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Write Advertising From
Readers' Viewpoint
Robert L. Jones, Advertising Manager of
the Dreher Piano Co., Cleveland, Tells of
the Basis of That Firm's Publicity Policy
S advertising manager of the Dreher
Piano Co., Cleveland, Robert Jones has
accomplished his full share in develop-
ing the business of that company through the
medium of publicity that has long been recog-
nized for its high character and which is broad
in its scope, with valuable space often being de-
voted to music and the piano itself rather than
to the particular products handled by the
Dreher house.
Tn addition to handling his particular job for
A
beautify Tour Home
With a Waby grand
To own a Baby Grand Piano is the
lifelong desire of every music-
loving person. It is the piano
which possesses purest and truest
tone quality.
The Grand Piano makes " T h e Home
More Beautiful."
Its artistic J ; n « eon-
form 10 any scheme of mUnor decorating
and reflects an atmoophcrc of dignity Una
refinement.
The Review will present an interview with
Mr. Jones relative to the sort of advertising
which he, in his experience, has found most
productive of results in moving pianos, and his
views, clearly set forth, are well worthy of
careful perusal. He says:
"Advertising, as the writer would define it, is
influencing human minds. We find in our busi-
ness that the most important advertisements
we write are the kind which have the happy
faculty of favorably affecting the mind of the
consumer toward the goods we have to sell—
"Unless the copy is worded so as to enable
our reader to find himself: that is to say, to see
something in it that interests him, he will not
read far in our advertisement.
"The advertiser can control himself, his goods
and his message but he cannot control the pub-
lic. Our advertisements must be written from
the readers' viewpoint to be most effective.
Exaggeration we try to avoid. To state the
facts in simple form which the reader will ac-
cept, to make it appear right, to point out the
attractive elements, to speak to the point with
Robert L. Jones
but we ought not to assume that we can make
them think. It is up to us to do the realistic
thinking for our readers: engage them in re-
ceptive thinking, merely make them think—
'That's so.'
"We endeavor to make our advertisements
so clear that sense comes quickly to the reader.
Many people have the mistaken idea, that
I hey cannot afford t B«bv Grand P i m »
and are probably unaware of the fact that
they can get one from Dreher's as low
as $495.
Back of every Piano vve *cll is the accu-
mulated experience of over 70 years, and
a Drjtier guarantee o f satisfaction. Dreher's
moderate" price brings ihe small Baby
Grand within your reach-.
Repaentativei
in Cleveland for Steipu-ay,
Stantri,
\LOJ>, Mtinner,
ScJiunuH, Kra-
lauer Broi. md Brambtch Piamoi, Onhc-
fhonic
XiclroUi,
Brt^nnsAck
Ptmoirofn,
R.C. A. RaJioUi.
THERE SHOULD BE
A PIANO
IN YOUR HOME
Your boy or girl of today will 'be the college
graduate of a few years hence.
Allow Us to Advise You
Fortunate the child whole musical education is
carefully planned. For him or her you wish the
best—a good education—a happy future.
DREHER'S
Public schools are annually adding music
courses to their regular work and giving credits for
musical studies.
Now is none too soon to start your boy and girl
on the way to popularity—give them the advan-
tages of .» good piano under the direction of a
competent teacher.
The cost i.eed not be great and our pay-
ment plan will make it easy for you to own a good
piano.
The Dreher Piano Co
Three Typical Advertisements Used by the
Dreher Piano Co., of Cleveland, Ohio
organized ideas and to keep up-to-date—that is
what we try to do.
"The spirit of fine art should permeate every
the Dreher Co., Mr. Jones has, on frequent
Don't waste advertisement
occasions, been called upon to speak, in and out advertisement.
of trade circles, regarding advertising in its money but make it more effective.
"Our merchandise must live up to the tone of
various phases, and has displayed the ability to
present his own ideas in an illuminating way the advertisements and the quality of the goods
for the benefit of others not quite so well versed we offer.
in advertising technic. He does not consider ad-
"We try to clothe our text in language so
vertising so much type and so much space, but simple that the least learned reader may easily
regards it in the broader sense of influencing find himself in our advertisements and be at-
the human mind along desirable lines and as tracted favorably toward our proposition.
reflecting the calibre of the house and its
"Someone once said: 'A drop of printer's ink
policies.
makes millions think.' We want people to act.
Used Uprights $150 Up
New Uprights $350 Up
New Grands
$650 Up
Qk Dreher
Piano Company
J226-1256HuronHodd(ati
"A few words darken sense. So do too many
words.
"Thirty years ago it was only necessary to
keep the name of the firm before the public.
To-day our copy must give the reason why.
Our advertisement is a salesman in print.
"Salesmanship is simply oral advertising while
advertising is printed salesmanship.
"Our observation leads us to this firm con-
clusion: In a going concern it is imperative that
the advertising be carefully scrutinized, ac-
(Continued on page 29)