The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. That being so, samples are of prime importance. However expensive, they usually form the cheapest selling method. A salesman might as well go out without his sample case […]

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 […]

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 the cost of inquiries is usually enough to be important. Then don’t neglect them. Don’t stint your efforts with those you have half sold. An inquiry means that a prospect has read your story and is interested. He or she would like to try your product and learn more about it. Do what you […]

It is important to have these dealers send you the coupons promptly. Then you can follow up the inquiries while their interest is fresh. It is said that sample users repeat. They do to some extent. But repeaters form a small percentage. Figure it in your cost. Say to the woman, “Only one sample to […]