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slipped into parcels. Even the checks with which Mr. Miller pays his bills have on them short, but pointed, ads.
An optical department is one of the important parts of the business. To advertise it Mr.
or an event of local importance and weaves into it "human interest.”. Attention is secured from the start, and the snap put into it makes people remember the ad and remember Miller when they want jewelry.
At other times the newspaper copy is illustrated with cuts of the special values offered, always, however, accompanied by descriptive text written in the characteristic Miller vein.
Street-car cards usually contain the squaredeal reference and invariably are given a humorous twist which forces the subject home in the mind of the reader. White cards, printed in black, are the only kind used, as Mr. Miller believes them to be the most effective. He says that fancy frills, either in advertising
Annual sales of $1500 for every square foot of space is the record
in this store.
Miller gives away an eye-glass cleaning cloth, measuring 4 by 6 inches, a practice which is quite common with opticians. Instead, however, of having on it a conventional ad stating the name of the store, its street address and the fact that glasses are made and repaired, the
My Dad told me-
Gilbert E. Miller.
Trying to save and pay
That's why I'm Still
or in the conduct of a store, have no place in a business where the owner is giving full value for the money paid out by the customer.
Miller “Movie” advertising Mr. Miller considers one of the best means for securing publicity. The ads are read by 100 per cent of the people seeing them and at a time when they are in the most receptive mood. In addition to the Package inserts like these aid in keeping the Miller stores before
the public. ordinary slide method of advertising, animated cartoons, made especially for the purpose, are Miller ad starts off: "You can wipe your nose used to force home the Miller messages. on this if you want to—but don't send it to
The wording on the black-and-white cards the laundry—come in and get another.” posted in the stores is intended to bring out the According to Mr. Miller the ad causes a laugh, advantages of trading with Miller and the and, whenever there are glasses to be made or absolute assurance of the square deal accorded repaired, he gets the business. to each customer. Typographically artistic As an inducement to keep customers coming cards, 31/2x512 inches, are always at hand his way, Mr. Miller offers, every Friday, a where they may be picked up by customers or “special” of a piece of silver or cut glass at a
below-cost price. The merchandise may be a of the store service. The first instruction berry spoon, a mustard jar, a pie-knife, a salt given to a new clerk is “Explain it to them cellar or other useful article. Housewives who (the customers) so they will understand it as follow the sales are enabled in a year's time or well as you do.' so to get together a valuable collection of high- The telephone plays an important part in grade table ware at a price way below the the Miller business, for, owing to the reputamarket value. “There is often a big profit in tion for square dealing built up by Mr. Miller, selling at a loss” is a Miller aphorism, and he much business is transacted over the wire. proves his statement by citing the fact that "I've sold everything from a five-cent collar some of his best customers have been attracted button to a $500 diamond by means of the to his store by the Friday “specials.”
telephone," says Mr. Miller, "and in order to A feature much appreciated by persons who make it easy for customers to remember my trade at Miller's is that the clerks are not number I besieged the telephone company until "persuaders.” They are instructed to show it gave me the hard-to-forget number of Main the goods called for, to explain them in detail, 1234." and to tell their merits, but not to force the Unlike many retail jewelers, Mr. Miller is goods on customers. If a patron does not find strongly opposed to the instalment plan of sellexactly what he wants, the clerk offers to ing jewelry. He says: “I sell only for cash obtain it if possible, but he does not importune because this is the one method by which the the customer to buy.
purchaser can be sure that he is not paying for The clerks are carefully schooled in regard the instalments some other fellow did not keep to the conduct of the business by means of get- up. The buyer of a watch, a diamond, or together meetings held each Tuesday night. anything else, at my stores is sure that he is At these gatherings the entire force exchange receiving full value for every cent he spendsideas and make suggestions for the betterment that's my idea of a square deal."
A NEW USE FOR
By LUTHER H. VANCE, B.S.
Nowadays it seems that every time we turn around we come face to face with the fact that we are a profligate nation.
