Music Trade Review

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By WILLIS PARKER
PINION is divided in regard to the sort
of a letterhead music dealers should
use for their business correspondence
and sales letters. Some declare that
the written message over the signature of the
dealer is the most important thing and that any
designs or lettering on the stationery should
be inconspicuous lest it detract attention from
the contents of the letter. Others feel that the
letterhead, like a display window, is for the pur-
pose of advertising the firm and its merchandise
and that the design and wording of any printed
matter on the stationery should in itself pre-
sent a merchandising atmosphere if not a direct
sales appeal in order that it may back up or
support the contents of the letter.
We lean towards the latter theory and hold
that the letterhead should have sales appeal and
that to give it sales appeal it must be properly
dressed and contain some action elements.
No music dealer would consider sending
around to call upon the residents of his com-
munity any salesman other than one who was
full of action, neatly dressed and able to ex-
press a forceful message. Since letters are in
most instances sales representatives, we feel
that they should emulate their human brethren
as much as it is possible for them to do so in
cold type.
Referring again to the human sales repre-
sentative, we shall admit that it is what the
salesman says and how he says it that counts
in the final reckoning. What he says and how
he says it is governed by his appearance, per-
sonality and the amount of action and life he
puts behind his efforts. Thus, the contents of
the music dealer's letter is of primary impor-
tance but it must be supported by an atmos-
phere of good appearance and life and action
in the design of the letterhead.
We do not wholly agree with some paper
manufacturers and printers who infer that the
quality of the paper on which the letter is
written is one of the biggest factors in suc-
cessful correspondence any more than we would
aver that each salesman should wear $100 suits
of clothes, $25 shoes, $5 neckties and $50 hats,
for we have seen too many whirlwind salesmen
who spent less than half these amounts for
their apparel. They dress neatly, that is all.
And we have seen stationery of a very moderate
price that contained sales letters backed with
active printed designs that have sold worlds
of merchandise. Well designed letterheads and
thoughtful messages will turn the trick regard-
less of the cost of the paper.
The Chas. E. Wells Music Co., Denver, puts
two or three good action elements in the letter-
head. The firm name in itself is "live" in as
much as it is hand lettered in design, shaded
and superimposed over the reproduction of a
harp. Upper and lower case letters are used
and they seem to have more life than all caps.
But the main action element is a little oval
plaque on each side of the design and at the
O
"Visit the Hills - View the Scenery"
O. Hill Music House
Sole Representatives for
G
Band Instruments
Musical Instruments, Strings and Trimmings
EXPERT REPAIRING
HOUSTON, TEXAS
M. H. DESROCHES
PIANOS AND PLAYER PIANOS
1207 SAN DUSKY STREET. N. S.
PITTSBURGH. PA.