Document EdpvZmdadzNmbp8Rr1GqxR82N

j 4* Th e S. W. P. Published by *1 * * '*'* *A ***' . in the interests of their AgenU. Printed on Th j . :* *s n 31 Michigan St,. Cleveland, to which addr*- 1 * . i a . * the Editor should be sent. VOL. L JULY, 1899, No. 2. A SUCCES5. r.j H K S. W. P. is a success. The warm reception accorded the first number leaves no doubt in our minds about this. Many of our valued agents from all over the continent have written, telling us they found it of genuine help. That is all we want. As long as it's useful, as long as it's a help to you in your business, we'll publish it. Our aim is to make it a help, not only to increase the sales of The Sherwin-Williams Paints, but to aid in the improvement of your whole business. You can help us in this. We want your help. We want your personal interest. One way you can help is by telling us of any special and successful methods you have employed in pushing the sale of our goods, or any other goods. Tell us also your difficulties. Ask us for suggestions. Let us put our heads together--two are better than one. See if we can't be mutually helpful. By publishing such information and enquiries good will come to all concerned. We especially ask for copies of any special advertising you are doing on your own account for S. W. P. We would like photographs of your store windows, or store fronts, and would be willing to pay for such when our goods are prominently displayed. We want good ideas of all kinds. We want to increase the business-- yours and ours. Give us a hand. This second number comes to you just after the heavy spring rush. You will have time now to recall some of the experiences you passed through, and to write us about them. You will have time to read Th e S. W. P. carefully-- this number and the first one, too, if you couldn't find time before. Read them and get into the spirit of mutual helpfulness they are trying to spread. Let them bring you close to our office desks. You, as our agents, are a part of us, and we want to keep in touch with you. Th e S. W. P. isn't an advertisement. It isn't sent out to proclaim S. W, P. to the world. Its primary object is to make all of us who are in terested in the sale of S. W. P., more efficient workers. Don't consider Th e S. W. P. simply our opportunity to talk to you. It is also your opportunity to talk to us and to S. W. P. agents all over the continent. JUu. N41529 I I.............. . 2 6 m $. w. p WHAT THEY THINK OF "THE S. W. P." HE following selection of complimentary notices and letters from agents T gives a good idea of the ground upon which we base our opinion that Th e S. W. P. is a success. It is a temptation to quote further from the agents' letters, but space forbids. We wish, however, to thank all those who wrote us, for the substantial form which their appreciation took and for the encourage ment they gave us. The May number of Th e S. W. P. received. Exceedingly pleased with it. By all means continue ir. It will make increased sales. Pa t t e r s o n & So n s , St. Clairville, O. i was much pleased with the copy of Th e S. W, P. and will say that I shall be very glad to write something for it, Le o n S Me r r il l , Solon, Me. It has been a great benefit to me and would like to have it published regularly. Since reading it I can talk the merits of the paint much better than ever before. Da v id Ly t l e , Deshler, O. Are well pleased with it. We would be glad to have it come regularly as we believe it would be of value to us and to all retail men. Ha mil t o n & Mc Co n n e l l , Carman, Ont, It contains not only good but profitable read ing. We gather from the first to the last of its pages, much on each that will be of advantage and profit to us in our business, by absorbing the suggestions thrown out in the many incisive articles it contains. * * * It will prove to be a power of value beyond present expectations that will push S. W. P. interests still further to the front. He n r y Bo s c h Co . Chicago, 111. Th e S. W. P. received. We wish to say that we consider the advertising the best part of the S. W. P. business. While goods are the best made it is not always easy to sell a thing even if it is good, if the people do not know where to get it. We feel that in hand ling S. W. P. we are handling an article that will steadily increase the volume oi business, and know it will be satisfactory. Ba k e r & Ba k e r a n d Th e Fa r me r s Lu mb er Co . Springfield, IU. ^he first issue of Th e S. W. P, has reached the South-West corner of the United States, and has been read with a great deal of inter est. We are always glad to get anything in this line from The Sherwin-Williams Co. as we are sure to find food for thought. Keep THE S. W. P. going, and as fast as you get out an issue be sure and don't forget us. Th e Sa n Die g o Pa in t Co . Geo. T. Earl, Manager, San Diego, Cal. I have received your breezy little sheet, Th e S. W. P., and in looking it over find that it is on a par with your enterprise and push in the sale of paint. * * * * My sales of S. W. P. have quadrupled in three years and my trade is stilt brisk, and I freely confess there is no department in my business that I have more pleasure in handling. Ja s . S. GRF.F.NHI1L, Leamington, Ont. I have recently become connected with the firm of Lyon & Matthews, and as they han dle The S. W. goods exclusively, I have be come interested in this particular line of the trade and intend to give this department a good deal of my attention in the future. I believe your goods are superior to anything I have ever seen before, and I like your methods of doing business, especially your advertising schemes--they are strictly up to date. AH matter of this kind is carefully read that comes into our office. It is always bright and Interesting as well as profitable. The latest thing we have received from you is Th e S. W. P., and I desire to say right here that I derived more inspiration to the square inch to push all lines of our busi ness, out especially the paint, than from any thing I ever read before. It is full of prac tical suggestions and information, and I think will bring you greater returns for the amount of money expended than anything else you could put out among the dealers. * * * Make Th e S. W. P. a monthly and keep it going. L. La n g f o r d , for Lyon & Matthews, Bowie, Texas. [An advertising scheme of interest to South ern agents is outlined by Mr. Langford on page \2.--Ed it o r .] 0007-SWP-000177248 THE S. W. P. 27 Am very much delighted with your S. W.P. magazine. I think it is just the thing. W. Go r d o n , Tweed, Ont. The May issue of Th e S, W, P. received some time ago. Hope you have had many letters telling of the gdod derived from the magazine. Would say that in my opinion it is a wonderful help to all who would read it, and for myself have read it and had the boys read it and we are all much pleased with same. When you ask, "where are the different signs," etc., would say that I spent a day with the delivery man and we put them in the best locations in town and the bills '`Covers the Earth" all around town. Am sure the dif ferent items you have written will make an agent feel guilty if he is not pushing the goods. We have paint on the brain. Every customer that cornea in the store knows all about the goods. / Have worked at it since last fall--giving cost and suggesting shades, etc., and we are seeing the results at the present time. Would say that I was in the employ of J. G. Edwarch & Co., of Lindsay, for nine years and was well acquainted with your goods before coming here. Would suggest having a quart can of S. W. P. open and a brush handy so a man could try the way it works on a box or board, and also see the fineness of it. Have had this and found it quite an attraction and know it leaves a good impression. When it gels a little thick sell ii at a discount and open another. S. H. Ca l v e r t , for R. D. McNaughton & Co. Moosomin, N. W. T. The Sherwin-Williams Company, paint makers, of Cleveland, 0., issue a monthly periodical called Th e S. W. P. devoted to agents handling the company's paints. It con tains departments on "up to date newspaper advertising" and on store windows, as well as a large amount of excellent matter on how to push The Sherwin-Williams commodities. The publication is excellent; perhaps its spirit may be indicated best by reproducing an article in the initial issue entitled "Ask us [The article followed in full.]