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PG. 8, - PIXINDEALER - DECEMBER 13, 1967 aai&aiMi Changing Our Holidays One of the features of the proposed world calendar was that several holidays were proposed for Mondays - the idea being to give the workers a long weekend fay adding Monday to Saturday and Sunday. In recent days Congress has begun to move on this question and it seems likely some action will be taken in the near future. One proposal which has excellent chances of acceptance is that to change the traditional dates of five of our holidays to the nearest Monday. The five to be affected by the change are Washington's birthday, Memorial Day, Independence Day, Thanksgiving and Veterans Day. If observance of these holidays fell on the Monday nearest their traditional dates the national calendar would then include six three-day weekends. The dates for Christmas, New Year's Day and Easter would remain unchanged. Sipport for such legislation - to be ratified by the states - is growing steadily and endorsement recently by the U.S. Chamber of Commerce was significant. Failure Of "Henry J" The manufacture of a good product is only one step in the process of the creation of wealth. Shortly after World Warn, Henry J. Kaiser built a good compact automobile which seemed to fit a real need in the American market. Although the new Kaiser compact, the "Henry J." was widely promoted in national media, the automobile was not accepted by the public. Two years later other compact automobiles were in significant demand. The compacts claimed a profitable and permanent place in the American world. Why did the Kaiser automobile fail to arouse what was obviously an important latent demand for a small, inexpensive car? Market analysts attributed the failure to several factors: 1. Insufficient time was given to the promotion of a hew concept in automobiles. 2. The potential market for the car was not sharply defined. In the United States the compact is often a second, or third, family car. This trend was not anticipated in 1950. 3. Although the "Henry J" was intensively promoted, insufficient attention was given to specific benefits which could be derived from owning a small car. 4. Local advertising and sales efforts were inadequate. Hie lack of local dealers, salesmen, and local newspaper advertising was probably a decisive factor. Few people are willing to invest in an expensive product without a final stimulus in ttie local community. . Local dealers were needed to give personal assurances »nri demonstrations to prove that tha promises of the advertising were valid. Such is the combination which keeps all automobiles on the market, and eventually builds the nation's wealth. Before you goto pieces... (fasten your seat belt) Published to save lives in cooperation with The Advertising Council and the National Safety Council. For free copy of Seat Belt Fact Sheet write: N.S.C., 425 No. Michigan Avenue, Chicago, III. 60611 m Bi6 m»»n»mrnn»i»TiT» g b a o a aa'Oj Are Yoi New In Town? Do You Know Someone New In Town? We would like to extend a welcome to every newcomer to our community. CALL Ann Zeller - 385-0559 Leona Es+is ; 385°3S46 Tieaaoceoooccflfippoflpgflflfipefl flftf/npopp pace BflT ROYAL WELCOME on Is n Twice Tt FORTY YEARS AGO (Taken from the files of Dec. 15, 1927) One of the well known business houses on Main street changed hands last week when Glen Wattles took over the drug store formerly owned by Walter F. Vogt. Glen has assisted at the drug store since he finished college. He is a registered Pharmacist, having graduated from the school of Pharmacy at the University of Illinois in 1926. W.F. Vogt, who purchased the business fr6mE. V. McAllister about ten years ago, has been most successful during his residence here. A new McHenry Athletic club is being formed, an organization to cover all forms of athletics. The first game of basketball has been scheduled with the Woodstock amateur athletic club. Mr. and Mrs. J.E. Freund and son have moved into the house (xi Green street formerly occupied by Dr. Cannon. On Dec. 13 a shower and luncheon was given in honor of Mrs. Florence Dunham by Mrs. Theresa Forest and Mrs. Eva Guinto at Niesen's cafe. The Atlantic and Pacific Tea Store is being moved this week into the new Walsh building on Green, street, where it will open for business Saturday morning with a big sale. Julia Marie is the name of a baby born to Mr. and Mrs. Robert Knox, Dec. 6. Friends and neighbors of Miss Nancy Frisby caused unusual merriment in her pleasant home on Green street Friday afternoon by giving her a complete surprise on her birthday anniversary. TWENTY-FIVE YEARS AGO (Taken from the files of Dec. 17, 1942) The new president of the Farmers Co-operative association, replacing the late John Bolger, is John Ohlbrich, Harvard. Other officers are William Kegebein, Crystal Lake, vice-president and E.F. Kuecker, Seneca ' township, secretary- treasurer. His family has received word that Lloyd Whiting is now stationed in Africa. The third sad message of its kind was received by McHenry parents last Thursday when Dr. and