Document zzvrx0y2RBww6xaYYjeLgNQx6

A jj J 1 V iv i How to Set Up the Window Trim SUGGESTION for arranging the window trim enclosed in this SWP A is shown here and can be easily altered to fit any style of window. The banners are gummed at the edges and after being moistened will adhere to the windows, so that a most effective display can be made. The "Cover the Earth" pieces are gummed all over on the side which faces the window. After the trim is in position, glue ribbons, tape or even strips of paper of some brilliant color to the eight small banners and tie them together to the bail of a gallon can of SWP, placed upon an elevation. A suitable arrangement ofpaint and varnish cans should then be made to form an attractive background. These sections will make a splendid display during the day time, and as they are transparent, will ap pear even better at night, when the light of your windows shining through will bring out the strong colors. If you want an extra window trim, write our nearest office for one. If you have no store window, use this dis play elsewhere--on the door and windows .4 1 0007-SWP-000118556 J -1 Copyright, IQH, by The Sherwin-Williams 6., Cleveland0. No portion of thU magazine can be used, except bv Sherwra-Williams agents and dealers, without full credit being given as follows: "From The S W P, published by The Sherwin-Williams Co.M Volume XIII. No. 5. AUGUST-SEPTEMBERy j q ii The Fall Campaign ROM all over the country there conies word that there is a distinct revival in business conditions. It is ap parent that there is going to be good business this fall for manufacturers and. merchants in all lines. It behooves everyone interested in making trade condi tions better, to pass along the good news and to make the most of it. We have inaugurated a special Fall Campaign in the paint and varnish business, the particulars of which will be given you in this issue. Read this very carefully and then make the most of this campaign. The way to stimulate trade is to get people interested in business and get them to thinking of prosperity and of progress. Make a strong campaign in your paint and varnish department, and the very fact that you are putting enthusiasm and energy in this department will result in giving added life and zest to every other department of your business. We have planned to work with you all during the fall season in an endeavor to make this fall painting season the best ever. Take full advantage of all the helps that we are giving you and get your full share of the belated paint and varnish trade that is your due. The weather conditions in the spring and early sum mer were peculiar and many house-painting jobs were postponed until later. Now is the time to go after this trade. Give us property owner lists, enlist the aid of our Promoting and Decora tive Departments, work every good plan you know, and good business will result. Gen'l Mgr. Salts <3* Distribution. 49 \ 1 P 0007-SWP-000118557 X PAINT SToRy Busy with the many <nher things which ckniatvi hi> Attention the retail merchant has little time in. which to study tin* siA.jvct of paints and varnishes as thoroughly as he would desire. Even then, it is not always possible to obtain authoritative and comprehensive information on the subject which will impart a general knowledge of paints, their com position and application, yet not deal with the subject :n a too technical manner. So in the following, we have endeavored to introduceand explain the chief facts regarding the difference be tween lead and oil, cheap "ready-mixed" paints, and SWP which will enable the dealer to meet competition intelligently It is the man who understands his goods and goesafter the business energetically that gets it and the fact that many rerailcTs arc unfamiliar with the paints they sell was impressed upon us when preparatory to writing this "storr" we called upon several paint dealers not selling SWP, by the way--in neighboring towns. Upon inquiry as to the composition of the paintone clerk emphatically stated that nothing but lead and oil were used in it. "For,' he exclaimed, '`zinc is put intopaint to cheapen it. and we only sell the best." This ridiculous state ment was made notwithstanding the tact that the color card he offered showed the pigment to be composed ot lead zinc and inert material. Upon evincing curiosity as lo "w:iat it was made of another merchant blandly replied: '`Oh, it's made down at the factory from a secret process. We don't know what's in it, but I guess it's all right." 'There should be absolutely no secret about any prepared paint ii it's a good, paint. There is none whatever about S\\ P. We want you to know what it s made of so you can truthfully tell your customers why it is the best for them to use. A chemical analysis of the contents of SWP is placed on every can. Point it out to vour customers. SWP is an honest paint; it rciJTtscnts a combination of high grade materials, brains, and mechanical skill. This article will also suggest sums methods o: going after a profitable paint business this fall. It explains the different, ways in which v.c co-operate with our agents and \n' hope every agent will avail himself of our many helps this fa.I. After yor. have read tin* .S fl r. pa< it along to yuir clerks or write for extra copies. Ed it o r , ILL HARDIXH glanced through the letters on his desk. There were two or three bills, a freight receipt, a postal telling of an ex press package waiting for him at the station, several letters, and a large, brown envelope bearing these words across the face of it: "A Fall Campaign for Mr \Y. H. Harding." "Well, what's this?" he asked himself. Tearing open the dap. he peered at its contents. But. evidently, they failed to interest him. for with a cheerful "Here you arc. Frank." he tossed ihe envelope over to rhe clerk, and resumed reading his correspondence. Spring- vale is a--well, you know the kind of town : active, thriving and industrious. Perhaps it is hardly necessary to say. but the princi pal thoroughfare is Main street and it is iiere that Will Harding lias his place of