--Printers Ink. The Sherwin-Williams Co. is ever doing something original. The most recent evi dence of this is the publication of a magazine for circulation among its agents. This makes the second magazine which the company pub lishes. The other, * `The Chameleon," is for circulation among the employees. The new publication bears the suggestive title of Th e S. W. P., and is as bright as a well polished dollar,, and is so full of information and inspiration for agents that it can scarcely fail to accomplish its mission.--Canadian Hardware and Metal Merchant. The Sherwin-Williams Co. has commenced the publication of a 24 page periodical called Th e S. W. P. The firs't issue has been re ceived at this office and presents a most ex cellent appearance, both typographically and from a literary standpoint. The publication is issued solely for the benefit and in the in terest of The Sherwin-Williams Co's author ized agents, and should prove valuable to them iu the general conduct of their business as well as in their capacity as agents for S. W. P. The titles of a few of the articles will give an idea of the general tone of the magazine. ``Up to-date Newspaper Adver tising," "The Store Windows," "Use Paint to Sell Paint," and other articles breathe a a spirit of vigor and earnestness that ought to tell. Th e S. W. P. Jis liberally illustrated in good taste with half tones and line drawings. Of the shorter articles the following under the bead "Fear No Competition" is one of the best in the book and of general interest. [The article followed in full.]--Painty Oil and Drug Review. Our Agents are Carrying S. W. P. to the Front. 0007-SWP-000177249 28 THE S. W. P. OUR TRADE MARK IN LIFE. HE Cleveland office of The S-W. T Co. is the proud possessor of an "African" chameleon, the living rep resentation of our Trade Mark. It is a curiosity well worth being proud of, for only two or three of its species have ever been brought to this coun try, while even in its native land it is some what of a rari ty. This par ticular fellow is a native of India. He was brought over last April by Mr. S. P. Fenn, treas urer of The SherwinWilliams Co. It was Mr. Fenn's in tention when he left for a trip around the world to find a chameleon somewhere, dead or alive, and bring it home. None could be found, however, until he reached Ceylon, and there only preserved in a museum at Columbo, from which it could not be taken. In Calcutta and elsewhere in India the same disap pointment was met with, and not un til a few days before sailing from Bom bay was Mr. Fenn successful. He found three live chameleons there in the Natural History Museum and af ter considerable urging managed to purchase one of them from the cura tor. The journey home was brought with dangers for the little fellow. It re quired careful nursing and attention to provide him with the 7 o of tem perature and several other things need ful to his welfare, but not easily ob tainable on ship board and in railway trains. But being safely here now, he is thriving splendidly, and bids fair to enjoy long life on American soil. He has been named "Jack/' and in a large glass cage has been placed on exhibition in the windows of sev eral of our Cleveland agents, and is drawing big crowds. "Jack's" changes of color are very beautiful, confined mostly to greens and yellows, but playing over a wide range of shades. He is about a foot long from tip to tip,very supple and grace ful. He moves with great de liberation and caution, yet he seems to have no fear. Sudden noises and motions do not startle him in the least. He possess es a tube-like tongue, nearly as long as his body, which he shoots out with unerring aim at the flies, his chief diet. He is a great hunts man and goes "tonguing,"so for his dinner absorbing in- and joy. Re motionless on he follows the about the cage derfully con venient pair of eyes. They are capable of moving in all directions. He may, at the same time, look up with one and down with the other, or forward with one and back with the other. Without moving his head he can al- 0007-SWP-000177250 Th e $. w. P. *9 ways keep that fly in sight. And when once it comes within range of his tongue its wanderings cease for ever. *4Jack" never misses anything he goes after.' The hand-like feet of the chameleon are peculiarly constructed, as can be seen in the illustration. On the fore legs the division gives three digits on the inside and two on the outside, while on the hind-legs this order is just reversed. "Jack's" tail, like a monkey's, gives him a "fifth leg" and he uses it to good advantage in climbing about the branches. He is clean and not at all repulsive, as a Ji?axd is. Alto gether he is rather lovable in a way, exceedingly interesting and, we think, a splendid emblem of The SherwinWilliams Co. Our agents are familiar with him as represented in our trade mark, gn the bronze paper weights that we have is sued for some time, on our agency sign and in various forms in connec tion with our advertising. We wish they might all see him m life, for as the original color mixer he is closely allied to the paint trade. HOW TO MAKE THE SUMMER MONTHS COUNT. Some Practical Suggestions for the Paint Dealer's Seed Time. IN every store there is what is known the old drying,pole until planting as the "dull season," andgenerally season is past--good enough seed, but with paint dealers it comes in the it wont sprout on the pole. summer months. Success or failure "Run it into the country instead of in any business is often dependent up into the cellar." on the use made of this "dull" season. This is a good time to search the The advantage gained over a competi store for all of that advertising matter tor is largely a matter of rightly em which you expected to put up out in ploying your time and the time of your the country as soon as you found time. clerks or assistants during this period. This is the time to get it up--Do it Now is your opportunity to give now. particular attention to out-door adver During the dull season would be a tising. One of the most successful good time to arrange for that new retailers', who has the agency fbr shelving you need out in the front S. W. P., says: part of your store for the better dis 4 41 have two ofmy best men employed play of your stock of Paints and Colors.. twelve days arranging and distributing The profit warrants you in giving it advertising matter on twelve of the prominence in front. leading roads of---------- . They take This is a good time to experiment teams, ladders, wood signs, etc. and in window dressing. A little rivalry do effective work at a season oftheyear among the clerks in the store to see when they would be less profitably em whose 4 4window" will attract the larg ployedIn the store. By this means I am est crowd, will make the 4`dull" day doing a class of work less ambitious