When Pioneer Says 'You Can"--You CAN

Bv Jacl, Dionne

As an example of timely advertising backed by a practical and intelligent sales plan. the effor-ts nolv being macle by the Pioneer Paper Companv, of I-os Angeles, to help its dealer customers pick up sorne profit-making business, are entitled to more than simply cousideration on the part of the business-starved lumber dealers ; they are entitled to rvhole-souled cooperation.

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In a period lvhen everyone bemoans the lack of business in the building industry, and rvhen house bills and other large orders are fearfully scarce and almost impossible to secure on a profit-making basis rvhen they DO apPear' every business man and merchant should lend his closest attention when u'orth-'ivhile people lvho have something REAL to sell and have devised s'ays and means that WILL bring ir-r brtsiness. bring them a message'

Every lumber clealer ," a"rrr.."ra knor,vs that the Pioneer Paper Company is alive, progressive, alert, courageous, and on the job every hottr of fhg lvssk-NOT doclging the business obstacles that arise on every hand, llut endeavoring intelligently to surmottnt them, ancl do business in spite of adverse conditions. That is the attitude that wins, and is the attitude that commancls respect. If we all quit, just because bttsiness is slolv, rvhat is to llecome of us ?

You've got to g.," tr.l ;t;., gang a lot of creclit. The worse business gets, the harder they work; the slon'er automatic business becomes,'the harder they try to solve the problems that have arisen; the greater the difficulties that appear, the more intelligent and forceful are their efforts to surmount them. And, since they sell their goods through the retail lumber dealer, and make their plans for creating and securing business in spite of conditions an<l circumstances, certainly they deserve the admiration and the cooperation of these people through whom and 'ivith whom business mttst come if it is to be had.

Pioneer is saying t. thJ rt-O"t clealers of California today in just as clarion tones as they r,vere saying it five years ago when everyrvhere there rvas prosperity-"Business CAN be had if you go after it right." And they back it up 'rvith an intelligent merchandising plan, and ask the dealers to grab the weapons that have been forgecl to meet ancl beat depressecl conditions, and get some bttsitress anyway.

They say "There rs u.,li"Jr. lo l" t.,"a and profit to be made TODAY in our line if you rvill study ottr plan ancl go out after it." They say there is business to be had and profit to be made off of their cold Emulsion. No doubt on earth about it. Floors, roofs, r,valls, tanks, flumes, reservoirs, odds-and-ends of buildings that leak or sag or need repairs offer this opportunity. Economical, practical, effective materials offer themselves as a source of immediate profit. Run-dou'n buildings are everyrvhere. They WON'T buy nerv buildings. They WILL buy repairs if they are shorvn horv. l'here is business to be had and profit to be made in rlany other of the various lines that Pioneer sells. There is money to be made right now in well merchandised roofs. Asphalt shingles have improved as much in character, quality, workmanship, appearance, etc., in the last ten years as have automobiles. They have kept pace with the times. They have kept up with the march of progress. They have studied, not only horv their materials can best be made, but horv they can l>est be sold. There is an intelligent sales thought behind every shingle they produce. They know that the only rvay they can make money selling asphalt shingles is for their DEALERS to make money on them; and for the buyer and user to find satisfaction and happiness in their use. They have built their lrusiness in that way.

They have out a squar" 0,", O.nrnd their efforts, their rnerchandise, and their merchandising. They have been tried and not found rvanting. Their integrity is urlquestioned. Their intelligence has been proven. And so norv, rvhen business is in the depths of the doldrums-so far as sitting still and getting it is concerned-this concern ancl the man-power and brain-power behind it says to its clealer friends throughout California-"YolJ CAN MAKE MONEY RIGHT NOW SELLING PIONEER GOODS IF YOU WILL GET OUT AND HIT THE BALL AND FOLLO\\r OUR SALES PLAN"-thev mean exactlv THAT.

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When a man I found intelligent, and dependable, and trustworthy, says to me that a certain thing is true, I believe him. I therefore believe that a lot of California lumber clealers can quit worrying and do some hustling and u,orking along the lines that Pioneer suggests, and make themselves some money-right today.

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Surely the man who declared that "The best defense is a vigorous offense" was the patron saint of the Pioneer organization, judging by their acts. And that advice goes rvell for the lumber dealers also.