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No goods to sell but he starts
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to advertise
Out in Cleveland the manufacturer of,
a food product has been putting up new
buildings and installing new machinery to
take care of the increased orders that have
poured in.
He is sold out completely until a year
from now. He can't accept any more orders
to be filled until next summer at the earliest.
This concern is one of the largest in
its line. It has advertised some sporadically.
But the man at the head of it decided
that .the factor needed to give his business
a permanent backbone, to make it the out
standing leader of the industry, was consist
ent national advertising.
A definite campaign was planned. And
then, before the advertising could be started
he faced the same situation that other con
cerns in this country are facing today
sold out.
But this man who built up a great
business is looking farther ahead than next
summer.
He called his salesmen together and
told them that their first national advertising
campaign would begin in a few months,
although there are no goods to he sold.
"Usually when a manufacturer is thus
situated," he said, "he and his selling organ
ization let down. But we purpose to do
nothing of the kind.
"This coming year you men must work
harder than you have ever worked in your
lives or perhaps will ever have to work
again.
"For here is our great opportunity, to
sell the company its policies, its resources
and its manufacturing integrity, and so lay
a solid foundation for the future and against
changing conditions.
"This job requires a much higher order
of salesmanship, for we are selling service
as well as merchandise."
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So the men are going out with this in
mind. They will back up the advertising
and amplify it. They will fortify every
distributing unit in the country.
It takes real vision and nerve to adver
tise when there are no goods to be sold to
look that far into the future.
But this Cleveland manufacturer under
stands the new idea in advertising. He has
seen what other manufacturers have accom
plished by it.
There are some Philadelphia concerns
that, before very long, are going to view
this application of national advertising as a
vital necessity to the new business conditions.
THE
The Ladies' Home Journal
CURTIS- PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
The Saturday Epening Post The Country Gentleman
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