one full of interest. There are win competitors will not take the pains to dow displays in our illustrated book do. Getting a t$$ of advertising mat on that subject which you may not ter and tunning Jt down the cellar is have tried yet. like keeping yo*r seed com astride A "dull" day can be employed to * 0007-SWP-000177251 mm <$o THE S. W. P. advantage by making up a new list of painters names, a new list of names of property owners, ready to be revis ed promptly, when needed, for a fu ture mailing list. An interesting plan is to have every employee in the store during the slack season "try his hand" at writing up an advertisement. You may discover that you have some one in your em ploy who can write a better ad. than you can yourself. A study of our booklet showing cuts of electrotypes will be found of assistance in this work. The ads. in it are the work of experts. These few suggestions will, we trust, help to change some of your "dull" days into bright ones. Nothing which any of us do, pays better than the good use of the "dull" day. It is the merchant's seed time and your harvest will depend largely on the planting you do now. THE TRUE ADVERTISING SPIRIT. Five Qualities Essential to the Most Effective Work With Our Advertising Matter and Methods. d v e r t is in g has been said to A be "the man behind the gun." It is also the gun itself and the am munition, too. There must be a gun for the man to stand behind, and not only this, but powder and shell with ammunition of the best kind ready at hand. The gun might be of the must be made to tell, hence there are quantities of advertising wasted be cause it may be scattered too far or cover too much ground. There is plenty of space in the world for adver tising to be dispersed and lost, as many of the Spanish shots glanced wide of our plucky American boys in Aiming at Results. finest quality and largest caliber, with plenty of shot and shell at hand, but unless there is some one of good judg ment and clear head and accurate aim to touch it off at the proper time, ail will be wasted. Furthermore, all targets are wide with a small bullseye, where the shot the recent conflict. The true advertising spirjt should be first, timely. The goods offered must meet a present want of the cus tomer. No one jjays any attention to snow-plows in the spring, or mosquito nets in mid-winter. Hence the time to sell1 paint is when the season is 0007-SWP-000177252 THE S. W. P. 31 favorable and all push should be made frame on which our "AA", or "Cover accordingly. the Earth" posters had been con Second, the true advertising spirit spicuously placed on either side. should be persistent, Another had used our oil cloth sign, A French writer once said that the "MM2", on each side of his delivery first time an advertisement was in wagon. serted the reader did not see it. The Another had several of our street second time he sees it, but does not car signs displayed in his town, oc read it. The third time, glances it cupying space which he rented by the over. The fourth time he reads it. Fifth year. time, reads and thinks about it. Sixth Others use freely the enclosing time, thinks will remember the address, slips which we offer in large assort but forgets it. Seventh time, notes ments, sending them out with every address carefully. Eighth time, sends communication mailed from their the order. This may be somewhat establishments. imaginary, but it shows the gradual, Another man never allows a house accumulative power of successive ad to be painted with our goods in vertising at the proper time, and it is his locality without putttng up a sign only by persistent hammering that the on it, "This House is Painted with effect is reached at last. The Sherwin-Williams Paint, Sold Third, it should be independent. Only by---------- In the competition of the present day, Others are Using our electrotypes manufacturers are taking upon them freely in their local papers, and give selves a large share of the burden in us frequent testimony as to the interest pushing tl^eir goods to the front, but which they create. no one. can make specific use of ad These are but a few small sugges vertising in any particular locality as tions of the various ways in which ad well as the resident dealer, who is fully vertising can be brought to the front acquainted with the wants of his com* by dealers who will take an interest in munity and the character of its re the matter. quirements. Thousands of dollars Fourth, the true advertising spirit worth of color cards, advertising mat should be economical, but by this we ter, etc., are wasted every season be do not mean "sparing." We believe cause the dealers to whom they are fully in a liberal display, but after sent are not sufficiently independent spending thousands and thousands of and self-reliant to make the best use dollars to devise and prepare material of them, and hundreds of thousands for liberal distribution we are often of dollars worth of advertising are disheartened by finding it packed gained in the same way by others who away under counters, disfigured by secure proper circulation of the ma dust and dirt, or distributed indis- terial which they have, and exert their . criminately among children or others own special contrivances for bringing who could not by any possibility be it to the. front in a conspicuous come profitable customers. We have way at the proper time. seen dealers give a customer one of We were struck some time ago by our pocket cases, costing twelve to the fact that one of our dealers had fifteen cents, instead of a folding card, made a large sidewalk sign in front of in order that he might take out one his store, making a cheap wooden or two cards for a chance selection, 0007-SWP-000177253 3* THE $. W. P. when the case would then be laid can use to best advantage. Our as- aside and rendered incomplete for sortment of color cards, posters, signs, further service. Here again the op- enclosing slips, etc., is so extensive portunity is wide for economy, as that it is impossible to enumerate them wide as it is for the "independent" all in. any definite way or ship them use to which we have referred. out on any one order, even if they Fifth, the true advertising spirit could all be used to advantage by a should be honest. The advertiser must single party. We frequently have re- have goods which will substantiate all quests for "color cards," etc., with- the representations he makes for them, out specifications, to which it is im- in whose quality and manufacture he possible for us to respond in a satis- has the utmost confidence. He must be factory way. Hence when you need able to testify from his own knowledge any of these cards please say exactly and observation as to the truth of what what is wanted and what quantity you he speaks. He should lose no oppor- can use to the best advantage. Our tunity of learning for himself what his representatives are always supplied goods will do, so as to be able to present fully and can give any information their advantages in an intelligent and which may be desired, and we our- convincing maimer. By this means selves are more than glad at any and his representations will bear the stamp ' all times to give suggestions by letter, of sincerity, and wide-awake pushing or to send samples, in order to help will carry conviction to the minds of' our dealers to the very utmost of our others. ability. We only ask that they We have summarized in a very join hands with us, earnestly and hasty way a few suggestions which we heartily, with full assurances that the hope will help a little. In conclusion ' advantages gained in the exercise of a we have