| What Mail Order Advertising Teaches |
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| Written by Claude Hopkins | |||||
| Saturday, 21 June 2008 23:35 | |||||
Page 1 of 2 The severest test of an advertising man is in selling goods by mail. But that is a school from which he must graduate before he can hope for success. There cost and result are immediately apparent. False theories melt away like snowflakes in the sun. The advertising is profitable or it is not, clearly on the face of the returns. Figures which do not lie tell at once the merits of an ad. This puts men on their mettle. All guesswork is eliminated. Every mistake is conspicuous. One quickly loses this conceit by learning how often his judgment errs - often nine times in ten. There one learns that advertising must be done on a scientific basis to have any fair chance of success. And he learns that every wasted dollar adds to the cost of results. |
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