POULTRY-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 fora 
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, 
