"'That so?' said Berg, and sort of grinned. 'What else?'

"'I've learned that one negative argument is worth six positive
ones; that it never pays to knock your competitor; that it's wise
to fight shy of that joker known as "editorial coöperation."'

"'That so?' said Berg. 'Anything else?'

"I made up my mind I could play the game as long as he could.

"'I've learned not to lose my temper when I'm in the middle of a
white-hot, impassioned business appeal and the office boy bounces
in to say to the boss: "Mrs. Jones is waiting. She says you were
going to help her pick out wall paper this morning;" and Jones
says, "Tell her I'll be there in five minutes."'

"'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."