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When we learn what a thousand customers cost, we know almost exactly what a million will cost. When we learn what they buy, we know what a million will buy We establish averages on a small scale, and those averages always hold. We know our cost, we know our sale, we know our profit and loss. We know how soon our cost comes back. Before we spread out, we prove our undertaking absolutely safe. So there are today no advertising disasters piloted by men who know.
Perhaps we try out our project in four or five towns. We may use
a sample offer or a free package to get users started quickly. Then we wait and see if users buy those samples. If they do, will they
continue? How much will they buy? How long does it take for the
profit to return our cost of selling? A test like this may cost $3,000 to $5,000. It is not all lost, even when the product proves unpopular.
Some sales are made. Nearly every test will in time bring back the
entire cost. Sometimes we find that the cost of the advertising comes back before the bills are due. That means that the product can be advertised without investment. Many a great advertiser has been built up without any cost whatever beyond immediate receipts. That is an ideal situation.
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