The man who conducts a photographic studio and the man engaged in running a dry goods store are in business for the same reason - to make money. It is true that the dry goods man handles mostly what we term necessities," that the people in his town must purchase, while the photographer deals in what may be called luxuries. In ordinary good times both the necessities and the luxuries find a market with all classes of people, and when the profit is small, owing to the low price or grade of the goods sold, it then becomes necessary, in order to increase profits, to educate your trade into a desire for something better - that sells for a higher price and pays a correspondingly greater profit. When once this desire is created the higher priced goods are sold as easily or easier than the cheaper ones. The Quoin Club Key tells how a dry goods store solved this problem for one of its departments:

'There was a dry goods store in a small Michigan town. Its corset department did a large business in fifty-cent goods. A dollar and a half was the utmost limit. When a woman in that little town paid one-fifty for a pair of corsets she thought she had a costly luxury. But one day a traveling salesman came along, as the story is told, and said there was no reason in the world why this department should not be systematically brought up the line in quality and price and annual turnover. He began by giving a properly-fitted two-dollar and a half corset to the woman clerk at the corset counter. She was a stoutish woman. Her figure improved greatly. Her enthusiasm lead her to speak of that two-fifty garment to customers of the better class. Even a town that size has its social leaders. Soon the 'smart set" was wearing two-fifty corsets. In a few months the demand for one-fifty and two dollar goods was so steady that the old fifty-cent grade was thrown out of the store altogether. Then three-fifty corsets were put in. In a year, out went the dollar line. To-day that store has a good trade in five-dollar corsets, and is working toward custom-made goods and a corset expert."

The illustration may be a homely one, but it's full of meaning. You can educate your trade, can"bring your customer up to the line," if you drill your employees to an appreciation of what it means in added profits. Now it may seem a far cry from corsets to portraits, but the underlying business principle applies equally well in both cases.

With a good clever receptionist such as most of us are fortunate enough to possess, and some good hard thinking in devising a style or two that are a bit different, and backing up the new styles with the best possible work we can turn out, we have more than a fighting chance in educating our trade to the better goods and higher prices.