1956-07-28 — Page 5

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THE CHINA MAIL; SATURDAY, JULY 28, 1930:

Give Your Memory

a Holiday

with the Seamaster Calendar

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You can discard your wall calendar, you can forget old-fashioned stem winding. The Seamaster Calendar winds itself with every flick of your wrist. Automati- cally, too, the date mechanism changes every 24 hours. It's simple, sturdy, foolproof.

Lesson

Never mind about thế NO-HANGING Bill being turned down by the Lords -take that rope of my Ronnie,"

. In a four-part success course,

How to Advertise

Yourself!

-BY-ONE

OF BRITAIN'S TOUGHEST "AD MEN"

W

·HEN & prospective

client comes to me

with A product

By JOHN CUFF

he wants adver- Introduction by CHRISTOPHER HALL

1ising the first thing I want

to know is: "How good is it?"

You can advertise u bail product-und you may get away with it for a little while but not for long.

The same rule applies to selling yourself, No gin- micks however smart

will help youI unless your basic product is good, 1.v., know yourself. You must

your job and you must be able to convince others that you know it.

No gimmicks will hulp. Perhaps I ought to qualify that a little. There are cer- tain obvious things you can do-like wearing a decent suit and smiling from time to time. I don't need recite these points here,

BUT

$$$

• A TOP. EXECUTIVE in Britain's most competition-conscious business, advertising, herewith opens a new series on The Science of Success in the twentieth century.

•

John Cuff is director of an agency handling one of Britain's biggest detergent accounts. He is a top man-not merely in advertising but in The advertising of soup, the most Biercely competitive branch of the business.

•

JOHN CUFF

We've got away, from the necessity of coming from the right family and of having

been to the right school.

Success is everyone's pri- vilege, but the price of pri- vilege is competition all the way up.

|

WHY LIZ AND

MIKE FELL OUT

THE BEST HAS

MAN

A THEORY

ABOUT IT

By David Lewin

[ERBERT WILCOX, British film

Hleading

innker and best man at the wedding of Michael Wilding, talked about the reasons' for the break-up of Wildung's lour-year marriage to raiza- beth Taylor. In Hollywood the couple announceu น opportunity to "legal separation to give an Workout

our personal situation."

There is to be no divorco—at

present.

as un inter-

Elizabeth Taylor, 24 years old and mampstead born, is to marAS picue in Ankrica and 43- Your-la cha Waang is 10 go to Swedia to Bun there.

Herberi Wilcox

presented You compole at school.

Michael Wilding You compete for a place at national star and selped org university. You compete for|419 Lexion entry to industry. And the Elizabeth crying need is for Borne single Juctur that will silhouette you in the mob,

How to get that silhouette?

You Cuff went to his present job just after the great postwar soap battle broke out. He has been in the thick of it ever since. And he has won oul. Today,

at 47, he is a recognised leader of his profession.

•

Supremely, John Cuff is the man who knows about selling, Here he tells how to set about stiling the most important commodity of all ...... yourself.

1952.

kali

WASIGLING W Taylor iri February

AWFULLY TOUGH

Sald Wilcox! **IL 13 Juch casier to be in love-and to re-

has せ

main in love with a hit.

**Elizabeth 'Taylor chroer, and a good one, in stolly- wood. Mike he has the rarest gift in ne world, the gift playing light comedy briliantly. He was never given a chance to show it in Hollywood.

can do it the gim- micky way. When I entered advertising I applied for a job of a kind I'd never even heard of before, I wrote on a postcard. "My name is

"kie might have stepped into John Cuff. You've heard of Ronso Lolman's shipca — bu me... "I got the job.

All very well-but it's not

Nine bosses out of ten don't ing it better than the man the method I recommend. to give a damn. But the tenth ut the next desk. That Now this is going to sound might refuse you a job on basically is what sells you, trite. It's going to smack the strength of it,

the greater efliciency of of Samuel Smiles and Self- Selling yourself isn't all a your product.

