Using a Premium
When you want to land a fish, you bait your hook with something that the fish likes. When you want to land a lot of orders, the same principle applies.
A client wanted to sell a new, small size travelling bag. He tried selling it on its merits alone, and got 3% to 4% of orders. Since the bag sold for $7.95, and 3% gave him an order cost of only $1, that was profitable. But he wanted volume.
So he tried using a bit of bait. To all who would send for this new bag, he offered a Fountain Pen with their name die-stamped on it in letters of gold. Instead of only 3% or 4%, that attractive bait brought the orders up to 10%, 12% and even on some lists, to 14%.
Letter
Will you accept one of the latest model, self-filling Fountain Pens with your name die-stamped in raised letters upon it - in return for a little favor I want you to do?
The courtesy is a small one, pleasant and easy to render.
For years, you know, the standard size Travelling Bag has been an 18 inch bag like the famous "Twentieth Century Bag", but lately many friends have been writing that they would like a bit smaller bag than this - something light and inexpensive, but with all the strength and fine appearance, all the unique conveniences of the "Twentieth Century".
Now we are trying one out - a bag so convenient that we don't believe its equal has ever been made before - certainly not anywhere near the price.
Every time you pack this Bag, you will be thankful for the TIME-SAVING convenience of its wonderful interior pockets. It has a place for everything you need on a trip - and it almost "packs itself".
Ever have toothpaste or shaving cream get all over your clean shirts and collars? Or the stopper come out of a bottle and the contents run over everything?
Then you'll appreciate the convenience of the moisture-proof pockets lined with the long-wearing, high grade hospital rubber. No moisture can leak through it.
These five moisture-proof pockets will hold shaving gel, talcum powder or toilet water - all your toilet needs.
On the opposite side of the bag are two full-length pockets with folders for carrying shirts, ties, underwear, socks, and any papers that you need when you go on a trip.
These handy pockets are collapsible and take up no room when not filled. They not only enable you to pack your bag in half the time it used to take, but they keep all your things shipshape, and leave the entire bottom part of the bag free to pack suits of clothes and other large articles. A wealth of packing space.
I am writing a few of our customers for their opinion of these new Travelling Bags. We call them "RedypaktBags" because they're handy for so many different uses.
I would like you to try one of them for a week - USE it on your next trip - see how convenient, how time saving, how handsome it is. Compare it with bags you have paid $12 or $15 for. And then tell me what you and your friends think of it.
It is a small favor, but it means a great deal to me. We are thinking of making a general offering of these "RedypaktBags" all over the country, but before doing it, I would like to have your opinion.
Just your name on the enclosed card will bring a "RedypaktBag" to you to try out for a week FREE. At the end of the week, if you should like the BAG so well that you want to keep it for your own, you can have it for only $7.95. If you don't want to keep it, please send it back at my expense, telling me what you think about it, and I'll be deeply grateful to you.
Naturally, this special price holds good only if your card comes in at once, while your advice will still be of value to us.
Won't you, therefore, put your name on the card and mail it now? I thank you for your courtesy.
Gratefully yours,
P.S. The new model, sell-filling fountain pen which I'll send along will have your name die-stamped upon it. And whether or not you keep the "RedypackBag", I want you to keep the pen as a present from me, entirely free of charge. It's a return for your courtesy in examining the "RedypaktBag" and giving me your opinion about it.