RENT A RECORD—239
Recorded music is selling at an all-time high in music shops all over the country, yet there are thousands who can't afford to buy the latest records. To keep up with all the latest songs is too great a financial burden for many music lovers.
A clever girl started a "record" exchange right from her house. People came in with an old record in good condition and would trade it for another. She charged 5 cents for the record they wanted.
"This enterprise could branch out into a "record lending library." People who tire of records quickly would be eager to subscribe to a service that loaned the latest records at so much a record per week or month. A good idea would be to have a record stand in the lobby of a theater and rent records of the musical score from the current motion picture.
Newspaper advertisements would bring business in from all corners of the locality a person lived in. No need to rent a shop. The home would be suitable quarters for a "record lending library", at first.
On a much broader scale a Texas outfit provides washing machines, rinse tubs, drying facilities and all the modern convenience of an up-to-date laundry to all housewives who want to avail themselves to this unique laundry. Rubber-tired carts are available for moving heavy laundry to and from automobiles, and to the clotheslines.
The laundry is housed in a convenient building, on a sanitary floor, and has 14 groups of equipment, each of which includes an electric washing machine. Prices charged are 45 cents an hour for the use of an electric washer and three rinse tubs, 60 cents an hour for electric mangle, 15 cents for electric hand iron. The fact that 100 to 125 customers a day use the facilities of this laundry is conclusive proof that it is popular with the women folk in that vicinity.
In many towns and cities in America there is room for an enterprise such as this one. Many homes go through a lifetime without the modern, conveniences that can be secured at a trifling cost to them, should anyone start a similar enterprise locally.
OVERLY GENEROUS PULLETS—242
When this paid off, the man learned some South American countries raised inferior chickens, in size and quality. The South American poultry market readily listened to his story and the first mailing resulted in an order for 1,000 dozen at $2.00 a dozen.
Another man used the mail order route to sell double-yolk eggs. His poultry farm produced 30 dozen double-yolk eggs every week by his 2000 pullets. The latter were housed in a scientific five-story "hotel for hens". Housewives eagerly bought these eggs. They provided a "two-in-one" breakfast. These eggs could easily bring from 10 cents to 25 cents a dozen more than ordinary eggs. And egg prices, even the ordinary ones, are usually high.
This "sideline" to his regular egg business is mighty good advertising for the whole enterprise! One example of using "Showmanship" in a business.
Any person who has the space and facilities for raising chickens could start out in a small way and eventually make poultry raising a man-sized business. And it's not as hard to get started as many think. There are many poultry mediums that supply complete information as to equipment needed. This field can never become over-crowded.
THE "FRIENDSHIP" ROOMING HOUSE—243
He restricted his rooming house to those young men who had similar interests and were in the same age group. Introductions were performed among the roomers and many enduring friendships were created in this rooming house.
The idea could be worked into a chain rooming house. An organization title could be given, and men and women of all ages, walks of life, etc., could be admitted to the rooming house that contained their "equals" in regard to age, taste, etc. In short, selected guests that would make the rooming house a very desirable place to spend the time discussing events with people who have the same interests.
A strict adherence to a specific selection of roomers is necessary to make a success of this venture. Imagine the widespread publicity of a chain rooming-house on this order. Travelers from all parts of the country would seek this particular rooming house.
A special room, equipped with radio, card tables, games, hobbies, papers and magazines, could be made a part of this interesting project. Here all roomers could meet and brush away their loneliness!
Besides attracting a large local trade he started using the mails to introduce his novelty to thousands of smokers. A well-written form letter and a 6 x 9 booklet called "The True Story of Lady Nicotine" did a remarkable job convincing inveterate smokers they should turn to "denicotinized" cigars and cigarettes. The lower than average price for a carton of these cigarettes tended to boost sales to a point where the business had to increase its clerical force in order to meet the demand.
Novelties can be handled with the selling of cigars and cigarettes. Men inadvertently pick up a nick-nack when purchasing cigarettes. Lighters have a heavy sale in cigar stores. Men are attracted to autographed cigarettes like children to toys. Then there is the "cigarette plus match". You strike the end of the cigarette like a match and it lights up! Too, the heavy smoker who is at a loss to know how he can ever quit is an eager buyer of treatises on the subject of "tobacco cures".
