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THE MASTER SALESMAN: 118 total pages.

JOSEPH A.BORDEN, DIRECTOR 10 SOUTH LA SALLE STREET, CHICAGO,ILL. PUBLISHERS Printed in U. S.4. DEDICATED TO THE UNITED TYPOTHETAE OF AMERICA International Association of Master Printers DISTRIBUTED BY U. T. A. LOCAL ASSOCIATIONS COPYRIGHT, 1922 AMERICAN WRITING PAPER CO. HOLYOKE, MASS. [3] PRINTED SALESMANSHIP A REMARKABLE characteristic of advertising copy that the casual observer of it may not have per­ceived is that very little of it attempts to sell outright. On the following page, for illustration, is a little group of advertisements taken from The Saturday Even­ing Post; if these are examined it will be noted that none of these advertisers attempt to sell from the adver­tisement itself, but try to induce the reader to write for a "Catalog," "Details," or "Booklet." The real attempt to sell will be found in the booklet or other media with which your inquiry is answered. If larger advertisements are examined (that repro­duced on page 18 is illustrative), it will be seen that, on the whole, the same

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