Document x1m3yY0B2ZaQ5a3Y8R1yR7dYb

N23702 Th e S. W. P. PubUskttl awmhly by Tik Smk b w in -Wit ,u a ms Co . in thi* interests nl tlicir At*e:its. EJitcd aurf priaieJiu ilie Department of Publicity *i k04.Ca.ua) St, Cleveland, where all cominunieauou* 10 the Editor ilwntd be Meat. Vou VII. OCTOBER, 1905. Nd . 10 C9pyright, IQ05, by Thi Sherujin-WiMami Ca.t Cleveland, O. No portion of this msffa/ine can he iei except l>y Sherwin-Williams amenta and dealers, without Tull credit being giYoii as lultows: "From 7Hi S. IV, A, published by The Shvrwiit-WiUuiou Paint Co." LETTERS FROM AN OLD RETAILER TO HIS SON. NO. 1. From Jirnes Clark--better known as "Carload Jim"--traveling for The Sherw.n.Williama Co. in Northern Illinois, to his son William at Port Centre. Michigan. W ll>am has just wntten that he has started clerking In the paint department of Jones' hardware store. Dear Billie: Rockford, 111.. Nov. i, 1904. I'm mighty glad to leirn you have decided to start at the bottom. The only man I ever knew who made a success of anything by starting at the top was Steeple-Jack Collins, who used to paint the spire on the old church. And he took terrible chances. The bottom is the real place to begin your life's work. It may be a little overcrowded, but you can always get rid of the crowd by moving up. When you wrote that you thought of applying to Sherwin-Williams for a job on the road instead of going in with Jones as I wished I wired you to get Teady to go to college, because I preferred to have you make a fool of yourself there and not in business--especially in a business where the family has made a pretty good name for itself so far. Besides l wanted you to take a little time to let your ambitions get untwisted and started in their logical order. It's a good thing to remember that ambition begins with the first letter of the alphabet. Your final decision to take my advice and go to clerking behind Jones' paint counter puts you into the tanning on the scratch line, and if you keep your nose pointed in the right direction and don't swerve out of your course or shy at the turnings you'll finish among the leaders. I've always had a notion that my boy could make a good paint man, and that he'd probably have enough of the old man in him to land his share of business on the road, and perhaps get off the road into the office, if he could be induced to profit by the mistakes I've made. The only satisfaction l get out of the blunders of my early days is the thought that I was piling up ex perience for you. If I were at home with you more we'd carry on a sort of night school, but I guess we'll have to be satisfied with a correspondence course. It's my in tention to send you a letter now and then to help round out the education that I know old man Jones can knock into you. Of course you'll have your own ideas and think you know more than either Jones or me. It's a wise son that knows his own father knows, and you haven't shown any searchlight beams of f 0007-SWP-000119224 '54 t h a. m. p. wisdom yet, though r have hopes o/ you now that you've decided to begin at the bottom in the store. You've got a fine chance in this beginning to get next to some of the real things in the paint business, and you don't want to skip anything that looks half like an opportunity. You'll have a pretty hard time dodging the chances, even if you're inclined that way, but you don't want to take them just as they come. Go after them. Did you ever notice that the real idol of the bleachers at a baseball game is the fellow who runs like mad a couple of hundred yards outside his territory to accept a ball that may cost him an error if he muffs it and that is sure to make him a hero if he gathers it in. lie might have stayed in center field and not taken any risk on his average, but that wouldn't get him into the big league. The average paint clerk has far more than an average chance for getting ahead. I don't know any field of business that is so full to the brim and run ning over with clean cut opportunities for self advancement. It's my deep rooted conviction that there's more to learn and more to be gained after you've learned it than in any job this side of frenzied finance. Unless Jones has made, a lucky strike In recent additions to his staff you probably won't find any clerk in the store that knows enough about paint and painting to sell a boa of water colors to a school girl. And you'll find that a great and vast majority of your customers think they know more than the man who made the goods. This is just a hint on the side to show you the wide open chance ahead of you, and if you have nerve enough to stick to the proposition at four per until next Saturday night, I'll tty to let you in on the ground door on some of the fine points of the game. In the meantime remember that what with politics, bad weather, and a few strikes for higher wages it took more than a day to build even the foundations of the good old city of Rome. Your affectionate and hopeful, Fa t e ik k . tr j f 0007-SWP-000119225 Th e S. W. P. ss SUCCESSFUL S.W.P. AGENTS. I. Zinser Co., Washington, 111. VERY sale made of S.VY.P. some disappointment and chagrin helps to another, and the among rival