SITUATIONS WANTED—$50,000 A YEAR—245
Often important executives, earning from $5,000 to $50,000 a year, wish a "change" in their positions. They are capable people and know they can get better jobs at higher salaries. To hunt out these positions through usual channels would be out of the question. Therefore, a placement agency acts as the contact.
This sort of an agency seeks, through advertising, executives temporarily out of employment or wishing a change. They secure all the necessary data such as age, experience, qualifications, salary expected, etc. from their applicants.
They then place an ad in the most desirable medium or house organ in the "Situations Wanted" column. When industries or firms answer the ad, the best job is chosen by the agency and proffered to the executive who seeks the job change. Naturally, the agency takes a certain percentage of the man's salary for the first year.
THE "GET YOU UP ON TIME" SERVICE—246-247
One woman had an answer to this. She devised a telephone answering service, just as many hotels do. This, of course, rests on the assumption the person has a telephone in the house.
This appreciated service could be worked inexpensively by the use of the telephone book. Personal letters could be mailed to all those with a telephone in the house, asking the person to subscribe to the "Get You Up On Time" service — at a nominal fee.
Small ads of the "personal" variety in the classified sections of local newspapers should bring many clients to this valuable service. The woman who originated this charged her clients $1 per month. And she had several hundred clients!
The newspaper ad could be reproduced on a small sign and placed on all of the factory bulletin boards or in the factory and office house organs or magazines that are distributed to employees. The telephone number should be on the ad or its reproduction. The client would call the woman and she would send him a statement each month by mail.
People are notorious for shutting off alarm clocks and catching "just a few more winks". This plan ought to work as people are usually wide awake after having to answer a phone call.
A couple in Indiana started a similar enterprise, although the husband was almost blind and his wife a cripple, proving that handicapped folks can handle this.
SHOE REPAIR DELIVERY—248
He used his car for an experiment—turning it over to a young man who was to canvass all the homes in the neighborhood to see if they had any shoes to be fixed. The boy was instructed to tell the people he would deliver the shoes in a few days.
The idea worked liked magic. The cobbler had so many old shoes to repair that he had to hire more repairmen.
Agents could be hired to do this work on a commission basis. Then again a twist could be applied here. A man with an automobile could "work" several towns and explain his proposition to cobblers. Cobbler and agent should realize a nice sum of money from a "go-after-'em" venture like this.
SNAPSHOT PAPER DOLLS—249-252
The brother takes pictures of neighborhood, children and prints them, enlarged, on extra-heavy paper. His sister cuts out and tints the figures. The "wardrobes" for these dolls are made from wall paper samples selected to give the illusion of tweeds and satins.
The finished doll costs around 5 cents and the brother-sister team retails the dolls for 25 cents each. Although the youngsters are content with making enough money "for spend", this idea could be worked to huge proportions around Christmas time. Parents and children alike would take great pleasure in snapshot paper dolls.
Toy Dolls also have unlimited merchandising possibilities if they are custom-made. This can be done by painting the child's name on the toy or dressing a doll like the small owner for whom it is ordered. There are other ways too numerous to mention here. One doll line that has been overlooked by the manufacturers are the burratini or mitten puppets, which are manipulated by three fingers. The children seem to get a great deal of pleasure out of these odd dolls. Out in a western state we find a ready sale for the so-called "lucky dolls." These are made of a rabbit's foot and dressed in beadwork.
The idea back of this was that customers would try to accumulate as much stage money as possible in order to have enough of it to compete with the highest bidder. Who benefited by this arrangement? The shopkeeper, of course. Notwithstanding, the highest bidder got his money's worth.
Another worth-while idea is the 10 per cent "dividend" check sent by a furniture dealer to all of his old customers who had not bought from him within the last three months. The check, according to a form letter sent to the customers, applies on some future purchase the customer may make.
