Advertising – the more you tell the more you sell (part 4)

Before you use useless pictures, merely to decorate or interest, look over some mail order ads. Mark what their verdict is.

A man advertised an incubator to be sold by mail. Type ads with right headlines brought excellent returns. But he conceived the idea that a striking picture would increase those returns. So he increased his space by 50 per cent to add a row of chickens in silhouette.

It did make a striking ad, but his cost per reply was increased by exactly that 50 per cent. The new ad, costing one-half more for every insertion, brought not one added sale.

The man learned that incubator buyers were practical people. They were looking for attractive offers, not for pictures.

Think of the countless untraced campaigns where a whim of that kind costs half the advertising money without a penny in return. And it may go on year after year.

Mail order advertising tells a complete story if the purpose is to make an immediate sale. You see no limitations there on amount of copy.

The motto there is, “The more you tell the more you sell.” And it has never failed to prove out so in any test we know.

Sometimes the advertiser uses small ads, sometime large ads. None are too small to tell a reasonable story. But an ad twice larger brings twice the returns. A four-times-larger ad brings four times the returns, and usually some in addition.

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