Finance Press - Daily financial articles from world

With proper testing, education and methodology you too can be guaranteed results from your advertising.

With proper testing, education and methodology you too can be guaranteed results from your advertising.

Is it possible to guarantee results form advertising? If you approach advertising as a science instead of an art results are fairly predictable.

Though it is just an inquiry, you are starting to see a return on your investment. This is the first proof your advertising is working.

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.

Now it may take twice or three times as much Conviction in Copy to make a Consumer write an Inquiry for goods, and post it, as it would have taken to make that same Consumer inquire verbally for the goods advertised, when passing a store that should sell them.

But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of Don't-keep-it Or Here's-something-better. As there would have been if that same Consumer had written direct for it by Mail.

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.

The ad must give them a better reason to buy our product or service 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 undeniable form that he can comprehend without effort, so absolutely that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Ads statements. Therefore not more than 1/4 of those who, out of mere curiosity, buy the first package, through "branding" ever buy the 2nd or 3rd consecutive package of the same product. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "branding campaign" to pay the cost of introducing it to the Consumer through Advertising.

In contrast to branding "Reason-Why Advertising" or Salesmanship-on-Paper, results are insured and far more predictable. Consumers need only be convinced one time, through "Reason why advertising" or "Salesmanship- on-paper," the product or service is best for them and their use.

Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.

We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase.

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

< Prev		Next >