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This is another phase of advertising which all of us have to
consider. It enters, or should enter, into all campaigns. Every
business man receives a large number of circular letters. Most of
them go direct to the waste basket. But he acts on others, and others are filed for reference. Analyze those letters. The ones you act on or the ones you keep have a headline which attracted your interest.
At a glance they offer something that you want, something you may wish to know. Remember that point in all advertising
A certain buyer spends $50,000,000 per year. Every letter, every
circular which comes to his desk gets its deserved attention. He wants information on the lines he buys. But we have often watched him.
In one minute a score of letters may drop into the waste basket. Then one is laid aside. That is something to consider at once. Another is field under the heading "Varnish." And later when he buys varnish that letter will turn up. That buyer won several prizes by articles on good buying. His articles were based on information.
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