I CAN'T help feeling that a very large percentage of local advertising is not as effective as it might be simply because the advertiser does not get the customer's point of view.

One of the advertising trade magazines recently explained the point in this way: "If a man were to stop you on the street and tell you that he had a hole in his trousers you would probably try to get out of his way as quickly as possible, feeling either that he was insane, or that at best he was talking about something that didn't concern you. If, however, somebody were to stop you and tell you that you had a hole in your trousers, you would immediately want to know where, and would thank him for his kindness in calling it to your attention."

To get the customer's point of view it is absolutely necessary for you to forget yourself and what you want and to concentrate on the customer and what he wants.

This is not an easy thing to do because you want the customer's business very much and he may not want your photographs at all. But that is the very reason why you must put all of your energy into making him want what you have to sell.

You can't do it by talking about yourself, your ability, your studio, your service. You waste words by telling how you will be pleased to have him call, to show your work, to explain its quality, to make a sitting, to take his money. You haven't his point of view at all.

A letter has just come to my desk from a man who is opening a fine new store and in it he invites me to his opening. In this letter he uses the pronoun of the first person exactly sixteen times and the pronoun of the second person only eight times.

I figure that this man is just twice as strong for himself as he is for me so I don't think I will attend his opening. There are stores where my wants are amply cared for and I don't see why I should change to this new store because the proprietor would be happy and delighted to greet me. If he could have convinced me that I would be happy and delighted it would have been a different story. If he had made me feel there would be something unusual about his merchandise that would interest me - something different from what I had been accustomed to find in such a store, and that I would appreciate some new idea of service that would make it an advantage for me to buy at his store - that would have made me at least curious enough to investigate.

Portrait Film Negative, Vitava Print By Louis E. Allen Rochester, N. Y.

Portrait Film Negative, Vitava Print By Louis E. Allen Rochester, N. Y.

He lost sight of the fact that the reader of an advertisement can have nothing more than an incidental interest in the advertiser.

There is no more effective way to make an impression on the customer than to talk in terms of you rather than we. Put yourself in his place - try to see things as he sees them - analyze the motives that would make him want photographs and then write your advertising from that point of view. If your advertising has lacked the customer's point of view, get on the outside of your business and look in when you write your next advertisements and you will be more successful in creating interest in and desire for the thing you have to sell.