THERE is an old saying, "When the wind's in the south it blows the bait in the fish's mouth," which gives us the thought that there are other ways of getting the customer's order for an enlargement or two and possibly a frame than by deliberately "hooking" him.

The attractiveness of an article often does more towards selling it than the sales talk itself. And above all things enlargements, or large projected prints, which sounds better, should be made just as attractive or even more attractive than contact prints.

I have seen and possibly you have seen enlargements that were ready for delivery to the customer but which were far from being what a thorough and careful workman would call a finished product.

It hasn't been so many years since the bulk of the work delivered by the photographer was cabinet size. And while many photographers make the majority of their work 8 x 10 or larger there are a great many more who seldom make a negative larger than 5x7 size.

The way to get out of this cabinet or 4 x 6 or 5 x 7 rut and into sizes for which you can get better prices is to begin by selling enlargements. Large prints will sell, but they should not be poorly finished, poorly proportioned, unmounted enlargements.

Make them look better than your contact prints rather than worse. Make them with nicely proportioned margins and a diesunk line about them. If the picture is something like one I have before me it will be attractive enough to sell to anyone.

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

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

This picture is enlarged from a 5x7 negative. The picture size is 6 1/4 x 9 1/4. The white margins are 1 3/4 inches at the sides, % inches at the top and 2 1/2 inches at the bottom. And there is a die-sunk line 3/8 of an inch from top and sides of the picture image and 3/4 of an inch from the bottom.

Such a picture has a finished appearance and if enclosed in a folder, even if it is one you have made from folder paper, will be sufficiently attractive to sell readily to the customer who has ordered only small contact prints.

The most certain and satisfactory way to get this extra business is to show samples of both the contact print and the enlargement, from the same negative, at the time proofs are shown and the order taken.

When the customer has the sitting made you get a general if not a definite idea of the work that is wanted. If you can't easily get the order for 8 x 10 don't persist with your sales talk. Let the matter of size drop until the sitting is made. Then talk the larger size or a few prints in the larger size when proofs are returned and the order placed.

Let it be understood that it is just as simple to project a print a little larger than the proof as it is to make it the same size and that the quality of the picture remains the same. Then prove it by showing samples of several different sizes of prints from the same negative, being careful not to show prints so large that any evidence of grain can be detected.

If negatives are of good quality the projected print is just as good as the contact print when made on a paper made specially for the purpose, such as Portrait Bromide. Convince yourself of this fact and you will find it easy to convince and to sell your customer.

But the important thing is to be sure your large prints are properly finished. Specialize on a certain size for which you can have masks, folders, and embossing forms so that finishing becomes an easy matter. You will find your sales for these larger prints, even if they average no more than one to an order, will materially increase your profits and popularize larger sized portraits.

"There's a photographer in your town" advertisements in November Vogue and December Woman's Home Companion will reach nearly two millions of people who can buy photographs. Let them know you are the photographer in their town.

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

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