1 minute read
The Necessary Foundation
If you saw a blacksmith start making a horseshoe, and trying to pound one out of a cold piece of iron with his hammer, you'd think him a fool.
If a barber started shaving you without preparing your beard in any way for the operation, you'd want him locked uo for a half-wit.
Yet the world is filled with business men who haven't yet learned that when they send their men out to sell goods, without preparing their customers for their reception, it is just like such a blacksmith and such a barber. What heat is to that iron-what softening is to that beard-the warmth ,and{riendliness of intelligent customer preparation is to the selling business.
Long ago Bud Fisher pictured Mutt and Je,ff in prison, and -Ieff was cracking away at a big rock with a hammer. He hit it many times, but never even nicked it.
Then Mutt grabbed the hammer, gsve it a mighty swing, and smashed the rock into bits. ,,That was easy enough,', said Jeff "after I got it all softened up for you.',
Every man who has something to sell to the public, needs practically in his business something of what the fire does for the blacksmith's iron, the lathering does for the barber, and what Jeff did for Mutt.
He needs a foundation of acquaintance, of interest, of respect for his firm and his goods, before his salesmen call.
What are YOU doing?
A client of ours bought one of our best and most ex- pensive advertising spaces. He used it three issues. Then he told us that while he likes the copy for the space, it was more expensive than his business justified, and he would 'drop out for the time being, and perhaps use smaller and less attractive and expensive space. He tried that ONE issue. Then he came in and signed a contract for the space he had previously used, explaining that his salesmen had complained in unison of their dropping from the attractive space, expressing the opinion that the initial advertising has placed them in a position they could not afford to jeopardize, and basing their; opinion on remarks from their trade.
This is an actual happening.
Our advertising has given them what we call "Customer preparation." Think this problem over, Mr. Manufacturer or distributor who questions the value of such publicity.
All-Wood Trucks Stond Tests
Washington-Ten months of rigorous testing over tortuous types of terrain at the Army's Aberdeen, Maryland, proving grounds have failed to halt the continuing high service performance by the three all-u'ood truck bodies developed and constructed at the laboratory of Timber Engineering Company, research affiiiate of National Lumber Manufacturers Association, according to C. A. Rishell, research director.
