Document QgK8jkegxb1DGdZ3qxDoMebK8

Th e S. W. P. Published monthly by Tj ir Sh k mw is -Wh .i.*a ms Oi. in the interests nl their Agents. Kvlilctl and printed m the lVi<mnusin f Publicity mi ic.f Cnnat St,, t`levcl;in<l, vrhrre U to the Kdit-ir *h'>ul<l l*e 'tent. VOL. VII. JULY, 1905. No. 7 Copyright, TffOJ, by The S/ierivin-fftlliams Co., Clevtlund, O. No itorlioti of thi ma/Oifliic ait Ik : iwcd, except by Sherwin-Willuims agents and dcnjcrs without full credit beiin* siren 11 loliowa: "from THE 8. w. P., jmblisbctl I>y 'll;'* ftUi-rwUi-WiUbims Paint C LAY PLANS FOR FALL BUSINESS. 'HERE'S a big advantage in planning ahead and starting early. We are doing both earlier than ever this year in the campaign for {all business. Our former campaigns have shown us that a big fall paiot business can be created. They have also shown that the earlier we commence to push, the more business we can obtain. Spring painting is largely a matter of habit and in our efforts to sell more paints and varnishes in the fall, we have had to educate both the painter and property owner. We have accomplished much in this direction and our agents will find it easier than before to make paint and varnish sales at this season. In the coming campaign we are going to make an aggressive light on all our lines. Shelf goods, however, will receive particular attention. They in clude floor finishes, household paints and specialties that are used about the home. The field for their use is exceptionally large and offerB splendid op portunity for more business and more profit. We shall outline our plans in the August issue of Tun S. W. P. It is a little early to give them now in detail. We will say that they are more force ful and will be more productive oi results than those oi past years. We suggest you make the month of July a month of preparation for fall work. 1.00k over your stock, f.ook up prospective paint buyers, We will want a list of them for our special advertising and personal letters. Think of all the possible sources of trade. Intelligent planning and hustling irate will get business in the months to come. We will vouch for the results of our campaign if we receive your earnest co-operation. Plan uozi'. 103 THS. W P. FIGURES TELL THE STORY. HEX a man has to have a house painted, gets an esti mate o $75.00 on the whole U work, and then goes and buys S.W.P. and hires a painter to do the work, for just about half this amount, he is apt to he convinced of two things. First, that it is far better to insist 011 the use of a first class spreading and covering paint that yon know is right ; and second, that it is a wise precaution to buy your own paint, so that you know all about it, and hire your own painter at a fair return for the necessary time. The following letter speaks for itself: Trenton, N. J.. April 1.7,1905. The Sherwin-Williams Co.. Newark, N. J. Gentlemen:--1 take pleasure in ad vising you that 1 have put into effect the color scheme you sent me some short time ago for the property, 519 I'erry Street, and I enclose herewith a memorandum of the materials pur chased from your agent with which the work was done. 1 am also sending you a comparison showing the saving effected over the estimate for the same job given me by a focal painter. Of course eight gallons is a small order and like a drop in the bucket of the volume of your business. Hut us you were so good as to advise me, it is no more than proper to thank you os I do. 1 want to say the job looks fine! With best wishes for your continued success, I am very truly your.-. Wll.I.I.UI S. 1),\KI1. My original painter's estimate was My actual bill: Trenton. N.J., April 3/05. Mr. Win. S. Darcy, 514 Perry .Si. faF.fi. Kal/eubach&Co.,'Dr. 5 gallonx S.W.P., +><*, . . f 7-73 2" " 4M, . . 3.10 1 ; 4+* * i *4 Raw Linseed Ihl, '55 .ho rzMrlhs Putty, 1 Can, .... 3# JO $13-4* Paid inv painter 7 Hays' work 24.50 3? v* I saved by using S.W.P................. $37*03 No t k --Of course $i.$j per gallon imucli coo low f.rr an ordinary consumer*-. price on regular shades S. W. P. Then: may have heen special considerations in this case with which we are not familiarhut even at an advance of 15 or 20 cents a gallon over this, the difference ill favor ut S.W.P. is emphasised as strongly. HONESTY--COURAGE--BRAINS. yt JTAN must be honest in the first p/tree, hut that bv itself is not enough. .