United States Government War-Savings Stamps: Handbook for Banking, Educational, Industrial and Other Interests
A 16-page 1917 handbook from the Treasury Department's National War-Savings Committee to enlist banks, schools, employers and clubs as sellers of War-Savings Stamps.
What it is
A 16-page 1917 handbook from the Treasury Department's National War-Savings Committee to enlist banks, schools, employers and clubs as sellers of War-Savings Stamps. It opens with the law of September 24, 1917 and the product terms: a stamp priced at $4.12 in December 1917 and January 1918, rising 1 cent a month, worth $5 on January 1, 1923, plus 25-cent Thrift Stamps collected on a 16-space card. It sets out two classes of Treasury agent and proposes War-Savings Societies of 10 or more people. Each audience then gets its own checklist. Bankers advise depositors and post the posters. Teachers set arithmetic problems on war finance. Employers give certificates instead of Christmas gold pieces, pay part of wages in stamps with consent, and print thrift slogans on pay envelopes. Rural mail carriers sell stamps at the farm gate. It closes with slogans and a list of State Directors.
Why read it now
Read it as a channel plan, not an ad. The Treasury did not try to reach every citizen itself. It recruited the people who already had daily contact and trust, the banker, the teacher, the employer, the postman, and gave each a short task list fitted to their setting. That still holds, and partner and referral programmes run on the same logic. Two mechanics have modern evidence behind them. The 25-cent stamp and a 16-space card lower the cost of starting and make progress visible; Kivetz, Urminsky and Zheng (2006) found people speed up as a loyalty card nears completion. Payroll deduction with the worker's signed consent is the default effect that Madrian and Shea (2001) showed lifts 401(k) enrolment. What has dated is the moral pressure: spending is framed as harm to the nation, and rivalry between classrooms or factory departments can tip into coercion. Use: when you sell through agents or distributors, write one page per partner type with their role, five concrete actions and lines they can print.
Passages worth keeping
The public unconsciously turns to the banker for advice and information regarding its investments, and the individual will expect to find that his particular bank is an agent of the Treasury Department for the sale of War-Savings Stamps and Thrift Stamps.
الناس يلجؤون إلى مصرفهم تلقائيًا حين يريدون نصيحة في الادخار، لذلك ينبغي أن يجدوا الطوابع عنده. أي ضع المنتج عند الجهة التي يثق بها العميل أصلًا.
Make the back of the pay envelope a "salesman" for War-Savings Stamps by printing thereon appropriate thrift sentences.
حوّل ظرف الراتب إلى بائع صامت بطباعة عبارات الادخار على ظهره. الرسالة تصل في اللحظة التي يمسك فيها العامل ماله.
Much of the success of the war-savings plan depends upon the ease and convenience with which the public may purchase War-Savings Stamps.
نجاح الحملة يتوقف على سهولة الشراء بقدر ما يتوقف على الإقناع، فالمنتج يجب أن يكون متاحًا في كل متجر يمر به الناس.
We must demonstrate to them that American money must fight as well as American men
الطلاب يُعلَّمون أن المال يشارك في الحرب كما يشارك الجنود، فيتحول الادخار الصغير إلى خدمة وطنية يفهمها الطفل.
The cooperation of the Post Office Department makes every mail carrier a part of the vast selling organization formed by the United States Government.
صار كل ساعي بريد جزءًا من شبكة البيع الحكومية، فوصل المنتج إلى باب كل مزرعة دون أن يحتاج المشتري إلى الذهاب إليه.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
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