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
    are conspicuous examples A price which appeals only to say 10 percent multiplies the cost of selling But on other lines high price is unimportant High profit is essential The line may have a small sale per customer One hardly cares what he pays for a corn remedy because he uses little The maker must have a large margin because of small consumption On other lines a higher price may even be an inducement Such lines are judged largely by price A product which costs more than the ordinary is considered above the ordinary So the price question is always a very big factor in strategy Competition must be considered What are the forces against you What have they in price or quality or claims to weigh against your appeal What have you to win trade against them What have you to hold trade against them when you get it How strongly are your rivals entrenched There are some fields which are almost impregnable They are usually lines which create a new habit or custom and which typify that custom with consumers They so dominate a field that one can hardly hope to invade it They have volume the profit to make a tremendous fight Such fields are being constantly invaded But it is done through some convincing advantage or through very superior salesmanship in print Other lines are only less difficult A new shaving soap as an example About every possible customer is using a rival soap Most of them are satisfied with it Many are wedded to it The appeal must be strong enough to win those people from long established favor Such things are not accomplished by haphazard efforts Not by considering people in the mass and making blind stabs for their favors We must consider individuals typical people who are using rival brands A man on a Pullman for instance using his favorite soap What could you say to him in person to get him to change to yours We cannot go after thousands of men until we learn how to win one The maker may say that he has no distinctions He is making a good product but much like others He deserves a good share of the trade but he has nothing exclusive to offer However there is nearly always something impressive which others have not told We must discover it We must have a seeming advantage People don t quit habits without reason There is the problem of substitution and how to head it off That often steals much of ones trade This must be considered in ones original plan One must have foresight to see all eventualities and the wisdom to establish his defenses in advance Many pioneers in the line establish large demands Then through some fault in their foundations lose a large share of the harvest Theirs is a mere brand for instance where it might have stood for an exclusive product Vaseline is an example That product established a

    Original URL path: http://www.emailtools.co.uk/direct-marketing/12.htm (2016-02-18)
    Open archived version from archive


  • Direct Marketing & Advertising
    for a sample or a stamp or two Getting that dime may cost them from 40 cents to 1 That is it may add that to the cost of replies But it is remarkable how many will pay that addition rather than offer a sample free Putting a price on a sample greatly retards replies Then it prohibits you from using the word Free as we have stated will generally more than pay for your samples For the same reason some advertisers say You buy one package we will buy the other Or they make a coupon good for part of the purchase price Any keyed returns will clearly prove that such offers do not pay Before a prospect is converted it is approximately as hard to get half price for your article as to get the full price for it Bear in mind that you are the seller You are the one courting interest Then don t make it difficult to exhibit that interest Don t ask your prospects to pay for your selling efforts Three in four will refuse to pay perhaps nine in ten Cost of requests for samples differ in every line It depends on your breadth of appeal Some things appeal to everybody some to a small percentage One issue of the papers in Greater New York brought 1 460 000 requests for a can of evaporated milk On a chocolate drink one fifth the coupons published are presented Another line not widely used may bring a fraction of that number But the cost of inquiries is usually enough to be important Then don t neglect them Don t stint your efforts with those you have half sold An inquiry means that a prospect has read your story and is interested He or she would like to try your product and learn more about it Do what you would do if that prospect stood before you Cost of inquiries depends largely on how they come Asking people to mail the coupon brings minimum returns Often four times as many will present that coupon for a sample at the store On a line before the writer now sample inquiries obtained by mail average 70 cents each The same ads bring inquiries at from 18 cents to 22 cents each when the coupons are presented at a local store Most people write few letters Writing is an effort Perhaps they have no stamps in the house Most people will pay carfare to get a sample rather than two cents postage Therefore it is always best where possible to have samples delivered locally On one line three methods were offered The woman could write for a sample or telephone or call at a store Seventy percent of the inquiries came by telephone The use of the telephone is more common and convenient than the use of stamps Sometimes it is not possible to supply all dealers with samples Then we refer people to some central stores These stores

