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VOL. IV Th e S. W. P. Published monthly by Th b Sh b r w in -Wil iia ms Co . in the interests ot ihcir Ac u (s > Printed An mu Pw >r VTirViiran St., Clvland where APRIL, 1902 LEADERSHIP. j.T should be the aim and ambition oi every man to lead in his line 9/ of work. He should never give up trying until he gains the W place. The man at the top possesses immense advantages. Once .1 there his opportunities increase ten-told. The public delight in, jS' and patronize the successful, which makes true the saying, "Noth ing succeeds like success." Establish your reputation and the rest will be easy. Gaining the reputation is the test. It's no easy thing. But you've got to '('in it before you can amount to anything. You've got to prove your worth before the world will accept you. Tt's a slow, haTfl, uphill process at the start. Tt means the sacrifice of ease and comfort and many attractive things. It means the overcoming of obstacles and opposition, beating down competition, fighting your way clear to the top. But it's worth while. The prize is worth the struggle. It's a fine thing to stand at the top, to be the leader in your line. Every man should aspire to it. Since the first day this business was established it has been the aim and ambition of the management to lead as paint makers--to be the very first concern of the kind in the world. That great purpose steadily' and un swervingly persevered in has stimulated, encouraged and influenced all our work for more than thirty-five years. The same spirit permeates our entire organization to-day. We go in to win at everything we undertake. We set so high a value on leadership and reputation that it has become a policy with us to place our goods only with the leaders in their localities, or those whom we believe will become such. We want the most successful to work with us. We recognize that their reputation and standing will help us and ours will help them--a representative concern with a representative line is a combination that will win. If you are in the lead, remember in order to retain the place you must keep in training. There are a lot of others after the place, looking eagerly tor an opening. No man is invincible. There's only one thing to do: keep up to date and hustle. Tf you are one oi those still struggling back in the crowd, don't give up; stick to it, get your training down a little finer. Keep a stiff upper lip-- your chance will come. Be ready for the spurt. General Manager. vtKF 0007-SWP-000118657 r~ 5 THE S. W. P. ffi rALF the battle in selling for you. They will help every de paint is to get the intend partment of your business. 'W? ing buyer to come into the Now is the best time for paint or store and ask for the par ders. It's the man who goes after \ ticular brand you sell. When you them who gets them. Our "personal succeed m doing that, the sale is as letters" will go after them for you in good as clinched. the best way. We couldn't do any Our "'personal letters" make the better advertising for you, and we A sale of The Sherwin-Williams Paints want you to use them. i easy, because they bring the prospect Make a firm resolution to send us ive buyer right into the agent's store. some "personal letter" names every There is nothing, positively noth week for the next tour months. It ing, that will help you more to make should be your most important work 4fiis 1902 paint season the best pay now. Nothing should be allowed to ing season -- the most satisfactory go ahead of it. You may be sure it paint season--you have ever had. will pay you well. i We are not preaching high ideals, nor i are we theorizing when we say this. We are telling you solid facts based } on our own experience and on the experience of many of our agents. It needs hut a glance at the accom panying illustration to show you what our "`personal letters" will do. They have brought the same splendid re sults to hundreds of S.W. P. agents who have used them. They will do it for you. . We want all of our agents, each and everyone of them, to close this year with their paint sales far ahead of all previous years. S.W. P. is the kind of paint that will double its sales f year by year. It's a " win-in-a-walk* ' paint, and it belongs in the front. f But no matter how good an article l may be, it needs to be pushed to make it sell best. You can push S.W. P. best by using our ``personal letters." Keep us busy writing them This record nens sent in auith many simi lar ones by agents nxtbo used our "personal letters" last spring. It sbonus nullat splen did results ihe **personat letters" null! bring. ) j L 0007-SWP-000118658 THE s. W. P. 51 List all the persons in your locality who are going to paint this spring, and send us their names on the blank you will find enclosed with this num ber of the S.W. P. Send us also a list of those who might to paint their property. Send its a fnv names at once. Don't put it off until tomorroK'. Do it today. "Do it now." And when you have used all your blanks, send for more. A postal card will bring yon a supply by return mail. S. W. P. TALKS OVER THE COUNTER. No. 3--With the man who has to paint but doesn't know what he wants to use. The Customer--I've got to paint "skimp" and cut down his cost by my house this spring, Mr. Agent, reducing the one-third alone isn't go what would you recommend? ing to save much. It costs just as The S. IV. Agent--The best paint that's ever been put on the market: The Sherwin-Williams Paint--S. W. P., Lbat you've probably seen us ad vertising so much recently. Customer--Well, is that a good paint; is it all right? Agent--It certainly is. In all my experience I've never known anything that would give as good service and as great satisfaction in every respect. Not only that, but there's nothing you could use that would do the work at so small a cost. Customer--That's what I want, of course--something that will do the work cheaply. much to spread poor paint as it does good paint--more, in fact, for any painter can work faster with good paint than he can with the poor stuff. But even if your first cost on two brands of paint were exactly the same --both in material and labor--it's the one that lasts the longest that is really cheapest, and that's the point you want always to keep uppermost when you're buying. Customer--There's not much doubt in my mind about that. I'm pretty sure that the fewer times I have to paint the better off I am. I don't want to get fooled on what I use, that's all. Agent--I can thoroughly appreciate Agent--Yes, everybody does, but that, and I'll tell you frankly that I the trouble with most paint buyers is was fooled a good many times before that they think they must put as little 1 found out that S. W. P. is the best. money as possible into each gallon of Tt's a serious matter for a dealer to paint they buy in order to keep the stand back of a paint and make big cost down. Now, I'll tell you frank claims for it, but I'll risk my reputa ly that S. W. P. costs more by the tion and the chance of your future gallon than almost any other paint you trade on S. W. P. It will bear out can buy. But it covers so much more everything I can say about it, and I surface that you don't have to buy as guarantee it to do so. The Sherwin- many gallons as you do of the others, Williams Co. is a big concern, with a and it lasts so much longer that you splendid reputation, and it can't af don't have to repaint as often. After ford to offer goods that aren't right. all, you know the paint itself is only If you knew them and their methods about one-third the expense of paint as well as I do you'd be easily con ing--the labor is always two-thirds of vinced that there is no chance of be it or more. So the man who tries to ing fooled on S. W. P. They've had 0007-SWP-000118659 52 THE 5. W. P. thirty-live years experience in mak ing nothing but the best paints it's possible to make, and have built themselves up from a little one-story building-concern, until today they're the largest paint makers in the world. They couldn'thave done that if they'd been fooling people all the time, or any of the time. The Customer--You talk as if you believed what you say, and I'm will ing to accepL your judgment in the matter. I guess you've a reputation to keep up as well as The SherwinWilliams Co. (It is always easy to convince the man with an open mind that S.W.P. is best--if you, yourself, believe it is, and can show your confidence by your words.) Talk to the property owner at his home. Let his wife and family hear your arguments. Use the postalearr/s described on page 58. PORTRAITS OF S. W. P. MAKERS. Waiter H. Cottingham, General Manager. HE growth of The Sherwin- good advertising is inseparable from Williams Co. went on at good business. such a pace during the He is tireless, fearless and pro years of ninety-seven and gressive. Hard work never dis eight that it was deemed advisable to courages him. The methods and ac create the position of General Man tions oi competitors never swerve ager, entirely separate from the office him from doing what he believes to I of President, Mr. Shexwin having be right and best; he is always look 1 always acted in the double capacity. ing forward for improvement and ex Mr. Walter H. Cottingham, at that pansion. ! time managing director of our Cana Mr. Cottingham's early business dian business, received the appoint training began when he was fifteen j ment and entered upon his duties in years old, as an under cleric with the fall of 1S98. McKee & Davidson, hardware mer Mr. Cottingham is a young man, chants of Peterboro, Ont.