378 THE BEGINNER IN POULTRY 



words, words, words, that fill so many pages of advertis- 

 ing in his favorite poultry papers, he might, with suf- 

 ficient study, work out a principle of advertising that 

 would form a working model for himself. No one can 

 deny that the advertiser who must meet so much com- 

 petition must make his advertisements tell wJiat they 

 may " tell " is another story. 



Careful scanning of the spaces of these big advertis- 

 ers will show that they fall into two main classes, viz.: 

 (a) those who try to prove themselves better than all 

 others and spend much space drawing invidious com- 

 parisons ; () those who utilize all their space in telling 

 the good points of their machines and show why they 

 are good. These latter advertisements are usually far 

 more dignified than the others and in the long run more 

 convincing. I notice, too, that the manufacturers of 

 machines known to be the leaders are not, as a rule, too 

 free with their guarantees. 



As an example of what a machine that is "perfec- 

 tion " when it meets the buyer can do for his faith later, 

 I might tell the brief story of a recent Beginner. This 

 Beginner sought advice from me, but admitted that he 

 was favorably impressed with the machines offered by a 

 certain city department store. They were beautifully 

 described, fully guaranteed. The machine was to be 

 the best incubator the buyer ever saw or even heard of, 

 and guaranteed to hatch every egg that was both fresh 

 and fertile, and also by some peculiar power to bring 

 stronger chicks than any other incubator could do. 

 Despite my positive advice to let department store in- 

 cubators strictly alone, my get-rich-quick Beginner 

 bought this attractive machine. Before the first hatch 



