Document 15DyrB47gpmQ428q8NgvnDEqo

T i I SHERWINi LiA, MS fall Busin. iamplai^n t. Is* L ii l N23743 0007-SWP-000119849 Nu portion of this magazine can be used, except by Sherwin-Williams agents and dealers, without full credit being given as follows: ``From Tut SWF, published by The Sherwin-Williams Co." Volume XIV. No. 5 ....................................... .SEPTEMBER 1912 Pr OxSPERIT The Fall Bii5ln55 k OutlaoKT- URING the past two years business conditions have not been up to normal-- things have been ``marking time." Right now, how ever, we are on the eve of the genuine old-time business revival. Business men during the waiting period have been putting into prac tice the new ideas of efficiency and conservation and as a result every thing pertaining to business is on a sound, substantial bed-rock basis. The Government reports indicate bumper crop yields. The iron and steel mills are running overtime and at more than full capacity in an effort to keep up with orders. Labor is well employed and at higher wages than have prevailed for years. The fact of the matter is, we Aave come back into Pros perity. We want to get our share of this splendid prosperity, and we want you to get yours We have outlined in this issue of this magazine our plans for an effective Fall Paint and Varnish Campaign. We ask you to join hands with us in making these plans work out successfully. Let's pull together and help push this Prosperity idea along. Let's do our share in the ``Brightening Up." Home-owners and propertyowners generally have put off paint ing and varnishing until conditions improved. They're in the mood now. and we want to get their busi ness by helping you get it with this Fall Campaign. Yours for more business. General Manager Sales and Distribution. i I { 0007-SWP-000119850 SHERWIMggmu.UA MS Sail Burtnj^j^pampfejU&t HOSE wide-awake merchants to whom these words are addressed know their business too well to need any suggestion that this is just the time to get busy with their Fall trade in paints and varnishes. Past experience has proved that they are the retailers who lay out a careful plan well in advance of the Fall and then have .their entire selling force thoroughly conversant with that plan, making sure that they "work the plan" in addition to "planning the work," and always, getting the big share of the busi ness. The problems of every retailer are individ ual, and there is no sure formula for success, but we have planned a campaign for this Fall which we believe will help you toward secur ing a generous share of the trade in your city. There is one condition, however, that you use every help we offer, and let us strengthen your efforts to make this Fall trade the biggest ever. The chart on the front cover is a simple dia gram to illustrate the different links in our chain of publicity. Study it. You will see how our advertising is concentrated on the consumer, and how all of it directs trade to ward your store. We have only one aim in all our publicity, and that is to bring more cus tomers to you, for it is from you whence we get our business, and the more goods you sell, the greater our success, too, will be. So, by working hand in hand and co-operating with each other, we should be able to land the most profitable business this Fall. Our plan this year calls for closer co-opera tion than ever before. We want you to know every detail of our part in the campaign so that you can take full advantage of it and make your sales and advertising effort fit in closely with our efforts along the same line. Read even' word of the following paragraphs-- make careful note of the important dates of the campaign details and get your strokes for a new, big business this Fall, right in time and tune with ours: (1) Magazine Advertising--Our work in the national magazines this Fall is going to set the pace for the campaign. The big full pages in beautiful colors appear between Sep tember 10th and 25th. Examine the enclosed reproductions of these beautiful ads. This part of the campaign is described on page 5 of this magazine. (2) Window-Trim--The attractive win dow-trim enclosed with this magazine is an exact reproduction of the full-page color ad vertisements in the magazines. Get this trim in your windows before the ads appear, and identify your store with this big national cam paign. See page 6. (3) Newspaper Advertising--Our big na tional advertisements are again reproduced for your use in the full-page newspaper elec trotype which is shown in the new electrotype book enclosed with this number of The S W P. There are other electros in this book repro ducing the entire series of magazine ads to be used during the Fall. Make early ar rangements with your local papers for the use of this electro. This full page should appear between September 10th and 25th, Follow' it with some of the smaller electros. C `omplete descriptions on page 7. (4) Lantern-Slides--Look over the lanternslide illustrations shown in this same electro type book. These slides again show the magazine advertisements anc) will help you to tie the campaign up to your store. Arrange with your local theaters for the use of the slides between the 10th and 25th of September. (5) Direct-Mail Work--Use the blank en closed with this number of The S VI' P for sending in the names of possible customers you wish promoted. This is the greatest help any manufacturer can offer the agent. It is direct. It hits the mark and all you have to do is to send in the names of good pros pects, Don't fail to get some of these names in to us so that this direct work can go on at the time that ail of the other good work is going on. (6) Decorative Service--This is the most ef fective part of our direct work. It brings many an agent orders totaling from S25 to 8150 on single sales. Watch for all new build ing and decorating jobs. Write our Decora tive Department regarding them, (let this special service department working for you. Read further details on page 9. 4 0007-SWP-000119851 The Magazine Advertising Campaign C O NSUMERS UR magazine campaigns in the past have created a steady demand for Sherwin-Williams Products in gen eral, and now we have reached the point where more specializing on some of our leaders can unques tionably be done to the advantage of our agents. This Fall we are going to con centrate our efforts on ten or twelve of the leaders of the big quality products and those agents who lay their plans along similar lines will surely reap the harvest. From every section of the country we have received most favorable reports of results and so with the assurance that we are creating new and fostering the old business for you, we are going into the national magazines more strongly than ever before. The September Numbers--The first shots will appear in many of the September numbers of the magazines. There will be some beautiful back covers in color in addition to the strong advertisements appearing on inside pages. These ads will deal with specific products and will bring prospective customers to you for SWP, Mar-not, Flat-tone, Brighten Up Stain, Enamel, Kopal, etc. At the same time they will give effective publicity to the entire line. The Big Color Pages--The real backbone of the campaign, however, is the full pages in color in some of the important women's pub lications. Exact reproductions of these ad vertisements are enclosed with this number of The SWP. Read these advertisements carefully and have your clerks thoroughly posted regarding them. Note particularly the lines of products which are mentioned. These are the beautiful advertisements which we have had reproduced in the form of window-trim, newspaper electros, and lanternslides, so that your campaign can be effectu ally tied up with our national work, all of which is for your benefit, but which cannot work to best advantage unless you supply your link in the big chain. Our Follow-Up Work--Magazine ladvertisements'must be followed up effectually in order to get results for agents and manufacturers. Our decorators have designed another beau tiful portfolio which will be used exclusively for this follow-up work. This portfolio con tains 21 color-plates of practical suggestions for home painting, decorating and general up-keep. There are twelve plates showing attractive interior views, seven plates of ex terior painting, and two color-plates illustrat ing the most practical methods of up-keep about the home. There is a descriptive book as part of the portfolio in which all important principles of home decoration are brought out. This portfolio is a most practical follow up from the agent's standpoint because: it not only shows the prospect many attractive color combinations for home decoration but tells just what Sherwin-Williams Paints and Var nishes to get to produce the results shown. Then the follow-up work goes even further because it directs the customer to your store and at the same time furnishes you with the name and address of the party making the inquiry. You can have a copy of this port folio for the asking. Examine thisList--Look over the list of mag azines shown on the colored insert. You will be surprised to find how many of these publica tions are distributed in your city. Here are the cream of national publications, those which are taken by the people you want to do business with. Don't forget the date when the big color pages appear--September 10th to 25th. Farm Paper Advertising--We have also ex tended our plan of specializing into the farm paper campaign which will be stronger than ever this Fall. Here we will lay particular stress upon SWP Commonwealth Bam Red, Roof and Bridge Paint, Wagon and Implement Paint, Buggy Paint and many Home Up-keep finishes such as Brighten Up