An Ohio company putting out buggies as a main product, adds an insurance policy as a clincher. The purchaser is himself insured for one hundred dollars payable to his heirs in case of his death; the buggy carries an indemnity—not to exceed fifty dollars—covering accidents along the line of breakage or damage in accidents or smash-ups. This insurance, under the policy given, is kept in force a year.
This extra not only acts as a sales argument but a basis for a talk like this:
"The S. & W. pleasure vehicles have been tested by insurance company officials. They have been proved practically unbreakable, the material and durability surprising the insurance officials. Insurance is not issued on sickly persons, weak buildings nor on inferior vehicles. It is because our vehicles are so well made that insurance is permitted."
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This makes a convincing talking point, particularly to the man who is not familiar with accident indemnity, and to the young man who is about to buy a "rig" in which he may attempt to demonstrate that no other man can pass him on the road.
When it comes to framing up a campaign there are many points, minor in themselves, but each having its significance, that it is well to consider. It frequently happens that not enough attention is paid to the stationery that is used for farmers, but all these things have their influence in prejudicing the recipient for or against a new house.
"It is a good rule in writing the farmer to diversify your stationery," says a mail-order man who has sold a wide range of specialties. "The reason for this lies in the fact that when a farmer has been drummed about so much he may grow resentful at the persistence. We aim, not only to present the proposition very differently each time, but we use different size envelopes, different letterheads and markedly different enclosures in each follow-up.
"Particularly along rural routes, where the men folks are in the field when the carrier comes, I aim to change envelopes and letterheads. I never want the housewife to be able to say to the man of the house when he asks what mail came, that 'There's another letter from the firm that's trying to sell you a cream separator'."
To make ordering easier and to get the farmer to "act now" a coupon or an enclosed postal card, good for a limited number of days is widely used. This makes it easier to send for catalogue or a free trial or whatever is advertised. It is a spur to action and results in adding to the mailing list, names of many persons who might never respond if they had to wait until they found pen or pencil and paper—and a convenient opportunity.
A rebate check is another popular scheme for inducing the customer to order. An old mail-order house calls attention in the first form letter sent out with a catalogue to the fact that accompanying it is a check for one dollar to apply on the first order.