Document o1bLX0azyqe37BxvE891pQ8E

a. it * oe C ae 2 <o "SnVttmitr flr.ri-' i-- _ .oEilta.' * T WT m` T?'VV"'.....W^'.^UJ,.l^l i.!JV HI. N23730 Voi.. H. Th e S. W. P ]'ulili*htd by Tu b Sh k k w in -Wu .l iaMS (*(. Agents. Ilrilcd on Tiir Sh e r w in AVim.ia ms Pu St.. Cleveland, where all communication* far the Edito MARCH, 1901. WORKING WITH Y N every town and city some one firm must stand first. In paint the S. W. P. dealers sho They should also stand first in th They should be the leading store least there should be no store bette reputation for good quality merchandise and up-to-da The struggle for business supremacy in all lin year. The pace gets faster and faster, the fight ho be somewhat harder to succeed today than it used to right methods you can succeed quicker and your suc that of others before you--quicker because methods because the field is larger. The Sherwin-Williams Paints and Methods ar can be applied anywhere paint is sold so as to land t heap". But the dealer must have determination an and utilize the helps we are ready to give. That we work with our agents and are anxious t building big business for them is not simply a matter empty promises. We are sincere. We mean what w glad to carry out our promises, where dealers give us We'll work with yon constantly, in season and o We have a department for this sole purpose, dist ments, with a large staff of workers at your comman belong to you. It can draw upon the resources of o ing Department for you. It can work night and day But the fullest results of its efforts will never he working at the other end. Every agent will find two strong helpers working The Sherwin-WilHams Co. and S. W. P. itself. Bu we wouldn't have it so if they could, for we believe t merchant or athlete, is the one who uses his own fac We don't think as some do. however, that our you the paint and the advertising, or with a little w Wc believe in personal, individual work with e to have the lion's share of business in your town and general advertising don't bring it we have other mean What ran we do to help you this season? year's record, anti we know it can be done if you go and let ns work with vou. 0Q07-SWP-000119686 1 34 THE 3. W. P. GOOD WINDOWS TO START THE SEASON. Suspetd a gallon pail of S. W. P. from ceil* In*. Sign hanging oeloar it: **lt's ia th# air. Everybody knows about S. W. P. UU*ts." Old dnm with broken head. Can ol S. W. 7* Sic k : "Can't be Beat.** Th e 5. W. p. AFTER THE LARGE OR HE orders for S.W.P. in five locating pa .gallon packages are good chasers and a ones to get. Twenty cus but there's tomers. each buying one the part of quart, only equal one customelarrgwehopacka buys a five gallon can. Many de The quart customer comes to you, tensive ad and some of the five gallon customers making dilig come too; but if you want to do big an opportun business in large orders you must get located who out after them. paint in the It's not difficult to locate the op work in ma portunity of placing large orders. when you h New buildings, projected or under is going to way, show you where paint must be Some of used. If you get after the owners and question "G contractors, in every case of this sort as often as you'll meet with more successes than their regula failures, and make a handsome in friends. T crease in your S. VV. P. sales. But asking it, to it isn't safe to wait for them to come Every tim to you. is a prob It's not quite as easy to locate the tomer, whet repainting jobs, but it's possible and repainting, pays for the effort. There are proba let us get a bly dozens of houses near you to be In the mea repainted this spring on which you self. Betw could get S. \V. P. used if you This is th knew the owner intended to paint. get these fiv General advertising does good work in ers located. 0007-SWP-000119687 Fill box with earth and plant Timothy seed in shape of letters 8 W P, let it grow to about one inch before displaying. Set box on incline. Sig n : *`S.W.P. Grows in Sales and Popularity.' Bushel measure filled with cans from various lines of The ShcrwittAVilliams Paints. Sig n : "Full Measure.