Document Dv2R7BREVZbzXwVpkq4gNBMpd

*. V \ N23683 Th e S. W. P. Published monthly by Th r Smb r w ix -Wil l ia ms Co . in the interests ot their Agents. Printed on Th e Sh e k w iv -Wil u a ms Tk e s s , 31 Michigan St.. Cleveland, where alL romrmmicatinus to the Editor should be sent. VOL. VI. MARCH, 1904- No . 3 s. w. P. WONDER how many of our agents really believe good prepared paint is better than strictly pure lead and oil. B I am inclined to think that many of you have not yet been fully convinced. The idea of "patent" paint still sticks in your mind. You have so often been deceived by fake mixtures that: you are distrustful--and I don't blame you, for the fake mixture Ilian claims everything--and mure--lor his article than the maker of a good product claims for his. If it were not for these lying fake mixtures, good prepared paint would be used almost exclusively. It is undoubtedly superior to a paint made of lead and oil only. Lead and oil paint is trading on its past reputation. It is not used any more by consumers who have a thorough knowledge of painting. The modem engineer or chemist no longer specifies a paint pigment made wholly of lead. If he did he would betray his ignorance, for it has been proved be yond a question of doubt by thousands of tests made by honest, intelligent minds seeking facts, that lead in itself is not a satisfactory protective coating. It never was satisfactory. Before good prepared paint like S.W.P. was made it was best. It is through its long use that many still think it best. Education is a slow process, and habit is powerful. But in the long run the best article will crowd out the poorer. And this is just what is going on all the time. Lead and oil paint is dying a natural death simply because something better has come to take its place. Good prepared paint is making tremendous strides. We used to count our output of S. W. P. in thousands of gallons, then tens of thousands, later hundreds of thousands, until now it runs into the millions; and it's growing faster today than ever before. There is some good reason for this. It won't do to say that it is the re sult of clever advertising and an aggressive selling organization. These things help, but in themselves will not produce continuous growth. They are only an aid. No permanent success, such as S. W. I', has achieved, is built on any other foundation than merit. S. W. P- sells well because it is a good article. There is no better painting material than it is. Our confidence in its merit is unbounded, and is the root from which springs all the effort and eneTgy we throw into its sale. Every man in our organization believes in S. W. P. He believes there is no paint like it. He is proud of it, proud of its success, and determined to make it greater. This is the secret of our growth. And this is the secret # 34 THE S. W. P. of business success--implicit confidence in your goods and enthusiasm in pushing the sale of them. Belime in your stuffor don't sell it. When you do believe in it you can't help but sell it. Merit begets confidence, confidence begets enthusiasm, and enthusiasm conquers the world. NEWSPAPER PUBLICITY FOR THE PAINT STORE. 2HEHE can be no doubt that ( the paint dealer will increase - ' the volume of his business any season by going after trade through the daily and weekly press. It needs no argument nowadays to show that newspaper advertising pays. Paint is a commodity that, in its nature, demand, and use, lends itself readily to strong newspaper advertis ing. Talks on paint make good ad copy. Paint ads will bring the deal er his rightful share of the present trade and will increase the demand for paint in his locality. The Company's stand on news paper advertising is shown by the newspaper electrotype service and the "Special Ad" service furnished agents free of cost. We believe thoroughly in newspaper work and are ready at all times to give anyone every assist ance in furnishing good copy for the newspaper campaign. We have a special staff of advertising men for the work. This staff is entirely at your service. Newspaper publicity covers more ground than newspaper ads on the dealer's stock. Everything about the paint situation, everything that gives impetus to the improvement of prop erty, everything that advocates high quality in paint materials will directly benefit the trade of the dealer hand ling S-W. products. The progressive advertising mer chant keeps the public advised on paint matters. fie keeps the subject in its various phases ever before his trade and his prospective trade. To assist S. W. P. agents in this work, we shall from time to time fur nish copy for news notices in the local papers. These notices will also fur nish suggestions for similar items. There is plenty of "news" about paint in any town and the papers will be glad to publish it. Begin "talking" paint with the news notice enclosed in this number of Th e S. W. P. It speaks of the prospects of a busy season and empha sizes the importance of figuring early on painting. We believe its publica tion will help your business. It is an experiment worth trying, anyway. Sp r in g Re s o l u t io n No . 