dealers, and they said so more the use and quality of much that the matter became quite a the goods are advertised and subject for town talk, of which Messrs. known, the easier and faster the busi Zinser were not slow to take advantage. ness grows. The advice and efforts of local It is well for every S.W.P. agent to lawyers were enlisted in attempts to look carefully over bring down the his sales from time S.W.P. sign, but to time, call fre the Mayor de quent attention to clares thatS.IV. P. the merits of the will stay on top, goods, and get and the public favorable expres are with him. sions from those The following who know from advertisement oc experience just cupied about a what they are. quarter page of There are many the local paper: opportunities to "I.ook at the use sales of this Band Stand. kind in a public Painted with way, and if the S.W.P. The work is promi paint that makes nent or of special competitors local interest the squirm. For sale advantages are all only by 1. Zinser the greater. Co." We reproduce There are many in this issue illus good and helpiul trationof the band stand at Washing The Washington Bandstand things abont S.W.P,, but one ton, 111., recently painted with S.W. P. of the best is that when the work is The stand is in the middle of the busi properly shown it will always com ness square, and the business was very mand attention and approval. It successfully managed by our progres awakens confidence and enthusiasm, sive agents, Messrs. I. Zinser Co. Nat because it is head and shoulders above urally there was considerable compe the low priced paints in the market, tition for the sale of the paint, and and will back up the representations there was plenty of chance to show np made as to its covering capacity, good strong convincing facts and argu quality, economy, appearance and ments. Our agents were successful durability. in securing the business, and were It will be profitable for every agent allowed to place an S.W.P. sign on to emphasize these points in the most the top of the stand. This cansed positive and public way. c f 0007-SWP-000119226 IS6 Th e S. W. P. GLOSS COLORS, SOLID RUBBINGS AND OTHER CARRIAGE FINISHES. Article V--On the Advantages of the S-W. Line. i'Tr1 H E series of articles on Quick 1 Drying Colors, finished in the last number of Th f . S. VV. P.t would be incom plete if we did not continue in con nection with it our associate lines of solid covering color and varnishes, namely, Gloss colors, Solid Rubbings, Free Flowing and body and Jet Black Rubbings, as well as Coach Body Primer, Coach Body Filler (or rough stuff) and Rough Stuff in paste form. All of these lines have been made to include every possible essential quality which our long experience with the carriage and allied trades has indi cated, high quality and adaptability having always been the main consider ations with us. If the dealer will only get firmly fixed in his mind what the character of these lines are and how they com pare in relation to shop made ma terials, it should be a comparatively simple matter to almost entirely dis place the latter. Let me explain: In the making of color varnishes the usual shop practice has been to thin down quick drying, i.e., japan colors, with spirits turpentine to about the con sistency of the clear varnish (usually a rubbing) to which it is to be added, such thinning being necessary to se cure proper assimilation of the color. This thinned-up fiat color is then added to about an equal quantity of the clear varnish already referred to, and the mixture is then ready for nae. It will be observed that such a mixture contains two elements not found in the up-to-date color and varnishes offered by the best makers, namely the japan, which was originally used in grinding the color, and an excess of turpentine which was necessary in mixing it for use. Neither of these elements is desired by the painter if possible to dispense with them, be cause the japan detracts from the working quality and both that and the excess of turpentine lessen the lustre and decrease the elasticity and dura bility of any varnishes with which they are associated. Tn addition, ex cept the painter uses highest grade quick drying colors, he is obliged to use more pounds per gallon of varnish, than is employed in making color var nishes of our quality, which excess of color further detracts from the work ing quality, lustre and elasticity of the hand made material. The general custom and repair shop practice has been to use a coat of fiat color and then one of color varnish. In the use of such color and varnishes as we make, the expense of the coat of flat color can largely be dispensed with if desired, particularly in the sale of opaque colors, as our solid cover ing goods require no special ground work, but will cover perfectly over any fair underground. In addition, they work and dry better with a fuller lustre and are more durable in wear. Owing to the varying conditions under which work must be done, we have provided a very ample variety of the colors most largely used so that each situation may be satisfactorily met. For the high grade shop, where time is no consideration and extra body and gloss are