only to suggest that our cus- true advertising spirit will be fully as tomers keep us promptly advised of beneficial to them as they can be to their advertising wants and what they ourselves. KEEPING YOUR TRADE IN HAND. The Wise Merchant Never Loses Sight of the Person Who Has Once Been in His Store. THE famous receipt for making A merchant who advertises and rabbit pie, "First catch your works actively to attract new trade to rabbit," seems to be the pattern thahtis store should make it an equally a great many store keepers follow in important feature of his business to making trade. keep every customer he gets. Most "First get your customers" is their dealers have certain methods of doing chief aim, and a worthy one, but so this in a degree. They treat the cus intent do they become upon this one tomer with all courtesy, please him in point, that they forget there is anything every way they can and, while he is further to be done. They bend all in the store, strive earnestly to clinch their energies toward getting the cus him and make him a regular customer. tomers; keeping them receives only This is all good and wise, but it secondary consideration. doesn't go far enough. The work 0007-SWP-000177254 ' .w*^y*upy|w" Th e $. W P. 33 "As the twig it ber>t so is the tree Inclined'" stops when the customer, leaves the store, and whether he returns again depends solely upon that one visit. No attempt Is made, as a rule, to con tinue the work so favorably begun. The customer, out of sight, is out of mind as well. Such a plan is obviously at fault. It overlooks on$ of the most excellent trade-building opportunities a mer chant can have, It is only half doing your work. The first half was ac complished when your advertising of one sort or another brought the cus tomer to you. The other half should begin when you follow up the advantage thus gained and work as determinedly to bring him back as you did to get him the first tirpe, An aggressive, persistent effort to keep trade that once comes to you brings success. It ought to be made part of every dealer's business system. When once a pitfon enters your store he is the germ if a regular customer, and the power to develop him lies wholly in your bands. Don't throw it away. Without bebjg too obsequious or overpoweringiy *`nice," you ought to be able to start an acquaintanceship that will last. 0et his name ahd ad dress-by all means. It is not a diffi cult thing to do if a little tact be used, and will repay a thousand fold. No matter how small a purchase he may make, put him on your register of pe6ple who have been in&ide your store. Your object is to place'yourself in such a position that you wont lose sight of anyone who has paid you a visit. With a list of their names and addresses you can keep .in touch with them in the most practical ways. From time to time you can send out advertising matter specially addressed to them as your customers. To some who have not traded with you since their first visit, you can begin sending a series of postal cards with a view to getting them back again. Advise them of special sales, of new lines of goods, of some uniqjie feature of your store, of some recent success. Invite a renewal of their favors, refer ring to their visit of such' and such a date--you have a record of it in your book. The fact that your business system makes it possible for you to remember, so exactly their first visit will impress them almost more than anything else could. Persistent work of this sort is bound to tell. It's worth working hard at. It will keep your trade--and inake new trade, too, for a pleased cus tomer well treated and well impressed with your pushing, business-like methods is the best advertisement a store can have. Revise your receipt for trade-making so that it will include some vigorous system of keeping the customers after you get them, to bring them back again and again. If you already have such a system tell us about it, and we'll pass it on to the other agents. What work have you mapped out for the slack summer months? S. W. P. VERSUS WHITE LEAD. THIS discu66ion has been waged ment that a thing is good because for some time, &nd the position ancient is rapidly losing its force. of white lead, the defendant, is yearlSyome of the best posted and most ob becoming less tenable. The term serving master painters are today posi defendant is used advisedly, as white tive, from their own experiences, that lead is being forced more and more the white lead of today is not equal to into the defensive position. that of years ago. Instances will oc This fact is evident from the char cur to thoughtful painters which go to acter of the arguments which form the bear out this fact. basis of the advertisements and litera Some observing painters even be ture with which its supporters have lieve that the "good white lead of the flooded the country. These arguments olden time'* was not pure carbonate are, briefly, that white lead is the best of lead. Recollection brings up the paint, first, because it is old and well fact that the old time lead worked like known; second, because it is guaran and resembled some of the combina teed to be nothing but pure lead and tion mixtures of today. This would linseed oil. indicate that pure white lead today is This is an age of change and im claiming recognition on the good provement. Ancient shams are being work accomplished years ago by mix exploded *on all sides, and the argu- tures of which carbonate of lead was only one of the component parts. A careful study of paint making demonstrates that white lead alone is not only not the best paint, but is not even a good paint. The serious ob jections to the use of ` white lead are. first, rapid chalking, which necessitates frequent repainting; second, loss of gloss, which makes a newly painted house look like an old one; and. third, the requirement of a very large amount of material to do a given amount of work. The last item has to do with the economy of painting; thfc first two with the durability and beauty. In all of these three points S. W. P. is far superior to white lead. The chemical reason for the first two men tioned results, is that the chemical composition of white lead is such that in combination with linseed, oil it forms a soap that is soluble in water. This is an insuperable barrier to its retaining its gloss and its appearance. Don't be tied to old methods. An up-to-date print like S. W. P. con- /' jl, .4 ii j<* j4 IS;- THE $. W. R 35 tains as much white lead as is good for it, but in combination with other material its defects are overcome and* its weaknesses are eliminated. Careful study has made S. W. P. a paint that can be depended upon. When using lead, an ordinary linseed oil, either raw or boiled, of com-, merce, must be used* These are days of doctored oils and bung-hole boilings The oil for S. W. P. is care fully tested for purity and then care fully prepared for the different colors.. The purchaser of S. W. P. gets not only carefully combined and carefully tested pigments, designed to give the best possible results, but what is fully as important, gets the best, purest, and most carefully prepared linseed oil. Cut loose, and with the help of S. W. P. get to the front. * This combination must be and is the superior of white lead in all the essential points of a good paint. THE DISPLAY OF SHOW CARDS. The question of giving prominence to the store display cards which we furnish dealers is capable of various solutions. They are attractively made and present a means of advertising that every agent ought to make the most of. Any way of displaying them, so long as the customers can see them, is