--at present full of the hustling energy and push one of our best S. W. P. agencies. that is characteristic of the successful Although it was necessary for him to young men of today, and with the leave school in order to go into busi fine judgment and wisdom that are ness at that early age, he did not % absolutely necessary in managing a leave his studies, and continued to large organization. He is a manager perfect himself in his books as well who leads, rather than drives, who as in his business capacity. keeps himself in close touch with After a year at Peterboro he went s every detail 0/ the business, whose to Montreal to seek larger opportuni temperament and training fit him ties, serving for a while in a whole splendidly for carrying on this busi sale dry goods house and finally en \ ness along the lines of good quality tering upon a five years' engagement i; and good character laid down by the with a commission merchant in hard founder. He believes implicitly that ware and paints. the best paint sells best, and that It was here that his first actual 1 0007-SWP-000118660 Th e s . W. p . Si i <!' r J I' knowledge of paints and varnishes prepared goods. The country was was gained. Five years' training in tied to lead and oil. Prepared paint selling the goods gave Mm the in for buildings had practically no stand sight into painting needs that led ing at all. Rut Mr. Cottingham ielt him into manufacturing later on. that the same quality of goods sold in In 1887 Mr. Cottingham decided the States could win their way in to face the business world alone and Canada, and so in 1895 formed a i branched out for himself as a manu connection with this Company by facturer of gold paint and other which he became Canadian maker specialties. It was a very small be of The Sherwin-Williams Paints, un ginning. He was manufacturer, der the name of The .Walter H. Cot salesman and general utility man, his tingham Co., Limited. only assistant being a small boy. He His competitors all prophesied his made the paint himself and sold it speedy failure. They laughed at the himself. idea that S. W. P., at a much higher % Rut he had the faculty for hard price than any other paint in Canada, work and the spirit of progress, and could make headway. The outlook soon the business developed into a certainly was discouraging -- unless good sized wholesale paint and var one had the unbounded faith in him nish house, acting as agent for many self and his goods that Mr. Cot.ting- well known lines of goods as well as bam possessed. He gathered around manufacturing. him a number of clever, hustling sales From the beginning Mr. Cotting- men who shared his views, and together ha.11 was a believer in high quality they began a fight which inside of a paints. When he started, Canada year proved he was right, and inside knew little about true paint quality in oi three years placed S.W.P. way at 0007-SWP-000118661 54 THE S. W. P. the top of the ladder. He had demon strated that Canada wanted good paint. , In 1896 The Sherwin-Williams Co. absorbed The Walter H. Cottingham Co., and Mr. Cottingham was ap pointed manager of the Canadian business and made a director of the Company. His success continued. The busi ness in the Dominion made rapid strides and gave him an opportunity to show his decided talent as an or ganizer and manager in such a way that in 1898 he was made General Manager of the entire business, with headquarters at Cleveland. The growth of the Company in later years is very largely due to the General Manager's progressive spirit and his ambition to hold first place and reach out still farther. He is a man who does things. Our '`personal letters" will help you land the big orders. See page so. FOUR NEW ONES. Newspaper Electrotypes Specially Made for the Spring Campaign. AVSPAPKK advertising is a sign of the progressive mer chant. It marks the orig inal man--the active man-- the man who is going to keep on get ting ahead in his business. The best S.W. P. agents are great newspaper advertisers. Now is the time to begin to adver tise vigorously in the newspapers. The present paint season will be ihe most prosperous paint season we have ever known. Just