business. And. by the way of introduction, let ns mention that Mr. 1 larding is our agent. During the ten years that lie lias occupied this store, bis trade has grown to considerable proportions, not by chance or good fortune, but through careful manage ment and hard work--much hard work. It is said that merit begets confidence. This must be true, for "Harding's''' is looked upon as a store chat sells good merchandise at consistent prices, and incidentally its pro prietor enjoys the esteem and respect of his neighbors and customers. Frank Stevens, the clerk, has much of the spirit that charac terizes the merchant lie is enthusiastic, hard-working and ambitious. In fact, Mr. [larding places a great deal of responsibility in his hands, for he knows his wishes will be fulfilled to the smallest detail. But to return to our story. Several cus tomers came in and made purchases, two or three telephone calls were received, and the time passed rapidly. In about an hour, Mr. Harding came over to Frank and inquired whether there was anything to be ordered-- for all business matters were attended :o the first thing in the morning. 51) * 1 0007-SWP-00011 "Nothing except what's written in the want book," he replied, and then added, "Oh, I'd better glance over the paint stock. The hot weather's pretty nearly over now, and we ought to be selling paint again." "Do you know, Frank," said the merchant thought fully, as he looked over the shelves containing cans bearing the familiar SWP label, "I'm not satisfied with our paint busi ness. We seem to carry a fair stock and people call for it once in a while, but we don't get the trade we should. I suppose Scott Bros, sell most of the paint here. I wonder how they get all their business? I guess they do quite a bit of advertising, al though I know the brand they sell is not as good as ours. Well then, if they find it pays them to advertise, I wonder why we shouldn't find it profitable too? But what's the best way to go about it?" "I should think," Frank replied, "that the best thing to do would be to talk it over with the Sherwin-Williams salesman when he next calls. Last time he told me some thing about the letters his house write to our customers, telling them that we sell their paints and varnishes. He gave me a few blanks and I intended to send them some names, but I guess I forgot all about it. I'll have to ask him about it again." "I don't know if I told you," he went on, "but I took home some of the color cards the other night and have been reading up a little about paints. I thought perhaps some knowledge on the subject might come in useful when a customer asks me questions." "That's a good idea, Frank," said Will Harding. "I'm glad to see you are so inter ested. That's the only way to get on. I've a good mind to place you in charge of our paints and varnishes. How would you like that?" "Why, I wish you would," Frank replied, eagerly. "There's nothing I'd like better than to be responsible for their sales. I could easily attend to my other work as well." "All right," the merchant assented, "you see what you can do. It's up to you en tirely now. I guess we could have had more of the paint business if we'd gone after it, but I always had so many other things to do that I couldn't spare the time." At this juncture their conversation came to an abrupt termination through the en trance of a customer. Frank jumped up with alacrity and walked towards him. He was surprised to see it was old Joe Foster. "Good morning," said Frank, and then cordially added, "I'm glad to see you, Mr. Foster," This independent person replied with a curt "Mornin'," and calmly seated himself. "I've been thinking it over lately," he slowly drawled, "and I believe I'll paint my home next spring. I was just passing by on my way to the bank, so thought I'd call in. What's the cheapest paint for me to use?" Joe Foster thinking of painting his home? Surely not; why he hadn't painted it for the last ten years or so. Now Joe Foster couldn't be exactly called a "tight-wad," but he was a very economical person. And not painting his home was one of the "economies" he practiced. Frank came out from behind the counter saying, "Well, Mr. Foster, before I tell you what is the most economical paint for your home, I want to say a little about putting off painting until spring. Now let me ask a question: Why do you want to paint your home?" "To protect it, of course," came the re sponse. "That's just it. Now can you imagine any time when it will need more protection than during the long winter months? The rains, and snows, and the winds are the elements that play havoc with the lumber. If vour home isn't prop- ________________ erly protected by good paint, the damp weather starts the wood to decay and gradu ally it will get be yond the state where it can be repaired. If your home needs paint ing at all--and 1 guess it's several years since it was last painted--you should do so be f,,soer.tes int.heA. ndw.tihn,,etenr, '_no- r/nnm--TiHxc--cn trmt~t-m---m---tn bo o k" LI 0007-SWP-000118559 I just think how much more cheer ful and homelike it will make your home. If you better than prepared paint I'd say so, in fact, I used to think that way myself. But since I've studied the subject, I'm now firmly con vinced that a high grade machine-made paint is much superior." ! want my frank ad "Well, I don't see how you make that vice, Mr. Foster, out," ejaculated Joe Foster. I wouldn't put off "There are two principal reasons for this," painting until said Frank, who was now determined to spring, but would land the sale or "die in the attempt." "The do it right away. first is the composition of the paint, and the Your home is too second what may be called the mechanical valuable to go any end of it. Years ago lead aiid oil was with i longer without out doubt the best paint material to use, be paint. And this cause at that time nothing better had been is the ideal time to discovered. Today it still makes a fairly sat ~)rea eoee mno re mr mate OHKtxorritr AAtnrj-ano mnum do it. ber is The lum now per fectly dry after the summer heat, the weath