good. On the counters, on the shelves, in the windows, on the gas fixtures--these are all good ways to display them, and each agent should choose the one best adapted to his store. Some of our dealers, however, have adopted methods that are rather unique and especially effective. We offer them as Suggestions. One method is to stretch two parallel wires across the store from the top of the ^helving, one fairly near the front and the other farther back. From these wires the display cards can be suspended, leaving consider able space between them so that they will stand out distinctly. They can be so arranged as to present a uhi- form and 4`catchy" appearance that will well repay the little trouble taken. The same idea can be carried out by stretching the wire above the shelving along the side of the store, on one or both sides. This has the advantage of placing the cards so they may be read easily by the customer as he stands in front of the counter. Still another method can be used to advantage with certain of our display cards, as, for instance, with our Special Floor Paint, Buggy Paint, and Varnish Stain ifcrds. Fasten the edges of the cards together so as to form a three cornered or prism shaped box, each fate presenting a display card. It cafc be suspended from the ceiling by cords fastened to the upper comers. A weight placed inside serves to steady it. If any of our agents have been using other methods of displaying the cards that are novel or specially effective, we would like to hear from them. Pass your good idea along. 4- 0007-SWP-000177257 *> K (U rj g.g .3 u ^ a W)r. . =? w tt --'5 S-gP-^ jqo . -S s Tj -5 2-2u g= n W5 0ft3f ^ CtorDn* S<V H o= l Q < > < s m-5 SS S E j 0 S >< s 15 S s " q ^ w sv> ^g X43-51 .^S4- 'Crtc^ P -j cS JCJ - ^ <u?*, > d o4j ' u4) -1S3i - jq _ ^&3 3 j^ S ,, 3 t:-0-0-0 H -eg "J|-ss|"|^ ^r* <* o ci P-~ J G sfc <L> 4> *- r> w re s 2 S & v S'H ^ g-5 (x " ^ >g >pS Jj-o .1)0 ,S2 ,) fs, F" _ & fffls,, CD ^ I* os O <1 XJ o 130 P ts O o >. gO gcf'd<D ow Z -2 < WI a1 = H i-- lojja-'^ock'.Es5iS3pss.>E'%OJ3pb3.o*djSS'{>dtrrittx*5t/*i "fli'gD s 2 B .s r s * . . * <>j). BJ if E oa g- gS ^ii X> 8be dg f- t&-si o^ o > *tXlJ -43, b o ~ g .tJ rVt -a wo* 3 ^nj ls-ls ^ " g .s ,,* a S -o -S "JeOg-Hi JO/<i1 'ct-t <>D IjZdUbS j43-> *Sg o <u o 5 *'* *5 gw I!Crl IlCj *>!^*j7wS StiOB <a o 5 c? S u oa ^ 31 g e| 1 2 S | 1 oH v2 o* ^ 2 g o-g-o^+s 3^go ri S ^ ^ s 5 ca ^S S^.H 5 2'S *&3 C cJ 4iC 4) 0007-SWP-000177258 38 THE S. W. P. GOING OUT AFTER BUSINESS. There's a Grand Opportunity in Paint Selling for Personal Solicitation on the Part of the Agent. COMPETITION at the present day lead and S. W. P., he must have con makes it necessary for the busi fidence in the goods and know what ness man to get out of old ruts inhe is talking about. We know that any order to get his share of the trade. man that sells S. W. P. can get the There is more business to be had in best end of the paint business in his all lines today than ever before, and district by going out after it to the i there are more men after it; still the consumers, for our advertising repre man with push and a good business sentatives have sold hundreds of gal system will get the lion's share, and lons in this way for our agents in lead the procession. Canada and the United States. The day is past when the merchant The direct sales made in this way pay can sit in his store with his feet on well, but that is not all--they bring in the stove or soap-box and expect to many indirect sales, for the direct have business come in without any sales start the ball a-rolling. And if effort on his part. Even the day of you give S. W. P. a good start', there depending upon advertising alone to will be no finish. get business is past. It is still a part, Just think of the number of articles of course, but to be at the head of the that are sold today by going to the procession now a man must go out to consumer 1 There are, for instance, the consumer to get business. furnaces, ranges, binder twine, wire There was a time when country fencing, sewing machines, pianos, merchants would go to the wholesale organs, wagons, buggies, in fact there men and manufacturers to buy their is no limit to the goods that are sold goods, now the business is done by in this way successfully. And why salesmen, and today neither of them not paint? would go back to the old way. If Do you go out to sell S. \V. P.? this is the best business method in the If not, why not? If you are in busi wholesale trade, why not in the retail ness for the money there is in it, try trade? it; it will pay you. When you are The man, in any business, who will talking S. W. P. to a consumer there realize that this is so and will go out is no reason why you should not tell l himself or send out a good assistant him about the other lines you have to as his representative, will distance his sell. competitors just as sure as the sun If all the paint business in your shines. There is no business in which town doesn't come to you, go out this kind of work will bring so good after it. Don't let any building go up results as the paint business. without trying to sell the paint to be There are very few house owners used on it. Go out after it hard that cannot be convinced that it pays enough and you'll win. to keep a house well painted, and that Go out to tho house owner. S. W. P. is the best paint to use, but Go out to the architect to do this the salesman must under Go out to the contractor. stand the difference between white Go out to the painter. i; : ,;! I 0007-SWP-000177259 "i Th e S. W. P. 39 PUSHING S. W. P. What Our Agents Are Doing in the Way of Special Advertising. NDER this head we shall be caTd, printed in good taste j the back cover Uto pleased to time, any describe, from time of the special means contains only ouwr in-Williams the words /`Agents The Sher Paints/' It is very effective. agents are using to push S. W. P. We want to keep posted on all you are A. Riltigstein & Company, Oakland, Cal., send us a removal announcement that im doing, and to pass the good ideas presses one favorably. ' It is printed on one along to the others. Send us copies of your special cir culars and announcements, copies of newspaper advertisements that have side only of a four-page folder, and contains one of our " XY " electrotypes displayed with good taste. One paragraph of the well- worded nodee is as. follows; "Among leading manufacturers represented, proven specially effective, samples of your novelty advertising and, in fact, anything and everything that repre sents a special effort on your part to push S. W. P. farther forward. Send especially worthy of mention, isThe SherwinWilliams Company, the hugest' concern of its kind, and certainly the most favorably known for excellence of its products, in the whole country/* them direct to the Editor, Th e S.W.P., Study carefully the advertising matter we 31 Michigan St., Cleveland. send you and you'll often find something you can adopt as your own. C. W. Watson, our agent at Greenville, 111., used the wording on Some of our agents have favored us the our "On the Wave of Prosperity" enclosing past month in the manner just spoken of. slip tor a newspaper ad, illustrated* with a From Lyon & Matthews, Lumber Dealers, striking cut, and it made one of the best ad Bowie, Texas, have received a lead pencil vertisements we have seen in a long time. which they axe distributing. One end is Follow his example. printed with their card, potiiaimng a line for S.W. F. It makes a | useful and effective novelty that,>given out!with discrimination, ought to tell, (.yon & IffaUjicwi seem wide* awake to the benefits of advertising, and are working along many good lines. A. H. Pendleton. Vernon, Texas, sends us a page S. W. P. ad. that was a trade-winner. It contains a number of very good phrases, which we would recommend to our other agents: "Every bucket true to color card." --- "Can show you houses painted with Our agents in Washington, D. C., J. T. Walker Sons, are sending out a very neat celluloid pocket memorandum that gives S. W. P. in 1808, *89, '90, *9ij etc., that look well today."