Perth Amboy evening news., 1922-03-18
ELLEN YOUNG
DOCTOR OF SALES
BY Ruth Leigh
Author of "Th Human Side of Re-
tail Selling" 1.-THE A B C of Retail
Ing" etc.

| ger Department Store inc OCCASION
| ally making critical uotes in small
notebook.
Him." she unused il sarcasm,
Wonderful advertising for a store
as big and progressive a. that"
"In plain, unelegant English, Mr..
Barringer," said Ellen Young an
hour later, your advertising awful.
There's not the slightest bit Of hui
man interest to it. Look at this:
Sale Boys Wash Suits. s2.95. Fin
est quality"
"Oh, Berman's not an advertising
man, dad. I've always told you
that" interrupted young B%arringer
i%rritably. Hes a printer, not a
writer"
why these are plain. dull, unin-
teresting statements Of facts. Here's
another instance: Girls wash dress
es; many big sizes: good plaids and
stripes; standard quality Do you
think that means much to average
Mrs. Jones who is worrying about
how to get her ironing done or how
little Bessie's growing out of last
winters coat?"
"I-I don't understand, Miss
Young
Simply this: that your advertise
ing, like that of most stores, is adj
dressed to m Yet 1t overlooks
the most fundamental rule about wo-
men; that they never think in gen.
eral, abstract terms. blu in terms of
their own needs and wants. For
instance, when Mrs. Jones enters
your store, this is what shs is think
ing: oh, goodness. I mustn't forget
that braid for my blue satin dress
Il wonder if Johnnie a wear his
shoes another month; shoes are sc
high priced these days-I must re-
member to wash our parlor curtains
Boiled beef with horseradish
sauce for supper; that's an idea"
The two men laughed heartily.
That's no joke, gentlemen
That's the way the average woman's
thoughts run. Now, knowing that
as Standard quality or sale of wash
suits Why don't you talk to wo'
men in their own language-the
personal YOU language-talking tC
customers about their needs, theil
homes. their children, their want.
instead of talking from the store'i
viewpoint? Women don't care about
stores as stores; they're only inter
, ested in them in SO far as they sup
ply certain needs"
II get the point" declared Young
Barringer. We talk from u side o.
the counter instead of from the Gus
TONER'S viewpoint"
That's it," Ellen Young sat back
Nov, for instance. If your adver
tisement today had read: Boys
Wash Suits That Are Easy Il
Launder,' or Growing Girls Dresses
with Big Tucks for Letting Out,
don't you think these concrete STATE
ments answering as they do, the av
erage woman's needs. would hav'
made your advertising moro inter
esting?"
Gosh she's right, Teddy" Ok
Mr.. Barringer scratched his head.
g "If merchants would only address
their advertising to in sim
pie, concrete personal terms, they't
get better results. They ought t.
talk to women In advertising as Mrs
Smith talks to Mrs. Jones whei
8 she meets her on the street. Sh'
c won't say: L saw some velvet hat
of standard quality i'll BarrinSer'
today but she says: oh, there ar
n some really good-looking velvet hat
on sale at B~arringer's today. Lot
of mushroom shapes that look s.
well on young girls. and really dash
Q ing black velvets that you can trim
yourself
That's right. Women get 10 tn
t point"
Eyes and they want sdvertisini
to do that-with human interest. pc
n sonal facts, chatty conversation
n Look at the success of advertising
OF some of the big stores in Nes
York and Philadelphia. What d
h they do? They talk to women in
chatty, newsy style: they presen
goods as news, not as
a quality or : a new lot of styles
e They give concrete facts, as n news
paper reporter does in telling
story"
" AS Ellen Young was walking
through the basement Of the Bar
ringer Department store n me.
IS young man whom she knew, a trav
cling salesman for a large neckwea
house. He was sitting on a box Il
an inconspicuous corner of the drui
d department smoking a cigarette an
"joshing" some Of the girls,
Hello. Ben" Ellen Young called
aren't you working
IL "Oh, yes, Miss Young. but there
nothing doing on a Saturday after
noon, you see."
e Ellen nodded and passed on.
MONDAY Miss Young gives som
sage advice to this young saiesma'
and to every other salesman on TN
= nothing doing today question.
will pay you to read it,
Let Miss Leigh answer your busi
" ness questions on selling, buying ad
vertising employment. Ask you
:, cp~estions clearly and give all tn
facts. Questions requiring technica
answers will be answered by mai
Others will be replied to in this col
n umn
Business Questions Answered
I am doing secretarial work in
real estate office. but I have alway
wanted Ito BIO a salesman. What d
YOU think is the best way to star
- particularly for n with no expe
=. rience. There's no chance to Sc
in this office because l cant get OF
to meet people.-AMBITIOUS.
u Have you ever taken a course ]
9s craftsmanship, to give you the groun
work or the theory of selling? IT
= that first and get some confidene
in selling principles. ESperienc,
however, will teach you most.
would be well if you were able !
do some selling of real estate J
n your own time outside OF pushes
That might convince your superior
of your ability and might encouras
them to give you a chance al ou,sio
work. Watch the newspaper awe
- tisements. You might see a poss
BE position advertised.
What should the selling $ pc
an average sized drug store dolf