"DEADWOOD DICK" SALES—255
He gets these blood and thunder novels of the "Gay Nineties" from old attics and by inserting small ads in newspapers. He spends considerable time digging them up because his newspaper and magazine advertisements prove that many people want to live in the days of old once again. He has thousands of books, magazines, etc. of all ages. And once you get started in a business of this type the material seems to accumulate by itself. They cost little or nothing to get and sell at a nice profit.
BACKYARD PRINT SHOP—256-257
Canneries usually have rush jobs which large commercial printers can't fulfill. A local printer solicited their business for imprinting labels on the cans. The success of his back-yard print shop was due to the fact he was immediately available for any rush job the local canneries wanted.
Imprints usually consisted only of store names or the addition or alteration of weights, measures, etc. He would print thousands of alteration jobs on colorful lithographed labels. The latter were the finished jobs of expert lithographers. The local printer merely imprinted a rush alteration on the label. Usually the name and address of an agent or dealer, or a change in weight, etc. The price to charge is up to the printer and dependent on the job lot.
It's the convenience that makes the local printer so valuable to canneries and other industrial manufacturers who wish something added or altered to their lithographed labels. Solicit their trade. Make yourself available at a moment's notice. There are other types of imprints. One small press owner specialized in bank check imprints, which he could handle swiftly, so that he got quite a name for it!
COIN-OPERATED POOL TABLES—258
One enterprising fellow, who purchased coin-operated pool tables, has been able to make about $105 a week through them, especially when ten or more are in service in good locations. As a general thing, the owner of the place of business where such a table is maintained receives about 20 per cent to 25 per cent of the "take-in." Many stores can add to their profit by permitting the pool tables to remain on their premises.
There are many kinds of coin-operated machines in the market today, and in most instances the manufacturers of the machines do business directly with district managers or agents who make it a business to establish connections for the machines. Seldom are the machines sold outright to the proprietors of business firms. Usually they are rented to them, or the proprietors receive a percentage of the "take-in."
READ THE LATEST BOOKS FOR A LIVING—259
A business of this nature might be developed whereby other avenues of profit could be reached merely by mailing the same bulletins to the public. In other words, offer the book lovers of America the same service. If a separate bulletin were used, it could also be arranged to carry advertising space to be sold to book publishing firms. With the advertising angle involved, such a bulletin could possibly be distributed without cost to book-buyers of America. A Cincinnati woman averaged $90 monthly (part-time) publishing such an advertising medium.
BASEMENT COCOON FACTORY—260
This cocoon tycoon offers more than 250 different kinds of domestic cocoons and 150 exotic ones. They sell from 10¢ to $3 each. Among his customers are collectors, nature photographers, school teachers, biologists, insecticide companies and people who like to decorate lamp shades and ash trays with butterfly wings.
His "factory" is located in his basement garage. When Mrs. Elliott isn't busy with her children she helps feed the caterpillars in their parasite-proof cages.
SELLS 4,000 PAIR WOODEN SHOES—261-262
A Wisconsin farmer enjoys carving wooden shoes also, especially in the winter when he is not occupied with farm duties. He sells the shoes mainly as souvenirs to tourists in the summer time. A fair size tree provides the timber for a dozen pair.
The success of these two individuals is food for thought. There may be possibilities for some retail store to specialize in the handling of wooden shoes, as doubtless many people would purchase them for use in certain work.
CABBAGE WORM "RANCH"—263
The greatest demand is for his cabbage worms, and he has sold as many as 10,000 in a single order. For the person who is eager to operate some type of a "farm" or be in some outdoor enterprise, this type of business has possibilities. The field is certainly not overcrowded. It is simply a case of making the start and gradually developing a market.
Fifty families are served by this menu-maker. He buys meals wholesale and sells them to the families for retail prices. This doesn't include the price of the menus which are prepared scientifically and please his customers the year around.
Here's an occupation that can be handled by man or woman. One needn't possess the knowledge of a chemist to prepare food for its nutritious value. There are many books on this subject.
BANKING AMONG THE FLOWERS—265
While many hard-headed business men were skeptical about the idea, notwithstanding today about twenty-five per cent of the bank's summer business is done among the flowers. In the winter time, the pergola is enclosed in glass and heated.
