Music Trade Review

Issue: 1916 Vol. 63 N. 12

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
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THE MUSIC TRADE REVIEW
MANY PIANO EXHIBITORS M^MICHIGAN STATE FAIR
Detroit Dealers Report Good Business From Annual Exhibition—Business Men Inspect Brans-
field-Billings Plant—Hudson Preparing for Anniversary Sale—Kimball Store to Move
DETROIT, MICH., September 11.—While affecting
the piano industry indirectly fhere are a few
interesting things to report this week, which
The' Review subscribers will no doubt be glad
to read, even though they are about the great
city of Detroit, of which the whole world is
talking. First we must say something about
the Michigan State Fair, which is now one
week old, and which closes on Wednesday,
September 13. As soon as you enter the main
exhibition building you can hear the sound of
pianos, organs, player-pianos and talking ma-
chines—the exhibitors demonstrating their
wares to interested and prospective purchasers.
Most of the exhibitors are giving away souve-
nirs of some kind or another.
Business the
first week was quite satisfactory, some sales
being reported by every exhibitor—but the
State Fair exhibits are not made for direct
sales as much as they are for general publicity
and working up a good list of prospects upon
which the sales force can work until after holi-
day time. The attendance the first week was
around 250,000 people—and most of them some-
time during the day found their way to the
main exhibition building.
The friendliest of
feeling exists between the salesmen in charge
of the different piano exhibits—the forces be-
ing about the same as previous years.
The officials of the Pennsylvania Railroad Co.
announced this week that their lines would
be extended to reach Detroit at a cost of $40,-
000,000, including the Detroit improvements and
extensions. This is going to be both for pas-
senger and freight traffic. It will mean a great
deal to Detroit, and once again demonstrates
the great importance of this city as an indus-
trial center.
Better shipping facilities are
bound to come with the Pennsylvania as a com-
petitor for Michigan business.
Also pleased be informed right now that
Billy Sunday is in Detroit, having started Sep-
tember 10, on a six weeks' series of evangelistic
meetings. His tabernacle at Grindley field can
accommodate about 16,000 people. He's pack-
ing them in at all performances.
The new city directory is just off the press,.
It gives Greater Detroit a population of 820,778
—and makes us stand fifth place in size in
the United States. Detroit is now only 54,000
behind St. Louis, the fourth city, having
passed Boston, Cleveland, Baltimore and Pitts-
burgh. Detroit will easily be a city of one
million population by 1920. Keep your eyes
on this hustling-bustling-breezy-growing-pro-
gressive city of Detroit.
One of the specials of the J. L. Hudson store
for State Fair was the Brinkerhoff player-piano.
Following the State Fair, comes the J. L. Hud-
son thirty-fourth anniversary sale for five days,
during which time the piano department will
feature "Ellwood" player-pianos, made by the
Melville Clark Piano Co.
Charles Howe, of the Melville Clark Piano
Co., arrived in town on Tuesday and has been
here all week, and will remain over until after
the J. L. Hudson thirty-fifth anniversary sale.
A two-story concrete garage is being erected
at the southeast corner of Jones and Second
avenues for Grinnell Bros., Detroit.
The west side business men of Saginaw,
Mich., recently made a trip of inspection through
the plant of Bransfield-Billings Action and Sup-
ply Co. there. In this plant great conveniences
have been supplied for the workmen, such as
shower baths, while the grounds around the
buildings have been graded and sodded, mak-
ing a very attractive appearance. It is one of
Saginaw's newest industries.
The Charles E. Roat Music Co., 60 West
Main street,. Battle Creek, Mich., has resumed
its series of Monday evenirfg recitals, at which
the Victrola and Apollo player-piano are
brought into action.
Milliken & White and Grinnell Bros, will
exhibit at the County Fair in Saginaw later in
the month.
Some one has asked "What's, the matter with
Eilers?" We previously reported that a now
music store was to open at Woodward and La-
belle avenues, Detroit, by Filer's Music House.
This was over a month ago. Signs on the
building still say that it will be opened as a
music house, but so far nothing further has
been done.
October first is the date set for the removal of
the W. W. Kimball Co. from Bates and Farmer,
to its new store at 78-80 Broadway.
