INTENSIVE SELLING THE LIBRARY OF THE UNIVERSITY OF CALIFORNIA LOS ANGELES 1 sotn &RANC UNIVERSITY OF CALIFORNIA' ARY LOS t ::s, CALIF. I library Graduate School of Business Administration University of California Lot Angeles 24, California Intensive Selling A comprehensive analysis of possibilities for increasing profitable sales through sup- plemental direct advertising methods es- pecially under present war-time conditions by taking advantage of available dis- tribution based on definite tests sup- plemented by the experiences of many advertisers. BY FLINT MCNAUGHTON 47974 SELLING AID CHICAGO Copyright 1918 by Flint McNaughton Second Edition 1919 ''r. Admin. Library HF 5861 PART ONE POSSIBILITIES FOR INCREASING SALES THROUGH INTENSIVE DIRECT ADVERTISING The business world is awakening un- der the present condition of intensive re- adjustment, to the possibilities of direct advertising as one of the mightiest in- fluences in selling. The power of printed salesmanship to stimulate demand direct can be applied by any selling business. It is the one method that can be used by alt advertisers, applying as advantageously to the requirements of the smallest ad- vertiser as to the largest. It is estimated that over $930.000,000 is spent each year in the United States for advertising. Direct advertising now ranks first in importance in the list of the various kinds of advertising as indi- cated by the estimates that follow. The following is an estimate as to the annual advertising expenditures in the United States for the various kinds and mediums of advertising. These figures are based on an estimate made in 1915 by Printer's Ink, and supplemented by later information from various sources. Direct advertising (circulars, form letters enclosiues, house organs, etc.) $420,000,000 Display advertising (display and general) 270,000,000 Farm and mail order 75,000,000 Direct advertising immense sales aid Estimate of totals paid for different kinds of advertising INTENSIVE SELLING Estimated totals spent for direct advertising based on group expenditures Magazine advertising 70,000,000 Novelty 30,000,000 Billposting 30,000,000 Outdoor, electric signs 24,000,000 Demonstration and sampling 18,000,000 Street car advertising 10,000,000 Theatre programs, curtain, etc 5,000,000 Distributing 4,000,000 $930,000,000 The following estimate as to money invested yearly in the United States in direct advertising, made after careful in- vestigation and analysis, seems conserva- tive: "The nearest approximate figures that we have been able to arrive at in our analysis is as follows : 39,000 manufacturers in the United States of high ratings, including all national advertisers who are manufacturers, spending on an average of $5,000 a year in direct advertising gives a total of $195,000,000 100,000 manufacturers in the United States, not including the above 39,000, spending on an average of $500 a year for direct advertis- ing 50,000,000 40,000 wholesalers and jobbers, spending on the average of $500 a year in direct advertising 20,000,000 1,500,000 retail merchants and trades people in the United States, averaging approximately $50 each year in direct advertising 75,000,000 100,000 miscellaneous lines of busi- ness not classified above, includ- ing banks, real estate agents, brokers, commission houses, pub- lic service companies, insurance companies, land companies, sell- ing agents, trade and business associations, investment com- INTENSIVE SELLING panics, etc., estimated average spent in direct advertising every year is $500 each 50,000,000 600 mail order houses in the United States, average amount spent an- nually, $50,000 (approximately).. 40,000,000 2,500 leading department stores spending on an average $5,000 a year 12,500,000 Total spent for direct advertis- ing yearly $422,500,000 "We believe these figures are conservative, as the amount of direct advertising is steadily increasing and will further increase. "The amount spent by the United States government is not taken into consideration. This is an immense item in itself." 1 As a manufactured product, direct ad- vertising is an important part of the in- 'Homer J. Buckley estimate of present approximate totals in direct advertising in 1918. Every advertiser should strive to get the biggest possible value from every dollar spent in advertising\ Distribution Theatre Program* Street Car Advertising Demonstration Outdoor Advertising Bill Posting Novelty Advertising Magazine Advertising Farm and Mail Order Display Advertising Direct Advertising Diagram showing relative totals spent for different kinds of advertising, based on estimates. INTENSIVE SELLING Total dividends returned from direct advertising tremendous Further figures showing importance of direct advertising dustry that ranks sixth in the United States in volume of business. It is estimated by the United States census report for 1914 that there were 31,612 printing establishments in the United States in 1914. These repre- sented an investment in plants, machinery and other equipments of $588,345,708, employed 388,466 people at an annual wage of $268,086,431, and turned out printed products to the value of $810,- 508,111. The census report figures are valuable in indicating the rapid growth of the industry and the increasing impor- tance of direct advertising, but the fig- ures are suggestive rather than complete. As large as the amount annually in- vested in direct advertising is, however, it is insignificant compared to the total dividends returned to advertisers by the investment. A further indication of the importance of direct advertising to manufacturers alone can be appreciated when we con- sider that there are today some 140,000 manufacturers in the United States. Of these, selling conditions permit not more than 40,000 to make use of the force of national publicity to the consumer. This means that fully 100,000 must depend upon direct advertising or trade paper publicity for stimulating their business through advertising. Competition is constantly forcing busi- ness to operate with greater efficiency in developing sales and in lowering the cost of selling. This is making it more vitally important that every business should in- INTENSIVE SELLING tensively apply direct advertising methods wherever possible in the highly competi- tive battle for business. The possibilities for increasing busi- ness through direct advertising are sug- gested in the Standards of Practice adopted by the Direct Advertising De- partmental of the Associated Advertis- ing Clubs of the World at the Toronto Convention in 1914: "Every advertising manager or business executive in charge of merchandising estab- lishments, also every advertising counselor, in dealing with his clients, should dedicate his best efforts to making truthful direct advertising an efficient aid to business and should pledge himself : 1 : To study carefully his proposition and his field to find out what kind of advertising applies. The reason for every advertising failure is that the right kind of advertising and its proper application for the particular product and market were not used. The only forms of advertising which are best for any purpose are those which produce the most profit. 2: To bring direct advertising to the attention of concerns who have never realized its possibilities. Many concerns do not ad- vertise because they do not know that adver- tising can be started at small expense. They confuse advertising with expensive cam- paigns and hesitate to compete with others already doing general publicity. 3 : To determine the different ways in which direct advertising can be used effec- tively to supplement other forms of adver- tising and to study the other forms used that the direct advertising may become a com- ponent part of the entire publicity plan. 4 : To study the special advantages of Direct Advertising, such as indivyijiality, privacy of plan, facility -for accompanying with the advertisement, samples, postals, re- turn envelopes, inquiry or order blanks, Standards of practice for direct advertisers Decide where direct advertising is best and use it there Plans for making direct advertising efficient aid to business INTENSIVE SELLING Test out mailings in advance remove element of chance Good mailing lists vital to success in direct advertising ability to reach special groups or places, personal control of advertising, up to the minute in mailing, and other recognized ad- vantages. 5 : To strengthen the bond between manu- facturer and dealer by encouraging the man- ufacturer to prepare direct advertising mat- ter for the dealer, so well printed with his name, address and business card as to make the dealer glad to distribute it, provided al- ways that the cost of special imprinting is in proportion to the benefits to be derived. 6 : To take advantage of the opportunity to test put letters and literature on a portion of a list before sending them out to the entire list. Wherever it is possible to ap- proximate in advance his returns from his advertising he has made his advertising more efficient. Direct advertising makes this pos- sible. Testing out direct advertising returns in advance does much to remove the element of chance. 7: To consider inquiries as valuable only when they can be turned into sales. An inquiry is a means to an end not an end in itself. The disposition to consider cost per inquiry instead of cost per sale has led many a firm to false analysis. 8: To give the mailing list proper impor- tance. Many advertisers use poorly pre- pared lists, which are compiled in a careless, haphazard manner, and never take the trou- ble to check them or expand them. Mailing lists should be constantly revised. Poor lists and old lists cost money in two ways : one, by missing good prospects, and thereby los- ing sales, and the other by money spent on useless names. 9: To encourage the use of direct adver- tising as an educational factor within their organizations with sales forces and dealers. Many concerns have raised their standards of efficiency through the use of letters, house organs, bulletins, mailing cards, folders, etc. 10 : To champion direct advertising in the right way. General publicity and direct ad- vertising are two servants of business and each has its place and its work to do. No INTENSIVE SELLING form of advertising should ever attack an- other form of advertising as such." Every firm selling a product or advo- cating a service to classes or groups of prospects can segregate prospective cus- tomers into lists and appeal to these lists by mail, or indirectly, with printed mat- ter. This makes it possible to place an appeal before large lists at nominal cost in a few hours' time. An analysis of the practical features of direct advertising suggest these ten advantages for advertisers: 1 : By using good lists of logical pros- pects there is practically no waste each given prospect receives your appeal. 2 : You can reach any and all prospects in a field in a few hours' time. Thus you can divide the lists into natural units and go after each unit separately. 3 : Your mail advertising can secure busi- ness direct or assist the men in the field by doing missionary work. 4: You can get quick action in reaching any given list. Timely advertising can be released at the psychological moment. You can take advantage of opportune market or business conditions or circumstances to ad- vantage. 5 : There is an intimate and personal touch in direct appeals especially in letter mailings that is an advantage. It "gets un- der the skin." An advertisement in a publi- cation is a speech to a crowd, a letter or a mailing folder is a talk to one man in his easy chair at home, after dinner, or at his desk during the day. 6: Through the more personal appeal of direct advertising the advertiser can bring to bear a different kind of force than that derived from general advertising; he can hook this up to national, class or trade ad- vertising in many ways. The appeal to groups instead of to the masses Ten advantages of direct advertising 10 INTENSIVE SELLING Direct results can be keyed and developed How direct advertising can be taken advantage of in selling 7: Your sales strategy is hidden from competitors. You don't have to show your hand. 8: It permits you to key results. There is no big element of gamble when proper tests are made and results noted. Direct advertising has the one great advantage of remaining under the eye of the one for whom it is working. He can watch it, train it. develop it intelligently. Its operations are visible when properly systematized. 9 : You can get prompt action under the most favorable conditions your proposition is placed in the hands of your prospect, with order blank, return envelope, postcard or other means of reply. 10: Most important of all perhaps, you can build up an intimate, personal acquain- tance and good will among your prospects and customers, of immeasurable value, and at less expense than by any other means. Direct advertising can be applied in many ways. Customers and prospects may be appealed to as often as may be desired. Any territory may be combed for orders or inquiries. Through direct advertising the sales force can be en- thused and helped. This method of sell- ing can be employed in securing "leads" to be followed up and sold later, or to influence the favor of the list, to develop good will of the trade, or to promote greater efficiency in co-operative action. One of the most important and profit- able applications of direct advertising is to secure orders direct. The catalogue and literature is sent out and an order is solicited by mail. The great mail order houses of the country have been built up on this principle of selling. By sending direct advertising in ad- vance of salesmen it is possible to ac- INTENSIVE SELLING 11 quaint the customer with the fact that the salesman will call, and at the same time give the details of the proposition for the customer to be considering. Doing this advance work by mail the advertiser enjoys important advantages. The salesman's time can be economized, he can make more calls, sell his custom- ers in less time, and the cost of selling can thus be reduced. The advantages of mail advertising, as a supplement to salesmen is indicated by the following extract, which, while it uses letters as an illustration, can be applied with the same force to other mediums. "You can cut the high cost of selling goods with the right kind of personal letter adver- tising. "One company reduced the number of sales- man's calls necessary to secure a sale from seven to five, in one year, through the timely use of letters. The figures on which it is based are real figures ; they are taken from the records of one of America's largest manu- facturers. "For the company quoted, the cost per call of its salesmen was $11.23. The cost of a per- sonal letter sent out by its salesmanager was 35 cents. It took thirty-two letters to equal the cost of one salesman's call. But the concern whose figures we quote did not send out thirty- two letters: it averaged but three for each of its salesmen. "During the year previous, when practically no letters were written, the salesmen averaged one order in seven calls. During the past year, since the adoption of the letter policy, the salesmen have been able to secure one order in every five calls." 1 Another wholesale house found that by supplementing its salesmen with ^'Backing up your Salesmen," booklet issued by Hamp- shire Paper Co., South Hadley Falls, Mass. Paving the way for salesmen How direct advertising cuts cost of selling through men Letters supple- menting salesmen permitted a sale to be made in five calls instead of seven 12 INTENSIVE SELLING Using catalog to supplement work of salesmen How direct advertising supplementing salesmen increased volume of business 25% catalogues and devices for convenient ordering of requirements, they were able, in five years' time, to increase the volume of their business 25 per cent. "Until we made a determined effort to build our business we never realized how much trade we were losing," said the sales manager of a large wholesale house. "We had always as- sumed that our big force of traveling sales- men ISO of them covered the field thor- oughly. Now we know that many an order was placed elsewhere between the salesmen's calls. "We began by issuing a new catalog one modeled on the lines of those in the big retail mail order houses with every device included for making easy the placing of orders. Per- forated pages of postcards were bound in the book; sheaves of order blanks were included. "Then we assailed the problem of securing the cooperation of our salesmen. We ex- plained that our plan was to obtain more sales from each customer, and this, logically, would increase the commissions of each man. "Between calls, your customers are inclined to place orders with competitors, we argued. Persuade them to use the catalog and you'll find many commissions credited to you for sales you never worked for." This made a strong impression. "Our aggressive campaign for mail orders has achieved several good results. Not only has it increased our gross sales over 25 per- cent, but it has added stability to our business centralized it at the home office, and weak- ened the salesmen's personal control of a ter- ritory." 1 "Many manufacturers and wholesalers are using the mails more and more in moving vol- ume of goods among retailers. Their men seldom call back every couple of weeks frequently not once in every three months Wew York World: "Supplementing Salesmen's Efforts Through Mail." by H. J. Barrett. INTENSIVE SELLING 13 and retailers develop needs when salesmen are not on the scene to take orders. "As John Allen Murphy, a retailer, says in Printer's Ink : 'Modern merchandising almost compels the retailer to do a great deal of his merchandising by mail. The mail order method of purchasing has developed among retailers almost as much as among consumers, but in the case of retailers it is more of a necessity. The retailer who wants to keep up his variety and keep down his stock is obliged to order a great deal by mail between the calls of salesmen there should flow a constant stream of mail orders." 1 The first list of potential value in the established business is the list of cus- tomers from whom further business is desired. It is advisable to keep before customers continually with literature sug- gesting desirable goods and urging an order or an investigation of the proposi- tion advertised. There is a natural bond of intimacy between a progressive house and its satisfied customers, and it usually is possible to take profitable advantage of this through direct advertising. The possibilities of direct advertising as a means of educating and selling pros- pects is well known. Nearly all manu- facturers, wholesalers, and to a large ex- tent, retailers, sell goods to certain easily segregated classes of industry or to known legitimate prospects. Such lines of business or known prospects can be listed and appealed to direct by mail at a cost of a few cents for each name on the list. An enclosed order blank, a re- turn postcard or coupon, along with the letter or literature, may serve to bring l ldeas: No. 35, by Flint McNaughton. Direct advertising used in winning more orders from retailers Lists of customers first logical list for advertisers Prospects easily listed and appealed to direct INTENSIVE SELLING Getting specific buying in forma- tion through which a list of known prospects can be built Follow-ups used to turn lists into business back the orders or inquiries for further paticulars or prices. Direct advertising methods are being made use of by manufacturers and wholesalers to secure market informa- tion and facts on which to base econom- ical selling plans, as described in the following instance: "The manufacturer of a dress fabric was considering advertising, but as his goods were sold through jobbers who sold through the country, he had no way of telling just who his retailers were, where they were or in what part of the country they were strongest. "He appropriated a certain sum for adver- tising, but decided to devote the greater amount to research work. "His investigations showed some 8,500 deal- ers in the United States who were highly enough rated and properly located to handle the fabrics. "He addressed a letter to these dealers tell- ing of the approaching campaign, enclosing a large sample of the fabric and a stamped return postcard containing two notations for the dealer to check, namely : 'I handle your product and I would like to obtain free co- operative advertising service,' and 'I do not handle your product but would like to receive samples and list of jobbers handling them.' "Of the 8,500 circulars sent out, 4,000 replies were received, 2,500 saying they carried some of the fabrics and 1,500 requesting samples and list of jobbers. While the former did not represent all the dealers handling the line, it gave the manufacturers a working nucleus. "The 1,500 dealers were followed up to in- duce them to order goods from their jobbers and the other 2,500 were urged to carry and maintain complete stocks." 1 When manufacturers distribute their ^Advertising & Selling: "^.''Finding out how Jobbers Feel." INTENSIVE SELLING 15 products through dealers it is to advan- tage to interest the dealers in their line and assist them in every way possible in increasing sale for their goods. This can be done in many ways by devising prac- tical selling plans which the dealer can co-operate in carrying out, by supplying window trims, signs, display racks, lit- erature to be sent to lists of dealers' cus- tomers, newspaper electrotypes, booklets, enclosures and "schemes" for local sell- ing. In connection with literature sent out to lists of customers' prospects, dealers and salesmen, it is important that a sell- ing plan be provided, of which each mail- ing is a unit or part. A properly pre- pared plan ties up each mailing to the others, making each a cog in the machin- ery of influencing the list. A series of letters or mailings of any character, pre- pared and designed to be sent out to lists at predetermined intervals, usually fif- teen or thirty days, is known as a "fol- low-up" system. These systems are ex- tremely effective in accomplishing im- portant work of sales influence and edu- cation in a way which reduces labor in the advertiser's sales or advertising de- partment to the minimum. Direct advertising affords an oppor- tunity to the advertiser for taking advan- tage of other kinds of advertising. There are many ways in which direct advertising can be applied as an auxiliary means for furthering co-operation. When an advertiser who distributes through dealers spends money for na- Selling plan important as the foundation for success in a direct advertising campaign Strengthening many kinds o| publicity by direct advertising "hook-up" 16 INTENSIVE SELLING "Selling" national advertising to the dealer direct by mail Supplementing street car campaigns Winning interest of jobbers and their salesmen tional, trade paper or display advertising it is to advantage to circularize dealers and explain the advertising plans, send proofs of advertisements, and point out where it is to advantage of the dealer to co-operate in getting the greatest pos- sible benefit from the advertising. Letters, with proofs of local newspaper consumer - influencing advertising, are often sent to dealers, outlining the adver- tising plans and urging dealers to be pre- pared to intelligently meet the demand that the newspaper advertising develops. The effect of a street car advertising campaign can be benefited through direct advertising in which attention of dealers is called to car cards which will be used. Such a campaign enables dealers and jobbers to keep advised as to street car advertising plans and permits them to in- telligently take full advantage of con- sumer interest which street car publicity develops. When direct advertising campaigns are carried on to dealers, or when na- tional advertising or trade paper adver- tising is done, it is well to keep jobbers who handle the goods advised as to what effort is being made by the manufacturer to influence the consumer to ask for the goods, and as to what measures are being taken to hook the dealer up in the cam- paign. In this book this problem is con- sidered from many angles, especially as it applies to one important phase of di- rect advertising. A method of advertising for which INTENSIVE SELLING 17 business in the United States spends over $420,000,000 a year merits the most ex- haustive study by every executive. An increase in efficiency in this kind of ad- vertising means an increase in profits. In the volume of direct advertising done during the past decade, investiga- tions have been made, results have been keyed, and watched and recorded, tests have been carried out, theories have been demonstrated. The problem of direct advertising confronting thoughtful ad- vertisers has been viewed from varied angles and definite conclusions reached. In this brief outline of the subject of direct advertising space has permitted us to merely touch lightly upon the im- portant channels which afford oppor- tunity for advertisers to increase sales. Each phase of this subject is deserving of intensive thought and constructive de- velopment. One important and neglected medium of direct advertising is considered es- pecially in the following sections. The subject of enclosures, in their many forms and practical applications for stimulating sales is worthy of intensive study in any business. In this book an analysis of the sales possibilities of en- closures is made, the vital features that count in enclosure successes are pointed out and scores of practical, proven ideas are suggested for adaptation and effect- ive use in all lines of business and under all kinds of selling conditions. Intensive selling plans worthy of the most careful study Facts gleaned from costly experience presented on the following pages Sales-influencing possibilities of enclosures as an advertising medium PART TWO Where one man's eyes were opened to value of enclosures How he put the idea to work in his business A manufacturer of a line of metal spe- cialties picked a printed enclosure from an envelope that bore a business letter to him. The message on the enclosure caught his interest. The enclosure opened the door to business ; it delivered its message in the executive's office when salesmen sat patiently in the outer office waiting an interview. This man was impressed with the idea of advertising his own firm's products through enclosures with letters. An in- vestigation showed that several hundred letters went out of his office daily, besides invoices and statements. At least ninety percent went to logical prospects for products sold by the firm. There were eleven agents controlling territory: most of these reported they were in position to make profitable use of quantities of good enclosures every month. The firm's list of dealers were checked over and a letter was sent to each asking how many enclosures could be given judi- cious distribution. The response was en- couraging. Part of the firm's line was handled by jobbers. The distribution of sales- win- ning arguments through jobber's corre- INTENSIVE SELLING 19 spondence afforded another medium of productive distribution. A series of enclosures was carefully prepared and given systematic distribu- tion. The sales influence that developed direct returns as well as indirect dem- onstrated that advertising through en- closures pays. This medium of direct advertising, too little recognized and vastly misused, is known variously as enclosures, inserts, package slips and envelope "staffers." Enclosures are small advertisements in the shape of booklets, leaflets, folded cir- culars or simple slips of paper stock to be given distribution in many available ways. No other medium of direct advertising can be applied to so many channels as enclosures. The distribution costs noth- ing as it already exists, whether it is used or not. This reduces the cost of en- closure advertising to practically the ex- pense of printing. Further than this, it is often possible, by efficient management and forethought, to reduce the cost of printing to merely the mechanical cost of set-up and makeready. "When we consider the subtle and far-reach- ing distribution possible for enclosures, and against this, the relatively insignificant cost for printing, it is surprising that this selling influence is not taken advantage of a great deal more than it is. But recognition of this well-worth-while possibility is becoming ap- parent. Some firms systematically map out the year's enclosure campaign just as they plan their mailing folders in series." 