Figure it out and you'll see that one single piece of such copy would be worth a third of their $75,000 yearly appropriation, viz., Inquiries for their goods and resulting Sales.

But "Reason-Why" Copy did better than that, when applied, on test.

It reduced the cost of Inquiries, for the selfsame $5.00 article, to 41 cents average, during the first two years it had been running. (It is still running, after six years' use). The earning power of every dollar trebled by the mere substitution of Reason- Why Copy for the best copy the Advertiser had used in eight years prior to that substitution.

An Advertising appropriation of $75,000 made equal in proven earning power to what $225,000 would have earned with the copy which preceded it, and which was producing Inquiries at $1.25.

That single piece of Reason-Why copy, which ran practically without change for about four months, had in that time produced approximately 60,976 Inquiries. These were worth $1.25 each to the Advertiser (or $91,464 in all), though their cost was reduced to 41 cents each, with an actual outlay of about $25,000.

In four months that one piece of copy had thus earned $66.466 more, for the Advertiser, than the $1.25 kind of Copy used immediately before it had produced from the same investment.

And, what made it pull Inquiries by mail is precisely what would make it produce Inquiries verbally for the goods through Retailers, by the use of intelligent Reason-Why and Conviction in the Copy.

This is only one of many actual instances that could be cited.