This psychic reading given by Edgar Cayce at his home on Arctic Crescent, Virginia Beach, Va., this 13th day of September, 1934, in accordance with request made by Hugh Lynn Cayce, Active Member of the Ass''n for Research & Enlightenment, Inc.
P R E S E N T
Edgar Cayce; Gertrude Cayce, Conductor; Gladys Davis, Steno. Mildred Davis, L. B. and Hugh Lynn Cayce, Thomas House, Boyd Davis and Roy Buckalew.
R E A D I N G
Time of Reading P.O. Box 103, 11:25 to 11:50 A. M. Eastern Standard Time. Va. Bch., Va.
1. GC: You will have before you the activities and plans for the Health Products Co., in connection with the bodies and enquiring minds of Boyd Davis, Thomas House, Roy Buckalew and Hugh Lynn Cayce, present in this room. You will also have all the information possible which may be made available to these individuals at this time that will aid them in perfecting the formulas of the products they are putting on the market and suggestions for the proper methods of advertising and presentation to the public.
2. EC: (Mumbled, in going over the suggestion - "It's not a very good name!")
3. Yes, we have the bodies, the enquiring minds, Boyd Davis, Thomas House, Roy Buckalew, Hugh Lynn Cayce, present in this room, respecting their proposed operations in the preparing and distributing of products that may be as specifics - and beneficial to their fellow man.
4. In considering these, it is well to consider much that has been given - but in the one product, when perfected and put on the market (Ipsab), there should be (and handled properly it will make same) sufficient to finance any war necessary, or peace movement, either, or anyone's political campaign, or anyone's church organization! You can make from five to ten million out of it in three to four years, PROPERLY handled.
5. As to perfecting the proposition, there has been given the correct formula for the preparation of Ipsab. Then the conditions become merely (or only, or however the word might be used to describe same) a SELLING proposition. To begin same without capital, but a good deal of ambition, good deal of correct purpose, good deal of the desire to do the good that may be accomplished - this must be kept first and foremost. Don't spend the million until you have made it, nor any portion of it! But begin in an easy way and manner.
6. Oft it has been given that the better way is to advertise
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and to distribute in any IMMEDIATE territory, either with a very small quantity as a sample or with the size container in which it is to be distributed; making from house-to-house canvas, or from home-to-home canvas of same. Then place the SALES of same through the local drug company, and - where the circumstances permit - through the wholesale where these are not sufficient through the local (and you'll find these in most every place). And you would begin in ANY individual locality as desired. This, as we find, is the most economical and the safer and the better way. This necessitates, then, as step by step:
7. First the choosing of the label and the container and the carton.
8. Then choosing of the correct and right amount of data that is to be furnished as advertising, which must include that which may be distributed or may be shown by the local or the wholesale druggists.
9. And then work like thunder!
10. Many of the products may be given as specifics or as palliatives in specific conditions; as pyorrhea, hemorrhoids, piles - the inhalant alone may be sold for five hundred thousand dollars through any of the drug operating concerns. But put ONE over at the time! And as there is made sufficient progress to add others, then begin with those.
11. Ready for questions.
12. (Q) Please suggest the proper name for this company. (A) Health Home Remedies.
13. (Q) To meet all requirements of the pure food and drug laws, what printed material should appear on the label for Ipsab? (A) Give the formula; NOT the quantities. As this: Calcium Chloride Atomic Iodine Water (or Aqua Pura, if it's desired in the correct way) Essence of Peppermint These, of course, will make for the analysis; and when they attempt to analyze the compound they DON'T FIND the basis of the thing - which is an Indian herb - when it is powdered with the others!
14. (Q) What should appear on the carton for Ipsab? (A) I-P-S-A-B. Recommended in the treatment of Pyorrhea, Rigg's Disease, Gumboils and other Mouth ailments.
15. (Q) What directions should appear on the label as to the proper use of same? (A) Massage gums, boils or ulcers in mouth at least once each day, rinsing the mouth after its use.
16. (Q) Would the ounce bottle Mold No. A-4903 as selected
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from the catalogue of the Owens Ill. Glass Co. be a suitable container for Ipsab or should we seek a more distinctive or different container? (A) As we find, one that would give the appearance (though it may not be holding any more) of a larger quantity, and a distinctive type and shape and - of course - with the screw top will be the better.
17. (Q) Would you suggest any definite shape for the bottle? (A) One not entirely square, but sort of a panel-shaped bottle.
18. (Q) What color scheme would you suggest for cartons, labels and advertising? (A) Considering those that are interested here, let's take it from their own color scheme. Do not use these: Yellow, nor black, nor red. Now, what have we? The blue package with the white lettering would, then, make a preferable type. For, as the psychology of a sales proposition: That which catches the eye the quicker, people will ask about - even if it is sitting on the shelf of a drug store! Yellow partakes of those things that are contagious. Red, of those things warned of or against. Black, that which is of death itself. Then, blue and white!
19. (Q) Do we understand correctly that Tim should not be pushed, even in local surroundings? (A) Tim is naturally - You're going to the extremities - it'll be alright! This should be, as indicated that each should be, pushed in its own way. These are specifics; one that will make a cure, though you mustn't say this - of course - the law doesn't allow it, but it will! The other is as a relief, and should be so advertised - that it DOES relieve, and with the proper precautions in diet and in exercise will remove hemorrhoids and piles, and do good for old sores also - as leg sores. In preparing same in a commercial way and manner, it would be well that some PREPARATION be made for the production of this in a UNIFORM manner. Just as will be found when there is to be made any of these in quantities, that STEAM will
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cook a great deal faster than anything else - and copper with a jacket, where steam is turned under same, will prepare all things better. But in the beginning, begin with what one has IN HAND; and THEN, USING that, the next step is given. This the proportion in the preparation of Tim (long pause): As we find, there are other properties much preferable in the use of same than the old formula. Here's the better formula: To 1 ounce Oil of Butterfat, add: Tincture of Benzoin..................10 minims, Atomidine, or atomic iodine...........5 minims, (or iodine, though atomic iodine is that with the poison out - but plain iodine is not as expensive as the Atomidine) Powdered tobacco or snuff.............3 drams, preferably the snuff - the powdered. Stir well together. Preferable that this never be put in tin, but rather in the porcelain or glass; and should be in an ounce or ounce and a quarter hexagon-shaped jar, preferably. The directions would be to apply as an ointment to affected portions once or twice each day. Rest as much as possible AFTER application, with the feet elevated ABOVE the head. It'll cure it!
20. We are through. Copy to Hugh Lynn Cayce " " Ass'n file