Mrs. R.G. Chamberlin received word from the government stating their son, Rollo, is missing. He was a seaman first class. Word was received here of the marriage early in November of Miss Constance ArmBoykoof Lily Lake to Mr. Phillip Mc- Deavitt of Chicago in St. Sylvester's church in Logan Square. TEN YEARS AGO (Taken from the files of Dec. 5, 1957) Maurice Casey, a member of St. Rita's marching show ban(Jt^Jr and brother, Robert Casey, of St. Leo's band, were among those participating in the annual Christmas state street parade televised Saturday morning. The first Sunday morning service of the newly formed Presbyterian congregation was held in the west barn at Eastwood manor last Sunday morning. Membership has increased to twenty-six families in this area over the five attending the first meetings. Making his mark as one of 1,500 outstanding 4-H members throughout the nation, Alaska, Hawaii and Puerto Rico attending the 36th National 4-H Clab Congress in Chicago this week is Mark Zimmerman of McHenry. A freshman at the University of Illinois he won a trip to the 4-H Congress for his outstanding work in farm electricity. The Gordon Schmitts moved from Rt. 5 to their neW^; home in Edgebrook Heights. * Dr. and Mrs. S.A. Ruggero of Wonder Lake are the parents of a son, born Nov. 25 at Memorial hospital. The Varsity wrestling squad coached by Jerry Kalk won their second conference match this year and continue undefeated so for for the second RIVING FOR TRAFFIC SAFI by Paul Powell Secretary of State year. Illinois public shooting areas released about 40,000 pheasants this year at the approximate cost of $824,000, Betty Holochwost, Northern Illinois university sophomore, has pledged Alpha Omicron Pi social sorority. GRITTY BUSINESS The Illinois State Geological Survey has published a new "Directory of Illinois Sand and Gravel Producers," as comprehensive a listing as possible of individuals and companies producing common sand and gravel in the state. Seventyfour of the 102 Illinois counties supplied common sand and gravel for various industrial activities, according to the most complete information available at the time the directory was compiled. Some 235 individuals and companies produced sand and gravel from about 355 operations. Reported sand and gravel production in Illinois for 1965 amounted to about 31.6 million tons valued at 27.8 million dollars. How do u rat® a LKK B. KORTEMEIER Off. 338-2000 RfK. 338 0975 Do you buy by habit? That can shortchange you on auto insurance. Before you buy or renew, check with your Country Companies agent. Good basic coverage: many low-cost extras, fast claims service: reduced premiums for claim-free driving. Put Country Companies on your auto insurance shopping list. For home-ownv ers and business needs, too Your Country Companies Agmnt • •••••• *.<... ••• - y*. v EH, SANTA?. . .Would you believe TV star Don Adams "find daughter Stacey . Noel were phoning a Christmas order to Santa Claus? Z>he Wotty C little With the Thanksgiving holiday fast approaching, many Illinois motorists will be planning visits to friends and relatives all over the state. It's time to rejoice and to be thankful, but it's also time to be thoughtful. The most important action you take during the long weekend is when you step into your automobile. Be alert, and think! Plan your trip thoroughly. Leave in ample time to arrive at your destination without haste. The added volume of traffic demands that you exercise more than normal caution when you are behind the wheel. Weather conditions may not be the best at this time of the year and this is further reason for thoughtful driving. All too often motorists throw caution to the four winds in their haste. This lack of thought-, fulness is often the cause of highway collisions and fatalities. If snow or ice is the order of the day, before you imbark on your journey, see that all of your lights, front and back, are cleaned off. In snow and ice your tail-lights are all that can be seen. If you fail to have them clean you are asking for a rear-end collision. Give that festive meal tinie to digest to avoid sluggishness, but leave for your homeward trip as early as possible. After dark the hazards are multiplied. The thoughtful driver is also the defensive driver, and this attitude is even more necessary after dark to combat the drinking driver and the show-off. A copy of the booklet, "Rules of the Road" is available free upon, request, from S e c r e t a r y of S t a t e Paul Powell. Springfield, Illinois 62706. Salesmen must be versatile, for they require keen understanding of psychology, plus precise engineering facts about their product. But they also must learn how to distinquish between "excuses" vs. "reasons". Then they need to neutralize negative excuses if they wish to produce action on the. dotted line. By - George W. Ci^&ne, Ph." D., M.D. CASE E-520; Bob W., aged 34, is a sales Manager. "Dr. Crane," he began, "one of our major problems with new salesmen is to teach them how to tell the difference between a prospect's 'excuses' versus hist logical 'reasons'. "Many of our