PARK AND CEMETERY. 
173 
necessary to convince a prospect that his 
best interests are being served by pur- 
chasing in advance of need — we are mak- 
ing it possible for the salesman to cover 
five times as much ground, to actually 
close his sales quicker, and are bringing 
(B-l) (“Hasn't got the money.”). 
, June 30, 1911,. 
I Hr. John Doe, 
Sit yorth Chorles Street. 
Baltimore, ilarylaiul. 
I Dear Sir: 
! Hr. Smith, of our staff, has spoken to 
I me of his recent call on you and of your 
I ohjection to purchasiny a lot in “Thorn- 
I rose” cemetery, namely, that you did 
I not feel that you could afford it. just at 
! this time. 
i you are, of course, not alone in taking 
I this attitude of the matter. People leith- 
I out immediate need for a cemetery lot 
sometimes think it an unnecessary in- 
vestment, as icell as a subject that 
should be avoided. In reality, however, 
this is the. time to buy — there is no 
clearer, better time to consider it. 
To me it is muich more depressing to 
see families, alreasly facing the expenses 
of an illness and death, forced to make 
prorisiou for a site that might pre- 
viously hare been purchased at little in- 
con renien re. 
.-t-s a strictly financial matter, how- 
ever. who would you believe to be in the 
best position to save money on a pur- 
chase of this kind: a person who was un- 
fortunately FOKVED to buy and BUY 
QUICKLY . or one indefinitely removed 
from immediate need and therefore free 
to select, compare and purchase at his 
o w n CO .’I veil i en ce f 
One in my position sees so much of 
the dissatisfaction — the complications 
that almost invariably arise from the 
last-minute policy — that I cannot help 
hut irant to bring it to your attention in 
t i m e. 
My earnest adriee is to avoid difficul 
ties of this kind and at the same time 
' eonserre the family resources by a pur- 
, chase made when conditions are vastly in 
your furor — when you are not weighed 
down’ with either expenses — when you 
are master of the situation, rather than 
at the mercy of it! 
I would be glad to show you our beau- 
i t if III grounds any day this week con- 
venient to you. Won’t you call me upf 
• Very respectfully, 
JOIIS JOKES, 
Superintendent. 
ONE OF A SERIES OF LETTERS PRE- 
PARED P.Y MR. WEBB TO “FOLLOW- 
UP" SALESMEN. IN THIS CASE, THE 
PROSPEX.'T HESITATED ON THE 
GROUND THAT HE DIDN’T HAVE 
THE MONEY. 
successful business methods into the sell- 
ing of cemetery lots. 
Going further; If, instead of sending 
him out to call on everybody, from house 
to house, and thus waste time on num- 
l)ers of people who had made other ar- 
rangements, we first ‘'feel out" the popu- 
lation of a town or district with a general 
letter — if we get replies and then focus 
his efforts on those who arc interested, 
the percentage of sales should be much 
larger. 
l-'inally : If the feeling-out process is 
successful and we want to undertake it 
along bigger lines, we can probably save 
money and reach more people through the 
columns of local newspapers. As media 
for carrying the cemetery message, news- 
paper^, properly used, will reach more read- 
ers at less expense than any other means. 
N O, there is no good 
reason why some 
people unthinkingly put 
off the purchase of a 
cemetery lot until the 
Fates say, "You shall! 
Truth is, it is much 
more the custom these 
days to make provision 
for the future in this re- 
spect, the same as you do 
in the matter of life insur- 
ance, will-making, etc. 
You don’t have to be 
an intending lot-purchas- 
er, however, to appreciate 
the Spring beauty and at- 
tractiveness of West 
Lawn. Good car service 
right to the entrance. It’s 
a delightful trip. 
West Lawn 
Cemetery 
West Leavenworth Car 
ONE OF A SERIES OP NEWSPAPER 
ADVERTISEarENTS DESiIGNED TO 
MAKE EFFECTIVE USE OF' SMALL 
SPACE. 
'Fhe question of propriety is never a 
very serious one where the bounds of pro- 
priety are not transgressed. In general, 
cemetery advertising must be dignified, and, 
without being gloomy, it must make people 
think! 
