Archive for September, 2009

Scientific Advertising – How To Give Personality To Your Adverts (part 1)

A person who desires to make an impression must stand out in some way. Being eccentric, being abnormal is not a distinction to covet. But doing admirable things in a different way gives one a great advantage. So with salesmen, in person or in print. There is uniqueness which belittles and arouses resentment. There is […]

Repeating advertising success (part 2)

Then we take care not to change an individuality which has proved appealing. Before a man writes a new ad on that line, he gets into the spirit adopted by the advertiser. He plays a part as an actor plays it. In successful advertising great pains are taken to never change our tone. That which […]

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 […]