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There is a great deal in mental impression. Submit five articles
exactly alike and five people may choose one of them. But point out in one some qualities to notice and everyone will find them. The five people then will all choose the same article.
If people can be made sick or well by mental impressions, they
can be made to favor a certain brand in that way. And that, on some lines, is the only way to win them.
Two concerns, side by side, sold women's clothing on
installments. The appeal, of course, was to poor girls who desire to
dress better. One treated them like poor girls and made the bare
business offer. The other put a woman in charge - a motherly,
dignified, capable woman. They did business in her name. They used her picture. She signed all ads and letters. She wrote to these girls like a friend. She knew herself what it meant to a girl not to be able to dress her best.
She had long sought a chance to supply women good clothes and give them all season to pay. Now she was able to do so, with the aid of men behind her. There was no comparison in those two appeals. It was not long before this womans' long established next door rival had to quit.
The backers of this business sold house furnishings on
installments. Sending out catalogs promiscuously did not pay.
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