PO UL TR r- CRAFT. 197 



291. The Breeder's Stationery and Correspondence. 



Circulars. It is customary for breeders to issue circulars, describing their 

 stock more fully than is possible in an advertisement or convenient in a letter, 

 giving directions for ordering, prices, stating terms, etc. Such a circular is 

 almost a necessity. A few well known breeders who sell stock of exceptional 

 quality do not issue circulars, because sales of stock of that class cannot be 

 made on general descriptions and general statements of prices. The breeder 

 of ordinary stock who has any considerable amount of it to sell, and can fully 

 inform possible purchasers of its merits without issuing a circular, is the 

 exception the thousandth man. The expense of printing from three to five 

 hundred circulars (which will be enough for the small breeder to begin with), 

 is small. If there is not a first class job printing office in the vicinity, it is 

 better to send the work to one of the offices advertising poultrymen's printing 

 as a specialty. 



Correspondence Paper and Envelopes should be of good quality, with neat 

 letter heads and requests to return. Some breeders print their circulars on the 

 backs of their letter paper, or, write letters on the backs of their circulars. 

 This does not look well, nor does it create a good impression. It is never 

 possible to trace the sales due to neat stationery, but one can easily judge 

 something of its influence by comparing the impressions made on himself by 

 the receipt of letters and circulars of varying neatness and quality. The use 

 of poor, unattractive stationery is the worst recommendation in the world for a 

 poultryman whose work is supposed to demand in large measure the possession 

 of genuine good taste. 



Circulars should be sent free to all applicants. Each year the custom of 

 asking stamps for circulars falls more into disuse. It is not bad policy for a 

 new advertiser to enclose with each circular sent in response to an application, 

 a brief and courteous letter soliciting patronage. 



All correspondents should be promptly and courteously answered; postal 

 cards treated as respectfully as sealed letters. 



292. Terms of Sales should be, cash with the order for mail trade ; 

 cash on delivery for local trade. Exceptions should be made only in case of 

 a customer well known to the breeder, and of whose ability and willingness 

 to pay he is sure. A poultryman cannot afford to do a credit business. His 

 business is carried on under such conditions that the common evils of the 

 credit system are many times increased, and general credit giving would break 

 him in a very short time. A beginner whose stock is selling slowly is often 

 tempted to give credit rather than lose a sale. If he does so, he is likely to 

 regret it. If he cannot carry the stock he had better sell it as market poultry. 

 Shipping poultry and eggs C. O. D., is quite as risky as crediting, for a 

 customer cannot be compelled to take the goods, and if he refuses the shipper 

 must stand transportation charges both ways, or lose the stock. 



293. Selling Stock. Parts of the observations on buying stock and on 

 prices of eggs and stock, in ^[110, 113 114, are so easily adapted to selling, 



