ScientificAdvertising.com request was enclosed, and it also asked for certain information. That information indicated lines on which a man might be sold. Nearly all men, it was found, filled out that request and supplied the information. When a man knows that something belongs to them - something with his name on - he will make an effort to get it, even though the thing is a trifle. In the same way it is found that an offer limited to a certain class of people is far more effective than a general offer. For instance, an offer limited to veterans of the war. Or to members of a lodge or sect. Or to executives. Those who are entitled to any seeming advantage will go a long way not to lose that advantage. An advertiser suffered much from substitution. He said, "Look out for substitutes," "Be sure you get this brand," etc., with no effect. Those were selfish appeals. Then he said, "Try our rivals' too" - said it in his headlines. He invited comparisons and showed that he did not feat them. That corrected the situation. Buyers were careful to get the brand so conspicuously superior that its maker could court a trial of the rest. Two advertisers offered food products nearly identical. Both offered a full-size package as an introduction. But one gave his package free. The other bought the package. A coupon was good at any store for a package, for which the maker paid retail price. The first advertiser failed and the second succeeded. The first even lost a large part of the trade he had. He cheapened his product by giving a 15-cent package away. It is hard to pay for an article which has once been free. It is like paying railroad fare after traveling on a pass. The other gained added respect for his article by paying retail price to let the user try it. An article good enough for the maker to buy is good enough for the user to buy. It is vastly different to pay 15 cents to let you try an article than to simply say "It's free." So with sampling. Hand an unwanted product to a housewife and she pays it slight respect. She is no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very
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