1 1 Judicious Advertising: "Making Printed Enclosures a Selling Influence," by Flint McNaughton. Enclosures an effective medium for aiding sales Distribution available whether it is used or not 20 INTENSIVE SELLING Where enclosures can be given distribution Ways of using enclosures to attract business and increase sales Keeping dealers informed as to advertising The distribution that can properly be given enclosures varies with the condi- tions of the business and with the class of prospects appealed to. Enclosures may be inserted in outgoing envelopes, with correspondence, form letters, fol- low-up letters, with invoices and state- ments. They can be used to advantage as supplements with follow-up letters, bearing a part of the burden of telling the sales story to the prospect. "A good percent of the letters mailed out by manufacturers go to prospective buyers of their products ; every letter affords free dis- tribution of interest-awakening printed mat- ter. This sort of printed matter is simple and inexpensive; it demands but a twist of the wrist for the office boy or stenographer to slip an enclosure in the envelope with the outgoing letter." 1 Advertisers are applying enclosures in numberless ways to stimulate sales by carrying information and selling sug- gestions to groups of prospects. Success- ful advertisers who reach consumers through national advertising and sell through dealers adopt methods for keep- ing dealers informed as to national and trade paper advertising. By doing this they get greater value from such pub- licity. Enclosures are effective mediums for accomplishing this at minimum cost. The most common application of en- closures is found in direct selling propo- sitions when the advertiser is appealing to a given list for business. In order to illustrate the sales influ- ence of enclosures there is no better way. No. 16, by Flint McNaughton. INTENSIVE SELLING 21 perhaps, than to relate instances of their profitable use as applied to many selling conditions and lines of business. An advertising manager, upon analyz- ing conditions in connection with a firm with which he was connected, discovered that in a large correspondence, with bills going out daily, statements monthly, and even with follow-up letters the envel- opes bore no printed enclosures. He selected a series of strong sales ar- guments regarding products that his company manufactured and apportioned his list of subjects over twelve months of the year. Then he prepared a series of twelve enclosures in which the selected features or subjects were exploited in copy and by illustrations. They were released and distributed at thirty-day intervals during the year. Every out-going envelope spoke through its enclosure. Limited quantities were supplied to dealers. The travelers used them. Frequent orders were traceable to the enclosures. One inquiry resulted in * connection that netted the house more in profit during the year's time than the entire cost of producing the enclosures. A sales agent for garments found him- self carrying a considerable stock of tan waterproof ulsters of a character es- pecially suitable for the use of profes- sional men. In connection with letters advertising a similar black waterproof garment to clergymen who had formerly bought garments, an enclosure was sent, How one advertiser systematically used enclosures to stimulate sales Stock of raincoats sold through enclosures 22 INTENSIVE SELLING Results astonished the advertiser carrying a sample of the tan material, and requesting the recipient of the letter to pass the enclosure along to some pro- fessional friend. The enclosure de- scribed the garments and listed them at a very moderate price, with the privilege of ten-day inspection. The result was that the stock, which had been occupying shelf-space for What Are You Putting Under Ymr Postage Money? goes to dete values iii^t <> How to keep busy and mate money when new construction is at a stand-still DO YOU WANT PROOFS Typical specimens of folder enclosures originals usually printed in two colors. This type of enclosure is made up of stock folded one or more times, and cut in suitable size to be conveniently inserted in correspondence envelopes. INTENSIVE SELLING 23 weeks, was almost entirely sold, at the nominal cost of the printing and the samples, within fifteen days. "Enclosures are made to serve a double pur- pose for one automobile manufacturer. They are issued frequently and given distribution through outgoing envelopes from the home office. They are sent to branches and dealers in quantities agreed upon and distributed through envelopes, in show rooms and in other ways. A good distribution can be counted upon and the enclosures serve a double pur- pose of spreading the selling features of the company's products and helping the dealers in influencing their prospects. "These enclosures are explanations of sell- ing features. For instance, one will explain the steering gear, another points out the strength in frames, another treats of steels. These help dealers in following up their pros- pects. One feature in favor of these enclos- ures is that they are brief, and are read- easily." 1 In the early days of Sears, Roebuck & Co., the mail order house, Mr. Sears had 4,000 couches to dispose of and he de- cided to send out in an edition of cata- logues a small four-page enclosure de- scribing and illustrating them and featur- ing them at an attractive price. After the couch advertisement was in print it was found that the fourth page of the folder prepared was blank. An associate suggested printing an ad- vertisement of a cheap dictionary on that page and the idea was approved. One hundred thousand enclosures were dis- tributed in the catalogues. This adver- tising, the cost of which was entirely i Judicious Advertising: "Making Printed Enclosures a Selling Influence," by Flint McNaughton. An enclosure plan used by an auto manufacturer How an insert in a catalog sold out two stocks 24 INTENSIVE SELLING Stock of used tires moved through enclosures inserted in envelopes How a telephone company inten- sively stimulates business Advantage taken of monthly envelope distribution enclosures used printing, sold the entire stock of couches and the entire edition of the dictionaries. An automobile manufacturer found enclosures effective in closing out a stock of used tires. A considerable stock of tires had accumulated in a branch house all in excellent condition but second hand. They wanted to move the tires and were willing to sell them at very low prices prices that were very exceptional considering their actual value. A plain type enclosure was printed in one color and the enclosures were in- serted in outgoing envelopes, with state- ments and invoices, and sent to dealers for distribution. This resulted directly in a number of sales. How enclosures are systematically used as the logical medium of keeping sales suggestions before the field is told by an advertising executive of the New York Telephone Company. "Most of you are reasonably familiar with the fact that our statements are rendered monthly. In Buffalo are prepared in the neigh- borhood of eighty thousand statements a month. It has always seemed too good an opportunity for the distribution of advertising literature to be overlooked. We have at- tempted to systematize such usage. "We also use enclosures with correspond- ence. Every letter to a prospective subscriber or a subscriber must contain some piece of advertising literature. "Judgment is used in selecting such litera- ture. Letters to business houses contain busi- ness circulars only, and in like manner, letters to home folks contain homey literature. While the placing of enclosures in with correspond- ence has been followed with considerable sue- INTENSIVE SELLING 25 cess the biggest thing in our habits of making double use of the postage stamp lies in the use of mailing with our monthly statements. "We do not work in a haphazard way. Each year the advertising men from the different divisions of our company throughout the State get together early in the spring and set a schedule of enclosures to be used for the suc- ceeding twelve months. It will be easily un- derstood what a valuable means this method gives us of making any general announcements to our customers. "We make a practice of giving our custom- ers a little rest now and then for perhaps two months or three months. It has always seemed to us in so doing that we insure their gratitude. From the amount of comment de- veloped after the use of some attractive cir- cular, after a vacation of two or three months, we believe we are justified in our opinion. "There are one or two seasonable pieces of literature that can be relied on, however, and our customers reach the frame of mind where they actually expect it, and feel abused if they don't get it. One instance, in our own line of business, is in the use on the first of March each year of what we know as our "Three Months at a Glance Calendars." We have used this type of calendar for three years. During January and February we have many requests as to when our calendars are going to be ready." 1 A banker had prepared a series of three enclosures for his several departments savings accounts, commercial banking, trust department and safe deposit vaults. He also featured in enclosures special services, such as certificates of deposit and the strength and construction of the vaults. The campaign presented the bank's proposition in a highly attractive manner. A schedule of distribution was arranged 'Geo. W. Billings, Address at Buffalo Ad Club. Periodical "lay-off" to get better effect from enclosures A banker's plan typical of applica- tion in every line 26 INTENSIVE SELLING Seeking "leads' for business through enclosures Inducing quick payments through enclosures saving enclosures went out to commer- cial accounts; safe deposit enclosures reached savings, commercial and trust accounts. An immediate response was felt in each department, and the year's campaign resulted very satisfactorily. This new business was intensive and the enclosure method of advertising per- mitted new business to be secured easily at a very moderate cost. Enclosures are made use of in many ways to interest prospects in coming into the store, sending for a sample order or doing some specific thing that will give the advertiser an advantage in eventually making a sale. Human nature is susceptible to flattery and everyone is attracted by opportuni- ties of securing something for nothing. Basing the appeal on these psychologi- cal conditions, advertisers make use of a card, usually enclosed with a letter, of- fering the bearer some special advantage, favor or courtesy. The proprietor of a summer garden sent out cards to selected lists, with the name of the prospect written in ink, granting the privilege of free entrance to the park for a specified time. In this way many strangers were induced to visit the park for the first time, and undoubted future patronage secured. A large concern makes excellent use of an enclosure in collections. Mindful of the fact that the usual "two per cent ten days" clause, printed on a billhead is so common that its full meaning is often overlooked, they have devised a yellow INTENSIVE SELLING 27 sticker upon which is printed in red ink : "This invoice is subject to a discount of two per cent if paid within ten days from date. Two per cent ten days is equiva- lent to thirty-six per cent a year." "A good way to insure your catalog or booklet being read or at least given attention is to send out a letter with it, calling particu- lar attention to some specific part of the book- let. A paragraph like this: 'On page 36-37 of this booklet you will find information of particular value to you of particular helpful- ness to your business.' Then the pages men- tioned in the letter should be marked right in the booklet with a heavy colored pencil." 1 "I know one stock-selling proposition where we wrote a man, and instead of sending him the usual follow-up letter we took a pink slip and said: 'Dear Mr. Jones: On such and such a day we sent you the attached letter. It evidently has escaped your attention.' A little memorandum and that pink slip attached to the so-called carbon copy of the letter brought a larger percentage of results than a new fol- low-up letter written to another list." 2 A financial house, offering its stock on a special occasion on a limited time pay- ment basis, used an enclosure to present their proposition in an effective manner. When the statement of arrangements of payment to suit the convenience of the buyer was made in a letter the effect was not satisfactory. The desire was to adopt some means that would bring out the special time payment inducement in a more striking and conspicuous manner. In order to accomplish this an enclo- sure was prepared to accompany the let- ter. The enclosure was a simple slip of yellow stock on which was reproduced in 'Norman Lewis: Address at A. A. C. of W. at Chicago. 'Homer H. Buckley: Address at A. A. C.of W.,Toronto. Methods for getting prospects to read your literature An enclosure idea that paid better than a letter Using enclosures to spur prospects to action 28 INTENSIVE SELLING imitation of typewriting, the following memorandum : "Confidential : One of our good friends in the rubber trade said yesterday : "I am loaded up with tires, bought before the last price raise, and the cold weather during April and May has made sales slow. I want to come in for a few shares, but would like more time on my second payment, say half of it in July and half in August how about it ?' This condition may be holding you back. If it is we will arrange the second payment to suit your convenience. Let us know." (Signed in ink by the Treas- urer.) 2 aa K TSI> SH . ry Knot to TOW tfToa- * ttet tro iu tntelttliK It for ow owvoot ootwitentloa IX Mill ntb U>o milm for yow ooopttAM oc or koforoour 2 r M BRACK DEALERS BUY DIRECT AND SAVE THE JOBBER'S PROFIT! COSTS YOU YOU MAKE YOUR PROFIT $ 112 o OFF LIST: corn f our .-004 . o aaro w oo V MooBd Biruet. M7 telf of It la JLjr Ad bmlf In arut - *bt Itr* fbli oMdttln oo ooUlx r "*. If It tl^ltr. Wo.. Mil 4Trn. o^ou MT- wot ram '.oairr Examples of enclosures designed to force the prospect to quick action. These enclosures are often pinned or tipped onto other literature. Calling attention to the special features of the offer, or emphasizing the limited time price made, this type of enclosure is found very effective when properly planned and prepared. INTENSIVE SELLING 29 A plan tried by sales manager to im- press correspondents and to convenience in replying is to enclose a carbon with the letter requiring a reply. A rubber stamp imprint is placed on such carbons, reading: "When replying to the accom- panying letter, kindly enclose this carbon copy." This often prompts an immedi- ate answer, and saves going to the files to look up the carbon of the letter sent out. It also allows the correspondent to make the reply briefer. Pasters, or gummed enclosures, mak- ing special announcements, such as re- movals or change in location or telephone number can be tipped on a letter in such a way that they obstruct the beginning of the letter and therefore command es- pecial attention because they must be lifted aside before the letter can be read. "In organizations where correspondence is regularly addressed to the company rather than to individuals or departments, some meth- od of identifying letters is necessary in order to give prompt service. A simple method used by one large manufacturer consists of a red gummed sticker about one inch square worded as follows: "Quicker service will be given you if you detach the coupon below and stick it on your reply. This answers letter Dated Dept M >n "... here is a little device to get atten- tion for its letters of solicitation. It is a gummed label, printed in red and perforated through the middle. The top half reads: This is a personally written letter and we thank you for treating it as such. In replying, use the attached.' The lower half bears the inscrip- tion : 'Attention of Fred A. Wish, Adv. Mgr.' " 2 ^System: "In the Day's Work." Printers' Ink: "The Little Schoolmaster's Classroom. Using carbon copy as follow-up Getting publicity through gummed slips and pasters Plan for saving time in correspondence 30 INTENSIVE SELLING Enclosure method used by a progressive bank as means of educating public Use of cards and similar enclosures by retailers to bring customers to the store "A Kansas City banker devised a set of stickers 4 l /2 by \ l / 2 inches, one of which is attached to every outgoing letter, as well as to forms and statements that regularly go to his depositors. "Each strip briefly tells of one of the bank's services. Some of them read as follows : " There is no better investment than 6% Farm Loans- The principal is safe and the income certain. Consult our mortgage loan department.' " 'Accumulative savings certificates are a splendid saving feature. Monthly deposits of $1.07, or more to suit your convenience. 3% compound interest and 2% bonus at date of maturity.' " 'In our great fire and burglar proof vaults we rent safe deposit boxes as low as $3 per year. On our daily balances of checking ac- counts we pay 2% interest.' MI Retailers send out similar cards to se- lected lists of customers inviting them to inspect given lines in advance of the opening of a special sale. A retailer of musical instruments is- sued a card offering a book upon request at the store. The card read : "Introduc- ing a member of the family of (blank space for name to be written in). A beautiful book entitled, "Everything Known to Music," will be handed to the person presenting this card. This book contains an illustrated history of every musical instrument in the modern orches- tra, besides much other interesting mat- ter. Please present the card in the Piano Department, Third Floor." Enclosures are used as an aid in facili- tating the correspondence department ^System: "How to get Bank Depositors." INTENSIVE SELLING 31 and to ward off letters of complaint. A publisher sends a notification that the book ordered is being sent by parcel post. In connection with this is an enclosure, bearing the following information : "The book referred to in the enclosed invoice goes to you under separate cover by par- cel post. As there have been some com- plaints recently regarding non-delivery of parcel post matter, we ask you to let us know at once if you do not receive the book within a reasonable time after this letter reaches you. Bear in mind that parcel post packages are not expected to travel as fast as letters. Your postmaster or. carrier will tell you about how long it ought to take." In order to secure requests for their catalogues, a manufacturer sent a sample page of his catalogue to a list of pro- spective customers. Attached to the sample page was a small printed slip which read: "Sample page taken from our beautifully illustrated Spring Cata- logue or Sales Book which we will send you free upon request. For your con- venience the usual retail prices are printed under all illustrations on this page. The goods, however, will be billed to you at guaranteed wholesale mill prices." Using a somewhat similar plan for at- tracting attention to their catalogue, one mailing concern attaches to their cata- logue a slip bearing the following state- ment : "Memorandum : Give this cata- logue a permanent place in your files. You will find it valuable to have handy Making enclosures conserve correspondence Selling catalogs by showing sample page Plans for winning attention for catalogs and getting them preserved 32 INTENSIVE SELLING A method for finding out what type of product the inquirer is interested in for ready reference when you want in- formation. . . . etc." In order to introduce literature sent on request and to pave the way for an in- terested "come-back" an automobile com- pany makes use of an enclosure. It is a small leaflet, printed on one side in type- writer type, and reads in part as fol- lows: "The attached printed matter is mailed you by request. We trust that it will contain at least part of the informa- tion that you desire regarding Studebaker Automobiles. "We have other literature that will give you valuable suggestions in the selec- tion of an automobile, and upon return of this slip, indicating type of car in which you are most interested, we shall be glad to send it without obligation, of course. . . . (Information to be Do You Know b *. " W> nAm T-mr* * BOOKS Z IK MONTH U . 5 I rglll t-l! !>" I I. , ' . " . . , ..- ii-.:L, i'< is. Ml =i. Tvpes of enclosures designed to induce special attention to the catalog, booklet or other enclosure to which they are attached. These enclosures can be pinned on the cover of the literature or inserted, by a fold, over the first page. They usually play up the features of especial interest in the literature and assure quick consideration. INTENSIVE SELLING 33 checked follows and space for name and address follows.)" As a follow-up, a publisher sends a reprint of his current general advertise- ment with a slip attached to one corner. The slip reads: "Memorandum for (name of prospective buyer typewritten in). Attached is a proof of an ad that you may have missed. We should like to send you the booklet. Simply sign and mail the postal." The object, of course, is to induce the prospective buyer to order. Another method of getting a reply without effort is described in this ex- tract : "Want to save time in your follow-up? When you first write your customer have two carbon copies made of your letter. If you don't hear from him in ten days simply take out one of the carbons, paste a sticker on it like the following, and mail to your customer without other remark or enclosure. It saves the time of writing a letter asking why a reply was not received. It saves the customer's time in looking up your first letter." The sticker should bear this wording : "No Reply Re- ceived the courtesy of an early reply with return of this correspondence will be appre- ciated." 1 A publisher calls attention to forth- coming issues of the publication through poster stamps issued as enclosures with form letters and correspondence during the weeks previous to the closing of forms of the advertising issue. It has been found advantageous by many houses to distribute enclosures 'Schulze: "Making Letters Pay System." Taking further advantage of general advertising as a follow-up Another carbon copy follow-up scheme INTENSIVE SELLING Poster stamps and remittance acknowledgment enclosures Typical example of methods used by progressive hotels Calendars in enclosure form for special lists along with checks sent in payment of bills in the shape of slips of paper bear- ing thanks or suggesting good will. A check enclosure idea is illustrated by the following: "This check is yours. Without cus- tomers there would be no George H. Morrill Co. Without Geo. H. Merrill Co. you would not have this check. With you boosting we will have more custom- ers and your checks will be increased." Hotels find a valuable means of adver- tising in enclosures. There are many channels for distribution. Enclosures provide a means for exploiting the finer points of service and expressing commer- cial politeness that is always in order. There is real satisfaction in paying your bill at one Chicago hotel, because, with the receipt covering the remittance, a handsomely printed card is enclosed. The card reads: "Hotel LaSalle ac- knowledges with thanks your remittance, for which receipt is enclosed herewith." A variation of the daily calendar idea of keeping before his customers has been found effective by one merchant. To avoid the bulk of the daily calendar and the small figures necessary in the monthly calendar of small size, this mer- chant encloses with his monthly state- ments and his house organ, a pad of 3 by 5 sheets, each one containing the calendar for a week. The figures make one row with a blank column under each for notes. This size just fits the daily card file and provides a plan through which the coming week can be instantly INTENSIVE SELLING 35 checked up. A couple of lines of copy ties the merchant's name to the calendar. Advertisers are using enclosure ideas as the basis of follow-ups, dealer-co-op- eration plans and mediums for bringing inquiries in touch with local dealers and providing manufacturers with a lever for interesting the local dealer. A plan of the latter type is explained here : Getting better dealer-cooperation through enclosures A follow-up device used by suc- cessful advertisers. Sent out pinned to an order blank a day or two days after letter is mailed. MEMO/r< t ef a* "... this concern makes men's jewelry and advertises a patent shirt stud sold through jewelers. It appreciates that there is no sense in paying good money for inquiries and then letting them go by default, and while shirt studs will not justify a very elaborate follow- up, Larter & Sons work on the theory that a satisfied customer is a good advertisement and spare no effort to make him satisfied. When the inquiry comes in a demonstration stud is sent to the inquirer with a letter. After ex- plaining what the stud is and why it should be bought, the inquirer is told: "If your regular dealer can't supply you, please ask him to write us, or, if you desire you can purchase from the dealer mentioned on the enclosed card, who carries our line.' "This card takes the place of the usual in- structions in letters of this kind to 'order from the other dealer.' It gives the inquirer some- thing definite to do. The card reads : 'Jones & Brown, Jewelers. New Haven, Conn. This will introduce to you Robert Cole, who wishes to inspect your stock of Larter studs, links and Getting the con- sumer into the store to "hook-up" dealer 36 INTENSIVE SELLING Valuable publicity at low cost for special occasions Example of this kind of use Ways of using poster stamps vest buttons, and for whom we bespeak every possible consideration. Thanking you in ad- vance for the courtesy, we are, Yours very truly .' "i At times of conventions, important events or special celebrations even dur- ing ordinary buying seasons manufac- turers frequently provide enclosures on which an invitation is extended to cus- tomers and prospective buyers who visit the city to take advantage of the oppor- tunity and visit the house. These en- closures can be given distribution in the house organ, in envelopes carrying cor- respondence, sales letters, invoices and statements. An example of this type of enclosure is reproduced here: "Let Buckie's be your headquarters! Great times will be had in Chicago at the Printers' Session of the Associated Advertising Clubs of the World Con- vention here June 20th to 24th. It will pay big in new ideas and inspiration to be there. You are cordially invited to make our office your headquarters, to have your mail forwarded in care of us to see for yourself what genuinely effi- cient roller and ink making methods are behind the goods bearing our name." Poster stamps, as enclosures, are among the most widely applied of all mediums. They can be applied by the advertiser in many ways and passed along to the retailer with definite in- structions as to how to use them in his advertising. A good poster stamp, print- ed in bright or suitable colors, has a ^Printers' Ink: Follow-ups that Clinch the Inquiry." by- Cameron McPherson. INTENSIVE SELLING pleasing distinction that compels atten- tion. Gummed on the reverse, they can be easily attached to packages, stationery, on goods or be enclosed unattached. These can be made to illustrate different departments of the factory, processes of manufacture, special lines of goods, or simply to illustrate an idea through poster effects. They are usually issued in series and distributed according to some suitable plan of rotation. "Sears, Roebuck & Co. pastes on its large general catalogue a sheet of poster stamps, al- Using poster stamps to advertise departments | .,!,. rrtOH TA Postcards are often used to secure names of prospects ? and in this way valuable lists can be built up. Advantage of present distribution can be taken in getting excellent distribution of these "new prospect" cards. /I >7 O 7 . 