ON A TOWN LOT 63 



What About Stationery? 



Use a neat grade of stationery with an attractive but not amateurish 

 letter head, and then a complete descriptive circular or catalog, just 

 whichever your business will justify. You wouldn't go out to solicit orders 

 wearing a pair of torn trousers, ragged shirt and barefooted, nor should 

 you send out cheap stationery with poor printing, expecting to get good 

 orders. Keep in mind that the advertising you mail out is your personal 

 representative and your honesty and the merit of the merchandise you 

 oiTer will he judged quite largely by the advertising material. Don't handi- 

 cap your proposition with cheap printed matter — I say this from my own 

 bitter experience and not because I am boosting the game of anjj printer. 



Yes, it's very important to have good quality paper in your stationery 

 and catalog, but it is very much more important to have a good grade of 

 stock and a breed with merit. You have got to have the birds to back 

 up your sales talk or you won't get repeat business and we couldn't stay 

 in business very long if it wasn't for our repeat customers who come 

 back and buy from us year after year. When you have quality, you can 

 talk quality and your good stationery will be in harmony with the high 

 stajidard of your stock. 



By building your reputation on high-grade quality you will build your 

 business on a solid foundation and you will have a trade that will stay 

 with you. It will not be a difficult matter to take your customers up 

 the four steps of the ladder of salesmanship when you have something to 

 sell that is in demand. If you will bear in mind the points I have men- 

 tioned you will find that you will not require twenty years' experience 

 on the road to sell chickens and hatching eggs, and sell all you can raise. 



Service Plrinciple in Advertising 



There is a service as well as a commercial principle involved in 

 advertising. Think of the fact that you are rendering a service to a 

 man when you sell him your eggs or stock. Talk of the advantages he 

 will gain and be convinced in your own mind that he actually will se- 

 cure these advantages of pleasure and profit. Pleasure and profit are 

 the two things most interesting to the average buyer. 



Contents of Advertisements 



In writing your advertisements, talk more of fine breeding, pure strain, 

 good carriage, beauty, flavor, size and so on — give specific instances of 

 egg-laying records and prizes won, try and find little incidents and stories 



