Document rxNz911de68Qr704dDRZoqpkv

METAL PROTECTIVE PAINT Efficiency Information For Representatives Confidential Use \ Th e Sh e r w in -Wil l ia ms Co . nerRiii: etmuiip, c mic a s o . n c w amk . *m riiieiieo (tmitTviui) mu * imtii m* MiKMin n riiRPMu tmii RY-* B2I 2S 0007-SWP-000012146 :c> V'n. : ri (1 " *? saog '.v d c O brrjjj'i.-rj ~*T ::; * f'it- < - S^\. v-.-. - . t ;, " . S 0007-SWP-000012147 GHKfitwiN' Wil l ia m9 Pr o d u o t b Let us now take.qp the various .headings and sub-headings: | APPLICATION jj % Voder the heading of "application* we have: 1 Appearance and condition of the material in the package. 1 Working, or case of applicative with the kind of labor usually employed. ' _ ^ i \ 5 3 Proper* drtffeg of each coat -permitting application or subsequent coats in reasonable time; ' _ 4 Safety in drying and handling under the average weather^ con- <llU,l - * >j Appearance end-condition of the material in the package is important because of the fact that an opinion Of the paint is often formed upon .first appearance. -If the paint ha* separated in the can, if the pigment is hard in the bottom, or'ifthe paint appears gritty, opinions against the material may; be formed. It.is important, therefore, that first appearance and the a4fe tioo of the material in 'the package be correct, i The working or ease ofapplication is important and it is ofspecial *";*> ance on account of the kind of labor usually employed for applying metal protective print. It is necessary that the pahit be one that will spread easy; spread out in a uniform way, dry well--not only so that each coat srfll dry' thoroughly so that subsequent coats may be applied safely, but that they dry' so that they win not bebanned under conditions of the weather. These andother points are important under application. WEARING OR SERVICE s. .The-wearing or the service of the paint is rite important feature. It constitutes the resistance to abrasion or strength of the film, rise elasticity of. the'filsTand the impervieusneat to destructive agents'.' 'The. resistance t` abr9sa0n.br strength ofthe film depends upon hard drying,.toughhessfadhjsivg^ nets' and;booding and cohesion of the several coats intp'-ene. *The elasticity; dependsr^pon the ability of the film to respond to the expansioarancfceoo' traction inf rite metal due to the extremes of temperature.without breaking of the film- The imperviousaese to destructive agents depends upon the thick'ness of the film and the non-porosity of the film, which in turn depends upon' exclusion of rir, gases and moisture for when these are kept away from the metal, the purpose of the paint has been fulfilled. ' . T -' ^ 1. d I COMPOSITION r s. ' ^The compositioo'of the paint is of importance inaxriyiagat its purpose butfche comportion should interest the purchaser cnly.threughhis confidence in the manufacturer and his fahhin the manufacturer's abilityto cbooaepro per raw materials. The composition is divided under three headings, design ing She'products, raw materials:and sssembUng or'manufacturing, and one is af important as th othw. to the composition. Designing the.'product:eov- ers h dew conception of what must Be accomplished by the print and also the uapabOitidi of this designer through his general knowledge and ability. __Tbc_rstw. materials ate divided into.two classes, the solids or-pigrifcnts, and the fluids or vehicles. These selected to meet the requirements as deter mined by the designer through test or otherwise. ~ Here let us call attention to the location in our chart of the raw mst&als. Many in selling metA protective paints first offer a grapbitegwint or a carbon paint, or whatever they have in mind, and begin by telling, what that paint is made of, whether^* it red lead, or carbon, or graphite br silica, when in reality it seems dear that just what pigments or liquids are employed* are not of: such importance to the purchaser as they may seem to be without analysing the product as we have herd1: rThere are so many-other details,and so many other points to take into consideration that the choice of raw ma terials is greatly dependent upon the accomplishments of tSe paint and hav ing those accomplishments first in mind it.must follow that the raw materials, whatever they may be, must be correct.** 4" c 0007-SWP-000012148 Bh c r w in - Wil l /a ms Pr o d u c t s Under assembling or-manufacturing we'have -equipment*.'and faculties,' knqwledgeof handling and the final tests, so. that the composition consists inknowxng what b tohe done with whatIs to be'made, what to Use in order to accomplish what is hi handaod a thorough knowledge of.hbw to do it and how to.check up upon it in order to see that'It has been done! -' 1 ECONOMY f ' '-/ l . . ' *: .. I ' ' Oor fourth diriskc of a metal protective paint h -``economy" and the economy is measured by the cost per unit which may be the cost per ear, or the coet per too of sted, or the coet per 100 square feet, per yard, per year or per whatever term may be ehoaen in which to express the coet for compari son with other figures. This cost per unit is the cost of the material plus -the cost of the labor divided by the term of service. The term of service being the time rispsing between the first application and the time when it becomes. necessary to renew the roaring. ,[03 GENERAL SUMMARY METAIASTIC After carefully considering alt of the above points, taking each into consideration and weighing one against the other, we fed that.we have arrived at an efficient, economical and thoroughly satisfactory metal .protective paint, and we have chosen to select as that paint our Metalastic. Let us, therefore, head every effort on Metalastic as the one general choice for all ofna to push and driveday in and day out as the Sherwin-Williams recom mendation for the purpose of protecting iron and sted. You will ask, where will we sdl Carbon Paint Red Diamond Brand and Where wfll weseSNon-Corrodible 'Qfuphite Paint? A description of each ofthesepaints and euggettionefor their recommendation aretherefore inorder. CARBON fyUNT RED:t)TAMOND BRAND . i -iThia.paint.produces probablythe heaviest film.of any of ourmetal pro- - tective pahrts.'Tlt'Js-an ideal paint fbrfinisMng coats, but we do not recom mend ft for all coats because erf the'fact that it is not handled asaasOy by average labor and needs more care in application than does Metalastic. It should be recommended as a ***Ag coat on bridges and structures if the occasion arises for other than Metalastic. N0N*CORRODIBl GRAPHITE PAINT - ^Ttfispaig? &fo ow fine' to meet a demand for a strictlygraphitepaints Some. of. ourSboumeetorsi ^ho are.'