isfactory paint, but when you paint you want to use the paint that will be the cheap est in the end. Isn't that so?" I j er's steady, and there is nothing to interfere "You bet," came the emphatic reply. with the work." "Well now. I'll tell you just where lead i` I If he was impressed with the logic and and oil falls down. Lead itself has good 'fj common sense of Frank's argument, Joe covering capacity and is very opaque, but, if i.' Foster showed him no sign of encourage used alone, soon commences to powder and ment, but merely said, "Well, that may be chalk off, giving little protection. Then the all right, but linseed oil and paints are too rains and moisture go through into the wood high this fall." and soon the trouble commences." "Mr. Foster, when you buy paint, you'll "That's all very well," said Joe, "but I i probably come here to do so." His cus suppose your paint is made from lead and tomer looked at him as if to say: "Don'L oil just the same." you be so sure, young man." But, un "Not lead and oil alone. In SWP they abashed, Frank continued: "So it really use pure lead, pure zinc, the best linseed oil doesn't make a great deal of difference to us and the necessary coloring pigments and if you wait until spring, but it will to you. drier. The lead is used because it is opaque That's why I want you to paint now. It's and has good body, but they put in zinc to true, linseed oil and paints are higher than counteract the chalking of the lead and to they were a year or two ago, but on the job carry more oil into the paint. And only ab this only amounts to a very little. Let me solutely pure linseed oil is used, because i see, your's is a pretty big place, and, includ there's nothing better that can be used for ing labor, it'll cost you somewhere around paint purposes." $60.00 to paint your home. On the entire "Well, why can't I buy lead and zinc and job the difference in the price only means oil to make a good between four and five dollars at the most, paint with?" asked and if you put off painting, you can be sure Frank's stubborn ihat more than five dollars' worth of damage customer. i ! will be done in the meantime." "Air. Foster, if "Well, I don't know so much about that, you were to buy but what's the price of your paint? What's Sherwin-Williams lead and oil costing now-a-days?" ODP White Lead, i "I thought you said you wanted to use S-W Zinc and the most economical paint?" interrogated S-W Linseed Oil, Frank. mix them together `Well, isn't lead and oil the cheapest? I suppose you want me to buy some of your ready-mixed paint, eh? No, sir, nothing but lead and oil for me. I've always used it, and I remember my old father used it too. That's the only paint for me." and tint them with S-W Oil Col ors, you would make the best paint that it is possihle to make j i "If I thought hand-mixed lead and oil was by h a n d. But 52 i 0007-SWP-000118560 there's where the gTeat trouble lies. Your painter doesn't always know that his ma terials are pure. They are often made by different manufacturers and he has no way of safeguarding himself. The linseed oil may be adulterated; and, by the way, there's lots of `dope' oil on the market now-a-days. The lead may not be pure, nor even the oil colors or driers. So you see you stand all these chances. In SWP the ingredients are chemically tested before being used in order to insure their purity." While talking, Frank had taken a quart of SWP Gloss White off the shelf. He now opened it, and, after stirring it up, passed it to his customer, who examined its contents with a slight degree of interest. "When you have your painter use lead and oil, he gets a wooden paddle and stirs the ingredients together as thoroughly as it is possible to do by hand. But no matter how skillful and conscientious the painter may be, he is handicapped. He is working by guesswork, and trying to do the work which in prepared paint is done by powerdriven machinery. That, of course, is a physical impossibility. Do you think your painter could mix lead and oil as finely as this paint?" Frank pointed to the open can of SWP. "Well, it looks a!! right," came the re ply. "Then," Frank resumed, "with hand-made paint, everything is done by rule of thumb reckoning and guesswork calcula tions. On the other hand, in SWP the formula is one that has been adopted after scientific in vestigation and practical experi ments. Every thing is done with as much care and preci sion as the druggist employs in compounding a prescription, and the lead and zinc, linseed oil and driers are mixed and ground together by heavy power-driven machinery." "Well," Joe Foster said, "that ought to make it spread much further than lead and on." "Yes, you're right there. And that's only one of the ways SWP will save you money. Now, you take lead and oil and you'll find on an average it will cover about 250 square Our latest portfolio, "A Style Booh of Home Decoration/' will he ex tensively advertised this fall. These are some of the attractive color plates it contains, illustrating the use of SWP. All inquiries will he referred to you and the inquirer told you are our agent. i ColorSclipmes y/or Exterior House Pairuirut -- ' ICLCKAinr l FAKI.MI vr MMtAKAI This is another portfolio of color schemes. It con tains color plates of ex teriors of homes, ranging from the modest: cottage to tlie large residence, 53 nt*r/t-vnu/*i nnmtttt . When you receive this postal telling of requests received tor informa tion, be sure to get in touch with the inquirer. It means business to you. i if J 0007-SWP-000118561 feet two coats, while one gallon of SWP will cover 360 square feet two coats. See the difference ?" "Well, figuring that way, how many gallons will it take for my house ?" Frank was thankful that his newly acquired knowledge came mu / Dorr sa mirm/mrcxMrm' in such stead, and good getting out his pencil and paper in a business-like manner, he soon fig ured out the quantity required, "How much will that cost me?" asked his customer. Frank told him. "How's that?" queried Joe in a rather surprised tone of voice. "Why, I can buy paint for $1.75 