Using Psychology in Advertising (part 2)

We often employ this factor in psychology. Perhaps we are advertising a valuable formula. To merely say that would not be impressive. So we state – as a fact – that we paid $100,000 for that formula. That statement when tried has won a wealth of respect.

Many articles are sold under guarantee – so commonly sold that guarantees have ceased to be impressive. But one concern made a fortune by offering a dealer’s signed warrant. The dealer to whom one paid his money agreed in writing to pay it back if asked. Instead of a far-away stranger, a neighbor gave the warrant. The results have led to many to try that plan, and it has always proved effective.

Many have advertised, “Try it for a week. If you don’t like it we’ll return your money.” Then someone convinced the idea of sending goods without any money down, and saying “Pay in a week if you like them.” That proved many times as impressive.

One great advertising man stated the difference this way: “Two men came to me, each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them. One man said, ‘ Try the horse for a week. If my claims are not true, come back for your money.’ The other man also said, ‘ Try the horse for a week.’ But he added, ‘Come and pay me then.’ I naturally bought the second man’s horse.”

Now countless things – cigars, typewriters, washing machines, books, etc. – are sent out in this way on approval. And we find that people are honest. The losses are very small.

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