If the season opens unusually early he
points out to the retailer just how it may affect his business, and
if the season opens late he gives this fact a news value that makes
it of prime interest to the dealer. A shortage of some crop, a
drought, a rainy season, a strike, a revolution or industrial
disturbances in some distant country--these factors may have a
far-reaching effect on certain commodities, and the shrewd sales
manager makes it a point to tip off the firm's customers, giving
them some practical advance information that may mean many dollars
to them and his letter makes the reader feel that the house has his
interests at heart.
Another news feature may be found in some event that can be
connected with the firm's product. Here is the way a manufacturer of
stock food hitches his argument onto a bit of news:
"No doubt you have read in your farm paper about the Poland China
that took first prize at the Iowa State Fair last week. You will be
interested to know that this hog was raised and fattened on
Johnson's stock food."
* * * * *
This is the way a manufacturer of window screens makes capital out
of a new product:
"Throw away that old, rusty, stationary fly screen that you used
last season.
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