"'
"'Sure you've learned that?' said Berg.
"'Sure,' says I. 'And I've learned to let the other fellow think
your argument's his own. He likes it. I've learned that the
surest kind of copy is the slow, insidious kind, like the
Featherloom Petticoat Company's campaign. That was an ideal
campaign because it didn't urge and insist that the public buy
Featherlooms. It just eased the idea to them. It started by
sketching a history of the petticoat, beginning with Eve's fig
leaf and working up. Before they knew it they were interested.'
"'That so? That campaign was your mother's idea, McChesney.' You
know, Mother, he thinks you're a wonder."
"So I am," agreed Emma McChesney calmly. "Go on."
"Well, I went on. I told him that I'd learned to stand so that the
light wouldn't shine in my client's eyes when I was talking to
him. I lost a big order once because the glare from the window
irritated the man I was talking to. I told Berg all the tricks I'd
learned, and some I hadn't thought of till that minute. Berg put
in a word now and then. I thought he was sort of guying me, as he
sometimes does--not unkindly, you know, but in that quiet way he
has. Finally I stopped for breath, or something, and he said:
"'Now let me talk a minute, McChesney.
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