Advertising Pictures, Wall Paper And Interior Decorations
( Originally Published 1902 )
"Beautify your home at small cost "—there in a nut-shell is the central argument for the advertiser of these goods to amplify upon.
To reach the rich, it is not so necessary to harp upon the "small cost" feature, but in order to impress the great number of people, termed " the masses," it is essential to speak of the gentle manner in which the purse strings are pulled as well as the appeals to taste and judgment made by the goods themselves.
Let us talk about bictures. These goods do not move with any tremendous hurry. They move slowly, but surely. Considerable thought is given to a purchase long before the purchase is effected. Even a washerwoman, buying a seventy-five-cent framed picture usually buys after indulging in some ruminations as to whether her purse can afford the outlay and as to whether the work of art will be hung in her chamber or before the flood of light that pours in from her parlor window. The sale of a genuine work of art—something that runs up in the scores or hundreds of dollars—is ordinarily effected after a great deal of consideration and talk on the part of the buyer, his family and friends.
Local newspaper. advertising will help the sale of pictures. This advertising-in fact all picture advertising—should have good descriptions of the subjects advertised—whether figures or landscapes—whether oil paintings or engravings, etc. Prices should not be overlooked and the introduction to the items should suggest the opportunities to exercise taste and thrift-the importance of the sale to the home-furnisher about to put the season's home to rights and talk after this order.
High-grade "opening " and " announcement" cards can be sent with propriety and results at certain seasons of the year.
Let us talk about wallpaper. Here is a line of merchandise that certainly cannot be classed among the " swift sellers." Wallpaper usually moves with the deliberation of a messenger boy reading a detective story. But when it does sell it sells in fair quantities and at fair profits. It sells greatest in spring when warm weather homes are being prepared and papered and in the fall when cold weather homes are undergoing the same process. During these periods advertising should be briskest. Newspaper advertising is the advertising. A booklet, speaking intelligently of wall paper and' such like needs as you may carry in stock, distributed to the families whose trade you desire is a sensible bit of advertising work.
Let us talk about interior decorations generally. Exceedingly clever and catchy talks about "color schemes," " harmonious effects," " pleasing decorative arrangements,"
etc., can be made in the columns of your town newspaper—which talks will be read and commented upon by many of your best citizens and, citizenesses. "Interior decorations" is a term that embraces about everything that can be done in a home with curtains, tapestries, portieres, rugs, carpets, wall paper, panel effects, mantel studies, pictures, cozy corners, etc., as well as every possible arrangement of furniture. If you have a person in your store who has some ability in this line give him local fame by advertising his attainments in your newspaper advertisements- This will give your establishment a personality and your business an impetus. Instead of your store being simply a place it becomes an institution—where color is a study—where art is given due consideration—where cheery and comfortable homes are contemplated with reverence and where money cannot but flow in !