1 38 Mail order house method for getting orders for special catalogs Poster stamps used for winning better dealer cooperation though often sending these in letters and pack- ages. Each of these stamps conveys a definite instruction, based on an illustrated theme. Are you interested in plumbing? Then your eye is caught by a stamp showing a faucet open, with running water, and when you attach that plumbing stamp to any card, letter or order along comes the plumbing catalogue. So with every one of a score or more of lines, each with its poster stamp. It makes it easier for the bona fide patron or prospect to secure defi- nite catalogues giving specific information not found in the general catalogue, yet it implies that you must make use of this stamp. For instance, the general catalogue cannot possibly list and price the full grocery line, but if you are interested in groceries, you'll make use of the poster which shows a collection of food products being handled by a clerk, and by simply pasting on a card, the special grocery list comes to you by return mail." 1 One manufacturer makes poster stamps the basis of his dealer advertis- ing campaign. Fine drawings, used in national advertising, can be reproduced on a series of poster stamps. Simple enclosures are printed for dealer distrib- ution and the effect of elaborate printing is secured by attaching a poster stamp to the cover. A series of stamps are packed in sets for distribution to school children "collectors." Poster stamps, when drawings are suitable, can be attached on the letter- head, as an effective attraction for the eye. A manufacturing jeweler issues poster stamps showing a jeweler seated at a table, busily engaged in repairing. These are used by jewelers on their let- terheads to brighten them up either pasted at the top or in the lower left- l Postaie: "Particularizing the Poster Stamp," by Maxwell Droke. INTENSIVE SELLING 39 hand corner. "This," says a manufac- turer, in his dealer literature, "enables a jeweler to retain the essentials of his official letterhead and still have a highly effective piece of stationery without added expense. The suggestion lingers long after your letter is forgotten and you know what that means to your store." In a similar manner poster stamps can be applied to fold-over letters. Instead of the usual 8^ by 11 sheet, a larger sheet is taken about 8 l / 2 by 14 inches and folds the top over to form a Z l /2 inch flap on the left to which the poster stamp is affixed. The space under the flap may be devoted to a printed adver- tisement. Poster stamps serve excellently as seals for envelopes and packages. They can be used to liven show case signs, to be tipped on windows, to be tipped on advertising matter or placed on the back of the business card. They can be at- tached to postcards, along with the writ- ten messages, given away on "Call Again" cards as souvenirs, attached to blotters, tipped on the corners of bills and statements or inserted in theatre pro- grams in connection with a brief printed advertisement. Corporations are taking advantage of every avenue of advertising. The West- ern Union Telegraph Company is send- ing out enclosures to stockholders, en- closed with the quarter's dividend checks. One of these, signed by the President, says : "The enclosed check is not merely Giving packages identity and adver- tising value Methods used by corporations for gaining coopera- tion of stockholders 40 INTENSIVE SELLING Intensive methods being applied to large and small businesses a dividend on money invested. It is a reminder that you are one of the owners of this company : that you are concerned in its success. We therefore ask you to assist the management to increase the volume of the Company's business: by forwarding to New York any complaints of the telegraph or cable service or sug- gestions for their improvement; by talk- ing "Western Union" among your friends and acquaintances. Your active interest and assistance will help to in- crease the value of your property." PART THREE MAKING LETTER ADVERTISING MORE EFFECTIVE THROUGH SUPPLE- MENTARY ENCLOSURES Every letter mailed under first class postage is permitted a maximum weight of one ounce under the carrying stamps. Third class mail is entitled to two ounces for one cent postage. The postage stamps pay for this weight regardless of whether or not it is used. Since letters on heavy stock, together with the envel- opes, weigh but a fraction of this per- mitted weight the envelope can carry a material weight of enclosures without exceeding the prescribed limits. "The average business letter even the two sheet one weighs hardly half an ounce. An envelope with nothing but an invoice or state- ment enclosed weighs only about a quarter of an ounce. Thus the average business firm is using less than twelve and a half percent of their carrying capacity. You can make the remaining eighty-seven and a half percent carry your advertising free. "Vacant advertising space the best, too you are paying for it and letting it go to waste. Put an advertisement in that space in the shape of a snappy booklet. Every adver- tising bulletin of this kind scores a bull's eye, for it cannot go astray." 1 An attractive booklet, a striking leaflet or folder, delivered with every letter, in- voice and statement, with cartons, in house organs, and placed in packages, assures valuable sales influence, and the distribution costs nothing. ^Impressions Opportunities for taking advantage of distribution afforded through correspondence envelopes, with invoices, form letters, etc. Opinions of two authorities INTENSIVE SELLING Where enclosures inserted with letters increased returns from 10% to 52% Details of the waiting scheme Successful advertisers are taking ad- vantage of enclosures as practical medi- ums for stimulating sales. This is evi- denced by the following extract. Where- as letters alone, pulled from 7% to 10%, letters containing enclosures pulled 52%. This intensive sales force, which pro- duced such excellent results in the tailor- to-the-trade line, can be applied to any business. "... a series of enclosures formed an in- tegral part of a definite and well planned sales campaign. Each enclosure had a different de- sign to win a welcome reading, to eliminate monotony, to be interesting and of an educa- tional value. To bait the recipient's attention appropriate cuts were used in some instances. They helped to liven up the enclosures and get them read. "We had 2,100 dealers on our books. It was at that stage of the season when we were about to distribute new sample lines. Up to that time the house had had considerable dif- ficulty in getting its dealers to acknowledge receipt of samples. The percentage of ac- knowledgments ran from seven to ten per cent. As it was a matter of vital importance to know whether the samples connected with those dealers who failed to advise, a couple of follow- up letters were usually sent out about ten days apart, and designed to pull the desired informa- tion. They seldom 'pulled' very strong. "The day following the shipment of the new lines we mailed letters to all our dealers to the effect that the new lines were on the way and to be on the lookout for them. A short sales talk regarding the merit of the line was in- corporated in the letters. Nothing was said about acknowledging receipt of the samples as this was left to the enclosure that accompanied each letter. "The enclosures were printed on two colors . . . and folded through the center. Upon opening the enclosure the talk read as follows: INTENSIVE SELLING 43 'Just fill out the attached stamped card, detach it and mail it to us, for it signifies that you have received our samples in good condition. If the express company has failed to effect delivery, then we are just as anxious to know it in order that we may send tracer and locate the outfit for you and place it in your hands promptly.' A stamped return postcard, prop- erly worded for convenient reply, was attached. "Within two weeks after the lines had been shipped, 1,100 cards came back and they con- stituted much valuable information. Some dealers expressed themselves as satisfied with the line, others found the prices too high, or the fabrics unsuited for their section of the country. Others said they could not use the samples and were returning them. Others stated the express company had not effected delivery. Out of 2,100, 1,100 dealers said something, and the 52 per cent of replies gave the house something to work on. "A card accompanying the first follow-up brought 15 per cent returns on 1,000 letters. "For a month we slipped an enclosure into every envelope that left our establishment. It advertised extra trousers with suits. Extra trousers business picked up 7*/2 per cent." 1 It is generally accepted, in theory, that a short letter has a better chance for l The Mail Bag: "Gauging the Effectiveness of Envelope Enclosures," by Wm. H. Herring. Stimulating sales of a product 7 l /2% through an enclosure If you are buying Commercial Paper at the present rate*, thii letter will be of inlerwl A form of enclosure that is often especially effective in giving a pleasing personal effect to form letters is the "Memo" slip on which a message is typewritten. Simple slips of stock on which a printed statement appears are often used, though usually less effective. INTENSIVE SELLING Short letter safer than long letter Short letters de- voted to arousing interest details in enclosures commanding attention than a long letter, since less effort is required to read it. Therefore, to gain attention, it is advis- able to seek to make letters as brief as practicable and still to tell the story. "... the mailing consists of a perfectly processed, three-line letter designed to secure the reading of an enclosed booklet, which, by the way, is the function of most replying-to-in- quiries letters. The trouble with so many ad- vertisers is that they insist on putting into the letter a lot of copy which belongs in the en- closure, with the attendant annoyance that both the letter and enclosures lose efficiency." 1 A manufacturer of machinery special- ties found that it took a long letter to tell his story convincingly. The percentage of inquiries from the necessarily long letters was small to what he believed it should be, judging from past experi- ence. It was his experience in selling another product that his class of pros- pects read a short letter more readily than they read a long letter, and that a short letter, to his trade, pulled a ma- terially higher percentage of replies. He had a series of enclosures pre- pared, illustrating his products with half- tones, and fully describing the applica- tion of the product to the particular line of business to which he was appealing. Making use of these enclosures to carry the details of his proposition, he was enabled to cut down his letters to mere interest-arousing introductions planned to secure audiences for his enclosures. The percentage of returns from this series of mailings was more satisfactory. ^Postage: "In the Day's Mail." by Louis Victor Eytinge. INTENSIVE SELLING Double spaced letters always pulled bet- ter returns for this manufacturer than single spaced letters. The enclosures prepared for this pur- pose were used to advantage also, in many other ways. They were used in lieu of the catalogue, distributed in out- going envelopes, handed out by salesmen and agents, supplied to jobbers for dis- tribution, distributed at the business show, supplied to dealers to distribute. "It is generally believed that short letters are more effective, when it is possible to make them tell the whole story, than long letters. It is conceded that the chances for reading are bet- ter. By using enclosures in connection with letters, to relieve the letters of details and facts, permits the letters to be devoted to the single demand of gaining attention. Frequently the facts of the proposition can be set forth more effectively in printed display which en- closures make possible." 1 "For any form of solicitation, letters re- lieved and backed by enclosures, get your prop- osition deeper into your list than letters tell- ing your whole story alone. "Beware long letters ! They scare readers away. If they can be shortened they should pull better results. Enclosures make this pos- sible." 2 "The enclosure should complement the letter. The entire communication should be made one harmonious whole. Repetition in the form let- ter of points fully developed in the printed matter should be avoided, except in rare cases where the letter may swiftly touch on a few of the salient points brought out in the enclosures. In the main, the object of the letter should be to direct attention to the enclosure containing l Homer J. Buckley, address "Letter Advertising" at Mil- waukee. *Pstaft: "Influencing Sales through Envelope Enclos- ures," by Flint McNaughton. Advantage should be taken of many ways of dis- tribution Authorities advocate short letters and supplementary enclosures 46 INTENSIVE SELLING Enclosures accompanying letters pulled better returns than letters alone Winning pros- pect's interest in other lines through enclosures the selling talk, or the important features of the communication." 1 By using enclosures to convey the de- tails to supplement the letters it is possible to relieve the letters of details that can be carried in enclosures, and effort in the letters can be directed to arousing interest in the reader. "Follow-up letters accompanied by circulars or booklets brought more sales than those that were not backed by printed details of the offer. A distinctive personal sales letter with a pam- phlet containing an interesting personal story of a man who bothered along for years without buying furniture the convenience of his home required, pulled three times as much as the old- style of cold argumentative, impersonal letter and enclosure." 2 It is possible, when following up a prospect who has expressed interest in any given product, to interest him in other products or allied lines, supplies or services, by distributing enclosures attractively describing other products. Enclosures used in connection with form letters make possible increased effectiveness of the mailings. A medi- ocre sales letter is frequently strength- ened to the result-getting point by a clever enclosure. "It is essential (in reaching the dealers) to always enclose a small descriptive circular of the article concerned in your letter. This fur- nishes necessary details to the interested reader. "When possible, enclose, too, a sample of the material or workmanship offered for sale. ^Postage: "Increasing Sales through Envelope Enclosures." by Flint McNaughton. *Syslem: "In the Day's Mail." INTENSIVE SELLING This is one of the best possible attention-get- ters and interest-arousers. It is a natural law that the impression made is increased in pro- portion to the number of senses favorably ap- pealed to. As an instance, a ground sample of grain is sent with a letter on grinders, ap- pealing to the sense of sight and touch. The letter in which we first used these samples brought us more orders and new dealers than any plan previously tried out." 1 A financial house, sending out form letters to lists of prospects whose names were recommended as possible buyers of stock by stockholders of the company, found it advantageous to mention the name of the individual who had sug- gested the prospect's name in making a point of contact. Since the letters were reproduced on a letter duplicating ma- chine, and not individually typewritten, it was not found convenient to insert the name of the individual in the letter at the time of filling in. The filled in name often failed to register properly and there was often a variation in rib- bon match that was negative. In order to take advantage of the name ^Printers' Ink: "Good Enclosures in Form Letters," by H. I. Wildenberg. Make appeal real by enclosing sample of advertised goods How a bond house registered a valuable personal effect through an enclosure with a letter If YOU USE ANY UNO OF SHIPPING CASES. LET US FIGURE WTTH YOU. IF YOU DO NOT. PLEASE TEU. US ON THIS CARD AND WE WILL NOT TAKE ANY MORE OF YOUR TIME. When advertisers send out stamped return envelopes or postal cards it is best to have a slip printed and attach with a clip to the return mediums requesting reply whether interested or not. In this way the list is reduced and definite information secured. One firm, using such a slip on return envelopes, secured about nine times as many envelopes back, and a larger percentage of favorable replies was received. INTENSIVE SELLING A test showing effectiveness of booklets as enclosures with letters Fewer enclosures used better chances of results of the friend who suggested the pros- pect's name, a slip was provided, about one by three inches in size, and tipped on the margin of the letter. The slip bore the following wording: "This let- ter, outlining a safe and especially at- tractive investment, with five years allowed for payment of stock, is sent you at the suggestion of (name of individual who suggested pros- pect's name typewritten in). This slip was of a contrasting color to the letter- head and immediately attracted the eye of the recipient. The experiences of many advertisers indicate that the booklet is especially effective, when used as an enclosure in connection with letters. In one reported test a letter enclosing a booklet pulled 7% better returns than a letter alone. This test is described as follows : "In one case a concern sent out 4.000 letters in four test lots of 1.000 each. All details of the tests were similar except the enclosures. A return postcard went with each letter. With the first thousand letters a booklet was en- closed. In the second lot of letters a folded circular was the enclosure. Several leaflet- were enclosed in the third lot. No enclosure went with the fourth letter except the return postcard. Results reported : The booklet let- ter pulled 15%, the letter with the circulars 13%, the letters with the several leaflets about 12% and the letters with no enclosure other than the return postcard pulled 8%. These results compare with similar tests." 1 This, and other similar demonstrations prove the value of strong, well-prepared booklets as enclosures, and indicate that the! fewer enclosures used in a letter, the 'Schulte: "Making Letten Pay System." INTENSIVE SELLING 49 more attention the enclosure portion of the mailing receives. Probably the reason for this is that a booklet is usually more impressive and has less of the negative qualities of an advertisement than a folded circular. Its bound form makes it compact, easy to read, to handle and file away. Its suc- cession of pages can be made to lead the prospect on with increasing interest for further information and to deliver the selling facts of the proposition before he gets to the price factor in the back of the book. In the folded circular, the whole story is necessarily laid before the reader's eye, and much of the interest- winning copy is skipped through curios- ity to see the price of the advertised product. The booklet is adapted to car- rying either a short message, in large type on eight pages, or carrying many pages of information in type and illus- trations. In the case of the letter sent alone, it seems that there is often not enough space in the letter to arouse interest in the proposition. When the attempt is made to give necessary details of a prop- osition in a letter the letter becomes so long as to discourage reading. While tests can be referred to as guides, it must be remembered that each selling proposition has its own peculiar features; and results that apply to the selling conditions of one firm may not apply to those of another concern. Every advertiser should carefully test out enclosures of different types in con- nection with letters, just as letters are Why booklets pull better than folded enclosures Letters alone must be too long Every sales problem demands its own test 50 INTENSIVE SELLING One enclosure usually best many poor policy "Stuffing" of envelope should be avoided tested out against one another to ascer- tain relative selling values. It is frequently found that five or six enclosures are inserted, with the letter, in a single envelope the idea being evi- dently, if there be any idea behind the "stuffing" of an envelope that the ad- vertising value of enclosures is small and six enclosures in one envelope will stand a six to one chance of scoring a sales thought. Quite the reverse; a number of enclosures in a single envelope con- fuse the reader. He sees at once that the envelope contains a promiscuous ad- vertisement and a large percent of the enclosures go directly into discard un- less they be exceptional in character. And where exceptionally attractive en- closures are distributed it will seldom occur that more than one is placed in each envelope. This "stuffing" of envelopes has done much to cast the real selling value of enclosures in bad repute. "One enclosure to a letter is enough. Peo- ple often say that the enclosure detracts from the letter itself. I believe this may be so if there are too many, but one neat, compact capsule of selling microbes will aid your let- ters." 1 "The temptation to crowd the envelope full of miscellany is ever present. In our eager- ness to persuade the prospect we credit him with too much indulgence for our proposition and for our presentation of it If we were to lay down a hard and fast rule with respect to enclosures in form letters it would be : 'Enclose only the bare necessaries; rather too few papers than too many.' " 2 "James Wallin, Address at Buffalo Ad Club. 1 'Judicious Advertising: "Uncle Sam: Assistant Sales Manager." by Tim Thrift. INTENSIVE SELLING 51 In all direct advertising the greatest care should be given to details : the view- point of the other man should always be kept in mind. One of the secrets of success in the use of letter enclosures is the placing of the enclosure in the envelope in such a manner as to arouse the greatest curiosity and attention on the part of the reader. The enclosure should be placed inside the folded letter, and the letter should be folded, blank side out. When the envel- ope is opened and the letter is taken out the blank side of the letter will be seen first. It will be necessary for the recip- ient to open the letter to see who it is from and what it is about. This gives the impression of the personal appeal to the letter, whether it is a specially written letter or a form letter. The enclosure would not be seen until the letter was opened. Were the enclosure not hidden within the folded letter, the recipient would see the enclosure first and he nil;- 1st h.. Proper manner for placing enclosures in envelopes Letter should be seen first then enclosure then the "come-back" device This note from the President to the Sales Manager, is reproduced by the Sales Manager and distributed with a letter to a list of old cus- tomers. This plan is used fre- quently to reach such lists from a different angle and when well handled results are invariably satisfactory. INTENSIVE SELLING One thing at a time to engage prospect's attention Evidence enclosures are seen by the interested individual 77% business men look over mail personally would get the impression of the appeal be- ing an advertisement. When the recipient's mind is centered on the letter, he glances through that first: then he finds further details as to the proposition in the enclosure; and finally, placed inside of this, he finds the return postcard or order blank. The se- quence of the items in the mailing are such that the prospect is led on by nat- ural stages to the point of acting, and the results are better. It is regarded as certain that a large percent of enclosures accompanying let- ters even when addressed to large firms reach the desks and are given attention by the individuals whom it is desired to influence. .Careful tests indicate that the present tendency is to have all incoming mail received at a mailing desk. Of the representative firms, large and small, who form the basis of one investigation, 43% are found to receive mail through a mail- ing department: 57% do not. At these desks, in eighty-one cases out of a hun- dred mail was opened before being dis- tributed. In 95% of the cases it was sent to the proper department. When enclosures were sent with form letters 90% attached them to the form letter, which was then forwarded to the indi- vidual who should receive it. It was estimated that 97% of the firms looked at the advertising mail to see what was offered. About 77% of the individuals who were in position to pass on the adver- tised propositions looked over their mail personally. INTENSIVE SELLING 53 As a visible reminder to enclose liter- ature with letters small gummed slips are often employed, on which the word "Enclosure" appears. The stenographer finds the placing of this slip on the letter a helpful reminder, as well as does the individual who signs the letter. Fre- quently the number of enclosures to be enclosed is noted on the slip. The recipi- ent of the letter is impressed by this little token of convenience. Frequently such slips are used to give especial impressiveness to enclosures. A strong personal effect is produced when the "enclosure" slips are used to attach the enclosure to the letter. On a test, an advertiser received over twice as many replies from letters to which en- closed leaflets were carefully tipped by an enclosure sticker to the letter, as was produced from the same letter when the enclosures were placed in the envelopes loose. It is frequently a problem with many manufacturers as to how to place their proposition before purchasing agents in a brief way and yet provide all the facts in a conspicuous and effective manner. How one manufacturer solves this prob- lem in a satisfactory way is described in this excerpt: "A considerable amount of data necessarily accompanies the short sales letters of one manufacturing concern. This they supply on a second sheet that is enclosed with the letter. "To make sure of getting attention for this sheet, they have made it about a quarter of an inch longer and wider than the other. The letterhead has a two-inch border of orange, Method for insuring against neglect to insert enclosures with letters Attaching enclosures adds impressiveness Making data accompanying letter especially conspicuous 54 INTENSIVE SELLING the enclosure a three-inch border of slightly darker shade. When the letters are opened, pinned together and placed on the purchasing agent's desk, he can not miss the prominently overlapping under sheet." 1 ^System: "Wrong Methods Made Right." PART FOUR SALES INFLUENCING POSSIBILITIES OF INSERTS IN PACKAGES Inserts advertising products, throwing sidelights on the policy of the house or carrying information likely to be of value to customers or dealers is given direct and wide circulation in cartons, packages or boxes carrying goods. An enormous distribution of sales-influencing litera- ture may be secured in this way. "There is a place for an insert in practically every package. They can be put inside the package, or inside the wrapper, and they can be attached to the can or the package on the outside. The commodity does not have to be in a package. Several piano houses put book- lets in their pianos when they go out, attaching them to one of the little knobs over the key- board." 1 The conditions peculiar to different lines of business vary so greatly that no accurate estimate can be made as to the value of package enclosures, but there is ample evidence to show that, in most lines of business, where proper thought and attention is given to the subject, advertising through enclosures with good package inserts is profitable. Advertising through package inserts, for the manufacturer and the whole- saler, can be divided into two classifica- tions : iA. H. Billstein: Address "Direct Advertising for the Jobber." at A. A. C. of W. at Chicago. Valuable publicity through inserts in packages Two objectives for package enclosures 56 INTENSIVE SELLING Package inserts seen when package is opened Opportunity for creation of new business 1 : Inslips placed in or with cartons or pack- ages or attached to the goods designed for the consumer. 