But the wise vice president of this bank didn't stop there. Other little services were added that appealed to the public. Yuletide holiday time produced a marionette show, life-like scene of the Nativity, a real Santa Claus, displays of furniture, etc., for the local merchants (and to advertise their "Purchase" Savings Club), a huge Xmas tree, fireplace and filled stockings, etc. Yes, you've guessed it—children brought their parents into the bank. For some, it was their first visit. You've guessed it again—many of the fathers or mothers of the youngsters, being in the bank for the first time, were impressed by the warm and friendly atmosphere, and opened accounts. The kids received some sort of candy gift and everyone concerned was pleased. In fact, this bank gives out thousands of little "candy gifts" to the children through out the whole year!
All this is a departure from the conventional or commonplace. The average banking institution is too cold, and there are many people who do not like to go to the average bank because they say they feel out of place—everything seems too austere, and makes them feel unimportant.
This small town bank in Pennsylvania dared to be different—dared to be "human" and as a result increased its business manyfold. The comfortable "home feeling" about the bank appeals to its customers. It also conducts a student training service and takes star high school students, twenty every year, for five week's training in banking. In its "Community Room" you will find a big, air-conditioned lounge beautifully decorated with murals and equipped with ping-pong tables, radio, and phonograph. Community groups come here for meetings.
It would not be practical, of course, for all banks to follow this plan, although there are some that could. The point to be stressed, however, is that in the competition for trade, it behooves any business concern to think more in terms of its customers' comfort, convenience and welfare.
"BUREAU OF MISSING DOGS"—266
The fellow conducting this service says that he often gets the names of prospects for his service by watching the papers and noting those who have ads therein about their lost or stolen dogs. He charges only 25¢ for each listing in his "report letters" and usually has an average of about 40 listings a week.
This service could be put into effect in many nearby cities, or state-wide, by using the mails. Dog-lovers would welcome it.
One company that makes a certain dog food frequently buys space in a large newspaper's classified columns to advertise lost dogs for their owners. This gesture is certainly a builder of good-will and no grateful owner of a repossessed pet will resent—or forget—the fact that the ad happens to mention the name of the dog food. Other business firms could follow suit in their advertising now and then to their advantage.
PARCEL POST FARMING—267
Anyone operating either a large or small farm can cash-in on "parcel post farming"—that is to say by selling directly to city dwellers. It is simply a matter of obtaining a list of prospects which can be done through a process of elimination by making mailings generally to city people. Also by running small ads in the city newspapers. Over in Oregon, there is a modern farm specializing in the sale, by mail, of pears, peaches and other fruits that are exceptional as to quality, taste and size. Their mailing lists were obtained by advertising in national magazines for awhile besides advertising in newspapers throughout the country.
In many sections of the country certain vegetables and fruits are grown that are better in quality than those raised in other states. For instance, in Utah and Colorado, the finest celery in the world is grown and the bulk of it is shipped out to other states. In Oregon, we find some of the finest apples grown in the world, besides other fruits. Many farmers are losing business by not capitalizing on the situation, by not offering some of their produce directly to city people.
Let us assume you are a farmer or you have a few acres of ground where you raise some fruits and vegetables. Let us assume further, as an illustration, you have your place fifty or a hundred miles, or even farther, from Denver, Colorado. Ways and means are available for you to build up a lucrative mail order business via parcel post to people in Denver. Regardless of where your farm may be, wherever the trains go, or trucklines, opportunity exists to develop business in the nearest cities.
Supposing you are not a farmer and not interested in raising anything. Well, you can still take hold of the idea briefly outlined and build a "brokerage" business, by serving farmers in certain communities just as the farmer's wife has been doing, mentioned herein. If you had contacts, and they are easy to make, with a group of farmers in certain communities, your advertising literature to city dwellers (even though you may live in an apartment in a city) could still be mailed from the farming towns. Keep in mind, however, that people (city folks) like to do business direct-directly with the farmers, and your business In this regard can so be handled.