Stain, Inside Floor Paint, etc. Get after your trade with the farmer, direct some of your local newspa per work toward this prospective business. New electros reproducing our farm papier ads have been provided. The Fall Window-Trim Should be in the Window from September 10th to 25th tuHefberfyhf HIS is the trim that should be in the window of every S-W Agent throughout the country between September 10th and October 10th. It is one of the most important links in our Fall campaign, and makes it possible for you to direct the entire force of our national campaign to the furtherance of your business. Have an attractive display of those goods illustrated on the trim in yuur window. At the same time make good use of all other store and window-displays we have furnished. Then mount the enclosed trim on your win dow in the form shown on this page. There are four parts to this trim, two side strips illustrating the goods and two center posters, one showing an attractive house ex terior and the other giving suggestions for interior decorating. The two side strips should be placed in position first with the ex terior poster in the upper center. This should be allowed to stand for a week or ten days with exterior products in the window. Then the center poster can be removed and replaced by the interior poster leaving the strips just as they stand. All interior products should replace those in the window, and you have a new window for the next ten days or two weeks. In this way you will effectively asso ciate your store with our national campaign and maintain attractive windows coveringboth exterior and interior decorations. Make plans for the window-displays at once. 6 t I 4 I i. 0007-SWP-000119853 Your Fall Newspapei Campaign CONSUMERS HIS Fall we have taken special care in the preparation of our newspaper electros to make them a vital part of our campaign and at the same time keep them sufficiently elastic to conform to the conditions of each locality. These electros spe cialize on our leading products just the same as the other parts of the campaign, and this gives you an opportunity to push hard those products which can be moved to the best ad vantage. Refer to the electrotype booklet enclosed herewith and turn to the full-page advertise ment. This will give you a suggestion for your Fall showing in the local papers. Note the side strips which give you an opportunity to choose the lines to be pushed. There is at the same time ample space for other lines of goods. More of our agents took advantage of our Spring newspaper electros than ever before, and excellent results have been reported. This Fall we are all pulling together in strong, vigorous strokes, and this is the Fall when all old business records are surely going to be smashed. Use the order blank at once so that there will be plenty of time to get the advertise ment in your paper on the date our Color Ads appear. At the same time, order some of the smaller electros so that this good work can be effectively followed up. /''<> of the Small Aeiospuper Electros > i fi * Ii 0Q07-SWP-000119854 HE Property-Owner letter is a fa miliar advertising feature to all S-W Agents, particularly those who have persistently taken ad vantage of our helps in past cam paigns. It has produced excellent results and will continue to do so as long as the names of good prospects are furnished. The time when our business permitted us to wait, to talk to customers over the counter, is passed. We cannot sit by until business comes to us now, we have to go out and meet it and not only meet it but create it. We have to transfer the scene of our sales from the coun ter to the prospect's home. This means the actual sale, for if you can get the propertyowners started, get them to think they need the brightening up treatment and induce them to come to your store or otherwise showinterest, you have practically sold them. Except a personal visit, what more effectual means nave you for going out after the busi ness in a forceful way, than a carefully written personal letter showing in actual colors just what can be done for the prospect? Ir is im possible for you to visit all the property-own ers in your locality, who are about to, or should paint. Your limited time will not permit it, hut you can get the names of those property- owners. Do it and send them in to us. We will mail the letters promptly. Use the en closed blank and write for more. We know that we are going over ground wc have been over several times before in this issue, but we can not go over this particular patch too often. Take advantage of this personal letter service. It costs you nothing but the time you put into the collection of names, and will do your business a world of good. Go into it. Go into the whole cam paign with a will and a jump, and pull with us. We are after the business and we want it over your counter. You