Of course, the novice who headed a 
cemetery advertisement, "The Question of 
a Grave is a Grave Question," deserved 
what he got. On the other hand, by rec- 
ognizing that cemetery advertising is not 
a safe field for inexperience, it is possible 
to do for cemeteries what advertising has 
done for banks, trust companies, munici- 
palities, governments and churches. 
0-3 Explaining to lot-owners the 
necessity and advantages of 
providing “perpetual care." 
Hr. John Doe. 
827 A’. Charles tit., 
Baltimore, Md. 
Dear Sir: 
irJiOi .indrew Carnegie donates money 
for a public building it is always with, 
the proviso that the favored cominiinity 
raise an ciiua-l amount, part of which 
is to provide for maintenance and upkeep. 
“(rood, in tentions" arc not always ae- I 
cepted as sufficient assurance that the 
firoperty will be adeguately cared for, 
cither. .1 written contract is made, that I 
the thing will be dione and done in ae- 
eovdance with certain iirescribcil rules of 
bii.siness practice. 
ll'e can't all be Cavnegics but. in the 
matter of property that is to serve the 
members of our family as a place of 
final repose, we can and should provide 
maintenance that is not dependent upon 
the frailties and uncertainties of indi- 
vidual or fa.mil y existence. 
The fact that the iiresent satisfaelory 
system of “perpetual cave'’ had not been 
worked out and perfected, at the time 
i/onr lot was purchased in this cemetery, 
ivas a misfortune that you arc now 
h.a.ppt.ly in a position to eorrect. 
.1 single deposit made with us for in- 
vestment in our iicrpctual rare fund puts 
tP n on exactly the same footing ns thoxe 
who buy lots in our cemetery today and 
lirorides a degree, of service unattainable 
by any other nneans. 
If there arc any ilctails about our 
.system that you want explained , won't 
you please call at the office or wrile 
to us at once, tfe are anxious to hare 
every lot in the cemetery uniformly nwH- 
kept just as soon as our older lot-holders 
can be informed of the new arrangement. 
Your co-operaton will bring us just 
that much nearer to this goal. .May we 
V 0 1 ha re it f 
Very respectfully. 
HEKRY HHITII. 
lieeretary. 
ANOTHER FORM LETTER FROM A 
SERIES WRITTEN FOR CEMETERIES 
THAT ARE TRYING TO GET THEIR 
OLDER LOTS PROVIDED WITH PER- 
PPITUAL CARE. 
THE COVER ILLUSTRATION. 
'I'he entrance gates to Woodlawn Ceme- 
tery, Toledo, O., illustrated on the cover 
of this issue, are of a simple, but sub- 
stantial style of iron gates and posts de- 
signed to harmonize with the massive 
fence that encloses these fine grounds. 
These gates are 12 feet wide and the 
walk gates are 4 feet wide and are hung 
on heavy ornamental cast iron posts, with 
12-inch bases. All gates are of practically 
the same construction as the body of the 
fence and of the same size material. 
'I'liere were about 12,.I9I) lineal feet of 
fence, including gates and posts, furnished 
for this cemetery. I he height of the fence 
when set is 75 inches. It is constructed 
with 44''iKh square pickets, set fliagonally 
and spaced 5 inches on centers, svith 
inch square intermerliate pickets, 9 inches 
long; all pickets have 2 inch sharp forged 
points, and channel rails are 2x54x54 inches. 
The fence is made in panels approximately 
8 feet long, with 54-inch center supports 
and 154 -inch square line posts, with 54- 
inch round braces securely fastened to 
plate 1 ft. 6 in. x 4 in. x 54 i^-. sH -''d in 
concrete. The fence embodies the Stewart 
patent adjustable connections, which pro- 
\ide for expansion and contraction of the 
material, during climatic changes. 
Woodlawn is one of the most attractive 
cemeteries in the country and its well kept 
condition and modern improvements are 
due in a great measure to the efforts of 
John I’errin, superintendenl and clerk. 
Ibis installation comprises somethin, g 
over two miles of fence and give' some 
idea of the facilities and output of the 
Stewart Iron Works ("o.. of Cincinnali. 
who make a specialty of heav\ cemetery 
fence. 