now, the property owner is beginning to think of paint. He's wondering whether he'll paint or not. Bring the advantages of Paint Troubles cone with poor pamt. Vou C `I be free from -.bent uulem yee use good paint. Tbe best good paint it Tut Sh e r w ih -Wil iims Pi/j it It h Dade iccordlffg to ynltotm loirciul* from pure lead, ptue zinc and pure limed oil. Tbe proportion of jagredSest* Is just right to prodace the hen vesting paini possible. Urinding tod tniiing most thorough. lt`* a pinl made to pro. vest trouble. in hes wide by 314 deep Order by No. 1515 We're Pushing Paint 'V'e'fe doing it all the year 'round. b1 harder than ever now, because it` the height ol the paint ing KttW. iVe live everyttsiDf that good painting tevpurct. There are no beiier paints taade than Th e SHSftwiH-WiLLitus Pu n t s "They have a t*i<W tale lharv sny srhr at lb* i.mrkel. cause they are ihc best. No matter whit you have topaict, talk ir over with -j f SOLO ev inches wide by 3yt deep Order by No. 157 S.W. B. before him. Help him to decide. Next to our persona) letters, you could not adopt any better means than a good stirring newspaper cam paign. We have prepared a series of four strong special paint advertisements for S.W.P. agents. They are illus trated here and electrotypes of them, two newspaper columns (e,'A inches wide) by 3J4 inches deep, will be furnished free for the asking. Not an agent, not one, should miss ordering the entire series. The ads are written to fit in particularly i 0007-SWP-000118662 Th e S. W. P. ss See that each line is placed by l( yo ItOit to AgofC wul itself. wlietc ihe Irue wu#iviy in faint buying rnmca, See that the paints you arc selling ycu'll soon t that the best paid )* cbcapral. Two-thirds the cost el painting l*th labor- It most of are nearest at hand. See that S. IV. P is kept in front tost* jvrt as moth t> j/M or- poor paint a* ft Iocs good r-air<(--tnorr ft I311 because tire peor paint doesn't HQtk Duttkc poorpaiot o't where the customers can see it. Sec that each number of S. W. P. last *s long-, it ntalre you repaint sooner. Even the apparent taking in cost per gallon is in consecutive order. ft eaten up by the fret that it tahei >nor gallons inert pains. See that the stock is always nicely H economy Is good prepared pslai. dusted and in good condition. I riser? ,.rnr,,| nsml ft TH $*EKWm-WtUtt*3 PAfftT. See that you have plenty of color ^I SOLO yfinches wide ljy 3 deep cards of all our lines. See that you have a counter card Order by No. igfc of each line you are selling, and that l with your spring work. They will each counter card is tastily displayed. 3 ;s go hand in hand with your other See that the counter book is kept advertising. where the customers can look at it. If your regular newspaper space is See that you have a list of all the not Urge enough to care for these prospective paint buyers in your special ads it will pay you to con locality. tract for a larger space to carry you See that we have a list of them. through the busy paint months. Or See that your windows are attrac der these special electrotypes by num tively dressed throughout the paint ber, please. ing season. We have also a large number of See that they are changed often. other paint electrotypes. They aie fully illustrated in our book of elec trotypes. If you haven't a copy of it, write asking for the "X Y" book See that you have a copy of our window dressing booklet. Sec that all outside advertising is properly displayed. let. If you have a copy, order such See that you do what you can to electrotypes as you may need. follow out all the suggestions offered Good "copy" is two-thirds the in this number of Th e S. W. value of newspaper advertising. Our See that you sell every inquirer. electros are good "copy." POINTERS FOR HUSTLING CLERKS. The 1902 spring paint season is going to be a big one. It's up to you to help make it the biggest season your employer has ever known. Go into it with vim and vigor. Begin to do things now. "Git up and git." before the "other fellow's" clerks have fairly realized their op portunity. Here are somethings you can do: See that the paint stock is properly arranged. Paint Buyers Uhetbcr you a: going to apply the paid yourself 01 are buy.ng it tor xnaec.ue else to app.y, yen ought lo.take groat car* to gel fall value to: your iroocy. It's ot the pain? (bat costs the least per gallon that is evt. It's the one that covets tr.v sj.