1 I will use the "personal letters" more this year than ever before. I will begin by filling out the blank inclosed with this issue. THE S. W. P. 35 "PERSONAL LETTERS" LAND PAINT ORDERS. Use them in your Territory this Spring. IHad that lhe ' 'personal letters" -work right to the point and land the customer every time.-- IV. Af. MeKay, S.W.P. Agent, Port Colhorne, Out. frA-.'F; hav e hundreds ol similar .cttcrs. Not a day goes by nothing: we stand all the expense--all vse ask you to do is to send us the l it !' iwi'iihthkrout some S.W.P. agent names. expressing his appreciation Please remember that our 1 `personal of the vatue of the "personal letters" letters" are personal in evety sense to him, not only in his paint depart of the word. They are written to ment. but in every department of his suit individual cases; each letter is banwtpnvtmibshaelgwysbotosbctunseoaeheouehvoeoeaydysouCtinklegsreoi,litstTcsfuinrnslttnevecbilhoeotatrunsehrceeeeeuryieaatiwmeuesncsrsahnemsmna.mtshnbess.enth"isneoi.pbsoeaetetanss.ef,iydootoda.ute"acnbuves.nhaawldrawisudetlgeelspst.aetytinlhiwgu.oa.ttrsosynentsitiyyesho,yoloceserloxwgefsainashmtimabtf.oothftlhasloa.ihighetuen.3aovmnhti--edaytkp.hiesasloeahtaeo.nisdaletsol.peet;ntyfet.tl,peprcroej, Aftveohnreiiltt,gsly,do.r-owsoo-up-gfwpruoiSpnnoo.eg--mfdr>ti^ha--Vfnoeib.lirrgneePteorgt.hti1ntecegarisdnr/uad,etss^efatbeneWlwoerdoreoeketulhdseherthsaaf,po"vlrlmeropuspeitdhep resreopanecarhlswetfaaleptaEetonwoteoedbptnldhWhSdhrendeontrarafreterileheoe.wesadre,trcdmiectneaoUsettsWoe.toapthtstoleehSrefcbttmasoeyfe-rstiyn.feluut.eclraod.ltsrwyi"plloeahWnaw;.stTyelepv,Plifeinaiite"lyehnn.tlntfelhette..ygThnewehpPtetroooysrwdetefshtsatrieyeomuo.isssyfnstsirsegwrunontuitrritasagiTabteyeoednnrcotykiomgnmechlneafwlttvgdoaereiteneaehatertnheendp--hmeninareotrnadsnyeassdert,.eerkrftloy.t-. agents arc living testimonials of the vahie of the system. if you have never tried the letters, letter" gospel so often and so vigor ously that most of you are familiar with the many convincing arguments do it today by sending us some names in its favor. on the "prospective orders" blank. To those who have used the letters The cost of the letters to you will be we feel that we need say nothing more K i 0007-SWP-000118872 here; we know that you will fill out completely the "prospective orders" blank inclosed with this number. To you who have not used them and to those S. W. P. agents who have joined us lately, we simply say read the letters printed here. Your method of getting at all property owners anil builders is cerrainlv a winner. We experienced immediate results after sending our list for " personal letters*1' to you. Schenectady,N.Y. H.S. Mo o r e. We feel that our success with S.W.P. is largely due to your progressive method of advertising with "personal letters" to prop erty owners. M. Ric h ar d s o n & Co. Lawrenceburg, Tenn. We certainly think your " personal let ters" are all right ana cannot help hut bring rhpir reward. As a rule mosr per sons appreciate a fetter to them personally, and think that if the firm appreciates their trade enough to go to that trouble and pay them that much attention, they will pat ronize them. Th e Ma c Cr a c k e s Hd w . & Imp l . Co . Lancaster, Ohio. Do not confuse the "personal let ters" with the spring mailing calen dar. The latter is designed for those property owners who arc paint users in a general way, that is, who some time or other will use paint; the for mer--the letters--are for those prop erty owners whom you know positive ly are going to paint this spring and for those whose property ought to be painted this spring. The two cover separate fields and are two distinct advertising features. The names received on the list you send now will be held until April i-- the opening of the season--at which time the letters will be written and the follow-up work begun, except in southern territories where the season opens earlier, or where you advise us to begin earlier. If there are any special names which you wish worked nmn, please