** \ 0007-SWP-000119688 36 THE S. W. P Press mm of The Sherwtn- Williams Co., where The S. W. P. isprinted. S. W. P. vs. CHEAP PAINT. HE dealer whose hardest competition is lead and oil has to fight prejudice and habit, but the dealer with "cheap", low quality paint for his antagonist has no such stubborn foe. He has to fight ignorance and bad judgment, and they, in time, destroy themselves. No man uses poor paint many times without seeing his mis take and rectifying it. One lesson is usually enough. After that he be comes a staunch fighter for good paint or else goes over to the lead and oil side with the belief that all prepared paints are bad like the "cheap" one he tried. It's unfortunately true that S. W. P. has to suffer for the sins of worthless mixtures, but the situation grows bet ter every day. "Cheap" paints will soon cease to fool anyone. Selling "cheap" paint is a discour aging business. It's unsound and bad policy, and, of course, can't prove successful. It's sins are sure to find it out, and a lew bad looking houses in a town, with dissatisfied owners, soon spoil the possibilities of future business. For this reason your "cheap" paint competition is weak-kneed and not a very fearful antagonist. It may seem to "cut a figure" for a season or two, but it can't last long. S. W. P. gives you everything you can need to fight "cheap" paint, and if you use your ammunition right the competition won't even last out a sea son. This has been proved by hun dreds of our agents. We call to mind Th e 5. W. P. plied wi consisten too poun 1 had paper bu seemed I ence. We r ments u seen tha could n antee count. paint th the pai The ---------we con do this tion for A quarter page ad that helped knock out theap paint competition. now the experience of Mr. Win. R. Fee, of Milford, Ohio, last year. Mr. Fee's season opened with a fight against 31.25 paint that one of his competitors was trying to intro duce. The competitor used big news paper space and made big claims. Mr. Fee came back with equally big space, but with facts, not claims. The fight ended in a few weeks, and when we wrote later in the season to find hoiv the matter stood Mr. Fee replied in a letter from which we quote: The dealers in paint referred to covered only two building*; during the season. One was hut a 10 or is gallon job |the painter being paid to use the paint), the other was a new house built by a member of the firm, who employed painters from Cincinnati (o do the work. After partially first coating, the painters re* fused to complete the job unless they were sup W In H A -> i' Ro On 38 t h e s . w . p. PUSHING S. W. P. IN HAVERHILL, MASS. Methods That Will Sell 5,000 Gallons for J. H. Sayward This Year. MONO the good S. \V. P. agents in good old New a England is J. H. Saywaid, "the Uptown Hardware Store," of Haverhill, Mass. He has been selling S. W. P. for only a few yeats, but his methods have already won big business for seven till twelve with stereopticon views, talks on S. W. P. and practical demonstrations of what the paint can do. Every man in the room had an opportunity to brush out Gloss White on a board painted with The S-W. Primer, and all declared they had never put a brush into easier working Th e s . W. P. The other methods used by Mr. Sayward are best told in his own words, quoted from a recent letter: 1 try to make fr<xl use of the advertising matter that is furnished so freely hy The S-W. Co., hy having it displayed in the show windows and in all parts of the store, so that in whatever direction the cus tomers may look they are confronted with 8. W. P. signs. During January and Febru ary, which are quiet months in the hardware business, I have the color cards displayed on all my show Cases, and as a result many in quiries are made in regard to the several lines and much good is accomplished for the paint ing season that is toon to follow. January 1st I begin to make paint displays in the show windows, and at different times I utilize my space in the local paper to set forth plain facts in regard to S. W. P. My method of gelling customers interested ia S. W. P. who came into the store with a memorandum of what lead and oil they want is by asking them this question: "If you can get something that will wear longer, look bet ter and is aj per cent, cheaper than lead and oil, would you use it ?" The result, in every- case but one during 1900, was that theycanceled their order for lead and oil and used S. \V. P. They are so well pleased lhat they are spreading the lame of the paint among their friends and neighbors, and with t tion I hope section of th I also k the namea S. W. P, fo the date a color lhat w very conve ing the le painted, bu selling to a does not kn I also u printed wit cles are p wrapped np brought to ally. On th sold in I am I also do q the city wi If your a customers in selling "keeping and it is ce trust that motto and they will with S. W as well, A start front that sells faint for J. H. Sayward; Haverhill, Mass. him. This year he has estimated that he will sell 5,000 gallons of S. W. P. His most recent enterprise for push ing S. W. P. was a "smoker" which he gave the painters of Haverhill on the evening of February fourth, at Tanner's Hall. There were about fifty painters present, and Mr. Say ward held their interest from half past and better covering paint. A black board was used to prove the economy of S. W. P. over lead and oil. It was easily done, and the painters supplied the figures throughout. Mr. Sayward is confident that this meeting will do much to help bring his sale up to the 5,000 gallon mark, and prove of great lasting benefit. Calithumpianfloat of Will Brauni, Port Hoft 0007-SWP-000119689 0007-SWP-000119690 4" THE S. W. P. THE TEST OF TIME. As Shown by Extracts From Agents' Letters. Length of Test 5 years. 6 years. Result . "Consumers and painters claim S.W.P. is the best prepared paint in the market." "Have not had one complaint." 7 years. 8 years. 9 years. 10 years. 11 years. 12 years. 13 years. 14 years. 15 years. 16 years. 18 years. 20 years. "Our trade has increased at least 300 per cent. "It is no longer hard work to sell prepared paint here, although this was a great lead and oil town before we put in S. W. P." "We can honestly say that we have not a line of goods in our various de partments that is as clean, that re quires as little labor to handle and sell, and that beats the profit to capital invested, as does yours." "Perfect faith and confidence in the goods." "Have never regretted the day we took the agency." "Customers bring their neighbors-- the paint does the talking." "We sell only your line. S. W. P. is as good as gold dollars to us." "Sales larger than all competitors together." "Trade with your paint constantly increasing at the expense of lead and oil." "Seventy-five per cent of my trade call for your goods. After we sell a customer the first can. we always have him." "Sales have steadily and substan tially increased." Put my name to the'strongest state ment you can make in favor of your goods and methods." Tested by John M. Pfander, Cleveland, 0. W. Dinsmore, Franklin, Mass. Halliday Bros., ' East Providence, R. I. Carpenter & Pierce, Troy, Pa. ThePierce Hardware Co. Taunton, Mass. S. S. Rhodes & Sons, Indianapolis, Ind. H. C. Markley, Greenville, S. C. Baumbach & Holverson, Alexandria, Minn. J. S. Sa fiord & Son. 1 Mechanicsville, N. Y. W. Siniger, Galena, 111. The Crosby Hardware Co., Ashtabula, 0. G. W. Bruske. Saginaw, Mich. Ethan C. Claflin, Milford, Mass. H. W. Chamberiain, Alton. III. t he s. w. p. Full Measure it k mat tie nit la /ad Paints put tp fail MMaw. Mult] tkm la*put up M skeri mmturt--Ae tea art smalland aatfulL But nary tun aud pail j TmmMLWHlMM HUT itaimyt Full Measure limmi Aaiyugtt mb/ fat tof*-- V- S, Sbmdard mettmt meyBm. Hm* p*itl hmmt m ftaiity mid fsmmtify--fjs ted. you're aboajs tart It get din Tm UamlttutM fi4/KT i -an* mu ' Order by No. *40. Sue, ej**5. SERVICE ted cwfuiuf etptcky tre vhet dm* u*e economy at yint--eol the price per eMf fewest ted eeven mod. It it the best paint NaAftto pant beiUtof* Order by No. 137. hire, It vcTf int pit >a4( bWM, t, nrty is p imr4 Ii > o KiMoain w Sm 1 Orde Si A s are PAINT TO USE nr *tam*-WdJjw Ptar h a |an Imil ii. Iw( ltd me pirt W the |iNl*l dattUlilj rwpftj aopM 4 can |wtgag. We c m Aar yea kouaa intact with It pen ip MM pn IW take ef Uc yaw. A SAFE PAINT TO USE 1 'Ih t h -- Order by Nq . ij j . Sire, aHS* ELECTROTYPES FOR BUSY These are reproductions of a few of the new advertisements shown in our book of free electrotypes. They are reduced over one-half in size, the actual size of the electrotype being given below each one. Order any oral! of them by number. They you tim season If y for ou a selec one h 0007-SWP-000119691 42 THE S. W. p. An S. W. P. House. Residence of R. E. Bristol, McKinney, Tex. Body 497, Trimmers 36r and 462, Roof 475, Sash 475, Porch Floor j6l. SOME FULL LINE FACTS. HR. FRED. SPERRY, o Colorado Springs, said re cently. during a visit in Cleveland, "I find the best advertisement for S. W. P. that I have is my stock of your other lines of goods. I carry them all, and every time I sell a can the customer is sure to come back when he needs other paint, and each time he comes I have the opportunity of telling him about S. W. P." Van Dyke & Sprietsma, Holland, Mich., began their connection with us by handling a small quantity of Fam ily Paint. They have added other lines from time to time, until now they carry practically everything we make. In a letter written last sum mer they say, "The S-W. line does everything claimed for it--honest measure and honest goods. Their entire product should be represented on every paint dealer's shelves." About the same time a letter re ceived from Chas. E. Mortimer, Lockport, N, Y., contained this paragraph, "I find it a common occurrence for a customer to return after buying one kind of your paint and say, "Ifound that faint so good that if those same people make paint for the other things I waul I'll use their paint for every thing. One sale always makes an other." Mr. H. R. Letcher, of