Document 6wqe1ojYE7nn2M6Oy8OQ1mrNg

N23682 Th e S. I/If. P. Published monthly by Th r Sh h k w in -Wil u a ms Co . in the interests ot their Agents. Printed on Th b Sh e r w in -Wil l ia ms Pr bs s , 31 Michigan St., Cleveland, yvhere all communications to the 'Editor should he sent. Voi. VI. FEBRUARY, 1904. Mo. 2 AN EARLY START. PRING time--the harvest season ot the paint trade--will soon be here, and it is important that every S. W. P. agent make early preparations for it. It's time now to get your stock in order, your advertising matter displayed, and your staff talking and pushing S. W. P. Many a man who is in doubt about painting can be induced to do so by going after him early and presenting the S. W. P. proposition attractively and forcibly to him. "Paint up" yourself, set your neighbors a good example. Paint is the cheapest advertising you can use; a clean, bright store is a sign of enterprise and prosperity, and people like to trade in such a place. The painting habit is contagious. Start it going and see how it will spread. Start it early. Another important feature of a successful spring campaign is to have a good stock. Don't be short of staple lines. Nothing annoys and discourages a customer more when he decides to paint than to find that his dealer is short of stock and has to send for bis order. Don't be afraid to stock up. A good, liberal stock is one of the import ant and necessary factors in developing a large and successful business. I have always believed in large stocks for ourselves as well as for our agents. If we've got the goods on hand we'U move them. Stock piled up in front of you is a great incentive to push business. Your money is in it and you must get it out, and so it spurs your effort, and increases the turn over. It takes a little nerve and some confidence to stock up. You take some chances too, but it is just these sort of things that mark the enterprising man. No man ever accomplished anything of importance in business without a little daring-- a little risk. The man who plays safe all the time will never amount to much. Don't be afraid to take some risk--stock up, paint up, and go after trade this spring as if you meant to get it. The season is short. You must make every minute of it count while it lasts. Get after the business early, and stay with, it late. Vice President and Gen*! Mgr. 18 t h e s . m. p. AN EVIDENCE OF PROSPERITY. ROBABLY no line of busi ness is more susceptible to the influence of good or bad times than the carriage and wagon industry. Nor is any other business more truly indicative of the condition of farming communities. When times are good, the fanners as a rule are keen on good rigs--they are careful to maintain their equip ment at its highest standard, buying freely when required. The reverse is true on the advent of dull times. The following extracts from letters written by Studebaker Bros. Mfg. Co. and The Milburn Wagon Co. will therefore be of more than ordinary interest at this time: South Bend, Ind., Jan. 16, rgo^. We are pleased to report that the busi ness of this Company for the past year has been large a9 to volume of orders; collec tions excellent; and we think that the prom ise for the year on which we are entering justifies the expectations that trade will be fairly satisfactory. Yours truly, St u d ebax er Br o s . Mf g . Co . Toledo, O., Jan. 19, 1904. Every indication so far points to 1904 as the largest business wc have ever had. Up to the 15th day of January we have re ceived over five thousand jobs, which is more than twice as large as we have ever had before. The farmers, who are the cus tomers whom we look to for business, are certainly in better shape than they have been at any time in twenty years, and this wuuld indicate that business in 1904. ought to be good. There is a further indication from states that have not had a good wagon trade for sevetal years, like Texas, where the prospects for trade this coming year are certainly much brighter than they have been in any of the past three or four years. Yours truly, Mil bu r n Wac o n Co mp a n y . These letters hold much encourage ment for the continuation of our pres ent prosperity in the United States. As to Canada, nothing but the most optimistic views are expressed. Never before in the history of the Dominion were prospects more flattering for a year teeming with the fruits of good business. Manufacturing, commercial and agricultural interests everywhere are on the upward trend. Altogether the 1904 outlook for S. W. P. agents is bright. The way to keep it bright--to make it brighter and more profitable--is to go out after the trade with greater energy and mOTe determination than ever before. On page 21 are some suggestions for increasing your sales that will probably prove helpful to you. ALUMINUM PAINT WILL BE PUT UP HEREAFTER IN PENNY LEVER CANS. The S-W. Aluminum Paint is now being put up in penny lever packages. The many improvements that we have made in the manufacture of this pro duct and our discovery of means to reduce to a minimum its tendency to gas have made possible the use of the penny lever can. This improvement will be welcomed by S.W. P. agents and ought to prove a big factor in increasing their sales on this specialty. It gives them an other splendid talking point. The sale on this product has been good and is increasing steadily. It is a paint that is growing in demand every day, and an output can be found for it in every locality. And The S-W. Aluminum Paint has proved again and again to be the most satisfactory --to be entirely satisfactory--on the market. Push The S-W. Aluminum Paint hard. If you don't, you are surely losing some good trade opportunities. 