That is not your province. Do only that which wins the people you

How Advertising.....
Just Salesmanship
Offer Service
Mail Order Advertising
Headlines
Psychology
Being Specific
Tell Your Full Story
Art In Advertising
Things Too Costly
Information
Strategy
Use Of Samples
Getting Distribution
Test Campaigns
Leaning On Dealers
Individuality
Negative Advertising
Letter Writing
A Name That Helps
Good Business

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(Chapter 9) Art In Advertising

That is not your province. Do only that which wins the people you

are after in the cheapest possible way. But these are minor questions.

They are mere economies, not largely affecting the results of a

campaign. Some things you do may cut all your results in two. Other things can be done which multiply those results.

Minor costs are insignificant when compared with basic principles. One man may do business in a shed, another in a palace. That is immaterial. The great question is, ones power to get the maximum results.