Life — August 10, 1905 — page 3: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Why Some Advertisers Grow Wealthy While SuNTY PER Kecau CENT of all Adver fall! they) spend) their mouey for space, wader ibe delusion that Space ited ih auything “Catchy iy “adcertinny They believe that “Money Talks” ip Adver Ings even When HU says otha They forget Unit Space costs. the san eiher we til it with Mietured Nothings | Hh enduring Couei toss Aud, the ditterence in Kinds of costing the advertisement, I fo cent, as Our records on test prov General Advertisers, whe have ne wen Airect results, aud whe spend thi feral Publicity.” will smile at results, between of Binstutmton, N. Drom Co. of Loutsvilie, ord to smile at Advertis ten of Advertisers to whan a Dilnd speculation, but pen investment records show the precise cost of jnquisy for thelr Is through adver wecause thelr at in 1 is separ can thus judge a the rel tacging power of each bit of published at their expense. f each sium in whieh that copy hast ted, They thus kame what kind te avoid, as ss what kind to ns Please note that the Lord & Thomas defni- tion of * General Publicity ” is “* Keeping-the-name- belore-the-people.” When we speak of "General “we mean copy which sells goods This latter class of advertising Advertising through the Retailer. onstitutes three-fourths of our business. And note also that we are NOT “advising” General Advertisers to GO INTO MAIL. ORDER BUSINESS. WE DO, however, strongly insist that all Copy for GENERAL ADVERTISING should ssess as much positive SELLING-FORCE and INVICTION as it would NEED to actually and softably SELL Goods direct BY MAIL. He actual experience of wn national Advertiser, who sell jele by mail oul; This Advertiser dl averal itn direct has proved that a certain sper ceot of his Inquiries convert salex through his “follow-up Inquiry is therefore worth a. certa nith which he can pay ‘with profit plece of copy bas been ran for practically teithout change, In Hiums used, for over fre years, Mo: 200.000 has heen spent in repeated publication Phin ot copy. Why? It produced resuite (Inquiries) an’ any other ever run f t years, until lately, first moni Inquiries’ from it wv! SS cents each Repetition, for two years, wore out some fits in so that rles from it finally stun average of (say) $1.09 each ew opy" had ‘been tried a great many imes, written by many different ad-smiths, ‘ut no other ad ever produced the Inquiries at ess than $2.85 average. tll lately Some of the copy that looked fo try, cost $14.20 per Inquiry. better’ looking copy. than “General Publielty” space at this very minute Consider what the knowledge derived from good enough And that was half of what fills In costly mediums Others Fail. a large collection data, like the above tieans whe the disp of ral wdvertisers who vow it blind” on copy . It the Sa.00 Retailers, In the ut chen Trou itis more » kind of copy w ve Unuously Because, juch tu had been sold through way, with that was the or at this very Hy Advertisers And. Ie would bave been considered copy so long as the salesmen did its work in Htheir own, the General Results in a general way to “General eateby rainute kind, s0 with “Geu good le would clearly lave required fore ty much of That “SU420 kind” of Adv ising to prealue the same aeliny effect upon the public as. the ot copy owhich averaged about $1.00 per inquiry over tw aetually Hid produce. Let us figure this out more ‘fhe Hank Company speat jer year, for space, with copy Quiries at about $1.00 ay It would thus have teen times as much, sell as many of thelr § S14.20 kind of cost them. t S100 aver 1 2 arly your mind facts we c producing In four ears t h the copy as it ly li ne quantity with the inte < now, n verify to avy prospective client What to get 1 which woult Ingatrie us each, wh thelr most ste orn out, after Iwo years Tnqniries finally costing them 31 ure Ito that ayera that one single pie sie « worth a tied their $75,000 yearly appropriation, viz, 200, Recause, it would add a third to what their appropriation is solely. spent for, viz.. Inqulrte for their goods Bot Lord & ‘Thomas “Heasonawhy did better than that, when applied It reduced the cost of Inaitirles, for the selfsame $5.40) article, to jf cents” arcrage during all the months ft has been canning, Copy Now Retleet your” appropriation Advertiser ! ‘The earning power of every hy the mere “Salestnatsh| Advertiser stitution An Advertising appropriation of & made equal in. proven earning power to wh O00 would hare earned with the copy which Inquiries what similar tr would mean to ment with now, Mr. dollar trebled Substitution of lord & Thomas on-Faper™ for the best copy the had in ten years prior to that ord & Thomas copy. now Hy without change for about four months, has in that time produced approximately 60.976) Inquiries, These are trorth 8125 each to the Advertiser, of $91,464 In all, though we reduced their cost to 41 ceats ach With au actual yutlty of aboUl $25,000. In tour tents that vue piece OF ce than the S15 kid of nised funmedtately before it had prouuced tro the saiie invest tent. And, what wade it pull Inquiries, by Mail, is precisely what wontd wake 1 prody Inquiries: certatiy bo tallers, by the use ¢ why? aud Convictio blises Copy reason This, Mr. Advertise owe of many actual instances that we caw prove ap to AdveE tisers who agree te plaice their appropriations through us provided ire de thus proce up vue capacity to increase Kesulis, with thely preset poropiiations Otber Advertising Agents will belittle thi SutteHent because they de not do about comjniraty Tests on Copy, Stich as we tutve made They know what our shipondaper able of doing. Lecause s equipment to produce record and compat frou it with “Ge Vabileity re such a way us to provide a reliable guide tu writing o€ future copy M it IS not the they til with kind of Copy vthing in any case. ‘Their ec mission Is Just ax safe when they tll yowr space with ordinary Vublicity would be If they filled ft with that reliable ship: Which produces result cents’ inet S14 But,—how can you hope to compete when using such "S14 Inst your compet itor who may plt kind of against you? kun what Ww Results Salesman xanizatlon fexults suits: in They tisk ane Adver Aseney in pays a third do year in Salaries) for thr Nt Afth “of what ice pay Three-fourths of spend for “Serviee™ Isp who simply sell you spare to MIL that space with jugs you back large Not a fifth of wh: “Service” is invested in the determines how. profitable or wice be made for you. The Advertising world is waking up fact, Mr. Advertiser, and don't Corset tl we-—Lord € Thonux—who are awakening. Could we to ralse this question, on nidons 1 “Copy.” if ie wet the hest equipped Ad vertising Concern In America to produce the kind we are talking abewt, for Clients who want it?) We have cited a Mail-Order proposition this article simply because it provided a simple pxample of traceable results on one kind of Test. But, we have proved that what makes Copy sell a Mait makes tt sell them, In through Retallers, over the counter al Advertising. Write ug today for our Advertising.” Tt Is free to General Advertis ers, and to Mall Order Advertisers, Tts price to all others Is $5.00 cash with order. America (elz.— $72,000 per capable Copy Stat, vidually a Agencies wlicitors nnot help you Copy, which unprofitable that this itis doing the disturbing portance of Took of Tests on LORD & THOMAS Esrastisurp 1873 Largest Advertising Agency in America CHICAGO NEW YORK comicbooks.com