I got this Idea from an employee here at Web Full Circle that suggested that I mention Elmer Wheeler’s methods as a Tweet conversation and I thought to myself, "what a wonderful Idea." Before I jumped right into it, I would like to give you a little more information on our friend Elmer.
Elmer Wheeler was an advertising solicitor some time ago on the Los Angeles Herald, and then on the Rochester Journal, the Albany Times-Union, and the Baltimore News-Post, he developed what to him was a fine sales presentation for retail merchants.
He would inform them, with considerable sincerity, and volumes of figures under his arm, that his newspaper had the largest circulation in town, and therefore more people who needed shirts, hosiery, umbrellas, needles and thread, and pots and pans would read the merchants advertisements in his paper and be down to their places of business the next day to buy.
A convincing sales argument, he thought, but Mr. Merchant would always shrug his shoulders and say, “So what?”
He would then point to the hundreds of people in the aisles of his store and inform Mr. Wheeler that perhaps he did represent a newspaper with plenty of circulation that brought people into his store – but people just didn’t buy. The merchant called them “shoppers,” “lookers,” and “walk-outs.”
This sales obstacle had Mr. Wheeler perplexed for many years, because as a newspaper representative his only job was to get the people into the stores. Then one day it occurred to him that maybe this wasn’t the end of his job – but really the beginning.
Therefore he set about making a careful analysis of the merchandise sold to the stores by the manufacturers. It was the right merchandise, sold at the right price and at the right season.
On going over the stores advertisements, he found that they were usually pretty effective. He then narrowed down the problem of why people came to the stores and purchased so little to the salespeople themselves behind their counters.
This would later become the premise to his famous Wheeler Word Laboratory were Mr. Wheeler would analyze multiple selling sentences and their actual ability to make the customer buy.
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Isn't it interesting how just focusing on something like how words effect the masses can give you an advantage? Just imagine the effect if people realized how effective Search Engine Optimization is: it is the equivalent of Wheeler's methodology applied in a potentially larger scale at a lower cost (relationally).
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