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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. Thus, we agree to pay ALL charges and take ALL risk while you are testing and trying the Wilbur for one whole month.
"You see, we have a great deal of confidence in the Wilbur or we could not afford to make you this square and generous offer, which leaves it entirely to you to say whether or not the Wilbur Fanning Mill is a practical and money-making success. Since the 30 days' free trial proposition puts you to no risk whatever, you should take advantage of this opportunity and have a Wilbur shipped right away on the free trial basis.
"To prove it, all you have to do is to fill in, sign and mail this card. After 30 days you CAN return the machine if you are willing."
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