web-archive-uk.com


Web directory, archive
Search web-archive-uk.com:


Find domain in archive system:
web-archive-uk.com » UK » E » EMAILTOOLS.CO.UK

Total: 86

Choose link from "Titles, links and description words view":

Or switch to "Titles and links view".
  • Direct Marketing & Advertising
    order advertising there is no palaver There is no boasting save of super service There is no useless talk There is no attempt at entertainment There is nothing to amuse Mail order advertising usually contains a coupon That is there to cut out as a reminder of something the reader has decided to do Mail order advertisers know that readers forget They are reading a magazine of interest They may be absorbed in a story A large percentage of people who read an ad and decide to act will forget that decision in five minutes The mail order advertisers that waste by tests and he does not propose to accept it So he inserts that reminder to be cut out and it turns when the reader is ready to act In mail order advertising the pictures are always to the point They are salesmen in themselves They earn space they occupy The size is gauged by their importance The picture of a dress one is trying to sell may occupy much space Less important things get smaller spaces Pictures in ordinary advertising may teach little They probably result in whims But pictures in mail order advertising may form half the cost of selling And you may be sure that everything about them has been decided by many comparative tests Before you use useless pictures merely to decorate or interest look over some mail order ads Mark what their verdict is A man advertised an incubator to be sold by mail Type ads with right headlines brought excellent returns But he conceived the idea that a striking picture would increase those returns So he increased his space 50 percent to add a row of chickens in silhouette It did make a striking ad but his cost per reply was increased by exactly that 50 percent The new ad costing one half more for every insertion brought not one added sale The man learned that incubator buyers were practical people They were looking for attractive offers not for pictures Think of the countless untraced campaigns where a whim of that kind costs half the advertising money without a penny in return And it may go on year after year Mail order advertising tells a complete story if the purpose is to make an immediate sale You see no limitations there are on amount of copy The motto there is The more you tell the more you sell And it has never failed to prove out so in any test we know Sometimes the advertiser uses small ads sometimes large ads None are to small to tell a reasonable story But an ad twice larger brings twice the returns A four times larger ad brings four times the returns and usually some in addition But this occurs only when the larger space is utilized as well as the small space Set half page copy in a page space and you double the cost in returns We have seen many a test prove that

    Original URL path: http://www.emailtools.co.uk/direct-marketing/04.htm (2016-02-18)
    Open archived version from archive


  • Direct Marketing & Advertising
    she nor her friends would ever read it if the headline was Egyptian Psychology So in advertising It is commonly said that people do not read advertisements That is silly of course We who spend millions in advertising and watch the returns marvel at the readers we get Again and again we see 20 percent of all the readers of a newspaper cut out a certain coupon But people do not read ads for amusement They don t read ads which at a glance seem to offer nothing interesting A double page ad on women s dresses will not gain a glance from a man Nor will a shaving cream ad from a woman Always bear these facts in mind People are hurried The average person worth cultivating has too much to read They skip three fourths of the reading matter which they pay to get They are not going to read your business talk unless you make it worth their while and let the headline show it People will not be bored in print They may listen politely at a dinner table to boasts and personalities life history etc But in print they choose their own companions their own subjects They want to be amused or benefited They want economy beauty labor savings good things to eat and wear There may be products which interest them more than anything else in the magazine But they will never know it unless the headline or picture tells them The writer of this chapter spends far more time on headlines than on writing He often spends hours on a single headline Often scores of headlines are discarded before the right one is selected For the entire return from an ad depends on attracting the right sort of readers The best of salesmanship has no chance whatever unless we get a hearing The vast difference in headlines is shown by keyed returns which this book advocates The identical ad run with various headlines differs tremendously in its returns It is not uncommon for a change in headlines to multiply returns from five or ten times over So we compare headlines until we know what sort of appeal pays best That differs in every line of course The writer has before him keyed returns on nearly two thousand headlines used on a single product The story in these ads are nearly identical But the returns vary enormously due to the headlines So with every keyed return in our record appears the headlines that we used Thus we learn what type of headline has the most widespread appeal The product has many uses It fosters beauty It prevents disease It aides daintiness and cleanliness We learn to exactness which quality most of our readers seek This does not mean we neglect the others One sort of appeal may bring half the returns of another yet be important enough to be profitable We overlook no field that pays But we know what proportion of our ads

