Chapter 7 - Being Specific (part 2)

A dealer may say, "Our prices have been reduced" without creating any marked impression. But when he says, "Our prices have been reduced 25 per cent" he gets the full value of his announcement.

A mail order advertiser sold women's clothing to people of the poorer classes. For years he used the slogan, "Lowest prices in America." His rivals all copied that. Then he guaranteed to undersell any other dealer. His rivals did likewise. Soon those claims became common to every advertiser in his line, and they became commonplace.

Then under able advice, he changed his statement to "Our net profit is 3%." That was a definite statement and it proved very impressive. With their volumes of business it was evident that their prices must be minimum. No one could be expected to do business on less than 3 percent. The next year their business made a sensational increase.

At one time in the automobile business there was a general impression that profits were excessive. One well-advised advertiser came out with a statement, "Our profit is 9 per cent." Then he cited actual costs on the hidden costs of a $1,500 car. They amounted to $735, without including anything one could easily see. This advertiser made a great success along those lines at that time.

Shaving soaps have long been advertised "Abundant lather," "Does not dry on face," "Acts quickly," etc. One advertiser had as good a chance as the other to impress those claims.