ScientificAdvertising.com
Many articles are sold under guarantee - so commonly sold that guarantees have ceased to be impressive. But one concern made a fortune by offering a dealers signed warrant. The dealer to whom one paid his money agreed in writing to pay it back if asked. Instead of a far-away stranger, a neighbor gave the warrant. The results have led many to try that plan, and it has always proved effective. Many have advertised, "Try it for a week. If you don't like it we'll return your money. Then someone conceived the idea of sending goods without any money down, and saying, "Pay in a week if you like them." That proved many times more impressive. One great advertising man stated the difference this way: "Two men came to me, each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them. One man said, "Try the horse for a week. If my claims are not true, come back for your money." The other man also said, "Try the horse for a week." But he added, "Come and pay me then." I naturally bought the second mans horse." Now countless things - cigars, typewriters, washing machines, books, etc. - are sent out in this way on approval. And we find that people are honest. The losses are very small. An advertiser offered a set of books to business men. The advertising was unprofitable, so he consulted another expert. The ads were impressive. The offer seemed attractive, "But," said the second man, "let us add one little touch which I have found effective. Let us offer to put the buyers name in gilt lettering on each book." That was done, and with scarcely another change in the ads they sold some hundreds of thousands of books. Through some peculiar kink in human psychology it was found that names in gilt gave much added value to the books. Many send out small gifts, like memorandum books, to customers and prospects. They get very small results. One man sent out a letter to the effect that he had a leather-covered book with a mans name on it. It was waiting on him and would be sent on request. The form of
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