The Harvester World: Volume 5, number 12, December 1914

              What IHC Dealers are Doing
A Lively Dealer

By S. C. Baer, Advertising Man, Cincinnati, Ohio
Jess Galloway is not only a licensed undertaker and embalmer, but he is also a lively contender for the larg¬ est share of the implement and machine business in his county.
L. D. Burroughs is not only a dinosaur, tipping the scales at 225, but he is one of the greatest salesmen since Laban and advertising men since Adam. It would not be claiming too much for L. D. B. to place him among the list of original and constant advertisers.
Some fortuitous circumstance brought these two geniuses together.    Since that time the combination has
The next thing to do was to pry loose from tight-fisted fortune some of her superfluous shekels and to pour the profits for awhile back into the business to get it launched in a big way.
The advertising campaign was planned which would do justice to a large advertising agency. A contract was made with the local publisher to run a six-inch double column ad once per week. Jess ordered a full line of I H C electrotypes and each week the ad was changed and only seasonable goods advertised. Bur¬ roughs et Galloway wrote their own copy, and it was
Jess Galloway's exhibit at the Falmouth, Kentucky, Fair, and (left) his blockman L. D   Burroughs of Cincinnati territory
been working havoc among the bad busi¬ ness policies of sur¬ rounding farmers. It was a little more than a year ago when Jess Galloway was de¬ pending entirely upon his undertaking busi¬ ness to accumulate a fortune. As he ex¬ pressed it, things were rather dead before Burroughs came along W and    presented    the
future of the implement game. He explained that for every man who dies there are thousands who continue to live and engage in the necessary pursuit of agricul¬ ture. He held that serving the live ones is better than preserving the dead ones. Burroughs personally attended the funeral of Jess Galloway's undertaking business.
some live copy, too. No boiler plate for them. Special mailing lists were prepared ; mailing folders, enclosures, letters and catalogues were mailed out methodically and systematically; signs were posted; displays and dem¬ onstrations were given; and a large and well-arranged exhibit made at the county fair, to which hundreds of invitations had been sent out. Previous to this exhibit a whole page ad was run in the Falmouth (Ky.) Outlook, saying in umpty-um point Caslon bold at the top — " Meet me at the Falmouth Fair. I will be there with the largest and finest display of farm machines ever exhibited in the county. The machines will be in actual operation and subject to your inspection, etc., etc." There followed a display of I H C machines that would gladden the heart of any advertising man or salesman, and last of all came the meaningful signature — J. G. Galloway.
In less than a year, by these progressive methods, Jess Galloway has gained the reputation of being the most progressive dealer in the county. This is what comes from substituting a live line for a dead one.