ScientificAdvertising.com
writing for a sample. Don't stop at 15 cents additional to make that interest valuable. Another way in which samples pay is by keying your advertisements. They register the interest you create. Thus you can compare one with another ad, headline, plan and method. That means in any line an enormous savings. The wisest, most experienced man cannot tell what will most appeal in any line of copy. With a key to guide you, your returns are very apt to cost you twice what they need cost. And we know that some ads on the same product will cost ten times what others cost. A sample may pay for itself several times over by giving you an accurate check. Again samples enable you to refer customers where they can be supplied. This is important before you attain general distribution. Many advertisers lose much by being penny-wise. They are afraid of imposition, or they try to save pennies. That is why they ask ten cents for a sample, or a stamp or two. Getting that dime may cost them from 40 cents to $1. That is, it may add that to the cost of replies. But it is remarkable how many will pay that addition rather than offer a sample free. Putting a price on a sample greatly retards replies. Then it prohibits you from using the word "Free," as we have stated, will generally more than pay for your samples. For the same reason some advertisers say, "You buy one package, we will buy the other." Or they make a coupon good for part of the purchase price. Any keyed returns will clearly prove that such offers do not pay. Before a prospect is converted, it is approximately as hard to get half price for your article as to get the full price for it. Bear in mind that you are the seller. You are the one courting interest. Then don't make it difficult to exhibit that interest. Don't ask your prospects to pay for your selling efforts. Three in four will refuse to pay - perhaps nine in ten. Cost of requests for samples differ in every line. It depends on your breadth of appeal. Some things appeal to everybody, some to a
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