a gallon up the street, and a few days ago I received a letter from one of the mail order houses saying they'll sell me the best paint at $1.60 a gallon, and pay the freight, too." "And you'd be sorry ever after," replied Frank. "SWP is sold as cheaply as it's pos sible to sell good paint. When you buy SWP you're buying a strictly pure paint. Just look at the analysis on the can of this Gloss White: Contents of can, pigment by weight, 68% ; liquid by weight, 32%. Com position of liquid: Linseed oil, 92% ; Japan drier and turpentine, 8%. Composition of pigment: Lead carbonate, 36% ; lead sul phate, 22%; zinc oxide, 42%--and SWP is always full measure. You won't find any statement of the contents on the cheap paint you have in mind, because they don't want you to know what's in it. You're buying a cat in a bag." "Well, 1 want an honest paint, or I won't paint at all." "That's just the proper way to feel about it, because you don't want to have to paint again in two or three years." "No I don't." Frank's arguments evi dently had had their effect. "The way to figure the cost of paint is not by the gallon, but by the surface it'll cover and the time it will last, because two- thirds of the cost of painting is in the appli cation, and the more often you have to paint, the more expensive the paint will be. And by lasting longest, SWP will be the cheap est in the end." "Well, let me see, what colors shall I use?" said Frank's customer, thoughtfully stroking his chin. "As your home is surrounded with trees and lots of foliage, it would look fine painted with SWP 354--that's Sea Green--for body, and trim it with SWP 486, Golden Brown. These are some of the most fashionable shades, and I'm sure they will please yon. You will need about eight gallons of the body color and two of the trimmer." "All right, you'd belter send it along," re plied Joe Foster, after a few moments' hesi tation. And, lighting his cigar, he walked out. During this rather lengthy conversation, Mr. Harding had kept in the background, preferring to let his clerk secure the order unaided. But he now came forward and con- gralulated him warmly. "You're making a fine start, Frank," he said, "and if you keep this up, our paint and varnish busin ess should increase rapidlv." "Well, that's what I'm going to try to do," was his reply, and, go uip*i/op,pwo soy yoonu rjmnumfffei^natuoen-to-'p ing over to the paint stock, he took from the, shelves the paint ordered by his customer and arranged the other packages according to the number of color, for the sake of con venience. This done he walked over to the proprietor saying, "Mr. Harding, I know The Sherwin-Williams Company has added several new lines during the last year or so which we haven't stocked. Don't you think we could carry them? Let me see, there's Flat-tone, Decotint, Polish-ol, Flaxoap and some others I can't recall just now. What do you think about it?" "I suppose," Will Harding answered, "if we're going after the paint business, we may as well do so properly, and if these lines are good sellers we might stock them. But I'll want to find out first." "I'm certainly glad"--he broke off sud denly. "Why here's the Sherwin-Williams salesman now," he said, as Mr. Welch en tered the door. After hearty handshakes, 54 \ 0007-SWP-000118562 he told the salesman that Frank was now in either follow out charge of the paint department and that they the suggestion of had determined to inject a little vigor into fered or arrange their paint sales. it to your liking. "I was feeling a little discouraged,'' he You see the sairl. "about our paint business. You know pieces are trans we've never made much fuss about it. and parent, so will since prices went up last year, I haven't look fine in the felt it paid to spend too much time------ " daytime, but still "That's just where you make a mistake," better at night interrupted Mr. Welch. "Now you can take with the light the case of Davis & Hamilton at Irontown. shining through, They didn't think they could sell any more because the colors J paint and let up in their efforts. But I got are clear and bril them to raise their selling price so that it liant." paid them well to handle paint, and now they are getting more business than ever, simply because they go after it." "I w a s just thinking of chang F/tw/r mmeo t o me oeerteo CA/r o f sire. ing the window "We want to do the same, and Frank in today, so will put in a paint display tends to do a lot of hustling, so we want right away. It's rather early for painting, you to outline a complete sales plan for us but I want to let the people know in advance to follow." that I carry paints and varnishes." "Well, T'm mighty glad I came in today, "That's just the way to fee] about it. I've because I've got a Fall Campaign for you always been glad your, paint stock is sit that's a winner. Did you receive the Fall uated so well, where everybody coming into Campaign number of The S W P yet?" he the store can see it. A great many mer asked. chants make a mistake, and look upon paint Mr. Harding looked at Frank, who sud as they do ten-penny nails and other staples. denly remembered the envelope he had re They hide it under the counter or some ceived that morning, the contents of which where out of sight." he intended to read later. "The next thing to do," the salesman con "Why, yes," he said. "It just arrived this tinued, "is newspaper advertising. On the very morning, but I haven't looked into it insert in The SWP are proofs of four fine yet." paint advertisements. You know it's our "Well, you bring it here, fetch a chair and custom to offer electrotypes of this kind I'll explain it all to you," said Mr. Welch, every spring and fall, and they've proved unpacking his sample case. mighty popular. Just make out a postal, Frank did so, and prepared to listen in send it to our nearest house, and the electros tently. will come in a few days with all charges `The first thing to do is to put a corking prepaid. Then all you've got to do is to good paint display in your windows. Have turn them over to your newspaper publisher, them washed, and