Scientific Advertising: Your Wish Is My Sale
Can you feel the warmth? We like people who give. Here’s another: “The maker of the electric sewing machine motor found advertising difficult. So, on good advice, he ceased soliciting a purchase. He offered to send to any home, through any dealer, a motor for one weeks' use. With it would come a man to show how to operate it. ‘Let us help you for a week without cost or obligation,’ said the ad. Such an offer was resistless, and about nine in ten of the trials led to sales.”
Cement your relationship by offering a service. When was the last time a salesperson asked you — and really meant it — how you liked his product? If he was a concierge it would be the first thing on his lips. The prime trait of being a concierge, and a seller, is to get excited by helping people.
We can translate this into our copywriting. Says Hopkins: “The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They cite advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risks. Some of these ads seem altruistic. But they are based on the knowledge of human nature. The writers know how people are led to buy. Here again is salesmanship. The good salesman does not merely cry a name. He doesn't say, ‘Buy my article.’ He pictures the customers side of his service until the natural result is to buy”
As a writer I can’t believe how often clients give me a pile of nothing to help them sell their products. They assume good copywriting alone can do it. True. But they do not consider the power of service. By offering none I feel many brands and business people show us they’re at work only for themselves — not for their customers. Customers feel this and don’t buy, whether brands know it or not.