2 : Inslips in packed boxes designed for the retailer. Where goods are sold in volume, through local dealers such as drug stores or grocers or in packages to the con- sumer, there is a possibility for valuable general publicity through enclosures or package inserts. It is not to be questioned that package enclosures get attention from a large per cent of consumers reached. It may be assumed that the consumer is favor- ably minded since she has bought the packaged product put out by the house. The package is opened in the customer's home usually at an opportune time. At this opportune time, as the customer opens the package, the insert has its audi- ence. The best results in package insert ad- vertising are probably secured from ad- vertising an allied product to that which the literature accompanies. It is rea- sonable to assume that a man who buys a special brand of India ink, which gives satisfaction, would be favorably inclined towards art materials sold by the house. Through package enclosures this suggestion may be presented at a psychological time and the way be paved for an inquiry or a request for the goods from a local dealer. Manufacturers of tooth paste wrap inserts around the tubes, calling attention to other dental preparations manufac- INTENSIVE SELLING 57 tured by the house. Frequently a return postcard is included among the inserts, with a suggestion that names and ad- dresses of friends who might be inter- ested in receiving samples of the product be written in the spaces provided and sent to the advertiser. Careful attention should be given to the character of distribution of products, and wherever practical, carefully de- signed enclosures, hooked to some sales idea, should be inserted with the goods or attached in some way to the goods. This literature, reaching interested peo- ple, is a source of general advertising value, and, if a suitable "come-back" scheme is arranged, produces business direct. There are numerous examples of re- markable results achieved through pack- age inserts. Products have been mar- keted entirely through the influence of Methods used in placing insert in package Examples of what package inserts have accomplished SULZER'S RAISIN BREAD Carl SuTiTr, Bak.r Typical package inserts. Cartons and containers going to consumers afford a valuable channel for distribution for sales literature. Various appeals can be made in such literature, as outlined on other pages. 58 INTENSIVE SELLING enclosures, stocks of goods have been moved at low cost, sales stimulated on lagging lines. "... a small wholesaler in Pennsylvania was induced to put out a package coffee some years ago. There was nothing fancy about the package only a plain folding box but in the course of five years or so his sales increased from 100,000 to 600,000 packages a year. New products put "Now this wholesaler had a grade of rice out as package which he wanted to market in packages, but enclosure tne dealers would have none of it. Bulk rice was good enough for them, and the profit was a little better according to their methods of figuring profits. The rice did not move until the wholesaler bethought himself of the 600,- 000 package circulation of his coffee. At the cost of about twenty cents a thousand, he af- fixed to his coffee package some bright col- ored stickers advertising the rice. A few dealers kicked, and some threatened to throw out the coffee ; but since the brand was pretty well established in the territory, there was not much danger of that. The sales of the rice increased fifty per cent in a single month, and the recalcitrant dealers gradually fell into line. Today the wholesaler has a whole flock of package goods under his private brand, and is thoroughly converted to the package idea." 1 "... A manufacturer of heel plates sold a laree order to a big mail order house. The heel plates were put up in small packages, with some attractive advertising on the packages. The heel plates were apparently broadly dis- tributed in their original packages by the mail order house, and now the manufacturer is get- ting direct orders for small lots from many different parts of the country. They come from retailers, and jobbers, too; evidently, after getting the first lot from the mail order house the purchaser has gone to the local dealer. Result mail order dealer has created trade for local merchant." 2 ^Printers' Ink: "The Little Schoolmaster's Classroom." iPrintrrs' Ink: "The Little Schoolmaster's Classroom." INTENSIVE SELLING Here's proof that I'm a live wire One of the important requirements of the advertising and sales manager, is to get lists of consumer prospects from dealers in order; that dealer-aid literature may be sent direct to the consumer with the suggestion made that the consumer call at the dealer's store. The reproductions on this page are typical of the carefully-thought-out forms that are getting advertisers best results. 60 INTENSIVE SELLING Winning jobbers through post- cards distributed in dealer shipments Securing names of dealers' wholesalers Details of plan A manufacturer of toilet articles secured active jobber cooperation in a field generally regarded as difficult, through the use of return postcards with goods sent to dealers, "Let us suppose that we are manufacturers of toilet requisites, that we are following the usual trade channels of distribution to the dealer, through the jobber, and that we wish to secure inquiries for prices or possibly for samples. "Select the specialty in the line which has achieved the largest sale and enclose with each unit half dozen, dozen or gross pack- ages a postcard. This card can be made to show the dealer the extent of the line or it can illustrate and describe a few specialties, or it can be used to secure requests for catalogs and prices. In fact there are any number of purposes to which a card like this can be put. "The main essential is to secure from the dealer his wholesaler's name so that the inquiry can be properly referred to and the jobber's help enlisted in securing the business. Re- tailer's names thus secured are of much value to the manufacturer because they show him where his goods are going, and can be entered for future mailings of literature. "When the card is received from the dealer, catalog and information are promptly for- warded and record made. "To the jobber a letter similar to the follow- ing is mailed : " 'It has given us much pleasure to forward to one of your customers our complete catalog. '"We believe these people are buying Flor- ence "Keepclean" Hair Brushes from you and we want them to see for thmselves the extent and full variety of the "Keepclean" line. " 'In our letter we have explained that we expect all business to come through whole- saler, and we sincerely trust that you will arrange to take care of their wants promptly. INTENSIVE SELLING 61 " 'In sending this catalog we are actuated only by a desire to help you sell our brushes, and from time to time, if there are any other people to whom you would like to have us send this book, we shall be glad to have you send us their names. " 'Yours cooperatively, FLORENCE MANUFACTURING Co/ "These inquiries, reaching the jobber in quantities, after the plan has been in operation for some time, furnish him practical demon- stration that the manufacturer is trying to cooperate for mutual profit." 1 Manufacturers have repeatedly hooked their direct-by-mail retailer campaigns up Another jobber- to the jobber through some cooperative winning method phase of the demand-creating campaign. "A manufacturer of egg-cases faced a hard problem. His egg-cases embodied a patented idea which had practical merit. The grocer could deliver his customer's eggs in this case unbroken at less cost in the long run than he could by using the cardboard type of egg con- tainers. While the first cost of the proposition was higher than the grocer had been con- sidering, the ultimate saving figured favorably. "A campaign was prepared in which the egg delivery problem of the grocer was ana- lyzed and reduced to a graphic dollars and cents form. Five folders were built, present- ing the proposition to the grocer and soliciting investigation. Return postcards were enclosed in which a provisional order was printed, to be ^Printers Ink: "Prophylactic's Way of Winning Jobber Co-operation," by Lewis E. Kingman. O Tha Cwific... CONFIDSNT1AL Swcfcl Mfl*M to VHOUSMI I Making use of cards or coupons offering prospects special invitations or opportunities is an effective plan of advertising. Retailers issue Introductory Coupons to customers to give to friends, and these serve to bring new custom- ers into the store. Such coupons frequently offer the new customer the privi- lege of opening charge accounts. 62 INTENSIVE SELLING Method of getting in touch with jobber Five kinds of package enclosures filled in and signed. Below this a space was left for the name and address of the grocer's jobber to be filled in. "Along with the operation of this direct grocer campaign, a supplementary campaign was directed at jobbers, seeking to win their hearty cooperation in pushing the proposition among the grocers. Folders, as issued, were sent to jobbers, with letters explaining the plan and asking for cooperation. "Lists of the jobber's salesmen were sought in order that folders and letters, as issued, together with letters describing the campaign, might be sent to them at their homes. Where such lists could not be secured, a sufficient quantity of folders was sent to the jobber's sales manager for distribution to the salesman. In this way a double campaign was waged and jobbers were influenced by the adver- tising and through inquiries to push the egg- cases." 1 Package inserts can be divided into five general classifications of application. These classificatipns overlap each other, and other classifications can undoubtedly be found. But five general applications of enclosures in connection with pack- ages, present themselves as practical. 1 : Enclosures designed to secure re-orders or induce to buy goods. 2: To give directions or specific informa- tion in regard to goods. 3 : To inspire confidence, gain prestige or develop good will. 4 : To extend patronage by securing new customers for goods. 5 : To build up a mailing list. The quickest results may be looked for in package enclosures which solicit reor- ders. Many of the most effective schemes > Selling Aid: No. 1. INTENSIVE SELLING 63 that have been operated, have as their basis the premium coupon. Vast busi- nesses have been built on the strength of premiums. The simplest coupon is a small slip inserted in the package with the goods. An example of this type of premium is found in the well-known coupons issued by the United Cigar Stores. Sometimes the coupon is in the form of a check, to be countersigned and cash- able as a check. An advantage in hav- ing the coupon take this form is that it resembles money something that always creates interest at sight. "A baker encloses with each loaf of ten-cent bread a certificate. Ten of these, with fifty cents in cash, are accepted by a local bank as the equivalent of one dollar for the opening of an account. This baker's loaves are in good demand." 1 Many advertisers place their coupons on the labels or wrappers of the goods. There is advantage in this in the display in the store: on the other hand, the en- closure that is placed in the package is more effective after the package is taken into the home and opened. The latter is more apt to be retained and acted on. Where the label is used as the place for the coupon, it is good practice to use a package enclosure on the inside also: in this way neither opportunity is neg- lected. Coupons are frequently attached to premium lists, and this becomes the package enclosure. There is practical advantage in this, since the list of pre- iSystcm: "In the Day's Work." Coupons and premiums effective sales- builders How coupons are used features that influence Coupons attached to premium lists INTENSIVE SELLING Order blanks and return postcards effective package inserts A scheme used by printers miums pictured and described on the en- closure shows the consumer just what is offered : the coupons attached can be cut off or the entire list, with the coupon attached, returned. Some advertisers treat the list as a coupon. In place of coupons, souvenirs are often used pictures of actors and act- resses, pugilists, movie stars, flags, birds, score cards. The order blank especially an order blank in the shape of a return postcard is used as a package insert to some ex- tent. This device is practical where the product is fairly expensive and where the goods cannot readily be secured locally. Printers make use of an enclosure idea in securing reorders and in conveniencing customers. An attractive label is pre- pared and attached to one small package of every order of printing delivered. A typical card, illustrating this plan, reads : "Open this package last! It contains (space for memo as to contents). To avoid delays, please sign the enclosed card and mail it at once." Inside this package is enclosed a stamped return postcard addressed to the printer. The reverse of the card reads: "Duplicate order. Date 191 ... Please duplicate order No for Remarks Signed " This assists in making it easy for the customer to file a repeat order for the printing. Another type of enclosure is the in- INTENSIVE SELLING 65 quiry postcard, through which inquiries, with request for information, can be secured from the customer. Such cards, sent in, furnish leads for salesmen. ... this house sends out its Paine's Satin Finish for furniture in a little tin box, enclosed in a larger paper box. The article is sold by hardware stores, sporting goods houses, furniture dealers, etc. The dealers are reached by sampling, and the interesting thing about the insert is that it is addressed to so many different kinds of dealers and customers, all classified, and at the same time, made to do duty as an introduction of the sample. Here is the way it approaches the dealer : 'Gentle- men : We wish to call your attention to the fact that we have at this moment read your enclosed ad. We wish to ask you to take the same time in reading ours, as we feel that you will be as much interested as ourselves, etc.' Postcards for bringing back inquiries Method found successful by one manufacturer A commonly used type of enclosure is the familiar coupon or premium slip. Such coupons have money value to customers, and through them in- creased demand and favor over competitors has been established by many advertisers. The United Cigar Stores is an example of a firm which has successfully worked the premium coupon idea. 66 INTENSIVE SELLING Logical place for instructions Receipt books as enclosures with foodstuffs "When this box is used in sampling by the dealer this part of the literature is checked up, and the dealer's ad, which had been cut out of the local paper, is wrapped up with it and enclosed in the package. They say of the plan : 'We think we are the first to adopt this unique plan. We can honestly say that no form of advertising has given us the same results. At least 40 per cent of our mail orders and in- quiries are from this source.' " 1 The logical place for instructions as to how to operate a machine or how to cook a cereal or how to properly adjust an article is in the package with the article or attached to the goods, so that when the consumer opens up the package and takes out the goods, full information, directions and instruction will be con- veniently at hand. This information is often conveyed in connection with foodstuffs in the form of receipt books. There are great pos- sibilities in good, practical receipt books for increasing demand for foodstuffs, and many manufacturers are taking ad- vantage of this condition. "Just the other day we got from the printers a booklet called '61 Uses for Salt.' These it is our purpose to put out in all packages for awhile. The idea is that a wide distribution of this booklet will influence quite a number of people to use salt in other ways than to season food, thus actually increasing the con- sumption of salt." In referring to a cook book issued by his company the advertising manager of a baking powder concern says : "... We consider this the best piece of advertising we distribute, because it is some- iPrinters' Ink: "What the Insert in the Package can do for the Advertiser," by Chas W. Hurd. INTENSIVE SELLING 67 Using the package insert to call attention to other products thing a woman reads and refers to frequently Cookbook and keeps on file, year after year, with her regarded as other books on cooking and baking. It is illus- one firm's best trated with colortype plates showing various piece of cakes, biscuits and other products which have advertising been made with Calumet Baking Powder. The books are not given free to the customer, but are sent upon receipt of a slip taken from a pound can, together with four cents in stamps. The books are also used by the house to house demonstrators, who give them to housewives who order goods at the time of demonstration. "It is worthy of notice that the book re- ferred to does not cost more than four cents exclusive of the labor incidental to mailing, so, in addition to being the company's best piece of advertising its first cost is practically received before it is sent." 1 It seems to be the custom with most manufacturers to seek through enclo- sures, to interest the consumer in other products made by the company than the one bought. It is assumed that the con- sumer is "sold" on the product bought when she buys it, and that the greatest value in the package in slip is to seek to promote interest in other products. This idea is contrary to the judgment of some advertisers who seek to concen- trate attention entirely on the goods bought. "Since we make but one article we tell the Making the public about the one, and from our experience package we do not believe it is practical or sensible enclosure an to divert a person's mind into any other chan- educational nel or any other article. We believe that ever- medium lastingly hammering on one nail brings results. Our 'Dictionary' shows the consumer how to use this oil, and its many uses make it more quickly consumed and re-orders follow. "The trouble with the majority of consumers, they do not think. If they happen to buy an oil Printers' Ink: "Making the Catalog Pay III." 68 INTENSIVE SELLING Package inserts used as means of developing prestige and good will for advertiser for bicycles they buy Three-in-One' Oil, and they would not think of using it for anything else. We tell them how to use oil, hence our business has been brought to its present vol- ume by educating the consumer." 1 One manufacturer of biscuits encloses in every package of its biscuits a sample of another kind of biscuit. The sample is enclosed in a waxed container on which suitable explanatory printed mat- ter appears. The manufacturer of these biscuits is evidently of a different opin- ion from the manufacturer of the "Three-in-One" Oil, quoted before, as he carries the distracting element about as far as he can carry it. Enclosures in packages provide a val- uable distribution for general, prestige- building literature. A large per cent of the package inslips used today are of this type. Their value in producing direct returns is small, but indirectly they un- doubtedly influence consumers and pro- mote confidence in the advertised goods. A firm of cigar manufacturers make use of this type of package insert in their reassuring message that greets the eye of the consumer when the lid of the box is opened. The insert reads : "Our Guarantee! If the cigars contained in this box do not suit your taste or you do not think they are the best cigars you can get for the money, we want them back. If necessary we will send to your place of business or residence for them. United Cigar Stores Company, Inc." A confectionery manufacturer in New ^Printers' Ink: "What the Insert in the Package can do for the Advertiser," by Chas. W. Hurd. INTENSIVE SELLING York seeks to build up prestige and incite reorders by enclosing in packages of his candies a handsome slip on which the following message is set forth : "Our fondest desire is that you will be pleased, both with the assortment and with the distinctive quality of the confection in this package; that your thoughts will be such as to lead you to purchase these dainties again and thereby seal an ever- lasting friendship between us." "If you buy a pound of candy at Loft's, the house of 'a-penny-a-pound-profit,' you will re- ceive from the clerk a cash slip in the shape of a postcard, 3$4 by 2j4 inches, imprinted like this: 'H (6) 34 0201 Jul 6 16. This is your receipt. If for any reason this transaction is unsatisfactory, kindly state your complaints below and mail to us. (Space for complaints.) Please sign your name and address.' "On the other side of the card is the usual postcard form, addressed to Loft, 400 Broome Street, New York City. In the stamp space appears the following : 'Attach two-cent stamp. Loft refunds postage.' ... It is difficult to imagine how any concern could go further to register the registering of complaints without cost and with the minimum of trouble to the consumer, or to prompt customer-confidence." 1 The publisher of a business book offered a five-day examination proposi- l Printers' Ink: "Cash Slips to get Complaints." Examples of good will building enclosures using the guarantee as a talking point Minrice I. RottuchiU Examples of "good will" developing enlosures. These enclosures in pack- ages impress the customer with the policy of the firm to give satisfaction and make good any complaints the customer may have to make. 70 INTENSIVE SELLING Securing pros- pects through satisfied cus- tomers effective package insert schemes Suggestion made to recommend goods to friends tion to those who signed and returned a postcard. When the book was delivered an enclosure was placed under the pack- ing. One side of the enclosure read : "If you have friends who you think would like to own a copy of this book, fill in their names and mailing addresses on the other side and mail this sheet to us with your remittance. We will extend to them by mail the courtesy of the same approval offer we have made you. They will no doubt appreciate the opportunity to procure this useful volume on the approval plan at this low price. Your name will not be mentioned in any way unless you so request." This is an example of a package inslip designed to extend patronage by procur- ing new prospects to circularize. This is an effective way to procure new busi- ness for many lines of goods such as toilet goods, books and many specialties sold direct. There are two possibilities open to the advertiser in this class of appeal: new names can be asked for or the request made to recommend the goods to friends. The plan of asking for new names to appeal to direct promises spe cific results, whereas the benefit from the suggestion to pass the good thing along is vague and direct results can seldom be traced. In the sale of higher priced products, where the sale must be made through a follow-up and correspondence and per- sonal efforts, enclosures are framed to procure names of people who are logi- INTENSIVE SELLING 71 cal prospects for the products, and these names can be placed on the mailing list for the usual follow-up. This method of creating business through enclosures is used to advantage by many firms. The utility of this plan depends upon the product and the conditions under which it is sold. The Postmaster General has ruled that shippers may enclose printed matter in parcel post packages, provided the liter- ature is descriptive of the contents. This means that packages containing descrip- tive circulars will not be subject to third class rates but will be listed as parcel post or fourth class matter. The manufacturer who sells to the dealer has an opportunity for influencing the retailer through literature placed in boxes containing consumer cartons or goods. Since it is frequently the case that a minor employe opens the boxes and presumably throws the literature aside and it does not reach the attention of the dealer or any one of buying influ- ence, it is probable that package inslip advertising has slight sales value in this channel. However, the cost of this form of advertising is small and the possible value as general publicity frequently makes it a worth-while investment. Where there is an appeal to be directed to the dealer's shipping department, in- structions as to the handling of the goods or packing, enclosures in boxes are ex- tremely valuable. Enclosures serve as a means of influ- encing retailer's clerks in favor of the When inserts can be enclosed in parcel post packages Influencing dealers through package inserts 72 INTENSIVE SELLING advertiser's products. A typical example of this method is illustrated by the fol- lowing : Plan for reaching "Another effective little stunt used by the and winning company consists of reaching the retail clerks dealer's clerks in the stores where De Vilbiss goods are sold, through package Four-page leaflets are enclosed with all goods enclosures shipped from the factory no advertising is sent to those distributed by jobbers the mat- ter which they contain being written with the idea of stimulating the salesman to handle the goods. The talks are along practical selling lines and the De Vilbiss message is brought in incidentally. The popularity of these little talks is shown by the requests for additional copies, which often come in from customers who have referred, in complimentary language, to the stimulating effect of the suggestions." 1 * Printers' Ink: "Some Clinchers of Interest in recent Dealer Literature," by C. D. Grain, Jr. PART FIVE INTENSIVE ENCLOSURE PLANS FOR SUP- PLEMENTING HOUSE ORGAN ADVERTISING The periodical circulation of house organs permits of a valuable distribution for "come-back" and other enclosures throughout a carefully selected mailing list of logical prospects for the adver- tiser's services or products. By working out attractive "come-back" devices to supplement house organ mailings adver- tisers stimulate direct orders and ma- terially benefit the producing value of the medium. Enclosures distributed in house organs can be made to advertise special products or services or state the policy of the house. Reference can be made to special prices, particular offers, demonstrations, or refer to advertising matter or dealer helps. Frequently the subject covered in house-organ distributed enclosures is also referred to in the house organ: the en- closures in these cases are unusually effective. Enclosure ideas can be hooked up to the house organ advertising to splendid advantage they can be used to get in- creased direct returns from house organ publicity to make a direct point of con- tact with individuals on the list. Fre- quently it is possible, through enclosures and the house organ, to save money in House organs afford valuable distribution for increased sales through enclosures What house organ enclosures can feature 74 INTENSIVE SELLING Return postcard practical medium for house organ circulation "Comeback" devices for bringing direct returns from house organs making special announcements, requests or notifications, such as a change in price or statement of policy or change in loca- tion. The most common type of enclosure used in connection with house organs is the return postcard. This can be applied in many ways in bringing back desired information or orders, or in furthering co-operation with dealers or consumers. Orders can be asked for on the return postcards inquiries solicited. Through this method advertisers get in touch with buyers and prospective buyers leads are secured for salesmen to follow up. A booklet or other inducement may be offered, and with the name secured for the mailing list, aggressive methods can be followed in selling the prospect. From the wording on the postcard the neces- sary facts about the prospect's require- ments or business may be learned. "Where the mission of house organs or sales bulletins to the trade is to solicit orders for goods or to request inquiries from prospects regarding services offered, returns can be stimulated by enclosing suitable 'come-back' devices either as an attached portion of the medium or in the shape of detached enclosures. "The possibilities of enclosures for securing definite information or orders should be given the keenest study by every advertiser. An ef- fort should be made to devise 'come-back' de- vices that will attract the greatest possible at- tention, convey strong sales messages and carry wording which should have the best chance for attracting definite replies. "For the jobber and supply house which handles a large line of different articles and for the manufacturer who sells a variety of products the return postcard is an especially important feature of the appeal often deciding the success or failure of the mailing. INTENSIVE SELLING 75 House organs, through their circulations, afford a valuable distrit (or enclosures. The reproductions here shown, illustrate various forms to bring back information and data for the editor of the house organ. valuable distribution used orgar 76 INTENSIVE SELLING Properly worded return postcard stimulates orders by suggesting variety of items and making it easy to order 75% inquiries have checks opposite more than one article "By listing a variety of articles on the order blank or return postcard, the goods are defi- nitely suggested to the recipient, and a good percent of the list will check one or more of the needed articles or request information on one or more propositions that appeal to them. "This plan of checking items is especially effective in appealing to retailers. It calls to their attention a number of articles and enables them to order goods needed conveniently. "The effectiveness of this method, which more than anything else, makes the house organ medium especially effective as a means of getting business provides the advertiser with a method of selling that invariably results in increasing volume of business from a large field and in decreasing cost of selling. "Aside from the direct mail orders received the cards of inquiry can, in many cases, be referred to salesmen as leads. This mission- ary work, accomplished at a low cost, saves the salesmen time and enables them to invest a larger portion of their time in making sales to interested inquirers. This means an in- creased volume of business at less cost for each interview and for each sale made." 1 "It is essential to enclose a reply card or blank that needs only a check mark and signa- ture. Our own card mentions all articles which could possibly interest customers approached. It is two colors, and has a place alongside of each article for a check mark. Underneath each title, in small type, and in red ink is printed the usual retail price of that article. This card presents a means of bringing an entire line to the attention of a prospect, although the letter treats of but one article. Thus, with fully 75% of replies received, more than the one article which the letter concerns is checked off as being of interest." 