254 THE BEEKEEPERS' REVIEW 



"Missouri type" and want to be shown. They want to see more 

 pictures and read more descriptive matter. No cheap, or carelessly 

 written book will accomplish this purpose. It must be written in 

 such a way as to get the reader beyond the first page. It should 

 read like a story, with an easy expression and gradually lead the 

 reader up to the merit of the product. The reader must come up- 

 on the product unawares, he must not see it in the first paragraph or 

 on the first page or even on the second page, if you are talking to 

 him about a honey biscuit you must not hit him with a biscuit be- 

 tween the eyes before he has read the first line. Let him taste the 

 biscuit on the third page. After his appetite is whetted to the 

 point of desire then it will taste good and — he will want more. It 

 must appeal to the mental palate, which, after all, is the most di- 

 rect route to the physical palate. 



I am quite sure that nine out of ten people that eat honey do 

 so for no other reason than simply because they "LIKE IT". 



The booklet printed by the Root Co. on the use of honey in 

 cooking is put up in first class shape, but I want to suggest a few 

 changes. First I should change the cover picture, because I know 

 that nine out of ten people do not know that it is a picture of a 

 natural sealed honey comb until they read it or you tell them ; if it 

 was inside the booklet and had a margin around the edge of leaf 

 it would be more readily understood, and show up much better. A 

 picture of bees and flowers on the cover, and start the story with 

 bees — they are more interesting anyhow than honey, then lead up 

 to the honey and at the last have the use of honey in cooking on 

 the inside of cover page. As the book is now, it starts out with THE 

 FOOD VALUE OF HONEY. I should change that to DO YOU 

 KNOW THAT ? then go on with a little story about the bees, then 

 lead up to honey, etc. 



I should have no title for the book, the pictures on the cover 

 should be suggestive enough to arouse the curiosity of the person 

 to open the book and the first catch line is a question, DO YOU 

 KNOW THAT? There are from twenty to one hundred thous- 

 and worker bees in one hive in the summer months, and so and so ; 

 many colonies of bees in the U. S. and so; many pounds of honey 

 produced, etc., etc., etc.! The right kind of a booklet will receive 

 more attention than a sales agent. 



It is well to ofi'er to sell a sample in your advertisements, but 

 if you are going to give them away I believe it more effective to 

 advertise for some time before giving the samples away in general. 



