Document jNmxpXk2E51L75jDRmVzwxYe9

How to Build the Biggest Spring Business You've Ever Had. Read the article on page 50. Send for the electrotypes offered there. Get your printer to run these electrotypes off on Government Postal Cards. Send the cards out every ten days to the same list of names we mailed the calendar- circular to. . Keep your windows trimmed with paint. Then go in and land every S. W. P. in quiry you get. Figure //. You'll find it doesn't cost much. 0007-SWP-000119696 V01.. II. Th e S. W. P. Published monthly by Th e Su b r w ix -Wil u a ms Co . in the interests ot their Agents. Printed on Th e Sh e r w in -Wh x i a ms Pr e s s , 31 Michigan St., Cleveland, where all communications Tor the Editor should be sent. APRIL, 1901. No. 4 THE SPRING TIME PAINT HARVEST. "r SPRING is here. It's the harvest time for paint dealers. Every S. W. P. agent, and there are many hundreds more this spring than ever before, ought to have an abundant crop this season, for never has the seed for promoting sales been so good, or so well and carefully sown. It's sure to be prolific; but much, however, depends upon the reaper. Harvest is the product of labor. Don't expect a big crop without the exertion of great efforts. Now is the time to put them forth, with a sure re sult of gain. If you will read this number of Th e S. W. P. through carefully and thoughtfully and then acton the suggestions and pointers it contains, we venture to predict you'll gather in the greatest paint harvest you have ever had. The time is ripe for it, conditions are favorable, the countiy is prosperous, trade is good, people have money, and they'll spend some of it in paint. 6-et after it. (let after it good and hard. You ought to have a big share of what's going--it'll be your own fault if you don't. We have placed in your hands the very best equipment that has ever been furnished paint dealers. No other dealer in paints is so well fixed to get business as the S.W.P. agents. You start with this advantage, but remember the best equipment is ineffective unless it's correctly and forcibly applied. Our methods and systems, which have been developed by years of hard thought and labor and at great expense, are no good in the hands of an in dolent, sluggish agent--they're wasted on such. They've got to be applied, they must be worked with energy and intelligence before the results for which they were devised can be secured. Business today has reached a high level, and success in it requires the exertion and development of the highest commercial talents. Business doesn't come to a man in these days. You've got to go after it, and you require to be mighty well equipped in every way to get it. Make use then of what we furnish foryour paint business, (let a thorough understanding of our goods, their superiority and advantages, apply with con tinued vigor all of our methods, make use of our experience, our ability and our strong organization. Call on us for any help you need to promote the prosperity of your business and you'll find us ready and anxious to serve you to the fullest extent of o u t power. With very best wishes for a most successful spring trade, we remain, Your business allies. or\ 0007- 0007-SWP-000119698 5 THE 5. W. P. A "FOLLOW-UPSYSTEM" FOR S.W.P. HUSTLERS. How You Can Apply the Most Modern Method of Landing Orders to Your Business at Small Cost. HERE is a splendid oppor get them to make inquiries for the S tunity for S.W.P. agents to entire line of samples--to get them to increase their business this come to the store if possible, whether year by following up the they are ready to buy or not. The spring calendar-circular, we amreanjuswt ho makes an inquiry about mailing to their customers, with special work ot their own. The circulars we mail start the ball rolling, and bring many inquiries and sales, but they can't bring them all. A number of the possible paint buyers who receive it may need just a little more argument along the same line; or they may have let the paint JjeBgrarftjffj| K hwurt if yea > e t- J--ff--i 1L|MMsM dtlMli p 4**tklm*Mi *. !T<la*pufawl* ___ NX fe Urn rww m, tm feMC | kM taflW k bnfaww--uSwfrlwuMitHoi*** || I Milan. %ttWn m iiiiHt >i*i------- *PMT pta M it iwwfMwtiimrstUKA subject go out of their mind and need POJTAl CARD "B" something further to jog their memory. We believe you can adopt a "follow up" system that will supplement the circular in such a way as to land a great many of these, and we urge that S. W. P. is as good as lauded every time. This series of three cards would not prove expensive. The sugges tions we have reproduced here are 6erS.W.P. on >rhe Mijm'll getutLLtUo*. Wr M n W Bfi twdirilanwswShsy tkiifttlwmtlewuaw tl --*!