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Therefore it is always a question of what we are
willing to pay for our frivolities. We can at least know what we pay.
We can make keyed comparisons, one ad with another. Whenever we do we invariably find that the nearer we get to proved mail order copy the more customers we get for our money.
This is another important chapter. Think it over. What real
difference is there between inducing a customer to order by mail or
order from his dealer? Why should the methods of salesmanship
differ? They should not. When they do, it is for one of two reasons.
Either the advertiser does not know what the mail order advertiser
knows. He is advertising blindly. Or he deliberately sacrifices a
percentage of his returns to gratify some desire.
There is some apology for that, just as there is for fine offices and
buildings. Most of us can afford to do something for pride and
opinion. But let us know what we are doing. Let us know the cost of
our pride. Then, if our advertising fails to bring us the wanted
returns, let us go back to our model - a good mail order ad - and
eliminate some of our waste.
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