From now on through the busy Holiday season the days will become shorter and shorter and every minute of daylight must be used to the best advantage.

The wise photographer cleans his lens, washes the skylight and white curtains and places his order for Seed plates at this time of year.

It is not too early to think of Holiday business and to get the studio in condition to take care of the increased amount of work that it will be necessary to turn out at that time. There are probably new backgrounds to buy and devices for the printing room that must be replaced before the rush. Do the things that have been left undone during the warm summer months and have your studio in order for the long winter.

You have the experience of last season to profit by. Where did you fall short and how can you best avoid a repetition of the same experience? If there was a loose cog in your business system now is the time to tighten it up. Don't wait until the machinery is running at high speed and have to shut down for repairs, but do it now.

The convention season is about over and every photographer who has attended a convention or the Eastman Professional School should have new ideas to put into execution. An idea is only of value to a man as he can apply it to his own use. Some people have this faculty to a greater degree than others, and it is the man who can turn an idea to his own profit who is most successful.

If you have absorbed an idea from another's experience, apply it to your own business and try it out.

Brain Creases

The photographer who uses newspaper advertising for a short period of time and is disappointed because he cannot see that he is getting results has probably not studied the subject carefully from all points of view, and the lack of immediate returns prompts him to discontinue the advertising and condemn it as being worthless.

Let us consider the matter from the view point of some of the great advertisers who spend hundreds of thousands of dollars every year in advertising and see how the same principle may be applied to studio advertising. These great advertisers work to create a demand for their goods and accomplish results. The retailer feels the demand and orders from the jobber who has in turn anticipated the demand and is ready to supply it - but how did the advertising create the demand? Was it one or two or a dozen advertisements that did it? Most certainly not. It was the continual exploiting of the article in newspapers, street cars, bill boards, and in fact everywhere that the eye might turn. The advertisement of that particular article was making brain creases on the mind of the public, continually, in hundreds of cities all over the country.

A writer in Everybody's Magazine explains in a very interesting manner the susceptibility of the mind and the plasticity of the nervous system. It is altogether reasonable and very easy to understand and is particularly applicable to advertising. Bend a piece of paper and crease it, the crease will remain even after the paper has been straightened out again. The paper is plastic and offers resistance to adopting a new form, but when impressed upon it, the new form is retained. The brain is plastic and every thought leaves its indelible mark. Just as it is easy for the paper to bend where it has been creased before, so is it easy for action to take place in the brain where it has taken place before. See an advertisement a dozen times and it makes a deeper impression each time, just as the name of a person is forgotten after hearing it the first time but becomes perfectly familiar to you, and is retained by the mind, after hearing it a great many times.

The public does not buy photographs as often as breakfast food or the many articles that receive such wide advertising, but on the other hand, it is only your own community that you have to impress your advertising upon. There is as much reason for you to continually advertise in a local way, as for the large manufacturer to advertise generally. The first impression is hard to make, just as the paper resists the first time, so your advertising should be attractive and convincing. It should have an argument to impress the reader, and the best argument is quality. Once the reader is convinced of your ability and the quality of your work, it is only a matter of making the brain crease so deep by continual advertising that when he thinks photographs he thinks only of one studio and that one, yours.

To be sure, the show case is very valuable and should be carefully looked after, for if the display is poor the public will not go to the trouble of learning whether or not you have better work in the studio. Good newspaper advertising will cause people to examine your display who would never see it otherwise, hence the necessity of living up to your advertising by displaying your best work in the showcase, making the display attractive and changing it often.

Give your advertising a chance to make an impression by making it attractive and keeping it up for a year and you will see the result. Let our advertising cut service help you.

If you have read the above, Read page 22.