The idea of merchandising products directly from the farm, like certain fruits, certain vegetables, maple syrup, hickory nuts, eggs, honey, apple cider and so on, to city people is sound and today is ripe for expansion. Perhaps, specializing in one particular item one farmer raises, and another item that some other farmer produces, ad infinitum, would work out best.
The business started when this young man's resources began to dwindle. With his last $5 he bought the 5 beach balls, made himself a counter, placed a huge sign over it stating beach balls could be rented at 5¢ per hour. Of course he had to get permission from the, owner of the beach before he could set up his stand.
The balls were being rented at all times. Some of the renters would tire of a ball after 15 or 20 minutes of play and return it. A deposit of 50¢ made sure the balls were returned. The money came in faster when the renters turned in the beach balls before the hour was up, because there were others waiting for the balls.
This same plan could be worked on a more elaborate scale. More beach balls and more stands scattered up and down the beach.
It is interesting to note that people will quickly rent something that will add to their playtime during the summer or winter vacations. One young man invested some money in second hand toboggans and rented them out for 25¢ per hour. A toboggan is something not many people have the pleasure of riding in every day of the week. The more elaborate and colorful the toboggan, the better it is. Ice-skate sailing is a novelty that would catch on if the "sails" were offered to skaters on a rental basis.
These are mere ideas of what "rentals" can mean to a person who has a rental brain child of his own. Perhaps readers can devise a rental plan hitherto unknown. It may pack the kind of a financial wallop that spells security for the rest of your life. Can you think of one?
SELLING AFTER CLOSING HOURS—269-270
In the United States most grocery stores close their doors at the end of the day even though they are in thickly populated districts with passers-by far into the night. This condition gives rise to the opportunity of interesting grocers in having these vending machines placed outside their shops for use after closing time. An opportunity also awaits for the establishment of these devices in large apartment dwellings where marketing facilities are inconvenient. The Hollander mentioned displayed his goods behind glass compartments, each separately operated by the correct coin, and each space containing a paper bag for the buyer's convenience. The price range was between 5¢ and 25¢ in our money, in accordance with the merchandise. Canned products would be extraordinarily well suited to this method of sale.
Here in this country a man living in Illinois used the same sales method in the operation of his food store.
He knew that people wanted bread and other items over the weekend holidays so he decided to take a chance and place several baskets outside the store with a sign telling the patron to serve himself. A good many did and they were honest enough to leave $33.20. Instead of finding a shortage, an overpayment of 20¢ was revealed! His experience further proves the writer's claim that the plan has immense possibilities!
DRUG STORE HIRES AN "AMBASSADOR"—271
This form of publicity-salesmanship is, of course, patterned after some of the methods used by large firms and has its important place in the progress of nearly any type of business endeavor. More small firms could adopt policies similar to this with surprising results.
MEETING PLACE FOR WRITERS—272
One typist in Chicago did promote such a meeting place and general service for writers. She obtained some of the members among her acquaintance, and they in turn recommended the idea to other writers. She kept records of all the meetings and offered a manuscript typing service to all members. Membership fee was $2 a month and she received half of it. However, her main source of revenue was from the manuscript-typing service.
Rates for legal typing service are usually higher than for other kinds of typing service as the work is more complicated and tedious. The typist must have a knowledge of legal terms and forms. Within a short period, she was serving some fifteen attorneys and earned a good weekly profit. For the typist desiring to be her own boss and operate a free-lance service, this type of business provides pleasant employment.
"GRANGE HALL" MOVIES—274-276
At a meeting of the Screen Writer's Guild, the President made the following comments of our rural areas: "There are approximately 57 million farmers and their families in the U.S.A. They're the least frequent visitors to movie theaters. There are a number of reasons for this: the great distances from their farms to the population centers—a lack of interest in the subjects we show—and of course the hours the farmer works. Yet they like movies just as much as city people. At regular intervals a large percentage of them gather in Grange Halls, district school houses and other meeting places with their families to hear reports on a wide range of subjects which interest them. The attendance of these meetings could be doubled or quadrupled if on each occasion there was a showing of a film."