The Almighty has been good to us. We live in the best country on the globe—best in all ways. Money has been easy to get, comparatively speaking, and we have lived thus far during our national career a sort of offhand, happy-go-lucky existence.
But the war has given us a brief day of reckoning and at the same time sounded a note of warning We get a startling glimpse of ourselves occasionally, as a monkey does when handed a mirror at the Central Park Zoo.
Scores of drugs are on the want list—and we can't get them. Concerning many of these products and preparations it might be said that it is a crime that we don't produce them.
We have been in the habit of importing even dandelion root from far-off Russia.
RENNET ON THE "SHORT” LIST.
the cheese factories of the country were facing a real crisis; so acute a crisis, in fact, that some of them shut down.
They couldn't get rennet.
"It is estimated," says a Bulletin issued by one of the really big institutions in the educational field, the University of Wisconsin—"It is estimated that nearly one and one-half millions calf stomachs, yielding about 100,000 gallons of rennet extract, are used each year by the 5000 or more cheese factories in the United States. The supply of ‘rennets,' as these calf stomachs are called, has in the past come largely from European countries, but due the stomachs from which it is made. We to the war this importation has been stopped. stand on our own two feet. As a result, the supply of rennet extract is so The University of Wisconsin, it is anreduced that it is difficult for any dealer or nounced, experimented a number of years ago factory to obtain more than 10 gallons at a along this line; and similar trials were made in time, and frequently not more than one or two Ohio and Canada. “The pepsin cheese was gallons.”
practically the same as rennet cheese in all The two leading American rennet factories respects.” During more recent and much are located at Madison, Wisconsin, and Little more comprehensive tests "no serious difficulty Falls, New York. They have been importing has been reported.” their calf stomachs from Europe, quite regard
A COMMERCIAL SUCCESS. less of the fact that Wisconsin calves as well as New York calves have stomachs!
Market tests have vindicated the pepsin
cheese. Factories are buying pepsin, freTWELVE CENTS FOR A STOMACH.
quently in relatively large quantities, in the “For more than a year,” the Bulletin tells dairy districts of various States. Orders for us, "manufacturers in this country have made 200 pounds are not uncommon. efforts to buy rennets wherever milk-fed calves One-fourth to two-thirds of an ounce of dry are butchered, and have offered as high as 12 pepsin is required to thicken 1000 pounds of cents a piece for them when properly prepared. “ripened” milk for the manufacture of Amer
. As an inducement to get factory oper- ican and brick cheese. Swiss cheese requires ators and patrons to aid in the collection of more. rennets, it may be necessary for extract makers The pepsin should be weighed and dissolved to supply extract at market prices only to those in about twenty times its weight of warm factories which furnish rennets in good con- water—water at about 105 degrees, Fahrendition in exchange."
heit: hot water won't do. Undissolved pepHowever, as bad as all this might indicate sin, if any, should be strained out. The soluthe situation to be, its chief value lies in the tion should then be added to a pailful of clean moral it points. In this case the calamity isn't water, and this pailful stirred, in turn, into a calamity at all, and for this reason: cheese the milk in the vat. After adding the pepsin, factories are now using pepsin in the place of the cheese-making is continued the same as it rennet.
would have been had rennet been used. And fortunately, thanks to the enterprise of Here's the moral for the druggist: why not American manufacturers, our supply of pepsin seize the opportunity and sell pepsin to cheeseis unlimited. We don't import from Europe makers?
