Document MGJXz014Qddw5oE4pGpDKnVwL

N23684 At7ospaper publicity tcill help your spring start the people thinking about paint andpainting, this reics notice to your local paper--the editor glad to ust it. READY-TO-USE PAINT. It's flerlts and Value. Prepared or Ready-to-Use Paint has slowly but steadily won its place and become the generally used paint of today. Its status in this locality is well proved by its wide use in the last five years. ' Its success" said a prominent paint dealer yesterday, "is due mainly to two causes: first, to the inherent difficulties and disad vantages in buying paint materials and mixing them by hand; and second, to the raising of the standard of prepared paints by most manufacturers. "The old crude hand-mixing of paint" he continued, "was bound sooner or later to be displaced by modern scientific processes--the wonder is that the old methods were persisted in so long in view of the economy and better results obtained by good prepared paint. "The man buying the raw materials is not in position to rest the various ingredients to make sure that he is securing the best quality. The large manufacturer is forced to make careful testa in order to protect him self against being loaded up with inferior goods. Then the materials cannot possibly be combined in so accurate proportions, the pigment and oil so thoroughly incorporated, nor the colors made so uniform and true when the quantities used are largely guessed at and then mixed with a stick in a tub or pail as when each ingredient is weighed and measured, and mixed by exact formulas and ground in mills specially built for the pur pose. It is hand work against machinery; guessing compared with scientific exactness." The dealer further stated that the conven ience of buying and using prepared paint appealed to every property owner, All he had to do was to decide on the colors he wanted and then get the paints ready to go on his buildings without the worry or ex pense of buying the various ingredients and the risk o' i. . ti; the desired colors. Asked:? . i.l.ti.. r* position painters took towards prepared paints, the paint man said: "They take the same stand I do, they oppose `cheap dope* brands of ready-mixed paints and endorse good prepared paint. Several of the boss painters in this vicinity1 give me strong support in pushing the paint I sell. They find it easier to apply than lead and oil and that it helps them do a better job." In replv to a query regarding the out-look in the paint trade for this spring, he replied, "Never better. We shall sec more painting this spring than in any previous year." Th e S. W. P. Published monthly by Th k SHERWitf-WicxiAMS Co. in the interests ol theit Agents. Printed on Th k Sh e r w in -Wil l ia ms Pr e s s , 31 Michigan St., Cleveland, where all communications to the TMitor should be sene. Vo l . VT. APRIL, 1904. No. 4 THE SPRING CAMPAIGN OPENS. HIS number of Th e S. W. P. is designed to be of practical help to every S. YV. P. agent in waging the Spring Campaign. The time has come to move forward. The time has come to do battle. The season of preparation is past, and the lime for action is here. The love of victory is in every man's heart. To gain the day is the great aim and reward of effort. Give free rein to your ambition. Go into the fight this spring with a de termination to overcome every obstacle, to vanquish every difficulty. Go in to win, and let the prize of success be your goal. It is open to you, and why should you not possess it? Surely no S. W. P. agent i3 content to stand still--progress is the very essence of our organization, and on the day we stop growing we want to cease to live. Even in these times when conditions arc less favorable than formerly we move forward with increased speed. YVe are ready and out for the biggest spring business in our history. We must have your help and co-operation in our plans. We must work and progress together. We cannot do it alone. We cannot do it with new agents only. We need the old gu-ard--the agents who have stood by us and have grown with us from the beginning. It is a campaign in which all are needed to make sure the victory, and in which all who share the burden will share the reward. 5 THE S. W. P. USE THE PERSONAL LETTERS. E want an opportunity to demon W strate to you the order-getting value of the "personal letters" we write to property owners. Will you please fill out one of the blank postal cards, enclosed in this magazine, with the names of property owners whom you know are going to paint or ought to paint this spring, and return the card to us today? If you have the names of more property owners tomorrow whom you want us to write to, send in the other card. The next week or the next day if you have learned oi more trade you want us to promote, send us the names--you don't need a special card or blank to send them in on, just send the names in anyway so long as we can read them. The "personal letters" are a com mon-sense business-like way of going after business. It is a very plausible assumption that when a property owner receives a personal letter under a two-cent stamp, calling attention to the merits of S. W. P. and referring him to a paint dealer in his town, he is interested ; when that letter is fol lowed up in a few days by an attract ive mailing card, and then again in a few days more by another card, that property owner is likely, very likely, before buying another paint, to call at the S. W. P. agency. We want to sell all the S. W. P. we can this spring--naturally, the more you sell to property owners the more we shall sell to you. The "personal letters" will bring more business to each of us. We can prove this to you--and it is surely worth while putting their efficiency to the test--if you will send us a list of property owners. 0007-SWP-000118889 Th e S. W. P. 51 i i Ji 3 I i * i j ii i j 3 1 i i i 5 I. 1 S. W. P. House. Residence of Mr. J. IE. Steiger, Newton, Kansas. Body, 371>' Trimmer, 4t>o; Sash, 382; Roof, 367. PAINT YOUR STORE FRONT. OTHING gives a store such a prosperous and inviting appearance as a tastefully painted front. As an ad vertising feature it is the most effect ive, ior the expenditure, that you could hit upon, as it shows the im proved appearance of painted build ings, gives an effective color combin ation and is the best evidence that you have faith in the paint you sell. A well painted store front always at tracts attention and frequently sug gests to the minds of the passing pub lic the value of painting, and the consideration of your paint. Set a good, example to your spring trade by painting your store front now. One of these combinations may be found helpful: Premier Non-Fading Red, Dark, (Q.D.), trim with Black or Gold. Buggy Paint Carmine, trim with Black or Gold. Buggy Paint Black, trim with Gold or Chrome Yellow. Buggy Paint Wine, trim with Gold or Chrome Yellow. Buggy Paint Dark Green, trim with Gold or Chrome Yellow. S. W. P. 498, trim with Gold or Chrome Yellow. S. W. P. 374, trim with Black or Gold. Boston Green, trim with Gold or Chrome Yellow. Aluminum Paint, touch up chamfers with Premier Non-Fading Red. Use Kopal and Durable Spar over Gold or Black for best results. 0007-SWP-000118890 THE $. W. P. . .. y-i \ .... ,., , ( 1. ... ^ S ' '^: C.i'.ts'5.f`SvJ ' ,* .....i......... ' //?/ r\sr\." LIVE IVE wires transmit power, energy, force L Live wires in the paint industry ar methods that put life into trade--that bring cus tomers to the store--that sell paint. The wires from the battery of S. W. P. am and S. W. V. that made the trade of S. W. P agents live in past years and that will carry a cut rent of success through business this spring arc Full stocks, well displayed: Personal letters Newspaper advertising: Window displays: Fenc signs: Personal solicitation. The power, energy and force transmitted h these wires put S. W. P. on the house and tut over handsome profits to the S. W. P. agent. Full stockjy well displayed. The power of a fu stock is two fold--it gives impetus to the dealer to $ after business and it favorably impresses the prospectibuyer: it enables the dealer to meet all the demands his customers, and people are disposed to buy where th can get at once the special product that meets their t quirements, Keep your stock full and well displaye ^<Altrai Windows Sell, ^ Paint 0007-SWP-000118891 Th e S. W. P. 53 m WIRES. Personal letters to properly owners. n Personal letters" arc direct wires to prospective paint buyers. They tell the message of the good, economical paints you sell to the man who is going to paint or who ought to paint. Operate the "personal letters* wires. Newspaper advertising. Newspapers are the wires that place the merits of your paints before the members of the households. The more convincingly you tell of your stock--the more force you send over the wires-- the greater and the quicker the returns. Wire the households of your locality with strong newspaper ads. Use the special newspaper electrotypes. Window displays. Well trimmed paint windows connect your paint stock with the passer-by. They are wires that should ever be kept in good order. Your store windows will sell paint. Trim them. Fence signs. The fences along roads leading to your town can be made live wires, spreading intelligence of your paint stock. Place fence signs. Let the general public know yon have good paints to sell. Personal solicitation. The persona I element is a live wire in business. 'The successful S. W. P. agent follows up all his general advertising by personally go ing after business. Interview your trade Call on the property owner. Make the painter your friend. aU alone the line pubs AW/? on fhe house Tift If directed ^ Efforts brine v Their own Reward Our s:triS? KeachHie > General Public The PersonaFl actor In business /5t 4A, .V %jfer [Xh ' :U 11 ********* 0007-SWP-000118892 54 TH S. W. P. WHAT THE FULL LINE MEANS TO THE AGENT. By Mr. C. S. Wheeler; written in the Store of S. W. P. Agent at Rockford, 111., while the Agent was making up his Order for the Full Line. Mr. C. S. Wheeler, one of the oldest traveling representatives, in point of sendee, connected with the Company, recently presented our t!full line" proposition so clearly and so forcefully in the pages of our magazine, "The Chameleon," which circulates among our employees, and he so well described the close relations which should at all times exist between S. W. P. agents and the Company, that we are reprinting the article here, feel ing that it will be of more than ordinary interest to the agents. It should strike a respon sive chord in the hearts of the agents at this time, when they are starting our on the Spring Campaign, and when they are looking for ways and means to increase their business, as it illustrates most strongly the value of the full line in creating business for the paint depart ment. HILE I am sitting here in a customer's store waiting for him to make up his or der for the Full Line, I am inspired to write something of its im portance to the customer. The agent I am calling on now, Mr. Porter, is one of my best, and largely so on ac count of always pushing the Full Line. He said to me a few minutes ago,"Wheeler, I never sold a product of The S. W. Co. that did not give entire satisfaction. This fact has always given me confidence and back ed up my efforts to sell S. W. P., and that is what I am trying most to do. The Full Line has helped me sell' S. W. P.--the sale of one product helps every other." I said to him as a matter oi argu ment, "Don't you think that having exclusive sale of The S-W. Co. 's pro ducts and the benefit of the liberal amount of advertising, progressive helps, and assistance they give you, including exclusive sale of their pro ducts in your market, make them, not only eligible for your entire paint business, but places a customer in a position where he is obligated from a business standpoint to give (so far as the line goes) his entire purchases to The S-W. Co." In all of these points he heartily agreed with me. Besides these forceful advantages are the following ones I should like to emphasize. We are living today in an era oi close competition and of con stant struggle for supremacy in business, and to succeed one must gain every point of advantage possible. One of these is the concentrating of purchasing power, buying as many goods as possible in one channel, giving the purchaser at all times the the advantage of a recognized loyalty to the one he buys from, and securing for him certain advantages that are always of value in fighting competition, namely, the best possible business re lations and assistance. The progressive manuiacturer today is constantly on the alert to secure for his customer the best possible methods oi obtaining the largest amount of business he can for him, in his market, be it large or small. The manufact urer's success must come through his customer's success. The Full Line will get it, and secure confidence for the dealer from his customers. It will also secure the same for him from The S. W. Co. Confidence applied to aDy effort means success, and that is what we are all striving for. Our list ofproducts includes paints and varnishes for all kinds of work. With the "full line" in stock there is no paint rued an S. IV. P. agent can not supply. W~- use THE r USE THE MAIL. MAIL. Use the mail to advise us o( alt your needs. Use the mail so that we can use the mail to help you. Keep us in touch with the conditions in your locality so that we can give you any and every special help to swing all the possible busi ness your way. The maiis will bring us together and enable us to co-operate iully. We can surely get the biggest spring trade ii we get together and work hard. Use the Mail. For sending in, up la April 10, your Calendar-circular mailing Hsts. See page 63. For sending in your `per sonal letters" list--the names of all property owners who are going to paint or should paint. For sending us names of painters, architects, contrac tors, and builders. We'll promote them for you. For ordering newspaper electrotypes--for your news paper advertising this spring. For requesting the Window Dressing Fooklet--illustrat ing over seventy paint and varnish windows. For ordering advertising You can al ways reach a man through his mail. The mail is the great business getting medium oi the decade. Use it. It will bring you close to your trade, it will help you to outstrip your local competitors, and it will enable you to shut out the mail-order houses. Use the mails to intro duce your busi ness; use the mails to follow up your personal work. features, such as counter cards, etc. For ordering color cards. For sending in fill-in orders to keep your stock complete. For personally following up your trade. --- 0007-SWP-000118894 Tue s. w / .> 0007-SWP-000118895 PUT "LOCALS" IN THE NEWSPAPERS. ERY often a pithy "local** in the news columns will awaken the in1 terest of a prospective customer who will pass over your regular ad vertisements. Their position in the paper insures attention and they invariably add to the effectiveness of your newspaper campaign. S. W. P. agents can make use of this form of advertising to good purpose during the spring months. The following are submitted as suggestions that may prove of value in writing locals: Job cost, not gallon cost, is the tme in dex to paint economy. S. VV. P. is always lowest in job cost. It wears longest, too. Let Hustle & Push figure on your paint supplies. What colors are you going to paint your house? If you want suggestions from ex perts, take a photograph or drawing of the building to Hustle Sc Push, agenrs for S. W. P., and they will send it to the art department of The Sherwin-Williams Co. who will submit three correct combinations for you to choose from. If you want a paint for cupboards, base boards, flower boxes, chairs and the many little things about the house, get a can of The S-W. Family Paint from Hustle Sc Push. It gives a handsome finish and stands plenty of soap and water. Painted floors arc cleaner and healthier than carpets. The S-W. Inside Floor Paint is made for floors and nothing else. Easy to put on and wears jvell. Ask Hustle &c Push about it. "Use S. W. P. when you paint your house this spring," says Mr. Hustle, of the firm of Hustle & Push, ''and you'll use the best paint you can buy." it is pale in color and very transparent. Talk with Hustle Sc Push about it. Whenever you want good, honest var nishing, use Kopal, made by The Shervvin-Williams Co. It is suitable for inside or outside use. Finish your bathroom and kitchen, with it--it won't turn white when water strikes it. Sold by Hustle & Push. The old bath tub is unsightly. You have thought of painting it hutdonot know what 10 use. Sherwin-Williams Bath Ename! makes the zinc tub look like por celain. It wears well. See Hustle Sc Push about it. Rugs and painted floors are <l 1L the style now. Sherwin-Williams Floor Finishes are the choice of the stylish. Get color cards from Hustle Sc Push, agents for S. W. P. Have you seen the S.W.P. window at the store of Hustle Sc Push? There's a whole lot of satisfaction in knowing ynur house looks right. S. W. P. makes good looking homes because it'9 colors are cleanest and clearest, because it holds its gloss longest and does not pow der, crack or 'flake. Ask Hustle Sc Push about it. Wax over a varnished floor, if it's the right kind of wax, protects the varnish and makes it wear longer. Sherwin-Williams Floor Wax is thenght kind of wax--it gives the right kind of results. It takes a high polish, wears well, and does not show heel marks. It is easy to apply and easy to polish. Call on Hustle & Push for a can. ______ Excclloisa varnish made by The Sher win-Williams Co. for general housework use. It can be used on the finest wood, as If you're figuring on saving money in painting don't buy "cheap", low-quality paint. The greatest saving comes through S. W. P. Hustle Sc Push can prove it to you in black and white. When you paint your inside walls, ceil ings and wookwork, you will save money and get the most handsome finish if you use Enameloid, the new enamel finish sold by Hustle Sc Push. Call for a color card.  * i i i i I .] ! 1 i Th e s . W. p . 59 PAINT SPECIALTIES FOR HOUSE CLEANING DAYS. HE S. W. P. agent who neg lects the opportunities of selling Household Paint Specialties during house cleaning days overlooks an especially profitable end of his business. In every home at house cleaning time paints are used; floors are refin ished ; woodwork, tables, chairs, and many "little things" are repainted; picture frames and bric-a-brac are regilded, and the piano and a dozen pieces of furniture are polished. Who sold the biggest share of the paints, the varnishes, the stains, and the furniture polish for this work in your locality last year? It you didn't some of yonr competitors were getting trade that should have gone to you. The S. W. P. agent ought to get the biggest share of every branch of the paint trade in his locality. Plan right now to make a specialty this spring of the paint specialties that are used in house cleaning days. The S-W. Paints and Varnishes include a special product for every article in the household that will satisfy and please the housewife. If their merits are made known they will be sold--sold wherever they are known. Stock up with The S-W. Floor Fin ishes, The S-W. Family Paint, The S-W. Varnish Stain, The S-W'. Fur niture Polish--stock up with a full line of The S-W. Household Paint Specialties -- and advertise and talk them to your customers. You will find it a profitable trade and you will find it a trade that will greatly strengthen your position in the paint business. . TRIM A PAINT WINDOW EVERY WEEK THIS SPRING. 0 S. W. P. agent is doing to sell paint in is large enough to have all he can do to land paint good window displays. orders, is taking advantage Don't neglect your windows. They of all the trade-getting op will make money for you. portunities unless he makes a window display of paint during the spring months. A paint display should be made each week. A new Window Dressing Booklet containing over seventy engravings of paint and varnish windows has recently been published by the Company. It was issued for the purpose of offering suggestions to agents for making win dow displays. We shall send it to you upon request. Every argument of good business favors window dressing; all the argu ments for window dressing in cities and large towns aTe applicable in the small country village. Any town that is large enough for an S. W. P. agent Attractive nenjj Windtnw Dressing "Book let containing over seventy paint and varnish vjindovss. ! ii i 0007-SWP-000118897 aiM HIlilipilHf 1 6o THE $, W. P. TWO GOOD SPRING WINDOWS. DRAPE window with cheese cloth as suggest ed in illustration, hanging "Cover the Earth" poster and S. W. P. color cards in back. Take about half dozen gal lon cans of S.VV. P. and pyra mid in one corner. In other comer set a balance scales, in one side of which place a gallon can of S. \V. P., and in the other a stone gilded with Sherwin-Williams Em press Gold Paint to represent a nugget of gold. Sign to be used:--Worth, its weight in gold. We shall be glad to furnish anj' of our advertising re quired to dress either one of these windows. IN a window draped grace fully with white cheese cloth hang a "Cover the Earth" poster and a number of S. W. P. color cards, with S. VV. P. pail cut outs for d ecorative border around window. Pyramid a number of gal lon cans of S. W. P. and ar range a framed S.W. P. color card as suggested. Take a "royal flush" hand of cards, paste on cardboard at top with letters S. W. P. on three cards at bottom, using sign-- i\'o bluff. S. W. P. is the best house paint made. 1. 0007-SWP-000118898 Th e S. W. P. 6i MAKE YOUR SALES ADVERTISE S. W. P. Everybody likes to see results. persons about town who have used "Seeing is believing" so the old saw S. W. P. The list should he complete runs, and there is no better way of including dates of sales, number of convincing a probable buyer that gallons, colors, etc. It takes but little S.W.P. will show good results than by time to keep such a list, which, while pointing out a house painted with it. being a help to possible customers in S.W.P. will stand selecting colors and lots oi such ad vertis- What Your Neighbors Say quantity, is a con ing and it's a moral about vincing argument certainty that an THE SHERWIN-WILLIAMS PAINT and a valuable ref S. W. P. house will prove every good thing you claim for The reputation of a paint in a local ity is the best guarantee of its quality. The most enthusiastic friends of erence in going after orders. The Beitsch-Boal the paint to the complete satisfac tion of your cus tomer. Bv bringing be S.W.P. are the people who have used it. Below >ve give the names of persons who have bought S.W.P. within a year or so, They found it cheaper and better than any other paint they ever used. What they say about Drug Co., S.W.P. agents at Oskaloosa, la., have long used this`'personal reference" fore possible paint buyers the names of persons who have used S. W. I'., you lend their added in S.W.P. is our best advertisement; their houses arc the best evidences of the quality of the paint. Ask them about it--go yee the houses--investigate S.W.P. in every way--and then come to us for it. idea with telling efect. They recently sent us a very strong advertisement con taining some eight fluence and weight These persons used S.W.P. Get ' een or twenty to your statements. their opinion of it. names of S. W. P. I I I It gives the adver tising a personal touch that invaria- The above is excellent cePy for your next newspaper ad. Fill in the names at ike bottom of the ad. users, the body of which we substan tially reproduce on i iably wins the confidence of the in this page. .1 I tending purchaser. It's backing up It's a good idea well carried out-- your words with the acts of many one that is worthy of imitation by other I others and is a direct challenge to S.W.P. agents especially at this time -t contradiction. of the year. Use it persistently in talk All these good reasons apply ing and advertising S.W.P. Pill in the equally well in store selling. When names and hand the copy to your pub a customer comes in to talk paint lisher for the next issue of your have handy a list of names of paper. USE NEWSPAPER SPACE. Keep your local newspapers sup plied with every item of interest con cerning your paint stock and paint trade. When you sell S. W. P. to go on a house in town let the reporter or editor know about it. When you trim a good paint window, call the papers* attention to it. Apprise the editor of the trade situation. Inserted in this number of Th e S. W. P. is a news notice on prepared paint that your paper will probably be glad to use. See the editor about it. 0007-SWP-000118899 rm 62 THE S. W. />. WINDOW CARD SUGGESTIONS. /aJLuj l . O^j * -----------------Cl Odd. PdMtf's ^oo-O jjue^t r^u.ys0eATcU^ Ao i^fJJL^a fyeoi) jfucJCs Po 4 VW-f ft tts U/vn^ f Q J^o*K*. StnkaT. WoxfcLk; L ^-o rc^_s_. y eaUfr&r*- M*u) 5-w.p fcLur S afao-f,w<Xi.o*y^ r Sw- P U Kour*tfLOl^-^0,K &&&_ tUL5tW*UK_d ft 'hit, >it{uwuStSsau . ,Sf. f 'bvu^tHo JL5^li Wood-St. k___________ 4 Q \w m_ ~Kc l %w.pNt5.vrV Wkj L (ffca/c oiCf <reO u>o o j *. t&0^" Cao CtrOwe tatw aijs-fCa^* igr^K, tW Ihipiort f tta. fudeU^. C, lit. oit Oct" 4vi. H OW-y\.a H<JLA_4 Oi 0 Wttjk, Saat Tp A*-L--L---lv- 0-*^ tW s^.o*\r How- %-vv. P Wilt d^. CjvtA tx^C &Aa-La_^ r s-w.P WfLtteaj^J*UJy. NC*Mt*> -(jtiGx o^_o jor **JU^ O^vJtN OawCCS 9% W"rt^jL 'o\, h -- _____ ANUMBER of the foremost retail advertisers on the continent find hand written window cards a most effective method of pushing a line of goods to the front. Good cards liven up a window and tell their story forcefully. Anyone who writes legibly cau make up the cards, writing on cardboard or wrapping paper with a blue or black pencil. Try some paint cards. i 0007-SWP-000118900 THE S. W. f>. 