Scientific Advertising

The maker of the electric sewing machine motor found advertising difficult. So, on good advice, he ceased soliciting a purchase. He offered to send to any home, through any dealer, a motor for one weeks’ use. With it would come a man to show how to operate it. “Let us help you for a week without cost or obligation,” said the ad. Such an offer was r

Half the circulation of a newspaper may go to outside towns. That half may be wasted if you offer a sample at local stores. Say in your coupon that outside people should write you for a sample. When they write, do not mail the sample. Send the samples to a local store, and refer inquiries to that store. Mailing a sample may make a convert who canno

Genius is the art of taking pains.

There is the problem of substitution and how to head it off. That often steals much of ones trade. This must be considered in ones original plan. One must have foresight to see all eventualities, and the wisdom to establish his defenses in advance.

Thus we start with exact information on all that our rivals are doing. Clipping bureaus are patronized, so that everything printed on our subject comes to the man who writes ads. Every comment that comes from consumers or dealers goes to this mans desk. It is often necessary in a line to learn the total expenditure. We must learn what a user spends

No one orange grower or raisin grower could attempt to increase the consumption of those fruits. The cost might be a thousand times his share of the returns. But thousands of growers combined have done it on those and many other lines. There lies one of the great possibilities of advertising development. The general consumption of scores of foods c

But the cost of inquiries is usually enough to be important. Then don’t neglect them. Don’t stint your efforts with those you have half sold. An inquiry means that a prospect has read your story and is interested. He or she would like to try your product and learn more about

Submit five articles exactly alike and five people may choose one of them. But point out in one some qualities to notice and everyone will find them. The five people then will all choose the same article.

But on other lines high price is unimportant. High profit is essential.