say so. ADVERTISING TO WIN THE PAINTERS. T IN the 15th of February we We suggest that each agent make iL I fT'ifl I beSan wailing a systematic a point to go hard after the painters * series of letters, booklets, in his town at this time. Supplement mailing cards and otheT strong features advertising S. W. P. and S.W.V. to all the painters whose names we had on our lists. This general advertising will stim ulate an interest in Sherwin-Williams Products on the part of the painter's that can be turned to good account by S.W.P. agents if properly followed up. the good work started by us by a persistent advertising campaign of your own. Kopal, Shellacine, Ex cello, Mar-not, S.W.P., 1st Quality Oil Colors are all good lines to talk. Push the varnishes hard--they in variably interest the painter and will give you an entering wedge for the other products later on. SPRING RESOLUTION NO. 2 I will see that my newspaper space is well pilled, always with good "copy" frequently changed. I will use the S-W paint electrotypes to fill it. i i iii | s j 3 i i \ 3 FOR THE OPENING OF THE PAINT SEASON. J^UIT.D a slightly inclined platform; sod at each side, and place sand or dirt on plat form to represent a country road. At raised end of platform plai t a few cars of tAi S. W. P. neatly piled as if at top of road. Make an imitation road sign with S. W. P. d painted on hand. Have it pointing at S.W.P. cans. Have sign reading: "The road that leads to good painting." 0007-SWP-000118874 i THE S. It. P. Are you selling it?--It will ma<e money and build up business for you. R. 7,. J. Fasquelle, Manager engravings show what a good of the Varnish Sales Depart counter display they make. The f ment,estimated nearly three cardboard carton is given with orders months ago that S. W. P. for one dozen half pint cans. The agents would sell 1,000,000 cans of Furniture Polish in 1904.. It seemed a high--almost an extravagant--esti mate at the time. It doesn't look so large now. Reports come in from every territory of steadily increasing sales. The Polish is proving a most market able specialty and the systematic advertising campaign we are now waging to help the dealer, will make it a million-can seller. Some of the adver tising features that are now building up its sales and making it known to the householders of the land are illustrated on these pages. They are all planned di rectly for the benefit of the dealer--to help him sell more Polish. They cover store display, "per sonal letter," and newspaper work. Two handsome display features, each made as attrac Attractive Furniture Polish tive as possible, are stand. orders Given to agents *witb of not less than site given with orders for dozen cans of Polish. this specialty. The Elcctrctype N"o. 353. Newspaper electrotype 2 cols, x'J V in. revolving stained-wood stand with or ders for six dozen half pint cans. Every "personal letter" sent out to the lists of names of property owners yon send us this year will contain a well illustrated and well written enclos- "Tutt*r*wtp/ViiuA*t FtutumutE Ptim cit.uauMin.u Furniture Polish enclosing slip that is en closed in all * *personal letters' * to property owners. 0007-SWP-000118875 THE S. If. P. 39 Handsome carton given In agents nvilfi one dozen cans of Polish. ing slip on Furniture Polish. The accompanying illustration will make clear the character ot the enclosure. Good newspaper advertising on Furniture Polish will bring customers to yout store, The four newspaper electrotypes illustrated on this page will put life into the Furniture Polish market. They are designed and written to make The S-W. Polish sell more rapidly--and will do it lor youVVe shall furnish these electrotypes free oi cost to any dealer who requests them. The S-W. Furniture Polish will make money and satisfied customers for any Newspaper electrotype 2 cols, x 2]d in. paint dealer. It is one of the best--best in quality and selling merit--of the many Tat Snenma-WlcUMS ' Tuannone p o l is h good specialties the Company has put on the market. It has positively no superior Scnemoigaaal vajfushJte- bh of artiste. Eacy to lyyly Nonapot vuer oaaHn --It remover all Mi (ni fen |b* orii- in quality, it is put up in attractive, litho graphed cans, it is forcefully and widely advertised, and its mar ket is only limited by the number of house holders on the conti nent. This specialty is not an ordinary polish. It's cleaning qualities give it an immense advantage over common polish. It Electrotype Ko. s<m. Newspaper electro type I col. x 5 in. cleans and polishes at the same time--no scrubbing with soap and