Perkins of Portland: Perkins The GreatButler, Ellis Parker
General
Perkins of Portland: Perkins The Great
Butler, Ellis Parker
Advertising -- Fiction; Humorous stories
Five months ago we completed our ten-story factory, and increased
our capital stock to two millions; and those to whom we offered the
trade-mark in our early days are green with regret. Perkins is abroad
now in his private yacht. Queer old fellow, too, for he still insists on
wearing the Go-lightly shoes and the Air-the-Hair hat, in spite of the
fact that he hasn't enough hair left to make a miniature paint-brush.
I asked him before he left for his cruise when he was from,--Portland,
Me., or Portland, Oreg.,--and he laughed.
“My dear boy,” he said, “it's all in the ad. 'Mr. Perkins of Portland'
is a phrase to draw dollars. I'm from Chicago. Get a phrase built like a
watch, press the button, and the babies cry for it.”
That's all. But in closing I might remark that if you ever have any
trouble with a weak back, pain in the side, varicose veins, heavy
sensation in the chest, or, in fact, any ailment whatever, just remember
that
Perkins's Paper Porous Plaster
Make all pains and aches fly faster.
II. THE ADVENTURE OF MR. SILAS BOGGS
BEFORE my friend Perkins became famous throughout the advertising
world,--and what part of the world does not advertise,--he was at
one time a soliciting agent for a company that controlled the “patent
insides” of a thousand or more small Western newspapers. Later, my
friend Perkins startled America by his renowned advertising campaign
for Pratt's hats; and, instead of being plain Mr. Perkins of Chicago, he
blossomed into Perkins of Portland. Still later, when he put Perkins's
Patent Porous Plaster on the market, he became great; became Perkins the
Great, in fact; and now advertisers, agents, publishers, and the world
in general, bow down and worship him. But I love to turn at times from
the blaze of his present glory to those far-off days when he was still a
struggling amateur, just as we like to read of Napoleon's early history,
tracing in the small beginnings of their lives the little rivulets of
genius that later overwhelmed the world, and caused the universe to
pause in stupefaction.
Who would have thought that the gentle Perkins, who induced Silas Boggs
to place a five-line ad. in a bunch of back-county weeklies, would ever
thrill the nation with the news that
Perkins's Patent Porous Plaster Make all pains and aches fly faster, and
keep up the thrill until the Perkins Plaster was so to speak, in every
mouth!
And yet these two men were the same. Plain Perkins, who urged and begged
and prayed Silas Boggs to let go of a few dollars, and Perkins the
Great, the Originator,--Perkins of Portland, who originated the Soap
Dust Triplets, the Smile that Lasts for Aye, Ought-to-hawa
Biscuit,--who, in short, is the father, mother, and grandparent of modern
advertising, are the selfsame Perkinses. From such small beginnings can
the world's great men spring.
Public-domain text, read in full here on John Shaqi.
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