Archive for the 'ch16 Leaning On Dealers' Category

Advertising: discounts or persuasion (part 1)

We cannot depend much in most lines on the active help of jobbers or of dealers. They are busy. They have many lines to consider. The profit on advertised lines is not generally large. And an advertised article is apt to be sold at cut prices. The average dealer does what you would do. He […]

The Importance of tracking Your Marketing (part 2)

Free goods must be sold, and by your efforts usually. One extra case with ten means that advertising must sell ten percent more to bring you the same return. The dealer would probably buy just as much if you let him buy as convenient. Much money is often frittered away on other forms of dealer […]

Understanding Advertising Costs And Returns (part 3)

Your object in all advertising is to buy new customers at a price which pays a profit. You have no interest in garnering trade at any particular store. Learn what your consumers cost and what they buy. If they cost you one dollar each, figure that every wasted dollar costs you a possible customer. Your […]