water necessary. It is easy to apply--put on with a cotton cloth and pol ished with a cotton cloth. It brings back the beauly of the orig inal finish. Furniture Polish will be a paying specialty for any dealer. It is the kind of product that can be pushed hard and made a trade- Cl#*** aeut at 0e Afleratiit* builder. It will indi vidualize your business, introduce you to new trade, and make you solid with your old cus tomers. Slack up with furni ture Polish. wipveH tx with damp d*k W naaove drift, apply tb* pdiib, *nd rib rWh aoft cleOioMl dry JUaov** Main, dirt, ud pane. Mi vricUj and bard with a uiirM-t&c Wa k . tTtgt out Iill taraty Ot CHIflull YiTOUfc fililh. IBcif tat the no w.ir mud i .bb dialer d rt**r *<* Display it. Advertise it. Push Fu r nilur e Polish. Electrotype No. a6. Newspaper electrotype 7 cut x 6 in. F Th e S. Jf. P. o LLJ a. t/5 in < X UJ f- m s< z : cz UJ E [/> UJ E Th e s . W. A l 0007-SWP-000118877 4* Th e S. W. P. i NEW STEAM TURBINE IN PLANT NUMBER ONE. 1 By Mr. F. W. Ballard, Mechanical Engineer. N5TALLED in the power steam engines. ' house uf the Cleveland ft seems nothing less than the irony plant is anew YVestinghouse- of fate that after a century of thought Parsons steam turbine, the and labor by the best engineers and i first of the type to be put into use in designers on the reciprocating engine, : the city of Cleveland, the first to be we should return to the model of the . used in any paint plant anywhere, and first experimenter and find a type the 54th manufactured in the United which cannot be equaled for econ States. omy or simplicity. This new turbine, which marks the About the year 1700, steam began highest development in engine con- to be used for pumping water from . struction, has been furnishing power coal mines in England, and the piston for the plant since January 15- It was used to prevent the steam from J has a capacity of 400 kilo-watts or coming into contact with the water, 533 hors'e power, and replaced a Cor- which would condense it and destroy * liss engine of 150 horsepower. It is its force. It was the development of 3 notable in comparing the capacity of the reciprocating steam pump which the two engines, that the turbine, to- lead to the production of the recipro - gether with the electrical generator cating engine for power, and tied the which it runs, occupies less space world to this crude and inefficient than the old engine. machine. It was only within the last I i The installation of the turbine en ten years that any progress has been gine well illustrates the Company's pol made in the development of the steam icy of being always in the van in every turbine such as to warrant any promise department. The principle of "keep- of its universal use. : ing ahead always" is adhered to in The principal difficulty in the way the engineering of their power plants, of producing the steam turbine was ; in the equipment of their factories, due to the very great velocity of a jet - and in the quality and sale of their of high pressure steam. This velocity products. is about 2000 feet per second, or 120,- The principle'upon which the steam 000 feet per minute; and as the speed : turbine works is not new; in fact, the of the blades in the turbine, which earliest recorded steam engine, that receive their impulse from the steam, of Hero, at about must be one-half 200 B. C., was of that of the veloc 3 this type; and it ity of the steam ; is interesting to for good econ 5 note that a recent omy, it is evident | test on an engine that the speed of | constructed in the the turbine must 5 same way as that be very high in of Hero, showed deed. j an economy al The speed of a ls most equal to that the turbine which - of our ordinary AW H'cstingheuse-Parsons Steam Turbine recently installed in tbe ClevelandPlant. is being installed : recip rocating Has capacity ofjjy horse power. in our plant is 4 0007-SWP-000118878 Th e s . W. p . 