-- lr- -1--f --1|| min M* M Ml raw) 01 mm. & MVSTUC4MMN. designed to go on regular government postal cards, and we shall be glad to famish electrotypes of them to every agent free of charge. This means that the cost of printing would be small, because your printer would have no type-setting to do. Get him to figure on the job. You will find it POSTAL CARD "A" yon give the matter careful considera tion. We offer as a suggestion a series of three postal cards to be sent out, one every ten days during the early spring the cheapest and best advertising in vestment you could possibly make. Ifyou did not keep a copy of the list of names you sent to us, write for it immediately, and we'll return it to you. In using a "follow-up" series season, on the same list of names we used for mailing the circular. Three such cards are shown on this page, each one containing a good S. W. P. talk and urging the recipient to get a full line color folder of the paint. In JBS3L the calendar-circular we gave your fTf fey possible customers a few samples and S^LUthe point you should strive for is to POSTAL CAflO "C" THE S. W. P. of this sort you will want to check up the names before each mailing to see that no one is addressed who has al ready replied to the previous circular and cards. If you adopt this plan we are con fident it will open up many new sourc es of business and be also a very effective advertisement for your whole store. It would surely bring good results even though you couldn't trace them all directly. You can't keep striking at the iron while it's hot with out making some impression, and the more regular and forcible your blows the deeper the impression. We use this "follow-up" work in our own business on a very large scale and it brings big returns. We wouldn't think of giving it up and are putting our best efforts into increasing its field. - If it h will for y big divid required We h by send and if yo such ma you'll b wide-aw will not also give munity methods Don't Write set of th Then one ever well trim your bus it, if yo A street fair display of Findlay & Knigh 0007-S W P -000119699 5* t h e s . w . p. PRESENT VALUE OF S. W. P. jCTT^LE have heard that some of WII4 our aents feel lhat present price of S. H\ P. The small difference over a year ago cuts no figure whatever in a job of painting. It's not worth taking * may interfere with the large into account and any person who increase in the sale of it which we are has painting to do would be more looking for this spring. than foolish to put it off on This information surprises us, be account of cost. Painting at the cause at the present prices of painting present time with S. W. P. is not ex materials S. VV. P. is exceptionally pensive---puttingit offis. You should good value. It's worth more money make your trade feel this where they than we are getting for it. make any objection to price. There's We made a sacrifice in our profits little prospect of paint being lower in of considerable proportions at the price for a longtime to come, for raw time we reduced our prices in order material will require to be a great that our agents might be in a position deal lower before manufacturers can to secure an increased business. make a comfortable margin even at Nothing but a very large output can the present figures. Discourage all compensate us ior tbe change. you can the idea of putting oft paint- Up to the present the increase in ing until costs are lower. S.W.P. is sales has been very large and very en exceptionally good value now. The couraging. We want now to see our saving in its use over lead and oil in agents move off the goods and make cost and results-is too great to permit large gains in their sales and profits. of the latter being used by any un prejudiced person. The advantage Talking price wont do it; talking we have over other prepared paints at value will. S. W. P. compared with our presentprice is much greater than other painting material is better value usual. than ever. It's the most economical Your position is a strong one in paint the consumer can use--bar none. every way--make the most of it. ON THE FIRING LINE. STANDING at daybreak on a slight'eminence, looking over the situation, a great general had pointed out a position which was extremely hazard ous and yet absolutely necessary to the carrying out of his plans. Turn ing to the officer at his side, he said, "Can you get your men in there and hold your position till four o'clock this afternoon, when reenforcements will come up?" "I can and will, hut I fear we may run short of cartridges," replied the officer. "I have provided for that," said the general. "We shall never lose a battle for want of ammunition while I am in charge." This is just the way we want every one of the agents of The S-W. Co. to feel as we face the spring campaign of 1901, Every one of you has a hard battle to fight in the face of competition, but with all the helps furnished there can THE S. W. P. he but one issue, provided all the ammunition which is furnished is properly used. The brunt of every battle falls upon the firing line, all the previous plans, all the arrangements oi divisions and brigades, all the massing of troops are for the ultimate line, and