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Ag" not guaranteed---Some I have told lot 20 years---Some Less

Deeds and Mortgages

The old colored man in New Orleans paid the real estate man the last installment on a piece of land he had bought, and the man said to him |

"It's mighty fine to see you pay off this land, Uncle Mose, and I'll have your deed made out right away."

"Please, Suh," said Uncle Mose, "f don't want no deed to de land. I wants me a mortgage."

Planning a Good Advertising Program

Eleven steps in planning a good advertising program for a retail lumber and building materials dealer are set forth in the latest chapter of the Dealer Operating Guide which' is being prepared for members of the National Retail Lumber Dealers Association.

The li steps are :

1. Observing the basic rules of retail advertising.

2. Selecting the right appeals.

3. Choosing the best subjects to feature.

4. Setting up an adequate advertising budget.

5. Planning the entire program in advance.

6. Determining the boundaries of the trading area.

7. Selecting the right advertising mediums.

8. Developing public confidence.

9. Making efiective use of advertising literature.

10. Selling the program to the organization.

11. Selecting a competent person to conduct the program. The advertising chapter, which was prepared with the aid of Phil Creden, chairman of NRLDA's Public Relations Committee and advertising manager of the Edward Hines Lumber Company, stresses the fact that, "Retail advertising is directional. To get results, it has to point one wayto your name, your address, your phone number-to your yard in other words.

"A mortgage? Why, Uncle Mose, you must not know the difference between a mortgage and a deed."

"Maybe not, Suh," said Uncle Mose. "But I knows one thing. I bought me a fahm once befo. I had me a deed, an de Fust National Bank had dem a mortgage. Now the Fust National Bank dey got de fahm, an' de deed, an, de mortgage. Dey got 'em all. So whut I wants dis time is a mortgage !"

"This is what makes retail advertising basically different from the product advertising of a national manufacturer. Only in rare instance's is the manufacturer interested in specific addresses which direct the prospect where to buy.

"That is because the manufacturer's job is to create product preference. It is the retailer's job to sell him.self and his services and to lead the prospect to his place of business.

"To spell it out in simple terms, the broad highway to successful retailing lies in handling products which are known and accepted in the area, giving an intelligent retail service, and then putting those products and services before the public."

Los Angeles Hoo-Hoo GoU Tournament And Dinner Meeting Nov. 14

The Los Angeles Hoo-Hoo Club will hold a golf tournament and dinner meeting on November 11 at the Rio Hondo Country Club, Downey. The golfers rvill tee off at 10:39 a.m.

Dinner will be served in the clubhouse at 7:09 p.m. President Don Bufkin will preside at the business session r,l'hen the prizes will be awarded to the winning golfers. There will be an entertainment program.

Reservations can be made by calling Ole May, 1113 \renice Blvd., Los Angeles-Phone DUnkirk 8-1305.

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ond loo often lhe order of the doy is forgotlen tomorrow. We hove no need for bock-biting-no flowery speeches to moke. In 35 yeors our plotform hosn't chongedour motto is still "superior service.ond highest quolily." Thol's why so mony loyol cuslomerg vote for our spokesmen . . the finest in hordwood ond softwood Plywoods, Mosonite Brond Products ond Formico. We now hqve onother condidole for your confidence. ll's o genuine plostic lominqteit's Lomidoll.