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

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.

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.

In today market it is easier to get someone to fill out a form online or send an email than it is to get him or her to go to a store and talk to a salesperson.

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.

Therefore, the Advertisement which sends Consumers to Retailers, should be as full of Conviction as the successful Mail-Order Advertisement, in order to fortify that Consumer against substitution, Don?t keep it, and Here’s-something-better.

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.

This is why not more than a fourth of those who, out of mere curiosity, buy the first package, through “General Publicity,” ever buy the second or third consecutive package of the same article. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any “Generally Advertised” article to pay the cost of introducing it to the Consumer’s notice, through Advertising.

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.

With reason why advertising they begin using the article with an advance knowledge of, and belief in, its good points, his appreciation becomes permanent if the goods merit it. 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.

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.

Any Advertiser who uses mere “General Publicity” when he 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 he might have had from the same identical appropriation.