2 House organs are designed to interest and genuinely please their readers to l ldeas: No. 20, by Flint McNaughton. *A. H. Billstein; Address: "Direct Advertising for the Jobber," at A. A. C. of W.. Chicago. INTENSIVE SELLING 77 carry news and information that will be interesting to the list. To get a line on the type of matter readers desire to see published, and to bring back data which can be used in preparing editorial mat- ter, suggestively designed sheets or cards are used, appropriately headed, and ask- Getting news matter and interesting information for the house organ editor STEGER PROGRESS Tfc M*tio Oil TY-a* BUCKIE TALKS IDEAS Many advertisers favor house organs of such size as will fit into corre- spondence envelopes because of the opportunity afforded for increased distribu- tion. Such house organs may be simple leaflets, arranged in miniature house organ style, or booklets of eight or more pages. The illustration reproduces house organs of this character. 78 INTENSIVE SELLING Examples of enclosures designed to bring back data for the house organ Correcting mailing lists through return postcards ing readers to use the blank space for noting any topics which the reader would like to see discussed in the house organ. One house organ issues a small sheet, headed "Press Bureau," followed by the name of the house organ, and at the bottom appears this: "Jot any interest- ing story data on this page and return it to the editor. Please identify all pic- tures on the backs to save confusion." The publisher of another house organ seeks ideas for improvement of editorial material by enclosing with his house or- gan an enclosure headed: "No flowers by request," and followed by: "Which i the weakest issue in "Hello," and why? If you will tell us we will try to improve it." A space is reserved for notes and the reader's name and address. An enclosure with another house or- gan is a "News Sheet," followed by: "Please send in your stories or notes of events in your territory, which might interest our agents. We can get no news from your territory unless you, yourself, send it in. Photographs of buildings, with installations or equipment and writeups for same, will prove most inter- esting and profitable to our readers." The editors of many house organs use return postcards as the means of correct- ing their lists and weeding out non-inter- ested names. One house organ demands that the names on its list show interest enough in their publication to express appreciation of it every six months. At six-month intervals they issue a return postcard requesting the reader to sign INTENSIVE SELLING 79 and return it if he is interested in con- tinuing to receive the publication. Such as do not return the card are eventually dropped from the list. This plan is effec- tive when the house organ is exception- ally attractive and interestingly edited. It protects the advertiser from spending money for reaching people who are not sufficiently interested in the house organ to return the postcard. Many house organs are issued for edu- cational, interest-building purposes, un- der conditions that would not admit of such a test as that just recorded. To this type of proposition postcards may be sent asking whether the name and address, as filled in on the postcard, is correct. Information may also be asked, with spaces reserved for checking answers to questions. This method has frequently been found valuable in correcting the mailing list. A return postcard is sent out by one house organ editor, on one side of which is the wording: "We would like to see articles on the following topics appear in future issues." Return postcards are used in connec- tion with house organs with the printed request being that a specific booklet or the new catalog be sent the writer. A plan used by a financial house which seems to have been very satisfactory and practical is to send out a return postcard with an extension of an inch and a half at one end. On this extension the state- ment is made that, if interested, the sub- scriber will be continued on the house When plan is effective Special literature offered through postcard offer in house organ plans to get news Making limited-time subscription offer 80 INTENSIVE SELLING Finding which house organ features interest readers most Offering pre- miums for names of prospects organ list for three months. Several leading questions are asked on the return postcard, with squares for the purpose of checking information. In order to determine the tastes of readers and the subjects most interesting to them, one house organ sends out a stamped return postcard listing the de- partments covered and asking readers to number them in the order of interest. On the reverse a list of advertised arti- cles appears with space reserved for checking any items of interest, so special literature regarding such items may be forwarded. An automobile manufacturer builds up his list of prospects through a return card enclosed in the house organ in which the offer of a trifling premium is made. Since the house organ list is made up of owners of that make of car it is assumed that the entire list is especially friendly to the company and willing to assist in furthering possible sales by per- mitting friends to be put in touch with the sales department. A manila postcard S l / 2 by 8^2 inches is perforated at one end in the dimen- sions of a return postcard. The sug- gestion is made on the other portion that the reader fill out on the postcard a list of five friends who are thinking of pur- chasing new cars. As an incentive to sending in the filled out return postcard a monogram key-ring is offered as a reward. It is common to enclose order blanks with house organs. They suggest a con- INTENSIVE SELLING 81 venient means for ordering. Return en- velopes are frequently enclosed with or- der blanks for the convenience of pros- pects. A manufacturer of boxes encloses a "Provisional Order Blank" in house or- gans going to prospective customers. This blank simply seeks specific informa- tion as the basis for an estimate. A higher percentage of returns was re- ceived from this house organ, which was editorially directed at customers, than from first-class letters, enclosing the same blank. With one house organ published by an advertising agency a leaflet was enclosed on which five questions were listed: 1 : Do you receive this house organ regu- larly? 2: Do you like to read it? 3 : Does its contents help you in matters relative to advertising or merchandising or both? 4: Does it create a desire on your part to meet the men back of this organization? Order blanks suggestive of direct orders or information READ AND PASS ALONG there is intfrest for f iry eieru- (we, purchasing agent and shipping clerk in these house organs, r'tll in the nami'S of the individuals in your firm who should see this ijjue, read and pass along. READ AND PASS" ALONG ..Mr. ,.Mr. .Mr % .Shipping CIrrk The character of many house organs is such as to genuinely in- terest several individuals in each establishment to which they are sent. Mindful of the fact that the more who read the house organ will bring the best results, slips are frequently printed and attached to the cover of the house organ. The slips suggest that the house organ be read and passed along, and it contains blanks in which names of individuals may be written by the one who receives it. Then when read, it can be checked and passed on to the next name on the list. 82 INTENSIVE SELLING Another method of getting information through house organ distribution Making house organs conspicuous and getting them passed along Dealer window trims promoted through house organs 5: Granted you can answer the above ques- tions in the affirmative, why haven't you invited us to call upon you or come to see us? 6 : How can this house organ be improved to induce you to take action on question five? A stamped envelope was enclosed for reply. A few of the more pretentious house organs, appealing to executives generally, and carrying information which should be especially valuable to them, seek to prolong the life and make each issue more valuable by enclosing sheets to be tipped on the cover, with spaces for names of several executives. The sug- gestion is made that each issue be read by each interested individual in the office ; that it be checked by each in turn and passed along. This is an advantage that tends to secure a larger percentage of reading. To give prominence to special sales information a jobber of steel issues a small slip and tips it on the cover of house organs. The stock is chosen to contrast conspicuously with the cover. This prominent slip conveys the impor- tant information to the list. House organs can be used to splendid advantage in inducing dealers to make effective use of their windows. Special displays can be offered and described. One candy manufacturer, who prepares special displays for dealers, issues a sup- plementary sheet in his house organ, on which the display is illustrated, his offer INTENSIVE SELLING 83 made and the suggestion advanced that the proposition be secured by the dealer. Some service concerns, requiring de- tailed information upon which to base recommendations, design sheets on which are noted specific information. These are called "Advertising Data Sheet," "Data Sheet," "Information Sheet," or similar descriptive titles, and frequently twenty or more questions are asked, all of which cover information necessary in giving intelligent information. In this manner detailed information regarding conditions in the business are secured in the inquiry and the necessity of writing letters averted. To give added emphasis to stated facts, Sticker plans that or to make stated facts especially con- win attention spicuous and impressive, there was pro- vided for one house organ, an enclosure, gummed at one end. These were tipped on, partially covering advertisements, to which they called special attention. The same idea has been applied as a rein- forcement of statements made in enclo- sures. House organs offer a means of co- operative advertising through enclosures. Arrangements are frequently made by advertisers to have distribution given to their enclosures through house organs issued by other concerns. A firm issuing a house organ gave dis- Cooperative house tribution to an enclosure provided by organ advertising another concern in which a book was offered for 25 cents, and the return of an attached coupon. Two per cent re- turns came in from this advertising. 84 INTENSIVE SELLING Statements, invoices, and credit department correspondence valuable enclosure distribution Advertising in the form of filing cards Calendars designed to be of practical use on the desk This idea of co-operative advertising is briefly stated in this extract: "In looking for the right advertising medium a small manufacturer bought permission to in- sert his leaflet in every copy of the house organ issued by another concern." 1 In some lines of business the monthly statement list covers all active accounts. This can be utilized as a means of dis- tribution for enclosures. One wholesale grocer issues a four page house organ, and distributes it to dealers with the monthly statements. Realizing that utility plays an impor- tant part in resultful advertising, one manufacturer inserts 3 by 5 inch filing cards in his house organs and also pro- vides them for his salesmen to carry. On one side of the card is the usual busi- ness-card return address, while on the reverse is a ruled space with different products listed in convenient form for ordering. The suggestion is made that the card be filed away and, if no goods are needed at the time, that it be used as a reminder. Results were very satis- factory. "A printer keeps his name before his cus- tomers by enclosing in his house organ each month, a monthly calendar for desk use. The calendar itself, being about two inches square, there is an extension past a perforation at the top, with the suggestion on the exten- sion : 'Place this half of the card on shelf in your desk.' When the projection is placed as directed, and the calendar bent down, it is attractive and useful for quick reference. The advertiser's advertisement appears briefly at the bottom of the calendar." 2 ^System: "In the Day's Work." ^System: "In the Day's Work." PART SIX HOW TO MAKE BOOKLETS MEANS OF INCREASING SALES A carefully prepared and well printed booklet provides one of the most effect- ive mediums of direct advertising. It has been repeatedly demonstrated through carefully tested results that good booklets, well distributed, are the means of important sales influence. Booklets may be filed away and produced when referred to at a later time. They may be made so attractive as to merit their being passed around to many per- sons. "If your booklet has individuality enough to hold the attention of the one it visits, it has many advantages over the salesman. "Your salesman is a human being and he may be affected by 'the weather.' He may have an 'off day' and not be able to put his arguments in proper shape. The buyer may tie him up with so many questions that he will not have a chance to tell his whole story. A buyer can't talk back to a booklet. "You may have a salesman who talks too much. A sensible booklet never does. The booklet has a memory no salesman can develop. It can quote tables of statistics and reproduce accurate signed opinions of the greatest au- thorities. But, best of all, the booklet does not have to pay freight on sample cards. The booklet can lay every one of your products before your customer in their most attractive light. "Your booklet can take your customer, in a few seconds, while he is still sitting at his Booklets as sales mediums Advantages of booklets over salesmen 86 INTENSIVE SELLING Great possibil- ities for making your proposition attractive through booklets Economical distribution that can be turned to profit desk, on a trip through your entire factory, around your new banking rooms, over a piece of property miles in extent, or into the homes and offices where your product is used; and let him see with his own eyes, the smiles on the faces of the men and women who are successfully using your product. "While your booklet, like the living salesman, can sell your goods unaided, some of his strongest work can be done by co-operating with the personal salesman. "The booklet can be used to pave the way for the living salesman, or it can be left by the salesman who has not been able to close, with the knowledge that, if the prospect is at all interested, the booklet will present the case in a more concise, more logical way than he can ; and that it will not speak until it is spoken to and that it will always be ready, day or night, rain or shine, to do its work." 1 One of the chief attractions of booklets as selling or advertising mediums is that they can be given distribution as en- closures in ordinary envelopes. Economical distribution may always be had. They can be put out by mail, with letters, to selected lists of cus- tomers or prospective customers, to keep the points of the business before them and help salesmen, as well as bring in inquiries. They can be coupled to the follow-up; used as dealer helps; sent to dealer's customers, with the dealer's im- print ; supplied to agents for distribution ; distributed through branches and through jobbers. They can be enclosed with in- voices and monthly statements; inserted in packages, and seasonable booklets can be distributed with especial effect at buy- ing times. ^Judicious Advertising:" Booklet Buildinc irakirg Dum mlea Talk," by Mac Martin. INTENSIVE SELLING 87 "Let us suppose that in a certain advertising campaign a booklet is needed. The first thing to be determined is the plan of distributing the booklets. "Who are these salesmen going to visit and how are they going? "The success of booklet advertising depends primarily upon how thoroughly you plan the distribution. "You should first make a list of every chan- nel of distribution that seems advisable. As soon as you get them down on paper you will think of new ones. Perhaps your salesman should carry them. Your dealers may be able to distribute them for you. Put all these down on paper, for only in this way can you decide on the best methods. "Until you have determined the method of distribution you cannot determine the quantity of booklets you need to print and until you determine the quantity you cannot determine the quality. "My own experience has been that a booklet should always be accompanied by a letter." 1 One firm, recognizing the possibilities for them in booklet publicity, has fol- lowed the plan of issuing booklets at stated intervals over a considerable period of time. These are distributed in different ways, and serve to keep differ- ent phases of their services and products before the field. In each booklet a dif- ferent treatment is given and different styles of booklets, as they come out, not only keeps the name of the firm before the field, but give the appeals for business a pleasing variety. "We find," says a manufacturer who issues many booklets, "that the booklet has peculiar advantages. Booklets can be made very at- ijudicious Advertising: "Booklet Building making Dum- mies Talk," by MacMartin. Success of any booklet depends upon thoroughness of distribution Series of booklets found effective advertising 88 INTENSIVE SELLING Impression made by booklet valuable whether read or not Used to judge value of trade paper advertising Getting bigger returns from magazine advertising tractive, and a definite message can be put strongly across in a booklet. When the booklet is brief it can be made inviting and easy to read. Whether such booklets are read through or not, the impressions they make are valuable. They serve admirably for keeping our name before the trade and advancing our arguments. Our salesmen use them to supplement their talk, and they leave booklets behind in the hands of customers. There are many means of distribution that can be enjoyed at small cost often at no cost at all and this makes up a medium that we can use to good advan- tage." 1 Rightly used, the booklet is one of the most valuable adjuncts of the trade paper advertiser. It carries his complete story to the reader whose interest has been aroused through the advertisement. It makes the connection between the inter- est aroused and the advertiser's sales de- partment. It often enables the manufac- turer to judge the pulling power of his advertising and, by running the same copy in different publications, to deter- mine which are producing the most in- quiries and the relative character of the circulations with reference to the propo- sition. The booklet is often used in con- nection with a coupon to secure data re- garding the reader's position and busi- ness, and thus to obtain a live mailing list. Magazine advertising seldom brings orders for goods direct unless the goods are low in price or some special feature of protection is incorporated in the offer. When a factory superintendent needs a new equipment he is not going to in- vest a large amount of money in any spe- *ldtas: No. 11, by Flint McNaughton. INTENSIVE SELLING 89 cial piece of machinery advertised in a technical trade paper purely on the strength of that advertisement. He is going to investigate. If there is a book- let advertised, he will drop a card and Systematic Saving tr. Keeping in Touch with Thousands of Your Customers Booklets of suitable size to be inserted in envelopes. Striking booklets are one of the most effective mediums of sales literature. There are oppor- tunities for use in numberless ways and there are many channels for effective distribution. It is usually considered advisable to print booklets with two or more colors on the covers. Good art work or the use of illustrations to catch the eye is generally advisable. The originals of these booklets were all printed in two colors. 90 INTENSIVE SELLING Booklets offered as something to send for thus increasing number of inquiries Booklets used as educational mediums ask for the booklet or even pay money for the booklet. "When the reader of your advertisements takes the time to sit down and ask further par- ticulars about your goods, he shows consider- able interest in your product, and you should have a reply ready to send him that will ex- plain his questions and increase his interest and arouse his desire to purchase. "This can be accomplished best by a good booklet and a brief accompanying letter. The booklet does not always have to be large, oftentimes it can be of a size that can fit into an ordinary size envelope, along with the ac- companying letter. "This booklet method of answering inquiries is often the cheapest from the standpoint of results." 1 The function of the trade paper and the magazine is to find these isolated prospects and put the advertiser in touch with them through their inquiry. The actual sales depend upon the follow-up of the inquiries. But both in procuring the inquiry and in following up the pros- pect and selling him, booklets are in- tensely advantageous. National advertisers count certain booklets remarkable assets in producing business, either indirectly, through bring- ing in inquiries from which sales are later made, or, as frequently happens, in se- curing business direct. The value of booklets as a means of securing inquiries is illustrated by the experience of a na- tional advertiser. A strong advertise- ment of the company's machine was placed in the Saturday Evening Post. But ten inquiries and no sales resulted. An- *ProtresfiTe Papers: "The Booklet Makes the Sale." INTENSIVE SELLING 91 other advertisement, featuring a booklet, was placed in the same medium. This advertisement produced 3,162 inquiries and 232 sales. The latter advertisement increased the number of replies 316 times and the number of sales 232 times. There is a particular value in booklets in connection with the field of technical advertising. All technical advertising is based largely upon the idea of education. In this there is the opportunity to add value and interest to the booklet. The technical publication seeks to edu- cate readers to the best and most effect- ive devices employed for accomplishing results in its particular field. The adver- tising pages supplement the editorial sec- tion in showing the reader where the most up-to-date devices are obtained. Thus, a booklet prepared for the purpose of showing a man how he can accomplish something more efficiently or speedily or safely by the use of the device adver- tised, has greater pulling power than the ordinary catalogue. The booklet combines the descriptive value of a cata- logue and the dignity of a handbook ; es- pecially where there is data or material for reference. Any executive who reads an advertisement in which an attractive booklet is featured or offered, desires the booklet not only because of the informa- tion it contains regarding the advertised machine, but because, in absorbing its contents, he will be positively helped in his own work. "Not long ago a manufacturer of boiler arches discovered in the course of some pre- Offer of booklet increased returns from Saturday Evening Post ad 316 times Especial advantage in booklets in advertising technical propositions Where booklets often have more pulling power than catalogs 92 INTENSIVE SELLING Selfish interest behind reading of good booklets How a manu- facturer increased sales and built up a live mailing list Showing in what high regard booklets are held in the technical field liminary investigations that the average power plant engineer knew very little about how to erect boiler settings ; that when work of this sort came up it was customary to em- ploy a mason which meant considerable extra delay and expense. He therefore had a treatise on the subject in general written up, men- tioning the company's special boiler arch only as an incidental. This booklet he advertised in the leading power plant paper as the 'En- gineer's Handbook on Boiler Settings.' The result was that he not only distributed the entire edition but he obtained a live mailing list of leading engineers." 1 By adding useful data, handy tables or technical information to a booklet de- scribing any type of machinery, the value of the booklet becomes greater. Realiz- ing this, many manufacturers issue elaborate technical booklets, which they feature in their advertising. This has the result of insuring a wider distribu- tion of the book and substantially guar- anteeing that the book will be read and preserved because of the value of the contents. "The regard in which booklets are held in the technical world is illustrated by the fol- lowing instance. A manufacturer in the power-plant field had a stock of small hand- books of which he wished to dispose. On the advice of the publisher of the power-plant paper in which he was advertising, he placed a price of ten cents on the hand-books and de- voted the upper half of the ad to the offer. Orders came in so fast, as a result, that he telegraphed frantically to the publisher not to repeat the advertisement. Experiences like this have taught the technical advertiser to play up the booklet in a manner such as to make the reader really want it." 2 >S. D. Warren & Co.. in booklet. S. D. Warren & Co.. in booklet. INTENSIVE SELLING 93 Frequently, where the booklet is such as to prompt the desire for a trial order or a sample, or specific information, re- turn postcards can be enclosed to ad- vantage in each booklet. It is frequently advantageous to have the back page of the cover serve as the return postcard to be torn off and mailed back. This simplifies the print- ing, reduces the cost, and keeps the re- turn postcard intact with the booklet until it is torn off and used. The cover of the booklet is sometimes made to do duty as an envelope, the ad- dress being printed on one side, the stamp attached in the corner, and the booklet clipped or held closed by a sticker. The cover, in this type of a booklet, is usually fairly heavy, and suitable for use as a re- turn postcard. This type of mailing is especially appropriate for house organs. The advantage of a booklet designed so as to require no envelope, can be appreci- ated from the statement of a machinery jobber: "For several months I mailed my monthly list of second hand machines with a circular letter, in an envelope under two-cent postage. Then it occurred to me that the list was in real demand and I concluded I might as well use a one-cent stamp or a 'mailing permit.' But I was afraid of the envelopes. An adver- tising man suggested that I send the little booklet as open mail, fastened with a clip or sticker. This I have done since. I have the back cover plain, writing the address on the cover with a typewriter. When the booklet arrives in the hands of the prospect, there is no envelope to open. He has it in his hand, Making use of return postcard in connection with booklets Address and stamp on cover of booklets How one jobber saved $42.50 a month 91- INTENSIVE SELLING Booklets used in connection with letters see Part III and that is all my two-cent stamp ever did for me. This change saved me $42.50 a month." 