&imirily in the graphite business, exert' cqndderable eaqrt.m.mhrketing graphite paint and have established ademand f<^dmm '6o^'Mchihers'apd architects! are partial to graphite and we tell NorpCoeroffiblelQrtiphitecoJy where such is demanded. .We ig-^ opt particu- "EMI product; fprto. our minds it iBoeS. not' represent'thfe;; firptttjJprojtectiom .It fa rather eiowfo diyfngand the .hiudjbsoudh fo resm Sbrasion,; However. thqrfe'tore e,WhOn' it ^dld be.adyisable to^seH this prpdu^-Shd JO u>eJudgment ,of our managers' and repTcaent ' -T'l-.-' -jynf -.rJ: r*r,, v~- " It WdHcifllV becomes'necessary to sell materials ht prices lower thsin' thoae priccwisrhiqh0we .^baye .fixed for our regular. established .standard products. .'Bfe.ftben.turp 'to Metalastic Carbon Coatings which are good painty, of good ,febdy,dry.well, have a fair glou and will give-good eervice. Theyarete .behold distinctly .with the understanding on the pert of all of us .that they do hot rcpreaent.to us everything, that we can put into a metal, protective ptont^ ,but 'they.will give to the customer everything that he.is . paying for and represents full value at the prices. _ - s i i r~~ ' I' fit----if ii|i|inrriri it i- 0007-SWP-000012149 &h e r w in 'Wil l ia ms *p r o d u c t s BRIDGE AND ROOF PAINTS , A* distinctly competitive .products, or materials for structural palatine, we.can falf'beiek an our.line;Of Rnbf and Bridge Paints, which sue too vrell known to need further .deacrijftiop; .. f RED LEADS We now come to the Red Ushdsadd forour Red toads are soliciting Paste Red toad "<! T-*piM Red Lead. In discussing Red Lead we wish to impress upon all of our^people the fact that the.litharge is not removed from our Red Lead as is done by some of our.competitors, who must of necessity do it in order to keep-their material in condition in the package. We have maintained for a long time that the -removal of the litharge destroyed the active drying and hardening agents upon which the best authorities maintain rests the value of Red Load as a pigment. Ur. Henry A. Gardner,- Assistant Director,'The' Institute of Industrial Research, Washing* ton, hi a recent bulletin of the department on Marine Paint, states that the results of many aeries of tests conducted by him to determine what percentage of litharge is best suited for tbtpurpoeqof pointing metal seem to indicate a pigment containing from'85% to 90% true Red Lead,.the balance being 10% to 15% unoridised litharge. Our Liquid Red Lead is furnished in prepared form ready for use. It is eempoted of Red Lead and Silica, or pigment, ground in Ljneeefl 0&, Drier and Mineral Spirits for the'vehides. The Red Lead, however, still containing the litharge. * - This paint remains fa giplebdid condition in the can for a long time with out showing aqytendency toharden. We have sold many thousand gallons of it during the past year go.aeveral-.of the m&roads,.car builder* and.to many of our marine accounts. . . ' . *.i '* H . Again referring to Ur, Gardner's paper on Marine Paint, -we quote as foQows, which showt.-the results of his tests regarding Red Leads: "At the present time most red lead pastes that are used on naval vesaels come in pre pared form ready for brushing, one of thr ipost satiifsrtnry bring rrnfiiisnl of two parts of red lead and one' part' of rilica,'ground in linseed oil, drier add mineral spirits. Bucha paint ifwril madrwill remain fan prepared form in a can for a long period of time -without showing any tendency >to handen.even. though the ml ieadebould containup to* 13% of litharge." ' ' J. " - .: : -i.. . * ' " i - - 'i SELLING PROTCCTiON ^" We believe that our representatives' Gave tpleddid ammunition!forgoing! after the metal protective, paint business and .that they can meet,almoetony competition,''' Sd^ng metal pr^ctive.paints tssojnewhafbf a specialty and , sboijtd be syircialipri.Crv yfoPUgh,' as stated before,' it;is.ocr^m toy'tjrpy.a ' sdence and day of our .representatives, who tan' *eH.;anyother.'prbdacts of, our manufacture can sell oar metaljEcotcctivepaints. ',11 willhapq to begiven partieular.attmtior4;howeycr'.'`;'Study pillhave to bermade ofthe pcafiHWties.'., thetafosjfthe requirements finathncircumstance* surroundings bq thqf'ivcom-.. mcndation eadlae maae'sccordingly. .Attention,must be,givcn't6`` J'*',` ^ v< mginfors,'fCotractofs.spdJill_%foohaVe;to do iritb`thespeeffiest*'- in the large centers there is an extensive,d many of the country territories for ebon1. and the metal surfaces that-are to.be found on variouskind of;stricture*.?; . ''Let us, tbwefore,- tryLout''this plan this :ycaf"nd work-slong'thls line,srIHng protection andinseSing protection selling lhe'p*int'that we know will' give tiiat protection and diseuSemgwith our prospects'add customers the Idea i of protection, Itsving'the'discusrionbf the pjgmfotdrthe vehicle-inlhcplace' where it belongs andnotputting the.idea of th^paint being'a graphite plaint, or a carbon paint, or a red lend paint, or some other'kind ofa paint, aheadof the main fact that h is a metal protective paint. '* '* RY-a B31 635 6