It also shows about how many Readers you must pay to reach who cannot buy your Piano, no matter how much your advertising makes them want it.

And it also shows the futility of writing "Catchy" Copy to attract the greatest number of Readers for your advertisement.

What you need is not numbers of Readers, but Class of Readers.

That very limited class you must convince, when you once get its attention, or you lose all profit from your Piano advertising.

You must make up in Conviction and Selling-force for what you lose in possible number of purchasers with such a proposition.

But, when your product is something which can be used by the Masses, it is then a better subject for Advertising.

Because, you then have about 85 per cent more possibilities of Sale, among Average Readers, than you would have had with a Piano or Automobile.

The current mistake in Advertising to this great 85 per cent of Average Families is that of talking over their heads, in terms and thought-forms which are unfamiliar or unintelligible to them.

Observe that not one of this great 85 per cent of families has an Income of more than $1,800 a year, or $360 per person.

Observe also that the Average Income of this great 85 per cent is less than $500 per year, per family, or $100 per head.

We must not expect the Average of such people to have classical educations, nor an excessive appreciation of Art and Inference.

Neither are they as Children in Intellect, nor thick-headed Fools. They are just Average Americans of good average intelligence, considerable shrewdness, and large bumps of Incredulity.

Most of them might have come "from Missouri" because they all have "show me!" ever ready in their minds, when any plausible Advertising Claim is made to them. But, they are willing to be "Shown" when the arguments are sensible enough, as well as simple enough, to appeal readily to their mental make-up.

They are not suffocating for want of pretty pictures and pleasing phrases in Advertising.

What they are most interested in is, "Show me how to get more for my money of what I need for Existence and Comfort rather than for Luxury."

This "great 85 per cent" of Readers has a peculiar Habit-of-Thought or Mental Calibre of Its own which responds most freely to a certain well-defined form of approach and reasoning.

To strike the Responsive Chord with the class of Readers aimed at is to multiply the Selling-power of every Reason-Why given and every line of space used.

So a few Pointers upon this will be in order for our next chapter.