7— HOW TO SELL DOGS 



Your dogs possess certain blood- 

 lines which are particularly impor- 

 tant or necessary. 



HERE ARE SPECIFIC SUG- 

 GESTIONS FOR AD COPY. 



State major wins of the dogs or 

 their get. When offering dogs for 

 sale, state age, whether inoculated, 

 housebroken, over distemper, 

 trained and so^ forth. 



Too low prices stated in the ad 

 scare the prospect away, unless the 

 sale really is a final clearance. 



Only one breed should be men- 

 tioned in the ad. 



If your price is high, do not men- 

 tion it in the ad; sell the price to 

 the prospect after he has answered, 



A picture attracts eye attention 

 and increases the drawing power of 

 an ad. 



If possible, adopt a kennel design 

 or illustration which identifies you 

 and your dogs; use it in all your 

 advertising and printed matter. 



Your advertising copy should be 

 changed at least every three 

 months. 



Change your copy with the sea- 

 sons; for instance, just before 

 Christmas, emphasize puppies as 

 gifts. 



Do not be humorous; it's hard to 

 be funny, and a joke is poor sales 

 appeal. 



The more you tell, the more you 

 sell — and Confucius didn't say this. 

 But do not overcrowd your copy; 

 take more space or revise your copy. 



And when the prospect does in- 

 quire, answer promptly, fully and 

 to the point, namely, a definite sale 

 — that's part of a good ad also. 



D— SELLING BY CORRESPONDENCE 



Answering the Prospect's Letter 



You have received from advertis- 

 ing or other source a letter of in- 

 quiry. It may be on a postcard and 

 written in pencil. You must deter- 

 mine whether or not the postcard 

 inquiry is as probable a sale as the 

 typewritten letter on engraved sta- 

 tionery. On the whole, we believe 



^2i?!i 



that at least the first letter of reply 

 should be as complete to the post- 

 card inquiry as to the inquiry writ- 

 ten on the best stationery and in the 

 best manner. 



First, answer the inquiry prompt- 

 ly, at least within two days after it 

 is received. The same prospect may 

 have written to other breeders, and 

 likely will purchase from the first 

 one who answers satisfactorily. Also 

 if the answer is received long after 

 the inquiry has been made, the im- 

 pression upon the prospect is not as 

 favorable. 



Desirability of Kennel Folder 



Later correspondence may prove 

 a burden in time and particularly so 

 if one has many other duties in the 

 kennel or in another line of work. 

 So it is well to have a folder or 

 leaflet describing the kennels and 

 dogs in general so that the prospect 

 can get a quick general under- 

 standing of the bloodlines, the ob- 

 jects of the kennel in breeding, the 

 general type of stock, and one might 

 say, the "feel" of the kennel. ^ 



This printed leaflet inclosed in the 

 letter of reply answers many ques- 

 tions and lessens the need of a long 

 letter. 



The inclosure of a typed, mimeo- 

 graphed or otherwise printed list of 