Herein is an idea for some one. There are more Grange Halls and school houses where farmers congregate than there are motion picture theaters in the United States. If you prefer the wilds of the jungle instead of the remote rural areas in this country, South America offers opportunity. Already Hemisphere Films have 300 16 mm. projectors traveling through this undeveloped territory on a one-picture-a-week schedule. The coordinator of inter-American affairs has made an analysis of South America—the rural sections, villages, and open spaces with their millions of natives who have never seen a motion picture. It is believed that new audiences will be created as operators take over in this region.
China has only a few theaters. People in seven major cities are just learning about films but business is very good. Afghanistan with a population of 12 million has but one theater. Out of India's 400 million there is an average weekly attendance of only one and a half million. For one with a fair knowledge of the smaller 16 mm. and with a liking for travel, perhaps back to countries he has visited during the war, this is a new field with immense possibilities.
One ambitious fellow tested out this idea, and with considerable success. He cleared $150 a week; his expenses running about $62 each week. He found that most of the southern, and some western towns and villages (some distance from railroads and cities) were very good stops for his route. He repeated his visit to each place about once a week; in some places, twice a week, all depending upon the size of the population. Announcements of his shows and dates are posted on trees and fences along the route. Schoolrooms were rented for the night: admission fee only 15¢.
Along the same lines is the enterprise being conducted by a Rhode Island chap. He runs free outdoor movies for the town's youngsters, traveling from place to place in a trailer. Usually appears at a public playground where some of his audiences number 1,000 kids. They squat and sprawl over the playground as they watch the drama unfold itself on the silver screen. Municipal authorities hail the itinerant exhibitor for his anti-juvenile delinquency program. The trailer serves as a projection booth and also doubles as a sales counter where his wife and two girls sell refreshments to defray costs and meet family expenses. The rental on his films cost him about $55 a week.
IMPORTED FOOD DELICACIES—277
With a good illustrated catalog, carrying an East Indian atmosphere, these delicacies were advertised along with interesting information as to native methods of preparation. As people like to try new things, and also satisfying the desire to tell others they've tried this and that, it is understandable why the Englishman's business prospered. As time went on and his list of customers grew, he added specialties from countries other than India.
The Yogi Hindu Stores of Calcutta, India, advertises Lotus Almond $1 a pound. Puffed Lotus Root $1 a pound. Chironji Nut $1 a pound. Date Palm Sugar $1 a pound. Also Indian Beauty Clay (like the Princesses of Bogul Emperors use) at $1 a package. The firm also offers agency terms for these items. These hard-to-get articles in this country are the kind that could be successfully merchandised in these United States and Canada. Guatemala, for example, has lovely carved mahogany plates for export. These plates have designs picturing the Mayan Gods. Guatemala has an abundance of woods of all types, and the native carving is artistic and beautiful. There are many countries that have certain products, natural to it, not found in other countries. Those that are lacking in America could be obtained from other spots and sold here.
RADIO INSURANCE BUREAU—278-279
The insurance was available for a small monthly fee which entitled owners to general service, but did not cover the cost of extra parts. The radio shop, of course, participated in the profits and were retained by the radio insurance bureau to take care of all the work. Applicants for such radio insurance were obtained through personal solicitation and by telephone interviews.
The Bureau could be operated in some form by any small radio shop. It would certainly help to increase the amount of work taken in. Another way to increase profits for the small radio repair business was instigated by two partners. They canvassed the whole neighborhood—for miles around—some 10,000 homes in all. It was a large job and it took a lot of time to finish it! However, the fellows had started so they stuck at it for three months. The profits that came as a result of this survey are amazing, to say the least! A profit of $30,000 for one year's operation! They believe that they would still be struggling, as they did for six months at the start, if this "survey" plan had not been put into practice!
Nothing was sold during the "canvassing." However, the prospect's phone number, the type of radio owned and the age of the set, among other things, was taken down on a card. Later on these names were canvassed by phone and the prospect invited to pay the radio store a visit. A simple plan but it worked better than competitor's plan of doing nothing!
She called this French pen painting and maintained that artistic training was not necessary, that once the knack was learned, the work was easy and very quickly done. The colors do not fade and if reasonable care is used the articles can be washed over and over again. The work can be applied to most materials as well as to leather. It is done with a flexible pen point made for the purpose, with a very dry oil paint.
