54 $4223.00 PROFIT IN ONE YEAR 



These four sales essentials can be briefly expressed in the four words, 

 "Look, Like, Learn and Land." 



Every letter, every circular, every mating list, every catalog, every 

 poultry paper or newspaper advertisement, every envelope "stuffer" or 

 printed matter sent out on your poultry and eggs, in ordef to be most 

 successful, should be planned with these four essentials in mind. 



Make Them "Look" 



On the opposite page you will find a group of my advertisements. 

 Suppose we take a couple of these and analyze them. Take the pair of 

 ads, "Boy Scouts" and "You will." First, our job is to make the reader 

 of the poultry papers in which these appear, look at the advertisement — 

 stop, look and listen. We have got to do something to flag his or her 

 attention. Not necessarily to startle them, because sometimes when peo- 

 ple are startled, a reaction takes place in their mind, which causes them 

 to dislike what you have to say. Be careful about not creating antag- 

 onism. Do not have your headings or pictures negative or disagreeable 

 in effect. Like poultry, they should be live, energetic and forceful. 



Make Them Like 



The picture of the Boy Scout with the word "Boy"' and the picture of 

 the hand with the word "You,"' catch the eye, cause the reader to look. 

 Who doesn't like a husky Boy Scout? This pleasure is reflected on the 

 message found down in the advertising copy. We believe that the average 

 person will at once agree that "You don't enjoy a losing game." Thus, 

 you see we have caused the readers both to look and like. 



They may not respond to our advertisement this time, but the next 

 time they see a Sheppard message, they are going to be favorably disposed 

 toward it and not antagonistic. People don't understand their own frames 

 of mind. It doesn't require any definite, disagreeable thing to set edgewise 

 against your proposition. Just make a few "bad breaks" with your advertis- 

 ing copy or your form letters, and people will avoid you like the plague. 

 They quit cold. You won't understand why and they won't understand 

 why. So in writing your advertising copy, it wants to be just as happy 

 and harmonious with the frame of mind of the reader as possible. 



Make Them Learn 



Now how will we cause them to "Learn"? In each piece of copy I 

 plan to tell them just enough so that a strong desire will be aroused to 



