Show j TRUTH about By CHARLES B. B ROTH HERE COMES THE rHE QUEEN I I 11 WAS talking in his office with a aman aman aman man who is head of a large store i I was complimenting him upon the extraordinary courtesy and md service a r woman r r told mp me site hp always received in that store A AMy My friend says that your salespeople salespeople r pie treat her as though she were the q queen een H I explained Come with me t e executive said and nd d left his chair down down- and started l stairs I III want to to- to s show how you so some some- m e Charles Roth thing I followed He took me behind the counters He re pointed out neatly printed white cards pasted up at nt close intervals throughout the store where the clerks couldn't help seeing I read what they said HERE COMES THE QUEEN I Its uIt's our slogan the thc executive explained Yes its it's more than thana a slogan Its It's our watchword our business policy to treat every woman woman wom wom- an who enters the store as though she were the queen I happen to know that this policy has paid handsome dividends to the store As I think it over however only in form and expression is that policy different from that of every other organization which advertises for your trade All have to treat you as though you were the queen queen queen-or or orthe the king Anyone who has been buying much in the stores will tell you that the treatment received from clerks is vastly different from what it was years ago They are more consid consid- erate They are better informed The reason for this change is that they have haye the ideal which advertis ing has created in their minds and to this ideal they must conform All AIl over the country in every I newspaper advertisers are vying with one another in telling the story of their products and in improving their products to make them more acceptable Their desire is is s to produce something something something some some- thing fit for the queen queen queen-or or the king king king- and their advertising sets up a standard to which they must strive In the process you get the thc best products and service it is possible to provide JD Charles B B. B Roth |