Hudson, Mich., said recently to our Mr. Fasquelle; "After having handled sev- Th e S. W. P. eral of the leading brands of paint I makes am able to say that in the quality and and S. style of package of your side lines you Talk so far excel them all that I find them every tim a great assistance to me in the sale of Pres S. W. P." front. We have received much similar tes The we can timony from agents who carry the full line. Every day brings us evidence, in one fonn or another, of the fact our me crease ness b that it pays better to carry the entire with e line of The Sherwin-Williams goods" put on than to carry only a few, with lines of other makes breaking in. You or the i If you've built up a good business with S. W. P. you can also build it on the other lines. "One sale always ter tha liams g The A good wimiffiv that suggests >i w S, IV, /*, packing casts and of ing a spring shipment 0007-SWP-000119692 44 t h e s. w. p. FLOOR FINISHES: A LINE WORTH PUSHING HARD HERE are few lines of shelf goods that it will pay so well to advertise as The S-W. Floor Finishes. Every household has use for them, or can be induced to use them if the advertising is persistent and forceful enough. Uncarpeted floors are increasing in popularity every year. They mean greater cleanliness, greater health and greater economy, besides being artistic variety of floor finishes represented in The S-W. line. Floor Paint is no longer confined to use on kitchen floors. It makes ex cellent borders around the dining- and bed-room carpet-rugs, and finds a large sale for such purposes. It is also much used in combination with Floorlac, either as the center or border. The fact that Floorlac and Inside Floor Paint can be successfully and Stylish Floors Well Finished Floors (it KT UK VIM SfmntXotwm flxtflvwa. ~^jasssf8r ..A..st.b.r.th.t.lw..U.*.. . OH*r by Nn, 14!. Siw, 2*4*5. FLOORLAC FINISH!* FLOORS lorara uniML h mi *** TumtwwXtwnti*. Any OMdiiiie It. Gire* * tod wood Crush to old Been. Splendid for total around tugs. Gee* color cvd, Order by No, 149. Sire, 3HK5. Well Finished VITI Tut SnamuMLMU Fixt rimtua. There are ftvi o! them: Xothis| better for mj fifthHe plifptKh CeiOw booklet sad eeUr cards m The S-W. deer nwha. Til 7M howto get Stylish Floors. Order by No *47. Site, aVfcxc. and stylish. Housekeepers are quick to see the advantage of rugs. For many years the kitchen floor was practically the only one un carpeted in the average house. It was only in the homes oi the wealthy that rugs were used and then only in hallways and occasionally in bed rooms. But this is all changed now, and instead of the limited sale for floor paint and the still more limited sale for floor varnish there is a de mand, constantly growing, for the attractively used on old floors and where the nature of the floor prevents natural wood finishing, gives a wide range of sale for these goods. It is not necessary to have hard wood, matched flooring in your parlors and hallways in order to use rugs. Floorlac used by following the direc tions on the label will produce a splendid finish in imitation of the natural woods. The S-W. Floor Wax can be used for polished effects over Floorlac floors Th e 5. W. P. as well as over the natural wood finish, and dealers will do well so to recom mend it, Floors kept in condition with Floor Wax are, by the way, very satisfactory indeed and should be a more general habit with those using rugs. Hard wood floors in the natural finish are no longer confined to large houses. Almost every modern house, large or small, that is built has some of the floors finished in hard wood. The man who is building for himself, finds it is economical in the end and a wise sanitary measure as well. Floor Varnish is therefore coming into very general use in the smaller cities and towns where, before, ite sale was confined mostly to large dealers. Another large source of output for the Durable Floor Varnish is found in office deale ing in trade. you b tomer refere I.et u We all th The wishe reason line o adver year w and fo The oppos numb paper any? A BOOKLET FOR ARCHITECTS. A new booklet for architects and contractors has just been completed. It's title is "S. W. P. The Safe Paint to Specify." It is written in a convincing style, is well illustrated and attractively printed. If you want the architects and con tractors of your town to receive such a booklet send us the list of names. If lieve let us STENCILS FOR LETTERING FENCE5 Some of our agents have been in the habit of using stencils for lettering S.W.P. advertisements on fences and dead walls. We have frequently received requests for such stencils, and wish to offer them also to any others who can use them to good ad vantage. The stencil will contain