is not ; what is the common way 
 of preparing a circular letter, and what is the winning 
 way. 
 
 I show you a real business letter with all its errors, 
 and then I point out the errors, one by one, in notes, 
 finally rewriting the letter as a model letter. You see 
 your own faults as in a mirror, and know just how to 
 correct them. 
 
 This course is only just published, but you will see 
 that I have the strongest kind of indorsements from 
 some of the best business men in the country. They 
 say that I have really done something worth doing; 
 that I have crowded my lessons with good things. You 
 can not doubt their testimony. 
 
 But that doesn't matter! Examine the lessons for 
 yourself. Send the first cash payment of $3, and I 
 will send you at once the first three lessons of Part I 
 and the first three lessons of Part II. If you don't find 
 a lot of good things in them, send them back and I will 
 refund your money. 
 
 The rest of the lessons I will mail weekly in sealed 
 envelops. You will get much more value out of the 
 lessons by being stimulated every week than by getting 
 all at once. I will not send all lessons at once. 
 
WORDS TO MAKE PEOPLE DO THINGS 183 
 
 This new 50-lesson course of mine is really the equal 
 in every way of any of the much-advertised courses on 
 advertisement-writing which sell for $40. But I offer 
 a minimum of personal instruction and all the printed 
 lessons for the very low price of $10. If you want a full 
 course of personal criticism drill on a weekly parcel of 
 carbon copies of your daily letters, I will give the Com- 
 plete Course and 25 personal criticisms for $25 cash. 
 Or if you send $10 cash for the printed course, you may 
 have the personal instruction at any time within six 
 months for $17 cash, or $20 in instalments, $5 down and 
 $5 a month. The regular price of the criticism drill 
 alone is $25. 
 
 Better get these lessons so that you will be prepared 
 to do better work when the autumn rush comes. Begin 
 to think NOW. 
 
 Cordially yours, 
 
 A Page Advertisement or Short Letter 
 "HOW TO WRITE LETTERS THAT PULL" 
 Are you aware of the advantages of advertising by 
 
 circular letter if you can write LETTERS THAT 
 
 PULL? 
 
 Here are some advantages : 
 
 1. You can say enough to get orders by return mail. 
 
 2. You can try out a given proposition on 1,000 
 names for $15 a page in a magazine costs $100 and up. 
 
 3. Letter-writing is the still-hunt method of advertis- 
 ing your competitors don't find out all about it the 
 first day. 
 
 But CAN YOU WRITE LETTERS THAT PULL? 
 
 You can if you use the Smart System. 
 
 What is the Smart System? 
 
 It consists of 50 cards, mailed two each week, on one 
 
184 HUMAN NATURE IN BUSINESS 
 
 side of each card just the terse pointers you want, on the 
 other side illustrations in the form of actual business 
 letters. I give you the latest and best information on 
 follow-up systems, how to collect money by mail, how to 
 manage agents, how to deal with women, how to write 
 a hundred good letters a day, when to write a long 
 letter and when to write a short one, and fifty other 
 pointers even more important. In short, I give you a 
 complete system, easily learned and applied directly to 
 your every-day correspondence to make your letters pull 
 more and more with every step you take. Then I my- 
 self advise you personally how to make YOUR letters 
 pull. 
 
 Business men who have investigated know that I have 
 a good thing. Lyon & Healy put in my system for all 
 their leading men. The Dodge Manufacturing Co. sent 
 me a check for $60 after one of their men had taken 
 my system complete and worn the cards out with han- 
 dling. The Sherwin-Williams Co. first ordered it for 
 some of the men at their home office, and then for the 
 managers of their branch offices. Scores of the biggest 
 business men in America have used my system with the 
 greatest enthusiasm. I can not begin to tell you here 
 the nice things they say about it. 
 
 My system costs $10 cash. Send me $1 by return 
 mail, at my risk, and I will send you the first three in- 
 stalments of the system with full information and com- 
 plete outline. If you don't see MONEY in it for you, 
 and many times the $10 the system costs, send back the 
 cards and I will refund your money instantly, without 
 a word. But I know you will WANT to send the other 
 $9 and get the system complete, for I have never had a 
 return or heard a single word of dissatisfaction. My 
 clients are more enthusiastic even than I am. 
 
 What is so eloquent as the endorsement of big busi- 
 
WORDS TO MAKE T^EOPLE DO THINGS 185 
 
 J ' ' 
 
 ness houses who reincUfrse their indorsement with 
 checks ! 
 
 One-inch Magazine Advertisement 
 "HOW TO WRITE LETTERS THAT PULL" 
 
 Sidney Smart, the leading authority on letter-writing, 
 gives in his 50 Instruction Cards for Business Men 
 scores of the most successful letters ever sent out in this 
 country, and describes all the latest devices and wrinkles 
 for soliciting by mail, collecting money, handling agents, 
 etc., etc. Strongly endorsed by adv. mgrs. of Marshall 
 Field & Co., Lyon & Healy, and many others. One man 
 increased orders from letters making quotations on gears 
 from 25 per cent, to 36 per cent, within 60 days nearly 
 50 per cent, more business. Address Flatiron Building, 
 New York, or 3 New Oxford St., London. 
 
 THREE 
 Emphasis in Business Writing 
 
 There is a very important technical point in connec- 
 tion with business writing as contrasted with business 
 talking which every person in the business world ought 
 clearly to understand, yet which almost no one does 
 understand. 
 
 That is emphasis. In talking, we emphasize adjectives, 
 saying, "This is VERY good," "It is the BEST on the 
 market," etc. 
 
 In business writing, emphasis must serve a different 
 object. When you have buttonholed a man he has to 
 listen to what you have to say, but letters, circulars, and 
 advertisements are always read more or less hastily if 
 read at all. The IMPORTANT FACTS should there- 
 
186 HUMAN NATUEE IN BUSINESS 
 
 fore stand out so that they will be caught by the person 
 who only glances. This may lead to more careful read- 
 ing of the whole document. 
 
 In an advertisement the important facts are, or should 
 be, put into head-lines, in large, strong type. Every 
 head-line ought to make an important fact stand right 
 out on the page, not some meaningless phrase or catch- 
 word, for the fact will be appreciated by itself, even by 
 those who give the most casual glance, and the mere 
 word or phrase will not be understood unless the whole 
 is read. 
 
 In a circular the black-letter head-lines over the suc- 
 cessive sections or paragraphs should give a series of 
 facts which, taken by themselves, will tell the whole 
 story, and especially the important facts that ought to 
 stand out. The head-lines read alone, by a person glanc- 
 ing over them, ought to make complete sense even if 
 the text is not read. Sometimes facts in the body of the 
 text are also conveniently put in black letter or capitals 
 so they will stand out. 
 
 In letter-writing, head-lines may sometimes be used to 
 advantage, but there are three methods suited to the 
 typewriter which may be used to great advantage un- 
 derscoring, capital letters, and placing sentences or even 
 clauses and phrases in short paragraphs by themselves. 
 
 Never underscore a mere word that by itself will make 
 no sense ; never capitalize a word or phrase that is merely 
 a link in the argument ; never put into a separate para- 
 graph a sentence or part of a sentence that does not 
 state some solid fact. Displaying what are thought to 
 be clever phrases is the bane of inexperienced writers. 
 
 The danger of all kinds of emphasis is excess. The 
 woman who underscores every other word in her letters, 
 the advertiser who puts half his advertisement into black 
 type, the letter-writer who makes every sentence a para- 
 
WORDS TO MAKE PEOPLE DO THINGS 187 
 
 graph and throws in a few underscores and capital let- 
 ters besides, completely defeats his own purpose. 
 
 But by a careful use of all three of these means of 
 emphasis, the strong facts in the sales-argument may be 
 made to stand out so clearly that the shortest possible 
 length of time will suffice to give a fair impression of 
 what may be said. Then if the reader is interested the 
 long paragraphs will be read, and his first interest will 
 be carried to complete conviction. A long letter with 
 these devices combines the efficiency of the very short 
 letter and the long letters in one ; in other words, they 
 enable the skilful writer to get a long letter read as 
 surely as a short one would be. 
 
 Seldom more than two phrases should be capitalized, 
 not more than three or four underscored (it is easier to 
 read underscored matter than capitals), and three or 
 four short paragraphs are enough 
 
 An Example of Display for Emphasis 
 
 New York, June 20, 1907. 
 Dear Sir: 
 
 The highest-priced editorial-writer in the world, 
 
 ARTHUR BRISBANE, 
 has just come from an interview with 
 MRS. EDDY 
 
 at her home. Re got the whole story direct from her. 
 Look for it in the 
 
 AUGUST COSMOPOLITAN. 
 
 Think of Mrs. Eddy's story told by herself, trans- 
 lated in the words of Arthur Brisbane! 
 
 It will be the greatest magazine article that has ap- 
 peared in years rivaling the daily paper in its impor- 
 tance and timeliness. 
 
188 HUMAN NATUEE IN BUSINESS 
 
 The August Cosmopolitan's first edition will be over 
 500,000. How much a possible second edition may be 
 we can only conjecture. 
 
 We have been favored with your advertisement for 
 one issue. I am going to suggest that you place a defi- 
 nite six-insertion order and I will call the insertion you 
 have had as part of that order so that you will receive the 
 12y 2 per cent, discount on the business you have already 
 placed. 
 
 Or why not place your business on a "tf" basis and 
 you will be entitled to the long-time discount of 12^ per 
 cent, credited every six insertions. 
 
 Are you with me for the August issue, and shall I 
 expect your order through Mr. W. D. McJunkin forms 
 close July 3d? Very truly yours, 
 
 Gridley Adams. 
 
 First Letter to Get Inquiries for $500 Machine 
 
 Sent to Select List of Wood-working Manufacturers 
 Dear Sir: 
 
 We have been told that you are using an old style 
 plane jointer* on glue-work at an actual loss of $200 to 
 $700 a year for one machine as compared with the 
 modern continuous-feed glue- jointer now used by nearly 
 EVERY up-to-date wood-working manufacturer in 
 Grand Rapids, for example, and other factories all over 
 the country. 
 
 We should consider it a favor if on the enclosed postal 
 card you would inform us whether your business re- 
 quires a glue- jointing machine of this kind, and whether 
 or not we are mistaken in supposing you have not yet 
 put in one of the modern machines. 
 
 * This is a machine which smooths boards on one side, and cuts a 
 tongue on one edge and a groove on the other, so that narrow pieces 
 can be glued together to make the wide boards required for table-tops 
 and other cabinetwork. 
 
WOKDS TO MAKE PEOPLE DO THINGS 189 
 
 If you are interested, we should like to lay some facts 
 before you. 
 
 Begging the courtesy of a reply to our inquiries on 
 the enclosed postal card, whether you are interested or 
 not, we are Very truly yours, 
 
 Falls Machine Company. 
 Manager. 
 
 Answer to Inquiries Brought by the Preceding Letter 
 
 Dear Sir: 
 
 We take pleasure in sending you catalog describing 
 the Falls Continuous-feed Glue-Jointer. 
 
 The continuous-feed glue-jointer has been on the mar- 
 ket for about four years, and we were the originators of 
 it. It has been displacing the old machines with aston- 
 ishing rapidity, so that we have recently had to move 
 into a new factory to enable us to keep up with our 
 orders. The biggest and best people in the wood-work- 
 ing trade throughout the country are putting it in. 
 
 Here is just what the machine will do for you : If you 
 have three common jointers on your floor to-day, one 
 modern continuous-feed machine will do the work of all 
 three, saving not only the wages of two operators, but 
 power, space, etc., besides, and giving you a greater 
 range and better work. 
 
 That couldn't mean less than $25 a week to you, or 
 $1,000 in a year twice the cost of the machine. 
 
 If you have now only one machine on jointing, costing 
 you, say, $10 or $12 a week to operate, and sup- 
 posing it is very slow work, the same operator will do 
 the work in three or four hours on the continuous-feed 
 machine, and have the rest of his time for other work. 
 Even if you can operate the machine but three or four 
 hours a day on the average, you save at least $5 a 
 week, or enough to pay for the machine in 100 weeks. 
 
190 HUMAN NATURE IN BUSINESS 
 
 Then consider that when you have a rush of work, as 
 all factories have at times quite apart from natural 
 growth, of which you must take care, you will be able to 
 handle it. 
 
 Can you afford to waste, or throw away, say, $500 a 
 year which your competitors save and either add to their 
 profits or use in competition against you? 
 
 Of course you can't. It is not a question of affording 
 to buy the machine, but affording to get along without it. 
 
 And in buying a continuous-feed jointer, insist on 
 having a drive-gear such as the Falls machine has. We 
 know that a worm-gear has given trouble again and 
 again, and it is obvious that the machine with a worm- 
 gear will be worn out in a very short time. We have 
 never had any trouble with our drive-gear, and every 
 part of our machine is made in the very best way for 
 hard use, so that an inferior machine even at half the 
 price would be dear to you. 
 
 The price of the Falls machine is $500, and we gladly 
 send on 30 days' trial at our own risk for carriage both 
 ways. All we ask is a chance to prove our claims in 
 your own shop. May we ? 
 
 Yours very truly, 
 
 Letter to General List to Get Inquiries for $500 
 Machine 
 
 HOW TO EARN $500 A YEAR MORE 
 
 Dear Sir: 
 
 There are about 200 wood-workers in this country who 
 could profit very decidedly by throwing out their old- 
 style plane glue-jointers as scrap-iron, and substituting 
 the Falls Continuous-feed Glue-Jointer. 
 
 Already 100, it seems, have been put out, including 
 
WOKDS TO MAKE PEOPLE DO THINGS 191 
 
 NEARLY EVERY LARGE CONCERN IN THE 
 COUNTRY. 
 
 You are one of the 100 others who are LOSING 
 MONEY when you THINK you are ECONOMIZING. 
 
 I should like to SHOW YOU just how MUCH YOU 
 ARE LOSING in labor, power, and space chiefly labor. 
 I am willing to wager you are losing enough to pay for 
 the machine in a year. 
 
 THAT'S "WHY YOU CAN'T MEET COMPETI- 
 TION IN DULL TIMES. 
 
 But fill out the enclosed card and I will show you in 
 exact figures just what you are throwing away. 
 
 Yours truly, 
 FALLS MACHINE COMPANY. 
 
 Form of Return-Card Enclosed with Above 
 
 Mr. W. J. Koehn, 
 
 Falls Machine Co., Birmingham. 
 Dear Sir: 
 
 I should like to have you figure out just what would 
 be saved in my case by throwing out my plane- jointer 
 and putting in a Falls machine. Also give me cost of 
 your machine. 
 
 We run plane jointers, with crew composed of 
 
 with total wages of 
 
 a week. Power costs us a week. Space is 
 
 worth to us 
 
 (Signed) 
 
 Address 
 
 Assignment XIX. Preparing for a Sales-Campaign 
 
 We are now ready to take up the study of a single 
 sales effort on one line. 
 
 First, shall it be to sell one single article, or to get 
 customers for the business as a whole? 
 
192 HUMAN NATURE IN BUSINESS 
 
 When that question has been decided, let us carefully 
 consider the different kinds of people to whom appeal 
 may be made and settle on the type most likely to be 
 profitable to work. 
 
 Then let us collect our sales arguments and present the 
 whole in a well-worked-out booklet, carefully bearing in 
 mind the type of person we wish to reach. 
 
 The strongest arguments we will condense into a single 
 sales letter of about a page. 
 
 Finally we will prepare a small advertisement which 
 will be likely to get inquiries. 
 
VII 
 
 SALESMANSHIP IN LETTERS AND IN 
 ADVERTISING 
 
 ONE 
 FIVE STEPS IN WRITTEN SALESMANSHIP 
 
 THERE are two kinds of letters, those which are mere 
 memoranda and those in which salesmanship is involved. 
 
 Memorandum letters are not very important. If they 
 are clear, simple, and common-sense, they are usually all 
 right. They convey information to other members of a 
 firm, give orders, correct errors, and in other ways facili- 
 tate the transaction of business. Every stenographer 
 and clerk ought to be able to write as good memorandum 
 letters as the head of the house. 
 
 To write letters that will make people do what you 
 want them to do letters that will make people buy is a 
 very different affair. Any office-boy who learns to write 
 salesmanship letters may hope to become manager of the 
 firm, and some day the sole owner. The future of such 
 a person is limited only by the limitations of the business 
 itself. 
 
 At the bottom of ail success in writing advertisements 
 is the ability to write salesmanship on paper to use 
 words so as to make people do things. But this is the 
 thing that every business manager, and every clerk, as- 
 sistant, and office-boy ought to try to master, for it is 
 the key to all business success. 
 
 1. Creating desire. It is a great error to suppose 
 that many people want what you have to offer. Most 
 
 193 
 
194 HUMAN NATURE IN BUSINESS 
 
 business men assume that the desire exists and they 
 have only to satisfy it. The really successful advertisers 
 have perceived that desire must be created, or fanned up. 
 
 2. Showing how your plan works. Most people de- 
 pend on their own common sense. If the plan seems rea- 
 sonable, they will trust their own judgment of it. You 
 must therefore give them a chance to judge. 
 
 3. Proving your statements. The first question a 
 possible buyer asks is, Is this your theory of what your 
 scheme ought to do, or has somebody actually found 
 your theory to be sound, your scheme successful? 
 
 4. Making a man feel like ordering. 
 
 5. Making ordering easy, safe, and quick. 
 
 This Letter Was Not Successful 
 Dear Sir: 
 
 We enclose a page advertisement that has been appear- 
 ing in System and other magazines. System began to 
 iadvertise Mr. Smart's books at its own expense August 
 1, and took in five times the usual value of its space the 
 first month. "We thought the limit was reached, but now 
 we get more orders day by day than ever before. 
 
 Marshall Field & Co. and most of the big advertising 
 agencies and mail-order houses use our criticism-of- 
 English service and recommend our books, and they tell 
 us we give them "big value for the money." Certainly 
 you will make no mistake in ordering the books when 
 you can get them at wholesale price. 
 
 Very truly yours, 
 
 School of English. 
 
 This Letter, With Indorsements, Brought Orders 
 
 Dear Sir : 
 
 M. W. Savage, President International Stock Food Co., 
 employing fifty stenographers, has said: "If all my 
 
LETTEES AND ADVERTISING 195 
 
 salesmen, clerks, stenographers, etc., could learn to write 
 a correct and effective business letter, they would be 
 worth 25 per cent, more to me, and I should be willing 
 to pay the full value for their services." Five hundred 
 other business men in this city and elsewhere have said 
 the same thing. 
 
 Sidney Smart's books will teach you " correct and 
 effective business English/' They are the only books 
 ever written which actually do this effectively for grown- 
 up home students. In six months you can visibly in- 
 crease your earning power merely by giving a little 
 thought to improving your daily letters according to the 
 directions given. 
 
 If you order at once you get the advantage of the 
 special introductory wholesale price of $2 for the set 
 of four cloth-bound volumes in a box. IT WILL PAY 
 YOU. Don't put it off. 
 
 Very truly yours, 
 
 School of English. 
 
 Notes 
 
 The first of these letters is defective especially in that 
 it does not in any way lead the reader to feel that he 
 needs something of this sort, and that this particular 
 thing is precisely adapted to helping him. He will say, 
 "Oh, it may be a good thing for some people ; but I don't 
 want to go back to school at my age." Or he may say, 
 ' ' There are a great many books on English ; but I never 
 saw one that would help me." Or, again, "I know good 
 English is a good thing; but I haven't time for anything 
 that does not bear directly on my business." 
 
 But the worst feature of the first letter is that it is a 
 boast of what had been done. It looks like an attempt to 
 "rush" the customer, and he doesn't want to be rushed. 
 It is really no testimony to the value of the books, only 
 
196 HUMAN NATURE IN BUSINESS 
 
 to one's skill in getting people to buy them. I believe 
 that it is always a mistake to talk about what you have 
 done, or about yourself in any way except to show just 
 what you can do for your customer. A plain statement 
 of what you can do for him, and why you can do more 
 for him than any one else, does not seem boasting. The 
 customer's own interest blinds him. He feels that he 
 would not have confidence in you if you did not speak 
 confidently of yourself. Therefore, in talking to him of 
 his affairs the utmost confidence is required. To one 
 who is not interested, this confidence seems terrible ex- 
 aggeration ; therefore, to boast before the reader is ready 
 for it by reason of his interest is always fatal. 
 
 The second letter is strong because it begins by point- 
 ing out in the most effective possible way that study of 
 English "WILL PAY. The first paragraph is an almost 
 convincing argument on this point. 
 
 The second paragraph follows with a clear, confident, 
 firm statement of just what can be done to meet the de- 
 sire that has been aroused. 
 
 The third paragraph contains an inducement for im- 
 mediate action, and presses the matter right home to a 
 sale. 
 
 Two circulars should accompany such a letter as this 
 a sheet of strong indorsements, and a circular describ- 
 ing the books in detail, giving exact contents, size, etc. 
 
 The first letter failed because it made no appeal to the 
 need or want of the customer; the second letter suc- 
 ceeded because it referred to nothing else. 
 
 Poor Salesmanship 
 
 Here is a man who has a good carriage to sell. He 
 writes a letter saying he has the cheapest and best thing 
 on the market. Then he follows with a letter which be- 
 gins, " Pardon us for writing you again, but we have not 
 
LETTERS AND ADVERTISING 197 
 
 received an answer to our first letter." In a third letter 
 he begins by saying, "We hope you will not think we are 
 unreasonably persistent." Here is his fourth letter, on 
 the whole the best of the lot : 
 
 Dear Sir: 
 
 We are sorry that you did not respond to our letter of 
 
 l . We shall never give up the hope of securing 
 
 your order 2 for one of our carriages until we hear 
 that you have bought. Our proposition is too good for 
 you to throw aside without giving it careful consider- 
 ation. 
 
 You want to buy a carriage we want to sell now 
 why can't we two get together? 
 
 We know that if you will only take the trouble to call 
 we can show and prove to you that we can save you 
 money on your purchase. 
 
 We say this because we have faith in our ability to do 
 the same for you that we have done for many others. 
 We base this statement on our many past successes, and 
 on our methods and on our carriages, that have stood 
 every test to which they have been subjected. 3 We 
 are persistent 4 in our efforts to secure your patronage, 
 but we can not tell you in a letter how earnest we are in 
 this matter, and we want to urge you strongly to give 
 this and the other letters that we have written you 
 thoughtful consideration. 
 
 Hoping to have a visit from you soon, we are 
 Respectfully, 
 
 1. This phrase is the biggest kind o business-killer. 
 It puts the man who gets the letter into an antagonistic 
 position at once. 
 
 2. The preceding language is stupidly boring. 
 
 3. This paragraph is earnest and convincing. 
 
 4. Here we get "persistent" for the third time. The 
 
198 HUMAN NATURE IN BUSINESS 
 
 words that follow would be good if this first clause had 
 been omitted. 
 
 A Good Letter 
 
 The following is a real business letter that is excellent 
 in nearly every particular, and we are not surprized to 
 hear that it brings a great deal of business. It is the 
 third letter in the series. I should, however, omit the 
 words "we are writing you a third time" as a relic of 
 the "persistent" habit. I should omit the first sentence 
 altogether. At the end, the words, ""We are going to 
 keep on writing to you until you realize it," is "persis- 
 tence" of the right sort. It sounds as if the writer 
 were persistent for the man's own good, not for the sole 
 purpose of making a sale. Here is the letter : 
 
 Gentlemen : 
 
 In response to the request of our Mr. Wiltse we wrote 
 you on September 24 with reference to our dustless 
 brushes, and we are writing you a third time. You 
 know what a nuisance it is to have dust flying about and 
 settling on your desks, papers, and furnishings. It is a 
 filthy, disagreeable, germ-laden nuisance. 
 
 You think you can't get rid of it, but you can. Per- 
 haps you think there is some magic about our brush if 
 it will do all we claim for it, but there isn't. Just look 
 at the construction of the brush; a specially prepared 
 row of oil-bearing fibers comes in contact with the dust 
 as you sweep and absolutely prevents it from rising. 
 Doesn't that sound reasonable? 
 
 Now, listen! We don't ask you to take our state- 
 ments as gospel truth. You can have a brush for thirty 
 days for free trial. If you don't like it, send it back, 
 and it won 't cost you a penny. We have something here 
 that you need, and we know it. We are going to keep 
 on writing to you until you realize it; but, hadn't you 
 
LETTERS AND ADVERTISING 199 
 
 better just drop us a line and request us to send you a 
 brush on approval by next parcel-post? 
 
 Yours truly, 
 
 DUSTLESS BRUSH COMPANY. 
 Notice that in this letter we have the five essentials ; 
 fanning up desire, showing how, offer of proof (free 
 trial), the style that stimulates, and easy way to order. 
 
 TWO 
 
 CREATING DESIRE 
 
 The average business man assumes that desire for a 
 certain thing already exists in the customer. If there 
 is no desire, there is no possibility of doing business, he 
 says. If he may safely assume that the desire does exist, 
 all that is necessary is to persuade the customer that you 
 have a good thing. 
 
 The fact is, all large success in advertising and letter- 
 writing depends on fanning up desire. Some desire does 
 exist, but in the average man it is feeble. The man does 
 not know how much he needs a $15 felt mattress, a bottle 
 of rheumatism-cure, a pair of hand-embroidered slippers, 
 a book on business letter-writing. You must first of all 
 make him understand why he needs such a thing as this, 
 and needs it badly. 
 
 The first step in creating desire is to put yourself in 
 the other man's shoes. Look at life from his point of 
 view. Begin by saying "you," not "I." "I" who 
 write am of no earthly account to "you," the man who 
 reads; but if I can show you what your troubles are, 
 how somebody clever enough may remedy them, and 
 then step in and say I will be the friend to help you 
 out of your trouble, then "I" become very important to 
 "you." But it is essential to start with "you" if I 
 am to end with "I." 
 
200 HUMAN NATURE IN BUSINESS 
 
 Therefore, in letters to sell goods all formal phrases, 
 all apologies of whatever kind, all remote statements, 
 jokes, or catch-phrases are wrong. They kill business. 
 They are a fence between the buyer and the seller. 
 
 There is but one sane, salesmanlike way to begin a 
 selling letter, and that is with the customer and his 
 needs, his troubles, his fight for life and success. Show 
 him that you understand him, that you have been in his 
 shoes, that you know all about what he has to contend 
 with, that you are thinking more of his problems than 
 of your own, and immediately his heart will open toward 
 you, he will melt and look expectantly to this friend who 
 understands him so much better than he understands 
 himself. 
 
 Poor Ways to Begin a Sales Letter 
 
 When we recognize that the first thing in a soliciting 
 letter is to create desire, we can easily see how much 
 business may be killed by the following conventional 
 openings, all of which are in wide use, and all of which 
 are bad: 
 
 Gentlemen : 
 
 We notice your name mentioned in some of the recent 
 trade-papers, and from the information thus obtained we 
 infer that you are in the market for a steam road-roller. 
 If this is the case, we shall be very glad, indeed, to hear 
 from you, in order that we may submit a proposal on our 
 goods, etc. 
 
 Gentlemen : 
 
 If you are in the market for a road-roller, will you 
 not write us for prices and descriptive printing ? West- 
 ern Steel Road-Rollers are so favorably known to the 
 trade that you can hardly afford to overlook them when 
 you purchase. Etc. 
 
LETTERS AND ADVERTISING 201 
 
 Gentlemen : 
 
 When we recently wrote you we said, "Western Steel 
 Road-Rollers are the best rollers made, and that we give 
 our customers the best and promptest service. Etc. 
 
 Gentlemen : 
 
 We are a little disappointed over the fact that we have 
 not heard from you about road-rollers. We tried to 
 show you why you ought to use Western Steel Road- 
 Rollers, and hoped you would be interested. 
 
 Gentlemen : 
 
 We know that we can not sell all the hardware that 
 is sold, but we have been hoping that our Mr. Smith 
 would succeed in getting your name on our books. We 
 know that if once you start with us you will like our 
 ways. 
 
 Observe that all these letters begin with "we," not 
 with "you." It is worth thousands to any man to es- 
 tablish the "you" habit. 
 
 The Right Way to Begin Sales Letters 
 Dear Sir : 
 
 How many circular letters did you throw into the 
 waste-paper basket this morning? 
 
 Have you ever considered that perhaps some of your 
 own letters are cast aside in the same way, that they 
 sometimes fail to win the attention and interest of the 
 men to whom you send them? 
 
 (This is called the "question method" of opening a 
 soliciting letter. It is one of the best.) 
 Dear Sir : 
 
 All day long, from the morning's whistle to the eve- 
 ning's shutdown, you are figuring on ways to sell more 
 goods. You willingly spend hundreds of dollars to per- 
 fect a single idea that will get more business. 
 
202 HUMAN NATURE IN BUSINESS 
 
 And now we offer you a most remarkable opportunity 
 to increase sales; an opportunity to secure, in worked- 
 out, charted form, over 100 complete selling-campaigns 
 business-getting schemes and ideas that have built up 
 some of the largest concerns in America. And yet we 
 do not even ask you to risk a single penny to secure 
 them. Etc. 
 Dear Sir : 
 
 The grocer has a hard life of it grinding, digging 
 away for pennies day by day. If you could add $500 
 to your profits this year, how very pleasant it would be ! 
 You could take a larger shop ; you could build an exten- 
 sion on your house; you could buy some much -needed 
 furniture ; you could present your wife with some furs, 
 or books, or the hair mattress and brass bed she has 
 been wanting so long! 
 
 My dear Mr. Blank, I am willing to guarantee to add 
 3 per cent, to your profit-margin this year that is, I will 
 save you a clear 3 per cent, if you will order your 
 groceries by mail from me instead of giving the order to 
 the salesman who calls upon you. If your business 
 amounts to $10,000 this saving will be $300 ; if it is only 
 $5,000, it will be $150, and surely $150 is well worth 
 having. Etc. 
 
 THREE 
 SHOW HOW YOUR PLAN WORKS 
 
 Every man values his own judgment. The easiest 
 way to flatter him is to appeal to that judgment. 
 
 You first create desire. You make a man feel his 
 needs. "When he feels them intensely enough, the rea- 
 sonable thing to do is to show how he may get out of 
 his trouble. Point out just the steps one after the other. 
 
 A man buys rivets of which the heads come off. His 
 machinery falls apart. He doesn't realize how much he 
 
LETTERS AND ADVERTISING 203 
 
 is losing by using these poor rivets, but when you have 
 made him feel he is going bankrupt unless he gets some 
 better rivets, you begin to tell him why rivets lose their 
 heads. They are not made of iron or steel properly car- 
 bonized. If he could get rivets made in this and this 
 way, they wouldn 't lose their heads, and your customer 
 wouldn't be losing so many dollars by reason of repairs, 
 so many dollars by reason of not satisfying his cus- 
 tomers, so many dollars by reason of extra handling of 
 goods. All this great loss comes from the simple fact 
 that the iron was not properly carbonized. It costs a 
 few shillings a ton more to carbonize the iron properly, 
 but what is that compared with the fortune the man is 
 throwing away every day ! 
 
 You think this all out for this man, but you put it in 
 such a simple way that he thinks he has thought it all 
 out for himself. He has made up his mind to get prop- 
 erly carbonized rivets henceforth or die in the attempt. 
 
 How easy then for you to say, "I have them right 
 here at your disposal." 
 
 But some business man will say, "My business is too 
 intricate. I can't explain it to every Tom, Dick, and 
 Harry." 
 
 My dear sir, the essence of success in salesmanship on 
 paper is the ability to simplify your complicated busi- 
 ness into a sentence. Perhaps you know too much about 
 your business to do it. Then get some clever writing, 
 analyzing man, who doesn't know too much, to do it for 
 you. This is the point at which the outsider is of real 
 value. 
 
 "Showing How" Useful in Selling Mining-Stock 
 
 There is one class of letters in which "showing how" 
 is the main thing and that is the letter for the sale of 
 mining-stock, etc. Every man feels that his judgment 
 
204 HUMAN NATURE IN BUSINESS 
 
 is as good as the next one's in a matter of this kind. 
 Such investments are always speculative. There can be. 
 no such thing as "proof," because after the "proof" 
 there is no stock to sell. But the broker can set forth 
 the facts in the case in detail so that any man may form 
 his own judgment. If the "indications" look good to 
 the man who receives the letter, and he is an investor, 
 he will send his money. There is no promise, for there 
 can be none. Every man acts on his own judgment for 
 better or worse. The great thing, therefore, is to give 
 him the best possible chance to judge. 
 
 If the following letter were to be sent out promiscuous- 
 ly, it should begin by painting in glowing colors the for- 
 tunes that have been made and can be made in mining- 
 stock speculation. "When the desire of the customer is 
 fanned up to the proper point, the letter should state the 
 facts in the case. This is a follow-up for the first an- 
 nouncement, but the first presentation should be much 
 the same except that in an accompanying circular full 
 details should be given. 
 
 In the next to the last paragraph, the words "We do 
 not wish to rush you into an investment" seem to me 
 ill-advised, and calculated to rouse suspicion just when, 
 probably, the reader is all ready to send his money. The 
 moment he begins to ask, "Have I almost been rushed 
 into an investment ?" he is in a bad way. A more tact- 
 ful way of putting it would be to say simply, "In any 
 case we give you 30 days to investigate, so that you have 
 full opportunity to verify all our statements without 
 losing a good chance by delay." 
 Dear Sir: 
 
 A few days ago, through the medium of our Market 
 Review, we called your attention to the stock offering of 
 the Laguna-Goldfield Mining Company, recommending it 
 as an extra high-class investment. The opinion that we 
 
LETTERS AND ADVERTISING 205 
 
 then exprest concerning it has been amply substantiated 
 by the strike made last week on the Red Top, adjoining 
 the Laguna on the west, followed two days later by a 
 sensational strike on the Silver Pick. 
 
 It has been definitely known that the main vein-system 
 of the Jumbo, Velvet, and St. Ives, and the cross-vein 
 system of the Silver Pick and Mohawk centered in the 
 property of the Laguna Company, and it was the opinion 
 of our Mr. Patrick and several other prominent engineers 
 that the Red Top vein also entered this property. The 
 correctness of this theory has been demonstrated by the 
 new strike on the Red Top of a large body of ore, four 
 feet of which averaged $5,000 per ton the ledge dipping 
 almost due east, straight toward the "Miss Jessie " claim 
 of the Laguna Company. The uncovering of this 
 splendid ore-body places the Red Top head and shoul- 
 ders in front of the biggest mines in the district, and 
 the stock is to-day worth intrinsically $1 per share or 
 more. Eight months ago it was difficult to place at 
 15 cents. Thus one more prospect has become a mine 
 and one of the greatest mines in the country. 
 
 "With such excellent neighbors, and considering the 
 general direction of the vein-system as above outlined, 
 do you wonder that we are enthusiastic over the pros- 
 pects of the Laguna Company? To our mind, it has 
 the making of one of the most sensational properties in 
 this rich district, and we are confident that a reasonable 
 amount of development work will disclose a mine of the 
 first magnitude. 
 
 Altho recent developments warrant it, the price will 
 not be raised and our clients will secure the benefit. 
 The stock is 15 cents a share. We do not wish to rush 
 you into an investment in this company. But we do say 
 to you investigate it thoroughly. We are confident 
 you will then join us. If you will send us your reser- 
 
206 HUMAN NATURE IN BUSINESS 
 
 vation accompanied by a remittance of 33 1-3 per cent., 
 you may have thirty days in which to investigate. If 
 you find we have made a single misstatement of fact con- 
 cerning this property, we will promptly refund your 
 money, together with 1 per cent, interest thereon per 
 month. If desired, you may pay for the stock in regular 
 monthly instalments of 5c. a share. 
 
 Our guaranty goes with this offer. "We advise you to 
 act quickly, if at all. An immediate investment of 
 a good sum is warranted by the most conservative. 
 Yours very truly, 
 
 FOUE 
 
 PROVING YOUR STATEMENTS 
 
 First create desire, then show how your plan works 
 so that you will get the indorsement of a man's judg- 
 ment, and then ? 
 
 He will say, Yes, that is all very well. That is ex- 
 cellent theory. But how does it work? Has any one 
 else found it to work out in his case as you say it should ? 
 We all know that many things ought to work that way 
 which don't. 
 
 Now what is proof? 
 
 It is not laudatory testimonials. 
 
 Praise is a question apart. The thing is, Has any one 
 else, situated as I am, found it to work? The proof is 
 in a statement from some one known to the reader that 
 he has tried this thing you offer and has found that it 
 works. If he tells just how it has helped him, so much 
 the better. There is no praise about it. I wanted so 
 and so. I tried this. It did so and so for me. These 
 are facts, simple, natural, spontaneous facts. They are 
 proof. 
 
 There is no better proof than a collection of copies 
 
LETTEKS AND ADVERTISING 207 
 
 of checks. Real money has been paid for my goods 
 again and again. How can you get around that ? 
 
 Next in value to checks are facsimiles of orders. 
 
 Facsimile reproductions of hearty letters are next best. 
 
 But don't have too many. Often more impression is 
 made with only one or two or three, which give an im- 
 pression that thousands might be shown if you only 
 would. 
 
 One attracts attention, the second confirms the first, 
 while the third begins to be tiresome, suggesting thou- 
 sands more like it. 
 
 Get the Customer's Point of View 
 
 The MOST IMPORTANT THING in letter-writing 
 and advertising is probably "getting the customer's 
 point of view." 
 
 First, this consists in having something to which the 
 customer will respond. If people don't want Persian 
 rugs, it will be extremely difficult to build up any busi- 
 ness in the sale of them. 
 
 If some people want them and some don't, you must 
 get a list of names to write to which contains a large 
 enough percentage of those who do want them to make 
 circularizing pay. Any other list is of no account. 
 Likewise in advertising, a periodical must be found that 
 has a large enough proportion of readers who want the 
 article. 
 
 These things can be found out only by experiment. 
 
 But after it is proved that people do want a certain 
 article that is offered, success depends on talking to 
 them from their own point of view. Exactly why do 
 they want the thing? Success depends on finding out 
 just why they want the article, so that that reason may 
 be enlarged upon. If you don't find out just WHY they 
 >yant jt, your advertising may fail altogether. 
 
208 HUMAN NATURE IN BUSINESS 
 
 In one case, I had a set of practical books on English 
 to sell. I tried to advertise them from the point of view 
 of literary and social culture, but my letters and adver- 
 tising were wholly unsuccessful. No one wanted the 
 books, however good they might be, for the sake of social 
 and literary culture. 
 
 I then advertised them as useful because they would 
 help a business man to produce more effective letters. 
 The very people to whom the first appeal meant nothing, 
 responded instantly to this appeal. The point of view 
 made all the difference in the world. 
 
 Many people have a superior article to advertise for 
 which they charge more than some one else charges for 
 an inferior article harness, let us say. The advertiser 
 says, "I have the best harness that can be made," and 
 he wonders why people don't believe him and don't buy 
 his harness. 
 
 The fact is, those who buy harness see before them 
 two kinds. Both look about the same, but one costs 
 less. Of course, the natural tendency is to buy the 
 cheaper harness. 
 
 Now the only argument that will have any weight 
 with that man is some sort of proof that the extra cost is 
 even more than well spent that the higher-priced har- 
 ness Is really the cheaper in the long run. The adver- 
 tiser must face the facts and talk it out with the man 
 on paper, just as if he had spoken up and said he didn't 
 see why he should pay more for a harness that didn't 
 look any better. And mere statement that the harness 
 was better wouldn't convince him. There must be proof. 
 This may first be an appeal to his reason by showing 
 just how the harness is made, and then giving a guar- 
 anty that it will wear so and so long, and finally testi- 
 monials that somebody has had one of these harnesses and 
 it has worn so and so long. 
 
LETTERS AND ADVERTISING 209 
 
 In selling a hat, a salesman may often sell a $3 hat 
 by stating, or giving some proof, that the $3 hat will 
 wear three years, whereas the $2 hat will look like a rag 
 inside of a year. That makes a man's head-cover cost 
 him $1 a year if he buys a $3 hat, and $2 a year if he 
 buys a $2 hat. 
 
 Again, a tailor may have a particularly well-made suit 
 of clothes for which he wants a certain price. Perhaps 
 he will say it will wear so much longer than a cheaper 
 suit. But the buyer cares nothing for that, since he 
 doesn't care to wear one suit more than so long, any- 
 way. But this suit may also be specially stylish, and if 
 the customer is told the suit is the height of fashion, he 
 may buy it on that account, paying for fashion when he 
 wouldn't for quality. It doesn't much matter whether 
 the reason that actuates the purchaser is a good one or 
 not, it is business to find what reason appeals to him 
 most, and give him that reason as strong as you can. 
 
 The customer's point of view can be ascertained only 
 by experiment. And the best way is to get out and talk 
 to the customer personally. Mail solicitation is blind. 
 You never know why the man does not respond, for he 
 will rarely tell you. That is why you must go out and 
 discover for yourself. You must thoroughly understand 
 the customer's point of view, and tactfully adapt your- 
 self to it if you hope to succeed. 
 
 How to Handle Testimonials 
 
 It is something of an art to get the right testimonials, 
 and quite as much of an art to know what to do with 
 them when you have them. 
 
 The first thing to consider is what constitutes a good 
 testimonial. 
 
 The answer is, Any hearty, enthusiastic appreciation 
 of what you have or have done for some actual person. 
 
210 HUMAN NATUEE IN BUSINESS 
 
 What you have done for one man it is probable you can 
 do for many more, and that actual experience is a 
 better key than any guess you yourself may make. 
 
 My method of collecting testimonials is this: I listen 
 for the first word of appreciation that comes to me by 
 speech, in a letter, or at second hand; or for any fact 
 that indicates appreciation such as a special sale, a 
 change in somebody's plans or policy on account of what 
 I have or have not done, etc. Then I write down just 
 what has been said, or select a few sentences from a 
 letter or the like. I make sure that the person from 
 whom I am taking my indorsement will not object to 
 my use of it. 
 
 If it is necessary to solicit indorsements, I take my 
 article with me and go and see my friends or any one 
 likely to be interested. I talk my article or plan en- 
 thusiastically, suggest the good points, and hope some 
 one will agree with me and say over what I have said. 
 These ideas then become his and he will probably give 
 them the weight of his name. 
 
 An indorsement should not be mere praise. The best 
 indorsement is one which says that such a thing is pre- 
 cisely adapted for doing such and such a thing, or that 
 it has done it successfully. 
 
 Properly chosen and arranged, a series of indorse- 
 ments may tell the story in detail of what a thing is 
 and what it can do. The good indorsement makes all 
 your best points, but in the words of some one not the 
 seller. Your series is not complete till you have a sig- 
 nature to every separate argument you make or fact you 
 state. Take up these points one by one and look for 
 backers for them. 
 
 Most good indorsements are buried in letters relating 
 to various subjects, and have to be extracted. They 
 should be rearranged by the advertiser so that they will 
 
LETTERS AND ADVERTISING 211 
 
 seem to make a complete letter which says just what 
 you want and no more. This selective rearrangement 
 of the matter in a letter is legitimate, and those who are 
 willing to let you use their names at all will consent to 
 the use of a letter amended in this way. 
 
 As I have already said, indorsements should be looked 
 for not only in somebody's words of praise, but in inter- 
 esting facts. The merest order for a bottle of a particu- 
 lar wine from the Czar of Russia would be the most use- 
 ful possible indorsement. A newspaper may strengthen 
 an advertisement of its cable-news service by printing a 
 facsimile of a bill for cable-tolls if the amount is large. 
 If an especially big order comes in from some well- 
 known house, the check may be reproduced;* it is a 
 mute but powerful witness to your claims. Suppression 
 of name or address from an indorsement usually operates 
 not only to kill the value of what is said, but even to 
 cast suspicion on other statements. 
 
 And here is a most important note to make : Any ir- 
 regularity that tends to excite suspicion may instantly 
 overcome the entire force of the best possible array of 
 printed indorsements. The thing a man can readily see 
 with his own eyes is the greatest witness of all for or 
 against you. 
 
 FIVE 
 
 MAKING A MAN FEEL LIKE ORDERING 
 
 After all, a man acts more on feeling than on judg- 
 ment. If you make him feel like buying he is pretty 
 sure to buy, but if he does not feel like it he won't do it 
 even if he knows he ought to. He'll let it go till next 
 time and then he won't do it at all. 
 
 * If photographing is objectionable, a copy in ordinary type will 
 serve the purpose. It is more impressive than a mere statement of the 
 amount received. 
 
212 HUMAN NATURE IN BUSINESS 
 
 The first thing to do to make a man feel like ordering 
 is to write with extreme energy. If you are supremely 
 energetic, the reader gradually gets into your energetic 
 frame of mind, and as he gets more and more energetic 
 he wants to do something to let off his energy. What 
 more natural than that he should let off that energy in 
 placing an order with you. He does it because he feels 
 he must do something, and that is the easiest thing to 
 do. Then he thinks with energy what a tremendous 
 amount of work he will do with your machine when he 
 gets it. He wants a machine like yours to work off his 
 energy. 
 
 Energy in a letter is a trick of style, but it consists at 
 bottom in being exceedingly energetic and intense your- 
 self. To write in an energetic style, get into an energetic 
 mood. 
 
 Next to energy, probably the best thing to make a man 
 feel like buying is the confidential spirit, the spirit of 
 friendship and trust. Another way of putting it is to 
 say that it is magnetism in speech and in writing. The 
 secret of this magnetism is probably self-restraint. If 
 you know a million times as much as you show on the 
 surface, and yourself realize that you know all this, you 
 will somehow contrive to make the other fellow feel that 
 you know far more than you have spoken of, that you 
 can do for him far more than you claim, because you 
 have seemed to say very little and that just the right 
 thing, when it is very plain that you could say so much 
 more. You do not exaggerate in any word or phrase. 
 You carefully refrain from exaggerating. The reader 
 feels the restraint, and he is curious to know what good 
 thing you have kept back. That makes him feel that 
 he wants to know you better. 
 
 And then men are made to feel like buying by the 
 chatty, good-humored style. It is largely a matter of 
 
LETTERS AND ADVERTISING 213 
 
 the style, the way the words read, the way they sound 
 when Tead aloud. 
 
 A Clever Business- Winner 
 
 The following letter, put out by a well-known house, 
 has been laughed at as an absurdity. To date a printed 
 form letter as "Wednesday Evening, 8.30," and talk 
 about sitting up late at night to get the letter off, 
 seemed the height of the ridiculous. 
 
 It was a business joke, however, which the business 
 men who received it appreciated, and it was rewarded 
 by a stack of four hundred remittances within a very 
 few days. Dozens of men who had no earthly use for 
 the book sent in $2 because the letter tickled them so 
 they couldn't keep quiet until they had done it. 
 
 This letter in a peculiar way made the men to whom it 
 went FEEL like ordering, and they did order. There 
 was no proof, but the letter was sent to old friends. 
 Had it been sent to strangers it would doubtless have 
 failed. 
 
 Mr. Smith's Office, 
 
 "Wednesday Evening, 8:30. 
 My dear Mr. Sprague : 
 
 In order to be absolutely certain that this letter is 
 mailed to you to-night and to a few more of our warm- 
 est and oldest friends I have given up almost an entire 
 evening to it. For the matter I am writing you about is 
 unusually important ; and I want to hear from you about 
 it before I leave for New York on Thursday. 
 
 I will receive from the printers Thursday a few ad- 
 vance copies of J. M. Coates's "How to Make a Factory 
 Pay" a business book that I honestly believe will save 
 you more money will do more to protect your whole 
 business system than any other book in print. 
 
 I intend to make arrangements in New York to adver- 
 
214 HUMAN NATURE IN BUSINESS 
 
 tise these books throughout America, but I want to dis- 
 tribute these advance copies among our oldest sub- 
 scribers, that I may know their opinions. 
 
 "We have issued no printed matter about "How to 
 Make a Factory Pay." But even a volume of printed 
 matter could not show you the value of this book as will 
 the book itself. So I want to send you the book. I 
 want you to see for yourself how it tells clearly fully 
 explicitly exactly how to manage and systematize a 
 modern business. 
 
 But I do not expect you to buy it. I merely want 
 you to look it over AT MY RISK and let me have your 
 frank opinion of it. If you send it back I shall be just 
 as thankful to you as tho you had kept it and even 
 more satisfied than if you had never sent for it at all. 
 For the frank criticisms from these friends of ours mean 
 a great deal more to me than the mere profit on the sale 
 of these advance copies. 
 
 You would willingly risk a dozen times $2 for a single 
 plan that would reduce your factory costs alone. Yet 
 this book contains twenty-two money-saving plans that 
 will reduce expenses throughout your whole business 
 plans of managing and operating a factory plans of 
 hiring and handling employees plans that will check 
 every leak and eliminate every waste in your factory and 
 office. And I do not ask you to risk one single penny to 
 secure them. 
 
 Merely send for the book ON APPROVAL. The $2 
 you forward will not be regarded as a remittance, but as 
 a deposit a deposit that can be withdrawn as easily as 
 you can withdraw your bank-balance. And then, if any 
 single chapter alone is not worth ten dollars to you, I 
 will not only return your $2, but I will remit in all $2.10 
 to pay you in addition for your postage and trouble in 
 looking over the book. 
 
LETTERS AND ADVERTISING 215 
 
 Think of it ! $2 the mere price of a handful of cigars 
 for the lifetime experience of the highest-salaried fac- 
 tory specialist in the country! And when I make an 
 offer so fair and liberal when you do not even run a 
 risk in sending for the book can't I send it to you for 
 criticism next week? 
 
 Merely attach a postal order for $2 to this letter post 
 to-night if possible, and use the envelop enclosed. 
 Yours very truly, 
 
 A. W. SMITH. 
 
 There is a feeling on the part of modest people and of 
 'old and conservative business houses that it is infra dig. 
 to write a really personal letter to the public or to busi- 
 ness customers. This letter has been lampooned as a 
 ridiculously personal attempt to bamboozle. The fact 
 remains, however, that it got the business, and the hard- 
 headed business men who received it were glad to get it. 
 
 It is true that fakers talk and write so cleverly that 
 they sell worthless things to thousands of people, for it 
 is only a clever man who can sell a worthless article. 
 Good articles sell themselves to a certain extent; but 
 why shouldn't the legitimate manufacturer or salesman 
 talk just as earnestly and just as cleverly about his good 
 article as the faker does about his poor one? 
 
 If you really have something good, write in the earnest, 
 enthusiastic, personal way that brings orders. 
 
 SIX 
 MAKE ORDERING EASY, SAFE, AND QUICK 
 
 Tho you may excite a man's desire, tho you may suc- 
 cessfully appeal to his reason, and prove your case, and 
 make him feel like ordering, you may lose all unless you 
 clinch the order on the spot. And this can be done only 
 by making the way to order easy, safe, and quick. 
 
216 HUMAN NATURE IN BUSINESS 
 
 When I send out circulars I say, "Pin a dollar bill 
 to this letter and send at my risk in the enclosed en- 
 velop." The man's name and address are on the letter 
 I send to him. In my letter are all the terms of the 
 contract. He does not have to write a word, or look for 
 an envelop and address it, or go after a postal order, or 
 write a check. He puts the dollar in the envelop with 
 the letter, seals it, stamps it, mails it. Nothing could be 
 easier. I tell him just what to do and he can hardly 
 resist my command. He wants to obey and he does obey. 
 
 But I want to make it safe for him. I therefore tell 
 him he may have his dollar back for the simple asking. 
 He sends it on deposit. He takes no risk whatever. He 
 can back out later if he changes his mind. Why should 
 he think it over now, when he will have all the rest of 
 his life to think it over and to back out if he thinks he 
 ought to ? It is not only easy and quick, but it is safe, 
 and there is no need for the cautious to worry. 
 
 In my opinion it is a great mistake ever to encourage 
 delay of any kind. Make your letter such that it will 
 work the buyer up to the buying-point, and then clinch 
 him on the spot or never. Get something out of him that 
 commits him. Once a man is committed, it is hard for 
 him to back out. This is the way the canvasser does, 
 and this is the way the letter salesman must do. Make 
 every advertisement get orders. All inquiries ought to 
 be orders. Make letters get orders, for what are in- 
 quiries worth? The very name indicates a possibility, 
 and the reader of your letter will never feel more like 
 buying than when he finishes reading your letter. Let 
 him pass the thing for a day, and he will probably pass 
 it for life unless you go after him again in the same way. 
 
 In my judgment a letter which does not bring quick 
 returns is of little or no value. 
 
LETTERS AND ADVERTISING 217 
 
 Clinchers 
 
 Canvassers know that the art of clinching an order is 
 not an easy one. Some never learn it, and so fail com- 
 pletely, tho proficient in every other respect. 
 
 Clinching an order by mail often requires a clinching 
 device. 
 
 A very usual device is "wholesale price for a short 
 time only." A fictitious price is made to be cut. This 
 is so usual that buyers seem to expect it, and are not 
 satisfied unless they get it. They know it is fictitious in 
 many cases, but there is always that possibility that the 
 price may change suddenly and so action should not be 
 delayed. This is a good clincher. 
 
 It is very usual to give a small and inexpensive pre- 
 mium for an immediate order. 
 
 Sometimes a discount is given for an order within ten 
 days. 
 
 Letter to Clinch Orders 
 
 Good letters to clinch orders are not common. The 
 following has been used with success by an American 
 correspondence school (personal signature of the author 
 of the system), when sample books on Business Corres- 
 pondence have been ordered on approval with deposit 
 of $1, subject to return: 
 Dear Sir : 
 
 I have received the dollar you sent, and enclose the 
 first instalments and full outline of the Smart System. 
 
 Notice 
 
 1. There are no lessons or exercises to prepare. You 
 apply the suggestion directly to the letters you are writ- 
 ing every day, and if you wish you may send two 
 bundles of carbon copies to me for criticism. 
 
 2. If you want help on special letters, I will either 
 
218 HUMAN NATURE IN BUSINESS 
 
 rewrite entirely one or two letters, or give you twice a 
 general criticism of your follow-up system. This service 
 is worth twice the cost of the system. 
 
 I can't teach you how to run your business. But I 
 do know what human nature is, and how to line up 
 words so they will make people send you business, so far 
 as any words will do it. Let me add my general knowl- 
 edge to your special knowledge and win. 
 
 Send the remaining $9 to-day and let us get to work. 
 If you prefer, you may send $2 now, and $3 a month 
 till you have paid $12 in all. 
 
 A prompt answer will be appreciated. 
 Cordially yours, 
 
 This letter is followed by an invoice, and a week later 
 by the following letter: 
 
 Dear Sir : 
 
 Please let me know by return mail whether you will 
 keep the books of the Smart System in Business Cor- 
 respondence which you have already received, and will 
 remit for the balance. If I do not hear from you within 
 a week, I shall assume that you want me to draw on you. 
 
 Thousands of business men are testifying to the 
 genuine value of this work, and my services as a letter- 
 expert are worth more than the $10 the System costs. 
 Cordially yours, 
 
 P. S. If you will mail a check this week, I shall be 
 glad to send you without charge any one of my new 
 books, Dictionary of Errors, How to Read and What to 
 Read, or Business Letter- Writing. Let me know which 
 you prefer. 
 
LETTEES AND ADVERTISING 219 
 
 SEVEN 
 
 TURNING ADVERTISING INQUIRIES INTO 
 ORDERS 
 
 Successful advertising should come as near making the 
 sale on the spot as possible. If the amount of money is 
 not too great, and sufficient space is taken, a postal order 
 will be mailed as soon as the advertisement is read. To 
 effect that, the five steps I have previously mentioned 
 must be without flaw attention attracted, attention fixt 
 on something really desired, the how of it explained, 
 proof offered, the price and easy method of getting it 
 indicated. Omission of any one of these steps will spoil 
 the advertising. 
 
 If the amount of money involved is too large for the 
 average man to take the risk on so small a showing, the 
 price may better not be given, but inquiries invited. It 
 is to be remembered, however, that every inquiry costs 
 money to follow up, and many inquiries are not nearly 
 so good as a few orders. 
 
 An inquiry may be counted for the first item only 
 attention. A good answer to an inquiry must do effec- 
 tively the other four things it must fix the attention, 
 and this may be done by showing a man just why he 
 wants the article or service offered; it must show the 
 customer just how the appliance or scheme works; it 
 must offer proof; last of all, it must indicate the price 
 and the easy way to order and get started on the happy 
 road to possession. 
 
 This means a letter, first paragraph of four or five 
 lines pointing out just why the customer ought to be 
 interested, second paragraph showing just how the thing 
 applies to his particular case and what it will do for 
 him, third paragraph giving price and method of pay- 
 
220 HUMAN NATUEE IN BUSINESS 
 
 ment. With this letter goes a testimonial page offering 
 proof. There are two good kinds of testimonials in- 
 dorsements from well-known persons whose judgment is 
 accepted, and signed statements from those who have 
 tried the thing and have been helped. Both are good 
 the first applicable to high-class and genuine offerings 
 that are very strongly indorsed, the second for lower- 
 grade products or schemes for which the very best in- 
 dorsements can not be commanded. The best indorse- 
 ment is that of the well-known man or woman who has 
 himself tried the article and been helped. PROOF OF 
 SOME SORT IS INDISPENSABLE. 
 