43 3,600 revolutions per minute, while the speed of the Corliss engine which the turbine replaced was only 85 rev olutions per minute. There are several types of turbines being manufactured. The Parsons turbine, which was invented by an English engineer and which has doubt less proven the most practical of all, is what is known as the parallel flow class. The steam enters at one end, passes along parallel to the shaft, and discharges at the other end. There are rings of small blades on the wheel alternating with rings on the inside of the casing, and the steam passing between the curved blades being de flected, first one way and then the other, produces a reaction which causes the wheel to rotate. There are 31,000 of these small blades in one turbine. The steam enters the turbine at isopounds pressure through a 5-inch pipe, and is discharged through a 20-inch pipe into a vacuum that is maintained by apparatus which condenses all of the exhaust steam ____ | into water. The principal advantages oi steam turbines are their high economy in the use of steam, their great simplicity, the small cost of maintenance, and the small amount of floor space which they require. The latter feature is well illustrated by the accompanying engravings, which show respectively the engine part of the turbo-generator and the Corliss engine which it re placed, reduced to the same scale. The ` `personal letters" are the steam turbine, of paint advertising. They produce the manimum resitits with the least expenditure of effort on your part. Keep the lists of prospect ive buyers coming lo us all the season. Keep the steam up. Old engine of j j o horse power that was replaced by new steam turbine of 333 horse power. Comparison of this illustration with the one of the turbine on preceding page will show graphically the relative dimensions of the two engines. ,?.6oo revolutions per minute, while the speed oi the Corliss engine which the turbine replaced was only S5 rev olutions per minute. There are several types oi turbines being manufactured. The Parsons turbine, which was invented by an English engineer and which has doubt less proven the most practical oi all, is what is known as the parallel flow class. The steam enters at one end, passes along parallel to the shaft, and discharges at the other end. There are rings oi small blades on the whee alternating with rings on the inside of the casing, and the steam passing between the curved blades being de flected, first one way and then the other, produces a reaction which causes the whee) to rotate. There are 31.000 of these small blades in one turbine. The steam enters the turbine at / 50 pounds pressure through a 5-inch pipe, and is discharged through a 20-inch pipe into a vacuum that is maintained by apparatus which condens es all of the exhaust steam into water. The principal advantages oi steam turbines are their The `personal letters" are the steam turbine of paint advertising. They produce themanimum results -with the least expenditure of effort on your part. Keep the lists of prospect ive buyers earning to us all the season. Keep the steam up. 0007-SWP-000118880 Th e S. W. P. 45 S. W. R ADVERTISERS. What the Agents are Doing in the Way of Special Advertising. Daring the busy spring paint season S.W.P. agents, everywhere, will do strong advertising. We shall be glad to receive samples and descriptions of the work you do. We want to know about the successful features you use, and we want to "pass them on'* through this department to other S.W.P. agents. In this way we shall all be in better position to plan our advertising for another season. Remember this department when you have run a series of newspaper ads, issued a folder, put out a bulletin, or trimmed a window that has made a decided hit. Kinne & Jeffery Co., S.W.P. agents at Batavia, 111., recently issued an attractive booklet for distribution to their customers and friends. The booklet is well written, well edited, and well illustrated. It contains a brief history of the company and descrip tion of their present facilities, with photos of members and staff of the firm and views of the various departments of the store. The brochure is much superior to the usual store literature and carries a message of enterprise anil progress. the earth'5 design in two colors. This made a very pleasing effect and ought to bring good returns. Some Extracts from Good Paint Ads of S. W, P, Agents. W. B. Partridge, Owego, N. Y. Make your house cleaning easy. Instead of scrubbing your strength away on that dirty woodwork, get a can of S-W. Family Paint. It will make the rooms look better and it's mone healthful, too. Mr. W. O. Sesline, S.W.P. agent at Shipshewana, Itid., sent out a map hanger to his trade at the beginning of the year. The map is a derail one of the townships immediately surrounding Shipshewana. It ought to be of interest to the residents of the locality, and is likely to be kept as a handy reference by chose receiving it. The idea is a good one and one that many S.W.P. agents could adopt with ad vantage. Helena Hardware Co*,, S.W.P. agents at Helena, Ark., is a firm who do things in their advertising. They distributed score cards at the baseball games played in Helena last summer, on which were advertised