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Another thing it does'nt make any difference whether a mow- 

 ing machine is sold at home, in South America, Africa or Australia, 

 the identity of the manufacturer and the place of manufacture is 

 never lost sight of. The only place that this doesn't count in is 

 the junk heap where the price has fallen from about S45.00 to $2.00. 

 Friends, there is entirely too much of our product sold as junk. If 

 you are turning out a product that you are ashamed of, let it go as 

 junk, but if what you have for sale is as good as the average stamp 

 your reputation on to it. show the consumer that you are not 

 ashamed of it and you will be surprised what a lot of confidence 

 you can inspire in him and what a price he will pay for it. 



As illustrating that and another thought in advertising, we sell 

 a good many of our apples in our local market, and two years ago 

 we thought of putting a shipping tag on each of our baskets. It was 

 not addressed, simply put on the basket. The merchant asked what 

 we put those on for. and we said Ave wanted the basket back. He 

 said he would keep the baskets for us. but some other fellow might 

 find out where he was getting the apples and compete with him. I 

 told him if I found our baskets sitting out without our tag on them 

 we would quit him. That is advertising and identity. 



Another thing that the International Harvester Company does 

 when they have a machine ready to go out they never go out to a 

 fence corner and pick up some old piece of wood to make a case 

 for it. If you wanted to buy that machine and it had an old case on 

 it you would think it was an old machine. They use a nice, new, 

 bright case. It pays them to do it. 



I do not know how you people here market your fruit alto- 

 gether, but in our county I have seen apples as good as the average 

 of these exhibited going to market in boxes that hens had roosted in, 

 in old weather-beaten boxes, and I have seen them in a dog-coop. I 

 do not believe you do any of these things or I would not dare say 

 so much. But to get back to the marketing end of it. we must put 

 up our fruit in a package that is going to add to, rather than detract 

 from its appearance. 



Another thing that they do, they rake this country over with a 

 fine-tooth com]^, as it were, to get the very best man thev can for 

 a salesman. \Miat constitutes a good salesman? In the first place, 

 he should be good-looking : any of us can fill that bill. He ought to 

 be reasonably well dressed ; any of us can fill that. He must be 

 a man of fairly e^-en temperament. It does not make any dift'erence 

 what appears, he must not get angry. In other words, he must 

 always be able to turn the bright side of the deal out for the in- 

 spection of the public. 



For illustration I want to tell you of an incident. A farmer 

 went into a grocerv store to sell potatoes. He wanted 80 cents a 

 bushel for them. The grocery-man came out and shook hands with 

 him and asked him how things were going out on the farm, and 

 whether he had pretty good crops, and by that time they had reached 

 the office. 



The farmer sat down and poured a tale of woe into that man's 

 ear that would have made even Job turn green with envy. The 

 groceryman had troubles enough of his own. The groceryman dis- 