without the trouble and bother of writing everything clean them yourself. In towns where there are no ed and made spick newspapers, my agents get good advertising and span. Then by having dodgers printed up on scrap get some cans of paper. There's no typesetting to be done SWP with clean except your name, and, of course, the print labels on, varnish er charges much less than he would other and other season wise." able goods, .suffi "I'll run these advertisements at the same cient goods to at- time that our window display is in," inter tract the eye rupted Frank. without confusing "Yes, but don't put an `ad' in one week it. Then put up and then think you've done all that's needed. the window trim The only way to make advertising profitable .1 enclosed in The is to be persistent." SWP. It is Mr. Welch then took his portfolio out of "wr#c is l o t s or tioez m o/f gummed ready to his sample case and explained the different me raf/fifr nerrh a t s ' use, and you can advertising features to Frank, telling him to 55 I 0007-SWP-000118563 I write to the house erty should be whenever he painted. We have needed any color special blanks for cards or other ad this purpose, and !- vertising. "Now, you'll also find ' ;> this," said the some postcards in 4: salesman, spread the Fall Cam ing out an attrac paign S IV P. As tive colored post soon as the house er, "is a sample receives the list, , j of one of our post they wilt write ers, All you have good, strong letters to do is ask for stating that, you them, and you'll are our local 1 receive a supply agent. They'll al i ' printed up with so send, color Mr. H a r d i n g's samples and offer "raoxcavr/Hs A c at w a bah ~. name on them." decorative s u gFrank told him thaL on a quiet afternoon he g,,estio.n..s, if .neerd--e-d--. I want you to hear 5 would go out with the errand boy and stick what one of our agents has to say about the up the posters on barns and fences around way these little silent salesmen get the busi town. So the salesman said he would see that ness. Here's one: a quantity were sent with their next order. "And now," he went on, "we come to a very important part of our advertising. That is personal letters. I want to explain the system Great Bend, Ivans. Those promoting letters you write to our pros pects bring results. Some days' ago our Prohate Judge came in to see about some lead and oil to to you very thoroughly, although it's quite paint a new cottage. I tried to talk SWP to him, simple. All that you have to do is to send us the names of your customers who you believe will paint this fall, or even those whose prop and he curtly told me he didn't want any dope, so I loaded up the lead and oil for him. That night I sent his name to you as a prospect who favored lead and oil. Today he hauled the lead back and The decorative Informa tion Blank is very useful for giving particulars concerning the house or building which is to be decorated. Write us lor a supply. Specifications for the ap plication of the paints and varnishes recommended are sent with all suggesions. I j Kvcry S-W agent should be familiar with the work of. our Decorative Department. Upon receiving1 blue prints, rough pencil drawing or plioto we send a complete plan of decoration, without any cost. Above are shown some of the wall elevations which accompany the decorative suggestions. Tliev are prepared with the actual finishes recom mended. This service is free. 56 0007-SWP-000118564 said he had changed his mind, as he believed SVVP '.vas better than the ordinary prepared paint, and he had concluded to use it instead. I lost the sale of the lead, but he took out a job of SWP. Those letters certainty help. Yours sincerely, PRICE BONDURANT. glad to hear from you and give you free of cost, the best advice we can on the subject. For prices, estimates and color cards showing the full line of colors, please call on our agency. The Red Cross Drug Store, Meadowdale. Yours very truly, THE SHERWIN-WILLIAMS CO. "Well," said Frank, "I'm mighty sorry I didn't use them before. When you were here last you told me something about your per sonal letters, but I forgot to send you any names. I'll keep the mails busy now, all right." "Well, you should do so, as my agents think it one of our best advertising stunts. It only takes a few moments to jot down a few names on a card and send them in. Then we get busy and send out those neat type written letters." Mr. Welch looked in his sample case. "Bv the way," said he, "I've got one of the letters with me here. Let me read it to you: Cr. Raindrops, Meadowdale. Dear Sir:--May we ask you to read the enclosed booklet? If you intend painting your property this year, you will find tile information it contains a help in selecting the right materials to use. Good paint on your buildings is as necessary as a fire insurance policy. It protects buildings from the weather and prevents decay of the surface. It also improves the appearance of the buildings, so that not only does your house look better, if well painted, but the value of your property is increased ii you should ever decide to sell. You will find in our booklet the reasons why the Sherwin-Williams Paint will give you the best pos sible service and satisfaction, and is more economical and lasting than any hand-made mixture of lead and oil. The work of our Decorative Department will ap peal to you. If you are undecided as to the colors to use on the exterior of your house, send us a photograph of it, or full description, and we will send you diagrams showing suitable colors to use. If you arc going to do any interior decorating and will send us descrip tions of the rooms, we will send you sec tional diagrams show ing exactly the colors to use and specifica tions how to get the effects shown. Re member, there is nu charge whatever for this, and the service is carried on by ex pert designers quali fied to handle any decorative problems. We make a paint, varnish, stain, enam el, for every possible purpose. If you have decided to paint, or are contemplating do- ttm lerwjrrmTasmao/tm ing so, we would he "Why, that's mighty