Reading 1564-5

TEXT OF READING 1564-5 M 45 (Advertising Executive, Catholic)

Text

Date: 6/22/1939 Sex: M Age: 45 ReadingID: 7590

This Psychic Reading given by Edgar Cayce at his home on Arctic Crescent, Virginia Beach, Va., this 22nd day of June, 1939, in accordance with request made by the Manager of the Association for Research & Enlightenment, Inc., Hugh Lynn Cayce.

[Edgar Cayce; Gertrude Cayce, Conductor; Gladys Davis, Steno. Mrs. [1000] and Hugh Lynn Cayce.]

Time of Reading 11:20 to 11:35 A. M. Eastern Standard Time.

1. GC: You will have before you the various circumstances and conditions surrounding the product Furfluf upon which Mr. [1564], …, N.Y.C., has been making a sales and distribution test. In a Reading through this channel of March 29, 1939, given for Mrs. [1000] [See 1000-23], owner of the product, the following questions were asked: Can we obtain a fairly accurate picture of the correct sales approach and potential sales volume through testing in two representative cities in April? and Mr. [1564] wants to test the whole sales proposition before next September. Is this advisable from my standpoint? Both questions were answered in the affirmative. Such a sales test has been completed in four eastern cities with unusually bad results. Please explain the previous suggestion and advise as to the best steps from this point. Answer ques.

2. EC: We have the information as has been indicated here from time to time regarding the product Furfluf; together with the information and also the activities as respecting same; and that given as to the manner, the way that such test should be made.

3. As we find, this has not been in keeping with that indicated or suggested.

4. True, there was the displaying of the product, there was the advertising; but - as was indicated - this necessitates that there be first the proper choice of places for the DEMONSTRATING of such a product, and that this be demonstrated not ONLY in the places themselves - that is, in a store or a distribution point, - but that such demonstrations be ALSO with or among those of the laity who are in the position to be of aid not only in speaking as to their experience but as key individuals.

5. As we find, if this is given the opportunity, it will show what may be done with same, - but it is necessary to educate or inform, - not merely by the advertising but by personal demonstration AND then the greater amount of advertising.

6. (Q) What steps should now be taken, and when should they be taken, considering the time element? (A) This is NOT an honest question, though it may be asked honestly.

As to time, - when is the desire to make the correct test as indicated? Then WHENEVER this is desired to be DONE, begin!

To be sure, it is something of a seasonal product, and when there is non-usage of such with which it works, it is not as WELL to undertake as when the thoughts of individuals are turned toward the use of such products. This, of course, must be taken into consideration.

But there should be the continued effort towards the demonstration WHEREVER there are the needs for the use of such a product.

7. (Q) In a city the size of St. Louis, for a proper test, how wide a distribution should be begun? and demonstration? (A) How anxious are the activities for a thorough demonstration? If it is desired that there be the thorough demonstration, FIRST show someone how to use it! See, not everyone will use it properly! Many would make a botch in the attempt. But choose then some distributing point. St. Louis would be an excellent place, because of the exceptional use of furs among the certain types of people that are not the wealthiest, though - of course - good furs are used there, - but where there are the needs for the preservation of and the caring for same.

Hence as we find, there would be ten, twenty, thirty such demonstrators, - with one, two or three places where the product would be upon display. Then, AFTER such demonstration, advertise it!

8. (Q) Do you mean by the house to house demonstration, or demonstration in a store? (A) Divide these, - demonstration in the store as well as from house to house.

It is necessary for an education, or an informing, - because this is new; yet it WILL prove its efficiency, if properly displayed or those properly instructed as to the use of same, and SHOWN!

9. (Q) How can those whom Mr. [1564] has interested in the product be re-sold on the value of the product? (A) Only by the manner of its activity in the usage for the purpose for which it was created.

10. (Q) Is there any other advice to Mr. [1564] at this time regarding same, that would be of help? (A) As we find, these questions are rather hedging, - or the manners they are being asked or sought.

But if there is a concerted, a consistent effort to show as to not only what the product will do but to give the people that may use same the OPPORTUNITY FOR the use of same, it will show its worth.

11. We are through for the present.

Copy to Self ” ” Ass’n file ” ” Mrs. [1000]

Reports

Reports & Follow-up

R1. 9/9/39 [1564]‘s letter to HLC:

Dear Hugh Lynn:

Certainly sorry you could not have been at the Thousand Islands while I was there as I would like to have seen you and had a general talk, particularly on the subject of Furfluf.