if that or weak, the ba During the p been preparing to put up a we have made Set an empty S.W.P. on on an incline, and from the mou paint in Hie rough form of lettering shown in the illustrati and letters red. Use sign reading, "The Best Known Nam 0007-SWP-000119700 t h e s . w . / for you to work by; we have furnished you with the best goods that brushes can be put into and good advertising that is not equaled by any other paint manufact urer, and we stand ready to furnish special letters to individuals to aid you in placing orders. All this to place you in position to maintain an unbroken firing line and conquer as you deserve. Every .army has its pickets placed at the most advantageous points to learn all that is being done in the surrounding country, every movement of the opposition is reported to head tising should brush aside the skirmish- em and carry you shouting over the TM IfSiJand breastwrks into the trongholds and carry away the prizes. 1 He artillery is generally placed on ^n,,e"lnnce commanding a broad range, where its effectiveness can be maintained in all directions. We have planted our artillery on the eminence at Cleveland, we range the country to U pomts of the compass and are shooting straight into the homes of all we property owners whose names you ave sent to us, one of our spring plode*r"Ca'endaiS' 11 wil* sure,y quarters and plans made to circumvent The din 0f those dropping shells disaster and advance the good cause. It is just so with you: you have your clerks and friends who should be s sure to be heard on all sides of you. Be alert to grasp every oppor tunity as it presents itself and follow scouting about the country bringing you the news of the battle, what the W TM-.i, pem'Dgs which the bombard ing will leave exposed to you, enemy is doing and who is going to VVhile keeping your eye to the paint. work going on in the field, the It was one of the strongest points in the career of one of Americas great ammunition of the store should be brought out to the front where it will commanders that his first plan was be right at hand when called into to put the enemy on the defensive, action. Rearrange the stock, put it and many and many of his dispatches where it can't be missed by any one to his officers read, "Prepare to make the attack at daybreak." entering yu r door, set it system atically by lines and shades, so you Don't wait for the other fellow to can readily get just the color wanted, get in the first blow, be out early, just marshal the cohorts of display cards a little before he thinks you will be aid hangers where they will attract about, make your attack "at day the attention of the visitor, set them break." clean and bright well in front, they'll In preparing for battle there are al sell the goods, too. ways certain forces held in reserve, And the windows, don't let them ready to be sent to any point along rest, they are the lookouts and are the entire line, wherever there appears to be the most need. Just so we have IP ""-'SMty as any other part of we army organization. They'll be in reserve for you all our force of office selling goods while you sleep at night helps standing ready to emphasize your Jf you have them well decorated to efforts and supplement your work with catch the eye. The booklet on win special letters and booklets to individ dow dressing furnishes any number of uals contemplating the use of paint. good subjects, and your own inge Your faith in the Company, your faith nuity will suggest more, but for fear in the goods, your faith in the adver you may |08e time in thinking up one s i THE 3. W. P. Place a fia cans of S. W. I*, cm the top of a st the rounds. Don't crowd the window. Use sign ami Still Climbing." suitable to the occasion, we have ar ranged two new ones that can be worked out with little labor and will make good displays. Then there are the newspaper electrotypes, those messengers that carry the news of your store. Now is the time to make them most effective in conn being d Wha do you golden ous ca and suc to those i 1 5 nt & w. /. THE 5. W. P. HOW TO RE-PAINT OLD BUILDINGS. HE question of how to paint paint is solid, but chalky, the first D an old building is fat more coat of fresh paint (S.W. P-) should difficult ofsolution than that be thinned with raw' linsee'd oil the of how to paint a new build same as for new work, the amount ing. In the latter case the soufrfoaiclenecessary depending entirely on is all ready for the applicatitohne coofndition of the surface. paint, while before an old building In repainting a building, the same can be satisfactorily repainted, the care should be taken to insure a surface must be carefully prepared. dry surface as in the case of a new Preparation of Surface. building, and, in fact, aside from com The question of surface preparation ments regarding priming, the same in is a rather difficult one, as so much structions apply to one as to the other. depends on the condition of the old Removing