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Many advertisers lose much by being penny-wise. They are afraid
of imposition, or they try to save pennies. That is why they ask ten
cents for a sample, or a stamp or two. Getting that dime may cost
them from 40 cents to $1. That is, it may add that to the cost of
replies. But it is remarkable how many will pay that addition rather
than offer a sample free.
Putting a price on a sample greatly retards replies. Then it
prohibits you from using the word "Free," as we have stated, will
generally more than pay for your samples.
For the same reason some advertisers say, "You buy one package, we will buy the other." Or they make a coupon good for part of the purchase price. Any keyed returns will clearly prove that such offers do not pay. Before a prospect is converted, it is approximately as hard to get half price for your article as to get the full price for it.
Bear in mind that you are the seller. You are the one courting
interest. Then don't make it difficult to exhibit that interest. Don't ask your prospects to pay for your selling efforts. Three in four will
refuse to pay - perhaps nine in ten.
Cost of requests for samples differ in every line. It depends on
your breadth of appeal. Some things appeal to everybody, some to a small percentage. One issue of the papers in Greater New York
brought 1,460,000 requests for a can of evaporated milk. On a
chocolate drink, one-fifth the coupons published are presented.
Another line not widely used may bring a fraction of that number.
But the cost of inquiries is usually enough to be important. Then
don't neglect them.
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