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They amounted to $735, without including anything one could easily see. This advertiser made a great success along those lines at that time.
Shaving soaps have long been advertised "Abundant lather,"
"Does not dry on the face," "Acts quickly," etc. One advertiser had as good a chance as the other to impress those claims. Then a new maker came into the field. It was a tremendously difficult field, for every customer had to taken from someone else. He stated specific facts. He said, "Softens the beard in one minute." "Maintains its creamy fullness for tens minutes on the face." "The final result of testing and comparing 130 formulas." Perhaps never in advertising has there been a quicker and greater success in an equally difficult field.
Makers of safety razors have long advertised quick shaves. One
maker advertised a 78-second shave. That was definite. It indicated actual tests. That man at once made a sensational advance in his sales.
In the old days all beers were advertised as "Pure." The claim
made no impression. The bigger the type used, the bigger the folly.
After millions had been spent to impress a platitude, one brewer
pictured a plate glass where beer was cooled in filtered air. He
pictured a filter of white wood pulp through which every drop was
cleared. He told how bottles were washed four times by machinery.
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