W r ith the coming of fall we will see the
MUSICAL IMPORTS IN BRAZIL
Figures Recently Compiled Show Value of
Pianos and Talking Machines Imported into
Brazil During the Years 1914 and 1915
The Bureau of Foreign and Domestic Com-
merce has recently issued a consular report con-
taining statistics relative to the imports into
Brazil during 1914 and 1915. At the port of
Bahia the total value of pianos imported in 1914
amounted to $9,007, the figures for 1915 drop-
ping to $3,653. The value of talking machines
and accessories imported in 1914 amounted to
$416, and in 1915 increased to $849.
In order to show the effect of the war, a table
showing the exports into the state of Sao
Paulo during 1913* and 1915 are given. In 1913
pianos to the value of $213,443 were imported
into the state, while in 1915 the total value of
such imports were $17,717. Other musical in-
struments, to the value of $105,119, were im-
ported during 1913, while in 1915 only $11,578
worth of musical instruments was brought in.
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completion of hundreds and hundreds of houses
and apartment buildings, which will greatly re-
lieve the housing condition of this city. It
will mean that many people who now have their
furniture in storage will bo able to go house-
keeping for themselves.
It should be a good
stimulant for the piano business J>ecause during
the past year the scarcity of homes has re-
tarded many sales of pianos, players and other
musical instruments; people who intended to
buy having no place to put them.
C. G. Longnecker, for the past two years
with the J. L. Hudson piano department, com-
ing here from the George P. Bent Co., Chicago,
has resigned, and will return to the Windy City,
having formed an affiliation with the Rudolph
Wurlitzer Co.
He will bo in the automatic
player department.
Into Santos, the second port of importance
in Brazil, the value of imports in pianos for
the year 1915 was $16,139. The figures for
Pernambuco show that in 1914 pianos valued at
$14,334 came into that port, while only $1,581
worth of pianos were imported in 1915. The
imports of talking machines and accessories
dropped from $1,821 in 1914 to $136 in 1915 in
the Pernambuco district.
NEW QUARTERS IN RICE LAKE, WIS.
RICE LAKE, WIS., September 9.—Oscar Overby
has taken occupancy of his new piano and
Victrola store in "the new Rubyor Building,
erected by W. W. Rubyor, jeweler, for the joint
occupancy of his own business, that of Mr.
Averbj', and the Rice Lake postoffice.
DINEEN FEATURING WEAVER LINE
Wm. Dineen has opened a retail piano store
at Richfield Springs, N. Y., and is handling the
Weaver line of instruments.
is the time to interest parents in a musical
education for the children. School days are
at hand: school studies are being selected — many
a musical education is being carefully planned. And
all over the country there is a movement to recog-
nize piano study as a prime factor in a child's
development.
Here is an opportunity to build new business on
a firm and continuing basis. The A. B. Chase Piano
is the ideal instrument for the pupil. Its rich, well
rounded tone enables the child to acquire a clear
conception of musical values. Its flexible,'respon-
sive action makes practice less tedious and progress
.more rapid.
In selling the A. B. Chase Piano you secure not
only the gratitude and everlasting goodwill of the
customer, but you also enjoy the prestige that
results from being associated with an instrument
of such excellence and refinement.
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Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
SALESMANSHIP
Vol. III. No. 3
A Complete Section Devoted to Piano Salesmanship Published Each Month
New York, Sept. 16, 1916
Hints for Piano Salesmen Who Write Sales Letters
Brevity, Simplicity, Clarity of Style, and Naturalness and Correctness of Expression Are
Some of the Fundamentals Upon WhichiSuccessful, Sale-Producing Letters Must Be Based
N looking through any magazine devoted to the science of
I startled
business, as one may be permitted to call it, one is sure to be
at seeing the enormous amount of advertising space
bought and filled by persons who have infallible systems for
infallibly teaching the mystery of correct sales-letter writing.
One gets the impression that business men cannot know how to
write letters; and that there is something tremendously recon-
dite in the art of sending forth salesmanship by mail. Truly,
the terrific facts—or near-facts—set forth by the advertisers men-
tioned, and the air of quite awful superiority that all the expert
letter-writers or letter-composing-experts (or whatever they call
themselves)—assume in their advertising, leads an innocent by-
stander, such as the writer, to feel altogether excessively humble.
Can it be, he thinks, that to only a few has the secret of writing
sales-letters that bring sales, been set forth?