1 The great value of booklets in connec- tion with letters is found in the fact that the details of the advertised proposition can be carried in the booklet and the letter can be brief merely striving to arouse the reader's interest to the extent of looking through the booklet for fur- ther information and full details. In this use, booklets and enclosures have a logi- cal place in the follow-up. At the present time, when the cost of printing is high, many manufacturers are conserving expense by reducing the sizes of catalogs and practicing various econo- mies in catalog production. One of the best ways for reducing cost in follow-ups when there are a variety of products listed in the catalog is to prepare book- lets or smaller catalogs, each featuring a single article or line. Thus unnecessary expense in advertising is saved. "Some of the money-saving changes were: The publication of three small catalogs, one for each of the three machines manufactured, so that the complete catalog need not be sent to all inquiries. (The prospect is sent a folder describing all three machines and is asked to indicate on the return postcard which one he is interested in.) A similar division of the instruction book. Use of more matrices instead of electrotypes in newspaper adver- tising. Emphasis on quality rather than quan- tity in mailing lists. Change of house organ from magazine form "to bulletin form." 2 In order to give booklets, used as en- 1 Associated Advertising: "Saving on Envelopes." ^Advertising (f Selling: The Hendee Motorcycle "Ex- perience in Advertising Economy," by J. A. Priest. INTENSIVE SELLING 95 closures with letters, an extra personal touch and rivet the reader's attention on specific facts, it is found good policy to mark portions of the booklet certain paragraphs or prices. "A good way to insure your booklets being read, or at least given attention, is to send out a letter with it, calling attention to some specific part of it. A paragraph something like this will do the trick: 'On pages 36-37 of this booklet you will find information of especial value to you of particular helpfulness to your business.' Then the pages mentioned in the letter should be marked right in the booklet with a heavy colored pencil." 1 "Each month a bookdealer got out a catalog listing his bargains, yet somehow the books were not appreciated sufficiently to be kept for reference Considering that this condition was largely due to lack of enthusi- asm rather than to lack of interest, he hit upon a plan to bring the books and the customers with them back to the store. In each copy of a booklet he ran several misspelled words, offering cash or a fixed discount on goods to every person who succeeded in picking out the misspelled words." 2 To insure booklets, which are sent upon request, reaching the proper person in an establishment, a publisher has a slip provided for attaching to requested lit- erature. The slip reads: "This booklet is sent at the request of (name of indi- vidual typewritten). It is intended for his personal information and should go directly to his desk." An important factor in the selling power of a booklet is the get-up and fin- ished appearance. It is this that gives the booklet the ability to attract interest 'Norman Lewis: Address at A. A. C. of W., at Chicago. 'System: "Wrong Methods Made 'Right." Calling attention to specific page or paragraph Plan used by a book-dealer to increase reading of booklets Means of getting booklets to the one individual in a large house who is interested 96 INTENSIVE SELLING Right way to figure value of booklets Should be size to fit compactly in stock envelopes Stock sizes from which booklets are cut and convey a favorable idea of the ad- vertiser and the advertised proposition. "Which is the cheaper, 5,000 booklets at three cents each, 90 per cent of which are read or the same quantity at one cent each, of which only 10 per cent are read? "The one costs Z l /3 cents per reader; the other costs ten cents. The latter, which at first thought seems to cost one-third of the former, really costs three times as much. "It is not what you pay per printed booklet that counts, but what you pay per read booklet what you pay for a hearing by each pro- spective customer. "The whole thing settles down to a question of quality quality in subject matter, in design, in printing a quality which includes that subtle, indescribable something which produces business. "The first duty of a piece of printing is to get itself read. If it is unable to do this it is expensive at any price." 1 As envelopes in standard business cor- respondence use are No. 6^4, No. 7, or two-fold size, and No. 10, the best sizes for smaller booklets are such as to carry well in these envelopes. Booklets can be cut to advantage from several sizes of stock to fit easily into these envelopes, and to handle to good advantage in the hand, or fit into the pocket without having to be folded over. The most popular sizes for such book- lets are about Z l / 2 by 6^4 and 4 by 9 inches. These dimensions provide the necessary space to carry the printed ap- peal, and when made up there is little or no waste stock, and printing can be done l Ousley's Magazini INTENSIVE SELLING 97 to advantage. The following table sug- gests the proper sizes of stock from which different sized booklets can be cut. 3J/2 by 6^28 by 42 or 26 by 29. 4 by 9 25 by 38. => 1 A by 7^432 by 44. 5^4 by 8^424 by 36. 6 by 925 by 38. 63/ 4 by 10^428 by 42. 7 24 by 10^32 by 44. 8?4 by \\y 2 36 by 48. 9 by 1238 by 50. Booklets may be bound in cover stock or without a cover; especially when two or more colors are used and when the booklet is skillfully set up extremely at- tractive effects can be secured without a cover. But the cover serves to give an added finish and mark of value to the booklet that it is well to have. The inside stock may be enameled or smooth finish when desired, and when halftones are to be run. Rough or egg- shell stocks are generally the more popu- lar when no halftones are to be used. There is a wide variety of handsome booklet stocks from which original, un- usual and handsome booklets can be pro- duced. The design or wording on the cover of the booklet should catch the eye and in- vite inspection by arousing curiosity or admiration. "The cover should receive special care and attention for it is here that the first impres- sion is formed. If the cover pleases, the inside will certainly be inspected too. Do not make the mistake, however, of spending extra money Booklets with and without covers How to select best stock for booklets 98 INTENSIVE SELLING Impressive or original cover to catch and hold attention important Style should be suited to the proposition Several smaller booklets more effective than one large one on the outside, and then trying to get it back from the interior of the booklet Do not spare the number of pages in an endeavor to crowd too much matter into the space. Short paragraphs, in a type that is distinctive and easily read, deep white space margins, and not too much matter on a page, are success-bring- ing assistants. To break the monotony of type matter, illustrate the booklet freely." 1 To give especial distinction or oddity to booklets, the device of having a band of paper around the book is sometimes used. This shows an extra care in prep- aration that suggests value to the booklet. The style of copy on the inside should conform to the proposition. The booklet can cover the line, as a catalogue, or con- centrate on one feature or phase of the proposition, or merely entertain. This extract, from a statement to sales- men, suggests the advisability of having booklets brief having a series of smaller booklets frequently, rather than having a larger booklet which tells the whole story in a single issue. "Picture a busy prospectve buyer receiv- ing a sixteen-page folder along with a lot of other mail, removing it from the enve- lope and turning the pages very hurriedly, then saying to himself: 'Well, that looks as though it might have some good stuff in it. I'll look it over as soon as I have the leisure to do so.' The folder laying on his desk will attract his attention two or three times a day for perhaps the following week, but, because it contains sixteen pages and seems to require a lot of study, it is the most natural thing in the world that he will postpone reading it until he gets so accus- tomed to seeing it around that he finally forgets his resolution to study it. '"Sales Promotion by Mail," by Gridley Adams. INTENSIVE SELLING 99 "On the other hand, the four-page story, well illustrated, and starting out in story form, does not look so formidable to him. It only takes about ten minutes to read the whole story part of it, and if that is as in- teresting as it should be, the prospective buyer will want to know how the results are accomplished to the extent of reading the descriptions under the reproduced forms. Thus he has gotten the message without taking so much of his time, and he has read the advertisement, not because of a resolution to do so, but, having read the first few paragraphs, he continues because he is interested. "After receiving four such stories, say a few weeks apart, the prospective buyer has received the same number of pages of Bur- roughs messages he would have received by studying the sixteen-page booklet." 1 The important thing in a booklet is ability to set the reader to thinking to make an impression. The great writer is he, who, in a sentence, can suggest a chapter. The idea of eloquent brevity, suggested by the following reminiscence, applies to the building of a booklet. "Doris Keane, the actress, makes clear my point when she says: 'The greatest note that I ever heard in modern acting was when I studied under the late Russian tragedienne, Mme. Komisarjovskaia, ap- pearing in a Russian play. She stood in the center of the stage, silent, making no out- ward sign, and yet, like a magnet, you felt that from everywhere emotions were rush- ing to her like wireless messages to a station attuned to receive them, and, as these emotions surged and surged upon her, she, pale and trembling and sobbing, fell overcome to the floor. She made no move- ment, she had spoken no word, and yet she had expressed myriad gradations of feel- ing." 2 'Burroughs Adding Machine Co. in booklet. ^Associated Advertising extract. Booklet should impress the reader A lesson from acting of Doris Keane 100 INTENSIVE SELLING Growing tendency to show what products will do rather than descriptive of product Curiosity- arousing titles for booklets A booklet can be compared to a vaude- ville act. The booklet steps from the en- velope into the limelight of the prospect's desk. The recipient is curious, but cold. It is entirely up to the booklet. The reader demands to be entertained or in- terested quickly. Otherwise the book has failed. There is a growing tendency to do away with the dry, uninteresting booklet which simply describes the product. In place of this there is a pamphlet which shows what the product will do, rather than what it is, and which bears a title that, in itself, makes the prospect want to send for it. Note the persuasive titles outlined below. You would like to have one of these booklets yourself ; the titles seem so promising. "About some men who are going to spend a Million Dollars Next Year." "Don't Flush the Bathroom and Regis- ter in the Parlor." "The Million Dollar Habit." "The Straw that Broke the Camel's Back." "Turning your Capital Over One Hun- dred Times a Year." "Adding Five Dollars to each Week's Income." "How Rogers made Two Cents earn him $31. 48." "How Jenkins Got Onto Himself." "Secrets of Selling." The first requirement of the physical INTENSIVE SELLING 101 booklet in order to strike the eye of the prospect is something studied out to strike the eye with a pleasing design, a cut to make a point of contact or an original handling that makes it happily "different." Little eye-compelling cuts break the monotony of type and carry the reader easily from page to page. The cuts are the ''laughs" that hold attention while the serious story is put across. An important element in attracting at- tention to booklets is the color. The eye attractive value of two or more colors of ink are superior to one color. While at- tractive and extremely profitable booklets can be produced in one color, especially where designs are used to benefit the effect, very careful consideration should be given to the advisability of using more than one color. How well this frequently pays can be judged from the following instance : "Does the free use of color render results? Ask the big mail order houses, who are coming to use color more and more in their advertising and catalogs. Less than a single cent invested in added color effect for each 50,000 booklets increased the returns $18,000 in one instance. Two runs of the same booklet were used, the mailing list divided in half. To one went the plain black and white, to the other part the colored booklet. At an extra cost of $500, the catalog in colors produced $18,000 more in sales than its duller brother." 1 "When you are asked to send your pros- pect a booklet, catalogue or letter with par- ticulars, etc., paste on the front of your en- >H. T. Wheelock: Address before A. A.C.of W., at Chicago. Use of cuts on covers helps win attention Value of color in booklets how an extra color increased returns $18,000 102 INTENSIVE SELLING velope a slip printed in two colors, some- what like the following: 'Sent at your request' it will secure special attention to your enclosures." 1 Plan for getting "Here is an idea that saves time of the special attention prospect : 'Attached to the front page of an to booklets eight-page, 4 by 9 booklet, was a two-page letterhead, size 4 by S l / 2 , not filled in, but printed by facsimile process just like a regular typewritten letter, including signa- ture personally signed. Thus, when the en- velope was opened, the prospect, at a glance, got the whole import of the message. The scheme proved very successful.' Under the letterhead appeared this letter: 'If your product is recognized as standard you will undoubtedly appreciate the attached booklet. If it is not, the reading of this booklet may give you a new idea as to how to make it so. Your very truly, , Sales Man- ager.' " 2 'Schulze: "Making Letters Pay System." *Schulze: "Making Letters Pay System." PART SEVEN One of the most common and popular styles of enclosures is the blotter. The great value of the blotter lies in its utility. It is handy because of its blotting surface. It lays upon the desk, face up, within range of the prospect's eyes for several days. The second advantage of the blot- ter as an advertising medium lies in its low cost. In blotters the advertiser has several fundamentally advantageous features, which usually result in satisfactory returns when properly planned, prepared and distributed. The blotting utility should not be con- sidered, alone, of sufficient value to make the blotter a profitable investment as an advertisement. To be effective, blotters should be so prepared that they catch the eye with a striking cut, and pleasingly deliver a definite message. The space for advertisement on the ordinary blotter is about the same area as the space in the average magazine ad- vertisement. In a magazine advertise- ment the copy receives probably twenty times the thought that is given the aver- age blotter. As a result of poor copy, Utility of blotters first advantage To be effective must be seen and retained 104 INTENSIVE SELLING Blotter copy deserving of more thought Good distribution necessary for good results Blotters should be planned in series Single blotters have slight advertising value the hammering away counts inadequate display and attractiveness, due to neglect or lack of the necessary ability on the part of the advertiser, a large per- cent of the blotters in service today are mediocre or frankly poor. Adequate trained thought in selecting ideas, making the layout, creating designs, preparing copy, and securing suitable col- or effects can be classed as the first es- sentials in good blotter advertising. Good distribution is the second es- sential. Every blotter that leads to a sale must come in contact with a logical prospect. The list to which blotters are distributed is a feature that largely deter- mines results and should be given the keenest consideration. A plan behind the blotter advertising is the third essential that should be con- sidered carefully. Advertising through blotters should be based on a distinct, logically planned campaign, covering an issue of six or more blotters, over a per- iod of time. The plan should be decided on first just what the desired effects to be accom- plished should be determined. Then the list and distribution should be anticipated and taken care of, as the second step. Each blotter in the series should be de- signed individually to convey strikingly, attractively and forcefully some particu- lar sales thought. Each blotter of the series should link up with its predecessor and successor. Each blotter should drive home some thought or fact through strik- ing pictures and easily read copy. INTENSIVE SELLING 105 "There is a lot yet to be done to make blotter advertising all that it should be in bringing results. The simple blotter, sent out harum-skarum, has but little more actual advertising value than the postage stamp that bears it, even if it is sufficiently attractive to win a place on the desk. "First, learn to campaign with the blotter. Select and size up your field. Plan the lay- out and distribution as carefully as you would that of your circular letters, booklets and catalogs. Remember your blotter has to go and stay on the desk in order to get your message across; and the desk is mighty personal to the man or woman who uses it. Use careful taste in the selection of de- signs. Have each successive blotter fit into the preceding one and into all your adver- tising literature with a strong, culminative attraction. Just because it is an inexpensive means don't make it a cheap one. Put horse sense behind your blotter and it will make good. Human nature works for it. It is always more profitable for anyone to use a good looking, good blotting blotter than to add to overhead of office by buying blotting paper." 1 There are opportunities for effective blotter advertising among manufacturers, wholesalers and retailers. While blotters may be sent out independently, as the message, they may be enclosed with let- ters, placed in booklets or folders or cata- logs, with invoices and statements, used as "dealer help" material to reach the consumer, over the imprint of the local dealer. Since more than seventy-five percent of the letters, statements, invoices, booklets, catalogs and folders that go out through the mails, are under weight, these medi- Plans one advertiser follows How distribution may be made ^Direct Advertising: Derby Brown. "Campaigning with the Blotter," by 106 INTENSIVE SELLING Medium can be used by almost every line How a manufac- turer made blotters effective urns can be used as the means of distrib- uting good blotters. The distribution is free whether it is used or not. Blotters sent out with ordinary corre- spondence, reach people who, we may as- sume, are interested in the advertiser's goods or proposition. This being sub- stantially true there should be no waste circulation. They deliver the message with less competition and for a longer in- terval than any magazine advertisement can. The bank, the insurance man, the de- partment store, the florist, the milliner, the jeweler any retail store have an effective medium in good, well planned blotters. " all have particularly good oppor- tunities for telling publicity by means of good blotter advertising. Every line of business can make effective use of it, if it is treated properly even the most prosaic machinery house. The manufacturer of ag- ricultural implements who put out a series of twenty-six blotters, two weeks apart, each with a fine illustration of some one section or department of his model factory, and a few lines of interesting description never a word of 'buy my implements' planted almost an intimate knowledge of his buyers the country over. He reached people it would have been impractical to get with an expensive booklet, and aroused consider- able interest for the coming of his expensive catalog. More effective, perhaps, than a booklet could have been there were a pos- sible twenty-six separate, distinct impres- sions against the booklet's one." 1 1 Direct Advertising: Derby Brown. "Campaigning with the Blotter." by INTENSIVE SELLING 107 Ship in Pioneer Boxes They nvr freight IMOU^C ol lictic vetfhi. prevent pilferinfc ere trembled :K-e fwl M lhook> ud 'i)i-i i\ F.H THI: ixx>i." Blotters Advertise^ Printers i^lHSHS ' 4 ;^:i;?i"5 .. i'^WMM:^ /<>l(leii Httife Limiit'd- , I I T jr^t'i* * y> j; s j"taiiioyiii Examples of blotters. This medium is one of the most common and popularly used of all mediums, and as a consequence the greatest care should ae given to the copy and display on blotters to make them especially effective. 108 INTENSIVE SELLING Plan followed by New York hotel As medium for retailers A New York hotel uses blotters to splendid advantage. They issue blotters attractively illustrated in two colors and of a size to fit into almost any box of writing paper. Each blotter has a unique illustration and a quaint verse calculated to drive home an impression of the hotel's policy, location or service. Every guest who leaves the hotel car- ries away one of the distinctive blotters, which are issued in series. Another hotel encloses blotters with especially attractive and distinctive letters to limited lists of individuals, soliciting, as well as room accommodations, patron- age for their dining room service. The letter tells the story: the blotters are blank except for the name of the pros- pect, which is printed on the blotter in printer's ink. Blotters are a valuable medium for all types of retailers. There are features of advertising value about every store which can serve as copy for blotters. The store's speedy delivery facilities can be made the subject of a blotter the comfort and con- veniences of the waiting room season- able lines can be featured mail order business can be solicited. It is found that women are especially susceptible to blotter advertising. De- partment stores have found it a fact that women like their friends to know that they trade at high class stores, and when they receive attractive blotters from such establishments they are apt to display them where they can be seen by other INTENSIVE SELLING 109 women who call upon them. This feature of blotter advertising makes the medium especially valuable in retail advertising. A New York jeweler sends out blotters of attractive design to a selected list of customers. They say : "We have always found that, if attractively gotten up, blot- ters prove an excellent means of adver- tising. Our blotters have always been admired and have helped to bring us busi- ness in many ways." In order to keep before dealers and to take advantage of this, the personality of his traveling salesmen, a manufacturer sends out blotters on which halftones of the salesmen making given territories ap- pear, together with wording, of which this is typical : "Keep this ! Use it daily ! Let it serve as a reminder of co-operation and service. Send me your orders now." The illustration of the salesman along with the name of the house follows. A Boston shoe manufacturer uses blot- ters to announce the mailing of his cata- logue and the visits of his salesmen. In the blotters sent out to announce cata- logues, special attention is called to the discounts offered and to the completeness of the factory's in-stock department. Those announcing the salesmen's visits are sent out a week before the salesman plans to arrive. They feature the manu- facturer's trade mark and they point out to the dealer that his featuring a certain shoe is the way to draw the quality trade, to better reputation and increase his profits. Taking advantage of personality of traveling salesmen Used to announce mailing of catalogs 110 INTENSIVE SELLING Blotters as dealer-aid mediums The Blottergram idea Tabloid house organ on blotter Manufacturers frequently offer blot- ters to their retailers for consumer dis- tribution. Blotters are a good means for linking the manufacturer's advertising to the local store. Blotters are regarded as especially advantageous for this purpose by some manufacturers on the basis that, the home not usually receiving many blot- ters, the chances favor the consumer blot- ter being retained, and thus keeping the advertisement of the local dealer and the manufacturer's products before the con- sumer. An advertising company uses blotters, issued monthly, under the title of a "Blot- tergram." The type matter on this blotter is in reality a miniature house organ. Other concerns have used the blotter with success in this form. A large manu- facturing company sends out two house organ blotters each month one series go- ing to banks and the other to retailers. These lists aggregate over one hundred thousand names. In designing the original bank series for this company, it was planned to issue thirteen numbers, under the title "Bank News." The series was mailed to every bank in the United States and Canada. Return postcards were clipped onto par- ticular numbers, and so many of the postals were returned that an additional six blotters are now being used to the same list. The Company says: "We don't believe in all kinds of blotter adver- tising, but the right kind is good and will pay dividends. The entire series of our blotter house organs has produced more INTENSIVE SELLING 111 comment and aroused more interest in our proposition than any other advertis- ing we ever put out for the same pur- pose." The house organ style of treatment can be adapted to the blotter to advantage in several ways : 1. It is a tabloid house organ. 2. The advertiser can afford to issue this kind of advertising every month over a year's campaign. Advantages of the "house organ" blotter plan LETTERGRAM CAT Tk. I in.l.l., l!,..i BLOTTERGRAM These reproductions indicate how advertisers are taking advantage of the good features of blotter advertising and printing a tabloid house organ on blotters. The good results from this kind of advertising are explained in this book. 112 INTENSIVE SELLING Blotters used to secure new customers 3. It is printed on a blotter and the appeal should be preserved for a period of time on account of the real usefulness of the blotter. 4. As the blotter is useful lies on the desk in front of the prospect for a considerable time one or more audiences should be given the mes- sages delivered. 5. It combines the good points of blotter advertising with the value of a house organ strengthened, often, by brevity. 6. It does this at a surprisingly moderate cost. 7. Selling features can be played up, if desired, with return postcards enclosed in the carrying envelope, with invitations to reply requests for literature, prices, information or requests to have a representative call. 8. A calendar of the month can be shown to give the blotter still greater utility. There is hardly a limit to the different businesses to which house organ blotters may be adapted. In a tailoring com- pany's house organ, the "Kahn Mes- senger," the story is told of how one of the company's dealers used the blotter house organ idea in securing new cus- tomers. The idea has been successfully used by banks, laundries and retailers who appeal to selected lists. " in trying to obtain direct, human interest material for a bank booklet, I asked a young woman acquaintance to tell me INTENSIVE SELLING 113 what, in the service of her bank, pleased her most. She answered: 'Why the lovely little blotters they send me every month.' And she meant it, although it was hardly the kind of information I was after." 