0007-SWP-000118853 By Mr, L. J. Fasquelle, Manager Varnish Sales Department. F an S. W. P. agent isn't I enthusiastic, he soon gives place to one who is. The S-W, methods breed en thusiasm from the helper in the fac tory to the President; from the porter in the store to the dealer himself. S-W. methods and S-W. goods make enthusiastic customers, and enthusiasm makes success. A loyal S. VV. P. agent carries the Full Line because he can't afford not to. It's a case of one hand washing the other all the time. Naturally the line is not full unless it includes The S-W. varnishes. They're made on the same lines as The S-W. Paints. They don't all come out of one tank. There is a different var nish for each class of needs--what's good for a carriage won't do for a chair. The right varnish is picked for the right place. The architect and the master paint er are the two great sources of varnish output. We are getting closer to these sources every day--we want you to help us by telling us what's happen ing in your territory. If a new build ing is in prospect tell us so at once. We'll start the ball rolling, we'll go after the architect and get the goods specified, we'll promote the contrac tor and painter. Our representatives will help you follow up this work but you must help too. If you haven't time to follow up such work, detail one of your clerks. Let our repre sentative post him--in other words, let us help you "get your share" of the varnish business tributary to you. No other concern has become prominent in the varnish world so quickly as The S-W. Co., because no other concern has such a manu facturing force, such a selling force, or such a reputation to back up the goods. No agent tastes the full measure of success unless he handles The S-W, varnishes. Before the year is out we expect every agent on our books to be as en thusiastic over S. W. V. as he is over S. W. P. S. W. P. AGENT ON PACIFIC SLOPE GOES AFTER MORE BUSINESS. "We sold more Sherwin-Williams Paint this yeaT than in any previous year since we have had the agency. Next year f expect to put forth greater efforts and confidently hope to in crease our business, andtherefore will need more goods." This is an extract from a letter re ceived at our San Francisco office from Mr. D. J. Fry, S. W.P, agent at Salem, Oregon, dated Decemher 23, 1903. It rings true and means a bigger business in Salem this year. It is interesting to note that Mr. Fry has sold about too per cent, more S.W.P. each year since he took the agency in 1901. 20 rue s. w, p. % An S. W. P. House Painted in 1888. Owned by T>r. Tyttg, Victoria, Texas. Painted with S. W. P. in July, i8S8r and though not repainted since still looks fresh and bright. S. W. P. HOUSE PAINTED IN 1888. VV. P. wears--looks well for the longest time. Illus trated on this page is a house in Victoria, Texas, that was painted with S. W. P. in July, and has not been re painted since. It still looks well. The paint has not powdered, cracked or peeled off. Despite the severe climatic conditions of Texas the house looks in nowise weather-beaten. The statements of Di. Geo. McA. Tyng, owner of the house, and of Lloyd M. Stevens & Co., S. VV. P, agents at Victoria, are interesting. Dr. G. McA. Tyng writes: I am pleased to state that the house on lower Main street, once occupied by the Y. M. C. A. and formerly my father's residence, was painted in July, 1888, with The Sberwin-YViJIiairjs Painr, and has nor since been painted. An examination of the house today will prove beyond question that the paint is in excellent condition. It has withstood the severe climatic conditions prevailing here so well, that I have used S. W. P on my new residence. Lloyd M. Stevens & Co. state: The building looks very well indeed--in fact, looks fully as well as another residence here in town painted last spring with lead, oil and zinc mixed by the painter. A resi dence erected three and a half years ago alongside this building needs paint very badly right now. This is but an instance of the truth of the maxim, Put S. IV. P. on your house and you'll get satisfaction and save money e2>ery time. Lr 0007-SWP-000118855 THE $. W. P. 21 HELPS FOR INCREASING TRADE. Suggestions for Advance Season Work. FARMER reaps a good or bad harvest just iD the measure that he VP sows his seed and tills his ground. So it is with the business man--his sales are large or small just as he plans. ______ This is the season for planning in the paint business. The wise dealer is the one who