 EIGHT 
 
 FOLLOW-UP LETTERS 
 
 The science of canvassing by mail is just beginning 
 to develop and we do not know as much about it as we 
 shall in a very few years. 
 
 In preparing a series of follow-up letters these prin- 
 ciples are safe to stick by : 
 
 1. Before you can argue with a man you must get 
 his attention. If you advertise and he answers your ad- 
 vertisement, that is accomplished. "What should be done 
 in circularizing a list of names we shall consider later. 
 
 2. When a man has indicated that he will listen to 
 what you have to say, then you should fill him up with 
 the best arguments you have. This, the principal follow- 
 up letter, should be long, as a rule. The ideal way is to 
 put everything into one letter. In any case, avoid just 
 as far as possible separate circulars. If a man opens a 
 letter and finds a handful of circulars inside, he is likely 
 to throw them all into the waste-paper basket. If he 
 finds only one letter, he will probably read it. 
 
 Here is a good plan : Print your circular letter on one 
 
LETTEES AND ADVERTISING 221 
 
 side of a letter sheet ; print your testimonials on one side 
 of note-size paper of a different color; print statistical 
 circular matter or any necessary collection of informa- 
 tion on the second page of a folder letter; tip (paste) 
 the testimonials lightly at the top of the letter in front, 
 to the right, so that they will not conceal the address 
 of the letter, but can not avoid being seen. You then 
 have only one document ; the testimonials have a promi- 
 nent place where they are most likely to be read; and 
 the circular information is convenient without being ob- 
 trusive. 
 
 3. The letter itself should be earnestly and convinc- 
 ingly written by one who knows and feels the value of 
 what is to be offered. The person who writes the letter 
 should have been talking the subject with success, and 
 should be enthusiastic. If that person does not have the 
 skill to write a good letter, he should do the best he can, 
 and then let some one else revise it for him. 
 
 The first thing in such a letter is to show the reader 
 how he will benefit by what you have to offer. For ex 
 ample, suppose you are selling a fire-extinguisher; it is 
 not enough to assume that a man feels strongly the ad- 
 vantage of such a thing. He feels but vaguely. You 
 must make him feel vividly. 
 
 Letter to Sell a Fire-Extinguisher, Sent With Catalog 
 
 on Receipt of Inquiry 
 Dear Sir: 
 
 The enclosed catalog will fully describe the "Sure 
 and Easy" Fire-Extinguisher, about which you inquire 
 in your letter of Jan. 10. 
 
 Did you ever have a fire in your house or store? If 
 so, did the insurance really make good your loss? If 
 you had had something handy, right on the spot, could 
 you not have stopt the fire before it did much damage? 
 
222 HUMAN NATURE IN BUSINESS 
 
 You are always the loser by a fire, however well you 
 are insured, for insurance does not cover injury to your 
 business, nor all the discomfort and inconvenience that 
 go even with the smallest fire. 
 
 Nine-tenths of all fires could be put out before much, 
 if any, damage were done IF YOU HAD SOME- 
 THING AT HAND FOR INSTANT USE. The trouble 
 comes from the few minutes in which you are turning in 
 the fire-alarm, getting a bucket of water, or running for 
 a blanket. 
 
 And then think of the horror of having your wife or 
 daughter or child, or even your servant, burned to death 
 by reason of dresses catching fire! 
 
 Perhaps you do not know that you can prevent these 
 accidents VERY EASILY, and at small cost. 
 
 The "Sure and Easy" fire-tube contains a perfectly 
 harmless powder. It is just large enough around to fill 
 the hand, and hangs on the wall in kitchen, shop, or fac- 
 tory. The ring by which it hangs is attached to a fric- 
 tion cap. All you have to do is to catch hold of the fire 
 tube and give it a jerk from the hook. This pulls off the 
 cap and you dash the powder over the fire, which will 
 be instantly extinguished. The heat liberates carbonic 
 acid gas in large quantities and that smothers the fire. 
 
 This powder is far superior to water for many reasons : 
 First, if a lamp explodes and the oil catches fire you can 
 not put out the blaze with water, because the oil floats 
 on the water and burns all the more fiercely ; second, you 
 can't put out any blaze with water unless you have a 
 drenching shower, and to get that requires time, even 
 when you have a good hose playing (water puts out fire 
 only where it touches, and it is not easy to make it 
 touch many spots at one time) ; third, water often does 
 far more damage than fire itself, spoiling wall-paper and 
 upholstered furniture, carpets, etc. The "Sure and 
 
LETTERS AND ADVERTISING 223 
 
 Easy" produces a gas that can not possibly do any harm 
 to anything, and it instantly penetrates to every corner, 
 for gas, unlike water, tends to diffuse and spread in every 
 direction. 
 
 What is more, this fire-extinguisher is unobtrusive and 
 occupies small space. You can paint the tube the same 
 color as the woodwork, with only the word "Fire" stand- 
 ing out in red to attract attention. The tube may hang 
 there unused for five years, and the powder will be just 
 as good then as the day you put the tube in place. 
 
 That this is a practical device is testified to by the 
 fact that tubes of this kind are required on every theater- 
 stage, in every passenger-car, in every factory, in every 
 crowded department store, even when fire-hose is also 
 required. Just read a few of the stories of how these 
 fire-tubes have saved thousands of dollars' worth of 
 property and scores of lives! 
 
 There are many inferior powder fire-extinguishers on 
 the market, of some of which you may have heard. The 
 other day there was a test at the works of the Deering 
 Soap Company. Four brands of extinguishers were 
 tried. A bushel of rags was saturated with a gallon of 
 gasoline. After the fire had been burning one minute 
 and was a fierce blaze, the test was made. The liquid 
 extinguishers produced no effect whatever on the fire. 
 The rival powder extinguisher failed to work because the 
 powder was caked and would not come out of the tube. 
 Age always cakes inferior powders. The tube of our 
 powder that was used had been hanging for two years 
 in a damp place and was all rusty on the outside, but it 
 instantly extinguished the fire, and it was the only ex- 
 tinguisher that did. 
 
 You ought to have a "Sure and Easy" extinguisher in 
 your kitchen where the cook can use it; one or two in 
 the cellar wherever you have a furnace, straw, shavings, 
 
224 HUMAN NATURE IN BUSINESS 
 
 or oil, and one on the inside of every closet door within 
 easy reach in case a lamp explodes, a candle drops burn- 
 ing grease or a lighted match touches a curtain or dress. 
 The "Sure and Easy" costs only $3. We pay carriage 
 to any part of the United States. "We will pay $500 
 for information of any case in which the "Sure and 
 Easy" fails to work. Send your order to-day; you 
 may have a fire to-morrow. 
 
 Very truly yours, 
 
 A good testimonial sheet is very important with this 
 letter. Testimonials should tell of real experiences or 
 tests by well-known business houses. 
 
 NINE 
 SECOND FOLLOW-UP LETTER 
 
 Every step in an advertising campaign should be dis- 
 tinctive. 
 
 First comes the advertisement to attract attention (or 
 whatever may do that), short, sharp, and pointed. 
 
 Then comes the first follow-up letter a full and com- 
 plete exposition of the subject in hand, with no sparing 
 of words. 
 
 The second follow-up letter has its particular office, 
 too. It must force a decision. In a certain case the sec- 
 ond follow-up is a telegram, speaking of an exceptionally 
 favorable opportunity to buy at a bargain, and asking 
 for reply by wire. Tho costly, it is effective in forcing 
 a decision. It is extreme, however. 
 
 The second follow-up letter should be quite different 
 from the first. It should be shorter, on different-colored 
 paper, with different style of type otherwise the man 
 who gets it will say, "Oh, another letter about that 
 project I know all about it already!" 
 
LETTERS AND ADVERTISING 225 
 
 The style in which the letter is written and its pur- 
 pose are different, too. Objections must be answered 
 yet without formally stating these objections, lest you 
 suggest them to the customer for the first time. Besides, 
 it should try to induce a decision at once. 
 
 There must be no repetition of what has been said al- 
 ready, for the moment he scents repetition the reader is 
 likely to throw the letter down. Tho it harps on the 
 same old theme, it must be contrived to seem to be fresh. 
 A second follow-up letter is too often a mere repetition 
 of what has gone before. Writers do not reflect that it 
 has a purpose of its own, and it must have a well-devel- 
 oped style of its own. 
 
 A good second follow-up letter is probably more diffi- 
 cult to write than a first, for there is more art required. 
 It must be crisp and entertaining. The first letter gets 
 the "easy" ones; the second is intended to get those who 
 are not so easy. At the same time any mistake in the 
 first part of the campaign may entirely spoil the effect 
 of the last letter. It is the last link in the chain, and of 
 no use whatever unless the other links are sound. 
 
 Therefore, before writing a second follow-up letter 
 carefully study the impression made by what has gone 
 before, and adapt the new letter as closely as possible to 
 completing the impression. 
 
 Illustrative Letters 
 
 1 
 Dear Sir: 
 
 "If I had only done it sooner I" exclaims the man who 
 has taken no precautions against fire until the fire occurs. 
 
 Have you even a Fire-Tube at hand to check a little 
 blaze if one occurred in your house or place of business ? 
 Is it not culpable carelessness to put the matter off? 
 
226 HUMAN NATURE IN BUSINESS 
 
 Your insurance will not cover your loss it can't as 
 insurance business is now done. And what inconveni- 
 ence, worry, and possible personal injury to yourself or 
 family may result from neglect! 
 
 You know our "Sure and Easy" fire-tube has been 
 thoroughly tested for the past five years. It is quick; 
 it is positive; it injures no fabric, paper, or furniture. 
 Anybody can use it. It is always good till you have a 
 fire. Nothing could be simpler, nothing cheaper. The 
 insurance it gives you costs you only the interest on 
 your small investment remember that not the whole 
 outlay. What is the interest on $3, $6, or $9. 
 
 Better send us a trial order to-day. If you are a 
 doubter, speak up and we will soon convince you. Just 
 give us a chance by writing to-day. 
 Very truly yours, 
 
 Dear Sir: 
 
 For the last time you can get one free. 
 
 "We mean the handiest, simplest, most unique little 
 filing-cabinet that ever saved the time and temper of a 
 busy publisher. 
 
 We mean an "idea-classifier" a "price-list pre- 
 server" a "clipping-saver," so convenient and com- 
 pact that it has induced 15,000 of the brightest, brainiest 
 business men to use it in preference to scrap-books and 
 pigeon-holes! A busy man's store-house, in fact, that 
 will keep and arrange forever nearly all your small 
 papers all the precious little scraps, memos, and nota- 
 tions that you so often mislay, yet so frequently need 
 to refer to right within 30 seconds' reach ! 
 
 Speak now ! for this is your last chance. And when 
 this offer is finally withdrawn February first, it will be 
 
LETTERS AND ADVERTISING 227' 
 
 withdrawn for all time. Not even J. P. Morgan him- 
 self can get one free after that. 
 
 For "THE BUSINESS MAN" has decided that from 
 now on no more desk-premiums of this kind shall be 
 offered with this national business man's magazine. 
 And only to the " chosen few," the former "BUSINESS 
 MAN" subscribers,, the friends and customers of Mr. 
 Smith, are we writing this letter, offering them this one 
 more chance this final opportunity to get one of these 
 convenient mental-treasure-boxes and idea-savings banks 
 for nothing. 
 
 So it is free to you until February the first free 
 through your year's subscription to "THE BUSINESS 
 MAN," the business magazine. And best of all, even 
 "THE BUSINESS MAN" is no expense. For tho you 
 place $2 in your subscription, it is not $2 spent. Not by 
 a long shot! It is $2 invested invested where it will 
 be returned to you many times over in the course of a 
 year. 
 
 And consider this! every single issue of "THE 
 BUSINESS MAN" during 19 (260 pages in every 
 number, note you) will be packed with money-making 
 ideas. Famous business Napoleons, sales-managers, and 
 business engineers known the world over will contribute 
 money-making articles on all phases of business-getting 
 and business-keeping; on buying, selling, advertising, 
 credits, factory costs, etc. And every individual article 
 will be a live, stimulating dynamo that will help make 
 your business hum. 
 
 But only a few Brain Boxes are left, and you will 
 have to act to-day if you want to get yours. 
 
 "Wrap a $2 postal order in the circular enclosed, sign 
 your name and address in a good clear hand, and post 
 it to us while you have it in mind. 
 
 A full year's subscription to ."THE BUSINESS 
 
228 HUMAN NATURE IN BUSINESS 
 
 MAN" and a Brain Box dispatched to your address, 
 remember, and your satisfaction guaranteed or your 
 money back. 
 
 Yours very truly, 
 "THE BUSINESS MAN" COMPANY. 
 
 This letter has the touch of genius in the tone of press- 
 ing personal appeal, the fetching imagination with which 
 it is written. 
 
 It also illustrates the rather bad habit of always put- 
 ting in capital letters the name of your brand. I doubt 
 the usefulness of it. 
 
 TEN 
 
 STATIONERY AND PRINTING FOR CIRCULAR 
 LETTERS 
 
 The conventional advice is to get the best that good 
 stationery and printing always pay. 
 
 But business men know that this is not true. It often 
 happens that poor stationery and printing pay better 
 than good in certain classes of mail-order business, be- 
 cause the class of people reached feel more at home with 
 the poor, and get an impression from it that the article 
 offered is somewhere within their range, about which 
 they need not feel, "That's too good for me." 
 
 Another thing : Stationery and printing in the mail- 
 order business are big items of expense. 
 
 Good taste and good judgment in choosing are more 
 important than spending money. 
 
 As pretty pictures and handsome designs are now con- 
 ceded in magazine advertising to bring few orders, so I 
 believe costly circulars and expensive paper do little real 
 business in circularizing. 
 
 The best way to judge one's standard is to consider 
 what kinds of stationery and printing are commonly used 
 
LETTERS AND ADVERTISING 229 
 
 by one's customers. If they are business men and write 
 on average business paper, average paper I believe to be 
 good enough to write to them on. If they are small shop- 
 keepers and write on pads with a pencil, the very 
 cheapest stationery, if got up in a neat and businesslike 
 style, is good enough. If they are bankers and brokers 
 who write only on the best bond, with engraved heads, 
 it would be a sad error not to reply to them in the same 
 style. 
 
 Bankers and brokers should use the best white bond 
 (colored paper is taboo), with severe, neat heads, en- 
 graved if possible. Bond paper good enough for any 
 should be bought for 12 cents a pound, however, and the 
 weight need never exceed six pounds to a ream of 500 
 letter-sheets, while five pounds is a good weight. 
 
 Bond paper costing from 6 cents to 12 cents is very 
 common, and the weight is usually only four pounds to 
 the ream of 500 letter-sheets. 
 
 For process letters "flat" stock is much better than 
 bond, because it gives a better match between the body 
 of the letter and the typewritten address. Moreover, 
 as it is cheaper per pound, a heavier weight is possible. 
 Paper five pounds to the ream is the lightest that should 
 be used. 
 
 I employ a very high-grade bleached manila that costs 
 me less than 6 cents a pound, and I get more satis- 
 faction from it in every way than from any 12-cent 
 bond. Cheap manila will not do. It reminds one too 
 much of wrapping-paper. But there are good pure 
 white manilas. I prefer a slight tint, as of parchment, 
 amber, or even light blue, but the tint should be faint 
 and not at all pronounced. A faint tint helps to get a 
 good "match" in a process-letter. 
 
 In circular work expensive papers usually do not pay, 
 nor do I believe much in elaborate pictures printed in 
 
230 HUMAN NATURE IN BUSINESS 
 
 many colors. Neatness and general good style are the 
 important things. What is said counts much more than 
 the manner of printing. 
 
 It undoubtedly pays, however, to employ the latest, 
 fashionable faces of type. If a business man can not get 
 these from his printer, it will pay him to buy two or 
 three good new faces for his particular work. 
 
 Another important thing is ink and presswork. Many 
 printers buy cheap ink, and it will often pay an adver- 
 tiser either to buy his own ink, or make his printer buy 
 a certain grade of ink which he specifies for his work. 
 
 Then the presswork should be done with a good pres- 
 sure, and ink enough used to cover the face of the type 
 completely. Large black surfaces with the paper show- 
 ing through where the ink ought to be, are very objec- 
 tionable. This "gray" printing is due largely to poor 
 ink, and then to poor presswork. Ink and presswork 
 cost very little any way, and the best is none too good. 
 
 Then it will pay to tone down intense blacks by mixing 
 in 15 per cent, to 20 per cent, red or blue, which softens 
 the color and harmonizes the work, making it far easier 
 to the eye. 
 
 Likewise the tint of the paper should be soft, and tone 
 in with the ink. A blue white is hateful, and so is a 
 dirty white. Natural tint or a warm, pure white is best. 
 The latter is the popular color to-day. 
 
 ELEVEN 
 
 PREMIUMS 
 
 I am thoroughly convinced that premiums have an im- 
 portant part in doing business by mail. They may be 
 overworked, but the argument of some houses, that the 
 buyer pays for the premium and gets inferior goods, is 
 not sound. 
 
LETTERS AND ADVERTISING 231 
 
 An ideal premium is one that many people want but 
 which costs the giver very little far less than it would 
 cost the retail purchaser. For example, New York Pub- 
 lic Opinion used with the greatest success a portfolio of 
 pictures that actually cost 20 cents but would fairly 
 retail for $5. The $4.80 saved the purchaser was a great 
 business-builder, and it was the cheapest kind of 
 business-builder that could be used. A bookcase costing 
 $1, but worth at retail $10 if given with a $40 set of 
 books would be an admirable way of stimulating sales, 
 and a cheap one. 
 
 Many business men give a discount of 2 per cent, for 
 cash. On a $10 collection I offer a book that costs me 
 10 cents (1 per cent.) all told, but which is worth at re- 
 tail 75 cents (1V 2 per cent.) . It. costs me less and pleases 
 the customer better. When I want a quick collection I 
 threaten in the body of my letter and soothe in a post- 
 script by the offer of a premium for immediate pay- 
 ment. The letter is very short and simple, but it pulls 
 the money in. 
 
 "When you have to write often to a dealer, for example, 
 about something of which you can say very little that is 
 new, the only possible way to keep up the interest of 
 your letters is to attach some premium or special offer 
 of which you can talk hard and strong, and that will 
 rouse an interest which you can carry over to your own 
 product of which you speak hard and strong in the last 
 part of your letter. A premium gives the possibility of 
 constant novelty. 
 
 The best premium is usually one of your own manu- 
 facture, which costs you the minimum. A really valu- 
 able or costly premium is theoretically and practically a 
 grave mistake. 
 
 In using a premium, any talk about it except to attract 
 or fix attention is also a mistake. When the importance 
 
232 HUMAN NATURE IN BUSINESS 
 
 of the premium overshadows the article to be sold, it is 
 high time to cut the premium out entirely.* 
 
 In general, a premium is a solid, material form of the 
 advertising catch-line, and it is just as well worth while 
 for the advertising manager to spend his time hunting 
 for a good premium as for a good advertising catch-line. 
 
 Letter to Get a Trial Wholesale Order on Approval 
 Premium 
 
 FREE 
 One Dozen Whisk Brushes with Broom Order 
 
 Lee & Stewart, Ltd. 
 
 Halifax 
 Dear Sir : 
 
 Your customers want GOOD HOUSE-BROOMS, the 
 best brooms made. 
 
 We can supply what are unquestionably the best 
 brooms made in Canada for exactly what you are paying 
 for ordinary common brooms. 
 
 Our brooms are unusually free from seeds. 
 
 They don't have hard sticks instead of broom-corn. 
 
 The color is perfectly natural. 
 
 Our "Little Polly " is a light broom with a dandy 
 handle color won't come off in years, something that is 
 true of no other broom-handle we ever saw. 
 
 We want to get acquainted with you we want to 
 number you among our friends, and to that end we are 
 prepared to make a special LIBEEAL OFFER for a 
 trial order. 
 
 We will include ONE DOZEN GOOD WHISK 
 BROOMS free. Yes, FREE. 
 
 * The letter on page 226 would be considered by most publishers as 
 a fair illustration of this fault. It was successful in selling filing- 
 cabinets but how much value would the subscriptions have? Each 
 man must judge for himself. 
 
LETTERS AND ADVERTISING 233 
 
 On five-dozen order (assorted as you like) we pay 
 freight. 
 
 If you like us and wish to keep on and use 25 dozen 
 at various times within a year, we will take off 4 per cent, 
 special discount for quantity. 
 
 We ship AT OUR OWN RISK you can send back 
 at our expense anything, at any time, which you do not 
 find entirely satisfactory. 
 
 So it costs you absolutely nothing, involves no risk 
 whatever, for you to make the trial, and you may be so 
 well pleased you will be sorry you didn't know us years 
 ago. 
 
 Just fill out enclosed return post-card and let us have 
 it by the next mail. Won't you? Ask your wife. 
 She'll tell you to. Yours for Good Brooms, 
 
 TWELVE 
 
 WHAT CAN AND WHAT CAN NOT BE DONE BY 
 
 MAIL 
 
 Many failures are made because people do not under- 
 stand the range of possible accomplishments what can 
 and what can not be done. 
 
 First, letters are at best far weaker than personal can- 
 vassing, so if calling on customers will get 75 per cent, 
 of orders, writing letters should get about 7 per cent. 
 Canvassing letters have to be sent out 500 or 1,000 or 
 more at a time to make the results observable, while ten 
 calls will give a good "line" on any proposition. 
 
 Canvassing by mail has the advantage that it may be 
 done on a small or a large scale with proportionate re- 
 sults, and that the genius of one man may be sufficient 
 for success, whereas a personal canvass requires an or- 
 ganization of men of talent, and such an organization is 
 
234 HUMAN NATURE IN BUSINESS 
 
 very difficult to secure in the first place, and still harder 
 to maintain. 
 
 The disadvantages of canvassing by mail are that re- 
 sults are limited. The number of periodicals in which it 
 will pay to advertise is invariably circumscribed. Ten 
 per cent, of paying replies to a circular letter, even on 
 a very low-priced proposition, is usually the extreme, and 
 5 per cent, is considered good. On a $10 proposition 
 1 per cent, is fair, 2 per cent, most excellent. With 
 such a proportion, the number 'of names you can get is 
 not large enough for maximum results as compared 
 with personal canvassing, in which the percentage of 
 returns is much higher. 
 
 "When two or more different persons have to get to- 
 gether to decide a question, it is often very difficult to 
 accomplish anything by letter, because you can not possi- 
 bly know who is the key to the situation the man who 
 in reality has to be persuaded. In soliciting newspapers 
 I found the best letters ineffective because the business 
 manager, the managing editor, and the proprietor usually 
 had to agree before an order was given. Personal calls 
 on these same people brought orders because we could 
 then find out which one was favorably disposed and 
 where the hitch was, and use the favorably disposed man 
 to overcome the man who made the hitch. UNLESS 
 YOU KNOW THE SITUATION, you are at a great dis- 
 advantage, and the letter-method is notoriously blind. 
 Moreover, it applies more to types than to individuals. 
 
 People who read much, such as editors or teachers, are 
 proverbially hard to reach, because they become so cal- 
 lous to written impression that the best letters barely 
 prick their intellectual hide. As such people see callers 
 seldom, a personal call upon them takes them upon their 
 weak side, and they yield easily. The reverse is true in 
 the case of commercial travelers. 
 
LETTERS AND ADVERTISING 235 
 
 If it is possible to get an order from every second man 
 or house you visit, personal solicitation is far cheaper 
 than mail solicitation. If orders are much scattered, 
 mail solicitation is obviously cheapest. With most 
 manufacturers a combination of both methods is usually 
 desirable personal solicitation in towns, letter solicita- 
 tion in the country or places where it is not economical 
 to travel. 
 
 In covering a given territory by mail, it is necessary 
 to count at least ten letters to every single personal visit, 
 and each letter must have something fresh about it at 
 that. 
 
 If a subject is at all out of the ordinary, it is impor- 
 tant to prepare customers for personal visits by letter 
 education, since it is much easier to put a clever argu- 
 ment in writing than to teach it to a solicitor. The 
 average canvasser or traveling man is usually not suc- 
 cessful except with a very simple story which he can 
 repeat many times. It is easier to mail a million letters 
 than to teach an argument to one hundred canvassers. 
 
 Importance of Testing Every Letter or Piece of 
 Advertising 
 
 People may say what they like, advertising has an ele- 
 ment of chance in it which can not be eliminated. It is 
 more or less of a gamble in one sense of the word only. 
 This may fail and that may succeed, and no man can 
 tell in advance what the result will be ; but it is true of 
 all business that some ventures pay and some do not. 
 We try, on the smallest possible scale, each new idea. 
 Those that succeed on a small scale we try on a larger, 
 and those that fail in the experimental stage we charge 
 off to the general advertising expenditure. 
 
 By systematic experiment it is possible to prove 
 clearly whether a thing can be advertised or not. If you 
 
236 HUMAN NATURE IN BUSINESS 
 
 prove that it can not be profitably advertised, that is one 
 form of success. If you find out by repeated experi- 
 ments what is the best way of advertising without risking 
 more than is absolutely necessary, then you can go out 
 on a large scale and be sure of final profit. 
 
 It is possible to find out at small expenditure, say $50 
 to $500, whether a successful way can be found or not. 
 If you are not to succeed, you want to know that just 
 as much or even more. The trouble is that many busi- 
 ness men think everything looks promising, don't see 
 how they can fail, and go ahead as if they knew they 
 would succeed. Then to their surprize they fail, and 
 where they might have found out for $50, they have 
 spent $500, or if the experiment could have been made 
 for $500, they have spent $5,000. 
 
 In the case of every circular letter a test is also im- 
 portant. One concern that sends out four million letters 
 a year keeps one man busy all the time writing letters 
 and circulars, and trying them out. Not one letter in 
 ten really pays. But when the one out of the ten can 
 be sent to a list of from five thousand to five hundred 
 thousand, a good profit is made out of it. 
 
 Futility of the Conventional Follow-Up 
 
 There seem to be three steps in the development of a 
 business man toward acquiring a proper follow-up by 
 letter. 
 
 A vast number of business men pay little or no atten- 
 tion to answering inquiries. Many letters they do not 
 answer at all. When necessary they write a few words 
 themselves with a pen. The first sign of progress seems 
 to be buying a typewriter and employing a typist. This 
 provides the machinery for answering all letters that 
 come in ; but thousands who do have this machinery for 
 answering letters do not go any further, that is, they 
 never follow up the inquiries they receive. 
 
LETTERS AND ADVERTISING 237 
 
 The second step seems usually to be the writing of a 
 brief letter asking why the first one was not answered. 
 This is developed often into a series of three letters, or 
 possibly five. The business man applies to an adver- 
 tising man or letter-expert to write for him a series of 
 follow-up letters. The first answer to an inquiry is a 
 salesmanlike letter, accompanied when necessary with a 
 circular or catalog and testimonials or proof of some sort, 
 and provision for easy ordering. But the second and 
 third letters written under such conditions almost in- 
 variably are weak repetitions of the first letter, and 
 observation will show that they bring little or no busi- 
 ness. 
 
 I would never employ any expert to write a series of 
 three letters for me at one time. A man exhausts him- 
 self in writing the first letter, if he makes that letter what 
 he ought to, and the succeeding letters simply can not be 
 of real value. 
 
 The only way to get a good second letter is to wait 
 until you can think of some quite new method of making 
 an appeal, and going out the second time with even more 
 vigor, more completeness, and cleverer devices than the 
 first time. Test that letter just as the first is tested, and 
 if it doesn't pull, certainly do not continue to send it 
 out. Drop it and try to think of some other scheme. 
 
 Making an Argument in Bits 
 
 "When the importance of the business is such that it 
 necessarily takes the customer some time to make up his 
 mind, as, for example, when an expensive machine is to be 
 bought for which money has to be specially provided, or 
 a regular customer of a competitor placing orders all the 
 time has to be won over to a new concern, or anything 
 that takes time to be decided, a series of letters is in- 
 evitably required, just as a salesman will go and talk 
 
238 HUMAN NATURE IN BUSINESS 
 
 about the matter a little to-day, and a little more the 
 next, and so on. 
 
 In that case it is necessary to get the attention of the 
 prospective customer by some original advertising 
 device, and once that has been secured, the extensive 
 selling argument must be made a little at a time, as the 
 mind of the customer can digest it, with artful repe- 
 titions so that none of the points are forgotten, and 
 finally at the right time a determined effort made to 
 close. This is merely spreading the original sales-argu- 
 ment over a period of time, but the whole will corre- 
 spond to the single complete effort in one letter when it 
 is possible by one letter to close a sale. 
 
 Seasonal Canvassing 
 
 A list of names obtained by advertising may often be 
 worked again for years, on the general theory that if a 
 man is not ready to buy this year, next autumn he may 
 be in the market, and if he is you should be on hand to 
 take his order. Also, if one offer did not quite fetch 
 him perhaps some slightly different offer will be more 
 successful. Or it may be that he was too busy to read 
 your first letter and will get your second, third, fourth, 
 or fifth at some psychological moment when his faculties 
 will respond. But in all such cases, each letter should be 
 carefully thought out on its own basis, no reference 
 usually should be made to anything gone before, and 
 the efficacy of the letter proved before it is sent out to 
 more than 500 or 1,000. 
 
 Assignment XX. Executing a Sales Campaign 
 
 The preparation made in the preceding assignment 
 we will now carry out in detail with a view to making 
 it win. 
 
 Hard thinking is absolutely necessary to business 
 
LETTEES AND ADVERTISING 239 
 
 success, and we must learn to do a little work with 
 extreme care and thought rather than much work super- 
 ficially. The work of this assignment done superficially 
 can be nothing but a failure. Almost an unlimited 
 amount of time can be put into an intensive study, going 
 to the possible customers in person, talking to them so 
 as to get new points of view or new phrases, and then 
 rewriting the few important lines which are our task. 
 This will be a circular letter to be mailed to a list. 
 
 First, we will prepare a paragraph to create desire 
 for the general thing or idea which is the object of our 
 sales effort. 
 
 Second, we will prepare a paragraph briefly stating 
 in what way the thing we have to offer will fulfil the 
 desire we have created. 
 
 Third, we will prepare a paragraph giving the best 
 proof we can gather, and this may be supplemented by 
 a circular containing a small collection of good testi- 
 monials or proofs of some concrete kind. 
 
 Fourth, we will prepare a plan for making ordering 
 easy, safe, and quick, with an order card if necessary, 
 and a clinching paragraph to close. 
 
 Each of these items should be made the sole study of 
 not less than one day, after a preparatory day spent on 
 the corresponding section in the text. 
 
 Then we will reshape our advertisement, and after 
 doing so prepare letters to turn the inquiries received 
 into orders. This will be a new, complete sales letter 
 based on our circular. 
 
 Finally, let us plan a sales letter, new in character 
 and wording, with which we use a small premium to get 
 quick action. 
 
 A month may well be spent in doing this assignment 
 over and over until this one type of letter on this one 
 subject can be written supremely well. 
 
240 HUMAN NATURE IN BUSINESS 
 
 Success with this work will depend to a large extent 
 on selecting a line of business or a particular subject 
 for sales-letter writing on which the student can find 
 sufficient material. Those who have had business ex- 
 perience may choose the lines of business they know; 
 but those who have not may perhaps best take up the 
 preparation of circulars and letters to sell this book. 
 
 At the end of Part V on Personal Salesmanship will 
 be found a complete canvass for the sale of this book, 
 and through the preceding pages of the text there are 
 numerous letters that were actually used for a similar 
 object. 
 
 The most useful material, however, will be that which 
 the student can find for himself through his careful 
 study of the book, and then going out and canvassing 
 business men and others to purchase it. The sales-letter 
 writer will never succeed until he forms the habit of 
 going out to see people with his own eyes and getting 
 his information at first hand. It is only first-hand in- 
 formation that can be fully relied on. 
 
PART III 
 MERCHANDISING 
 
 241 
 
MERCHANDISING 
 
 MERCHANDISING consists in finding out what people 
 want, and where they want it, then in producing the 
 goods or services in a satisfactory manner, and finally 
 in selling them at a profit by salesmanship and adver- 
 tising. Unless the first two conditions are right, no per- 
 manent success can be expected from the selling end, 
 however clever it may be. Making people take indiffer- 
 ent goods at a high price may show successful salesman- 
 ship, but it is very poor merchandising, for it is certain 
 that sooner or later the sins of these people will find 
 them out and they will pay the penalty. No more miser- 
 able man exists to-day than John D. Rockefeller, with 
 all his wealth. While he got the money, he finds him- 
 self in the peculiar position of not being able to buy 
 that for which he got the money. Money is an absolute 
 dead weight unless you can make it buy what you want. 
 
 A Good Business in a Good Location 
 
 The first condition of commercial success lies in fur- 
 nishing people what they really want, supplying some 
 need of their natures; and closely wrapt up with that 
 is getting a good location. A German woman with her 
 husband came to New York a few years ago and opened 
 a rooming-house. It was in a very convenient position 
 where the demand was strong. It had neither taste nor 
 unusual cleanliness, two of the things that make a 
 rooming-house successful, but it did have a well-chosen 
 location. This German woman, speaking broken Eng- 
 lish, and ugly in appearance, appreciated this and 
 rented another house in a good location. In fourteen 
 years she was able to operate three houses, and owned 
 
 243 
 
244 HUMAN NATURE IN BUSINESS 
 
 two of them. In most retail businesses, location is the 
 most important point. In national businesses, location 
 counts for less. A paper published in Augusta, Maine, 
 attained the largest circulation of any periodical in its 
 day. Location at a central point like New York or 
 Chicago is a good thing, but it is not essential. Chicago 
 has the mail-order houses in largest number because it 
 is a nearly universal railroad-center, every express com- 
 pany but one operating direct lines out of Chicago with 
 minimum rates, while shipments out of New York more 
 frequently have to be transferred to other lines. 
 
 Neither is it a matter of what people ought to want, it 
 is what they do want. It is partly a matter of making 
 them take the right point of view, but primarily it is a 
 matter of their unconscious needs at a given time, with a 
 given personal development, and a given attitude of 
 mind which has become characteristic of the nation or the 
 community. "What would be good business in the United 
 States might not be good business in England or France ; 
 and what is good business in Illinois often is no business 
 at all in New England. Even adjoining cities differ. 
 We must know conditions as they really exist at a given 
 time in a given place before we know whether a given 
 business is capable of genuine and permanent success 
 or not. Salesmanship and advertising are useless until 
 those points are satisfactorily settled. 
 
 Classes of Businesses 
 
 Merchandising in general is divided into three classes, 
 manufacturing, wholesaling or jobbing, and retailing. 
 Manufacturing is usually of some specialty, or of a line 
 of goods (different articles of the same general kind) ; 
 wholesaling or jobbing is usually central distribution 
 of many different articles to dealers who will resell at 
 retail, or to very large users (it depends almost entirely 
 
MERCHANDISING 245 
 
 on the convenience and saving in cost of packing, ship- 
 ping, and collecting pay for the goods) ; and finally 
 retailing is selling in small lots to actual consumers. 
 One jobber might furnish a grocer with all or nearly all 
 the different kinds of goods he might wish to sell, 
 whereas if the retailer had to buy these goods from fifty 
 different manufacturers it would consume a great amount 
 of time to do the buying. He would have to have fifty 
 different small shipments instead of one big, general 
 freight shipment, and many small shipments are always 
 expensive, and instead of paying one bill he would have 
 to pay fifty, and that might be unsafe for the manu- 
 facturer, for it is both difficult and expensive to collect 
 small accounts. At the same time the wholesaler can 
 not sell to the consumer, because he must sell to the 
 dealer at wholesale prices, and if consumers could get 
 wholesale prices they would not pay retail prices; so, 
 to protect the small dealers, the wholesalers usually 
 refuse absolutely to sell to consumers at all. 
 
 Modern changes and variations on this old and well- 
 established chain have become numerous. 
 
 First, the large department stores have united several 
 different retail businesses under one roof, as a dry goods 
 store, a furniture store, a jewelry store, a hardware 
 store, a grocery store, and so on. This was convenient 
 for the retail purchasers in just the same way that the 
 wholesale establishment was convenient for the retail 
 dealer. This element of convenience brought large 
 numbers of persons to the department stores, and each 
 of their retail departments sold more goods than any 
 single small retail store. The department store dis- 
 covered and made general the use of modern adver- 
 tising, which in turn enormously increased the whole 
 volume of business. Then in turn the large department 
 store, finding that it could sell large quantities of goods, 
 
246 HUMAN NATUEE IN BUSINESS 
 
 wished to buy them direct from the manufacturer at the 
 same price the manufacturer quoted to the jobber. At 
 first the manufacturers protected the jobbers, but soon 
 some manufacturers cut out the jobbers altogether and 
 sold exclusively to the retail dealers, especially the large 
 department stores. Other manufacturers still stick to 
 the jobbers, and refuse to do business except through 
 the jobbers. 
 
 Second, mail-order businesses sell at retail direct to 
 consumers, but take and fill orders only at a distance, 
 getting their orders through the mail and making de- 
 livery through express or freight instead of by special 
 retail delivery wagons such as the department stores use. 
 Institutions like Sears, Eoebuck & Co., Montgomery, 
 "Ward & Co., the National Cloak and Suit Company, etc., 
 are really department stores making national deliveries 
 instead of local deliveries. 
 
 Third, manufacturers of articles which sell at a 
 relatively high price, with a good margin of profit, such 
 as typewriters or adding-machines, sell direct to the 
 consumers by national advertising with deliveries 
 through the mails or locally from branch houses, either 
 with or without agents or personal salesmen. Such 
 businesses are called specialty. 
 
 In all these businesses, the cost to manufacture the 
 article must have added to it the cost of distribution in 
 any one of the ways indicated, and likewise the cost of 
 selling, before it is possible to figure the profit. An 
 article selling for a dollar retail may cost 20 cents to 
 manufacture, 20 cents for distribution, and 40 cents to 
 sell, leaving only 20 cents profit. Perhaps this 20 cents 
 is gross profit, not counting the time of the head man nor 
 interest on the money he has invested to find out what 
 to sell and how to sell it, so that his net profit is but 
 5 cents. Different kinds of goods have different pro- 
 
MERCHANDISING 247 
 
 portions of expense in the different divisions. Textiles 
 may cost for materials and labor about one-third of the 
 wholesale selling-price; one-third goes to the overhead 
 costs, the investment in the factory building, inevitable 
 losses, etc.; and one-third to selling and profit. A net 
 profit of 5 per cent, is often considered good, while 7 
 per cent, to 10 per cent, is extra good. The cost of 
 paper, printing, and binding of books may be about one- 
 fifth, the discount to the retail dealer about one-third, 
 10 per cent, may go to the author as royalty, and the 
 rest goes to general expenses of various kinds, including 
 advertising and selling wholesale, investment in plates, 
 editorial services, etc., and if the average net profit is 
 10 per cent, it is considered very large, while 5 per cent, 
 is accepted as good. 
 
 Collections and Credits 
 
 First, a man must get the necessary capital to start 
 his business. Of course, if he is a manufacturer he 
 must establish his factory, if he is a wholesaler or re- 
 tailer he must put in his stock of goods, but in addition 
 to that he must pay for his office-equipment, for clerical 
 services of various kinds during the period he is estab- 
 lishing his business when he can not hope to make any 
 profit, and for losses on the mistakes he makes before 
 he gets his method of doing business just right. Begin- 
 ners often fail to take these things into consideration. 
 The expense of bookkeeping and the losses on collections 
 are among the more important items that must always 
 be reckoned on. 
 
 Business with retail dealers is largely done on credit. 
 The mercantile agencies, Dun's and Bradstreet's, pub- 
 lish enormous books in which dealers with an investment 
 of no more than $500 are given a rating, both as to the 
 amount of property they have and as to the way in 
 
248 HUMAN NATURE IN BUSINESS 
 
 which they pay their bills. This information is col- 
 lected from all over the country by personal agents, and 
 the books are corrected every three months. Still more 
 detailed records are kept on file in the offices of these 
 agencies, and for 50 cents they will furnish their sub- 
 scribers with a "special report. " Those who do not feel 
 able to subscribe to these large agency books may con- 
 sult them at their banks. With these mercantile reports 
 as a starting-point, the large wholesalers and manu- 
 facturers gather such special information as they are 
 able to obtain through organizations or associations of 
 credit-men who exchange information for their common 
 benefit. Credit is usually 30 or 60 days, with a small dis- 
 count for cash in ten days, say 1 or 2 per cent. It costs 
 more than 2 per cent, to collect accounts which run 
 longer than that, as the strong dealers with plenty of 
 money always take the cash discount. You can see that 2 
 per cent, for 30 days is 24 per cent, for a year for the use 
 of money. Any business man who can borrow money at 
 the bank at 6 per cent, will discount his bills, and if he 
 does not discount his bills he is either a poor business 
 man or he is very short of money and so for the time 
 being willing to pay what amounts to ruinous interest. 
 When credit for more than 60 days is given it is usually 
 by accepting promissory notes at 90 days (three months) 
 or occasionally four months. When these notes are 
 given by a dealer who has good credit, and endorsed by 
 a wholesaler or manufacturer who has good credit, the 
 banks will discount them, deducting usually on the 
 basis of 1 per cent, for 60 days. 
 
 Retail dealers are divided into two classes, those who 
 sell only for cash, and usually at lower prices, and those 
 who carry charge accounts with customers who can give 
 references that will establish their credit. Persons who 
 own land in their own right are usually considered good, 
 
MERCHANDISING 249 
 
 and those who have regular salaries or incomes are 
 favored, but character and a reputation for paying bills 
 promptly must be considered, too, and is often accepted 
 as sufficient when there is no property and no assured 
 salary. Small retail dealers in small towns too often 
 give credit too promiscuously, and their losses are so 
 large they have to make their prices very high, and 
 that in turn drives the people who have ready money 
 to the mail-order houses or city department stores. 
 
 There are two classes of banks, savings-banks and 
 commercial banks, which start with a certain capital and 
 then invite the current deposit-accounts of merchants 
 who must have a certain amount of ready money on hand 
 all the time. A quarter or a fifth of these deposits the 
 banks must keep in their vaults to pay checks which 
 come in. The rest they can invest in stocks or bonds, or 
 lend out on the notes of merchants. They seldom pay 
 any interest, except on time deposits and large average 
 balances, but they charge usually 6 per cent., and in that 
 way they make money. Their great danger is that they 
 will make bad loans which will not be paid, and on which 
 they will lose many times 6 per cent. To very large 
 borrowers with good credit they will loan money as low 
 as 4 per cent. Often if they make a net profit over all 
 expenses of % per cent, they are doing well. Savings- 
 banks pay interest to their depositors, who usually keep 
 their money in the bank a long time, and then they lend 
 it out for more or less permanent investment. Com- 
 mercial banks do not like to lend money for more than 
 90 days, but savings-banks will lend money on mortgages 
 for building purposes for three to five years. These 
 long-time loans are usually mortgages or bonds (a kind 
 of mortgage that is divided up into small units). 
 
 Formerly one man went into business alone, or he 
 took one or two partners. More often nowadays a cor- 
 
250 HUMAN NATURE IN BUSINESS 
 
 poration is formed which does business like an indi- 
 vidual, but is owned by a great number. Its certificates 
 of ownership are called stock, and it is managed by a 
 "board of directors and its officers, usually a president, 
 secretary, and treasurer, with one or more vice-presi- 
 dents. Sometimes one man owns practically all of the 
 stock, a few shares being held by his wife and his 
 stenographer so as to comply with the law requiring at 
 least three persons to form a company. His business is 
 then run in the name of the company, and he person- 
 ally is not liable for any debts of the company. He 
 can lose what he has invested in the company, but what 
 he has invested outside of the company he will not lose 
 should the business fail. Those who give credit to cor- 
 porations must look out for that, and banks often re- 
 quire such a man to indorse the notes or orders of his 
 company so that he makes himself personally liable as 
 well as liable through the company. 
 
 The difference between stocks and bonds is the differ- 
 ence between owning a house and lot and having a 
 mortgage on it. The ownership is good only for the 
 value after the mortgage has been paid. Stocks repre- 
 sent the value of a business after all debts, bonds, and 
 mortgages have been paid. 
 
 Financing a Business Records 
 
 Financing a business not only at the start but all 
 the way along, is a very important matter, and requires 
 a high order of business talent, very different from the 
 talent for salesmanship. 
 
 Bookkeeping is the record of a business on which 
 the man who finances it must depend. He should know 
 at all times what he owes and what is due him; but it 
 is equally important to know in detail just what each 
 thing is costing, and just what it is earning, so that the 
 
MERCHANDISING 251 
 
 things that do not pay may be eliminated. This is 
 what is called cost-accounting. It is the very latest 
 development of bookkeeping, for in the past business 
 men have looked chiefly to the trial balance at the end 
 of the year to see whether, on the whole, they have made 
 or lost money, and have not looked carefully into all the 
 different departments or articles. They have thought 
 too much of the original manufacturing-cost and the 
 selling-price, and have merely guessed at all those mis- 
 cellaneous expenses such as distribution, credits and 
 losses, selling expenses, etc., etc., which often are far 
 more important than the original manufacturing-cost, 
 especially when the net profit gets down to only 5 or 6 
 per cent., as in most modern businesses. A little leak 
 knocks that small profit in half, and it is important to 
 know just where that leak is. When a business is small, 
 a shrewd man may be able to guess pretty accurately. 
 When the business gets larger it becomes quite impos- 
 sible to guess safely, and cost-accounting is the only way 
 to know. The use of carbon-paper, printed forms, type- 
 writers, adding-machines, cash-registers, etc., has made 
 the keeping of records much less expensive, so in these 
 days the cost of knowing accurately is not too great. 
 
 The General Selling-Problem 
 
 Advertising and salesmanship are but features of the 
 larger merchandising problem which we have been con- 
 sidering, and the proper organization and financing of 
 the business must be settled before much consideration 
 can be given to the detailed questions of selling. 
 
 But when the general problem of selling comes up 
 for consideration it is a complex one made up of differ- 
 ent methods of appeal to human nature. In a retail 
 business it is largely a matter of retail clerks behind 
 the counter, who wait on customers and incidentally use 
 
252 HUMAN NATURE IN BUSINESS 
 
 a limited amount of psychological appeal to induce them 
 to buy, of attractive window and store display, and of 
 newspaper or circular advertising, which brings the 
 customers to the store to see the goods advertised. Once 
 they get to the store they see many other things which 
 they may want. So this is the problem in simple form : 
 First, to get them to come to the store by whatever 
 devices may be necessary ; second, to interest them at the 
 store in as many different articles as possible by good 
 window and store displays ; and, finally, to please them 
 by helping in a personal way through the sales-people to 
 find just what they want and telling them the truth. 
 Retail salesmanship is largely a matter of giving intelli- 
 gent and courteous information. The attention of the 
 customer has already been secured. There is very little 
 time for argument. Any forcing of the sale is liable 
 to drive customers away the next time. Profit lies in 
 getting customers to come regularly and habitually, and 
 that is brought about chiefly by a friendly helpfulness 
 on the part of the sales-people rather than by any con- 
 centrated psychological effort. 
 
 "Wholesalers send their traveling men to the dealers 
 they serve. In this case the salesman must get atten- 
 tion in order to get the business started. Advertising is 
 largely confined to trade-papers and to circularizing. 
 The whole burden of selling is thrown on the traveling 
 men. They compete one against another, and develop 
 a high degree of skill in human appeal. As in the case 
 of retail sales, holding the business is the great thing, 
 and that is largely a matter of intelligent and courteous 
 service, not only on the part of the salesman, but also 
 on the part of the house through its correspondence. 
 The correspondence department is the substitute for the 
 salesman when he is not on hand. A letter may be 
 mailed at any time, but a traveling man can call only 
 
MERCHANDISING 253 
 
 once a week, once a month, or sometimes only twice a 
 year, or even only once a year. Holding the business 
 depends very largely on the salesmanship quality in the 
 office and the detailed service given the customer in 
 making prompt shipments, correcting errors, etc. Goods 
 are the first consideration with dealers, but service is a 
 close second in importance, and as between two houses 
 it is very often the thing that makes a dealer do business. 
 In the past, the personal element has not been thrown 
 into the correspondence as it should be, but it has been 
 left entirely to the salesmen. Nowadays, the office backs 
 up the salesmen by keeping the dealer informed through 
 circulars of all new styles, good bargains, etc., and 
 letters which have the real spirit of personal fellowship 
 in them so as to make the dealer feel good just as the 
 salesman makes him feel good. Letters become the as- 
 sistant salesmen, and the newer system is to let one 
 correspondent handle one particular district, so that the 
 selling force brought to bear on one dealer is the per- 
 sonal salesman on the road and the office salesman who 
 takes care of the office end with the same personal atten- 
 tion. The older system mixed all the letters together 
 and handled them in a mechanical way, first by one 
 correspondent and then by another, so there could be 
 no personal individuality on the office end. 
 
 Wholesalers can do very little general advertising, 
 because their work is largely that of simple distribution 
 in a limited territory; they have in Dun's and Brad- 
 street's full lists of all the persons and firms they can 
 hope to do business with, and it is better to go to them 
 direct by personal salesmen or by mail. Some whole- 
 salers have no traveling men, but get their orders en- 
 tirely by mail, making prices appreciably lower because 
 of the saving of the high cost of traveling. At the same 
 time wholesalers who depend chiefly on salesmen are 
 
254 HUMAN NATURE IN BUSINESS 
 
 using letters more intelligently so as to reach small towns 
 where the traveling men can not afford to go, and to 
 take care of customers so that the traveling men do not 
 need to go so often. 
 
 Manufacturers have a far wider selling-problem. 
 They must sell their goods to wholesalers or to retail 
 dealers, and also they must make the consuming public 
 go to the retail stores and buy, not anything, but their 
 particular goods. 
 
 The old method was to make good goods, and then 
 depend on the likelihood that the public would want 
 these good goods, so the retail dealer would get them 
 from the wholesaler, and the wholesaler would get 
 them from the manufacturer. "Wholesale salesmen can 
 tell retail dealers that these goods are high quality, 
 while those are low in price, while these others are 
 medium. Those were about the only differences that 
 wholesalers could be depended on to make clear. 
 
 The modern method is to make distinctive goods at a 
 fair price, give them a brand name registered as a 
 trade-mark, and then with the trade-mark by which to 
 identify them, advertise to the general public to make 
 them ask for those goods at the retail stores. If the 
 goods were not in the stores, the retailers were sup- 
 posed, after they had a number of calls, to ask for them 
 of their jobber. If the special jobber that retail dealer 
 patronized did not have them, it was very inconvenient 
 to go to another jobber who did have them, even if the 
 dealer knew to what jobber to go. So it became appar- 
 ent to make general advertising pay it was essential to 
 have the goods already on sale in the stores. "Where 
 there was good distribution to start with, national ad- 
 vertising was likely to pay. Where there was poor 
 distribution, it was almost sure not to pay. The diffi- 
 culty with it has been that since the sale of the goods is 
 
MERCHANDISING 255 
 
 so round-about it is difficult to know whether the adver- 
 tising really pays or not, or what special advertisements 
 pay and what do not. Scientific methods of testing are 
 now being developed. 
 
 Specialties sold direct from manufacturers to con- 
 sumers lend themselves to more detailed and intensive 
 developments of both advertising and salesmanship. In 
 some cases advertising is intended to sift out the entire 
 population and bring in the names of those who might 
 be interested in the specialty, such as a correspondence 
 course, then follow-up letters and " literature" might be 
 sent, and in some cases personal salesmen might follow 
 the "literature." In other cases lists are compiled and 
 circularized by means of strong sales letters either for 
 orders on approval or for inquiries that salesmen could 
 follow up. 
 
 "Where the appeal is made all over the country, either 
 for consumers to go to dealers and ask for branded goods, 
 or for mail-order or specialty inquiries, national mag- 
 azines are obviously the best. Where the distribution 
 is local in certain districts or cities, newspaper adver- 
 tising is the thing to use, supplemented by bill-boards 
 and street-car signs. The latter are available only when 
 attention can be attracted by a very few words in large 
 type that can be seen at a distance, or by a striking pic- 
 ture that can be seen at a distance. Argument is hardly 
 possible on street-car cards or bill-boards; it is only 
 partially possible in general magazine advertising, de- 
 pending on the space used, but reaches its highest 
 development in letters and circulars, or in the corre- 
 sponding talks of personal salesmen. 
 
 In general, advertising is the means of getting the 
 favorable attention of the customer, and salesmanship 
 produces conviction and closes the sale. But we have 
 seen that these are overlapping more and more, and 
 
256 HUMAN NATURE IN BUSINESS 
 
 that it is foolish to draw a sharp line between the adver- 
 tising manager and the sales-manager, for they should 
 either be one and the same person (and will be when 
 there are men trained both in personal selling and in 
 written salesmanship), or they should be held in close 
 cooperation by the general manager of the business. 
 The new arts of advertising and sales appeal have de- 
 veloped so rapidly that many business men even of the 
 highest caliber have not been able to keep pace with 
 them. 
 
 Trusting the Public Approval 
 
 Marshall Field & Co. started the practise of allowing 
 customers to return goods they did not want. It was 
 soon found that this made buyers decide more quickly, 
 because they felt they could always save themselves by 
 bringing back the goods, and it removed the dissatis- 
 faction that must always remain in a buyer's mind when 
 he has made a mistake, either through his own fault or 
 the fault of another. 
 
 Mail-order houses soon found that people would not 
 buy what they did not see unless they could return it, 
 since a picture and a verbal description are so often 
 deceptive. So the approval privilege became almost 
 universal in the mail-order business. 
 
 This made people awake to the fact that the old fear 
 that everybody was lying awake nights to "do you" was 
 not well founded, that people were not so dishonest as 
 they had been believed to be, indeed, that it is so much 
 more trouble to be dishonest than to be honest that in 
 the majority of cases it is not attractive to people to be 
 anything but square. Immediately there was a great 
 extension of credit and all kinds of goods were sold to 
 all kinds of people on credit, tho a percentage was added 
 to the price to pay for the work of collection, for while 
 
MERCHANDISING 257 
 
 most people will pay in the end, it often takes consider- 
 able skilful work to get the money out of them. To-day 
 the average man can usually get a great deal more 
 credit than it is good for him to have. 
 
 It is to be observed that husbands are legally bound 
 to pay the debts of their wives, and fathers the debts of 
 their children, except when they run into gross extrava- 
 gance. Children under age can not make legal con- 
 tracts or be forced to pay, so dealers are very careful 
 about giving credit to children, for while husbands will 
 nearly always pay the debts of their wives, fathers will 
 not always pay the debts of their children. Children 
 or young people who establish a character for honesty 
 and promptness in paying small obligations, pretty easily 
 get larger credit even in spite of the fact that they are 
 not legally liable. At seventeen the writer, with another 
 young man of similar age, ran a boarding-house in col- 
 lege with a business of several thousand dollars a year 
 and had no trouble in getting rather extended credit. 
 
 Questions on Merchandising 
 
 1. What is the meaning of merchandising, and what 
 is its relation to advertising and salesmanship ? 
 
 2. What is the first condition of business success? 
 Illustrate the value of a good location. 
 
 3. How can you find out what people really need? 
 To what extent can a want be built up ? 
 
 4. What are the three chief classes of mercantile 
 businesses? What other kinds of businesses are there 
 besides mercantile? What is a line of goods? What 
 importance has distribution to the business man? Who 
 are the consumers? Who are the distributers? How 
 does the jobber protect the dealer? Trace the chain of 
 business by which goods pass through manufacturer, 
 jobber, and retailer. 
 
258 HUMAN NATURE IN BUSINESS 
 
 5. What changes in doing business did the depart- 
 ment stores bring about in cities? 
 
 6. "What part in business organization have the mail- 
 order houses taken ? 
 
 7. On what kinds of goods have the manufacturers 
 been able to go straight to the consumers? What are 
 such goods called? 
 
 8. Analyze the cost of producing goods and distribut- 
 ing them, and illustrate the margins on which the 
 different kinds of business men must operate. 
 
 9. How is the financial side of a business organized? 
 What is needed in starting a business, and what are 
 the fixt expenses? 
 
 10. On what credit terms is business usually done 
 with dealers, and how is the credit system of the country 
 operated? How do manufacturers get the money to 
 give so much credit? 
 
 11. On what credit terms is retail business carried on 
 and how is it financed? How does credit affect retail 
 prices ? 
 