Sealing Paint. paint. If in fair condition, fresh paint Where the old paint is scaling, it can be applied as in the case of a new must be removed if durability is ex house that has been well primed. If pected from repainting. It is not the old paint is quite glossy, the sur sufficient either merely to remove face should be well scarred with coarse the paint from the spots when the sandpaper to give the ftesh coat an scaling occurs, if it is at all general, opportunity to take hold. If the old for the chances are that the same con ditions exist on other parts of the house, and will cause scaling after the new- paint is applied, unless the old paint is entirely removed. The best way to remove old paint is to bum it off, and in fact, we believe it is the only practical way on un exposed surfaces. It certainly pro duces the best results. Painting Over a Burned Surface. For use over a burned-off surface, the paint should be thinned slightly with pure spirits of turpentine to flat ten it somewhat. The grain of the wood is thoroughly filled with the old paint and will not absorb so much of the new. Hence it does not require such a large percentage of oil. It would always be best, where possible, to sandpaper the burned-off surface with coarse sandpaper before applying a coat of paint. A job that is worth painting i well, and be taken to surface. W is well sca the paint i Ou Uncxpo It often paint is we of the hou the unexpo overlappin boarding, cases of t the surface It is no up a buil paint ever imagine. opportunit to the fres will adher FOUR BIG SPECIAL An S. W. P. House. "Villa Flora" residence of C. A. IVeenolsen, Si. Augustine, Fla. Painted outside with jff. Finished inside with Special Interior Colors. HE Sherwin-Williams Buggy and posse Paint, Varnish Stain, Enamel We wou H Paint, and Wagon and Imple pushing t ment Paint are four big lead this seaso ers that come into increasing demSanpdecial with the spring painting season. They represent the best goods that can be offered for the various purposes. There are many substitutes on the market, but none that meets the requirements j so well in every particular. The goods always run uniform in color, con sistency and quality. B Every package of them is full thing it la measure. In this The line of colors in each case goods th is complete and adapted to all re offer, and quirements. satisfactio They are remarkably easy working in orders 0007-SWP-000119701 0007-SWP-000119702 ss THE 3. W. P. S. W. P. ADVERTISERS. What the Agents Are Doing in the Way of Special Advertising. E busy spring season always means considerable extra advertising on the part of S.W.P. dealers, and we are very anxious this year to obtain examples of the work done. We urge the agents to send us copies of their special newspaper ads, circulars, novelties, photo graphs of store and window displays, outside advertising, or descriptions of anything that represents a special effort to push S. W. P. Address Th e S. W. P. direct at 31 Michigan St., Cleveland. The St. Paal Hardware Co., S. W. P. agents at St. Paul, Minn., are doing a great deal of excellent newspaper advertising for S. W. P. and our general line. The adi are people is front. Mr. J. H. Carnahan writes as follows regarding the display: `The little negro was one of the best I think that could have been found for the work, he was ss black as charcoal with big white eyes, and to amuse him while in the window, we fed him hard boiled eggs and apple pie, with a chicken leg now and then. "All that afternoon we could hardly wait on the trade. The negro's dress was just as you want it for the occasion, his socks were of a different color and shoes were not mates. This negro was picked up on the street, and any of your southern agents can make this display in twenty minutes, and it will do (hem a world of good, not only in the paint line, hut all other lines.'' A nestly printed blotter has been received from Chat. E. Mortimer, I-ockport, N. Y., containing an advertisement for The SherwinWilliams Paints. Fairgood newspaperads used by The Si, PaulEardvmre Co. well written and well displayed, containing a number of original ideas. When they use the space to advertise hardware they put a "P. S." at the bottom, calling attention to S. W. P. We reproduce four out of many equally good advertisements seat us by The St, Paul Hardware Co. A window display that proved very success ful was used fust summer by The J. H. Carnahan Dmg Co., of Fort Smith, Ark. A stock of S. W. P. was placed on either ride of the window. In the center a little darkey sat with a placard on him reading, "FAST COLOR,'' A similar card was also placed on the piles of S. W. P. cans. While the negro sat In die window there was a jam of Count the number oftimes Chapman Bros, put the titters S. W.P. in this corner oj the heal page. Th e 3. W. P. Chapman Bros., Mesquite, Texas, are original and clever in their manner ofhandling their ads in the local columns. We repro duce