1 Blotters are considered a fair means of co-operation with jobbers when used in connection with letters. When blotters are sent out alone to this list they seldom serve their purpose. Owing to the large size of the average jobbing house, the mail is opened by a clerk and forwarded to the proper executives. On that ac- count, blotters seldom reach the individ- ual in position to take action on particular propositions advertised. The sizes of blotters are based on the size of blotter stock from which cut, and upon the sizes of envelopes in which they are distributed. Blotter stock comes from the mills in the following dimen- sion: 20 by 25 or 22 by 2Sy 2 inches. The usual blotter weights are 100 and 120-lb. stocks. Blotters of convenient size for desk use may be cut from this stock with little waste. Blotter stock may be secured either coated on one side or with blotting sur- face on both sides. The blotters which have blotting surface on both sides are considered the most practical, useful and convenient, as they serve equally well as blotters on either side. This frequently is a convenience demanded by blotter us- ers on account of embarrassing predica- ments which may follow from blots on Direct Advertising: "Campaigning with the Blotter," by erby Brown. Getting cooperation of jobbers through blotters Blotter stock how sizes are determined Good blotting stock appreciated by business men Coated stock used when halftones are printed Prime value of good illustrations Blotter copy should be brief and interesting Current calendar month aid in getting blotter preserved INTENSIVE SELLING letters occurring when the non-coated blotting side is used by mistake. The coated type of blotter is used when halftones are to be printed on the blotter. In designing blotters the first demand should be to attract attention. Many ad- vertisers hold that illustrations are the most effective material blotters can carry, , and select striking two-color cuts to catch the eye and suggest an idea which a few words supplement. The blotter is useful, and lays on the prospect's desk, under his eye for an indefinite time, it is assumed, and a good display should be seen. Halftones of interesting features of the factory or the products or line drawings may be used. Cuts designed especially to attract attention are often extremely ef- fective even when they have no bearing on the proposition advertised. The copy, in display blotters should be brief. One sales idea should be presented in each blotter and that presented in as f orcful a manner as possible, in copy and display. " This value can be made greater, possibly, by printing the current calendar month on each monthly issue, and releasing the mailing the first of each month. Some manufacturers run a few words of copy re- garding a specific feature of the business in each issue, and believe that, over a twelve months' period, the blotters serve to keep them before their list in an excellent man- ner."! The type set-up of blotters is very im- portant. There is an opportunity for dis- Mail Advertising Data Book. INTENSIVE SELLING 115 play of originality, striking effects and good taste in the composition. The type and the style of set-up should conform to the business advertised. The blotter advertising a tailor, catering to sporting men, must necessarily differ from the blotter used by a jeweler and catering to discriminating women. Set-up and style should conform to list appealed to PART EIGHT PLANNING COPY AND PREPARING LITER- ATURE TO PULL BEST RETURNS Great care should be given copy for enclosures Periodical changes keep sales suggestions systematically before field Since the effect made by an enclosure depends upon the impression made on the person receiving it, when a given enclosure reaches a prospect several times, over an extended period, its nov- elty wears off and it becomes ineffective. It is advisable to plan enclosures in series for six months or a year ahead of time to give deliberate thought, care and the necessary time to the development of the ideas and copy that go into a series of enclosures. It should always be remembered that the measure of value in enclosures is what they will accomplish for the adver- tiser. Ample time, care and reasonable expense expended for enclosures should come back many times over in profitable impression made on the mailing lists. After the series of subjects chosen for the enclosures has been decided on, the copy prepared and the enclosures printed, the enclosures should be released one each month, or according to some plan of periodical rotation that will provide a systematic change of enclosure at fre- quent intervals. The designer of enclosures has the widest latitude as to originality. They may be mere slips of paper from an inch INTENSIVE SELLING 117 square to elaborate booklets which de- mand extra postage. A common and economical enclosure is a small slip of paper, preferably attractive stock, printed on one side in two colors, with a few telling words well displayed. This style is simple and effective and economical. Some of the most profitable enclosures ever used are of this type. Unique folds or ingenious cut-outs in- crease the effect of enclosures because they strike the reader as unusual and the more quickly win attention. Since the manner of folding adds little or nothing to the cost, it is highly advisable for ad- vertisers to give thought and exercise in- genuity to taking advantage of attractive folds. In connection with the physical side of the enclosure and the prearranged plan of distribution, copy and illustrations are vital considerations. Striking designs, in one or two colors, add to the effectiveness of enclosures, as they serve to aid in catching the eye, sug- gesting the sales message at a glance, and shunting the attention into the type mat- ter. Cuts of products, diagrams, pictur- ing uses or advantages, or spotlighting certain features of advertised products so they are simple and quickly or easily read make good material for enclosures that can be found available in almost any business. Stock cuts which are repro- ductions of high class artwork are a source of pleasing effect at moderate cost for advertisers who strive to get the utmost from their appropriations. Widest latitude for physical forms Striking designs help to win attention and give sales value Good cuts liven and make distinctive 118 INTENSIVE SELLING How to determine economical sizes How to print enclosures with other forms saving cost of press work "The effective enclosure usually shows an illustration or cartoon that suggests an idea to the eye in a two second glance whets the interest to read the brief appeal and registers an impression of the advertiser and his prod- uct upon the mind of the reader." 1 The size of enclosures is usually deter- mined to considerable extent by the stock sizes of different book, cover and bond papers. It is economy to figure the size of enclosures to cut to advantage, with- out unnecessary waste. The sizes may be cut to advantage from the following sizes of stock: cover and book papers 26 by 29, 24 by 36, 25 by 38, 28 by 42, 32 by 44 ; bond papers, 16 by 21, 17 by 22, 18 by 23, 19 by 24, 17 by 28. Some stocks come in only two or three of these sev- eral sizes. By planning ahead of time having copy prepared and cuts secured large printing jobs come through frequently which demand a strip of wasted stock frequently very high priced stock. In such cases copy can quickly be set up to conform to the dimensions of the waste stock, and they may be run off at the same time the jobs are run. When cover stock is run, the waste can be utilized in printing return postcards, effecting a material saving; and as well, very frequently, in making especially at- tractive postcards possible at practically the cost of composition. It is logical to believe that if enclosures are worth preparing at all, they should be prepared just as attractively and force- "Homer J. Buckley: Address before Ad Club at Des Moines, la. INTENSIVE SELLING 119 fully as possible. They should be made striking and distinctive so they will be seen, and win favorable attention and be convincing in copy, so that they will deliver a message that will prompt busi- ness. Effective enclosures depend, next to the manner of distribution, upon, first, the arguments used, and second, the way they are set forth. Copy for enclosures should be pre- pared entirely from the viewpoint of the group designed to receive the literature and whom it is sought to interest. The viewpoint should be: "What will the machine do for me?", "Why is the serv- ice worth $100 to me?", "Why is that feature advantageous to me?" , "Will that device prove a profit-maker for me in my plant?" The buyer cares little about informa- tion as to the size of the advertiser's fac- tory, the number of years the firm has been in business, the medals awarded for conspicuous merit. What the advertiser is interested in is information as to the advertised proposition applied to him or to his requirements. Bearing this in mind, the copy for en- closures, the object of which is to inter- est indifferent prospects, should be de- signed to do three things : First: the subject of the enclosure should be determined. It is generally best to design each enclosure to exploit some one definite point or feature of the proposition, or, at least, to feature some special talking point. The wisdom of this Careful thought should be given copy Copy should be written from the standpoint of the "other man" Safest plan to follow in building good enclosures 120 INTENSIVE SELLING Give enclosure features to com- mand attention Mission of cover to catch the eye Good illustrations assist in making cover effective is apparent : it concentrates on some one strong buying argument or feature -rather than confusing the prospect with a num- ber of points. In a series of folders a succession of sales points can be made, one at a time, and each one impressively. The ultimate effect is satisfactory. There are instances where the enclo- sure should cover all features of the proposition with uniform display. Where such enclosures are used there is more resistance to be overcome and direct re- sults are lessened. Having selected the point to be cov- ered or the idea to be exploited in the enclosure, the next step is to design a layout that will attract attention. The safest plan, in doing this, is to employ good artwork on the cover or, by using cuts, to show a pleasing originality in designs or copy. The mission of the cover or front panel of the enclosure is to attract the eye and hold attention. It is well to have a few words of lettering suggestive of the idea presented : the design can carry out that suggested thought. However this is not necessary. A strong eye-arresting cut, with a semi-illustrative value serves effectively for enclosures. The adver- tised product can be illustrated on the covers of enclosures, by halftones or line cuts : but it is advisable to have a figure connected with the machines or other products advertised to suggest action, and give the enclosure life. "A folder brings results in direct relation to its original or striking makeup, idea or copy. INTENSIVE SELLING 121 The outside of the folder is most important. Secure a design that will invite the reader to look inside. Employ a catchline that applies to your proposition, and yet shows the receiver that the offer inside is one that means money in his pocket to investigate. Sometimes at- tention may best be secured by arousing curios- ity. For example, a folder that produced the greatest number of inquiries within the expe- rience of the manufacturing druggist who is- sued it, had as its outside title the words : "Why did you study Pharmacy?" Many times a folder is read and kept because it contains some suggestions to the recipient for adver- tising his own business. Just remember that while your whole story is very brief to you it's a long and usually uninteresting tale to the prospect, therefore, the briefer you can make it, and yet tell convincingly of one or two advantages of your product or plan, the greater the results." 1 On the inside, pictures and copy should present the chosen selling thought in a strong, easily read, type set-up. While a limitless license is given in the se- lection of stock and style of com- position, and nature of the presenta- tion depends upon the product advertised, it is well to strive to suggest the main idea of the story in headings, and back these headings or displayed lines with de- tails in smaller type. The advertiser may be fairly well assured, when this is done, that the reader, no matter how quickly he scans the page, should get the gist of the message. Should the brief captions strike his interest he can read further. It is obvious, under these conditions, that a halftone reproduction of an article ad- vertised counts for more than many words. Arthur Brisbane has the idea '"Sales Promotion by Mail," by Gridley Adams. Have catchlines that will chal- lenge interest Telling the story inside Make every caption tell something 122 INTENSIVE SELLING Put the idea in quickly-read headlines How one copy- writer works Another plan to combat objections when he says: "A picture counts for more than a million words if it is good." The value of headlines and sub-heads, used in enclosures, lies in their stating facts in a few words. Headlines inserted merely to attract the eye serve the pur- pose weakly. A single word, such as "Look," "Moreover," "And then," "Mil- lions" words beginning a sentence or combinations of words that do not, in themselves, state a vital thought, serve only half their purpose. One able ad-writer, after selecting the subject for his enclosures, classifies his material, and writes down in a brief list the important facts of the proposition. These he arranges in such sequence that the headings alone briefly tell the story from the beginning to the final ap- peal to mail back the postcard. Under the several headings and sub-heads it is only necessary to amplify the thought. Another advertising man follows an- other plan. He does not draw his copy material from the positive facts he has regarding the proposition. He does not list the advantages of a product and play them up, but he lists the objections and works out copy to combat these points. In doing this, the theory is that the re- sistance is knocked from prospects and the selling appeal at the climax should be more effective. It is a mistake to attempt to say too much in an enclosure. Too much type reduces sales value because fewer people will read it. By curtailing copy to a reasonable limitation the advertiser will INTENSIVE SELLING 123 have more white space, better display, and a few points well brought out, which are more effective in producing results than many points hidden in a confusion of phrases crowded in small type. There are four elements to be con- sidered in enclosures, as there are in sales literature of other types. Attention must be secured, interest must be awakened, desire must be created and action must be induced. "On the cover or first page of the enclosure interest must be awakened it is this that catches the eye first. This should be striking in design, type arrangement and colors. The wording should be carefully chosen to make a point of contact with the group appealed to, and interest sufficiently to cause the reader to turn back the cover and look further. "On the inside, in headings and sub-heads and pictures, the message should be suggested. Details in smaller type should supplement the display lines and present phases of the propo- sition to strike interest and create desire to investigate further, to own the article or to call at the store. "The entire appeal should lead up to a climax in the suggestion to write for particu- lars or do something definite. An enclosed or attached postcard or order blank or cou- pon are favorite devices for facilitating re- plies through enclosures where direct replies are desired." 1 The object of many enclosures is sim- ply to secure publicity or impress some distinctive idea, feature or service on the prospect, and no direct reply or order is solicited. In enclosures where a direct return is sought portions of the enclosure can serve as an order blank. l ldeas: No. 1, by Flint McNaughton. Story should be told in fewest words brevity means more readers Every sales enclosure should measure up to this plan Enclosures seek- ing direct reply 124 INTENSIVE SELLING War ruling on postcard dimensions Every advertiser should know facts about postcard rules On such portions a request for litera- ture, sample or information or order can be placed, with the customary spaces re- served for signature and address of the inquirer. To facilitate the securing of inquiries when there are several offers or services, a list of such services is cus- tomarily provided, with check spaces so that any desired information may be eas- ily indicated. Return postcards are placed on the same footing under the war postal rul- ings as government postal cards, so far as postal rates are concerned. The governmental ruling to the word- ing on the face of the postcard is that the word "Postcard" must be used, but this is varied by advertisers into "Private Postcard" and other wording which serves to give a character to the card and yet does not likely violate the broad federal ruling. They may not be larger than 3 T 9 ff by 5 T ^, nor smaller than 2$4 by 4 inches. They are subject to a two cent rate whether they bear a printed or a written message. When the card bears the wording "Post Card" or "Private Mailing Card" and does not come within the sizes indicated, the rate will be two cents if the card be entirely printed, for city delivery, and three cents if wholly or partly in writing for outside delivery. Cards not within the sizes indicated, and not bearing the words "Post Card" or "Private Mailing Card," will be car- INTENSIVE SELLING 125 ried for one cent if entirely printed, and two cents if the message be written. Size has now become a governing factor in the classification of postcards. It is always safest to get a ruling from the postmaster as to the postcard prob- lem that arises, as an error is liable to be seriously expensive. When government postal cards are used in large quantities, it is economical to print up a number of cards at each impression ; this permits presswork to be cut down. For the convenience of such users, the government provides postal cards, through all postmasters, in sheets of forty-eight cards, to be printed and cut after printing. Nearly every business has copy mate- rial for effective enclosures. Scores of selling thoughts can be shaped up in en- closure form and found effective in in- fluencing business. "Varying seasons bring on demand for sea- sonable needs or special lines. Economical and sales-influencing publicity can be given at moderate cost through enclosures prepared with an eye to timeliness. "In the spring, when the ground thaws out and earth-working commences is the demand time for many tools and lines of machinery. Enclosure distribution, through available chan- nels, beginning the last of January, exploiting the advertised products and soliciting orders is a splendid propaganda. "Makers of jewelry, outing goods, summer season machinery and warm weather products do well to start enclosures going out early in March. Likewise, each season can be antici- pated and effective enclosures advertising done. Where to find ideas for copy Plans for reach- ing the right individual 126 INTENSIVE SELLING Select a series of points features of your business How different "Progressive banks recognize the value of lines develop timely enclosures sent out monthly, sugges- business through tions designed to bring back more business, enclosures They suggest bank-books as birthday presents or gifts for Christmas, special notices of dis- count or news features. On account of the bank's distribution possibilities, when en- closures are strong, the results are excellent in general publicity and often produce trace- able business. "Department and other retail stores use en- closures in many ways. Seasonable advertis- ing through enclosures can be done to advan- tage and a valuable distribution secured through invoices and statements and letters, in packages, in waiting rooms and through other agencies." 1 Subject matter for enclosures, collected after careful consideration of the require- ments of manufacturers, wholesalers and retailers and special service institutions such as banks, brokers, and other lines of business is suggested by the following list. These are common topics on which en- closures can be built. From this list the advertiser can write them up select subjects covering phases of his as enclosures business that can be exploited advan- tageously through enclosures. This list should serve as a guide or basis, in pro- viding subjects for a series of enclosures to be distributed over a period of time. accuracy adaptability of products to different uses advertisements of different products advertising "dealer help" literature and plans advertising plans ask for booklet or literature or sample bank references catalogue, send for it ^Judicious Advertising: "Making Printed Enclosures Selling Influence," by Flint McNaughton. INTENSIVE SELLING 127 comparisons as to work or results "Comeback" devices comfort convenience cost of maintenance diagrams demonstrations dependability different departments directions for operation easy operation economy in first cost economy in long run educational articles as to processes or manufacture educational talks equipment factories factory facilities J deas which can features of products or operations be used as basis guarantee f or C P. V m health preparing history of house enclosures how demand is being created illustration of catalog, booklet or litera- ture to be sent for illustrations of products illustrations of applications of products individuals in organization invitations to call and investigate listing products or services location advantages mail back postcard methods of manufacture news articles reproduced persuasive arguments photos of salesmen used as "hook-up" policy of house prestige of house price price lists prompt delivery protection for buyer purity reasons for value Changes of sea- reference to national and trade paper sons provide advertising C P V appeals results of tests results of use 128 INTENSIVE SELLING Copy suggestions for enclosures for all lines of business Making use of type-matter used in the house organ Originality very important in enclosures sanitation satisfaction given service size special lines of goods special offers special uses speed store stories of making styles suggestion to recommend suggestion to reorder suggestion of selling ideas superiority technical advantages testimonials utility use views of factory, plant, house, store, etc. views of departments of plant, house, store, etc. value Some concerns issuing house organs "lift" portions of linotype matter cover- ing short and important articles and have impressions run off on proof paper. These are used as enclosures. The effectiveness of these enclosures depends entirely upon the interest- value of the copy. This idea often works out to great advantage. Aside from the value of the enclosure, an indirect reference to the house organ can be made in the credit line or in the form of a note at the bottom. Originality counts in enclosures ; it is this that is especially effective in catching attention and that makes the message seem different from the usual and there- fore conspicuous. Almost any business can find new and novel ways of present- ing the often prosaic proposition. An example of an enclosure that com- INTENSIVE SELLING 129 mands attention on the strength of its novel presentation is described here: ". . . obtaining the business envelope and the billhead of the electric light and power company in the town where a certain manu- facturer had installed Hyatt bearings, these enterprising gentlemen actually made out a bill in the conventional manner for the power consumer month ending so and so, itemized and formally correct. At the foot of the bill a few crisp statements were handwritten, as if at the last moment, by someone wishing to em- phasize the economy of the procedure. For this bill for power was not as large as the previous bills and Hyatt roller bearings were responsible. "My curiosity was piqued when I saw the envelope. The light and power company sig- nature on it alone would have prohibited throwing it away. The bill inside was quite as formidable, interesting and convincing." 1 A motor car company, working on an important follow-up list, was extremely desirous of establishing a regard in the prospect for the utmost conservatism. This was done by sending the following memo with a marked booklet : "Our President put that blue X cross after the second paragraph of the third page of the enclosed folder. He was afraid our super- intendent had overstated a fact. The super- intendent called in the car of a user and tested it for our president's satisfaction. Now Mr. Walker wants you to particularly note this paragraph. Find a man who is running a and let him show you." It is important, in sending requested information, that the mail matter sent goes to the individual who has asked for the information. One advertiser does this by placing a notice in the upper left ^Printers' Ink: "New Ways of telling Old Stories in Letters," by W. Livingston Larned. Novel plan that commands attention An interest- winning plan that suggests conservatism Getting literature to the right individual 130 INTENSIVE SELLING The "Card of Introduction" idea Making use of testimonials hand corner of the envelope to the effect that : "This is sent at the request of Mr. ." This notice, reproduced in bold handwriting is conspicuous. All the clerk has to do in sending out the letter, is to fill in the name of the individual who in- quires. Another original idea for securing at- tention was practiced by a health devel- opment concern in advertising their sys- tem for building up the body and main- taining health. Their advertisement was reproduced in the form of a blue print, showing a graphic diagram of the mech- anism of the human body. This sug- gested the idea of building better bodies. It was accompanied by a letter which in- troduced the subject. A wholesaler of furniture and house- hold goods seeks to stimulate retail trade with a selected list of hotels and larger rooming houses by enclosing a card, in connection with a letter reading: "Card of Identification." The card further states : "This is to certify that the party whose signature appears below is proprietor of a hotel or rooming house and is entitled to a special low contract price based on the quantity needed." Below this is a line, with the request in small type: "Sign your name here." An important weapon in selling pro- spective buyers is the letter of testimonial from satisfied customer. This is strong evidence as to the worth of goods and provides material for enclosures. Small folders are prepared, with an il- lustration or display on the cover and tes- timonial letters on the inside panels. INTENSIVE SELLING 131 Some manufacturers take advantage of the psychological effect of a letter by having their testimonial letter reduced to convenient size to fit into envelopes with- out folding. This gives a bonafide ap- pearance to the testimonial that is valu- able. These can be pinned to the letter in such a way that, in order to see the be- ginning of the letter, it will be necessary to lift up the enclosure, thus assuring it extra attention. This practical idea is carried still fur- ther by a manufacturer appealing to poul- trymen and farmers. He reproduces tes- timonial letters together with facsimile reproduction of checks covering re-orders for the product. This is conclusive evi- dence that the goods have given the buyer satisfaction; it should have a strong ap- peal to the prospective buyers. One retailer of haberdashery got excel- lent results by sending to a selected list a letter calling attention to his line of silk socks and enclosing a handsome sock for one foot. The letter stated that if Making use of illustrations of money A haberdasher's scheme LUUUUUiSiUUUi Examples of checks used in forcing replies by suggestion of money value :ffective devices described in these pages. 