The Edison phonograph monthly (Jan-Dec 1913)

12 EDSION PHONOGRAPH MONTHLY FOR FEB., 1913 THAT WINDOW OF YOURS FIRST impressions are deepest and most lasting" so runs an old adage. It applies with special force to your store window. By the window's appearance passers-by judge you and your business methods. What impressions are you creating by it upon those who go by every day? One way — a sure way — is to note if many stop and look. If not, you are missing an advantage. If they are not attracted to the window, will they be likely to be drawn within? It is easy, especially at night, to tell the enterprising merchants by the brightly-lighted attractive windows. Are you in this class? Window display requires time and study. Realizing this, we long ago took up the matter in earnest, and created a distinct Department and put in charge a man of long and successful experience. It has already outgrown its first quarters and been given much more room to expand and develop. We offer only such displays as can be arranged by the Dealer at a minimum of expense and trouble. Finding that many Dealers were unwilling to spend even two or three dollars a month for window displays, we started the series of suggestions for trimming windows at almost no cost whatever. Have you followed any of the suggestions? Better not let the opportunity slip by — look over the back issues of the Monthly and try out these suggestions. We are the last people who would urge an Edison Dealer to gamble and our request that you give your windows a chance to pay dividends on their rents is based on our firm belief that they will repay the expense and trouble. THE PHONOGRAPH IN CHURCH A PROMISING field for a Dealer to canvass is that of the clergymen of his neighborhood. Every church can profitably own at least one Phonograph, if not several. Take the Pastor himself. What better method to memorize his next Sunday's sermon than to talk it into the Phonograph, and then listen to his own delivery? It is the easiest and most expeditious way, for it obviates the necessity of writing out his sermon, or employing a stenographer. Furthermore, he is enabled to judge his own sermon from the audience's standpoint, thereby studying his own delivery and strengthening and emphasizing points that the Phonograph makes apparent. The advantage of being able to dictate his sermon at any time, day or evening, to leave off where he must be interrupted, to take up the sequence again by starting the Phonograph, are advantages that merit considerable attention, particularly by the young preacher, desirous of acquiring a good delivery. Then, there is service that a Phonograph may render to the sick, or the "shut in." A church that owns one or more Phonographs can readily arrange to have them left on Saturday at the homes of the sick or aged, together with Records containing the pastor's sermon (or parts of it) or a personal Record from the pastor himself together with some religious selections, hymns or a solo. One of the largest and most influential churches in New Britain, Conn, has just inaugurated a service of this kind and it is meeting with great success. Then there is the Church Parlor that needs a Phonograph as much as an organ or piano. It will entertain the various auxiliaries that meet there, and add much to the enjoyment of their gatherings during the week. Then, again, there is the Sunday School, particularly the primary classes. As an aid in teaching or a substitute for an absentee pianist, it will more than prove its worth. It is a promising field as yet unworked. Who will be the enterprising Dealer to start one church in his neighborhood, to using the Phonograph? Other churches will readily follow. MEMORIZE YOUR CUSTOMERS' NAMES IT makes a whole lot of difference how you greet a familiar face in your store. Merely to say "good morning" is cold and perfunctory, but to step up briskly, extend the welcoming hand, and say " Mr. Smith, good morning," is decidedly good business practice. Memory is certainly at a premium in making and keeping customers. It is a pleasure to be identified and called by name. A good memory can be cultivated and a poor one made better by just two observations: fix the name in your mind on first acquaintance. The trouble with most of us is at the start; we fail to memorize then and there. It's a good plan to jot down a customer's name while booking his first order. Be deliberate and get the address also and then engage your customer in conversation while commenting upon the location he has given you — how far away it is, how reached or near what well known home or institution. By so doing you bring into play the law of association. To further fix it, call upon your customer. Take a few Records of the kind which his first purchase showed that he favored. The Phonograph being a -novelty in this family, the new Records will be hailed with delight. Learn more about his home, his family, his business. Then when he calls again at your store you can inquire after his family. It's a business asset to do this and to greet your customer by name. Take your own experience as a purchaser. In