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 being the case, he did not feel that he was justified in permitting Lynch’s advertising to go out as it was.  The result was that, just before the time came when copy must be sent to the magazines, newspapers, and street-car advertising companies, Jessup called his old advertising manager into conference and for a week they struggled together, revising the copy, rewriting the selling argument, and placing emphasis in clear, strong, unforgetable figures where it would do the most good.

WHY THE “GREAT FIND” WAS A DISAPPOINTMENT

The result of all this was that Lynch, seeing the writing on the wall, tendered his resignation—­which was all too gladly accepted.  In offering his resignation, however, Lynch had stipulated that he was to receive four thousand dollars out of the six thousand five hundred still due him on his year’s contract.  President Jessup’s error in selecting an employee had cost him ten thousand dollars in salary.  Besides this was the still larger sum in expenses, in wasted effort, and in the disorganization of his entire factory and selling force as the result of the introduction of a man who did not belong there.

His mistake was due to two fundamental errors.  In the first place, the facts that a man is personally agreeable, that he belongs to the same political party, that he belongs to the same lodge or fraternity, that his ideas and opinion on matters outside of business agree with his employer’s, are merely incidental and by no means adequate reasons for employing him.  Nor is the fact that he has made a good record, even an extraordinary record, in some other line of business a good reason for employing him.  Perhaps, on the other hand, the fact that his record is made in a totally different business is a good reason for not employing him.  It certainly was so in this case.