    Original URL path: http://www.emailtools.co.uk/direct-marketing/05.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    out in this way on approval And we find that people are honest The losses are very small An advertiser offered a set of books to business men The advertising was unprofitable so he consulted another expert The ads were impressive The offer seemed attractive But said the second man let us add one little touch which I have found effective Let us offer to put the buyers name in gilt lettering on each book That was done and with scarcely another change in the ads they sold some hundreds of thousands of books Through some peculiar kink in human psychology it was found that names in gilt gave much added value to the books Many send out small gifts like memorandum books to customers and prospects They get very small results One man sent out a letter to the effect that he had a leather covered book with a mans name on it It was waiting on him and would be sent on request The form of request was enclosed and it also asked for certain information That information indicated lines on which a man might be sold Nearly all men it was found filled out that request and supplied the information When a man knows that something belongs to them something with his name on he will make an effort to get it even though the thing is a trifle In the same way it is found that an offer limited to a certain class of people is far more effective than a general offer For instance an offer limited to veterans of the war Or to members of a lodge or sect Or to executives Those who are entitled to any seeming advantage will go a long way not to lose that advantage An advertiser suffered much from substitution He said Look out for substitutes Be sure you get this brand etc with no effect Those were selfish appeals Then he said Try our rivals too said it in his headlines He invited comparisons and showed that he did not feat them That corrected the situation Buyers were careful to get the brand so conspicuously superior that its maker could court a trial of the rest Two advertisers offered food products nearly identical Both offered a full size package as an introduction But one gave his package free The other bought the package A coupon was good at any store for a package for which the maker paid retail price The first advertiser failed and the second succeeded The first even lost a large part of the trade he had He cheapened his product by giving a 15 cent package away It is hard to pay for an article which has once been free It is like paying railroad fare after traveling on a pass The other gained added respect for his article by paying retail price to let the user try it An article good enough for the maker to buy is good enough for the

    Original URL path: http://www.emailtools.co.uk/direct-marketing/06.htm (2016-02-18)
    Open archived version from archive


  • Direct Marketing & Advertising
    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 percent That was a definite statement and it proved very impressive With their volume 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 this statement Our profit is 9 percent 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 the face Acts quickly etc One advertiser had as good a chance as the other to impress those claims Then a new maker came into the field It was a tremendously difficult field for every customer had to taken from someone else He stated specific facts He said Softens the beard in one minute Maintains its creamy fullness for tens minutes on the face The final result of testing and comparing 130 formulas Perhaps never in advertising has there been a quicker and greater success in an equally difficult field Makers of safety razors have long advertised quick shaves

    Original URL path: http://www.emailtools.co.uk/direct-marketing/07.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    to say Advertisers do not expect a second reading Their constant returns come from getting new readers In every ad consider only new customers People using your product are not going to read your ads They have already read and decided You might advertise month after month to present users that the product they use is poison and they would never know it So never waste one line of your space to say something to present users unless you can say it in your headlines Bear in mind always that you can address an unconverted prospect Any reader of your ad is interested else he would not be a reader You are dealing with someone willing to listen Then do your level best That reader if you lose him now may never again be a reader You are like a salesman in a busy mans office He may have tried again and again to get entree He may never be admitted again This is his one chance to get action and he must employ it to the full This brings up the question of brevity The most common expression you hear about advertising is that people will not read much Yet a vast amount of the best paying advertising shows that people do read much Then they write for a book perhaps for added information There is a fixed rule on this subject of brevity One sentence may tell a complete story on a line like chewing gum It may on an article like Cream of Wheat But whether long or short an advertising story should be reasonably complete A certain man desired a personal car He cared little about the price He wanted a car to take pride in else he felt he would never drive it But being

    Original URL path: http://www.emailtools.co.uk/direct-marketing/08.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    advertising pictures have proved most convincing Not only in picturing the collar or the clothes but in picturing men whom others envy in surroundings which others covet The pictures subtly suggest that these articles of apparel will aid men to those desired positions So with correspondence schools Theirs is traced advertising Picturing men in high positions of taking upward steps forms a very convincing argument So with beauty articles Picturing beautiful women admired and attractive is a supreme inducement But there is a great advantage in including a fascinated man Women desire beauty largely because of men Then show them using their beauty as women do use it to gain maximum effect Advertising pictures should not be eccentric Don t treat your subject lightly Don t lessen respect for your self or your article by any attempt at frivolity People do not patronize a clown There are two things about which men should not joke One is business one is home An eccentric picture may do you serious damage One may gain attention by wearing a fools cap But he would ruin his selling prospects Then a picture which is eccentric or unique takes attention from your subject You cannot afford to do that Your main appeal lies in headline Over shadow that and you kill it Don t to gain general and useless attention sacrifice the attention that you want Don t be like a salesman who wears conspicuous clothes The small percentage he appeals to are not usually good buyers The great majority of the sane and thrifty heartily despise him Be normal in everything you do when you are seeking confidence and conviction Generalities cannot be applied to art There are seeming exceptions to most statements Each line must be studied by itself But the picture must help sell the goods It should help more than anything else could do in like space else use that something else Many pictures tell a story better than type can do In advertising of Puffed Grains the picture of the grains were found to be most effective They awake curiosity No figure drawing in that case compare in results with these grains Other pictures form a total loss We have cited cases of that kind The only way to know as is with most other questions is by compared results There are disputed questions in art work which we will cite without expressing opinions They seem to be answered both ways according to the line which is advertised Does it pay better to use fine art work or ordinary Some advertisers pay up to 2 000 per drawing They figure that the space is expensive The art cost is small in comparison So they consider the best worth its cost Others argue that few people have art education They bring out their ideas and bring them out well at a fraction of the cost Mail order advertisers are generally in this class The question is one of small moment Certainly

    Original URL path: http://www.emailtools.co.uk/direct-marketing/09.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    facts like these and concede them They would not think of devoting a whole campaign to any such impossible object Yet they devote a share of their space to that object That is only the same folly on a smaller scale It is not good business No one orange grower or raisin grower could attempt to increase the consumption of those fruits The cost might be a thousand times his share of the returns But thousands of growers combined have done it on those and many other lines There lies one of the great possibilities of advertising development The general consumption of scores of foods can be profitably increased But it must be done on wide co operation No advertiser could afford to educate people on vitamins or germicides Such things are done by authorities through countless columns of unpaid for space But great successes have been made by going to people already educated and satisfying their created wants It is a very shrewd thing to watch the development of a popular trend the creation of new desires Then at the right time offer to satisfy those desires That was done on yeast s for instance and on numerous antiseptics It can every year be done on new things which some popular fashion or widespread influence is brought into vogue But it is a very different thing to create that fashion taste or influence for all in your field to share There are some things we know of which might possibly be sold to half the homes in the country A Dakin fluid germicide for instance But the consumption would be very small A small bottle might last for years Customers might cost 1 50 each And the revenue per customer might not in ten years repay the cost of getting Mail order sales on single articles however popular rarely cost less that 42 50 each It is reasonable to suppose that sales made through dealers on like articles will cost approximately as much Those facts must be considered on any one sale article Possibly one user will win others But traced returns as in mail order advertising would prohibit much advertising which is now being done Costly mistakes are made by blindly following some ill conceived idea An article for instance may have many uses one of which is to prevent disease Prevention is not a popular subject however much it should be People will do much to cure trouble but people in general will do little to prevent it This has been proved my many disappointments One may spend much money in arguing prevention when the same money spent on another claim would bring many times the sales A heading which asserts one claim may bring ten times the results of a heading which asserted another An advertiser may go far astray unless he finds out A tooth paste may tend to prevent decay It may also beautify teeth Tests will probably find that the latter appeal is

    Original URL path: http://www.emailtools.co.uk/direct-marketing/10.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    12 000 physicians Questionnaires are often mailed to tens of thousands of men and women to get the viewpoint of consumers A 25 000 a year man before advertising outfits for acetylene gas spent weeks in going from farm to farm Another man did that on a tractor Before advertising a shaving cream one thousand men were asked to state what they most desired in a shaving soap Called on to advertise pork and beans a canvass was made of some thousand of homes There to fore all pork and bean advertising has been based on Buy my brand That canvass showed that only 4 percent of the people used any canned pork and beans Ninety six percent baked their beans at home The problem was not to sell a particular brand Any such attempt appealed to only four percent The right appeal was to win the people away from home baked beans The advertising which without knowledge must have failed proved a great success A canvas made not only of homes but of dealers Competition is measured up Every advertiser of a similar product is written for his literature and claims Thus we start with exact information on all that our rivals are doing Clipping bureaus are patronized so that everything printed on our subject comes to the man who writes ads Every comment that comes from consumers or dealers goes to this mans desk It is often necessary in a line to learn the total expenditure We must learn what a user spends a year else we shall not know if users are worth the cost of getting We must learn the total consumption else we may overspend We must learn the percentage of readers to whom our product appeals We must often gather this data on classes

    Original URL path: http://www.emailtools.co.uk/direct-marketing/11.htm (2016-02-18)
    Open archived version from archive



  •  


web-archive-uk.com, 2017-12-17