may stimulate your paint sales by us ing property-owners' letters, but you can make them come good and strong if you use the whole battery embodied in this splendid business campaign. And when considering the matter, do not overlook the fact that the effort you make now not only affects the pres ent but has a strong influence on future busi ness. Some of the property-owners you direct your fire against may not find it possible to paint at the time we write them. When cir cumstances do favor, however, you will get the sale nine times out of ten if the individuals have received an attractive personal letter advising them that you have the best possible line of paints and varnishes and are willing and ready to give them every assistance. i i \ rI 0007-SWP-000119855 Decorative iService CONSUMER5 RESSSPjSVERY year shows a distinct adnS^OH vance in the decorative service we arc offering our agents, and this |masl^gW year is surely no exception. In jPjSfjPrfl the Spring we opened beautiful Wk w Ec h h I Display-Rooms and a Decorative irmWHTtt Department in New York City, and now we have just established similar quarters in Chicago. With these exceptional facilities added to our already completely equipped department in Cleveland, we are prepared to offer most valuable service to those of your customers who contemplate re decorating, remodeling or erecting buildings of any kind. New York, Chicago and Cleve land are the big decorating centers of the country, and with our own decorators at these important points, it is possible for us to keep in touch with the very latest ideas in decorat ions of every kind. With all these improvements our service is still rendered free of charge, there is no limit placed upon it, and the number of agents using it is rapidly increasing. This Fall we are making a special effort to get more opportunities for this service, and we cannot urge you coo strongly to put us in touch with every building or redecorating job in your locality. We would like you to talk the Decorative Service to those prospects person ally 1ml' if this is not possible you can surely send us the names of these parties so that we can promote them on this unique service. We have provided a special information blank so that just the necessary information can be sent in to our decorators and you should have some of those blanks on hand at all times. When these blanks reach the Decorative De partment' they are referred immediately to one of our decorators who makes a study of the building and prepares the special elevalions in color and writes the exact specifica tions necessary for producing the effects shown. As soon as the suggestions are ready, a personal letter is written and sent direct to the customer unless otherwise directed. You are notified at once of the action taken so that in a reasonable length of time you can follow up our work either by a personal call or by a letter. At the same time the party is referred to you for the necessary paints and varnishes. If it were possible for us to ex plain this service to each agent personally and show our departments actually at work there is no question but that our decorators would be unable to keep up with the demand for their services. Watch for the beautiful color-plates which will be used in all of our advertising this Fall. These color-plates are the result of this special decorative service. They are all practical suggestions which can be actually produced with the goods standing on your shelves. This is the modern method of selling paint. Use the service this Fall and work the entire Fall campaign. The Xttv Portfolio of Color-Pla/es Slu rvvm-WilliaivH Co. CcntUnneH: Please accept^ my thanks for your many rourtesk'* relative to repainting my house. I am using \ In* Civ.itn anti ( .loss White scheme with Moss Green roof and am receiving innumerable compliments. My house is just right for its location and surroundings. Am more than pleased--all of us arc. Yours sincerely, (Signed) MRS. W. T. GREEN. ----- - eitin6 the profitable Intenor finish Trade LARGE proportion of our Fall advertising in the national maga zines will be devoted to the sale of Interior Finishes. There is a splendid opportunity to dispose of more than the usual quantity of Interior Finishes during the early Fall, and we want you to get a big share of this business. All through the season, a ver itable harvest awaits a reaping. To go after it hard means business not only now but throughout the Winter and early Spring. To co-operate with us at this time means even more. It will assist you in turning your stock over and the oftener you turn it over, the better. To turn stock over frequently means increased profits. Then, it is desirable to start out in the Spring with the bright, fresh labels and clean-looking packages, that you will naturally have if you can renew your en tire stock for