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I believe in personal service. Andrew Carnegie may be right in his belief that success consists in having the ability to have capable assistants, but my motto is: “Never intrust to a subordinate important matters where personal supervision will preclude costly mistakes.”
Of every account handled by the Lessing Advertising Agency, I plan the campaign and general its execution. I write a great deal of the copy myself and personally inspect all the rest before it is printed.
Those who have studied advertising most closely agree that the small agency is coming into its own. It stands as the only real solution of the complex problem of how to handle your advertising in the most economical way. With its countless mediums, its form letters and circulars, advertising today treads such a devious path that he who trusts his account to one unskilled in the science of publicity does so at considerable risk.
No man can tell to the last dollar, how much business a given campaign is going to bring you, but you will get a better estimate from the man who has few enough accounts that he can consider yours carefully, than you will from an institution which has so many that it has not the time to give yours more than a passing thought.
The large agency can afford to accept an account the success of which is not assured. If it pays they make money; if not the big successes will cover the loss, so far as the agency is concerned. I cannot afford to take this chance. The number of accounts I handle is so small that every one must pay – and paying me means paying the advertiser as well.
Therefore I choose my accounts with care and if I accept yours it indicates my sincere belief that your business is such that it can be advertised at a profit to you.
Author: Paul Lessing
Lessing Advertising Agency
Des Moines, Iowa
July, 1911
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{ 2 comments… read them below or add one }
Wise words from a wise man. How old do you suppose he was when he wrote that?
Thanks for the fly-by, Claire.
Lessing founded the agency in 1907 when he was about 26 years old. This was written in 1911, making him about 30 years old. I wish I had that much game when I was 30!