discontinue all such practices and to sell appliances: because they
will do the work more quickly, more easily, or more cheaply, because
they are so built that they will prove durable, and therefore, a
satisfactory investment; and finally, because they are the only logical
solution of comfortable, well-ordered present day family life.




WHAT THE PURCHASER LOOKS FOR


It has been amply proved that women are not especially interested in
fine points of design unless that interest is implanted by competitive
statements of the salesmen. They are not especially interested in form
or color or detail, but they are supremely interested in dealer
assurance that the machine is solidly built; that it will accomplish
the work; and that its purchase will save them money, time or labor,
perhaps all three. Let the appliance itself impress them with the
strength of the materials used, the cleanness of its design and the
perfection of work performed, and the sale is made.




COST IS CONSIDERED


The question of cost considered only from the woman's standpoint of
expenditure is more difficult to discuss. In the case of small