makes his plans now, who sizes up his field and his competitors carefully, drawing wisdom from the experiences of the year gone by, and mapping out his campaign along well defined, well thought out lines. Plan your work now and work your plan, is a mighty good motto for this time of the year. Think now of what you will do to get a larger share of the paint business. Decide on your plan of campaign and . then carry it through to a successful finish, sticking to it through thick and thin. Probably some of the following suggestions will help you. They are based on the experience of some of the most successful S. W. P. agents: Get your mailing list for the Calendar circular ready now. There is no adver tising we do that is so helpful to paint sales or that gives so much good adver tising to the store as a whole. JBe sure that every name in your list is that of a "live" prospective paint customer. Do not make up the list From tax books, poll books, patent medicine lists; or like sources. Above all send on. your list early. Begin to compile it now if not yet started. Are you in touch with the building oper ations of your territory? Do you know all the houses that at.* .. i .. up or that are to go up? New are fruit ful of big paint orders. Get in touch with them. Sow S. W. P. seed in the minds of owners, architects, and painters hefore your competitors have the chance to do it. "First Impressions are always strongest/' How about your 'personal letter" list? What shape is it in? Do you know the houses that will he painted this spring? Have you a list of those that ought to be painted? If not, this is a good time to prepare it. Send one of your bright clerks on an exploring tour. Give him a note book and pencil with instructions to make a careful list of all the painrable property in your territory, Send the fist to us forpersonal letters." (See page 27}. Get your ouHide advertising up early-- earlier than ever before. "Mend your fences." See that posters, bain signs, fence and field signs are up and in good condition. Now is a good time to freshen them. Push, push paint, push paint now in your newspaper space. Your competitors may laugh at your early efforts, but you wifi reap the benefit of your good foresight later on. "Keeping everlastingly at it" in season and out of season is the only way to win success. A good way to fill your newspaper space is to use our special electrotypes. They are "good copy," Send for booklet describ ing them. Re-arrange your stocks; clean out your store from front door to back door; set things in ship-shape. There is nothing that impresses a customer more favorably than a well kept orderly store. Dust thor oughly; make little changes here and there--they help give a new look to the store. What's neay in your stock this year? Have you anything chat you have not had be fore? Be sure to advertise it if you have. Make advance displays of new goods. Gain the attention of the " lookers." There are many persons, women partic ularly, who " look around" early in the season just ''sizing up" the different stores, buying later on where strongest impressions were created. Trim your windows. Put a little touch of newness into them. Ferret out new places for business, new customers that you haven't sold before, new lines that you can sell to old cus tomers. Make this the spirit of your advance campaign: New lines for old trade; new trade for old' lines. 22 THE S. W. P. GOOD WORDS FROM S. W. P. AGENTS. VERY one of the letters we receive from S.W, P. agents describing their experience in handling S-W. products is well worth publication. They tell a story of success. They are encour aging messages. They give fresh confidence and strengthen the deter mination to make and keep The S-W. products and The S-VV. methods up to the highest standard. The following letter from Thomas H. Briggs & Sons, Raleigh, N. C., dated January 9, 1904* is a very fair example of the manner in which agents commend our proposition. The exact words of the letter are bet ter than comment on them. More than a year 9ince we decided to pat in a high grade ready mixed paint, and as we had been selling your colors in oil, our minds naturally turned to your paint. We had decided to handle your paint, but a good talker from another paint house came in, and we agreed on certain conditions to sell hia paint. Wc had the paint analyzed, however, and were not satisfied with it; it was not composed of what we thought made a good paint and we decided not to sell it. A spring election was being held here, and we .thought v?e would have a little elec tion among our salesmen. We placed the names of your paint and other makes before The way to get business is to go after it--with the Calendar- Circular. Send in your list today, them to vote 011. Yours got 8 out of 9 votes. This made us consider your paint proposition further. We reasoned that if we could put your goods in stock, and it came in with the good wishes and the expressed prefer ence of so large a majority of the salesmen, and it had the qualities, second to no other paint, that it was to our interest