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That reader might not again read one of your ads in six months.
Your impression would be lost. But when he writes you, you have a
chance to complete with that prospect all that can be done. In that
saving of waste the sample pays for itself.
Sometimes a small sample is not a fair test. Then we may send an
order on the dealer for a full-size package. Or we may make the
coupon good for a package at the store. Thus we get a longer test.
You say that is expensive. So is it expensive to gain a prospects
interest. It may cost you 50 cents to get the person to the point of
writing for a sample. Don't stop at 15 cents additional to make that
interest valuable.
Another way in which samples pay is by keying your
advertisements. They register the interest you create. Thus you can
compare one with another ad, headline, plan and method. That
means in any line an enormous savings. The wisest, most experienced man cannot tell what will most appeal in any line of copy. With a key to guide you, your returns are very apt to cost you twice what they need cost. And we know that some ads on the same product will cost ten times what others cost. A sample may pay for itself several times over by giving you an accurate check. Again samples enable you to refer customers where they can be supplied. This is important before you attain general distribution.
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