The printed circular goes out to the public as the representative of the house; it should, therefore, in order to command attention and respect, have about it, an air of appropriateness and attraction.  Such a circular will perhaps be carefully preserved for years, while another which was of not enough importance, apparently, to the proprietor or firm issuing it, to command their taste and skill, will soon be thrown aside as of no importance to the person receiving it.

Several circulars must often be sent in order to command the attention and secure the custom of a person.  Where circulars referring to the same article are repeatedly sent out, the attention of the person who receives them is likely to be arrested at last, and his response may be made in the form of an order.

Perhaps thereafter he becomes a constant customer, buying himself, and recommending his friends to do likewise.

CHARTS, CALENDARS, ETC.

An important idea in advertising is to enlist the services of others, by making it to their interest to advertise your business.  This is often done by sending out charts, calendars, etc., containing useful information, together with the advertisement.  These, when properly arranged and prepared in an attractive manner, will be placed in a conspicuous place in the store, office, or home of the person receiving them.  Railway, insurance, and other corporations have vied with each other in the elegance and attractiveness of their charts, etc., until they have gone into the fine arts, and spared no expense to captivate the public.

LETTERS.

More effectual than circulars, and nearest a personal interview, is a personal letter.  As an advertisement the letter impresses itself upon the mind of the person receiving it, in an unusual way.  A prominent firm employed clerks, and had written several thousand letters, at many times the cost of printed circulars, which they mailed throughout the country, calling especial attention to their line of goods.  Even the two cent postage stamp, and the envelope being sealed, impresses the person receiving it with the thought that it is of importance, and one of the largest dry goods houses in Chicago, when issuing any circular which they regard as special, seal the envelope and place a two cent stamp thereon.  They consider that this gives their circulars a preference over ordinary printed matter.  Certain it is, that the public accept advertisements largely at the value and importance attached to them by their owners.

DRUMMERS AND AGENTS.

Personal effort exceeds all other means of advertising, and competition in many branches of business has become so strong in these times, and the facilities for travel so excellent, that large numbers of solicitors and agents traverse the country.  Good personal address, a thorough understanding of the business, a knowledge of human nature, together with social qualities, constitute a good drummer.