182 INTENSIVE SELLING Working on curiosity effective plan Check marks to give personal attention effect the prospect would buy half a dozen pair the retailer would provide the mate for the sample enclosed. This gave the pur- chaser seven pairs at the price of six. "Now, to fix attention, arouse curiosity and get the man to read carefully what you have said. To do this I have employed a number of devices. The use of a small sample of blue serge offered, pinned to a corner of the letter, has been most successful." 1 A wholesale liquor dealer, seeking to give especial impressiveness to a side line proposition, advertised in a circular which was sent broadcast, placed the enclosure inside a manila envelope on which he had printed in red ink a large question mark. The idea was to arouse the recip- ient's curiosity and give the enclosure within the envelope a better chance to command attention. A trust company, in answering in- quiries as to its mortgage bonds sends a letter enclosing a booklet and an appli- cation blank, with the name and address of the prospect filled in. A check mark, penned in, calls attention to a space to be filled in by the prospect. This precise suggestion is found effective. "... a further touch was added by the use of the order cards mentioned in these let- ters. Each card bore on its upper left hand corner a check mark made by a red pencil. This was for the purpose of bringing these orders directly to my desk when they came in the mail." 2 In order to combat the waste basket Printers' Ink: "Making Circular Letters Personal." by L. B. Elliott. ^System: "80% of these Letters Succeeded." by Carroll D. Murphy. INTENSIVE SELLING 133 danger and gain the letter attention, a manufacturer of motors frequently at- taches an imitation typewritten slip to the corner of form letters. The memoran- dum reads : "The waste paper basket ! That's the easiest way to dispose of this letter. But the easiest way will never increase your sales or profits. Don't miss a real opportunity by taking the easiest way. Take the time to read this letter. We want you for a good customer, but only after we have convinced you that you need Crocker Wheeler Motors. Read and be con- vinced." Another endeavor along this line is practiced by a printing house. They issue an attractively printed slip which they clip onto their form letters. Its text: "An Explanation 1 The letter enclosed here- with is a form letter, but it is none the less worthy of your personal attention. We have a mailing list of whose personnel we are proud, and if our perseverance in calling our facilities to your attention should at any time be annoying, we beg indulgence on the score of our real desire to serve you a desire springing from the knowledge that only there- by may we serve ourselves." A valuable enclosure application for securing attention is found in the use of enclosures on which a special memoran- dum or message is reproduced. These frequently appear on forms used for office memorandums, headed "Memo," "Office Memorandum" or "Data Sheet," with various lettering and blank spaces for the name of the party addressed, the subject, date and signature of sender. These are frequently printed on tinted stock to con- trast with the white letter to which it is attached. Using frank appeal to win reading Plan used by a printing house Memorandum forms used as enclosures 184 INTENSIVE SELLING Win special attention through personal appeal Imitation hand written enclosures Hooking up booklets with suggestion to act These have a decided value in gaining special attention to the literature to which they are attached, because of the sugges- tion of personal communications which the memorandum slips carry. The mes- sage on them is brief and quickly read. This message tends to arouse interest to the extent of reading further details of the communication in the letter to which they are pinned. A variation of this plan is found in en- closures bearing imitation hand-written memoranda. A motor car manufacturer employs this device, attached to a several- page letter communication. One such slip, in the handwriting of the president, reads : "This is for your own confidential information, so that you may know the present situation concerning the shortage of Packard Cars." A manufacturer sends out a card, with a booklet illustrating white enameled scales. The card reads : "A Christmas Suggestion ! Have you thought of a beautiful white enameled scale for the bathroom as a Christmas present? We can furnish one directly from our factory from $15 to $21. We shall be pleased to have you look over the enclosed pamphlet, and either telephone or write us." A steel company in Chicago gives prominence to special features which are announced from month to month by tip- ping a slip on the covers of the house organs in which their announcement is made. Another house organ editor gives special prominence to notices by having INTENSIVE SELLING 185 the notice printed in chosen colors of stock and inserted as a slip enclosure in the house organ. On the theory that "Money talks" vari- ous order blank schemes are arranged, whereby the physical basis of the device is a check or a rough imitation of cur- rency in the shape of a coupon. To insure the interest of the prospects and to remove resistance to initial orders checks are made use of in the mail selling plans of many firms. One Chicago liquor dealer made an offer of one barrel containing one hun- dred and twenty bottles of his goods to prospective dealers, with the understand- ing that, to introduce the goods to them, on all first orders a rebate of sixty cents, or the price of twelve bottles, would be allowed them. As evidence of this, a check for sixty cents was enclosed, en- tirely bonafide except for the signature of the advertiser. The actual check form of this appeal suggested, in its physical ap- pearance, a cash rebate, and was an influ- ence in securing highly satisfactory results. A similar idea is referred to by the following extract reference to a check enclosure scheme tested out against a "coupon" idea on a letter by a manufac- turer of veneer: "My first letter was a double page affair with a coupon in the corner, and a big red arrow running through the whole thing. This was supposed to direct attention to the coupon. "It went out first class and we got about House organ methods Using a check enclosure to bring first orders Test of letter and coupon against letter and check 136 INTENSIVE SELLING 3% returns from letter compared to 37% in favor of check enclosure mailings fifty replies, better than 3%, and all were worth while concerns. We sent them all a sample. "I wrote another letter. It was processed on a plain letterhead, bearing an illustration of our box, and read as follows : " 'When John Wanamaker said, "Time is money," he certainly hit the nail right on the head. " 'Both your time and our time is money. " 'We are willing to pay for your time, and for this purpose we are enclosing our check made to your order for 30c. " 'What we want you to do is to endorse this and mail it to us. We will accept it in pay- ment for the express on a sample Goo Ship- ping Box, and in addition to this we will fur- nish the box. " 'We want you to see a sample of this package because we feel sure that it will help you in your business. The Goo Shipping Box has been increasing and holding trade for a large number of concerns, foremost among which is the National Candy Co., of St. Louis, Mo. They have purchased a carload a month for over a year. " 'You owe it to yourselves to at once endorse the check and mail it to us. And then you should carefully examine the possibilities of the sample Goo Box which we will send you. " 'Very sincerely,' "With the letter went a check, properly filled in and signed. The amount was 30 cents. "A total of 37% of the sixteen hundred names came across and either told us that we might send a sample or told us there was no chance of their using the package." 1 ^Postage: "Selling a \fercaniile Accessory by Mail." by A. D. Patchen. INTENSIVE SELLING 137 Advertisers have used the "time is money" appeal in gaining attention to their letters. Where an important propo- sition was placed before a selected list, from which responses meant profitable business, one dollar bills have been en- closed for the purpose, the letter states, of paying for the necessary time required in giving attention to the letters. Cur- rency, as an enclosure undoubtedly se- cures one hundred per cent attention to the letter. A large per cent of the bills usually come back, with letters that serve as the desired "leads." "A company selling stationery supplies re- cently sent out an advertising letter which received immediate attention and which was very effective. "The letter was registered, and the first thing that met the eye of the man who opened it was a crisp one-dollar bill, attached to which was the statement that the money was sent to recompense the recipient for the time re- quired to read the letter carefully." 1 This idea is used with dimes instead of dollar bills, and one publishing house has made use of bright pennies, attached to the letterhead, to defray the return postage. l Postage: "Some Successful Sales-Letter Strategies," by Louis Victor Eytinge. Making money talk and bring orders Buying interest with money 138 INTENSIVE SELLING To publications To individuals To business houses ACKNOWLEDGM ENT Indebtedness is acknowledged to many individuals, publications and business concerns for valuable information and interesting statements bearing on the phases of intensive advertising and sell- ing treated in the pages of this book. Among the publications we have reproduced extracts from Printers' Ink, Advertising 6" Selling, System, Postage, Selling Aid, the Mailbag, Impressions, Judicious Advertising, New York World, Progressive Papers, Ous- ley's Magazine, Sales Promotion by Mail, Associated Advertising, Direct Advertising, Mail Advertising Data Book, and Ideas, a house organ. Among the individuals who have given val- uable information and to whom reference is made in these pages may be mentioned : Homer J. Buckley, H. J. Barrett, Geo. W. Billings, Norman Lewis, Maxwell Droke, Cameron McPherson, Wm. H. Herring, Louis Victor Eytinge, H. I. Wildenberg, James Wallen, Tim Thrift, A. H. Billstein, Lewis E. Kingman, C. D. Grain, Jr., Mac Martin, J. A. Priest, Gridley Adams, H. T. Wheelock, Derby Brown, W. Livingston Larned, Carrol D. Murphy, L. B. Elliott, A. D. Patchen, W. P. Warren, Arthur Gray, Robert C. Fay, John H. Clayton, Robert E. Ramsay, Paul M. Bryant. Indebtedness is also acknowledged to the following business concerns from whose liter- ature extracts have been reproduced or ideas borrowed : Buckley, Dement & Co., Chicago ; Hampshire Paper Co., South Hadley Falls, Mass. ; Burroughs Adding Machine Co., De- troit, Mich.; Schulze, "Making Letters Pay System;" S. D. Warren & Co., Philadelphia, Pa.; Ross-Gould Company, St. Louis, Mo. ALPHABETICAL SUMMARY Adding stability to business by weakening salesmen's personal control through advertising 12 Advantages of house organ blot- ters ...1 1 1 Advantages of supplementary mail selling campaign to aid sales- men 12 Advertising coming events through poster stamps and stickers 33 Advertising in United States total annual expenditures 3 Applications of enclosures to many uses 21 Assisting dealers to build trade through co-operative advertising.. 15 B Bankers experience in enclosure advertising 25 Blottergrams what they are and where advantageous 110 Blotters advantages as advertising mediums 103 Blotters advantages of planning in series for best results 104 Blotters as dealer aid mediums.. 110 Blotters copy should be given careful thought 104 Blotters how good illustrations produce better results 114 Blotters how to determine stock sizes that cut to advantage 113 Blotters how to secure distribu- tion 104, 105 Blotters importance of good blot- ting stock 113 Blotters plans for making blotters seen and retained 103 Blotters secrets in copy prepara- tion 1 14 Blotters used to announce mail- ings of catalogs 109 Blotters using calendars as inter- est-aids 1 14 Blotters where to find good copy 108 Blotters wholesaler's plan for tak- ing advantage of personality of traveling salesmen 101 Booklet titles that arouse curiosity.. 100 Booklets advantage of in con- nection with letters ... 94 Booklets advantages over sales- men 86 Booklets as effective sales medi- ums 86 Booklets distribution always avail- able _ 86 Booklets distribution can be found where _ 86 Booklets effective as enclosures.. 48 Booklets expense conserved by designing so no envelope is needed 93 Booklets how influenced sale in Saturday Evening Post adver- tisement 91 Booklets how salesmen can use them to advantage 86 Booklets how distribution should be planned 87 Booklets how to make education- al mediums in follow-ups 90, 91 Booklets how to select best stock 97 Booklets insuring them reaching proper persons 95 Booklets issued in series over a period of time 87 Booklets making more effective through return postcards 93 Booklets marking portions to make particular appeals win especial interest 95 Booklets physical style odd siz- es 96 Booklets plan of bookdealer for getting read 95 Booklets plan for getting special attention 102 Booklets read from selfish inter- est 92 Booklets stock from which best cut 97 Booklets style should be suited to proposition advertised 98 Booklets test showing compara- tive value of booklets and other enclosures 48 Booklets use of cuts to win at- tention 101 Booklets used to determine value of trade paper advertising 88 Booklets used to increase inquir- ies from magazine and trade paper advertising 88 Booklets valuable as means of explaining proposition to inquir- ers 90 INTENSIVE SELLING Booklets value of color in print- ing 101 Booklets why they pull better than folded enclosures 49 Calendars for desk use as enclos- ures in house organs 84 Captions suggest the sales idea in captions or subheads 121 Catalog expense conserved by hav- ing booklets serve as catalogs for lines of goods 94 Catalogs getting them preserved.. 32 Catalogs how wholesaler increas- ed sales 25% through supple- mentary mail order methods 12 Catalogs use of poster stamps to get distribution of special 37 Census figures as to printing in- dustry in 1914 6 Check enclosures with letter in- crease returns ten times 135 Checks in facsimile as induce- ment to order 63 Checks getting advertising through distribution of checks.. 34 Circular as enclosure comparative value when used with letters 48 Collection plan to induce prompt payment 26 Complimentary ticket cards for in- teresting new customers 26 Concentrating on one product through package inserts 67 Conventions taking advantage of events to cement trade 36 Copy brevity an advantage in most enclosures 123 Copy for enclosures where to find ideas 125 Copy ideas for use in direct ad- vertising literature 126 Copy plan to follow in writing enclosures 119 Copy placing lengthy data before busy purchasing agents so it will be noted and retained 53 Copy printed display often more effective than letters 45 Corporations how advantage is taken of distribution of state- ments 39 Coupons attached to premium lists.. 63 Creating new business through package inserts 56 Customers-y-cashing in on them by mail selling and advertising 13 D Dealer aid enclosures used to in- terest dealers through general ad- vertising prospects 35 Dealers' clerks reaching and influ- encing them to push goods 72 Dealers hooking them up to pros- pects for low priced commodity.. 35 Dealers influencing dealers through package inserts 71 Dealers made to force jobbers through package insert campaign 60 Dealers selling national advertis- ing to dealers through direct methods IS Devices for getting suggestions for house organ copy 78 Direct advertising in U. S. total annual expenditures 4 Distribution of enclosures large opportunity which costs nothing.. 19 Distribution of enclosures many channels that can be taken ad- vantage of 20 "Easy payment" plan used for in- teresting customers 28 Effect of enclosure slips on those appealed to 53 Enclosing carbons as spur to get prompt replies 29 Enclosure series planned to accom- plish specific results experience of one concern 21 Enclosures attached to letters by gummed slip 53 Enclosures distributed in house organs 73 Enclosures evidence they are seen by interested individuals in firms 52 Enclosures how one advertiser in- creased returns 40% through en- closures 42 Enclosures how sales were in- creased 7 l /t% through enclosures 43 Enclosures how to place in evel- ope 51 Enclosures how to test out 42 Enclosures ideas for securing re- orders 64 Enclosures insuring their being inserted properly 53 Enclosures one better than sever- al 50 Enclosures opportunity for en- closures with letters 41 Enclosures used by telephone companies 24 Enclosures what they are 18 Enclosures where they may be used 41 Envelopes as curiosity-arousers for enclosures 132 Envelopes when under weight, chance to win business through enclosures ... ... 41 INTENSIVE SELLING 141 Essentials to observe in preparing enclosure copy 120 Executives 77% look over incom- ing mail personally 52 Fewer salesmen's calls necessary when mail advertising supple- ments man selling 12 Finding prospects for special lines of goods 38 Finding prospects how one manu- facturer secured 2,500 customers from 8,500 prospects 14 Follow-up systems what they are.. 15 Follow-ups importance of practical systems 15 Getting additional information for sejling with inquiry 32 Getting business that previously went to competitors how whole- sajer won it through catalogs 12 Getting data retained one manu- facturer's plan 53 Giving especial personal element through check marks 132 Gummed slips to remind stenog- raphers to enclose literature with letters 53 H Haberdashers plan for interesting customers 131 Hotelsr opportunity for subtle ad- vertising through enclosures 34 House organ distribution how to take advantage of it 73 House organ enclosures ideas for copy 73 House organs distribution of filing cards 84 House organs enclosing order blanks to suggest orders 80 House organs featuring special messages through tipped on slips 82 House organs rinding out what kind of editorial matter interests the list most 77 House organs finding out which departments are liked the best.... 80 House organs getting sales infor- mation and leads for salesmen through enclosures 81 House organs giving notices spe- cial prominence 134 House organs methods for cor- recting mailing lists and keeping them up to date 78 House organs offering limited subscription to bring come- back requests 80 House organs plans for inducing dealers to sell goods through window displays 82 House organs p Ian for offering premiums for names of pros- pects 80 House organs plans to get house organs read by several individ- uals 81, 82 House organs possibilities for co- operative advertising through en- closures 83 House organs using return post- cards to get direct returns 74 How analysis of enclosure possibil- ities is made 18 How enclosures are made to serve double purpose 23 How coupons are used to build sales 63 How direct advertising cuts cost of selling through men 11 How direct advertising may be ap- plied 10 How enclosures closed out stock of couches and dictionary 23 How manufacturer increased sales and built up live mailing list through a booklet 92 How manufacturer marketed new product through package inserts in spite of dealer opposition 58 How one advertiser plans his blot- ter campaign 105 How one firm reduced average of salesmen's calls to make sale from seven to five 11 How one manufacturer made blot- ters effective in pulling business. .106 How one manufacturer met war- time economy demands 94 How to determine economical sizes for enclosures and booklets 118 How to get direct orders through enclosures 124 How to get literature to the inter- ested individual 129 How to select best stock for book- lets 97 I Imitation hand written enclosures, when most effective 134 Importance of hooking up booklets with suggestion to act 134 Incoming mail how many enclos- ures reach executives 52 Increasing use of foodstuffs through suggested receipts 66 142 INTENSIVE SELLING Inducing customers to check more than one artjcle 76 Inquiries getting prospective buy- ers into local dealers stores 35 Inserting enclosures in envelopes one or two enclosures better than more SO Interesting customers in other lines through enclosures 46 Introducing a proposition by mail plan used by financial house.... 47 J Jobber co-operation secured through package inserts 60 Jobbers gaining their co-operation 16 obbers salesmen winning their jnterest through direct advertis- ing 16 K Keeping dealers posted as to ad- vertising and goods 20 Keeping sales ideas systematically before field.... 116 Making use of facsimile check schemes to bring first orders 135 Method of making house organs more effective by getting reading by more than one individual. ...81, 82 Money making use of to secure attention of strangers 137 N Name of friend as means to wedge into attention 48 Narrowing down mailing list how a list of 8,500 was reduced to 2,500 in one mailing 14 National advertising getting deal- ers to take full advantage of such publicity 16 New products how demand was secured through mail order dis- tribution of package inserts 58 o Order blanks as package inserts 64 Orders secured direct through ad- vertising 10 Leaflets comparative value of leaf- let as enclosure when used with letters 48 Letters and enclosures more effec- tive than letters alone 46, 49 Letters copy should arouse inter- est details given on supplement- ary enclosures 44, 45, 46 Letters copy should be divided between letters and enclosures to insure highest reading 44 Letters double spaced letters often most effective 44 Letters opportunity for valuable enclosure advertising 41 Letters short letters most effective generally 45 Letters weak letters given strong- er pull through good enclosures.. 46 Letters when letters can be short,- when long 43 Letters why short letters often best 44, 45 M Magazine advertising how book- lets used to increase returns 88 Mailing list reducing general lists to known prospects 14 Making impression given by book- lets valuable whether read or not .. ... 88 Package inserts advertising allied products to create increased dis- tribution 56, 67 Package inserts always seen when package is opened 56 Package inserts as developers of good will and prestige 68 Package inserts classifications of kinds 62 Package inserts enclosing samples of other products as means of securing new orders 68 Package .inserts evidence shows i,t profitable 55 Package inserts great advantage of distribution 55 Package inserts how attached.... 55 Package inserts how products have been marketed through 58 Package inserts how publisher secured names of prospective buyers through package inserts.. 70 Package inserts how they brought names of dealers' jobbers 60 Package inserts logical place for instructions 66 Package inserts making it an ed- ucational medium 67 Package inserts reaching and winning dealers' clerks 72 INTENSIVE SELLING 143 Package inserts receipt books ef- fective for foodstuff advertising.. 66 Package inserts two objectives.... 56 Package inserts used to influence dealers 71 Package inserts used to secure jobber co-operation 60 Package inserts use of return post- card 57 Package inserts using guarantee as talking point 69 Package inserts when enclosed in parcel post packages 71 Pasters advantageous in many ways 29 Physical forms of enclosures wide latitude possible 117 Pink slip follow-up that produced exceptional returns 27 Plan for getting booklets read 27 Plan for winning good will through package inserts used by United Cigar Company 69 Plan of blotter advertising follow- ed by New York hotel 108 Plan of telephone company for tak- ing advantage of monthly state- ment distribution 24 Plans for writing copy 122 Postcard dimensions war ruling....! 24 Postcards printing in sheets 125 Postcards used to bring back in- quiries and specific sales infor- mation _65 Poster stamps as advertising medi- ums '. 36 Poster stamps as seals for pack- ages and envelopes 39 Poster stamps basis of dealer ad- vertising campaign 38 Poster stamps copy possibilities.. 37 Poster stamps how given distri- bution 37 Poster stamps starting "Collec- tion" fad among children 38 Poster stamps used on letter- heads 38 Postoffice rulings on return post- cards and mailing cards 124 Premium coupons as inducement to buy goods 63 Premium coupons how placed on goods 63 Premiums offered for names of prospects 80 Printing enclosures how to reduce cost materially 19 Prospects reaching and influenc- ing them by mail 13 Provisional order blank plan for securing sales leads 81 Putting sales value in booklets 100 R Receipt books plan for distribu- tion that pays for advertising 67 Reprinting enclosures from forms used in printing house organ 128 Retailers' enclosures for bringing customers into the store 26 Retailer orders by mail to keep stock up to date 13 Return postcard as back page of booklet cover 93 Return postcard getting inquiries for more than one item 76 Return postcard how applied to house organs 74 Return postcards used as package insert 57, 64 Return postcard using in connec- tion with booklets 93 Right way to place enclosures in envelopes 51 Salesmen how to save salesmen's time through direct advertising.. 11 Salesmen securing their co-opera- tion in supplementary mail selling methods 12 Samples advantages of enclosing, when possible, in letters as sales aid 46 Samples of other products enclosed as means of increasing demand.. 68 Sample page of catalog as means of securing orders 31 Saving correspondents' time by en- closing carbon of letter 29 Saving expense by printing enclos- ures on waste stock 118 Scheduling enclosure advertising how one company plans 25 Securing names of dealer's jobbers through package inserts 60 Securing new customers through use of blotters 112 Securing market information and data on which to base selling plans 14 Securing prospects through a "card of introduction" idea.. ...... 130 Securing prospects through satis- fied customers 70 Securing reorders through package inserts 63 Several smaller booklets more ef- fective than one large one for follow-up selling 98 Special sales advance notices to preferred lists 30 Standards of Practice for Direct Advertising 7 144 INTENSIVE SELLING Statements valuable distribution for enclosures 84 Stickers as educational medium used by banker 30 Stickers used to identify letters and secure surer delivery to right party 29 Stimulating mail orders between calls of salesmen 13 Stockholders getting them to give publicity and win business for corporation 39 Stock of raincoats sold through en- closures as supplement to other mailing 21 Stock used tires moved through en- closure advertising 24 Street car advertising inducing dealers to take full advantage of such publicity 16 Strong follow-up scheme for busy offices 33 Suggesting replies through memo- randum sheets 83 Suppjementing salesmen through mail advertising 11 Systematic advertisers plan enclos- ures in series .. 19 Ten features of direct advertising.. 9 Testimonials how to get best val- ue from them 130 Testimonials reproducing checks from customers with facsimile of testimonial letters 131 Tests importance of tests in pres- ent-day advertising and selling.. 49 Tests that show how incoming mail is distributed 5J Tests, value depends upon condi- tions and facts 49 Tipping on enclosures larger re- turns probable 53 Total annual expenditures for ad- vertising in U. S 3 Total annual expenditures for di- rect advertising in U. S 4 Trade paper advertising booklets used to determine value 88 Trade paper advertising making it more effective through direct ad- vertising "hook-up" 16 Turning receipts for payment of goods into advertisements 69 Two color printing often more ef- fective than one color 101 U Using discrimination in choosing enclosures for lists 24 Using dummy bill to increase pa- tronage 129 Utilizing magazine ads in follow- up 33 w Warding off complaints and con- serving correspondence 31 Weekly calendar plan that wins attention 34 Winning co-operation of jobbers through blotters 1 1 3 Winning interest through conserv- atism suggestion in enclosing 129 University of California SOUTHERN REGIONAL LIBRARY FACILITY 305 De Neve Drive - Parking Lot 17 Box 951388 LOS ANGELES, CALIFORNIA 90095-1388 Return this material to the library from which it was borrowed. t A M/ OCT1620Q6 Graduate School of Business Administration 1 University of California LOB Angeles 24, California UCLA-GSM Library HF 5861 M23i :uq I L 005 033 588 4 A 001 312949 9 m Univej Sou Li