\h matter ham gym/ a man is. if he is timid, he cannot accomplish much in the world. There is onh a very circumscribed sphere of usefulness for the timid food man. So, besides being honest, a man has gat to hare courage, too. And these into together are not enough. .Via matter host' brave and honest he is. if he is a natural born fool, volt can do little with him. Remember the order in which / name them. Honesty first; (lieu courage; then brains, an t i* a m. a r k in mis u k s s ms i.k . IPs have no room in a healthy community for either the inure, the fool, the weakling, or the coward.--I'm-:, no >r k Ro o s r v ei.t . 1 0007-SWP-000119165 THE S. W. P. THE ALBANY HOTEL, DENVER, COL. 103 Parlor fainted throughout with S. IP.P., S.J.C., and IPhue Enamel. 1C reproduce in this issue two one-third more to be used before the work is finished. The proprie tor and manager hotel, one of the old stand-bys in the Western country. It is a large house and a very popular one and elcgantlv refinished w i t'h S - \V . Paints, Var nishes, JCnamels, etc. Over $3,000 worth of our goods show on express them selves delighted with the effects of the improve ment and are enthusiastic i n c o mniend ing S-\V. Products to their guests. Hotels, large and small, everywhere use paints and var nishes. Don't forget the building at this writing,with W.otunJa finished with S.lf.P, S. I. C., and IFhiU Enamel. this source of trade. i 0007-SWP-000119166 (04 THE S. W. P. SUCCESSFUL S. W. P. AGENTS. C. P. Allen, Pasadena, Cal. T is a common axiom among ' progressive merchants that goods well displayed are half sold, and this applies not only to window showing, but to interior arrangement of stock and store. How often it happens that an extra neat and striking appearance will attract the attention oi a casual looker on, so that he must perforce stop and admire the disposition of the goods, even if he has no idea of buy ing that particular article. The attention once gained, the goods, well shown, and in clean, bright, attractive condition, will ap peal to him with equal or we believe in many cases stronger force than a man would from behind the counter. It is true that a paint stock does not offer the greatest latitude or variety for striking or novel displays, and yet a little thought and trouble will sug gest many useful and original ideas. ft is of course essential that the goods themselves should be clean, sound and shapely s b to package, spick and span and bright with labels fresh and spotless. A handsome pile of assorted lines can be made in the shape of a column, a pyramid, a cabin, a fort or any simple structure which would surely be noticed anil labels read. Packages should always be elevated above the floor, not directly on it, so as to be clear from the broom and the sprinkler. 'ITie most important display is of course in the careful arrangement and neat methodical appearance of the stock on the shelves--packages well cleaned and dusted, labels to the front in plain sight, ragged piles or vacancies readjusted every day as an evidence of good care taking. This means watching amt working by the stock boy, but pays hand somely in its effect on the trade. Interior of Stare of C. P. Alien, S. Hr. P, Agent, PutaJena, Cal. ) 0007-SWP-000119167 We are showing in this issue illus better than that my business has trations presenting the interior and ex trebled since handling this line." terior of our agency at Pasadena, Cal. In his first eleven months he bought Our enterprising 5. W.P. agent at this nearly $5000 worth of S-W. Products. point, Mr. C. P. Allen, was from'lloston, As may be imagined, he leads the paint Mass., went to Pasadena some seven trade of his locality and carries the years ago only exclu- and took the . 1 sive line of Sherwin-, | pa in ts in Williams the city. agency in His suc January, cessis due to 1904. He | honest deal has always J ing, persist been care- ent, earnest iu 1 and methods, painstaking handling in his stock onlythebest arrang e- goods and ments, en selling at tered heart fair prices. ily into S-tV. The con helps and methods Start of C. P. Allen, Pasadena, Cal. suming pub lic is always and has met right along with a marked ready to patronize sncb a merchant. success. His trade this year will be larger Being asked what he tbonght of the than ever and we congratulate him agency he replied: "What can I say on the increase he deserves so well. PATENTS ON PAINT AND VARNISH REMOVERS. OR several months past some manufacturers of paint and varnish removers have been ----- --J. circularizing other manu facturers. jobbers, dealers and con