wanted, our "Gloss Colors" quality should be ottered, however, for general use our Solid Rubbing and Free Flowing lines will be most usually demanded; the former when good c f 0007-SWP-000119227 THE S. W. P. *57 prompt drying is wanted, accom panied by a good gloss surface of suf ficient body to permit of robbing with puruice stone and water if desired. Our Free Flowing quality, while solid covering, is intended mainly for use where economy by means of easy working quality and larger covering capacity, is the great consideration. The goods are lighter in consistency than any of our other color varnishes, are very easy working and slow set ting, flow out perfectly, dry to moss in 13 to 24 hours, but are not heavy enough in body to admit of a water rub. Our largest demand among the greens is (or the Green "IV shade listed, which answers the interpreta tion of a medium gear green of Brew ster or Merrimac shade. Recently, however, there has been an increasing demand for Green "L", Newport, Acacia, Rng. Surrey and other fancy shades, any of which will be found especially suited to light aod fancy work. Reds have been very popular for several years and while our line embraces many rich and hand some shades of color and varnishes, still Royal Durbar Red, on account of its extraordinary body and cover ing power, is the one color more de manded than any other. We anticipate also, with the proper interest manifested on the part of our agents and dealers, that a very hand some trade can be worked up on our No. 140 Carmine, which, on account of its beauty of color and permanency, should find more than ordinary favor for use on fine work. Our Aztec Red shade has been largely sold for several seasons for imitation carmine effects and while some of our competitors have tried to match it, a comparative test on glass will quickly show that the colors they offer lack the richness and fire of our goods. What has been said regarding the comparative quality of fancy (not black) colored rubbings will also hold trne with reference to shop made black body rubbings. There is a large and general use for such materials, and dealers shonld not fail to offer and sell these lines whenever possible. For the better grades of work our Jet Black Body Rubbing will be found particularly suited, while for cheaper work our Jet Black Quick Rubbing will prove very satisfactory. They are both intensely black, work and dry well and cut down clean in rub bing, which can be done in 43 hours after application without danger of sweating. There is also no question regarding the better and more satisfactory quality of our body primers and fillers (Rough stud) than can be made by hand and a frank comparison will usually help to get business, In the first place all raw materials for those lines, as in the case of any others we make, are carefully chosen with a view to meeting the conditions which will be imposed on the finished goods, and in the case of the neces sary mixing and grinding liquids, these are specially made. No such opportunity is afforded the painter who would mix his own. He mnst take to a large extent what the market conveniently offers. Then we test all materials carefully before they are put together as well as after, but the previous test is not prac tical or possible with the painter who must apply his mixtures to the work actually in hand before he knows or can learn if they are right or wrong. Quite frequently he finds they are <r f 0007-SWP-000119228 158 rues. w. p. not altogether right, but once on the job they must mainly stay and he trusts to luck that no really disastrous results will follow. While we advocate both primer and filler prepared ready for use on ac count of greater uniformity and better results in finish to be bad with goods in that form, still our Rough Stuff (paste) will be found thoroughly highgrade and not at all to be compared with t|ualities which are based on price or offered by makers lacking the facilities and experience with the trade which we possess. Our Perfect Method Body Primer and Killer have proven phenomenally satisfactory to the trade for so long that they may now be regarded as standard shop staples. There are, however, some custom builders and coach makers who are prejudiced against systems of any kind, and for such trade or any others desiring it we have made Coach Body Primer and Coach Body Filler (Rough Stuff) which goods conform as nearly as possible to the highest grade and best accepted custom shop practice. These goods have not yet been listed, but agents can get prices and other detailed information regarding them from the nearest division offices. In closing let me repeat again what was said at the opening of tbe series, vis.: That selling goods to the car riage and allied trades is not a difficult matter, especially in our case, once the dealer understands the good9 commonly employed and their respec tive uses. There is a large demand in the ag gregate and with the most complete line to offer anil a quality unap proached throughout by any other manufacturer why should we not right fully expect the most of the business. We are looking to you. Mgr. Gtntral Salts De/I. 3E show herewith illustration 7 | of