    Original URL path: http://www.emailtools.co.uk/direct-marketing/13.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    plans dealt with in the previous chapter aid quick distribution They often pay for themselves in this way alone If the samples are distributed locally the coupon names the store The prospects who go there to get the samples know that those stores are supplied if a nearer dealer is not Thus little trade is lost When sample inquiries come to the advertiser inquiries are referred to certain dealers at the start Enough demand is centered there to force those dealers to supply it Sometimes most stores are supplied with samples but on the requirement of a certain purchase You supply a dozen samples with a dozen packages for instance Then inquiries for samples are referred to all stores This quickly forces general distribution Dealers don t like to have their customers go to competitors even for a sample Where a coupon is used good at any store for a full size package the problem of distribution becomes simple Mail to dealers proofs of the ad which will contain a coupon Point out to each that many of his customers are bound to present that coupon Each coupon represents a cash sale at full profit No average dealer will let those coupon customers go elsewhere Such a free package offer often pays for itself in this way It forms the cheapest way of getting general distribution Some of the most successful advertisers have done this in a national way They have inserted coupon ads in magazines each coupon good at any store for a full size package A proof of the ad is sent to dealers in advance with a list of the magazines to be used and their circulation In this way in one week sometimes makers attain a reasonable national distribution And the coupon ad when it appears

    Original URL path: http://www.emailtools.co.uk/direct-marketing/14.htm (2016-02-18)
    Open archived version from archive


  • Direct Marketing & Advertising
    wait and see if users buy those samples If they do will they continue How much will they buy How long does it take for the profit to return our cost of selling A test like this may cost 3 000 to 5 000 It is not all lost even when the product proves unpopular Some sales are made Nearly every test will in time bring back the entire cost Sometimes we find that the cost of the advertising comes back before the bills are due That means that the product can be advertised without investment Many a great advertiser has been built up without any cost whatever beyond immediate receipts That is an ideal situation On another product it may take three months to bring back the cost with a profit But one is sure of his profit in that time When he spreads out he must finance accordingly Think what this means A man has what he considers an advertising possibility But national advertising looks so big and expensive that he dare not undertake it Now he presents it in a few average towns at a very moderate cost With almost no risk whatever From the few thousand he learns what the millions will do Then he acts accordingly If he then branches he knows to a certainty just what his results will be He is playing on the safe side of a hundred to one shot If the article is successful it may make him millions If he is mistaken about it the loss is a trifle These are facts we desire to emphasize and spread All our largest accounts are now built in this way from very small beginnings When business men realize that this can be done hundreds of others will do it For countless fortune earners now lie dormant The largest advertiser in the world makes a business of starting such projects One by one he finds out winners Now he has twenty six and together they earn many millions yearly These test campaigns have other purposes They answer countless questions which arise in business A large food advertiser felt that his product would be more popular in another form He and all his advisers were certain about it They were willing to act on this supposition without consulting the consumers but wiser advice prevailed He inserted an ad in a few towns with a coupon good at any store for a package of the new style product Then he wrote to the users about it They were almost unanimous in their disapproval Later the same product was suggested in still another form The previous verdict made the change look dubious The advertiser hardly thought a test to be worth while But he submitted the question to a few thousand women in a similar way and 91 percent voted for lit Now he has a unique product which promises to largely increase his sales These tests cost about 1 000 each The first one

    Original URL path: http://www.emailtools.co.uk/direct-marketing/15.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    but not generally And the efforts if made do not usually increase the total sales They merely swing trade from one store to another On most lines making a sale without making a convert does not count for much Sales made by conviction by advertising are likely to bring permanent customers People who buy through casual recommendations do not often stick Next time someone else gives other advice Revenue which belongs to the advertiser is often given away without adequate return These discounts and gifts could be far better spent in securing new customers Free goods must be sold and by your efforts usually One extra case with ten means that advertising must sell ten percent more to bring you the same return The dealer would probably buy just as much if you let him buy as convenient Much money is often frittered away on other forms of dealer help Perhaps on window or store displays A window display acting as a reminder may bring to one dealer a lions share of the trade Yet it may not increase your total sales at all Those are facts to find out Try one town in one way one in another Compare total sales in those towns In many lines such tests will show that costly displays are worthless A growing number of experienced advertisers spend no money on displays This is all in line of general publicity so popular long ago Casting bread upon the waters and hoping for its return Most advertising was of that sort twenty years ago Now we put things to the test We compare cost and result on every form of expenditure It is very easily done Very many costly wastes are eliminated by this modern process Scientific advertising has altered many old plans and conceptions

    Original URL path: http://www.emailtools.co.uk/direct-marketing/16.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    is a matter of favor In other lines the man stands out by impressing himself as an authority We have already cited a case where a woman made a great success in selling clothing to girls solely through a created personality which won That s why we have signed ads sometimes to give them a personal authority A man is talking a man who takes pride in his accomplishments not a soulless corporation Whenever possible we introduce a personality into our ads By making a man famous we make his product famous When we claim an improvement naming the man who made it adds effect Then we take care not to change an individuality which has proved appealing Before a man writes a new ad on that line he gets into the spirit adopted by the advertiser He plays a part as an actor plays it In successful advertising great pains are taken to never change our tone That which won so many is probably the best way to win others Then people come to know us We build on that acquaintance rather than introduce a stranger in guise People do not know us by name alone but by looks

    Original URL path: http://www.emailtools.co.uk/direct-marketing/17.htm (2016-02-18)
    Open archived version from archive

  • Direct Marketing & Advertising
    and attractive side not the dark and uninviting side of things Show beauty not homeliness health not sickness Don t show the wrinkles you propose to remove but the face as it will appear Your customers know all about wrinkles In advertising a dentifrice show pretty teeth not bad teeth Talk of coming good conditions not conditions which exist In advertising clothes picture well dressed people not the shabby Picture successful men not failures when you advertise a business course Picture what others wish to be not what they may be now We are attracted by sunshine beauty happiness health success Then point the way to them not the way out of the opposite Picture envied people not the envious Tell people what to do not what to avoid Make your every ad breath good cheer We always dodge a Lugubrious Blue Assume that people will do what you ask Say Send now for this sample Don t say Why do you neglect this offer That suggests that people are neglecting Invite them to follow the crowd Compare the results of two ads one negative one positive One presenting the dark side one the bright side One warning the other

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

  • Direct Marketing & Advertising
    They fail to tell what buyers wish to know One magazine sends out millions of letters annually Some to get subscriptions some to sell books Before the publisher sends out five million letters he puts a few thousands to test He may try twenty five letters each with a thousand prospects He learns what results will cost Perhaps the plan is abandoned because it appears unprofitable If not the letter which pays best is the letter that he uses Just as men are doing now in all scientific advertising Mail order advertisers do likewise They test their letters as they test their ads A general letter is never used until it proves itself best among many actual returns Letter writing has much to do with advertising Letters to inquirers follow up letters Wherever possible they should be tested Where that is not possible they should be based on knowledge gained by tests We find the same difference in letters as in ads Some get action some do not Some complete a sale some forfeit the impression gained These are letters going usually to half made converts that are tremendously important Experience generally shows that a two cent letter gets no more attention than a one cent letter Fine stationery no more than poor stationery The whole appeal lies in the matter A letter which goes to an inquirer is like a salesman going to an interested prospect You know what created that interest Then follow it up along that line not on some different argument Complete the impression already created Don t undertake another guess Do something if possible to get immediate action Offer some inducement for it Or tell what delay may cost Note how many successful selling letters place a limit on an offer It expires on a

    Original URL path: http://www.emailtools.co.uk/direct-marketing/19.htm (2016-02-18)
    Open archived version from archive



  •  


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