REVIEW A471 
a “follow-up ” system must be worked out and the breeder and 
his product be kept continually before the eye of the prospective 
customer. In such a system all inquiries by mail must be answered 
immediately. A short personal letter is best, accompanied by the 
breeder’s card, with circulars describing matings and pointing 
out the good qualities of the strain. Under separate cover the 
annual catalogue should be forwarded,—if the breeder’s business 
is extensive enough for him to issue such a booklet. The cata- 
logue should describe in detail all matings and products for sale, 
and give past winnings and other records. It is also a good plan 
to give some guarantees as to financial standing, since it is cus- 
tomary to send cash with the order, and this reference makes the 
purchaser feel more secure. 
As a rule, all inquiries should be followed by at least two 
letters before being dropped; if these fail to bring a response, 
additional ones would in most cases be a waste of money. 
A record should be kept of all sales, so that circulars and 
catalogues can afterward be mailed to customers, with the idea of 
keeping their trade year after year. Such a record can be kept 
on filing cards, and indexed for handy reference. Where adver- 
tising is carried on extensively and in a number of different per- 
iodicals, it is well to tabulate all inquiries, arranging them under 
the name of the paper in which the advertisement was noted. 
This will show the effectiveness of the different papers, and those 
which are bringing in no return at all can be dropped. 
If a business is to prosper year after year, and keep its old 
customers as well as acquire new ones, the breeder must live up 
to his advertisement when he fills orders resulting from it. No 
business will long prosper if the customers are so hoodwinked that 
they are dissatisfied, and fail to come back every year for addi- 
tional purchases. The unscrupulous advertiser must depend upon 
securing enough new customers each year to make up for those 
lost, which is almost an impossibility. It must be remembered 
that, after all is said and done, the satisfaction of customers 
throughout the country is the most extensive advertisement a 
breeder can have, and the most profitable as well. 
REVIEW. 
1. Give eight advantages of keeping records. 
2. What four points should be considered in planning records? 
3. What points should be shown in a breeding or mating record? 