By M. K. BARBER I worked for a druggist once, years ago, than to go into one of the thirst parlors. This who had a lot of bottles of pineapple extract druggist had a private brand that he made. that he couldn't sell. He had two or three I never knew how he made it, because he dozen bottles on hand, the retail price being 15 mixed it up in his office with the door locked, cents. He had me put these bottles in the but I know he used a syrup of some kind which sink, soak the labels off, and label them he got in barrels labeled “Prune Juice," and “Bicycle Oil, 25 cents." We put them out on
that he also used alcohol and water. It seemed the cigar case and sold every one of them!
to be a very satisfactory booze, for it sold fine. Our store was located near the court house
PADDING AN ACCOUNT. and he had quite a good whisky trade. County There was a young fellow who worked in a officials would come in and get their “morn- printing office who traded with us regularly ing's morning" with frequent regularity, rather and who ran an account. He paid promptly
each month; but his mother, whom he sup- I found out that he had been keeping comported, took sick, and the drug-store bill and pany with this young lady, intermittently, for doctor's bill put the young fellow to the bad so nearly two years, and that she "didn't seem to that his account got two or three months in love him at all." arrears.
I also told him that these powders would do Before he could catch up he got a good offer no good unless he had confidence in them and from a newspaper in another town.
treated the girl nicely, even aggressively; that and told "the boss" that he would send him a he must propose to her within a week after check out of his second month's pay and for giving the last powder, and that he must let me the druggist to send him a statement, as he did know how he was getting along every other not have time before leaving to have the week. account looked up.
I figured that the most of the trouble with I happened to be present when the boss made him was that he was too bashful and that if he out and mailed this statement. He added some followed my directions he would likely get cigars, two bottles of Hood's Sarsaparilla and
I charged him only a dollar for my a few other articles, so that the account was services. nearly $10 instead of 5 or 6 dollars. And he
He reported to me regularly, and at the got a check for it, too!
allotted time came in and told me that he had Contrary to the old adage that “honesty is proposed and had been accepted; and he was the best policy,” this man seemed to prosper, about the most pleased young man you ever and eventually he sold out and retired; and saw in your life! They were married and, as the last I heard of him he was living in a far as I know, "lived happily ever after.” beautiful home in a distant city, taking life easy and enjoying his ill-gotten gains.
A BARREL OF SASSAFRAS!
Then there is the old barrel trick. I told A HELPING HAND.
about that in the columns of the BULLETIN Several years ago a young fellow came into my store one day and asked me very privately
once, I believe. if I had any love powders. I thought at first
I took a common sugar barrel-a nice clean he was joking, but upon questioning him I
one—and put a false head in it about six found that he was in earnest, and very much so.
inches below the top, first putting ten or fifteen I told him that I had a formula that I could
bricks in the bottom. Then in the upper part mix up for him that I believed would be all I put sassafras bark, and tacked a sign on the right and for him to come around in about an
side of the barrel and set it near the wrapping hour and I would fix him out.
counter. I mixed up about two drachms of sugar of
This scheme sells sassafras bark, there is no milk with a very little carmine—just enough dodging that! to impart a slight pink color—and made it into
There are tricks in all trades, not excepting a dozen powders, and when the young fellow
ours ! came back I told him to give the backward
Nevertheless, if a man is naturally honest lady one of these powders at least every third
he can be a conscientious druggist as well as day until all were given.
any other kind of a business man can be conI advised him that the best way to give them
scientious; and if a man is a crook he has no would be on candy, and not to give more than right to be in the drug business, or any other one powder a day, and to average not less than kind of business—unless it is an enterprise conthree a week. He said he had a good horse ducted by the State; a place where everybody and buggy and that “she” liked candy, so he dresses alike, with nice broad stripes running could work that all right.
horizontally across the clothes.
Money-makers and Money-savers.
Information as to where any of the articles mentioned in this department may be obtained will be furnished upon application. Address "Department of Money-makers," THE BULLETIN OF PHARMACY, Detroit, Mich.
are sold at ten cents apiece. In lots of 50 this novelty can be had at the price of 25 cents each, a price low enough to allow for its use as a premium to stimulate business.
A single sample, with record, may be obtained for 50
of a portable eight-inch fan with power supcents, post-paid.
plied by a six-volt storage battery; twenty dry
cells 6x22 inches connected five in series 4 With school reopenings but a few weeks multiples, if run 3 hours per day will last for away the student's desk set shown herewith is more than 200 hours. The retail price of the a profitable article to feature. The box is of complete outfit (less cells) is $9.00.