Scientific Advertising

By Claude C. Hopkins

table of contents

Chapter 4 - Mail Order Advertising - What It Teaches

cont.

Yet there are thousands of advertisers who do just that. They spend large sums on a guess. And they are doing what that man did - paying for sales from 2 to 35 times what they need cost.

A study of mail order advertising reveals many things worth learning. It is a prime subject for study. In the first place, if continued, you know what pays. It is therefore good advertising as applied to that line. The probability is that the ad has resulted from many traced comparisons. It is therefore the best advertising, not theoretical. It will not deceive you. The lessons it teaches are principles which wise men apply to all advertising.

Remember that when you double your space by doubling the size of your type. The ad may still be profitable. But traced returns have proved that you paying a double price for sales. In mail order advertising there is no waste space. Every line is utilized. Borders are rarely used. Remember that when you are tempted to leave valuable space unoccupied.

In mail order advertising there is no palaver. There is no boasting, save of super-service. There is no useless talk. There is no attempt at entertainment. There is nothing to amuse. Mail order advertising usually contains a coupon. That is there to cut out as a reminder of something the reader has decided to do.