63 -rexunxsassm STILL TIME TO SEND IN YOUR CALENDA RCIRCU LAR MAILING LIST :K time for sending in the Cal leadar-circular mailing list has .' extended to April 10. The un7 late opening of the painting % has made it possible to get the dar-circular into the field in good until that date and our facilities ich this year that we can handle ji list as soon as it is received. April ro will be too late--our igoments for handling the lists perfected to that date only, you have not sent in your mailfist we hope we need only tell you the time in which you can do so been extended. Getting a good, list to us is of importance to you; a direct money value in the ms it is certain to bring. We be- this year's Calendar-circular is the best presentation of the paint question we have ever made to the property owner. We are convinced that it is the most effective, and every day this is being confirmed by the evidences of the good work it is do ing for those agents who have sent in their lists. We trust you will not need further urging, but will sit down today, make out a good, live list and see that it is mailed today. Have on the list the names of all persons in your local ity who are or will likely be interested in paint. Remember the list must be received before April 10. We shall be obliged to hold it for fall addressing if they arrive later. YOUR CUSTOMERS ALL THE *.IOT THEY USE. ^alf the efforts of the Spring Camu should be towards selling paint jibe inside of buildings. A house ted only bb the outside is but painted, and a paint dealer who . paint only for the outside of the . house is selling but hall the paint he should sell--or that he could sell if he went after the trade, all the trade that rightfully belongs to him. When you have sold a customer S. W. P., go after his order for the special paints and varnishes for the interior finish. ' V 0007-SWP-000118901 64 TE S. W. P. DO IT NOW. Make Every Minute Count, Oon't Pro crastinate in Going After a Bigger Spring Trade Than Ever. TN most sections JLof the continent the spring paint ing season opens April i and lasts until about the middle of June or the first of July. A little over two months--at the outside three--in which to cover your territory, in which to reap the harvest of orders that will come from earnest, enthusiastic tilling of your field. Three months, thirteen weeks, sev enty-six working days, six hundred and eighty-four working hours, may seem a long time, but not an hour of that time can be wasted--every min ute of it must be spent in going after the business early and late if you are to sell more paint--make more money than you did last spring. Plan to spend the hours of the busy season well. Work out today the things you will do to make this season successful in sales, in profits, in new customers, in old trade increased. Look into your newspaper space; make arrangements now to have it filled with good, forceful, pulling copy throughout the entire season. Do not put it off until you are in midst of the season, when you will be so oc cupied in the store that you will have neither time nor inclination to change your copy every week as you should. Turn to pages 56 and 57--do it now--and order a sufficient number of the good newspaper electrotypes yon will find illustrated there, and turn them over to your paper with in structions to use in consecutive order. Dress your windows--dress one to- day--keep "the eyes' of your store bright, brimming over, with the good things that are found within. Change your display every week. You'll find suggestions for attractive windows on page 60. Be watchful of your stocks. Be sure that they are full, that they are arranged most conveniently, that they are bright and clean--attractive to the eye. Arrange your counter display cards where they will be readily seen; look into your stock of color cards; if short, order a new supply today. Do not fail to use the "personal letters''freely. They'll back up your own personal work--they'll act as your special representative to the prospective buyer when you can't be present. So send in some names today--use the card enclosed with this number; see page 50. Go see the painters today--get them "lined up," pledged to support you before the season opens, before your competitor wins them over. Read every page of this number of Th e S. W. P.; then act upon the sug gestions it contains. Cultivate the "do-it-now" habit-- follow every clue that might lead to business and you will close the season with a record of sales that will give much profit and satisfaction. The busy season is a short one--it must be made the most of. ! t 0007-SWP-000118902 ' iv; \6 pares of practical suggestions inside these covers. - ' yr'' '[ :' V ; .rv ' '9- 0007-SWP-00011890c