to sell your paint. We acted accordingly. We re ceived bill dated April 2, 1903, for 500 gallons of paint, since then we have had iB6i gallons, making a total of 2361 gallons from Aprils, 3903, to January 3904. Your paint has taken the painters, it has taken the town. Nothing'but praises from painters and those who have used it. We have salesmen come in and try to get us to put in a line of their paint, and we tell them that S. W. P. is good enough for us. What is of particular interest in connection with Briggs & Sons as S.W.P. agents is their spirit of co operating with us. They are firm be lievers in our 4`personal letter* ' work \ they use the system to the fullest ex tent. WHERE DURABILITY IS A FEA TURE, THE S-W. VARNISHES SHOULD BE APPLIED DI RECT TO THE WOOD. We recently had a complaint caused by the use of Durable Spar over Liq uid Filler on the outside of a door. On such surfaces which are subjected to severe exposure or much wear, the first coat of our varnishes should al ways be applied directly to the wood, in order that it may knit thoroughly to the surface. The following statement by Mr. J. C. Beardslee, General Superintendent of the Manufacturing Department, will be of interest on this point: There are specific reasons against the use of Liquid Wood Filler, Shellacine or Shellac, on floors and outside doors. On these surfaces durability is the important feature. And durability is best attained when the first coat of varnish gets an op portunity to knit thoroughly to the wood. It consequently is an advantage where dur ability is desired to have the first coat of varnish sink in, but where a cheap job is desired,-this costs money, and it is to pre vent this sinking in of the first coat of var nish that these substances, Liquid Wood Filler. Shellacine, and Shellac, which seal the surfaces, are used. This prevents the varnish coats from getting any strong hold upon the surface itself and results in failure when thesurfaceis exposed toextreme wear. VARNISH ADS FOR BUSY AGENTS. These suggestions are simply "copy" to be turned over to the printer, and can be adapted to any style of display you choose. KO P-fl L A GENERAL PURPOSE VARNISH FOR OUTSIDE AND INSIOC USE KOpAL is a good old-fashioned, hem* varnish made by THE S HE it Wl ft WILLIA us Co. for general use about the house, out side and inside. It's fine for front doors, store fronts, carriages, buggies, boats, etc. In kitchens and bath rooms it gives Splendid service. If vmiT turn white when water M.i ikes it. It driev in q + hours with a good, lasting gloss. It's the hind of varnish, that does good work always. FINISH ITINTHE NATURAL WOOD There is no other finish so artistic, so satisfactory as varnish--keeping the natural color oi the wood, bring ing out the beauties of the grain and of the varying shades. It is withal the fashionable finish. Th e Sh e r w in - Wil l ia ms Va r n is h e s are the best of good varnishes. They arc peculiarity adapted for finishing all kinds of woodwork. They are made cm the best principles frem. the most carefully selected materials. They insure good work- ihey are safe varnishes for your property. EXCELLO A RUBBING AND POLISHING VARNISH FOR INSIDE USE A popular-price varnish that gives splendid results-much superior to hard oil and similar varnishes. It i.4 made by Th e Sh e s w ih -Wil l ia u s Co . expressly for uss ia the house. It Is pale in colot and very transparentcan he used on the most delicately grained woods. Ii Hows out easily and smoothly under the brush, dries dust free in six hours, and hard in eighteen. Can be rubbed and polished after fortyeight boms. PALE FLOWING CABINET VARNISH A HOUSEHOLD VARNIGH FOR THC M A 8Te R PAINTER Gives a good, honest finish --a hand some gloss that stands out well and wears. It works easily, flows out freely to a smooth surface and dries dust free in three to four hours. It becomes hard in 224 hours and can be rubbed in +8 hours. It U medium pale in co)or. This specialty was made by THE SHESWIH-W ILLI A MS CO. the large varnish makers, expressly for household work--to give the Master Painter an economical, satisfactory var nish chat would insure safe,reliable work. MAR-NOT A GOOD WEARING FLOOR VARNISH A tough, elastic varnish that give* the greatest durability--the ordinary Wear "given a floor does not scratch or mar it--it hole fresh and new. L the brush and dries dust free in eight hours and can be walked on next day. It is very suitable for linoleum, oil cloth, etc. Made by Th e Sh e r w in -Wil l ia ms Co . It will give vou economy and satisfaction. *Therc arc very- few good floor varnishes made-- Mar-not is one of the best. VARNISH BUYING Don't rush into it. Make sure that you're getting good varnish-- the kind that is best suited for your particular need. We sell Th e Sh e r w in - Wil l ia ms Va r n is h e s because we are convinced from our knowledge of the makers, the ma terials used, the way they are made, and the results they have gives m actual service that they arc the best varnishes on the market today. Each is specially made for a partic ular purpose. .Each