56 $4223.00 PROFIT IN ONE YEAR 



learn more. I hold back all the information and try to get them interested 

 to write for my catalog or one of my books. If you will get a reading 

 glass you will be able to study out some of this copy and you will see that 

 I 'touch upon, briefly, in each advertisement : 



1 — Egg-laying ability. 

 2 — Prize- winning. 

 3 — Appeal to. beauty. 



so that these three important points are covered in some way in each adver- 

 tisement. The big thing, after all, of course, is to get the name of the 

 prospect on the "line with dots." Until you get the order, and the check 

 or money order as well, nothing has been closed and the proof of the value 

 of your salesmanship in advertising depends upon the cash you receive for 

 the stock, the day-old chicks or the eggs for hatching you may offer. 



The operating of commercial egg plant and the selling of eggs for 

 home use, is another business entirely, which J will not here discuss. I am 

 endeavoring to make it somewhat easier and less expensive for you to sell 

 your stock, your day-old chicks and your eggs for hatching. 



Landing Them — How to Do It — A Dozen and One Sales Pointers 



Now, how shall we "land" the prospect who has already sufficiently 

 interested himself in our proposition to write for information and learn 

 more about our stock? We have got to bring this message to him so in- 

 terestingly, so emphatic-ally and so truthfully, that his confidence will be 

 inspired to the point where he will feel that we are just the ones who 

 should receive his order. Use plenty of photographs, good pictures taken 

 of your own birds to illustrate your printed matter. It helps to show the 

 picture of the person who is offering the stock — unless he looks like a 

 second-story worker. I believe it pays, once in a while, to call in an adver- 

 tising man to help you get ideas regarding your headings and to assist you 

 in making your advertising as interesting and readable as possible — but 

 a still better plan is to have some characteristic style, either your own writ- 

 ing or the writing of someone who is a good friend of yours, used in all of 

 these advertising pieces so that they will have personality. Don't forget 

 that when the prospects write for information they want information. Give 

 them the plain facts and plenty of them. Tell them the whole story just so 

 far as you can. 



