E Halister Hessler operated a hardware store in Syracuse, New York. He marketed one style of rural mailbox as “The Hessler.” In an unusual advertising move, the company included a poem to its mailbox as the base of one of its ads.

The Hessler Rural Mail Box
      Is one the folks all like;
The handiest of the handy,
      The prettiest on the pike.
The height of mail invention
      That stands the U.S. test;
The Box that is the safest
      The Box that is the Best.

The Hesslers’ Rural Mail Box
      Is nothing to wear out;
It is by far the strongest,
      Because they make it stout.

It cares not for the weather.
      In storm it stands the brunt;
The Hessler Rural Mail Box
      Is always at the front.

The Hessler Rural Mail Box
      Is one of highest rank;
No rust and no corrosion,
      It’s safe as any bank.
It’s made to last a lifetime,
      And you are sure it will;
It fills the want long wanted—
      In all ways fills the bill.

From far you see its signal
      That never plays you tricks;
It’s proof against the burglar,
      And never out of fix.
On every road and highway
      It has the Right of Way.
The Hessler Rural Mail Box

Is one that comes to stay