-ftce, vtra kmgee: easiest apply- That paint is Th e SHEHWIK-l/tlUUM PtWT We vill fuioistsyou a choice of three differra* cole* combina tions free of charge, i| you give tts a photograph, flawing or tie* scnptvitt ol your hoeac, better you tuy paint oi or net. 4Vt inches wide ly 3% deep Urder by No. 159 I 0007-SWP-000118663 56 Paints. THE $. W. P. WINDOW CARD SUGGESTIONS. Paints. BACKACH E and other house-cleaning aches are saved by using TUB SHERWIN-WILLIAMS FAMILY PAINT. Comes in small cans. The girls can apply it. Hardware. R A We have big rakes and K little rakes and al! kinds E of garden rakes. A price S to fit every pocketbook. Paints. BELIEVE IN PROTECTION? House paint protection, S. W. P. is the' best house paint protection you can buy. Color cards inside. Wall Paper. $ DOLLARS $ Big, round dollars are what you save when you use Th e Sh e r w in -Wil l ia ms Pa in t . Saves in first cost and saves in last cost. Drugs. FINISHED HOUSE CLEANING? Then clean your system with--------Tonic. Gives new strength. Makes red blood. Price, ------- for a quart bottle. Paints. DC) IT N O W Come in now and get a color card of Th e Sh e r w in -Wil l ia ms p a w . The paint that sticks and gives best satisfaction. General Store. BE DIFFERENT from your neighbor in your house decoration. Our wall papers are different. Enough patterns to make every houso^n town look different. THEY G R O W Our seeds are always productive. Give a good crop every time. All kinds. One quality--the best. Paints. ONLY ONE PLACE in this town where you can buy Th e Sh e r w ih -Wil u a mx Pa in t and that's right here. Come in. We'll tell you about it. Paints. GOING TO PAINT? He it house, harn, hay mow, chair, table or anything else you'l! get best value and greatest satisfaction if you use THE SHERWM-WtLLlANS PAINTS. THE S. W. P. S7 No one could miss seeing this clever ad, used last fall by `Bayless & Moody, Athens, Tenn. KOPAL WINS. We're pushing "Kopal" varnish with all the force and energy of our immense organization. "Kopal" is entirely too good a varnish to stay in the background. There's nothing at anywhere near its price that will do such good work, that will give such general all-around satisfaction. ` Kopal" only needs a trial to prove its worth, to make fast friends for itself. It's the painter's varnish --the one he likes best and uses most. Get youT painters to use it and you'll gain their support. Is "Kopal" selling in your town? Have you it on your shelves? Have you got the painters to give it a trial? If you are not selling "Kopal", better write us about it. Ask for the B-2r9 booklet. It tells what "Kopal" is and how to sell it. A few minutes' lime uiul a post age stamp is all it costs to send us your ^prospective order" blank well filled out. It will be time well spent and money profit ably invested. See page jO. dirrr 0007-SWP-000118665 58 Th e s . W. P. A PA1NT=SELLING "FOLLOW-UP" PLAN. Free Electrotypes that Make It Possible tor Every Agent to ` Follow-up" the Spring Mailing Circular at a Small Cost. !E suggested last year a series ol postal cards for the agents to use to follow the Spring mailing circular. Many agents i;caught-on" and put the plan into effect with very good results. We have designed a new series of three electros for "follow up" postal cards for this spring. This follow-up system will bring you orders at a small cost, Set/d today for the electrotypes offered here. Get your printer to run. them off on government postal cards. Send the cards out every ten days to the same list of names me sent the calendar circular to. Then watch for the orders. In every local ity there are a LOADS number of per The Ptmi sons who are slow to act. They arc the cold-hearted kind, and do not readily reach the buying point. It takes something Postal Cant "A.** more than the spring mailing circular to induce them to buy. They need more than one reminder. The continued presentation of 3.W.P. --the-keeping-it-before-them-all-the- time is necessary. The postal cards will follow the mailing circular in natural order. They will be the binding links in the chain connecting the property owner with the agent. They will be the parting shots in the early spring cam paign. In order to carry out this plan it will be necessary for you to have a copy of your mailing list so you may keep tab on those persons who buy their paint and not address them the second time. If you did not keep a copy of your list, let us know at once and we will return the original. A good thing to keep close watch on every name on your list would he a "tickler/' The "tickler" was described in the November, 1901, issue of Postal Card "B." "Th t c S. W. P." If you don't know what it is, write us and we will inform you. By all means adopt the postal card "follow-up" plan. It will bring you splendid results. It's the persistent, intelligent presentation of the merits of the goods you have to sell that gets the orders. We find it so in our business. Every business man would find it so. f The Sign of the Good Paint s @ Tk Sh&mWhj j aik P*m, (BSbK^J iHt l'K`4*' tk hn>M 1^A l> *hnc tom ftvawm* .l iletrikp*an. 5.S, '.uf4. I>)(WIkeutaMfte Mrttttoar ' r Postal Cord "C." Th e s . W. p . 