HOW TO SELL DOGS— 6 



of actual customers; see section 8 

 immediately following. 



Mailing lists also can be obtained 

 from the public records of dog 

 licenses, from names in the local 

 papers, from specialized lists in 

 telephone directories such as lists of 

 lawyers and doctors; in general, the 

 wideawake breeder will pick up 

 names here and there for addition 

 to the mailing list. 



8. Sales thru Good Will 



The eighth and last medium of 

 contact may be termed an indirect 



one for it is thru the old customers, 

 satisfied customers, who come back 

 for a second dog or who tell their 

 friends about the breeder who sold 

 to them the very satisfactory dog 

 they already have. The well-estab- 

 lished breeder will effect about a 

 fourth of his sales to old customers 

 or friends of old customers. 



It must be understood that these 

 fields do not cover all prospects. 

 The alert seller can find prospects 

 everywhere and need not "look to 

 the book," so to speak, for his 

 prospects. 



C— SUGGESTIONS ON ADVERTISING 



When should One Begin? 



This is an age of publicity. Each 

 seller must fight for patronage and 

 the one who presents his message most 

 often and ably, secures the business. 



Breeding of dogs is based upon 

 the love of dogs and upon sports- 

 manship but the necessity for the 

 adoption of present-day selling 

 methods is the same in the dog field 

 as in any other field of activity. 



One should begin to sell at once 

 and keep on selling. 



The time to offer a litter for sale 

 is when it is whelped or sooner. 

 By the time the advertisement is 

 printed in the dog publications and 

 is read by the readers and these 

 readers in turn carry on correspond- 

 ence with the breeder, weeks have 

 elapsed and the puppies have 

 arrived at saleable age. 



If one is offering studs, his ad 

 should be constant because the 

 owner of a matron is not interested 

 today, but may be tomorrow, de- 

 pending upon when or how soon 

 a bitch is due in heat. 



The advertisement that is seen 

 month after month creates con- 

 fidence on the part of the reader 

 that the advertiser is reliable and 

 offers worthwhile dogs. 



Also when the reader is ready to 

 buy, which may not be for some 

 time, he has the name and address 

 of the seller convenient for refer- 

 ence if the advertisement is in the 

 current issue of the publication. 



Otherwise, the current advertiser 

 gets last month's advertiser's sale. 

 Nature of Advertising Copy 



Advertising such as is employed 

 in a dog publication must attract 

 attention; then must sway and in- 

 fluence the reader favorably and 

 finally urge him to send in the order 

 or inquiry. 



In your advertising copy, state 

 the general bloodlines and connect 

 your dog with outstanding an- 

 cestors. 



Above all, present the special 

 advantages which your kennel pos- 

 sesses. Every kennel possesses 

 certain advantages which no other 

 kennel has. Repeat these constantly 

 until they become almost a trade 

 mark. 



YOUR ADVANTAGES MAY 

 BE ONE OR MORE OF THE 

 FOLLOWING: 



Your dogs have been constant 

 winners at dog shows. 



You will take back an unsatis- 

 factory dog that you sell. 



Your kennels are kept clean, and 

 dogs are free from diseases. 



Your pedigrees are correct, regis- 

 trations are guaranteed; papers are 

 furnished promptly. 



All your dogs are inoculated 

 against distemper. 



Veterinarian's certificate of good 

 health accompanies each shipment. 



Your dogs are noted for their in- 

 telligence, their ability to hunt in 

 the field, their vitality, or their 

 temperament. 



