Perth Amboy evening news., 1922-04-19
ELLEN YOUNG
DOCTOR OF SALES
By Ruth Leigh
Author Of The Human side Of Re-
tail Selling" "Ths a b c Of Retail
Ing" etc.

SaAy kAuNtCdEnp, duNcTtlslLS mana
ger of Hills d Maran. a woman's
The distance for a minute and
thought hard.
WELL. she began, 'I should say
1t is really understanding the aver
age woman's need and desires before
you attempt to advertise to her. l
think n great difficulty with much
OF the advertising addressed to wo-
men today is that 1t is written by
men,"
well. cont you think that a skill
ed advertising writer, ven IL he Is q
man Is capable of assuming a wo-
mans viewpoint-I meau a really
skilled writer" argues Carl Have
camp.
yes. hut there are mighty few
OF them Ellen Young's eyes twin
Killed. in recollection of something she
was about to relate. do you re-
member sbout two years ago. a ma
tional advertiser of soap-a well
known rianufacturer-who used ex-
pensive space in a national magazine
to feature his product as u bath
soap? His advertisement was in COL
ors. an ottractive picture of a wo-
man taking a bath. You caught q
glimpse OF her, with her nair down.
That advertisement hadn't been pub
lished a week, mind you, before
hundreds OF women from all parts OF
the county started writing in sar-
castle letters, funny letters. indig-
nant letters. complaining letters
all about the fact-that the man
or woman who drew that picture
didn't really know women-because
no woman takes a hath with her hair
streaming Gown her back. Most wo-
men screw their hair in q tight wad
On top OF their heads when they take
a BATH"
Carl Havecamp was laughing.
That may seem funny" Ellen
Young protested, but 1t did illus
trate to tiat advertiser the import
ance and the advantage of having
women write to women. or at least
of having them censor the copy ad-
dressed to women"
something in hat all right"
Here's another case of a mis-
take made by a national adver-
tiser OF washing machines. He had
u colored back-page advertisement
In N OF the national magazines.
Yet, aftes that advertisement appear
ed, the same thing happened. More
letters from women, complaining
this time hat any woman who did
her washing with an expensive Jew
eled or gold wrist watch didn't de-
serve to ps a housekeeper. The ad-
vertiser then examined his advertise
ment-and sure enough, the artist
had drawn the picture OF a woman
operating a washing machine, and
wearing a wrist watch. Naturally"
commented Ellen Young dryly
most housewives were indignant.
We women don't do our washing
wearing 3. wrist watch"
h advertising manager was be-
ginning to see the strength of the
point Ellen Young was making.
Il suppose 1t does take Il woman
to think Of those little things, Ell?
without doubt. Now I was look
ing at n of the department store
Advertisements in the city today. 1t
features ginghams for summer
Of new patterns and designs Now
what does that mean to the average
woman? Not a thing. II that copy
writer had said, we have many
charming ginghams, including the
tiny red-and-white pin check for
summer dresses, and at attractive
green-and-white that make delight
full neckwear to wear with a tweed
suit don't you see the concrete, d.
rect appeal such an advertisement
would have to the average woman?
Advertisers should remember, / be-
lieve not 10 make such general state
ments to women. Or. Il they do
make them. at least to follow them
up with concrete. definite explana-
tions. In short, If you're going to
make a general statement. illustrate
it. IL you want women to grasp 1t
quickly. Women don't pretend to
appreciate distractions"
Ellen Young's remarks started an
interesting discussion that finally re-
suited in general agreement of her
claims.
A telephone call from Theodore
Barringer, son of the founder of the
Barringer Department Store. brought
Ellen Young back to the city in
which several of her leading clients
were located.
ITS our boys clothing depart
ment store, Miss Young" explained
B~arringer. Dad wants you to take a
look at it. see II you can tell us why
it doesn't pay"
An extremely interesting problem
is discussed in tomorrow's paper
about human relations in business.
Business Questions Answered
We have a good-sized grocery
store, and are attempting to pay u
clerks what we believe 10 a fair sal
airy. We are wondering IL you a
give us some idea of what we must
expect of a salesman who we pay
s21 a week. In other words. about
how much should a man sell in the
grocery business to Justify his salary
of $21 a week?
Grocery Store Proprietor
according to the most reliable fig-
ures available, 1t is found that, in the
grocery business. S.46 per cent of
clerks weekly sales is paid for sala-
ries. This would mean that the
amount which your salesman, receiv-
ing S21 a week should sell is about
$3.50. This will give you a fair, al
most accurate gauge Of what to ex-
| pect from that man.
Do you think II is a profitable
| plan to get outside speakers to come
to address the employees OF a bust
| ness ONCE or a store occasionally?
| We have an executives club, and
were discussing the other night the
advisability of getting w~ell-known
specialists and experts in different
lines to come to the city and speak
to employees in the different con-
Germs. EXECUTIVE.
Yes. 1 think 1t IL an excellent idea,
Often, employees will take to heart q
message delivered by an outside
speaker. a stranger. more quickly
than If the same message was delv
cred by one with whom they asso-