Publisher's Synopsis
This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1915 edition. Excerpt: ...imculty Therefore, it sells with less effort in time and advertising, and holds your cusi to year If you analyze your coat closely you know that %b 00 is not a high price to pay for every first sale Your profits must come through holding your trade from year to year When you handle an un-named shoe, what have you to offer that your competitor cannot duplicate? In other words, what guarantee have you that the customers you have carefully worked up this year will not be worked away from you next year by some competing attraction--probably price1 Every customer made by Dorothy Dodd dealers is like a new link forged in the chain of success. This is just one feature of many that makes the Dorothy Dodd shoe proposition attractive. Think this over--then ask for full details about the shoe and the selling plan. DOROTHY DODD SHOE COMPANY III BICKFORD STREET, BOSTON Trade paper copy showing familiarity with the dealer's problems and contains a good deal of the news element. Its language is frequently colloquial--even slangy--and "mere cleverness" is apparently effective at times. COPY FOR FARMERS The farmer as a rule reads fewer publications than the average business or professional man and, consequently, reads them more thoroughly. He is inclined to deliberate carefully before deciding upon a purchase. These general considerations make several important differences in the nature of the copy written to appeal to him. Display is of minor importance, not only because the periodical is read carefully from beginning to end, but also because the quality of paper and printing does not allow the use of a fine quality of illustrations. It is doubtful, moreover, whether esthetic considerations weigh very heavily in the farmer's decision....
