Salesmanship In Print

On The Key To Effective Writing:   In a sales letter as in ads, the importent point is to get immediate action.   Offer some inducement in your ads.  Or tell about what delaying may cost them.   Note how many successful sales letters place a limit on an offer.   It will expires on a certain date.   This is all done to get a prompt decision, to over come the tendency to delay.                                                                                                                              http://www.virallistgenerator.com/aff/2573

salesmanship In Print

On Negative Advertising:   To attack a rival is never good Advertising.   Don't point out others faults. The selfish purpose is apparent. It looks unfair, not sportsman like.   With your product, show the bright side, the happy and attractive side, not the dark and uninviting side of things.   For instance, don't show the wrinkles you propose to remove, but the new face as it will appear.   Your customers know all about the face left.                                           http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On The Importance Of Individuality:   A person who desires to make an impression must stand out in some way from the masses.   And in a pleasing way.   Being eccentric or abnormal is not a distinction to covet.   But doing admirable things in a different way gives one a great advantage.   We try to give each advertiser a becoming style.   We make him or her distinctive, perhaps not in appearance, but in manner and in tone.   He or she is given an individuaiity best suited to the people he or she address.   Then we take great care not to change an individuality, which has been proved appealing.   Great pains have been taken not to change our tone ever.   We also don't want people to think that salesmanship is made to order.   That our appeals are created, studied, artificial.   They must seem to come from the heart. and the same heart always.                                                          http://www.virallistgenerator/aff/2573

Salesmanship In Print

On Dealers Vs. Advertising:    On most lines, making a sale without converting does not count for munch.   Sales made by cnviction by advertising are likely to bring permanent customers.   People who buy through casual recommendations from dealers often do not hold up.   The next time someone else gives advice.   Your object in all advertising is to buy new customers at a price that earns a proft.   You have no interest in trade at any store.      http://wwwvirallistgenerator.com/2573

Salesmanship In Print

On The Need For Test Compaigns:   Almost any question can be answered, cheaply, quickly, finally, by a test campaign.   And that's the way to answer them, not by arguments around a table.   Go to the court of the last resort, the buyers of the product.   There are many surprises in advertising.   A project you laugh at, may be a great success.   A project that you are sure of it's success, may fail.   All because of different tasttes.    None of us know enough about people's desires to get an average viewpoint.   We establish averages on a small scale, and those averages always hold true.   We know our cost, we know our sale, we know our profit or loss.   We know how soon our cost comes back.   Before we spread out, we prove our undertaking is absolutely safe.   So today there are no advertising disaters piloted by men, in the know.

Salesmanship In Print

Putting a price on a sample greatly retards replies,   Then it prohibits you from using the word FREE in your ads.   And that word FREE, will more than generally pay for your samples.   Don't exspect your prospects to pay for your selling efforts.   Three out of four will refuse to pay... perhaps nine out of ten.   But we do not give out samples promiscuously.   The product is cheapened. It is not introduced  in a favorable way.   Give samples to interested people only.   Give them only to people who exhibit a stroung interest in some way. Samples sometimes double advertising cost.   They often cost more than the advertising.   Yet, When used right, gets customers.   And that is what you want.                                                                                                               http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On The Proper Uses of Samples:   The product itself should be it's own salesman.   Not the product alone, but the product plus a mental impression, and atmosphere which you place around it.   That being so, samples are of prime importance.   A sample gets action.   The reader of your ad may not be convinced to the point of buying.   But he is ready to learn more about the product you offer.   So he cuts a coupon, lays it aside and later mails it or presents it.   Then you have the name and address of an interested prospect.   You can start him using your product.   You can give more information.   You can follow up on him.                                                                 http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On Developing An Effective Strategy:   Advertising is much like war, minus the venom.   We need Strategy of the ablest sort, to multiply the value of our forces.   Sometimes a campaign depends on the product's name.   Sometimes a price must be decided.   Competition must be considered.   What are the forces against you?   What have they in price or quality or claims to weigh against your appeal?   What have you, to win trade against them? What have you, to hold trade against them, when you need it?                                                                                              http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On Trying To Change peoples Habits:   Now changing people's habits  is very expensive.   But great successes have been made by going to people whom are educated already and are getting their wants.   On The Need For Information When Writing An Ad:   An Ad writer, to have a chance at success, must gain full information on his subject.   An advertiser will often painstakingly read for weeks on some problem that came up.   Genius is the art of painstaking.   The advertiser who spares the mednight oil will never go very far.   Thus an advertising campaign is usually preceded by a very large volume of data.   Even an experimental campaign, for effective experiments, cost a great deal of work and time.   The uninformed would be overwellmed to know the amount of work involved in a single ad.   Weeks of work sometimes.   The ad seems so simple, and it must be simple to appeal to people who like things simple.   But, behind that ad lies reams of data, volumes of information, and months of research. "So this is no lazy man's business."                                                                                           http://www.virallistgenerator.com/aff/2573