Music Trade Review

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The Dollars and Cents Argument in
Closing the Piano Prospect
A Letter, Used Successfully by the Melody Shop, Punxsutawney, Pa., Showing the Financial Value of
Musical Education to the Child and Its Future—An Approach to the Prospect Which Is Not
Often Used, Yet Which Is Direct in Its Appeal and Good in Its Results
NCE in a while a piano dealer or his
salesmen evolves a new form of argu-
ment to convince the prospect of the
wisdom of buying a piano and as a result stands
out prominently from among the great majority
who insist upon doing business along orthodox
lines, endeavoring to overcome sales resistance
with the arguments that through continued use
have taken the form of stock appeals. Not that
the old arguments do not sell pianos, for they
do; and they are used because of their proven
efficiency. But the individual who can think
up a new reason why the piano should be
bought is in a fair way to get some of the busi-
ness that his competitor has not yet succeeded
in garnering.
To offer the piano as a medium for entertain-
ment in the home thereby keeping the family
content and together is sound and logical, as is
the presentation of the educational value of the
instrument and of the fact that it lends distinc-
tion to the home. But there are many of the
hard-boiled variety of prospects who cannot
see the wisdom of putting several hundred or
several thousand dollars into an instrument thai
simply entertains and educates. They view the
purchase of a piano as a direct expenditure
rather than an investment that brings in a
return in entertainment, pleasure and increased
knowledge.
How few dealers, however, have sought to
influence these stubborn prospects by offering
the piano as an investment productive of divi-
dends in dollars and cents, despite the experi-
ence of those who cater to certain foreign ele-
ments in the larger cities where families and
even friends pool their limited resources to pur-
chase a piano of high quality in order that some
girl or boy may develop musical talents under
most favorable conditions and in time profit
sufficiently from those talents to liquidate the
obligations of studenthood and start on the road
to fortune building.
The dollars-and-cents appeal in the presenta-
tion of the piano may go against the grain of
some of the sentimentalists who are prone to
resent too much commercialism in the industry
and prefer to consider and to offer the piano as
a distinctly art product bringing artistic results
alone. However, if a sufficient number of hard-
headed prospects can be convinced of the fact
that the investment in a good piano can be made
to bring cash dividends, there will be opened a
substantial new channel for worth-while sales.
One retail house which has had some gratify-
ing results by appealing to the cupidity of close-
fisted customers through the use of the cash
profts appeal is the Melody Shoppe, Punxsu-
tawney, Pa., of which J. C. Jordan and Sam X.
Jordan are the proprietors. The Melody Shoppe
has followed this practice for some time, and
has evolved an unusual type of letter which, al-
though apparently somewhat long for the pur-
pose intended, nevertheless has brought the re-
sults in sales. It might be that some other
dealers could develop sales arguments along the
same line to the advantage of their cash ac-
counts. The favorite letter of the Melody
Shoppe reads as follows:
"The late Rev. Phillips Brooks was walking
down his street one day when he noticed a little
boy trying without success to reach the knocker
of a neighbor's door. The kindly minister went
to his aid.
"Til knock for you my child,' he said, lifting
O
the brass knocker and giving three smart raps.
" 'Righto,' cried the child. 'Now run like
the devil.'
"We are likewise knocking at your door, but
we do not have to 'run like the devil,' because
we are bringing you something that should in-
terest you.
"About the lowest price paid to piano teachers
in small towns to-day is 75 cents per forty-five-
minute lesson ($1 per hour). Remember we
are quoting the lowest price. Young ladies
playing the piano in picture theatres in Punxsu-
tawney and nearby towns receive $18 to $60 per
week for playing three to four hours each eve-
ning. Furthermore, there is a big demand for
theatre pianists and this work does not inter-
fere with their teaching during the day. Then,
again, there is a fine opportunity for advance-
ment beyond this if the pianist wishes to take
up pipe-organ playing, which is not so difficult
to accomplish after the piano has been fairly
well mastered. Pipe organists are even in
greater demand and receive from $60 to $125
per week in small cities. The salaries paid in
larger places are much higher than these
figures.
"Let us now consider the stenographers and
bookkeepers. A young lady who has received a
common school diploma and has worked hard
to complete a four-year commercial course in
high school can hold a position as stenographer
and can demand a salary of $10 to $12 per week
in Punxsutawney. Of course, after several
years of practical experience her salary may be
raised to 16 or 18, but seldom ever any higher
than this. If she can qualify as both stenog-
rapher and bookkeeper she may demand about
$12 to $15 per week and after several years of
practice she may be fortunate enough to draw
a salary of $20 to $25 per week. There are
very few lady bookkeepers in this city drawing
more than $25 per week.
"How about the girls clerking in department
stores? There are hundreds of young women
working full time at from $7 to $10 per week.
Fifteen dollars is an exceptional wage for clerks
in Punxsutawney and towns of like size.
"Will you also consider the school teaching
profession? Think of the study required to
qualify for this occupation. A law recently
passed in the State of Pennsylvania requires all
new teachers to have a normal school educa-
tion after next year. Teachers are paid from
$80 to $125 per month and they are idle two or
three months of the year. Even college grad-
uates do not draw high salaries for teaching in
public schools.
"If a little girl begins the study of piano
playing at the age of six to eight years and
practices forty-five minutes each day until she
has completed her common school course and
then, instead of taking up high school, she ap-
plies the same amount of time and study to her
music as would be required in a course of book-
keeping she will be able to teach a class of
beginners and also hold a position as pianist in
a theatre at not less than $30 to $35 per week.
"Consider, Mr. Blank, the future of your little
girl. Compare the music profession with that
of any other occupation for girls. The figures
we have given you are taken from an actual
survey and apply to your own community. The
time to buy a piano for your daughter is now.
Get her started in the study of music and on
the road to future success.
"I trust that you will give this matter your
earnest consideration, and remain."
And, according to this house, this hard dollar-
and-cents argument often brings home the
bacon.
John Gilbert Buys Stieff
Baldwin Go. Gives Prize
Los ANGELES, CAL., July 8.—John Gilbert, well-
known movie star, is one of the most recent
prominent personages to select the Stieff piano
CINCINNATI, O., July 12.—The Paldwin Piano
Co., with a view to furthering the cause of
musical appreciation and training in piano play-
ing, has offered a grand prize of $500 in cash to
the winner of the National Piano Contest to be
held at the next biennial convention of the Na-
tional Federation of Music Clubs in Chicago
next year. It is believed that the contest will
attract many entrants.
Straube Issues Bulletin
Gilbert at His Stieff
for his own use. Mr. Gilbert has appeared in
many feature films, but perhaps is best known
through his appearance in "The Big Parade."
Besides his ability before the camera, Mr. Gil-
bert is a lover of good music. Accordingly he
purchased from Richardson's, Inc., local agent
for Charles M. Stieff, Inc., a Stieff Welte-Mig-
non (Licensee) grand piano, which has been
installed in his residence.
Consult the Universal Want Directory of
The Review.
5
"National advertising creates national accep-
tance," says the bulletin issued by the Dealers
Service Division of the Straube Piano Co. "This
means steadily increasing sales of Straube
pianos for the dealer who realizes the great ad-
vantage of this factor, especially when the
advertising is proven absolutely true to the con-
sumer long after he has made his purchase."
B. & M. Go. Takes Lease
NEWARK, N. J., July 13.—The Broad & Market
Music Co. has taken a twenty-one-year lease of
the property at 831 Broad street, this city, and
will occupy those premises within the next year.
The company also recently leased the new build-
ing at the corner of Broad and Market streets,
this city.