Help but don't let's bo 15

cynical about it. matter of having what

The ambitious young man h "pleasing called

per- of 1956 is wet-nursed, if he

UT I get people coming to me for jobs who walk

amoking.

into my ollice unshaven asid sonality" and remembering wants to be. industry runs

the other chap's Christian name. You've got to be able Well, it so happen that

I to put

yourself down on don't mind. But some of paper as well. my clients might be very stuffy about these things.

And it doesn't do any harm to call the boss "Sir."

POCKET CARTOON

by OSUERT LANCASTER

This is quite as important "winning friends and influencing people." Half of what I know about my employees is based on what they write.

$$$

NYONE A

$$$

what could ne do with the parts they gave him: a blind pranist in ons alm and an Egyptian in

another?

"When carters take different direcuotis a Hollywood marriage becomes dificult 1 know that with his talent and charm Wild- ing's career will emerge again— but i will be tough-awfully lough. It is so much eagler make a success in Hollywood 11 you're Diana Dora."

Michael Wilding starred in

10

Then tha contract

a doesn't matter

ONCE PERFECT

training

schemes galore. I RECOMMEND the ambi-me "Spring in Park Lane

and***

"Maytime in Mayfair" for You can be well paid whule blous youngster to stick to Wilcox. Both were bits,

Elizabeth It's your great- When he married you are still learning (und integrity,

and went to live-and Taylor while you are still a liability est assel.

I know, because work-in Hollywood he had a to your employers).

advertising, for all the 20-year-contract with Wilcox. висота, 19 an industry Sald Wilding: "Id liko to

break founded on trust.

itim in love." Said Wilcox: Integrity

not - it's fashionable quality. That's a legacy of the postwar

The Wildings have two child- up black

market, the days ren, Michael Howard, aged the doing quite well for him when you had to lunch your three, and Christopher Edward, machinery of modern busi- self. But the man who clients in a black market-firet the mastinge of El

months. ness. If i get a muddled in- really puts himself acrose restaurant, because it wasn't beth Taylormone of Hollywood's conclusive report on my desk will go outside the curricu- lunch anywhere else. I sling it in the waste- lum of the training scheme. paper basket and say, "That chup's no good.”

*

Memos, reports,

digests--these are

$$$

and and

So sell yourself on paper as well as in person. But don't go too hard on putting yourself over.

If being

cun walk through these schemes

he

end may

most beautiful young women Was perfect. "Michael gave me The days when therea maturity I had never had bo-

Maybe he'll Bay to his

fore," she told me. "He has a boss, "I think, sir, the try willing to refuse a pounding in the other men I knew., 1 weren't 10 men in the counsophistication ‘and a style lock- scheme could profitably be of black market butter if it can grow up with Milon, umended here I didn't

was offered them. really learn much from that part of it."

Then it was smart to be on the wrong side of the Maybe he'll swot up on

law. But now, I believe, something not in the scheme in his own time, the point of integrity

people are beginning to see viewed and your prospective I said that the young man Sincerity is beilly gaini boss pricks the weak point of today is. wet-nursed. But, ingredient in everyone's suc- In your bubble, remember, paradoxically, he also lives cess story.. the bigger bubble the big in highly competitive ger the bang Best of all, World. In a sense more com let there, be no-bang,

ero bo

potitive than that of my own generation-the And that comes back to generation of the dolo knowing your job, and know- queue,"

1

(COPYRIGHT)

WATCH OUT FOR THE NEXT: HÓW TO' SPEAK EN PUBLIC...........

Then at the end of last year there were rumours. A magazino article talked about possible divorco and Elizabeth Taylbe Id: "You can't let a story sold: break up your marringo.

Today there is this soparation commonplace event in Wa are in complobe Accord making this amicable de-

they said. 4

Hollywoo

in

noither Herbert Wilder

nor anyone, also can eriewer að the moment la thing: How Eltra- both Taylor, the maturity, andı personality and to Michael Wilding tho, Miringi to make the merring a work, DEAD?

Ω

lember

12 13 141

75

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