 12. What two kinds of banks are there, and how do 
 they do business? 
 
 13. Describe the organization of corporations and 
 their liability. What is the difference between stocks 
 and bonds? 
 
 14. What is essential to financing a business as it 
 goes along after it has once been started? Describe 
 modern bookkeeping systems and their uses. 
 
 15. Describe the general selling-problem in a retail 
 store. 
 
 16. Describe the general selling-problem of a jobber. 
 How can wholesalers advertise to best advantage? 
 
 17. How does the selling-problem of the manufacturer 
 compare with that of the jobber and retailer? What 
 was the old method of selling goods? What is the 
 
MERCHANDISING 259 
 
 modern method? Why is distribution essential to suc- 
 cessful advertising? Can distribution be created by 
 advertising ? 
 
 18. What classes of goods lend themselves to the 
 more intensive forms of salesmanship ? In what differ- 
 ent ways must salesmanship and advertising be combined 
 and carried on to meet different cases? In what cases 
 is general magazine advertising practicable? In what 
 cases is newspaper advertising indicated? In what 
 cases should advertising alone be depended on ? In what 
 cases should personal salesmanship alone be depended 
 on? In what cases should the two be combined, and 
 how? 
 
 19. In general, what is the office of advertising? 
 What is the office of salesmanship of a personal char- 
 acter ? 
 
 20. To what extent has the approval privilege been 
 adopted, and why? What is the attitude to-day of the 
 business man toward the public, and how has it changed ? 
 
 21. What liability has a head of a family for different 
 members? 
 
PAET IV 
 ADVERTISING 
 
THE BUSINESS OF ADVERTISING 
 
 IT is said that between $600,000,000 and one billion 
 is spent annually on advertising in the United States. 
 This enormous business is divided up among the fol- 
 lowing classifications: 
 
 National advertising (magazines and general weeklies) , 
 
 Retail advertising (daily and weekly newspapers), 
 
 Class periodicals 
 Farm papers, 
 Trade-papers, 
 Religious papers, 
 
 Bill-boards posters and painted signs, 
 
 Street-car signs, 
 
 Direct-by-mail advertising (letters and circulars), 
 
 ^Novelties. 
 
 Each of these is handled in a distinct way, by a 
 distinct class of workers. 
 
 Advertising as a business is carried on by three classes 
 of men : 
 
 Advertising managers, 
 
 Advertising agents and experts, 
 
 Advertising solicitors. 
 
 The advertising managers are employed by the firms 
 which advertise, analyze the particular business with 
 which they are connected, and usually prepare the ad- 
 vertising matter. 
 
 The advertising solicitors are employed by the news- 
 papers and magazines to fill their space. A few of the 
 best of them try to help those who run advertising with 
 
 263 
 
264 HUMAN NATURE IN BUSINESS 
 
 them to get the largest possible returns, and they refuse 
 advertising they believe will fail, as the large returns 
 come to those who really succeed and continue month 
 after month. At present a large proportion of them are 
 mere solicitors. 
 
 The Q<K4ifi<sing agents are independent clearing- 
 houses through which the greater part of the national 
 dis jfla^ $f<3vfr$&ing is distributed, and more and more 
 to be the advertising experts of the 
 do not handle the local retail adver- 
 tising, which is placed direct. They are paid largely 
 
 them by the newspapers and 
 periodicals, like the Saturday 
 Evening Post, allow 10 per cent, commission. Many 
 newspapers allow 20 per cent. High-grade agencies 
 usually take the net cost of the advertising, whatever it 
 may be, and add 10 or 15 per cent, commission. If their 
 work is merely <*83&istribute the advertising and check 
 it up, the charge is 10 per cent. If expert service in 
 prep^tifig^^J^ fefld Working out a campaign is included, 
 the commission is 15 per cent. An additional charge is 
 ifiad^fo't^p'elJttt^Sg^cilts, circular matter, and the like. 
 A checking of the magazines a few years ago showed 
 ^(^fai&8^K&<^&^& then advertising. McKittrick's 
 Directory of Advertisers, which includes also the large 
 retail advertisers and many who advertise only occasion- 
 ally, has about 20,000 Barnes. The large, steady adver- 
 tisers in the magazines will number scarcely 500. The 
 
 does not appear to be 
 [ advertising in such magazines 
 Hfc$MW's, etc., has decreased, while 
 there has been a considerable increase in the money paid 
 ttf^%i(&lfeafc/ $l^ut&& l Scfftirday Evening Post and Col- 
 
 1 alongside of the 
 
 # tension paid to advertising next 
 F 
 
THE BUSINESS OF ADVERTISING 265 
 
 reading-matter is estimated by psychology experts, after 
 systematic tests, to be five times greater than advertising 
 in the solid middle of an advertising section at the back 
 of a magazine. On this account many of the older maga- 
 zines (McClure's, for example) are changing their form 
 to a larger size. 
 
 The total number of periodicals published is said to 
 be about 23,000 at present, of which some 14,000 are 
 country weeklies with very small local circulation. 
 There are perhaps 2,500 daily newspapers, and about as 
 many magazines, tho 50 to 100 magazines and 300 to 500 
 newspapers would pretty well cover the country for the 
 general advertiser. 
 
 Modern advertising began less than seventy-five years 
 ago. Before the Civil War the largest advertisement 
 which had appeared was for Fairbanks Scales, amount- 
 ing to $3,000 in the New York Tribune and other news- 
 papers. In 1864 Jay Cooke, appointed by Lincoln to 
 sell government bonds, advertised in every good paper 
 in the North and sold $1,240,000,000 worth. Just after 
 the war patent-medicine advertising sprang to the front. 
 These medicines cost three to five cents a bottle, carton 
 included, and sell for perhaps a dollar, so there is an 
 enormous margin for advertising. 
 
 Robert Bonner, publisher of the New York Ledger, 
 is said to have been started in advertising in a peculiar 
 way. He sent over to the New York Herald, with which 
 he had been connected, a few words marked "one line.'* 
 In some way this was read one page, and to his astonish- 
 ment the next morning he saw his advertisement in a 
 space that cost more than all the money he had at com- 
 mand. It was the turning-point in his fortunes, how- 
 ever, for it started his Ledger off so briskly that he be- 
 came a large and successful advertiser, spending as 
 high as $27,000 in one week to announce the fact that 
 
266 HUMAN NATURE IN BUSINESS 
 
 Edward Everett was writing for his paper. Bonner 
 used to say, says the editor of Selling Forces, that, 
 having accumulated all the money he could find and 
 thrown it into advertising, before he could get back to 
 his office it would be there again and a lot more with 
 it. Advertising was a new thing then, and successes 
 came more easily than they do now. No modern adver- 
 tiser would dare make such a remark as that. Pierre 
 Lorillard built a fortune of $20,000,000 by advertising 
 tobacco and snuff. The first food-advertising appeared 
 in 1870, but the consistent exploitation of breakfast- 
 foods did not begin till twenty years later, when Horn- 
 by's Oatmeal, H-0, was put on the market, followed 
 later by such cereals as Force (made famous by Jim 
 Dumps turned into Sunny Jim), Quaker Oats, Grape 
 Nuts, and Corn Flakes. On all of these millions were 
 spent in general advertising. Even larger advertisers 
 have been the soap-manufacturers, who have advertised 
 such soaps as Pears, Ivory, Sapolio, etc., and who are 
 said to spend over a million dollars a year each. 
 
 Retail advertising on a large scale started in Phila- 
 delphia with the announcements or " store news" of 
 John Wanamaker. There are about fifteen hundred well- 
 developed department stores throughout the country, 
 and the use of full newspaper pages is distinctive of 
 them all. Occasionally, there are double-page spreads, 
 and as many as four pages at a time have been used; 
 but between times many smaller advertisements are 
 worked in. These revolve more or less around special 
 occasions, the most important being the fall opening, 
 next the spring opening when the new fashions are 
 shown, holiday advertising before the holidays, and 
 clearance sales after the holidays. The largest depart- 
 ment stores spend upward of half a million dollars a 
 year, while in a city of fifteen thousand, something like 
 
THE BUSINESS OF ADVERTISING 267 
 
 seven or eight thousand dollars might be spent by an 
 enterprising small department store. Each of the great 
 cities, Boston, New York, Philadelphia, and Chicago, 
 seems to have a special style of retail advertising. Com- 
 pare the page advertisement of Marshall Field & Co. 
 with that of John Wanamaker. 
 
 While there are upward of a hundred thousand street- 
 cars in the United States, not all are in use all the time, 
 and 45,000 to 50,000 cards 11 x 21 inches will cover the 
 country thoroughly. Such a concern as Enoch Mor- 
 gan's Sons with Sapolio and the National Biscuit Com- 
 pany with Uneeda Biscuit have been consistent street- 
 car as well as magazine and newspaper advertisers. 
 
 Bill-posting originated with the theatrical advertisers, 
 who use that more than any other form. This is divided 
 into painted signs, which are put up for a year, and 
 paper posters counted as so many "sheets" (28 x 42 
 inches). A twelve-sheet poster would be 9*4 ft. high 
 and 101/2 ft. wide. Each complete poster is called a 
 "stand." The Force Food Company is said to have had 
 at one time 20,000 twenty-four sheet stands, costing 
 about $25,000 a month. Painted signs form a separate 
 business. 
 
 The most recent development of poster advertising is 
 the illuminated sign, often with the effects of motion due 
 to the turning on and off of the electric lights by a 
 clockwork device. 
 
 Poster and street-car advertising is chiefly valuable 
 for such things as can be pictured or described in a 
 word or two, and which appeal to persons who do not 
 read much. Bull Durham Tobacco (a cheap smoking- 
 tobacco) and various beers have been widely and suc- 
 cessfully advertised by painted signs and posters. A 
 circus could probably be advertised successfully only by 
 posters. 
 
268 HUMAN NATUEE IN BUSINESS 
 
 Novelty-advertising, which has grown to large pro- 
 portions within a few years, depends for its effect on the 
 favorable attitude of mind which a useful gift produces. 
 At first advertisers printed or stamped their announce- 
 ment and name boldly on the article, as a pencil, a 
 paper-weight, a pocket-knife or special pocket-tool ca- 
 pable of performing several different operations, etc. 
 Later, it was found that patrons valued the gift more 
 highly if it was not too much disfigured by advertising. 
 At the same time it was important to have the name 
 of the giver clearly indicated, else people soon forgot 
 where the gift came from, or it fell into the hands of 
 others who never knew, and so the chain of association 
 was lost. Now a plain inscription in small, neat style, 
 of the name and business of the advertising giver is 
 preferred, and disfiguring advertisements on calendars 
 and other gifts are avoided. 
 
 Novelties are used systematically to attract inquiries 
 from advertisements or circular letters, or they are 
 given as free tokens of appreciation to old customers 
 whose business is valued, or to prospects whose good-will 
 is desired. It is important that they be used on a 
 systematic plan that assures a proper appreciation on 
 the part of the person who receives them. Carelessness 
 in seeing that they understand the reason for the gift 
 and appreciate it causes vast loss. 
 
 Novelties are usually special articles that can not be 
 obtained in stores, or articles which are commonly sold 
 retail at a high price yet can be bought for one to five 
 cents, tho in some lines of business more expensive gift- 
 giving is indulged in. The important thing is that the 
 novelty be useful, yet hard to obtain, or ordinarily 
 rather expensive. Then it will be valued. Common, 
 cheap articles are worth little. 
 
THE BUSINESS OF ADVERTISING 269 
 
 Questions on the Business of Advertising 
 
 1. What is estimated to be the annual expenditure 
 for advertising? Into what different classes is it 
 divided ? 
 
 2. What three different classes of persons are engaged 
 in carrying on this business? Describe the duties of 
 each. 
 
 3. How many business concerns are engaged in ad- 
 vertising? How many periodicals solicit advertising, 
 and how are they divided ? What number of periodicals 
 would be used in a good national advertising campaign ? 
 How are the columns of other periodicals filled with 
 advertising ? 
 
 4. Describe the beginning of modern advertising in 
 the United States. 
 
 5. What was the history of some of the first great 
 advertisers, and how did they make their success? 
 
 6. Who started retail advertising on a large scale, 
 and how did he carry it on? What are "double-page 
 spreads?" 
 
 7. How is street-car advertising handled, and for 
 what purposes is it useful ? 
 
 8. How did bill-board and painted sign advertising 
 originate, and for what purposes is it chiefly useful ? 
 
 9. What is the basis of novelty-advertising and how 
 is it carried on? What kinds of articles are best 
 adapted for use as novelties? 
 
II 
 
 PLANNING AN ADVERTISING CAMPAIGN 
 
 AN advertising campaign may be of three different 
 kinds, national and general when there is a national 
 distribution of the goods, local when a certain city or 
 state is covered, and mail-order when orders are expected 
 by mail from all parts of the country and the selling 
 will be done by letter or catalog. 
 
 In the first two cases, no direct or immediately ob- 
 servable return is expected, and so an advertising appro- 
 priation must be made. This is a sum that will be 
 spent on advertising regardless of getting it back at 
 once, with the hope ultimately of increasing the total 
 volume of business. In the case of mail-order adver- 
 tising campaigns, there is a first appropriation of so 
 much money to be spent in testing the advertising in as 
 small a way as will be representative, and not until the 
 inquiries or orders that come from the tests show a 
 return that will prove profitable is any very large cam- 
 paign launched. Mail-order advertisers seldom use 
 large space and are never reckless. Most of the small 
 advertisements with distinctive little pictures or head- 
 lines which appear month after month are of the mail- 
 order variety. 
 
 In a general advertising campaign which is either 
 national or more or less local or special, there must first 
 be an advertising manager employed by the house, or 
 some member of the firm must act as advertising man- 
 ager. Only a person who really knows the business and 
 is in close touch with its policy and organization is in 
 position to direct the campaign all along the line. 
 
 270 
 
PLANNING AN ADVERTISING CAMPAIGN 271 
 
 The first thing is to determine how much money will 
 be spent during the season. This is the advertising ap- 
 propriation. 
 
 With this amount in mind, the advertising manager 
 goes to the agency that will be chosen to " place " the 
 advertising, and is turned over to a solicitor or salesman 
 who is or should be always something of an expert. At 
 any rate, he is in intimate relation with the various kinds 
 of experts who go to make up a good agency. The 
 agency has the rate-cards of all periodicals on file (or all 
 the important ones), and can estimate closely the precise 
 cost of all outside or additional helps such as booklets, 
 mailing-cards, cuts, etc. Above all, the agent is familiar 
 with the advertising power and value of the different 
 mediums. Is this magazine a good medium for this 
 special kind of advertising? Is it known to be a good 
 puller? Is its rate low for the circulation which it is 
 known to have ? What size of space will be sufficient to 
 get results in it? (This will depend somewhat on the 
 kind of copy that will be used.) What sort of copy is 
 advisable ? The agent will send out the advertising, get 
 copies of the magazines and newspapers where it ap- 
 pears and check them, and perform clerical work which 
 would give the individual advertiser a world of trouble 
 at a large cost, while the agent takes his pay from the 
 commissions allowed by the periodicals. Above all, the 
 advertising agent should be valuable because of his ex- 
 perience with so many different kinds of business, his 
 familiarity with what other advertisers are doing, and 
 his intensive expert knowledge of the subject. The time 
 has come when no general advertising campaign would 
 be undertaken by any wise advertiser, however large, 
 without placing the business through an agency. 
 
 When the agency has offered a list of periodicals in 
 advertising might be placed, indicated the desir- 
 
272 HUMAN NATURE IN BUSINESS 
 
 able sizes, and outlined the booklets, follow-up letters, 
 cuts, etc., that will be required, the advertising man- 
 ager goes back to write the copy, or get some one else 
 to write it, lay out the advertising, and plan the co- 
 operation with the sales department. 
 
 The cooperation with the sales department is very 
 important. If salesmen are employed, they should be 
 furnished in advance with the proofs of the advertise- 
 ments and a list of the periodicals in which they will 
 'appear. These they show to the dealers and use as a 
 leverage to get orders. A book is often made up of the 
 advertisements that are to appear, and sent with a special 
 letter announcing the advertising campaign to all the 
 dealers on the list of old customers or the list of pros- 
 pects which traveling men are directed to call on and 
 try to interest. The greatest direct good that a general 
 advertising campaign has at first is to interest dealers to 
 place more and larger orders. 
 
 Every advertisement should have a "hook," which will 
 cause those who read to answer and perhaps send the 
 name of their local dealer. This "hook" is usually the 
 offer of a free booklet, catalog, calendar, or advertising 
 novelty. These names are immediately sent to the 
 various dealers and are used as another lever to help 
 salesmen or correspondents start new accounts or in- 
 crease the size of old ones. The direct sales from these 
 inquiries are seldom or never sufficient to pay, but they 
 are very useful as a leverage by which salesmen may 
 influence dealers. 
 
 Illustrated mailing-cards and form-letters are planned 
 for the list of those who inquire, and also for the dealers 
 who ought to become new customers, or old dealers who 
 ought to give larger orders. 
 
 In addition, certain advertisements directed to the 
 dealers may be run in the various trade-papers. These 
 
PLANNING AN ADYEETISING CAMPAIGN 273 
 
 help to find the new dealers and individual men in 
 stores who do not receive or give attention to the mail- 
 ing-cards and form-letters. Of course, these are entirely 
 different from the general advertisements, since they are 
 addrest to the dealers on the line of what profit or 
 attractiveness there is for them in promoting business. 
 The merits of the goods are often a secondary matter 
 with dealers, as they will buy only what they can sell 
 to advantage. 
 
 When these items have been fully discust inside the 
 house by the person acting as advertising manager, they 
 are all laid before the agent again for his criticism and 
 suggestion. He may rewrite the copy, plan new pic- 
 tures, and indicate various other things that ought to 
 be carried out on a larger or smaller scale. The agent 
 more and more is becoming the consulting expert. At 
 one time it was thought he was too much under the 
 influence of periodicals that gave large commissions, and 
 cared nothing for the collateral matters such as the 
 follow-up out of which he got no commission. Now, 
 however, the best agents realize that to make a satisfied 
 and continuous advertiser, the only kind whose business 
 is worth having, these collateral matters must be right. 
 The best periodicals also realize that and try to advise 
 impartially, regardless of commissions, fixing their eyes 
 on the real success of the advertiser, knowing that his 
 success means their ultimate profit. The custom of 
 charging a fixt commission above the net cost to the 
 agent has done away with certain abuses of favoritism 
 growing out of special commissions. The direct or in- 
 direct bribing of a reputable advertising agent is no 
 longer possible. 
 
 Only a few of the larger general advertising agents 
 provide for posters and street-car cards, which are 
 handled separately. 
 
274 HUMAN NATURE IN BUSINESS 
 
 Questions on Planning an Advertising Campaign 
 
 1. What three different kinds of advertising cam- 
 paigns may be planned? How is each handled? 
 
 2. What is the first requisite to carrying on any ad- 
 vertising campaign. What must first be determined ? 
 
 3. What duties does the agency perform? 
 
 4. Who writes the copy? What relation must the 
 advertising have to the sales department ? 
 
 5. In what ways does the sales department use the 
 advertising? What is the hook? 
 
 6. What supplementary forms of advertising should 
 go with national magazine or newspaper advertising? 
 
 7. Where does trade-paper advertising come in? 
 How is it used to best advantage ? What kind of appeal 
 must be made to dealers? 
 
 8. Who is the final critic of the advertising plans, 
 and why should the agent give unbiased and honest 
 advice ? 
 
 9. Does the advertising agent handle all parts of the 
 advertising as far as distribution is concerned? Just 
 how does he place the advertising ? 
 
Ill 
 
 THE PSYCHOLOGY AND ART OF 
 ADVERTISING DISPLAY 
 
 THE success of a display advertisement, which may be 
 repeated in many magazines and cost a great deal of 
 money to print, is a complicated matter. Not only does 
 it require a great deal of attention, but its effectiveness 
 should be tested systematically before much money is 
 spent on it. Consider the following* : 
 
 Does it secure attention? This is a matter of size, 
 position in the publication, and above all its design. 
 
 Is the attention secured favorable such as naturally 
 to cause like rather than dislike ? 
 
 Is the favorable attention such as will lead to buying ? 
 
 There are different degrees of this: 1. Tendency to 
 
 remember the advertised goods when one goes into a 
 
 store to buy something of that sort. 2. Tendency to 
 
 nvestigate, usually by writing for a catalog or booklet. 
 
 3. Tendency to send an immediate order. Each has 
 
 ts own technique. 
 
 Is action made easy by clear statement of just what 
 to do, where to go, who the advertiser is? Advertising 
 produces very feeble and slight mind-currents tending 
 to action, and unless something very simple, easy, and 
 direct is made perfectly clear, the effect may be lost. 
 
 Attention Values 
 
 The matter of first great importance is that an adver- 
 tisement should not only be seen, but noticed. With 
 
 *See "Principles of Advertising Arrangement," by Frank Alvah 
 Parsons. 
 
 275 
 
276 HUMAN NATURE IN BUSINESS 
 
 hundreds of others all around it crying for attention, 
 getting intelligent notice is a difficult matter. 
 
 The ordinary mind can see but one thing at a time, 
 and when several things are observed one after the 
 other, the average mind tires so quickly that it seems 
 to have an observation limit of three or four things. 
 Only the most highly trained minds can give attention 
 to ten or a dozen things one after the other, and in any 
 case as the number increases the intensity of attention 
 to each one diminishes. 
 
 It has been proved beyond a question that a full-page 
 advertisement gets more than double the attention given 
 a half -page and much more than four times the atten- 
 tion given to a quarter-page. It is easy for the human 
 mind to see one thing on a page, but comparatively very 
 hard to see four things. It gets confused looking first 
 at one thing and then at another. 
 
 The old magazines bunched all the advertising at the 
 back or in the front. The back cover-pages and two or 
 three pages in the body, the page following the read- 
 ing-matter and that facing the reading-matter in front, 
 and the pages near the front cover were found to receive 
 as much as five times the attention given to pages in the 
 middle of the advertising section. So the modern ten- 
 dency is to have a larger page and place the advertising 
 matter alongside the reading-matter all the way through. 
 This spreads the attention to advertising more equally 
 through the whole magazine, and makes small advertise- 
 ments grouped together with some skill more result- 
 producing. 
 
 Then in the arrangement of the advertisement itself, 
 attention depends first on its simplicity and unity. In 
 the advertisement itself, one object or one word would 
 make an instant impression, two or three would make a 
 less impression, and fifteen or twenty, all of the same 
 
ART OF ADVERTISING DISPLAY 277 
 
 size, or several different pictures, would be fatal to 
 attention. 
 
 As an advertisement to be effective in producing busi- 
 ness must give attention to several different things, we 
 maintain our unity by getting attention first to one thing 
 by making it the most prominent, then to the next thing 
 in logical order by making that the next most prominent, 
 and taking care that each thing shall have in it some- 
 thing that will interest sufficiently to suggest going on 
 till at last the full statement is made in plain small type 
 which will be read only by those who have been led to 
 read by what is called the display. 
 
 In advertising parlance, this means that every adver- 
 tisement should have an "eye-catcher," which may be a 
 picture or spot of black color of some sort, a "catch- 
 line," or phrase short enough to be read at a glance and 
 likely to hold the interest, and the "body," or small 
 type explanation and argument, leading to the name and 
 address, which are given a subordinate display so as to 
 fix them in the memory. 
 
 The best eye-catcher is something that is distinctly 
 different from anything around. Its choice depends on 
 what other advertisers are using. Without a study of 
 the surroundings of an advertisement on the page of the 
 magazine, it would be impossible to make the best choice 
 of a good eye-catcher. Usually it is excess of some one 
 thing more than usual white space, a border that is 
 individual and peculiar, an arrangement in two or three 
 columns where other advertisements are arranged in one 
 column, or a simple and striking picture. "Where others 
 are using pictures and small type, perfectly plain type 
 in large size may attract attention. The best thing to 
 catch attention is a genuine individuality in the entire 
 layout and development of the advertisement, just as 
 the man or woman with a distinguished bearing or an 
 
278 HUMAN NATURE IN BUSINESS 
 
 individual personality is at once separated from the 
 crowd as you glance over it. To give an advertisement 
 this distinguished individuality is the height of adver- 
 tising art. 
 
 Pleasing Shapes and Masses 
 
 The principles of art teach us what shapes, masses, 
 and colors are most pleasing to the human instinct. "We 
 must understand them in an elementary way if we would 
 arrange a display advertisement so that the attention 
 which it produces will be favorable. Even color is an 
 element in nearly all modern advertising, because even 
 when the ink is only black, the halftone gives us several 
 shades, and the relative blackness of pictures and masses 
 of type or borders is a vital element. 
 
 First, take a vertical line, turn it so it will be hori- 
 zontal, and divide it exactly in the middle. Then turn 
 it again to its vertical position, and you will be surprized 
 to see that the mark in the middle appears to be below 
 the middle. You divide the line slightly above the 
 middle, and at once you see that you have a distinctly 
 more pleasing proportion. 
 
 A well-proportioned book page is about 5 by 7% 
 inches, and a sheet of letter-paper is 8y 2 by 11 inches. 
 On either of these pages let us draw a small rectangle 
 of about the same proportions, higher than it is wide, a 
 square, and a similar rectangle lying on its side so that 
 it is wider than it is high. The square looks common- 
 place. A circle, likewise, when unsupported is common- 
 place to our eyes. The rectangle which is higher than 
 it is wide is related harmoniously to the shape of the 
 paper, and that we find most pleasing. The rectangle 
 which is wider than it is high looks squat on a page of 
 paper such as we have before us ; but let the wide, low 
 rectangle represent the shape of a house placed on a 
 
AET OF ADVERTISING DISPLAY 279 
 
 prairie, and we have Frank Lloyd Wright's much ad- 
 mired bungalows with broad, low lines. It gives us 
 pleasure to see a certain line or form repeated, but 
 with variations to relieve monotony. An advertisement 
 should be closely related to the shape of the paper on 
 which it is printed, and the other forms with which it 
 is associated. 
 
 The "golden section" of the Greeks, seen in so many 
 of their buildings, is 1 to 1.618 or nearly 3 to 5. That 
 is about the proportion of a magazine page. A still more 
 refined proportion for advertising work is that of 5, 7, 
 and 11. Halves, thirds, and quarters are inartistic pro- 
 portions. The type page of a well-printed book has 
 its narrowest margin at the back, the next widest at 
 the outer edge, and the widest at the bottom. When 
 these varying margins are in the proportion of 5, 7, 
 and 11 we find them far more pleasing than when 
 the type page is directly in the center of the paper, 
 as an inartistic printer would place it. If we divide 
 a rectangle like a page of advertising in a magazine 
 so that the area of the lower portion is 7 square 
 inches and the upper portion 5 square inches, we 
 have a pleasing proportion. If the cover of a booklet 
 has a border around the paper page and we place the 
 main title about in the center of a space that would 
 correspond to the upper area of 5 square inches, and 
 another line of type near the bottom as a base, we have 
 an artistic appearance. 
 
 Our instinct for the law of gravitation makes us un- 
 easy when we see heavy masses unsupported by what 
 appears to be a proper base. Circles and curves are 
 more beautiful when supported by what appear to be 
 flat base pieces. 
 
 While our instinct prefers to divide a vertical line 
 above the middle, a horizontal line we wish to divide 
 
280 HUMAN NATURE IN BUSINESS 
 
 exactly in the middle, and throughout we like an even 
 balance from side to side. The Japanese, on the con- 
 trary, seriously object to our system of bilateral bal- 
 ancing, but they have a subtler balance of their own 
 on horizontal planes. 
 
 Our artistic instinct takes far greater pleasure in a 
 few related shapes than in many unrelated forms. As a 
 certain theme in music appears again and again, so a 
 certain beautiful line will appear in a work of art in 
 many varying forms and sizes. An advertisement 
 should have only one shape of type-face, which may be 
 made heavier and thicker to give the display lines, and 
 may be used in varying sizes to avoid monotony. If 
 some other face is used, the curves of the letters should 
 at least be on the same order. A square gothic face 
 mingled with a delicate old-style face makes usually a 
 hideous jumble, tho sometimes a carefully developed con- 
 trast is pleasing. When a third face is added to two 
 contrasting faces, however, the effect is seldom pleasing. 
 One body-face and one display-face in varying sizes 
 should be the almost invariable rule for advertising 
 typography. 
 
 Another important principle in advertising arrange- 
 ment is movement. If there is a figure and the face is 
 turned away from the body of the advertisement, the 
 eye follows it and attention is inevitably distracted. If 
 in an advertisement lines run in many directions, a 
 sense of confusion results as the eye tries to follow them 
 all at the same time. On the contrary, when lines lead 
 the eye directly to the most important object or line of 
 type, the advertisement appears distinctly stronger. 
 
 Masses of color in an advertisement also are impor- 
 tant. If there is a border it should be of about the same 
 darkness or lightness as the display-type. A picture 
 may be thrown into sharp relief by the contrast of a 
 
ART OF ADVERTISING DISPLAY 281 
 
 dark background, but the light type of the advertise- 
 ment should then harmonize in color with the picture. 
 Connecting- tones or shades help to soften violent con- 
 trasts, but they must be related to one or the other of 
 the contrasting color-notes. The selection of a type 
 which is neither too dark nor too light to harmonize with 
 a pteture or design of some sort about which an adver- 
 tisement is built up, is often a matter of the greatest 
 importance. 
 
 In designing an advertisement let us be sure then to 
 secure 
 
 1. A few related shapes. 
 
 2. Pleasing proportions, like the Greek "golden 
 section. " 
 
 3. A sufficient base. 
 
 4. Balance. 
 
 5. A pleasing contrast of color-mass with connecting 
 tones, or a careful relation between the color of a picture 
 or border and of the type. 
 
 6. Movement of lines that will carry the eye to the 
 right point for catching the most important idea. 
 
 7. Strength with harmony. 
 
 The last item is not the least important. Too often 
 artistic designers get a well-balanced and attractive- 
 looking advertisement, but one wholly lacking in selling 
 force. For business purposes, art is of no value except 
 as it adds a greater effectiveness to that which is already 
 planned to go straight to the heart of a possible customer. 
 
 Questions on the Art of Advertising 
 
 1. What are the psychological steps in the success 
 of an advertisement? What three different things may 
 an advertisement aim at accomplishing? In general, 
 
282 HUMAN NATURE IN BUSINESS 
 
 what can you say of the mind-current produced by 
 advertising? What is essential, therefore, to getting 
 results ? 
 
 2. How does the human mind give attention? Com- 
 pare full-page, half-page, and quarter-page advertise- 
 ments as to attention-value. What effect does position 
 have on attention ? How are modern magazines meeting 
 this principle ? 
 
 3. What is essential for attention in the arrange- 
 ment of an advertisement? 
 
 4. How is attention carried along in a logical chain ? 
 What is the eye-catcher ? What purpose must the head- 
 line serve ? What offices have pictures and borders ? 
 
 5. What part does novelty play in getting attention, 
 and what kinds of novelty are best suited to this use ? 
 
 6. In what way is color a factor in advertising when 
 black and white only is used ? 
 
 7. Where does the center of a vertical line appear 
 to be? 
 
 8. What are the proper proportions for rectangles 
 as found in book or magazine pages, and also in build- 
 ings on prairies ? 
 
 9. What is the "golden section " of the Greeks, and 
 what use is made of it in advertising ? 
 
 10. How should masses be arranged in an advertise- 
 ment, and curves and straight lines harmonized ? What 
 do the Japanese think of our system of bilateral 
 balancing ? 
 
 11. What is the principle of related shapes? 
 
 12. Illustrate the principle of movement in adver- 
 tising arrangement. 
 
 13. How would you harmonize border, picture, dis- 
 play-line, and body-type in an advertisement? 
 
ART OF ADVERTISING DISPLAY 283 
 
 14. Summarize the principles of design in an adver- 
 tisement. 
 
 Advertising Assignment I 
 
 Turning over the advertising pages of any periodical, 
 find a good illustration of each of the principles stated 
 in the final summary, and also an illustration of the 
 violation of each principle. 
 
 The Practical Drive Copy 
 
 A man standing on his head in an advertisement might 
 attract attention, but it wouldn't be the kind of atten- 
 tion that would lead to buying. A pretty picture might 
 attract attention, but if it were unrelated to the prac- 
 tical object of making sales it would still be useless. 
 A merely artistic advertisement is little better than a 
 hideously ugly one, and sometimes the hideously ugly 
 one is successful in spite of its ugliness. Other things 
 being equal, however, good attention value, backed up 
 by artistic attractiveness, has brought you part way on 
 the road to success. Neither of these is the compelling 
 essential, however. 
 
 The element that makes the practical drive of an 
 advertisement is the appeal to human nature. If you 
 know the minds of people, you can choose some picture 
 or some phrase for a catch-line which will touch just the 
 right spot in the minds of a sufficient number of people, 
 and then in strong, terse, compelling words drive the 
 message home. 
 
 This is what is called "writing copy," but it is three- 
 fourths knowing the actual condition of the mind of 
 the average man or woman and what will touch its tender 
 spot and produce the reaction that leads to actual busi- 
 ness. 
 
 There are three types of copy. 
 
284 HUMAN NATURE IN BUSINESS 
 
 The first has for its object to brand the name of the 
 article on the mind of the reader, along with an uncon- 
 scious suggestion of supreme merit. The advertising 
 of Pears' Soap, Sapolio, Uneeda Biscuit, Gold Medal 
 Flour, and Cream of Wheat are good examples of this 
 type. No argument is possible. Every one knows and 
 admits the high character and general merit of each of 
 these. The great thing is that they should be remem- 
 bered with pleasing associations. Pears' Soap has a 
 beautiful picture, kept fresh by constant change, sug- 
 gestive of delicacy, refinement, and the high tone of a 
 class of people who can afford to pay 15c. for a small 
 cake of really good soap. The name is always promi- 
 nent, because the important thing is that the name be 
 remembered when the buyer goes to the druggist. 
 Sapolio has depended largely, of late years, on the sug- 
 gestiveness of its Spotless Town. Gold Medal Flour 
 secures a pleasant suggestiveness by its phrase "Even- 
 tually Why not now ? ' ' This means little, but it has a 
 very fetching suggestion. The smiling face of the col- 
 ored chef in the Cream of Wheat advertising is a sort 
 of trade-mark ; but very distinctly it suggests something 
 good to eat something extra good something in the 
 first-class hotel division. The pun in "Uneeda" is the 
 principal basis for advertising appeal there. 
 
 The second style of advertising is that which intro- 
 duces the merits of some article of unknown quality 
 which is to be purchased through dealers or agents. In 
 this line there has been no more successful advertising 
 than the No-Rim-Cut Tire and the International Corres- 
 pondence School. The first is frankly argumentative, on 
 one argument these tires wear longer, and so are 
 cheaper in the long run. There is nothing to attract at- 
 tention except the free, open type in large space, and the 
 words of the catch-lines, with the little winged trade- 
 
AET OF ADVERTISING DISPLAY 285 
 
 mark to fix in the memory. The correspondence school 
 presents over and over in a picture, and then in words, 
 the one idea of the advantage the man who knows has 
 over the man who doesn't know, or the business dis- 
 advantage of ignorance. 
 
 The object of this type of advertising is to produce 
 inquiries to make people go to dealers or agents with 
 a favorable, inquiring mind. The coupon is an essential 
 part of the machinery for getting in the inquiries by 
 mail for the correspondence school. The tire adver- 
 tisement merely makes people ask at the dealer's when 
 they must have tires and go to get them. 
 
 The third type of advertising is that which is in- 
 tended to produce sales by mail. People will not buy 
 unless they know the details of what they are buying, 
 and so these advertisements must have a mass of small 
 type in them sufficient to give the entire sales-talk. To 
 secure this without sacrificing the attention-values or 
 the artistic appearance is a difficult matter, and there 
 must be the handicap of type too small for ordinary 
 advertising, which people must be lured into reading 
 by the few words or lines in large type. In this style 
 of copy, the entire range of effective sales-talk can be 
 used, and a combination of almost every form of appeal 
 is possible. 
 
 To summarize, in the first type of copy we have 
 memory as the leading element, coupled with pleasant 
 suggestion; in the second type reason predominating, 
 with such pleasant suggestiveness as can be added and 
 some attention always paid to memory of the trade- 
 mark; and in the third type, namely mail-order adver- 
 tising, we have a very compact presentation of the 
 entire sales-talk, from attention-getting to actual sales- 
 closing and order-producing. 
 
286 HUMAN NATURE IN BUSINESS 
 
 Producing Action 
 
 No advertisement is a good one which does not pro- 
 duce some action, tho the action which an advertisement 
 induces is usually slight. 
 
 The memory type of advertisement causes the cus- 
 tomer to ask for the advertised goods when he wants 
 goods of that nature and goes to a store to buy them. 
 Just to remember to see what that is, is a slight thing, 
 but it is the essential action to which the advertisement 
 must lead. 
 
 Inquiry-producing advertisements are aided by the 
 use of coupons, and there must be something tangible 
 ahead that seems worth asking for. The customer does 
 not wish merely to give himself away as a possible buyer. 
 If asked bluntly to express his interest in the object 
 advertised he will hesitate. But if an interesting book- 
 let is offered which might give him further information, 
 he will ask for that. His feeling of desire is often very 
 mild, and if he must get pen and ink and letter-paper 
 and rack his brain for the right thing to say, he will 
 hesitate, put it off, and end by failing to act at all. 
 But if the coupon is handy, the wording is printed, and 
 nothing is to be done but sign one's name and enclose 
 in an envelop, even a slight desire will produce the 
 action that is necessary. 
 
 In the case of a mail-order advertisement the guaranty 
 and approval feature is absolutely essential to pro- 
 ducing business. People have been deceived so often 
 that they will not take chances. It is quite safe for 
 the merchant to take chances, tho formerly he thought 
 he could not afford to do so. The few cases in which 
 the privilege is abused are trifling as compared with the 
 total volume of business. With that feature, the appeal 
 amounts simply to an invitation to see for oneself just 
 
AET OF ADVERTISING DISPLAY 287 
 
 what the article is before a final decision is reached. 
 An advertisement probably would not be strong enough 
 to produce a final decision, but a decision to examine 
 the goods offered is more easily reached and for prac- 
 tical purposes is just as good. 
 
 The secret of closing sales is to secure one small de- 
 cision at a time the smallest, simplest, easiest that is 
 possible. If the lapse of time will bring about the final 
 decision automatically, the advertiser has secured a 
 positive advantage, for human nature is far more prone 
 to neglect than to rouse itself to positive action. One 
 positive action must always be secured, but that should 
 be the easiest that will serve. All the subsequent actions 
 should be of a negative character, the sale being closed 
 by delay or mere failure to take positive action to the 
 contrary. When two or three positive actions are re- 
 quired, the volume of business is sure to be reduced. 
 
 The actual resulting action depends to a large extent 
 not only on the final appeal for action, but on the way 
 in which the mind is led straight from the point of first 
 attention to the point of decision. Often an advertise- 
 ment develops plenty of interest in itself, but it leads 
 in a roundabout way to the point of action and so the 
 mind of the customer is likely to get lost before he 
 reaches the point of decision to act. The trend of the 
 argument may not be just exactly in the logical line 
 toward the point of action, but a trifle to one side or the 
 other, and so the final action that should be produced is 
 missed in a few cases, and those few may bring the ad- 
 vertisement below the paying-point. 
 
 Many advertisers do not realize how very clearly, how 
 very specifically and in detail the customer must be told 
 just where to go, just what to ask for, just how to go 
 about getting the thing he is vaguely interested in. 
 
 Usually also the suggestive effectiveness of a simple 
 
288 HUMAN NATURE IN BUSINESS 
 
 and direct command should be employed. Earely is a 
 hint or a suggestion sufficient. The advertiser says over 
 and over, Do it ! Do it ! Do it ! There is an unquestion- 
 able tendency in the human mind to follow a command, 
 especially when it is given with clearness and energy. 
 
 Also extreme energy in an advertising appeal seems to 
 induce energy in the reader, who can work off this in- 
 duced energy in no better way than taking the action 
 that is suggested and is so simple and obvious. 
 
 In conclusion, let us say once more emphatically, NO 
 ADVERTISEMENT CAN BE CALLED SUCCESS- 
 FUL WHICH DOES NOT LEAD DIRECTLY TO 
 SOME DESIRED ACTION. 
 
 Questions on the Preparation of Copy 
 
 1. Summarize the best ways of getting attention in 
 a display advertisement. 
 
 2. What is the thing that makes the practical drive 
 in an advertisement ? On what does success in writing 
 copy depend? 
 
 3. Describe the first of the three types of copy and 
 give illustrations of it. 
 
 4. Describe and illustrate the second type of copy. 
 
 5. Describe and illustrate the third type of copy. 
 
 6. What are the essential mental processes in the 
 appeal of each type. 
 
 7. How does the memory-type produce action? 
 
 8. How does the argumentative type produce action ? 
 
 9. How does mail-order copy produce action? 
 
 10. What is the secret of closing sales ? 
 
 11. Mention causes of failure to get desired action. 
 
 12. What two special means may be used to force 
 action directly? 
 
MAGAZINE ADVERTISING 
 
 28 
 
 Face Charm 
 
 The outline of the features 
 does not in itself constitute 
 the chief charm of a face. It 
 is the * something more* that 
 is made up of expression, 
 grace, color and complexion, 
 that gives the true distinc- 
 tive note. 
 
 The tone of the face is al- 
 most exclusively a matter of 
 the complexion; and it is in 
 the cultof the complexion that 
 
 Pears' 
 Soap 
 
 holds the position of pre- 
 eminence in every part of 
 the world. It has done more 
 for the spread of face charm 
 than any other known agent. 
 
 The most celebrated beau- 
 ties of the last hundred and 
 twenty years have testified 
 to its matchless power in pre- 
 serving and improving the 
 complexion, and the skin spe- 
 cialists have said the same. 
 
 The charm of a beautiful com- 
 plexion is the natural result of 
 the use of Pears which surpasses 
 all other soaps, in skin-beautify- 
 ing properties and economy. 
 
 The Great English Complexion Soafi 
 
 "All rights secured" 
 
 OF ALL SCENTED SOAPS PEARS* OTTO Of ROSE IS TJT BES* 
 
 The Simplest Form of Suggestive Beauty Advertisement 
 
290 
 
 HUMAN NATURE IN BUSINESS 
 
 comes to you absolutely pure 
 Our milling P^KOS is simplicity itself 
 No fooling with nature's itandnv, : 
 No bleaching, clu-nmvtf 01 
 
 The Suggestive Picture, the Suggestive Word, and the Brand Name to be i 
 Imprest on the Memory 
 
MAGAZINE ADVERTISING 
 
 291 
 
 1 Tomes of Distinction 
 
 From coast to coast you will find many 
 homes that owe their charm and distinction 
 to the fact that they are faced with 
 
 Hy-tex BricK 
 
 They are homes of men and women who buy the facing for their 
 homes with the same economy they exercise in other purchases. 
 
 Careful investigation has convinced them that only in Hy-tex 
 Brick can be found the utmost in fire-safety, permanence, comfort, 
 beauty and economy in facing material. 
 
 Houses faced with Hy-tex are slightly higher in first cost than frame and 
 Other cheap construction, but saving in fuel, insurance premiums and up-keep 
 charges wipe out this difference in a very short time. 
 
 Isn't Hy-tex worthy of your consideration before you select the facing 
 " for your next home? 
 
 HYDRAULIC-PRESS BRICK COMPANY 
 
 Dept. E 10 St. Louis, Mo. 
 
 BRANCH OFFICES and EXHIBIT ROOMS: Baltimore. Md.; Chicago. 
 111.; Cincinnati...; Cleveland. O.; Davenpott, la.; Indianapolis. Ind.; 
 Kansas City Mo.* Minneapolis. Minn.; New York City: Omaha. Neb.; 
 Philadelphia Pa.. Toledo Ohio. Washington D. C. 
 
 Send (or these 
 jooklets today: 
 
 "Suggestions for Small Hy- 
 \ex Homes. " Pictures and floor 
 >lans of 26 houses of really moderate 
 :ost. Sent for four cents to cover 
 nailing charges. 
 
 "Genuine Economy In Home 
 building. " Deals with the piob- 
 ems of building from the home- 
 milder's point of view. Sent for tea 
 eats to cover mailing charges. 
 
 One of a Series of Advertisements, Showing Books to Write For 
 
292 
 
 HUMAN NATURE IN BUSINESS 
 
 Unseen Forces Behind Your Telephone 
 
 THE telephone, instrument is a common sight, but it affords no idea of the 
 magnitude of the mechanical equipment by which it is made effective. 
 
 To give you some conception of the great number of persons and the enormous 
 quantity of materials required to maintain an always-efficient service, various 
 comparisons are here presented. 
 
 The cost of these materials unassembled is only 
 45% of the cost of constructing the telephone plant. 
 
 i 
 
 Poles 
 
 enough to build a stock- 
 ade around California 
 12.480,000 of them, worth 
 in the lumber yard about 
 $40,000,000. 
 
 Wire 
 
 to coil around the earth 
 621 times 15,460,000 
 miles of it, -worth about 
 $100,000,000, includ- 
 ing 260,000 tons of 
 copper, worth $88,- 
 000,000. 
 
 Lead and Tin 
 
 to load 6,600 coal cars {?'* 
 being 659,960,000 ?, 
 pounds, worth more '| 
 than $37,000,000. 
 
 Conduits 
 
 to go five times through 
 the earth from pole to 
 pole 225,778,000 
 feet, worth in the ware- 
 house $9,000,000. 
 
 Telephones 
 
 enough to string around 
 Lake Erie 8,000,000 
 of them, 5,000,000 Bell- 
 owned, which, with 
 equipment, cost at the 
 factory $45,000,000. 
 
 Switchboards 
 
 in a line would extend 
 thirty-six miles 55,000 
 of them, which cost, uni 
 assembled, $90,000,000. j 
 
 Buildings 
 
 sufficient to house a city of 
 1 50,000 more than a thou- 
 sand -buildings, which, un- 
 furnished, and without land* 
 cost $44,000,000. 
 
 People 
 
 equal in numbers to tha 
 entire population of Wy- 
 oming 150,000 Bell Sys- 
 tem employes, not in- 
 cluding those of connect* 
 ing companies. 
 
 The poles are set all over this country, arid strung with wires and cables ; the 
 conduits are buried under the great cities : the telephones are installed in separate 
 homes and offices; the switchboards housed, connected and supplemented with 
 other machinery, and the whole Bell System kept in running order so that each 
 subscriber may talk at any time, anywhere. 
 
 AMERICAN TELEPHONE AND TELEGRAPH COMPANY 
 
 AND ASSOCIATED COMPANIES 
 One Policy One System Universal Service 
 
 An Interesting Short Story, Illustrated and Displayed 
 
MAGAZINE ADVERTISING 293 
 
 ive Policies In One 
 
 PROTECT YOURSELF 
 
 COMPLETE 
 INSURANCE 
 
 ~l FOR THE HO ME 
 
 LIABILITY 
 
 -Secure against loss through burglary or theft. 
 
 -Secure against loss through glass-breakage. 
 
 -Secure against loss through damage by water or explosion of boilers. 
 
 -Secure against loss through injury to servants or guests on the premises. 
 
 -Secure against loss of rent through fire and other calamities. 
 
 Youneed-J/HE ^ T N A' S 
 
 Combination Residence Policy 
 
 (Sold in States where authorized) 
 
 if you value a feeling of absolute security against all possible financial loss. 
 /?" '"' tear off and mail back cou " on Now 
 
 TO THE" /ETNA ACCIDENT AND LIABILITY "CO'.'HARTFORD. CONN" " " ' "Ir^cff) 
 
 Everybody's Please mail me full particulars of your Combination Residence Policy. 
 My Name and Address . __^______________^______^__ 
 
 Confused Effect Through Equal Eye-Movement in Many Directions 
 
HUMAN NATURE IN BUSINESS 
 
 A regular 
 favorite- 
 
 A soup that everybody enjoys. Just the savory nourishing 
 dish you want to help out a slender dinner; give character 
 to a luncheon; or add tasty substance to any meal 
 
 It is made from selected meaty ox tails prepared with 
 utmost nicety and care. The sliced joints are combined 
 with carrots, turnips, barley, celery and herbs in a rich 
 tomato puree which is flavored with dry Spanish sherry of 
 our own importation. 
 
 You could not imagine a more wholesome 
 and satisfying soup. Prove this yourself to- 
 day. Your money back if not satisfied. 
 
 ^tr^LL. ^R>-^. 
 
 21 kinds lOc a can 
 
 f^^P?C 
 
 Harry Hooper hiked 
 ashore, 
 And cried, "there's 
 Campbell's label. 
 Just look. I'll hook 
 Two cases more 
 To grace the Captain's 
 table" 
 
 Asparagus Clam Chowder Pea. 
 Beef Consomme Pepper Pot 
 Bouillon Julienne Prmtanier 
 Celery Mock Turtle Tomato 
 Chicken Mulligatawny Tomato-Okra 
 Chicken Gumbo(Okra) Mutton Broth Vegetable 
 Clam Bouillon Ox Tail Vermicelli-Tomato 
 
 Look for the red-and- white label 
 
 Playing 
 
 up the Leader, with List Very Small 
 
MAGAZINE ADVERTISING 
 
 295 
 
 Judge by What It Did 
 
 In this day of Light Sixes, with some 31 models, 
 thousands of men ask, "Which is best?" 
 
 Can you pick out the coming leader in a crowdf 
 of college students? Or say what leading man of 
 now will attain a monument? 
 
 Nor can you in cars. None can be judged by 
 prospects or promises. The verdict of history alone 
 is decisive. 
 
 Hudson Has a. History 
 
 The HUDSON Light Six, in last year's model 
 and .this one, has been driven some 30. million miles 
 in the hands of over 12,000 owners. What those 
 men say is history. Any user will tell you that the 
 HUDSON has proved itself faultless, sturdy, eco- 
 nomical, ideal. 
 
 Then the history of former HUDSONS gives 
 confidence in this. The HUDSON success is mar- 
 velous. And it grows with experience. HUDSON 
 Sales have trebled in the past two years* 
 
 The history of Howard E. Coffin, this car's fa- 
 mous designer, is another convincing factor. He is a 
 12-year leader in motor car engineering. His models 
 have always been right. They have always estab- 
 lished a new high mark in their class. 
 
 IsThis-or-That Car Like the Hudson? 
 
 Our dealers are asked perhaps a thousand times 
 daily "How does This- or -That car compare with 
 the HUDSON?" Outside of appearance and evi- 
 dent features, no one can answer that* 
 
 The Light Six is a new type. In its creation, all 
 old-time standards had to be revised. It involves a 
 new-type motor. It requires special steels. To attain 
 this lightness a thousand parts had to be re-designed 
 
 The Light Six, to be sturdy, must have exceptional 
 quality. The -questions of strength and endurance, 
 upkeep and repair, must be answered by time and 
 tests. In the HUDSON those questions are an^ 
 swered. 
 
 Waste Is Unpopular 
 
 The Light Six is in. vogue now because waste fe, 
 unpopular. Needless size and weight, with their 
 over-tax, offend the spirit of the times. 
 
 The HUDSON is this Light Six type caTried to 
 perfection. It shows the result of four years' of refine- 
 ment: Every part and detail shows the final touch. 
 And it is a time-tested production.- 
 
 Its supremacy shows in lines and finish, in luxury 
 and equipment, in its evident class. These facts, with 
 its history, will make it your first choice. Now is the 
 time to prove that before the over-demand which 
 Comes, to every .leading model every spring. ' 
 
 7-Passenger Phaeton, $1550, f. o. fc[. Detroit 
 Four other body styles 
 
 The HUDSON Company never loses interest in 
 the cars it sells. So long as a car is in service we> 
 maintain our interest in the character of its service. 
 That's one great reason for HUDSON reputation.. 
 
 HUDSON MOTOR CAR COMPANY, DETROIT, MICH. 
 
 The Argumentative Type 
 
296 
 
 HUMAN NATURE IN BUSINESS 
 
 How the name "Borden" guarantees 
 the purity of milk 
 
 The Bordcn Company receives- every year 1,250,000,000 pounds of milk supplied by 
 250,000 cows, delivered from 12,000 dairy farms. 
 
 This milk is inspected, cooled, pasteurized, condensed, evaporated, and otherwise 
 cared for in 150 different plants, located in 15 states and provinces. 
 Borden's fresh milk is delivered every morning over the two largest milk routes in 
 the world New York and Chicago. Yesterday's milking is on today's breakfast tables. 
 Borden's Condensed Milk and Evaporated- Milk are sold in every'town and by prac- 
 tically every grocer in North America. 
 
 Upon the right handling of milk the first few hours after milking depends its purity, 
 just as on the right feeding and care of the cow depends the quality. The washing 
 of the cow, the sterilizing of the hands of the milker, protection from the air, the 
 quickness of -the cooling, all these steps make Borden's 
 
 MILK 
 
 in all its forms fresh, condensed, evaporated, malted, cultured a symbol for 
 purity and quality. 
 
 BORDEN'S CONDENSED MILK CO. 
 
 NEW YORK 
 
 Befined and Well-Balanced Page from Large-Size Weekly 
 
 
MAGAZINE ADVERTISING 
 
 207 
 
 60 Million Corns 
 
 Have Been Ended in This Simple Blue=jayWay 
 
 Please mark this you who suffer corns. 
 
 About half the corns that develop today are being removed by 
 Blue-jay. And yours can be ended any time in this easy, 
 pleasant way. 
 
 Corns are not as common as they used to be. But that fact is not 
 due to any difference in shoes. 
 
 It is due to the chemist who 
 invented Blue-jay, after working 
 for years on this corn problem. 
 
 A Million a Month 
 
 Now about one million corns 
 
 pletely removed-by Blue-jay. 
 And this is the method: 
 
 Folks apply Blue-jay at night 
 
 forgotten. 
 
 Then slowly and gently Blue- 
 jay loosens the corn. In two 
 days it comes out root, callus 
 and all without any pain or 
 trouble. Nine times in ten this 
 happens. One corn in ten the 
 
 That removed corn is ended. 
 New corns may come if you pinch 
 the feet, but the old corn is gone 
 completely. 
 
 That seerris too good to be 
 true. But remember, Blue-jay 
 has. actually done this with sixty 
 million corns. It is doing it daily 
 all around you. Your very neigh- 
 bors know that Blue-jay means 
 freedom from all corns. 
 
 Then Why 
 
 knowBlue-jay.'anLom/cIn't 
 
 Some of those people merely pai 
 
 year after year. One-tenth the I 
 
 are Corns? 
 
 Ulir 
 
 what iv 
 
 
 the corn with Blue-jay. 
 
 Some have used old-time meth- 
 ods until they feel that nothing 
 really ends a corn. 
 
 Yet corns by the millions are 
 ended forever for people who use 
 Blue-jay. And all those people 
 
 5 Cents and 5 Seconds 
 
 It costs five cents, on the aver- 
 age, to remove a corn with 
 Blue-jay. And five seconds 
 will apply it. 
 
 That is all there is. No aften 
 
 inconvenience. Just let Blue-jay 
 undermine the corn. 
 
 If you doubt this, ask for sam- 
 
 top, and the com remains and grows. 
 
 Look for the Blue-jay Ctrl in the Drug Store Wi 
 
 Blue=jay 
 
 Ends Corns 
 
 Stops the Pain Instantly. Removes Corns in Two Da 
 Samples Free on'Rc^ffu'"' 
 
 Let i 
 
 take 
 
 free. Or go to your druggist to- 
 day and get Blue-jay. Apply it 
 
 days. It will not take long to 
 convince you. 
 
 But don't take some ancient, 
 ineffective treatment. There is 
 nothing else like Blue-jay. Its 
 invention has made obsolete the 
 petty, unscientific ways which 
 were used for treating corns. 
 
 Ins 
 
 n the modern way. 
 
 
 Black Makers of Surgical Dressings and Physicians' Supplies CHi 
 
 NeW York 
 
 Good Magazine Advertisements Nowadays Combine Half-Tones and 
 Pen-and-ink Drawings 
 
298 HUMAN NATUBE IN BUSINESS 
 
 Nearly Always 
 
 Some Bad Judgment 
 
 About food or drink causes the headaches, sleeplessness, 
 bowel troubles, heart failure, nervousness and a dozen 
 and one other disturbances. 
 
 It's easy to prove whether or not 
 
 Coffee 
 
 is the hidden cause. 
 
 Some persons are really anxious enough to recover 
 lost health to make the experiment and find out. 
 Quit coffee absolutely for 1 days and use hot, well-made 
 
 Postum is pure and absolutely free from caffeine, or drug of any 
 kind. 
 
 If the aches and ails begin to disappear in a few days, you will 
 know how to avoid that kind of trouble in the future. 
 
 Postum comes in two forms: 
 
 Regular Postum must be well boiled. 
 
