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How he went down 4,000 feet for pure water. How 1,018
experiments had been made to attain years to give beer that
matchless flavor. And how all the yeast was forever made from that
adopted mother cell.
All claims were such as any brewer might have made. They were
mere essentials in ordinary brewing. But he was the first to tell the
people about them, while others cried merely "pure beer." He made the greatest success that was ever made in beer advertising. "Used the world over" is a very elastic claim. Then one advertiser said, "Used by the peoples of 52 nations," and many others followed.
One statement may take as much room as another, yet a definite
statement may be many times as effective. The difference is vast. If a claim is worth making, make it in the most impressive way. All these effects must be studied. Salesmanship-in-print is very expensive. A salesman's loose talk matters little. But when you are talking to millions at enormous cost, the weight of your claims is important.
No generality has any weight whatever. It is like saying "How do
you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value.
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