PROFITABLE EGG FARMING. 
best farm products is always in excess of the 
supply, he who has them has a great advantage 
in the market if only he knows how to profit by 
the situation. And if he has practiced a 
proper economy in their production and follows 
up with sagacity and perseverance the advan¬ 
tages that the market conditions afford, he 
need have no fear of the result; his reward 
will be ample. 
Saturday Eveniruj Post. 
Common Sense in Poultry Advertising. 
Plain common sense is today the greatest 
factor of success in any business. It is a rare 
article—this co-called common sense. As a 
matter of fact, it is decidedly uncommon. 
Another name for it is genius. The man who 
believes in “ luck ” does not possess it. The 
man who conducts his business on the let-’er- 
go-Gallagher plan does not possess it. Natural 
ability counts for much; education is a great 
help; “a liking for the business” is a happy 
factor; but plain, hard headed, keep-in-the- 
middle-of-the-road, won’t say-die common 
sense is the real stuff! 
Take the matter of poultry advertising. I, 
a poultryman, have, we will say, some utility 
fowls to sell. Out there in the world some¬ 
where is a man who wants to buy them. I 
can reach that man through the poultry or 
farm paper he reads. That is simple enough; 
but what shall I tell him? 
The plain facts, the exact truth. It should 
be as though I met him face to face, and said: 
“Sir, come and see for yourself. I have for 
sale ten hens of Barred Plymouth Rocks, nine 
yearling hens, and a two-year-old cock—fowls 
of a strain that has been bred systematically 
for large size, great vigor, rich, yellow skin and 
increased egg production. If you want fowls 
for eggs and meat, mine will suit you. The 
hens will average seven and one-half pounds 
each. Two of them weigh nine pounds apiece. 
The cock is a ten pounder. Not one of them 
has ever been sick, to my knowledge. They 
are in perfect health today. Six of the hens 
are now laying. Their eggs are considerably 
larger than the average store egg, and brown in 
color. My price for the pen is $15.” 
That’s easy, isn’t it? It’ll do the business. 
No use to tell your man that the name of your 
outfit is the Purling Brook Poultry Farm, 
comprising eleven acres of land. He does not 
want to buy the name, nor your farm. Tell 
him about what he does want to buy! Tell him 
this, and only this, in the advertising space you 
buy, and in the letters you write. Burn in on 
his mind precisely those facts, those points 
that he is most interested in. Do not waste a 
line, not one word. 
Know, as a man who is well posted in his 
business does know, why a prospective cus¬ 
tomer wants what he wants; then tell him the 
facts in a plain, straightforward, common-sense 
way. He will discover quickly enough that 
you know what is what—and every sensible 
man much prefers to deal with men who know 
their business. 
So much by the way of selling utility fowls. 
Now about selling fancy stock. If you have 
fancy stock for sale, put fancy points into your 
ad., into your talk as a salesman. Show by 
the wording of your ad. that you know per¬ 
fectly veil what is desirable in exhibition poul¬ 
try, in stock with which to win prizes or breed 
exhibition specimens. I)o not waste a single 
sentence. Make every word count in the art 
of winning the confidence of the would-be pur¬ 
chaser by convincing him that you know, as 
well as he, just what he wants. If you haven’t 
what he wants, it should end there; but if you 
have, do your plain, common sense, level best 
to make him realize that fact. 
Business is business. The poultry business 
is business. Do not overlook this fact for one 
minute. People w r ho are in the market to buy 
poultry do not want to “ play horse.” Nine 
out of ten of them want to make money. They 
need to make money! Parting with a portion 
of their capital in hand is, with most of them, a 
serious matter. It is business. Leave out, 
therefore, the fancy rhetoric and big words— 
leave out of your ad. everything but the solid 
facts. Provided what you have for sale is in 
demand, nothing will have greater w r eight than 
facts; nothing will do your business interests 
more good than the simple truth. This is 
common sense. Have what the trade demands, 
tell the truth about it in a convincing way, and 
the buyers will find you out. 
A few r thoughts now on the subject of season¬ 
able advertising. Use common sense in that 
too. How often do we see in the July, August 
and September issues of poultry papers ads. 
offering “eggs for hatching.” Men who adver¬ 
tise like this do worse than throw their good money 
away. They pav the publishers of papers to tell 
the poultry world what? That here are men 
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