 Instant Postum is a soluble powder. A teaspoon ful dissolves 
 quickly in a cup of hot water and, with the addition of .cream and 
 sugar, makes a delicious beverage instantly. 
 
 It's a lot of fun to be perfectly well 
 
 "There's a Reason" for POSTUM 
 
 Open, Easy Beading, in Uniform Type 
 
MAGAZINE ADVERTISING 299 
 
 The Things Women 
 Keep Quiet About 
 
 What nearly all women go through 
 and don't tell the men 
 
 Here they are brought out into the day- 
 light for the first time: the reticences that 
 so many have : the little, but big, things 
 that hurt so badly but that women can't talk 
 about: the curtains of mist that so often 
 fall between husband and wife: the battles 
 that so many wives fight in the dark 
 and all in silence. Here women not only 
 tell of them, but in each "confession" is 
 "the way out" that so many women are 
 groping for, clearly shown from actual 
 experience. 
 
 The series is in 
 
 The October LADIES' HOME JOURNAL 
 IS Cents: On Sale Everywhere 
 
 THE CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA 
 
 The Editor Believes in the Simple Force of Ideas 
 
300 
 
 HUMAN NATURE IN BUSINESS 
 
 One Motorcycle Tire 
 
 Holds Every World's Record Dominates in Sales 
 And Equips % of All the New Machines 
 
 It is built by Goodyear built just the same as Goodyear auto- 
 mobile tires, which have won top place in Motordom. Consider 
 that one maker holds the leading place both in motor car and 
 motorcycle tires, despite tremendous rivalry. In three years 
 Goodyears have gained topmost place in Tiredom. And the only 
 reason lies in super-service proved by millions of these tires. 
 
 Why Take a Chance? 
 
 Rival makers, of course, must say, 
 "Our tires are as good as Goodyears." 
 But look at the evidence. 
 
 How is it that ' Goodyears won all 
 the world's records in speed and dura- 
 bility tests? 
 
 How is it that Goodyears, in the test 
 of time, came to outsell others? 
 
 Why is it that three- 
 fourths of all the 1914 
 motorcycles come out 
 with Goodyear equip- 
 ment? 
 
 And look at automo- 
 biles. Those tires must 
 also stand fearful 
 strain and grind. 
 .And most users 
 meter their mile- 
 age. Goodyears 
 in that field have 
 outrivaled all 
 others. Now they 
 have won in both 
 
 fields by giving most of what you 
 desire in a motorcycle tire. 
 
 Then why take chances? No tire, in 
 any way, offers more than Goodyears. 
 You pay no more for Goodyears than 
 for other standard makes. No good 
 tire coscS you less. And the verdict of 
 .users the final verdict as shown by 
 
 sales is that Goodyears 
 
 are best. 
 
 Made with a double- 
 thick anti-skid tread. 
 Made by a patent method 
 to prevent tread separa- 
 tion. Made to hold for- 
 ever the place they 
 hold today. 
 
 There is a Good- 
 year dealer in your 
 town. Ask us for his 
 address also for our 
 book which pictures 
 and describes the 
 making of Goodyear 
 tires. 
 
 AKRON, OHIO 
 
 Motorcycle Tires 
 
 THE GOODYEAR TIRE & RUBBER COMPANY, Akron, Ohio 
 
 Toronto, Canada London, England Mexico City, Mexico 
 
 Branch* and Agencies in 103 Principal Cities Dealers Everywhere Write Us on Anything Ton Want in Rubber 
 
 (1530) 
 
 Skilful Display of Type with a Touch of Illustration by Lord & Thomas's 
 $70,000 Copy- Writer. (Notice Trade-Mark) 
 
MAGAZINE ADVERTISING 
 
 301 
 
 Note How Goodyears 
 
 Dominate in ~ Every Street 
 
 You Can See That 
 Men Prefer Them 
 
 No man can doubt if he looks around 
 that Goodyear tires have best met men's 
 requirements. 
 
 Note what a percentage ot motorists 
 have adopted them men who want 
 quality tires. . Goodyear tires, after 15 
 years of testing, outsell any other. 
 
 Those Goodyear users number hundreds 
 of thousands. Together they have tried 
 out more than four million Goodyear tires. 
 
 They are men like you with wants 
 like yours. They seek safety and 
 sturdiness, freedom from trouble. 
 They look for low cost per mile, 
 just as you do. 
 
 They have decided, in this over- 
 whelming way, that Goodyear .tires 
 excel. And today the cars with 
 Goodyear equipment would reach 
 a thousand miles, placed end to 
 end. 
 
 Doesn't that suggest that, when 
 you know what these men know, 
 you'll also use these tires ? 
 
 All-Weather 
 Treads 
 
 This is another exclusive 
 Goodyear feature this tough, 
 double-thick anti-skid. The 
 grips are deep and enduring, 
 sharp-edged and resistless. Yet 
 they are flat and regular. 
 
 Here is all of a plain tread's 
 smoothness, combined with ex- 
 tra thickness, extra toughness and 
 a bulldog grip. . What other 
 tread, however t costly, meets 
 winter needs like this? 
 
 Fortified Tires 
 
 Goodyear Fortified Tires are the only 
 tires which have our No-Rim-Cut feature. 
 That combats rim-cutting in the best way 
 known. 
 
 They are the only tires which get the 
 "On-Air" cure, on which we spend 
 $450,000 yearly. That ends a major 
 cause of blowouts. 
 
 By a patent method used by us alone 
 ' we reduce by 60 per cent the risk of 
 tread separation. 
 
 GOOD 
 
 Fortified Tires . 
 
 The only No-Rim-Cut Tirei 
 The only"On-Air"Cured Tire, 
 The only All- Weather Treadi 
 
 Thus we directly combat the chief 
 causes of tire ruin in ways em- 
 ployed by no other maker. Thus 
 we save tire users millions. Thus 
 we avoid for them countless tire 
 troubles. 
 
 In addition we spend $ 1 00,000 
 yearly in laboratory work to insure 
 you the utmost in a quality tire. 
 
 Those are the resistless reasons 
 which are bringing men by the 
 .legions to these Fortified Tires. 
 And they are bound to bring you. 
 
 Ask any dealer for Goodyear 
 Fortified Tires and he will supply 
 you tires such as we describe. 
 
 The Goodyear Tire & Rubber 
 Company, Akron, Ohio 
 
 A Suggestive Picture Sometimes Helps the Argument 
 
302 
 
 HUMAN NATURE IN BUSINESS 
 
 STUDY LAW 
 
 AT HOME 
 Become an LL.B. 
 
 Only Law School of Us Kind In America 
 
 ONLY recognized resident law school In the United 
 States conferring Degree of Bachelor of Laws -LL.B. 
 by correspondence. ONLY law school in U. S. conducting 
 standard resident school and giving same Instruction, 
 by mall. ONLY law school giving ovei- 4SO class-room 
 lectures to its extension students. ONLY law school giv- 
 ing a full 3-year, University Law Course, by mall, having 
 an actual faculty of over 3O prominent lawyers, (3 of whom 
 are Asst. United States' Attorneys) in active practice. 
 ONLY law school in existence giving Complete Course In 
 Oratory and Public Speaking, in conjunction with its law 
 
 . ay ... 
 
 :tus. Special courses tor Business Men 
 HAMILTON COLLEGE OF LAW.S01 AdvertisinaBldg.Chica9Ci.lll. 
 
 Arc You Successful? 
 
 <j! v c, YOU A READY. DEPENDABLE MEMORY, 
 , INCREASE YOUR MENTAL EFFICIENCY &6 
 PER CENT .AND START YOU ON THE SURE 
 
 ROAD TO WEALTH AND SUCCESS. Our free 
 
 THE NAT. PRESS ASS'N, Dept K. INDIANAPOLIS, IND. 
 
 MAKE 
 MONEY 
 I WRITING 
 
 STORY-WRITING TAUGHT,^ 
 
 MSS. criticised, revised, and typed, also, sold on 
 commission. Our students sell stories to best 
 magazines Free booklet. "WRITING FOR 
 PROFIT,' tells how. gives proof National Press 
 Association Dept 87. Indianapolis. Ind 
 
 COPY THIS SKETCH 
 
 earn $20 00 to $125 00 or more per week, as illustrator 
 or cartoonist My practical system of personal i 
 dividual lessons by mail will develop your talent 
 Fifteen years Successful work for newspaper 
 and magazines qualifies me to teaih you 
 
 Send me your sketch of President Wilson wit 6< 
 In stamps ami I w.ll senl you a teM lesson plate, also 
 collection of drawings showing possibilities for YOU. 
 
 THE LANDON SCHOOL f , d gS? n t i 
 
 1430 Schofield Building. Cl -veiand. O 
 
 CIVIL SERVICE 
 
 Many thousands appointed yearly. Both sexes. No political 
 pall. Nearly Soo.OuO classified positions. Common school edu- 
 cation sufficients Fall Information and questions used by the 
 Civil Service Commission free. 
 
 COLUMBIAN CORRESPONDENCE COLLEGE, WASHINGTON, D. C. 
 
 SHORTHAND - 
 
 , IN SO DAYS 
 
 yunys. i uu cu ieru in spare lime in youtOWn 
 
 matter where you live. No need to spend months 
 ld systems. Boyd's Syllabic System is easy to 
 y to write-easy to read. Simple. Practical. 
 
 , 
 
 as with 
 
 earn-easy to write-easy to read. Simple. Practic. 
 Speedy. Sure. No ruled lines no positions no shading 
 as in other systems. No long lists of word signs to con- 
 fnse. Only nine characters to learn and you have the 
 guage at your absolute 
 
 . 
 are English la 
 
 he en- 
 The 
 
 en. Lawyers, ministers. 
 lk and business men and 
 d for their own use. Does 
 
 ay for booklets, testimonials, etc. 
 
 A * GO CORRESPOND KNCE SCHOOLS 
 
 icago Opera House Block, Chicago 111. ^ 
 
 BECOME A NURSE 
 
 School of Nursing. I earned 
 ing, now I receive 20 a week." 
 
 Hrndcnon. Endicoft, Wa>h. (portrait). 
 
 THE Chautauqua School 
 of Nursing has trained 
 thousands of women in their 
 own homes to earn $10 to 
 $25 a week as nurses. Send 
 for a copy of "How I Became 
 a Nurse" and our Year Book 
 248 pages with actual ex- 
 periences of Chautauqua 
 Nurses. 
 
 Forty-eight specimen lesson page$ 
 sent free to all inquirers 
 
 The Chautauqua School of Nursing 
 
 281 Main St. Twelfth Year Jamestown. N. Y. 
 
 Cortina Academy of Language* 
 
 l.lg- 1600 Broadway, tor. 48th St., N.T 
 
 Mount Birds 
 
 *ith your beautiful trophic 
 
 write today 
 N W School of Taxidermy, 1037 Elwood Bldg., Omaha. Neb. 
 
 Earn$25 
 to $100 
 a Week 
 
 We will teach you by correspondence 
 the most fascinating and profitable 
 profession hi the world. Send for our 
 beautiful prospectus. It's FREE. 
 PAGE-DAVIS SCHOOL, 
 Address ) Dept. 1030 Page Bldg., Chicago 
 jDept. 1030 160 Nassau St^N.I*. 
 
 DO YOU LIKE TO DRAW? 
 
 Short-Story Writing 
 
 5 ^^ A course of forty lessons in the history, form, structure, 
 and writing of the Short-Story, taught by Dr. J. Berg 
 
 250-Page Catalog Free. Write Today 
 
 The Home Correspondence School 
 
 Dr. Esenwdn l*Pt- *, Springfield, Mass. 
 
 TAUGHT 
 BY MAIL 
 
 University Methods 
 
 knn ....^v, u ^ u .~- IRandevidencaof results. | 
 
 .7 UNIVERSITY. 1521 E. 55th 8t.,CMcago. XT 
 
 A Page of Successful Small Advertisements, Each Distinctive 
 
MAGAZINE ADVERTISING 303 
 
 L."IRWIN"-A Bit of Perfection 
 
 'IN Bit 
 
 "Stamfxd on 
 the shank of 
 every genuine 
 IRWIN BIT." 
 
 A Bit of toughest steel for the tough, 
 knotty jobs. Trip hammer forged 
 out of one solid piece of 
 steel and tempered 
 
 to BWUUUCU vu me 
 shank that bit is bound to be 
 a cracker jack the best that money 
 can buy. For years it has been the acknowl- 
 edged leader. Take no chances, but insist upon 
 getting the genuine "IRWIN" from your Hardware Dealer. 
 
 THE IRWIN AUGER BIT COMPANY, Wilmington, Ohio 
 
 Union 
 
 with two sets of jaws 
 
 Made in a wide range of sizes 
 
 Union Mfg. Co., New Britain, Conn. 
 
 This VEST POCKET SNIP c ' ' 1 .00 
 
 It will cut anything up to 18 gauge. Made of Crucible 
 Tool Steel, handsomely finished and abso- 
 lutely guaranteed. Just the tool for YOU, 
 latter what your trade. If your 
 dealer cannot supply you, 
 send your order direct to us. 
 
 Sharpens All Tools Easy and Quickly 
 
 Luther Hummer Tool Grinder 
 
 No water needed no-danger of drawing temper 
 Runs by steel shaft drive 4ike,auto. Bearing and 
 gears dustproof Patented tool rest Many special 
 attachments. Descriptive booklet free. Write (or it, 
 LUTHER GRINDER MFG. O. 
 
 982 Point St. MILWAUKEE, WIS. 
 
 Stanley 
 
 Cutter and 
 
 Chisel Grinder 
 
 A device for holding Plane Irons, Chisels 
 and other similar cutting tools that they 
 may be ground or honed to any desired angle 
 or bevel, insuring an accuracy that is very dif- 
 ficult to obtain when tool is held in the hand. 
 
 Price, Each, 9Oc 
 
 If you cannot procure this tool from your hard- 
 ware dealer, we will send same, postage pre- 
 paid, on receipt of the price mentioned above. 
 
 STANLEY RULE &. LEVEL Co. 
 
 NEW BRITAIN, CONN. U.S.A. 
 
 Send for YOUR copy 
 of Booklet of 3.OOO 
 
 RED DEVILS 
 
 Devil 
 Tools RED DEVIL No, 1O24 6J Inches 
 
 It is a solid drop forged, handy slip joint, combination tool, 
 adjustable for large and small -pipes, etc. The' "convenient size and thin nose 
 makes it easy to get into close places. Jt has beautiful gun metal dentyne 
 milled handles. U your dealer can't supply, send 50 cents for one sample only 
 
 SMITH & HEMENWAY CO., Inc. 
 161 Chambers Street NEW YORK CITY 
 
 A Confused-Looking Page in Ugly Type. Advertisements Should Beware 
 
 of Bad Company 
 
304 
 
 HUMAN NATURE IN BUSINESS 
 
 Sensitive, avoiding the lime-light, this is the whimsical ans 
 
 O. HENRY 
 
 America's greatest short-story writer made when 
 the world tried to lionize him: "Oh, pshaw! Leave 
 
 nc i i Q in just a poor boy front the country." 
 
 He preferred the shadows of the street 
 
 stories that ever were written, racked into twelve 
 rich volumes yours today for a little price and 
 
 rich volumes yours today for a litt 
 little payments for a short time only. 
 
 And in the bargain, just to spread this edition to every corner of the country 
 at once, you get without extra charge the best of Kipling, in six rich volumes, 
 179 stories and poems and his great long novel, "The Light That Failed." 
 
 Send Coupon for 18 Volumes, 
 
 n H* n 4S3 Sh o r t Stories 
 
 y 2 Complete Novels 
 
 by the greatest English and the great- 
 est American short-sto'ry writers. Half 
 a million dollars is what these writers 
 would have been paid for these stories 
 50,000 people have rushed to take ad- 
 vantage of this offer. 
 
 The first complete edition of O. 
 Henry's works sold at $125, and every 
 set was taken before the sheets were in 
 their covers. Already O. -Henry has be- 
 come a classic. His biography is being 
 written in books and magazines, his 
 stories are dramatized for the stage and 
 for the moving-pictures, the text-books of 
 
 Kipling ^. 
 
 American literature embody them, *' 
 sculptors are making statues col- , 
 leges are discussing his place in ^V 
 literature. ^ * 
 
 This offer is passing. The roy- j?; 
 allies on both the Kipling and the /^ 
 O. Henry are heavy and we can't ^ 7 As > 
 "xy> 
 
 Xi 
 
 ,43 
 
 Send No Money With the Coupon 
 
 if they're not the biggest, the best thing in the covers of a book you 
 ever saw or read. Better than moving pictures for these are per- 
 
 manent,real moving-pictures of life; better than classics, for these 
 are the living stories of to-day, from Mandalay on the China Bay to- 
 34th Street and Broadway, and from the Piccadilly in London 
 to the ranch on the Mexican border. Send the Coupon before 
 it is too late. Get both sets shipped at once free on approval. 
 
 2Sc a week pays for them. Send the ^^ 
 coupon and put the 
 library shelves and new j 
 
 ?,* ^V'^a?' 
 
 Don't wait till to-morrow and be sorry. ^?ty /'^^ 
 
 Send coupon to-day and be glad. /_^$&$ 
 
 or them. Send the /(^^o^/ 
 
 full set on your ^ ^Tjj&f 
 'joy in your heart. ^ 4V/ 
 
 , , .. /^ f/fJf' .' 
 
 REVIEW OF REVIEWS CO., 30 Irving Place, New Yorft 
 
 * 
 
 Ugly, Compact, but Successful Mail-Order Advertisement. 
 Necessary for Getting Orders 
 
 The Coupon 
 
MAGAZINE ADVEETISING 
 
 305 
 
 K> DAYS FREE TRIAL 
 
 with freight prepaid, on 
 the new 1915 'RANGER' 
 bicycle if you write at 
 jonce for big catalog 
 and special offer. 
 Marvelous im- 
 provements. Ex- 
 traordinary values in 
 our 1915 price offers. 
 '" cannot afford to 
 vw, ithout getting 
 1 latest propositions. TIRES, equipment, sundries 
 1 everything in the bicycle line half usual prices. 
 DER AGENTS WANTED. You can make big money 
 ing orders for bicycles and sundries. Do business d i rect 
 h the leading bicycle house in America. Write to US. 
 
 ead Cycle Co. Dept ffigchicago 1 1 Is 
 
 Do Your Printing*! 
 
 ] ,^*gh Cards, circulars, books, newspaper. Press *5. 
 La - r ^ r - *i 8 ' R ?J ary * 6 9-,, Sa money. Big profit 
 
 of value secured by Mason, Fenwick & 
 Lawrence, Washington, D. C., and New 
 York City. Estb. 1861. BOOKLET FREE. 
 
 s 
 
 iapelruit 
 
 direct from Florida 
 
 to get fresh-picked, thin-skinned 
 grape fruit of finest quality and 
 flavor. Let me send my Special 
 Introduction Box direct from 
 my own nurseries in Dadi 
 .loi ' ' 
 
 - the finest grape fr 
 
 We pick our fruit ripe and put 
 st in these boxes containing 
 ___ to the box according to sire of 
 : the 46, 54 and 64 sizes being 
 
 An Exquisite Xmas Gift 
 
 Keep t 
 
 average family 
 satisfactory 
 
 sed without ice gr< 
 :l -" are used by any 
 o. Guaranteed 
 
 shipped success- 
 fully all over America and Europe. 
 Try a box at once you'll want to 
 send a box to your best friend for 
 Christmas. 
 
 East of Pittsburgh, Js.oo per 
 box delivered, all charges prepaid ; 
 between Pittsburgh and Chicago. 
 $5.50; further West slight addi- 
 tional expressage. 
 
 J. WAINWRIGHT, JR. 
 
 Ooerbrook Narseriet 
 Cocoanut Grove, Florida 
 
 Good Mail-Order Advertisements 
 
HUMAN NATURE IN BUSINESS 
 
 Your Future Depends 
 On Yourself 
 
 A few years hence, then "what? 
 Will you still be an untrained, under- 
 paid worker, or will you be a specialist 
 in your chosen line, where you can 
 earn more in one day than the un- 
 trained man earns in a week? 
 
 Your future depends on yourself. You 
 must decide NOW. The way to avoid 
 the hard road of disappointment and fail- 
 ure is to get the special training that will 
 command the attention and a better 
 salary from the man higher up. 
 
 Are you interested enough in your 
 future to learn how the International 
 Correspondence Schools can fit you for 
 a better job? 
 
 No matter where you live, how little 
 you earn, or what your previous education 
 has been, the I. C. S. are ready to show 
 you the way to belter pay and more attract- 
 ive work. 
 
 Choose.a high-salaried future. 
 Mark and mail the coupon NOW 
 
 INTERNATIONAL CORRESPONDENCE SCHOOLS 
 
 Box 922i 6CRANTON, PA. 
 
 Salesmanship 
 
 Civil Service 
 
 Electrical Engineer 
 
 Bookkeeping 
 
 Elec. Lighting Supt. 
 Telephone Expert 
 
 Stenography & Typewriting 
 
 Window Trimming 
 
 Archi tect 
 
 Show Card Writing 
 
 Building Contractor 
 
 Lettering and Sign Painting 
 
 Architectural DrafUman 
 
 Advertising 
 
 Structural Engineer 
 Concrete Construction 
 
 Commercial Illustrating 
 Industrial Designing 
 
 Median. Engineer 
 
 Commercial Law 
 
 Mechanical Draftsman 
 
 Civil Engineer 
 
 Mine Superintendent 
 Stationary Engineer 
 Plumbing A Steam Fitting 
 
 Automobile Running 
 
 English Branches 
 Poultry Farming 
 Teacher Spanish 
 Agriculture French 
 
 Gas Engines 
 
 Chemist German 
 
 Present Employe! 
 
 Street and No. 
 
 j -City __ 
 
 The Picture, the Headline, and the 
 Argument in Effective Order 
 
 on 
 
 Assisted by occasional usec 
 Cuticura Ointment does s 
 much to keep your skin cleai 
 seal p cl ean an d free from dar 
 druff, hair live and gloss} 
 and hands soft and white 
 that not to use them is to fa; 
 in your duty to yourself. 
 
 Cuticura Soap 'and Cuticura Ointment are so 
 throughout the world. Send post-card to neare 
 depot for free sample of each, with 32-page boo 
 Newbery. 27. Charterhouse Sq., London: R. Tow 
 ACo.. Sydney. N.S.W.; Lennon. Ltd. .Cape Tow 
 Muller. Maclean & Co.. Calcutta and Bomba 
 Potter Drug and Chem. Corp!. Boston, U. 8. A. 
 
 03- Men who shave and shampoo with Cutlcui 
 Soap will find Jt best for sUn and scalp. 
 
 Special Type and Outlint 
 
 Drawing are as Good as 
 
 a Trade-Mark for 
 
NEWSPAPER ADVERTISING 
 
 307 
 
 Jl Q)omans Drink- 
 
 TTigorously goodand keenly 
 delicious. Thirst-quenching 
 and refreshing. 
 
 The national beverage and yours. 
 
 Demand the genuine by full name 
 Nicknames encourage substitution. 
 
 Whenever^ 
 you see an 
 Arrow think 
 of Coca-Cold. 
 
 THE COCA-COLA COMPANY 
 Atlanta, Ga. 
 
 Good, Light Newspaper Style for Light-Minded People. High Attention 
 Value. Bv Dobbs 
 
308 HUMAN NATURE IN BUSINESS 
 
 MARSHALL FIELD 
 <& COMPANY 
 
 September Sales 
 Begin Tuesday. 
 
 Merchandise that appeals to every woman at 
 prices that demand attention has been prepared 
 in the sections devoted to the following lines: 
 
 Blankets and Comforters, 
 
 Longcloths and Boxed Nainsooks, 
 
 Outing and Shaker Flannels, 
 
 Bedspreads. 
 
 11 
 
 The Type Display is Ideal 
 
NEWSPAPER ADVERTISING 
 
 309 
 
 HAVEN 
 
 GENUINE OUTING 
 
 Boating, Bathing and Dancing 
 
 PEARS, PEACHES & EARLY APPLES 
 
 are. ripe aad wai tiog for you. Get oat IB to the real country away from the big city 
 
 via the 
 
 *- 0|TY OF SOUTH HAVEN 
 
 Steamship 
 
 Leaves Chicago 9:30 a. TO. gj - 4 
 daily, except Saiurday Z p. ^ 
 m. and Sunday at 10 a. m. 
 
 .25 
 
 ROUND 
 . TRi? 
 
 Night Best 90 p. ra. daily, exempt ffi! 
 Saturday and Sunday. Two Boats M? 
 Saturday *n * r-^ M r*rc 
 
 10:30 p. m. 
 
 WAT, 
 
 ROUND 
 . TRIP 
 
 and 
 
 m. except Sunday 
 
 of picturesque North Shore all the way. 
 
 Home 6 :30 in time for 
 
 Leave 10 , . 
 supper. In sight 
 
 DOCKS CLARK STREET BRIDGE. PHONE FRANKLIN 814. 
 
 MUSIC AND D/ANCING FREE ON ALL TRIPS 
 
 The Type is Bad Capitals are Hard to Bead 
 
310 HUMAN NATURE IN BUSINESS 
 
 How Bright and Cheerful 
 the Old Home Looks Now 
 
 ELECTRIC LIGHT will transform your 
 home into the most pleasant place imaginable. 
 Its cheerful, congenial brilliance will delight every 
 member of the family. 
 
 The soft, mellow illumination of Electric Light is very 
 restful to tired eyes fine for reading or sewing at 
 night. Clean, safe, healthful Electric Light should 
 be in every modern home. 
 
 Have Your Home Wired Now 
 2 Years to Pay 
 
 The tertiary rate for Electric Light was reduced on 
 March 1st, from 4c to 3c net per kilowatt-hour. Thus, it is 
 now not only more economical than ever to use Electric Light, 
 but also to wash, sew, iron or cook by electricity. 
 
 If your home is not wired, inquire about our con- 
 venient 2-years-to-pay, housewiring plan. Write 
 today; or, 'phone Randolph 1280 Contract Dept. 
 
 Commonwealth Edison Company 
 
 120 West Adams Street 
 
 or Any Member of the Chicago Electrical Contractors 
 Association or Faraday Electrical Association. 
 
 Allurement in a Coarsely Drawn Newspaper Picture 
 W. D. McJunkin 
 
NEWSPAPER ADVERTISING 
 
 311 
 
 BIIf Y y oil ar 
 
 bflfo a dbol spo| far off 
 could let away from trie sultry, 
 
 all! Summer Ion 
 
 es 4f an Electric F 
 
 ill/greatly increase your b 
 
 , it will make life vastljjj more pleasant 
 he/ hot Summer ynonths. SupriBy your bffice a 
 
 ElecMc FanJ early right How. EiHoy their 
 breezes this Sunwmer and for wany Summers to 
 
 e selJJElectric Fans, injv-arious\ styles 
 IJ sfces, ranging in price from $7i 50 upward. The 
 
 o operating a fan is less than one ent an hour. 
 
 Thing* Electrical || \\ 
 are in 
 
 EGTRIC SHO 
 
 Michigan and 
 
 CHICAGO 
 
 Boulevards 
 
 One of W. D. McJunkin^s Good Newspaper 
 Advertisements. The Picture is Effec- 
 tive, Though Open and Coarse 
 
312 
 
 HUMAN NATURE IN BUSINESS 
 
 F**^ 
 
 J Tickets on Sale Daily to September 30th 
 
 / RETURN LIMIT 3O DAYS 
 
 Correspondingly low round trip fares to Thousand Islands, Adirondack 
 Mountains, New England, Eastern Canada and Atlantic Coast 
 Resorts. Descriptive booklets on request. 
 
 Liberal stop-overs permitted at all interesting points en route, including 
 Battle Creek, Detroit, Niagara Falls, Buffalo, Rochester, Syracuse, 
 Utica, Schenectady, Albany, Pittsfield and Springfield, Mass. 
 
 Tickets are optional foi 
 Detroit and Buffalo; 
 
 rail or water trips between 
 Albany and New York. 
 
 CIRCLE TOURS 
 
 Sixty-day circuit tours may also be arranged to New York and 
 Boston, including lake and river routes, and more extended 
 circuit tours, partly by ocean, including meals and berths 
 on ocean steamers, at reduced summer fares. 
 
 NewYork&ntral Lines 
 
 Michigan Central R. R."The Niagara Falls Route" 
 
 FlVf Trains everyday, Chicago to New York and Boston, including the famous 
 x AVC Aidiiia 23-hour trains, the Michigan Central Limited and the Wolverine. 
 
 CHICAGO TICKET OFFICES 
 
 228 South Clark Street 
 
 Phones: Wabash 4200; Auto. 589-634 
 12th Street Station 
 
 Phone: Wabash 4200 
 
 A Suggestive Newspaper Advertisement 
 
NEWSPAPER ADVERTISING 
 
 313 
 
 ^WANAMAKER'S " "", *.?& AN 
 
 WANAMAKER'S 
 
 More About the Great, Coming Fashion Show : More About Spring Activities 
 
 Some Men Playing Yesterday 
 
 a flute taught me this lesson, that I must not 
 only blow, but use my fingers. 
 
 I pas* t worth. 
 
 It is often said that any business can be built 
 up on advertising, which certain people who use 
 slang call "blowing." 
 
 Thd writer believes that this is not true. 
 
 Permanently successful business is not pos- 
 sible by mere word of mouth as expressed in 
 much advertising. 
 
 It takes ten times as many fingers as it does 
 mouths and minds. 
 
 A day without a new idea means, in this busi- 
 . ness, that somebody is asleep. . 
 
 < Common sense is known by the way it shows 
 itself. You can see it in the working out of some- 
 body's thinking, in finding the new goods and 
 getting them in place, freshly and readily7 
 . ^^^ Mows 
 
 is well as a season. 
 
 New Sports Hats in the 
 Millinery Salons 
 
 Eighty-Five Styles of Women's 
 Suits Between $16.50 and $50 
 
 M |37.50,.t4S .1; 
 
 Brand New Are 500 Young 
 
 Women's Suits at $13.75 
 
 to $25 
 
 Ur r,.;-. Si.nr.8. blues and black, so: 
 
 Women's Silk Poplin and. 
 Moire Coats 
 
 r ,tyle. at $20-i)ne of poplin made ith a hih waist; 
 
 Black-and-White 
 
 A Special Fashion Showing 
 in the Dress Goods Store 
 
 Now Is the Time to Speak, of 
 Awnings and Slip Covers 
 
 "Trot-Moe" Shoes a Third 
 Less Means Good Fortune 
 
 The Paris Fashions 
 
 Message of the Great essma 
 rs of Paris" 
 
 Through America c 
 
 In Egyptian Hall, 
 Beginning Thursday 
 
 Here Are the Cable Report* 
 
 from our special commissioner who, under great dim. 
 
 This 
 
 Morning's 
 Notes 
 
 
 , 
 
 Mask and Wig 
 
 Focal Score of . 
 
 "Paradise Prison" 
 
 New Filet and 
 Cutwork Bedspreads 
 
 Silk Special 
 
 ffSjs 
 
 Silk Petticoat 
 Specials 
 
 Uousecleaningiips 
 
 From the 
 Ho'usewares Store 
 
 Now Is the Spring 
 Time for Men 
 
 a ciothlog; no other rah 
 
 . Another 1200 of those wonderfully 
 liked silky mercerized shirtf-special 
 at $1.15. < ~- -*-> 
 
 New English Top-Coats for 
 April and May 
 
 ^rt nwTin^ScUi^^w'eSIno^ 1 ' 
 
 Special Note to Golfers 
 
 
 "Stonecrfete" Furniture for 
 Porch, Lawn or Garden 
 
 Specially Priced Cut Glass in 
 Time for Easter Weddings 
 
 a third less than regular. 
 
 The Lower-Price Store on 
 the Subway Floor 
 
 wonderfuU )' v ned ">* 
 
 mpleasin 
 Plenty 
 
 replenished. 
 
 Plenty of new suite at $10 to $35-*uits for every 
 
 : j !_ - .,.- gtyj^ fl^t tn corrert> - ntw 
 
 of Spring coats at $5 to $25-coato for 
 
 na 
 
 Little silk frocks at S7.5Q to 
 dark colors and every silk you ar 
 
 Wanamaker has Always Clung to the Daily News Style, 
 paper Page Eecluced 
 
 This is a News- 
 
314 
 
 HUMAN NATURE IN BUSINESS 
 
 Women's Coats and Capes Showing the Sea- 
 son's Most Preferred Styles and Colors. 
 
 Tailored Two and Three Piece Suits : The 
 Season's Most Distinctive New Designs. 
 
 One of Ibc 
 
 ,l,.,fpr,,nell. < loin, nhnhly favored shade: 
 -nd.r. also Maik and .hit' Ih- IM*| 11 
 
 decidedly 
 to waist, fastening with three larje 
 
 and plaits, as illustrated. *47 50. 
 
 Women's Three-piece Tailored Gowns, fine broadcloth long 
 yoke and plaited skirt in the dress long semi-fitted 
 
 in beautiful plaid, 
 trattd. MO 00 
 
 utiful plaidl. m 
 
 goods .howo in many decidedly 
 ranf. from $40 00 upwar 
 
 ImfcMt Afternoon and Evening Capet, 
 "" PU .d no.el,y..lks-MOOO..p. 
 
 Silk Petticoats. $5.95. 
 
 Untrimmed Hats in Many of the Season's Latest 
 and Best Shapes at Great Savings. 
 
 Jc^|St I^^Jr^StSlrS^^.C.^ m ' 
 this"p?Ke- "cotersf sirea? -* 
 
 Imported White Seersucker. Yd.. 1 5c 
 
 l 
 
 >r Quality Beaver Hat.-now la the helfhth o(" popularity. 
 
 coloring*. The following assortment offers moil attractive styles and values 
 iseT'sin'tle and three in"a "bunch. in'a'iLth'yi t.' I 
 
 Perfect Corseting (or Fall Fashions. 
 
 >;',;,"! 
 
 fibres i>_illuraled. ,_t proWcs ad- 
 
 
 "Women's Sample Handkerchief Sale 
 
 retty ooluie?andpre'\Le7.7p'r7c'^har,Vt". 
 hemslched and env 
 
 A Very Successful Kid Glove Sale. 
 
 A Notably Successful S*mi- Annual Event 
 
 Hosiery Box Sale Including Our En- 
 tire Staple Lines in Black. 
 
 highly (ratifying especially so 
 
 ie"nd'id wrvlc'e ou'r'li'nes afford 
 rse savings by providing 
 
 Sanknitary Bath and Face Towels 
 
 The feature of these new towels to which they owe their 
 
 ren T C he"'ar*e made of fin" selected cotton* yalV highly 
 orbenl soft yet possessing fricbonal qualities not found in 
 inary towels. Each towel is sterilized put up in germ- 
 of packages. To introduce Sanknitary Towels, special boes 
 taining one Urge-size heavy bath towel two face towels 
 I a wash cloth have been placed en sale at B.OOl rm.~ 
 
 Accessories for the Bath Room. 
 
 purchasers are not wholly confined to the great assortme 
 
 all needed pieces but frequently, as in the following instance 
 
 special prices afford considerable savings. 
 
 Exclusive Novelties in Women's Fine 
 Knitted Coats and Sweaters. 
 
 Lines that add notably to the beauty of this season's Knit 
 
 SUCH THE DAILY SALES PROVE 
 THIS SEMI-ANNUAL E 
 
 well merited Assortments are now at their best quality has 
 never been mere notable in our high-grade lines, and practically 
 
 Women's Combination Undermuslins 
 at Attractive Prices. 
 
 today. ,*.,.. 
 
 Halloween Favors in the Toy Section 
 
 Unique novelties that will add greatly to the i 
 I proving the source 
 omething out of the 
 
 I of them ari offered at the loweTed" prices. 
 
 sSaSiteS 
 
 Imported Hand-Embroidered Covers 
 at Half Regular Prices. 
 
 These cover* are all beautifully hand-embroidered in colors 
 
 
 :1'^Z>% 
 
 Men's Fine Negligee Shirts, $1.15. 
 
 Scissors, Pocket Knives and Mani- 
 curing Implements. 
 
 Lines strongly featured in the completeness that has long 
 since established th'e supremacy of our Cutlery Section- 
 styles and sizes for every requirement at widest range of 
 
 Ik U JIM Nail Nipptn. 
 
 .on. SOe to SI M rul Hindi. 
 
 Well-Balanced Newspaper Page, Sparingly Illustrated, with Excellent Type 
 
NEWSPAPER ADVERTISING 
 
 315 
 
 ;> 
 
 X 
 
 ill 3 
 
 I 3 ! 
 
 8 
 
IHG 
 
 HUMAN NATURE IN BUSINESS 
 
 'CHALMERS Lets theBodyBreathe 
 
 Open (Cool), Light (Cool), 
 Durable Summer Underwear 
 
 llPfl5KlI'! 
 
 TRADE MARK 
 
 This Label on Every Garment 
 
 Chalmers "Porosknit" Union Suits 
 never cause a "short- waisted" feel- 
 ing nor cut in the crotch. No flaps 
 to gape open. Full elasticity up- 
 and-down in the seat stretches 
 easily with every move. 
 
 The fabric is so open you can see 
 through it so must be cool. 
 
 FOR MEN Any Style FOR BOYS 
 C f\ Shirts and Drawers 
 Ol/C per garment 
 
 FOR MEN FOR BOYS 
 
 nf\f\ UNION SUITS 
 UU Any Style 
 
 Ask Your Dealer 
 
 CHALMERS KNITTING CO. 
 Amsterdam, N. Y 
 
 Atse Makers of Chalmers Spring Needle Ribbeit 
 Union Suits, Fall and Winter Weightt 
 
 CHALMERS Lets theBodyBreathe 
 
 There are a Good Many Different Things in this Advertisement, Es 
 lently Balanced and Harmonized 
 
NEWSPAPER ADVERTISING 
 
 317 
 
 $45.00 Each Year 
 
 if placed in the Savings Bank at 4 per cent interest will amount to $355 in seven years, 
 enough to buy a house*lot in the suburbs, a good start toward fulfilling the ambition of 
 every housewife: OWNING YOUR OWN HOME. 
 
 A Demonstration in Percentages: 
 
 BEANS: 
 
 I III 
 
 .5 
 
 .01 
 .01 
 .02 
 .01 
 .02 
 
 Pea, per quart 09 .10 
 
 Yellow Eye, per quart 09 .10 
 
 Red Kidney, per quart 1O .12 
 
 California, per quart. 10 .11 
 
 Limas, per pound .08 .10 
 
 A Saving of 13 Per Cent 
 
 Our stock of the best quality obtainable ; all hand 
 picked and screened. 
 
 QUAKER OATS: 
 
 Small package 09 .12 .03 
 
 Family size package 25 .28 .03 
 
 In bulk, 2 pounds 09 .10 .01 
 
 A Saving of 14 Per Cent 
 
 The name Quaker guarantees the quality. 
 
 Jello, package .................... 08 .10 .02 
 
 Lemon Extract, bottle ............ 08 .10 .02 
 
 Foss' Lemon Extract, bottle ....... 17 .20 .03 
 
 A Saving of 17 Per Cent 
 
 .29 .35 .06 
 
 .22 .25 .03 
 
 .50 .60 .10 
 
 .40 .50 .10 
 
 TEA AND COFFEE: 
 
 Our best coffee, pound 
 
 Boston Blend Coffee, pound 
 
 Fancy Formosa Tea, pound 
 
 Choice Formosa Tea, pound 
 
 A Saving of 18 Per Cent 
 
 Our ever-increasing sales on these goods attest 
 their worth. 
 
 VAN CAMP'S GOODS: 
 
 Milk, can 10 .11 .01 
 
 Red Kidney Beans, can 09 .10 .01 
 
 1 pound Baked Beans, can 09 .10 .01 
 
 3 pounds Baked Beans, can 18 .20 .02 
 
 A Saving of 10 Per Cent 
 
 Van Camp's products meet the approval of all the 
 best families. The Baked Beans are especially good. 
 
 Naptha Soap, 2 bars 09 .10 .01 
 
 (P. & G. or Pels.) 
 
 Babbitt's Soap, 2 bars 08 .10 .02 
 
 Sawyer's Blueing, bottle 04 .05 .01 
 
 Ammonia, bottle O8 .10 .02 
 
 A Saving of 14 Per Cent 
 
 Average Saving, 14 Per Cent 
 
 The money you save in trading here, if properly cared for, will carry you through 
 quite a spell of adversity, whether sickness or hard times, and when things right them- 
 selves you will not have a big grocery bill hanging over your head. 
 
 Charity is NOT one of the fundamental principles of business. The cash and 
 credit roads to success are both marked " make money," the question of the hour is: 
 Which is the better way? _______ 
 
 toston Branch Grocery, 
 
 101 HIGH STREET 
 
 Until further notice this store will close Thursday evenings at 6.30 o'clock. 
 Open Wednesday and Saturday evenings until 10 o'clock. 
 
318 
 
 HUMAN NATURE IN BUSINESS 
 
STREET-CAR ADVERTISING 
 
 319 
 
 This is the maid of fair renown 
 
 Who scrubs the floors of Spotless Town. 
 
 To find a speck when she is through 
 
 Would take a pair of specs or two. 
 
 And her employment isn't slow, 
 
 For she employs 
 
 SAPOLIO 
 
 A GINGER SNAP 
 
 that whets the appetite 
 
 t^sis 
 
 NATIONAL BISCUIT COMPANY 
 
 AS A 
 ON A HOT DAY 
 
 The Car-Card and Poster are for Those Who Idly Glance They 
 Must be Suggestive 
 
320 
 
 HUMAN NATURE IN BUSINESS 
 
 Join the Army of Mothers 
 
 who have learned how to Keep their boys' and 
 girls' school-reports up near the 1OO% mark, 
 by providing them with that clean reflex oi 
 the world's x important news the subjects 
 that develop mental growth and character 
 
 The literary Digest 
 
 WEEKLY 10 CENTS ^^^^^ (Publlc Opinion/Combined) >^ NEWS-STANDS 
 
 FUNK & WACN ALLS COMPANY, NEW YORK and LONDON Publishers of the Famous New Standard Dictionary 
 
 ALL HUMAN KNOWLEDGE 
 
 SINCE THE WORLD BEGAN IS CONCENTRATED IN 
 
 THE FVNK 6-WAGNALLS 
 
 NEW STANDARD DICTIONARY 
 
 Fine, rich and pure: delights the taste: 
 
 The food for leisure or for haste. 
 Renewsyourhealth,repairs the waste. 
 
 SOUPS 
 
 Just add hot water and serve. 
 
 JSff "l& 
 
 Solid Arguments Can be Made Briefly for Car-Card and Poster Display 
 
AET OF ADVERTISING DISPLAY 321 
 
 Advertising Assignment II 
 
 Classify the advertisements in the preceding pages as 
 belonging to one or the other of the three types of copy 
 the memory type, the argumentative type, the mail- 
 order or complete sales type. 
 
 Take the seven principles of display summarized on 
 page 281 and make an analysis of the extent to which 
 each principle is used in each of the illustrative adver- 
 tisements, or note weakness on any point. 
 
 Then collect from newspapers and magazines parallel 
 examples of each of the types of advertising here illus- 
 ;rated, together with illustrations of the violation of 
 principles, writing out your criticisms briefly as the 
 author of this book has done in the lines under the 
 advertisements here printed. 
 
 Mediums 
 
 A magazine or newspaper used for advertising is 
 called a medium. 
 
 The effectiveness of an advertisement depends to a 
 surprizing degree on the character of the periodical in 
 which it appears. The preparation of the mind of the 
 reader which is given by the editorial pages is psycho- 
 logically immensely important. In the course of a num- 
 ber of years a certain newspaper or magazine will have 
 iultivated certain habits in its readers, and of course 
 these habits carry over into the advertising. Some news- 
 papers have built up the habit of reading classified ad- 
 vertisements, and we know how immensely profitable 
 that habit is to the newspaper in its classified adver- 
 tising department. Other papers with equal or greater 
 circulation will give practically no results for no other 
 reason than that the habit on the part of readers of 
 
322 HUMAN NATURE IN BUSINESS 
 
 looking for these advertisements has not been formed. 
 Equally strong is the habit of giving confidence to what 
 is said in the editorial pages, and this habit of confidence 
 passes over into the advertisements and makes them 
 yield business that would not come at all from some 
 other periodical of equal or greater circulation. 
 
 The character of the editorial matter has also selected 
 particular types of persons. One periodical has selected 
 from the great masses the people who send orders by 
 mail, and such a periodical is well suited to mail-order 
 advertising; another periodical may have just as good 
 a class of people, but perhaps people who have not 
 formed the habit of mail-order buying, and it is almost 
 impossible to devise an advertisement that will make 
 them buy. Some periodicals are read by the well-to-do 
 and are good mediums in which to advertise automobiles, 
 jewels, hand-made furniture, etc. Others are read by 
 the business classes and are good mediums in which to 
 advertise office and store appliances or business devices. 
 Still others are read by the professional classes. 
 
 Among national periodicals there are the general mag- 
 azines like Harper's, The Century, and Scribner's, 
 Munsey's, McClure's, and The American; there are the 
 national weeklies like the Saturday Evening Post, Col- 
 lier's and The Literary Digest (which is particularly 
 strong among business and professional men and 
 women) ; there are the women's magazines like the 
 Ladies' Home Journal and the Delineator; there are the 
 farm papers, either weekly or monthly, the religious 
 press, and the trade-papers. The trade-papers go largely 
 to dealers and are useful mediums for wholesalers who 
 could not possibly use general magazines. 
 
 The newspaper directories publish the sworn or esti- 
 mated circulation of each of these. The cost of the 
 advertising should be about a dollar a thousand of the 
 
AET OF ADVERTISING DISPLAY 323 
 
 circulation for a page ; that is, a page in a magazine with 
 250,000 circulation would be about $250, or with 600,000 
 circulation, $600. But quality counts just as much as 
 numbers, and it often pays to disregard numbers en- 
 tirely. Among newspapers, the quality of the circula- 
 tion of the Boston Transcript is so high that some kinds 
 of goods could be advertised more profitably in that than 
 in one of the other Boston daily papers with twenty 
 times as great a circulation. 
 
 Lying about circulations has been an almost national 
 sin, and the precise advertising value of one newspaper 
 or magazine and another has been so difficult a matter 
 to determine that it has become the custom to consult 
 special experts on mediums, usually the advertising 
 agencies. No wise business man would enter an adver- 
 tising campaign without the most thorough investigation 
 of the mediums he will use, the pulling power of each, the 
 precise relation between circulation and cost of each, 
 and the general editorial character and policy of each, 
 as well as the particular habits cultivated in the readers. 
 
 Questions on Mediums 
 
 1. "What are the chief mediums for display advertise- 
 ments ? 
 
 2. In what way is the effectiveness of an advertise- 
 ment affected by the periodical in which it appears? 
 How have successful classified advertising departments 
 been built up ? 
 
 3. In what way does the editorial matter determine 
 the class of readers which will be drawn to a periodical ? 
 
 4. Illustrate the different classes of national period- 
 icals. How is the charge for advertising based on cir- 
 culation? What effect does quality have on the price 
 charged ? 
 
 5. Who are the experts on mediums, and why is their 
 work difficult? 
 
324 HUMAN NATURE IN BUSINESS 
 
 Advertising Assignment III 
 
 Select some line of business to which you will give 
 special study and plan briefly an advertising campaign 
 for it of a national character. This may be some gar- 
 ment like union-suits for men or for women (not both 
 together), furniture, condensed milk or other food, men's 
 clothes or furnishings. A successful advertiser in the 
 line chosen may be found, as Hart, Schaffner & Marx 
 in men's clothing. Being guided somewhat by the se- 
 lections of the known successful advertiser, make up a 
 list of mediums for your business, and indicate about the 
 space that would be required as a minimum. Then in 
 class discussion see how this space can be cut down as 
 regards the total, and if possible figure the approximate 
 cost, based on the circulation-figures in newspaper direc- 
 tories. To prepare this assignment a newspaper direc- 
 tory should be available and a good selection of period- 
 icals, at least one number of each, specially purchased 
 for this use. 
 
 The Cumulative Power of Advertising 
 
 The best money is made on repeat orders. In only 
 isolated cases will it pay to make one sale to a customer 
 and have nothing which will take advantage of the good- 
 will which that sale has produced. 
 
 Advertising has for its purpose finding new customers. 
 If one good new customer is added each day, it will be 
 seen that at the end of a year the business will have as 
 many customers as there are days in the year, at the end 
 of two years it will have twice as many, and so on until 
 it reaches its height and exists for a number of years 
 just holding its own. At the same time there are always 
 some losses for one reason or another, and the places 
 of lost customers must be filled by advertising. 
 
ART OF ADVERTISING DISPLAY 325 
 
 In this sense, advertising has a natural cumulative 
 power. 
 
 In another way also it has a cumulative power. If 
 you write a letter to a man and it produces some im- 
 pression on him, yet not enough impression to make him 
 send an order or make an inquiry, still his mind may 
 be in such condition that the next time you write he 
 will respond. The System Magazine had at one time 
 a list of about 30,000 names accumulated by advertising, 
 and each time a new premium offer was put out one, two, 
 or three letters might be sent to this list and each letter 
 would get its 2 to 5 per cent, of subscriptions. At 
 the end of several years something like fifty letters had 
 been sent out to that list and each letter had brought its 
 paying return. The man who received fifty letters 
 before he subscribed had cost in postage and stationery 
 at least the full subscription price of the magazine, 
 namely, $2 ; but all the letters up to the fiftieth had been 
 waste so far as he was concerned, while the fiftieth letter 
 saved at least a part of the waste. The waste was in- 
 evitable, but through the cumulative power of the adver- 
 tising, something had been saved in the end, and each 
 letter had brought the percentage that paid for itself, 
 so there had been no actual loss. By keeping on they 
 made use of a waste product, as in modern times we do 
 in manufacturing, 
 
 This cumulation of advertising power is so small, how- 
 ever, that in most cases it is not safe to count on it. It 
 may add to the velvet of the business, but it is usually 
 too intangible to inventory as an asset. The accumula- 
 tion of steady customers, however, is an asset that has 
 long been accepted by auditors under the name good-will. 
 
 The cumulative power of single advertisements is 
 quite another matter. Advertising solicitors have re- 
 peated over and over again that single insertions of an 
 
326 HUMAN NATURE IN BUSINESS 
 
 advertisement can not be expected to pay, that you must 
 run an advertisement at least three times to know 
 whether it is going to pull or not. 
 
 In the case of general publicity, where no direct re- 
 turns were possible, this theory sounded plausible and 
 came to be widely believed. Indeed, it was almost a 
 gospel with advertising men. 
 
 "When mail-order advertising came into the field, and 
 all the returns were direct to the office, it was possible 
 to test out this theory and see whether an advertisement 
 pulled better the second, third, fourth, or fifth time it 
 was run. 
 
 Mr. W. S. Shryer, in his book, "Analytical Adver- 
 tising," gives hundreds of records in some half-dozen 
 different lines of business to prove what all mail-order 
 advertisers know, that the first time a piece of adver- 
 tising copy is used it pulls more than it ever pulls again, 
 and there is a marked falling off in the returns the 
 second time it is used, and still more the third and fourth 
 times. There is a positive law of decreasing returns. 
 A fresh piece of copy, which gives a new turn to the 
 argument, may pull as well or even better than the first, 
 and for a certain length of time steady returns may be 
 counted on ; but after that the cost of the advertising is 
 likely to rise above the margin of profit, and some new 
 product or combination must be sought. 
 
 Mr. Shryer writes : 
 
 "By means of accurate records, without which few 
 advertisers have any excuse for being, I succeeded in 
 deducing the following laws for my own business (a 
 correspondence course on collections) : 
 
 "The first insertion of a tried piece of copy in a new 
 medium will pay better, in every way, than any sub- 
 sequent insertion of the same copy in the same magazine. 
 
 "The reappearance of the same piece of copy in the 
 
ART OF ADVERTISING DISPLAY 327 
 
 same magazine will pay less in direct proportion to 
 the number of times it runs consecutively. 
 
 "By inserting a certain piece of copy in a certain 
 magazine and skipping every subsequent issue until the 
 first (or any insertion) pays out, it is possible to use 
 certain publications that would mean almost dead loss 
 if used consecutively. 
 
 "Changing copy and running consecutively will not 
 prove any more profitable than running the same copy 
 consecutively, if each change is equally strong copy. 
 
 "The first piece of copy in any publication will, per 
 dollar spent, produce more business than any other 
 piece of copy ever run in that publication. 
 
 "The longer any copy runs in any publication the 
 more it costs to run it and the less results it pulls." 
 
 This means that the first time you advertise any 
 special new offering you skim the cream you catch the 
 readers who are waiting and looking for that thing. 
 
 Then, if you want your advertising to pay, you 
 should not run it in every number, but wait until a new 
 rising of cream has accumulated. 
 
 To demonstrate this, he gives the figures of a cam- 
 paign for subscriptions to a magazine, summarized as 
 follows : 
 
 "The average cost per subscriber for the entire cam- 
 paign is $1.10 ; $3,147.94 in advertising resulted in 2,855 
 subscribers at $1 each. 
 
 "The average cost per subscriber from the first in- 
 sertion of these advertisements is 85 cents. This in- 
 cludes a count of the publications used only once. The 
 total amount spent in one-time insertions of those used 
 more than once was $1,870.19, which resulted in 2,196 
 subscribers. (Those used only once proved not good 
 mediums, costing far more than the average.) 
 
 "The average per subscriber on the subsequent in- 
 
328 HUMAN NATUEE IN BUSINESS 
 
 sertions is $1.91. ' Cumulative value 7 raised the cost 
 from 85 cents to $1.91. 
 
 4 'The magic third insertion was tried but twice. In 
 the first case it raised the average cost in that medium 
 from 35 cents to $3.60, over ten times the cost. On the 
 second it raised the average cost from 52 cents to $24.75, 
 an increase of over 47 times. Old Cumulative Value 
 was evidently asleep at the switch. " 
 
 Mr. Shryer continues to demonstrate his conclusions 
 with a complete set of records of his own business, that 
 of the American Collection Service, running over several 
 years, the complete records of Professor Beery 's School 
 of Horsemanship, the records of a fireless and electric 
 cooker business, the records of a patented machine for 
 household use that was sold to women, the records of 
 an offer of a combination of merchandise selling for 
 slightly less than $30, taking the two-inch copy only, the 
 records of a school of cartooning, and the record of the 
 advertising of the City of Des Moines. All of these 
 records show a consistent lessening of the pulling power 
 of advertisements, with only here and there an exception 
 which might well be due to position in the magazine, 
 the special interest of some particular article, the season 
 of the year, or the like. 
 
 The conclusion is that in general publicity, on which 
 hitherto test-records have not been available, there is 
 an enormous waste even when, on the whole, there is a 
 profit. As competition becomes closer and keener, more 
 and more scientific methods of advertising must be em- 
 ployed if we wish to make fortunes through advertising. 
 
 Questions on the Cumulative Power of Advertising 
 
 In what way is all advertising cumulative? Is the 
 effect of any given advertisement cumulative? Discuss 
 Mr. Shryer 's views and figures on the cumulative power 
 
ART OF ADVERTISING DISPLAY 329 
 
 of advertising, and what you should do to get the maxi- 
 mum results in advertising. 
 
 How can the waste of general advertising be removed ? 
 
 It will be well if the teacher can read from Mr. 
 Shryer's book, "Analytical Advertising/' and lead the 
 class into a very careful discussion as to what is the 
 real and natural cumulative power in advertising, and 
 what is the false cumulative power. It is as important 
 not to overlook the real as to beware of the false. 
 
IV 
 RETAIL ADVERTISING 
 
 GENERAL advertising is possible only when there is 
 general distribution, and the number of business firms 
 that have national distribution among dealers or agen- 
 cies is only a few hundred or thousand at the most. 
 Even many of these do not engage in advertising. There 
 remains to the national magazines only mail-order ad- 
 vertising, in which even very small concerns may engage 
 if they can make a success of it. Very few seem to find 
 the way to success, however. 
 
 By far the greater part of business firms are retail 
 dealers, and retail advertising comes nearer to being 
 universal than any other, tho the big appropriations are 
 made for general advertising. Because the individual 
 amounts spent on retail advertising are small, there has 
 been no such pressure to study and perfect the art of 
 retail advertising as there has been to study the art of 
 general advertising on which millions are spent in single 
 accounts. Yet the total is great because the number of 
 small retail advertisers is so great, and manufacturers 
 are realizing that they must make a business of teach- 
 ing dealers to back up with skill and art in their retail 
 advertising the general advertising for which these 
 manufacturers are paying themselves. More and more 
 general advertising is pushed out through retail channels, 
 so that it will be concentrated just where it is needed 
 instead of being scattered promiscuously over the 
 country, and manufacturers are studying retail adver- 
 tising so that they may help their dealers. 
 