these buildings finished ' withS-W. Products. The fol lowing materials were used: Metalastic, China Gloss White, Out side Gloss White, 461, 374. Special Hard Oil, and Kopal Varnish. This is an example of the popularity of S-W. paints and varnishes with large manufacturing concerns. It is evi dent that in S-W. products, because oi their durability, permanence of color, protective value and economy, they find the most satisfactory protec tion for their buildings. This is a valuable recommendation for our goods, because it is a fact that users of this kind are actoated only by the strictest of business mo tives, and their selection of our paints and varnishes is an impartial endorse ment of everything we claim for them. <r f 0007-SWP-000119229 THE S. W. P. `59 THE ONLY WAY IS THE S. W. P. WAY. G publish herewith a letter received by the Ellis Bros. Drug Co., S-W. agents at Vandalia, Mo., from Mr. V. 11. Robertson, foreman of paint de partment of the Chicago & Alton R. R. It comes with special force as ex pressing the judgment of one who has all the benefit of long experience, through knowledge of what the best paint should be and do and a very wide acquaintance with other materials offered for such work. E Route Vamlalia, Mo., July 24, '05. Ellis Urns. Drug Co., Vandalia. Mu. I can say fur your benefit and to any wlw contemplate painting that I hare been with the C. A. road for iS years, using lead and oil almost exclusively for most of the time, f became, however, dissatisfied with the results and then trieil several kinds of pre pared paints, among them The SherwinWilliams Paint. 1 can sav frankly that I found S.W.P. best of all in quality, thorough and reliable mixture, dear tone, greater economy, and durable results. For the past four years I have used S-W. Paints exclusively. 'No painter can cut uui the top of a keg of lead, arid his own oil, stir with a paddle, and get Lite spread and covering and lasting finish that he can with S. W. P. I am now painting the C. & A. Depot here wit It this paint. Yours very truly, V.'B. RllBUtTSIJX. Foreman Paint Department. Messrs. Ellis liras, believe in spread ing good words like these and printed the letter at length in the Vandalia Trader. OPPORTUNITY IS EVERYWHERE. ('REAT deal has been said The story is told of J. 1J. Morgan about locality, about the that he needed a man for an import best field for youthful en ant post. After considering all avail terprise. Dr. Depew thinks able employees he chose a certain that a young man has the best chance young man, and so notified the head in a young community, while Russell of the department in which the young Sage attaches little importance to en man then was. '`But Mr. Blank can vironment and thinks that if a young not be spared," said the head of the man is in a big place he had better department. "That's exactly why I stay there. The secret of success lies want him," said Mr. Morgan. in turning the circumstances that sur "Opportunities eome to all," says round you to the best account. Once Henry Clews in this same connection, you learn how to do this, including "and come frequently. The success the self-discipline which it brings ful men are, first, those who recognize about inevitably, you have learned them as such, and, secondly, those the important lesson: and this lesson who take advantage of them. This is perhaps is learned best where oppor the meaning of the much-used term tunities are fewest. In auv place a `luck', and the men who complain of young man can exert his individuality their lack of luck simply lack knowl and his most vigorous exertions for edge of their business and the energy his own interests, and as long as he and determination to make the mast respects the rights of others he will be of a good opening. Good openings advancingfaster than he knows. The surround every young man if he did best evidence that a person can have but know it. The young man who of his ability to do well elsewhere, is sees them is the one who advances," to succeed where he is.'.' --N. 1*. Commercial. ir f 0007-SWP-000119230 16a THE S. W. P. FOOTPRINTS AND FLOOR FINISHES. this time the footprints have "tramped" over a targe part of America, and have proved a novel and ef fective feature ot the Fall Campaign. The Floor Finish Campaign is grow ing rapidly and we hope will soon at tain the splendid results we expected. With the impetus that our special ad vertising has given us we must go on until our Floor Finishes are used in a majority of homes everywhere. Tt sounds big, and it is big--the kind of proposition we enjoy going up against. Considered in its details, however, one sees that it is just a matter of steady effort and unflagging enthusi asm, which is bound to win out in the end. T.et every dealer keep everlastingly at it, with a determination to increase his Floor Finish sales every month. The goods have shown that they will do their share in pleasing the con sumer. .Take advantage of all our helps, of our XV electros and adver tising direct to consumers. The illustrations show a number o( our dealers in the Central Division and the great displays they made with the aid of the Footprints. The auto mobile is one that was secured by one