one U as good for its purpose us it can be made. You can make no mistake in buy. Log $, W. V. THE S. W. P. THE MASTER HOUSE PAINTERS'SPECIALTIES. Nine Good Selling Varnishes. NDER The S-W. Master I House Painters' Specialties we have listed nine var nishes that are good all the way through; that cover the work generally of the Master Painter; that have already proved quick sellers. They include the six varnishes that are so favorably known to the trade as The S-W. Six Big Varnish Specialties and three additional specialties, The S-W. Hard Drying Seat Varnish, The S-W. Pale Cabinet Varnish, and The S-W. Interior Coach Varnish. These additional varnishes complete and round out a line that will help you capture the painters' trade in any town anywhere. They are just what their name applies, specialties for the Master House Painter, We have grouped them in this way because we are determined to make them known to every house painter and decorator in Canada and the United States--to make their merits known is to get them used, to get them used is to make the painter and decorator regular customers. We had splendid success with The Six Big Specialties, with the fuller assortment, the moTe complete line, we expect bigger re turns. We are planning a strong cam paign to push their sale. We are going to advertise them just as force fully as we possibly can, and all our advertising will be directly for the benefit of the S. W. P. agents in the various territories. Nearly every S. W. P. agent has handled some. of the Master House Painters' Specialties. If you have, you know the merits of the whole line, for each one is kept up to the highest standard--one is not good at the ex pense of another. Here is a short description of them in detail. It's worth reviewing. A special varnish for use on steam ships, yachts, boats, canoes, outside doors, storefronts, bath rooms, kitchens, etc. It will stand severe exposure to salt spray or other moisture longer than any other varnish made. Dries free from dust in from 8 to ro hours and hard in from 36 to 48 hours. A good old-fash ioned varnish for all-round varnish ing. There is no varnish anywhere near its price which equals it. It is durable and elastic, work ing freely and easily under the brush. It is free from "deviltries" and can always be depended upon to give absolute satisfac tion. It can be used inside as well as outside. It is especially suited for outside work, doors, boats, carriages, etc., and for inside work in bath-rooms, kitchens or on inside blinds. It will dry dust free in from 8 to 10 hours and becomes thoroughly hard in two days. xceUo A varnish spec ialty for use in the house hold. Gives a high grade fin ish. Pale in color, it can be used for the finest work, and produces a bright and lasting gloss. It works easily and flows out freely to a smooth surface, drying dust free in 8 hours and hard in 18 hours. It can be rubbed after 48 hours. A durable floor varnish. It is tough, elastic, and will not readily scratch or mar. It is very suitable for linoleum, oil cloth, etc, It works well, flows out freely under the brush and dries with a tough, wear-resisting gloss.. It dries dust free in about % hours and can be walked on the next day. It Becomes thoroughly hard by the second day. i a 0007-SWP-000118859 Th e S. W. p . 25 A bard drying varnish at a very moderate price, that is expressly adapted for church and school furniture and similar work. It dries with a full lustre and will not soften under heat. Dries out of dust in 4 hours, hard in 36 hours, and can be rubbed. mSStm ple,"a'york- jng varnish, which flows out .0, freely and dries dust free in from 3 to 4 hours. It becomes hard in 24 hours and can be rub bed in 48 hours. It is especially suitable for interior finishing on medium priced house work. r*i An especially pale, easy work ing varnish, for interior use. v mh is h | Dries with a high lustre in 24 hours. Very satisfactory in every way. The Master Paint ers' Drier. A ^strong, reliable, economical and uniform drier. It mixes readily with oil and will not curdle or separate. Will not burn the paint or cause surface drying. A specialty made for first coating on in terior woodwork (floors except ed). Shellacme is light in body and consequently easily applied. It absolutely seals the surface and prevents absorption. Shellacme will not settle hard nor become gummy in bot- We are sure that this line of varnish leaders will meet with the biggest kind of success. Each individual varnish has already been a success, collectively we feel that no opposition can stand before them. We want your fullest co-operation in placing this line in your territory. Working together we can get the var nish business. Surely it's a proposition worth care ful consideration. Write us today for particulars. BUSINESS OUTLOOK MOST ENCOURAGING. Reports of the International Mercantile Agency Show General Trade and Market Conditions Healthy. 