Music Trade Review

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REVIEW
THE
VOL. LXXIX. No. 21 Pablished Every Satirday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N.Y. Nov. 22, 1924
* lnK H& o #£ Y°ea° ents
Letters That Make the Piano Prospect
A Series Used by Philpitt's the Well-known Florida Music Merchant Which Covers Every Angle of the Sell-
ing Approach and Which Has Resulted in Many Sales—The Home, the Child, the Instal-
ment System and Quality, the Basis of the Four Letters
H E success of a direct-by-mail campaign
that each approaches the subject from a differ-
first letter the argument of the home and music
in building up a retail music business ent angle, and that while one argument may fail
is presented. Letter number two reads:
Your Child in Relation to Musical Education
depends not so much upon the number of
to interest the prospect for one reason or an-
The first and most important consideration
other, there are three appeals left which may
letters to the prospect as upon the force of the
is to decide what instrument the
arguments that are presented in
child is best fitted for.
those letters. There are retailers
So many children have lost
who have given thought to the
their opportunity to become good
preparation of letters and have
musicians because the parents
incorporated therein the same
have not taken into consideration
sort of salesmanship that they
this fact. They decided that Wil-
THE HOME
liam should take violin lessons
would offer were the customer
while William has a leaning
actually upon the wareroom floor.
towards the piano and if this is
Others, on the other hand, have
JACKS
properly given outlet he will do
RIDA
well on the piano.
been disappointed in results for
the simple reason that they sim-
It is therefore plain that the
child should be tried out on sev-
ply prepare a series of letters,
eral instruments until one is
well worded perhaps but all con-
found that he or she may show
fined to one argument, forgetting
aptitude for.
that each prospect is in different
After deciding on the instru-
circumstances and has different
ment, the next step is to select
the instrument.
tastes from his neighbor and thus
In re-THE HOME AND MUSIC
So many people make the mis-
must be considered largely as an
take of thinking any kind of
individual case.
It has been truly said that music is capable of
cheap or second-hand instrument
The Review at various times
Jtirring the soul of the wildest savage.
is good enough for the child to
has had the privilege of repro-
start on. This is wrong. Could
How much more then, does it affect you and I who are
a carpenter be expected to do
ducing for the benefit of its
able to understand—to interpret the complex melodies of the
good work with poor tools?
readers letters used in direct-by-
Then, why expect your child to
old classics.
>«___»T-«I-
mail campaigns that have proven
show progress on a cheap piano
productive of results. It presents
The modern ghojU*
or violin?
y place indeed,
herewith such a series of four
The best instrument you can
vith out music ana yet now Inaiiy of us'rlal'
the broadening
afford to buy should be your ob-
letters used very effectively by
influence music has on our lives?
ject. Then you are assured of
the Jacksonville, Fla., store of S.
perfect tone, perfect workman-
How many of us provide the means for our young ones to
Ernest Philpitt & Son. These are
ship and your youngster will be
take a musical education? How many of us place a good piano
mailed to prospective customers
started right.
at intervals of twenty days and
in our home and encourage the children to learn to play?
Next choose the best teacher
have brought in a natural volume
of the particular instrument you
There are so many ways we can cultivate a love of
have decided on in the city. This
of sales that has more than justi-
GOOD music in our homes to-day.
teacher may charge more than
fied the continuance of the cam-
some who are not well up in
The
Reproducing
piano,
that
has
truly
been
called
the
paign along the same lines.
their profession, but your child
most wonderful invention of the age, brings the playing of the
Different Angles
will learn more in a month than
in
six months with a poor teacher.
world's
greatest
pianists
to
your
own
fireside.
The
Victrola
It will be noticed that in each
In
conclusion start your child
of the letters the prospect is ap-
gives us our choice of all the world's best music. Surely we
young. Some of our greatest
proached from a different angle
musicians started in at the ages
have no excuse to leave our family unprovided with some form of
of four and five years.
of appeal. First, he is told of the
good music.
In the third letter is broached
desirability of music in-the home.
Yours for music,
the subject of terms, the prospect
Next he is impressed with the.
S. ERNEST PHILPITT & SON-
being impressed with the fact
necessity of educating the child
that it is not necessary to have
in music. Then he is told that it
the full amount in cash to enjoy
is quite possible to buy instru-
the possession of the desired in-
ments on convenient terms should
The Duo-Art Reproducing Piano
Victrolae
Steintsy Pianos
>trument.
The letter which is
a sufficient amount of cash not
— — — ^ ^ — p.-intcd herewith reads as follows:
be available. Finally is presented
the argument of quality and why he should buy
get under his skin, and frequently do, as sales
In re Cash via Instalment
results prove.
at the Philpitt store to insure getting value for
So many people to-day desire a piano or Vic-
his money.
The first of the series of letters is reproduced trola but hesitate because they cannot afford to
pay cash. They decide to save until they have
herewith and gives an idea of the character of
It is believed by the officers of the company
(Continued on paye 5)
the arrangement on the letterhead, and in this
that the success of the letters lies in the fact
T
PHI