This section is from the "Studio light a magazine of information for the profession 1923" book, by Sara F. T. Price. Also see Amazon: Studio light a magazine of information for the profession 1923.
I have a friend who is a combination of inventor and manufacturer but who has never made a study of advertising or sales methods. He is always too busy.
The time came when he decided to market one of his own products. an automobile accessory - a simple device when explained by him but. as he subsequently learned, not so simple to explain to one who must depend entirely upon a printed explanation.
When this obstacle was encountered there came the thought of a picture. Of course there had been pictures of the article itself but these did not show its use and the product did not sell because its use was not understood.
Then came the made-to-order artist's conception of the thing. There was a man using the invention on his car. You could see that he was using it, but you saw it from the artist's point of view when you should have seen it from the driver's point of view. It was a fine picture and the inventor liked it, but it didn't sell his invention.
As I was a photographer and also knew something about selling but nothing about art or mechanics, I was consulted only as a last resort.What was wrong with the picture?
I frankly explained my ideas and recommended a photograph with the camera placed in the position of the driver's eyes.
"But that won't properly show the thing we want to sell at all," the inventor replied.
"No, that's too bad, it won't. You will have to show two pictures.
"Your invention insures the owner of a greater degree of safety in driving against the sun or the glare of approaching headlights. The picture I suggest proves this fact. You are selling safety. The device is a detail. Show it separately as a detail, but picture the safety and the comfort it brings to driving, and your invention will sell."And it did.
When you have a similar sales or advertising picture to make, bear in mind that the big sales argument is not always what the thing is or how it looks - it's what it does.
PORTRAIT FILM NEGATIVE, VITAVA PRINT
By Lee Saylor-Harris Studio Chicago, III.
In a year you will scarcely know he is the same boy - they grow that fast. But photographs of the children never grow up.
Phone Main 245 today for an appointment
The photographer in your town
THE SMITH STUDIO
Line Cut No. 312. Price 30 Cents
PORTRAIT FILM NEGATIVE, ARTURA PRINT
By O. H.Boy'e San Francisco, Cal.
STUDIO LIGHT INCORPORATING THE ARISTO EAGLE ESTABLISHED 1901 THE ARTURA BULLETIN ESTABLISHED 1906 Vol. 15 AUGUST 1923 No. 6