DRAMATIZE YOUR MERCHANDISE
Suppose, for example, that you want to sell an ordinary loose-cushion sofa in blue velvet, with machine-carved cabriole legs, rolled arms, and straight-lined back with curved ends.
It is easy to say, "Here is a handsome, well-made sofa in blue velvet. Just the right thing for your room; the price is $95."
But it is almost as easy, and in many cases far more effective, to say, in substance: "This, as I understand it, is what you may have in mind. There is nothing striking or extreme about the design. Notice the graceful curves of the cabriole or f scroll legs, which are completely adequate to hold up the heavy body; note how those same curves are echoed in the arms and suggested in the back, so that the whole piece reveals harmonious lines. This sofa expresses the quality of repose which makes it so important in the properly furnished modern home." Or, suppose you have a reproduction of a Chippendale ladder-back chair. With 9 possible buyers out of 10, it would be foolish to try to sell such a piece through the bald statement that it is a beautiful Chippendale chair.
A better approach would be as follows: "Here is an armchair reproduced from one of Chippendale's masterpieces. If you will set it off by itself you will see its extraordinary grace and harmony of line. In this piece we have Chippendale's conception of the ladder back—a very old form of chair expressed in flowing curves which descend rhythmically from top rail to floor. As a chair it is perfect—staunch, thoroughly comfortable, and enduring; it is even more desirable as a work of art. Anyone may well be proud to own it."
This language is not intended to be "stilted." If delivered casually, with no thought of reciting a memorized paragraph, or of delivering a set speech, these ideas will be effective in sustaining interest while, informally, you direct attention to other features. "High-lighting" or dramatizing your merchandise is as difficult as it is necessary when one must guard against failure by enhancing the desirability of the merchandise.
STYLE APPEALS BASED ON PERIOD DECORATION
Your description should not be left to chance or to the inspiration of the moment. Think them out at home or in your free time in the store, and plan just how and when you will use them.
These "high lights" may be based upon history, beauty, and sentiment. To illustrate: