The Scientific Advertising!

Advertising is salesmanship. Its principles are the principles of salesmanship. ... The only purpose of advertising is to make sales. 

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short. 

When you plan and prepare an advertisement keep before you a typical buyer. Your subject, your headline has gained his or her attention. Then in everything be guided by what you would do if you met the buyer face-to-face.
 
Don't think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.

Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves.
 
The best ads asks no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They cite advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risk.

What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a hedline which will hail those people only. Perhaps a blind headline or some clever conceit will attract many times as many. But they may consist mostly of impossible subjects for what you have to offer. And the people you are after may never realize that the ad refers to something they may want.

It is not uncommon for a change in headlines to multiply returns from five to ten times over. So we compare headlines until we know what sort of appeal pays best.

The appeals we like best will rarely prove best, because we do not know enough people to average up their desires.

...curiosity is one of the strongest of human incentives.

...cheapness is not a strong appeal.
 
Many have advertised, "Try it for a week. If you don't like it we'll return your money". Then someone conceived the idea of sending goods without any money down, and saying, "Pay in a week if you like them". That proved many times as impressive.
 
It is hard to pay for an article which has once been free.
 
Platitudes and generalities roll off the human understanding like water from a duck.
 
When you once get a person's full attention, then is the time to accomplish all you ever hope with him. Bring all your good arguments to bear. Cover every phase of your subject. One fact appeals to some one to another. Omit any one and a certain percentage will lose the fact which might convince. People are not apt to read successive advertisements on any single line. No more than you read a news item twice, or a story. In one reading of an advertisement one decides for or against a proposition. And that operates against a second reading. So present to the reader , when once you get him, every important claim you have.
 
The most common expression you hear about adverting is that people will not read much. Yet a vast amount of the best paying advertising shows that people do read much. Then they write for a book, perhaps - for added information.
 
... samples are of prime importance. However expensive, they usually form the cheapest selling method.
 
Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people who listened to your full story. First create an atmosphere of respect, a desire, an expectation. When people are in the mood, your sample will usually confirm the qualities you claim.
 
Samples sometimes seem to double advertising cost. They often cost more than the advertising. Yet, rightly used, they almost invariably form the cheapest way to get customers. And that is what you want.

 
Now we let the thousands decide what he millions will do. We make a small venture, and watch cost and result. When we learn what a thousand customers cost, we know almost exactly what a million will cost. When we learn what they buy, we know what a million will buy.
 
Your object in all advertising is to buy new customers at a price which pays a profit.

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