Scientific Advertising: Your Wish Is My Sale
The hotel and its guests love Laino. He flexes formidable connections and streetwise moxie to help his patrons; for one he arranged an exclusive viewing of the only Johannes Veneer painting in England. It’s off limits in the private collection of Buckingham Palace.
What Have You Done for Your Clients …
Embarrassed? Here are some of Claude Hopkins examples from 1923: “A brush maker has some 2,000 canvassers who sell brushes from house to house. He is enormously successful in a line which would seem very difficult. And it would be for his men if they asked the housewives to buy. But they don't. They go to the door and say, ‘I was sent here to give you a brush. I have samples here and I want you to take your choice.’ The housewife is all smiles and attention. In picking out one brush she sees several she wants. She is also anxious to reciprocate the gift. So the salesman gets an order.”
Create a relationship. It will increase your chance of a sale because we long to do business with people in whom we feel comfort. We’ll feel that only with those who truly have our good in mind. And guilt, which may catapult your sale, can only exist in a relationship that you create — even if it’s a short-lived one that spans the life of a transaction. (By all means strategize emotions. But if you offer service just to make guilt-money I hope you fail.)
“Another concern sells coffee, etc., by wagons in some 500 cities,” writes Hopkins. “The man drops in with a half-pound of coffee and says, ‘Accept this package and try it. I'll come back in a few days to ask how you liked it.’ Even when he comes back he doesn't ask for an order. He explains that he wants the women to have a fine kitchen utensil. It isn't free, but if she likes the coffee he will credit five cents on each pound she buys until she has paid for the article. Always some service.”