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elling Sight Sitraight
Sell Personal Services in a Personal Way Writes Morton Dhstfeld, General Manager of Service Optical, Des Moines
INTELLIGENT Salesmanship, that is, the knowledge of what a business has to offer, what it is worth, and what it will produce for each dollar of the advertiser's budget, is a requisite today, and will be even more so in the future. At Service Optical, Des Moines, la., we piu this credo into effect when we took on sponsorship of two spot announcements a day, six days a week over KSO. Service Optical had specific reasons for using radio time in the promotion of its business interests.
Radio alone uses spoken salesmanship, and radio alone carries the impact, the inflections, warmth and convictions of the human \oice. And we have a strong conviction that those businesses which offer the public personal services should be advertised in a personal, direct way. While that one factor justifies our use of radio time, there are others almost equally important. Surveys point out that 17 out of every 20 radio families listen sometime during each day, with the amount of listening greatest in medium sized communities. Certainly, Des Moines is just such a center. Coupled with this is the fact that people with poor vision spare themselves any unnecessary reading, and listening to the radio is more pleasant to them than the strain of reading newsprint. Radio is the only advertising medium which places no eye strain on the customer, and that makes it a logical advertising medium lor people in our business.
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Too, since radio is the greatest common denominator in American life, engaging simultaneously as it does, more than half of all radio families in American cities, its appeal is such as to make little difference in economic status between listeners. Since good vision is important to everyone, regardless of economic status, there is logical tie-up.
Of course, almost as important as how many listeners, is the question of what kind of listeners. ^Vith the farm income up, our listeners are those with money to spend. In much radio advertising directed at the rural market, the emphasis has been almost entirely on the work front. That work front is still important, bin today the market for family products has dollar value at least as great as that of the vocational goods market.
Our use of radio began when we moved to new and larger quarters in the Style Mart Building a little more than a year ago. There was a need for an effective advertising campaign that would bring us the increased business we were in position to handle. Because we felt that radio would do that job for us, we used five announcements per day during our opening week. Needless to state, we had a splendid response; it was by far the biggest week we had experienced in the year in which we had been in business in Des Moines. That's why we say that it pays to advertise personal services in the personalized way that is radio's.
RADIO SHOWMANSHIP