"
* * * * *
Bond brokers frequently use this same idea, writing to a customer
that a block of stock or a part of an issue of bonds had been
reserved for him as it represented just the particular kind of
investment that he always liked--and reasons follow showing how
desirable the investment really is.
In one form or another this scheme is widely used. When the order
justifies the expense, a night telegram is sometimes sent stating
that the machine can be held only one day more or something like
that. This only is possible on special goods that cannot be readily
duplicated.
In all these offers and schemes the price is kept carefully in the
background. Many firms never mention the price in the letter,
leaving that for the circular, folder or catalogue.
SCHEME 8--THE FREE TRIAL OFFER
Instead of the price being emphasized, it is the free trial offer or
the absolute guarantee that is held before the reader.
"Without even risking a cent you can use the Wilbur on your farm
free for 30 days. We will ship it to you, freight prepaid, with the
plain understanding that, should the Wilbur not come up to every
claim we make for it, we will take it off your hands, for we don't
want anyone to keep the Wilbur when he is not satisfied with it.
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