The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.

Though it is just an inquiry, you are starting to see a return on your investment. This is the first proof your advertising is working.

It may less conviction in Copy to make a Consumer write an email, and send it, as it would have taken to influence the same Consumer inquire verbally for the goods advertised, when visiting a store.

But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of ?Don't-keep-it? or ?Here's-something-better,? as there would have been if that same Consumer had written direct for it by Mail.

The ad which directs consumers to a retail store should have as much conviction in it's copy as a successful mail order advertisement. Otherwise the consumer will be affected by lower price and something better sales tactics.

If the ad fails to convince the consumers with a "Reason why" and conviction it could direct him to a retail store where they are switched to a competing brand, the the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitors bottom line. Half the money spent to Keep the brand on peoples minds results in the substitution of non advertised goods for the those advertised through General advertising.

The ad must give them a better reason to buy our product or service than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such undeniable form that he can comprehend without effort, so absolutely that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Ads statements.

THerefore not more than 1/4 of those who, out of mere curiosity, buy the first package, through "branding" ever buy the 2nd or 3rd consecutive package of the same product. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "branding campaign" to pay the cost of introducing it to the Consumer through Advertising.

In contrast to general publicity "Reason-Why Advertising" or Salesmanship-on-Paper, ROI is predictable. Consumers need only be convinced 1 time, through "Reason why advertising" or "Salesmanship- on-paper," we thus convince him, and more than fortifying him against substitution.

Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.

Conviction qualities in copy are shown, by test, to be just as necessary in Advertising design to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers. That is why every Advertisement for goods to be sold through Retailers (against substitution, and "Don't keep-it" influences), should have as much positive selling force, "Reason-why" and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.

Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for ?Reason-Why? which is the Heart and Soul and Essence of all good Advertising.