Points for Promoters.
Surely this is the Advertising Age. I am not very much concerned about secular advertisements, but I am very much interested in the application to religious work of the principles that the secular advertisers have discovered for us. Because we also are to let our light shine, and from a candlestick, till it gives light to all in the house.
At one of the banquets of the Agate Club, a Chicago organization of advertising men, some very bright and practical speeches were made, full of sensible suggestions for the advertiser, religious as well as secular. Let me quote a few.
As to the importance of advertising, George E. Vincent, then a professor in the Chicago University, declared that "average mankind is guided—is the victim of suggestions." That is, most men are willing to be led, and are looking for leadership. The devil gets so many just because he is so prompt and hearty in his proffered guidance. Step in, Christians! Lead folks to church, to the prayer meeting, to Sunday school!
Colonel Pope, of bicycle fame, asserted that the failure of the American Bicycle Company, the combine, was because it ceased advertising at a critical time. And many a Christian enterprise has failed for precisely the same reason.
As to how to advertise, Colonel Pope spoke wisely:
"Believe in something; tell the people the truth and stick to it.
"Don't tell a man more than he will believe. Make him want what you advertise.
"Be careful in the selection of names. A good article often is spoiled by an injurious name."
That is, Christians, believe in the church and its institutions. Tell the glorious truth about them. Tell it with force and persistence. Make folks want the church. Dress up your commendations. Use good titles of sermons, attractive prayer-meeting topics. Take care of the little details.
It is "our Father's business," brothers. Let us be good business men. The one talent is to be transformed to two, the five are to become ten. Sharpen your pens! Limber your tongues! Gird up your loins! Get to work!
A Dictograph Scare.
It is well nowadays to say nothing in private that you would not be willing should be proclaimed from the housetop.
For there is the dictograph.
That little disk may be slipped in anywhere, and the fine wire running from it will carry your slightest whisper to the next room or the next county.
Four dictographs were found not long ago placed under the seats of four members of the Pennsylvania legislature. Any conversation in which those members engaged, in however low tones, was public property while those dictographs were there.
The discovery startled the Keystone statesmen, and a thorough and anxious investigation of furniture immediately followed.
It has come to such a pass that gentlemen who want to carry out a nice little deal must learn the deaf-and-dumb language; and even then Edison may slip up on them any day.