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THE MASTER SALESMAN: 118 total pages.

given time and at a given expense, the cost of his services will be proportionally smaller. If it shows the dealer how to sell more of our goods; if it increases his enthusiasm and good will for our product; if it stimulates his clerks; if it contributes any force that quickens the flow of our product to the ultimate consumer, it has lowered our distributing cost. This is surely true, unless it can be proved that equally satisfactory results can be secured by other methods at less expense. "We had sold less than 1,000 Way sagless springs the year before we started to advertise. We increased [6] PRINT IT AND MAIL IT this to nearly 3,000 the first year of our advertising. We almost reached the 6,000 mark the year following. We sold 22,000 the third year we advertised; 54,000 the fourth year; 70,000 the fifth year, with substantial increases each succeeding year. We started the cam­paign with a distribution in six or seven states and are now selling in every state in the Union. "Direct-by-mail advertising is not entirely respon­sible

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