"If any professional photographer wants to damp down the enthusiasm of a customer and to make him vow that he will never have another photograph taken as long as he lives, the best way to do it is to keep that customer waiting a long time for his proofs. Get your proofs out."

These are the words of a successful photographer - a man who is really making money out of photography. He would be the first to admit that there is nothing extraordinary in the quality of his work; it is good certainly, but there are hundreds of men doing better. The secret of this man's success lies in the fact that he is a man of business, and a student of human nature. He knows perfectly well that the time to get a good order from a customer is the earliest possible moment, after the sitting, that proofs can be put into the customer's hands.

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By Frank Scott Clark Detroit, Mich.

There is a great deal more in this than many professionals are aware of. Most people have lots of things to think about that are far more important to them than having their photographs taken. These people have perhaps been saying, or having said to them, for months, that they ought to be photographed. The day comes when they decide to have a sitting. On that day they are interested in photography, they talk photography, they examine and criticise photographs - in short, they are in the mood to do business with the photographer. After the sitting they go home wondering how the pictures will "come out" ; they are anxious to see their proofs. But this enthusiasm does not last many days. It cannot last, it has to make room for the more serious things in life. Four or five days go by, and the importance of photography grows less; a week passes, and, with nothing to stimulate the dying enthusiasm, these people criticise the photographer and his "next week'll do" methods. Finally, they almost wish they had not been photographed. The fever has cooled down, and they don't care whether they see proofs or not. One thing is certain, that when the belated proofs do arrive, they have to be exceptionally good and pleasing, to rekindle any of the dead enthusiasm. Furthermore, many of these customers are business people, who are used to promptness and up-to-date methods, and when they think that the photographer is trying to impress them with the importance of his business, by keeping them waiting for proofs, they are irritated, and disgusted with photography in general.

Everybody understands that just before Christmas it is impossible to get proofs out the next day. But every day after that, the chances of getting a good order grow less. Three days is the longest time that the hot fit can be expected to last with a customer. The man who suggested this article, sees that all proofs are delivered not later than the second day after the sitting. He is convinced that this is the secret of his success; and he says to all professionals who are trying to increase their business: "Get your proofs out!"

Usually you can't get the best of its hind without extra cost. The best car - the best lens - cost more than the ordinary hind. Eastman Portrait Film - the best material for making negatives - is the exception. It costs no more than ordinary glass plates.

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By Frank Scott Clark Detroit, Mich.

With the New Year's Greeting to old friends, inclose your portrait.

It's the ideal remembrance because it's the next best thing to a visit.

Make the appointment early.


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No. 220. Price, 30 cents.