--"You are willing to pro tect your house with paint, but are you willing special prominence to S. W. P. It is about to protect yourself against cheap paint?" -- two by three inches in size, consisting of cel "Your house is just a* old as it looks, and luloid coven and pages held at the corners everybody wants their home to look as new with a rivet. The front cover contains their as possible." GET THE ARCHITECTS IN LINE. ARGE orders for paint are often that that is a fact? In the first place L secured through vigorous work you must call upon him. .That's an with architects. They are a class oifmportant step. If you wait until he men open to argument, and if con calls upon you for information on the vinced that S; W. P. is the very best subject of paint, you will generally paint it is possible to make, they will find that some energetic competitor specify its use. has made that unnecessary. It is al How can yQu convince any architect most always possible to keep fully 1; I i'i i!' H lI. J 0007-SWP-000177260 40 THE S. W. P. posted about any new buildings to be constructed, and you can make the next one the occasion for your call on the architect. In your discussion of the paint sub ject with him you will find that a box of sample cards (which you can leave with him) will be of use. A sample folder will also enable you to point out what we have to say about S. W. P. Secure his permission to let you hang up in his office a framed sample card, which includes also an exact reproduction of the label used on every S. W. P. can. We'll send this framed card to you if you write for it. Call the architect's particular attention to the guarantee on the label. You will find him interested in this offer of ours: On receipt by us of a plan, draw ing or photograph of a house or other building, our artist will carefully pre pare a special set of specifications, giving a choice selection of combina tions for painting it. This work we do without charge, and it has very materially assisted many a one of our S. W. P. agents. The architect would also find many questions "About Prepared Paint" answered in a forceful way in our booklet issued under that title. In the first place, we repeat, call upon him. In the next, call again. It pays. THE GREATEST MONTH IN OUR HISTORY. S. W. P. is nothing if not progres sive. It's simply wonderful the way the sales for it go on increasing year after year and month after month. It keeps climbing higher and higher. And the higher it gets the more easily and swiftly does it seem to make still further advances. The reason for this must be that the trade it gets it holds, and so each time we stretch out a little further it means increased volume, as the old trade stays and gains, while the new makes fresh advances. The month of May was the greatest in our history. We sold many, many thousands of gallons more of S. W. P. then than we ever sold in any one month before, and there is no sign of any let up yet in the large increases wc have had this spring. We wish to thank our agents most heartily for their share of the work in achieving these grand results. Keep it up, and we will do all possible at our end to make your efforts successful and profitable. KEEPING PACE WITH THE IN CREASE. The extra demands on our factories this year, and the way in which they have been met, forcibly illustrate the full value of our constant effort to reach perfection in organization. The record breaking days of this year in the sales department were anticipated by the factory manage ment. Our promptness in filling or ders did not "just happen," but was the result of careful, thoughtful preparation. Fully recognizing that delayed ship ment often means the absolute loss of sales by the S. W. P. agents, we have always striven to ship promptly. The largely increased sales this year have called for extraordinary efforts on the part of our manufacturing department, and their success has been shared by every one of our valued customers. We are growing, growing, and are bound to continue to grow. Plans are made for still further increasing our facilities for manufacturing. Our record for prompt service in handling orders will be maintained. 0007-SWP-000177261 TH $. W, A SMALL WINDOWS MADE EFFECTIVE. OME dealers think because their S windows aresmall that it does not pay to give them much attention. They believe any hit or miss trim will do. 4* of the opportunity it offers. The dis play shown here attracted great atten tion and Carter Bros, received lasting benefit from it. If you want the ripest fruits you must climb up where theyjre found-- You can't paint the. second story with the scaffold on the ground. 0007-SWP-000177262 42 THE S. W. P. S. W. P. A TIE THAT BINDS. them fast enough to fill the orders. Not long ago a gentleman from Texas stepped into our branch house at Toronto, Can., and introduced him self by saying: "I could not pass that You see that made about 72 traveling signs for us, and tjiey are still travel ing, and will be for years, as they last on an average of four or five years. familiar sign--The Sherwin-Williams Co. No stars and stripes over here, but where one sees that sign he feels all right! I sold S.W.P. in Texas for several years and I got very much at Last season I was running a branch yard by myself, also a pair of public scales and was buying grain etc., and did not have much time to devote to this part of the business, however I tached to the old company. I shall made, painted and sold about thirty ,ij' always remember them, and have a high regard for them." This shows that S. W. P. is "a tie that binds'* sets. I kept track of the material that I put into this lot just to see how I would come out. I made, over and M- and that it keeps the friends it once makes. above the selling price of the lumber and the cost of paint, brushes and nails, about 6.00. Do you know of A SOUTHERN AGENT'S GOOD AD VERTISING SCHEME. any advertising scheme, that is as good as this, that will pay for itself? There are a great many good fea In gathering the cotton crop it is tures about this plan. The main ones the custom to transport it to the near are, it is entirely new; it is moving est gin, loose, in a wagon bed. In all the time; it goes from the field to order to make the ordinary wagon bed the gin, from the gin to the market, ! i hold the required amount for a bale, on the streets, on the roads, every it is necessary to have additional sides where. The man that has a set on to the wagon of about 24 to 30 inches, his wagon will naturally talk for your and we lumber dealers sell a great business. It excites more comment deal of material for this purpose every than anything I ever saw on that line. season. I stumbled on the idea a It has many good points, as well, for few years ago of making these frames the lumber business in particular. at the yard, putting sign-work on each Your competitor's customers will come side, and selling them ready-made to to your yard to buy a pair, and then the farmers. As all wagon beds are you have a chance to "put a bug in made by the same standard, it is easy his ear." I seldom ever struck a man to make these signs fit. I got per that will not give 2 5 to 30 cents more mission from the manager of the yard, for a nice frame, nicely painted, than on which I was employed, to try the he would give for the plain material. experiment on a small scale. The If he wont, you sell him the material idea was to sell them at just a little anyway, L. La n g f o r d , above the cost of the material, and of with Lyon & Matthews, course the farmers jumped at the Bowie, Texas. proposition. Well, I made that sea [Mr. Langford's scheme presents a son, with the help of the yard man, splendid chance for our Southern thirty-six sets, complete, consisting of agents, .whether in the lumber business two side boards and two end gates of or not, to advertise S. W. P. and their the previously mentioned depth. other lines of goods. It will pay well. They sold readily, we could not make Try it.