24 



THE SMALL NURSERY 



sider that you are ready to go after the business through 

 advertising and through personal salesmanship, both of 

 which are touched on in succeeding chapters. Meanwhile, 

 establish in your office a regular itinerary for every paper 

 that comes into your office. Make up this office routine 

 carefully and follow it strictly, but don't make any office 

 rule so strict that there cannot be reasonable exceptions. 

 Differentiate between the mere machine and the personal 

 touch systematized. Begin today to make everything 

 about your office distinctive, systematic, and human, and 

 thus create an atmosphere to which your customer will 

 react favorably. 



