Part 11

_Success Factors._--A definite program of advertising can be developed with many original features that apply directly to the type of business. If the operator has pride in his products he will be glad to have his name on every package of commodities that he sells. This is good sales propaganda even if it only indicates the confidence of the seller in his products and his willingness to stand behind them. Besides that, however, it creates a knowledge of his name or the designation of his farm or stand among purchasers who will then have a means of identifying it to their friends. A small leaflet, describing the products that are offered for sale and the intention of the operator to give the customer service, can be put in each package at very small cost with good results. It is also possible to prepare leaflets dealing with methods of cooking or of preparation of the commodities sold that will build good will on the part of customers.

The most successful operators, again, are those who do not depend upon casual visitors for their trade but who make of the casual visitor a regular customer and one who will speak a good word to others. In other words, genuine effort must be made to identify the location as a place to which buyers will wish to return as they do to any other place of business that gives satisfactory service. In this way the operator distinguishes himself from his fly-by-night competitors who exist during a week or two when surpluses of commodities are available at low prices and who have no thought beyond that of the immediate sale.

Wherever possible, the attention of the passing consumer should be directed to the stand before he reaches it so that he will be prepared to stop when he comes upon it. Signs of this type on either side of the stand, but some distance each way from it, are more important than is generally recognized. They constitute invitation cards and should be so worded as to excite curiosity and create a feeling in the intending purchaser's mind that he will make no mistake in stopping to fill his wants at the stand. It goes without saying that both the advertising and the stand itself must be so planned as to attract the purchaser, and every effort should be concentrated on the psychology of such an appeal, avoiding any appearance of slouchiness, which would be more repellent than attractive. The purchaser forms a quick opinion of the stand from the way in which it is conducted and from the appearance of the one who is there to make sales. An attitude of cordial cooperation on the part of the attendant, who is, of course, appropriately dressed and in the right mental attitude, is a factor that must not be overlooked in the effort to create a favorable impression.

_Meal Service Amid Farm Surroundings._--Many operators, located at strategic points near main highways, have found that maximum profits are obtained by serving meals prepared from the vegetables supplemented by poultry or other products of the little farm. These meals may be served in a booth or building adjoining the roadside stand or in a room of the house turned into a seasonal dining room. Persons who are city residents quickly learn to appreciate the virtues of fresh vegetables and freshly killed poultry that may be thus served. A schedule of reasonable prices must be maintained if trade is to be built up. Usually special dinners or lunches can be prepared from available products in season, thereby giving the customer more for his money at the least cost and trouble to the operator.

This small home restaurant business can be handled frequently by members of the operator's household and countless examples can be given of real financial success following such ventures. Expansion can take place as consumer demand develops. Cleanliness, good home cooking, generous portions and prompt and courteous service will work wonders in such a project.

_Tourist Guest Houses._--A large number of country homes are now open to the public as tourist guest houses, their owners finding that they can obtain a modest but worth while supplement to other forms of income from them. These tourist guest houses are largely a development of the past several years. Their popularity with automobile travelers appears to be increasing, and there is genuine opportunity for the housewife on a small farm to operate one of these establishments.

It should be kept in mind by the housewife who thinks of opening her home to tourists that the proposition has its drawbacks as well as its advantages. Only a modest fee, often $1.00 for a room and 30 or 35 cents for breakfast, is obtained from each tourist guest. However, a great number of American women have found that the work and trouble occasioned by taking in tourists are worth while and actually enjoy their contacts with the traveling public.

The tourist guest house, obviously, should be located on a road that is well traveled by tourists. A simple and attractive "Tourists Accommodated" sign and a neat and pleasing front yard are needed to interest passers-by in the place. The porch should be neat and attractive and the interior of the house should give the appearance of restfulness, simplicity and comfort.

Tourists usually inquire about prices and look over a place before deciding to stop there; if there are women in the party, one of them usually makes the inquiry. The family should be courteous in answering questions and showing the prospective customers about. They should not be indifferent, and yet must not seem to be too anxious for business. When the travelers decide to stay, the family should endeavor at once to make them feel at home. The guests will frequently ask questions about roads, local resorts and near-by recreational facilities, and the family will find it useful to be informed on these matters.

