Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Music Trade Review
MAY 7, 1927
HEN a good advertising suggestion which has come to you
in the mail goes over the edge of your desk into the waste
basket, it is just as though you had pushed a well-equipped
and experienced salesman off a cliff. The advertising is dead as
far as you are concerned—condemned without even a summary
trial. Business people are all too prone to do this but, strangely,
their customers are not.
Most direct-by-mail advertising sent from
piano dealers to prospects is addressed to
the woman of the house and a tremendous
amount of evidence proves that she reads it.
She buys several million dollars worth of
merchandise through the mail each year
and is influenced to buy many millions more
by the recommendation which comes to her
out of the postman's bag.
i
*1
When you receive a communication with
regard to advertising, consider it carefully
— realize that it is based upon the intelli-
gent effort of a trained advertising depart-
ment—then, if you wish to kill the silent
salesman offered you, do so. At least you
will know the value of what you are
throwing away.
Advertising material for newspaper and
direct mail use is supplied without charge
to all Kohler & Campbell dealers. A large
number of them find that by using it con-
sistently, their sales are materially increased.
What advertising can do for one, it can do
for the majority.
The effective work now being done by the
"Piano Promotion Campaign" makes this a
particularly opportune time to advertise.
KOHLER & CAMPBELL, INC.
Herbert Simpson, ^President
50th Street and 11th Avenue
New York