Scientific Advertising

Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim.

One treated them like poor girls and made the bare business offer. The other put a woman in charge—a motherly, dignified, capable woman. They did business in her name. They used her picture. She signed all ads and letters. She wrote to these girls like a friend.

People can be coaxed but not driven. Whatever they do they do to please themselves.

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.

curiosity is one of the strongest human incentives.

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.

Sometimes a price must be decided. A high price creates resistance. It tends to limit ones field. The cost of getting an added profit may be more than the profit. It is a well-known fact that the greatest profits are made on great volume at small profit.

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

The weight of an argument may often be multiplied by making it specific. Say that a tungsten lamp gives more light than a carbon and you leave some doubt. Say it gives three and one-third times the light and people realize that you have made tests and comparisons.