Document rY2L1Y4O6zgb5pE8r76rN5oG

N23749 trade, and then we w ill have on the shelves of every agent S.VV.V. as well as S. W. P. We are striving very hard to make good our claim that we can make oar varnish proposition pay you just as well as our paint proposition, and that the two together will pay better than either alone. We are greatly encouraged with our success in the varnish trade. It is T Ss 83* !:g.g s ** ,,a ,, oga sai 2& Sx.'S2 g"| lag "5 1 k HS -*N Sj*als(,! vg* iat |s " i ti 2 -o = -- u^ B 2 -13 221 B`s>S * s.s || s oSo Js. aIa- *a*J n>o g_ -1 a ?>o g 23 | s ^ pS > 4-a 5^ ^ s * 3 . .jj f 8 >Sa ^-3 2o oP _; .3BnsS 2B.a.S s QJ U > ,S S 3> *3 t) 4T33 q <au Z -- 2 sV 5C3 h|*O. aS S Eii *84** g* *8* ja| . jo &** *- H 2*2 5 3 * 3 s 9 gpa g-g S-- -g-sJS3 JaSif'-Sa -So" 0 S~ *" "^ 2- -<3 **SS `3 u e-- 9-p . S S *3 h0 o(j 2Oo,,9HiH^,*5r<H5>--'**K 3 "P.ES B m 2_ *2o gB ^^ > 2o soj aUM__ Bw<i S S Mo<. g a. MBnhJ ?U>ua> Va~g .mHSO5. 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O S '" 1 V 1-So-S-2 "^ 2 Sf3 <* 4> C=.9J 5Z^3 ^O- 3I** h-a'-^S \- JS 5 ^ 4> w j ^ W * a.l J^=3 |lg.Sg *,,S2"S - S(E^ g-a 5 T3 9 8 ?! . g -3 i i3 a S ^ >, rO .2, <2 g^'d i * u g * a S8g*P'.oS-w0 U5j j b i+- *j j o Is.-? 2 11 38 &S.-9 3 > >x-C jV +2 * *o J+33 fyl Jwr3t Cs o> us rv 5<3^ ug 'C " 0007-SWP-000119928  S S5 s CA O 2 3 3 = eV is ui -3 SlS ai .aa -t2: 53 k3o- +>H 'JGhs3* "oc "4>J 3 :cc f2E 2.5 'jSOa3SB V%'.j3i-'nS"i~S3l &-is sis .a S CCCJu ogfl*VTF3 5 *G -MCK S-*S, u hgid-S^ ~2 t5 S.Z _S g * *73 f t* S. S"Jg 111 a H , 13 gs h ss t> v *< *> r* H iu m m n 5,0 -3 JA.S "S o Jifl . B ,3 faat,, _ g 83 Ia "Mo Ho?*> * o, .= If g?fi i g S > 'a&i uljse2a "s 3>O B. *J3 S|sE a S3 g S-S .3 s> S a a .aa. S'S'S mi & ."'J gvo**.auuw*g(oegga** u> :s,, S A) 5 *C u *J m.x j uw ST SPT " '283 8 a | S.a.Sl'BS^. c .SS r S _ 5 3 BQM .HSg>;a_ .' SjS'&B'SS 2 1 iS-gJgS'S. = E 2 o rS ' 5 S J I 0007-SWP-000119929 76 THE S. W. P. VARNISH ADVERTISING THAT REACHES YOUR TRADE. By Harry Dwight Smith, Manager Promoting Department. N O varnishes are more ef mail, direct to your varnish trade. fectively advertised far the We believe this is the most effective benefit of the dealer than advertising we can do. It's the most The Sherwin-Williams expensive in first cost, but it brings Varnishes. the biggest returns and pays best in the end. That may We are sound like a sweeping careful ad vertisers statement, and you but I firmly believe it is may be sure we would the truth. not con When we entered the tinue to put big appro- I varnish field we pri ations into this saw an op portunity to Same of the varnish advertising that has teen going through the mail to architects, direct ad vertising go after the if there was trade for our dealers better than had something else that would pay us ever been done before. We've been better. at it hard ever since, and this year We have made such advertising a finds our varnish campaign a hard one matter of special study for a number of to beat. years, and are ready to back it against It is our policy to go through the anything else--if it's done right. fl; Three ej the varnish letters to painters and contractors and the booklets that accompany them. f. ililllii 0007-SWP-000119930 k) 0007-SWP-000119931 A frnjj of the mailing cards used in our varnish follow up voori uoith painters and contractors. There are not many persons who know what it really means to "do it right" in mail advertising--the sys tem and organization necessary, the planning and detail attention that must be given to it. VVe do not know it all by any means, and are constantly learning and making improvements. At the same time I wish to assure every S.VV.P. agent that we are doing things pretty nearly right now. VVe have not seen anyone, in any line of business, who has the work down as pat as we have. If yon could spend a day in the Promoting Department of any one of our division offices you would realize that there is plenty of reason for such a statement. A great part of our Promoting De partment strength has been turned into varnish work. We are going after the business for you with some of the most effective mail advertising we've ever used. The follow-up sys tems cover work on painters, contrac tors, architects, and household con sumers--the users of varnish in your own immediate locality. And every piece of this advertising goes direct to a home, an office, or a shop, and into the hands of a person directly inter ested in varnish. Examples of a few of the letters, booklets, mailing cards, etc., used in our varnish campaign are shown on these two pages, but they don't any where near illustrate the real system and work that our campaign means. Spring series o) advertising covering the Six 1Big Varnish Specialties now being mailed to a big list of painters at! over the continent. 0.* 'fe 5 ; S J -s cu r 5: J s '4S sS 5S "g 5.2-p 09 t- - ^-3 5 -- ^ a Ui ^=C1* to It * ^.5 5w U O ?* C* S.S1 * 4TM u z. S c"8 S n S .B&-V " ersj ti w <3 > 2^- . !? * *-5 * 5`^a IlsHls * 1 * S' g I'Sgi O nW - / S'* *5 8 -- j= "j 55*>^.eVj"Sb v--C"3*S3^^ **'5-S !fgt sui r>t _ Ezg c a.S . n " P -a "-ilil o 3 -D >-) Mcc 5 " j s S c fi " Sit S S S ftp 3 w 3- " ,, g ^ CS"a = vi **s^ ^"I SSsS 7* S ^ * 3^ * e . * . vte 2 * * J si-2 S.f !i-i s S> s_3 - f~B K H-E M IS,I,= -'ls's .5 ** <st -** --a-^Sa_=p5Kc*cB>Cv>w,> 4* 3 **sS*j-g .S^s-s^'is SpjlT3j-.e*C S*'S a wl= s^9 .. 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