sumers in the United States and Canada, calling their attention to the patents they hold, which are claimed to be basic and valid. They state that all other paint and varnish re movers made are an infringement on such patents, and that makers, hand lers and consumers of the same lay themselves liable to prosecution and recovery of damages. We desire to advice out representa tives, agents and all others interested, that we have hail all patents granted on paint and varnish removers care fully looked up by very competent patent attorneys, and wish to state as a result of their search and advice, that in the manufacture and sale of Taxite we positively do not infringe on the patents of any one whomso ever, and we are prepared to protect our sale on these goods to the utmost. We want to urge any handlers of Taxite to entirely disregard the cir culars referred to, which have been issued for advertising purposes, anil can assure them that in the purchase and sale of The Sherwin-Williams Taxite, they will be handling the best all 'round paint and varnish remover on the market. io6 THE S. W. P. QUICK DRYING COLORS. No. 2. --Some of the Advantages of The S-W Line. wEisXTthien importance to blacks group of reds, and Third, we have the opaque or solid colors that will cover solidly over any that is more particularly ao fair under-surface without the neces since such a wide variety sity of a special ground work. To of these colors has been demanded this class belong such as Indian, Tus for gear work. can and Royal Reds, English and Ori It would be impossible within the nocoVermilions.Royal Durbar l<ed,etc. limits of our article to describe or It should be borne in mind, how even refer to a large majority of the ever, that regardless of what charac reds, wines and lakes we regularly ter of red is to be used, best results make anti carry in stock and we will can only be obtained by having the therefore confine our comments to a under-surfacc or ground of uniform few of the most popular and largely shade throughout and free from spots, sold colors and shades. Before doing so, however, we de sire to fix in the dealer's mind that there are really three distinct classes or characters of reds, speaking from the standpoint of their use. and into these the entire group should be sep arated. First are the entirely transparent or glaze colors, including such as the Carmines No. 40, No. 140, and French otherwise the finished result will be marred. To insure greater freedom from putty spots showing, the putty user! in re-puttying should always be stained as near as possible to the color of the work it is used upon. Returning now to individual colors, the entire group of French Carmines is used almost entirely cither for glaze striping and ornamenting 01 for glazing Carmine, I.. These colors depend gears and panels on finer grades of for their finished effect not only on a work. When used for striping or or suitable ground work but also on a proper mixing of the color with var nish to make the color and varnish or glaze coat, and on a proper applica tion of the same. Strictly glaze colors (and this in cludes nearly all of the lakes with the exception of carriage lake and a few others of similar character) mnst be very skillfully handled or the finished effects will appear clouded. The second class may be referred to as semi-opaque colors, or those which when used as a color and varnish coat over a suitable ground, appear to cover solidly and not simply glaze over the surface as do the first class already referred to. To this section belong sucb reds as Mohawk, Iroquois, Carriage Painters, Automobile, etc. namenting it is nearly always glazed over Chrome Yellow Orange, though English Vermilion is sometimes used instead. For gear and panel work the ground color to be used is controlled by the depth of finish demanded. If a dark carmine is wanted, our Carmine Ground No. 4028 or a ground work made from Indian Red and Drop Black is used. If a light, bright car mine is desired, a lighter, brighter ground should be prepared, or fre quently in very fine work the gear is painted with a very light, bright red. varying in color all the way from English Vermilion to a red, like Auto mobile, I... and then given one, or to get greater richness, two light glaze coats of Carmine. 