"Well, everything was all right until Fergus, customer No. 2, sent in a mail order to the house. They, by mistake (and an inexcusable one— but what can you expect of underpaid stock boys?) shipped out to him some goods branded the same as those my first customer, Stack, had in his house. Fergus wrote in to me and told me about the mistake. He didn't wish to carry the branded goods any more than the other man wished for him to do so, and asked that some labels be sent him to paste over his boxes.
"I was in the house at the time and sent out several labels to Fergus. At the same time I wrote to Stack, very frankly telling him of the mistake and saying that I regretted it and all I could say about it was that it was a mistake and that it would not occur again. Instead of taking this in good faith, he immediately came out with a flaming ad:
EVERY MAN
IN THE COUNTY
Should appreciate the following:
Leopard Hats, $2.00.
Sold everywhere for $3.00 and $3.50.
"His goods had really cost him $24 a dozen and he was merely aiming to cut under the other man's throat, but he didn't know how he was sewing himself up. I wrote him:
"'My good friend: I have always believed that you felt kindly toward me, and now I am doubly certain of it. All that I have a right to expect of my best friends is that they will advertise my goods only so long as they keep on carrying them—but you have done me even a greater favor. You are advertising them for the benefit of another customer, although you have quit buying from me. Let me thank you for this especial favor which you do me and should I ever be able to serve you in any way, personally, command me.'
"Well, how did he take that?" I asked.
"Oh, he didn't really see that he was advertising his competitor, and he came back at me with this letter:
"'Your valued favor of the 3Oth to hand. I assure you that you owe me no debt of gratitude as I am always glad to be of service to my friends, and under no circumstances do I wish them to feel under obligations to me. I would be only too glad to sell the Leopards at one dollar each, provided they could be bought at a price lower than that from you. But at present any one can purchase them from me at $2 each, which 'should be appreciated by every man in the county.' With kindest regards, very truly yours.'
"Well, how did you fix him?" said the shoe man.
"Fix him? How did you know I did?"