Spring business, when placing your stock order. The Fall of the year is surely the most ap propriate time to brighten things up about the house. Everyone is making preparations to live inside. The long, dark and dreary Winter follows, and if there is any time of the year during which the house needs bright wails, ceilings, floors, furniture, etc., it is during the dark months of December, January and Feb ruary. Our Fall campaign is designed to take advantage of this, and to show the house wife what an extensive amount of brightening up about the house may be done. Talk Interior Finishes. Put display-cards in conspicuous {daces on the counters, set up an aisle display in the center of the floor if possible, while the window-trim is up and the national magazine advertisements and the newspaper electros and lantern-slides are doing duty. Then, it is a safe wager you will have to talk Interior Finishes to satisfy individuals who have discovered that they have dark cor ners in their homes, furniture to restain and revarnish, etc. Use our decorative color- plates and give your customers the Brighten Up fever. Interesting the School Children businessman to serve on the committee who selects the winning essay. SOME time ago, we heard of a novel scheme The wagging tongues of children can be which could easily be worked to advantage made a good advertisement for your store, by the dealer in paints and varnishes. In yourand. who knows, the arguments logically pre newspaper advertising and by signs in the sented in the compositions may. convince the window, announce that a prize of $1 or $2 will parents that it is high time to make their be presented to the student of the local high homes brighter and more cheerful by using school who writes the best essay on the value paints and varnishes. of paints and varnishes. The competition should stipulate that the students should not secure any outside assistance and the essay be limited to 400 or 600 words. What P.-O. Letters Will Do Such a plan would arouse considerable com ment about your store and after the prize has been awarded you could display the winning composition in your window together with a suitable assortment of paints and varnishes. It would perhaps be a good plan to ask the principal of the school and some well-known R. V. WOOD c h a r i.e s c it v , um Sherwin-Williams Co. Sold C. J. Bisemius, whose name was forwarded to you hy us several weeks ago, one barrel Barn Red ami five gallons SWP. Will also sell S-W goods to him lor his house this Kail, (Signed) R. V. WOOD. 0007-SWP-0001 Practical Paint Ideas By Frank B. McKenney & Son. Troplco, Cal N THE first place, we decided to take the Sherwin-Williams Agency, because we believed they not only had the best paint proposition to offer the dealer, but also have their own distributing points so con veniently located throughout the United States and Canada that there is no delay in getting goods. We can order from their Los Angeles house any time today up to three o'clock and get the goods by nine o'clock tomorrow morning. We knew it would be to our 1 tetter advantage to put ina line that was distributed by the manufacturers themselves than to depend on one carried by a jobber, for there is no danger of a manufacturer carrying some other line next year. At the present time, our paint stock would invoice approximately $800, and during the past year our retail sales of Sherwin-Williams goods alone amounted to approximately$3,000. This does not include the brushes and sundry articles iliac go with the paint business. Xumber of Colors--While The Sherwin-Wil liams Co. have three Color-Cards of House Paint showing 18, 28 and 48 colors, we use the large card and carry one or more gallons, halves anil quarts of each color. In this way we have a big assortment and can tell our cus tomers we have all the colors in stock; and while at times we do not have enough of any one color they might choose, we can always give them a gallon or more to start the job, and then order enough shipped so as to reach us the next day. when we deliver the balance of the customer's order. Odd Colors--We move odd colors easily, keeping a record of the large packages of these colors. U is our custom, when a man comes into our store to talk house paint, to show him a Color-Card, and after he tells us all he knows about paint, the shades of his neighbor's house and finally expresses doubt as to choice of col ors. we ask him to allow us to suggest a shade, and naturally we have two ideas in advising a selection--to choose a color that will look righi on the house and one that is among the odd colors we have in stock. On account of paint being so extensively advertised, many do mu pm the same effort in selling paint that they <lo on other lines. The average hard- warenuin will put every' bit of his energy and enthusiasm into his talk with a