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The maker of the electric sewing machine motor found
advertising difficult. So, on good advice, he ceased soliciting a
purchase. He offered to send to any home, through any dealer, a
motor for one weeks' use. With it would come a man to show how to operate it. "Let us help you for a week without cost or obligation," said the ad. Such an offer was resistless, and about nine in ten of the trials led to sales.
So in many, many lines. Cigar makers send out boxes to anyone
and say, "Smoke ten, then keep them or return them, as you wish."
Makers of books, typewriters, washing machines, kitchen cabinets,
vacuum sweepers, etc., send out their products without any
prepayment. They say, "Use them a week, then do as you wish."
Practically all merchandise sold by mail is sent subject to return.
These are all common principles of salesmanship. The most
ignorant peddler applies them. Yet the salesman-in-print very often
forgets them. He talks about his interest. He blazons a name, as
though that was of importance. His phrase is, "Drive people to the
stores," and that is his attitude in everything he says. People can be coaxed but not driven. Whatever they do they do to please
themselves. Many fewer mistakes would be made in advertising if
these facts were never forgotten.
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