ADVERTISING 81 



matters that I know from absolute experience in many, many years 

 of continuous advertising. We have never carried but one or two 

 advertisements at one time, but for over thirty years our advertise- 

 ments has never failed to appear continuously. While possibly not 

 needing this advertising some times to help dispose of our stock, 

 we believe that as there are many new men entering the arena 

 as breeders, as well as fanners and feeders, it is the profitable 

 thing for us to keep permanently and continuously before the 

 people, and so we continue to advertise even after many, many 

 years. 



We often receive letters from parties, who say: "I have seen 

 your ad. for many years, etc.," which shows they understand we 

 have been in business a long time, from the fact that we are con- 

 tinuously appearing before the readers of good publications. 



Herd Catalogs. Another good advertising plan is occasion- 

 ally mailing out either a herd catalog or a neat folder, giving a 

 little history of the herd and the business done, also listing the 

 names and numbers of the brood sows and herd boars, and a list 

 of the litters farrowed that season. Some breeders also believe in 

 publishing once or twice a year, a circular describing certain ani- 

 mals and their breeding, which they are offering for sale at that 

 time. This is a good plan. 



Another matter that is quite important is the necessity of using 

 a typewriter, and learning to use it properly, and never to fail to 

 answer correspondence promptly and in an intelligent manner. 

 It is not necessary to use all the adjectives that one can scrape to- 

 gether in describing what he has to offer the inquirer; better be a 

 little modest along this line>, simply stating the breeding and a 

 true description of what you have to sell, with the price. 



Stationery. The style and quality of stationery one uses is 

 also one of the things that makes an impression on the inquirer. A 

 neat, plain letterhead, with as little printing on it as possible, and 

 paper of a good quality, speaks well for the breeder and impresses 

 his correspondent with the belief that this man is not making any 

 extra flourishes. A good judge of human nature can quite readily 

 determine something as to the character of a man by his stationery, 

 and still more by the letter he writes. We have never found it 

 necessary in our business to cover very much paper in replying to 

 a letter. However, we often receive letters that contain quite a 

 number of pages, which after reading and trying to digest, it is 

 hard to really know just what the man wants, further than that he 

 seems to want an animal that will score upwards to 100 points, and 

 then wants it for an extremely low price, with all the guarantees 

 he can think of, added. 



There is another matter that is quite important in the way of 

 advertising; always have your home grounds, hog quarters and 

 other parts of the equipment of the hog establishment, as well as 