of our salesmen, who with some of our agents had become enthusiastic <r 7'be Footprint Automobile and the Stores it helped decorate. t 0007-SWP-000119231 THES.W.P. i fit over our footprint proposition. They become the sales of our paints and spent the small hours of the morning varnishes. The wider wc spread the touring the city and pasting the foot names of S.W.P. and S.W.V. the prints where they would do most good. better it is for everyone who handles It is encour them. Our aging to see such agent's business interest taken in grows with ours. the campaign. If you haven't It shows that gone into the these dealers fall. Campaign know we are in with all the spirit business to sell and vigor you our goods to the possess, get consumer after right in now and putting them on pash with us. o u t agcuts ' Get the habit shelves. The and we will make nearer the dealer gets to us, the The Athens Pharmacy, -4there. O. the coming Spring Cam more interest he takes in our special paign the greatest yet. campaign, and the more he helps tis There's no limit to trade and profits by taking advantage of the help we in selling S-W. products, if you push offer, the bigger and more profitable them the right way. VARNISH GUMS AND VARNISH MAKING. Third Article.. F the choice of a proper kind, quality and grade of gum is necessary in the best var nishes, the quality and pro portion of the linseed oil added is also a vital consideration, and as the right oil is an essential requisite of all firstclass paint it is equally required for a reliable varnish. It was, in fact, the high demands of our Varnish Paints and the neces sity we felt for a higher and more re liable grade of materials than we were able to obtain in the regular market which led us first to the making of onr own varnish and later to the manu facture of our oil as well. We were determined to place our selves at the head and front of paint and varnish manufacturers and added extensive Varnish and Oil Plants as a necessary condition of this progress. While the gum is melting, as re ferred to in onr last, the linseed oil is being heated in another kettle, the proper proportion being carefully de termined by weight, depending on the particular kind of varnish under way. The gum must first be entirely melted, the kettle withdrawn from the fire and the foam allowed to subside, then the hot oil is added gradually with thorough stirring, preserving as even a temperature as possible. When the proper oil for the batch is all in, the kettle is moved back over the fire for the cooking. This is a very par ticular work and on it depends very C r 0007-SWP-000119232 t6z T/teS. W. P. much the color, the clearness and the wearing qualities of the varnish. Usually in this process a special ther mometer is kept in the liquid, which is closely watched indicating the pre cise amount of heat for an accurate length of time, such as experience has found desirable for the particular mixture. liver and under cooking are alike hurtful. < >ne tendency of cooking is to darken the varnish, hence some cheap pale varnishes are secured by under-cooking, and although they may in some cases be sold at a lower price on account of a falsely pale color, they are not at all the same goods in value or durability as a pale varnish secured by proper selection of clean pale hard gums and extra re fined oils combined by the most timely and judicious cooking. The temper ature during cooking may vary from 400 to 600 degrees Fahrenheit, and in some varnishes it is advantageous to alternately raise and lower the heat from time to time according to what is known as an established tempera ture curve. After the cooking is properly com pleted and the raixtUTe slightly cooled the proper percentage ol turpentine is added and here again exact rules, skill and caution are necessary. The temperature is usually above the boil ing point until redneed by the cold turpentine, so that here vapors are liable to escape and overflow the kettle as an inflammable gas. This is work which under no circumstances should be hurried. Clear headed judgment and painstaking methods are the assurance of safety and success. benzine is sometimes used to re place the turpentine in cheap var nishes, but evaporating as it does ranch more quickly, the benzine var nishes do not flow out well, are in clined to show brush marks and are too brittle for durable wear. As we have already intimated, with the hundreds and hundreds of different kinds ami grades ot varnishes and widely varying requirements it would be impossible to cover this subject briefly, except in a roost desultory and unsatisfactory way. We hope, however, enough has been said to out line the important points of varnish cooking and induce some ol our read ers to inquire farther as to the whys and wherefores of a reliable varnish. In general, with proper selection of well sorted, carefully graded gums, the cleanest of utensils, thorough melt ing, careful, scientific cooking with addition of the best materials, good varnish can and should be uniform and reliable. They should be right and always right. In our next we will consider varnish storage and var nish aging. OPPORTUNITIES. ``If you don't feel enthusiastic, yet out and rub up against some fellow who does. Re-charge your butteries, and do the hard thing first; if wilt stimulate your nerve. "Action generates energy." --Jk d Sc a *b <ih >. <r f 0007-SWP-000119233 THE S. W. />. 