Paramount Pep (1923)

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2 Paramount Pep Late But Good Make Your Letters Different By Sam Cohen—Cincinnati There may be some who will deny that the pen is mightier than the sword. But all agree that the pen is mighty. And the more effectively it is used, the mightier it becomes. Every week thousands of routine letters are sent out to exhibitors from the various ex- changes. Each exhibitor receives on an average of four letters. The Sales Department writes him—the Booking Department writes him—the Accessories Department writes him—the Ac- counting Department writes him. Here then are four golden opportunities not only to discuss the individual departmental problem, but to preach the gospel of Paramount—to impress and emphasize the ideals of Para- mount service. But how many exchange correspondents really take advantage of these opportunities? How many of them fully appreciate the potential possibilities of these routine letters? How many of them realize that the individual who tries to make his routine letters interesting is capitalizing an age-old fact? He is utilizing the good will and pleased expectancy that every business man brings to his daily mail. He is doing even more than that. He is putting in some mighty effective sales licks, for by putting a sales or service note into a routine letter he has taken the reader unaware. He has gotte n in on the ground floor, as the saying goes. Unknowingly, the reader has absorbed a selling talk of the most telling kind. It is reasonably safe to say that the average | routine letters sent out from the exchanges serve the immediate purpose for which they are written—but that is all. They are woefully deficient in those vital elements that pave the way to a broad, sympathetic understanding be- tween the exhibitor and our company. In the psychological make-up of every in- dependent business man (and that includes the motion-picture exhibitor) there is a subtle an- tagonism towards corporations. More often than not it is unjustified; but the fact that it exists is a proven reality, not a debatable the- ory. If the exhibitor’s cooperation is to be enlisted—if harmonious relations are to endure —then this antagonism must be overcome. Properly used, the routine letter is the most effective weapon to bring about this desired result. Then again, in the course of business relations there will of necessity arise differences—little pin pricks of irritation—which should be settled amicably and to the satisfaction of the exhibi- tor. As a rule, letters of apology and explana- tion are written to the exhibitor after the lat- ter has expressed himself in explosive disagree- ment and denunciation. Moreover, from the bitter experiences of the past we have come to know that whenever a new policy has been introduced, even tho’ primarily for the bene- fit of the exhibitor, has been fought by him on the general theory that anything initiated by the company must be to his disadvantage. This hostility is not due merely to lack of understanding, but to lack of faith in our funda- mental aims and principles. And, in remedying this—in building up a bulwark of confidence and good will—the routine letter can render yeoman service. Let us put to rout the ordinary routine letter! Let us make our routine letters truly repre- sentative of Paramount! Advocate the inaugu- ration of a permanent campaign to Paramoun- tize our daily routine letters. As an appropriate slogan, would suggest “Letters Be Different.” Yea, verily, the pen is mighty mighty! MR PEP SAYS: The man who not only does his work superbly well, but adds to it a touch of personality through great zeal, patience and persistence, making it peculiar, unique, individual, distinct, and unforget- able, is an artist. The above staff conducted that well-known peppy District Sales Convention held in Omaha recently. We have just come in posssesion of the photo and state at this time that it was the efforts of this peppy outfit that made the convention one of the greatest District Sales Conventions ever held. In the background, reading from left to right, they are: A. B. Leak, A. W. Nichols, Ben Blotcky, R. D. Thomson, and Mel Shauer. In the foreground: R. J. McManiT's. Phil Reis- man, J. D. Clark, P. A. Bloch, R. C. LiBeau, and Erederick Strief.