To be candid about it, however, this innocent bystander de-
clines to believe anything of the sort. He cannot get over a
feeling, not unconnected, to be sure, with the fact of some con-
siderable personal experience in these matters, that the art of
writing a successful letter or letters for the purpose of producing
sales, is in the end, quite easy; provided one will take the trouble
to learn a few simple rules and keep a few simple ideas in mind.
Indeed, not only is the writer of this article bold enough to
declare against the mystery theory, but he even proposes to lay
impious hands on the veil and tear it down, exposing the secrets
within.
The writing of a letter is the act of expressing oneself in
permanent form. Whether one knows it or not, the facts about
oneself are inevitably revealed in each and every letter one
writes. Not all one's character, perhaps, will be shown in a
single letter at any time; but in a selection of letters, the writer's
character is certain to be revealed plainly to all who have the
gift of vision. It is a good thing that not all men have this gift!
Which is fact number one.
A"letter is looked at before it is read; often it is condemned
on its looks, irrespective of its contents. A letter that LOOKS
long is usually half useless, because it is usually read only with
half the necessary attention. To begin with, then, a letter should
be short. It should fit well within the page and contain no
more than four paragraphs. That is fact number two.
Paragraphs, however, may be too long. One long para-
graph helps to produce the mental impression of a lot of work
to be done in reading the letter. Again, then, one must say
that the paragraphs must be short; and on the whole that two
or three short paragraphs are much better than one long one.
Again, letter-writing, as we said, is the expression of one-
self. Now when one writes a letter to a prospect, one begins
by casting away deliberately all the ordinary advantages of per-
sonal contact, of atmosphere, of surroundings. One's proposal
(not "proposition" if you please) is to be heard in the coldest
manner. One must be prepared to put it on its merits. There-
fore :
Avoid, as the devil avoids holy water, any attempt to write
in anybody else's style. For one thing it can't be done and for
another thing it would be no good if it were done. You cannot
think the other man's thoughts. His style is the clothing of his
thought. Let each man wear his own clothes.
Write simply and plainly what you have to say, as you
would say it to the man if he were in your office; leaving out,
however, the chatty, the conversational, and above all, the
"breezy." Don't, in heaven's name, be "breezy." You will only
succeed, nine times in ten, in being extremely offensive. Be
yourself.
Grammar was made for man, not man for grammar. Still,
grammar was made for man and man gets along poorly without
it. A letter that teems with grammatical errors, that splits in-
finitives galore, that copies the slang of the streets, that runs
three sentences into one, or makes two sentences by splitting
one in the middle where a comma alone should be; is not and
cannot be a successful sales-letter. Why? Simply because a
well written piece of English, clean, simple and accurate, carries
conviction of itself. Study grammar; and to be yourself: that
is a good rule for each of us.
Whatever you have to propose, avoid the use of the com-
mon slang or jargon of the office. Forget that wretched word
"proposition." It was never meant to be the equivalent of offer
or proposal. It means something to be proved. A proposition
is a theorem or problem offered to another for proof. When,
therefore, you make a "proposition" to a man, you are really
asking him to prove something. You are making a proposal or
an offer. Remember that.
Avoid the eternal "yours of the first received and would say."
Avoid the use of those idiotic words "pep," "ginger," and that
hideous phrase "clean-cut." Avoid them as you would the plague,
for they are the counterfeit currency of every cheap swindle in
the land. Study grammar; and to be yourself.
Say precisely what you have to offer and say it so that the
reader of your letter cannot challenge your statements anywhere.
Make no doubtful or controversial statements. In short, avoid
setting up a mental state in your reader which will in itself
work against your own ends. State what you have to state
simply, plainly and conservatively. Avoid making challenges.
They sound well to you; but how about your reader? Why drag
in side-issues to disturb his thought?
Confine yourself to a single proposal in each letter. Avoid
the mistake of giving the reader alternatives between which to
choose, for when you do this you bring him into a state of doubt
and indecision that very often develops into complete distaste.
Make your arguments constructive, not the reverse. Sing
your own praises and ignore the competitor. Avoid comparison;
for comparison is controversial and sales letters have nothing to
do with controversy.
In each and every situation you may have to face, remember
that, although you write the letter, another man reads it and
acts on the reading. Try always to put yourself in that other
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