ON A TOWN LOT 



S3 



A shipment of Sheppard's stock ready to start on .the long trip of 

 12,000 miles to far away Australia. 



CHAPTER VIII 



THE FOUR SALES ESSENTIALS 



F four times as many people as are now selling poultry 

 and eggs, even on a small scale, were to start adver- 

 tising and selling their eggs and poultry, the demand 

 still would not be supplied. 



I am going to give you the result of my experi- 

 ence right straight through, even on the sales end, 

 so that with the facts I put into this book, you will 

 have the required information not only to success- 

 fully produce poultry and the eggs, but also to mar- 



ket these economically. 



Let me discuss briefly "Salesmanship of Poultry." This consists 

 primarily of advertising because poultry and eggs must be sold chiefly by 

 mail. There are four sales essentials : 



1 — Cause the reader to Look at your advertisement. 

 2 — Put him in a favorable attitude toward your message. 

 3 — Persuade him to Learn about your poultry or service. 

 4 — "Land" his business. 