Almost any design which can be embroidered can be painted. The paint is placed on the material to which the design has been transferred. There is a correspondence course on textile painting, and hand-painted ties have been retailed with some success. However, dresses should prove more popular with this type of painted design. Flowers can also be painted on handkerchiefs, scarfs, play suits, blouses, negligees, tablecloths, draperies, coverslips, slacks, bathing suits, slickers, hats, leather shoes and many other things. There are "short cuts" in learning to paint textiles and one of them is the use of stencils. Simple designs are more effective than the too-careful work of the professional artist. The printed or woven designs (factory made) cannot compete with pen or brush painted (hand work) designs turned out by amateurs.
One instance was given of a man who used a certain idea in his business and, finally, made considerable money. The plan mentioned was the Hertz Drive-It-Yourself proposition. Harry decided to try the same principle on automobile tires. He had no proof that people would want to rent auto tires, but figured it would be good advertising and showmanship to announce his willingness to rent tires for a quarter per day. The next day two men came in and rented four tires. He took their license numbers and installed the new tires for them. They would have liked to buy new tires but did not have money at that time to buy them, and did not wish to go through the customary red tape of getting them on credit, They were informed that half the rental could be applied against the purchase price when they were ready to buy. There was a small charge for changing tires.
During the first week he rented 26 tires, 24 of which were later bought, the other 2 being returned, rental paid in full. He soon multiplied sale of tires by two to persons who came expressly to buy, not rent and he gained numerous new patrons, attracted to his shop by his notice that he was willing to rent tires. Whether it comes from books or special courses, business management training is an asset to anyone who lacks experience, as was proven in this case.
A retail tire business could profit by use of this plan. If the actual rental of tires didn't show a profit, the advertising value of such a method would be worthwhile, and probably increase outright purchase of tires.
"SNAPSHOTS" SELL MEALS—282-283
He served good food even at the start which was comparable to that of other similar restaurants, but getting new customers to try a new place is always a problem. His idea solved this. He appealed to the public to try his place through the expediency of small advertisements. Each had a semi-humorous twist and was illustrated by cartoons. In the windows of the restaurant appeared extraordinary large photographs of delicious food products—of all the dishes being served on that particular day.
People passing by could get a good idea of just what would appear on their plates and just how it would look. The ads never stopped running and his restaurant was crowded daily. The windows always attracted people and they would stop and look at the huge photos. The ads always provided a chuckle. Local photographers will take snapshots of such dishes and enlarge them to about any size for three or four dollars.
Sometimes the use of an odd name for a cafe will do wonders. "The Left-Ham Cafe" was the name an Ohio restaurant went by and this cafe was a highly successful one. They specialized in ham dinners and ham sandwiches. Their advertising emphasized that the hams were LEFT hams. Why? According to their statements, left hams are better because when a hog scratches his right side, he does a Charleston with his right foot. That develops muscle. When he scratches his left flank, he does a gentle shimmy against a tree or post. Therefore the right ham is far more muscular and less tender than that from the left side of the same hog.
While the explanation may be a lot of hooie, notwithstanding it makes folks smile and they remember the cafe and they believe the ham served there is better than the average.
COAT-OF-ARMS FOR HOME, CAR & STATIONERY—284-287
The originator used the following plan: He had a quantity of 9 x 12 circulars printed, with different family names substituted as time goes by and each particular name is "worked" out. For instance, the "Brown family" can be used and mentioned in the circular for awhile or until all of the people with the name of Brown in the country have been circularized. Then another name is selected and put in the circular. Thus, it is only necessary to change a few lines in the original circular now and then.