the seasonable lines they carried. The S-W Paints and the "cover the earth" design had a prominent place on the card. Mr. A. C Williamson, S.W.P. agent at Fulton. III., never allows his trade to forget that The S-W. products lead to success in painting. At the beginning of the new year, in a personal letter to each of his customers he referred to the success that had attended their wide use in Fulton. The back cover of an attractive almanac, distrihured hy Mr. Williamson at the same rime carried an illustration of the "cover A. C. Williamson. Fallon, 111. The Sherwin-Williams Paint, which covered twenty-five houses in Fulton during 1903, will be sold under the same strong guarantee of the makers. Thos. H. Briggs &Sons, Raleigh,N.C. Talk is cheap! We do not have to yell to call your orders for S.W.P. A gentle whisper, and a few references to those who have used it will convince you that S.W.P. is the right paint for you to nse on your house this spring. Louis A. Taubert, Casselton, N. D. [ investigated thoroughly before placing S.W.P. on my shelves and know that it is the most satisfactory and most economical paint on the market. SPRING RESOLUTION NO. 6. I wilt keep my windows well dressed and / will change the display frequest fly--o nee a week ifpossible. 46 t h e s. nr. p. WHAT ARE YOU DOING ? HAT aie yon doing to pre when I do learn the names do I go after the pare lor the opening of business in the right way--do I interview B the painting season ? What plans have you made to in the house-owner--do [ send his name to The Sherwin-Williams Co. for personal letters? Do I try to get more paint used by crease your paint sales this years?uggesting to those whose property is in We ask these questions because we poor condition that a coat of paint would : want to geL every S.W.P. agent think ing now of the season's business-- add much to its value? How much paint did I sell last year? How much more will I sell this year? Is planning to make it the largest, and mjr stock large enough to take care of in -1 most profitable in his history. creased business? YVhat colors did I sell The old homely saying, 4`The early most of last year? Have 7 provided a suffi cient stock of them this year. hird catches the worm," has more What line of advertising brought me truth than poetry in it, A merchant most business last year? I must do more ol these days must be alert to get into the field ahead of his competitors; he must carefully plan his business cam it--7 must Hn it better and more persistently this year. What new plans shall I adopt for 1904? Am I taking advantage of all the advertising offered by the Company. paign along well thought out lines; Have I sent in my list of names for the be must "plan his work and work his Calendar-Circular, and was I careful in i plan" if he expects success. We find this necessary in our busi compiling it. Do I use the "personal letters" written by the Company to house-owners who are \a ness. Long before the opening of going to paint their properry or who ought each year we carefully consider what to paint it? The letters must get business or we shall do to get more business dur ing that year; we plan the advertis other S.W.P. agents would not commend them. 1 will send in some names today. Wouldn't it be better for me to use the ing to be done ; we tTy to learn out special paint electrotypes, furnished free by weak points, and to strengthen them ; we calmly discuss every phase of our business, planning for future growth. the Company, in my newspaper space? The talks in them arc good; the illustra tions are strong, and no other paint dealer in town will have his paint space filled so It is the only way to keep ahead. well, I will order a supply today. Plan your spring campaign now if How about my windows? The passerby you have not yet done so. The thoughts suggested by the following outlines will probably help you. often judges a store by its windows. The Sherwin-Williams Co. issue a booklet en titled "Store Windows," that gives sug gestions for dressing good windows. I will How many customers have I to whom I write for a copy today and begin dressing sell everything they buy in the paint line* paint windows at once. Why do 1 not sell all my customers all the Have I plenty of color cards? Must or paint they' buy? Is not my stock complete? der a supply if not. Are my clerks and 3 Or is it because I show lack of confidence in myself posted on every paint product I sell? it by carrying a half a dozen half lines in Do I know the talking points? If not, we = stead of one full line? It may be that I do not must be