We have tried in every way we possibly can, to raise money to continue with our promotion of this product, but due to general business conditions and the very poor showing Furfluf has made, we have been unable to do so. I notified Mrs. [1000] to this effect about a month ago, and, naturally, she was very upset. In fact, I had indicated this to her before the last Congress meeting.

After I definitely told her of our decision, she completely blew off the handle, contacted her lawyer, and threatened all kinds of things, particularly a suit in which she stated she would bring Mr. Cayce, the Association, and you, into the public eye. So, you may get some idea of just how wild she has been. Further, she said she knew the reason she was not getting ahead with this was because Mrs. [1602] felt that she [1000] was coming between Mrs. [1602] and myself.

With the above bare outline, and knowing the woman, you can imagine what I have been going through. Naturally, during these meetings, I have told her I did not want her to sue, although, according to the best advice of my lawyers, she has no case, because we have lived entirely up to our contract. Nevertheless, it is something to be avoided.

In an effort to amicably adjust the matter and enable her to go ahead independently, as she wanted to do, I have offered to turn back to her all records, her patent, and everything in connection with the matter, and, in addition have been willing to forego any possible recovery of the 2,500. we have put into this work. In addition to this, I offered her 1,000. in cash and also offered to keep up the plant on 27th Street for six months, so that she could go ahead with a direct house to house selling plan which, in my opinion, is the only way this product can be put over. To date, she has indicated a willingness to do this, but wants 2,500. instead of the 1,000. This former amount is something completely beyond my means and also entirely out of line.

I am writing you as fully as this because I know you share my disappointment, and because I want you to know how sincerely I appreciate the monumental work you did in helping get it started. In this connection, I know you were put to expense over and above the amount I paid you and I wish you would let me know just how much I do owe you so that I can clean this whole matter up.

I hope that you are well. I note from your father’s last letter to [1602] that he has not been feeling well for which I am sorry.

Please let me hear from you as soon as you can and I want you to know that I will continue to do my best to keep Mrs. [1000] from getting entirely out of line.

Sincerely,

R2. 10/11/39 HLC’s letter to [1564]:

Dear [1564]

Thank you very much for your letter of September ninth, outlining what has happened with Furfluf.

I am sure that you know already how I feel about this whole situation. It seemed to me that it might be a very good proposition for everyone concerned, and I am sorry that things have worked out as they have.

I certainly regret all the worry and inconvenience that this connection has caused you and I hope that it can be straightened out satisfactorily to all concerned. It is my feeling, that while Mrs. [1000] is a very excitable person, she is basically honest, and I cannot imagine that she would carry her demands beyond the point of reason. She would really make herself ridiculous by bringing in any connection with the Association and the readings. I am sure she must remember my attitude in working up this proposition with her.

Under your contract with her, I certainly do not see how she could have any case at all, but your lawyer of course, would know more about this than I.

We have not heard from her since she left Virginia Beach, when the last reading was given.

Please keep me advised of any developments in this matter and let me know if there is any way in which I may be of assistance to you.

The work which I did in connection with Furfluf, was done gladly and I certainly do not feel that you owe me anything in connection with this.

We are very glad to have Mrs. [1602] here at Virginia Beach for a while. I believe both she and [1581] enjoyed it very much.

I am still busy taking care of Tom Sugrue. This, with trying to get my book finished [based on material collected while doing the MYSTERIES OF THE MIND radio program], and round out the program for the Association, keeps me on the jump. Tom is improving slowly and with the finishing of his own novel, he is now ready to complete the book on my fathers’ life, which I feel is very important in connection with our whole program of activity.

I know you have been busy since returning from the coast, but when you are able to get around to it, please let me have your comments on the letters regarding the building program.

With kindest regards from all.

Sincerely, [HLC]

Background

Background

B1. See 1564-4.

Mentioned Entities

A.R.E. (Association for Research and Enlightenment), Hugh Lynn Cayce, Virginia Beach, Initiation, Thomas Sugrue, Free Will, Gertrude Cayce, Gladys Davis, New York City, Photography (Atlantean), Purpose, Woman of Revelation

Source: The Complete Edgar Cayce Readings, A.R.E. CD-ROM (2006). Reading 1564-5, ReadingID 7590.