Claude had advertise sweepers made in vermillion wood.

So when he mailed the letters to the dealers.

The letters mentioned that three vermillion wood sweepers would come in each dozen if orders were sent of once. The dealer could sell them at any price he chose. But never again could he obtain Bissell sweepers built in vermillion wood. The only condition was that the dealer must sign the agreement enclosed. He had to display the sweepers until sold […] Thus again I placed the dealer in a position where he was soliciting us.

-My life in advertising, p.33