266 



SELLING LUMBER 



A Carefully 



Planned 



Campaign 



Salesmen 

 Should Read 

 Write and 

 Talk 



tainly say that they will be of great help to you in your work. They 

 have always loyally supported the principle of co-operation, and 

 nearly every issue contains some article on trade extension worth 

 studying yourself, and, after being mastered, worthy of discussion 

 with your customers. 



The advertising campaign of the Association has been given 

 more keen thought than perhaps any other feature of the work, and 

 perhaps more has been spent on it than on any other department. 

 Our advertisements have been placed in the trade papers, not only 

 the strict lumber trade papers, but the trade papers of allied in- 

 dustries, farm papers, and at specific times in the leading daily 

 papers in the larger cities. This campaign is not conducted in any 

 haphazard manner, but the services of an expert advertising man- 

 ager have been secured ; and, speaking from my own personal point 

 of view, I must concede he can dig up more facts and figures, and 

 marshal them in more attractive logical sequence in regard to many 

 features of our business, than I thought was possible. It is only 

 an illustration of the advantage of specialization. You will observe 

 that there are four special departments in this work; the prepara- 

 tion of books and pamphlets and publicity literature ; the writing 

 and placing of display advertisements in farm journals and maga- 

 zines ; the devising and creation of all forms of dealer co-operation, 

 in which latter is included the free furnishing of cuts to dealers 

 for local paper advertising, and lastly, the dissemination of pre- 

 pared stories and articles dealing with the utility of yellow pine. 

 These booklets are particularly interesting, and very informative. 

 They are being prepared on every phase of the yellow pine lumber 

 industry ; you may soon therefore obtain a most complete encyclope- 

 dia, embracing the treatment of all features of trade extension work 

 as applies to yellow pine. Don't shut the mill down; increase the 

 demand. 



Read the lumber encyclopedia, brethren ; for by reading these 

 works you become a full man; write letters and articles on these 

 subjects, for thereby you become an exact man; and after having 

 read, digested and written, you are then ready to talk on these 

 matters, and much continued, intelligent talking, maketh a ready 

 man. 



The Association is doing other sorts of advertising, too. It 

 has trained engineers who can talk wood block paving in a technical 

 sense. And say, do you ever notice whether the streets upon which 

 you walk are paved with wood block, or with other materials ? Do 



