The Kodak Salesman . store—a necessary as-set. One of the commonest mistakesdealers make is to be satisfied witha 60 or 80 per cent, advertising effi-ciency. This letting well enoughalone often results in a competi-tors hitting on the idea you mighthave had, and undermining yoursales. To get back the ground youhave lost costs a hundred times asmuch as the original expenditurewould have been. It is necessary for you to be onthe constant lookout for new andstronger advertising. Ideas are the hfe and breath ofadvertising, for advertising in itsbest sense is the persuading of peo-ple to do what is
The Kodak Salesman . store—a necessary as-set. One of the commonest mistakesdealers make is to be satisfied witha 60 or 80 per cent, advertising effi-ciency. This letting well enoughalone often results in a competi-tors hitting on the idea you mighthave had, and undermining yoursales. To get back the ground youhave lost costs a hundred times asmuch as the original expenditurewould have been. It is necessary for you to be onthe constant lookout for new andstronger advertising. Ideas are the hfe and breath ofadvertising, for advertising in itsbest sense is the persuading of peo-ple to do what is for their own good—a thing they somehow hate to do—and ideas start the impulse. A selling plan without an attrac-tive, winning advertising idea, isnta selling plan, because it cantbreathe. It needs an advertisingidea to put into it the essential mag-netism that will not only win ahearing in the brain of men andwomen, but will also appeal to theirambitions and emotions.—XotionalDrug Clerk. 13 ^ KODAK SALESMAN. The Primary Page for-file BeginnerBehind tlie Counter f X this department we have dis-cussed the selling of Kodaks andthe various articles that go to makeup the Kodak line, and this seemsnot an inopportune time to have alittle chat regarding the beginner insalesmanship himself. Anyone in the possession of hisnormal faculties can become a goodsalesman if he studies himself, hisgoods, and the fundamentals of sell-ing. If you are just beginning in theselling game it wont do a bit ofharm if you get off in a quiet cornerand give yourself the once over. It is possible that you have hadbut little experience in dealing withthe public, and in consecjuence youare diffident or perhaps actuallybashful. If this is the case just take a goodsquare look at yourself and you willfind that you average up with themajority, and that you possess nophysical or mental peculiarities thatmake you stand out from your fel-lows in a ridiculous sense. This being so, you may rest as-sured that
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