Printers' Ink, January 3, 1924 (Volume 126, Number 1)
The first 1924 issue opens with an N. W. Ayer cover ad on how 1847 Rogers Bros.
What it is
The first 1924 issue opens with an N. W. Ayer cover ad on how 1847 Rogers Bros. silverplate stopped selling only to brides and wrote to the hostess instead. A. H. Deute of Borden describes salesmen who talk themselves out of orders, including one who tried to push a buyer from six machines to twelve and watched the order torn up. Henry Burwen reports how Acme Apparatus built its radio advertising on one lasting theme, "Acme for Amplification." G. A. Nichols covers Aunt Jemima's spot stocks in public warehouses. William A. McGarry shows Philco battery ads built from customers' stories of battery failure, then a price cut. R. N. Fellows argues that old mailing lists still hold buyers: Celite's second mailing to the same list pulled more than twice the first. Other pieces cover Wisconsin cheese, Timken's court case over rebuilt bearings, a talking-telephone campaign, and an ignored policyholder.
Why read it now
Several arguments here now have good evidence behind them. The Ayer silver ad is a clean case of growing a brand by reaching more buyers and more buying occasions instead of fighting over the same small group, which fits the Ehrenberg-Bass finding that growth comes mostly from new and light buyers. Fellows's point that a non-responder is not a dead prospect matches the modern habit of re-mailing a list with a new angle, and his Celite figures are a test anyone can repeat. Alward's complaint, that his insurer said nothing for twenty years after the sale, is the retention gap that onboarding and lifecycle messages now try to close. Deute's warning about talking past the close still holds in sales training. Dated: Bradbury's "moron" framing, the reliance on anecdote over measurement in most pieces, and Philco's credit to advertising alone for its price cut, which the article itself qualifies. Use: before deleting non-responders from a prospect list, send them one message with a different appeal and compare replies with the first round.
Passages worth keeping
It sold a dozen salad forks or a half-dozen bouillon spoons where none had been used before.
الإعلان لم يأخذ حصة من منافس، بل خلق استخدامًا جديدًا في بيوت لم تكن تشتري هذه القطع أصلًا.
In the first five minutes, he had made a perfect and splendid sale. In the next half hour, he had bought himself back.
من يواصل الكلام بعد أن يقتنع الطرف الآخر قد يهدم بنفسه ما حققه في الدقائق الأولى.
a logical prospect is never dead until he actually dies or goes out of business.
العميل المناسب الذي لم يستجب بعد ما زال فرصة قائمة، وقد يحتاج فقط إلى عرض أو مدخل مختلف.
Now what has the company done during all this time to keep alive the enthusiasm that I felt for life insurance when this obligation was undertaken? Absolutely nothing.
الشركة التي تصمت بعد البيع تترك حماس العميل يخبو، وتخسر فرصة إبقائه والبيع له مرة أخرى.
We used to think that the workman's dinner pail was full when business was good, but now we know that business is good because the workman's dinner pail is full.
قدرة الناس على الشراء هي أساس ازدهار التجارة، فالأجور الجيدة سبب للرواج لا نتيجة له فقط.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
Read the original archive.org
If this library is useful, leave an email
We send new patterns, ads, and notes when we add them. Name and phone are optional.
You are on the list
We will write when we add more library material.