Continuing from our last article on psychology behind selling.

Many articles are sold under guarantee – so commonly sold that guarantees have ceased to be impressive. But one concern made a fortune by offering a dealers signed warrant. The dealer to whom one paid his money agreed in writing to pay it back if asked. Instead of a far-away stranger, a neighbor gave the warrant. The results have led many to try that plan, and it has always proved effective.

Many have advertised, “Try it for a week. If you don’t like it we’ll return your money. Then someone conceived the idea of sending goods without any money down, and saying, “Pay in a week if you like them.” That proved many times more impressive.

One great advertising man stated the difference this way: “Two men came to me, each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them.

One man said, “Try the horse for a week. If my claims are not true, come back for your money.” The other man also said, “Try the horse for a week.” But he added, “Come and pay me then.” I naturally bought the second mans horse.”

Now countless things – cigars, typewriters, washing machines, books, etc. – are sent out in this way on approval. And we find that people are honest. The losses are very small.