1 0007-SWP-000119169 Th $. W. P. 107 No. 40 French Carmine being used almost entirely for fine work, we early decided to [dace on the market only the purest, choicest toned goods, and for many years have paid a premium to insure getting the choice of im portations. Much No, 40 French Carmine, dry on the market while pure, is frequent ly sold at $1.00 per [round less than top grades, on account of being off color and incapable of producing the bright, rich, blood red effects which arc so much sought for by the critical carmine buyer, and it is the quality in our carmine which has enabled ns for years to outclass all of our com petitors. VVe want to call especial attention to our No. 140 French Carmine as being a color worthy of more than ordinary attention. The color and tone can scarcely be distinguished from the finest No. 40, even by an expert, and in addition to working fully as satisfactory in every way. the color is non-fading, whereas all No.40 French Carmine fades more or less, uftentimes to a pink, within a short lime after exposure. There is no other non-fading French Carmine on the market that we know of and dealer can do well to talk the merits of No. 140. Our French Carmine, L.. while not an entirely pure No. 40 Carmine, will be found fully equal in every way to the best that is offered by many manu facturers and claimed or even guar anteed to be pure No. 40. For line general purpose reds of semi-opaque character we especially recommend Iroquois, I)., Carriage Painters, Automobile, I,, and II., and Aztec, and for a medium priced gen eral purpose red there is none on the market so largely Bold or so satis factory as Mohawk Red, 11. It is rich and bright in shade.covers splendidly as a color and varnish coat over Red Ground, V)., or Hercules Ground, D., and is very durable. For cheaper general purpose reds. Century, Carmola and Special Red 45 ;X are splendid value. Right here and before passing semi-opaque reds, wc want to impress on the seiliug staff that the best and most economical way to use that class of reds is as a coat of color and vaTnish over a suitable ground and not over a fiat coat of the color itself. Therefore always include a proper ground work when selling semi-opaque colors, The demand for opaque reds for painting purposes is not so large, ex cept along the line oi vermilions, and the recent productions of intensely strong non-fading reds like Royal Durbar. The latter red has come into very general favor and is destined to dis place largely many Kosine or lake reds formerly employed tint which lack stability of color and covering body when compared with Royal Durbar. Royal Durbar is very light in grav ity, nearly as light and bulky as lamp black, and on account of its extraor dinary body will cover solidly over almost any surface. The beauty and brilliancy of the color is, however, enhanced by making the Q. D. color into a color and varnish coat and ap plying it over a suitable deep pink or red ground. Owing also to its extremely light gravity, painters find it much easier to handle as a color and varnish coat, than as a flat color. Dealers should push this red to their trade on account of its surpris ing merit and economy, as it will surely prove a wedge for other business. We 1 0007-SWP-000119170 108 THE S. W. P. furnish it also in Solid Rubbing and Free Flowing Color Varnish, ready for application. Owing to the extremely heavy grav ity of English Vermilion (made from quicksilver) and its expense in use, as well as its tendency to blacken upon exposure, artificial vermilions are more generally demanded instead, ex cept for special work. Our Orinoco, J3rilliant and Per manent Vermilions will be found more than ordinarily satisfactory substitutes for English. It should be borne in mind, how ever, that much of the satisfaction to lie had from artificial vermilions deIlends on the manner of application and their protection with a sufficient Huantity of good quality varnish. Owing to its natural character,Eng lish VeTmilion should never come in contact with lead coats. The use of other opaque reds, like Indian and Tuscan, are too well un derstood to require extended com ment here. They are mostly confined to use as railway body colors, or for ground work or tinting purposes. Iiefore leaving reds, we desire to add a word about wine colors and lakes. The former are in quite general demaml.especially among custom shops, painters, etc., and our Wine Color II, the original wine color placed on the market, still enjoys a leading sale. It is unusually strong and vastly more stable in color than others. Special Wine 4209, when painted out, makes a very close approach to Car riage