fine," said Frank, as Mr. Welch finished.. "With a fine window display, our paint stock in good shape, your personal letters at work, the posters all around town, and the newspaper telling everybody that we sell SWP, we surely ought to get the paint trade this fall." "Yes, and you will if you go after it en ergetically. Then, there's something else I want to mention. That's personal solicitation. There's nothing like it. When you call on a prospective customer, tell him something about paints, help him figure out the quantity need ed, suggest appropriate colors to use, and give him suggestions about the work. He then feels that you take a personal interest in him. Even if he doesn't paint at that time, he will be impressed by the trouble you have taken to call, and when he does paint, it's reasonably sure he'll buy from you." "I'll take a day off this week and call on some people who might likely paint this fall." "Yes," came the reply, "now's the time to get busy. A great many people could be made to think of painting now, before the winter sets in." "But, of course, you mustn't overlook the paints that are used for interior work, such as Inside Floor Paint and the Floor Stencil idea, Enamels, Varnishes, Stains, etc. These are all profitable lines, so keep them where everybody can see them, and don't forget to remind your customers that you have every thing that they need for touching up the little things around the house, as well as paint for the exterior." "Oh, that re minds me," said Frank. "By this time William Rice, the telephone man, who is building up on Greenlaw n Avenue, ought to be thinking about paint, as his house is now under roof." "Well, if the house is that far advanced, he should be consid ering not only 'w ne see-me/tet f l a t -rone acormrKHjamn o a x ma' 57 paint, but stains, nishes over with them, and besides our dec enamels and com orators can make suggestions from the plete decorations plans. It's always more satisfactory to have as well. Put on a general idea of the color schemes to be your coat and hat used, when the specifications are being ar and let's go up ranged." there and see Just then Mrs. Rice reached the house and both Mr. and Mrs. Frank introduced Mr. Welch. She ex Rice. This will plained to him that Mr. Rice was detained, but be a fine oppor would probably arrive in a few minutes. tunity for me to "I'm glad you came to see me today," she show you how to said, "because a question as to the kind of get after some of wood to use for the living-room came up yes this big business terday, and my contractor says that I can and make use o have either birch or oak. I want a mahogany wt Jimt w/mm s.mp our Decorative finish to match my piano, and------" Service." "Well, Mrs. Rice," interrupted Mr. Welch, Both Frank "if that's the case, you should select birch, and Mr. Harding agreed that this was because mahogany finish is not suitable for a good idea, and, after speaking to Mr. oak, while birch, when stained with Handcraft Rice over the telephone, they arranged Stains, very closely resembles the genuine to meet him at the house early in the after mahogany and gives a very rich effect. Have noon. This gave Frank and Mr. Welch time any other little problems developed?" he then to get the window display in position and to asked. sort over the paint and varnish stock before "I really haven't thought much about the their lunch. decorations as yet, and it hadn't occurred to On the wav' up to the Rice house, they me that the kind of wood made so much made notes of several houses which needed difference. Upstairs, I want two rooms in paint. These Frank arranged to send in to white enamel and one in a sort of light brown. the S-W Promoting Department. I don't recall the name just now." "Pm afraid," said Frank, "that you']] find "Possibly you refer to fumed oak. I've a it difficult to interest Mrs. Rice in Flat-tone color card showing the Handcraft Stain colors. Wall Finish. I know she prefers wallpaper, Is this the shade?" asked Frank, pointing to and has about decided on the colors she in the fumed oak sample. tends to use." "Yes, that's about right; can I have it a "That won't discourage me in the least," trifle lighter?" replied Mrs. Rice. Mr. Welch said the salesman with confidence. "Quite explained that this and any other color shown a number of people feel the same way about on the card could be easily reduced with S-W it until they find out that a flat paint, such Handcraft Stain Reducer. It was then that as Flat-tone, has many decorative possibilities Mrs. Rice said the woodwork for the other in addition to being perfectly sanitary. Mrs. bed-room had not been decided, but that she Rice evidently thinks of the glossy walls on the kitchen of her old home, when anyone says, `Wall Paint.' And don't forget that even if she doesn't use paint on the walls, there are plenty of other surfaces about the home which must be painted or varnished, not to mention the exterior." In a short time they reached the new house, and finding that Mr. and Mrs. Rice had not yet arrived, they looked over the plans and ex amined the work. "Well, Frank, I think we're on this job just at the right time, for I see that the wanted an inex pensive rubbed finish. Mr. Welch recommended S-W Velvet Finish. Mrs. Rice said the kitchen was also a rather difficult problem to han dle. She seemed to be undecided about several oth rooms are just being lathed, although when er details of the you can get in touch with the owners even work, as everyone before the excavating has commenced, I building a new would do so. You see then you have plenty horn e-- naturally of time to talk the subject of paints and var is. This was just 58 the opportunity Mr. Welch wanted. room. What about "Now, Mrs. Rice," he said, "I have a plan the ceiling? Will which I believe will help you in deciding these it be rough or important questions. As Mr. Stevens," nod smooth plaster?" ding to Frank, "has explained to Mr. Rice "It'll be smooth over the telephone, I am the traveling repre plaster and sentative for the Sherwin-Williams Paints and papered, and