Scientific Advertising

Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.

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

Genius is the art of taking pains.

curiosity is one of the strongest human incentives.

Other lines are only less difficult. A new shaving soap, as an example. About every possible customer is using a rival soap. Most of them are satisfied with it. Many are wedded to it. The appeal must be strong enough to win those people from long-established favor. Such things are not accomplished by haphazard efforts. Not by considering people in

cheapness is not a strong appeal. Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as if they could not and they resent your attitude.

Prevention is not a popular subject, however much it should be. People will do much to cure trouble, but people in general will do little to prevent it. This has been proved by many disappointments.

To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty.

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?