Maximizing Advertising Results
With proper testing, education and methodology you too can be guaranteed results from your advertising.
The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.
The first tangible Return from an Advertiser’s money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.
It may less conviction in Copy to make a Consumer write an email, and send it, as it would have taken to influence the same Consumer inquire verbally for the goods advertised, when visiting a store.
The customer may take direct action and order by phone or online. If the customer visits a store there is three times the chance the she will be influenced by competing products. There may be less expensive alternatives or the salesman may earn a higher commission on other products. The copy must stand up to this influence.
The ad which pulls consumers into retail outlets must be as full of influence as profitable mail order advertising. The consumer must be fortified against substitution.
If the ad fails to convince the consumers with a “Reason why” and conviction it could direct him to a retail store where they are switched to a competing brand, the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitor’s bottom line. Half the money spent to keep the brand on people’s minds results in the substitution of non-advertised goods for the advertised through General advertising. The ad must therefore give them a better Reason to buy your goods than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such lucid thought-form that he can comprehend without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.
Because, if the Advertisement fails to thus fortify the Consumer with “Reason-Why” and conviction, it may simply send him to the Retail Store to be switched on to a competing line of goods with which the Retailer is heavily stocked, or which his Clerks favor the sale of in preference to ours. In that case the Advertising we pay for would sell goods for our non-advertising competitors. Half the money spent to “Keep-the-Name-before-the-People” results to day in this substitution of non-advertised articles for the articles advertised through General Publicity or branding.
In contrast to general publicity “Reason-Why Advertising” or Salesmanship-on-Paper, ROI is predictable. Consumers need only be convinced 1 time, through “Reason why advertising” or “Salesmanship- on-paper,” we thus convince him, and more than fortifying him against substitution.
But, with “Reason-Why” Salesmanship-on-Paper, results are insured and far more cumulative. Because, a Consumer need only be convinced once, through “Reason-why” or “Salesmanship- on-paper,” that the article is what he should, for his own sake, buy and use.
Conviction qualities in copy are shown, by test, to be just as necessary in Advertising design to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers. That is why every Advertisement for goods to be sold through Retailers (against substitution, and “Don’t keep-it” influences), should have as much positive selling force, “Reason-why” and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.
He therefore makes a second, third, and further consecutive purchases of the article as a result of having once read a single convincing Reason Why advertisement about it. This is where large and cumulative profits must come to the General Advertiser-on the second, third and continued purchases by Readers of the first advertisement that reached their Convictions.
The difference in Results from Space in which this direct selling force of “Reason-Why” has been used, and in results from similar space filled with “General Publicity,” is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
