Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-10
CHAPTER XLvIII.
VALUE OF ANALYSIS OF CONDITIONS

Analysis of prospect to determine how and where to adj
verse further than inquiry into the ability to buy
Such investigation must take than the prospects them
selvest must search the conditions which surround those
prospects
Those analyses must the conditions which pervade
the market They must scrunze temporary conditions such
war; permanent conditions such habits of trade; and
above ALL conditions of competition These factors will largely
determine what advertising tack to take.
In advertising baking powder the manufacturers
used to that contained alum But now when all the
food experts DERIVING the of alum in foods the
baking powder people find It advantageous make their pro-
duet appear totally different by saying it contains alum
This the result of analysis of prospect based know
edge OF conditions which surround the market These adve
sers know that the prospect has got the idea in her mind
They recognize and therefore talk to the house
wife on the basis of her fear of alum.
There also problems of condton-anayss which have
do with competition For instance separator
found that they could not sell at all in Wisconsin and
Michigan whereas they sold very successfully New England
They analysed and discovered the conditions which explained
this fact By talking their possible prospects they found
that good many those two Northwestern states had been
badly deceived another separator and that
suit when these people advertised northwestern farm
Journals the farmers would not believe their claims.
81. These manufacturers located in the East would
have guessed that they faced different kind of problem
Wisconsin and Michigan unless they had analysed their pros
pects After anazng their prospects, they changed their
tactics entirely and instead of making the feature Of their adj
verng the point that their separator cheaper than any
other turned about made the keystone all their
copy the fact that they would refund to the purchaser his
money the separator not satisfactory In that they
talked to the farmer terms of that peculiar state of his mind
They met his before he got out of his mouth His
fear based the fact that he and his friends had been ng
other eparaors knocked mthereens by the
money back guarantee
There many instances which suggest the worthwhile
of this kind of analysis conditions big music
selling in the city and very successful in ad
versng its pianos price argument They tried to expand
the neigborng and into the rural districts But they
found that there not the sort of pull their copy
there it seemed to have in the city
So representative around to call of the
farmers He found that they didn't much about price
None of them wanted the piano because it cheaper He
did nd however that here big problem which the
rural father and mother had to acand that how keep
the children from desire to to the city The went
back and had his write ad around the idea: This
piano will keep the children at home As result the adver
Using began to pull The rural piano business became
They had analysed the condition which determined their
prospects point of appeal.
Quite often you have to try this and try that and try the
other angle until you find out In the meantime you must
pend lot of money and effort to find your Open Sesame
If you anaze the prospect all the phases beforehand
and get the formula for you will lot of
In almost everything that is really adversabe there is
certain formula for certain line of appeal certain
of getting the story to the marketwhich will win
Only anal experience tell you what that secret Is
And analysis is often cheaper tharexperence
faiodo tIo tho riko