Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-05
CHAPTER XLIE.
DIRECT BY MAIL ADVERTISING PROBLEMS.

Just as an analysis prospect and product will help YOU
decide whether seek factory family distribution
also, similar analysis will determine whether or not to
adopt direct by mail advertising method.
You always up against the problem to what kind OF
man. woman, boy, girl your prospect IS For IN
stance whenever you consider mailing plan by which you
would send out number of circulars must always face
the question: ''Shall we enclose postal cards
Whether you should enclose just order card of Your
postal card depends the habits OF the
person will get the circular If it goes into the office of
executive of factory he will probably just put IN his
letter basket and if he through dlctaon
whereas goes whose correspondence facilities
fewer they apt to put circular aside and not
unless you make easy for them to In such
a the postal card is desirable.
So then, rule either stamped unstamped postal
card should be enclosed whenever you send circular letter
and card to facilitate answer may sometimes make the
whole mailing profitable whereas without It, the effort might
be failure the question of government post card
stamped card against that is not stamped the eharac
ter of the prospect will again help determine The point would
be whether not he would ask for further information with
view toward ultimate purchase
This point also brings to analysis OF the thing to be
sold If you seek sell Doe article and to make
only cent every of them that you sod then 1t
would not worth your while to put the postage stamp
That would loss rather than profit In fact it IS
questionable whether inexpensive article could be sue
cessfuly sold by the mail method
You must also consider whether not to use onecent or
twocen stamps the outside of mailing matter Here, too
you have to analyze the considerations only the
prospect but also the nature of the product too.
Nova days YOU get kind OF envelope which can
practically be sealed and takes only cent in stamps
This may problem because today you send letter
by postage and except for the stamp looks very
much like twocet enclosure far the envelope goes
certain kind of product and certain class OF prospects
should take certain kind of stamp Yet big advertiser
who gets out literature and twelve foowup pieces OF
mail varies his Distinguishing onecent postage half the
letters and the others Either the oneeent or the
stamp must be This advertiser should decide
whether upon analysis of prospect and of that which he has
to SELL his mail warrants twocen stamp or onecent stamp
test will decide this for him if he tabuaes his returns Pos
sbv he have theory that variety is the spice OF
fe But logically why not study the product and prospect
by experiment and mathemaeay find out whether the two
cent stamp best or whether the onecent Will yed pro
poronately greater returns.
Such trial can be made in this way: Suppose you have
mailing of 5000 On letters to $500 of these names
put twocent stamp On the other 900 onecent stamp
When you check the returns tell how much each 2oOO
cost basis of the number of resultant inquiries
orders.
Perhaps YOU cannot determine this point by only
pertinent But several experiments you ought to be able to
find whether the penny the twocen stamp best BY
simply taking number of experiments and compiling the
this also find out whether or not
the enclosure of stamped postal card nonstamped one
is more profitable.
However although the advertisers first temptation is to
try the direct ymai method it is frequently the most nefl-
form of publicity Unless the thing advertised has very
small percentage of possible prospects, the newspaper much
better for the that person reads what they
print with voluntary interest Toward mail matter the usual
impulse is: "Humph-tllats only circular
Also in the matter of cost the direct by mail system at
disadvantage For instance 1000 typewriter letters OF one
page each would So to send oueven if cent
stamp used If the number of words put into
the usual newspaper reading type the cost for its insertion in
newspaper would be about $40 for every 100000 people
reached In other words the newspaper announcement would
cost twohirds much and would reach 100 times many
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