The result of their joint advertising is inquiries and these the sales agent follows up by personal solicitation. Fig. 100 shows diagrammatically how the scheme works out.
Selling Direct from Factory to Consumer.—A large number of manufacturing concerns have built up profitable businesses by advertising in various publications and dealing directly with the consumer. See Fig. 101.
Fig. 100. FROM THE MANUFACTURER TO THE MANUFACTURER’S AGENT, THENCE TO THE CONSUMER
Many products, especially those in the nature of machines, can be sold by this method where they could not be marketed in any other way. Take as an example the larger sizes of hand power printing presses. One firm has sold thousands of these machines through the persistent use of small advertisements where only a few could have been disposed of through dealers of any kind, for the reason that there is not a sufficient demand for them in any one locality.
Any article, device or machine can be sold directly to the people through the medium of cleverly displayed advertisements placed in the right publications. When you get ready for an advertising campaign write to any advertising agent—and he also advertises—telling him what it is you have to sell and he will send you a list of the periodicals which will reach the class of folks who will be interested in your commodity and also quote you advertising rates. But of advertising I shall have something more to say later on.
Fig. 101. SELLING DIRECT FROM THE FACTORY TO THE CONSUMER
Where you sell direct to the consumer you should also use, of course, a series of attractive pictorial cards, circulars, folders and booklets which describe your offering in terms of glowing color and cold, hard facts. Don’t try to deceive your customers for no business can be conducted on misrepresentation and last, and besides it is just as easy to enthuse with the truth as it is to equivocate, not to use a harsher and uglier word.[6]
A series of follow-up letters should also be used and lists of the people you want to reach are sometimes as useful, and occasionally more so, in bringing results as advertising. In fact every art and device known to the system of business should be freely used where there are no middlemen.