163 POSTER BALL AND CARNIVAL ADVERTISING. UR1NG the fall and winter would like to hare shown it. our agents will have many Our Napier agents, Messrs. Williams opportunities for effective Bros., are dealers in paints and wall advertising and publicity papers and arc pushing S-W. Products through local, county and state fairs, vigorously in this far distant land and street booths and find the quality parades, fancy and economy costumesat public guaranteed in entertainments, their use a most etc. These ef valuable asset forts not only for increasing show enterprise trade. and add to the interest of such occasions, but at tract wide notice and invariably pay well for them selves in fasten ing public interest and attention. We feel sure that their per sistent work will redound to great er and greater success. The labor inci dent to advertis ing of this kind is We are always notneariy asmuch glad to encourage as one might sup such work and pose, and it is help with sugges surprising how tions to the best striking an effect of our ability. can be secured We reproduce here a photograph recently received from our S.W.P. agents in Napier, New Zealand, showing one of their young lady clerics dressed in a costume for a poster ball, which is exceedingly Paster tastumr 0/ yourtf lady at Kafier, lYrav Zealand. with a little in genuity and fore thought in an hour or two of leisure time and at a season when the regular de mands of the trade are not apt to be burden some. We are always neat, simple and attractive, and in glad to offer our help for such dis which S-YV. advertising features are plays, and many ideas can be found in conspicuous. back numbers of this magazine. The brushes in the head gear and They always help to inspire new in the chameleon poster apron are unique terest and enthusiasm not only among and distinctive, though the lettering your friends and customers but in the is not as clear in the reprint as we minds of your store help as well. r 0007-SWP-000119234 164 Th e S. W. P. SPECIALTIES FOR THE FALL MONTHS OCTOBER and November are the months of specialties. Of course the great staple lines such as S.W.P. and S.W.V. are still in demand in most localities, but it is at this time that the dealer should look ahead to the winter season, when outdoor painting is impossible. Now is the time to plan a stiff campaign on the indoor lines. Boom the Floor Finishes harder than ever. If you have the deter mination, we have the goods and the helps to get practically all of this trade, and this is the chance for a great record breaking year in these lines. Push the Varnishes, push Enameloid and Special Inter ior Colors, and make the people understand that you can supply them with the most satisfactory and most economical finishes for the interior of their homes. Besides these you will find Buggy Paint and Wagon Paint good sellers now. Use the Wagon Paint Window suggestions we have already given. On another page in this issue is a Varnish window, which it will be a good plan to trim. In the meantime remember that in Aluminum Paint, Empress Liquid Gold, Im]>enl Gold Enamel, Bath Enamel, Stove Pipe and Iron En amel, Varnish Stain and Furniture Polish you have specialties that are bound to give satisfaction and hand some profits if you give them pub licity and a chance to be appre ciated. If you don't carry all of them, put in a stock. Don't for get that the quality of the goods is such as to permanently enlarge and firmly establish your business, and that we help you sell them after they are on your shelves. <r 0007-SWP-000119235 THE S. W. P. lO/iat 0fii8a*=&O the Chameleon Sees 165 kWT^LL- b5's', :you W haven'ti seen me lately, have you?' "Had a vacation? I should say--back to the shores of sunny Madagascar. You've heard of the simple life and this talk about get ting back to nature. Well, I've had a month of it. Don't I look like the office boy--back sunburned, skin off my nose and an appetite like a horse. "You will wonder why I haven't been on duty lately, and won't believe me when I tell you I've been a globe trotter and out doing Phineas Fogg, Nelly Bly and all the rest of them. It is this footprint proposition and its nearly been the death of me, too. I was coming back to help in the Fall Campaign, going to be right on the firing line from the start, when I ran across those yellow footprints. "I simply had to findout where they were going. Do you know I never came to the end of that line of foot steps until I got back to the place I started from. Never got away from one store before I would run into another line. I spied a big bunch of them in the export de partment, and by the time I reached the other side the pesky footprints were walking over there. They cer tainly cover the earth. `Now I want to give you some facts and figures on floor finishes, just to show you that our campaign has only opened pay dirt thatruns clear through. We haven't scraped the top off yet. "For example: To every r.000 of population