erly advertised and handled, certainly ought to
revolutionize the steam and hot-water heating business. But it was not one
of Lynch's brain-children. However, Lynch would now have an opportunity to
prove his value and return to the concern large profits for the amount
they had spent and would spend upon him. At any rate, he knew how to plan
and conduct an advertising and selling campaign.

Lynch, intensely relieved by the solving of this problem, the utility of
which he very readily saw, threw himself, heart and soul, into the
construction of the advertising campaign. As this work progressed, Jessup
began to have some misgivings. While the advertisements, circulars,
catalogues, and other literature were beautiful; while the English in them
was elegant, and the form of expression refined, somehow or other, they
seemed to lack the necessary punch or kick which Jessup knew they ought to
have. The two big things about the new product were, first, economy of
fuel; second, ease of operation and small demand for supervision. These
points were not brought out clearly enough. They did not grip. They did
not get home as they should. There was a good deal of talk in all the
advertising about the beauty of the new apparatus; about the refinement of
its finish; about its workmanship, and many other things which, to
Jessup's mind, detracted from the main issue. The one thing he wanted to
hammer into the minds of the readers of his advertising was the fact that
here was a heating apparatus for which fuel could be purchased in the
usual quantities and at half the regular price. What he wanted to do was
to make them actually see the dollars and cents saved, not only in fuel,
but also in the cost of operation. He wanted suburbanites to see the fact
that they could attend to their furnaces each morning before going to
town, and that the fires would not need any further attention until the
following morning; but, somehow or other, the advertising did not seem to
picture this clearly enough. The statements were made, yes; there was
plenty of evidence produced to show this; but it was done in a way which,
somehow or other, did not produce an intense conviction.

Jessup had secured from his board of directors an appropriation of fifty
thousand dollars for a national advertising campaign. Upon the result of
his first attempt would depend his securing a further appropriation for
such a campaign as he had planned and as he wanted to execute. This