Knowledge of Your Goods and Their Uses

By Jack Dionne

The knowledge oI your goods is imperctive, cnd while it is humcnrly impossible to know EVERYTHING about EVEBY ARTICLE, yet I will stcrte crs cr businesE cxiom thct your business grrowth is directly crffected by lhe cunount cmd the crccurccy ol your knowledge.

The more you know-the more money in your pockets; cnd, crll else qside, thct's cr mighty good recson lor getting knowledge.

Your customer likes to decl with cr mcrn who f,NOWS; you do yoursell,. cnd your customer is simply you-qcross-the-counter ltat knowledge estcrblishes confidence; it deteraines trust'it inciteE enthusicrsm,'it conrpels purchcrses.

The knowledge of how your goods crre mcde will gucrd you crgcrinst unwise purchcrses; you will know whether the qucrlity cmd crppecrcmce ol WHAT YOU GET is up to the stcrndcrrd ot WHAT YOU WANT.

And your customer-while he mcy not be cggrressively inquisitive-is yet most ecgerly receptive lor this lrrowledge--<nd with every good recrson-lor IIE buys to KEEP, while YOU merely buy to SEII AGAIN.

The lsrowledge oI your goods covers c very wide field and the further you delve into it the more lascinating it appears.

The crppetite gnows with ecting; you will discover untrodden thickets through which you may blqze cr new trrcrlh.

You will in rime develop c predilection lor some pcrticulcr line---or crticle<rd when you feel thcrt DESIRE TO SPECIAIJZE, thcmk the Lord cnd GET BUSY.

It mcry be WOOD in genercl; it mcry be PINE or F'IR or CYPRESS or SHINGLES OR HARDWOODS or CONCREIE or any one or nore oI the things you hcrndle or the things mcrde lrom those things.

Whqlever it mcry be ihcrt evenlucrlly enlists your interest, specicrlize on it-mcke it your hobby.

Do not, oI courge, neglect the rest entirely, but remember crlwcys thct the dcy oI the specicrlist is with us crnd thct the speciclist is the mcur who makes the big auccess.

Become cm AIITIIOBITY on something in your line. It might, Ior excmple, be the iteur of HARDWOODS thct excite your interest cbove cll other lines thct you ccrry.

Very good, Eddie, mcke "HARDWOODS" your specicrlty.

Recrd everything you ccrn lind crbout HA8DWOODS.

Your loccrl librcry, lor instcmce, hcrs a weclth of inlonnation-boolce, pcrmphlets, encyclopedicrs -crnd your librcrritrn will gl<rdly crid you to get cr lull list of every relerence to HARDWOODS.

The vcrrious mcnulccturers cnd crssociationg of hardwood men hcrve prepcrred inleresting crnd vtrlucble litercrture which they will plcce crt your disposcl on request.

To illustscte the wonderlully interesting lield ol study the lollowing mcy be given cs c lew points to cover: l-Xin& oI hcndwood. ps rhis with the interest cmd the enthusiqsm you recrlly leel in this wonderlul story ol your goods, cmd she'll uot only CBAVE THAT PANET but she will gee thcrt whole story reenccted belore her ele8.{he will tell it to her lriends cnd neighbors--cnd-TllOsE NEIGHBORS WII.L BE HALF SOLD ON YOIIR GOODS.

2--Geogncrphy crnd growth, size, crge.

3-Color, deneiQ', grcin.

4-Statiltics. Amounl in etump. Countriee uaing. Corta.

S-Pqrticulcr odvtrntcaea of eccb rpecier lor pcrticulcr usesr lunriture, pcrquetryr, etc.

6-Flooring; dcnce lloor, convention lloorr, lcctory lloorr, interior decorcrlion.

7-Intererting dqlc on nethodr ol ncurulccture; dimension, voneora, ptraeb, moacic.

8-Scrcrp boo} ol lannous floorr, lqrnour lrees, piclures, etc.

The qbove is merely c quick glcnce cil some of the iteqrs thcd could occupy your crttention in mcrking cr serious study oI your goods. Ecch ol the qbove ccn---qnd will-be grrecrtly extended when you once set into the delishdul occupction ol INOWING YOUR GOODS AlfD TIIEIR USES.

For instance, it would mcrke c distinct and most lcvorcble impression on a prospective customer. to pcint lor her c word picture ol the source ol the orncnrentcrl pcneling she likes.

Tell her crbout the nctives ol Hondurcs trccking down the trees, isolcted in the dense lorests. Describe the logging, hcruling to the river, Ilocting dowa to the ship, then the locrding crnd the saitins.

Then ccrry her through the nill crnd lcrctory cr-d show her how those rough, ugly logs crre chrmged into the besutilul gctin-like pcnels she so much cdnires.

Add to this story cr picture, lor instcmce, ol the tree in the lorest lclling'under the blows ol the nntives; the photo oI the ship lecrving the loreigm port with its ccrgo ol logs; then show her lhe actucrl scnple ol the pcrnel or c smcrll linished scuple showing the color, the grcrin" the stain, the vcrnish, etc.; cmd linish with a becrutilul picture showing the pcrnel IN HEB HOME.

F. H. A. Insured Mortgages Show Increase

An increase in volume of insured mortgage business during August over the previous month is shown in a monthly report by W. G. Bingham, Southern California district director, F.H.A.

August showed an increase over July of. 2l per cent in number, and 20 per cent in dollar volume of mortgages accepted for appraisal, or L97,8 Lor $8,489,600 as against 1586 for $7,070,900 in July. Of the 1928 accepted for appraisal during August, 1451 or 74.6 per cent involved construction of new homes.

Mortgage applications amounting to $310,298,567 lor F.H.A. insurance under Title II of the National Housing Act have been received by the Southern California district office since January, 1935, and mortgages totaling $242,' 142,984 have been approved.

Attractive Door Display

An attractive display rack has been installed by California Builders Supply Co., Oakland, that contains tl-re principal items of doors they carry in stock.

The types displayed are stile and rail doors in various panel arrangements, flush doors and special front doors, all in Fir and Philippine Mahogany. All have been nicely finished to give a clear conception as to how they would appear after installation.

Dealers are invited to come in or send their prospective customers to see the items in which they are particularly interested.