Scientific Advertising

By Claude C. Hopkins

table of contents

Chapter 6 - Psychology

A department store advertised at one Easter time a $1,000 hat, and the floor could not hold the women who came to see it. We often employ this factor in psychology. Perhaps we are advertising a valuable formula. To merely say that would not be impressive. So we state - as a fact - that we paid $100,000 for that formula. That statement when tried has won a wealth of respect.

Many articles are sold under guarantee - so commonly sold that guarantees have ceased to be impressive.

But one concern made a fortune by offering a dealers signed warrant.

The dealer to whom one paid his money agreed in writing to pay it back if asked. Instead of a far-away stranger, a neighbor gave the warrant. The results have led many to try that plan, and it has always proved effective.

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 more impressive.

One great advertising man stated the difference this way: "Two men came to me, each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them. One man said, "Try the horse for a week. If my claims are not true, come back for your money." The other man also said, "Try the horse for a week." But he added, "Come and pay me then." I naturally bought the second mans horse."

Now countless things - cigars, typewriters, washing machines, books, etc. - are sent out in this way on approval. And we find that people are honest. The losses are very small.