The Eureka sentinel. [volume] (Eureka, Nev.) 1902-current, 1912-05-18
Appearances Always Count

ayoo cannot afford to keep them" said the Business Doctor
ar. m a be true that these cases and fixtures are as good a new
INIT the fact remains that they look old and dingy. l KIN" -
should not Judge by appearance, but what one snouu uo "u 49,
one does do are two widely different things Il
aYou do this very thing every day yourself You credit people
on the strength of their dress alone; you hire BECAUSE 'ne! :"
clean and neat, and when you reduce one-half the business acuon
Of anv house to their last analysis, you will find that they have been
,.ton bscanse Of some phase of this matter Of Judging by appear
ances What is true of you is true of other people. Ii your STORE
looks prosperous, your fixtures up to date, your WINDOWS ureS'eu
with new fixtures and your delivery wagons bright with a new coat
Of paint it will increase the custom of your store. The world loves
a winner and will flock to him. If you look the winner you are
one and if YOUR establishment has a general appearance OF oeng
run down your trade is going to slip away from you before you
know it.
even the stationery of a letter You receive in your morning
mail makes an impression on you Before you have read the letter
Won ARC almost unconsciously noting the character of the envelope,
and when it S opened the letter head greets your eye before you
have read the contens, and you are mentally forming your opinion
of the writer by the style, the richness and the artistic design OF
the stationery If it be good, you are in a more receptive mood
for the proposition therein contained; if bad, you come to the actual
proposition with an aversion that it takes a strong letter to overcome
"Both the interior and exterior appearance of your store have
the same effect on the possible customer that the appearance oil the
people who come to you on business has on you Ii a salesman
comes in to you with trousers bagging at the knee, with solled
linen. with a pair of patent leather shoes on which the patent has
expired, you n very likely to think that he has a very poor prop
osition and represents a poor firm, and you listen to his tale with
la predispostion to turn him down, whereas, if he was attired in ex-
actly an opposite manner, you would at least give him a respectiui
hearing.
"H, however, a man came to your store in a carriage, clad in
a top hat and frock coat, you would not be any more favorably i'm
pressed than you would be if he came dressed carelessly. You
would feel that he was too superior a person and that his PROPOSE
ton must require some such blufto carry it through. This is also
true of a store. One can be overfurnished, and thus drive away a
lot of very desirable trade of the middle class. Rich mahogany
silver plated trimmings and fancy tiled floors may be pretty, but if
they show from the outside. people are going to hesitate before
coming in to purchase a small article, for fear they will be charged
lin proportion to the expense of the store fittings.
keep the interior of your store looking neat, have your print
ling we'll done and in good taste and avoid extremes in either direc-
ton and you will find every dollar of the money SO invested paying
you we'll"