Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Help Wanted" Advertising Must
be Diversified to be Effective
by WILLIAM McGREGOR
HERE was a day when a simple
statement of your needs in the
help-wanted section of your
newspaper would bring a line of appli-
cants waiting at your door when you
arrived in the morning. Remember?
Today, more than a little extra thought
is required to obtain good help. But
there are ways to do it.
If you have some special attraction
to offer, by all means mention it.
Now, instead of a simple statement of
your needs and a request for the job
seeker to write to a blind box number
and sell himself to you, you must sell
the job to the prospective employee.
T
Think of Applicant's Viewpoint
The general rule is to think from
the applicant's viewpoint when prepar
ing the ad—what you have to offer
him, rather than from your own—
what you want. The same rules you
used to follow in advertising for cus-
tomers now apply to your advertising
for help.
J. A. Jacober, advertising manager,
Aeolian Co. of Missouri, St. Louis,
Mo., says that he has obtained ex-
cellent results using the phrases
"pleasant working conditions" and
"permanent position." Some other
good bets have been "overtime pay,"
"rapid advancement," "established
studio," "postwar future," "you'll like
this work," "promotion assured."
The use of bolder type or larger
space is regulated by the difficulty of
filling the particular position you ad-
vertise—and by what local papers
will allow. Many papers now restrict
size; but if you can get it, a larger
ad will justify the extra cost.
One man says that he has obtained
excellent results by employing stud-
ents of local high schools, for evening
and Saturday work. If you are direct-
ing an ad to this group, copy can
begin "Work Near Home . . ." or
"Profitable Part Time Work . . ." or
"Students, Pleasant Part Time Work
at . . ."
Piano Dealers Attention
We carry a complete line of Grands,
Uprights, Players, at prices that you
will be interested in. Write to:
ACORN
WAREHOUSES,
4837 Cottage Grove Ave.
Telephone Oakland 3010
THE MUSIC TRADE REVIEW, APRIL, 1945
Inc.
Chicago 15, III.
Another man says that he has had
considerable good fortune with older
women. He has found that they are
both industrious and competent. They
are more easy going, more under-
standing—not feeling bad from last's
night party or worrying about tonight's
date.
Switching around the classifications
is a help. When you start your ad:
"Man to do so-and-so . . ." or "Woman
to do this-and-that . . ." your copy
is going to appear in the column along
with a lot of other ads starting the
same way. Starting with the studio's
name is one way of being different.
Run More Than One
Advertisement
Running more than one ad in an
issue increases results and when you
do this, arrange the starting word so
that one ad appears near the top of
the column and the other near the
bottom. For example, if you need a
cashier: "Victoria Music Shop needs
a cashier . . ." and "Cashier for per-
manent position, etc." Some employ-
ers run as many as four ads at one
time.
The help-wanted columns of your
local paper are not the only media you
can use. By checking his records and
contacting former employees who had
left to get married, have a baby or re-
tire from business for some other rea-
son one man has succeeded in bring-
ing back some help for the duration.
One shop has obtained some good
employees through watching the Situ-
ations Wanted columns!
One man states that he has had ex-
cellent results by using window signs.
It is true that this method may not
bring daily results but sooner or later
it can catch the eye of just the person
you need.
Display Advertising Effective
Display advertising in newspapers
costs more than classified but it is seen
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