_Dog Breeding as a Source of Income._--Many persons who have located in the country, and who have a liking for domestic animals, have found dog breeding an interesting and frequently profitable enterprise. By placing a wire cage along the highway the attention of the traveling public is attracted to the puppies. Some of the more popular breeds of dogs include the Airedale; the Boston, Fox and Irish Terriers; the Chow Chow; the Collie, and the English and Irish Setters.

The breeding of dogs is a highly specialized activity, particularly where it is carried on under intensive conditions and with little range. Dogs are subject to external and internal parasites requiring preventive and curative measures. As in the case of all other animals, sanitation is an essential factor to success and feeding methods must be adjusted to the age and the breed.

The beginner in dog raising should consult a recognized veterinarian who specializes in small animal practice, and observe his recommendations. Such professional men are located in most communities and their advice will be found most helpful.

The prices obtainable for male and female young animals vary with the locality. There is usually an established scale of prices which may easily be obtained and which it will pay to observe. Dog shows are growing in popularity and exhibitions at these expositions will serve to advertise the breeder's stock. Advertising in local papers is effective in bringing to the public the availability of stock of distinctive breeds. Fashions in dog breeds change with the times and the public must be catered to along the lines of current interest.

_Do's_

Use the roadside market or near-by outlets for disposing of excess farm products.

Fully utilize the possibilities of roadside stands in building a permanent business.

Road stands, as well as the products on display, must have sales appeal.

Produce at home all farm products offered for sale, if possible, and make the growing area the background of the market.

Stress quality of products and the responsibility of the operator.

Advertising of the right type will multiply sales.

Offer meal service with farm surroundings wherever possible.

If considerable traffic passes the premises, try out possibilities of accommodating tourists.

_Don'ts_

Don't try to dispose of miscellaneous surplus of farm commodities by shipment to market if a roadside market can be set up.

Don't ruin standing of roadside market by selling inferior or stale products.

Don't try to run a city fruit stand with a farm background.

Don't destroy country home life by over-commercialization.

SUGGESTED REFERENCE LIST

Timely and valuable publications of the United States Department of Agriculture, state departments of agriculture and state agricultural colleges and experiment stations are available to country residents. Copies of them may be obtained by writing to the agencies mentioned. To supplement them and also to supplement advice received from county agricultural agents, a number of useful books are listed below. Those interested in them may, in many cases, obtain them from local libraries, or may find it useful to own certain of them themselves.

Author Title Year Publisher

Agee, Alva "First Steps in Farming" 1923 Harper

Arnold, Schuyler "Wayside Marketing" 1929 De La Mare

Auchter, E. C., "Orchard and Small 1929 Wiley and Knapp, H. B. Fruit Culture"

Ayres, Q. C., and "Land Drainage and Reclamation" 1928 McGraw-Hill Scoates, D.

Bailey, L. H. "Manual of Gardening," 1925 Macmillan Rev. ed.

Bear, E. "Soil Management" 1927 Wiley

"Theory and Practice in 1929 Wiley the Use of Fertilizers"

Bottomley, M. E. "Design of Small Properties; 1926 Macmillan a Book for the Home-Owner in City and Country."

Bush-Brown, Mrs. "Flowers for Every Garden" 1927 Little Louise (Carter)

Chenoweth, W. W. "Food Preservation; a 1930 Wiley Textbook for Student, Teacher, Homemaker and Home Factory Operator"

Chupp, C. "Manual of Vegetable 1925 Macmillan Garden Diseases"

"Manual of Vegetable 1925 Macmillan Garden Insects"

Cline, L. E. "Turkey Production" 1933 Orange Judd

Cox, J. F. "Crop Production and 1930 Wiley Management"

Crosby, C. R., and "Manual of Vegetable 1918 Macmillan Leonard, M. D. Garden Insects"

Davenport, Eugene "The Farm" 1927 Macmillan

Foster, W. H., and "Farm Buildings" 1928 Wiley Carter, D. G.

Fraser, Samuel "American Fruits; Their 1927 Judd Propagation, Cultivation, Harvesting and Distribution"

Fraser, W. J. "Dairy Farming" 1930 Wiley

Galpin, C. J. "Rural Social Problems" 1924 Century

Gustafson, A. F. "Handbook of Fertilizers" 1932 Orange Judd

Hottes, A. C. "1001 Garden Questions 1930 De La Mare Answered"

Hurd, L. M. "Practical Poultry Farming" 1931 Macmillan

Jull, M. A. "Poultry Husbandry" 1930 McGraw-Hill

Knott, J. E. "Vegetable Growing" 1930 Lea

Langstroth, L. L., "Honey Bee," Rev. by 1927 American Bee and Dadant, C. P. Dadant, Ed. 23 Journal Charles

Larson, C. W., and "Dairy Cattle Feeding 1928 Wiley Putney, F. S. and Management"

Lewis, H. R. "Productive Poultry 1928 Lippincott Husbandry"

Lippincott, W. A. "Poultry Production" 1927 Lea & Febiger

Millar, C. E. "Soils and Soil Management" 1929 Webb Pub. Co.