the Varnishes, the line which Mr. Harding sells walls the same. I here in Springvale. The Sherwin-Williams don't care for any Company maintains a very complete Decora kind of painted tive Department, which I want you to use just finish," answered as much as you desire. There is no charge for Mrs. Rice. this service, and I'm sure it will help clear "Well, I don't up many of the little difficulties you have blame you very mentioned, and, in this way, help you carry much, bee a u s e out your ideas, or offer suggestions wherever necessary. I would like to fill out this in you are probably unfamiliar with m soon mct<u> m ware formation blank now, and just show you the Fla t-t one how nicely our decorators prepare these sug which I mentioned before. But, if I can gestions and tell yon how to obtain each show you that it is possible to have just as effect shown." attractive decorations with a flat oil paint as Here Mrs. Rice interrupted, saying, "Oh, J with the more expensive kinds of wallpaper, or believe this is Mr. Rice coming--yes, it is. other covering, and knowing, as you do, that I'm glad, because I wouldn't like to have you such a finish is more sanitary, wouldn't you prepare these suggestions without his con reconsider this question of walls?" sent," "You will have to give me some pretty As soon as Mr. Rice reached the house, Mr. strong evidence," she said in reply. Welch resumed. "I was just telling Mrs. Rice "Well, all I wish you to do is examine the about the Sherwin-Williams Decorative suggestions carefully when they arrive. I'm Service, which 1 am sure will be a great help sure you'll like them, because they will be pre to her in connection with the decorations. pared expressly for your home. This new wall When she suggested referring the matter to finish of which I speak, by the way, is called you. I hadn't explained that by accepting Flat-tone. It can be applied over any kind of the service you will not be placed under any wall, so you can specify rough or smooth plas obligations, and that there are no charges ter, burlap or muslin. I won't say much about whatever for our suggestions." its decorative qualities, leaving that part of the "Well, I've turned the matter entirely over question to our decorators, but I do wish to to Mrs. Rice, I always think the women should mention the fact that it can be repeatedly decide on the various color schemes, because washed with soap and water, and is therefore they generally have in mind all the furnishings sanitary. It doesn't fade around pictures as they want to use." readily as paper, and when you come to re "You're quite decorate, there is nothing to remove as in the right, Mr. Rice, case of paper or water paint. I merely men and those furnish tion this, because Flat-tone will last for years." ings should be "But how can I get work of this kind done? given very serious Doesn't it require an experienced decorator?" consideration i n queried Mrs. Rice. planning the dec "No, that isn't necessary. Mr. Stevens orations. Well," knows several painters who can apply Flat- said Mr. Welch, tone satisfactorily, and our decorative sug taking out the gestions will show you in advance just how decorative infor- the work should be handled." mation blank, "Now, referring back to the living-room. "let's take up each We will put smooth plaster in the blank room individually. under `wall and ceiling,' and our decorators You see there is a will show' you just how attractively you can column for every decorate them with our new Flat-tone Fin room. Now, first, ish. The next space is for woodwork, and I He mk b miHivt mcc., there's the living- believe you said that this was to be birch. 59 0007-SWP-000118567 stained mahogany. Now, how about the floor ?" "It will be oak, and I thought that the natural finish would be best," Mrs. Rice explained. Mr. Welch proceeded: "Our think me ungrateful if I tell all my friends, and they bother y o u for different suggestions, too," exclaimed Mrs. Rice. And before Frank and the salesman had departed she promised to see decorators are equipped to in that Sherwin-Williams Paints clude suggestions for all the .1- furnishings, and in these next and Varnishes would he used exclusively in decorating her spaces on the blank, I would home. like to give them some idea as On their way back to the store, to the kind of furniture, rugs, Mr. Welch told Frank that the etc., you will have in this room, same day the decorative sugges so that they can keep the walls tions were mailed to Mrs. Rice, and ceilings in strict harmony. Mr. Harding would be notified You mentioned a mahogany by means of a blank. "And," he piano, I believe?" said, "in a day or so after re "Yes, and most of the other ceiving it you must call to see furniture is mahogany, although I had Mrs. Rice and help her arrange with the l thought of buying other pieces. Ask your painter." decorators if a wicker chair could be used in "But how will she know how much of your that room, and tell them I have an American goods she will need? You know we haven't Oriental rug, with yellows, reds and browns, carried any Flat-tone in stock up to the predominating." present." Mrs. Rice, being interested, was quite will "That's easy," came the reply. "Just as soon ing to discuss every room in the house, and as she decides what colors to use, write to the '1 within the course of a half hour, Mr. Welch Decorative Department, or the nearest branch, had the information blank completed. and they'll estimate exactly what quantity is "I'm sure I'll look forward very eagerly to needed, and send it to you without any receiving the color sketches, and you mustn't trouble." The stencil border treatment for painted floors is becoming more BrightehUp popular every day. This portfolio illustrates some excellent sug gestions. Do you want (me ? I SWTW GJ __ -* "Attractive Wall Decorations " is the title of a new folder we have prepared, showing the use of Flat-tone. Flat-tone is a profitable line to sell and a postal will bring full particulars. Us e Sh er w m-Wil u a ms p a in t s & Va r n is h e s This is our one-sheet poster. It