This section is from the "Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1913" book, by Aristo Motto. Also see Amazon: Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1913.
Advertise that you are the photographer in your town and people will come to know you will point you out as Smith, the Photographer. When they see your work, they will remember you, and when they see you, they will remember your work, and when they see your advertising, they remember both. Then when they want pictures made, you get the business.
What do people buy and why do they buy it?
This problem should interest everyone who has anything to sell, and the fact that your business is not as large as that of a department store, does not mean that your methods of selling should be radically different or that you need give no thought to the subject.
Ask any successful merchant why certain goods sell better than others, and he will tell you it is quality plus advertising. Even poor goods can be sold by advertising, but a second sale is not likely, and either one of two articles, equally good, can be sold almost to the exclusion of the other, by good advertising.
Count on your fingers ten things that you buy regularly and see how many of them are articles that are extensively advertised. Go home and look in your wife's pantry and see how many advertised articles she buys, and then stop and think. Why does she buy these things in preference to many others which are, in many instances, just as good? It's advertising.
Many of these articles are advertised nationally and you become familiar with them in that way. You have a desire to try a particular article because you have learned something about it, you become convinced it is good and you want it. A local dealer advertises it for sale and you ask for it, as though it were an old friend. The sale is the result of good advertising. And it is true in the photographic business just the same as in any other line of business. Practically all trade-marked, nationally advertised goods are sold directly to the consumer as manufactured. The particular manufacturer gets the direct benefit of his advertising as well as the retailer.
Our national advertising differs in that every photographer is benefitted equally, because we are not advertising our goods to the consumer, but the photographer's goods. The photographer's name, which might be likened to a trade mark, must become known to the public by the photographer's own advertising.
We are making all sorts of people want pictures, but you must make them want your pictures, and there's only one way to do it. Make good work and advertise.
It's advertising that makes people think pictures, makes them want pictures, and it's up to you to make them think of your studio and you every time they have photographs enter their minds. Nothing but your own advertising will do it. Begin now and let the other fellow wonder why you are getting the business.