1 s-- ESPATCHES from New YorktotheCleveland Press, li dated January 22, read: a "Special telegrams from correspondents of the International Mercantile Agency respecting the state of trade throughout the United States and Canada show the most en couraging developments in the widen ing demand for all forms of iron and steel at Pittsburg and Chicago, with increased confidence that bottom prices, except possibly for rails, have been reached, and that stocks have touched lowest limits. The volume of steel tonnage moving has steadily but slowly increased. `1 Other features are the fading of war prospects, a real plethora of money at New York and at western centers and the highest prices for wheat since 1898, due to increased milling de mand for home and foreign require ments and a greatly over-sold May option at Chicago. Other advances in prices were for corn, oats, print cloths, cotton, coffee, leather, hides, tin and copper, with partial reactions on the last two. ' ' 0007-SWP-000118860 26 THE S. W. P. "GOOD TIME5 AHEAD" IS THE VIEW OF THE NATIONAL CASH REGISTER CO. ICVV large concerns of the country come more closely in touch with the trade and market conditions of the country than The National Cash Reg ister Co., Dayton, Ohio. The ad ministration of the company is con stantly advised of the business pulse of the trade centers of the world. The following statement by the ex ecutive head of the company, Presi dent Patterson, which appeared in the last issue of The N. C. R., the official magazine of the company, will have weight with the business men of the country : ;`Despite the fall in prices of secur ities and the discouragement that has been fell in Wall Street, the general belief throughout our country is that the coming year will be a prosperous one. "The depression in stocks in Wall Street was due to stock gambling and over-capitalization. The bad effect was chiefly felt by the moneyed class, and not by the country at large. "All of the conditions that eliect the mass of our people are good. "The quantity of products of farm, mine and factory shipped to markets during the past year was greater than in any former season. "The corn crop was one of the largest in history. "The wheat crop equalled the ban ner crop of 1901. "The cotton crop was short, but Send in your mailing list. the prices were the best that the coun try has known for years. 1 `Exporters of cotton are now bring ing money into the United States at the rate of more than $2.000,000 per day. "The total value of agricultural products exceeds that of last year by $60,000,000. "The products of forest and mine exceed those of last year by $8,000,000. "The manufacture of agricultural implements amounts to nearly $30,000,000, the greatest value ever reached. "The consumption of pig-iron, steel, cotton, silk, fibres, wool, india rubber, tin, chemicals and the vast number of other products, has greatly increased in the past twelve months. "Exports of iron and steel equal those of last year, and the general volume of our exports is greater, with a single exception, than in any former year. "As a result of these great exports, the money in the country and in cir culation exceeds in quantify and per capita that of any other year, in our history. "Our domestic commerce today equals the entire international com merce of the world. "`We produced more pig-iron last year than in any year in our history. "We handled. 15% more freight, carried 10% more coal, raised 15% more live stock, than in any former year. All of these things go to show that conditions in America, are good. "Business men may be a little more conservative at the beginning of this year than they were last year. Overconfidence is gone, but confidence Th e s . W. P. 27 remains unimpaired, and will become even stronger. "Our own immediate prospects are good. There is a great deal of money in the hands of the people who patron ize retail stores. Statistics show that the number of small depositors in banks is greater than ever before. "The farmers have money as a re sult of their good crops, and laboring people have money as a result oi good wages they have received. "Retail business must continue to be good. People must have clothes to wear and food to eat. They must 1 Firs! come first sen'ed." That is our way of mailing the Cal endar- Circulars, Get the Cal endars into your territory early, by sending in your list today. continue to buy the hundreds of nec essaries oi life which are sold by the retail stores that use our registers. Grocers, bakers, druggists, clothiers-- all of these and scores of other bus inesses will continue good, because people must have the things they sell." A STRONG ENDORSEMENT FOR "PERSONAL LETTERS." 