Arizona republican., 1911-05-14

tising man undertook to produce for us certain definite results from test cases on that literature which com pels action
 One of these test cases was to be on q mail order proposition which we had handled for years. and which had al- ready made the advertiser wealthy.
 The article advertised cost the con sumer five dollars. with no return pri vilege. Inquiries for it. through mail order, were then costing about one dollar each.
 The advertising man referred to undertook to produce the same grade of inquiries. with the same ratio of sales from them. at one fourth less cost. This-using the self-same me- diums. for the self same article, on the salf-same price and conditions of sale
 As the advertiser was spending ap- proNimately s6,OOO per month. for space, an increase of 25ce in inOuiries from that same space meant Sl,5O0 per month more returns each month that the new copy would have to earn than the best previous copy available if the advertising man made good on his claims
 It took him three weeks to produce one short piece of copy which he con- sidered good enough to accomplish the pledged result At space rates" Gas reporters write news) this would have heen worth about two dollars.
 But, that one piece of copy during the six years it has continuously run has been worth to the advertiser. in additional profits. over x1jO.OOG moro than could have been earned in same space without il.
 IL reduced the cost of equally good Inquiries to an average of about 3. cents each
 This as against previous cost of about S1.O0 each.
 The clients S6,0O0 per month for space thus earned as much. each month. with this one piece of copy, as $lS.0O0 would have earned through continued use of the next best copy that preceded il.
 That single piece of copy has now been running continuously for siS years because no other of the fifty pieces tested against it has ever ap- preached il in result-production. Is il worth while to plan and write "a literature which cOmpcls action for six years, like this?
 Another advertising man of note has accomplished through it d success so great as to he almost incredible. He came to our notice through ar achievement as remarkable as it was conclusive
 A national advertiser, whose product was marketed through retailers. had lost over sixty thousand dollars 1T advertising that product with the usual advertising copy.
 He had then to either retire iron the advertising field and pocket his loss. or discover someone who coulC show him the way back to recovery and profit
 He found this advertising man who was sure enough of his ability [, make most of his fee contingent one.
 Under the proposed arrangement th' latter would himself have lost money until he had recovered for his client in profits. the entire 1000 previous ly lost.
 After that he was to share in tho profits.
 Within two years, through sales compelling plan and copy. he not only recovered the S6O.000 lost but made for his client. and for himself. over a million dollars more in additional net profits.
 All that from what had been pre- viously q failure.
 .The fact is well-authenticated
 He has since duplicated. in large degree, that marvellous success for several of our clients on goods as staple as soap and luXuries as auto mobiles through deep understand ing of human nature, and skillful use of that advertising which com pels action"
 Is it worth while to sway millions of people to a buying climax, as the thought and plan of this man sways them?
 third advertising man has had the audacity and ability to profitably sell lumber--bN mali-SdSn, dooEs. GU
 Can you conceive of d line apparent ly less susceptible to mail order ad- vertising?
 We'll heres the result
 With d modest enough appropria- ton. increased only through profits derived from sales, that lumber busi- nes sof oIr clients grew from volume of $500. 900 per year to over S15O.O0O in one year Sales direct to con sumcrs-by mail only.
 And the entire advertising appropri- ation which produced that increase Of over l50't in volume came (after the first S5,000 investmenD out of profits derived from the cash mali orders as they grew.
 We cite these particular instances