You can almost guarantee results from your advertising; it is as much a science as an art.

Is it possible to guarantee results form advertising? If you approach advertising as a science instead of an art results are fairly predictable.

The first tangible Return from an Advertiser’s money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.

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.

Now it may take twice or three times as much Conviction in Copy to make a Consumer write an Inquiry for goods, and post it, as it would have taken to make that same Consumer inquire verbally for the goods advertised, when passing a store that should sell them.

But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of Don’t-keep-it Or Here’s-something-better. As there would have been if that same Consumer had written direct for it by Mail.

If the ad fails to convince the consumers with a „Reason why“ and conviction it could direct him to a retail store where they are switched to a competing brand, the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitor’s bottom line. Half the money spent to keep the brand on people’s minds results in the substitution of non-advertised goods for the advertised through General advertising. The ad must therefore give them a better Reason to buy your goods 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 lucid thought-form that he can comprehend without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.

Because, if the Advertisement fails to thus fortify the Consumer with „Reason-Why“ and conviction, it may simply send him to the Retail Store to be switched on to a competing line of goods with which the Retailer is heavily stocked, or which his Clerks favor the sale of in preference to ours. In that case the Advertising we pay for would sell goods for our non-advertising competitors. Half the money spent to „Keep-the-Name-before-the-People“ results to day in this substitution of non-advertised articles for the articles advertised through General Publicity or branding.

The advertisement must therefore give him better Reason why he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute. And, it must give him these reason why in such lucid thought-form that he can understand without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements, Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of „Reason-Why“ under it cannot combat the personal influence of the Salesman.

With reason why advertising they begin using the article with an advance knowledge of, and belief in, its good points, his appreciation becomes permanent if the goods merit it. He therefore makes a second, third, and further consecutive purchases of the article as a result of having once read a single convincing „Reason-Why“ advertisement about it.

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