Lake. Fine lake colors arc again coming into vogue and our Chatimuc, on ac count of its rich and brilliant tone, has proven especially popular for finer grades of work and should be offered for such use. Otir English Purple Lake is also very choice and would be found es pecially satisfactory for gears and panels on fine coach and fancy work. Carriage Lake (called by some makers Carriage Part Lake) is a rich staple lake of moderate price, mainly used on gears of moderate priced buggy and surrey work. For fine work it has, however, been largely dis placed by Chatimuc, English Purple and other higher priced colors. OUTREMONT CONVENT, MONTREAL. HIS fine building has reI cently been refinished and used among other materials three hundred gallons of S-W. Hard Oil and four barrels of S-W. Sur/acer. The work was fine and satisfactory under the direction of Architects Messrs. J. 13. Resthei & Son of Montreal. There are many chances for secur ing business of this character during the summer months. We are also supplying material for the Montreal General Hospital, The Royal Victoria, Notre Game and Hotel l)ieu Hospitals and the Longue Pointe and Verdun Asylums. Outremcni Con'ient, Montreal. i 0007-SWP-000119171 Th e s . W. P. 109 FIRST QUALITY COLOR TESTS. VERY interesting report of tests with oil colors was made before the Seventeenth Annual Convention of the Pennsylvania Association of Master House Painters and Decorators, held at York, Pa., January 17-19, 1905. The colors tested were black and yellow, and three well known makes of each were selected and labels ex changed for numbers before the colors were given for testing. The tests were made in the fall of 1904. The chemist's report on analysis was as follows: VuUvr>. No. 1 I'P.tu*ine-mn .>f S3.90 |Vro*i:i*.n! iif id. to No. 2 No. 3 88.5 s $1.12 ti. 48 1S.S8 No adulterants or foreign substance present. Oils were also pure. BlAoks. No. 1 "Per rein ui Per rum tif Per o-iu .il Oil- Cj t Ia mi. Ash, 62.28 36.96 0.76 No 2 53.67 44.95 1.38 No. 3 50.47 32,80 16.73 No. c shows the largest percentage of oil with the smallest ash residue. The oils from the blacks were care fully tested and showed as follows, by the words o( the report: No. 1--Pure linseed oil. No. 2--Not a pure oil, as shown by chemical tests and specific gravity. There is a possibility that an inferior grade of black was used. No. 3--A very thin limpid oil, too light in specific gravity for a pure linseed nil. In each case No. 1 gives the best results. Signed: H. C. St ik k r l . Eighteen boards were prepared for exposure tests, three for each color of each make--itoards as near alike as possible--same amount of oil and drier used for each. On cuch first board the color was applied full strength; on each second board, half an ounce of color to one pound of lead; on the third hoard, one ounce of color to one pound of lead. The colors were carefully weighed and applied over one coat of priming. Date oi painting, October 29, 1904. Exposed November 3, 1904. Time of exposure, 74 days. F. J. Gk f j .n aw at .t , Chairman, IVu. H. Wh o i.v . The appearance of the boards sub stantiated the results of the chemical analysis and was an emphatic endorse ment as to the high quality of the No. 1 samples. There was much discussion pro anti con as to the desirability of making known the names of the manufact urers, but a motion to publish the names finally prevailed. We are not surprised that No. 1 proved to be of the sample oi The Sherwin-Williams First Quality Colors, and it is only added testimony to the purity and value of our First Quality Blacks anti Yellows. The other names are pub lished fully in the printed report, but are immalerhl to our present purpose. "A man of action doesn't dream of the mor row; he gets down to work the day before THE S. W. P. A TWO DOLLAR PROSPECTIVE ORDER FILE. "1'YSTEM is the key stone . f which binds together in one ' great unit the component parts of every successful business. The man who gets the largest returns from his business is he whohas directed his efforts sys tematically. There is no end to the part system plays in selling paint. It begins with the choice and ar rangement uf the stocks and does not end even after the cust omer has been sold. The man who means to put his paint business on a money making basis must stick to the determination of a perfect system of going after it. It has been said, "The way to get business is to go after it;'* but with many paint men it is not a question of