We then tried several ideas at the cigar counters, man-to-man stuff. But again we experienced difficult y. A man would buy some cigars, and the clerk would say, “How about some deodorant today, sir?”
“No thanks,” the man would reply. “My wife uses Flit.” He didn’t even know what a deodorant was! When he found out, he was insulted, wondering why the clerk suggested it to him! The “He - Man” Appeal Finally we placed a sign on the cigar counter reading: “For Men.” In front of the sign we placed a bar of Lifebuoy soap and a bottle of Odorono. The Lifebuoy suggested the use of the Odorono, for men do read the ads of he-men in showers using Lifebuoy. Instinctively they felt the bottle on the counter was for the same purpose. They would shyly pick it up and ask, “What is this?” The clerk would say: “It’s for excessive perspiration!” The sign stopped four out of every ten men at the cigar counters! One day we changed the sign to read: “For ACTIVE Men!” Then it stopped six out of ten men; for all men, the short, the lean, the poor, and the wealthy, believing themselves to be active men, would rush to the counter , pick up the bottle, and ask, “What is this?” Here is proof of the great power of words properly chosen – even on counter signs! Look for the “sizzle” in your product; look for the “square clothespin” in whatever you are selling; find the “swamp root”; look for the “Hell”; then remember Wheelerpoint 5, and “Watch Your Bark!”
That’s the simple formula for making people hit the sawdust trail for you!
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