YOU will notice that in the ad-vertisement for your studio on page 26, the telephone number is given. There is nothing new about the idea, of course, but it's a point worth remembering. It makes it just so much easier for the reader to "make that appointment today."

You have heard the expression "the tired business man" scores of times and recognize the truth that lies beneath it. How about "the tired customer"? Besieged as he is from all sides by people who want him to buy this thing and that, he becomes a bit wearied and the matter of effort, as far as he is concerned, counts. Make it as easy for him as you can - even to such a trifle as your telephone number.

And then who answers the telephone? Has she a pleasant voice? Her voice ought to sound the way a smile looks. Her manner of course is courteous and helpful. And her memorandum pad and pencil are right beside the instrument so that anything she ought to remember she will. She knows the prices so that she can quote them intelligently. One of the best ways to discourage a possible customer is to be forced to say "Wait a minute, please" and find the boss to find the answer. About that time the possible customer decides he will pay his Country Club dues rather than have his portrait made. "Wait a minute, please" acts as a cold shower on the sale.

Portrait Film Negative, Artura Print By Sidney Riley Sydney, Australia.

Portrait Film Negative, Artura Print By Sidney Riley Sydney, Australia.

The person who answers the telephone ought to be in possession of the facts so that the information the customer wants will be immediately forthcoming.

Outside of your camera, there is no more important item in your studio than the telephone. It has a lot to answer for - and it's the way it's answered that counts.

Making A Sale Like Making A Photograph

A KNOWLEDGE of selling problems has come to be so essential to the photographer who is making photographs for sales promotion that we were not at all surprised to see in the A. S. C. Bulletin the following sales lesson from the pen of Mr. E. E. Lead-beater, photographer for the American Seating Company of Chicago.