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Now we put things to the test. We compare cost and result on
every form of expenditure. It is very easily done. Very many costly
wastes are eliminated by this modern process.
Scientific advertising has altered many old plans and conceptions.
It has proved many long established methods to be folly. And why
should we not apply to these things the same criterion we apply to
other forms of selling? Or to manufacturing costs?
Your object in all advertising is to buy new customers at a price
which pays a profit. You have no interest in garnering trade at any
particular store. Learn what your consumers cost and what they buy.
If they cost you one dollar each, figure that every wasted dollar costs you a possible customer. Your business will be built in that way, not by dealer help. You must do your own selling, make your own success. Be content if dealers fill the orders that you bring. Eliminate your wastes. Spend all your ammunition where it counts for most.
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