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SliCUETAUY. 



whole hardwood Industry. 



Now II few words as to thp fiiturc 



AsaumlDg thm we arc entering Into a year that shall hrlng us oppor- 

 tunity, I desire to again Impress upon you the Importance of working with 

 your association, for through It you can keep In touch with coublantly 

 ehaogluR conditi : can In no other way. 



Opportunity - at the door of our country today and luinbcr- 



men ■■ ■-' "•■' , ..nd. it Is a time for standing together — It Is a 



tim*' ■ ;ilon In the strongest sense of the word. We need not fear 



to W' r as perhaps some of us have In the past, for the improve- 



ment oi conditions whicli affect our Industry. The government has no 

 desire nor Intention, so far as I am able to observe, to lay the hand of 

 censure upon any body of men that has for its purpose the betterment of 

 any business enterprise. 



In an i ' 'ivered December 1, 1015, before the Association of 

 Xatlonal In New York City, VIcc-Chalrman Hurley, of the 



Fe<leral Tr... isslon. said: 



There should be a pn'ater degree of organization and of mutual help- 

 fulness in nil lines of trade and Industry, so that American business may 

 be welded Into a commrrcial and Industrial whole, the part of the govern- 

 ment being to cooperate with business men, on request, to bring about 

 the result.^ that will benefit business and hence promote our national 

 welfare. One of the most effective forms of orcnnlzation Is the trade 

 association. The association has a wide field of useful and proper activ- 

 ities. ronferr<! In th" came Ind'iofry may take common action looking 



Tiiifacturlng. standardizing their 

 .rtaining costs, obtaining credit 

 • nt of trade journals. 



Krom this it will be seen that the government looks with favor upon 

 any organization which has for Its object the Improvement of the industry 

 it represents, and whose purpose Is to serve alike the large LDd the small 

 member of that Industry. So let us prepare ourselves better to meet the 

 fottire by stndjing our problems together and thus Increase our cBBciency. 

 We need to be better manufacturers ; we need a better working knowledge 

 of our costs so that we can conserve our natural resources, and we need 

 to be better merchants so that we can serve our customers and ourselves 

 better, but we cannot be all of these if we work alone, each for himself. 

 The greatest success can come only through united effort. 



We have kept these thoughts In mind In preparing the program for this 

 meeting and believe that the addresses that will be delivered here *lll be 

 most helpful to all and I sincerely hope that every man who has come to 

 Cincinnati to this meeting will attend every session, for at each of them 

 he will learn something that he can take home and apply directly to bis 

 own business. 



In conclusion. I desire at this time to thank the board of governors, the 

 officers of the as.soclatlon and the various committees appointed during 

 the year for their support, help and co-operation during the past year. 



Dr. Stanley L. Krebs of Philadeliihia delivered a stirring and dis- 

 tinctly inspiring address in which he succeeded in reconciling the 

 science of mental suggestion as variously applied and governed, to the 

 practical problems of business — problems of selling and advertising, of 

 course. 



Dr. Krebs reviewed the development of the occult art and showed 

 how it has been taken from the realm of the purely mysterious and 

 has been put to money-making uses by the modem man. The value 

 of the art is dependent upon five laws as follows: 1, Iteration; 2, In- 

 direct suggestion; 3, Positives; ^, Attractive; 5, Expected attention. 

 Three, four and five go together because they govern the shaping of 

 an effort in the mind of the salesman or advertiser. One and two 



show the upiilication of the policy formulated. 



The spr.'iker said that iteration of an idea ig one of the inont csucn- 

 tinl jiriiiciples of salesmanship and that to this end it is necessary to 

 get the thought in the most concrete form possible, so tlint it can be 

 used time after time to produce the desired result. 



By indirect suggestion, ho referred to the pog.sibiIity of increasing 

 sales and often landing a tough customer by having a favorable sug- 

 gestion brought to the buyer's attention by a third means — through 

 a friend or in some other way. 



He said that the value of suggestion is greater than of argument, 

 as argument naturally causes a certain resistance which must bo over- 

 come. 



The third law refers to the necessity of refraining from using any 

 negative suggestion that would tend to plant the wrong impression 

 in the buyer's mind. Dr. Krebs said that any thought can bo ex- 

 pressed both positively and negatively, and the latter should always 

 be avoided. 



Dr. Krebs had a way of talking that made a decided hit. He had 

 a pat illustration for everything he advanced. 



Following this talk the meeting adjourned until 2:30. 



The program announced that the reports of secretary and treasurer 

 would not be read but would be given out through the trade press. 

 They follow here. 



Report of Secretary 



Your association, In reporting upon the work of the past year, does 

 not have to apologize for failure of accomplishment. Success has crowned 

 Its efforts to serve Its members and to be of real help to the hardwood 

 Industry. 



Your organization comes through a long period of depression In a health- 

 ful and prosperous condition. Its members have, of course, suffered with 

 other lumbermen, but there have been no failures within their ranks. 

 The financial condition of the association Is excellent. With all bills paid 

 to date of closing the books. .Tanuary 1, there Is a substantial balance 

 In the bank, as evidenced by the treasurer's report, with enough outstand- 

 ing dues to bring up the balance to a point as high as at any time In the 

 history of the organization. 



This association has taken a very active Interest In the trade extension 

 work of the National Lumber Manufacturers' Association, which was 

 launched a few months ago. Many of its members have subscribed very 

 substantial sums to Its support — probably as much relatively as those 

 of any other organization. In addition to this. It has furnished for the 

 traveling lumber exhibit, which has been prepared to show In the various 

 trade centers of the country and at retail lumber meetings, samples of all 

 the southern hardwoods that are manufactured by Its members. 



The purpose of this work Is to expand the markets for forest products 

 and protect them against the encroachment of substitutes, and It should 

 have the support of every lumberman. All who have not subscribed to It 

 should do so at their earliest convenience because It Is a movement that 

 must be supported largely by the manufacturers and distributors of lumber, 



A new feature of our work this year Is the Report of Actual Sales of 

 Hardwood Lumber. This report Is just what its name Indicates, a report of 

 actual sales. No prices are given that are not taken from reports of 

 members. Through this medium members are supplied with current market 

 Information and with this report In hand there Is no excuse for any one not 



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