 330 
 
EETAIL ADVERTISING 331 
 
 The Object of Retail Advertising 
 
 The chief object of retail advertising is to bring cus- 
 tomers to the store. If people come to the store they 
 are likely to buy. The profit on the goods advertised 
 is a minor consideration. When people see other goods 
 well displayed and attractive, they buy them. Almost 
 without exception the profit from retail advertising lies 
 in the purchases of other goods. Besides, strangers who 
 come once become familiar with the store and come 
 again, thus developing into regular customers who are 
 the standby of every business. If a store does not carry 
 attractive goods well displayed on counters and in win- 
 dows, advertising is not likely to prove profitable. 
 
 The easiest means of attracting customers to a store is 
 by advertising bargains, and the simplest form of bar- 
 gain is the cut price $25 suits for $15. The tempta- 
 tion to stretch the gap between the two prices has 
 naturally led to almost universal lying, against which 
 honest advertisers are now waging a strong campaign. 
 
 The next most popular method of attracting troops 
 of customers has been sales of various kinds fire sales, 
 bankruptcy sales, going-out-of-business sales, seasonal 
 sales, and sales on special lines of goods. 
 
 These special sales have likewise been much abused. 
 One man in Connecticut is said to have had a big red 
 sign over his shoe-store front, " Selling out at Cost/' for 
 a period of three years, and he was one of the best regu- 
 lar customers of a certain wholesale house. The sign 
 was a lie pure and simple. 
 
 Real profit lies far more in holding regular customers 
 than in attracting swarms of curiosity-seekers who go 
 to a store on the strength of advertising only to find they 
 have been deceived. Almost without exception the fake 
 advertisers go into bankruptcy sooner or later. It costs 
 
332 HUMAN NATURE IN BUSINESS 
 
 too much to get a possible customer to go to a store once 
 to make it pay to advertise in most cases; but when a 
 large percentage of those who go can be held and in- 
 duced to come again because they like the goods and 
 like the store, the entire profit on two or three sales can 
 be expended on advertising, with a view to getting the 
 steady business of the customers for years to come. 
 
 High-grade stores advertise extensively fall and spring 
 "openings," when they show the new fashions, and 
 without announcing any prices whatever draw huge 
 crowds of those who wish to see what the new fashions 
 are. 
 
 There are also special sales of such goods as linens, 
 underwear, household furnishings, etc., which attract 
 because of the larger display and greater selection. 
 Special purchases are made for these sales, and while 
 the prices are not particularly reduced, the choice of 
 goods makes the sales eminently useful to customers. 
 
 Old customers as well as new need to be reminded of 
 the special kinds and qualities of goods a store carries. 
 Every day there is " store news" which all customers are 
 curious to know. John Wanamaker, the first great re- 
 tail advertiser, adopted this idea of store news as the 
 key to his advertising, and with high-grade stores especi- 
 ally the constant announcement of curious or interest- 
 ing facts about the goods that are continually coming in 
 causes thousands of customers to read the daily or weekly 
 announcements just as they read the news in the news- 
 papers. Those who are in the habit of reading the news 
 in newspapers naturally carry the habit over into the 
 advertising columns and read with interest the regular 
 news about bargains, sales, new goods received, etc. If 
 there is novelty or interest in the goods themselves, 
 prices need not be advertised at all, or regular prices 
 may be mentioned. 
 
EETAIL ADVERTISING 333 
 
 Newspapers and Handbills as Retail Mediums 
 
 Newspapers, with their second-class mail privileges 
 and cheap methods of printing, can distribute business 
 announcements for far less money than this can be done 
 in any direct way. A whole newspaper page can be sent 
 out for from $1 to $2 a thousand copies when the circu- 
 lations are large, while the lowest possible cost of house 
 to house distribution of handbills is about the same, 
 and the cost of printing is extra. In addition to that, 
 the advertising gains force by its association with the 
 news, and most of all from the habit of the newspaper 
 readers of reading the advertisements. This habit of read- 
 ing advertisements has cost the newspapers thousands of 
 dollars to create. The French papers have never created 
 this habit on the part of their readers, and so French 
 dealers still send out direct. The best medium for retail 
 advertising, when it exists, is the newspaper; and be- 
 tween newspapers, that paper is best whose readers have 
 been trained in the habit of reading advertisements. 
 
 But often there is no newspaper which has a circu- 
 lation among precisely the people who ought to be the 
 customers of a store. A small store on the south side 
 of Chicago doing business with the people within a 
 radius of a few blocks could not afford to advertise in a 
 regular Chicago daily which circulates over the entire 
 city, because it would be necessary to pay for an enor- 
 mous waste circulation. Likewise in country towns 
 there may be scattered circulation of several newspapers, 
 no one or two papers covering the district evenly. In 
 such cases, which are comparatively few, handbills pre- 
 pared just like newspaper display advertisements should 
 be distributed from house to house by carriers. 
 I There is also a decided difference, often, between 
 f morning and evening newspapers. Evening newspapers 
 
334 HUMAN NATURE IN BUSINESS 
 
 are received in the home before supper when the whole 
 family together has time to read them, and they have 
 proved excellent mediums for advertising family supplies 
 of any kind. Morning newspapers are larger and 
 stronger as a rule, with more good news, and are more 
 likely to be read by men on their way to their businesses 
 and by the more thoughtful and discriminating part of 
 the community. Their Sunday editions find people with 
 the greatest leisure of the week, and the combination of 
 reading leisure on the part of the people with strong 
 news interest has made the Sunday papers, as a rule, the 
 most generally effective retail advertising mediums, while 
 evening papers come next, and weekday morning papers 
 last, except for special kinds of advertising. 
 
 What to Advertise 
 
 Since the object of retail advertising is to attract 
 people to a store, the goods to advertise are such as they 
 will make most effort to go and get. In general, they 
 want staple goods such as sugar, flour, etc. But there 
 is very little profit in these, and even when they are 
 sold at cost but a trifling reduction in price can be 
 advertised. It is, therefore, imperative to find goods in 
 less universal demand which can be described in such 
 a way that they will appear interesting. The more 
 margin of profit there is in the goods the more attractive 
 can the bargain-prices be made. Yet it usually does 
 not pay to advertise out-of-date styles and shopworn 
 goods which the shopkeeper wants to get rid of at any 
 price. People want quality. 
 
 There is just one solution of the difficulty, and that 
 is to select the freshest and best goods, the goods the 
 people want most, and describe them so attractively that 
 they will wish to see them. Mere prices mean nothing 
 except when they are attached to the very cheapest 
 
RETAIL ADVERTISING 335 
 
 goods offered anywhere in the market. A reduction of 
 prices of medium or higher qualities means nothing what- 
 ever unless there is sufficient description of the quality 
 of the goods to make the prices seem really attractive. 
 A skilled retail advertisement-writer is one who can 
 describe good qualities so that people will be willing to 
 pay good prices for them. A combination of reduced 
 prices and good descriptions will probably produce the 
 best results ; but very skilful advertisement-writers may 
 make their descriptions so good that people will come 
 for the goods at regular prices. Goods of high quality 
 which competitors do not carry are particularly avail- 
 able for such high-grade advertisement-writing. 
 
 The Buyer and the Advertisement- Writer Must Work 
 Together 
 
 Successful retail advertising depends on knowing 
 what the people want, and then telling them about it 
 in an attractive way. The expert on what people want 
 and on margins of profit is the buyer, while the adver- 
 tisement-writer is the expert on writing descriptions. 
 No advertisement-writer can make a real success unless 
 he works in close association with a good buyer. In 
 addition, he must go down on the floor and talk with 
 the sales-people or watch the customers when they come 
 in, to see how these customers act, what they say, and 
 the lines along which their minds work. Thus the 
 advertising man becomes a sort of assistant buyer him- 
 self, getting information at first hand which the buyer 
 ought to have and will welcome. 
 
 The Technique of Retail Advertising 
 
 Most retail advertisements are displayed catalogs of 
 many different items, and so the technique is entirely 
 different from that in which single items are advertised. 
 
336 HUMAN NATURE IN BUSINESS 
 
 In a full-page advertisement often hundreds of items 
 are advertised. If they were placed unclassified in solid 
 column after column, people would pay little attention 
 to them. Retail advertisements must be displayed on 
 much the same principle that news is displayed, by means 
 of headlines, but with this difference nearly all people 
 are most interested in the big news of the day, while 
 in reading advertisements one person is looking for one 
 thing and another is looking for another, and the chief 
 thing is to make it possible for any person to glance 
 rapidly over the whole advertisement and find what he 
 wants in the shortest possible space of time. The highly 
 developed technique of advertisements is such that a 
 given item can be found in a good advertisement in a 
 fraction of the time that a given item could be found 
 in the news-columns. 
 
 First, each advertisement as a whole should have some 
 distinctive mark that serves the purpose of a trade- 
 mark for that particular store. In small advertisements 
 this may be a characteristic border ; in larger advertise- 
 ments it may be a characteristic name-head at the top 
 of the page, often coupled with a distinctive style of type- 
 display. This enables people who are regular customers 
 of that store to look for its advertisements and find 
 them easily. This is an essential part of building up a 
 clientele of regular customers who are in the habit of 
 reading the store news regularly. 
 
 Second, all the goods of each department should be 
 carefully kept together in a space clearly separated 
 from other department spaces. If only a grocery store, 
 or shoe store, or hardware store, or the like is to be 
 advertised, usually a single space is all that is needed. 
 When a number of these different stores are united in a 
 department store, each department should be treated 
 like a separate store, except that by grouping the de- 
 
EETAIL ADVERTISING 337 
 
 partments on one page, or half-page, or quarter-page 
 they can be made to help each other, and at the same 
 time build up the business and reputation of the store 
 as a whole. 
 
 Third, each advertisement for a single store or each 
 section of an advertisement for a department store 
 should have at the top a display-line in large, bold type 
 (accurately proportioned, neither too large nor too 
 small) which tells the most important piece of news in 
 that department, and usually with it some price in 
 equally large, bold figures, since price-figures are more 
 quickly read and usually more eagerly looked for than 
 descriptive words. It has become almost an accepted 
 rule that prices should be given even if they are not 
 bargain-prices, since more than anything else do they 
 enable people to fix quickly the grade of the articles 
 advertised. A man who knows he never pays more than 
 $15 for a suit of clothes will not wish to read about $25 
 or $30 suits, nor will the man who wears $25 or $30 
 suits care to waste his time reading about $15 suits. 
 It works both ways. The price is the best key to the 
 general grade of goods, and therefore should be the first 
 thing the eye catches in glancing over the page. The 
 words of the display-line are the next thing for the eye 
 to catch. 
 
 Fourth, the headline is usually so condensed it does 
 not convey any real knowledge, but merely serves to 
 attract the reader to the fuller description which is 
 given in the opening lines of the body of the adver- 
 tisement, and therefore these opening lines should be 
 set in the largest body-size of type that is used. In a 
 large advertisement this will usually be twelve point; 
 in a small advertisement it may be ten point, or only 
 eight. These descriptive lines under the head should 
 usually fix the quality of the goods of which the price 
 
338 HUMAN NATURE IN BUSINESS 
 
 has been so prominently displayed as to attract atten- 
 tion. With the price and the quality description, the 
 advertisement of that item is complete. 
 
 Fifth, below the item given leading display it is usual 
 to give a selection of other items of less importance so 
 that the person who is not interested in the main item 
 may have a second, third, fourth, or fifth choice, as the 
 case may be, or may see something else of a similar sort 
 which will suit his needs. 
 
 Sixth, in retail advertising it is exceedingly impor- 
 tant that the place where the goods are to be found is 
 very clearly stated. A small advertisement with a dis- 
 tinctive border will usually place the name of the store 
 and its location at the bottom of the advertisement in 
 type only less prominent than the main headline. De- 
 partments in a department store should be located with 
 equal clearness, since often people fail to find their way 
 in an intricate department store as they would in a 
 city. It is not enough that they can ask some floor- 
 walker, or that they probably* know already. Each time 
 they should be told on just what floor, or in just what 
 part of the building they should look, so they need waste 
 no time asking questions. Often people are in a great 
 hurry, and they will not take time to ask the way. 
 "When the place is not given the advertisement may be 
 nearly a total failure. 
 
 Seventh, the general appearance of the advertisement 
 should be artistically pleasing. The sections of a de- 
 partment store advertisement should be well balanced 
 and properly proportioned. The shapes of the spaces 
 should have a relation to the whole page and to sur- 
 rounding advertisements or news-matter. Only one 
 face of display-type should commonly be used, in dif- 
 ferent sizes, and one face of body-type in twelve, ten, 
 and eight point, with smaller sizes only on special occa- 
 
EETAIL ADVERTISING 339 
 
 sions where condensation is, for some particular reason, 
 mperative. 
 
 Pictures are extremely useful in retail advertising, 
 >ut as the retail advertisement is but for a day, and 
 newspaper printing practically requires pen-and-ink 
 drawing by a skilful artist, it is only in the larger cities 
 ;hat regular and systematic use of pictures is practicable, 
 [n smaller towns cuts may be obtained often from 
 manufacturers of particular goods; and there are firms 
 that make a business of selling at low prices electro- 
 ypes of stock cuts. Some wholesale houses' make a 
 >usiness of furnishing stock cuts. These makeshift cuts 
 are often not well suited to the special advertisement 
 dther in subject, style, or size, and in such cases it is 
 setter not to use them, but to depend on the effect of 
 well-arranged plain type with a good border. These 
 may be found even in the smallest print-shops, and can 
 always be made effective by the person who knows how. 
 
 Questions on Retail Advertising 
 
 1. Only under what conditions is general adver- 
 tising possible? About how many firms can engage 
 successfully in general magazine advertising? 
 
 2. How many firms, relatively, can engage in retail 
 advertising? "What is the advantage of doing general 
 advertising through retail channels? 
 
 3. What is the chief object of retail advertising? 
 "Where does the profit come in ? 
 
 4. What is the easiest means of attracting customers 
 to a retail store ? 
 
 5. What is the next most attractive method of draw- 
 ing customers to a retail store? In what way have 
 special sales been abused? 
 
 6. Where does real profit lie and how is it built up ? 
 
340 HUMAN NATURE IN BUSINESS 
 
 7. Describe in detail the advertising of high-grade 
 retail stores. In what does it consist for the most part ? 
 
 8. What are the mediums for retail advertising? 
 What advantage does newspaper advertising have? 
 Under what circumstances only can it be used with 
 profit? What difference is there between morning and 
 evening papers? 
 
 9. What things should a retail store advertise? 
 
 10. How can quality and bargains be reconciled? 
 What does a skilled retail advertising man do? 
 
 11. With whom must a retail advertising man co- 
 operate, and how is this worked out? 
 
 12. Compare advertisements and catalogs. Compare 
 news and advertisements. 
 
 13. What takes the place of the trade-mark in retail 
 advertising ? 
 
 14. How are the different departments of a store 
 handled in the advertising? 
 
 15. What are the essentials of each department-sec- 
 tion of advertising ? 
 
 16. What is the largest body-size of type, and why 
 is it used for the opening lines of the body? What 
 relationship does this have to the head -line? 
 
 17. After the leader has been described, how are the 
 various items for selection presented? 
 
 18. What is the importance of indicating the place 
 where advertised goods are to be found in the store 
 itself? 
 
 19. How do you get artistic effect in a department 
 store advertisement? 
 
 20. What is the importance and value of pictures? 
 Their limitations? 
 
RETAIL ADVERTISING 341 
 
 Advertising Assignment IV 
 
 The best department store advertising mediums are 
 the Boston Globe and Herald, the Boston Transcript, 
 the New York Herald, the World, and the Times, the 
 Philadelphia Record, Inquirer, and Public Ledger, and 
 the Chicago Tribune and News. It is suggested that 
 specimen copies be obtained of the Sunday editions of 
 each of these (except the Transcrifrf and Chicago News, 
 which have none, as they are evening papers), and the 
 advertising of the nearest local department store be 
 taken up and compared critically with the high-grade 
 advertising in the papers mentioned. Then the local 
 advertising should be reconstructed and rearranged so 
 as to improve it. One or two weeks may well be spent 
 on this work if that amount of time can be spared. 
 
DIRECT-BY-MAIL ADVERTISING 
 
 GENERAL advertising is done through national maga- 
 zines and newspapers for the most part, by a few large 
 corporations which spend enormous sums of money. 
 
 Eetail advertising is done locally in newspapers, 
 primarily by department stores, but also by all retail 
 stores. 
 
 Mail-order advertising is done in national magazines 
 and in newspapers for the purpose of getting retail 
 orders that can be filled by mail. It is an extension of 
 ordinary retail advertising, and usually the stock is 
 shown by pictures and descriptions in a catalog instead 
 of by display of actual goods on counters and in store 
 windows. 
 
 Direct-by-mail advertising is the new name for cir- 
 cularizing. It is circularizing raised to the dignity of 
 scientific advertising, and it has come to be, perhaps, the 
 most scientific form of advertising that is done. 
 
 Advertising among dealers is, as a rule, best done by 
 the direct-by-mail method. Dun's and Bradstreet's 
 books contain complete lists of dealers, which can.be 
 selected and classified, and a concentrated appeal can 
 be made to precisely those which are most likely to 
 respond. The appeal can be confined to certain narrow 
 sections of the country, or it can be made national. It 
 can be varied for different parts of the country. It may 
 be for inquiries or for orders, or purely general and 
 educational to prepare the way for traveling men. For 
 wholesalers and many manufacturers it is the only form 
 
 342 
 
DIRECT-BY-MAIL ADVERTISING 343 
 
 of advertising that is feasible, and it may be used to 
 advantage by retailers to supplement their newspaper 
 advertising and get the higher grade business in out- 
 lying districts, and also by general advertisers not alone 
 in circularizing dealers but also in circularizing con- 
 sumers whose names are often furnished by dealers. In 
 short, it is the most nearly universal form of advertising 
 which exists. It has been so common in the past that it 
 was not much regarded. Within the last ten years it 
 has been developed along experimental lines, and more 
 and more it has proved wonderfully effective. At the 
 meeting of the Associated Advertising Clubs, in 1914, 
 a department of Direct-by-Mail Advertising was organ- 
 ized for the first time, and it was immediately one of 
 the most largely attended of all the departments. 
 Direct-by-mail advertising requires : 
 
 1. A list of names properly selected and classified, 
 the character and quality of which is the most important 
 first consideration. 
 
 2. Letters (usually reproduced in facsimile of type- 
 writing), with or without names and addresses filled in 
 to match, circulars or booklets for enclosure, or printed 
 mailing-cards. 
 
 3. Some form of direct returns, carried often by a 
 return post-card, or in a return envelop, in any case 
 carefully checked up to see what the results are per 
 thousand, or in any given locality, or on any given list. 
 The one exception to this is educative advertising among 
 dealers who are soon to be visited by traveling men, and 
 in that case the increased business the men get is the 
 direct test of the results of the advertising. 
 
 In all direct-by-mail advertising it is possible sooner 
 or later to KNOW WHAT THE RESULTS ARE. 
 Hitherto, in general advertising, it has been impossible 
 to know, and in retail advertising it has been difficult. 
 
344 HUMAN NATURE IN BUSINESS 
 
 The accurate and positive records of mail-order and 
 direct-by-mail advertising have been practically the 
 beginning of a scientific basis for modern advertising 
 of all kinds. Such a thing as a science without positive 
 records is unthinkable. Since mail-order and direct-by- 
 mail advertising have produced accurate and detailed 
 records, advertising as a whole has begun to be taken 
 out of the category of a gamble and placed on a basis 
 of certainty after tests have eliminated the failures. 
 
 Lists 
 
 The positive results of direct advertising depend first 
 of all on securing the right list. In the early experi- 
 ments, lists were purchased, but two objections were 
 found to these lists. They were often carelessly or 
 mechanically compiled, so that many names were in- 
 cluded which were dead or unavailable, and they had 
 been worked by others in the same line of business till 
 they had been worn out. 
 
 It costs at least two dollars and a half a thousand to 
 select lists from Dun's or Bradstreet's, or from the 
 directories of bankers, corporation officers, or the like, 
 and when the names are few and scattering it costs 
 still more. As a guide to the selection in Dun's or 
 Bradstreet's, there is the size and character of the town, 
 and also the credit-rating of the individual both as to 
 honesty and investment. There are also directories of 
 lawyers and doctors with ratings showing their pro- 
 fessional standing. Names of individual men of money 
 may be compiled from local tax-lists. Names of house- 
 holders with a certain minimum standing in the com- 
 munity may be compiled from telephone directories. 
 The telephone directory is corrected four times a year, 
 and where there is a residence telephone there is almost 
 sure to be a woman who buys for a household; so here 
 
DIRECT-BY-MAIL ADVERTISING 345 
 
 we have an accurate list of women managers of well-to- 
 do households. These are but specimens of the accurate 
 published lists, carefully corrected from time to time, 
 from which a still closer selection may be made with 
 reference to location and professional or business stand- 
 ing. The totals of these lists run into the millions. 
 There are over 50,000 grocers, 150,000 general stores, 
 upwards of 200,000 manufacturers, large and small, or 
 over 50,000 rather large manufacturers. A prominent 
 New York weekly has lists of over three-quarters of a 
 million names suitable for circularizing for subscrip- 
 tions. 
 
 In addition to the lists that may be specially compiled 
 from directories of various kinds, including city direc- 
 tories, there are lists obtained from advertising. For 
 example, a patent-medicine house by extensive adver- 
 tising collects the names of many thousands who have 
 eczema, and after the concern that gathered the list by 
 advertising has exhausted its possibilities it will sell it 
 through a broker to any other concern that might be 
 able with a different appeal to get business from it. 
 To show just what these lists are, and that they are 
 genuine, they are furnished as files of original letters 
 which can be copied and returned within a given time 
 to the broker to be rented out to some other concern. 
 The objection to lists of this kind is that they are soon 
 worked to death, and will not produce paying returns. 
 It is better to get an exclusive, freshly compiled list, or 
 else to gather a list anew by advertising for inquiries. 
 
 The best lists in* any business are the lists of those 
 who have bought something. The manufacturer may 
 circularize the list of customers of a retail store, the 
 orders, of course, to be sent to the dealer, and no list of 
 names could be better. When one concern can get the 
 list of actual buying customers from another concern, 
 
346 HUMAN NATURE IN BUSINESS 
 
 it will be found to be worth a high price ; but few con- 
 cerns will sell the list of their customers even when they 
 know nothing of a competitive nature will be offered 
 them, because the oftener they are circularized the 
 sooner their willingness to read circular advertising is 
 worn out. 
 
 All lists deteriorate with time, as people move from 
 place to place or go out of business. One way of cor- 
 recting this is to send out letters under a two-cent stamp, 
 which will be returned if not delivered. That weeds 
 out those who have moved and left no address; but 
 those who have left forwarding-addresses will get their 
 mail just the same, and this method proves a failure as 
 to them. Many different devices and methods must be 
 used to correct lists of customers especially, which are 
 exclusive and are used for many years. The dead mate- 
 rial in such lists means that on each name there is a loss 
 of the stamp and stationery. 
 
 Cost 
 
 In direct-by-mail advertising there is, first of all, the 
 fixt cost of postage, at least $10 a thousand when one- 
 cent stamps are used. Then there is the cost of the 
 stationery, seldom less than one dollar a thousand each 
 for letterheads and for envelops, and often two dollars 
 a thousand for each, or more. With most circular let- 
 ters there must be some printed circular to supplement 
 the brief letter and tell the full details of the offer to 
 such as have first been interested by the letter. Also 
 there is likely to be a return post-card or return envelop. 
 The minimum cost of each of these will hardly be under 
 fifty cents, and from that up to five dollars a thousand. 
 
 Here is the list of items for which we must provide: 
 
 Postage, 
 
 Letter-heads, 
 
DIRECT-BY-MAIL ADVERTISING 347 
 
 Envelops, 
 
 Enclosures, 
 
 Labor of Writing and Enclosing. 
 
 The labor of sending out circular letters or mailing- 
 cards has been standardized by companies in the large 
 cities which make a specialty of such work. They sys- 
 tematize the work in such a way that they can make a 
 profit, yet quote prices that will actually be under the 
 cost of doing the work in a private office by employed 
 help. In private offices pen-addressing will usually not 
 exceed seven or eight hundred addresses in a day, while 
 the companies will get fifteen hundred addresses writ- 
 ten; and so on. 
 
 The letters must be reproduced at a cost usually vary- 
 ing between one and two dollars a thousand. If names 
 and addresses are filled in to match, that will cost two or 
 two and a half dollars a thousand. The envelops must 
 in any case be addrest, and that will cost for pen-address- 
 ing a dollar and a half a thousand or for typewriter-ad- 
 dressing two dollars or two dollars and a half a thou- 
 sand. The letters and enclosures must be folded and 
 inserted into the envelop, the flap tucked in or sealed 
 down, and a stamp affixt, at a cost of fifteen or twenty 
 cents a thousand for each motion, the lowest possible 
 number when there is no enclosure being five. This 
 makes the cost of labor from six to ten dollars a thou- 
 sand, or the minimum total cost of circulars under one- 
 cent postage twenty to twenty-five dollars a thousand. 
 
 "When we compare this with reaching people by news- 
 paper or magazine advertising in page space at one to 
 two dollars a thousand of actual circulation, we see that 
 direct-by-mail advertising is very expensive. 
 
 The true basis of judgment, however, is the returns 
 on the total investment, whether large or small. The 
 direct-by-mail method concentrates on precisely the best 
 
348 HUMAN NATURE IN BUSINESS 
 
 persons, the appeal can be made more nearly complete, 
 for a letter and enclosures will often amount to the 
 matter on three or four pages of magazine size, or even 
 more. The return post-card or return envelop are better 
 than the advertising coupon. Above all, a test can be 
 made of any letter or circular on 500 or 1,000 names at 
 a cost of $15 to $25, and if the test is not successful the 
 larger expenditure is saved and money is spent for only 
 one of two purposes, to make tests on a small scale, or 
 to mail out when results are known in advance and a 
 certain profit is practically assured. This very greatly 
 reduces the total losses and wastes of direct-by-mail 
 advertising and justifies the higher cost per thousand. 
 
 Mailing-Pieces and Enclosures 
 
 A mailing-piece is the technical designation of some 
 sort of printed card or circular which can be mailed at 
 once, usually without wrapper, while printed slips or 
 circulars to be enclosed with letters are enclosures. 
 
 The post-office permits printed cards or sheets of any 
 size to be sent by third-class mail, tho cards on which 
 there is writing other than the name and address of the 
 persons written to and sending must come within a 
 specified range of sizes as indicated by the official postal 
 cards. If mailing-pieces are made large, however, they 
 must be folded and held together with a clip in some 
 way or they will be torn to pieces in the mail. 
 
 The condition of a mailing-piece when it is received is 
 an important matter. If it is wider than four inches 
 or longer than ten it is pretty certain to be badly dam- 
 aged, and that will spoil the effectiveness of it. The 
 size of a number ten envelop is the maximum that post- 
 men carry conveniently in their packages without fold- 
 ing, and advertising matter should be kept within those 
 limits. 
 
DIRECT-BY-MAIL ADVERTISING 349 
 
 Mailing-pieces are commonly used in a series for edu- 
 cational purposes where variety of impression is desir- 
 able. If there is to be a series of ten pieces, let us say, 
 two or three of them may be letters and the rest printed 
 circulars of some sort. A card bearing pictures that 
 are either ornamental or illustrative, or both, often 
 printed in colors, sometimes cut into novel shapes, serves 
 to get attention when a letter might be thrown into the 
 waste-basket. When variety of shape and appearance 
 is necessary, mailing-pieces are almost a necessity. They 
 are usually not substantial enough to produce orders, 
 but often return post-cards are attached to them so they 
 can readily be torn off, or are clipped on, and these 
 mailing-cards will produce an abundant supply of good 
 inquiries on the return portions. 
 
 Enclosures with circular letters have been found to 
 be indispensable in many if not most cases. First, a 
 full printed circular should give the complete details 
 which have been briefly set forth in the letter. With- 
 out such a circular giving the complete canvass that 
 a salesman would give if he were on the spot, orders 
 will not come, because customers will feel they do not 
 have sufficient information to justify them in placing 
 orders. Often the form and contents of the circular 
 determine the success of the circularizing, and good 
 letters will fail if accompanied by poor circulars. Only 
 the small percentage of those who have been favorably 
 influenced by the letters will care particularly to read 
 the circulars; but they must be there for all, so that 
 those few order-placers may be canvassed to the point 
 of buying. 
 
 In addition,. it is often felt that when letters are not 
 intended to produce orders, but are purely educational, 
 some little printed slip helps the effectiveness of a letter. 
 Such printed slips may describe some special item of 
 
350 HUMAN NATURE IN BUSINESS 
 
 furniture or groceries, and will be enclosed with the 
 invoices and ordinary letters going out from the house. 
 Sometimes a small circular descriptive of a book or 
 piece of merchandise entirely different from that spoken 
 of in the letter will be enclosed with a form-letter and 
 regular circular to catch a few persons whom the main 
 letter and circular will not interest. These enclosures, 
 which are not even referred to in the form-letters, will 
 bring a few additional orders which will help to raise 
 the total returns from the mailing to a paying point. 
 
 Printed mailing-pieces and enclosures are designed 
 very largely along the lines of display advertising, ex- 
 cept that since there is no limitation of space there is 
 no such serious effort at condensation. The possibility 
 of taking all the space desired is one of the great advan- 
 tages of direct-by-mail advertising. Also color may be 
 used without too great expense. 
 
 One- or Two-cent Postage Which? 
 
 The advantage of imitating a strictly personal letter, 
 including filling in the name to match the imitation 
 typewritten body, signing letters with ink, and putting 
 on a two-cent stamp, is not so much to deceive people in 
 this day when every one recognizes a form-letter, as it 
 is to get the letter into the personal pile when they are 
 sorted each morning. Usually there are two piles, one 
 pile of personal letters for immediate attention, another 
 pile of printed circulars for attention at a later time 
 when leisure may be found (and this too often is never). 
 ' Letters that have the personal look are likely to get into 
 the personal pile and receive more prompt and careful 
 attention than type-printed circulars which are laid 
 aside to be looked over at leisure. 
 
 Signing all letters with ink is allowed by the post- 
 office department, even when they go third class, since 
 
DIRECT-BY-MAIL ADVERTISING 351 
 
 the name and address of the person addrest and the 
 person sending may always be written on any package 
 of whatever class. This permits the signing of circular 
 letters with ink, and a "pen-writer" may be hired for 
 a dollar a thousand to do the signing, since the auto- 
 graph will not be recognized in any case. 
 
 Letters which go to heads of firms, or the like, usually 
 must be sent under two-cent postage, and in as strictly 
 a personal style all the way through as possible. The 
 match of the address with the body should be perfect, 
 the signature pen-written, and the envelop sealed. 
 
 Letters which are just as likely to get orders from 
 office-boys or clerks as from the head of the house will 
 produce business even if sent under one-cent postage. 
 Circularizing for subscriptions, book sales, etc., usually 
 can be done with greater profit under one-cent postage. 
 Circularizing for the sale of bonds or the like should 
 be done only under two-cent postage, with high-grade 
 stationery. 
 
 Hints on Booklet-Making 
 
 A booklet should be prepared by a man who has some 
 command of a literary style. It must be written easily, 
 freely, gracefully, and, above all, should be in itself 
 thoroughly interesting as a piece of literature or for its 
 valuable information. It is safe to say that a booklet 
 which is only a long-drawn-out advertisement will never 
 be read. But a booklet which is printed attractively, is 
 divided into short sections with suggestive headings, and 
 contains information of permanent and genuine interest, 
 will serve its purpose successfully. 
 
 A booklet is not usually read by more than one person, 
 and there must be considerable money in the possible 
 orders from that one person to make it advisable to send 
 out a booklet at all. 
 
352 HUMAN NATURE IN BUSINESS 
 
 The booklet should, then, be sent only to the person 
 known to be interested, usually an inquirer. Sending 
 booklets broadcast is likely to be a sheer waste. 
 
 A booklet gotten up merely for its curious beauty or 
 oddity may be examined, but it is less likely to have the 
 desired effect than one which is plainer, simpler, and in 
 itself more convincing or informing. I am a believer in 
 the plain, neat, tasteful, clear, simple, and perfectly ar- 
 ranged booklet. Sixteen small pages are usually enough, 
 the type should be easily readable (neither small nor 
 large and fancy), and the whole design should be such 
 as simply to make reading easy and attractive. The 
 meat of the booklet will be found not in the mechanical 
 execution but in what is said. 
 
 To write a good booklet a man must have been a long 
 and careful student of human nature. Knowing his 
 man (or woman) to the smallest detail, he will talk to 
 him in a simple, straightforward, earnest, convincing 
 manner, never exaggerating, never wavering, never re- 
 laxing the intensity of his literary gaze. He has some- 
 thing worth saying, or he wouldn't be writing a booklet; 
 and he says it so that it must be read, and once read 
 can not but be remembered. That is the height of 
 business literary art, and it is the point at which literary 
 art unites with business. 
 
 A booklet to draw business must first of all have a 
 title which describes something that the customer will 
 want. The title is very important. 
 
 Then the booklet itself must be a thing of intrinsic 
 value. It is not enough that the reader is curious about 
 what you have to offer, and wants full information. He 
 wants to get something worth having to pay him for the 
 time he is taking to read your matter. This question of 
 time is an important item. Many people are more loth 
 to spend time than money, and it is a serious mistake to 
 
DIRECT-BY-MAIL ADVERTISING 353 
 
 trench in any way on a man 's time. This can be avoided 
 if the booklet is at once a thing of intrinsic value and 
 interest and a good advertisement for what you are 
 offering. 
 
 Proper Style in Which to Write a Booklet 
 The best model of a good booklet is an advertising 
 magazine article filling about four pages. It is written 
 in the best magazine literary style, with frequent sub- 
 heads, and usually with copious magazine illustrations. 
 It is sharper, shorter, snappier than the average literary 
 article of the same kind. It is intensely practical and 
 fascinating by reason of the fundamental information 
 and suggestive discussion. Yet it is deftly and subtly 
 calculated to lead the mind to some particular commer- 
 cial goal, namely the purchase of the thing that is being 
 advertised. 
 
 If the thing advertised can be found to be really in- 
 teresting in itself, to have its oddities, its philosophy, 
 and its universal value to human nature, that should 
 form the subject of the booklet. Then there is no de- 
 ception about it. It is a frank discussion of an inter- 
 esting thing, in which you are deeply interested, and 
 which leads most naturally to the plea for a sale. 
 
 If the thing advertised does not permit of such dis- 
 cussion, the booklet must be made interesting any way, 
 and outside matter must be sought. This outside matter 
 should be as closely connected with the thing advertised 
 as possible, for there is always danger when it comes to 
 bridging the chasm between the interesting booklet on 
 an outside subject and the question of making a sale. 
 
 The Use and Abuse of Catalogs and Booklets 
 Many business men make the great mistake of sup- 
 posing that a catalog or booklet is a paper salesman. 
 The fact is, it is only half a salesman. It is the sales- 
 
354 HUMAN NATURE IN BUSINESS 
 
 man that gets orders from those already interested, but 
 it does little or nothing to get orders from strangers. 
 The personal letter must make a complete impression in 
 itself. The letter that does not come near to making a 
 sale in itself without reference to a booklet or catalog 
 is usually an exceedingly poor letter. 
 
 I myself in many lines of business should never send 
 a catalog except on request. The man who asks for it 
 is the man who needs it. The man who does not ask 
 for it is very unlikely ever to read it. 
 
 Again and again have I read letters which refer to 
 the catalog and ask me to read it all through carefully. 
 This I never do. I throw it in the waste-paper basket 
 because I haven't time to wade through so much matter. 
 
 When a booklet or catalog is sent with a canvassing 
 letter, it should be considered that it will be read only 
 by those on whom the letter has made an impression. 
 Those few may read it with deep interest, and it will 
 aid in getting an order from them. All the others 
 probably will never look at it. At any rate, the adver- 
 tiser should go on the theory that they never will. 
 
 A catalog .sent broadcast to the trade usually is 
 treated with the same indifference. I myself last sum- 
 mer sent 5,000 booklet circulars to old customers, and 
 got six $1 orders. It was practically a dead loss. I 
 sent the same booklet circular with a strong personal 
 letter to 1,000 of the same names and got one hundred 
 orders. Mr. W. C. Holman, editor of Salesmanship, 
 has told me that a two-page advertisement in his mag- 
 azine of his "Ginger Talks" brought but six $2 orders, 
 while one thousand letters to subscribers brought eighty- 
 two $2 orders. 
 
 Many manufacturers and others have a house-organ 
 monthly magazine which they send out at great expense. 
 I would a hundred times rather send out monthly let- 
 
DIRECT-BY-MAIL ADVERTISING 355 
 
 ters, except to old customers who request the magazine. 
 For customers who want it, a catalog or booklet is in- 
 dispensable, and of the highest value. For others, from 
 many experiments and much observation, I believe it is, 
 comparatively speaking, of very little value. 
 
 Classified Advertising 
 
 One form of direct advertising demands special at- 
 tention, and that is Classified Advertising, whether run 
 in newspaper or magazines. 
 
 The value of classified advertising depends first of 
 all upon the habit of certain numbers of people of look- 
 ing in a certain periodical, in a certain place, to find 
 certain kinds of advertisements. Until that habit has 
 been formed, classified advertising can have little value, 
 and papers that are trying to build up their classified 
 advertising departments find it an extremely difficult 
 matter. Normally there is one paper in a town that 
 carries classified advertising that pays, and that is 
 usually only in the larger cities. Only a few magazines 
 have been entirely successful in establishing profitable 
 classified advertising departments. 
 
 In general advertising, people are likely to notice any 
 unusual thing, but as a rule in reading classified adver- 
 tising they are intent on finding some one particular 
 thing, and they respond to nothing that does not seem 
 to be in line with that thing. Hence any advertisement 
 that is not properly classified is lost, and any attempt 
 to advertise things which do not come under popular 
 classification is likely to fail. The field is pretty 
 closely narrowed to a few profitable mediums and a few 
 profitable classifications. 
 
 The space occupied makes little difference so long as 
 you say what you have to say and say it clearly. When 
 rather full explanations are demanded, considerable 
 
356 HUMAN NATURE IN BUSINESS 
 
 space must be used. When everything of essential im- 
 portance can be put in a couple of lines, it would be 
 foolish to use more. The great question is, Have you 
 got all of the essential things in or not, looking at matters 
 from the other fellow's point of view? 
 
 To most of us the most important classified advertise- 
 ment is that intended for the Help-Wanted or Situation- 
 Wanted columns. When we want a job, the best way 
 to get it is by a classified advertisement; and as our 
 loss of time while waiting for a position becomes a 
 serious matter to us, the successful wording of such an 
 advertisement is extremely important. It is a matter 
 of knowing just what the other fellow wants that we can 
 furnish, and stating that thing in the most simple and 
 direct style. This is a kind of advertisement that it is 
 worth our while to write again and again till we get 
 it right. Each time we should stand off and look at 
 ourselves, and look at the other fellow, and then con- 
 sider once more whether we have touched the exact 
 point where the two ought to come together. 
 
 Questions on Direct-by-Mail Advertising 
 
 1. How are general advertising, retail advertising, 
 and mail-order advertising done? What is direct-by- 
 mail advertising a new name for ? What is the occasion 
 for a new name? 
 
 2. In what field is the direct-by-mail method especi- 
 ally applicable, and why ? 
 
 3. What are the essential elements in direct-by-mail 
 advertising ? 
 
 4. Just why is direct-by-mail advertising so much 
 more certain and definite than any other kind? 
 
 5. Describe fully how lists are prepared, their cost, 
 and the various kinds. 
 
 6. Analyze the cost of direct-by-mail advertising. 
 
D1KECT-BY-MAIL ADVERTISING 357 
 
 7. Describe mailing-pieces, and bring to the class 
 various examples of mailing-pieces and enclosures. 
 
 8. How do you determine whether to use one- or two- 
 cent postage ? 
 
 9. What are the mediums for classified advertise- 
 ments, and what are the essentials in their preparation ? 
 
 Advertising Assignment V 
 
 Let us reply to mail-order advertisements (which are 
 intended to build lists on which direct-by-mail sales- 
 manship may be applied) and collect a number of cir- 
 cular letters, enclosures, etc., and bring them to the 
 class with a criticism of each. 
 
 Advertising Assignment VI 
 
 After carefully considering the business to which we 
 have given special study, let us see if classified adver- 
 tising in newspapers, or national periodicals like Every- 
 body's Magazine or Collier's Weekly, might not be pos- 
 sible, and then write the advertisements. Or we may 
 prepare half a dozen want-advertisements for positions 
 for ourselves, some long and some short, trying to 
 determine just what treatment would be likely to give 
 the best results. 
 
VI 
 KEYING AND TESTING ADVERTISING 
 
 UNLESS you know what returns you get from your 
 advertising, there is no possibility of knowing whether 
 it pays or not, nor of eliminating the inevitable waste. 
 At least 75 per cent, of miscellaneous advertising is 
 wasted. The whole idea of science in advertising is to 
 eliminate that waste, and the basis of all science is exact 
 knowledge. The great development of the next few 
 years in the study of advertising must be testing and 
 checking returns. 
 
 Direct-by-mail advertising is more easily tested than 
 any other form. Here is our list, usually running to 
 several thousand. We try our form-letters and circu- 
 lars on five hundred, sometimes a thousand. The pro- 
 portion of returns on five hundred is likely to hold for 
 the entire list with no very great variation. If the 
 mailing costs twenty-five dollars a thousand and there 
 is a profit of five dollars on each article sold, five orders 
 must be received before any profit can be shown, or 
 two and a half orders from five hundred letters. There 
 must be some margin for contingencies and variation, 
 say three to the thousand, making eight in all, or four 
 orders from five hundred. If four orders are received 
 from the test on five hundred we see a chance of success. 
 If five or six orders are received, we know that we have 
 a good margin of safety and are assured of an excellent 
 profit. If less than four are received we try again 
 with another letter or another circular. Of course, 
 chance may bring one order more or one order less, and 
 
 358 
 
KEYING AND TESTING ADVERTISING 359 
 
 when the total returns on the test are as small as four 
 we should follow that test up with another on a larger 
 number, say two thousand, or in proportion to the size 
 of the total list. 
 
 Often as many as eight or ten letters are tried out, 
 one after the other, before one is discovered that will 
 produce the proper proportion of returns. Even the 
 most experienced and competent advertising man will 
 fail oftener than he will succeed; but systematic testing 
 and continued trial will discover the winning letter at 
 the smallest possible cost, and when the large expendi- 
 ture is made the advertiser may feel that the returns 
 are certain. That is scientific advertising. Too many 
 American business men are in a hurry and say, "That 
 letter looks good to me ; I will take a chance on it, and 
 send out twenty thousand without testing." Their 
 failures to get results discourage them, whereas if they 
 made systematic tests they would lose so little on their 
 failures and make so much on their successes that they 
 would soon be engaging in extensive and highly profit- 
 able advertising. 
 
 Mail-order advertising in newspapers and magazines 
 may be tested in a similar way. First a medium of 
 known pulling power is selected, and preferably one in 
 which the advertising rate is as low as possible. Its 
 pulling power on that particular business, however, must 
 be known. The advertisement is then run once in that 
 and the returns carefully noted. If inquiries rather 
 than orders are sought, the inquiries must be followed 
 up to see how many final orders are secured, since in- 
 quiries may come in plenty yet they may not be of a kind 
 that will produce business. Only final orders constitute 
 a final test as to whether it pays to advertise or not, 
 tho many business men think that if they get the in- 
 quiries they have already succeeded, and jump hastily 
 
360 HUMAN NATURE IN BUSINESS 
 
 into an expensive advertising campaign, only to dis- 
 cover later that they can not get orders from the in- 
 quiries. 
 
 When a piece of copy has been proved successful in a 
 medium of known power it is safe to run it in all other 
 mediums of pulling power that is believed to be good. 
 When an advertisement is run in several periodicals at 
 the same time, the orders or inquiries must be assigned 
 to the particular periodical from which they came, and 
 this is accomplished by keying the advertisements. 
 
 There are various ways of keying advertisements. 
 At one time each periodical was given a department 
 number and inquirers were asked to address their letters 
 to "Dept. 5," or to ask for " Booklet D," as if the 
 business were an enormous one, and there might be con- 
 fusion in the mail after it reached the office of the con- 
 cern addrest. When the business was known to be 
 small, this was so ridiculous that the public paid little 
 attention to the key. Requests that inquirers mention 
 the magazine in which they see the advertisement have 
 also proved futile, for they neglect to do it. The method 
 of keying that seems to have proved most successful is 
 to select a fictitious room or street number. For ex- 
 ample, in one building the highest number on a floor is 
 1411, 14 indicating the floor and 11 the room number. 
 All higher numbers such as 1412, 1413, 1414, etc., do 
 not exist, and mail addrest to them will easily be de- 
 livered to the proper room. So fictitious street numbers 
 may be used. If the highest number in a certain block 
 is 653, all the numbers above that, as 654, 655, etc., may 
 be used as key numbers and there will be no trouble in 
 getting mail delivered. A few customers will call in 
 person, and when they do so they will find that the 
 number given in the advertisement is incorrect. As 
 these are few, the difficulty is not a serious one. It is 
 
KEYING AND TESTING ADVERTISING 361 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 SECOND HALF 
 
 
 
 
 
 
362 HUMAN NATURE IN BUSINESS 
 
 very desirable, however, that only fictitious numbers be 
 used and not numbers belonging to other firms, for 
 when the numbers are real but belong to another con- 
 cern, inquiries will go directly to the wrong place and 
 needless annoyance will be occasioned some neighbor. 
 Fictitious street and room numbers will usually be 
 written on the letter of inquiry by the customer, because 
 he thinks the number necessary in order to have his letter 
 delivered. Sometimes a fictitious initial is used in a 
 name, as when the name is George W. Mcllvaine, the 
 advertising will appear over the name of George V. 
 Mcllvaine, George U. Mcllvaine, George T. Mcllvaine, 
 etc., but this makes people wonder too much when they 
 get letters signed "George W. Mcllvaine," when they 
 have addrest "George T. Mcllvaine." Those who go to 
 a fictitious address are very few, but all mail-order cus- 
 tomers would notice the other discrepancy. The key 
 should be something that will attract as little attention 
 as possible. 
 
 When a certain room or street number is used as a 
 key, immediately on receipt of letters, all those bearing 
 a certain number will be noted, and the total number 
 received will be entered in a space on a card like that 
 shown in the accompanying illustration. Such a card 
 as this will show at a glance how many replies have 
 been received from any given periodical on any day, 
 week, or month. If the key-number is written only on 
 the envelop, it is transferred to the letter itself by the 
 mail-clerk, and when a record-card is written up the 
 name of the periodical which the key represents will be 
 written on the card with the name and other informa- 
 tion. On this card the record of the follow-up will be 
 kept. Eecords of this kind make it possible to see at 
 a glance just what each inquiry cost in each periodical, 
 and periodicals which fail to pull orders or inquiries at 
 
KEYING AND TESTING ADVERTISING 363 
 
 a profit are dropt. A continual test is going on, for 
 there will be a continual variation, and each new piece 
 of copy should go through the testing process. In a well 
 organized business house the testing of advertising is 
 a very serious and regular business, under the special 
 charge of an employee who understands it thoroughly. 
 
 Testing Retail Advertising 
 
 Retail advertising is direct advertising in which the 
 people come to the store in response to the advertise- 
 ment. If dresses are advertised, in the dress-depart- 
 ment there may be a larger number of customers than 
 usual. Some of these will asli for the advertised goods. 
 Others will come on account of the advertising, but 
 will not mention it at all. In order to judge the ad- 
 vertising it is necessary to place in the hands of each 
 clerk a card like Illustration A. On this there is one 
 column for calls and one for calls supposed to be in 
 response to the advertisement, and one for all sales. 
 When the ordinary daily sales are known, an increase 
 indicates partly the power of the advertising, tho the 
 efforts of the clerks to make sales will often influence 
 the totals, as clerks concentrate on one line of goods or 
 another, according as they find themselves interested in 
 it. 
 
 Illustration A is a card arranged for keeping the 
 daily or weekly record of five different articles in one 
 department. Each article is written on the back of 
 the card and given one of the numbers by way of refer- 
 ence, and all the calls and sales under that number are 
 credited to the corresponding article. 
 
 Each night or each week the individual cards of the 
 different clerks are gathered up and the totals entered 
 on another card like Illustration B. Observe that 
 the condition of the weather is an important item in 
 
364 
 
 HUMAN NATURE IN BUSINESS 
 
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 Clerk No. 
 
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 FORM 
 
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 ILLUSTRATION A 
 
KEYING AND TESTING ADVERTISING 365 
 
 judging the efficacy of advertising, since if the adver- 
 tisement appears on an evening preceding a rainy or 
 very cold day, the returns will necessarily be lost. That 
 is one of the chances retailers must take, but a record 
 of it is important if we are to judge the advertising 
 returns wisely. 
 
 Testing the pulling power of different papers is not 
 very important in retail advertising, as there are but 
 two or three possible papers in any case, and their 
 quality soon becomes known. When testing papers is 
 necessary, about the only way is to run a certain adver- 
 tisement first in the new periodical, and after the returns 
 have been received run it again in the known periodical 
 and compare the results on different days or weeks. 
 
 Retail advertising changes so rapidly that when a 
 pulling advertisement has been found it can only serve 
 the purpose of indicating to the advertising manager 
 what sort of copy has got business for him, to guide him 
 the next time. In the course of a few weeks he will 
 discover easily, if he studies the returns, what his 
 advertising is accomplishing, and what advertisements 
 stand out as winners. Without this constant study of 
 records he will be making the same mistakes over and 
 over again, and he will not even know when he has 
 made a success, so that he can repeat it. 
 
 Testing General Advertising 
 
 When customers who are influenced by general ad- 
 vertising go to a store, and only the dealer meets them, 
 and he does not know how they happened to be in- 
 fluenced to ask for certain goods indeed, often the cus- 
 tomers themselves are entirely unconscious that they 
 were influenced by advertising they have seen checking 
 the returns by any of the methods already described 
 becomes impossible. In general publicity advertisements 
 
366 HUMAN NATURE IN BUSINESS 
 
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KEYING AND TESTING ADVERTISING 367 
 
 a booklet may be offered, and the number of requests 
 received for it may give some faint suggestion of the 
 pulling power of the advertisement or the periodical; 
 but as the advertisement is intended to send customers 
 to retail stores, and advertisers often pay little attention 
 to following up the scattering inquiries they do get, the 
 number of inquiries for a booklet or novelty is a very 
 poor indication of the value of the advertising. Some 
 entirely different method must be used. 
 
 The best method of testing general publicity is to 
 conduct a complete campaign in some one or more towns 
 which have been selected as typical. A small city, say 
 of fifteen or twenty thousand inhabitants, with a repre- 
 sentative population, may be chosen. The newspaper 
 advertising rate is low and the experiments need not 
 cost much. A newspaper campaign running through 
 ten weeks can often be conducted for as little as a 
 hundred dollars. The goods to be advertised are placed 
 on sale either at some one store, or at all the stores of 
 that kind in the town. A complete campaign is carried 
 out, with the newspapers, counter and window displays, 
 street-car cards, and bill-boards, whatever may be re- 
 quired. Each dealer may be supplied with suitable 
 record-cards, and the advertising man may call each 
 day or each week at the stores to get the reports of the 
 clerks. The system for retail advertising is carried out 
 in each, and in addition the comments of clerks or even 
 the comments of customers who may be interviewed will 
 serve, in the course of a few weeks, to indicate pretty 
 clearly what copy pulls and what does not, and just how 
 well the campaign pays. 
 
 This systematic testing out of general advertising re- 
 quires considerable time and patience, and American 
 business men as a rule lack both. If such tests were 
 carried out, hundreds of concerns that have not been 
 
368 HUMAN NATURE IN BUSINESS 
 
 general advertisers would find out how they could make 
 it pay. They have been discouraged because they have 
 thrown in a certain sum at one time and lost it. They 
 did not know how they lost it, but they condemn all 
 advertising because of that single failure. Tossing in 
 more sums without knowing whether they will be re- 
 turned or not will not help matters. It is better not 
 to advertise than to go on gambling, for untested adver- 
 tising is nothing but a gamble. 
 
 Questions on Keying and Testing Advertisements 
 
 1. How can the tremendous waste in advertising be 
 eliminated ? 
 
 2. What kind of advertising is most certain, and how 
 can its methods be applied to other kinds ? Describe in 
 detail the process of testing direct-by-mail advertising. 
 
 3. How is mail-order advertising in periodicals 
 tested ? 
 
 4. Explain the different ways of keying advertise- 
 ments, and illustrate the way in which the records are 
 kept. 
 
 5. How is retail advertising tested? Explain in 
 detail the method of keeping the record, and analyzing 
 it for comparison from year to year. 
 
 6. How can the same general methods be adapted to 
 testing general advertising, and what is the importance 
 of such testing ? 
 
VII 
 PRINTING 
 
 THE invention of printing has made modern life 
 what it is, and the terms and methods used in the art are 
 much the same the world over. The general subject 
 divides itself into three divisions: (1) composition, or 
 typesetting; (2) paper and presswork, or printing the 
 type on paper by means of a printing-press, and (3) 
 binding, or folding, sewing or stitching, and casing up or 
 covering, so as to make a bound book or pamphlet. 
 
 Composition. Ordinary type is set by hand, and is 
 made of metal. Very large type for posters, cards, etc., 
 is sometimes made of wood. The linotype machine sets 
 by the touch of keys (like typewriter-keys) what are 
 called matrices, and casts an entire line of type, all on 
 one solid body. The monotype machine casts lines made 
 up of individual types such as are usually bought at 
 the foundries and set by hand. 
 
 The sizes of type are now usually measured by what 
 is called the point-system, 72 points to the inch. Type 
 ia sixth of an inch high would be 12-point, a twelfth 
 of an inch high, 6-point, etc. The letter m is square, 
 as broad as it is high, and the letter n is half as broad 
 as it is high. These sizes without letters on them are 
 used as spaces, and are called em-quads and en-quads. 
 
 Strips of metal between lines are called leads, and are 
 most commonly two points thick. Leaded 8-point 
 is therefore as high from bottom of line to bottom of 
 line as solid 10-point. 
 
 The commonest sizes of type are the following: 
 
 Agate, or S^-point, commonly used in newspaper 
 
 369 
 
370 HUMAN NATURE IN BUSINESS 
 
 classified advertising, and accepted as the standard size 
 for measuring all advertising, a line of advertising being 
 figured as an agate line. 
 
 Nonpareil, or 6-point, the common body-face of news- 
 paper reading-matter ; newspapers also use 7-point ; 
 
 Brevier, or 8-point, the common magazine body-face; 
 
 Long primer or 10-point, the common body-face ; 
 
 Pica, or 12-point, is the largest common face for book- 
 type, and is used as a standard measure of width of 
 columns and pages, there being six picas to the inch, 
 so that a newspaper column two inches wide would be 
 said to be twelve picas wide, and a book page three and 
 a half inches wide would be said to be twenty-one picas 
 wide. 
 
 The common advertising display or black-faced types 
 are 18-point, 24-point, 36-point, 48-point, and 72-point, 
 which are respectively three-twelfths of an inch, one- 
 third of an inch, half an inch, two-thirds of an inch, 
 and an inch high. Names are not in common use for 
 these larger sizes, tho persisting in connection with the 
 smaller sizes. 
 
 Body-type includes the smaller sizes used in the body 
 of books or articles, and is usually light-faced. There 
 are two different varieties, old-style (a technical term 
 in no sense meaning old-fashioned), which has the ter- 
 mination of the risers (or vertical portions of letters 
 above the main body) sloping; and modern, which has 
 the terminations of the risers horizontal and square. 
 The latter is considered plainer and a little easier to 
 read, the former more artistic in book-work. The type 
 used in this book is modern. 
 
 Display-type, bold-face, or black-face is used for 
 titles and headings, or for emphasis, and prints a bright 
 black. 
 
 Electrotypes are plates made from type, that may be 
 
FEINTING 371 
 
 printed just the same as the original type. They are 
 used when the same type or engravings may be printed 
 several times, as they are more convenient to keep for 
 permanent use or possible use. The type is dusted with 
 graphite and an impression of the form made in wax. 
 This wax mold is placed in a bath where by means of an 
 electric current a thin shell of copper is deposited all 
 over the face. This shell is then backed up with hot 
 metal to make the plate about a pica thick. This 
 plate is mounted on wood, mounted on metal, or is 
 Develed to clamp on patent blocks or a patent base. 
 Patent-block plates are used when there are many 
 of them, as for a book which is to be printed more 
 than once, each printing being called an edition. 
 Electrotypes are measured and charged for by the square 
 inch, or according to a standard scale used by all electro- 
 typers. Stereotypes are plates made from a mold of 
 paper pulp by running melted metal into a metal box 
 containing the mold. It is a cheap plate used chiefly 
 in newspaper work. 
 
 Cuts are engravings of any kind, of which there are 
 ;wo varieties in commercial use, zinc etchings from pen* 
 and-ink drawings or any solid masses of black and white 
 3olor, as, for example, reproduction of printing or type- 
 svriting, and half-tones, giving the effect of a photo- 
 graph with intermediate tones (produced by photo- 
 graphing on a copper plate through a screen like mos- 
 quito-netting). The fineness or coarseness of the 
 screen determines the kind of paper on which a 
 3lear impression can be printed. For newspaper work 
 
 screen with 80 to 100 lines to the inch (called an 80- 
 
 100-line screen) makes a coarse picture; for smooth 
 
 :>r calendered book-paper, cuts made with 120- or 130- 
 
 ine screen may be used, and on enameled papers cuts 
 
 up to 200-line screens may be used. 
 
372 HUMAN NATURE IN BUSINESS 
 
 Papers. Letter-heads are printed on special calen- 
 dered papers called writing-papers, which will take ink 
 without blurring. They come usually in sheets 17 x 22 
 inches, called folio size, which, cut into quarters, make 
 standard letter-heads 8y 2 x 11 inches. Flat stock is a 
 special class of writing-paper of common or cheaper 
 quality, while bond is another special quality of paper 
 widely used for a better class of letter-heads. Bond 
 paper is more or less transparent, and is adapted to 
 printing or writing only on one side. 
 
 Book papers are used for all kinds of circulars and 
 small-type printing, and are, in general, of four qualities 
 or characters print, the cheapest wood-pulp paper, used 
 for newspapers; machine finish, made partly of rags, 
 well adapted to printing ordinary type and zinc-etching 
 cuts, but not adapted to half-tones ; supercalendered, or 
 S. & S. C., a medium smooth sheet on which half-tones 
 may be used, and enamel or coated stock, the surface of 
 which is filled with a preparation of clay, on which the 
 finest half-tones may be printed with beautiful results. 
 The commonest sizes of book-papers are 24 x 36 or 25 x 38 
 inches (a standard size), 28 x 42 inches, 32 x 44 inches 
 and the double of the first size or 38 x 50 inches. Each 
 has three to six different thicknesses, indicated by the 
 weight or pounds to the ream. We count 500 sheets 
 to a ream. 
 
 Bristol-board is a thick paper used for cards, etc., and 
 sold by the 100 sheets, most commonly 22y 2 x 2Sy 2 inches. 
 Other varieties of thick colored papers are called cover- 
 papers and are used for covers on booklets, usually made 
 same size as bristol-board or 20 x 25 inches. 
 
 Binding. When books are supplied with elaborate, 
 stiff covers the work is called hard binding, the stiff cover 
 is called a case or a cloth case, and the work is done at 
 a special bindery. Most printers do pamphlet-work, 
 
PRINTING 373 
 
 or binding of booklets in paper covers. The larger and 
 finer books are sewed (i.e., with thread), while the 
 booklets and less expensive books are wire-stitched (that 
 is, sewed with wire). When books are finished they are 
 trimmed or cut on the edges, a number of books at a 
 time, to a certain size, which must be given the binder 
 in inches. He will ask for the trimmed size. An 
 eighth or quarter of an inch extra must be left for 
 4 'trim." 
 
 Layout means a rough sketch showing how the print- 
 ing is to be arranged, with the sizes of each part, etc. 
 For layout of a full-page advertisement of Marshall 
 Field & Co., see page 315, and for the advertisement see 
 page 314. The drawn lines indicate the margins of the 
 different bodies of type, the dimensions being indicated 
 in inches. Solid pencil lines indicate where the pictures 
 or cuts will go. A wavy line under the headings in the 
 copy will indicate black letter or display type. The 
 size of the type desired should be marked at the side of 
 each display-line or body of type. 
 
 A dummy is a little book made of blank paper show- 
 ing the size, and if possible the kind of paper for the 
 main part or body, and the kind of paper for the cover. 
 Outlines may be drawn with a pencil to show the out- 
 side edges of the type and the margins or blank paper 
 around the type. The bottom and outside margins 
 should always be greater than the inside and top mar- 
 gins. On each page of the dummy may be written a 
 brief description of what is to go on that page. 
 
 Principles of type-setting or composition. Only 
 two different faces or kinds of type should ordinarily 
 be used in a booklet or advertisement, one kind of black 
 letter in different sizes for the display lines, and one 
 light-faced body-type in different sizes, if necessary, for 
 the reading-matter. An advertisement with many dif- 
 
374 HUMAN NATURE IN BUSINESS 
 
 ferent kinds of black type is an atrocity it is "bad 
 composition." Many ornaments and a confused appear- 
 ance are also bad. The display-lines should be short 
 and instantly read. If possible, avoid "condensed" 
 type type that is tall and thin, made purposely to 
 crowd more into a display-line. "Fat" or round type 
 is more easily read and always to be preferred. There 
 should be plenty of blank space above and below dis- 
 play-lines, and in the surrounding margins, yet not a 
 wasteful amount just enough to make everything clear 
 and sensible-looking. 
 
 Measuring advertisements. It often falls to the lot 
 of an assistant to measure up advertising to see that it 
 is as charged for. The entire space filled is measured 
 as if it were set solid in agate lines, including all picture 
 space and borders. There are fourteen agate lines to 
 the inch, four inches to a quarter magazine page. A 
 newspaper advertisement across two columns is called 
 "double-column" and a double-width line is measured 
 as two lines. When advertisements are set by printers 
 they are measured by the thousand ems. Take the total 
 number of lines from top to bottom, and also find the 
 number of line spaces or ems from side to side. Mul- 
 tiply these together, taking the next highest thousands 
 as the amount of the composition, written as so many 
 "M." Pictures are counted as type unless they fill 
 full pages. 
 
 Measuring printing. The typesetting is measured by 
 the thousand ems of the size of type actually used (not 
 as agate except in the case of advertisements in many 
 different sizes of type), by use of a type-scale marked off 
 for each different size of type up to 12-point. Display 
 heads are counted as if set solid with the body-type. 
 
 Presswork refers to the impression on the printing- 
 press, and is counted as so many thousand impressions 
 
PRINTING 375 
 
 of each form. A form is a number of pages locked up 
 together in one chase or iron frame. Forms usually 
 have eight, sixteen, or thirty-two pages, and each group 
 of pages of that number (whatever number can be run 
 on the press at one time) is called a "form." A book 
 of 196 pages would have six forms of thirty- two pages 
 each, and one thousand complete books would be counted 
 as "6 M impressions" (six thousand impressions). 
 There is an extra charge on the first thousand impres- 
 sions of each form to cover "lock-up" (locking the 
 pages up in the chase with the correct margins) and the 
 "make-ready," that is, getting the type to print clear 
 and sharp all over by means of paper "overlays" and 
 "underlays" on the cylinder of the press. Gordon 
 presses are small presses for cards, letter-heads, etc., 
 and usually take any printing not over 10 x 12 inches 
 Larger sheets are printed on "cylinder presses." 
 "Gordon press" jobs cost about half as much for the 
 presswork as "cylinder press" jobs. 
 
 There is also a charge for cutting or trimming the 
 paper on the paper-cutter, and of course a charge for 
 printing the cover and for folding and binding. In 
 laying out the form allow one-eighth to one-quarter of 
 an inch extra paper for the "trim." 
 
 Preparing Copy for Printer and Reading Proof 
 
 Copy for the printer should be written only on one 
 side of the paper. As a rule it should be typewritten, 
 but clear handwriting is not objectionable. 
 
 "Words or phrases intended to be set in italics should 
 be underscored once, in small capitals twice, and in full 
 capitals three times, while a wavy line below indicates 
 black-letter. 
 
 If the paragraphs are not distinct they should be 
 marked by the sign of the paragraph (fl), and this sign 
 
376 HUMAN NATURE IN BUSINESS 
 
 in the middle of any solid writing will cause the printer 
 to make a paragraph at that point without other direc- 
 tion. If a paragraph is not wanted where the writing 
 has been indented for a paragraph, draw a line to con- 
 nect the last word of the preceding with the first word 
 of the next, and at the left write "No If." If a period 
 is not distinct, draw a circle around it a small circle 
 not over a quarter of an inch in diameter. 
 
 See that the spelling, punctuation, and capitalization 
 are exactly right. It costs a good deal of money to 
 change these things on the proof. It is much cheaper 
 to edit the manuscript in advance. 
 
 On the corner of the manuscript, top of first page, 
 indicate the size of type in which it is to be set, as "8- 
 point," "10-point," etc., and whether "leaded" or 
 "solid." If possible, mark at the ends of the heading 
 lines the style or size of type in which the headings are to 
 be set. Also mark the width in inches or picas. 
 
 Observe that words in capital letters are harder to 
 read than when set in capitals and small letters, or 
 "upper and lower case." If headings are marked "u. 
 and 1. c." they will be set in upper and lower case, 
 even if written on the typewriter in capitals. Words 
 to go in all capitals can be circled and marked "caps." 
 or underscored with three lines. 
 
 A blank paper dummy, folded up and cut to the size, 
 with writing to indicate the length of the pages, as well 
 as the width, places for the pictures, etc., kind of paper 
 to be used for body and cover, will also be a good 
 addition. 
 
 The first proof comes back in long strips, called 
 "galley-proofs." When the corrections made on this 
 proof have been inserted, a better and clearer proof 
 usually is supplied, called "page-proof" (if the matter 
 is to be made up into pages). If this is correct, each 
 
 
PRINTING 377 
 
 page should be marked in the lower left-hand corner 
 "0. K.," with the name of the person signing, or initials. 
 
 Printers use certain abbreviations, signs, and symbols 
 in marking proof with which the ordinary person should 
 be familiar. The chief are the following : 
 
 caps., capital letters, also indicated by three lines 
 below. 
 
 u. c., upper case, capital letters. 
 
 1. c., lower case, small letters. 
 
 u. and 1. c., upper and lower case, the first letter 
 a capital and the rest small letters. 
 
 sm. caps, or s. c. (or two lines below), small capitals. 
 
 ital. (not beginning with capital), or underscored 
 once, italic. 
 
 rom. (not written with capital), roman, the ordinary 
 straight letters, as opposed to italic. 
 
 w. f., wrong font (a face or cut of type not like the 
 rest). 
 
 stet, Latin for "let it stand. " "Words to remain are 
 underscored with a dotted line. 
 
 A line drawn down through a capital letter indicates it 
 is to be made small. 
 
 tr., transpose, or change the order. 
 
 eg (dele), take out, placed in the margin when a 
 letter or word is to be removed. 
 
 C]j turn the letter the other side up, placed in the 
 margin when a letter is upside down. 
 
 A sloping line is placed to the left of any letter, word, 
 or mark that is to go into the text, but a mere symbol 
 or direction should not have any line beside it. 
 
 The period, however, has a circle about it, while apos- 
 trophes, quotation-marks, and superior figures that are 
 to appear at the upper edge of the line of type are 
 written in the top of an angle (V) or V. Inferior fig- 
 
378 HUMAN NATURE IN BUSINESS 
 
 ures or signs specially indicated as going below the line 
 of type are placed in an inverted A . 
 
 $ means insert more space. 
 
 ] em quad, the space of a square of the type used. 
 
 ^/ means somewhat less space between words. 
 
 ( ) means close up space. 
 
 y. a cross means a broken letter. 
 
 Brackets at left or right, top or bottom, mean "move 
 the type up to the line of the main line of the bracket. ' ' 
 
 Hyphens and dashes are placed between two sloping 
 lines. The length of a dash may be indicated by writing 
 under it the letter m (meaning a dash the length of a 
 square of the type), or 2-em or 3-em (the latter being the 
 more correct way of writing the letter). 
 
 ^ a caret indicates where something left out is to be 
 inserted. 
 
 j^ means to push down a quad or space that shows in 
 the type. 
 
 "Out, see copy," indicates an omission too great to 
 write in, reference being made to the original copy 
 where the omitted words are bracketed. 
 
 *-^ a curved line over two letters indicates that they 
 are to be printed as a diphthong or single character. 
 
 Straight lines at the side usually indicate that type 
 should be straightened up, or the margin straightened. 
 
 Qy or ? written by the proofreader indicates that 
 there may be an error and the author should verify. 
 
PRINTING 
 
 379 
 
 O/ 
 / 
 
 Wnamaker, Carson, 
 X Wholesale 
 
 We must go aft/r the firemen . V i 
 en masse.vwhat the advertising J I 
 men call ^dass ^lay. Read the " )T\A 
 bookletJHOW TO WRITE AD- ^,4 ii 
 VERTISING LETTERS, page 
 23, section on mass play. 
 
 Please prepare a"" series of 5 
 f three letter, and the printed 
 matter to go with them? tP 
 
 This will consit of an 
 booklet with cover to go with 
 f letter, letter sheet of 
 
 Feature the word 
 printed with^diothong. 
 
 This underwear at $2 for a 
 unionsuit is positively the best 
 value obtainable, as the gar- 
 ment is actually more than h^lf 
 silk. Make a strong appeal on 
 this.yand let us seif we cannot 
 geja start with these people oa 
 on somethmg better than they 
 have been using. 
 
 t( 
 
380 HUMAN NATUEE IN BUSINESS 
 
 Questions on Printing 
 
 1. What is composition! Presswork? What two 
 kinds of binding ? 
 
 2. What kind of type is used for ordinary job-print- 
 ing ? For poster work ? For newspaper and magazine 
 work? How are linotype machines operated, what are 
 the matrices, and how is the type cast ? How are mono- 
 type machines operated? 
 
 3. Explain the point-system of measuring type. 
 
 4. What are leads? 
 
 5. Mention the commonest sizes of type and tell what 
 each is chiefly used for ? What are the advertising dis- 
 play sizes of type ? 
 
 6. What is body-type? Old-style? Modern? Bold- 
 face? What are the risers? 
 
 7. What are electrotypes? Explain how they are 
 made, what the shell is, the backing, and the mounting. 
 What are patent-block plates? How are stereotype 
 plates made ? How are both of these charged ? 
 
 8. What is an edition of a book? 
 
 9. What are cuts? Zinc etchings? Half-tones? 
 How are half-tones made? Illustrate by examples, if 
 possible, the differences in "screen." 
 
 10. What is calendered paper and what is it used for ? 
 Illustrate? What is folio size, and how many letter- 
 heads will a sheet make ? , Distinguish between flat stock 
 and bond paper. 
 
 11. What are book -papers? How do they differ from 
 writing-papers? Illustrate print, machine-finish, super- 
 calendered, and coated papers. What are the common 
 sizes of book-papers, and how many pages of this book 
 would each make ? 
 
 12. For what is bristol-board used? What are the 
 common sizes of cover-paper? 
 
PRINTING 381 
 
 13. Illustrate the differences between hard binding 
 and pamphlet work. "What is the difference between 
 wire-stitching and sewing? What is meant by the 
 trimmed size of a book? 
 
 14. Illustrate the way in which display advertise- 
 ments are laid out. 
 
 15. Show how a dummy is made up for a booklet. 
 
 16. What are the leading principles of type-compo- 
 sition? Illustrate these by examples of both good and 
 bad composition. Illustrate the difference between fat 
 and condensed type. 
 
 17. What is the basis for measuring advertisements. 
 Make up a type-scale from a foot-rule by working out 
 the point-system. How is printing measured ? Measure 
 the type-composition on this page with the type-scale 
 you have made. 
 
 18. What two kinds of press-work are there, and for 
 what is each used? How is a form made up? What 
 are impressions ? How would an edition of 3,000 copies 
 of an ordinary book of 196 pages be made up and 
 handled in the pressroom, how many forms would it 
 make, what size of paper would be most economical, and 
 how many impressions would there be? For what are 
 Gordon presses used ? What other charges are made on a 
 printing job besides composition, paper, and press-work? 
 
 19. Make a list of the rules for preparing copy for 
 the printer, stating them very briefly, and numbering 
 them in order. 
 
 20. Explain the meaning or significance of each mark 
 used in the model proof. 
 
 Advertising Assignment VII 
 
 First, let us take any manuscript that might be printed 
 as a booklet and prepare it for the printer, making a 
 dummy of blank paper, indicating the best type to use, 
 
382 HUMAN NATURE IN BUSINESS 
 
 size of page, probable number of pages, title-page, head- 
 lines, etc. 
 
 Second, let us take a page in a magazine, a page in 
 this book, and a page advertisement, and indicate on 
 each the different sizes and styles of type used, and 
 measure up the type-composition on each. 
 
 Third, let us prepare and lay out a series of not less 
 than three advertisements for the business we have been 
 studying chiefly, one a magazine page, one a quarter 
 page, and one an inch for newspaper use. 
 
 Retail Advertising Assignment 
 
 From concerns like John Wanamaker in New York, 
 the National Cloak and Suit Co. of New York, or Mandel 
 Bros, of Chicago, we can obtain fall or spring catalogs of 
 women's wear, and with this text-book on department 
 store goods we can prepare a retail page advertisement, 
 writing the copy, planning the cuts, and laying out the 
 advertisement, as well as properly preparing the whole 
 for the printer. 
 
FEINTING 383 
 
 MODERN 
 TYPE FACES 
 
 Caslon Old Style 
 
 A Beautiful Body Type 
 
 10 point 
 
 Pack my Box with Five Dozen Liquor Jugs* 
 
 8 point 
 
 r Pack my Box with Five Dozen Liquor Jugs 
 
 Caslon Bold 
 
 14 point 
 
 Pack my Box with Five Dozen L 
 
 10 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 *This sentence is used by type designers because it contains every 
 letter of the alphabet and shows how they look in word groups. 
 
384 HUMAN NATURE IN BUSINESS 
 Caslon Italic 
 
 10 point 
 
 Pack my Box with Five Dozen Liquor Ji^gf 
 
 8 point 
 
 Pack my Box with Five 'Dozen Liquor Jug/ 
 
 Cheltenham 
 
 One of the most popular modern faces 
 It has a shoulder that makes 10 pt. look about as large as full-faced 8 pt. 
 
 12 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 10 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 Cheltenham Bold 
 
 14 point 
 
 Pack my Box with Five Dozen Liq 
 
 24 point 
 
 Pack my Box with Fiv 
 
 Cheltenham Bold Italic 
 
 8 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 14 point 
 
 Pack my Box with Five Dozen Liq 
 
PRINTING 385 
 
 Bold Antique 
 
 A Good Advertisement Type 
 
 6 point 
 
 Pack my Box with Five Dozen Uquor Jugs 
 
 8 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 Charter Oak 
 
 18 point 
 
 Pack my Box with Five 
 
 30 point 
 
 Pack my Box 
 
 Jensen 
 
 Good Caps; Lower-case a Little Too Ornate 
 
 8 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 12 point 
 
 PACK MY BOX WITH FIVE DOZEN 
 
 Kenilworth 
 
 A Lighter, Smaller Face Than Jensen 
 
 8 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 18 point 
 
 Pack my Box with Five Dozen L 
 
386 HUMAN NATURE IN BUSINESS 
 Blanchard 
 
 An Artistic Advertisement Face In All Size* 
 
 18 point 
 
 Pack my Box with F 
 
 36 point 
 
 Pack my B 
 
 Blanchard Condensed 
 
 12 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 24 point 
 
 Pack my Box with Fi 
 
 DeVinne 
 
 Good Face, But Old Fashioned 
 
 6 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 18 point 
 
 Pack my Box with Five D 
 
 Tudor 
 
 Plainer Than Old English 
 
 10 point 
 
 IPacfc my J5o* witb ffit>e E>o3en%tquor3uQ0 
 
 24 point 
 
 my Bo* witb 
 
FEINTING 387 
 
 Engravers Bold 
 
 For Letterheads 
 6 point 
 RACK MY BOX WITH FIVE DOZEN LIQUOR 
 
 12 point No. 2 
 
 PACK MY BOX WITH FI 
 
 36 point 
 
 Franklin Gothic 
 
 Excellent For Newspaper Heads 
 
 Pack my Box 
 
 48 point 
 
 Pack Box 
 
 Square Gothic 
 
 Very Plain 
 
 9 point 
 
 PACK MY BOX WITH FIVE DOZEN 
 
 12 point 
 
 Pack my Box with Five Dozen 
 
388 HUMAN NATURE IN BUSINESS 
 Condensed Gothic 
 
 Light Faced to be Used Only in Case of Absolute 
 Necessity* Because Hard to Read 
 
 12 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 36 point 
 
 PACK MY BOX WITH 
 
 6 point 
 
 8 point 
 
 Lining Old Style 
 
 Pack my Box with Five Dozen Liquor Jugrs 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 4i point 
 5i point 
 6 point 
 
 Modern 
 
 Pack my Box with Fire Dozen Liquor Jugs 
 
 Pack my Box with Five Dozen Liquor Juga 
 Pack my Box with Five Dozen Liquor Jugs 
 
 8 point 
 
 Machine Antique 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
 10 point 
 
 Pack my Box with Five Dozen Liquor Jugs 
 
FEINTING 
 
 389 
 
 Wood Cat 
 
 Newspaper Coarse Screen Half -tone 
 
 The Old /jjj%^ Greek, 
 Pres s wra^y GAica^o 
 
 2\fewK?ii^l&^ Boston 
 
 Zinc Etching of Hand-Lettering by Fred Goudy 
 
390 HUMAN NATURE IN BUSINESS 
 
 Zinc Etching of Pen Drawing 
 
 5J point Agate. Smallest newspaper type and standard for 
 measuring advertisements. 
 
 6 point Nonpariel. Regular body type for city newspapers, 
 
 large face. 
 
 7 point Minion. Second size for newspapers. 
 
 8 point Brevier. Standard magazine face ; smallest face that 
 
 should be used in circulars, and should be large faced 
 at that. 
 
 9 point Bourgeois. Seldom used. 
 
 10 point Long Primer. Standard book face. 
 
 11 point Small Pica. Second book face. 
 
 12 point Pica. Largest book face. 
 
 For samples of 5$ point, see want advertising columns of stand- 
 ard newspapers. 
 
 For samples of 6 and 7 point, see reading columns of standard 
 newspapers. 
 
 For samples of 8 point, see any standard magazine. 
 
 For samples of 10 point, see any standard bound book ; my 
 pamphlet on Paper, Printing, and Advertising is in 10 
 point leaded. 
 
 Count 14 agate lines to the inch ; 7 words to the newspaper 
 column (width 13 picas); 8 words magazine column 
 (width 15 picas). 
 
 In reckoning the space given copy will occupy, reckon 22 words 
 to the square inch for 8 point solid, 20 words if leaded ; 
 19 words to square inch 10 point solid, 17 words if leaded. 
 
 In measuring type by the ems, in general count 4 ems to a word. 
 Leads are usually 2 points thick, so 8 point leaded will be 
 as many lines as 10 point solid, but more words in a line. 
 
PAET V 
 [PERSONAL SALESMANSHIP 
 
 391 
 
PERSONALITY 
 
 PRACTICALLY all business must start with personal 
 salesmanship. The man at the head of the business 
 must go to see people and get them to cooperate with 
 him in some fashion to establish his business. The pro- 
 fessional man, tho he can not ask any one directly to 
 become his patient or client, wouldn't have any patients 
 or clients if he did not find a way to secure their co- 
 operation. Every person who gets a job must go to an 
 employer and exercise the power of personality to im- 
 press the possible employer or he will never get started 
 in life. 
 
 The power of personality is the foundation of sales- 
 manship. Mr. J. S. Knox, in his book on Business 
 Efficiency, says, "I heard Mr. Bryan lecture, and I said, 
 ''He has a most striking personality.' I asked myself 
 the question, 'What is personality?' And these thoughts 
 came into my mind: 'He is kind, courageous, diplomatic, 
 aggressive, honest, enthusiastic, and he seems to possess 
 an unconquerable will. ' " I do not believe that a better 
 definition of personality could be given, nor could the 
 manner of stating the case be more clear-cut or com- 
 prehensible. 
 
 He is kind: All the world is won by a sympathetic 
 attitude toward our fellows, and the person who hasn't 
 a kindly and sympathetic manner will not win, for in 
 modern competition we get business almost exclusively 
 by winning it. 
 
 393 
 
394 HUMAN NATURE IN BUSINESS 
 
 He is courageous: No man can do anything unless 
 he thinks he can, and above all in appealing to other 
 people the lack of confidence makes a bad impression at 
 the very start. Why should any one believe in what you 
 offer when you don't believe yourself, or when you don't 
 have the courage to show by your fighting attitude that 
 you believe? 
 
 He is diplomatic : Flies are not caught with vinegar, 
 but they are caught with molasses. Too much molasses 
 in business is a bad thing, but the tactful approach, free 
 from all thorny excrescences, is absolutely necessary to 
 the man who wants to handle people with something 
 like ease and freedom from annoyance. 
 
 He is aggressive : The salesman above all can not be 
 a timid or retiring person. In this American common- 
 wealth he must go after what he wants and go hard. 
 Of course, in going hard, he must still be diplomatic. 
 But energy, aggressiveness, are indispensable qualities 
 of a successful salesman. 
 
 He is honest : In the old days there was a rule in law 
 which read, "Let the buyer beware." In these days our 
 business men have seen that the big profits come from 
 repeat orders from those who are pleased because they 
 have been treated honestly. Moreover, nothing wins like 
 sincerity of manner, and sincerity of manner comes from 
 sincerity and honesty of heart. The question is no 
 longer a moral one but one of common-sense psychology. 
 
 He is enthusiastic : The chronic condition of the buyer 
 is apathy, indifference, a condition of unawakened feel- 
 ings. The salesman must light the fires of enthusiasm, 
 and he can do this only if he has his own fire burning 
 briskly. The book-salesman who remarked, "All I do is 
 to go around and enthuse 'em up" was unquestionably 
 right. His use of "enthuse" may not have been correct, 
 but the idea back of his statement was unquestionably 
 
PERSONALITY 395 
 
 right. His chief usefulness was in arousing the en- 
 thusiasm of his indifferent customers. When their en- 
 thusiasm was up they would buy anyway. 
 
 He seems to possess an unconquerable will : Business 
 is a stiff game, a battle which may often appear dis- 
 couraging. The only thing that will carry you through 
 to victory, and carry your customer through, is your 
 unconquerable will. It is said the Englishman in battle 
 never knows when he is beaten. No doubt the same 
 quality of will has made him the leader of the world's 
 commerce. The American may surpass him by the ad- 
 dition of more intelligence and better methods ; but he 
 can not get along unless he, too, has the unconquerable 
 Will that fights to the finish. 
 
 Can the power of personality be developed by culti- 
 vation ? 
 
 Assuredly it can. We can see how by examining each 
 of these elements a little more in detail. 
 
 Kindness will inevitably come to those who realize 
 that all business is service to the customer. Until we 
 have the attitude of mind which results from understand- 
 ing this, and set out in our selling to serve the public, 
 thinking of our work as service to others rather than a 
 selfish grabbing of something we ourselves want, we will 
 gain no success. When we get the point of view, the 
 attitude of mind becomes natural, almost inevitable. 
 
 Courage is more the result of knowing what we are 
 doing than anything else. The man who knows what 
 he is talking about, understands his goods thoroughly, 
 and also has particularly studied the needs of the cus- 
 tomer he sets out to serve, will soon lose his natural 
 timidity. We are all timid about the unknown. Those 
 who are naturally diffident will often blossom out into 
 the most successful salesman when they have mastered 
 the underlying factors when they really KNOW what 
 
396 HUMAN NATURE IN BUSINESS 
 
 they are trying to do. It may require longer for some 
 than for others to get into a condition where they can 
 show the proper courage, but it will come to all in time. 
 Besides, if we set our teeth and say to ourselves, "I 
 will ! ' ' our strength of heart will grow. It is the thing 
 on which all success in life is built anyway, and we must 
 cultivate it or we will end total failures. 
 
 Diplomacy may be a hard thing for some people who 
 are naturally very direct and blunt; but directness 
 softened down a little and restrained is often the very 
 finest kind of diplomacy. Certain it is that diplomacy 
 is something that can be learned. 
 
 Aggressiveness is partly a matter of the energy born 
 in us, but, like courage, it is largely a matter also of 
 knowing what we are about. There is such a thing as 
 too much aggressiveness. The world is full of quiet 
 people who like quiet manners, and the quiet-mannered 
 persons can often succeed amazingly with the quiet-man- 
 nered class of customers. And, indeed, all of us can 
 throw off our laziness and make ourselves work hard 
 we can develop the right kind of aggressiveness, and 
 what we can't develop we can get along without by 
 selecting for our field the less aggressive portions of 
 the public. 
 
 Honesty, surely, is something no one should doubt his 
 ability to master. Yet it is not only honesty but the 
 appearance of honesty a simple, sincere, straightfor- 
 ward manner, open and frank, that in its very essence 
 produces confidence in others. But if we see that 
 honesty really is business common sense, we can make 
 dealing fairly a principle of business as well as a moral 
 principle, and when we look at a thing from two points 
 of view we always get a stronger hold on it. Few people 
 are intentionally dishonest, but many are a little loose, 
 a little careless, and in that way they get the reputation 
 
PERSONALITY 397 
 
 of being bad people to do business with. We ought to 
 make a serious business of being scrupulously honest. 
 First, if we make a contract or agreement we should 
 fulfil it exactly and completely in every detail. In ad- 
 dition to that, if we make an agreement that isn't quite 
 fair to the other fellow, even if we have legal right on 
 our side, we ought to correct it, to the point of being a 
 little generous, if necessary. It is the best advertising 
 we are likely to get, and others do to us very much as 
 we do to them. Any man who gives service will get 
 paid sooner or later if the service is right and he does 
 not actually neglect his own interests. 
 
 Enthusiasm is contagious, just like the measles, and if 
 we want other people to get enthusiastic over our goods 
 or our services, we must first be chock-full of that en- 
 thusiasm ourselves. Nor should we be content with a 
 mild enthusiasm. We want a whirlwind enthusiasm, a 
 feeling that sweeps us on and everybody else with us. 
 No other one thing will do so much to make us good 
 salesmen, successful salesmen. First it will carry us 
 over the hard preparatory work we ourselves must do, 
 it will make us master our goods and our customers and 
 ourselves ; and then it will infect all with whom we come 
 in contact, just sweeping them off their feet. 
 
 Unless a man can honestly be enthusiastic over what 
 he has to sell, he ought not to be in that business. Every 
 business should have some monopoly, some superiority 
 over every other business in that field. When we feel 
 that we are actually at the top, we do not have to 
 restrain or modify our language, we can talk in super- 
 latives and do so with real conviction. The superiority 
 over all others may be slight; but whatever is our 
 monopoly is what we have to sell, that is the thing we 
 want to concentrate all our force on. Any man who 
 can find the supreme merit in what he is selling can 
 
398 HUMAN NATURE IN BUSINESS 
 
 easily develop enthusiasm. If you can not rouse enthu- 
 siasm, examine yourself and see if you are not con- 
 vinced that somebody else has something a great deal 
 better than what you are offering. When you realize 
 that you are actually in the second class it is about time 
 to quit and look for a job where you can honestly feel 
 you are supplied with at least a few supreme merits. 
 There may be many inferiorities, it would be impossible 
 to be best in all respects; but if we have enough for 
 talking-points we should throw all our force on those and 
 in that way develop the conviction and the enthusiasm 
 which will carry us to success. 
 
 Last of all, the unconquerable will is essential in 
 salesmanship. Everything in life is hard, but salesman- 
 ship is especially hard, for it can be disagreeable and 
 difficult in many different ways at the same time. No 
 person ever became a good salesman who had not a 
 powerful will that not only could surmount the obstacles 
 but bring the customer to the point of decision in the 
 closing of orders. In these days the chief work of sales- 
 men is to close orders, since modern advertising is doing 
 most of the missionary work. Without the will that 
 compels, no person can be a success in selling ; but most of 
 us have will enough if we think we have. Will-power 
 is latent in most of us. It needs to be brought out. 
 Sometimes it is hidden under the rubbish of laziness : in 
 such cases all we have to do is to learn to like to work 
 (and it is something all children ought to be compelled 
 to learn just as they learn their letters, reading, writing, 
 and arithmetic) ; sometimes it is sapped by groundless 
 fear : if we dig more deeply into our subject, go in spite 
 of our timidity to see people till we learn by experience 
 that they won't bite us but will listen patiently to most 
 that we have to say, we will soon get over that ground- 
 less fear ; or it may be destroyed by the feeling that our 
 
PERSONALITY 399 
 
 business is not quite honest: in that case we want to 
 get into an honest business which has a few good points 
 of monopoly that will rouse our enthusiasm, and we will 
 find that will-power will follow naturally and inevitably 
 in the train of enthusiasm. 
 
 The Advantages of Having Good Clothes 
 
 The writer is personally acquainted with the sales- 
 manager of the New England territory of a national 
 corporation. He started as a stock-boy in a wholesale 
 house, went from Boston to New York, and at the end 
 of five years was let out through the closing of the New 
 York branch. The head of the business had taken an 
 interest in him and told him of a good job as traveling 
 salesman with the concern with which he has ever since 
 been connected, and he got it. 
 
 "Now," said the manager, "you want to make a 
 success of your new job, and I am going to tell you how 
 to do it. You have worked your way up from the farm 
 and never in your life had a decent suit of clothes. Go 
 over to Dunn the tailor, and have him make you an 
 eighty-dollar suit, an eighty-dollar overcoat, and then 
 get furnishings to match." 
 
 "That would cost two hundred dollars, and I haven't 
 fifty dollars in the world." 
 
 "Ill tell him to give you credit." 
 
 The young man hesitated a little, but took the advice. 
 With his tailor-made clothes in place of his baggy ready- 
 mades he started out on the road feeling like the biggest 
 salesman on the payroll. He got all the points he could. 
 He knew he had to get the money as soon as possible 
 with which to pay for those clothes, and he was deter- 
 mined to succeed. 
 
 He was sent to do missionary work in new territory 
 where the firm didn't expect many orders. With his 
 
400 HUMAN NATURE IN BUSINESS 
 
 new suit and his new overcoat and his new mind and 
 bearing to correspond, the young man took orders which 
 showed a selling expense of only 5 per cent., so he not 
 only paid for himself as he went and made a profit, 
 but did the missionary work without any cost to the 
 house. It was a surprize to him and to all his friends, 
 but it was the turning-point in his life. He now wears 
 thirty-dollar suits which look as well as his eighty-dollar 
 suit did at the first; but it was worth two hundred 
 dollars to find out what it means to be well drest. Of 
 course he had to keep his eighty-dollar suit prest all the 
 time, and his shoes shined, and his linen clean. The 
 habit once formed has stuck to him through life. Moral : 
 the outside and the inside go together. Be sure your 
 outside is right as well as your inside, for if one is 
 wrong the other is bound to be, which ever way you 
 look at it. 
 
 The Advantage of Having Good Manners 
 
 Mr. Knox, in his book, "Business Efficiency,'' tells of 
 a young man who was highly recommended for a position 
 as salesman with a very high-grade concern. He had 
 enterprise, enthusiasm, and apparently all of the quali- 
 fications of a good salesman. The head of the business 
 invited him to his club to lunch and talk the matter over. 
 
 The young man tucked his napkin under his chin, ate 
 rather fast, and finished long before his host, and finally 
 tipped his chair back and began to pick his teeth and 
 then to clean his finger-nails with his knife. 
 
 "What sort of impression would that fellow make on 
 one of my big customers if he should be invited out to 
 lunch with him?" Bad manners were his one defect; 
 but one defect is always enough to condemn any man, 
 A chain is no stronger than its weakest link. 
 
PEKSOKALITY 401 
 
 The Advantage of Having a Good Breath 
 
 The breath may seem a small thing, but it has prob- 
 ably killed more business than any one other little thing. 
 
 First, a foul breath is offensive to many people. A 
 dentist simply will have no clients if he allows himself 
 to have a bad breath. A salesman may kill a good 
 prospect in the same way by giving him a whiff of a bad 
 breath. 
 
 Bad breath is due largely to lack of exercise and im- 
 proper eating. Most men get enough exercise a part of 
 the time ; but when they come in from the road or have 
 a holiday they take none at all, and a week of that is 
 enough to give any person a bad breath. Bad breath is 
 also due to a poor diet, a diet too rich, or what might 
 seem a good diet which includes something that doesn't 
 agree with that particular person. The whole subject 
 of health is wrapt up in this one little question of 
 breath. 
 
 Whisky makes another form of bad breath. Alcohol 
 has many effects which need not be talked of here ; but 
 it is a fact that many men will not do business with a 
 person who smells of whisky. Just one whiff is enough 
 for them : business is all off. Formerly it was thought 
 that for sociability a salesman must drink with his cus- 
 tomers. Scientific investigation has shown that there 
 are far more customers who do not care for that kind 
 of sociability than who do, and now the vast majority 
 of salesmen on the road make it a special point never 
 to call on a customer with a breath that smells of alcohol : 
 those who do not mind it are not repelled by a clean 
 breath, and those who do mind it are saved from some- 
 thing that disgusts them. 
 
 Lastly we may mention the cigaret breath. Cigar- 
 ets smoked by young people are very likely to sap the 
 
402 HUMAN NATURE IN BUSINESS 
 
 vitality, and lack of vitality shows itself, among other 
 ways, by foul breath. Stained finger-tips also suggest 
 weakness to many people, who view with suspicion any 
 person they suspect of being weak-willed. It also is 
 likely to carry with it a nonchalant manner, which never 
 impresses people with a sense of responsibility. 
 
 This matter of breath is taken as an illustration of 
 all the little personal weaknesses and defects which may 
 hinder success. Nothing is so hidden, so intimately per- 
 sonal, that it does not come out on a salesman. 
 
 Questions on Personality in Salesmanship 
 
 1. Define personality as an essential element in sales- 
 manship. 
 
 2. State briefly the value and importance of each of 
 the following personal qualities: Kindness, courage, 
 diplomacy, aggressiveness, honesty, enthusiasm, and an 
 unconquerable will. 
 
 3. Let us make a cold-blooded, just analysis of our- 
 selves as to each of these points, and then consider just 
 how each weakness or lack can be remedied. 
 
 4. Illustrate the advantages of wearing good clothes. 
 
 5. Illustrate the advantages of cultivating good man- 
 ners. 
 
 6. What items are included under the general head- 
 ing, "The Advantage of Having a Good Breath ?" 
 
 7. Let us discuss in detail the whole personality of 
 the good salesman, what qualities are absolutely essen- 
 tial, what qualities are good things to have, and what 
 qualities may possibly be slighted, until we can draw 
 a fair picture of the successful salesman and decide 
 whether each of us can become a salesman worthy of the 
 name. 
 
II 
 
 DIFFERENT KINDS OF SALESMEN AND 
 THEIR DUTIES 
 
 THE easiest and most general form of salesmanship 
 is that in retail stores. Sales-persons of this kind are 
 largely women, and women are among the most suc- 
 cessful. 
 
 1. Retail. Let us see what it takes to make a good 
 retail sales-person. 
 
 First, such a person must be neatly and cleanly drest, 
 but never showily. Showy dress distracts attention from 
 the goods, in women draws the gaze of impertinent men, 
 and in all suggests vulgarity. It is strictly prohibited 
 by the best department stores. At the same time any 
 untidiness equally attracts attention and excites dis- 
 gust in the well-drest customers. 
 
 Second, retail sales-persons must show alert attention 
 even when weary. Even the suggestion of indifference 
 to customers drives them away more surely than any- 
 thing else. 
 
 These may be called the negative qualities. No one 
 notices them, and in themselves they do not make suc- 
 cess, but when they are lacking, failure is certain. 
 
 The great positive quality in a retail salesman is 
 knowledge of the stock and a clear, simple way of ex- 
 plaining and describing it to the customer. First, the 
 sales-person must know just where to put his hand on 
 anything that may be called for. Delays in hunting for 
 things are always seriously irritating. And then, in the 
 second place, the customer wants expert advice and looks 
 to the salesman to give it. That is something that a 
 great many sales-persons do not seem to understand at 
 
 403 
 
404 HUMAN NATUEE IN BUSINESS 
 
 all. Mr. Knox gives a little anecdote to illustrate it. 
 A certain sales-person was showing two pieces of cloth, 
 one at two dollars and fifty cents a yard and the other 
 at four dollars and fifty cents a yard. "What is the 
 difference between these ? ' ' asked the customer who was 
 examining them attentively. "Two dollars a yard," 
 was the unintelligent answer. "Yes, I know that. I 
 have studied elementary arithmetic. What I want to 
 know is why you charge four dollars and fifty cents for 
 one, when the other, which looks almost the same, is 
 only two dollars and fifty cents." "I suppose because 
 the firm needs the money," was the almost impertinent 
 reply. It had probably not occurred to that young lady 
 that she was expected to know just what the difference 
 was, and explain it to the customer. In such a case the 
 customer is either disgusted and leaves to visit another 
 store where more intelligent clerks are employed, or buys 
 the cheaper piece, when a little knowledge might have 
 effected a sale at nearly double the lower price. It is 
 not only the sales-person's duty to make a sale, but to 
 make the largest sale possible consistent with good policy. 
 Mr. Sheldon, in his shorter course on salesmanship, 
 illustrates the difference between the "order-taker" and 
 the "salesman." A patron stepped into a clothing-store 
 in Toledo, just before closing time and asked to see some 
 shirts. The "order-taker," without making any effort 
 to show his line, asked bluntly, "How much do you want 
 to pay?" The prospective patron replied that he was 
 not so much concerned about the price as about the 
 shirt. After asking a few more questions the "order- 
 taker" was finally induced to lay one sample upon the 
 counter. Upon being asked what price it was, he an- 
 swered, "A dollar." When asked if that was the best 
 he had, he replied, "It is the best I have for a dollar." 
 At length, persuaded that the patron might be induced 
 
SALESMEN AND THEIR DUTIES 405 
 
 to go a little higher, he turned about, hummed a tune, 
 snapt a tattoo accompaniment, and began an extended 
 but determined search for another shirt. The patron 
 waited and waited and waited. Finally the " order- 
 taker " returned, laid another shirt before the patron, 
 and said, ' ' This is a pretty good shirt, but it comes half 
 a dollar higher." The gentleman who related this inci- 
 dent stated that at this point he began to wonder if he 
 really looked to be as hard up as the "order-taker" 
 evidently thought him to be. He further stated that his 
 only reason for finally purchasing the shirt was that 
 necessity demanded it, and the other stores in town were 
 by that time closed. Absolutely no effort was made by 
 the "order-taker" to be of further service to the patron, 
 who, had he been properly served in the first instance, 
 would probably have purchased two shirts instead of 
 one, together with some collars, ties, and gloves added 
 for good measure. 
 
 That is one side. Here Mr. Sheldon states the possi- 
 bilities : 
 
 "Contrast this with the young lady in a Pittsburgh 
 store who through her personal efforts, through her 
 friends and their friends, built up a large clientele 
 worth many thousands of dollars to the house. She did 
 not wait to be told, but assumed the initiative and, in- 
 stead of giving the least for the money, she gave the 
 most she could, regardless of money. 
 
 "She listed all the customers who called upon her, 
 with name, address, and telephone number, and when 
 possible made notes as to style and nature of the goods 
 they bought. She kept in close touch with the buyer of 
 her department, and closely watched the special sales of 
 other stores. "Whenever a leader was introduced or a 
 special sales-day announced for the department, she 
 would drop each of her customers a post-card announc- 
 
406 HUMAN NATURE IN BUSINESS 
 
 ing the sale, inviting them to come early, and calling 
 their attention to particular features and values. Her 
 most intimate friends she would call up on the 'phone 
 and tell them of certain articles she believed they would 
 like to secure. 
 
 " Being naturally systematic and careful, she seldom 
 made an error in her sales-slips; by making personal 
 friends of her customers she put them under obligations 
 to her, which in turn was reflected in their relations 
 with the credit department. Her accuracy in detail 
 prevented errors in the accounting division, and her all- 
 round efficient service procured for her a $3,000 position 
 shortly before my last visit to that store. She made 
 values great and reduced costs. Supervision of her 
 work was unnecessary, because she was interested in the 
 business, and by reason of that interest she received a 
 just share of the profits. The reason most people do 
 not accomplish more is because they do not attempt 
 more." 
 
 Beside that girl getting $3,000 a year, at the same 
 counter were, doubtless, a number of others getting no 
 more than seven or eight dollars a week, possibly less. 
 They had as good a chance as she, indeed, precisely the 
 same chance. The difference was entirely in the girl. 
 
 2. Wholesale. Selling to dealers is in many ways 
 entirely different from other forms of salesmanship. 
 The retail clerk as a rule is expected merely to take care 
 of those who come to the store in search of some thing. 
 Modern advertising is depended on to bring the cus- 
 tomers to the store. The wholesale salesman must go 
 to his customers, and so is commonly spoken of as a 
 traveling man. 
 
 The life of the traveling man is a hard one, as he must 
 be away from home a good deal of the time and so can 
 not enjoy domesticity very much ; he has to be up at all 
 
SALESMEN AND THEIR DUTIES 407 
 
 times of the day and night to catch trains, and he must 
 live at hotels and eat what he happens to get served to 
 him. Unless he is physically strong and takes excellent 
 care of himself, guarding his diet, and learning to regu- 
 late his life even when he is on the fly, he will break 
 down and have to give up the work. For that reason 
 traveling men have been, as a rule, pretty hardy men, 
 and not many women have ventured into a field which re- 
 quires so much physical stamina, tho no doubt women 
 could succeed as well as many men, and some have made 
 remarkable successes. 
 
 A traveling man "covers certain territory," that is, 
 a certain list of towns in one or more States. These are 
 selected usually because of their convenience to railroad 
 connections. Sometimes a traveling man will spend one 
 day to several weeks in a single, place, and again he will 
 make as many as six small towns in one day. All 
 depends on his line of business. Grocery-salesmen will 
 call on their trade every week, or at any rate once a 
 month. Furniture-salesmen will probably call on most 
 of their trade only once a season, that is twice a year. 
 Toy-salesmen will call but once a year. " Routing " 
 the salesman is an important matter, because the towns 
 he visits must be proportioned in size to his salary, and 
 must be linked up so that he can make money for the 
 firm all along the route. In the mercantile agency books 
 such as Dun's or Bradstreet's there will be found the 
 names of all dealers arranged by towns, with a key to 
 their business and their capital rating sufficient to show 
 how large they are. Before a salesman goes to them 
 the credit-man wants to be sure they will pay their bills. 
 So it is possible to make a complete list of all the good 
 prospects in a given territory, and get information about 
 each that will give the salesman a clue to what he will 
 find when he calls. 
 
408 HUMAN NATURE IN BUSINESS 
 
 Dealers are visited by two kinds of traveling men, 
 salesmen from jobbers and salesmen from manufac- 
 turers. The jobbers try to sell a dealer everything he 
 wants, but not any particular line of goods as a rule. 
 Their first object is to serve the dealer in the way he 
 wants to be served, giving him what he asks for regard- 
 less of anything else. These salesmen are really selling 
 the service of their house in the matter of gathering and 
 shipping the proper goods for a retail dealer. 
 
 The salesmen of manufacturers are, on the other hand, 
 concentrating their attention on pushing one particular 
 brand or style of goods as a rule, as underwear, furni- 
 ture, sporting-goods, etc. These may have a high-class 
 line, or a low-priced line, or a line with some peculiarity 
 or specialty. Not all dealers will be possible customers. 
 Sometimes the salesman wants to get merely the one best 
 dealer in a town and give him the exclusive right to 
 handle that line. Again he will try to sell every dealer 
 in town. 
 
 First of all, the traveling man tries to make friends 
 with the dealer. Often this friendship becomes so close 
 that large numbers of dealers will go with a certain 
 salesman if he connects himself with another house. 
 The personality of the salesman dominates the quality 
 of the goods. But as business has become more thor- 
 oughly organized on a scientific basis, dealers know what 
 they are buying, and pay less attention to personality 
 than to merit. Other things being equal, however, they 
 will always buy goods from the man they like best. 
 
 When a traveling man goes over a territory, he gets 
 a certain list of friends which become his "old cus- 
 tomers," his standbys. Many salesmen are content with 
 that and do not reach out to add to their list. They say 
 they haven't time. It is easier to hit the high spots and 
 get the cream of the business, letting the poorer business 
 
SALESMEN AND THEIR DUTIES 409 
 
 go. But the most successful concerns make salesmen go 
 over their territory with a fine-toothed comb to get every 
 possible customer. It usually costs the profits of six 
 months or a year to add a new customer; but if that 
 customer will go on buying for years to come, the later 
 profit will make it well worth while to sacrifice a great 
 deal to get him started. 
 
 The dealer is not interested in the absolute merits of 
 goods, but in their power to sell. The best article on 
 earth may remain on his shelves for years if people do 
 not know about it and come to ask for it. Some goods 
 fail to sell as expected even in the best stores, and the 
 wise dealers push them off at bargain prices to get rid 
 of them and make room for more salable merchandise. 
 Such goods as clothing are seasonable, and winter cloth- 
 ing can not possibly be sold when spring comes, while 
 the next winter the styles may have changed and nobody 
 wants the goods on that account. There are staple lines 
 which change little from year to year, but usually the 
 competition on them is close and the profit small. Money 
 is made on the fresh and changeable goods, which at the 
 same time are more risky to carry. 
 
 Often goods do not sell because the retailer does not 
 know how to sell them. The salesman must then become 
 his teacher, and give him lessons of a very specific kind 
 in getting rid of the goods which he is trying to induce 
 him to buy. 
 
 The traveling man may receive either a salary or a 
 commission, or both, and usually his expenses are paid. 
 These are all figured on the basis of the "cost-to-sell" 
 which the goods can bear. That may be 5 per cent, or it 
 may be 10 per cent., or in the case of jobbers only 2 or 
 3 per cent.; but obviously if the salesman is to be 
 counted a success he must sell enough goods in a given 
 time and a given territory to show a profit to his em- 
 
410 HUMAN NATURE IN BUSINESS 
 
 ployer, and his expenses must be counted with his salary 
 or commission as a part of the " cost-to-sell. " So, 
 whether a salary or a commission is paid, it comes back 
 practically to a percentage basis. The man who can not 
 get within the " cost-to-sell " percentage will soon be 
 without a position. 
 
 In wholesale selling the business for the most part 
 already exists, somebody has it, and it is a matter for 
 the salesman and the firm to join forces to get it away 
 from the other fellow. In former times, this was done 
 in part by "knocking" competitors. In modern busi- 
 ness it has come to be an axiom that " knocking " is 
 always and under all circumstances bad business. Under 
 severe provocation some business concerns will attack 
 competitors openly, and many do it on the quiet; but 
 the most careful observers believe that it seldom gets 
 the business for the man who makes the attack. People 
 do not, as a rule, buy because something else is bad, but 
 because they see the merits of the thing that is offered 
 to them. They are suspicious of the man who "knocks." 
 A sense of fairness makes them revolt. At the same 
 time unimpassioned comparison of one article with an- 
 other is precisely the thing that a dealer appreciates, 
 because in his own mind he must decide between this 
 article and that: "Will it give satisfaction to his cus- 
 tomers? Is it really more meritorious? Or will his 
 customers ask for it more readily? Dealers buy goods 
 because they are advertised and people will come and 
 ask for them, and that is a very powerful reason with 
 them; or they will buy goods on which they can make 
 a larger profit and can sell by their own personal recom- 
 mendation to people who ask for something else, or who 
 do not know exactly what they want. The wholesale 
 salesman must know his competition perfectly, not to 
 attack it, but to understand what merits of his own 
 
SALESMEN AND THEIR DUTIES 411 
 
 goods to play up. He must even know what the other 
 salesmen are saying so as to offset their arguments even 
 without making the slightest direct reference to them. 
 It is business finesse carried to the highest point of 
 perfection. 
 
 3. Specialty. The specialty-salesman has one thing 
 and devotes himself exclusively to selling that, whether 
 it is a gas-lighter which he sells from house to house at 
 fifty cents each, or a typewriter which he sells for $100, 
 or an automobile which he sells for $5,000. He sells 
 direct to the consumer, usually makes but one sale, and 
 so he seldom has a list of customers to which he can go 
 again and again for orders. Such articles must have 
 large margins of profit, anywhere from 50 to 90 
 per cent., and the cost to sell is the greater part of the 
 expense of getting that article to the customer. For 
 example, it is said that a hundred-dollar typewriter 
 costs perhaps fifteen to eighteen dollars to manufacture, 
 but fifty to seventy dollars to sell. It is in such cases 
 that the salesmanship becomes most highly specialized. 
 
 Retail salesmen merely take care of those who come 
 to the store for the definite purpose of buying some- 
 thing. "Wholesale salesmen go to dealers who must have 
 goods to resell, so that it is only a matter of whether 
 they buy from this salesman or from a competitor. 
 Specialty-salesmen go to people who do not particularly 
 want the article, or desire it only very faintly, and they 
 must waken desire not only for their own article but 
 even for anything at all in that line. Fanning up 
 desire and making people want what they never before 
 thought of wanting is their first and biggest duty. 
 
 Some people think that it is an impertinence to try 
 to influence people to buy what they don't want. It is 
 a crime to make them buy what their best interests do 
 not require ; but you must face the fact that the majority 
 
412 HUMAN NATURE IN BUSINESS 
 
 of people do not know what their best interests require, 
 and, of course, they don't want what they do not know 
 about. The National Cash Register Co. says to its sales- 
 men, "You must not proceed on the theory that store- 
 keepers usually know what their best interests are. They 
 don't. No man always does. The majority of men are 
 going contrary to their best interest every day. They 
 seem to be almost wilfully blind to the things that would 
 help them and make them better off." 
 
 For example, the Burroughs Adding-Machine Co. 
 found that retail stores seemed to need very few adding- 
 machines. They said they had not time to keep elaborate 
 accounts or cost-records. Yet it would be extremely valu- 
 able to them if they could know the exact costs of every 
 department and every line of goods, because then they 
 could eliminate those which were losing money for them, 
 and increase their business on those which were making 
 them a handsome profit. The Burroughs people decided 
 that if the storekeepers had adding-machines they could 
 compile those very necessary figures cheaply enough so 
 they could afford to have them. So they went out to 
 educate retail dealers to the idea that they needed to 
 know more completely their costs and margins, and that 
 tho by the old method they could not afford to compile 
 such figures, by use of an adding-machine they could do 
 it cheaply enough to make it highly profitable. Many 
 a man shook his head and said he knew his own business ; 
 hundreds of others listened, were convinced, and made 
 money by the experiment. The specialty-salesman is a 
 missionary to bring new ideas to people who have never 
 thought of them before. 
 
SALESMEN AND THEIR DUTIES 413 
 
 Questions on the Duties of Different Kinds of 
 Salesmen 
 
 1. What is the easiest kind of salesmanship? Illus- 
 trate the qualities of a good retail salesman, and show 
 how a large business may be built up even with the 
 limited opportunities offered. 
 
 2. What is the traveling man? Describe his life. 
 What does it mean to " cover territory?" What is the 
 difference between salesmen from jobbers and salesmen 
 from manufacturers? Illustrate the different kinds of 
 selling-talk each might use. What is the meaning of 
 ' ' cost-to-sell, ' ' and how is the salary or commission based 
 on that? 
 
 3. In what way is competition handled by salesmen 
 to dealers? Why is it important to know all about it? 
 What is done when it is known ? 
 
 4. Give examples of specialty-salesmen. Describe 
 their method of work. How do their selling-talks com- 
 pare with those of wholesale salesmen ? To what extent 
 is it just to consider them nuisances ? How might their 
 work be regarded as desirable education ? 
 
Ill 
 
 MODERN SALES ORGANIZATION* 
 
 IN the old days the salesman was simply turned out 
 and told to get the business if he could; and if he 
 couldn't he was discharged and some one else sent out. 
 Some men made remarkable successes, and the firm that 
 got the most successful men commanded the field. But 
 another firm could come along with more money and hire 
 away these salesmen so as to put the first firm nearly 
 out of business. This method of doing business led to 
 the idea that salesmen are born, not made. Success was 
 then very largely a matter of the natural aptitude of the 
 salesman. To-day, natural aptitude is valued as much 
 as ever, but it is organized and trained. 
 
 The Sales-Manager 
 
 A sales-manager must be a successful salesman him- 
 self. The only really successful way of giving personal 
 instruction in salesmanship is to go out and show the 
 novice just how it is done, from gaining attention to 
 closing the sale. A subscription-book house once em- 
 ployed as sales-manager such a person. He could go 
 out at any time and take an order for a twenty-dollar set 
 of books inside of an hour. Of course he knew in ad- 
 vance, as every good salesman should, where he could 
 get the order and just how to go after it. He would 
 give his samples to the student salesman, saying, "Just 
 carry these for me." Then he would walk in with his 
 fine clothes and stunning manner and say, "Mr. Jones, 
 
 * Read Hoyt's "Scientific Sales Management." 
 