simply "going after it," but rather of "how to go after it, and how to hold it after it has been secured". Previously we have called attention to an important medium in helping paint dealers obtain these results. We refer to the Prospective Order File. This plan has been worked out with a view of having it particularly adapted to the paint business. In a former issue the details of this system of property owners' letters was explained : but that a more comprehensive idea may be obtained, we illustrate here with the complete outfit. The dividing cards arc so arranged as to provide a special place for every day in every month, thusallnwingthe record cards to be placed ahead where they will lie found at the required time. (Jar sole idea in bringing this before yon a sec ond time is to impress upon you the import ance of this med ium in helping you secure an increased paint trade, thereby bringing greater returns not only to yourself but also to us. The Record Card Outfit can be procured di rect from The Yawman Jfc Krbe Mfg. Co., Rochester, X. V., at a special price of #2.00 each, delivered to any railway station in the United States. This outfit include 500 record cards, alphabet, daily and monthly-guides, in closed in an attractive red cloth box with hinged cover and drop front. i 0007-SWP-000119173 THE S. W. P. in THE FORCE OF THE P. O. LETTERS. Write the Names Plainly. HE directness and value ot the direct letters to property owners whose names are sent us by our agents is appreci ated more and more every season-- and all the more by those agents who make the largest anil moat careful use oi the scheme. Enthusiastic words along this line reach us nearly every day. Note the following from our Southwestern Di vision : We received a letter last week from The Poster Hardware Co.. S.W.l*. agents at Little Rock, Ark., saying that (iovernor Davis was about to paint his house with lead and oil, and asked our assistance. We were glad to write Mr. Davis at some length on the fallacy of old time notions. The following correspondence resulted: F.smittvv Chamber. State of Arkansas, Little Rock, June, 1905. Foster Hardware Co.. City. The hearer has been employed by me to paint my residence. I want to use The Sherwin-Williams Prepared Paint, He wants sortie brushes and other material. Please fall Ilia order and charge eanielo me. Respectfully, Je w Da v is . Little Rock, Ark., June 3, 190s. The S-W. Co.. Kansas City, Mo. Find enclosed an order from Gov. Jed Davis for S.VV.P. I feel that your letters were rite means of this. I gave him a good rrong talk, but he seemed bent on using lead and nil. I think it is the greatest help I ever knew of. Please go after the two others, names enclosed. Wc thank you In advance for immediate attention to these matters, and remain Yours very truly, Po s t er Ha e ih v a e e Co ., J. F. Jarrett. It has been our uniform experience for years that our most snccesslul agencies take the greatest practical in terest in this method of trade building, anti when you really give time anti thought aud a very little trouble to the matter, it is surprising to see in how many cases the returns come in. This is one important and effective way in which we can meet the keen competition of the present day. It goes not only to show your customer that you want his trade, but gives him good sound substantial reasons why you should have it. By following this up in a general and persistent way there aTe many oppor tunities to increase your trade and reach a better success than others around you. So thoroughly do we appreciate the value of these leltets, we have ex tended our facilities and perfected our system more than ever this season, and it will be our pleasure to place the force oi this department at work for any agency who will supply us with the names. With care in sending names good results are sure. The names should be of good pro|)erty owners about to paint or who ought to paint, and they should be plainly written, spelled cor rectly and with as definite a post office address as passible, unless they are in the habit of getting mail at the genera] delivery. We often have considerable diffi culty in deciphering the writing and making out the name, and envelopes are returned to us unclaimed or for better address. It is a case where hearty co-opera tion cannot fail to win out in the best possible way. i 0007-SWP-000119174 II! THE 5. TV. P. A FEW SPECIALTIES to Push Right Now. ONT imagine that the paint season closes