Samples serve numerous valuable purposes. They enable one to use the word "Free" in ads. That often multiplies readers. Most people want to learn about any offered gift. Tests often show that samples pay for themselves - perhaps several times over - in multiplying the readers of your ads without additional cost of space. (p.30)
Before a prospect is converted, it is approximately as hard to get half price for your article as to get the full price for it. (p.31)
Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people 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. (p.32)
( Claude C Hopkins – Scientific Advertising )