 414 
 
MODERN SALES ORGANIZATION 415 
 
 Congressman Burton has reserved a set of the Messages 
 of the Presidents for you, and has asked me to call on 
 you and inquire how you would like to have them 
 bound." From such an introduction no man could get 
 away. What he said was true, and his business was in 
 reality to sell the binding at a good price. Often in ten 
 minutes he had his order in his pocket, and when he was 
 outside he pointed out to the salesman just how each 
 step was taken. No man would undertake to plead a 
 case in court unless he had first studied law, and then 
 had prepared himself in advance by studying the legal 
 points and looking up decisions. The young lawyer 
 usually is associated with an older lawyer, who is his 
 teacher. Just in the same way the young salesman 
 must have an older salesman who can turn the trick, 
 and also show him just how it is done. 
 
 A sales-organization to succeed must have a practical, 
 successful man at its head. The merely theoretical man 
 is bound to fail, because he can't teach others what he 
 hasn't learned himself. 
 
 The List of Prospects 
 
 The first thing that the good sales-manager does is to 
 get a list of all the good prospects in his territory. If 
 he is dealing with the trade he has this compiled from 
 Dun's or Bradstreet's. As a rule, he must check the 
 names himself, as he alone knows precisely what kinds 
 of firms to choose. He has a railroad map before him 
 and studies the connections of trains. Fairly large 
 towns that are inaccessible he may omit altogether, and 
 very small towns that can be visited between trains he 
 will include. The towns omitted or marked with a 
 question indicating infrequent visiting he will put in a 
 list by themselves to be canvassed by mail. After he 
 has compiled his list from the books, he consults practical 
 
416 HUMAN NATURE IN BUSINESS 
 
 salesmen who have been over the territory, if this is 
 possible. From their personal knowledge of towns and 
 of concerns in those towns, they help him to correct 
 his own judgment. Then the credit man goes over the 
 list and passes on the credit of each prospect even before 
 any business is solicited from him. This thorough 
 preparation of the list of possible customers in the terri- 
 tory is one of the most important elements of modern 
 sales-organization. It saves an enormous waste of time 
 to the salesman, expense in going to impossible places, 
 and the confusion of thought incident to going into a 
 really unknown field. 
 
 The manager of a sales- force on a specialty sold direct 
 to consumers does the same thing. With telephone and 
 city directories he compiles a list. This he arranges 
 according to street numbers or office buildings, so that no 
 time will be lost in winding back and forth. Usually 
 directories are alphabetical by names and must be re- 
 arranged specially with reference to streets and car 
 lines, but the rearranging is indispensable for economical 
 work. 
 
 Even the manager of a retail store will have a well- 
 prepared list of persons who ought to be customers but 
 are not, usually with telephone numbers so that they can 
 be called up. Every one of these who is turned into a 
 regular customer may be worth from five to fifty dollars. 
 In San Francisco there is a newsboy who has a sort of 
 hole in a wall, but he has systematically worked up a 
 list of customers, and these he calls up over the tele- 
 phone, working on the list all day long. When he gets 
 them he gives them the latest news about magazines and 
 books. "McClure's is just out with a splendid article 
 on . ' ' The customers come to depend on this volun- 
 tary news-service, and in gratitude for his thoughtful- 
 ness, hasten to his stand to buy the book or magazine 
 
MODERN SALES ORGANIZATION 417 
 
 he mentions. Even with modern advertising in news- 
 papers, retail stores should do this individual work con- 
 stantly. It is the only way in which the maximum 
 business can be obtained. 
 
 Educating the Customer 
 
 Articles valued at less than a dollar can be sold by 
 personal canvassing only from house to house. The cost 
 of preparatory work is too great for the possible profit 
 to make any other system feasible. Usually five dollars, 
 or often ten dollars, is the lowest price for a single 
 article which will make a profit possible on more elabo- 
 rate systems of soliciting. 
 
 On all staples the sale of the first order is looked on 
 merely as the opening wedge for a steady line of busi- 
 ness. For example, if an average family uses groceries 
 worth five dollars a week, in a year that family would 
 use $250, on which the profit may perhaps be only 
 20 per cent., or fifty dollars. All of that might be 
 spent to get a good customer started, who in years to 
 come would go on and give the house a clear profit of 
 fifty dollars a year, or even half of that. 
 
 When the amount involved justifies a rather serious 
 effort on each person, the sales-manager will first of all 
 appeal to the advertising manager (unless he is himself 
 also the advertising manager) to prepare a circular 
 giving the full canvass on the article, a letter giving a 
 short canvass, and a return card or order blank of some 
 sort, or an inquiry blank. These he mails out to his 
 list, often under one-cent postage. He tries both one- 
 cent and two-cent, and adopts the method which shows 
 the greatest return for the total money expenditure. 
 The three items mentioned are usually necessary, the 
 letter to give a brief idea of what the proposal is, the 
 circular to supply full information to those whom the 
 
418 HUMAN NATURE IN BUSINESS 
 
 letter has interested and who want more information 
 before they place an order, and a return form to make 
 ordering or sending an inquiry easy. The returns 
 should as a rule be not less than 1 per cent., while 
 5 per cent, is considered very large and 10 per cent, 
 enormous. As high as 85 per cent, of returns 
 have been secured in rare instances. Usually the open- 
 ing letter is followed up by attractive mailing-pieces, 
 each containing a short, pointed canvass, from a different 
 angle from anything that has gone before. In all cases 
 a return-form of some sort should be attached. Ordinary 
 tag board of heavy manila bristol or document manila 
 is best for common and general use. Each mailing-piece 
 should bring its percentage of returns. 
 
 The direct returns from these mailings will usually 
 pay the cost of printing and mailing, but the number of 
 pieces that can be sent profitably at one time will be 
 limited to from three to ten as a rule. It will be seen 
 that the total business that can be secured in this way 
 will be too small to be content with unless the possible 
 list of customers is enormous, running into the millions 
 as in the case of Sears, Roebuck & Co. 
 
 The real object of this mailing is to educate the cus- 
 tomer in advance for the benefit of the salesman, who 
 should call on every customer on the list within three 
 or four weeks at the outside. Every person who has 
 received the letter and mailing-pieces has been educated 
 to a certain point as a rule. Some have thrown most of 
 the circular matter into the waste-basket, but even if only 
 one headline or one card has been read all through it 
 may favorably dispose the prospect to listen to the sales- 
 man when he calls. Once a firm decided to open up 
 territory in Wisconsin, and after having prepared a 
 good list sent out thirteen mailing-pieces of different 
 kinds, each distinctive, each making an important point 
 
MODERN SALES ORGANIZATION 419 
 
 on the goods. A young salesman followed after and took 
 a large volume of orders. He thought the returns were 
 due to his own cleverness, and said so frankly. So he was 
 assigned to similar territory in Iowa, which had not 
 been worked in advance by the mailings; but in three 
 weeks he was called home because he was not getting 
 business enough to pay his expenses. Armour & Co. 
 sent salesmen out into the northwest quarter of Chicago 
 to sell their Simon Pure lard in pails, at a price just 
 above the market. When the dealers heard the price 
 they refused to listen to the salesmen at all. But a list 
 was prepared and educated by a series of letters which 
 pointed out the advantages of cleanliness, exact weights, 
 freshness every week, etc., and then the salesmen went 
 again. From nearly every dealer who had received the 
 educative matter they got an order, but still they were 
 unable to get an order from those dealers who for one 
 reason or another had been missed in the mailing. 
 When a campaign was started in New York City the 
 advertising man was sent right there to work for three 
 or four weeks on the spot and prepare the dealers by 
 his letters and circulars. This was regarded as the 
 hardest field in the United States, but the salesmen got 
 the business when they followed in the wake of the edu- 
 cational campaign. In the case of a bond-selling busi- 
 ness, the direct returns were almost none, as investors 
 are very wary of giving any one a hint that they have 
 money ; but it was found that salesmen could follow the 
 list and get an excellent line of orders from those who 
 had received the circular matter, tho they had given no 
 indication of interest in it. Hundreds of other business 
 firms throughout the United States have proved the same 
 thing. 
 
420 HUMAN NATUEE IN BUSINESS 
 
 Managing Salesmen 
 
 Handling salesmen is very much like driving a four- 
 in-hand team of horses. Same lag and need to be 
 touched up, some break away from the system of the 
 house and need to be brought back into line again, some 
 are not thorough and do not clean up the business as 
 they should, while others are too conscientious and there- 
 fore are so slow they do not keep their cost-to-sell down 
 to the right figure. It is a keen, energetic man who fe 
 able to keep a force of salesmen always at their best, 
 and a highly developed organization often requires 
 several years to create. 
 
 While the personality of the sales-manager is an im- 
 portant element, modern scientific sales-methods are also 
 indispensable for the highest results. 
 
 First, a card system should be kept where at a glance 
 the sales-manager can see just what a man has done in 
 a given field up to the night before. Salesmen's daily 
 reports should be received and immediately placed with- 
 in the range of the sales-manager's eye. If anything is 
 wrong, a personal letter or telegram should go to the 
 salesman without delay. In any case once a week, or 
 in some cases once a month, a stimulating letter or report 
 should go to the salesmen in such cases as those in which 
 the salesmen can not come to the office. In personal 
 canvassing the men will report to the office every night, 
 and every morning will be sent out with a stimulating 
 little talk. Traveling men on the road will often report 
 once a week, sometimes spending every Saturday at the 
 office to wait on customers who call, and to get in touch 
 with what the rest of the organization is doing. 
 
 Salesmen accomplish far more, as a rule, if the gang 
 spirit can be aroused, just as when a baseball-team or a 
 football-team plays a game. Every sportsman knows 
 
MODERN SALES ORGANIZATION 421 
 
 what team-work means, and so does every up-to-date 
 business man. When salesmen are scattered, special 
 methods must be used. 
 
 Every salesman who makes a hit should send in the 
 story of just how he did it, and this personal story of 
 a success should be sent out to all the others. Very, 
 very seldom does a salesman lose anything by giving 
 away his secrets, for the real secrets in such accounts 
 remain untold because they are so intimately personal 
 to the man himself that he simply can not tell them. 
 The story of his success is stimulating to all, however. 
 
 The modern quota system has been widely adopted. 
 Big salesmen on high salaries will sell many large orders 
 and so will have a large volume of sales, and small 
 salesmen on small salaries, in small towns, will make 
 small sales. The quota system assigns to each salesman, 
 on the basis of his salary or his salary and expenses 
 taken together, a certain number of units which he 
 should sell in a month or a week. If he sells the quota 
 assigned him, which no one knows but himself and the 
 sales-manager, he is ranked in the reports at 100 per 
 cent. If he sells less than his quota, his rank may be 
 75 per cent, or 60 per cent. He may sell more 
 than his quota, when he will rank at 125 per cent, or 
 150 per cent. The quotas are secret, but the percentages 
 are published weekly or monthly in a bulletin. This 
 puts all salesmen on the same basis and gives all a fair 
 chance to make a high percentage. The competition 
 thus created is highly stimulating, and no secrets are 
 divulged, and no salesmen feel they have not a fair 
 chance. Usually the small salesmen will make the best 
 percentages at the first. Later the big salesmen, who 
 have been loafing on their jobs a little, will wake up and 
 show what they can do by extra exertion. This is an 
 excellent way of keeping the team running even. Some- 
 
422 HUMAN NATURE IN BUSINESS 
 
 times these percentage competitions are treated as a 
 baseball-game and scores are posted on a bulletin-board, 
 which is reproduced and sent out to all the salesmen; 
 or the salesmen's names are put on a running-track. 
 Prizes, usually small and unimportant, yet something to 
 rouse the spirit of playing a game and playing it to win, 
 are useful. Again, all the salesmen in one territory will 
 compete against all the salesmen in another territory. 
 
 Mimeograph bulletins may easily be illustrated with 
 interesting tho crude little pictures. In large organiza- 
 tions a weekly or monthly illustrated house-organ which 
 gives all the personal news of all the salesmen, including 
 their illnesses, their marriages, their difficulties, and 
 their successes, as well as the news of competitions, are 
 highly effective. 
 
 The total cost to sell each unit of goods in the case 
 of each salesman should be carefully figured out. In 
 scattered territory the cost to sell will be higher than 
 in solid, compact territory; but the sales-manager must 
 have this always before him on each salesman's report- 
 card, and if a cost-to-sell unit is assigned to a salesman 
 as a quota, his percentage above or below may be a useful 
 point for public competition as well as the total amount 
 of sales. This will help to educate the salesman on the 
 importance of economy. 
 
 Questions on Modern Sales Organization 
 
 1. What was the old idea of salesmanship? 
 
 2. Describe the way in which the sales-manager 
 trains young salesmen. 
 
 3. How are lists of dealer prospects prepared ? 
 
 4. How are lists of consumers prepared for a 
 specialty ? 
 
 5. Illustrate the value to a retailer of getting lists 
 of prospects to be followed up. 
 
MODERN SALES ORGANIZATION 423 
 
 6. How is the first order figured in relation to 
 ultimate profits? 
 
 7. When the amount of money will justify it, how 
 are customers educated in advance for the visits of 
 salesmen ? 
 
 8. How much might be expected out of the direct 
 mail-orders from this circular work? 
 
 9. Illustrate in detail what may be accomplished by 
 the educative method. 
 
 10. What differences in salesmen must a sales-man- 
 ager overcome? 
 
 11. What kinds of records of salesmen's work should 
 a sales-manager have? How are they kept up to the 
 mark? 
 
 12. Describe the modern quota system. How is 
 interest kept up ? 
 
IV 
 THE PRINCIPLES OF SALESMANSHIP 
 
 The Five Factors 
 
 IN every sale there are five factors which we must 
 take fully into account : 
 
 1. The personality of the salesman, 
 
 2. The character and situation of the customer, 
 
 3. The goods to be sold, 
 
 4. The competition, 
 
 5. The sale. 
 
 Unless the salesman bears himself so as to command 
 respectful attention, the customer will simply refuse to 
 do business with him. Moreover, unless the salesman 
 knows what he is about he will not have respectful 
 attention. 
 
 No one can make a sale to every person, nor ought 
 any one to make a sale to a customer unless it is for the 
 good of the customer that such a sale be made. The 
 condition and situation of the customer is, therefore, a 
 vital element, as well as his attitude of mind. The 
 salesman must inform himself of the real needs of the 
 customer before he can even begin his work of educating 
 the mind of that customer. 
 
 At the same time the goods must be right, and the 
 salesman must know them. 
 
 In every sale there is some sort of competition. 
 Either there are other goods of the same sort which the 
 customer ought to consider, or else there is the general 
 competition between all the other things on which money 
 can be spent, and the goods offered. We must always 
 
 424 
 
THE PEINCIPLES OF SALESMANSHIP 425 
 
 remember that there are few things without which we 
 can not get along in this world, and nearly always 
 there must be a decision whether it is wise to spend 
 money on this particular thing or not. 
 
 Finally, there is the sale, on which all the art of 
 salesmanship must be concentrated. Unless the first 
 four factors are right, and are mastered, the art or 
 science of salesmanship does not come into play at all. 
 The art of salesmanship simply gives effectiveness to a 
 combination of factors which otherwise are favorable. 
 Selling poor goods to people who ought not to pay for 
 them is a crime, and going out as a salesman unless you 
 are prepared for the work is pure folly. There are 
 plenty of opportunities, however, where the first four 
 factors can meet in fairly good balance, and it is on 
 such that we should now fix our attention in a study 
 of the principles of successful salesmanship. 
 
 General Preparation for Selling 
 
 Before undertaking in any way to sell goods the wise 
 salesman will make a very thorough preparation. 
 
 Boys and girls are best prepared for retail selling by 
 handling stock. "When the salesmen pull down bolts 
 of goods, the stock-boys or -girls carefully roll them up 
 and put them in place again. This seems like simple 
 work, but it furnishes the best possible chance for them 
 to learn the character of the goods, their differences, 
 prices, etc. Also they can not help hearing constantly 
 the way in which accomplished salesmen make their 
 sales. Once a boy in a school was found to be a re- 
 markable letter-writer, tho he had no experience. In- 
 quiry revealed the fact that he had wrapt up bundles 
 on the other side of a partition where he could hear 
 the daily dictation of letters by the manager of a large 
 concern who was noted as a good correspondent. Listen- 
 
426 HUMAN NATURE IN BUSINESS 
 
 ing day by day, he had unconsciously imbibed the art 
 of letter-writing. Many a stock-boy engaged in the 
 mechanical work of putting bolts of goods back on 
 shelves has imbibed the art of salesmanship, learned the 
 goods, and also learned what customers are and how 
 they act. Wholesale salesmen are usually trained as 
 stock-boys in the same way. They take care of the 
 stock-rooms in the wholesale house, putting the goods in 
 order, helping the buyer order stock when it gets low, 
 and listening to the salesmen when they come in and 
 show some visiting customer the line. Specialty-sales- 
 men such as book-solicitors, or salesmen of such office- 
 appliances as cash-registers or adding-machines, must 
 go through a special school to learn the fine points of 
 the canvass on each special item, the difficulties that will 
 come up and how they are to be met, and what other 
 salesmen have found to be the best approaches and 
 methods of closing sales in each special line. 
 
 Besides this general preparation, every salesman 
 should inform himself very thoroughly about the com- 
 peting lines of goods and the arguments of competing 
 salesmen. These competitive facts and thoughts will be 
 in the mind of the prospective customer whether any 
 mention is made of them or not. The salesman will 
 have to face a man in whose mind is the thought of 
 those competing goods, and the argument of the other 
 salesman. It stands to reason that success in selling 
 can not be attained if the salesman is ignorant of just 
 what this unraentioned mental reality is. He can not 
 shape his canvass so as to win unless he knows against 
 what he is fighting. Yet neglect to study competition 
 is one of the commonest faults among American business 
 men. Failure results again and again because of this 
 unknown factor ; yet no effort is made to find out about 
 it or understand it. 
 
THE PRINCIPLES OF SALESMANSHIP 427 
 
 The person who goes into any business without having 
 served some sort of apprenticeship in that business is a 
 fool. 
 
 Any person who, having served his apprenticeship in 
 his business, does not thoroughly investigate the special 
 class of customers, in the special location where he in- 
 tends to conduct his business, to know that he has a 
 reasonably rich field, is a fool. 
 
 When both of these precautions have been taken, the 
 person who does not inform himself just what his com- 
 petitors have, and just what their arguments are, is, to 
 say the least, a negligent business man. 
 
 As a rule, there is not much lack of attention to having 
 the best available goods to sell at right prices ; but this 
 is the fourth requisite. 
 
 Steps in Making a Sale 
 
 There are five distinct steps in making a sale. 
 
 1. Special preparation* for appeal to the prospect 
 before he is approached at all. 
 
 This preparation may consist of a series of educative 
 letters or circulars. 
 
 It may consist of getting information about him from 
 Dun's or Bradstreet's, from directories, or best of all 
 from neighbors. Even the house-to-house canvasser al- 
 ways asks the name of the person living in the next 
 house. Solicitors for sets of books get personal intro- 
 ductions. Sellers of stocks and bonds get personal 
 recommendations from one person to another, following 
 out a regular chain of acquaintance as much as does 
 the bank with its chain of personal identifications before 
 cashing checks or opening accounts. 
 
 What this preparation may be is well illustrated by a 
 
 * This step was suggested by Mr. R. H. Grant, sales-manager of the 
 National Cash Register Co., who lays great emphasis upon it. 
 
428 HUMAN NATURE IN BUSINESS 
 
 story of the sale of a Packard truck to a wholesale grocer 
 in New York City. This concern had many wagon- 
 routes running all over the city. For a year and a half 
 the salesman had been watching for a chance to get an 
 entering wedge, for it meant a big order some time. 
 When at last he received a card from the manager of 
 the grocery house, saying that one of their wagon-routes 
 had broken down and they were considering trying out 
 an auto-truck on that one route, he was on hand even 
 before the hour of ten which had been set the next 
 morning, so that he should get the first interview. 
 When he entered the manager's office and was asked 
 what he had to say he produced a sheet on which he had 
 tabulated the entire list of items of cost of maintaining 
 and operating the wagon-route, and by the side of that 
 the cost of operating the auto-truck ; not an estimate, but 
 the actual figures taken from another house to which 
 trucks had been sold. The comparison showed a saving, 
 and, of course, the manager was imprest. He wanted to 
 know where the salesman got such exact information in 
 regard to the cost of operating the wagon-route, and 
 whether his figures were accurate or not. So he rang 
 for the barn-boss to be called, and introduced him. But 
 the salesman and the barn-boss had been acquainted for 
 a year and a half and had figured out that table of costs 
 together. The manager then called up the other house 
 that owned the auto-truck of which the salesman had 
 given the, cost-record, and verified that cost to a penny. 
 The salesman had seen to it that the manager of the 
 other business knew exactly what his costs had been. 
 
 Then came the question of what sort of body should 
 be put on the chassis. The salesman recommended a 
 special body-maker, who was waiting outside. He was 
 called in. What would he recommend? If the manager 
 would step out to the stable he would show him a body 
 
THE PEINCIPLBS OF SALESMANSHIP 429 
 
 all painted up, with the old design of the house adapted 
 to the new kind of vehicle. The superintendent of 
 delivery was called to see what he thought of it, and it 
 appeared that he had helped to work it out. It seemed 
 just the thing. 
 
 "With such preparation as that, the sale was made even 
 before the salesman was called on for his arguments; 
 and the salesmen of the competing auto-trucks who were 
 waiting in the outer office were not even invited in to 
 make their pleas : the order was given then and there. 
 
 The first step is to find out just what the prospect 
 ought to have, and then make your offering so it will 
 precisely fit the need that has been studied out, or 
 present it in the aspect that will be most likely to suit. 
 In these days scientific sales are made in the prepara- 
 tion, before the salesman even sees the prospect. 
 
 2. Attention. If by circularizing or otherwise you 
 can make a prospect invite you to call on him, you 
 obviously have his attention even before you reach him. 
 You are doing him a favor by calling on him and you 
 need offer no apologies. That is the best kind of atten- 
 tion to have. 
 
 If you go to solicit a man who is indifferent to you, 
 the first step toward making a sale is to get his full, 
 favorable attention. 
 
 The seller of a gas-lighter from house to house gets 
 attention by snapping his lighter and making sparks 
 which fascinate the eye. 
 
 The clever salesman who has prepared himself in 
 advance so that he knows something of the problems of 
 the prospect, gets favorable attention by asking a ques- 
 tion which touches a vital point in the prospect's mind, 
 something he has worried about. Such a question, in a 
 sympathetic tone, invites a confidence, and a confidence 
 from a prospective customer marks him as already on 
 your side. 
 
430 HUMAN NATURE IN BUSINESS 
 
 Besides showing something, and asking a question that 
 is personal, there are various other ways of getting 
 favorable attention, most of which are special with the 
 salesman. Some salesmen get attention by their pleasing 
 manner and dignified good breeding as shown in their 
 carriage. Most people will stop to look at a particularly 
 well-bred man. Others have discovered some curiosity- 
 arousing statement which immediately challenges. 
 Certain business men can be reached only by a bold 
 challenge. 
 
 The good salesman seldom or never presents a card. 
 "With those he has met before he assumes an intimacy 
 of personal acquaintance that has no need of cards. 
 With those who are strangers he reserves himself till 
 he can make his own impression instead of allowing a 
 false impression to be formed from a hasty glance at a 
 card. It is always safer to divulge as little as possible 
 in advance of actual personal contact. A name may be 
 given if a secretary demands it, but the name given by 
 word of mouth is usually most efficacious. "Just say 
 Mr. Jones would like to see him," or some such phrase 
 has broken down a barrier of that sort. But do not 
 even give the name unless forced to do so. A card 
 reveals the business as a rule, and many men turn 
 down the idea of a business or jump to conclusions about 
 it without even giving a thought to the man. The name 
 only demands attention to the man, so the man at least 
 gets his chance. 
 
 In case a prospect is writing letters or talking to 
 some one else, it is wise to keep absolutely still till com- 
 plete attention can be had. If you are invited to talk 
 away just the same, politely decline and offer to come 
 again at some more suitable time. If necessary, say 
 frankly, "I can't talk, Mr. Jones, to a man who is trying 
 to do something else. I always feel I am disturbing 
 
THE PEINCIPLES OF SALESMANSHIP 431 
 
 him, and I can't free myself from that feeling." Then 
 ask for just five minutes in which to present your case 
 at some future time. If the man offers it right then, 
 go in and make the most of it. 
 
 3. Creating desire for the thing in general. Atten- 
 tion secured, the first step is to find out the state of 
 mind of the prospect with reference to wanting any- 
 thing at all in your line of business. Ten chances to 
 one he does not know whether he wants anything like 
 that or not. You've got to draw him out, discover his 
 circumstances, his attitude of mind, and the value to 
 him of having certain goods so you can begin to fan up 
 his desire. It is useless to offer your goods to a man 
 who thinks he does not want anything of the sort at all. 
 The first step toward resolve to buy or even toward 
 desire for your goods is desire for some goods of that 
 description. If you can draw him out as to what he 
 has already, what difficulties he has, or what oppor- 
 tunities he has that he is not improving, you get the 
 customer squarely on his own ground; you start with 
 him and not with yourself or your goods. The passion 
 to talk about oneself is such that most young salesmen 
 plunge at once into the subject of their goods. The first 
 great lesson they must learn is to reserve themselves, 
 and begin by talking about the customer and his troubles 
 or chances, or personal situation. That is the only thing 
 that puts a man at once into your power. It is a simple 
 and easy thing to do if you can only hold yourself to 
 it. "When you have once got a man on his own ground 
 you can often do your best work in fanning up his 
 desire to have some goods like yours, even without men- 
 tioning yourself at all. Desire in general for something 
 of that sort is the first step which the prospect takes 
 toward you. 
 
 4. Developing interest in your goods. When you 
 
432 HUMAN NATURE IN BUSINESS 
 
 know that you have a desire for something in the line 
 of your goods, then and not till then is your prospect 
 ready to have you explain briefly but emphatically, so 
 he will not miss a single point, the special advantages 
 and merits of your goods. Along with the explanation 
 of just how your system works, or just what your goods 
 are, should go casual mention of the most important 
 people who have bought them, and the most convincing 
 remarks others have made or letters they have written, 
 by way of proof that you are telling the truth. See 
 the fuller development of these points under Salesman- 
 ship in Letters and Advertising. 
 
 5. Closing the sale. To close a sale it is necessary to 
 get a decision to buy, to secure an act of the will. If 
 the preceding steps have been properly taken, this will 
 be easy. And yet it has a technic of its own. 
 
 First, the important thing is to get minor decisions as 
 you go along first, a decision to listen to you patiently 
 till you have finished your story ; then a decision that it 
 really would be a good thing to have something of that 
 sort (in general) ; then a decision to try your goods if 
 it can be done without risk; finally a decision to take 
 your word as a guaranty against risk, if indeed you do 
 not give the approval-privilege, as do most modern 
 houses that are on the square. 
 
 Second, in order to avoid talking a person out of 
 buying after you have talked him in, it is important to 
 cover the whole ground briefly and then try to get your 
 order by asking for it or acting as if you were going 
 to ask for it, so that the prospect feels the pressure of 
 your will. You may or you may not give the direct 
 command to sign an order-slip. You may write the 
 signature for the man, printing it out so there will be 
 no mistake in the spelling, or avoid getting any signa- 
 ture at all by simply taking an oral order as most 
 
THE PRINCIPLES OF SALESMANSHIP 433 
 
 wholesale men do, writing down at dictation. If the 
 man lets you do those things, you have won his will. 
 
 Third, the wise salesman will always have a few good 
 strong arguments in reserve so that if he fails to close 
 the first time he can compel a favorable decision by 
 bringing up his reserve guns and firing in a few hot 
 shot that were not expected. That often disconcerts the 
 prospect, who in his confusion yields to a sudden demand 
 for an order. 
 
 A good salesman who has written admirably on the 
 subject has said that you should always keep a prospect 
 on the defensive. That implies that he may feel you 
 are getting him. It is better to keep him on what may 
 be called neutral ground, certainly never letting him 
 put you on the defensive, and never making him feel 
 that he must defend himself, until suddenly you unmask 
 your batteries and watch him surrender without a 
 murmur. But above all things don't let him get you 
 in a corner. 
 
 Knox, in his book, "Business Efficiency," illustrates 
 this with one question: "How soon can you get an auto 
 like that?" "Eight away," is an answer which permits 
 the prospect to recoil, think it over, and say he will wait 
 till next week, since there is no particular reason why 
 he should decide then. "When do you want it?" or, 
 "When do you have to have it?" is a return question 
 which keeps the prospect on the defensive and makes 
 him commit himself still further. When a prospect 
 gets to the point of asking, l i How soon can you get it ? " 
 you know he is ready to surrender if you handle him 
 rightly; but there is many a salesman who misses his 
 chance even then by letting himself get into a corner 
 instead of keeping his prospect there. 
 
 The principle of never letting the prospect put you 
 in an awkward position is illustrated by the rule that 
 
434 HUMAN NATUEE IN BUSINESS 
 
 when a customer has promised to go at a certain hour 
 to see your goods, you should always call and take him 
 to see them, never wait for him to come by himself. 
 Twice out of three times he will fail you if left to him- 
 self, on some excuse or other, and you appear foolish 
 and weak. It is foolish and dangerous to wait about 
 for any man. Always go and get him at the hour set, 
 right on the dot. It is as bad to get there ahead of 
 time as behind time. Walking in just as the clock 
 points to the minute is always very effective. The pros- 
 pect glances at the clock, then at you, and remarks, "I 
 see you are right on the dot." It pleases him and helps 
 your cause. 
 
 You should also observe that desire for goods like 
 yours and decision to buy them are two entirely different 
 things. The desire comes first, but you must go specifi- 
 cally about producing decision to buy as the basis for 
 closing the sale. Arguments on the point, "Why act 
 now?" tend toward decision to buy. It may even be 
 desirable to talk over a man's financial situation with 
 him so you can help him to make up his mind whether 
 he really should afford the thing or not. Personal help 
 to solve personal problems is always a large part of a 
 salesman's duty. 
 
 Questions on the Principles of Salesmanship 
 
 1. What are the five factors in a sale? Illustrate 
 the importance of each of them. 
 
 2. What is the best general preparation for retail 
 selling ? 
 
 3. Why is it important that salesmen inform them- 
 selves about competing lines of goods? 
 
 4. Summarize the different elements of success in 
 selling. 
 
 5. What are the five distinct steps in making a sale ? 
 
THE PRINCIPLES OF SALESMANSHIP 435 
 
 6. Illustrate the importance and value of special 
 preparation for each sale. 
 
 7. Describe the ways in which attention may be 
 secured. 
 
 8. "Why is it necessary to create desire for the thing 
 in general before you introduce your own special goods ? 
 
 9. How do you develop interest in your own special 
 goods ? 
 
 10. "What are the three leading methods of closing 
 sales ? 
 
 11. What is meant by keeping the prospect always 
 on the defensive? How does Knox illustrate this? 
 
 12. How do you handle customers who make appoint- 
 ments to go to your hotel at a certain hour? 
 
 13. What is the difference between " interest in your 
 goods" and " desire to buy?" 
 
THE PRACTICAL PROCESS OF SELLING 
 
 WE have studied the theory of making a sale, but 
 the practise is often widely different from the theory, 
 and in any case we must adapt our theory to circum- 
 stances at almost every step. 
 
 Retail Selling 
 
 A retail salesman waits on customers who come to his 
 counter. Attention, and the best kind of attention, has 
 been secured for him. But there is important work for 
 him to do, and he must concentrate all his mind on 
 that. It is to make the sale as large as possible, yet be 
 sure the customer goes away feeling pleased with him- 
 self and the salesman. 
 
 The first step is tactfully to draw out the customer 
 and see just what he or she does want. Usually the 
 customer's mind is vague. A want has been felt, but 
 little thought has been given as to how it can best be 
 satisfied. It is the salesman's business to clarify the 
 mind of the customer, and, perhaps for the customer's 
 own good, turn it in an entirely different direction. For 
 example, perhaps a customer thinks he wants a cheap 
 suit of clothes. When he realizes that a cheap suit will 
 not hold its shape a month, and he will feel disgraced to 
 go about in it and probably throw it aside, while a good 
 
 436 
 
THE PEACTICAL PROCESS OF SELLING 437 
 
 suit will wear well for six months, he will realize that 
 the cheapest suit in reality is the one which costs a 
 little more money, and he will go away feeling that you, 
 the salesman, have performed a real service in his 
 interest even if you did get ten dollars more out of his 
 pocket than he intended to let you have. 
 
 The next step is to make use of the opportunity to 
 turn the mind of a customer to other articles. A grocery 
 salesman exclaims as the customer is leaving: "We have 
 just got in a carload of sweet, juicy Florida oranges, 
 only 45c. a dozen. Better take some." It is a chance 
 the customer will not like to miss. A customer is grate- 
 ful to you for calling attention to anything special. 
 
 Selling to Dealers 
 
 The salesman who has a large line of goods, on which 
 there is keen competition with other salesmen who carry 
 similar lines, will often find it difficult even to get atten- 
 tion. The storekeeper is busy and does not care to take 
 the time to talk. He may have spent so much money 
 already he is afraid of being tempted to spend more. 
 Perhaps business has been dull and he has made up his 
 mind to rest on his oars till he has sold off some of 
 his stock. 
 
 The book of instructions given to National Cash 
 Register salesmen says, "You must not proceed on the 
 theory that storekeepers usually know what their own 
 best interests are. They don't. No man always does. 
 The majority of men are going contrary to their best 
 interests every day. They seem to be almost wilfully 
 blind to the things that would help them and make them 
 better off." 
 
 Walking in and saying to a dealer, "I suppose you 
 don't want anything to-day," is the most certain method 
 of getting the reply, "No, nothing," that can be 
 
438 HUMAN NATURE IN BUSINESS 
 
 imagined. If, however, a salesman makes inquiries and 
 looks around the shelves or inquires of the stock-boy 
 what is on hand, he may say as he enters, "I see 
 you have only three brooms left. Our Little Polly sell- 
 ing at 30 cents, with colored handles, will sell two to 
 one of what you have been carrying. Couldn't you use 
 five dozen ? ' ' Such an opening would at least challenge 
 attention, and if an order for brooms was not forth- 
 coming, it might open the way for something else. 
 
 The dealer is in business to make money. If you set 
 stedfastly out to help him make money and you are 
 successful, he will be your friend beyond any question 
 and will give you orders on standard lines in preference 
 to giving them to some other salesman. The first step 
 toward success is finding a way to be of service to the 
 prospective customer, and if you can't do it in any other 
 way you want to draw him out and make him tell you. 
 If you can get him to go over his stock with you, item 
 by item, you are certain to discover some item here or 
 there on which you can really introduce him to a profit- 
 able deal. 
 
 Holding such a customer depends on your wisdom in 
 selling him the right things, and continuing to take an 
 interest in what you sell him till it is gone from his 
 floor. It is sometimes good policy to take back the 
 goods on which you have made a mistake. Or, perhaps, 
 you will have to devise selling-methods to enable him to 
 make them move. The salesman who thinks his work 
 is finished when the order is booked makes a big mistake. 
 Success lies in the year's totals and not in single sales. 
 The small must always be subordinated to the larger 
 interest. 
 
 It often happens that a dealer is stocked with a certain 
 article and says he will wait till you come around again. 
 Three or four months later you call to find he has just 
 
THE PRACTICAL PROCESS OF SELLING 439 
 
 bought of some other salesman. How are you going to 
 forestall that? 
 
 First, don't waste your first opportunity just because 
 the dealer is stocked. Show him plainly the merits of 
 your goods in comparison with others. Find out exactly 
 when he will need more stock. Set the date down in 
 your notebook. Get him, if possible, to give you an 
 order deliverable at that future date, and hold it till 
 the time comes. At any rate, get him to promise to see 
 you before he places his order with any one else. "When 
 the date approaches, write him and remind him of his 
 promise. 
 
 A dealer will often consult his sales-people, and the 
 salesman must have their good will. A dress-shield 
 salesman finds it useful to present a pair of shields to 
 each of the girls behind the counters, with his com- 
 pliments. Or, as he walks in, he casually places a 
 sample of his goods beside those he finds lying on the 
 counter, and points out to the head saleswoman the 
 finer points of difference. 
 
 A salesman with a wholesale line will very often give 
 all his attention to certain staples on which, perhaps, the 
 profit is small, instead of studying over his entire line 
 to see what new items he may introduce to old customers 
 or what items will earn more profit for the house. It is 
 profit the house is after, not volume of sales. A large 
 wholesale grocery house once resolved to look into the 
 sales its men were making. Some of the old-line men 
 had very handsome gross sales, but on investigation it 
 was found that they were selling such staples as sugar 
 to a few large buyers. The more profitable specialties 
 were slighted, and the more troublesome small customers 
 were not visited. These salesmen had large salaries, 
 but the small profits on their sales made them represent a 
 loss to the house. Some of them were so wedded to 
 
 
440 HUMAN NATURE IN BUSINESS 
 
 gross sales and found it so hard to pick up the loose 
 ends and develop their business on thorough and scien- 
 tific lines that they had to be displaced by younger men, 
 who were willing to build up on correct lines. 
 
 Selling Specialties 
 
 The perfection of salesmanship is found when a person 
 devotes himself to one thing till he is absolute master of 
 it. Hence the specialty salesman handling, for example, 
 a cash-register or a typewriter, a gas-lighter or a pencil- 
 sharpener, a special brand of underwear or a special 
 make of corset, becomes the model for the whole selling 
 world. 
 
 The retail or wholesale salesman with a line of goods 
 can not very well follow a set selling-talk, tho as a 
 matter of fact he should be supplied with many selling- 
 talks. It is the specialty salesman who must have his 
 selling-talk thoroughly worked out before he sets out 
 at all. 
 
 First, he goes to a selected prospect. It may be a 
 person who has answered an advertisement or a circular 
 letter. Or it may be a person in a house on a certain 
 selected street. He prepares himself by finding out in 
 advance as much as possible about the prospective cus- 
 tomer. At any rate he inquires at the adjoining house 
 the name of the person, so when he enters he can ask 
 for "Mrs. Jones, 77 or whatever the name may be. 
 
 Then he gets full and undivided attention by some 
 special method, unless that has been secured for him in 
 advance by advertising. Until he has that attention he 
 refuses to begin his selling-talk. If the person is too 
 busy to see him he tries to make another appointment. 
 In any case, he holds himself in reserve, or uses some 
 device or remark which will secure for him proper at- 
 tention. 
 
THE PRACTICAL PEOCESS OF SELLING 441 
 
 Before launching into the merits of his goods, he tries 
 to get into sympathetic harmony with his prospect. 
 The prospect is interested in his own troubles, and, of 
 course, the salesman is interested in his, but the sales- 
 man must learn to think first of the other fellow and 
 then of himself. In many cases, however, not only will 
 the salesman have attention, but he will have real interest 
 already developed in his own goods. The cases are few, 
 however, when it is justifiable to plunge at once into 
 the merits of your own goods. The rule should always 
 be, the customer's personal interests first, one's own 
 afterward ! 
 
 The first consideration is presenting what you have 
 to sell in a clear and understandable style. Samples 
 and models are usually necessary. Pictures may some- 
 times be used, by preference original photographs. The 
 explanation should be entirely free from any confusing 
 elements. The salesman must practise over and over 
 again till he can tell a clear, direct, condensed, simple 
 story. Any suggestion of vagueness or haziness may 
 prove fatal. 
 
 If a man smokes a five-cent cigar he will not be in- 
 fluenced by the fact that Morgan, Carnegie, Vanderbilt, 
 Astor, and Rockefeller smoke a certain fifty-cent cigar, 
 for he is not interested in fifty-cent cigars at all, but 
 if he is becoming interested in a certain ten-cent cigar, 
 and learns that these men smoke this particular brand 
 and like it, it produces a tremendous effect on him. 
 People are like sheep. In their class they want to go 
 with the crowd. What happens out of their class in- 
 fluences them little. 
 
 Until a man thinks he himself likes your goods, after 
 you have explained them to him fully and clearly, his 
 decision to buy is powerfully affected by knowing what 
 other persons of his acquaintance have decided favor- 
 
442 HUMAN NATURE IN BUSINESS 
 
 ably, or even persons of whom he has heard, or strangers 
 he can identify. It often happens that a new line of 
 goods can not be sold until a start has been made. The 
 easiest customers are taken first, especially those who 
 are personally known to the salesman. He goes to his 
 friends first of all. Then when he goes to strangers he 
 can say, So-and-so has bought, or he can show original 
 testimonial letters from them. A book salesman will 
 often work in a town for three or four weeks without 
 getting an order. Then one will decide in his favor, 
 and he spreads the news of that, and others come, fol- 
 lowing like sheep, once the ice is broken. People are 
 most influenced by those they know. Therefore strong 
 printed testimonials from distinguished persons do not 
 have the weight locally that local testimonials have. 
 The specialty salesman will therefore set out first of all 
 to get the local clergyman, school superintendent, lawyer, 
 or business man, or the officers of certain clubs or other 
 organizations. These are often more intellectual and 
 independent in judgment. They know the distinguished 
 persdns who have given printed testimonials, at least 
 they know them by reputation, and then they in turn 
 vouch for the goods to the local people, who depend on 
 them for wise decisions. Getting the entering wedge 
 in this way is very often essential to making real sales. 
 
 The Primary Selling-Talk 
 
 Minds move with different rates of celerity. Some 
 men will size up a proposal and make their decisions 
 in three or four minutes. Others will do nothing till 
 they have thought about the matter for an hour. Yet 
 even the quickest decider does not care to act till he 
 has got an idea of all sides of the subject, till he has 
 thought about every essential point. 
 
 The primary selling-talk is a brief, vigorous, but com- 
 
THE PRACTICAL PEOCESS OF SELLING 443 
 
 plete presentation of the whole sales argument, just as 
 a sales-letter should be a brief but complete sales-talk, 
 the circular a longer and fuller talk for those who wish 
 more than is given in the letter, while the follow-up 
 is for those whose minds must go over the subject a 
 number of times. And even for the slow thinker, get- 
 ting over the whole subject so that he sees all sides of 
 it at the outset will help the salesman to find out where 
 the pressure needs to be placed. 
 
 In the primary selling-talk we undertake in the 
 briefest and most emphatic style to cover the entire 
 subject, starting with attention secured, development of 
 interest in goods of the general nature offered, explana- 
 tion of the special merits of our goods and proof 
 through the testimony of others, and closing of the sale. 
 The good salesman brings the customer up to the point 
 of giving an order. If he seems to be ready to decide, 
 the salesman proceeds to try to take his order. If it 
 is clear that he is not ready, the salesman carefully 
 avoids allowing himself to be turned down, draws back, 
 and starts on his secondary selling-talk. 
 
 The Secondary Selling-Talk 
 
 The primary selling-talk bears the same relation to 
 the secondary selling-talk that the sales letter does to the 
 accompanying circular. The man who is imprest with 
 the primary selling-talk wants to know more about the 
 matter before he makes up his mind. So the salesman 
 simply starts again on the explanation of his goods from 
 the very beginning. If the primary selling-talk has 
 been a success, attention has been secured so that step 
 does not need to be repeated. Arguments on the value 
 to the customer of having something of that sort often 
 are the most important thing in the secondary selling- 
 talk. Very likely in the primary selling-talk the situa- 
 
444 HUMAN NATURE IN BUSINESS 
 
 tion of the customer has not been canvassed very care- 
 fully, as his desire for something of this sort was 
 assumed or the salesman was so much interested in ex- 
 plaining his goods that he neglected the customer's per- 
 sonal situation and condition of mind. 
 
 Or, possibly, the mind of the customer has not become 
 clear on the special advantages of your goods in com- 
 parison with others. On that point he may say nothing, 
 but the salesman who knows his competition thoroughly 
 will guess the trouble and proceed to give an analysis 
 of the points of difference. Usually, it is not difficult 
 to draw a customer out if you ask him what he particu- 
 larly likes about the other goods, if you do it in a spirit 
 of entire fairness to your competitor. It never does 
 to " knock" a competitor, but a philosophic and fair 
 explanation of difference is seldom amiss, and often is 
 the very thing that will decide the' sale. 
 
 Finally, you may not have brought enough influence 
 to bear on the mind of the customer to make him decide 
 as you wish. Go over your testimonials again, even see 
 if you do not need to get some which you find lacking. 
 In any case, try to find out from the customer just what 
 would influence him, and develop to the best advantage 
 what you already have. 
 
 The secondary selling-talk is longer than the first, 
 and should be thorough on all phases of the canvass on 
 which the salesman knows from experience special at- 
 tention is desirable. In short, it is the complete selling- 
 talk, of which the primary selling-talk is a condensed 
 outline. 
 
 The Tertiary Selling-Talk 
 
 At the close of the secondary selling-talk the salesman 
 should make a serious effort to close. The canvass has 
 been fully completed, he has said all he feels the ordinary 
 person ought to want, and unless there is some special 
 
THE PEACTICAL PROCESS OF SELLING 445 
 
 reason he ought to be able to get his order. If he fails, 
 he should take a radically different line of attack. 
 
 The tertiary selling-talk is made up of answers to 
 objections. The prospect, if he has not turned you 
 down flatly, may have in his mind certain stumbling- 
 blocks which keep him from coming over. They may 
 not be entirely clear to himself, and, first of all, it will 
 be the duty of the salesman to draw him out and get 
 at his objections. It is usually well to go at this head- 
 on rather than beat about the bush. If the prospect 
 has objections, the sooner you find out what they are the 
 better. Then you want to meet them squarely from 
 his point of view. Many salesmen refuse to look at 
 things from the customer's point of view, and so fail to 
 entertain his objections at all. It takes an effort to 
 see things as the other fellow sees them, but success in 
 selling rests on making the effort that is necessary and 
 patiently trying to see just how he feels about the 
 matter. It is your one chance to get him on your 
 side. He may exaggerate some point, or his point may 
 be well taken and you have to 7 show him that he should 
 weigh the arguments both for and against and decide 
 on the side of the greatest weight. Some salesmen will 
 never admit that an objection exists at all. When there 
 is a real objection, it is far better to admit it frankly. 
 Often the customer merely wants to make you admit 
 that a certain objection exists. If you refuse he gets 
 so worked up about making you see the point that he 
 finally decides not to buy. If you admit it, so that he 
 gets it off his mind, he is then ready to consider some 
 of your arguments and yield to them. 
 
 It is always a mistake to argue with a customer about 
 anything. You do not need to agree with him in every- 
 thing he has to say. You can state your case sharply 
 and clearly. But after you have done that, you should 
 
446 HUMAN NATURE IN BUSINESS 
 
 stop. To keep on going over your case as he keeps on 
 going over his case is always a mistake. It is far better, 
 once you have stated your point of view, simply to 
 change the subject or maintain a dignified silence. 
 
 A salesman who is in the field will soon learn what the 
 standard objections are. "We will refer to a few which 
 are almost universal and will illustrate how to handle 
 others that are particular to a given business. 
 
 Objection: "Well, I will think it over, and if you 
 are coming around this way again in a week or two, I 
 may decide to do something." 
 
 Answer: "Mr. Jones, you understand this subject 
 better to-day, right now, than you will two or three 
 weeks hence. You have all of the facts in mind. To- 
 morrow you will inevitably have lost some, perhaps one- 
 third, and in two or three weeks you will have naturally 
 and inevitably forgotten two-thirds of them. That is 
 no criticism of you: it is merely the statement of a 
 well-established psychological principle. You couldn't 
 help it to save your life. NOW is the time you can 
 make a wise decision. If you have made up your mind 
 you ought to have this thing, say so now and get the 
 thing off your mind, so you can give your attention 
 to other matters. If you do not have the money now, 
 set the time when you will have it and we will make 
 delivery then. But you ought to decide while you can 
 do so with greatest intelligence and knowledge." 
 
 Objection: "I must consult my wife." (The same 
 applies to any other person.) 
 
 Answer: "Your wife knows nothing whatever about 
 this matter. If you feel that you must depend on her 
 judgment, let us make an appointment when I can meet 
 her, and we will go over the matter together. It is only 
 reasonable that if she is to decide she should be placed 
 in position to judge intelligently. At any time you 
 
THE PRACTICAL PROCESS OF SELLING 447 
 
 wish to make the appointment, I will keep it." [Never 
 permit a person who knows nothing about your proposal 
 to pass on it. You may be very sure that even if your 
 prospective customer is himself very enthusiastic he will 
 present your case badly. Often a salesman depends on 
 him because he has so much influence with the person 
 to be consulted. It must be remembered, however, that 
 he has not been trained as a solicitor, nor has he mastered 
 your canvass, and so he is sure to present the case just 
 as any other beginner or amateur would. You wouldn't 
 
 Fout a salesman who wasn't prepared: don't send 
 ospective customer to do your talking for you, how- 
 ever much influence he may have. Go with him your- 
 self, and then you will have his influence coupled with 
 your own skill in presenting the case.] 
 
 Objection: "I can't afford it." 
 
 Answer: Show in detail how he can't afford not to, 
 and argue the wisdom of looking forward to the larger 
 considerations so as to get the greatest good in the end 
 even if some temporary sacrifices have to be made. If 
 necessary, go into the customer's private affairs and help 
 him figure out just how he can get the money. 
 
 Here is the way a National Cash-Register salesman 
 handled that objection on one occasion: 
 
 "You can not expect to run a store without losing a 
 quarter a day as a result of mistakes in change, and 
 twenty-five cents a day more for forgotten charges, can 
 you?" "No." 
 
 "That is an absolute loss. You believe the Register 
 will stop these losses and absolutely pay for itself in a 
 short time. If you lose half a dollar a day, and there 
 are 312 working days in a year, you lose $156 a year. 
 In ten years your absolute loss is $1,560 at least, and 
 yet what do I ask for my Register, which is an insur- 
 ance policy against this loss of money? I do not ask 
 
448 HUMAN NATURE IN BUSINESS 
 
 $460 for ten years with only one-sixteenth of 1 per 
 cent, chance of loss. All I ask is $425. You have just 
 insured your store for $46.25 a year, $462.50 for ten 
 years. According to fire insurance statistics you have 
 just one chance in sixteen hundred of being burned out. 
 Think of it! Only one chance in 1,600! And yet you 
 are not willing to take that chance, and you are right 
 not to take it. Your loss of money through not having 
 the register is dead certain, with no chance about it, 
 and you can insure against that loss for less money than 
 you have just insured against the one-in-sixteen-hunq 
 chance of fire. As a level-headed business man 
 can't, under the circumstances, afford to turn my pro- 
 position down." 
 
 The Salesman's Personal Check-up 
 
 A chain is no stronger than its weakest link, and to 
 make a good salesman you must have all the elements 
 right. Before you start in you should check yourself 
 over to see if you are properly prepared, and after you 
 start you should use the check-card shown below to find 
 out at just what point you are weak, so you may con- 
 centrate your attention on that point. Here is the sheet 
 for the preliminary personal check-up : 
 
 Are you healthy, so you can talk with life and energy 
 and work steadily ? 
 
 Have you self-confidence, and faith in your goods as 
 well as in yourself ? 
 
 Is your dress neither showy nor slovenly but dignified ? 
 
 Is your manner pleasant and free from offense of any 
 kind? 
 
 Is your voice distinct and stimulating, yet smooth 
 and pleasant to the ear? 
 
 Have you made a sufficient study of tact and how 
 to handle human nature? 
 
THE PRACTICAL PROCESS OF SELLING 449 
 
 Are you thoroughly familiar with the merits of your 
 goods ? 
 
 Are you familiar with the merits and demerits of 
 competitive goods? 
 
 Have you studied the special circumstances, char- 
 acter, and needs of your customers as a class ? 
 
 Have you a selling-talk or plan of canvass based on 
 the best available experience of others who have really 
 succeeded on your special goods? 
 
 Finally, do you work hard enough ? 
 
 w when you make your canvass keep a record of 
 person approached on a card like the following to 
 see at what point you are weak, so that you can con- 
 centrate on that step in your canvass : 
 
 Name of 
 Customer 
 
 Prep. 
 Study of 
 Gust. 
 
 Attention 
 secured 
 
 Gust, 
 feels his 
 need 
 
 Desire 
 for your 
 Goods 
 
 Closed 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 PSYCHOLOGICAL SELLING HINTS SUGGESTION 
 
 The word " suggestion " has become popular through 
 the use of it in connection with hypnotism. Every idea 
 put into a man's mind tends to produce action uncon- 
 sciously and immediately. Say "east" to a man and 
 his body will unconsciously sway slightly toward the 
 east so slightly that only the delicate instruments of 
 the psychological laboratory can detect the movement. 
 In ordinary life there is a multitude of competing sug- 
 gestions, and so we have come to depend on reason to 
 
450 HUMAN NATUEE IN BUSINESS 
 
 decide which we shall act on. In the case of hypnotism 
 an artificial sleep is produced which shuts out all other 
 influences except that of the operator, and then the 
 slightest suggestion produces action, however absurd. 
 
 As a principle of psychology in business, suggestion 
 is an appeal to the subjective mind that acts spon- 
 taneously and immediately, instead of to the reasoning 
 mind through arguments. In advertising, suggestions 
 are given most obviously by pictures. Look at a picture 
 of a boy eating a watermelon which he seems to be 
 enjoying, and at once your mouth waters and you want 
 to buy a watermelon so you can eat it, too. The pictures 
 of the Jap-a-lac girl applying the paint, the picture of 
 the can, and the peculiar name, all tended, says Walter 
 Dill Scott, to make him feel that he had often seen 
 Jap-a-lac used, so that when he went to a store to buy 
 something of this sort he imagined friends had told him 
 it was a good thing and he had seen them using it, tho 
 afterward he came to the conclusion he had never seen 
 a can of Jap-a-lac except in the advertisements. 
 
 There are two distinct ways of making a sale: by 
 argument in which you try to convince a person's reason 
 that he ought to buy the goods (tho people are often 
 convinced that they ought to do a thing, yet fail to do 
 it), and by suggestion in which, for example, a woman 
 sees herself wearing a coat, or a man sees the smooth 
 work of a fountain pen in the hands of the salesman, 
 or the verbal suggestion is given that the man's wife 
 would doubtless be pleased at the appearance of a given 
 hat. 
 
 Put a person in the way of seeing and doing and 
 thinking about the little details and he falls into a mental 
 current that carries him along almost unconsciously. 
 Making a person feel like doing a certain thing is far 
 more effective than making him think he ought to do it. 
 
THE PRACTICAL PEOCESS OF SELLING 451 
 
 Selling to women is very largely by suggestion, and all 
 persons are far more influenced by suggestion than they 
 imagine for a moment. 
 
 Suggestion acts through inducing thought-currents 
 along the habit-lines inside the brain. At a mere touch 
 the things before known and seen produce pictures which 
 lead to new combinations suited to present conditions. 
 Another way to put it is to say that the imagination is 
 touched. Let us read again the section on " Human 
 Nature How to Handle It," where the whole subject 
 is illustrated in detail. 
 
 The Danger of Negative Suggestion 
 
 It is almost a national habit for salesmen to get at a 
 thing from the negative side. "You don't want to buy 
 a hat to-day, do you?" Answer "No," precisely what 
 was suggested. "I thought you didn't," says the sales- 
 man. To break this habit of negative suggestion, for it 
 is little more than a bad habit, is one of the first duties 
 of the student of scientific selling. 
 
 "You had better take four collars, so as to have some 
 on hand the next time," says the salesman, making 
 positive suggestions. "Here is a $4 pair of shoes beside 
 this $3 pair. They probably will wear enough longer 
 to make up the difference in cost twice over." "A gray 
 overcoat would just make that new gray suit of yours 
 complete. Let me hold the goods up beside the suit. 
 Wouldn't that look nobby?" 
 
 Most customers do not think for themselves, and 
 salesmen ought to help them do their thinking. The 
 natural thing is indifference and failure to act. When 
 people do not know what else to do, they do nothing. 
 It is the business of the salesman to put a multitude of 
 little positive suggestions into their minds which will 
 tend to produce action, and if these suggestions, with 
 
452 HUMAN NATURE IN BUSINESS 
 
 their slight stimulus to action, follow each other in 
 the right order and with the stimulating presence of a 
 positive salesman behind every one, the result will in- 
 evitably be good business. The customer will really be 
 served and he will be grateful. He will come back to 
 the salesman who could help him think. 
 