young men will spend valuable time trying toNaqswer what is merely an emotional excuse. "So how do you put this idea across most effectively?" SALES PSYCHOLOGY Salesmen are the real spark plugs of civilization. We owe them tremendous credit for producing our su-. perb standard .of living, which is the envy of ALL nations everywhere else! For salesmen take the products of the cloistered scientists and sheltered inventors; then put them into average homes as standard equipment. With all due credit to the Edisons and Marconis and Eli Whitneys, plus the Wright Brothers, Robert Fulton and John Deere, their great inventions would still be of minor significance, except for the sterling salesmanship of men like Bob. In my courses at Northwestern university onthe "Psychology of Salesmanship" I fully discussed this problem each semester. For "excuses" spoil most of the sales interviews. Excuses indicate a hidden emotional factor that hasn't been brought to the surface, but which is a powerful deterrent to the sale. You are familiar with the classical woman's "Because." And that "Because" is an excellent symbol of hidden emotional persuaders that make the prospect stand pat. Almost all buying is based (Mi emotion or impulse. It has been estimated that over 90 percent of all our purchasing is due to emotion. Then we "rationalize" witha lot of apparently logical arguments |o camouflage our earlier impulsive decision. So emotion is a wonderful aid to a star salesman when he can get it on his side. If the emotional "persuader" is POSITIVE, then the prospect signs on the dotted line. But if it is negative, then it will stop the sale. "Excuses" are simply negative emotional elements that the salesman hasn't analyzed properly and neutralized. For example, suppose a truck salesman puts on a very logical sales presentation to aprospect really in need of a new truck. But if the prospect fails to sign and offers a glib "excuse" that may camouf: ^ge the fact he has a brother-in-law with a rival auto agency and thus feels obligated to patronize his kinfolk. If this hidden element has never been brought to the surface the prospect will continue to avoid the "dotted line" stage by raising all sorts of illogical excuses. So a star salesman is supposed to "case" his prospect as thoroughly as a John Dillinger would "case" a bank before robbing it. A super salesman thus must be a keen analyst of human behavior and social detective, as well as an encyclopedia of engineering facts about his product! So send for my booklet "Psychology of Advertising and Selling," enclosing a long stamped return envelope, plus 20 cents. It also contains a startling "Motivation Test" that helps show how to persuade Americans most easily* (Always write to Dr. Crane in care of this newspaper, enclosing a long stamped, addressed envelope and 20 cents to cover typing and printing costs when you send for one of his booklets J FOR IDEAS ON LIBERTY READ The Freeman A Monthly Magazine Published By THE FOUNDATION FOR ECONOMIC EDUCATION INC. Irvington On Hudson, N.Y. 10533 WRITE FOR SAMPLE COPY Shop In McHenry if oNAL TOBY fg££ OPTOMETRIST Dr. John F. Kelly " At 1224 N. Green Street, McHenry (Closed Wednesday) Eyes Examined Glasses Fitted Contact Lenses Hrs. Dally 0:80 a.m. to 5 p-m. Friday Evenings 8:80 p-m. Evenings by Appointment PHONE 385-0452 Dr. Leonard L. Bottari Eyes Examlned-Glasses Fitted Contact Lenses 1803 N. Richmond Road Hours: Mon., Tues., Thurs., Fri. 4:00 p.m. to 6:00 p.m. Tues., Thurs., & Frl. Eve 7 p-m. to 9 p.m. Sat. 9:80 to 3:00 p.m. No Hours on Wednesday PHONE 885-4151 If No Answer Phone 385-2262 OFFICE EQUIPMENT McHenry County Office Machine* Sales - Service & Rentals Typewriters, Adders, Calculators Mon - Sat. 9:00 - 5:80 Friday tUl 9:00 p.m. Phone 459-1226 93 Grant St., Crystal Lake, HI. ^METAL WORK Schroeder Metalcraft for Home and Garden Wrought Iron Railing** Patio Furniture Antiques 1705 S. Rt. 31 PHONE 385-0950 VACUUM CLEANERS Authorized andl Bonded Electrolux Representative JAMES VAN FLEET 2501 Martin Rd. MoHenry, Illinois 385-6027 ACCOUNTANTS Paul A. Schwegel 4410 West Route 120 McHenry, Illinois 385-4410 CHIROPRACTOR Dr. Arthur J. Howard Chiropractor 2606 S. River Rd. Ph. 385-8520 - Closed Thurs. INSURANCE Earl R. Weigh Fire, Auto, Farm & Life Representing' - RELIABLE COMPANIES When You Need Insurance of Any Kind PHONE 385-3300 or 385-0953 3429 W Elm St,, McHenry, 111. George L. Thompson General Insurance • LIFE • AUTO ALTH • FIRE • CASUALTY • BOAT Phone 815-885-1066 3812 W. Elm St., McHenry In McHenry Plalndealer Blgd. B. Beckenbaugh PHONE 385-6150 or 385-1822 INSURANCE ALL KINDS Dennis Conway Auto, life, Fire State Farm Ins. Cos. 8815- W. Elm St. McHenry, Illinois 385-5285 or 885-7111 LETTER SERVICE Mimeographing • Typing Addressing - Mailing Lists McHenry County Letter Service 1212-A N. Green St- PHONE 385-5064 "r--S Mon. thru Frl. 8-5 Closed Saturdays RADIO <& TV SERVCE Radio - Phono Black & White TV's Si Color WUI Pick Up Portable Items To Be Fixed W. B. Cleveland 606 So. Orchid Path 385-5024 li ivH.ixirs A % r/A,.., m iwmmm 385-0170 By Appt. Sat. 9 to 1