Murray, P. "Planning and Planting 1932 Orange Judd the Home Garden"

Pellett, F. C. "Productive Bee-Keeping" 1923 Lippincott

Phillips, E. F. "Bee Keeping; a Discussion 1928 Macmillan of the Honey Bee and of the Production of Honey," Rev. ed.

Powers, W. L., and "Land Drainage 1922 Wiley Teeter, T. A. H. for Farmers"

Rice, J. E. "Practical Poultry Management" 1930 Wiley

Rice, J. E., and "Practical Poultry Management" 1925 Wiley Botsford, H. E.

Root, A. I., and "ABC and XYZ of Bee 1923 Root Root, E. R. Culture"

Rose, M. S. "Feeding the Family" 1928 Macmillan

Rowe, H. G. "Starting Right With Bees" 1922 A. I. Root Co.

Sanderson, E. D. "Insects Pests of Farm, 1921 Wiley Garden and Orchard," Ed. 2, rev. and enl. by L. M. Peairs

Sears, F. C. "Productive Orcharding; 1927 Lippincott Modern Methods of Growing and Marketing Fruit"

"Productive Small Fruit 1925 Lippincott Culture"

Sharp, M. A. "Principles of Farm Mechanics" 1930 Wiley

Smith, R. H. "Agricultural Mechanics" 1925 Lippincott

Thompson, H. C. "Vegetable Crops" 1931 McGraw-Hill

Thorne, C. E. "Maintenance of Soil 1930 Orange Judd Fertility"

Watts, R. L. "Vegetable Gardening" 1921 Orange Judd

Worthen, E. L. "Farm Soils, Their Management 1927 Wiley and Fertilization"

SOME FARM AND GARDEN MAGAZINES

_General_

American Agriculturist New York, N. Y.

Country Gentleman Philadelphia, Pa.

Farm Journal Philadelphia, Pa.

New England Homestead Springfield, Mass.

New Jersey Farm and Garden Sea Isle City, N. J.

Pennsylvania Farmer Pittsburgh, Pa.

Rural New Yorker New York, N. Y.

_Beekeeping_

American Bee Journal Hamilton, Ill.

American Honey Producer Producers' League, Fargo, N. D.

Bee-Cause Watertown, Wis.

Gleanings in Bee Culture Medina, Ohio

_Dairying_

Ayrshire Digest Spencer, Mass.

Dairy Farmer Des Moines, Iowa

Guernsey Breeders' Journal Peterboro, N. H.

Hoard's Dairyman Fort Atkinson, Wis.

Holstein-Friesian World Laconia, N. Y.

Jersey Bulletin Indianapolis, Ind.

_Flower Gardening_

American Home Garden City, N. Y.

Better Homes and Gardens Des Moines, Iowa

Flower Grower Calcium, N. Y.

Gardener's Chronicle of America New York, N. Y.

Horticulture Boston, Mass.

_Fruit Growing_

American Fruit Grower Chicago, Ill.

Better Fruit Portland, Ore.

_Livestock_

Breeders' Gazette Chicago, Ill.

_Market Gardening_

Market Growers' Journal Louisville, Ky.

_Poultry_

American Poultry Journal Chicago, Ill.

Everybody's Poultry Magazine Hanover, Pa.

New England Poultryman Boston, Mass.

Poultry Garden and Home Dayton, Ohio

Poultry Item Sellersville, Pa.

Poultry Success Springfield, Ohio

Poultry Tribune Mt. Morris, Ill.

Footnotes:

[1] Prepared by New Jersey Agricultural Experiment Station.

[2] Prepared by Michigan State College of Agriculture.

[3] Prepared by New Jersey Agricultural Experiment Station.

[4] New York State College of Agriculture, Cornell University, Ithaca, New York.

End of Project Gutenberg's A Living from the Land, by William B. Duryee