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BRADTEY TUMBER C().

WAR,REN OF ARKANS^A,S ARKANSAS

C. Ivt Clark, Representative Loe Angeles Chicago Lumber Co. of Wash. San Francisco

By Roy A. Dailey, North Coast Manager, National American Wholesale Lumber Assn.

A small boy with a large gun was standing in a country road.

"What are you hunting, Bub?" asked a passer-by.

"I dunno," Bub replied, "I ain't seen it yet."

Which illustrates a point we'd like to make.

After observing the advertising of scores of lumber firms over long periods, and checking up our own ideas with the experience of competent advertising men, we feel safe in making the assertion that many lumbermen are making three serious mistakes in their advertising policy, the correction of which would surely result in a material reduction of distribution costs.

The force called advertising is today perhaps the greatest single power at the business man's command to increase his business and function as the balance-wheel of the business motor to retain momentum. The firmtrying to do business without advertising is like the fellow who winks at his girl in the dark-he knows what he isdoing-but nobody else does! So this is not a plea to reduce advertising appropriations but a few suggestions on how to make them more efrective.

First: there is a tendency on the part of many advertisers to undertake distribution over larger territory than can be intensively and economically served. Many arp ngt quite sure what they are hunting,-they shut their eyes and blaze away at the universe in general. They are using a shotgun instead of a rifle !

Second: each advertisement should carry a convincing message-a "reason why" the prospective customer should buy YOUR product from YOUR firm. A simple "card" in a magazine doesn't make much of a dent in the prospect's consciousness; a beautifully written but unconvincing message dilutes the force of any advertisemen!.

"You," said Domosthenes to his rival orator Aeschines, "make them say 'How well he speaks !' I make them say, 'Let us march against Phillip !' " Honestly now, how many of the advertisements you read, written by laymen, lead their readers "against Phillip" and conquer the well known "sales resistance?"

All of which leads up to the third mistake, as expressed by an advertising man the other day. He said, "Many business men, when ill, will go to a physician; when in trouble, to a lawyer; but they consider themselves competent to practice the art of advertising, and then they wonder why "advertising doesn't pay." Some advertisers are like some farmers; they'd rather keep on raising forty bushels of corn per acre than to pay a little extra for prize seed corn that would produce one hundred bushels to the acre."

A progressive firm can't help advertising. Competition sweeps you into it like a chip into a whirlpool. And advertising, when properly harnessed, properly written and guided by a steady EXPERIENCED hand will surely do its job well. Butto secure proper results, you must first get the message RIGHT, choose your objective RIGHT, thendrive it home through media that can reach the RIGHT people and enough of them.