1ST spring Mr. Lewis, man ager for Lacrosse Lbr. Co., at their Fayette,Mo., branch, sent us a list oi 1 76 names of prospective paint buyers to whom we sent the "personal letters" and other advertising features. Here is the record of results: Number bought paint.............109 Number bought S. W. P....... 85 Number bought lead and oil, 9 Ninety-four jobs sold out of a pos sible one hundred and nine, and out of the the ninety-four, eighty-five bought S. W. P. What a magnificent record ; what an endorsement for the "persona) letters." Mr. Lewis states he is positive that it is the good quality of S. W. P., backed up by our persistent adver tising, that has been instrumental in producing such splendid results. And surely he ought to know; his paint sales last year amounted to 1500 gal lons. We hope that other S. W. P. agents will learn to appreciate the full value Mr. R. S. Lewis, Manager La Crosse Lbr. Co., S.W.P. Agent at Payette, Mo. oi the "personal letters" from this little story. Begin your lists now for the spring season. F.very minute that you spend in preparing them will be time well spent--time that will revert to your profit one hundred fold. a 0007-SWP-000118862 *9 SUCCESSFUL S. W. P. AGENCIES. Mr. Abram Buckton, Denver, Col. HEN Mr. Abram Buckton, prestige and lead and oil were con B of Denver, Col., took the sidered the only satisfactory paint agency for S. W. P. in the materials. Despite all this Mr. Buckfall of 1900 he determined ton believed that a market could be to make paint selling a successfsuelcaunredd for good prepared paints. profitable feature of his busHineessw.ent after the business and he The outlook was by no means promis got it. ing ; Mr. Buckton had had no previ ous experience in the paint trade or no knowledge of paints; the great majority of the houses in Denver are brick, especially in the part of the city where Mr. Buckton's business is located and paint is only used on the woodwork; prepared paint had no "I started right in talking paints," writes Mr. Buckton, "to everybody that came into the store, read very carefully Th e S. W. P. magazine and all your advertising literature until X became conversant with your policy and the talking points of the goods. I became enthusiastic on the subject. Mr. Abram Buckton. "It was slow work at first trying to convince men who had been beat on some of the stuff sold in Denver as paint, but I knew if I could once get S.W.P. tried out, the rest would be easy. On many occasions I gave a quart can of S.W.P. in order to convince a doubt ful customer. It always proved my case. Some of the best customers I have today were at first very doubtful. "And when a man is convinced of the splendid merits of S. W. P. he is invariably enthusiastic. He will teli his neighbor about it, and the neigh bor will pass it on; I have now almost an endless chain of customers talking for S.W. P." The record of Mr. Buckton's in creasing sales prove the efficacy of an 1 0007-SWP-000118863 P THE S. W. P. 29 "almost endless chain" of customers talking S. W. P. The store building occupied by Mr. Buckton is small and the windows do Another is a display of S. W. P. and counter display cards fastened around the following sign: tVhen you think of paint ing, remember S.it'.P. is the best. There were scares of displays that seemed not lend themselves readilyto display. To make the exteriorof the store attrac tive seemed at first almost impossible. especially good, in fact they all played their part in attracting the attention of the paint buyer. And after a short time it was an easy matter to make a display. At first I The necessity and value of this method took most of the ideasfromThe S-W. Co.'s o f advertising was, however, fully realized Window Dressing ~ Booklet, and then one suggestion fol lowed another until and Mr. Buckton put his ener gies to the work with most satis there were no end of ideas. Ideas come to me also fordisplayingother lines of goods. It factory results. is interesting work, The illustra too. tion accompany Personal work ing this article with customers shows one of the 1 and display ad original ideas vertising are the worked np. It leading factors well proves that in the success of difficulties are but stepping stones to success One of the unique and by Mr. Buckton, , P yS , this agency. They broke down opposition for an enthusiastic, progressive S.VV.P. and turned the tide of trade towards agent. S.W.P. Other advertising features Mr. Buckton describes some of his good displays as follows: One of my best displays was two forts made of cans of S.W.P. with "guns" of were not neglected. Mr. Buckton mapped out and followed a very com plete system. Back of it all as the foundation was tin painted black mounted. Bannersmarked high quality goods. Mr. Buckton se ''Fort Shertvin" and ` Fort Williams" and a dummy sentinel carried outthe idea. The poster read: Ourforte is setting good paint. On several occasions I took twelve half gallon cans of S. W. P. and had a pair of lected all his lines nf goods with the greatest care and stocked up with the best in the market. Nothing can stand in the way oi red wings made for each can, then sus success with S. W. P. if a merchant pended them with wire over the edge of the awning. Placed the following sign below: it's in ike air--everybody knonvs about S. H . P., it's success is in the air. takes the agency with the determina tion to succeed. Mr. Buckton made up his mind to win. He did. EARLY SOWING BRINGS EARLY HARVEST. PLANT YOUR SEED TODAY BY SENDING IN YOUR MAILING LIST FOR THE CALENDAR-CIRCULAR tr 0007-SWP-000118864 m THE S. W. P. TWO GOOD SELLING VARNISHES FOR THE