Even when advertisements were limiting their text and relying on visual images, Sears never restrained his flowing language. His advertisements were packed full of a friendly text that encouraged the development of a relationship between the customer and the company. Sears loudly proclaimed his products through newspapers, magazines, and his catalogue. His advertisements sold the offered product and the catalogue.

Until he resigned from the company in 1908, Sears wrote every piece of text that accompanied his products. He would spend hours pouring over the catalogues choosing the correct phrases for his targeted rural market. Because of his friendly tone, customers counted the man behind the catalogue as one of them, their friend for good and bad times.

A Spoken Sample of the Text The Friend to All

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