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To merely say that would not be impressive. So we state - as a fact - that we paid $100,000 for that formula. That statement when tried has won a wealth of respect. Many articles are sold under guarantee - so commonly sold that guarantees have ceased to be impressive.
But one concern made a fortune by offering a dealers signed warrant. The dealer to whom one paid his money agreed in writing to pay it back if asked. Instead of a far-away stranger, a neighbor gave the warrant. The results have led many to try that plan, and it has always proved effective.
Many have advertised, "Try it for a week. If you don't like it we'll
return your money. Then someone conceived the idea of sending
goods without any money down, and saying, "Pay in a week if you
like them." That proved many times more impressive.
One great advertising man stated the difference this way: "Two
men came to me, each offering me a horse. Both made equal claims.
They were good horses, kind and gentle. A child could drive them.
One man said, "Try the horse for a week. If my claims are not true,
come back for your money." The other man also said, "Try the horse for a week." But he added, "Come and pay me then." I naturally bought the second mans horse."
Now countless things - cigars, typewriters, washing machines,
books, etc. - are sent out in this way on approval. And we find that
people are honest. The losses are very small.
An advertiser offered a set of books to business men. The
advertising was unprofitable, so he consulted another expert.
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