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Author: Bob Jones

Marketing Tips
_ January 21, 2023_ Bob Jones

Scientific Advertising – Chapter 21: Good Business

A rapid stream ran by the writer’s boyhood home. The stream turned a wooden wheel and the wheel ran a mill. Under that primitive method, all but a fraction of the stream’s potentiality went to waste. Then someone applied scientific methods to that stream – put in a turbine and dynamos. Now, with no more […]

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Marketing Tips
_ January 20, 2023_ Bob Jones

Scientific Advertising – Chapter 20: A Name That Helps

There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. That name alone has been worth a […]

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Marketing Tips
_ January 19, 2023_ Bob Jones

Scientific Advertising – Chapter 19: Letter Writing

This is another phase of advertising which all of us have to consider. It enters or should enter, into all campaigns. Every businessman receives a large number of circular letters. Most of them go directly to the waste basket. But he acts on others, and others are filed for reference. Analyze those letters. The ones […]

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Marketing Tips
_ January 18, 2023_ Bob Jones

Scientific Advertising – Chapter 18: Negative Advertising

To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good fellow. Show a bright side, the happy and attractive side, not […]

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Marketing Tips
_ January 17, 2023_ Bob Jones

Scientific Advertising – Chapter 17: Individuality

A person who desires to make an impression must stand out in some way. Being eccentric, and being abnormal is not a distinction to covet. But doing admirable things differently gives one a great advantage. So with salesmen, in person or print. There is a uniqueness that belittles and arouses resentment. There is refreshing uniqueness […]

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Marketing Tips
_ January 16, 2023_ Bob Jones

Scientific Advertising – Chapter 16: Leaning On Dealers

We cannot depend much in most lines on the active help of jobbers or dealers. They are busy. They have many lines to consider. The profit on advertised lines is not generally large. And an advertised article is apt to be sold at cut prices. The average dealer does what you would do. He exerts […]

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Marketing Tips
Test Campaigns sub headline
_ January 15, 2023_ Bob Jones

Scientific Advertising – Chapter 15: Test Campaigns

Almost any question can be answered, cheaply, quickly, and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – the buyers of your product. On every new project, the question comes up of selling that article profitably. You […]

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Marketing Tips
_ January 14, 2023_ Bob Jones

Scientific Advertising – Chapter 14: Getting Distribution

Most advertisers are confronted with the problem of getting distribution. National advertising is unthinkable without that. A venture cannot be profitable if nine in ten of the converts fail to find the goods. To force dealers to stock by bringing repeated demands may be enormously expensive. To cover the country with a selling force is […]

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Marketing Tips
_ January 13, 2023_ Bob Jones

Scientific Advertising – Chapter 13: Use of Samples

The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. That being so, samples are of prime importance. However expensive, they usually form the cheapest selling method. A salesman might as well go out without his sample case […]

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Marketing Tips
_ January 12, 2023_ Bob Jones

Scientific Advertising – Chapter 12: Strategy

Advertising is much like war, minus the venom. Or much, if you prefer, like a game of chess. We are usually out to capture others’ citadels or garner others’ trade. We must have skill and knowledge. We must have training and experience, also the right equipment. We must have proper ammunition, and enough. We dare […]

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Marketing Tips
_ January 11, 2023_ Bob Jones

Scientific Advertising – Chapter 11: Information

An ad writer, to have a chance at success, must gain full information on his subject. The library of an ad agency should have books on every line that calls for research. A painstaking advertising man will often read for weeks about some problem that comes up. Perhaps in many volumes, he will find few […]

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Marketing Tips
_ January 10, 2023_ Bob Jones

Scientific Advertising – Chapter 10: Things Too Costly

Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result. Changing people’s habits is very expensive. A project which involves that must be seriously considered. Yet countless advertisers try to do […]

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