FINEST CLASS OF WORK. < i-p.iL riSi ITH Durable Wood Finish, j a y \jmf Interior, and Durable Wood j 4, '1 Finish, Exterior, in stock, ' * the dealer is in position to go after the most exclusive and high JTouse cleaning time is paint using time. Get the mailing circular into your territory be est class of trade. They are made respectively to give the handsomest fore house clean ing begins. i and most lasting inside finish and to stand the severest outside exposure. ity of these specialties ought to make There are no better varnishes on the them the best sellers on the market. market. There are no varnishes more They willbe when they become known. satisfactory for the dealer to handle. And our advertising and our selling They are especially adapted for the organization will make them known. architect--to put the S. W. P. agent They are withal profitable varnishes in touch with the architect. If the for the dealer--profitable, because of architect appreciates their good qual the margin of profit they afford, and ities--the high class of finish they will because of the advertising they give i give--he will specify them every time. with the architect and the practical They insure good results--that's the painter. kind of varnish the architect wants. There is a sale for them in every They are not new varnishes. They locality. There will be residences were among the first varnishes we put put up in your locality this spring on the market. We know how good where the best finish will be desired. they are and how well they sell. They With Durable Wood Finish. Interior, have always been well backed up by and Durable Wood Finish, Exterior, all our general advertising. They are you can go after that trade. We'll already known to many architects and help you get it, too. Let us know of have been used on some of the finest the building operations and the archi office buildings and residences on the tect's and master painter's names, continent. and we'll go after the business for you i We are determined to extend their and follow it up until varnish from market. We are working systematic your stock is put on the building. ally with architects to that end. They If you're not handling these var are already good sellers but we're go nishes, stock np. Write us today for ing to make them better. The qual- prices and our advertising helps. TALKS WITH CLERKS. By an Old Retailer. HE other day I went into a had decided to close early, about an S dry goods store, about four hour and a half ahead of the regular o'clock in the afternoon, to time. I was not aware of the fact get a cample of a dress pat and was very much surprised to see tern for my wife. After the holtihdeaysc,urtains drawn across the dress apparently the business of thegosotodrse stock. That the store was was not rushing, so the management closing never entered my mind, so I i 0007-SWP-000118865 Grand Trunk Ry. Station at Durand, Mich. One of the finest passenger depots in Michigan, greeted at a cost of $iao,otto. Built of brick. Painted with S. tv. P. Ceilings and campy, 48a; vtindmas and cornices, 393; sash, Black. asked a dapper looking clerk lor a sample of the goods I wanted. "Can't give it to you--store clos ed," he said, pulling out a whiskbroom from underneath the counter, and dusting his clothes. "Why, it's only four o'clock," said 1, "and you usually do not close until five-thirty. I shall be much obliged if you will give me the sample, as it is very necessary that I have it this evening." "Can't help it---we have to get a rest once in a while. If yon want the sample come around in the morning." I went out of that store mad clean down to my boots, determined if I had any influence at home my family should never again leave a penny there. What if the store bad closed-- it would have taken but a few minutes to give me the sample, and it would have sent me on roy way impressed with the courtesy of the clerk--an impression that would surely have led up to a sale. Never turn a customer away simply because you have covered your stock. As a salesman--as an employee--it is a duty that you owe to yourself and to your employer to foster trade--not to drive it away. It takes but a few more minutes to wait on the late cus tomer--an investment of time that will bring you .profit--that will build up your clientele--that will add to your business reputation. He wko-never docs more than he is paidfor will never he paid for more than he does. When shall we get your moiling list? IVe are waiting for it. 0007-SWP-000118866 THE S. W. P. spo A VARNISH WINDOW. HfS is an easily trimmed window that ought to attract the attention of T varnish buyers. Fasten to the drapery in the background several stars cut out of white cardboard, upon which are written the names of the various varnishes you wish to advertise. Arrange a pleasing display of cans of varnish in the window, placing some on a small raised platform. Use display card and hang in the background a card reading 1 `Guide Stars for Varnish Buyers." Try this window. It will help boost your varnish sales. 0007-SWP-000118867 0007-SWP-000118868