one corner of the first page of the paper from which a fair idea can be had of the ap pearance of nearly the entire page. The leUexs S.W.P. with the dash before and after stared at you from every column. No one could read the paper without reading S.W.P. A two column, four inch display ad at the top left hand side was also used on the page. IN NO COnBINATlON TO ADVANCE PRICES. In these days of combinations among the manufacturers, it is not surprising that we learn of efforts on the part of some unscrupulous salesmen to make our ' customers believe that The Sherwin-Williams Co. has entered in to an agreement of some sort to ad vance prices. It seems hardly nec essary for us to deny this statement, since we know that few, if any, who handle our products are indued to believe such a willful misrepresenta tion of facts. The truth is that we are not now, nor have we ever been connected in any way with any com bination to fix prices. Our prices are and always have been based upon the actual value of our products, and with out any combination or agreement with any other manufacturer. - SPRINfl C The sprin being maile country in w opens early before all th Each age fore the circ sent, so tha plement the window dis ing, etc. The circu right direct to land them Do all yo them with S calendar-ci minds. Make it p S. IV. P. age paint talked your store. This is th effective wo who take h largest succ Follow ti dar-circula page 50. Street Display usedbyJ.H. Aforretl, Dave shouting good taste and business winnin 0007-SWP-000119703 60 THE $. W. P. ARE YOU IN LINE? *pJ%RE you in -line with the majority of our agents on ^*e Flor Finishes? HP The season for their larg est sale is close at hand, and the de mand for them is sure to be stimulated by the spring circular, now being mailed, as it calls attention to the goods in a very forcible manner. A uniform line of Floor Finishes should prove the most effective way of moving a stock of the sort, and we are confident that every dealer who has put in our full line will get a de cided increase in sales on the goods represented. Our own sales already show a fine gain. We have put our best thought and skill into perfecting the line, and we know that every item in it will make Floor Finishes on the dealer? shelves. THE S. V. P. a good report of itself in actual use. Porch Floor Paint should be put well in the foreground during the early house painting activity. It should be kept in mind everytime a bill of S. W. P. is sold. Many persons repaint porch floors every year or two, and if you can land them on The S-W. Porch Floor Paint you'll find yo of them that S. W. P, wh whole bouse. We can m both goods Floor Finish to take adva opportunities s. w. P. vs. "CHEAP" P Second Article. HE best thing to strengthen No matte the back-bone of a dealer your compe H in fighting "cheap" paint vertising ma competition is the knowl lie. When edge that he is telling the truthbwrahsihleis in it his competitor is not. With the Your competitor can't tell the truth paint and an about cheap paint. If he did no one have each st would buy it. and even th The painting public don't want recognize th poor paint. They want paint that Often this will give them service. They want seen in one the full value of their money and you of measure. may be sure that poor-wearing paint short meas will never be wittingly chosen instead makers hav of good-wearing paint. People some about short times buy the poor stuff, but it's be detected an cause they've been deceived into be short-coming lieving they're getting good paint. So get ins You always have the satisfaction of paint up. knowing that your competitor's claims Point ou for his "cheap" goods are false, and sistency. that the town will soon find it out. Smell of th But if the claims he makes, being Brush the put in just as strong language as any glass. you can make for S. W. P., seem to- Demonstr effect your trade, it is useless to cany Let the b on the light with mere claims as to There's no the superiority of S.W.P. The com to him so- petitor may have a good reputation, qualities an and be believed as readily as you. spreads. T The thing to do then is to prove your tween S.W.P statements, to back them up by facts can't escape and show where S. \V. P. stands by A practica actual test. the most fo 0007-SWP-000119704 62 THE $. W. P. use, because it's unanswerable. You can use it against any competition you may hare, with the confidence that S.VV.P. will always back up the r claims we make for it. It will al ways come up to any standard yon wish to meet and will beat most of them badly. The difference in price between S.W.P. and other paints is there for a reason, and you can get at the reason and prove it to the satisfaction of your customers if you let the paint talk for itself and argue the matter out along side the paint of your competitor. (To be continued.) UNIFORMITY IN VARNISH. NE of the strongest talking points dealers in The Sher B win-Williams