59 PAINT ADS FOR BUSY AGENTS. These suggestions are simply "copy" to be turned over to the printer, and can be adapted to any style of display you choose. PROTECTION against the winter's sti rms, against the hiti summer sun, against the action of the elements, and against the troubles arising'from the use of cheap-by-the-gallcm paint is what you pul on your house when you put Th e Su e r w in -Wil l ia ms p a in t on it. S. W. P. is paint protection in every sense, [t protects your puck e llnick by saving you money in the first cost of the job and "by putting off for the longest time the peed for re-painting, li protects your good nature by giving you perfect satisfaction. GOOD MATERIALS, good men, good grinding, good mixing, good machinery and good methods are what make THE SHERWIN-WiLUAMS PAINT the best paint in the world--the only really safe paint to use. S. W. P. means greatest satis faction. and economy in paint ing. It's the paint for von to use, PAINT SENSE it's not reasonable toexpect a hind mixed lead and oil paint to be as good as a machine made paint like Th e Sh e r w in -Wil l ia ms Pa in t . Besides good materials it takes fine grinding and thorough mixing to make a paint look well and wear well. You can't grind or mix paint by hand as well as it can be done I;v machinery. S. >V. P. is ground to the last degree of finereis by powerful and exact machinery. No paint is better mixed. It is therefore the best point and the most economical paint fur you to use. IT'S NOT EVERY YEAR that you paintyo u t bouse. And when you do paint you expect the paint you use to wear well and look well for a reasonable length of time. THE SHERWIN-WILLIAMS PAINT wears longest and has best ap pearance. We know it to he the only paint that is absolutely certain to give good results. We bank on it every time. We sell it. Call and get color cards. THE WISE MAN before he puts a paint on his house finds out something about ii. He wants to know if it s the best paint for him to use. Th e Sh e r w in -Wil l ia ms Co . have been maong puijits for over thirty years. They are the largest paint manufacturers in the world, They have built up their business and their reputation by making good paints only. X. W. F., their house paint, is the result of thirty years experience and effort. It is a thoroughly good pain i. We know it. Color cards for the asking. PIN YOUR FAITH to Th e Sh e r w in -Wil l ia ms Pa in t su.d you'll make no mistake. These are some of the reasons why it's best: i. It is a pure lead, zinc and linseed oil paint. fta. is finely ground and thoroughly mixed by powerful machinery. 3. Jt is made by men who have been making good paint all theirlives. it a4. is guaranteed paint--guaran teed tu cover most, look best, wear longest, prove most economicaland be full measure. 6o THE $. W. P. 1 5` a f { * An S. W. P. House. Residence oj Mr. Ji. M. Kelseyy Toledo, O. Langdon Ilohly, Architects. 1st story, 462;' 2nd story, 4q 8; Trimmer, 4.62; Saskt black; Porch Ceiling, 464; Porch Floory jo. Interior Woodwork: 1st floor, Oak and Cherry--The i S-W. Filler with three coats of Kopal rubbed; 2nd story, Georgia pine--The S-W. Filler with two coats of Kopal gloss finish. Hardwood doors finished with The S~W. Floor Wax. \ GO a f t e r t h e b k i o r d e r s . houses in your town are to be re This is house painting time, and painted this spring? There's where house painting time is the big order your best chance for large sales lies. time--the time to sell S.W. P. and Is your outside solicitor at work? i S.W. V. in large packages. Has be made a note of every build There's a whole lot of satisfaction ing in town that looks as if it needed and good profit in selling the large painting? Is he `'getting next" to trade. It's the kind of trade that all possible large package buyers? pays best. There is least trouble with it. It is through the house and big Every S.W.P. agent ought to know building jobs that the large packages \ the name of each person in his lo move. It is through these channels cality to whom there may be a pos that your best paying sales are made. ; sible chance to sell paint and var The more houses in town there arc nish in large packages. He ought painted with S.W, P,, the easier it to have a list of them. will Ire for you to sell it and the better Are there any new buildings going it will be advertised. up in your locality? How many Go after the big orders. 