np with the advent of hot weather. In many localities the weather has been backward this year and work should hold on longer than usual. Besides the sum mer brings comparative leisure to most people and there arc many opportunities that can be improved in the renovating and refinishing of stores, rooms, buildings, furniture and fixtures, implements, etc. U'e ho]>e every agent will keep up adver tising and push seasonable specialties. Keep sending on the I\0. names and let us help all we can. Especially look over your stock for goods of this class. Take for instance such lines as The S-W. Aluminum Paint and Buggy Aluminum Paint Display Carlstt Paint. Their uses are wide and many sales should be effected with a little effort. The business could be pushed to last through the fall, and if you stock early and keep the facts before your trade, you should find it most profitable. We give a few selling helps. The .S'- U'. Aluminum Piiint--This is one of the largest and most rapid selling specialties in our entire line. The talking points behind it are numer ous and convincing. It opens with a fresh, clean, painty smell, so different from the nauseating odor of similar goods. It is easily stirred to a perfect mixture and does not settle quickly as others. jft&ai | SHEHWIM-WIUUm BOGGY RUNT It is very easy in working, covets perfectly with one coat even over black iron and the spread ing capacity is enormous. It has a peculiarly rich velvety lustre most handsome and permanent. It will not blister, scale or crack, as many- similar paints do under slightest conditions. It stands wonderful extremes of heat and cold. It is exceedingly durable. Its numerous advantages over all others have pushed it to the very largest sale, and it is peculiarly fitted for many classes of summer work. It is showy, conspicuous and serviceable for store fronts, decorative work, outside or 'Buggy Paint OisfLay Card. inside, gas stoves, ranges, water boilers, radia- * 0007-SWP-000119175 THE S. W. P. 13 tots, gas, steam and water pipes, anti fixtures, machinery, implements, nov elties. mail boxes, etc. Yon can push it hard with perfect confidence and your customers will thank you and come again. Another good specialty is: The SkerKfin - Williams Ruggv Taint--This paint was originally made for re-painting and re-finishing old buggies, but is also particularly well suited for porch ami lawn furniture. It combines all the toughness, dur ability, and strength of color neces sary to withstand the hard wear a buggy gets during the changeable seasons through which it is used. This paint has proved itself excep tionally adaptable for surfaces where good, strong colors and a gloss paint to stand severe outside exposure are wanted. S-W. linggy Paint spreads out easily under the brush and is easy to apply. It wears longest, is most economical, and givesbest appearance. During the next few weeks buggy owners will be thinking of preparing their vehicles for the wear and tear of the severe fall season, and now is the time to get this line of goods before them. Place paint and advertising signs where they will be seen and have the most prominent display. Refer to this line of goods in your local papers, the result will be most effective. The present season is timely for the use of these paints on porch and lawn furniture. The vacation time has just begun, and much of this kind of paint will be used for this purpose. AN S.W.P. BAND. HIS illustration shows a good ,, method of advertising, origSf inated by our loyal S-W. agents, Messrs. R. C. Park i\: Son, of Woodhull, X. Y., for their l.lecoration Day pa rade. X'carly all the members of the 1 band are users of S. W. P-, and the bass drummer is a member of our agency firm. The house behind them had recently been painted with the goods. It was a simple but effective way of securing publicity, and as may be well im agined the Cover the Earth posters were no ticed as a cons picuous fea ture of the proc e ssion. We are always glad to be advised of efforts like this and to p a s k the ideas along for the aid and encouragement of others. They take a little thinking and planning. I 0007-SWP-000119176 THE s. W. P. GOOD WORDS FROM THE TRADE. Century Red and P. M. System. The following letter explains itself: "Like niher high grade carriage manu facturers, we have felt that caution should he exercised in allowing any change of make in colors which seem cu fill present require ment*. "Wc departed from (his almost indexible rule a little