prospective buyer of hardware. If he would put the same energy and enthusiasm into talking paint, he would soon double a business that is very prof itable to him. Profits--A great many merchants figure profits on paint by profits on house paint alone. At the present time we are making 50 cents per gallon on house paint, which we are selling in gallon cans. Of course the margin of profit is a little better on the half-gallon packages, and still better on the quarts. Take shelf- goods and varnishes--we make a profit all the way from 50 to 100 per cent. Inside Floor Paint nets a good profit, and we average up a little better than 35 per cent on S-W goods we sell. Arrangement of Stock--A stock of paint de serves and receives in our store as good a loca tion as anything we carry. The shelf space devoted to paint is approximately 14 feet high and 18 feet long. (Heavy goods are kept in the warehouse.) If shelves are built s y s- temat- fu r- ically. nished andthe by The Sher- wi n- Willi ams Co.. f o1 - lowed out, a great many dollars' worth of paint can be put in a sur prisingly small space and in such a way that no room is wasted and everything shows nicely. Display--Very often we devote one of our windows to the display of paint, and take just as much care in dressing our paint window as we do with anything else. It is our intention always to take advantage of the advertising helps this Company gives us. We also use the Promoting and Decorative Departments at every opportunity. Responsibility--We feel that we are re sponsible for, and that our name is stirred up. in every gallon of paint we sell. In selling this line we do so because we know we artselling goods put up in full measure cans. 0007-SWP-000119858 IF- By Rudyard Kipling picture-frame and a wagon-wheel similarly treated. Who do you think gets the business? How If you eon keep your head when all about you must the average consumer to whom paint is Are losing theirs and blaming it on you; If you can trust yourself when all men doubt you, Bui make allowance for their doubling too; If you can wait and not be tired by wailing, Or being lied about, don't deal in lies. more or less of a mystery-, be impressed? The success of the latter merchant is due to the fact that he does not trust too much to the imagination of "the man on the street," but Or being hated, don't gate way to hating. Ami yet don't look too good, nor talk too wise; suggests to him, by practical displays, what wonderful transformations can be made by If you can dream--and not make dreams your master; that modern Aladdin's lamp--the can of paint. If you can think--and not make thoughts your aim; If you can meet with Triumph and Disaster And treat those two impostors fust the same; If you can bear to hear the truth you've spoken A New Field for Finishing Materials Twisted by knaves to make a trap for fools, Or watch the things you gave your life to, broken. And stoop and build 'em up with worn-out tools; If you can make one heap of all your winnings And risk it on one turn of pitch-and-toss, A nd lose, and start again at your beginnings MANUAL Training has become a .per manent institution in the schools of most of our cities. The stan And never breathe a word about your loss; If you can force your heart and nerve and sinew To serve your turn long after they are gone, A nd so hold an when there is nothing in you Except the Will which says to them: " Hold on.'" dard of work required is gradually being raised to a higher level. The best possible equipment If you can talk with crowds and keep your virtue. Or walk with Kings--nor lose the common touch; If neither foes nor loving friends tan hurt you. is secured. Special at tention is being given to each phase of the work If all men count with yon, but none too muck; and only the best materials are being used. If you can fill the unforgiving minute With sixty seconds' worth of distance run. Yours is the Earth and everything that's in it. And--which is more--you'U be a Man, my son.' The cut displayed here reproduces a book let that we have published on the subject of finishes for the Manual Training School. It lists all of our products that can be used in Imagination In Selling Paint this work and shows samples of each of our Handcraft Stain Colors, giving complete USE imagination in selling paints and var specifications for their use. It is attractively nishes. To the average home-owner and illustrated and will assist you in lining up the housewife, cans of paints and varnishes, whiteschools in your locality. lead, colors and linseed oil as they repose on If you can use some of these booklets to the dealer's shelves, are a very prosaic and advantage, write to our local office for a sup uninteresting subject. What appeals to the ply. They will be glad to give your request owner of property is the things that can be prompt attention. done by using