Barkham Burroughs' Encyclopaedia of Astounding Facts and Useful Information, 1889. Barkham Burroughs

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.

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      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.

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      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.

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      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.

HOW TO WRITE AN ADVERTISEMENT.

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      Before writing an advertisement, one should always place before his mind what is the most important thing to impress upon the public. If he is advertising an article of established trade, it is the name and location of the house selling it which must be the more prominent, or at least equally so with any other part; but if he be introducing some new article, or seeking to extend the sale of something little known or rare, these items are of far less importance, and the name of the article itself should be more prominent. The advertisement should be so constructed as to claim the attention of the reader, and retain that attention until he has read it through. "Excite but never satisfy," is the principle pursued by many successful advertisers.

      The advertisement should never contain anything repugnant to refined taste, and nothing grotesque or ridiculous. The most meaning should be condensed into the fewest possible words. The wording should often be changed, and an attractive typography should be used. It is well to choose an attractive heading, followed by fairly spaced paragraphs, with appropriate sub-heads.

HOW TO BE HANDSOME

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      Where is the woman who would not be beautiful? If such there be—but no, she does not exist. From that memorable day when the Queen of Sheba made a formal call on the late lamented King Solomon until the recent advent of the Jersey Lily, the power of beauty has controlled the fate of dynasties and the lives of men. How to be beautiful, and consequently powerful, is a question of far greater importance to the feminine mind than predestination or any other abstract subject. If women are to govern, control, manage, influence and retain the adoration of husbands, fathers, brothers, lovers or even cousins, they must look their prettiest at all times.

      All women cannot have good features, but they can look well, and it is possible to a great extent to correct deformity and develop much of the figure. The first step to good looks is good health, and the first element of health is cleanliness. Keep clean—wash freely, bathe regularly. All the skin wants is leave to act, and it takes care of itself. In the matter of baths we do not strongly advocate a plunge in ice-cold water; it takes a woman with clear grit and a strong constitution to endure it. If a hot bath be used, let it come before retiring, as there is less danger of taking cold afterwards; and, besides, the body is weakened by the ablution and needs immediate rest. It is well to use a flesh-brush, and afterwards rinse off the soap-suds by briskly rubbing the body with a pair of coarse toilet gloves. The most important part of a bath is the drying. Every part of the body should be rubbed to a glowing redness, using a coarse crash towel at the finish. If sufficient friction can not be given, a small amount of bay rum applied with the palm of the hand will be found efficacious. Ladies who have ample leisure and who lead methodical lives, take a plunge or sponge bath three times a week, and a vapor or sun bath every day. To facilitate this very beneficial practice, a south or east apartment is desirable. The lady denudes herself, takes a seat near the window, and takes in the warm rays of the sun. The effect is both beneficial and delightful. If, however, she be of a restless disposition, she may dance, instead of basking, in the sunlight. Or, if she be not fond of dancing, she may improve the shining hours by taking down her hair and brushing it, using sulphur water, pulverized borax dissolved in alcohol, or some similar dressing. It would be surprising to many ladies to see her carefully wiping the separate locks on a clean, white towel until the dust of the previous day is entirely removed. With such care it is not necessary to wash the head, and the hair under this treatment is invariably good.

      One of the most useful articles of the toilet is a bottle of ammonia, and any lady who has once learned its value will never be without it. A few drops in the water takes the place of the usual amount of soap, and cleans out the pores of the skin as well as a bleach will do. Wash the face with a flesh-brush, and rub the lips well to tone their color. It is well to bathe the eyes before putting in the spirits, and if it is desirable to increase their brightness, this may be done by dashing soapsuds into them. Always rub the eyes, in washing, toward the nose. If the eyebrows are inclined to spread irregularly, pinch the hairs together where thickest. If they show a tendency to meet, this contact may be avoided by pulling out the hairs every morning before the toilet.

      The dash of Orientalism in costume and lace now turns a lady's attention to her eyelashes, which are worthless if not long and drooping. Indeed, so prevalent is the desire for this beautiful feature that hair-dressers and ladies' artists have scores of customers under treatment for invigorating their stunted eyelashes and eyebrows. To obtain these fringed curtains, anoint the roots with a balsam made of two drachms of nitric oxid of mercury mixed with one of leaf lard. After an application wash the roots with a camel's hair brush dipped