The "free offer" may secure a position as an at: tractor of attention at the beginning of an advertise ment. Many advertisers, however, prefer to use it chiefly in inducing decision and action. In this case, the free offer is featured in the close of the advertise ment, often with such skill that a high percentage of favorable decisions is bound• to result.
13. Making it easy to advertisement that requires a minimum of thinking effort on the part of the prospective customer stands the best chance of getting the order. But the sale is by no means made at the instant the mind decides. There are certain mechanical operations which are necessary before the purchaser is really in possession of the thing he de cides to buy. When it is necessary to write a letter, to inclose check, draft or money order, to stamp and mail the envelope, many sales are lost. These obstacles are guarded against when the number of mechanical processes which must be performed is cut down to a minimum. Suggestions, both direct and indirect, reduce mental effort, while definite, easily carried-out directions, reduce the physical effort.
"Fill in your name and address on the attached coupon. Place it in an envelop and mail to us," is not only a definite direction, but calls attention to the ease of the necessary operations. "Check the booklet you want," not only induces action by direction, it makes it easy to act. -The corner coupon, needing but a single clip to separate it from the rest of the advertisement, was a long step forward in reducing obstacles to a decision which is the final factor in pro ducing action.
Direct and indirect suggestion, carefully and logi cally worked out arguments that aid in deliberation, combined with mechanical ease of response are to be sought in the preparation of advertisements. The barrier between the suggested act and its perform ance must be made as slight as possible, no matter whether the argumentative or the emotional appeal is used.