With proper testing, education and methodology you too can be guaranteed results from your advertising.
The first viable return on investment from your advertising is an inquiry for your product or service. It may be an email, a phone call or a visit to a store.
In any case this is just an inquiry for the goods or service. This is real evidence your advertising is working and generating a return on investment.
But, in either case, it is just an Inquiry for the goods, of one sort or another. It is the first practical evidence that the money spent is earning something tangible in return.
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.
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.
The advertisement must therefore give him better Reason why he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute. And, it must give him these reason why in such lucid thought-form that he can understand 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 the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of "Reason-Why" under it cannot combat the personal influence of the Salesman.
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.
The consumer will become a regular buyer of the product because he first read or heard about it in a reason why advertisement. Repeat customers are much more profitable than new ones.
Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
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
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