--Editor.] Vt 9 0007-SWP-000177263 THE $. W. P. 43 WORK WITH PAINTERS. OW to reach those men on the H scaffold is a question worth study. You often find that they get up very high on the scaffold of prej udice and you have to talk pretty strong to reach them. There is no better way for you to "get a cinch" on the very strongest arguments to use in pushing S. W. P. than'by learning every sentence in our booklet uAbout Prepared Faint/' If you will get perfectly familiar with every thing in that booklet you will be surprised as you notice^how much easier it is. for you to make your work with painters count. We sent you "About Prepared Paint* * some time ago, and will send you another copy if we know you've mislaid it. Every man in the store should study it. The work with painters resulting from a trip through the Cleveland plant is forcibly illustrated by the ex perience of Mr. R. M. Walker, of the firm of Walker & Paterson, Niagara Falls, N. Y. Mr. Walker visited the plant in May. AfteT reaching home he wrote as follows: "Upon arriving home I immediately set out to push The Sherwin-Williams Paints. I sat down this morning with a painter who has been accustomed for the past fifteen or twenty years to use nothing but lead and oil. We had a long talk, about an hour. I showed him the cuts of the factory; how they make the paint; the grinding machines, etc.; and could see that he was grad ually becoming interested; and he said that the next job of painting he had to do, he would try The SherwinWilliams Paint/* Next to a visit to our factories, there is no better way to find out how S. W. P. is made than by a study of "About Prepared Paint/* Your work with the painter should not be solely with a view to securing his trade, but what is often more im portant, to induce him to recommend* its use to the property owner. If you want to get the painter to help you push the sale of S. W. P. go after him. If you want to go after him to get him, study thoroughly our booklet "About Prepared Paint/' The arguments in it will convince any fair minded man that he at least ought not to let his prejudice and doubts stand in the way of giving S. W. P. a fair trial. And once given a trial the paint argues for itself. **Our doubts are traitors, And make us lose the good we oft might win, By feating to attempt,0 said Shakespeare, and he might have been speaking to painters regarding S. W. P. so well does it fit their case. Your opportunity is to remove his fear "to attempt." "COVERS HOST." We recently sold our agent, D. J. Humphrey, at Napoleon, O., 13 gal lons of No. 379 (S. W. P. Vermilion) and have the following report from him: "The parties that used the Vermil ion have four gallons left. I tell him we can not use it and he expects to keep it, but it shows him the covering capacity of S. W. P. The painter fig ured on 3 gallons and it took 8 1-2." j 0007-SWP-000177264 44 Tffs nr. p PAINT YOUR SIGNS UP, r......... .......... --"-7^1 !1 The photograph reproduced above teaches a lesson in sign painting. It is a portion, less than one-half, of a general panoramic view of Los Angeles, Cal. The entire photograph was reproduced across two pages of the official souvenir program of the Los Angeles Jubilee and Masonic Fes tival, held in April. It made a 19 by 5jV2 illustration and the most prominent feature in it was the sign of our agents, The Orange Beit Paint Co., just as you can see is true in the portion shown here. It was a splendid free ad. and the publishers couldn't help giving it to them. Other people were paying big money for space in the program but none got so good a position. The moral is, paint your sign up, paint it well and plainly, make it a prominent feature of the landscape, and the re turns will be many fold. TESTIMONIALS WANTED. During the past month we have written our agents, asking them to obtain S. W. P. testimonials from painters and other consumers in their vicinity. We wish to emphasize that request here. Our object in asking for these testi monials is one from which you will receive direct and individual benefit. It means the increase of your trade. We want to use them to make new customers for you. In connection with their "Town Reports" our salesmen are continually sending us the names of painters, architects, house owners, contractors, etc., who would be possible customers of our agents. To the names thus re ported we send personal letters, sample cards and advertising literature, giv ing the name of our agent to whom they are tributary. We have often found it would be advantageous to send also a testimonial letter from some user of our paints, in the man's own immediate vicinity. The value of such testimonials is very ap parent. To the man living in Vernon, Texas, a testimonial from some one in THE S. W. P. 45 the same'town would mean ten times as much as one from Solon, Maine* In order to carry out this personal, "hand to hand" work as it should be, we'll need testimonials from your lo cality. Don't let this opportunity slip by you for the lack of a littte effort on your . part. Get the testi monials and send them to the headquarters in your Division. Do it Now! AN AGENCY SION SUGGESTION. We learn that some of our agents have found it difficult to fasten our iron trade mark agency sign to their store fronts, in cases where the front is of brick or iron. This difficulty is obviated by lengthening the arm of the sign with a block of wood, fastened to the window casing or the wood work of the door. This will bring the sign out entirely beyond the line of the wall, or of the large pillars that are so common in many store fronts. The agency sign is so novel and attractive that it pays to get it out where people can see it. NOVEL POSTER USES. Our oil cloth "Covers the Earth" hanger makes an excellent curtain for door windows, and has been so used by some of our agents. It can be easily fastened to the roller after de taching the original curtain, wherever the width of the window will permit, and can be lowered and raised as needed. The ingenious dealer can always find striking ways to use the adver tising matter we stand ready to fur nish, and it's the man that makes the best use of it that gets the best returns. Have you ever tried to do something unusual in displaying our advertising features or are you content to do the common thing? Someday try this-- paste a "Covers the Earth" poster in the center of each window curtain. It will make your windows the most prominent in town when the curtains are down on Sunday. Don't put any thing else on the curtain. It's effect will be best when it stands alone. VOL. i--No. i. Have you read the first number of Th e S. W. P. yet? Or did you mis lay it? If by any chance you failed to get all the good you could out of it, and need another, send to us for it. We have a limited supply on hand and want to put them where they'll do the most good. Empty houses make slim bank ac counts; but a well painted house is soon filled. In the landlords lies many an agent's opportunity. A QUESTION BOX? Is it not possible that our 30 years of paint making experience can be of use to you in solving knotty problems that arise in your paint selling? Cannot our experts in paint clear up some point that is bothering you? Do not conditions sometimes arise in which we can be a help? Are there not times when you could use advice on advertising affairs from experts in paint advertising? Have you any questions, of any sort, on any subject in connection with your paint business that we could answer? If so, we'll be only too glad to in augurate. a Question Box department in Th e S. W, P. for that purpose. Send your questions to the Editor and he'll get the best experts in the country to answer them for you. ? 