such materials. The use and neglect of imagination in re tailing is illustrated here: On my way to This is Only One of Many work every day I pass two exclusive paint Carthage. X. V., Mav 22,1912 stores. In the window of one there is a het erogeneous collection of paint cans of all shapes, styles and reputations. For weeks and months this monotonous arrangement has Publishers of The SWF Cleveland, Ohio. Gentlemen: We notice in the April issue ol The .S W P a new set of slides for Moving-Picture Show Advertis ing, which we would be very much pleased to receive. occupied priceless space in light, spaciouswindows facing a street traversed by hundreds of prosperous home-owners. Further down the street is the shop of the We believe in this form of Advertising, as it catches the eyes of all classes, and as we have found, is bound to bring results. While the weather has been against outside painting so far this season, we have several jobs booked, and our other merchant. Few cans of paint are in his windows, but instead there is an antiquated chair with one side of it refinished with a cou ple of coats of varnish stain, and an appropri customers are only- waiting for a chance to "Brighten Up" with Sherwin-Williams Paint. We might add: A little paint, and a little can, A little brush, and the Little Paint Man, ate sign calling attention to the fact that this was accomplished by a half-pint can of Floorlac. Then there is a small radiator with each section painted a different color, and a dingy Make us happy and smiling all through the day. So "Brighten Up," it will surely [mv. Hoping to receive the slides in due season, we l.-et to remain, Very trulv yours, (Signed) JOHN E. STRICKLAND & SONS. 12 r T * * l 0007-SWP-000119859 Plans for Pushing Flat-tone FRF is a special scheme by which wo want to help you get a gener ous share of the Flat-tone business this Fall. Every housewife wants sanitary and artistic walls in her home and will be easily attracted by the many beautiful color-plates shown in our Fall advertising features and the color-1 logos in the national magazines. As you know. Flat-tone wall decorations can be made much more attractive by means of stencil designs and such work is becoming ver\ popular. On this account we have planned to furnish our agents with 18 attmotive, ready-cut stencils free of charge with a S25 stock of Flat-tone. Our first illustration shows these designs and gives tile retail price of each, the total cost of which is 84.70. These stencils are made of durable oiled paper anti arc cleanly cut. The designs are most attractive for all kinds of wall dec oration. In addition to this special stencil plan, we will furnish you with a new transparent ban ner for a window-trim. Then, we shall give you it quantity of our attractive color-cards showing all shades of Flat-tone and a Flat-tone display-card which is illustrated here. Our national advertising is largely devoted to Flat-tone this Fall. Many interior illus trations are shown in color, and a complete description of this material given. To all those who write for it, we send a portfolio of color-plates showing Flat-tone in actual use, and your name is always given as being the local distributor. Flat-tone is made in 24 restful, artistic shades, and can be washed with soap and water. It is put up in quarts and gallon cans. We urge von to select art assortment of Flat-tone at once. Ho. 3+ Mo.l9Y no.soa to CTJT h o rev 40 CM tsejs lO CT Mo 113 30 CTJ Mo .118 30 CW Two of each of /first he,iitit fit/ ready-cut stencils ' /'' in ail) furnishedfree with a ,Vi>5 order of Flat-tone. Thr fatal value of these stencils is SI. 10 Dress Up the Store C'' 1YK the inside store displays good posi- factory when they want to paint. Have the 7 tirnis. Sort over your stock of paints and store bright, clean and inviting -- clerks varnishi-s to see that you have everything in courteous and obliging--know your mer good shape, packages clean and in order, no chandise and go after business with energy impuruim colors run down. Customers can't and confidence, expecting to win on the wail- nr won't--for goods to come from the merits of the goods and efficient service. ! ! 