is printed in yellow, red and black, and is very striking. We will send you a supply, imprinted with your i name, if you'il use them. 60 0007-SWP-000118568 "Now, Frank," said Mr. Welch, as he was preparing to leave, "you've got a good start and if you keep it up you'll soon enjoy a fine paint trade. It's not the man who sits around and waitsfor customers tocome to him. that gets the business and makes money, but the one who goes right out after it. And I'm sure with all the helps we offer you, it will only be a matter of time until you have the biggest paint and varnish trade in Spring- vale. Before I go," continued the salesman, as he packed up his sample case, "let me briefly summarize the plans for your Fall Campaign, so you will not forget them: "Keep your windows trimmed with S-W Paints and Varnishes. "See that your stock is in good condition and that you never run out of any color you're supposed to keep. "Send to our Promoting Department the names of people whose homes need painting. "Use the Decorative Service as much as you can, and keep us informed on all the new building operations. "Use the posters we print with your name, so that everybody' will know you sell SWP. _ "Write for the four electrotypes and go in for newspaper advertising, "Then y'ou'll get the business." * * * ** * * # * It is almost needless to say that Mrs. Rice was delighted with the Decorative Sugges tions when they arrived, and that, by' the aid of the color elevations, she was able to choose the shades, which were exactly suit ed for her home. So the business went to Mr, Harding, and as the sale amounted to over $100.00, it meant more profit than a good many house jobs. A Special Flat-tone Proposition S AN incentive for our Agents to make a strong drive in going after the business in Liquid Flat-tone this fall, we have arranged a special plan whereby the first pur chase or a fall stock order of this excellent wall finish amounting to $25.00, we will give the following stock of wall stencils free. The prices given are the retail selling prices. Two each of the following stencils : 113 - 40 cents? 94 - 20 cents lSy - 30 cents 3 - 25 cents 118 - 3.5 cents 6 - 25 cents 122 - 20 cents 191 - 40 cents 134 - 15 cents These are some of the most popular stencil designs in the catalog and you can either sell them at retail or in turn make some special proposition to your customers. The total selling price is $5.00, equivalent to an extra discount of 20 per cent. This is a splendid opportunity to introduce S-W Flattone into your locality, because everywhere the demand for sanitary wall finishes is rapidly increasing, and once established, this business will be permanent and profitable. Stencil decorations, both for walls and fabrics, too, is becoming popular, as the work is easy to carry out and nothing makes a more artistic finish for the home, store or public building than a background in one of the delicate shades of S-W Flat-tone, over which an attractive stencil design in harmonizing colors has been placed. S-W Flat-tone has been used in some of the most important buildings in the country and among others we can mention The Singer Building, The Hudson Termina Building, The Whitehall Building, etc., as well as many well-appointed residences. It is economical, durable and sanitary, being applied with a wide kaisomine brush and drying with a soft, velvety finish which can be repeatedly washed with soap and water. S-W Flat-tone is made in a wide variety' of pleasing colors, which permit innumerable color harmonies. Here is a simple suggestion to get the business in this line; Put in a $25.00 stock with the free stencils. Then trim your win dow with S-W Fiat-tone, together with some of the attractive advertising features we sup ply, displaying the stencils and mentioning the special proposition you intend to offer. Write for the newspaper electro on S-W Flattone and insert it in your local newspaper. After this, send us a list of your customers who you think would be interested in this product and we will write telling them to call and get color cards from you. Look out for any new buildings being erected and call to see the owners and demonstrate the merits of this splendid wall finish. Don't let this profitable business go to the otherpaint dealers in y'our town! S-W Flat- tone is a finish that will overcome all com petition if you put in a stock and get your trade well established. Send us the postal on the perforated sheet and we'll mail you color card, prices and complete particulars, as well as a special folder we have just printed. 61 i 1 .i 0007-SWP-000118569 ilHERE are many brands of white lead on the market; some good, others bad. Sherwin-Williams Old Dutch y Process White Lead is a strictly pure white lead. It is made from what is technically known as double desilver ized corroding lead and manufactured by the genuine !U! old-fashioned Dutch method of corrosion--only in an up-to-date factory and by the most scientific methods. There is no whiter, purer, or more finely ground lead on the market. Just read the guarantee which appears on every package: "This package is warranted to contain nothing but Strictly Pure White Lead, ground in Strictly Pure Linseed Oil, and we wifi pay one ounce of gold for every ounce of adulteration that it may be found to contain/' This shows our confidence in it, and you and your trade will have the same confidence, too. It will pay you to stock S-W Old Dutch Process White Lead, not only on account of the profit it will afford, but because it will add to your reputation for selling high grade merchandise. It is put up in steel packages in I2j-lb., 25-lb., 50-Ib. and 100-lb. sizes, Drop a line to the nearest oifice for prices and a copy of our booklet, "How We Make ODP White Lead." It's worth reading. 1. With S-W Old Dutch Process White Lead, you can sell every thing in the paint and varnish line under one label--a great advantage considering the high quality and reputation of our products. S-W ODP White Lead and S-W Strictly Pure Linseed Oil is a combination hard to heat. M l II i 0007-SWP-000118570