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Yet the great masses of matter which came to him never got more than a glance. The same principles apply to all advertising. Letter writers overlook them just as advertisers do. They fail to get the right attention.
They fail to tell what buyers wish to know.
One magazine sends out millions of letters annually. Some to get
subscriptions, some to sell books. Before the publisher sends out five million letters he puts a few thousands to test. He may try twenty-five letters, each with a thousand prospects. He learns what results will cost. Perhaps the plan is abandoned because it appears unprofitable.
If not, the letter which pays best is the letter that he uses.
Just as men are doing now in all scientific advertising.
Mail order advertisers do likewise. They test their letters as they
test their ads. A general letter is never used until it proves itself best among many actual returns.
Letter writing has much to do with advertising. Letters to
inquirers, follow-up letters. Wherever possible they should be tested.
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