more than a year ago in favor of your New Century Reel in japan, with result* which abundantly repaid us. "Every carriage manufacturer whose aim is for results as well a* economy should he induced to understand the merits of this red a* compared with .American and Eng lish Vermilion* which we have found fugi tive and very unsatisfactory. "We rail say no less for our experience in your Perfect Method System through and through, nut excepting your unequalled line of carriage varnishes. "We believe sincerely that many other manufacturers would discover economy in the u*e of your system. The finish and appearance of a buggy has a great deal to do with the sale and popularity of^ the vchklc. Thc*c_ words being unsolicited, we trust you will appreciate them in this light--if at any time you should desire a testimonial from us you have only to write us." Yours truly, H.J. Nk k iu .k s & Su n , May iS. 1905. Atlantic. la. Harmless Sheep Marking Liquid. "In reply to yours of 13th, I have been using your'Harmless Sheep Marking Liquid in marking my pure-hred Chcriot lambs when they are bom, and I find it admirably adapted to the purpose. It works equally well on wet or dry lambs.1* IIo w ar m H. KfiiMt SecV. Indian Wool Growers Ass'a. May 23, 1905. S-W. Varnishes Win Out. "Some few days ago we wrote you in reference to Mr. J. N. Dunham, the archi tect who has been employed to plan and superintend the construction oF our $20,000 Kchrw! building and $11,500 hotel, and stared that Mr. Dunham had specified -------- varnishes. "Wc asked Mr. Dunham tn include S-W. Varnishes if lie could conscientiously do so, as we were very anxious for them to at least be included with--------- . anil that we would be very grateful to him if he would. Today he came up front St. Louis with his plans, etc., ready for the contrac tors, and had in his specifications SherwinWilliams Varnishes exclusively, lie Mated to the building committee that he had changed the sqwcilicatiun^ of --------- var nishes to S. W. V. alter Thorough investi gation with die very besl painting contrac tors of St. Louis and had'Satisfied himself that they were even superior to auy other varnish on the market and that it was upon our suggestion that lie took the matter up. "\Ve just landed a job today for the paint* for uric of filer nicest residences in our city, aflpr a very hard `encounter* with nur competitors.'' * Ru.is IJk o s . Dr u g Co . Vamlalia. Mo., June 3. 1905. Liquid Wood Filler. I rake great pleasure in saving that I have used your Liquid Worn! filler for the past year and it is without doubt the best tiller I have ever used. It sands down nice and smooth and hohU out the varnish finely. N. H. B.m VRyr, Painter, Julie 21, 1905. Salina. Kits. Use Personal Letters.--Maintain Fair Prices. Our agents at Long Prairie, Minn., are more than pleased at the fine results from our personal tellers. Quite a number who did not know ut first what they wanted, afterward came and bought the goods. These people are now stronger than ever in maintaining price*. Two years ago l told them that they were not getting enough for our goods, hut they were afraid they would have to sell at the same price that neighboring dealers were asking for cheaper lines. 1 explained the fotly of showing and ex plaining that our goods were butter and more economical and then meeting the cheap price, which would knock the props out of their own argument. After some bracing they agreed to pul iheir price ahead of others. They are now glad that they took my advice, nre selling mure than their share of rlie paint and have no rrouhle in maintaining a higher price per gallon. G. E. L. Dy s o n . S 0007-SWP-000119177 THE S. W. P. "5 ' T'vHIS is not a difficult display to arrange. I'ut a thin board between first 1. and second rows of cans, leaving can out for door. The gable is a piece of card board painted red. The roof two pieces of same material. al>out six inches wide, held in place with small brads. Color card for window. Win dow card, cans and window hanger complete the arrangement. i 0007-SWP-000119178 \ i ON a long strip of ordinary wrapping paper letter the words t;Buggy Paint"* with its many uses. Arrange cans of S-W. Buggy Paint in pyramids and display Buggy Paint color cards. Hang up a Buggy Paint show card and a window display card. 0007-SWP-000119179 "All work and no rest takes the spring and bound out of the most vigorous life. Time spent in judicious resting is not time wasted but time gained."