0007-SWP-000119860 Special Floor Paint Assortment AINTED floors will be very much in fashion this Fall, as many peo ple want to brighten up their worn and scratched floors and a natural varnish effect cannot be success fully obtained over a surface that is old and dingy. Moreover, painted floors are very serviceable and stand lots of scrubbing and hard wear. Inside Floor Paint is made in ten attractive colors, dries over night and gives excellent service. By use of a stencil border applied over this painted surface, a floor can be finished most artistically and made to resemble a parquet floor. _ To enable you to push this stencil-border idea in your locality, we are offering you free an assortment of 12 of our floor stencils, cost ing $2,70. This is provided you purchase an assortment of $25 worth of floor paint. You can select either of the two model orders shown and choose your own colors from the regular Inside Floor Paint color-card. This stencil idea is one which will appeal especially to people whose floors are some what worn. It can be made very popular in your town if you talk about it to your cus Inside floor Paint SkewCard /at Counter Display tomers. Inside Floor Paint is one of the best wearing floor paints on the market today, and the stencil colors by which the borders are made will also stand a great amount of hard wear and tear. An Inside Floor Pain/ S/em/i Por'folio Tuv Sc/s of These Slancifx Free With Each $25 Assortment 133333333 1111II11 Stencil AV. fthi. inches high Price IS cents Stencil AV. 7/i?. S inches high Price IS coils Stencil AV. AM, 0 inches high Price IS cents Stencil AV. 7A*. * incAc* high Pr/cc /> cents iEIHEl Stencil AV. _Wr linrhct high Price .V ernes Stencil Xo. Tfto. .< inches hrgh Price It* cents Assortment No. 1 Contains Toi.it vawe of Two Sets rfst.-n, S-W Inside FUmr Palnl S>W Inside Flour Paint S-W Inside Fltxn- Pain* *--- f>#!)*'* 12halves Jf>quarts also a box containing two each *f six flour stencils free Assortment No. 2 Contains S\V Inside Fluor Paint - IX halves S-\V Inside Floor Paint - - quarts also a hox coniainimr two each nt six floor stencils free l-l ` There is a wonder/itt advantage in going about your work in a happy m.iinter; and this is easy when you remember that happiness is not the res/d/ of eondirinus. but is a cultivated attitude toward the pioeesses of life 0007-SWP-000119861 ' - I , -V' 0Q07-SWP-000119862 Maud--"That story you told about Alice isn't worth repeating." Kate--"It's young yet: give it time." "That conductor must be a new *n;i inexperienced man." "Why do you think so?" "He announces the names of the streets so distinctly that I can understand him every time." Inquirer (at South Station, Boston)--"Where does this train go to?" Brakeman--"This train goes to New York in ten minutes." Inquirer--"Gee-whiz! That's going some." Howe--"What soit of a fellow is he?" Powell--"He can make two lemons grow where onlyone grew hefore and then hand them both to you when you are not looking." "Father," said the small boy, "what is a demagogue?" "A demagogue, my son, is a man who can entertain an audience so_thoroughly that people don't care what his personal opinions happen to be." "Your own baby, if you have one," advertised the enterprising photographer, "can be enlarged, tinted and framed for 89.75 perdozen." An Irishman one day went to a chemist to get some thing to cure a headache. The druggist took down a bottle of smelling-salts and asked Pat to take a good sniff at it. Pat did: then he stood there for five minutes quite speechless. When he recovered himself, the druggist asked him if his headache was better. "Begorra," said Pat, "it wasn't for me it was for my wife." _________ ' ___ Weary Voice from Doorway--"My dear sir. I have absolutely no objection to you coming here, and sitting up half the night with my daughter nor to you standing on the doorstep for three hours saying good night. But in consideration for the rest of the household, who wish to get to sleep, will you kindly take your elbow off the bell push?" A Chicago banker was dictating a letter to his sten ographer. "Tell Mr. Soandso," he ordered, "that I will meet him in Schenectady." "How do you spell Schenectady?" asked the sten ographer. "Sc, S-c-er-er-er------ Tell him I'll meet him in Al bany." ________ Mother--"Whv, dear, what's the matter?" Daughter--"Geo--George asked me if he could--ki-- loss me." "Well, my dear, George is a very nice young man, and we ail know that he is very much In love with you." "Ye--y-e-s, but when he went and--and asked me, of course, I had to be indignant and say 'n-o.' Boo, hoo, hoo!" ________ First Trooper, Imperial Yeomanry (discussing a new officer)--"Swears a bit, don't 'e, sometimes?" Second trooper--" 'E's a masterpiece, 'e is; just opens 'in mouth and lets it say wot it likes." Chief Clerk (to office boy)--"Why on earth don't you laugh when the boss tells a joke?" Office Boy--"I don't have to; I quit on Saturday." Customer (sarcastically)- -"I've managed to cut this steak, but I'm bothered if I can chew it." Waiter--"Yes, sir. We guarantee our knives, but our responsibility does not extend to our customers' teeth." _______________ Caller--"Good morning, waiter! Is the proprietor in?" Waiter--"No, sir; Vs just gone out to get a bit o' dinner." "I climb upon an open carrh And gently puff on my cigarrh. A chilly breeze, Anon 1 sneeze. 1 get catarrh--and there you arrh!" The Henpecked Husband--"Is my wife going out, Elsie?" Maid--"Yes, sir." Henpecked Husband -"Do you know- if I am going with her" It. 0007-SWP-000119863