"Our Plan Book Spreads New Disease Among Our Printers"

Reprinted frow the Decernber issue of the "Prairie Lunr,berman",lutnber journal of Eastern Canada. What would, happen in California, if sorne of the splendid, available Plan Books zaere to be distributed among Printers, Groceryrnen, Druggists, School Teachers, etc. Eaeryone is interested in a Honoe.

"This story holds a moral for every lumber dealer-even though it is written in lighter vein. Here's how and all about it. For some months back we have been working on our New Plan Book. About six times a day-or oftener-we would telephone our printers, "Come do$'n

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TUclcc l{3t and pick up the plans and perspective of house for page 4, etc." This sort of thing went on until we had reached page 72-the fences page.

Now it is important to remember that there are five sheets, or, as the printers call them, forms in this book. Sixteen pages to a form. Four "sixteens" and one "eight." (We have got this dope down fine by now !) Well, along about the third form, can you guess what happened ? llere's what. We received no less than five inquiries from members of our printers' staff asking for informltion about certain homes illustrated in the book !

Now, here is the important point. NOT ONE OF THOSE FIVE HAD PREVIOUSLY THOUGHT ABOUT THE PURCHASE OF A NEW HOME. They confessed as mucti when asked this question. Every single individual among the five had his interest awakened and his desire stimulated by looking over the pages of our plan book as it went through the plant.

Every word of this story is absolutely true. And it just goes to bear out what we have always claimed to be the case, namely, that you must send the plan book out to those who have not expressed themselves on the subject of building a home. You must CREATE PROSPECTS by means of the book-not rvait until you are SURE that a man IS a prospect. Our nerv plan book will have just the same effect upon practically everyone living in your territory as it had on those five individuals mentioned. It will MAKE THEM BEGIN TO THINK ABOUTBUILDING. No one can read the book rvithout being impressed and without having his desire aroused in some form or another.

And so we say to you who will use the new plan book: DON'T RESTRICT YOUR OPPORTUNITIES by keeping the plan book on your desk or shelf until ASKED for. MAIL IT RIGHT TO YOUR PROSPECT WHERE HE LIVES. MAIL IT TO YOUR COMPLETE MAILING LIST. You certainly never will be able to estimate the good it will do you.

This story of the five printers will be duplicated in hundreds of cases and you will find people whom you never figured were prospects asking you about homeb and buildings."

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