64 $4223.00 PROFIT IN ONE YEAR 



from your daily contact with the birds, that you can put into advertise- 

 ments in chatty style. It is the human, common, ordinary every day 

 instances of life that are most interesting to other people. 



Try and carry on your advertising in publications whose readers are 

 appreciative of fine poultry and who have the means as well as the in- 

 clination to buy it. Change your copy frequently so that you will always 

 have a different idea running to make people "look." Advertising is like 

 eggs, it must be fresh. 



Appeal to the Beginner 



Keep the beginner constantly in mind and word your advertising for 

 his comprehension. If he understands, the rest of the folks will. Re- 

 member that the beginners are eager for the best stock, and are larger 

 buyers than the older breeders. They are certainly worth catering to. 

 Although I have been in the poultry business for a good many years, 

 about 50% of my business each year comes from new beginners. This 

 is due partly to the fact that each year my business increases accordingly. 

 But I am continually wording' my advertising to appeal to the beginner. 

 When I receive an inquiry from my journal advertising, I send out toy 

 catalog, together with a friendly letter and I follow this up three times 

 to keep my proposition before the prospect and remind him that I am 

 ready to serve him promptly. 



Price is secondary to the quality of your stock and price should be 

 the last thing about which you talk. You should have the reader thorough- 

 ly sold on your proposition before you say a word to him about how 

 much the birds are going to cost him. Then he will have the attitude 

 where he feels that any reasonable sum isn't too much. 



As a conclusion for these two chapters on advertising and salesman- 

 ship, I want to leave those 4 L's. First, in your advertising you should 

 put in something in the way of an illustration or heading that will cause 

 a great many readers to LOOK. Then, your appeal must be of such a 

 nature that it will either make the reader actually smile or feel good all 

 over. It will make him LIKE your message in other words. Then it 

 should have enough of a "kick" in it and tell him just enough about 

 your proposition so that he will be anxious to LEARN more about the 

 stock you have to offer. This will result in his inquiry and then your 

 printed matter should be of such a nature and your letters should be so 

 frank and friendly, that you will LAND him with the least possible 

 delay. 



