PRACTICAL ADVERTISING FOR THE FRUIT GROWER. 435 



duty to treat that inquiry just as you would a new friend. It costs 

 something to get an introduction to that friend, it is w^orth your 

 while to pay a little more for the privilege of doing business with 

 him. I would treat that individual inquiry just as if there were no 

 others, and as though the success of my business depended upon 

 making a sale to that particular individual. The careful following 

 up of that new acquaintance may lead to a business friendship profit- 

 able not only with him but with his friends and his friends' friends, 

 because advertising has wonderfully expansive power. Thus you 

 see the continued cumulative effect of good advertising. This 

 is not a mystical theory but a real condition. But w^hat I wish to 

 urge upon you more especially is that by every legitimate means you 

 try to make your home town, so far as is practicable, the market for 

 your product at prices that will pay you, irrespective of what the 

 same stuff may be sold for at the stores. Give your fruit to them 

 fresh, in the nicest possible shape, appetizing and inviting, 'and they 

 will become your customers and pay you the additional cost that 

 you may feel it is necessary to charge for choice fruit and for hand- 

 ling it for them in a first class way. The more you can market at 

 home at good prices, the better will be general prices in the markets. 



If this will induce you to be more careful in the marketing of 

 your product and encouraging you in joining with your fellow fruit 

 grower in increasing the demand at home as well as abroad, I shall 

 feel repaid for having come. 



Now, w^hat has been said to you as fruit growers applies to every 

 department of agriculture. 



I go from here to Cleveland, Ohio, where I will undertake to tell 

 the poultrymen about advertising, with the same trade expansionist 

 idea in view. I am asked to talk to the Live Stock Breeders of 

 Kansas at their next annual meeting. You may wonder where I 

 come in on this, because I receive no fee from these organizations. 

 Permit me to say in explanation that the better the product of the 

 farm and the more the advertising and advanced idea may be carried 

 out in the disposition of the product, the better it is for those of us 

 who are undertaking to advertise the product of the manufacturer 

 among successful farmers. The greater the intelligence of the in- 

 dividual the greater his purchasing power. The advertising men 

 have placed this responsibility upon me presumably because I am 

 willing to do it, and I am very glad to say that it is a pleasure and 

 an honor to meet with you and discuss this question with you. 



Mr. T. T. Bacheller: What I do not know about advertising 

 would fill a book. A few years ago I thought I had succeeded in 

 learning something about advertising, but I am realizing every day 



