On the
back of each envelope is a blank form in which the purchaser can
designate the printed matter wanted, and underneath, in small
letters, the directions, "Write in this form the printed matter you
demand; pin your check to the envelope and mail to us."
Thus this one enclosure serves a number of purposes. First, it
carries a testimonial of the strongest kind by bearing the names of
prominent concerns that have used it; then, it is an actual sample
of the goods; and lastly, it serves the purpose of an order blank.
Even a firm which sells a service instead of a product can
effectively make use of the sample principle. One successful
correspondence school encloses with each answer to an inquiry a
miniature reproduction of the diploma that it gives its graduates.
While the course itself is what the student buys, unquestionably the
inspired desire to possess a diploma like the one enclosed plays its
part in inducing him to enroll.
A New York trust company gets the same effect by sending the
prospective investor a specimen bond complete to the coupons which
show exactly how much each is worth on definite dates through
several succeeding years.
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