and this is what he writes now:
NOT so long ago one of our advertisers was using nothing but small space.
Then he decided to follow our advice and try strong display space, in colors. Almost immediately he began to notice substantial results, and in the last letter received from him, in which he promises still stronger advertising in the near future, he ends up with the enthusiastic remark:
“I wouldn’t stop my advertising now for anything!”
A few Doubting Thomases still feel that advertising is in the experimental stage. It isn’t if you use the right copy in the right medium.
This sort of advertising pays because it brings your product to the attention of many prospective buyers who would not be apt to be reached otherwise. It supplements the more expensive work of your salesmen and reaches points where they cannot call.