0007-SWP-000118668 THE s. w. P. 61 MORE HELPS FOR S. W. P. HUSTLERS. IIE spring mailing circulars of caring ior all these postal card in are now going out by the quiries. When a postal card is re thousands. ceived we will immediately send the Everything is being done writer the information asked for, re by us to have them reach each ferring him to our agent: at the same territory at the right time. We have time we will notify the agent of the just installed a new automatic press, inquiry. with a printing capacity of 10,000 cir The S.W.P. agent's greatest paint culars an hour, and we have a big ad selling opportunities He in closely fol i dressing force at work. For fear lowing these postal card inquiries. there might be delay at the postoffice Inquiries mean orders, but unless ; I in getting the circulars off promptly, they are immediately and closely we have our own mailing department, followed, they lose half their value. 1 with two government postal clerks in Whenever wc send you information : our own building constantly sorting, about inquiries coming from your lo cancelling stamps and putting things cality, we trust you will go right after in shape for quick delivery. them. Don't put it off until "tomor This year's mailing circular has a row," for " tomorrow " the man may postal card attached to it which the have bought elsewhere, or his interest property owner is to use for writing may have waned. If there is any to us ii he wants information about danger of the order slipping through paint. We expect this feature to be a your fingers, let us know; we'll go great order winner for SAV.P. agents. after him again through the mail. Wc No stone will be left unturned at this are here to help you, and to work for end of the line to make it so. you and with you. Follow up every We have a carefully planned system name we send you. * l { l j PP 0007-SWP-000118669 62 Th e S. W. P. ] S. W. P. ADVERTISERS. What the Agents Are Doing in the Way of Special Advertising. LTTfS page is the S. W. P. agents' advertising exchange. Here you [ j/ ieiirn how other agents do it and tell them how you do it. Here you receive suggestions and give ideas. Keep on letting us know what you are doing. Send us sam `;1 ples of your newspaper advertising. Whenever you do any special work, let us know about it. When you have a particularly good window display, don't forget to send us a photo of it. We're all one big organisation anyway, and we ought to get lots of good out of helping each other. The closer the agents get to one another, the better it will be lor all of us. This is your page. Use it. "What Has Been. Salt! in Criticism of the Drug Business of Hutchinson & Swan, Troy, Mo.," is the title of a very small booklet issued by Hutchinson & Swan, agents in Troy, Mo. On the first page of the booklet the criticism is given; "Should sell more S.W. P. Very truly. Customer." The P, S. is added, "Best paint on earth.'* The inscription is hand written in black ink, the letters S.W.P. and the P. S. being in red ink. Ward Jemison, Connersville, Ind., is an original newspaper advertiser. His ads usually take the farm of "heart-to-heart" talks. "Have Them Talking" is the head ing of one of his latest. Here are some of the things he says: "The more people talk about you, the better they advertise you. The more competitors talk against S.W. P., the mare we will sell of it." Mr. Jemison is selling mote S.W. P. One of the most original and effective ads we've setii in a long time is one used recently by Bayle.ss & Moody, illus trated on page 57 of this numbeT. ft is a "brownie" dummy pushing a wheelbarrow full of S.W. P., with the sign, "We are pushing paint." This ad was placed right in the middle of the sidewalk, and as people had to walk around it to get by, they couldn't help seeing it. It certainly helps to push S.W. P. in Athens, Tenn. The accompanying illustration is of a striking costume ad worn during the Mer chants* Carnival held recently in Medford, O. T. P. T. Walton Lumber Co., our agents there are always doing things "brown." The costume was voted the best ad at the show. Unique costume worn at the Merchant's Carnival of Medford, Ok la., for The P. 'T. Walton Lumber Co. At their recent spring opening Hughes Sc Curtis, Naperville, III., celebrated with music, a good programme, and free refresh ments. Every hour during the day they had practical demonstrations of the goods they sold. Here's part of the S.W. P. pro- ] I liliUii** 4.4 0007-SWP-000118670 Th e S. W. P. 63 gram: "11:00 A. M.