His circular read something like this: "The National Genealogical Society has the honor of inviting.….…(name inserted) to join the.…. . . .Family Club and thereby promote interest in this family, its achievements, distinguished members and future plans. Organized for the purpose of gathering, preserving and publishing authentic records of interest, we bearing the name.…. . . .need your co-operation in order to carry on our work successfully and maintain the high standards established. Life Membership is $1.00 and immediately upon receipt of your enrollment coupon, the following material will be sent to you:
"(1) A 4,000 word history of the.….…Family, the only authentic one published. This records the origin and growth of the.…. . . . Family in Europe, its place among nobility, its early settlements in America and subsequent achievements of individuals now living or dead. The derivation and meaning of the name is traced and recurrent traits brought out. The interesting work was carefully compiled from the most reliable source over a period of time. The.…. . . .Family history may be filed among your personal papers or other important documents for the admiration and knowledge of your family and descendants.
"(2) You will also receive a large 9 x 12 reproduction of the Genuine. . . .Coat-Of-Arms. A handsome work of art that should be in your possession. Many of our members frame their copy and hang in their living rooms; others have a metal worker fashion a brass or bronze reproduction just as our ancestors did. Other.…. . . . families have an artist hand paint a copy on their automobile doors or house entrance. You may want to have your stationery printed with your insignia or perhaps have your jeweler make a signet ring wherein the setting is your Coat-Of-Arms. All of these adaptations tend to add dignity and pride to everyday scenes and events.
"In addition to the foregoing, you will also receive a free copy of the annual publication "Directory of Families in the United States." This book contains names, street addresses of several thousand known .…. . . .families. Many divided families nave been reunited through the aid of this publication and unknown or lost relatives have been located as a result of it. We know that you will find it a source of great interest and keen satisfaction to belong to the.…. . . .Family Club. Will you accept our invitation for this year? The $1 membership fee holds good for a short time only, so it really is to your advantage to accept our invitation now. Just fill in the coupon and attach your check or $1 bill and mail today."
The last name of the recipient of the circular obviously has his name printed in the blank spaces. Obviously in carrying on with such a service, names would have to be picked where there were at least a few hundred of the same. One reason why so much can be offered for so little is that the Coat-Of-Arms, the history booklets and the Directory are all turned out in volume, printed to order, and ready for immediate and easy mailing. When the one name is used (for instance, Smith), the same Coat-Of-Arms and the same history booklets can be used. There are firms that can supply individual family histories for about every known name at, of course, a higher fee and this also applies to the Coat-Of-Arms drawing for the same name. While this will cost important money, it must be remembered that they can be offered by mail at a lower price due to the volume possibilities, serving many people with the same name.
The originator of the service just outlined used local city directories and later branched out into town and city directories in about every community in the country. Such directories are good sources for prospects. A family history will bring up to $5 and a Coat-Of-Arms as high as $50 if a single individual had them made to order. This being so it would seem apparent that average people would react favorably to the service plan herein described with the cost being only a dollar.
Another man developed a fine part-time occupation delving into the "family tree" of townspeople and he increased his income considerably. Much of his information was obtained from the congressional library in Washington, D.C. He sold complete sketches of family histories in report form and customers gladly paid $2 for each report. Learning of the enterprise, a local newspaper recognizing the "reader interest" value, purchased some of his reports for a series of articles regarding the derivation of townspeople.
Genealogy is an extremely fascinating subject and genealogists are relatively scarce and their fees are usually high. For instance, in a city of almost four million, there are only three genealogists listed in the telephone directory. Doubtless many persons would become interested in their ancestry merely by having the subject brought to their attention.
In a small eastern town, it is recorded that one fellow has an interesting hobby of carving out Coats-Of-Arms. It all began when he saw a picture in a Sunday newspaper of the Coat-Of-Arms of his own family. He carved out a reproduction in white pine and painted it realistically with oil paints. It turned out so well that he looked up the Coats-Of-Arms of friends and relatives and made carvings of them. Orders were soon materializing. However, about 35 hours were required to complete one carving. Book ends were also carved and decorated with Coats-Of-Arms.
Unlike the dignified historical Coat-Of-Arms, there is a modern type which was originated by someone with imagination. It incorporates the hobbies, nicknames and favorite expressions of their owners. It is quite a novelty. Such a shield could show, for instance, that the owner likes to fish, play golf, hunt, sail, ski or is nicknamed "Scoops" and so on.
Note: To account for inflation, multiply prices by 8 to 10.