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A manufacturer of a new composition for walls gives a more accurate idea of his product than could ever be learned from words and pictures by sending a small finished section of the board as it could be put on the wall.
A knitting mill approaches perfection in sampling when it encloses a bit of cardboard on which are mounted a dozen samples of underwear, with prices pasted to each and a tape measure attached to aid in ordering. A roofing concern has the idea when it sends little sections of its various roof coatings. And at least one carriage maker encloses samples of the materials that go into his tops and seat covers.
Most unique samples are enclosed and because of their very novelty create additional interest in a proposition. A real estate company selling Florida lands enclosed a little envelope of the soil taken from its property. To the farmer this little sample has an appeal that no amount of printed matter could equal.
A company manufacturing cement has called attention to its product by making small cement souvenirs such as paper weights, levels, pen trays, and so forth, sending them out in the same enclosure with the letter or in a separate package.
One manufacturer of business envelopes encloses with his letter his various grades of paper, made up into envelopes, each bearing the name of some representative concern that has used that particular grade. Then in the lower corner of the envelope is stamped the grade, weight, price and necessary points that must be mentioned in purchasing. The various envelopes are of different sizes. 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. Here again the specimen bond is not actually the thing he buys but it is a facsimile and an excellent one in that it puts in concrete form an abstract article.
Possibly it is inadvisable to include a sample. Then a picture of the article accomplishes the purpose. A grocer who writes his customers whenever he has some new brand of food product, always includes in his letter a post card with a full tinted picture of the article. For instance, with a new brand of olives he encloses a picture of the bottled olives, tinted to exactly represent the actual bottle and its contents, and underneath he prints the terse statement "Delicious, Tempting, Nutricious." If his letter has not persuaded the housewife to try a bottle of the olives, the picture on the enclosure is apt to create the desire in her mind and lead to a purchase.