W.N. Ferris had his own ideas about advertising his school, and he did not mind sharing them with his friends.
![An Ad for Summer School at Ferris in the School Record](/alumni/Historical/COO/images/advertising/advertising.jpg)
"The only journals that do me any good are those that are distinctly educational," he said. "If I had a thousand dollars to spare I would invest it in the best educational journals, but I would insist on such positions as I think suitable . . . . I sincerely hope that you will not be obliged to put a solicitor in the field . . . . My objection to solicitors is not so much that they do not bring value received as that it is a practice that should be beneath reputable institutions. Solicitors pass through Big Rapids north frequently, but I have some old students out who will defeat a solicitor every time provided he chances to be in the same locality.
"I appeal to my old students. I write them three for four times a year. Before I send them advertising material I write them and ask them if they will distribute it. Within the last six weeks my old students have furnished me with a list of two thousand names. Beyond a doubt, the most valuable list that is now in my office.
"Within the last six weeks my old students have furnished me with a list of 2,000
names."
"One of the best means that I have of obtaining students lies in my lectures. I speak on an average of 60 to 65 times a year. I am on the regular course and special courses. Have managed to run for Congress once, fortunately was defeated, but got my advertising just the same.
"I charge $10 and expenses and have the following lectures to present: `Success,' `How to Make the World Better,' `Education, the Old and the New,' `Human Nature,' `The Age We Live In.'
"The lecture that gives me the best satisfaction is 'How to Make the World Better.' The lecture that I think the most of is entitled 'Human Nature.'
"I know the lecture system is unique. I know it is a success. It is the opinion of those who know that the Ferris Industrial School gets 50 percent of its students that way. I manage to receive for my lectures about $1,000 a year -- at the same time secure other results.
"I also believe in the personal letter. I know it is not fashionable now-a-days to write with the pen. Time is exceedingly valuable. However, it pays to send a beautifully hand-written letter."
Previous | Next |