This section is from the "Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1912" book, by Aristo Motto. Also see Amazon: Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1912.
Your first guess might be that this little article was going to be a preachment, but you are wrong. It is just a little stereoscopic glimpse of a bright bit of blue sky, about large enough to make a pair of pajamas for a small boy. and when you can see that bit of blue sky through the clouds, there is no reason to believe that things in general have gone to the bow-wows.
Did you ever happen to know old Mr. Gloom, whose expression always reminds you of the battle of Shiloh? Probably he doesn't live in your town, or at least is not in the photograph business if he does, but many of you will recognize him in our own profession.
He usually predicts a hard winter and poor holiday business, with an awful slump after the first of the year; a late spring and a rainy summer: poor crops; a panicky money market, due to the Presidential Campaign: business ruined by competitor's cut prices; an advance in the price of coal and foodstuffs and a general reduction in wages: crooked government steeped in graft; the planets generally disarranged and an earthquake imminent; everything in general going to the dogs, with a touch of rheumatism or other ailment dished up for his special benefit.
A clear case of using the hole of a doughnut as a glass through which he sees all things darkly without being able to see the doughnut itself.
This really is not optimism, dear brother, if it were - if things were really as bad as old Mr. Gloom paints them, we would probably say, "let us pray," but as they are not, let's look for that bit of sunshine and blue sky.
The best salesman who ever called on you or sold you a bill of goods was an optimist. That's one reason he was a good salesman, the reason he sold you. Do you remember the way he did it? Sunshine and blue sky, that's the answer, and your receptionist can do the same thing with your customers and you can help her.
If the customer is not in the best of spirits, Mr. or Miss Gloom can make things much worse by saying, "How much do you want to pay for pictures," standing meantime with that don't-you-know-what-you.-want air while the customer decides the embarrassing question. You can make things still worse by informing your sitter, as you start for the dark-room, that you only make two negatives for four dollar cabinets.
On the other hand, the blue sky and sunshine is introduced with a smile and a pleasant greeting, the same as one would receive in making a social call.
The pictures are a pleasure to show, the receptionist loves them and is pleased to tell who the subjects are. Prices are quoted when asked for, while the customer is led to appreciate the various grades of work. The sale is an easy matter then, and you finish the good work by creating the feeling that you want that picture to be one of the best you have ever made. A little retouching on the negatives before the proofs are made, a few explanations when they are delivered, and you have usually won a customer.
With the optimist, the rainy day was sent for the express purpose of giving him a chance to make a new show-case display or write a series of advertisements to forestall other dull days. A political campaign is a chance to photograph a lot of candidates and public speakers and perhaps secure an order for enlargements for advertising purposes.
The optimist sees the good in all things and profits by it, if he is a business man as well. The pessimist sticks to the rut until he finally drops out of sight, for it is said that the only difference between a rut and a grave is in length and breadth and depth.
From An Artura Iris Print By W. M. Stephenson Atlanta. Ga.