This next chapter, “Use Of Samples” in the copywriting classic “Scientific Advertising” by Claude Hopkins is one that I’ve always found particularly interesting.
Hopkins was one of the pioneers in this area and the insights he gained are still relevant today.
Unfortunately, all too many marketers either are unaware of these insights or choose to ignore them. I’ve commented several times on this blog about marketers violating one of Hopkins’ key guidelines, namely…
“Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people to whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim.”
And yet how many times do you see free samples being handed out indiscriminately in the street or (less so) stuffed into mailboxes?
Here are some of the main points Hopkins discovered during the course of his testing the use of samples…
1. However expensive they might be, samples are usually the cheapest selling method.
2. Sampling doesn’t just apply to small items like foods. It can be applied in some way to almost anything (think “Test drive”, for example).
3. Samples allow you to use the word “Free” in ads. That will often increase response.
4. A sample creates involvement when the prospect needs to take some action to get the sample.
5. As a consequence of the required action, you have the contact details of an interested prospect. You can then follow up.
6. Samples can be used as one way to test ads and offers.
7. It’s a mistake to penny-pinch with samples. Making a small charge for the sample or using “Two-for-the price-of one” trials is usually a mistake. Remember, you are the seller. Don’t make it difficult for a prospect to “raise their hand” or ask them to pay for your selling efforts.
8. Make it as easy as possible for the prospect to claim the sample. Hopkins found in one campaign that more people placed a request by phone than mailed a coupon. Today, think of using the internet or text messaging as well as the telephone.
(As an aside, Hopkins made the comment “Most people write few letters. Writing is an effort. Perhaps they have no stamps in the house. Most people will pay carfare to get a sample rather than two cents postage.” Think how much more that applies today!)
9. Hopkins was aware of the problem of sample users obtaining multiple samples as a substitute for regular purchases. However, he found that most people were basically honest so tactics such as specifying “Only one sample per home” were quite effective. Overall, the substitution problem was found to be minor.
Hopkins was an enthusiastic advocate of using samples because his testing demonstrated the effectiveness…
“Where samples are effectively employed, we rarely find a line where they do not lessen the cost per customer.”
And as with all approaches, the key was proper measurement and monitoring…
“Here again comes the advantage of figuring cost per customer. That is the only way to gauge advertising. Samples sometimes seem to double advertising cost…Yet, rightly used, they almost invariably form the cheapest way to get customers.”
Today that’s still sound advice.
[…] “Scientific Advertising In The 21st Century” – Part 13 “Use of Samples” […]