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

The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.

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.

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.

The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer.

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.

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.

But, with “Reason-Why” Salesmanship-on-Paper, results are insured and far more cumulative. Because, a Consumer need only be convinced once, through “Reason-why” or “Salesmanship- on-paper,” that the article is what he should, for his own sake, buy and use.

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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