the line THE SHEHWill-WILLIAMS PtIHTS and the name and address of the agent. Am 0007-SWP-000119693 46 THE S. W. P. WANTED: A LIST OF PAINTERS TO WHOM WE CAN TALK VARNISHES. HE practical painter is the logical man to go after (or varnish business and we mean to get the lion's share of that trade for the dealers who han dle The Sherwin-Williams Varnishes. The first general work in the cam paign this year is a House Painters' and Decorators' booklet to be sent through the mail on lists furnished by the dealers. This Varnish tioeklel stall he sent laait painters in /awns where The Shenpin Williams Var nishes an sold. Dealer's business card goes en the bath sever. The booklet describes each of our Varnishes for practical painters, is well illustrated and printed in two col ors. The dealer's name and business card will be printed on the back cover, referring the painter to him for the goods. It is an attractive piece of advertis ing in every way and should win var nish business for you in the same way the spring paint circular wins business for S. W. P. The mailing will begin about March fifteenth. If you've not already sent in your list do so at once, to take ad vantage of the early season. We shall continue to do work of this sort from time to time and will make the names you send us into a permanent working list. It will pay to send the name of every painter and decorator to whom you want to sell. We are sincere in believing that every painter who uses our varnishes once will tie to them. There are no better varnishes for durability and appear ance on the market, and none so good for easy working qualities and uniformity. "They work under the brush as easily as paint." "They are like the good oldfashioned varnishes." "They dry good and hard with the finest finish I've ever obtained." "They please the men I do work for." These are some of the things paint ers are saying ahout The SherwinWilliams Varnishes. The line is creating talk among them and adver tising itself in a manner that even ex ceeds our expectations. It's safe to say that no other line of varnishes was ever received so en thusiastically by both painter and dealer. . Good advertising about a good ar ticle sent to a good list of names brings good results every time. Th e S. w . P. (,HIS is the name and trade mark design of a new var nish specialty that will be ready for delivery April 15th. At present, "Excello" is stored in our steel tanks, to settle and mature, until it obtains the richness and bril liancy that age gives. "Excello" is made for general housework. It's made to be pushed as a leader --something the other fellow can't sell. It's made to give satisfaction. "Excello" is particularly adapted for inside use, but can be used suc cessfully outside. It dr hours a It's and als It's very tra greates finish a In a "Ex vertisin ten. we nished with b cover. card is electro We come nishes ready t and ev end. and ho Writ 48 Th e s. W. P. PLAIN FACTS. A can opener cuts a figure. S. \V. P. is self-advertising. Don't be satisfied with your busi ness until you occupy first place--the very first. Good paint is good judgment. Poor paint and poor profits flock together. Lack of enthusiasm is the indiges tion of business. Perfection is seldom attained in anything; but doing your best is al ways posable. ' Constant effort in pushing a good thing is one of the best talents a busi ness man can possess. Tme bargain hunters look first at It's fruitless to make big claims for quality, second at price. your merchandise if the man who uses it can't back you up. It's a big year for big business to those who sell big paint. A full line of The S-W. Paints and Varnishes means a full purse. Those who know most about The Sherwin-Williams Paints use them most. The more confidence you have in S. W. P. the more you'll sell, and the mote you sell the more confidence you'll have. After he's used S. W. V. the paint er's pretty apt to say. -`Where there's so much good varnish there must be good paint, too." Continuous hammering on the qual ity of S. W. P. drives the nail home and clinches your business reputation. The only mystery about the paint business is the fact that some dealers think it pays to sell low quality paints. A lasting business can't be built by trying to compromise between right and wrong, or between high quality and low quality. The Sherwin-Williams Business Methods are like the new pressed steel cars; they will haul a maximum of revenue-bearing tonnage with a mini mum of dead weight. * 0007-SWP-000119694 WHEN VOU HAVE READ THE S.W.P. HAND IT OVER TO YOUR ASSISTANTS. IT IS FULL OF SUGGESTIONS AND ENTHUSIASM THAT OANNOT FAIL TO HELF EVERY ONE CONNECTED IN ANY WAY WITH AN S.W.F. AGENCY. "DO IT NOW.'* H. :v-., I'. r