Varnishes have is the absolute uniformity of the goods. It is the point we give closest atten tion to, because we consider it of greatestimportance to the success ofour b'ne and because from our own experi ence, before we began making varnish, we found there were precious few var nishes on the market that could be depended on from one time to another. From start to finish we aim for uni- formity--uniformity in consistency, in color, in drying qualities, in working qualities and in the rubbing. It re quires constant watch-care to main tain such a standard, but the results justify it, and nothing could persuade us to deviate. The first requirement of uniform varnish is uniform material. It's the foundation on which everything de pends. All the ingredients of The S-W. Varnishes are carefully selected in the first place and then submitted to thorough testing before finally ac- i j .i ;j THE S. W. P. cepted. We frequently reject raw material that could easily pass muster under a less complete system of ex amination. We believe in starting right. Uniform varnish can't be made irom uniform material, however, unless the succeeding steps in the manufact uring process are watched witii equal care. Set formulas must be followed with great accuracy, and the length of time and amount of heat in cooking must be uniform in every batch of the same varnish. Our methods are such that we can get these with abso lute exactness. Our processes never vary--except to improve. We also take unusual care in filter ing our varnish and use a system of practical tests following that process by which it is possible for us to check against any irregularities before the varnish is put in storage. But we don't cease our vigilance even when we're satisfied the varnish is right up to that point. We are as exacting and conscientious in our aging as in any other step of the mak ing. It's the last step but by no means the In order age before capital is considerab There's no nish maker work as in any detail consistent ness and in hold stric Each varn a drop of i can until t When t varnish is c it is finally shipment certain tha right, dry the right c Every s bound to b you last a point in th to use up varnish b Sherwin-W A SPECIAL LETTER ON A SPE F by writing one postal card You ha today you could increaseprobably mo D yonr paint sales some day erty own this spring by twentWy idatoawakopvaillien, t0in.,g4-1-h The Sherwin-Williams Co. GentlemenMr. J. I). Brow thinking about painting hU soon. " Please write him a special l about S. VY. P. Yours truly, Hiw t l e & fifty dollars would you do it at once? But there's the "if", and Hie doubt "can it be done." Perhaps--then why not take the chance? are pretty these orde clude not may want 0007-SWP-000119705 You know all about the man who says, "Well, FUsee." Don't you know that we can posi tively help you to get that large order? Send us his name, a postal card will do just as well. We will write him a special letter. We will tell him why to use S.W.P. and request him to buy it from you. We want yon to get those large orders; those orders are worth going after. We have a large stock of five gallon packages to draw from for prompt shipment,--and we would like to have the opportunity to help toward moving them. The ad vantage is mutual. Send us a postal card today, we can help yon increase your sales. Today is the very best day to do it. PLAIN FACTS. Do it now! Superiority means success. Do things. The man who acts is the man who wins. This year's profits wont come out of next year's sales. Spring is the paint dealer's golden opportunity. Grasp it! Rvery requirement that paint users demand is iound in S. W. P. Good clerks are busy ones--busy at all times--never idle--always finding some work to do. S. W. P. pays as it goes--pays the dealer, pays the painter, pays the consumer and pays us. Put the paint up in front. It has a right to the best position in the store at this time of year. The low level of business life is branded by two things--" cheap " merchandise and dishonest dealings. The best is none too good for the man who is truly economical. Varnish satisfaction goes with every can of S. W. V.--and you get the benefit. The best point about S. W. P. ad vertising is that it's backed up by S. W. P. The man who knows paint and has ^ \V I> ,,a- ntnrn.ff. t'Uiinuviiva. in in i w mi h inujn make a sale. The man who sells good goods at a fair price, and conducts his store in a business-like way, is soon on intimate terms with Success. A man can't go through this world without encountering obstacles, but he can go through ii be will, without letting diem hold him back. Over-crowded windows make a poor showing. The fewer things you put in and the simpler you make them, the more people you'll attract. WHEN YOU Hive REID TUC S.W.P. HAND IT OVER TO TOUR ASSISTANTS. IT It PULL OR SUGGESTIONS AND ENTHUSIASM THAT CANNOT FAIL TO HELP EVERT ONE CONNECTED IN ANY WAY WITH AN S.W.P. AGENCY. "DO IT NOW." i '