0007-SWP-000177266 46 7RS. W. P. LETTER HEAD SUGGESTIONS. Some Pointers that the Progressive Agent Will Find Useful. LETTER heads and bill heads usually in dicate the general tone of the house that sends them out. If their appearance expresses neatness, order, good taste and a business |--------------------------------------------------------- tQl&cawa&c, pmob & (to. <*KrcbanOt, tainta. $ti. Sc. $THh eK*Ut-WtUU*S Pnnrs like carefulness to detail S8CCOM1IK. (P------------------ you may expect to find that the house carries the same qualities into all its business affairs. If on the other hand a well ordered whole are overlooked, they show carelessness, bad taste, dis- and it is with a view to suggesting a regard of details, out-of-date arrange- correction of these errors and aiding ment, etc., it is the natural inference those who have not been in the habit that the general business of the house of using our name on their letter is on the same order. heads that we present here a few sug gestions and examples that !---------- ----------------------------------------------------------i combine the merit of sim plicity with effectiveness. Wideawake, Push & Co. There are' certain de tails regarding our Com Hardware. .Stave*. Tinware. Pilot*. Oil* Etc. pany name and the names of our goods, that wc try to observe carefully in all $u c c *mv iii*. o. .. our own business docu ments and advertising. They are all important for one reason or another, and Such an inference would not be we trust that in bringing them thus right in all cases, but the fact that before our agents they will do what people do make just such things an they can to carry them out in their index to the whole establishment, own printing. In most cases we can makes the right printing of letter heads and state I ments a matter of much importance. Th e Sh er w m Wil l iams pain t The letter heads of many of our agents con tain some reference to their agency for S. VV. P., and in most cases are excel WIDCAWAHC. PUSH. AND c o mp a n y lently arranged. Once in a while, however, some of TCUtFMOItC 123 the details that make up 0007-SWP-000177267 }i THE S. W. P. 47 furnish electrotypes that embody the details in their correct form, thus making it a simple matter to get them right. In the first place, the frequency with which we see our firm name mis quoted leads us to dwell upon it here. It should read in all cases, The Sherwin-Williams Co., be ing careful to put the "The" at the beginning with a capital UT." The State laws of Ohio, under which our Company is incorporated, make this necessary. The hyphen.(-) between the two names is also essential. We sometimes see the name printed * `Sherwin & Williams' Co. * * or 4 `Sherwin, Williams & Co." We feel sure that our agents are sufficiently inter ested in this matter to want to get the name right. The second point we wish to men tion especially is the style of type in which we endeavor to display the firm name and the name of our paints, wherever possible, on stationery and in advertisements. Some time ago, in order to obtain uniformity and indi viduality we chose what is known as GOTHIC ITALIC letters. It is the type WIDEAWAKE, PUSH & CO. Patau, Oils, Glass and Painters' Supplies. Tut Hmn <1 QMAw iMN ti SucoeasvUk. O. Wideawake, Ptuft 6s Company. Dr***, MtdldM*. Dm4u . Mitimntry. Paint*, OIU, VamUbt* SwscMtvIlte. O. used for our name in all the ex amples in connection with this article. There is much to be gained by always adhering to this one style and we deem it of no little importance. We can furnish electrotypes of the firm name and the names of our paints in any size our agents may desire and would appreciate any effort on their part that would lead to our furnishing them for newspaper, circular, busi ness card and stationery use. The specimen "letterheads" shown here were made for note size and then reduced. A letter head proper is 8^x n inches, note heads are either 6x9^ or 5 54 x 8^4, but these sizes are all spoken of in general as "letter heads." In ordering any of the elec trotypes shown here designate them by the style letter under each cut, and state which of the three sizes you wish to use them for. Supplied with these electrotypes your printer can easily follow the style of arrangement and the typographical effect of the suggestions if you show him these pages. Try it next time you get letter heads printed. "t-1 WTBa:-,v"'aaaTiV<-Tgg..r.---------- ------- ^r ' . 1 ''1 1 --r............ * 0007-SWP-000177268 ' -i 48 t h e s . w . p. AN INGENIOUS STORE SIGN DISPLAY. A. L. Young & Co., our agents at Albion, Mich., have adopted the unique method of displaying our store sign and painted paddles, shown in the accompanying illustration They have placed a / screw, eye at each comer in the top of the sign, and have ran number 4 cotton cord from here through a small two-wheel pully, fastened to the ceiling. To the other ends of the cords a gal lon S. W. P. can is hung, weighted to balance the sign exactly. For this purpose an empty can was furnished with a label on each side. To any one else wish ing to adopt this method we will gladly send such a can. At the back of the sign and in the center a small chain with a ring at the bottom was fast ened. When in the position shown in the illustration the sign is out of the way, about 15 inches above a man's head. With the aid of the chain it can be brought down within easy reach whenever needed. In putting it up again it is only necessary to push from the bottom of the board sign to raise it to the j desired height, as the perfect bal ance makes it work freely. The sign thus arranged has been decidedly con venient besides being very attractive and novel. We congratulate A. L. Young & Co. on their clever scheme. REACHING AFTER THE LANDLORD Have you ever made a persistent effort to put S. W. P. forcibly before landlords--the men who have houses to rent? They use lots of paint, or ought to, and it is to their interest to see that that paint is the best. Bring the matter before them, with all the force you can, weTl help you. Re cently we published a booklet for that very purpose. It is called "What to do When Your House Wont Rent." It's a straight from the shoulder talk with landlords. WeTl be glad to mail them to lists of landlords, with houses for rent, supplied by the agents. Send us such a list and then be pre pared to follow up the work by per sonal calls and "hand-to-hand talks" with the men. It's a chance, for you to win trade. Get the landlords in line for the next house renting season. WHEN YOU HAVE READ TH S. W, P. HAND IT OVER TO YOUR ASSISTANT*. IT IS FULL OF SUGGESTIONS AND ENTHUSIASM THAT CANNOT FAIL TO HELP EVERY ONE CONNECTED IN ANYWAY WITH AN S. W. P. AGENCY. "DO IT NOW." K k 0007-SWP-000177269 I )} 0007-SWP-000177270