It must therefore give him better "Reasons-why" he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute.

And, it must give him these "Reason-why" in such lucid thought-form that he can understand without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertised statements.

This means that we must put into General Advertising Copy the precise qualities that would be necessary to sell goods profitably by mail.

More than half the people who inquiry for Advertised goods out of Curiosity as a result of "General Publicity" ("Keeping-the-Name-before-the-People," etc.) do not buy them when they see them.

Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of "Reason- Why" under it cannot combat the personal influence of the Salesman.

This is why not more than a fourth of those who, out of mere curiosity, buy the first package, through "General Publicity," ever buy the second or third consecutive package of the same article. Because they do not buy on Conviction.

Meantime, it usually takes about all the profit in the first purchase of any "Generally Advertised" article to pay the cost of introducing it to the Consumer's notice, through Advertising.

But, with "Reason-Why" Salesmanship-on-Paper, results are insured and far more cumulative.

Because, a Consumer need only be convinced once, through "Reason-why" "Salesmanship-on-paper," that the article is what he should, for his own sake, buy and use.

When we thus convince him, we achieve more than fortifying him against substitution.

We also help his imagination to find and recognize. in the article advertised, the very qualities claimed and proved for it in the Copy.

These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere "Curiosity" purchase.

Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in-Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.

And, because he begins using the article with an advance knowledge of, and belief in, its good points, his appreciation becomes permanent if the goods merit it.

He therefore makes a second, third, and further consecutive purchases of that article as a result of having once read a single convincing "Reason-Why" advertisement about it.