 Avoid Excessive Familiarity 
 
 People shrink from too close contact with other human 
 beings, perhaps repelled by the personal odor each 
 carries about with him ; or else a sense of privacy makes 
 us feel that a too familiar slap on the back, taking hold 
 of the coat or arm, or standing too close to the face are 
 repellent. Never shake your finger in a man's face. 
 Never touch him until you have come on to ground of 
 comradeship with him. It is even better not to shake 
 hands on meeting a man ; but if the interview has been 
 of the right sort you ought to be able to shake hands 
 when you leave him and make it significant of the spirit 
 of helpfulness which you have been trying to develop 
 in your sales-talk. 
 
 In short, don't overdo anything. Cultivate an alert 
 reserve not the reserve of indifference but the positive 
 reserve of self-restraint out of a sensitive consideration 
 for the other fellow. In other words, cultivate respect 
 for yourself and respect for him. Timidity and reti- 
 cence or natural diffidence are to be overcome, but at 
 the same time avoid the other extreme of unintelligent 
 aggressiveness and offensive familiarity. In all things 
 cultivate the golden mean. 
 
 Questions on the Practical Process of Selling 
 
 1. Describe the practical process of retail selling. 
 
 2. Describe the practical process of selling to dealers. 
 
 3. What argument appeals chiefly to dealers? 
 
THE PEACTICAL PROCESS OF SELLING 453 
 
 4. What is the secret of holding dealers once you 
 get them? 
 
 5. When you find a dealer is stocked, how do you 
 lay the foundation for getting his next order? 
 
 6. Why is it important to get the good-will of the 
 retail clerks? 
 
 7. How should a salesman handle a large line of 
 goods ? 
 
 8. Why is the perfected art of salesmanship found 
 in handling specialties? 
 
 9. What are the first steps in making a sale? How 
 is undivided attention to be secured? 
 
 10. How is sympathetic harmony with the prospect 
 established ? 
 
 11. What is the first great element in presenting the 
 merits of your goods? 
 
 12. In what way can reference to those who have 
 already bought be used to best advantage? How im- 
 portant is it that a man know what others think of your 
 goods ? 
 
 13. What is the purpose and character of the primary 
 selling-talk ? 
 
 14. What is the purpose and method of the secondary 
 selling-talk? How does the secondary selling-talk com- 
 pare in length with the primary ? 
 
 15. What is the purpose and character of the tertiary 
 selling-talk ? 
 
 16. Why is it a mistake to argue with a customer ? 
 
 17. How will you answer the man who says he will 
 think it over? 
 
 18. How will you answer the man who says he will 
 consult his wife? 
 
 19. How will you answer the man who says he can't 
 afford it ? How does the National Cash-Register answer 
 that objection? 
 
454 HUMAN NATURE IN BUSINESS 
 
 20. How do you find just where your weak points 
 are so you can remove them? Describe the personal 
 check-up in detail. 
 
 21. What is suggestion and how does it work? 
 
 22. What are the dangers of negative suggestion? 
 
 23. Why is it desirable to avoid excessive familiarity ? 
 
 MODEL SELLING-TALK FOR HOUSE-TO-HOUSE 
 CANVASS 
 
 The following model selling-talk on the Matchless Gas- 
 Lighter was prepared by J. 0. Ball, sales-manager of 
 the Steel Stamping Co. 
 
 Says he, "The agent can make such changes as he 
 feels necessary, but, from my experience, I earnestly rec- 
 ommend that before he proceeds to sell the Matchless 
 Gas-Lighter he should carefully memorize this selling- 
 talk. " 
 
 First, find out from the preceding house that you 
 visit who lives next door. Then, with a lighter in your 
 hand, approach the house, and after knocking or ring- 
 ing the bell, when some one comes to the door, inquire, 
 
 "Is Mrs. Jones in?" 
 
 If Mrs. Jones herself comes to the door and replies 
 that she is Mrs. Jones, you can proceed with the regular 
 selling-talk. If Mrs. Jones does not come to the door, 
 but a child comes to the door, it is usually best to say, 
 
 "I should like very much to speak to Mrs. Jones if 
 she is not busy." 
 
 But if a woman or man comes to the door who you 
 think would be a good prospective buyer, it is just as 
 well to respond, 
 
 "It is not necessary for you to call Mrs. Jones, as 
 you will do quite as well." 
 
 Then you can proceed with the regular talk as follows : 
 
 "I am demonstrating the Matchless Gas-Lighter." 
 
THE PRACTICAL PROCESS OF SELLING 455 
 
 As soon as you make this statement, start to snapping 
 the lighter and demonstrating it to the customer. Do 
 not have the lighter in a box and stop to take it out, as 
 this delays the sale and gives the prospective customer 
 time to think of objections, and you do not attract 
 attention to your article quickly enough. But if you 
 have the lighter handy and begin snapping it imme- 
 diately, she naturally watches the spark, and you have 
 covered successfully the first point in the sale, attracting 
 attention. If you continue to snap the lighter, the cus- 
 tomer will see exactly how it is done and how simple it 
 is. Besides, you will find that many women will be just 
 a little startled the first time or two the lighter is snapt 
 and will jump slightly. If you continue to snap it 
 rapidly twenty or thirty times while you are talking, 
 they will soon get used to it. As soon as you have 
 made the statement that you are demonstrating the 
 Matchless Gas-Lighter, proceed with your selling-talk 
 as follows : 
 
 "The Matchless Gas-Lighter will save your time. It 
 is instantaneous, and you do not have to strike matches 
 on the wall, stove, or woodwork. Neither do you need 
 to have any unsightly sandpaper around. 
 
 "It is cleaner than matches, and does away with all 
 dirty burnt matches around the stove. No doubt you 
 oftentimes wished that you could eliminate all dirty 
 matches around the stove, and the Matchless Gas-Lighter 
 does that for you. 
 
 "You will also find that the Matchless Gas-Lighter is 
 much more convenient than matches. You can pick up 
 the lighter and light the gas quicker and more easily 
 than you could pick up a match and strike it and then 
 light the gas. 
 
 "The Matchless Gas-Lighter is much safer than 
 matches. Fires are often caused by matches when they 
 
456 HUMAN NATURE IN BUSINESS 
 
 become overheated on a gas-stove. You have no doubt 
 had this happen, where the whole box would ignite, and 
 sometimes women are very severely burned when a whole 
 box of matches catches fire. Mice often chew matches 
 and start fires. Pieces of matches often fly off and burn 
 the hands or face. You will not have any of these 
 dangers with the Matchless Gas-Lighter." 
 
 At this point in the sale it is well to hold the Match- 
 less Gas-Lighter close to the hand and spark it several 
 times to show that it will not burn. 
 
 After covering these four steps in your selling-talk, 
 you should create a desire for possession in the mind 
 of the customer. You are now ready to create a decision 
 to buy. A decision to buy is a mental process, and to 
 arrive at a decision it is necessary to consider the price 
 and to weigh the desirability of the article against the 
 price" 5 in order to decide to buy. Therefore at this step 
 of the sale it is time to introduce the selling price of 
 the gas-lighter. 
 
 It is done by first showing the saving of the gas- 
 lighter and how much cheaper it is to use the gas-lighter 
 than to use matches. After making the statement about 
 eliminating the dangers of matches through using the 
 lighter, you can then proceed as follows : 
 
 "You can save money by using the Matchless Gas- 
 Lighter, as it is cheaper than matches. One spark point 
 will supply over 3,000 lights. Then a new spark point 
 can be put in, as the lighter will last indefinitely. New 
 spark points are sold" 3 for 10 cents. This makes 
 over 12,000 lights for 60 cents, including the price of 
 the lighter, which is 50 cents. In the ordinary box of 
 matches for 5 cents there are supposed to be 500 matches. 
 They usually run about 450. At this rate, then, you 
 will pay $1.30 for 12,000 matches. The spark points for 
 the lighter, therefore, cost less than one-tenth as much as 
 
THE PRACTICAL PROCESS OF SELLING 457 
 
 matches. If you buy the lighter for 50 cents and three 
 extra points for 10 cents, you will have a total investment 
 of 60 cents and will get 12,000 lights, and 12,000 matches 
 cost $1.30. You will, therefore, save 70 cents and have 
 the lighter besides. You can secure extra spark points 
 3 for 10 cents by writing the manufacturers, and the 
 spark points will cost just one-tenth as much as you 
 formerly paid for matches." 
 
 At this point you should get a decision to buy, but 
 many people decide to buy something and do not resolve 
 to buy it right away. In order to get a resolution to 
 buy at this time and get the money, it is often necessary 
 to review briefly the various selling points of the lighter 
 and then to suggest buying now. The following con- 
 clusion to the model selling-talk is, therefore, suggested 
 to get a resolution to buy at this time : 
 
 "The Matchless Gas-Lighter will, therefore, save you 
 money, and besides it will (1) save your time; (2) will 
 make your kitchen and gas-stove cleaner through not 
 having a lot of burnt matches around; (3) it will be 
 more convenient than matches; and (4) it will be very 
 much safer and eliminate all danger of burning yourself 
 as well as the danger of fire from matches. I have sold 
 several in this neighborhood to-day, and do not expect 
 to be around this way again, so if you desire the lighter 
 I will leave one with you." 
 
 At this point you should offer the lighter to the cus- 
 tomer. If you do not succeed in making the sale, many 
 of our agents offer as a little inducement one envelop 
 containing three extra spark points with the lighter for 
 50 cents. Some of our most successful agents make this 
 offer, and it often makes the sale. 
 
 If you get along as far with the selling-talk as out- 
 lined, and you offer the light to the customer at the con- 
 clusion, I believe that you will find, in the majority of 
 
458 HUMAN NATURE IN BUSINESS 
 
 cases, the customer will give you the money and you 
 will be enabled to effect the sale immediately. 
 
 If for any reason the customer has not the money at 
 the time and requests you to call later, the chances are 
 that she has decided to buy the lighter, and it is usually 
 advisable to make an arrangement at a mutually con- 
 venient time later on in the day, or perhaps the follow- 
 ing day, to call and deliver the lighter and collect the 
 money. 
 
 Questions 
 
 1. What preparation for this sale is made ? 
 
 2. How is attention attracted? 
 
 3. What general arguments are used to induce a 
 desire for something better than matches? 
 
 4. What special arguments are used to develop in- 
 terest in the Matchless Gas-Lighter? 
 
 5. How is the sale closed? 
 
 If possible, procure a Matchless Gas-Lighter by 
 writing to the Steel Stamping Company, 143 West 
 Austin Avenue, Chicago, and after memorizing this talk, 
 give it before the class. 
 
 Special Assignment 
 
 Take some article with which you are familiar or 
 about which you can learn fully, and prepare a selling- 
 talk complete in all its parts, yet sufficiently brief. 
 
 Carefully figure how much time an agent can afford 
 to give to making a sale, yet earn enough money to pay. 
 First, consider the value of his time apart from this 
 special work, and then see how fast he must work during 
 the day to earn that money. 
 
THE PEACTICAL PROCESS OP SELLING 459 
 
 COMPLETE CANVASS TO SELL THIS BOOK* 
 Canvass for the Business Manager Preparation 
 
 FIRST, be sure he is paying attention to you. If 
 several persons are standing around, waiting to see him, 
 gracefully step aside till they can be attended to. If 
 the man's mind seems engrossed with letters he is read- 
 ing, or a telegram, he has just received, or something 
 that appears to worry him, don't spoil your chance by 
 going blindly ahead. Quietly and patiently wait until 
 you can have his full attention. If he tells you to go 
 ahead with what you have to say, excuse yourself and 
 say you prefer to wait. If necessary, insist on calling 
 another day. 
 
 All that is usually necessary to secure attention is 
 simply to wait patiently until you have it. When you 
 can command yourself by self-restraint, you put your- 
 self in command of the situation and of your prospect. 
 
 When, at last, you have his undivided attention, what 
 shall you say first? 
 
 Certainly nothing about the book. His thought is on 
 how to make more money. Start just where his thought 
 already is on how he can make more money. 
 
 "If all your correspondents, department managers, 
 stenographers, and clerks could learn to write correct 
 and effective letters, wouldn't they be worth at least 
 25 per cent, more to you ? ' ' 
 
 Perhaps at this point the business man will express 
 himself quite vigorously about the letters, etc., which 
 his clerks write, and perhaps he will say nothing at all. 
 If he talks, let him talk until he has finished, but don't 
 be led astray by him. Stick to your line. 
 
 "The new, scientific methods of putting 'pull' into 
 
 * The testimonials in this canvass are all genuine and the names real. 
 
460 HUMAN NATURE IN BUSINESS 
 
 letters, circulars, and advertisements have actually been 
 taught, in a large number of cases, so that the returns 
 on letters were increased 10, 50, even 150 per cent, or 
 more. I should like to show you copies of a few personal 
 letters containing simple records of FACTS, that you 
 may see what others have done." 
 
 The following genuine letters should be carefully 
 copied off, each letter on a separate sheet of fine, white 
 bond paper. At the top place the word "COPY." As 
 each letter is handed out, the solicitor should rapidly 
 tell what happened in that instance, as, "Mr. Estep, 
 the writer of this series of three letters, was a young 
 man in the position of assistant manager, writing beauti- 
 fully correct letters, all very neat and impressive; but 
 putting PULL into them increased the business they got 
 nearly 50 per cent. half as much again actual cash 
 business with the same identical expenditure on postage, 
 clerk-hire, and brain-effort on the part of the writer. 
 That 50 per cent, was clear profit net gain." 
 
 Develop a similar talk on each of the other letters and 
 give the talk as you hand out the letters. Watch to see 
 that your talk does not take more time than is required 
 to read the letter. 
 
 These personal letters were written to Mr. Cody con- 
 cerning his correspondence course and private instruc- 
 tion cards for business men, now incorporated in this 
 book. 
 
THE PRACTICAL PEOCESS OF SELLING 461 
 
 50 PER CENT. MORE BUSINESS FROM INQUIRIES 
 
 From Assistant Manager R. D. Nuttall Co., Pittsburgh, 
 
 Associate Firm of Westinghouse Combination, 
 
 Largest and Oldest Manufacturers of 
 
 Machinery -Gears in the 
 
 Country 
 
 Mr. Sherwin Cody, 
 Chicago, 111. 
 
 Dear Sir : I am enclosing a second lot of letters for 
 your inspection and criticism, and I also send you again 
 the first bunch I submitted, in case you desire to make 
 a comparison. 
 
 I have succeeded in having our quotation form 
 changed and have added the guaranty on the back as 
 a " talking-point" in my letters. Results are what 
 show improvement. During the sixty days prior to be- 
 ginning your course I received exactly 25 per cent, of 
 orders where I made quotations and in the next sixty 
 days the percentage had advanced to 36. Out of 487 
 quotations, 176 orders resulted. This is considered a 
 very good average in this business, and there is no 
 question that the improvement has been brought about 
 by adopting your ideas gained from the card lessons. 
 You may put me down as being very well satisfied. 
 
 L. H. ESTEP, 
 Assistant Manager. 
 
 FIVE MONTHS LATER 75 PER CENT. OP REPLIES TO A 
 CIRCULAR LETTER 
 
 Dear Sir: You may be interested in having a copy 
 of a circular letter which is bringing 75 per cent, of 
 replies. 
 
 More than half of these replies have been most en- 
 couraging, and such are followed up by specially dic- 
 tated letters, suiting each case, which have brought us 
 information we need in order to make a proposition. 
 
462 HUMAN NATURE IN BUSINESS 
 
 We have already, as a result of less than 300 original 
 circulars, booked some actual orders, and are in com- 
 munication with a surprizing number of mills with 
 which it is fair to assume we will do business, and which 
 we will add to our list of permanent customers. 
 
 L. H. ESTEP. 
 
 Two YEARS LATER MR. CODY'S SEARCHING QUESTIONS 
 
 " Questions you have put up to me have required study 
 and investigation which have revealed unfavorable con- 
 ditions accounting for some of our troubles have lo- 
 cated them and put us in position to remedy them. 
 
 "If a man doesn't at least know all the details of his 
 own business before he goes very far with you, he isn't 
 getting all the value he can for his money, for, as I said 
 once before, you can ask questions about a business I 
 have been in for nine years that I can't answer, and 
 you have started investigations here in many lines that 
 even you probably never contemplated." 
 
 L. H. ESTEP. 
 
 EEWORDING LETTERS BRINGS OVER $4,698 ADDITIONAL 
 
 BUSINESS 
 
 329 Arsenal Ave., Indianapolis, Ind. 
 Mr. Sherwin Cody, 
 
 1411 Security Bldg., Chicago, 111. 
 Dear Sir: We've made a catch. I dug up some old 
 records the other day and was really surprized at the 
 comparison. During the past two years we have cir- 
 cularized all the third-class post-offices for our Auto- 
 matic Keyless Box. We have used the same letter and 
 circular to fetch the inquiries. Up to last fall we 
 usually got from 90 to 120 inquiries from our 4,000 
 circulars. But the last two mailings have brought only 
 71 and 46 inquiries. 
 
THE PRACTICAL PEOCESS OF SELLING 483 
 
 Now, last year out of my 90 to 120 inquiries I could 
 get only $2,000 to $3,000 worth of business, and from 
 25 to 35 orders. 
 
 With your help, I got 43 orders out of 71 inquiries 
 and $4,852 worth of business, and out of the 46 inquiries 
 I got 28 orders amounting to $2,846. 
 
 I want to dig down into that lock-box matter again, 
 and I believe we can make it even more effective. 
 Yours very cordially, 
 
 H. GARD, 
 Adv. Mgr. Combination of Five Companies. 
 
 Note. In this case conditions were the same as they 
 had been for some years past, or more unfavorable, as 
 the hard times had cut down the inquiries to about half. 
 Yet a total of 117 inquiries were made to yield $7,698, 
 as against not to exceed $3,000 from 120 inquiries. 
 THE REWORDING OF A FEW LETTERS MEANT 
 $4,698 worth of business in excess of what had ever 
 before been received. 
 
 JAP GETS 229 $15 ORDERS OUT OP 350 CIRCULAR 
 LETTERS 
 
 Yamato Co., New York. 
 
 Dear Mr. Cody : I sent out the enclosed letter to 350 
 names selected from our best customers, enclosing a 
 stamped post-card. Out of this 350 I received 267 post- 
 cards. Of these 267 people only 38 returned the goods. 
 The offer covered a stock of table-covers we could not 
 move, and for which we asked $15. This is the best 
 return I have got in these past ten months. 
 
 Yours truly, 
 
 MOCK JOYA. 
 
 Note. This little Jap knew little or nothing of adver- 
 tising or even of American business methods when he 
 
464 HUMAN NATURE IN BUSINESS 
 
 began to study with Mr. Cody. His conservative uncle 
 would not even print a small circular. The letter fol- 
 lowed a suggestion of Mr. Cody's that the best way to 
 sell Japanese goods was to tell a fairy story in regard to 
 the manufacture, or in explanation of the designs. It 
 was a well-devised story of this kind that brought this 
 record return about $10 for every circular letter 
 mailed. 
 
 FROM FORMER ADVERTISING MANAGER OF ONE OF THE 
 LARGEST DEPARTMENT STORES IN THE WORLD 
 
 NAME ON BEQUEST 
 Mr. M. L. Heminway, 
 
 Sales Manager, Charles A. Eaton Co., 
 
 Brockton, Mass. 
 
 Dear Sir: I am glad to endorse again Sherwin Cody's 
 System of Letter-Writing. You ask in what ways the 
 course is beneficial. It is as if a father took his son 
 aside and put him next to the game. Cody is a practical 
 business man, and has dealt so long with practical men 
 that his writings get right down to brass tacks. If you 
 were going to start a new salesman in your business, 
 you could take him aside and tell him in an informal way 
 lots of things you probably wouldn't write out. You 
 tell him how to go easy with the old man there, and how 
 to keep from stepping on the toes of this other man. 
 You tell him some of the mistakes that have been made 
 and what you learned by them. In short, you give him 
 standpoint. Now, this is what Cody does more than any 
 other writer I ever read he gives you standpoint. 
 Altho I pass for a capable letter- writer, I take my hat off 
 to Cody. Yours truly, 
 
 Adv. Manager. 
 Note. In reply to a letter asking the question, "To 
 
THE PRACTICAL PROCESS OF SELLING 465 
 
 what extent have you found Sherwin Cody's course 
 beneficial, and in what way?" Employees of above firm 
 have bought hundreds of Mr. Cody's books and courses. 
 
 THE CHICAGO ASSOCIATION OF COMMERCE 
 
 Mr. Sherwin Cody, 
 
 1411 Security Building, 
 
 Chicago, 111. 
 
 Dear Mr. Cody : I am quite familiar with your works, 
 and honestly I do not believe there are any other pub- 
 lications in the field that can begin to compare with 
 yours along the line of plain, simple English compo- 
 sition how to make people talk in a straightforward 
 way on paper. 
 
 There is no doubt in my mind but that the average 
 
 asiness letter is of a very low standard, and certainly 
 
 you deserve much credit for the masterly manner in 
 
 which you have gone about teaching higher education 
 
 particularly in business correspondence. 
 
 I shall be very glad to aid you in any way and at any 
 time that I may be of service. Sincerely yours, 
 
 WALTER D. MOODY, 
 (At the time of writing) General Manager. 
 
 Primary Selling-Talk for the Business Manager 
 
 Book agents who are skilful make it a point never to 
 carry a book in their hands. Either they have a servant 
 following in the rear to carry the book, or the book is 
 concealed in a large inside pocket. It is much more 
 effective to come in and sit down with nothing but your 
 hat in your hand, or some ordinary thing like that. 
 Coining with nothing in your hands helps to get atten- 
 tion in the first place, and sitting with nothing in your 
 hands helps to pique curiosity. Traveling salesmen 
 calling on a new prospect who does not know them, 
 
466 HUMAN NATURE IN BUSINESS 
 
 leave the sample case on the floor outside the door, or 
 in a corner. 
 
 In case of the canvass on the book "How to Deal 
 with Human Nature in Business, ' ' it is important to keep 
 everything out of sight till needed. You draw the 
 letters from a stout manila envelop (if possible one of 
 dark color that will not soon look soiled), which you 
 take from an inside pocket or handbag. Not until the 
 letters are all read do you produce the book itself from a 
 handbag or a special inside pocket, taking it out without 
 attracting attention, while the eyes of the man are on 
 the last letter. 
 
 You are now ready to give your primary canvass on 
 the book. 
 
 "In that book, Mr. Smith, has been reprinted Mr. 
 Cody's correspondence course on 'How to Deal with 
 Human Nature in Business/ which, sold at $10 to $90, 
 drew forth the letters which you have just read." 
 
 Don't hand the book to the business man, tho he will 
 probably at once reach for it, and it will require some 
 aplomb on your part to refrain from letting him take 
 it into his hands, and begin turning the pages over at 
 random. If he begins to do that, however, you have 
 lost control of the situation and will find that you are 
 all at sea, not knowing what his mind is fixt on whether 
 on what you are saying, or on something entirely differ- 
 ent, which he happens to have found in the book. The 
 way to do when he reaches for the book is to rise grace- 
 fully, as if you didn't see him, and place your chair 
 beside his, so you can turn over the pages of the book 
 and show him the good things, which you find quickly 
 through having committed the pages to memory. 
 
 While you are rising and taking your new position 
 beside the man, you say: 
 
 "Mr. Cody's method is nothing but common sense 
 
THE PRACTICAL PROCESS OF SELLING 467 
 
 applied to dealing with human nature in business, and 
 using the English language in a direct and forceful 
 style." 
 
 Turn to page 75. 
 
 "For instance, Mr. Cody starts out by saying, 'Don't 
 begin all your letters in the same well-worn, stereotyped 
 fashion,' with 'esteemed favor/ and i honor to inform,' 
 and all that. You wouldn't talk like that. Don't write 
 like that. 
 
 "You know perfectly well how stiff all that jargon 
 makes business letters, and if you could clean out of 
 your correspondence every stereotyped phrase you 
 would simply DELIGHT your customers by your 
 natural and straightforward simplicity. 
 
 "You see, the author of this book gives letter after 
 letter, written in the easy, conversational style he ad- 
 vocates. 
 
 "Here, on page 82, you see his attitude toward 
 colloquialisms and slang. Homely conversational ex- 
 pressions, you know, are the very life of business letters, 
 tho slang touched with vulgarity is always offensive. 
 You never saw a book on correspondence before which 
 drew the line so naturally, so sensibly, so 'common- 
 sensibly,' if I may use the expression. 
 
 "But Mr. Cody gets right down to brass tacks and 
 shows you what is bad and what is good. For example, 
 here, on page 91, you find a poor answer to an inquiry, 
 and just below there are notes telling what's the matter 
 at every point. Then you have the right answer properly 
 written, with reasons why following. 
 
 ' ' On page 104 Mr. Cody gives his System for Handling 
 Correspondence tells how you can write one hundred 
 masterly letters a day instead of three or four master- 
 pieces and ninety-seven commonplace letters. By this 
 system Mr. Cody says his stenographer has answered 
 
468 HUMAN NATURE IN BUSINESS 
 
 three-fourths of all his correspondence, entirely in his 
 language, and in his VEEY BEST LANGUAGE, that 
 has been carefully corrected and revised many times. 
 He says she can beat him as a correspondent, ten to one, 
 by using this system." 
 
 Turn over to page 127. 
 
 "But the great thing in getting business is knowing 
 how to deal with human nature. 
 
 "Do your letters all seem to run about the same 
 length? The first step toward skilful handling of cor- 
 respondence is writing a long letter when a long letter 
 is needed, and a short letter when a short letter is needed. 
 
 "Here, you see, is a section on 'How to Write a 
 Letter That "Will Get Attention' (page 128), 'How to 
 Write a Letter That Will Develop Interest' (page 132), 
 'How to Write a Letter That Will Compel an Answer,' 
 and then a series on handling different kinds of cus- 
 tomers (page 140), 'The Reasonable Customer' (page 
 140), 'The Irritable Customer' (page 144), 'How to Do 
 Business With a Woman' (page 147), 'How to Write to 
 a Lady on a Delicate Matter,' and so on. (Don't show 
 any more titles, for they will probably produce a lessen- 
 ing interest an anti-climax.) 
 
 "A sales letter ought to be constructed on a regular 
 system if it is to get business. Here (on page 193) you 
 will find the system in a nutshell which enabled Nuttall, 
 and the post-office fixture man, and the little Jap to 
 get business here you see the points, 'creating desire,' 
 'showing how your plan works,' etc. And here at the 
 bottom of page 194 is Mr. Cody's first successful pulling 
 letter. This letter that wasn't successful probably looks 
 pretty good to you, but it is this letter down here that 
 did the business. 
 
 "And here you have letter after letter that actually 
 pulled the business there is nothing like showing a 
 
THE PRACTICAL PROCESS OF SELLING 469 
 
 man just how somebody else did it really did it in 
 real life, not in theory. ' ' 
 
 (Turn pages rapidly and call attention to numerous 
 letters.) 
 
 Very likely your business man will say, "I'll take 
 that book. How much is it?" 
 
 You promptly reply, "Mr. Smith, I'm not trying to 
 sell you that book. I'd be glad to give it to you. 
 
 "What I want is an introduction to your correspon- 
 dents and stenographers, every one of whom ought to 
 have a copy of this book." 
 
 Of course, you expect to sell him a copy, but you will 
 not lose your sale by talking about giving it to him, 
 and in that way you avoid being dismissed with the 
 simple sale of one book to be passed around the office, 
 out of which, as a matter of fact, employees would get 
 little or nothing. 
 
 Practise on giving this talk in your own words, but 
 following closely in the book the pages indicated, till 
 you can get it off with smoothness and self-command 
 in short, until you feel somebody actually yielding to 
 your persuasion. 
 
 Secondary Selling-Talk for the Business-Manager 
 
 A man who would listen to the primary talk to the 
 end, if he were a business man who had replied favor- 
 ably to a letter on the subject of this book, would be 
 pretty sure to give one order for one copy of the book. 
 
 The profit on the sale of one copy, under these cir- 
 cumstances, would not be sufficient, however, and getting 
 an opportunity to sell a number of copies to different 
 employees of the office might be a more difficult matter, 
 even after success up to this point has resulted. 
 
 At the same time, the solicitor might not be given a 
 
470 HUMAN NATURE IN BUSINESS 
 
 chance to complete his sales-talk as outlined in the 
 preceding lesson. We will first take nip the objections 
 that might be offered in such a way as to prevent the 
 giving of the regular sales-talk : 
 
 " You'd better see the advertising manager. I have 
 no time to read books of any kind. See that pile of 
 books up there? I haven't read one of them, tho I 
 bought them and paid for them. What is the use in 
 buying a book if you know in advance you can't read 
 it?" 
 
 Eeply: "Mr. Smith, you read your newspaper every 
 day why? Because it contains something of vital in- 
 terest to you possibly market reports. 
 
 "The most vital thing in your business is knowing 
 how to make your customers buy your goods, and getting 
 them sold at the smallest possible cost. 
 
 "You are the one man in the world who knows your 
 business down to the ground, and the one man in the 
 world who ought to know your customers and their 
 needs down to the ground. 
 
 "In this book is the secret of getting what you know 
 about your goods into the minds of the customers whose 
 natures you understand in the cheapest possible way 
 a scientific way. 
 
 "The President of the Northern Egg Company says 
 that he values his time at $30 an hour, and he spent 
 fifteen hours in reading part of that book. The very 
 next day he applied one suggestion to persuading a 
 customer to accept a carload of eggs which, for an 
 unfair reason, had been refused ; and what he saved on 
 that one transaction more than repaid him for those 
 fifteen hours of his time at $30 an hour. 
 
 "You can put that book in your pocket and read only 
 a page or two at a time while you are coming and going 
 between your house and your office, and if you get 
 
THE PRACTICAL PROCESS OF SELLING 471 
 
 only one useful suggestion on this immensely important 
 matter, it will repay you many times over for the cost 
 of the book and the value of your time/' 
 
 Objection: "Go and talk with the advertising man- 
 ager. I haven't time to bother with any of those 
 matters." 
 
 Reply: "Mr. Smith, selling your goods is the most 
 important and the most expensive item in your business. 
 Success in doing that depends on knowing that you 
 offer what nobody else on earth is offering, and in 
 knowing just how the minds of your customers will best 
 receive that knowledge. 
 
 "You are the one man in this business who really 
 knows both of those things, and you couldn't spend your 
 time to better advantage than in finding out just how 
 those two things can be brought together. If you can 
 write one letter about your goods that will just suit the 
 minds of your customers, your advertising manager and 
 your correspondents can work that one letter over a 
 thousand times. One good phrase, one good sales idea, 
 may be worth thousands of dollars to you. 
 
 "This late scientific book has actually helped many 
 other busy business men like you to think out new 
 selling-ideas that have been worth thousands to them. 
 You are the man who really ought, first of all, to get 
 to the bottom of this book. It is you who can profit 
 far more than any other one person in your entire 
 establishment." 
 
 Objection: "These ideas may be all right for some 
 businesses, but ours is different from any other business, 
 and I don't see how we could do any of these things. 
 We are not a mail-order house, and we don't want to 
 be." 
 
 Reply: "Mr. Smith, it is quite true that your busi- 
 ness is different from all others, and in just so far as 
 
472 HUMAN NATURE IN BUSINESS 
 
 it is different do you have a chance to build up a great 
 success build up a monopoly. 
 
 "But you must not forget that there is your business 
 on the one side, and there is human nature on the other. 
 Human nature is much the same all over the world. Mr. 
 Cody found his principles of dealing with human nature 
 applied in Italy, and his book has been translated into 
 Italian; he found they applied in Prance, and his book 
 has been translated into French under the editorial 
 direction of the Inspector General of Technical Educa- 
 tion of the French government; and they applied in 
 Germany, and a German version has been made. 
 
 "You know your business a thousand times better 
 than the author of this book ; but, ten to one, he knows 
 the art of dealing with human nature in written sales- 
 manship many times better than you. If to your knowl- 
 edge of your special business you can add his special 
 knowledge of the art of using words so as to make 
 people do things, you should be twice as successful as 
 you are to-day. This book is a scientific treatise on 
 How to Deal with Human Nature, and that means 
 your customers, which, as human beings, are very much 
 like other customers. 
 
 "This is not a book on the mail-order business in any 
 sense of the word. It is a work on written salesman- 
 ship that is, advertising from the salesmanship point 
 of view, however and wherever it may be applied." 
 
 Tertiary Selling-Talk for the Business-Manager 
 
 We will suppose that the first talk is successful, and 
 the business man says: "All right, I will buy one copy 
 and put it where all members of the office force can 
 get at it." 
 
 Eeply: "Pardon me, but it is not only a matter of 
 having a good idea, but of getting that idea into the 
 
THE PEACTICAL PROCESS OF SELLING 473 
 
 heads of the persons who ought to use it. That is a 
 special psychological problem. 
 
 "Put that book in your library, where all your clerks 
 can go and read it if they want to, and you may set it 
 down right now that they never will look at it. 
 
 "I want the privilege of educating them one at a time 
 on the great importance of owning this book and study- 
 ing it. 
 
 "You are the one to profit most your business will 
 get the first returns of applying these ideas to your 
 correspondence, the daily salesmanship of your office 
 force. You ought to pay half the cost of each book. 
 But each correspondent or stenographer ought to pay 
 the other half, that you may be sure he or she will take 
 proper interest in the book and study it. 
 
 "Will you give me a chance to talk to each one 
 individually? And will you pay half if I succeed in 
 getting him or her to pay the other half?" 
 
 The sharp, quick, sudden way you put this question 
 will have a great deal to do with getting a favorable 
 answer. If you are half-hearted, hesitating, or speak- 
 ing in too low a voice, you may almost know in advance 
 that you will get a negative answer. 
 
 If you can get a favorable expression of opinion about 
 the book which you can repeat to the subordinates, that 
 will help you not a little. This you can give by saying, 
 "Mr. Smith says," etc., quoting just the tersest phrase 
 in his remark. You should be sharply on the watch for 
 any strong phrase or original remark that might help 
 you, which you can remember and write down the 
 moment you are free. A strong phrase in a letter is 
 still better, but you are much more likely to pick up a 
 chance remark that may be very influential. 
 
 Should you need additional arguments to induce the 
 
474 HUMAN NATURE IN BUSINESS 
 
 head of the business to help you interest the office force, 
 you may make use of the following: 
 
 "The office force might become a powerful sales 
 agency, but usually it only handles the routine inquiries 
 that come in, in a routine way. 
 
 "The salesman might get an order in half the time 
 now required if the customer had been properly edu- 
 cated by letter on the more important points he was 
 going to present. 
 
 "The advertising man spends hundreds of dollars to 
 bring inquiries, but the returns in dividends depend on 
 what you get out of these inquiries, not only this year, 
 but next year, and the year after. The warm, personal 
 interest in these customers which you personally can not 
 show, your correspondents could infuse into every letter 
 they write, if they only knew how, and that would mean 
 just as much business as the warm, personal interest 
 which the salesmen show when they call on customers. 
 
 "When a good customer sends in his orders regularly, 
 you just let him alone. You save your best bargains 
 and special offers for the customer who is hard to get ; 
 you give your favors to the irritable customer who kicks. 
 Intelligent attention to each one of your best old cus- 
 tomers probably would get you more business than any 
 other single thing you could do. 
 
 "A girl in a department store in Pittsburgh, Mr. 
 Sheldon tells us, worked up such a business over her 
 counter through telephoning or writing every one of 
 her old customers whenever she heard of a special bar- 
 gain or good offer that she was actually getting $3,000 
 a year salary, while the other girls beside her were get- 
 ting $4 to $7 a week. She did it by giving special 
 attention to old customers, and letting them have first 
 news of all the best bargains. 
 
 "Then here is another thing: Your high-priced man- 
 
THE PRACTICAL PROCESS OF SELLING 475 
 
 agers are answering hundreds of routine simple letters 
 that your stenographers might answer just as well or 
 better. Mr. Cody in this book tells you just how he 
 handles a large correspondence, every letter in his own 
 words and in his best style, yet written by his stenog- 
 rapher without his direct knowledge, and signed with 
 his name tho he never sees the letter or its answer. 
 This is done by the Form Paragraph System, which is 
 utterly valueless unless the stenographer knows what a 
 good letter is when she sees one, even if she can't write 
 one. This book will help her to get an idea of what will 
 pull business for you, and soon she will be able to take 
 just as good care of simple letters as a correspondent 
 whose time is worth double. 
 
 " Writing letters from the office is usually blind work, 
 because the office people never see the customers, and 
 do not know what they want, or even what they are 
 like. If this book will stir up even one of your em- 
 ployees to study your customers, the human nature 
 from which you must get business, that increased knowl- 
 edge of the persons you are writing to will be worth 
 more than the cost of the book. This is a book on How 
 to Deal With Human Nature, How to Use Words so as 
 to Make People Do Things, and that is what those who 
 sit all day in an office need most to know." 
 
 Not all of these arguments can probably be used with 
 any one man, but the good solicitor will have plenty of 
 arguments in store to draw on in case of need. The 
 reserve is usually exceedingly important, the thing that 
 turns the tide in many a battle. 
 
 Primary Selling-Talk for the Employee 
 
 After you have learned the selling-talk for the man- 
 ager, it will be very hard to change your line of argu- 
 ment suddenly so as to adapt your appeal to the em- 
 
476 HUMAN NATURE IN BUSINESS 
 
 ployee, but that is what you must do if you are to 
 make sales. 
 
 The manager is interested in increasing his business, 
 and the employee in increasing his salary. The em- 
 ployee will not spend his own money, nor give time out- 
 side of business hours, for the purpose of increasing the 
 income of the manager. You must get that clearly in 
 mind. 
 
 What he will spend money for is to increase his own 
 salary and if increasing the income for the manager 
 will result in his getting more salary, then there is a 
 chance of interesting him to purchase. 
 
 In an office there are two classes of employees 
 department managers who write letters, and stenog- 
 raphers who take down those letters from dictation. 
 The man who is writing letters can appreciate the fine 
 points of human appeal, the arrangement, the emphasis, 
 and the force. The stenographer who has never written 
 letters at all could not possibly be interested in any of 
 these fine points the argument would need to be en- 
 tirely on the value and importance of rising out of the 
 class of the mere stenographer into that of the corres- 
 pondent, with at least $5 a week more salary. 
 
 "We will take up first the canvass for the department 
 manager or correspondent on the same book that we 
 have solicited the general manager upon. Here is a 
 canvass that might be given (the book, of course, con- 
 cealed) : 
 
 "Did you ever hear the story of the young man who 
 is now the advertising manager of the Royal Tailors, 
 who at the age of twenty-three was getting a salary of 
 $12,000 a year? 
 
 "He went to Chicago at the age of sixteen and got a 
 job with the System Magazine at $12 a week. Mr. Shaw 
 promised him a raise to $15 a week if he would write a 
 
THE PRACTICAL PROCESS OF SELLING 477 
 
 sales-letter that would pull $15 to 1,000 form-letters 
 mailed. After working about a month he succeeded. 
 
 "Three years later he had his salary advanced to 
 $2,500 a year and got a better offer outside. Mr. Shaw 
 persuaded him to stay at $2,500 with the promise of a 
 commission on all sales of 2 per cent., the $2,500 to be 
 covered first, and then any additional commission earned 
 to be added to his pay. That year he rolled up nearly 
 $400,000 worth of business, almost exclusively by letter, 
 and his commissions totaled nearly $8,000. 
 
 "That merely indicates what it means to be able to 
 Write Letters and Advertisements that Pull. It's the 
 great scientific business game to-day, and the young 
 man who can master it can command almost any salary 
 he may name. 
 
 "Just read that letter from a young Jap, who was 
 employed in the store of a conservative old uncle in 
 New York, who would hardly spend the money to print 
 a simple circular. At last he persuaded him to mail out 
 350 form-letters to as many old customers, offering a 
 $15 table-cover on which the house was stuck. You see 
 what results he got, and you can very well imagine how 
 the old man was converted to advertising. 
 
 "Here is another copy of a letter from a correspon- 
 dent with the post-office fixture trust. He was getting 
 $25 a week. After he got that great increase in returns 
 from his letters his salary was raised to $30 and then to 
 $35. 
 
 "This page gives three letters from L. H. Estep, 
 assistant manager of the R. D. Nuttall Company. He 
 had a pretty good position under a relative, who was 
 the general manager. His increased business did not 
 bring him a raise from this concern, but a few months 
 afterward he did get a splendid position, and he wrote 
 to Mr. Cody that he was told that it was his strong 
 
478 HUMAN NATURE IN BUSINESS 
 
 letters that more than anything else influenced the choice 
 of him out of a very large number of applicants for 
 the position. 
 
 "H. W. Fleming, with the Ralston Health Shoe Com- 
 pany of Campello, Mass., was getting $15 a week as 
 assistant to the advertising manager, and was convinced 
 he never would get much more. Mr. Cody advised him 
 to stick and work for skill in writing Pulling Letters. 
 Under protest he did remain where he was, and about 
 a year later he wrote that his salary had been doubled. 
 
 "In this book Mr. Cody has condensed the high-priced 
 correspondence course which enabled all of these young 
 men to get their salaries increased. It is a treatise on 
 the practical psychology of How to Deal With Human 
 Nature in Business, How to Use Words so as to Make 
 People Do Things. 
 
 "I should just like to have you take a glance at Mr. 
 Cody's summary of How You Can Write Letters and 
 Advertisements That Pull. He has put his whole 
 philosophy into a few lines. It starts here on page 60 ; 
 but I should like to have you read the points under 
 section 5, pages 61-63. Mentally test your letters by this 
 summary : 
 
 " 'a. Have you covered every point with absolute 
 clearness, just as you would explain to a child ? ' : 
 
 Go on and read the opening sentence only of each 
 section a, &, c, d, e, etc. 
 
 The point about writing a letter neither too long nor 
 too short will make it possible to turn easily to page 127, 
 "When to Write a Short Letter and When to Write a 
 Long Letter," and then go on with the canvass on the 
 book as used for the business man. The explanation of 
 the contents of the book will do just as well for the 
 department manager if you start at this point and go on. 
 
THE PRACTICAL PROCESS OF SELLING 479 
 
 Secondary Selling-Talk for the Employee 
 
 The employee will be much harder to convince than 
 the business man, because as a rule he is less ambitious, 
 he has less to gain, and he is much less able to afford 
 the expense. He is also likely to think he knows it all. 
 He says, "I am already a good correspondent." 
 
 "My dear Mr. Blank, I have no doubt you are a good 
 correspondent, and that is just why I am making this 
 appeal to you. You are the sort of person who will 
 appreciate and be able to use the new scientific methods 
 of building up business. 
 
 "There is almost no limit to what may be accom- 
 plished if you keep on trying. Mr. Estep was a good 
 correspondent when he learned to be a better one. Mr. 
 Gard, with the post-office fixture trust, was a good cor- 
 respondent, and by his letters he was already getting 
 some $3,000 from 120 inquiries; but by applying the 
 new scientific methods he was able to get $7,698 more 
 than double return. 
 
 "Here is a new field. There is little competition, for 
 the building up of business by letter has developed 
 chiefly in the past ten or fifteen years. The way to 
 make money is to get out of the crowd. 
 
 "Advertising is really only in its infancy. In the 
 United States there are some million business concerns. 
 Of these you will find but 20,000 in McKittrick's Direc- 
 tory of Advertisers and you will find in that everybody 
 who even thought of advertising. Just think only one 
 in seventy. If there were advertising writers who could 
 really produce the business do you suppose those 
 hundreds of thousands of business men would not come 
 into the field. The trouble is, they don't know how to 
 make it pay, and they do not know where to find any- 
 body who does know how." 
 
480 HUMAN NATURE IN BUSINESS 
 
 Another objection will be, "You can't learn those 
 things from books. It is a talent that some men are born 
 with." 
 
 "I want to ask you, Is common sense a talent? Is 
 knowing what you have to sell that people want, a 
 talent ? Does it take genius to tell a friend about some- 
 thing you know he wants and has not been able to find ? 
 
 "Yet Mr. Cody shows you how these simple steps 
 can be taken in scientific order. A simple system of 
 doing common-sense things ought to be of more real use 
 to you than anything else in the book line that you 
 ever spent a dollar on. 
 
 "Of course, you've got to do your part. You've got 
 to slip the book in your pocket and put in fifteen 
 minutes a day or even fifteen minutes a week. If you 
 do that, there can be no doubt on earth that you will get 
 many times the value of the book; and you will find it 
 extremely entertaining and stimulating. 
 
 "May I not send you a copy?" 
 
 A nod is all you want. The moment you get that, 
 stop talking, thank him for his order, shake hands, and 
 leave. If you go on talking he may change his mind. 
 
 The Importance of a Logical Chain 
 
 Logic is the science of the relationship of ideas, just 
 as grammar is the science of the relationships of words 
 in sentences. Every mind works along the lines of the 
 principles of logic, from cause to effect. A good selling- 
 talk must be a complete logical chain, and one break in 
 the reasoning will spoil it just as much as a break in 
 one link of an iron chain would spoil the chain. 
 
 Logic requires that you start with some "premise" 
 some fact or facts that you assume. In this case it is 
 the position and needs of the person you are talking to. 
 You, therefore, see how important it is to know the 
 
THE PEACTICAL PROCESS OF SELLING 481 
 
 position and character of the person to whom you talk, 
 so that you may know what kind of argument will 
 reach him. If you start with the idea that you are 
 talking to a business manager, and find you are talking 
 to a stenographer, you can see you have made a mistake 
 at the start, in your original premises, which will com- 
 pletely throw you off the track. 
 
 We have studied two different lines of sales argu- 
 ment first for the business manager, then for the de- 
 partment manager or employed correspondent, and 
 there is another for the stenographer. The appeal to 
 each starts from a different point, and proceeds along 
 quite different lines. 
 
 You can also see why it is wrong to permit the con- 
 versation to ramble. If the prospect leads you off on 
 some sidetrack, however interesting it may be, you are 
 soon lost in the wilderness, and your chain of argument 
 is broken so you can never mend it again. It is exceed- 
 ingly dangerous to allow yourself to be led aside at all. 
 
 In a way, also, you forge the links of your chain as 
 you go. Obviously, you do not want a chain any longer 
 than is absolutely necessary. Whenever you can safely 
 omit links because they are not needed, in all cases you 
 should shorten your argument, but you should, of course, 
 always be careful not to leave any broken links, but to 
 weld your second stage on to your first, so it will be 
 quite strong and clean. 
 
 Many a sale has been killed through talking after the 
 prospect was convinced, until he has begun again to get 
 doubts, to become weary, and, perhaps, finally change his 
 mind altogether. 
 
 The only way to be sure of the logical chain is to go 
 over the argument again and again until nothing that 
 may happen will throw you off the track. 
 
 Then you should practise keeping your eye on your 
 
482 HUMAN NATURE IN BUSINESS 
 
 prospect and cutting short your talk whenever you see 
 that he is ripe for closing, yet without leaving any ragged 
 or broken logical links that after all may bother you. 
 
 Give one or other of these canvasses while the teacher 
 or another student asks questions of a simple and 
 natural kind, which might, however, cause the salesman 
 to lose his logical sequence. 
 
 The Importance of Enthusiasm 
 
 The logical chain is the appeal to the reason. 
 
 But more people do things because they "feel like it" 
 than because they believe in cold blood that it is the 
 wisest thing. 
 
 The most successful book salesman in the United States 
 (so he was said to be at the time) once remarked in 
 regard to his success, "All I do is to go around and 
 enthuse 'em up." His use of the word was not good 
 English, but his method of selling was absolutely correct. 
 
 Any salesman who can not get up real, live enthu- 
 siasm will never make a success. 
 
 To be enthusiastic, you must first be convinced your- 
 self you must believe with all your heart and soul that 
 you are going to do your prospect one of the best turns 
 he ever received in his life. If you have doubts, you 
 may be pretty sure he will have doubts, and you will 
 never get over these doubts. 
 
 Then you must learn how to throw your enthusiastic 
 feelings into your words. Go in, as you would go into 
 a football-game, to win, and nothing else. Unless you 
 have learned what the Great Pleasure of Playing the 
 Game is you are not a born salesman. 
 
 Let us go back over our canvass again and see how 
 much enthusiasm we can throw into it into the voice, 
 into the manner, into the light in the eye. It comes 
 with practise. We must forget ourselves, and talk as 
 
THE PRACTICAL PEOCESS OF SELLING 483 
 
 if we were really saving the business life of our prospect. 
 The teacher should direct which canvass to go over 
 the one that needs the most ginger put into it, or else 
 the one on which the student can best succeed. 
 
 The Importance of Persistence 
 
 Nine-tenths of the people of this world fail because 
 they do not try hard enough. They make a feeble at- 
 tempt, do not get results, become discouraged, and give 
 up the attempt. 
 
 Persistence is not so much a matter of hanging to a 
 man when he doesn't want to talk to you, as smiling, 
 trying to find out when he can talk, and coming around 
 again in a pleasant way till you get him just right, and 
 then starting into your argument and sticking to it as 
 long as the prospect wants you to. If it gets to be six 
 o'clock and time for dinner, and you are hungry and 
 would like to go home, and perhaps the prospect would 
 too, but still he isn't quite convinced and is willing to 
 stay a little longer to finish it up, never you suggest or 
 even hint that you are hungry or don't care to stay 
 stick to it till you get your man. The writer of this 
 remembers that once he called on the manager of the 
 Minneapolis Journal to sell a syndicate feature costing 
 about a thousand dollars a year. .The editor was away 
 in Mexico, and the manager said he could decide nothing 
 till he had consulted the editor. Still he talked the 
 matter over so he could write to the editor about it. 
 At noon on the third day he said, "Well, come around 
 at four o'clock." So the salesman came around at four 
 o'clock and started in on the last round. He wanted 
 an order in spite of the absence of the editor. The 
 circulation manager was there. So the three talked hard 
 and fast. A train was leaving Minneapolis at 7:30, 
 which it was highly desirable to take. The salesman 
 
484 HUMAN NATURE IN BUSINESS 
 
 was hungry and tired. But .he stuck right to his job 
 with all his enthusiasm on tap, and finally, at half-past 
 six, the manager said he must rush to catch the last train 
 that would get him home for dinner, and as he went he 
 told the circulation manager he might as well sign the 
 contract. It took half an hour to get the contract drawn 
 just right and signed, and then there was just half an 
 hour to catch the 7:30 train for Omaha. Dinner had 
 to go by the board, but that thousand-dollar contract 
 was mailed to the home office, and the service was con- 
 tinued for three years. It was worth missing dinner 
 for. The salesman was exhausted physically by reason 
 of the effort he had made ; but he had won. 
 
 The need for persistence is the bottom reason for the 
 primary, secondary, and tertiary selling-talks, and each 
 should gain force over the other. Good arguments must 
 be held back, yet without weakening the primary talk. 
 
 Let each student test himself on making an hour's talk 
 on the same canvass, not getting weaker toward the end, 
 but getting stronger, even to making a whirlwind finish. 
 This will be the most difficult test of all. It will take 
 repeated trials in order to come out stronger at the end 
 than anywhere else, and ending with a weaker manner 
 or argument will be fatal. 
 
 The Danger of Excessive Persistence 
 Mr. Sheldon lays emphasis on the dangers of negative 
 suggestions which result in 
 Unfavorable attention, 
 Indifference, 
 Dislike, and finally 
 Repulsion. 
 
 A man may attract attention by standing on his head, 
 shooting off a pistol, or something else equally disagree- 
 able, but it would be unfavorable attention. That is 
 
THE PRACTICAL PEOCESS OF SELLING 485 
 
 probably the attention obtained by deceitful patent- 
 medicine advertisements which lead the reader to think 
 he is perusing a bit of interesting news, only to find 
 at the end that Dr. So-and-So's pills are recommended. 
 
 In actual canvassing, the negative mental states are 
 likely to be the direct result of the very elements that 
 produce the favorable mental states, such as enthusiasm, 
 persistence, etc. Excess of anything is always an evil. 
 Be too g6od and you are goody-goody ; be too persistent 
 and you become an intolerable bore. 
 
 The corrective is what Mr. Sheldon calls the "law of 
 non-resistance." You can't usually push anybody into 
 buying. You must lead. You are the leader, the 
 director; but unless the prospect follows "WILLINGLY 
 you must stop at once. From one point of view you 
 .must do the following, after all. You must watch the 
 mind of the possible customer and confine yourself to 
 helping him, not to forcing him. 
 
 If a customer begins to argue with you, agree with 
 him. From his point of view he is probably right. 
 Admit that frankly. But start on another tack that will 
 bring before his mind new circumstances he had not 
 considered, which will alter his view. 
 
 The moment the prospect gives some sign to indicate 
 that he doesn't want to listen to you any longer, don't 
 hang on, because hanging^ on will simply develop those 
 unfavorable mental states that will prevent your ever 
 getting an order. 
 
 The power of yielding like rubber to the sudden or 
 decided movements of the mind of the prospect, yet 
 pressing steadily back like rubber when Ids impulse has 
 expended itself, is the only correct attitude for the 
 salesman. It requires long and hard mental training 
 to get that pliability, that power to bend easily without 
 breaking, of adapting oneself to the customer, to be 
 
486 HUMAN NATURE IN BUSINESS 
 
 always his servant, as a matter of fact, while leading him, 
 through superior knowledge of the facts and greater 
 mastery of the situation, to one's own view. 
 
 The customer, and the customer only, decides. All 
 you can do is to help him decide correctly, supply his 
 deficiencies of knowledge or feeling on this particular 
 subject, so that he may do what is really the best possible 
 thing for him to do. If you have made a mistake, admit 
 it frankly and withdraw. If he does not see your 
 point, merely give him further illustrations, or turn to 
 some other side of the subject. 
 
 In the last lesson you were asked to see if you could 
 maintain an argument for an hour with increasing, 
 rather than diminishing, force. 
 
 In this lesson you must consider if you can maintain 
 that argument for an hour without boring the other 
 members of your class so they will wish you would stop 
 before you are halfway through. Try to relieve the 
 monotony and maintain interest by interjecting a 
 question now and then, and see how their minds are 
 tending, and then trying to adapt yourself to their 
 points of view. Go over your various sales-talks to see 
 whether you are crowding anybody so hard that there 
 is danger dislike will follow, or if there is any tendency 
 on your part to force your view. 
 
 The Secret of Success in "Closing" Sales 
 
 One of the hardest things to do in salesmanship is to 
 ' 'close'' your customer to get him to decide one way 
 or the other. 
 
 The secret of success in "closing" is found in the 
 fable of the old man and the bundle of sticks. You 
 can't break the entire bundle at one effort; but if you 
 will take each stick by itself there will be no trouble in 
 breaking them all. 
 
THE PRACTICAL PEOCESS OF SELLING 487 
 
 Success in " closing " depends on getting a decision 
 on minor points as you go along. When a return postal- 
 card is sent out and you get a response, there was a 
 first decision to write and mail the inquiry. That was 
 an easy decision to make, but it was the first step toward 
 a final decision. 
 
 When you have finished the first part of your sales- 
 talk, the part intended to create desire, a minor decision 
 is made to let you go on and tell what is in the book. 
 That is really a step toward the final decision, and that 
 is an important reason why you ought not to go on to 
 the second part of the talk unless the first has been 
 effective. It is better to go back at once and take up the 
 first part of the secondary sales-talk, and even the ter- 
 tiary part, so as not to leave a hostile decision in your 
 rear. 
 
 Then the second part of the talk is intended to lead 
 up to the decision to see the work. Unless you get a 
 decision to look at the book you can not possibly hope 
 for a decision to buy it. 
 
 When the price is asked, you know the time has come 
 to close quickly, and you say, "Only $2. May I send 
 you a copy? Thank you." A nod, a moment's hesi- 
 tation is all you want. 
 
 In selling merchandise in a store the sales-person often 
 gets a real decision through getting first a very minor 
 decision Will you try on this coat to see how it looks? 
 If you were going to buy a coat would you want black 
 or gray? Would you prefer to have this sent, or take 
 it with you? 
 
 The art of "closing" is so important that it requires 
 most persistent study; but it grows naturally out of the 
 ability to adapt oneself to the customer and follow his 
 mind. Any salesman who can do that will make few 
 mistakes. He will observe some little movement of the 
 
488 HUMAN NATURE IN BUSINESS 
 
 body, some inflection of the voice, that will tell him 
 instinctively that the decision has been reached, and it 
 is time to ' ' close. ' ' His whole work has been to get this 
 decision. It were worse than waste of time to go on 
 talking after it has been reached. The human tendency 
 to finish the story, however, has kept customers dragging 
 along till boredom began to set in, and the favorable 
 decision was unmade in the mind through the develop- 
 ment of disgust or repulsion. So the sale has been 
 killed because of the failure of the salesman to stop and 
 close at the right time. 
 
 Success in the art of salesmanship can be attained only 
 through practise. It takes four hours a day for some 
 years to make a good pianist, and playing on human 
 minds is surely no less fine an art. 
 
 
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