informed by getting booklets, etc., push my paint line as a whole hard enough. and "reading up." How many paint users are there in town Is the general appearance of the store to whom I sell no paint? Why? I carry impressive? Is it tidy, color cards properly high quality products and I know they are displayed, stock in nice order, everything I best in economy, in covering, in work ing, in wearing qualities. Do I advertise enough? Is my newspaper space laTge clean and kept dusted? These things al ways help to bring trade. Finally--what's the use of doing all this enough? Do I change my "copy" often thinking if I do not also do some acting? enough? Am I keen in ascertaining the "Flan your work" is all right as a motto, names of those who are going to paint; and but "work your plan" is better still. 0007-SWP-000118882 THE S. W. P. 47 J =5 ;r. i i 1 l,arge photo storms Marsum Halt in the right distance, Hush Hall in the middle dis tance at right of the road, and the Power House in middle distance at left of road. . Smaller photo shows Matron's Home at the right. Adjutant's office and bead'/narters in the middle, and Commandant's House in extreme left. Every building and cottage on entire, grounds, except the brick power house, is painted with S.W. P., Gloss While, and trimmed with j/n. * MAKE YOUR WINDOWS SELL experts. If you have this booklet PAINT. we urge you to make use of it; vve Do you use your windows to the believe it will furnish some good best advantage? There is no better ideas. If you haven't the booklet, way of your keeping S.W.P. constant send for it today. i ly before the public than by neat and There are two good windows illus attractive window displays, and no trated in this issue, one on Furniture time more opportune than now. Polish and one oil S. W. P. We sug gest that you make immediate use of A properly dressed window is a them. Dress the Furniture Polish valuable advertising asset; not only window during house cleaning time is it a forceful advertisement, but it is and the S. W. P. window at the open invariably taken as an indication of ing of the paint season. the condition of the store and the stock. ; At this season a well trimmed win dow is particularly effective. It is a Sp r in g Re s o l u t io n No . 6 great aid to yout spring advertising campaign and serves the double pur / will make it a point to pose of suggesting the advantages of interview every prospective painting and keeping S.W.P. contin uously before paint buyers. Our Win dow Dressing Booklet is full of good paint buyer--those who are going to paint ami those who paint window displays--the new ed ition contains seventy views of paint ought to paint. windows trimmed by window dressing 0007-SWP-000118883 48 THE S. W. P. PLAIN FACTS. s.w.p. Good paint--good profit. S.W.P. lasts for the longest time-- and looks well as long as it lasts. S.W.P. sells bestwbere most known. "Some day soon'' is a synonym for never. The early agent catches the Spring trade. The best paint in the right place-- S.W.P, on the house of your customer. Three good reasons for putting in the Full Line--more trade--more profit--most satisfaction. Constant hustling means continued success. A pleased customer is better than a big sale. Hustle today--some people paint tomorrow. S. \V. V--nothing too good to be said about them. S.W.P. gives confidence--in the seller and in the buyer. The Full Line is the Main Line to Success in Paint Selling. No man ever lost anything by hon esty--honesty in the goods he sells and honesty in talking them. Time spent in talking cheap paint is time wasted--you'll never have another chance with thesamecustomer. The value of a paint to a dealer is --not the profit on the first sale but how many customers it holds for him. The way to sell paint is to know paint--making some good point about your paint at the right time will often clinch a big sale. The S-W. Varnishes wear well because they are made right. The good quality of S.W.P. means the good will of the customer. "Experience is valuable, but the experience of others costs you less, and if you go by it, it does you as much good and pays better."--The Arrow. WH EN YOU HAVE BEAD THE S.W.P. HAND IT OVER TO YOUR ASSISTANTS. IT IS FULL OF SUGGEST!DNS AND ENTHUSIASM THAT CANNOT FAIL TO HELP EVERY ONE CONNECTED IN ANY WAY WITH AN S.W.P. AGENCY. DO IT NOW." Be a leader not a follower. Set-the pace for the paint trade in your locality. Be gin your newspaper adver tising, yourwindow displays, your "personal letters" before the other paint dealers. Let your competitors follow-- you lead. 0007-SWP-000118885