Maximizing Advertising Results
With proper testing, education and methodology you too can be guaranteed results from your advertising.
The first tangible Return from an Advertiser’s money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.
In any case this is just an inquiry for the goods or service. This is real evidence your advertising is working and generating a return on investment.
It may less conviction in Copy to make a Consumer write an email, and send it, as it would have taken to influence the same Consumer inquire verbally for the goods advertised, when visiting a store.
But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of Don?t-keep-it? Or Here?s-something-better. As there would have been if that same Consumer had written direct for it by Mail.
The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer.
Because, if the Advertisement fails to thus fortify the Consumer with “Reason-Why” and conviction, it may simply send him to the Retail Store to be switched on to a competing line of goods with which the Retailer is heavily stocked, or which his Clerks favor the sale of in preference to ours. In that case the Advertising we pay for would sell goods for our non-advertising competitors. Half the money spent to “Keep-the-Name-before-the-People” results to day in this substitution of non-advertised articles for the articles advertised through General Publicity or branding.
The advertisement must therefore give him better Reason why he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute. And, it must give him these reason why in such lucid thought-form that he can understand without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements, Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of “Reason-Why” under it cannot combat the personal influence of the Salesman.
But, with “Reason-Why” Salesmanship-on-Paper, results are insured and far more cumulative. Because, a Consumer need only be convinced once, through “Reason-why” or “Salesmanship- on-paper,” that the article is what he should, for his own sake, buy and use.
We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase.
The consumer will become a regular buyer of the product because he first read or heard about it in a reason why advertisement. Repeat customers are much more profitable than new ones.
The difference in Results from Space in which this direct selling force of “Reason-Why” has been used, and in results from similar space filled with “General Publicity,” is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
Comments
Leave a Reply
Check them out:
