Or the product wouldn’t deliver on the promise, and customers would want their money back. To counter that, Jay offered to give each station owner and publisher a chance to sample his product firsthand. He sent each of them a dozen jars of his arthritis cream and encouraged them to share them with any friends, family members, or employees who happened to have arthritis or joint pain. Next, he offered an additional 15 percent on each sale—meaning, on a $3 jar of cream, the station owner or publisher would keep the purchase price plus another 45 cents. And finally, he came up with a bunch of
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