SELLING A SINGLE LINE
25
There is a danger in outside appeal that it may overshadow the business itself. Yet the artificial appeal often gives an advertisement just the clever touch it requires.
Such appeals are without
limit.
direct the extra appeal at the pects.
A
Sales schemes usually
money motive
in pros-
fashionable store gave special fitting service
department and thus attracted eager trade at $22.00 for an article which was later closed out at Fitting service gave an extra appeal, worth, to $2.00. in its corset
Any
the buyer, ten times the price of the article.
one
of the five motive headings will suggest extra appeals
which can be added uct and will
lift
and timely way. packages,
it
to the intrinsic value of
your prod-
above competition in some clever
Premium and
discount plans, handy
machine repair agreements,
insurance policies, the hosiery guarantee,
complimentary * '
railroad fare
—
are a few of the outside appeals which to buyers" have been "read into'' business to outdo competition. If you are a local advertiser of a single line, service Put your is one of the strongest appeals you can make. place above competition in courtesy, understanding of your prospects, accuracy, promise-keeping. Let your
advertising strongly reflect this spirit. advertiser of a single line is far from and must be more clever in finding ton-
The national his prospect
— in choosing the best
tact
appeals to advertise.
you had your average prospect across the counter from you, and he twitted you upon your rival's goods, you would know what points to talk. If he protested that his ordinary uses were supplied, you would suggest new uses which might close the sale. Focus your advertising on these points. If