there are about aoo homes, of perhaps five rooms each. Just compare your present sale of floor finishes with the floors in your locality and you will see what opportunities there are for us in pushing the goods. Every housewife wants finished floors, while we want to make the finishes for her. See the missing link. It's up to you." ir \ 0007-SWP-000119236 New Central Building ej the Iowa State College, Amet, Iowa, for which Kopal and Exctlh were specified, S W.P. 484 was used on window frames, Proudfoot & Bird, Architects. GOOD WORDS FROM THE TRADE. Good Words for Shellaclne. Co-operation Brings Results `-We are pleased to report that Shellacine has found great favor here. O. W. Sneed, a contracting painter, bought ;i gallons in three weeks of July. Wm. Alexander, C. C. Morrow and R. G. Mair, all contracting painters, use this Shellacine, and say that it is the best filler they can get anywhere near the price. These facts are no doubt interesting to you, hence our excuse for this letter. It is our intention at all times to keep in as close tonch with you as we possibly can, because we believe that by co-operation we can in this terri tory make things interesting." Fo s t er Hnw. Co. Little Rock, Ark. "It pleases us to see the S-W. Co. work so much in harmony with their agents, offering every advantage to them in order to increase their busi ness without asking them to buy a certain quantity of goods. We like this method, and you can bank on our co-operation to help the good work along. We let you be the judge as to the increase of our past season's business over previous years. We enclose the mailing list as per youT request. Kindly let us know when this "ad" matter is sent out." Yours truly, O. DruRA & Co. Amboy, Minn. \ 0007-SWP-000119237 THE S. W. P. id; Painters Like S. W. V. `'I want to make an expression on your Kopal and Excello Varnishes. Have never used anything that works finer, and can cheerfully recommend them to all brother painters who want first-class work. Your Shellacine works fine, in many placesmuchbetterlhansimilar goods." H. A. I'rmiuim. I.ogan, Kas. Painters Want 5 W.P. "We are adding hardware, etc., to our line, and have been told by the painters of this town that they prefer your paint. They say it is the best, and as that is what we are looking for, please have your man stop and see us when he is down this way again." Jons R. VVa l k k r 8; Co. Titusville, Fla. Price as Well as Quality Talks. > 1 send yon photo of a neighbor's house for color selections. He got prices on several other materials, but did not find them satisfactory and will use S.YV.P. This is the second recent instance oi the kind. A man called yesterday who painted with S. YV. P. seven or eight yeara ago and he has been so pleased with the wear that he is coating it over again." Leamington, Ont. J. 11. Gk k f n k il i.. S-W. Snow White Enamel the Best. "Jay Collins, master painter on the Arlington Hotel at Hot Springs, Ark., recently made a trial of our Snow White Enamel against zinc in Damar he was making himself. He says he does not see how it is he has painted for 20 years and never discovered that hand made paints cannot compete with machine made products. I told him there were many like him, but it was up to some good paint man to show them where they were wrong. His enamel as compared with S. YV. looks like a piece of homespun com pared to a piece of silk." Very truly yours, F. H. Gu u .k . One Specification Sella for Fifteen More Houses. `.Ten years ago, when building a residence at Blue Earth, >linn., I sent you the plans of my home and you kindly gave me suggestions as to how to paint the same. The following years there were at least fifteen di fferent residences copied after mine, all using Sherwin-Williams paint, and this alone is proof enough that it was satisfactory to me. I was back in my former home last summer and found that this house had never been repainted and the paint was in excellent shape. 1 am building an addition to a residence at this point and wish to use your paint again; also would like to have you furnish me the plan as to how to paint it as you did formerly. The house is rather low, and would like to have the colors so combined so as to make it appear tall. This is a very dusty country, alkali in the soil mak ing it bard on paints, and I presume that on account of the dust it would be advisable to have a color that would not show the dnst. I am sending you on the plans, and will thank you to re turn them to me at your convenience. The north half of the house is the house that we built, and we are add ing on the south half now. YY'e will paint the entire house." Yours truly, F. YV. Ak u k h s o n , Cashier Lincoln Co. State Bank. Davenport, YVash. c I 0007-SWP-000119238 IT'S a good time sow to trim a varnish window--especially as many people do quite a little renovating about their homes in anticipation of winter. Arrange your Kopal, Excello and Mar-not cans on a shelf slightly raised as indicated, and bring in your "Brightens the Earth" sign, better the other signs yourself on a piece of cardboard "off hand" as shown. i 0007-SWP-000119239 SHlttWIN.WtLLlAHS VAumsH RiaHTrNS TH* MRTN \ 0007-SWP-000119240