This is where large and cumulative profits must come to the General Advertiseron the second, third, and continued purchases by Readers of the first advertisement that reached their Convictions.

These conviction qualities in copy are shown, by test, to be just as necessary in Advertising designed to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers.

That is why every Advertisement for goods to be sold through Retailers (against substitution, and "Don't keep-it" influences), should have as much positive selling force, "Reason-why" and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.

The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent.

Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience.

Any Advertiser who uses mere "General Publicity" when he might have all that and, in addition, a positive Selling force combined with it is losing 50 per cent to 80 per cent of the results he might have had from the same identical appropriation.

Selling tests made on various kinds of Copy and Mediums have proved this for "Reason-Why" which is the Heart and Soul and Essence of all good Advertising.