--The SherwinWilliam* Paints; practical demonstration ot paint ready for the brush." "5:30 P. M. --Sherwin-Williams Paint exhibit: how it rovers, etc.'' They also gave to every lady at all interested in paint a small can of uur goods. The ladies now are talking S.W.P. in Naperville. The Pierce Hardware Co., Taunton, Mass., sends us newspaper ads illustrat ing their recent S. W. P. advertising cam paign. Almost every line of S-\V. pro ducts is advertised. The Pierce Hardware Co. believe thoroughly in the maxim, " good goods well advertised are half sold.'' R. C. Bazemore, Windsor, N. C.. be lieves so thoroughly in S. W. P. that he is u$inr'S. W. P." as his trade mark. He has it printed on all his letter heads, etc. A PAYING SUGGES TION. In last month's issue of Tu t : S.W.P. we sug gested the painting of the store front with The S-W. Aluminum Paint. Curry & Co., our agents in Gastonia, N. C., fol lowed the suggestion, and here is what they write us: ` PIfast adit to our order, given your Mr. Sp i / / m a it. ?,f quarts of Aluminum 1 JPaint. Sold alt our- stock after fainting our store front with it to day." A great many hard ware dealers have hot water tanks in front of their stores to DRESS YOUR WINDOWS. advertise their plumbing business. The fi-SV. Aluminum Paint is the best thing in the world for hot water tanks. It will stand any degree of heat, and is not affected by any kind of grease or soot. If there's a hot water tank in front of your store, paint it with Alumi num Paint, and then go right in and see that it's used on all the hot water tanks in town. There is no time of the year when there is more need for attractively ar ranged windows than the present. If you are going to make the most out of your paint department this year, you must do everything in youT power to keep it before the public. Good live windows will be a big help. Nicely dressed windows are order winners. They attract the passer-by, and tell him the story of your store in a forceful and convincing way. Store "(foods well advertised are half windows aTe characteristic ot the store sold." Order the electrotypes illustrated an pages SfSS- owner. They tell whether he is aggres sive and out for business or slow- 0007-SWP-000118671 T 64 THE S. W. P. going and behind the times: they tell whether to expect new and up-to-date goods or shop-worn and out-of-style stuff, and they are a pretty sure indi cation of business ability. Our booklet, "Store Windows," will give you many new and good ideas. It is full of live suggestions. It is very helpful in designing new windows. Every window shown is practical, in fact, is a reproduction of an actual window display. Each and every agent should have a copy of the booklet. Have you one l If not, write for it immediately. PLAIN FACT5. S. VV. P. is best by every test. " Nothing is denied to well directed labor." Incompetence never gains a com petence. Lost wealth is sometimes brought back, lost health seldom, but lost time never. A stock of S. VV. V. once on your shelves, the varnish orders soon follow. A good name is easily lost: it takes Results in business are the gener an age to build it up. ous fruit of " keeping everlastingly at it. " S. VV. P. is a leader sold every where by point leaders. Think, speak, act, push and sell S. W. P., and S. VV. P. will never I Keep S. VV. P. on your shelves and fail you. S. VV. P. will keep you. ii Put a coat of S. VV. p. on an old S. VV. V. working qualities work up house and you'll come close to having i the agents' varnish sales. a nerv house. The man who follows never does the business of a leader. Good advertising used to advertise good goods gets the business. It's better to have the friendship of your clerks than their enmity. Nothing helps more to give a house a good name than selling good goods. The painter who contracts the habit of brushing S. W. P. soon brushes by his competitors. Never let the main chance escape you. When there's a house to paint, put S. VV. P. on it. An acknowledged successful and popular paint like S. VV. P, is the most profitable paint to sell. i f WHEN YOU HAVE READ TttE&.W.P. HAND IT OVER TO YOUR ASSISTANTS. IT IS FULL OF SUGGESTIONS AND ENTHUSIASM THAT CANNOT FAIL TO HELP EVERY ONE CONNECTED IN ANY WAY WITH AN S.W.P. AGENCY. "DO IT NOW." 'i BjBfiaasssaaiirf -h it 0007-SWP-000118672 i' SPRING OPPORTUNITIES COME BUT ONCE A YEAR. MAKE EVERY MINUTE COUNT -.I ? / .... ,v. 'I 0007-SWP-000118673