What was advertised in a colonial American newspaper 250 years ago today?
“THE famous new-invented STOMACH PILLS, prepared by JAMES SPEEDIMAN.”
Colonial shopkeepers and apothecaries frequently advertised a variety of imported remedies, especially patent medicines with names widely recognized by consumers. The “new-invented” pills for stomach ailments “prepared by JAMES SPEEDIMAN” did not have that advantage. Since they were mostly unfamiliar to local customers, William Williamson had to put special effort into marketing them in the fall of 1767.
He first established that patients in other places, especially England, had embraced Speediman’s “STOMACH PILLS.” The proprietor had been granted “HIS MAJESTY’S ROYAL LETTERS-PATENT.” In addition, Williamson assured potential customers that “those Pills are found effectual” by patients on the other side of the Atlantic. They had earned a positive reputation and were “approved of in Great-Britain.” Williamson mobilized both bureaucratic approbation and public consensus as endorsements of Speediman’s pills.
Yet local consumers did not need to trust solely William’s representation of how the pills had been received in England. He reported that he had brought a few boxes to South Carolina the previous year, “upon Trial” for his customers. After he distributed them, “they proved so beneficial to sundry Persons who used them” that patients wanted more of them and made “very frequent Applications” for them. This convinced Williamson to acquire a greater quantity, which had just arrived in port. Although Williamson did not provide testimonials, he did suggest that local consumers could verify that Speediman’s pills had worked for them.
In order to sell these stomach pills, Williamson also created a sense of exclusivity. He noted that Speediman made them available to him “by particular Appointment,” selecting him – “and him only” – to sell the pills in South Carolina. To substantiate the authenticity of the pills, Williamson delivered them with “printed Directions” that had been “signed with the Proprietor’s own Hand.” Advertisers sometimes indicated that other medicines came with printed directions and other marketing material, but rarely did they have such an immediate connection to “the Proprietor.” This also contributed to forging an aura of exclusivity.
William Williamson had a relatively new product, one not yet familiar to most consumers in his local marketplace. Colonists were already familiar with other patent medicines, with other brands, and their effects so he needed to convince them to give Speediman’s stomach pills a chance. To do so, he stressed that their effectiveness had made them popular in England, but emphasized that they were not yet widely available in South Carolina. Due to an exclusive contract, local consumers could obtain them only from him.
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[…] any of these additional means of confirming the authenticity of the patent medicines he sold, other retailers sometimes did so. Brownjohn may have considered it unnecessary if consumers possessed widespread familiarity not […]